Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Effect of Perceived Technological Innovativeness on Revisit and Word-of-Mouth Intention in Augmented Reality Store -Focusing on Curiosity and Fun-

증강현실 매장의 인지된 기술혁신성이 재방문 및 구전의도에 미치는 영향 -호기심과 재미를 중심으로-

  • Kim, Terry Haekyung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Lee, Hee Yun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Namkoong, Hyun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Choi, Seo Yeun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Yang, Heesoon (Dept. of Fashion & Textiles, Sangmyung University)
  • Received : 2020.01.13
  • Accepted : 2020.03.02
  • Published : 2020.08.31
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Abstract

This study proposes a research model that examines the impact of perceived technological innovativeness on curiosity and fun, which influence revisit and word-of-mouth intentions for an augmented reality store. Data was collected from 189 female consumers in their 20s and 30s living in the Seoul metropolitan area using a convenient sampling method. The results of the study were summarized as follows. First, perceived technological innovativeness was found to have positive effects on curiosity and fun. Second, curiosity had a positive relationship with fun. Third, curiosity had positive effects on revisit and word-of-mouth intention toward the augmented reality store, while fun had no effect on revisit and word-of-mouth intention. Fourth, curiosity mediated the relationship between perceived technological innovativeness and revisit intention, and between perceived technological innovativeness and word-of-mouth intention. The introduction of innovative technology in the offline store leads to a positive response through curiosity rather than fun; therefore, it is suggested that fashion companies develop and utilize augmented reality content that stimulates more curiosity.

Keywords

References

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