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한국실내디자인학회|논문집 2024년 4월

논문명 브랜드 가상 현실 환경 유형에 따른 소비자 공간 경험 평가 / An Evaluation of Consumer Spatial Experience According to Branded Virtual Reality Environment Types
저자명 박정은
발행사 한국실내디자인학회
수록사항 한국실내디자인학회 논문집, Vol.33 No.2(통권 163호) (2024-04)
페이지 시작페이지(58) 총페이지(9)
ISSN 12297992
주제분류 계획및설계
주제어 가상현실; 공간경험; 공간적 실재감; 몰입; 브랜드태도; 소비자 반응 ; Virtual reality; Spatial experience; Spatial presence; Flow; Brand attitude; Consumer response
요약2 Virtual shopping environments offer highly immersive experiences, providing inspiration and empowerment to consumers. Services utilizing these technologies can significantly enhance consumer experiences and foster positive perceptions of businesses. With the continuous advancement of VR devices and an increasing user, the development of virtual environment content is becoming increasingly crucial. Particularly, the virtual environment extends beyond physical space, offering infinite experiential possibilities, necessitating research into its spatial experiential aspects. This study categorizes brand virtual environment content into realistic and unrealistic environments according to similarity to reality and conducted an experiment by setting each type of brand content as a stimulus. 102 participants engaged with the virtual environments and completed an experience questionnaire.
Spatial presence, flow, and brand attitude data were collected and analyzed as variables for experience evaluation.
The results indicate a high level of spatial presence in the unrealistic environment, with no significant difference observed in flow experience and brand attitude between the two environments. Additionally, spatial presence within the virtual environment was found to positively influence brand attitude. The purpose of this research is to provide a content development guide that can enhance user experience and improve marketing efficiency through analysis of the brand virtual environment.
소장처 한국실내디자인학회
언어 한국어
DOI http://doi.org/10.14774/JKIID.2024.33.2.058