PlicAR: 증강현실 기반 3D 모형 구축 기술을 통한 온라인 쇼핑 경험 증진

초록

Background The online commerce (E-commerce) market has been growing steadily every year due to the convenience of allowing customers to purchase products without going to a brick-and-mortar store. However, customers still visit offline stores to check the actual size, shape, and details of the product. In this context, augmented reality (AR) commerce using augmented reality technology is emerging as a new alternative to online and offline stores. Through several studies, AR commerce has been found to have a positive effect on the purchasing decision process of customers. However, few attempts have been conducted to understand the experience of using AR commerce services from the point of view of users, not customers. Therefore, this study finds user experience (UX) factors that AR commerce should consider supporting clear delivery of product information and users' universal shopping experience and suggests a method for improving them. Methods We collected participant opinions on AR commerce services through an online survey (sample size = 100) as a preliminary study to investigate the essential UX design components for AR commerce services. By extracting meaningful words and analyzing the word list from the participants’responses, we identified ‘3D model quality and ‘accessibility’as the essential UX components. In this respect, we developed PlicAR to enhance the AR commerce experience. Finally, an extensive online survey (sample size = 400) was conducted. It was confirmed that the experience of using PlicAR improved when compared to the existing AR commerce service. Results By comparing PlicAR and IKEA Place through the comparative experiment, ‘3D model quality’and ‘system accessibility’were revealed as unique advantages of PlicAR. From the results, it was confirmed that the improved 3D model quality and system accessibility enhanced the AR commerce experience. Conclusions In order to provide AR content, high-quality 3D model production is a prerequisite for an improved AR commerce experience. However, 3D model production requires time and resources. For this reason, such tasks can only be conducted by largely capitalized corporates. In this respect, we propose a PlicAR with a 3D model reconstruction method using neural rendering and web-based accessibility. The two key features of PlicAR allow small and medium-sized third-party sellers to create and provide AR content to promote their products directly.

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