소비자 개인적 특성에 따른 VR(Virtual Reality) 광고 효과에 대한 연구: 실재감(Presence)의 매개 효과를 중심으로

초록

This study focused on VR advertisements, which are gaining lots of attention among the advertising industry recently. We examined the personal characteristic of VR advertisement consumers through the experimental research, and identified it effects on presence and effect of advertising(advertising attitude, intention on word-of-mouth, intention to buy). Result shown that personal characteristic of consumer was identified as gender, age, VR skills, and immersive tendency. Moreover, 4 specific factors(emotional response, separation from reality, concentration tendency, spatial memory) of immersive tendency were explored by using various statements. Also, only immersive tendency showed a significant effect in the relationship between the personal characteristic of consumer, presence, and effects of VR advertising. Among immersive tendency, emotional response, separation from reality, and spatial memory had positive effects on presence and effects of advertising but concentration tendency had negative effect on both. On the other hand, presence had mediating effect in the relationship between immersive tendency and effects of advertising. Based on the analysis as above, personal characteristic of consumer and effects of VR advertising were specifically discussed. Moreover, we suggested operational implications that would be helpful for effective VR advertising production and utilization.

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