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The Effect of User Experience on Perceived Flow and Continuous Intentions to Use the Mixed Reality Technology

혼합현실 기술 사용자 체험이 플로우와 지속사용의도에 미치는 효과

  • Kim, Eun Young (Dept. of Clothing & Textiles, Chungbuk National University) ;
  • Sung, Heewon (Dept. of Clothing & Textiles, Gyeongsang National University)
  • 김은영 (충북대학교 의류학과) ;
  • 성희원 (경상국립대학교 의류학과)
  • Received : 2021.08.23
  • Accepted : 2021.09.30
  • Published : 2021.10.31

Abstract

This study aims to predict causal relationships between experience economy, perceived flow, and continuous use intention in the mixed reality (MR) environment. A virtual fitting mirror with two modes (i.e., avatar and self-image) was selected for this study. A total of 200 samples was obtained in two sample frames: virtual fitting users in avatar mode (group 1, n = 119) and self-image mode (group 2, n = 81). The results showed that the experience economy consists of entertainment, education, esthetic, and escapism. The entertainment and esthetic experiences had positive effects on perceived flow, leading to continuous use intentions. For avatar mode, the entertainment and esthetic experiences had positive effects on continuous use intentions through the mediating effect of flow; and the education experience had a positive effect on the continuous intentions to use the MR technology. For self-image mode, the flow mediated the effect of entertainment on continuous use intentions, whereas education and escapism directly affected the intention to use the MR technology. The paper also discusses the theoretical and managerial implications of using MR technologies in fashion retailing.

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