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한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.43 no.5, 2019년, pp.682 - 698
천예림 (이화여자대학교 의류산업학과) , 최우림 (이화여자대학교 의류산업학과) , 박민정 (이화여자대학교 의류산업학과) , 유정민 (덕성여자대학교 경영학과)
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This study examines whether experiential factors of virtual reality (VR) stores influence consumers' perceived amount of information and satisfaction, which in turn influences revisit intention. This also study examines whether the experiential factors differ as a function of an individual character...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 가상체험 마케팅이 적용하는 기술은? | 소비자들은 소비 과정을 단순히 제품을 구매하는 행위를 넘어서 경험에 초점을 두고 있으며, 고객에게 다양한 가치를 제공하기 위해 제품과 서비스를 연계한 경험 중심의 마케팅 전략을 펼치고 있다(Chen & Liu, 2007). 가상현실 기술이 보편화됨에 따라 온라인 소매업체들 간의 경쟁 속에서 가상체험 마케팅(Virtual Experiential Marketing; VEM)이 생겨나게 되었는데, 가상체험 마케팅은 인터넷과 블로그, 채팅방, 가상커뮤니티 및 멀티플레이 게임 등을 포함한 다양한 채널과 시각 및 청각적 신호를 통해 풍부한 환경을 생성하여 몰입감 있는 경험을 만들어내는 기술을 적용한다(Chen et al., 2008). 기업은 가상체험 마케팅을 통해 고객의 참여를 유도하고 감정적 반응을 불러일으켜 소비자들의 흥미와 관심을 사로잡아 특별한 가상체험 공간을 제공하며(Luo et al. | |
| 가상현실은 무엇입니까? | , 2019). 가상현실은 컴퓨터 시스템에 의해 실제 또는 가상의 공간을 3D 환경으로 시뮬레이션한 것으로, 시각이나 청각 등 인체의 오감을 통해 가상세계 속에서 존재하는 가상의 개체와 물리적으로 결합하는 것을 의미한다(Mujber et al., 2004). 가상현실을 ICT(Immersive Computing Technology; 몰입형 컴퓨팅 기술)라고도 정의하며, 이는 사용자로 하여금 몰입감을 느끼게 하여 디지털 환경과 상호작용을 할 수 있도록 한다(Berg & Vance, 2017). 특히 가상현실 기법은 이러한 상호작용을 통해 혁신적인 온라인 기반 점포를 만드는 데 큰 기여를 하며, 온라인상의 가상현실 점포(Virtual Reality Retailing; VRR)는 소비자에게 실재감을 제공하여 쇼핑 경험을 향상시킨다(Pantano & Laria, 2012). | |
| 온라인 쇼핑과 물리적인 오프라인 쇼핑의 특징을 통합함으로서 얻게되는 이점은? | 또한 기업은 VR 기술로써 전자상의 온라인 쇼핑과 물리적인 오프라인 쇼핑의 특징을 통합할 수 있는 기회를 가진다(Kang, 2017). 이러한 이점으로 게임ㆍ엔터테인먼트 부문부터 유통채널까지 VR 서비스 및 콘텐츠가 활용됨에 따라 전통적인 방식과는 다른 형태로 소비자들에게 생생한 쇼핑 경험과 편리한 구매 환경을 조성할 것으로 전망하고 있다(Bellini et al., 2016; Bonetti et al., 2018). |
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