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http://dx.doi.org/10.5850/JKSCT.2022.46.6.987

The Effect of Experiential Value of AR Fashion Platform on Platform Preference  

Ha Kyung Lee (Dept. of Clothing and Textiles, Chungnam National University)
Hee Jin Hur (Dept. of Fashion Design & Business, Daejeon University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.46, no.6, 2022 , pp. 987-1003 More about this Journal
Abstract
This study explores the effect of experiential value of AR fashion platform on platform preference. Based on the SOR theory, the effects of visual appeals, entertainment, service excellence, and efficiency on platform attitudes, mediated by intrinsic enjoyment and escapism, are tested. The participants respond to the questions after watching the video clip, using an AR fashion platform. A total of 252 data is analyzed using SPSS 26.0 for descriptive statistics and reliability analysis and AMOS 26.0 for confirmatory factor analysis and structural equation modeling. The results show visual appeals, entertainment, and efficiency influence platform preference, mediated by intrinsic enjoyment. Entertainment also influences platform preference, mediated by escapism. The moderating effect of the AR service pre-experience is also explored. For the group with the AR service experience, entertainment and efficiency has a positive effect on intrinsic enjoyment, leading to AR platform preference. For the group without an AR service experience, only entertainment influences the AR platform preference, mediated by intrinsic enjoyment; however, there are no factors which increase escapism. The findings of this study contribute to find the marketing directions for the AR service users, by offering appropriate experiential values based on their prior AR experience.
Keywords
Augmented reality; AR fashion platform; AR fashion service; Experiential value; Platform preference;
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Times Cited By KSCI : 9  (Citation Analysis)
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