초록 열기/닫기 버튼
Augmented reality, a key technology in the fourth industrial revolution, provides a high-level experience through vivid images and sounds and creates new value through them. The purpose of this study was to explore the relationship between entertainment, education, escape, esthetic experience factors (4Es) and emotional response (PA) using augmented reality and moderating role of presence. The survey was collected from June 8 to June 15, 2018, from 306 college students in Daegu and Gyeongbuk who experienced 'Junggu AR Book' produced by the Junggu Office in Seoul. The results of this study are as follows: First, escape and esthetic experiences are shown to affect the arousal, and entertainment experiences are shown to affect both arousal and pleasure. Second, arousal was shown to affect pleasure, and thirdly, pleasure was shown to affect the intention of visit. Fourth, It has been shown that presence has a moderating effect between experience factors and emotional responses. Finally, theoretical and practical implications and limitations were discussed.
