Browse > Article
http://dx.doi.org/10.5850/JKSCT.2021.45.5.907

The Effect of User Experience on Perceived Flow and Continuous Intentions to Use the Mixed Reality Technology  

Kim, Eun Young (Dept. of Clothing & Textiles, Chungbuk National University)
Sung, Heewon (Dept. of Clothing & Textiles, Gyeongsang National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.45, no.5, 2021 , pp. 907-921 More about this Journal
Abstract
This study aims to predict causal relationships between experience economy, perceived flow, and continuous use intention in the mixed reality (MR) environment. A virtual fitting mirror with two modes (i.e., avatar and self-image) was selected for this study. A total of 200 samples was obtained in two sample frames: virtual fitting users in avatar mode (group 1, n = 119) and self-image mode (group 2, n = 81). The results showed that the experience economy consists of entertainment, education, esthetic, and escapism. The entertainment and esthetic experiences had positive effects on perceived flow, leading to continuous use intentions. For avatar mode, the entertainment and esthetic experiences had positive effects on continuous use intentions through the mediating effect of flow; and the education experience had a positive effect on the continuous intentions to use the MR technology. For self-image mode, the flow mediated the effect of entertainment on continuous use intentions, whereas education and escapism directly affected the intention to use the MR technology. The paper also discusses the theoretical and managerial implications of using MR technologies in fashion retailing.
Keywords
Experience economy; Flow; Mixed reality; Virtual fitting;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Hoffman, D. L., & Novak, T. P. (2009). Flow online: Lessons learned and future prospects. Journal of Interactive Marketing, 23(1), 23-34. doi:10.1016/j.intmar.2008.10.003   DOI
2 Hossain, M. S., Zhou, X., & Rahman, M. F. (2018). Examining the impact of QR codes on purchase intention and customer satisfaction on the basis of perceived flow. International Journal of Engineering Business Management, 10, 1-11. doi:10.1177/1847979018812323   DOI
3 Hwang, S. & Shin, S. (2013). The effects of the virtual avatar fitting models for apparel e-commerce in consumer's purchasing behavior: Comparing traditional model with virtual avatar model. Journal of Fashion Business, 17(5), 57-69. doi:10.12940/jfb.2013.17.5.57.   DOI
4 Flavian, C., Ibanez-Sanchez, S., & Orus, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547-560. doi:10.1016/j.jbusres.2018.10.050   DOI
5 Aluri, A. (2017). Mobile augmented reality (MAR) game as a travel guide: insights from Pokemon GO. Journal of Hospitality and Tourism Technology, 8(1), 55-72. doi:10.1108/JHTT-12-2016-0087   DOI
6 Buonincontri, P., & Marasco, A. (2017). Enhancing cultural heritage experiences with smart technologies: An integrated experiential framework. European Journal of Tourism Research, 17, 83-101. Retrieved from https://ejtr.vumk.eu/index.php/about/article/view/295   DOI
7 Choi, W., & Lee, J. (2014). A study of types and characteristic analysis of experiential VM that applied Augmented Reality. Journal of the Korea Institute of the Spatial Design, 9(2), 107-118. doi:10.35216/kisd.2014.9.2.107   DOI
8 Han, S.-L., An, M., Han, J. J., & Lee, J. (2020). Telepresence, time distortion, and consumer traits of virtual reality shopping. Journal of Business Research, 118, 311-320. doi:10.1016/j.busres.2020.06.056   DOI
9 Hong, S. J., & Han, S.-L. (2020). A study of the effect of shopping experience in virtual reality and augmented reality on consumer decision making: Analysis of mediating effect of perceived value. Korea Business Review, 24, 173-187. doi:10.17287/kbr.2020.24.0.173   DOI
10 Huang, T.-L., & Liao, S.-L. (2017). Creating e-shopping multisensory flow experience through augmented-reality interactive technology. Internet Research, 27(2), 449-475. doi:10.1108/IntR-11-2015-0321   DOI
11 Johnson, B. (2018, May). The new reality: Augmented and virtual reality offer new ways to engage with customers. Shopping Center Today, pp. 80-82.
