ARTIRILMIŞ GERÇEKLİK UYGULAMALARININ KULLANICI DENEYİMİ TATMİN VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİLERİNİN İNCELENMESİ

Yıl 2019, Cilt: 12 Sayı: 24, 235 - 272, 01.12.2019

Mutlu Yüksel Avcılar Banu Külter Demirgüneş Mehmet Fatih Açar

Öz

Artırılmış gerçeklik, belirgin bir gerçeklik sunan sanal dünya bilgisini, gerçek dünya ile bütünleştiren teknolojik bir uygulamadır. Perakendecilik kapsamında artırılmış gerçekliğin amacı, sürükleyici alışveriş deneyimleri, etkileşimli pazarlama kampanyaları ve tüketiciler için yenilikçi ürün deneyimleri yaratmaktır. Artırılmış gerçeklik uygulamaları, tüketicilerin alışveriş deneyimlerini zenginleştirerek perakendecilere yenilikçi rekabet avantajları yaratmaktadır. Bu açıdan artırılmış gerçeklik uygulamalarının tüketici deneyimleri üzerindeki etkilerini belirlemek, olumlu davranışsal sonuçlar sağlayabilmek açısından oldukça önemlidir. Bu kapsamda çalışmanın amacı, elektronik perakendecilerin artırılmış gerçeklik uygulamalarının; kullanıcı deneyimi, kullanıcı memnuniyeti ve kullanıcının satın alma niyeti üzerindeki etkilerini tespit ederek, elektronik perakendecilik alan yazınına katkı sağlamaktır. Araştırma sürecinde, 400 üniversite öğrencisinden yüz yüze anket yöntemiyle elde edilen veriler, Yapısal Eşitlik Modeli analiz yöntemiyle analiz edilmiştir. Analiz sonucuna göre kullanıcı deneyimi; kullanıma yönelik kalite, estetik kalite, uyarılmayla hedonik kalite ve kendini ifade etmeyle hedonik kalite olmak üzere dört boyuttan oluşmaktadır. Ayrıca artırılmış gerçeklik uygulamasının etkileşim düzeyi, kullanıcı deneyimini pozitif yönde etkilemektedir. Kullanıcı deneyimi ise kullanıcı tatmin düzeyini ve satın alma niyetini pozitif yönde etkilemektedir. Çalışmanın bulguları, araştırmacılara ve uygulayıcılara yol gösterebilecektir

Anahtar Kelimeler

Artırılmış gerçeklik, kullanıcı deneyimi, memnuniyet, satın alma niyeti, elektronik perakendecilik

DETERMINING THE EFFECT OF AUGMENTED REALITY APPLICATIONS ON USER EXPERIENCE SATISFACTION AND BUYING INTENTION

Öz

Augmented reality AR is a technological application that integrates knowledge of the virtual world with the real world, which presents a distinct reality. The overall goals of the augmented reality within retailing are to generate immersive shopping experiences, interactive marketing campaigns and innovative product experiences for consumers. Augmented reality apps produce innovative competitive advantages for retailers by enriching consumers’ shopping experiences. Thus, reviewing the subject in terms of online consumers, determining the effects of apps on shopping experiences are important to develop enriched consumer experiences and to get positive behavioral responses. Therefore, the purpose of this study is to determine the effect of augmented reality apps on user experience, user satisfaction, and purchase intention. In the research process, the data were obtained by face-to-face survey method from 400 university students and the data were analyzed by Structural Equation Model analysis. According to the analysis result, user experience dimension consists of four latent factors as pragmatic quality, aesthetic quality, hedonic quality by stimulation and hedonic quality by identification. The results reveal that the interaction level of augmented reality app affects user experience positively. Also, analysis result indicates that augmented reality user experience level positively affects user satisfaction and buying intention. Implications of this study may lead to a new strategic avenue for practitioners and researchers

Anahtar Kelimeler

Augmented reality, user experience, satisfaction, buying intention, electronic retailing

Kaynakça

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