가상현실과 증강현실 환경에서의 쇼핑 체험이 소비자 의사 결정에 미치는 영향: 지각된 가치의 매개효과 분석

초록

When shopping through new technologies, VR and AR, this study seeks to find out whether the flow and the perceived value desired by consumers affect the recommendation and future experience doctor through the compatibility of Innovation Diffusion Theory. For this purpose, this study looked at attitudes toward new technology shopping using VR and AR through Innovation Diffusion Theory"s Compatibility, which was set aside by Agarwal and Prasad (1998). In order to find out the final impact on the product purchasing intention, the VR and AR shopping experience was conducted directly and these experiences were reviewed using questionnaires accumulated through various theories. According to the results of this study, it is more important for VR and AR users to match their goals. Accordingly, distribution businesses VR and AR shopping need to understand and establish functions and goals that consumers want.

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