가상현실과 증강현실 쇼핑의 체험적 요소가 상품 구매 의도에 미치는 영향

초록

With the spread of 4th industrial revolution, VR(Virtual Reality) shopping and AR(Augmented Reality) shopping are becoming hot issues in the global retail industry. Compared with the online shopping or traditional store shopping, consumers will show different shopping behaviors in the VR or AR shopping environment. In this research, we tried to investigate how consumer shopping behaviors will be changed in the new technology-based VR or AR retail environment. Based on the literature review and the results of previous researches, we developed research hypotheses and study model. The research model focused on the consumers’ perceived value from VR and AR shopping experience and attitude toward VR and AR shopping. We found that customer attitude toward VR.AR shopping was an important mediator between customer value and purchasing intention. Managerial implications of the results of this study and limitation of the study were also discussed from the perspectives of retailers.

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