모바일 쇼핑몰의 환기성 높은 이미지가 원격현존감에 미치는 영향: VVIQ의 조절효과를 중심으로
The Impact of Highly Evocative Images in Mobile Shopping Malls on Telepresence: Focusing on the Moderating Effect of VVIQ
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초록
본 연구는 모바일 쇼핑몰의 환기성 높은 이미지가 원격현존감에 미치는 영향과 개인의 시각적 상상력 선명도(VVIQ)의 조절효과를 실증적으로 검증하였다. 특히 Virtualgraph 기술을 활용한 이미지와 일반 이미지의 효과를 비교하고, 사용자의 VVIQ 수준에 따른 차이를 분석하였다. 실험군(Virtualgraph, n=57)과 대조군(일반 이미지, n=57)으로 나누어 실험을 진행한 결과, Virtualgraph를 활용한 환기성 높은 이미지가 일반 이미지보다 더 높은 원격현존감을 유발하는 것으로 나타났다. 또한 VVIQ가 높은 사용자들에게서 Virtualgraph의 효과가 더 강하게 나타났으며, VVIQ가 낮은 사용자들에게서는 이미지 유형 간 차이가 미미한 것으로 확인되었다.
Abstract
This study empirically examines the impact of highly evocative images in mobile shopping malls on telepresence and the moderating effect of Visual Imagery Vividness Questionnaire (VVIQ). Specifically, it compares the effectiveness of Virtualgraph technology with conventional images and analyzes differences according to users' VVIQ levels. Through an experiment with experimental (Virtualgraph, n=57) and control (conventional images, n=57) groups, the results show that evocative images using Virtualgraph technology induce higher levels of telepresence compared to conventional images. Furthermore, the effect of Virtualgraph was more pronounced among users with high VVIQ scores, while the difference between image types was minimal for users with low VVIQ scores.
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