증강현실(Augmented Reality)게임 지속사용의도에 영향을 미치는 요인에 관한 연구 : 몰입감을 매개변수로


Factors Influencing the Intention for Continuous Use of Augmented Reality Games : Immersion as a Mediating Variable

조남재, 왕암서, 정은정, 유기섭

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This study is about Augmented Reality Game (AR Game) applied to Pokemon Go, which has recently been a sensational game. We focused on and analyzed the intention for continuous use as a dependent variable. We made hypotheses through previous studies and used spatial presence, perceived interactivity, perceived pleasure, and sickness as independent variables. Immersion was set up as a mediating variable. We conducted the study using 198 data, which people who experienced AR games responded. The results were as follows. First, spatial presence and perceived pleasure were found to have a significant effect on immersion, as in previous studies. Second, the relationship between sickness and immersion, which were shown to have a negative relationship in previous studies, we found that variables had a positive relationship unlike previous studies and rejected the hypothesis. Third, perceived interactivity, which is one of the crucial variables to affect the intention for continuous use, we found not to have a significant relationship among perceived interactivity, immersion, and the intention for continuous use. This result is opposite from previous studies, and further research on this issue is expected. We conducted this study with an individual user’s view on immersion and the intention for continuous use rather than focusing on technical or political topics. Besides, this study has a significance that drew different results from previous studies and explored people who relish AR games with the characteristics of personal variables.


1. 서론
2. 이론적 배경
2.1 증강현실의 개념 및 특징
2.2 증강현실 적용 사례 분야
2.3 기술수용모델
2.4 몰입이론(Flow Theory)
3. 연구 방법론
3.1 변수 간 선행연구 및 가설
4. 분석 결과
4.1 표본의 특성
4.2 동일원천편향(Common Method Bias) 측정
4.3 탐색적 요인분석 결과
4.4 변수 간 상관관계 및 평균, 표준편차 분석
4.5 확인적 요인분석 결과
4.6 모형적합도 분석 결과
4.7 가설검증 결과(H1, H2, H3, H4, H5)
4.8 매개효과 가설검증 결과(H6-1, H6-2, H6-3,H6-4)
5. 결론
5.1 연구의 의의
5.2 한계와 향후 연구 제언


  • 조남재 Namjae Cho. rofessor, Hanyang University, Business School
  • 왕암서 YanRui Wang. MS Candidate, Hanyang University, Business School
  • 정은정 Eunjeong Cheong. PhD. Candidate, Hanyang University, Business School
  • 유기섭 Giseob Yu. Adjunct Professor, Business School, Hanyang University


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