The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The effects of augmented reality fashion application on pleasure, satisfaction and behavioral intention

증강현실 패션 어플리케이션이 즐거움, 만족 및 행동의도에 미치는 영향

  • So, Ji In (Dept. of Clothing and Textiles, Graduate School, Ewha Womans University) ;
  • Kim, Sun-Hee (Dept. of Fashion Design, Kimpo College)
  • 소지인 (이화여자대학교 대학원 의류학과) ;
  • 김선희 (김포대학교 패션디자인과)
  • Received : 2013.04.03
  • Accepted : 2013.12.13
  • Published : 2013.12.31
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Abstract

The purposes of this study were to analyze the effects of the experience realms (entertainment, educational, escapist, and esthetic) of augmented fashion reality applications on consumers' pleasure, satisfaction, intention of reuse, and purchase intention. This study is based on the survey subjecting those who have an iPhone. A total of 207 questionnaires were processed in analysis. Descriptive analysis, frequency analysis, reliability analysis and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, entertainment and esthetic experience positively influenced consumers' pleasure. Second, entertainment, educational and esthetic experience positively influenced satisfaction. Third, pleasure positively affected satisfaction. Forth, both pleasure and satisfaction positively influenced intention of reuse and purchase intention. Fifth, there were significant differences in the effects of the experience realms of augmented fashion reality applications on pleasure, satisfaction, intention of reuse, and purchase intention by gender. In conclusion, pleasure and satisfaction that influence reuse intention and purchase intention were influenced by the experience realms. When consumers feel satisfaction and pleasure in experience realms of augmented fashion reality applications, they are more likely to reuse of an augmented reality fashion application, and to purchase the products consumers were implementing an augmented reality fashion application for.

Keywords

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