CBEC 소비자의 증강현실 체험이 반품 우려감의 해소에 미치는 영향

Abstract

This research emphasizes the importance of augmented reality (AR) experience technology to reduce consumers’ worries about product returns in CBEC platform. AR experience technology enables consumers to conduct virtual product trials by themselves in the surrounding environment immediately when they shop online. In this study, we developed a theoretical model for incorporating multiple research constructs cuts such as perceived information, perceived pleasure, perceived interaction, worries over product return, and purchase intention in CBEC environment. Several hypotheses in connection with the model were suggested and empirical analysis for 350 ethnic Chinese consumers around the world was made. The results of the study show that the perceived information and perceived pleasure in the AR feature can effectively reduce consumers' anxiety about returning goods. The lack of perceived interaction will weaken the relationship between perceived information and concerns over the return. In sum, the decrease in the fear of returning goods can effectively promote consumers' purchase intentions in CBEC platform. In other words, the AR experience technology can reduce consumers' psychological worriedness about returning goods, make them to trust the CBEC platform, and increase purchase intentions.