Earticle

초록

영어

This study is to focuses on users’ attitudes 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 significantly affected 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 for analyzing user perspective using immersion, 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
Ⅰ. Introduction
Ⅱ. Theoretical Background
2.1. The Concept and Characteristic of Augmented Reality
2.2. Research Fields Applied Augmented Reality
2.3. Technology Acceptance Model (TAM)
2.4. Flow Theory
Ⅲ. Research Methods
3.1. Research Subjects and Variables
3.2. Previous Research and Hypotheses
Ⅳ. Results of Analyzing Korean Data
4.1. Characteristics of the Sample of Korean Data
4.2. Results of Analyzing Chinese Data
Ⅴ. Conclusion
5.1. Research Conclusion
5.2. Research Implication and Limitation

저자

• Namjae Cho [ Professor, Business School, Hanyang University, Korea ]
• YanRui Wang [ Graduate Student, Business School, Hanyang University, Korea ]
• Jeong Hun Lim [ Ph.D. Candidate, Business School, Hanyang University, Korea ]
• Giseob Yu [ Adjunct Professor, Business School, Hanyang University, Korea ] Corresponding Author

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