Araştırma Makalesi
BibTex RIS Kaynak Göster

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

Yıl 2022, Cilt: 24 Sayı: 2, 245 - 259, 30.12.2022

Öz

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.

Kaynakça

  • Al-Gahtani, S. S., & M. King. (1999). Attitudes, Satisfaction and Usage: Factors Contributing to Each in the Acceptance of Information Technology. Behaviour and Information Technology, 18(4), 277-297.
  • Azuma, R., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2001). Recent advances in augmented reality. IEEE computer graphics and applications, 21(6), 34-47.
  • Beer, S. (2008). Authenticity and food experience - commercial and academic perspectives. Journal of Foodservice, 19(3), 153-163.
  • Chung, N., Lee, H., Kim, J. Y., & Koo, C. (2018). The role of augmented reality for experience-influenced environments: The case of cultural heritage tourism in Korea. Journal of Travel Research, 57(5), 627-643.
  • Cook, P. S. (2010). Constructions and Experiences of Authenticity in Medical Tourism: The Performances of Places, Spaces, Practices, Objects and Bodies. Tourist Studies, 10(2), 135-153.
  • Fan, X., Chai, Z., Deng, N., & Dong, X. (2020). Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive perspective. Journal of Retailing and Consumer Services, 53.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Fu, X. (2019). Existential authenticity and destination loyalty: Evidence from heritage tourists. Journal of Destination Marketing & Management, 12, 84-94.
  • Garson, G. D. (2016). Partial Least Squares: Regression & Structural Equation Models. Politeness and Audience Response in Chinese-English Subtitling, Statistical Publishing Associate
  • Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). 2nd edn. Sage, Thousand Oaks.
  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long Range Planning, 46(1-2), 1-12.
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
  • Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884–905.
  • Höllerer, T., & Feiner, S. (2004). Mobile augmented reality. Telegeoinformatics: Location-based computing and services, 21.
  • Hu, L. T. & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Huang, K. T., Ball, C., Francis, J., Ratan, R., Boumis, J., & Fordham, J. (2019). Augmented versus virtual reality in education: an exploratory study examining science knowledge retention when using augmented reality/virtual reality mobile applications. Cyberpsychology, Behavior, and Social Networking, 22(2), 105-110.
  • Huy, D. Q., Vietcheslav, I., & Lee, G. S. G. (2017, April). See-through and spatial augmented reality-a novel framework for human-robot interaction. In 2017 3rd International Conference on Control, Automation and Robotics (ICCAR) (pp. 719-726). IEEE.
  • Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
  • Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration (ijec), 11(4), 1-10.
  • Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation and Control. 9th ed., Prentice-Hall, Englewood Cliffs, N.J.
  • Leguina, A. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). Int. J. Res. Method Educ., 38(2), 220-221.
  • McDonald, C., & Roth, G. (2003). Replacing a mouse with hand gesture in a plane-based augmented reality system. National Research Council of Canada.
  • Mota, J. M., Ruiz-Rube, I., Dodero, J. M., & Arnedillo-Sánchez, I. (2018). Augmented reality mobile app development for all. Computers & Electrical Engineering, 65, 250-260.
  • Mustofa, R. H., Pramudita, D. A., Atmono, D., Priyankara, R., Asmawan, M. C., Rahmattullah, M., ... & Pamungkas, L. N. S. (2022). Exploring educational students acceptance of using movies as economics learning media: PLS-SEM analysis. International Review of Economics Education, 39, 100236.
  • O’brien, R. M. (2007). A caution regarding rules of thumb for variance inflation factors. Quality & Quantity, 41(5), 673-690.
  • Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research 17(4), 460-469.
  • Park, E., Choi, B.-K., & Lee, T. J. (2019). The role and dimensions of authenticity in heritage tourism. Tourism Management, 74, 99-109.
  • Piekarski, W., & Thomas, B. (2002). ARQuake: the outdoor augmented reality gaming system. Communications of the ACM, 45(1), 36-38.
  • Reifinger, S., Wallhoff, F., Ablassmeier, M., Poitschke, T., & Rigoll, G. (2007). Static and dynamic hand-gesture recognition for augmented reality applications. In International Conference on Human-Computer Interaction (pp. 728-737). Springer, Berlin, Heidelberg.
  • Rickly-Boyd, J. M. (2012). Authenticity & aura. Annals of Tourism Research, 39(1), 269-289.
  • Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3, SmartPLS GmbH. Boenningstedt.
  • Shang, W., Qiao, G., & Chen, N. (2020). Tourist experience of slow tourism: from authenticity to place attachment-a mixed-method study based on the case of slow city in China. Asia Pacific Journal of Tourism Research, 25(2), 170-188.
  • Steiner, C. J., & Reisinger, Y. (2006). Understanding existential authenticity. Annals of tourism research, 33(2), 299-318.
  • Tcha-Tokey, K., Christmann, O., Loup-Escande, E., & Richir, S. (2016). Proposition and validation of a questionnaire to measure the user experience in immersive virtual environments. The International Journal of Virtual Reality, 16(1), 33-48.
  • Thong, J. Y., Hong, S. J., & Tam, K. Y. (2006). The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance. International Journal of Human-Computer Studies, 64(9), 799-810.
  • Van der Heijden, H. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly, 28(4), 695-704.
  • Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
  • Wang, C. H., Chiang, Y. C., & Wang, M. J. (2015). Evaluation of an augmented reality embedded on-line shopping system. Procedia Manufacturing, 3, 5624-5630.
  • Wang, N. (1999). Rethinking authenticity in tourism experience. Annals of Tourism Research, 26(2), 349-370.
  • Zhu, C., Io, M. U., Ngan, H. F. B., & Peralta, R. L. (2022). Understanding augmented reality marketing in world cultural heritage site, the lens of authenticity perspective. Journal of Vacation Marketing.

