The Study of Factors Influencing the Intention of Continuous Usage Using Augmented Reality Games: Comparative Analysis of Korean and Chinese Users

다국어 초록 (Multilingual Abstract)

This study is to focuses on users’ attitudes toward augmented reality games. Based on the Technology Acceptance Model (TAM) and Flow theory, continuous usage intention was set as a dependent variable, and immersion was set as a mediating variable. As independent variables, spatial presence, perceived interactivity, perceived pleasure, and sickness were set. Besides, this study strived to compare and analyze Korean and Chinese Data. The results of this study were as follows. First of all, Korean users significantly affected spatial presence, perceived pleasure, and immersion. Spatial presence and perceived pleasure had also mediated effects on continuous usage intention through immersion. However, perceived interactivity and sickness did not affect immersion and even no mediating effect to continuous usage intention. In the case of Chinese users, spatial presence, perceived interactivity, and perceived pleasure were grouped into one variable. This variable influenced immersion and also had mediated effect on continuous usage intention. However, sickness, like Korean users, did not affect the set path. This study had implications for analyzing user perspective using immersion, a significant variable in previous research. In addition, this study found similarities and characteristics through a comparative analysis between Korean and Chinese users indirectly.

참고문헌 (Reference)

1 윤지영, "확장된 기술수용모델을 적용한 인터넷전문은행 재이용의도에 관한 연구" 한국소비자정책교육학회 16 (16): 43-64, 2020

2 이장석 ; 양승현 ; 송병원, "확장된 기술수용모델을 적용한 실시간 화상강의 이용의도에 영향을 미치는 요인 연구" 한국콘텐츠학회 21 (21): 292-310, 2021

3 양영순, "플로우(flow) 경험에 따른 소셜 미디어의 상호 작용성이 지속적 이용의도에 미치는 영향 : 목적지 선택 전, 후의 조절효과를 중심으로" 세종대학교 대학원 2014

4 조재욱 ; 성정연, "진단성과 심리적 거리의 매개역할에 따른 증강현실 광고효과" 한국광고학회 25 (25): 203-221, 2014

5 이희준 ; 차상안 ; 권해나, "증강현실을 활용한 IT 교육 콘텐츠가 성인 학습자의 학업 성취와 학습 흥미 및 몰입에 미치는 영향" 한국콘텐츠학회 16 (16): 424-437, 2016

6 김혜경 ; 박지혜 ; 김용석 ; 최정일, "증강현실기반의 패션제품 어플리케이션 특성요인과 사용의도와의 관계에 관한 연구" 한국IT서비스학회 19 (19): 89-102, 2020

7 정병규 ; 동학림, "증강현실(Augmented Reality: AR) 기술수용에 영향을 미치는 요인" 한국벤처창업학회 14 (14): 153-168, 2019

8 양은별 ; 류지헌, "증강현실 학습자료의 세분화 정도가 초등학생의 사용편의성과 인지부하에 미치는 영향" 교육문제연구소 40 (40): 93-120, 2018

9 서동희, "증강현실 콘텐츠의 이미지 인식 기법 효과성 연구" 한국만화애니메이션학회 (41) : 337-356, 2015

10 김기윤 ; 정욱, "증강현실 서비스의 지각된 특성이 만족감과 이용의도에 미치는 영향에 관한 연구" 글로벌경영학회 17 (17): 187-211, 2020

11 이지수 ; 김경연 ; 이강성 ; 심현애, "증강현실 기반 학습프로그램이 학습동기 및 학업성취도에 미치는 영향 : Keller의 동기설계 모형을 적용한 초등과학 학습프로그램의 개발 및 적용" 한독교육학회 15 (15): 99-121, 2010

12 허옥 ; 정동훈, "증강현실 광고의 프레즌스 매개효과가 광고 태도, 브랜드 태도 그리고 구매 의도에 미치는 영향" 한국광고홍보학회 (90) : 71-98, 2011

