IKEA Kreativ AR APP 몰입 경험이 소비자 사용 만족도에 미치는 영향 -TAM 이론과 Flow 이론을 중심으로- = The Influence Flow Experience in the IKEA Kreativ AR App on Consumer Satisfaction -Focusing on the TAM and Flow Theories-

국문 초록 (Abstract)

본 연구는 AR 기술을 사용한 IKEA Kreativ APP 사용에서 소비자가 인식하는 몰입 경험이 소비자 사용 만족도에 미치는 영향을 분석하고, 몰입 경험과 사용 만족도 사이의 관계에서 지각된 사용 용이성과 지각된 사용 유용성이 어떤 매개 역할을 하는지 분석하였다. 이를 위해 IKEA Kreativ 사용 경험이 있는 20~50대 소비자 350명의 설문을 분석에 사용하였다. 분석 결과, 첫째, 몰입 경험(즐거움, 지각된 조절, 주의 집중)은 지각된 사용 용이성과 지각된 사용 유용성에 긍정적인 영향을 미쳤다. 둘째, 몰입 경험 중 지각된 조절과 주의 집중은 사용 만족도에 긍정적인 영향을 미쳤으나, 즐거움은 사용 만족도에 영향을 미치지 않는 것으로 나타났다. 셋째, 지각된 사용 용이성과 지각된 사용 유용성은 사용 만족도에 긍정적인 영향을 미쳤다. 넷째, 몰입 경험 중 즐거움은 지각된 사용 용이성과 지각된 사용 유용성을 매개로 하여 사용 만족도에 완전한 매개 효과를 보였으며, 몰입 경험 중 지각된 조절과 주의 집중은 지각된 사용 용이성과 지각된 사용 유용성을 매개로 하여 사용 만족도에 부분적인 매개 효과를 나타냈다. 본 연구 결과는 향후 AR 기술을 활용한 IKEA Kreativ 사용 과정에서 소비자에게 제공되는 몰입 경험과 소비자의 지각된 사용 용이성 및 지각된 사용 유용성이 사용 만족도에 미치는 영향을 이해하는 데 도움이 될 것이다.

다국어 초록 (Multilingual Abstract)

This study analyzes the influence of consumers' perceived Flow experience in using IKEA Kreativ, an app that utilizes AR technology, on consumer satisfaction. It also examines the mediating roles of perceived ease of use and perceived usefulness in the relationship between Flow experience and consumer satisfaction. For this analysis, surveys from 350 consumers aged 20 to 50 with experience using IKEA Kreativ were utilized. The results of the analysis are as follows: First, Flow experience (perceived enjoyment, perceived control, and attention focus) had a positive influence on perceived ease of use and perceived usefulness. Second, the Flow experiences of perceived control and attention focus had a positive influence on consumer satisfaction, whereas the factor of enjoyment did not influence consumer satisfaction. Third, perceived ease of use and perceived usefulness had a positive influence on consumer satisfaction. Fourth, perceived enjoyment as a Flow experience had a complete mediating effect on consumer satisfaction through perceived ease of use and perceived usefulness, while perceived control and attention focus had a partial mediating effect on consumer satisfaction through perceived ease of use and perceived usefulness. These findings will help in understanding the influence of Flow experiences, as well as perceived ease of use and perceived usefulness, on consumer satisfaction in the process of using AR technology in IKEA Kreativ.

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