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

Yıl 2022, Cilt: 24 Sayı: 2, 245 - 259, 30.12.2022

Öz

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.

Kaynakça

  • Al-Gahtani, S. S., & M. King. (1999). Attitudes, Satisfaction and Usage: Factors Contributing to Each in the Acceptance of Information Technology. Behaviour and Information Technology, 18(4), 277-297.
  • Azuma, R., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2001). Recent advances in augmented reality. IEEE computer graphics and applications, 21(6), 34-47.
  • Beer, S. (2008). Authenticity and food experience - commercial and academic perspectives. Journal of Foodservice, 19(3), 153-163.
  • Chung, N., Lee, H., Kim, J. Y., & Koo, C. (2018). The role of augmented reality for experience-influenced environments: The case of cultural heritage tourism in Korea. Journal of Travel Research, 57(5), 627-643.
  • Cook, P. S. (2010). Constructions and Experiences of Authenticity in Medical Tourism: The Performances of Places, Spaces, Practices, Objects and Bodies. Tourist Studies, 10(2), 135-153.
  • Fan, X., Chai, Z., Deng, N., & Dong, X. (2020). Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive perspective. Journal of Retailing and Consumer Services, 53.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Fu, X. (2019). Existential authenticity and destination loyalty: Evidence from heritage tourists. Journal of Destination Marketing & Management, 12, 84-94.
  • Garson, G. D. (2016). Partial Least Squares: Regression & Structural Equation Models. Politeness and Audience Response in Chinese-English Subtitling, Statistical Publishing Associate
  • Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). 2nd edn. Sage, Thousand Oaks.
  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long Range Planning, 46(1-2), 1-12.
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
  • Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884–905.
  • Höllerer, T., & Feiner, S. (2004). Mobile augmented reality. Telegeoinformatics: Location-based computing and services, 21.
  • Hu, L. T. & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Huang, K. T., Ball, C., Francis, J., Ratan, R., Boumis, J., & Fordham, J. (2019). Augmented versus virtual reality in education: an exploratory study examining science knowledge retention when using augmented reality/virtual reality mobile applications. Cyberpsychology, Behavior, and Social Networking, 22(2), 105-110.
  • Huy, D. Q., Vietcheslav, I., & Lee, G. S. G. (2017, April). See-through and spatial augmented reality-a novel framework for human-robot interaction. In 2017 3rd International Conference on Control, Automation and Robotics (ICCAR) (pp. 719-726). IEEE.
  • Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
  • Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration (ijec), 11(4), 1-10.
  • Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation and Control. 9th ed., Prentice-Hall, Englewood Cliffs, N.J.
  • Leguina, A. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). Int. J. Res. Method Educ., 38(2), 220-221.
  • McDonald, C., & Roth, G. (2003). Replacing a mouse with hand gesture in a plane-based augmented reality system. National Research Council of Canada.
