증강현실기반 가상피팅 서비스 특징이 한국 소비자의 사용의도에 미치는 영향

Abstract

This study investigated the results by empirical analysis to find out the effect of the augmented reality-based virtual fitting service characteristics on the use intention of Korean consumers. Data from the study were collected using questionnaires from most college students who purchased online clothing products such as mobile apps and sites.
 Reality, interaction, and convenience were selected as independent variables of AR virtual fitting services, and innovation was finally selected as a regulatory variable and intention to use was finally selected as a dependent variable. The SPSS program was used for hypothesis verification, and a total of 163 respondents were used. First, as a result of analyzing the relationship between the characteristics of virtual fitting selected through previous studies and the intention to use it, it was found that the reality of actually wearing clothes, the interactivity that the user can conveniently execute the desired motion, and the convenience that means how comfortable it can be used by the user had a significant effect on the consumer's intention to use the virtual fitting service. Second, as a result of the analysis of whether the level of consumer's innovation propensity controls the effect of the characteristics of the virtual fitting service on the consumer's intention to use, it was found that the innovation propensity of the consumer had a significant effect on the control of the effect of the characteristics of the virtual fitting service on the consumer's intention to use.