각 복사하기 버튼을 이용하여 블로그나 카페에 붙여넣기 하실 수 있습니다.
 
분야 : 사회과학 > 관광학
발행기관 : 한국호텔외식관광경영학회
간행물정보 : 한국호텔외식경영학회 학술발표논문집, 2015 pp.~20 (총 21pages)
 
 
목차
부제 :
Abstract
I. Introduction
II. Literature Review
III. Theoretical Framework and Hypotheses Development
IV. Methods
V. Analysis and Results
VI. Discussion and Conclusions
References
 
 
영문초록
The ways providers communicate with their customers have been changed due to Online to Offline (O2O) service. In O2O service, providers are able to find consumers in virtual environment (online) and bring them into real world stores (offline). In this situation, this study regarded Augmented Reality (AR) as an effective tool of O2O service, since AR has a feature of providing virtual 3D images or information that superimposed on the real-world view, which can ultimately enhance customer"s experience. For instance, by using wearable computer such as Google Glass, people can receive virtual information on top of the real world view such as cultural heritage sites, artifacts, masterpieces and so on. Therefore, this study considered AR as an effective way to provide customers with better experience and cause customers" intention to visit destination. To be more specific, drawn from Theory of Planned Behavior (TPB), we investigated the causal mechanism underlying customer"s beliefs about AR (usability, enjoyment and aesthetics), AR evaluation and attitudes toward AR, and the impact of attitudes toward AR, time resource, subjective norm on intention to use AR and intention to visit Art Gallery. While the results showed that time resource have an influence on only intention to use AR, and attitude toward AR have an impact on only intention to visit Art Gallery, subjective norm was found to be predictor of both intentions. Intention to use AR was found to influence intention to visit Art Gallery. These results are supporting our augments that AR can be an effective tool in O2O service. With these results, we provide theoretical and practical implications.
 
 
augmented reality, Google Glass, wearables, theory of planned behavior, online to offline(O2O) service
 
다운로드 2904792.pdf