The Influence Flow Experience in the IKEA Kreativ AR App on Consumer Satisfaction -Focusing on the TAM and Flow Theories-

This study analyzes the influence of consumers' perceived Flow experience in using IKEA Kreativ, an app that utilizes AR technology, on consumer satisfaction.It also examines the mediating roles of perceived ease of use and perceived usefulness in the relationship between Flow experience and consumer satisfaction.For this analysis, surveys from 350 consumers aged 20 to 50 with experience using IKEA Kreativ were utilized.The results of the analysis are as follows: First, Flow experience (perceived enjoyment, perceived control, and attention focus) had a positive influence on perceived ease of use and perceived usefulness.Second, the Flow experiences of perceived control and attention focus had a positive influence on consumer