Journal Archive

International Journal of Costume and Fashion - Vol. 21 , No. 1
[Paper List] [Go to Volume List]

[ Article ]
International Journal of Costume and Fashion - Vol. 21, No. 1, pp. 1-13
Abbreviation: IJCF
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 30 Jun 2021
Received 26 Feb 2021 Revised 08 Apr 2021 Accepted 27 Apr 2021
DOI: https://doi.org/10.7233/ijcf.2021.21.1.001

A Longitudinal Study for Predicting Intentions to Use Augmented Reality Technology in the Fashion Shopping Context
Sunyang Park ; Eun Young Kim†
Lecturer, Dept. of Clothing & Textiles, Chungbuk National University, Cheongju, South Korea
Professor, Dept. of Clothing & Textiles, Chungbuk National University, Cheongju, South Korea

Correspondence to : †eunykim@chungbuk.ac.kr

Funding Information ▼

Citation Park, S., & Kim, E. Y. (2021). A longitudinal study for predicting intentions to use Augmented Reality technology in the fashion shopping context. International Journal of Costume and Fashion, 21(1), 1-13.

Abstract

This study predicted the intentions to use augmented reality (AR) technology by the changes in perceptions of visual comfort, interactivity, social influence, and facilitating condition over time in the fashion shopping context. For a longitudinal experimental study, participants were asked to participate in the repeated experiments at three different points (Time 1 in July, Time 2 in October, Time 3 in December) for 6 months. They were given a shopping task to use an AR-based virtual fitting smart mirror and then completed to answer self-administered questionnaires. Sampling was conducted for consumers in their 20s-30s and a total of 74 responses who participated in all experiments was used. Findings showed that mean scores of visual comfort, user control, responsiveness and social influence in Time 2 and Time 3 were significantly higher than those in Time 1. Regression analysis showed that the changes in perceptions of visual comfort and social influence in Time 1(initial use) and Time 3(repeated use) had significantly positive effects on the changes in the use intentions over time. This study discussed practical implications for developing fashion retail strategies, by considering technological and external factors, to expand the utilization of AR technology over time in a retail venue.

Keywords: Augmented Reality, Visual comfort, Social influence, Technology acceptance, Longitudinal study
Acknowledgments

This research was supported by Basic Science Research Program through the National Research Foundation of Korea(NRF) funded by the Ministry of Education(NRF-2019R1I1A3A01058519).

