테마파크 AR 내비게이션 GUI 구성요소가 디지털 네이티브의 지속적 사용의도에 미치는 영향 연구 - 베이징 환러구 모바일 AR 애플리케이션을 중심으로 - = Effects of Theme Park AR Navigation GUI Components on Digital Natives’ Continuance Intention - A Case Study of the Beijing Happy Valley Mobile AR Application -

다국어 초록 (Multilingual Abstract)

In recent years, augmented reality (AR) technology has promoted the integration of cultural tourism and digital interactive experiences, becoming an important direction for the smart development of theme parks. Due to the complex spatial structure and dense distribution of attractions, traditional navigation methods are insufficient to meet the demand for efficient wayfinding in high-density environments. AR navigation superimposes virtual information onto the real environment, providing immersive and dynamic guidance experiences, and is particularly favored by digital natives. However, empirical studies on how GUI components in AR navigation influence users’ continuance intention remain relatively limited. This study focuses on the mobile AR navigation application of Beijing Happy Valley and adopts a mixed-method approach combining qualitative and quantitative methods. In the first stage, based on the SOR theory and Technology Acceptance Model (TAM), a research model of “GUI components–perceived ease of use–continuance intention” was constructed. In the second stage, 312 valid samples were collected through a questionnaire survey, and reliability, validity, and statistical analyses were conducted using SPSS and structural equation modeling (SEM). The results show that graphical clarity (β = 0.33, p < 0.001) has the most significant effect on perceived ease of use, while layout rationality shows no significant effect; perceived ease of use significantly enhances continuance intention (β = 0.68, p < 0.001) and plays a mediating role. The findings indicate that improving graphical identifiability, font readability, and animation feedback quality helps enhance user experience and increase continuance intention, whereas interface layout still requires optimization to improve information acquisition efficiency. This study provides clear design implications for improving AR navigation GUI design in theme parks.