스마트폰 기반 증강현실 특성이 프레즌스, 플로우 및 관계지속행동에 미치는 영향

• 영문명: The Effect of Augmented Reality Traits on Presence, Flow, and Relational Continuance Behavior with Smart-Phones
• 발행기관: 한국유통과학회
• 저자명: Tae-Yoo Chun(전태유) No-Hyun Park(박노현)
• 간행물 정보: 『유통과학연구(JDS)』제13권 제5호, 45~52쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2015.05.30

영문 초록

Purpose – Augmented reality (AR) content used in mobile media today can accommodate a wide variety of contextual information. This indicates that making people experience a sense of presence and flow is a very significant factor in augmented reality content. Flow represents a rich immersion potential as representing the progress of emotion and the means to facilitate the operation of the smart phone. Therefore, users will have friendly relational continuance behavior with products and brands that supply this experience. Based on that, the purpose of this study is to investigate the relationships among smart phone AR application traits, presence, flow experience, and relational continuance behavior. First, AR application traits are defined as three categories sensory immersion, navigation, and manipulation, based on preceding studies. This study then examines the influence of AR application traits on the presence and flow experience and looks into the relation among presence, flow experience, and relational continuance behavior. This analysis suggests more detailed and concentrated strategic implications. Research design, data, and methodology – A research model is designed to examine the relation among AR application traits, presence, flow experience, and relational continued behavior. For data collection, questionnaire surveys were composed of multi-items for each component and the direct interview method was used for the interviews. To collect the data, after running the smart phone AR applications, the consumer behaviors of the respondents were generally determined. The questionnaire surveys were conducted for one month, October 2014. A total of 300 questionnaires were distributed with 278 questionnaires used for analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0 and LISREL ver. 8.51. Results – The following results are found: First, AR application traits have a significantly positiv

목차

1. 서론

2. 이론적 배경

3. 연구의 설계

4. 분석결과 및 논의

5. 결론

References

키워드

Augmented Reality Trait Presence Flow Relational Continuance Behavior