증강현실(AR) 이용 소비자의 접촉 욕구가 제품 태도에 미치는 영향: 메시지 유형의 조절효과를 중심으로 = The Impact of Need-For-Touch on Consumers’ Attitude toward Products in Augmented Reality(AR) Environments: Focusing on the Moderating Effect of Message Types

다국어 초록 (Multilingual Abstract)

Research Purpose: Augmented Reality(AR) has become a major trend in retail market, researches on usage experience and consumer response of Augmented Reality has emerged. We explore the relationship between consumers’ need-for-touch, message framing, perceived control, and attitude toward product in Augmented Reality environments.
Research Methods: The research investigate the moderating effects of consumers’ need-for-touch and message type (e.g., loss, gain) on the product attitude. Additionally, this study examines the moderated mediation effects of consumers’ perceived control. An experimental design is used with 2 (need-for-touch: high vs. low) X 2 (message types: loss messages vs. gain messages).
Results in Research: The interaction effect between need-for-touch and message types was statistically significant. Consumers’ attitude toward products was higher when they associated with low need-for-touch were exposed to profit messages than loss messages. However, there was no difference in product attitude related to high need-for-touch. We indicated that the perceived control of consumers weakened the difference in message framing.
Research Conclusion: It can promote consumer engagement in the decision-making process on the Augmented Reality environments. In a competitive market, businesses that excel in consumer engagement can stand out from the competition. It's a way to differentiate the brand and win over customers in a crowded marketplace.

국문 초록 (Abstract)

최근 유통시장에서 AR 서비스 활용이 확대되면서 AR을 경험한 소비자들의 인식과 반응에 대한 연구가 활발히 진행되고 있다. AR의 도입은 다양한 마케팅 채널에서 기존의 웹 기반 서비스의 한계점으로 언급되고 있는 감각적 피드백(e.g., 터치, 햅틱 반응)을 가능하게 했고, 이에 따라 기업은 소비자들의 접촉 욕구를 파악하여 AR을 통한 제품 정보의 효율적 전달을 중요한 과제로 주목하였다. 본 연구는 AR을 경험한 소비자들의 접촉 욕구와 메시지 유형(e.g., 손실, 이익)이 제품 태도에 어떤 영향을 미치는지 확인하고, 이때 메시지 유형의 조절효과가 지각된 통제에 의해 매개되는지 분석하였다. 그 결과 AR 환경에서 제품 태도에 대한 소비자들의 접촉 욕구와 메시지 유형 간에 상호작용 효과가 통계적으로 유의하였다. 다음으로 진행한 조절된 매개효과 분석결과에서도 AR경험을 통한 소비자의 지각된 통제가 완전 매개함을 확인하였다. 특히 접촉 욕구가 낮은 소비자들은 손실 메시지에 노출되었을 때보다 이익 메시지에 노출되었을 때 제품 태도가 높았으며, 이때 소비자들의 지각된 통제가 메시지 유형에 따른 차이를 약화시키는 매개효과가 나타났다. 본 연구는 AR을 활용하는 기업에 효과적이고 설득력 있는 커뮤니케이션 전략을 제공하고, 마케팅 분야의 AR 기반 실증연구를 확대하는 데 기여하고자 한다.

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