한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제23권3호
  • /
  • Pages.347-357
  • /
  • 2021
  • /
  • 1229-2060(pISSN)
  • /
  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
권호 표지
DOI QR코드

DOI QR Code

소비자 기술준비도에 따른 증강현실(AR) 패션 쇼핑 서비스 수용의도

Augmented Reality (AR) Fashion Shopping Service Acceptance Based on Consumers' Technology Readiness

  • 허희진 (대전대학교 패션디자인.비즈니스학과) ;
  • 이하경 (서울대학교 의류학과)
  • Hur, Hee Jin (Dept. of Fashion Design & Business, Daejeon University) ;
  • Lee, Ha Kyung (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University)
  • 투고 : 2021.04.22
  • 심사 : 2021.05.28
  • 발행 : 2021.06.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study analyzed the effects of optimism and innovativeness, the two drivers of a consumer's technological readiness to use an augmented reality(AR) fashion shopping service within the framework of the Technology Acceptance Model (TAM). The survey was conducted on 249 people (males = 58; females = 191) in their 20s who were willing to participate in the AR experience. Data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling by AMOS 22.0. The results indicated that a greater level of perceived optimism had a positive influence on the ease of use and usefulness of the technology. The findings also show that consumers with a high degree of innovativeness tend to have a higher level of playfulness toward AR fashion shopping. Regarding the effects of user beliefs, ease of use had a positive effect on the perception of usefulness and playfulness with higher levels implying a higher consumer intention to adopt an AR fashion shopping service. In addition, this study reveals the moderating effect of consumers with high-fashion versus those with low-fashion innovativeness. For the latter, technological innovation had an insignificant effect on playfulness, thus indicating that consumers with low interest in fashion did not enjoy AR fashion shopping even if the technology was highly innovative. Nevertheless, the analysis confirms the possibility that experiencing a fashion product through AR technology could replace the actual experience of wearing the products.