12 McKinnon, T. (2020, May 8). 10 of the best augmented reality (AR) shopping apps to try today. Indigo9 Digital. Retrieved from https://www.indigo9digital.com/blog/how-six-leading-retailers-use-augmented-reality-apps-to-disrupt-the-shopping-experience
13 Jung, T., tom Dieck, M. C., Lee, H., & Chung, N. (2020). Moderating role of long-term orientation on augmented reality adoption. International Journal of Human-Computer Interaction, 36(3), 239-250. doi:10.1080/10447318.2019.1630933   DOI
14 Kim, G. S., Kim, S. K., & Cha, Y. J. (2017). 유통 4.0시대, 리테일 패러다임 전환 [Transformation of retail paradigm in 4.0 distribution age]. Samjong INSIGT, 54. Retrieved from https://assets.kpmg/content/dam/kpmg/kr/pdf/2018/kr-insight-54--.pdf
15 Lee, K., & Huh, Y. (2014). The effects of chronic regulatory focus based on types of virtual fitting services on fashion brand favorability and revisit intention-Focusing on the mediating effect of the flow-. Bulletin of Korean Society of Basic Design & Art, 15(4), 317-323.
16 Milgram, P., & Kishino, F. (1994). A taxonomy of mixed reality visual displays. IEICE Transactions on Information Systems, E77-D(12), 1321-1329. doi:10.1.1.102.4646   DOI
17 Pantano, E., Rese, A., & Baier, D. (2017). Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets. Journal of Retailing and Consumer Services, 38, 81-95. doi:10.1016/j.jretconser.2017.05.011   DOI
18 Pine II, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
19 Sadachar, A., & Fiore, A. M. (2018). The path to mall patronage intentions is paved with 4E-based experiential value for Indian consumers. International Journal of Retail & Distribution Management, 46(5), 442-465. doi:10.1108/IJRDM-07-2017-0152   DOI
20 Huang, T.-L., & Liao, S. (2015). A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness. Electronic Commerce Research, 15(2), 269-295. doi:10.1007/s10660-014-9163-2   DOI
21 Huang, Y.-C., Chang, L. L., Yu, C.-P., & Chen, J. (2019). Examining an extended technology acceptance model with experience construct on hotel consumers' adoption of mobile applications. Journal of Hospitality Marketing & Management, 28(8), 957-980. doi:10.1080/19368623.2019.1580172   DOI
22 Huh, C. (2020, January 28). Trends of new digital technology applications in the US retail market. Monthly Software Oriented Society, 67, 16-22. Retrieved from https://spri.kr/posts/view/22865?code=industry_trend
23 Yim, M. Y.-C., Chu, S.-C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39, 89-103. doi:10.1016/j.intmar.2017.04.001   DOI
24 So, J. I., & Kim, S.-h. (2013). The effects of augmented reality fashion application on pleasure, satisfaction and behavioral intention. The Research Journal of the Costume Culture, 21(6), 810-826. doi:10.7741/rjcc.2013.21.6.810   DOI
25 Sung, E. (C.). (2021). The effects of augmented reality mobile app advertising: Viral marketing vis shared social experience. Journal of Business Research, 122, 75-87. doi:10.1016/j.jbusres.2020.08.034   DOI
26 Tom Dieck, M. C. & Han, D.-in D. (2021). The role of immersive technology in customer experience management. Journal of Marketing Theory and Practice. doi:10.1080/10696679.2021.1891939   DOI
27 tom Dieck, M. C., Jung, T. H., & Rauschnabel, P. A. (2018). Determining visitor engagement through augmented reality at science festivals: An experience economy perspective. Computers in Human Behavior, 82, 44-53. doi:10.1016/j.chb.2017.12.043   DOI
28 Wedel, M., Bigne, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37(3), 443-465. doi:10.1016/j.ijresmar.2020.04.004   DOI
