[논문]가상현실(Virtual Reality) 광고가 소비자 구매의도에 미치는 영향: 이성적인 반응과 감성적인 반응의 통합

차재열; 임건신

가상현실(Virtual Reality) 광고가 소비자 구매의도에 미치는 영향: 이성적인 반응과 감성적인 반응의 통합
The Effects of Virtual Reality Advertisement on Consumer's Intention to Purchase: Focused on Rational and Emotional Responses 원문보기

Asia pacific journal of information systems, v.19 no.4, 2009년, pp.101 - 124

차재열 (School of Business Yonsei University) , 임건신 (School of Business Yonsei University)

Abstract ▼ AI-Helper

According to Wikipedia, virtual reality (VR) is defined as a technology that allows a user to interact with a computer-simulated environment. Due to a rapid growth in information technology (IT), the cost of virtual reality has been decreasing while the utility of virtual reality advertisements has dramatically increased. Nevertheless, only a few studies have investigated the effects of virtual reality advertisement on consumer behaviors. Therefore, the objective of this study is to empirically examine the effects of virtual reality advertisement. Compared to traditional online advertisements, virtual reality advertisement enables consumers to experience products realistically over the Internet by providing high media richness, interactivity, and telepresence (Suh and Lee, 2005). Advertisements with high media richness facilitate consumers' understanding of advertised products by providing them with a large amount and a high variety of information on the products. Interactivity also provides consumers with a high level of control over the computer-simulated environment in terms of their abilities to adjust the information according to their individual interests and concerns and to be active rather than passive in their engagement with the information (Pimentel and Teixera, 1994). Through high media richness and interactivity, virtual reality advertisements can generate compelling feelings of "telepresence" (Suh and Lee, 2005). Telepresence is a sense of being there in an environment by means of a communication medium (Steuer, 1992). Virtual reality advertisements enable consumers to create a perceptual illusion of being present and highly engaged in a simulated environment, while they are in reality physically present in another place (Biocca, 1997). Based on the characteristics of virtual reality advertisements, a research model has been proposed to explain consumer responses to the virtual reality advertisements. The proposed model includes two dimensions of consumer responses. One dimension is consumers' rational response, which is based on the Information Processing Theory. Based on the Information Processing Theory, product knowledge and perceived risk are selected as antecedents of intention to purchase. The other dimension is emotional response of consumers, which is based on the Attitude-Structure Theory. Based on the Attitude-Structure Theory, arousal, flow, and positive affect are selected as antecedents of intention to purchase. Because it has been criticized to have investigated only one of the two dimensions of consumer response in prior studies, our research model has been built so as to incorporate both dimensions. Based on the Attitude-Structure Theory, we hypothesized the path of consumers' emotional responses to a virtual reality advertisement: (H1) Arousal by the virtual reality advertisement increases flow; (H2) Flow increases positive affect; and (H3) Positive affect increases intension to purchase. In addition, we hypothesized the path of consumers' rational responses to the virtual reality advertisement based on the Information Processing Theory: (H4) Increased product knowledge through the virtual reality advertisement decreases perceived risk; and (H5) Perceived risk decreases intension to purchase. Based on literature of flow, we additionally hypothesized the relationship between flow and product knowledge: (H6) Flow increases product knowledge. To test the hypotheses, we conducted a free simulation experiment [Fromkin and Streufert, 1976] with 300 people. Subjects were asked to use the virtual reality advertisement of a cellular phone on the Internet and then answer questions about the variables. To check whether subjects fully experienced the virtual reality advertisement, they were asked to answer a quiz about the virtual reality advertisement itself. Responses of 26 subjects were dropped because of their incomplete answers. Responses of 274 subjects were used to test the hypotheses. It was found t

주제어

질의응답

핵심어	질문	논문에서 추출한 답변
	2008년 국내 온라인 광고 시장 규모는 얼마인가?	시장 조사업체 Frost and Sullivan에 따르면 최근 전세계 경기 침체에도 불구하고 2008년 국내 온라인 광고 시장 규모는 17억 달러로 전년대비 16.9%나 성장하였으며 연평균 성장률은 7.
	Campbell and Goodstein는 제품에 대한 위험 인지가 높아지면 소비자는 심리적으로 불안정해지며 보수적이 되고 위험 회피 성향이 강해진다고 한 이유는 무엇인가?	또한 Campbell and Goodstein[2001]는 제품에 대한 위험 인지가 높아지면 소비자는 심리적으로 불안정해지며 보수적이 되고 위험 회피 성향이 강해진다고 하였다. 그 이유는 제품 구매에 대한 높은 위험은 심리적인 불편함과 금전적인 손실로 이어지기 때문이다. 따라서 제품 구매에 대한 위험인지는 구매행위를 유도하는데 있어서 큰 장벽으로 작용하게 된다.
	위키피디아의 정의에 따르면 가상현실이란 무엇인가?	위키피디아(Wikipedia)의 정의에 따르면 가상현실이란 어떤 특정한 환경이나 상황을 컴퓨터로 만들어서 그것을 사용하는 사람이 마치 실제 주변환경과 상호작용을 하고 있는 것처럼 만들어 주는 인간-컴퓨터 사이의 인터페이스를 말한다. 이러한 가상현실 기술을 이용하여 제작된 광고(이하 가상현실 광고라 칭함)는 기존 온라인 제품 광고와는 달리 몇 가지 특성을 가지고 있다[Suh and Lee, 2005].

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