인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
Many firms are increasingly using augmented reality (AR) not only to assist shopping but also to involve consumers in firms’ activities and value creation. This study compares co-creation and self-determination theory as two perspectives explaining consumer intentions in two forms of AR-enabled consumer participation. Study 1 used a video-based scenario survey with 154 consumers who imagined designing athletic shoes through an AR service. Study 2 used a laboratory-based AR experience study with 50 consumers who created a dance video with a virtual K-pop performer. The results of Study 1 showed that the self-determination model explained AR-assisted purchase intention, AR recommendation intention, and continued AR usage intention better than the co-production model based on AIC, BIC, and cross-validated R². Knowledge also showed positive associations with all three behavioral intentions. In Study 2, the results differed depending on the behavioral outcome. Self-determination showed better model performance for AR-assisted purchase intention, whereas the value-in-use model showed better performance for recommendation and continued usage intentions. Relationship was an important variable in the value-in-use model, while Relatedness was especially important for continued usage in the self-determination model. These findings suggest that co-creation and self-determination provide different but partly overlapping explanations of AR-enabled consumer participation. Because Study 2 has a small sample and several constructs showed high overlap, its results should be interpreted cautiously.
본문·목차
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