29 Zhang, Y., Fiore, A. M., Zhang, L., & Liu, X. (2021). Impact of website design features on experiential value and patronage intention toward online mass customization sites. Journal of Fashion Marketing and Management, 25(2), 205-223. doi:10.1108/JFMM-11-2019-0261   DOI
30 Byun, I. H. (2021, March 25). 새로운 세계 '메타버스', MZ세대는 왜 열광할까 [New world 'metaverse,' why MZ generation is passionate]. ftoday. Retrieved from http://www.ftoday.co.kr/news/articleView.html?idxno=212567
31 Jung, T. H., Bae, S., Moorhouse, N., & Kwon, O. (2021). The impact of user perceptions of AR on purchase intention of location-based AR navigation systems. Journal of Retailing and Consumer Services, 61:102575. doi:10.1016/j.jretconser.2021.102575   DOI
32 Jeong, H. Y. (2019, May 8). 에프엑스기어, 롯데피트인 동대문점에 '에프엑스미러' 체험존 운영 [FXGear, operating 'FX mirror' experience zone at LOTTE FITIN in Dongdaemoon]. enewstoday. Retrieved from http://www.enewstoday.co.kr/news/articleView.html?idxno=1299079
33 Ju, H., Lee, J. H., & Kim, Y. I. (2020). Adult male consumer's awareness and demand for virtual fitting system adoption in online apparel shopping. Journal of Fashion Design, 20(4), 161-174. doi:10.18652/2020.20.4.10   DOI
34 Jung, T., tom Dieck, M. C., Lee, H., & Chung, N. (2016). Effects of Virtual Reality and Augmented Reality on visitor experiences in museum. In A. Inversini & R. Schegg (Eds.), Information and communication technologies in tourism 2016: Proceedings of the International Conference in Bilbao, Spain, February 2-5, 2016 (pp. 621-635). Cham: Springer.
35 Kim, H. J. (2020). A study on the effect of advertising through augmented reality(AR) cosmetic advertising: Focusing on the reflection of self-congruity between the real self and the ideal self. Journal of OOH Advertising Research, 17(3), 97-135. doi:10.22993/joa.17.3.202008.97   DOI
36 Farah, M. F., Ramadan, Z. B., & Harb, D. H. (2019). The examination of virtual reality at the intersection of consumer experience, shopping journey and physical retailing. Journal of Retailing and Consumer Services, 48, 136-143. doi:10.1016/j-jretconser.2019.02.016   DOI
37 Pantano, E., & Vannucci, V. (2019). Who is innovating? An exploratory research of digital technologies diffusion in retail industry. Journal of Retailing and Consumer Services, 49, 297-304. doi:10.1016/j.jretconser.2019.01.019   DOI
38 Lee, H. a., & Kim, Y. (2018). The effect of smart tourism Virtual Reality(VR) experience factors on tourism satisfaction and behavior intention: Focused on the moderating effect of presence. Proceedings of the Korea Academic Society of Tourism and Leisure, 51st General Conference, Korea, 105-118.
39 Lee, K. J. (2021, August 10). MZ세대 중심의 변화 '속도'...키워드는 '개성, 경험' [Change of core MZ geneneration 'Speed'... keyword is 'Individuality, Experience']. Biztribune. Retrieved from https://www.biztribune.co.kr/news/articleView.html?idxno=262914
40 Lee, S. B. (2018, January 17). 'VR로 옷 피팅' '스마트 행거'...똑똑해진 패션매장 ['VR apparel fitting', 'Smart hanger'...smart fashion store]. The Korea Economic Daily. Retrieved from https://www.hankyung.com/economy/article/2018011797761
41 Jang, J. Y., Hur, H. J., & Choo, H. J. (2019). How to evoke consumer approach intention toward VR stores? Sequential mediation through telepresence and experiential value. Fashion and Textiles, 6:12. doi:10.1186/s40691-018-0166-9   DOI
42 Kang, H. J., Shin, J.-h., & Ponto, K. (2020). How 3D virtual reality stores can shape consumer purchase decisions: The roles of informativeness and playfulness. Journal of Interactive Marketing, 49, 70-85. doi:10.1016/j.intmar.2019.07.002   DOI