13 김종기 ; 청샤오 ; 김지윤, "제3자 모바일 결제서비스 기술준비도의 한.중 비교" 한국디지털정책학회 17 (17): 115-122, 2019

14 성백순, "재미요소가 몰입과 만족에 미치는 영향" (사)한국컴퓨터게임학회 25 (25): 139-147, 2012

15 임영길 ; 이은주, "이미지 체계에서 드러나는 증강현실 연구" 사단법인 한국조형디자인협회 20 (20): 75-97, 2017

16 김기석, "윈드러너 게임의 특성요인과 게임 실재감, 게임 몰입, 지속적 이용의도 간의 관계" 국제e-비즈니스학회 14 (14): 3-36, 2013

17 이상철 ; 김남희, "온라인 게임에 있어서 몰입과 중독이 사용자 만족과 충성도에 미치는 영향" 한국경영학회 32 (32): 1479-1501, 2003

18 최영우 ; 양현민 ; 임수아 ; Jasmyn Kim ; 이상희 ; 허진무, "여가활동으로서의 모바일 증강현실 게임의 체험 의미: Pokémon GO를 하는 40 이상 성인 이용자를 중심으로" 한국여가레크리에이션학회 45 (45): 39-53, 2021

19 조승행, "여가활동으로서 증강현실 게임속성과 몰입이 게임고객만족에 미치는 영향: 포켓몬 고 게임을 중심으로" 대한관광경영학회 32 (32): 43-61, 2017

20 배수진 ; 권오병, "실재감, 공간능력, 및 심미감이 증강현실과 가상현실의 지속사용의도에 미치는 영향 비교 연구" 한국경영교육학회 33 (33): 355-386, 2018

21 이신복 ; 이용관 ; 박찬욱, "소셜네트워크 게임 이용자의 감정반응요인과 특성이 만족과 몰입을 통해 밀착도에 미치는 영향" 한국문화관광연구원 31 (31): 138-161, 2017

22 김종화 ; 강효민, "사이버스포츠 게임 몰입수준과 실재감의 인과 모형" 한국스포츠사회학회 21 (21): 579-591, 2008

23 김완석 ; 윤재선 ; 임찬 ; 민병철, "반복사운드 활용이 게임 유저의 몰입에 미치는 영향 분석" 한국콘텐츠학회 10 (10): 149-156, 2010

24 주영주 ; 정애경 ; 강정진 ; 정보경, "모바일러닝에서 실재감, 서비스의 질, 학습몰입 및 학습만족도 간의 구조적 관계 규명" 한국인터넷방송통신학회 15 (15): 169-175, 2015

25 박정민 ; 노기영, "모바일 피트니스 앱 게임의 상호작용성이 운동경험과 이용의도에 미치는 효과 : 플레이테스트 실험연구" 한국게임학회 15 (15): 17-28, 2015

26 윤지연 ; 문일영, "모바일 증강현실 기반의 마커리스 추적 알고리즘 성능 연구" 한국항행학회 16 (16): 1032-1037, 2012

27 김지은 ; 이헌주, "모바일 증강 현실 게임 플랫폼 및 UI 기술 개발 동향" 한국게임학회 17 (17): 7-17, 2017

28 교용용 ; 한동숭, "기술수용모델을 이용한 가상현실(Virtual Reality : VR) 콘텐츠 재이용 의도에 관한 연구" 한국게임학회 19 (19): 115-131, 2019

29 배장은 ; 김승인, "국내외 게임 산업 동향분석을 통한 가상현실 기반의 기능성 게임 발전방안" 한국디지털디자인학회 14 (14): 737-748, 2014

30 채진미, "구매빈도에 따른 모바일 패션제품 구매에 대한 확장된 기술수용모델의 차이" 한국패션디자인학회 16 (16): 173-188, 2016

31 이규동, "게임 속성과 충족 변수가 위치 기반 증강현실 게임의 지속 사용 의도에 미치는 영향" 한국콘텐츠학회 20 (20): 498-507, 2020