References
1. Ahn, H. S., & Choi, Y. M. (2014). Analysis of educational characteristics of augmented reality edutainment contents according to interaction type. The Korean Journal of Animation, 10(4), 152-169.
2. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
3. Caboni, F., & Hagberg, J. (2019). Augmented reality in retailing: A review of features, applications and value. International Journal of Retail & Distribution Management. 47(11), 1125-1140.
4. Cho, S. H., & Kim, C. S. (2019). Consumer attitudes, intention to use technology, purchase intention of Korean 20's women on the acceptance of fashion augmented reality (FAR) with the application of the UTAUT Model. Journal of the Korean Society of Clothing and Textiles, 43(1), 125-137.
5. Chung, B. G., & Dong, H. L. (2019). Influential factors on technology acceptance of augmented reality (AR). Asia-Pacific Journal of Business Venturing and Entrepreneurship, 14(3), 153-168.
6. Chung, N., Han, H., & Joun, Y. (2015). Tourists’ intention to visit a destination: The role of augmented reality (AR) application for a heritage site. Computers in Human Behavior, 50, 588-599.
7. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
8. Dieck, M. C., & Jung, T. (2018). A theoretical model of mobile augmented reality acceptance in urban heritage tourism. Current Issues in Tourism, 21(2), 154-174.
9. Dunning, D. (2011). The Dunning–Kruger effect: On being ignorant of one's own ignorance. Advances in experimental social psychology, 44, 247-296.
10. Estes, Z., Brotto, L., & Busacca, B. (2018). The value of art in marketing: An emotion-based model of how artworks in ads improve product evaluations. Journal of Business Research, 85, 396-405.
11. Fulk, J. (2017). Social construction of communication technology. Academy of Management journal, 36(5), 921-950.
12. Fulk, J., Steinfield, C. W., Schmitz, J., & Power, J. G. (1987). A social information processing model of media use in organizations. Communication research, 14(5), 529-552.
13. Gill, T. (2008). Convergent products: what functionalities add more value to the base?. Journal of Marketing, 72(2), 46-62.
14. Hair, J. F., Anderson, R. E., Babin, B. J., and Black, W. C. (2010). Multivariate data analysis: A global perspective (vol. 7). Upper Saddle River, NJ: Pearson.
15. Huang, T.-L., & Liao, S. (2015). A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness. Electronic Commerce Research, 15(2), 269-295.
16. Jung, E., Kim, Y., & Yang, H. (2021). The effect of augmented reality technology perception on fashion product purchase intention according to technology readiness. Journal of the Korean Society of Costume, 71(2), 126-141.
17. Jung, S. A., & Kim, H. (2016). A case study of utilizing augmented reality of kid application. Journal of the Korean Society Design Culture, 22(2), 585-599.
18. Kim, H. C., & Hyun, M. Y. (2016). Predicting the use of smartphone-based Augmented Reality (AR): Does telepresence really help?. Computers in Human Behavior, 59, 28-38.
19. Kim, H., Park, J., Kim, Y., & Choi, J. (2020). The effect of augmented reality-based fashion product application on intention to use. Journal of Information Technology Services, 19(1), 89-102.
20. Kim, K., Hwang, J., Zo, H., & Lee, H. (2016). Understanding users’ continuance intention toward smartphone augmented reality applications. Information development, 32(2), 161-174.
21. Kruger, J., & Dunning, D. (1999). Unskilled and unaware of it: how difficulties in recognizing one's own incompetence lead to inflated self-assessments. Journal of Personality and Social Psychology, 77(6), 1121.
22. Lee, D., Moon, J., Kim, Y. J., & Mun, Y. Y. (2015). Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty. Information & Management, 52(3), 295-304.
23. Lee, H., & Ku, Y. (2020). Classification and characteristics of augmented reality contents of fashion brands. Fashion and Textiles Research Journal, 22(3), 310-322.
24. Lee, J. G., Seo, J., Abbs, A., & Choi, M. (2020). End-users’ augmented reality utilization for architectural design review. Applied Science, 10(15), 5363.
25. Nikhashemi, S. R., Knight, H. H., Nusair, K., & Liat, C. B. (2021). Augmented reality in smart retailing: A Symmetric Approach to continuous intention to use retail brands’ mobile AR apps. Journal of Retailing and Consumer Services, 60, 102464.
26. Nizar, N. N. M., Rahmat, M. K., Maaruf, S. Z., & Damio, S. M. (2019). Examining the use behaviour of augmented reality technology through marlcardio: Adapting the utaut model. Asian Journal of University Education, 15(3), 198-210.
27. Olsson, T., Lagerstam, E., Kärkkäinen, T., & Väänänen-Vainio-Mattila, K. (2013). Expected user experience of mobile augmented reality services: a user study in the context of shopping centres. Personal and Ubiquitous Computing, 17(2), 287-304.
28. Paulo, M. M., Rita, P., Oliveira, T., & Moro, S. (2018). Understanding mobile augmented reality adoption in a consumer context. Journal of Hospitality and Tourism Technology. 9(2). 142-157.
29. Perannagari, K. T., & Chakrabarti, S. (2019). Factors influencing acceptance of augmented reality in retail: insights from thematic analysis. International Journal of Retail & Distribution Management, 48(1), 18-34.
30. Plotkina, D., & Saurel, H. (2019), Me or just like me? The role of virtual try-on and physical appearance in apparel m-retailing, Journal of Retailing and Consumer Services, 51, 362-377.
31. Rice, R. E., & Aydin, C. (1991). Attitudes toward new organizational technology: Network proximity as a mechanism for social information processing. Administrative Science Quarterly, 36(2), 219-244.
32. Saprikis, V., Avlogiaris, G., & Katarachia, A. (2021). Determinants of the intention to adopt mobile augmented reality apps in shopping malls among university students. Journal of Theoretical and Applied Electronic Commerce Research, 16(3), 491-512.
33. Schlosser, A. E. (2003). Experiencing products in the virtual world: the role of goal and imagery in influencing attitudes versus purchase intentions. Journal of Consumer Research, 30(2), 184-198.
34. Seo, S. (2018). The effects of consumers' innovativeness on the usage intention of unmanned fashion stores - Application of technology accept model-. Journal of the Korean Society of Costume, 68(7), 60-73.
35. So, J. I., & Kim, S. H. (2013). The effects of augmented reality fashion application on pleasure, satisfaction and behavioral intention. The Research Journal of the Costume Culture, 21(6), 810-826.
36. Song, H. K., Baek, E., & Choo, H. J. (2019). Try-on experience with augmented reality comforts your decision: Focusing on the roles of immersion and psychological ownership. Information Technology & People. 33(4), 1214-1234.
37. Sporn, J., & Tuttle, S. (2018, June). 5 Surprising findings about how people actually buy clothes and shoes. Harvard Business Review. Retrieved from https://hbr.org/2018/06/5-surprising-findings-about-how-people-actually-buy-clothes-andshoes.
38. Statistics Korea. (2020). Online shopping trends report 2020. Retrieved February 5, 2021, Retrieved from https://meta.narastat.kr/metasvc/index.do?confmNo=101056&inputYear=2020
39. Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93.
40. Tam, W. J., Speranza, F., Yano, S., Shimono, K., & Ono, H. (2011). Stereoscopic 3D-TV: Visual comfort, IEEE Transactions on Broadcasting, 57(2), 335 – 346.
41. Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
42. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 27(3), 425-478.
43. Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 36(1), 157-178.
44. Wi, E. J., & Kim, S. H. (2017). A study on utilizing an AR-based event for brand experience. Journal of the Korean Society of Design Culture, 23(1), 379-390.
45. Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39, 89-103.
 

IJCF

The Korean Society of Costume

Hanshin Bldg. #1616, 12, Mapo-daero, Mapo-gu, Seoul, Korea, zip code 04175
Phone: +82-2-324-1711 ⏐ Fax: +82-2-324-1511 ⏐ Homepage: http://ijcf.ksc.or.kr/ ⏐ E-mail: ijcf@ksc.or.kr