가상현실(VR) 상호작용성에 따른 촉각적 심상화가 이중 쇼핑가치에 미치는 영향

• 영문명: The Impact of Haptic Mental Imagery Induced by Virtual Reality Interactivity on Dual Shopping Values
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 박현정 김은영
• 간행물 정보: 『생활과학연구논총』제27권 제2호, 63~74쪽, 전체 12쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2023.08.31

영문 초록

Background/Objectives: This study investigated the factors that drive the dual shopping values of consumers in virtual reality (VR) fashion store environments, focusing on the role of haptic mental imagery as a mental simulation. It examined how perceived interactivity can enhance haptic mental imagery and increase the vividness of overall mental images, ultimately leading to an increased evaluation of utilitarian and hedonic shopping values. Methods: A professional research company recruited 330 participants in their 20s and 30s. Participants experienced a VR fashion store to browse items they were interested in purchasing, after which they responded to questionnaires online. A total of 319 responses were used for further analysis. Structural equation modeling (SEM) with AMOS 23.0 was employed to test the hypotheses and multi-group comparisons. Results: Interactivity increased the participants’ haptic mental imagery and the vividness of their overall mental images. Haptic mental imagery helped enhance perceived imagery vividness. Both imagery-related variables had positive effects on the two shopping values. Differences in shopping orientation and gender were also observed in the relations among variables. Conclusion/Implications: This research provides insights into the impact of interactivity and the role of haptic mental imagery and vivid imagery in shaping VR store consumers’ shopping values.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 결과 및 논의

Ⅴ. 결론 및 제언

참고문헌

키워드

Mental imagery Interactivity Shopping value Virtual reality