The Study of Factors Influencing the Intention of Continuous Usage Using Augmented Reality Games: Comparative Analysis of Korean and Chinese Users

Abstract

This study is to focuses on users' attitudes toward augmented reality games. Based on the Technology Acceptance Model (TAM) and Flow theory, continuous usage intention was set as a dependent variable, and immersion was set as a mediating variable. As independent variables, spatial presence, perceived interactivity, perceived pleasure, and sickness were set. Besides, this study strived to compare and analyze Korean and Chinese Data. The results of this study were as follows. First of all, Korean users significantly affected spatial presence, perceived pleasure, and immersion. Spatial presence and perceived pleasure had also mediated effects on continuous usage intention through immersion. However, perceived interactivity and sickness did not affect immersion and even no mediating effect to continuous usage intention. In the case of Chinese users, spatial presence, perceived interactivity, and perceived pleasure were grouped into one variable. This variable influenced immersion and also had mediated effect on continuous usage intention. However, sickness, like Korean users, did not affect the set path. This study had implications for analyzing user perspective using immersion, a significant variable in previous research. In addition, this study found similarities and characteristics through a comparative analysis between Korean and Chinese users indirectly.