Artırılmış Gerçeklik Kullanımının Algılanan Avantaj, Varoluşsal Özgünlük ve Tatmin Üzerindeki Etkileri

Year 2022, Volume: 24 Issue: 2, 245 - 259, 30.12.2022

Sinan Çavuşoğlu Kazim Dağ

Abstract

Artırılmış gerçeklik, gerçekliğin ve sanallığın koordineli bir şekilde birleştirilmesini amaçlayan, kullanıcının var olan ortamına mümkün olduğunca gerçekçi bir şekilde yerleştirilmiş sanal içeriğin entegrasyonudur. Markaların son yıllarda artırılmış gerçeklik uygulamalarını giderek daha fazla kullandıkları görülmektedir. Çünkü artırılmış gerçeklik (Augmented Reality-AR) teknolojisi, ürün sunumunu iyileştirerek kullanıcı deneyimlerini zenginleştirmektedir. AR deneyiminin gelişmesiyle birlikte, AR uygulamalarında özgünlük talebi de artmaktadır. Varoluşsal özgünlük, faaliyetin önemine odaklanarak deneyimler ile ilişkilendirilmektedir. AR aracılığıyla yaşanan bu deneyimler tüketicileri etkinliklere dâhil ederek etkileşim sağlamakta ve algılanan avantajı artırmaktadır. Bu nedenle araştırma artırılmış gerçekliğin, algılanan avantaj ve varoluşsal özgünlük ile birlikte artırılmış gerçekliğin tatmini arasındaki etkiyi ölçmek amacıyla gerçekleştirilmiştir. Araştırmanın evrenini, artırılmış gerçeklik teknolojisini kullanarak tüketicilere ürünlerini deneyimleme olanağı sunan Sultan Halı’nın AR uygulamasını kullanan tüketiciler oluşturmaktadır. Araştırmada veri toplamak amacıyla anket tekniği uygulanmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 istatistik programı kullanılmıştır. Araştırma modelinde yer alan hipotezler yapısal eşitlik modellemesi ile analiz edilmiştir. Elde edilen sonuçlara göre artırılmış gerçeklik sürükleyici deneyiminin algılanan avantaj ve varoluşsal özgünlüğü pozitif etkilediği görülmüştür. Benzer şekilde algılanan avantaj ve varoluşsal özgünlüğün artırılmış gerçeklik tatmini üzerinde olumlu yönde etkilerinin olduğu belirlenmiştir. Son olarak algılanan avantajın da varoluşsal özgünlüğü pozitif etkilediği tespit edilmiştir.

Keywords

Artırılmış Gerçeklik Deneyimi, Algılanan Avantaj, Varoluşsal Özgünlük, Artırılmış Gerçeklik Tatmini, AR immersive experience, perceived advantage, existential authenticity, augmented reality satisfaction

Effects of Augmented Reality use on Perceived Advantage, Existential Authenticity and Satisfaction

Abstract

Augmented reality is the integration of virtual content placed as realistically as possible in the user's existing environment, aimed at the coordinated fusion of reality and virtuality. It is seen that brands are increasingly using augmented reality applications in recent years. Because AR technology enriches user experiences by improving product presentation. With the development of AR experience, the demand for authenticity in AR applications is also increasing. Existential authenticity is associated with experiences by focusing on the importance of the activity. These experiences through AR enable consumers to engage in activities and increase the perceived advantage. The research was carried out to measure the effect of augmented reality between perceived advantage and existential authenticity and satisfaction with augmented reality. The universe of the research consists of consumers using the AR application of Sultan Carpet, which offers consumers the opportunity to experience their products using augmented reality technology. A questionnaire technique was used to collect data in the study. In the research, Smart PLS 3 (Partial Least Squares) statistical program was used to test the hypotheses. The hypotheses in the research model were analyzed by structural equation modeling. According to the results obtained, it has been determined that AR immersive experience has a positive effect on perceived advantage and existential authenticity. Similarly, it was determined that perceived advantage and existential authenticity had positive effects on AR satisfaction. Finally, it has been determined that the perceived advantage has a positive effect on existential authenticity.

Keywords

AR immersive experience, perceived advantage, existential authenticity, augmented reality satisfaction

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