32 Shin, D. H, "Why do peopleplay social network games" 27 : 852-861, 2011

33 Newhagen, J. E, "Why communication researchers should study the internet: A dialogue" 1 (1): 2-13, 1995

34 Barfield, W, "Virtual environments and advanced interface design" 473-513, 1995

35 남선숙 ; 유홍식 ; 신동희, "VR게임의 이용자 경험: 현존감이 즐거움에 미치는 영향을 중심으로" 정보통신정책학회 24 (24): 85-125, 2017

36 나지영 ; 위민영, "VR 게임 이용 의도에 관한 연구 -기술 수용 모델을 중심으로-" 한국게임학회 19 (19): 53-64, 2019

37 Lee, J. S, "VR Theme Park Applicated of Virtual Reality in the view of Play Instinct" Graduate School of Mass Communication, Sogang University 2000

38 Choi, B. S, "Use cases and metadata design forintegration of broadcasting service with augmented reality" 7-, 2012

39 Bhattacherjee, A, "Understanding information systems continuance: An expectation-confirmation model" 25 : 351-370, 2001

40 Chang, Y. P, "The role of perceived social capital and flow experience in building users’ continuance intention to social networking sites in China" 28 (28): 995-1001, 2012

41 Wu, G, "The media role of perceived interactive in the effect of actual interactivity on attitude toward the website" 2005

42 Paavilainen, J, "The Pokémon GO experience: A location-based augmented reality mobile game goes mainstream" 2493-2498, 2017

43 Shen, X., "The Influence of Affordance of Mobile Augmented Reality Games on User Experience, Flow and Satisfaction" The Graduate School Chung-Ang University 2018

44 Lee, S. H, "The Effects of Ubiquitous Attributes of Mobile Contents on Perceived Interactivity and Behavioral Outcome" The Graduate School of Seoul National University 2006

45 Jang, E. Y, "The Effects of Flow Experience according to Trick Eye Museum Experience using an AR App on User Satisfaction -Focused on the Experience Economy Theory by Pine and Gilmore" Graduate School of Advertising & Public Relations, Hongik University 2019

46 Kim, Y. S, "The Effect of The Attributes of Ubiquitous and Perceived Interactivity on Professional Sports Team Loyalty" Graduate School of Physical Education, Kyung Hee Universit 2009

47 Kim, H. S, "The Effect of Similar Experiences on the Reality of VR Games: Focusing on the Mediating Effect of Immersion" Sogang University 2016

48 Kim, T, "Telepresence via television: Two dimensions of telepresence may have different connections on memory and persuasion" 3 (3): 1997

49 Korea Creative Content Agency, "Survey Repots on Game Users. Report" Korea Creative Content Agency 2020

50 Salehan, M, "Social networking on smartphones: When mobile phones become addictive" 29 (29): 2632-2639, 2013

51 Jeong, D. Y, "SERI Management Note" Samsung Economic Research Institute 46-, 2010

52 Slater M, "Representation systems, perceptual position, and presence in immersive virtual environments" 2 (2): 221-233, 1993

53 Davis, F. D, "Perceived usefulness, perceived ease of use, and user acceptance of information technology" 13 (13): 319-340, 1989

54 Kaufmann, H, "Mathematics and geometry education with collaborative augmented reality" 27 (27): 339-345, 2003

55 Jennifer, S, "Interactivity -as- product and interactivity -as- process" 20 (20): 391-394, 2003

56 Lombard, M, "Interactive advertising and presence : A framework" 1 (1): 56-65, 2001

57 Rebenitsch, L, "Individual variation in susceptibility to cybersickness" 309-317, 2014

58 Park, W. W, "Improving causality : The significance of control variable, phenomena, and recommendations" 21 : 1-49, 2010

59 Rack, S, "How Pokémon Go has changed my life"

60 김기홍 ; 서범주, "HMD 모바일 환경에서 가상현실 기반 노래방 구현물의실재감과 몰입감 연구" 한국게임학회 17 (17): 19-28, 2017

