증강현실기반 가상피팅 특성이 중국 소비자의 사용의도 및 제품 구매의도에 미치는 영향

The Effects of Virtual Fitting Characteristics Based on Augmented Reality on Use Intention and Purchase Intention of Chinese Consumers

Purpose - The purpose of this study was to examine the effects of augmented reality-based virtual fitting service characteristics on perceived usefulness, ease of use, perceived pleasure, and intention of Chinese consumers based on the technology acceptance model. Design/Methodology/Approach - The study included 291 female respondents who experienced augmented reality-based virtual fitting services in major cities in China. The data analyses software used for the study were SPSS 18.0 for exploratory factor analysis, and AMOS for confirmatory factor analysis and path analysis. Findings - Results showed that there were four characteristics of virtual fitting services based on augmented reality: reality, interactivity, convenience, and immediacy. The path analysis results showed that reality has significant influences on ease of use and enjoyment while interactivity influences usefulness. Also, convenience has significant influences on usefulness and enjoyment while immediacy influenced ease of use and enjoyment. In addition, ease of use has significant impacts on both usefulness and enjoyment. All variables including usefulness, ease of use and enjoyment have significant influences on use intention. Finally, use intention influences purchase intention. Research Implications - This study showed the importance of the characteristics of augmented reality and virtual fitting services. Based on the results of the study, virtual fitting marketing strategies may be implemented for Chinese consumers.