변형된 기술수용모형(TAM)적용을 통한 증강현실 품질평가에 관한 연구: Telepresence의 조절 효과와 유용성의 매개효과 검증을 중심으로

초록

Although augmented reality technology has been rapidly concerned by the popularity ofsmartphones, few studies have assessed the quality of augmented reality technology. ThereforeThe purpose of this study is to examine the transformed TAM model including only perceivedusefulness from the extended TAMmodel, which is applied to assessing the quality of smartphonebasedaugmented reality technology. System quality, information quality and service qualityare chosen as external variables as well as the antecedents toward perceived usefulness andreuse intention to augmented reality. This study examines the structural relationships amongthose five factors. Since augmented reality technology highly likely provides virtual information,it is tested whether telepresence defined as virtual experience moderates five paths suggestedin the research model. Furthermore, it is examined whether or not perceived usefulness mediatesthree independent factors (e.g. system quality, information quality and service quality) to thedependent factor (e.g. reuse intention to augmented reality). The survey was undertaken from1st of October to 15th in 2013 against undergraduates attending at C university in Seoul. Priorto the distribution of the questionnaires to respondents, one assistant researcher allows one respondent to use the smartphone-based augmented reality application called OVJET about 1hour. 114 samples A total of 134 samples were collected and 114 data were used for the furtheranalysis excluding 20 data proven outliers. The results of the study are as follows. First, it isrevealed that all of endogenous latent factors, system quality, information quality and servicequality positively influence perceived usefulness; second, perceived usefulness significantlypositively influences the reuse intention to augmented reality; third, it is found that telepresencehas the moderating effects on the relationships between system quality, information quality,service quality, perceived usefulness and the reuse intention to augmented reality; and fourth,it is found that perceived usefulness plays a perfect mediation roles in the relationships betweensystem quality, information quality and the reuse intention to augmented reality, while itpartially mediates service quality into the reuse intention to augmented reality. Finally, theoverall findings, limitations of the studies, and agenda for future research are discussed.

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