증강현실 쇼핑 환경에서 소비자의 가치 공동창조 의도의 형성 과정

• 영문명: A Mechanism of Building Value Co-creation Intention in the Augmented Reality Shopping Environment
• 발행기관: 한국무역연구원
• 저자명: 조군위 박현정
• 간행물 정보: 『무역연구』제19권 제2호, 115~129쪽, 전체 15쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2023.04.30

영문 초록

Purpose – Helping consumers actively participate and act as co-creators of value is critical to the success of technology-based services. This study focuses on an augmented reality (AR) technology e-commerce scenario to explore the influencing factors and mechanisms related to consumer value co-creation intention. Design/Methodology/Approach – Based on the S-O-R framework and flow theory, we integrated factors to suggest and examine a research model with technical characteristics of augmented reality (interactivity and vividness) as external variables (stimuli), shopper psychological factors (organism) including flow experience, and value co-creation intention (response). A questionnaire survey was conducted on 318 Chinese consumers that had experienced AR shopping, and survey data were analyzed using SPSS and AMOS. Findings – Results show that both interactivity and vividness positively affected telepresence, flow, and mental imagery, which directly and indirectly enhanced consumer value co-creation intention. Research Implications – The results confirm the relationships among technical characteristics, consumer experience factors, and value co-creation intentions in the AR shopping environment. In addition to expanding existing theoretical achievements, this paper also provides practical implications for AR-related industries and shopping platform managers. This study will provide a foundation for future research by increasing the understanding of value co-creation in the augmented reality shopping environment, and provide implications for promoting consumer participation.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설 수립

Ⅲ. 연구 설계 및 방법

Ⅳ. 실증분석

Ⅴ. 결론

References

키워드

Augmented Reality Flow Mental Imagery Telepresence Value Co-creation