  • Mota, J. M., Ruiz-Rube, I., Dodero, J. M., & Arnedillo-Sánchez, I. (2018). Augmented reality mobile app development for all. Computers & Electrical Engineering, 65, 250-260.
  • Mustofa, R. H., Pramudita, D. A., Atmono, D., Priyankara, R., Asmawan, M. C., Rahmattullah, M., ... & Pamungkas, L. N. S. (2022). Exploring educational students acceptance of using movies as economics learning media: PLS-SEM analysis. International Review of Economics Education, 39, 100236.
  • O’brien, R. M. (2007). A caution regarding rules of thumb for variance inflation factors. Quality & Quantity, 41(5), 673-690.
  • Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research 17(4), 460-469.
  • Park, E., Choi, B.-K., & Lee, T. J. (2019). The role and dimensions of authenticity in heritage tourism. Tourism Management, 74, 99-109.
  • Piekarski, W., & Thomas, B. (2002). ARQuake: the outdoor augmented reality gaming system. Communications of the ACM, 45(1), 36-38.
  • Reifinger, S., Wallhoff, F., Ablassmeier, M., Poitschke, T., & Rigoll, G. (2007). Static and dynamic hand-gesture recognition for augmented reality applications. In International Conference on Human-Computer Interaction (pp. 728-737). Springer, Berlin, Heidelberg.
  • Rickly-Boyd, J. M. (2012). Authenticity & aura. Annals of Tourism Research, 39(1), 269-289.
  • Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3, SmartPLS GmbH. Boenningstedt.
  • Shang, W., Qiao, G., & Chen, N. (2020). Tourist experience of slow tourism: from authenticity to place attachment-a mixed-method study based on the case of slow city in China. Asia Pacific Journal of Tourism Research, 25(2), 170-188.
  • Steiner, C. J., & Reisinger, Y. (2006). Understanding existential authenticity. Annals of tourism research, 33(2), 299-318.
  • Tcha-Tokey, K., Christmann, O., Loup-Escande, E., & Richir, S. (2016). Proposition and validation of a questionnaire to measure the user experience in immersive virtual environments. The International Journal of Virtual Reality, 16(1), 33-48.
  • Thong, J. Y., Hong, S. J., & Tam, K. Y. (2006). The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance. International Journal of Human-Computer Studies, 64(9), 799-810.
  • Van der Heijden, H. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly, 28(4), 695-704.
  • Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
  • Wang, C. H., Chiang, Y. C., & Wang, M. J. (2015). Evaluation of an augmented reality embedded on-line shopping system. Procedia Manufacturing, 3, 5624-5630.
  • Wang, N. (1999). Rethinking authenticity in tourism experience. Annals of Tourism Research, 26(2), 349-370.
  • Zhu, C., Io, M. U., Ngan, H. F. B., & Peralta, R. L. (2022). Understanding augmented reality marketing in world cultural heritage site, the lens of authenticity perspective. Journal of Vacation Marketing.
Toplam 41 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Sayı
Yazarlar

Sinan Çavuşoğlu 0000-0001-9365-8677

Kazim Dağ 0000-0003-0643-6932

Yayımlanma Tarihi 30 Aralık 2022
Gönderilme Tarihi 7 Haziran 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 24 Sayı: 2

Kaynak Göster

APA Çavuşoğlu, S., & Dağ, K. (2022). Artırılmış Gerçeklik Kullanımının Algılanan Avantaj, Varoluşsal Özgünlük ve Tatmin Üzerindeki Etkileri. Kastamonu Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 24(2), 245-259. https://doi.org/10.21180/iibfdkastamonu.1126862