가상현실(VR) 패션스토어 체험만족과 사용의도 예측

• 영문명: Predicting Experience Satisfaction and Use Intention in the Virtual Reality (VR) Fashion Store: Comparison between Immersive vs. Non-Immersive Types
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 박선양(Sunyang Park) 김은영(Eun Young Kim)
• 간행물 정보: 『생활과학연구논총』제27권 제3호, 237~250쪽, 전체 14쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

Background/Objectives: This study was to predict experience satisfaction and use intention in the context of shopping at the virtual reality (VR) fashion store. Specific objectives were to compare regression models on the predictors of experience satisfaction and use intention between different types of VR devices, such as Head Mounted Display (HMD) vs. Personal Computer (PC). Methods: The VR store of fashion brand X was selected as a stimulus for experimental design with immers ive (HMD) and non-immersive (PC) types. A self-administered questionnaire was developed to measure technological attributes, mental imagery, choice heuristics, experience satisfaction, and use intentions. Two groups of participants were separately experienced the VR store with HMD and PC. A total of 262 usable data were obtained from consumers who were aged from 20s. For data analysis, exploratory factor analysis, t-test, and regression analysis were used via SPSS program. Results: The control and vividness were significant predictors of experience satisfaction in the immer sive type, while technological attributes and mental imagery were significant predictors in the non- immersive type. Also, there were differences on the predictors of use intentions between two types. The non-immersive type had a higher prediction power than did the immersive type. Conclusion/Implications: This study discussed managerial implications for the strategic VR store management in the fashion retail context.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 결과 및 논의

Ⅴ. 결론 및 제언

참고문헌

키워드

Virtual reality store Experience satisfaction Immersive type Fashion