61 Sweetser, P, "Game flow : A model for evaluating player enjoyment in games" 3 (3): 1-24, 2005

62 Kerlinger, F. N, "Foundations of Behavioral Research" Harcourt College Publishers 2000

63 Csikszentmihalyi, M, "Flow: The Psychology of Optimal Experience" Harper & Row 1990

64 Davis, F. D, "Extrinsic and intrinsic motivation to use computers in the work place" 22 (22): 1111-1132, 1992

65 Fornell, C, "Evaluating structural equation models with unobservable variables and measurement error" 18 (18): 39-50, 1981

66 Susna, A. J, "Development and validation of a scale to measure optimal experience: The flow state scale" 18 : 17-35, 1996

67 Kim, J, "Cyber Sickness mitigation measures with non-pharmacological methods" 1 : 161-163, 2016

68 Kim, D. S, "Content Service Technology based Mobile Augmented Reality(in Korean)" 11 (11): 24-32, 2010

69 Davis, S, "Comparing the onset of cybersickness using the Oculus Rift and two virtual roller coasters" 3-14, 2015

70 Song, C. S, "Building interactivity on the internet" 14 (14): 69-95, 1999

71 Csikszentmihalyi, M, "Beyond Boredom and Anxiety: Experiencing Flow in Work and Play" Jossey-Bass 2003

72 Csikszentmihalyi, M, "Beyond Boredom and Anxiety" Jossey-Bass Publishers 1975

73 Choi, J. W, "Augmented Reality World on the future direction of research" 190-191, 2010

74 Rauschnabel, P. A, "An adoption framework for mobile augmented reality games: The case of Pokémon Go" 76 (76): 276-286, 2017

75 Kim, D. J, "An Empirical Study on User Satisfaction and the Influencing Factors for Continuous Usage of Social Network Service" Graduate School, Chungang University 2011

76 Cho, N. J, "A study on the factors influencing the level of immersion in online games" 411-414, 2001

77 Lee, J. H, "A study on the antecedent and consequential factors of accessibility to social games" 150-154, 2011

78 Sutherland, I. E, "A head-mounted three dimensional display" ACM 1968

79 Jung, S. A., "A Study on the Production Plan for Reducing Cybersickness in Virtual Reality Game" Graduate School of Software, Soongsil University 2018

80 Ko, Y. S, "A Study on the Influence of Personal Characteristics by Operation Actions in Virtual Reality on Cyber Motion Sickness" The Graduate School of Hanyang University 2020

81 Pyo, M. S, "A Study on the Effect of Eye Blink Rate by VR Contents Viewing: Focused on Presence and Sickness" The Graduate School, Kwangwoon University 2019

82 Kim, M. H, "A Study on the Degree of User’s Freedom in the Sandbox Game" Graduate School, Soongsil University 2014

83 Shin, S. K, "A Study on the Augmented Reality Game Use Influences in Game Flow: Focusing on Pokémon Go" The Graduate School of Hankuk University of Foreign Studies 2017

84 Son, J. W, "A Study on The Application Status of Cyber Sickness Mitigation Methods in Korean Virtual Reality Games" The Graduate School Sangmyung University 2017

85 Kwon, O. H, "A Study on Game Oriented Virtual World and Socially Virtual World in Metarverse -Focused on the Flow Theory" The Graduate School of Design, Konkuk University 2012

86 Kim, S. S, "A Study of the Factors Affecting Continous Usage Intention of Data Driven Artificial Intelligence Product Service System" Graduate School of Soongsil University 2019

87 Jang, C. H, "A Study of Factors Affecting Continuous Intentions of Social Network Games -focus on smart device users" The Graduate School of Sejong University 2013

88 Zhang, Y. N, "A Comparative Study on the Influencing Factors of 3D Content Experience between Korea and China" Graduate School, Chungbuk National University 2020