Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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User Experience and Satisfaction of Augmented Reality Applications -Focused on Chinese Fashion Consumers

증강현실 어플리케이션의 사용자 경험과 만족도 연구 -중국의 패션 소비자를 중심으로

  • Chen, Qian-Qian (Dept. of International Business, Chungbuk National University) ;
  • Dai, Ming-Yue (Dept. of International Business, Chungbuk National University) ;
  • Park, Hyun-Jung (Dept. of International Business, Chungbuk National University)
  • 진천천 (충북대학교 국제경영학과) ;
  • 대명월 (충북대학교 국제경영학과) ;
  • 박현정 (충북대학교 국제경영학과)
  • Received : 2019.07.17
  • Accepted : 2019.10.20
  • Published : 2019.10.28
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Abstract

This study investigated the factors affecting the satisfaction of augmented reality (AR) fashion application focusing on user experience. The survey was conducted on 280 Chinese users who had used AR fashion applications. The results are summarized as follows. User experience had a significant effect on presence, flow, and satisfaction. Personalization service also increased user satisfaction. Presence influenced flow which enhanced satisfaction, indicating that presence had an indirect effect on satisfaction through flow. The results are expected to provide strategic implications by identifying factors that should be considered to help consumers experience products and improve satisfaction with applications in various industries focusing on augmented reality technology.

본 연구는 사용자 경험을 중심으로 하여 증강현실 패션 어플리케이션에 대한 소비자 만족도에 영향을 미치는 요인들을 살펴보고자 하였다. 증강현실 패션 어플리케이션을 이용해본 중국 사용자 280명을 대상으로 설문조사를 실시하고 구조방정식 모형을 사용하여 분석하였다. 결과에 따르면 사용자 경험이 현존감, 몰입, 만족도에 각각 영향을 미치고 개인화 수준도 만족도를 증가시키는 것으로 나타났다. 현존감의 경우 몰입을 높이고 몰입이 만족도를 제고하는 것으로 나타나 현존감이 몰입을 경유하여 만족에 간접적인 영향을 미치는 것을 확인하였다. 본 연구의 결과는 향후 증강현실 기술에 주목하고 있는 다양한 산업에서 소비자들의 제품을 체험을 돕고 어플리케이션에 대한 만족도 향상을 위하여 고려해야 하는 요소들을 파악하여 전략적인 시사점을 제공할 수 있을 것으로 기대한다.

Keywords

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