Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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The Effects of Immersion and Self-efficacy on Continuous Usage Intention of Realistic Media

몰입감과 자기 효능감이 실감 미디어의 지속적 활용의도에 미치는 영향

  • 김태하 (중앙대학교 경영경제대학 경영학부) ;
  • 박찬희 (중앙대학교 경영경제대학 경영학부) ;
  • 위정현 (중앙대학교 경영경제대학 경영학부) ;
  • 차훈상 (미국 Salisbury University)
  • Received : 2022.07.07
  • Accepted : 2022.12.14
  • Published : 2022.12.31
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Abstract

This study empirically analyzed the effects of immersion and self-efficacy on the intention to continuously use realistic media. To this end, we used an extended technology acceptance model that includes not only the perceived ease of use and usefulness, but also the perceived joy as important factors. We collected data from 595 participants through an online questionnaire survey and tested the research model using a covariance-based SEM. As a result, we found that a user's immersion significantly increased perceived usefulness, ease of use, and joy of realistic media; and self-efficacy increased perceived usefulness and ease of use. Although the effect of perceived usefulness was relatively stronger than that of perceived joy, we found that the effect of perceived joy on the intention to use was also quite large. The effect of perceived ease of use on intention to use was found to be completely mediated by perceived usefulness and joy. In addition, the differences according to the types of media were tested by comparing two groups: augmented reality and virtual reality. The effects of perceived ease, usefulness, and joy on the intention to use were very similar regardless of the type of immersive media. However, it was found that self-efficacy increases usefulness only in augmented reality. Based on our findings, we have discussed the implications of our study, as well as the scope for future research.

Keywords

Acknowledgement

본 결과물은 교육부 및 한국연구재단의 재원으로 디지털 신기술 인재양성 혁신공유대학 사업비를 지원받아 수행된 연구결과입니다.

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