패션점포 내 증강현실 기술 적용이 몰입 및 사용의도에 미치는 영향

Abstract

The purpose of this study is to investigate the effects of consumers’ perceived informativeness and fashion involvement on flow, telepresence, and intention to use when augmented reality (AR) technology is used in a fashion store. As a stimulus, 438 female consumers in their 20s to 40s watched a video of a consumer trying on clothes virtually through a smart mirror in a fashion store. After watching the video, the respondents answered a questionnaire. Structural equation modeling was used to analyze the data, and the results are as follows. First, perceived informativeness did not have a significant effect on flow, but had a significant effect on telepresence. Conversely, fashion involvement did not affect telepresence, but had a significant effect on flow. Second, it was found that telepresence directly affected the intention to use AR technology, and also indirectly affected it through flow. These results reveal the importance of consumers’ perceived experience when using AR technology, and fashion retailers need to consider this factor when introducing AR technology in the future. Based on the results, theoretical and managerial implications are presented.