증강현실 기반 스포츠웨어 가상 피팅 서비스 구매의도 결정요인 = A Study on the Determinants of Purchase Intention for Augmented Reality based Sportswear Virtual Fitting Service

다국어 초록 (Multilingual Abstract)

Purpose: This study explores factors influencing the purchase intention of virtual sportswear fitting service based on augmented reality targeting consumers.
Method: In this study, SPSS 21.0 program and AMOS 21.0 program were sued, and the main results were derived by performing confirmatory factor analysis, correlation analysis, and path analysis for data.
Results: The main results are summarized as follows. 1) perceived augmented reality had a positive effect on perceived ease of use. 2) perceived augmented reality had a poitsive effect on perceived usefulness. 3) pe-r ceived augmented reality had a positive effect on perceived inofrmativeness. 4) perceived ease of use had a positive effect on perceived usefulness. 5) perceived ease of use did not have a significant effect on purchase intention. 6) perceived usefulness had a positive effect on pucrhase intention. 7) perceived informativeness had a positive effect on purchase intention.
Conclusion: To increase purchase intention through an augmented reality-based sportswear virtual fitting service, it is necessary to emphasize the fact that the service provided through augmented reality is useful and enhances the differentiated pre-purchase experience by providing information.

참고문헌 (Reference)

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