키워드

참고문헌

  1. Ahn, T., Ryu, S., & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263-275. doi:10.1016/j.im.2006.12.008
  2. Agarwal, R. & Karahanna, E. (2000). Time flies when you are having fun - Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665-694. doi:10.2307/3250951
  3. Agarwal, R. & Prasad, J. (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information systems research, 9(2), 204-205. doi: 10.1287/isre.9.2.204
  4. Ajzen, I.(1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi: 10.1016/0749-5978(91)90020-T
  5. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall.
  6. Azuma, R., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2001). Recent advances in augmented reality. IEEE Computer Graphics and Applications, 21(6), 34-47. doi:10.1109/38.963459
  7. Bagozzi, R. P., & Yi, Y. (1988) On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74-94. doi:10.1007/BF02723327
  8. Beck, M., & Crie, D. (2016). I virtually try it...I want it! Virtual fitting room - A tool to increase on-line and off-line exploratory behavior, patronage and purchase intentions. Journal of Retailing and Consumer Services, 40, 279-286. doi:10.1016/j.jretconser.2016.08.006
  9. Bhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201-214. doi:10.1016/S0167-9236(01)00111-7
  10. Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e-commerce - A preliminary investigation. Psychology & Marketing, 20, 32-347. doi:10.1002/mar.10076
  11. Chung, N. H., Lee, H. A., & Koo, C. M. (2014). The effect of tourist's technology readiness on the acceptance of an augmented reality tour application. Korean Journal of Tourism Research, 29(1), 265-285.
  12. Colby, C. & Thibodeaux, C. (2000). Ready or not? what consumer really think about technology. 2000 International CES, pp6-9, Jan, Las Vegas, Nevada, USA: Consumer Electronics Association.
  13. Craig, A. B. (2013). Understanding augmented reality - Conception and applications. Waltham, MA: Elsevier.
  14. Dacko, S. G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 124, 243-256. doi:10.1016/j.techfore.2016.09.032.
  15. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. doi:10.2307/249008
  16. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology - A comparison of two theoretical models. Management Science, 35(8), 982-1003. doi:10.1287/mnsc.35.8.982
  17. Goldsmith, R. E., Moore, M. A., & Beaudoin, P. (1999). Fashion innovativeness and self-concept - A replication. Journal of Product & Brand Management, 8(1), 7-18. doi:10.1108/10610429910257904
  18. Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring Consumer Innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-221. doi:10.1177/009207039101900306
  19. Goldsmith, R. E., & Stith, M. T. (1993). The social values of fashion innovators. Journal of Applied Business Research, 9(1), 10-16. doi:10.19030/jabr.v9i1.6089
  20. Han, S., Shim, H., & Shin, Y. (2014). Effects of technology readiness and consumer involvement on the adoption process of innovative products. Journal of Product Research, 32(3), 91-109. https://doi.org/10.36345/KACST.2014.32.3.007
  21. Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D. & Keeling, D. M. (2017). Augmenting the eye of the beholder - Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45, 884-905. doi:10.1007/s11747-017-0541-x
  22. Javornik, A. (2016). 'It's an illusion, but it looks real!' consumer affective, cognitive and behavioural responses to augmented reality applications. Journal of Marketing Management, 32(9-10), 987-1011. doi:10.1080/0267257X.2016.1174726
  23. Ju, K. W., & Lee, E. J. (2015). The effect of shopping orientation, fashion innovativeness and perceived mobile benefits on mobile clothing purchase. Journal of the Korean Society of Fashion Design, 15(2), 147-164.
  24. Jun, D., & Rhee, E. (2008). The effects of adult women's innate innovativeness on involvement and fashion innovativeness. Journal of the Korean Society of Clothing and Textiles, 32(11), 1739-1749. doi:10.5850/JKSCT.2008.32.11.1739
  25. Kang, K.Y., & Jin, H. J. (2007). Influences of consumers' fashion innovativeness and technological innovativeness on attitudes and buying intention toward smart clothing. Fashion & Textile Research Journal, 9(1), 35-40.
  26. Kim, H. K. (2020). Effects of augmented reality's presence and product information on fashion product evaluation. Unpublished master's thesis, Seoul National University, Seoul.
  27. Kim, H., & Rhee, E. Y. (2001). Consumer segmentation of clothing products by fashion conformity/innovativeness and their reference groups. Journal of the Korean Society of Clothing and Textiles, 25(7), 1341-1352.
  28. Kim, S. C., & Park, S. B. (2011). A case study on the mobile application designs applied with augmented reality - Around the product promotion applications. Journal of Korean Society of Communication Design, 14(2), 27-36.
  29. Kim, T. H., Lee, H. Y., Namkoong, H., Choi, S. Y., & Yamg, H. S. (2020). Effect of perceived technology innovativeness on revisit and word-of mouth intention in augmented reality store -Focusing on curiosity and fun. Journal of the Korea Society of Clothing and Textiles, 44(4), 676-690. https://doi.org/10.5850/JKSCT.2020.44.4.676
  30. Kounavis, C. D., Kasimati, A. E., & Zamani, E. D. (2012). Enhancing the tourism experience through mobile augmented reality - Challenges and prospects. International Journal of Engineering Business Management, 4, 1-6. doi:10.5772/51644
  31. Lam, S. Y., Chiang, J., & Parasuraman, A. (2008). The effects of the dimensions of technology readiness on technology acceptance - An empirical analysis. Jornal of Interactive Marketing, 22(4), 19-39. doi:10.1002/dir.20119
  32. Lee, Y. H. (2018, January 4). 아마존, 스마트 미러 특허 획득... 패션 아이템 판매 증가 예상 [Amazon, acquired a patent for smart mirror...Fashion item sales expected to increase], Chosun Ilbo, Retrieved March 2, 2020, from https://www.chosun.com/site/data/html_dir/2018/01/04/2018010402393.html?form=MY01SV&OCID=MY01SV
  33. Lin, C. H., Shi, H. Y., & Sher, P. J. (2007). Integrating Technology Readiness into Technology Acceptance - The TRAM model. Psychology & Marketing, 24(7), 641-657. doi:10.1002/mar.20177
  34. Lin, J. S. C., & Hsieh, P. L. (2007). The influence of technology readiness on satisfaction and behavioral intentions toward self-service technologies. Computers in Human Behavior, 23(3), 1597-1615. doi:10.1016/j.chb.2005.07.006
  35. Milgram, P., & Kishino, F. (1994). A Taxonomy of mixed reality visual display. IEICE Transactions on Information and Systems, 77(12), 1321-1329.
  36. Moon, J., & Kim, Y. (2001). Extending the TAM for a World-WideWeb context. Information & Management, 38(4), 217-230. doi:10.1016/S0378-7206(00)00061-6
  37. Moore, G. C., & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information Systems Research, 2(3), 173-239. doi:10.1287/isre.2.3.192
  38. Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York, NY: McGraw-Hill.
  39. Parasuraman, A. (2000). Technology Readiness Index (TRI) - A multiple-item scale to measure readiness to embrace new technologies. Journal of Service Research, 2(4), 177-192. doi:10.1177/109467050024001
  40. Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229-234. doi:10.1016/j.jretconser.2016.10.005
  41. Rese, A., Baier, D., Geyer-Schulz, A., & Schreiber, S. (2017). How augmented reality apps are accepted by consumers - A comparative analysis using scales and opinions. Technological Forecasting and Social Change, 124, 306-319. doi:10.1016/j.techfore.2016.10.010.
  42. Roggers E. M. (1995). Diffusion of Innovation (4th ed.), New York: The Free Press
  43. Segars, A. H., & Grover, V. (1993). Re-examining perceived ease of use and usefulness: A confirmatory factor analysis. MIS Quarterly, 17(4), 517-525. doi:10.2307/249590
  44. Venkatesh, V. (2000). Determinants of perceived ease of use - Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information System Research, 11(4), 342-365. doi:10.1287/isre.11.4.342.11872
  45. Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model - Four longitudinal field studies. Management Science, 46(2), 169-332. doi:10.1287/mnsc.46.2.186.11926
  46. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology - Toward a unified view. MIS Quarterly, 27(3), 425-478.doi:10.2307/30036540
  47. Wu, H. K., Lee, S. W. Y., Chang, H. Y., & Liang, J. C. (2013). Current status, opportunities and challenges of augmented reality in education. Computers & Education, 62, 41-49. doi:10.1016/j.compedu.2012.10.024