가상현실 서비스특성과 즐거움에 따른 지각된 가치와 재이용의도의 영향

Abstract

The recent rapid development of information technology leads to various virtual experimental services and interests in VR in retail and services industry. A few research seeks to identify important dimensions to influence perceived VR services of education, medical services and games. However, there is little literature on generalized VR services dimensions available to various industries and products. As well, the literature is the main focus of attention on technological dimensions rather than consumer perception or intentions in the future. It is also required to investigate a dimension influencing the relationships between VR services dimensions and consumer perception or intentions in VR shopping environments. Based on the literature review, this research investigates to identify dimensions of VR services which affect perceived value and reuse intention. Additionally, it is to identify the effects of enjoyment as a moderating variable on the relationships. A survey was conducted among a sample of people who experienced shopping in VR stores. 135 usable responses were collected and analyzed using several statistical techniques. As a result, usefulness, convenience, and reliability are found to be important dimensions affecting perceived value. Perceived value predicts a positive consequence such as reuse intention. Significant differences are presented in the relationships between VR services dimensions and perceived value across enjoyment. There findings are expected to give a contribution to the VR service research field where there is little published work on a VR channel service model in various services and retail industries, and the effects of the dimensions of VR services and enjoyment. In addition, they will help practitioners to design a competitive strategy of VR stores and shopping.