MZ세대의 모바일 AR 가상 피팅 서비스에 대한 경험적 가치가 감정반응, 브랜드 이미지 및 행동의도에 미치는 영향

초록

As society develops and changes rapidly, consumers' consumption environments and forms have become more diversified, and various services have emerged in the mobile industry as well. Augmented reality technology, which appeared along with the development of the 4th industry, combined with the mobile industry in various forms to provide more diverse services.The purpose of this study is to examine the effect of the MZ generation's experiential value for the mobile AR virtual fitting service on the emotional response, brand image and behavioral intention of consumers. First, the factors for measuring the experiential value of the mobile AR virtual fitting service were defined as playfulness, aesthetics, service excellence and usefulness.For the study, data collection was conducted through a survey for those who experienced the mobile AR virtual fitting service provided by a fashion jewelry brand, and based on the responses of a total of 229 people, it was demonstrated using SPSS and AMOS analyzed. Looking at the main analysis results of this study, it was confirmed that among the experiential values of the mobile AR virtual fitting service, playfulness, aesthetics, and usefulness affect consumers' emotional response, and playfulness and usefulness also affect brand image. In addition, emotional response affects brand image and behavioral intention, and brand image affects behavioral intention. It is expected that this study will contribute to market revitalization of the mobile AR virtual fitting service-related industry to which augmented reality technology is applied and the establishment of brand marketing strategies, and to provide practical implications for changes in the distribution environment.

키워드