증강현실 기반의 제품체험으로 인한 고객 인게이지먼트 효과 연구 - 고객가치 공동창출의 매개효과 분석 -

초록

Recently, many companies are trying to lead spontaneous customer participation of marketing activities by applying experience marketing, based on mobile augmented reality (MAR) technology. This study is to investigate the relationship among customer engagement, customer value creation, customer well-being, and purchase intention in customer life, due to the culture of spontaneous customer participation from the perspective of MAR marketing activities. The objective of this paper is to examine the direct relationship between customer engagement and customer value creation. This study also attempts to analyze the mediator effect of the customer value creation between customer engagement and customer well-being. Also, this study tries to investigate the direct relation between customer well-being and purchase intention. The study results suggest that there are positive effect relationships between conscious participation and functional·hedonic value, between enthusiasm and functional·hedonic· social value, and between social interaction and hedonic value. Second, hedonic value mediates the relation to conscious participation·enthusiasm·social interaction and customer well-being. Social value mediates the relation to enthusiasm and customer well-being. Finally, the study results suggest the positive relationship between customer well-being and purchase intention. Also, some managerial implications and the limitations of the study results were also discussed.

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