[논문]VR 패션쇼핑채널 특성과 소비자 관여가 채널수용에 미치는 영향 -생동감과 상호작용성, 패션관여도를 중심으로-

허희진; 장주연; 추호정

doi:10.5850/jksct.2019.43.5.725

VR 패션쇼핑채널 특성과 소비자 관여가 채널수용에 미치는 영향 -생동감과 상호작용성, 패션관여도를 중심으로-
The Effect of VR Fashion Shopping Channel Characteristics and Consumer's Involvement in Channel Acceptance -Focusing on the Vividness, Interactivity and Fashion Involvement- 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.43 no.5, 2019년, pp.725 - 741

허희진 (서울대학교 의류학과) , 장주연 (서울대학교 의류학과) , 추호정 (서울대학교 의류학과)

Abstract ▼ AI-Helper

Virtual Reality (VR) represents a key technology for future shopping platforms. This study examined the effect of vividness and interactivity, the two technological characteristics of VR, and fashion involvement, a consumer characteristic, on a consumer's intent to use VR stores under the framework of the Technology Acceptance Model (TAM). The study explained consumers' belief in a new technology and the process underlying the use behavior. The survey was conducted on 200 people between the ages of 20s and 30s via an online survey firm. Data are analyzed using confirmatory factor analysis and structural equation modeling. The results showed that a greater level of perceived vividness had a positive effect on ease of use and playfulness, while perceived interactivity had a significant impact on usefulness and playfulness. The findings also indicated that consumers with a high degree of fashion involvement tend to perceive a higher level of playfulness through VR shopping. Regarding the effects of consumer beliefs, perceived ease of use had a positive influence on usefulness perception. A higher level of perceived usefulness and playfulness meant a higher consumer intention to adopt a VR shopping platform.

주제어

질의응답

핵심어	질문	논문에서 추출한 답변
	가상현실이란 무엇인가?	가상현실(Virtual Reality: VR)과 같은 신기술은 다양한 산업과 융합되어 소비자들에게 새로운 경험을 제공하고 있다. 가상현실은 컴퓨터 기술을 통해 생성된 3D 가상공간 속에서 사용자가 오감을 가지고 상호작용할 수 있도록 해주는 인터페이스 기술을 의미한다 (Burdea & Coiffet, 2003). VR과 관련된 연구의 시작은 1990년대로 거슬러 올라간다.
	패션소비자들의 쇼핑채널 선택에 영향을 끼치는 중요한 요인은 무엇인가?	특히 패션제품의 구매에는 상징적, 감각적, 쾌락적 경험이 중요하며(Crowley et al., 1992), 패션소비자들의 쇼핑채널 선택에는 쇼핑환경에서의 감각적 체험을 통해 생성되는 감정 및 기분이 중요한 역할을 수행 한다(Nicholson et al., 2002).
	가상현실에 대한 연구의 문제점은 무엇인가?	, 2019). 그러나 많은 연구들이 도구로서 VR의 기술적인 측면에만 초점을 맞추고 있으며, 마케팅 관점에서 소비자 행동에 영향을 미치는 VR의 효과에 대한 연구는 부족한 실정이다(Pizzi et al., 2019).

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용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

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구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

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