이커머스 증강현실 애플리케이션의 구매속성 중요도에 따른 아이콘 선호도와 이해도 - Z세대를 중심으로 -

Background As new shopping services such as e-commerce augmented reality(AR) emerge and the consumer demographic changes, the importance of purchase attributes also changes. The generation Z, which is growing as the main consumer group, has a strong desire for information acquisition, so it is necessary to understand their perceived importance of purchase attributes. In addition, as they prefer to obtain information through images, it is essential to determine how to effectively communicate purchase attributes using icons. Methods This study aimed to understand the generation Z's perception of purchase attributes in AR applications and the preferred form of icons for easy understanding. We conducted a literature review on e-commerce AR applications and the characteristics of the generation Z, followed by three surveys. The first survey ranked the importance of purchase attributes. Then we designed representative icons for the top five attributes for the second survey to identify icon preferences. Based on these results, we created an AR prototype interface and evaluated the generation Z’s icon understanding through a third survey. Result This study revealed the important purchase attributes in e-commerce AR, incorporating search and experience goods. Through several survey rounds on generation Z, icon preferences for the top five attributes were discovered. The result of the study were also presented on the understandability of icons and their helpfulness in shopping. Conclusion This study is significant in presenting a direction towards a favorable UX for the generation Z by determining the importance of purchase attributes for e-commerce AR as they perceive and exploring their icon preferences.