가치기반수용모형 기반 AR기술의 사용-확산에 관한 실증적 연구: 긍정적 기술준비도의 조절효과 검정 = An Empirical Study on Use-Diffusion of AR Technology based on VAM: The Moderating Effects of Postive TRI

다국어 초록 (Multilingual Abstract)

Recently, with the increasing use of sm art phones, there is a growing interest in augmented reality(AR) technology.
Services using smart phone-based AR technologies are being applied to vario us industries such as video, broadcasti ng, education, military, manufacturing, and medical care. In this study, we try to analyze what factors and characteris tics have a significant effect on the use and diffusion of AR technology. First, the purpose of this study is to derive the influence factors of AR technology acceptance through extended value-b ased acceptance model(VAM). Second, the purpose of this study is to test the use and diffusion of augmented reality technology through empirical analysis based on the use-diffusion(UD) theory suggested by Shin and Venkatesh(2004).
The results of this study are as follows: First, benefit components(perceived e njoyment and presence) and sacrifice components(technicality) of AR techno logy were related positively to perceived vlaue of AR technology. Second, sacrif ice components(perceived cost) of AR technology was related negatively to p erceived value of AR technology. Third, percieved value was related positively to rate of use(usage intention) and vari ety of use(diffusion intention). Also, from the consumer’s tendentious view, posit ive technology readiness index had sig nificant moderating effect to pass from sacrifice components(technicality, perc eived cost) to perceived value of AR technology. The results of this study co ntribute to the literature as a new attem pt to examine the effect in the AR tech nology area.

국문 초록 (Abstract)

최근 스마트폰 이용의 증가와 더불어 증강현실 기술에 대한 관심이 높아지고 있다. 스마트폰 기반의 증강현실 기술을 바탕으로한 서비스가 영상, 방송, 교육, 군사, 제조, 의료 등 다양한 산업에 적용되고 있다. 본연구에서는 소비자들이 주요한 기술적 트랜드 중 하나로 성장하고 있는 증강현실 기술을 사용하고 확산함에있어서 어떠한 요소와 특징들이 유의한 영향을 미치는지 분석하고자 한다. 본 연구의 목적은 첫째, 증강현실기술 수용의 영향 요인을 Kim et al.(2007)의 가치기반수용모형 확장을 통해 도출하는 것이며 둘째, Shin and Venkatesh(2004)의 사용-확산이론을 근거로 증강현실 기술의 사용과 확산에 대한 검정이라는 목적을 갖는다. 본 연구의 결과를 살펴보면 다음과 같다. 첫째, 증강현실기술의 혜택요인(지각된 즐거움, 프레즌스)과 희생요인(기술성)은 지각된 가치에 유의한 영향을 미치는 것으로 나타났다. 둘째, 증강현실기술의 희생요인(지각된 비용)은 지각된 가치에 유의한 영향을 미치는 것으로 나타났다. 셋째, 지각된가치는 증강현실기술의 사용량과 사용다양성에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 브랜드-소비자관계는 브랜드 애착과 애호도에 유의한 영향을 미친다. 끝으로 개인의 성향의 관점에서긍정적 기술준비도는 증강현실기술의 희생요인과 지각된 가치간의 관계를 조절하는 것으로 나타났다. 본 연구의 분석 결과는 온라인 증강현실기술 분야에서 소비자의 사용-확산의 영향을 검정한새로운 시도로의 시사점을 갖는다.

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