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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.44 no.4, 2020년, pp.676 - 690
김혜경 (서울대학교 의류학과) , 이희윤 (서울대학교 의류학과) , 남궁현 (서울대학교 의류학과) , 최서연 (서울대학교 의류학과) , 양희순 (상명대학교 의류학전공)
This study proposes a research model that examines the impact of perceived technological innovativeness on curiosity and fun, which influence revisit and word-of-mouth intentions for an augmented reality store. Data was collected from 189 female consumers in their 20s and 30s living in the Seoul met...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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오프라인 소매상점에서 증강현실 기술은 어떤 형태로 도입되어 판매를 보조하는 장치로 활용되는가? | 증강현실 기술은 마케팅 영역에서도 사용되면서 오프라인 소매상점에서는 가상 피팅룸, 가상 센터, 가상 에이전트 등의 형태로 도입되어 판매를 보조하는 장치로 활용되고 있다(Beck & Crié, 2018). SPA브랜드인 ‘자라(Zara)’는 최근 매장에 증강현실 체험 서비스를 도입하여 소비자들이 신규 컬렉션 의상을 착용한 가상의 모델을 증강현실이 구현된 모바일 어플리케이션의 화면을 통해 볼 수 있도록 하였으며, 이는 오프라인 매장에서의 이색적인 환경 제공을 통해 소비자들의 쇼핑 경험을 향상시키고자 하는 시도인 것으로 보인다. | |
증강현실의 정의는? | 증강현실(Augmented Reality)은 디지털 정보를 현실의 물리적 공간에서 체험할 수 있게 만드는 기술로 정의된다(Craig, 2013). 증강현실의 특징은 온라인이나 모바일을 통해 가상의 물체를 현실로 가져오거나, 현실 세계를 가상의 공간에 위치시킬 수 있다는 점이다(Milgram & Kishino, 1994). | |
S-O-R 모형을 이용하여 증강현실 기술을 활용한 의류 제품 디스플레이을 통해 인지된 기술혁신성이 호기심과 재미를 매개하여 재방문의도와 구전의도에 미치는 영향을 규명한 본 연구가 제시하는 시사점은? | 본 연구가 제시하는 시사점은 다음과 같다. 첫째, 본 연구는 최근 패션 산업 환경 내 증강현실 기술의 도입 추세를 반영하여 매장의 인지된 기술혁신성과 감정 변인과의 관계를 고려한 복합적 모델을 제안하고 실증적으로 규명하였다는데 학술적, 실무적 의의를 가진다. 특히, 증강현실에 관한 기존의 연구들은 주로 온라인이나 모바일에서의 해당 기술을 사용한 상품제시에 관해 연구하였으나, 본 연구는 오프라인 매장 상황에서의 상대적으로 부족한 연구에 대해 소비자의 긍정적인 행동의도를 이끌어낼 수 있는 변인을 확인하였다는 데에 의의가 있다. 둘째, 기존의 선행연구들은 주로 증강현실 기술 자체와 밀접하게 연관되는 상호작용성, 실재감, 생동감 등의 상태에 대해 탐구해오고 있으나, 본 연구는 소비자행동에 직접적인 효과를 이끌어낼 수 있는 소비자 감정 변인에 초점을 맞추어 의미를 도출했다는 의의가 있다. 소비자들이 매장에서 느끼는 정서적 상태는 브랜드 및 제품과의 지속적이고 깊은 관계를 유지하는 데에 도움이 되는 중요한 요소로서, 오프라인 매장을 혁신적으로 구성하는 것은 소비자가 브랜드와 감정적으로 교류하고 소통하는 데에 중요한 역할을 할 수 있음을 시사하였다. 셋째, 매장 내 혁신적인 기술의 도입이 재미보다는 호기심을 통하여 긍정적인 반응으로 이어진다는 것을 검증하여 패션 기업들이 보다 호기심을 자극하는 증강현실 컨텐츠를 개발하고 효율적으로 활용하기를 제안한다. 이에 온라인 매장이 압도적으로 증가해가는 패션 산업계에서의 오프라인 매장 전략을 구상한 연구로서의 실무적 의의를 가진다. |
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