가상현실 쇼핑 경험 시 공간 창의성과 판매원 아바타 의상의 격식성이 소비자의 상품 구매의사에 미치는 영향

• 영문명: An Exploratory Study Examining the Effects of Place Creativity and Workplace Attire on Consumer Trust, Attitude, and Purchase Intention in the Virtual E-Commerce Environment
• 발행기관: 한국IT서비스학회
• 저자명: 송원철(Stephen W. Song) 신민철(Mincheol Shin) 이상욱(Sanguk Lee) 정동훈(Donghun Chung)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제19권 제3호, 75~87쪽, 전체 13쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2020.06.30

영문 초록

This study empirically investigates the design factors that could engender positive impacts on consumers’ user experiences with respect to trust, attitude, and intent to purchase a product promoted in the virtual reality (VR) e-commerce environment. Guided by previous literature, we specifically test the role of schema congruity due to the design of the space and virtual agent on trust, attitude, and purchase intention in the context of VR e-commerce. To test the effect of the congruency between user s schema and virtual environment design on user intentions, a 2 x 2 mixed ANOVA design experiment was conducted with place creativity (Low vs. High) as a within factor and workplace attire (Casual vs. Formal) as a between factor. The result showed support for the effect of schema congruity on trust, in that interaction of the two factors were found. Significant positive relationship between trust, attitude, and purchase intention was found. Further implications are discussed based on results

목차

1. 서 론

2. 이론적 배경

3. 방법론

4. 결 과

5. 논의 및 결론

참고문헌

키워드

Virtual Reality E-commerce Place Creativity Workplace Attire Trust Attitude Purchase Intention