증강현실 뷰티앱 체험요소에 따른 사용자만족도 및 행동의도에 미치는 영향 : 체험경제이론을 중심으로 = The effect of augmented reality beauty application experience factors on user satisfaction and behavioral intention

국문 초록 (Abstract)

본 연구는 증강현실 뷰티앱의 체험요소와 인식 및 경험이 소비자만족도, 행동의도에 미치는 영향 관계를 Pine&Gilmore의 체험경제이론 4가지 요인을 중심으로 알아보고자 하며, 특히 인구통계학적 특성에 따라 차이점이 있는지를 알아보고자 한다. 이를 위해 최근의 사례들과 선행연구를 통해 자료를 수집하고 증강현실 뷰티앱을 체험한 10대부터 50대 이상의 여성을 대상으로 설문 조사를 실시하고, SPSS WIN 25.0 프로그램을 사용해 분석하였다.
그 결과 첫째, 인구통계학적 특성에 따른 체험요소에 대해 오락적 체험은 10대, 20대의 학생들이 높았으며, 이와 반대로 일탈적 체험은 학생들이 낮은 결과가 나왔다. 심미적 체험의 경우에도 학생들이 높았고, 교육적 체험은 애플리케이션 이용시간이 짧을수록 낮게 나왔다. 둘째, 인구통계학적 특성에 따라 증강현실 뷰티앱의 인식 및 경험과 체험요소에 대한 사용자만족도 및 행동의도를 알아본 결과는 연령과 학력, 소득이 낮고, 학생인 경우에 인식 및 경험과 행동의도가 높게 나타났다.
셋째, 증강현실 뷰티앱의 인식 및 경험과 체험요소는 사용자 만족도에 정(+)의 영향을 미치는 것을 알 수 있었으며, 하위개념인 오락적, 교육적, 일탈적, 심미적 체험도 모두 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 증강현실 뷰티앱 인식 및 경험과 체험요소가 행동의도에 미치는 영향을 알아본 결과 증강현실 인식 및 경험과 체험요소인 오락적, 교육적, 일탈적, 심미적 체험 모두 행동의도에 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로 인식 및 경험, 체험요소와 사용자만족도를 동시에 투입하여, 행동의도에 미치는 영향을 살펴보았는데 모두 유의미한 정(+)의 영향을 미치는 것으로 나타났으므로, 증강현실 뷰티앱에 대한 인식 및 경험, 증강현실 뷰티앱 체험요소는 사용자 만족도를 매개로 했을때 행동의도에 대해 매개효과가 있는 것으로 나타났다. 이와 같은 연구결과를 통해 증강현실 뷰티앱에 대한 인식 및 경험과 체험요소는 인구통계학적 특성에 따라 차이가 있으며, 체험요소에 대한 사용자만족도가 높으면 긍정적 행동의도에 영향을 미침을 알 수 있다. 이는 증강현실 뷰티앱의 다양화와 세분화를 위한 연구의 기초자료를 제공하는데 의의가 있다.

목차 (Table of Contents)

• I. 서 론 ··············································································································· 1
• 1.1 연구 배경 및 목적 ···································································································· 1
• 1.2 연구 방법 및 범위 ···································································································· 3
• 1.3 주요변수의 조작적 정의 ··························································································· 4
• Ⅱ. 이론적 배경 ······································································································· 6
• 2.1 증강현실 ························································································································ 6
• 2.1.1 증강현실의 개념 ··································································································· 6
• 2.1.2 증강현실의 사례 ··································································································· 8
• 2.2 뷰티 어플리케이션 ·································································································· 11
• 2.2.1 뷰티 어플리케이션의 개념 ················································································ 11
• 2.2.2 증강현실을 이용한 뷰티 어플리케이션 사례 ················································· 13
• 2.3 체험경제이론 ············································································································ 18
• 2.3.1 체험의 개념 ········································································································ 18
• 2.3.2 체험경제이론의 개념 및 구성요인 ·································································· 20
• 2.4 만족도 ······················································································································· 24
• 2.5 행동의도 ··················································································································· 26
• Ⅲ. 연구 설계 및 절차 ························································································· 28
• 3.1 연구 문제 ················································································································· 28
• 3.2 연구 모형 ··················································································································· 28
• 3.3 연구대상 및 자료수집 ······························································································ 29
• 3.4 설문지 구성 ················································································································ 29
• 3.5 자료분석 방법 및 절차 ·························································································· 31
• 3.6 주요변수의 요인과 신뢰도 분석 ··········································································· 32
• Ⅳ. 연구 결과 및 해석 ··························································································· 36
• 4.1 조사대상자의 인구통계학적 특성에 따른 차이 ·················································· 36
• 4.1.1 조사대상자의 인구통계학적 특성 ······························································ 36
• 4.1.2 인구통계학적 특성별 체험요소에 대한 교차분석 ··································· 38
• 4.1.3 인구통계학적 특성별 인식 및 경험과 체험요소에 따른 사용자만족도
• 및 행동의도 ································································································· 41
• 4.2 주요변수의 특성에 대한 기술통계 및 상관관계 ·················································· 44
• 4.2.1 주요변수의 기술통계 및 정규성 분석 ······················································ 44
• 4.2.2 주요 변수의 상관관계 ················································································· 45
• 4.3 인식 및 경험, 체험요소가 만족도에 미치는 영향 ············································· 46
• 4.4 인식 및 경험, 체험요소가 행동의도에 미치는 영향 ········································· 47
• 4.5 증강현실 뷰티앱의 인식 및 경험, 체험요소가 행동의도에 미치는 영향에서
• 사용자만족도의 매개효과 ························································································ 48
• Ⅴ. 결 론 및 제언 ·································································································· 52
• 참 고 문 헌 ··········································································································· 55
• 부 록 ··········································································································· 63
• ABSTRACT ··········································································································· 68