Earticle

초록

영어

This study is to focuses on a user’s attitude toward augmented reality games. Based on the Technology Acceptance Model (TAM) and Flow theory, continuous usage intention was set as a dependent variable, and immersion was set as a mediating variable. As independent variables, spatial presence, perceived interactivity, perceived pleasure, and sickness were set. Besides, this study strived to compare and analyze Korean and Chinese Data. The results of this study were as follows. First of all, Korean users had a significant effect on spatial presence, perceived pleasure, and immersion. Spatial presence and perceived pleasure had also mediated effects on continuous usage intention through immersion. However, perceived interactivity and sickness did not affect immersion and even no mediating effect to continuous usage intention. In the case of Chinese users, spatial presence, perceived interactivity, and perceived pleasure were grouped into one variable. This variable influenced immersion and also had mediated effect on continuous usage intention. However, sickness, like Korean users, did not affect the set path. This study had implications to analyze user perspective using immersion, which was found a significant variable in previous research. In addition, this study found similarities and characteristics through a comparative analysis between Korean and Chinese users indirectly.

목차

Abstract
Introduction
Theoretical Background
The Concept and Characteristic of Augmented Reality
Research Fields Applied Augmented Reality
Technology Acceptance Model (TAM)
Flow Theory
Research Methods
Research Subjects and Variables
Previous Research and Hypotheses
Results of Analyzing Korean Data
Characteristics of the Sample of Korean Data
Exploratory Factor Analysis of Korean Data
Analysis of Correlation, Mean, and Standard Deviation in Korean Data
Confirmatory Factor Analysis of Korean Data
Result of Research Model Fit in Korean Data
Result of Verifying Hypothesis in Korean Data
Results of Analyzing Chinese Data
Characteristics of the Sample of Chinese Data
Exploratory Factor Analysis of Chinese Data
Analysis of Correlation, Mean, and Standard Deviation in Chinese Data
Confirmatory Factor Analysis of Chinese Data
Result of Research Model Fit in Chinese Data
Result of Verifying Hypothesis in Chinese Data
Conclusion
Research Conclusion
Research Implication and Limitation
References

저자

• Namjae, Cho [ Business School, Hanyang University, Professor ] First Author
• YanRui, Wang [ Business School, Hanyang University, Master Candidate ] Second Author
• Jeong Hun, Lim [ Business School, Hanyang University, Ph.D Candidate ] Third Author
• Giseob, Yu [ Business School, Hanyang University, Adjunct Professor ] Corresponding author

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