| Title |
An Evaluation of Consumer Spatial Experience According to Branded Virtual Reality Environment Types |
| DOI |
http://doi.org/10.14774/JKIID.2024.33.2.058 |
| Keywords |
Virtual reality; Spatial experience; Spatial presence; Flow; Brand attitude; Consumer response |
| Abstract |
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. |