43 Meissner, M., Pfeiffer, J., Pfeiffer, T., & Oppewal, H. (2019). Combining virtual reality and mobile eye tracking to provide a naturalistic experimental environment for shopper research. Journal of Business Research, 100, 445-458. doi:10.1016/j.jbusres.2017.09.028   DOI
44 Rese, A., Baier, D., Geyer-Schulz, A., & Schreiber, S. (2017). How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions. Technological Forecasting and Social Change, 124, 306-319. doi:10.1016/j.techfore.2016.10.010   DOI
45 Seo, Y.-J., & Park, S.-Y. (2013). The mediating role of presence in the relationship between mobile brand application experiences and flow: Focusing on a comparative study between AR(augmented reality) based application and general application. Journal of Consumption Culture, 16(3), 1-21. doi:10.17053/jcc.2013.16.3.001   DOI
46 Merle, A., Senecal, S., & St-Onge, A. (2012). Whether and how virtual try-on influences consumer responses to an apparel web site. International Journal of Electronic Commerce, 16(3), 41-64. doi:10.2753/JEC1086-4415160302   DOI
47 Moon, H.-N., Cho, H.-i., & Han, Y. (2017). Mixed Reality(MR) technology trends and development prospect. The Journal of the Convergence Culture Technology, 3(3), 21-25. doi:10.17703/JCCT.2017.3.3.21   DOI
48 Nah, F. F.-H., Eschenbrenner, B., & DeWester, D. (2011). Enhancing brand equity through flow and telepresence: A comparison of 2D and 3D virtual worlds. MIS Quarterly, 35(3), 731-747. doi:10.2307/23042806   DOI
49 Park, J. H. (2019, July 9). AR 도입속도내는 패션.뷰티업계, 피팅.메이크업도 가상으로 [Fashion.beauty industries speeding up the adoption of AR, virtually fitting.make-up too]. Etnews. Retrieved from https://www.etnews.com/20190709000255
50 PwC. (2019). Seeing is believing: How virtual reality and augmented reality are transforming business and the economy. PwC. Retrieved from https://www.pwc.com/gx/en/technology/publications/assets/how-virtual-reality-and-augmented-reality.pdf
51 Scholz, J., & Duffy, K. (2018). We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, 11-23. doi:10.1016/j.jretconser.2018.05.004   DOI
52 Csikszentmihalyi, M. (2014). Flow and the foundations of positive psychology: The collected works of Mihaly Csikszentmihalyi. Dordrecht: Springer.
53 Azuma, R. T. (1997). A survey on augmented reality. PRESENCE: Teleoperators and Virtual Environments, 6(4), 355-385. doi:10.1162/pres.1997.6.4.355   DOI
54 Barhorst, J. B., McLean, G., Shah, E., & Mack, R. (2021). Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences. Journal of Business Research, 122, 423-436. doi:10.1016/j.jbusres.2020.08.041   DOI
55 Cho, S. H., & Kim, C. S. (2019). Consumer attitudes, intention to use technology, purchase intention of Korean 20's women on the acceptance of Fashion Augmented Reality (FAR) with the application of the UTAUT model. Journal of the Korean Society of Clothing and Textiles, 43(1), 125-137. doi:10.5850/JKSCT.2019.43.1.125   DOI
56 Han, Y. S. (2021, July 5). '메타버스'에 꽂힌 MZ세대... 머리부터 발끝까지 구찌로 '플렉스' [MZ genertaion is into 'Metaverse'... 'Flex' with Gucci from head to toe]. MoneyS. Retrieved from https://moneys.mt.co.kr/news/mwView.php?no=2021070215378016771
57 Gaberli, U. (2019). Tourism in digital age: An explanation for the impacts of virtual, augmented and mixed reality technologies on tourist experiences. Journal of Tourism Intelligence and Smartness, 2(2), 61-69. Retrieved from https://dergipark.org.tr/tr/pub/jtis/issue/47411/596201
58 Han, S.-L., & An, M.-a. (2019). Analysis of user telepresence and behavioral intention in virtual reality shopping environment. Journal of Channel and Retailing, 24(1), 51-71. doi:10.17657/jcr.2019.1.31.3   DOI