본문 바로가기
KERD
논문KCI 등재

Virtual Reality 콘텐츠 제작 유형이 고객 만족에 미치는 영향

The Effect of Virtual Reality Content Production Types on Customer Satisfaction

최정일|김경환|이동선|임대현
한국품질경영학회 (Korean Society For Quality Management)|2020.09|품질경영학회지 (Journal of Korean Society for Quality Management)|제48권 제3호|pp. 433-451|DOI 10.7469/JKSQM.2020.48.3.433

0

조회

0

다운로드

8

인용

0

참고문헌

키워드

Customer SatisfactionVirtual RealityContent TypeInteractionImmersion
주제분류학제간연구

초록

Purpose: The purpose of this study is to investigate how the type of virtual reality content production affects the interaction and immersion that is a virtual reality characteristic, and to provide the platform companies and content producers with the basic information necessary to provide the production and service of content suitable for VR characteristics. Methods: Based on the data collected in the survey, multiple regression analysis and hierarchical regression analysis were used. The measurement tools used in this study were studied through three-dimensional composition, including the characteristics and interaction and immersion of content produced in 2D, 3D and 360°, which are elements of virtual reality characteristics. Results: The results of this study are as follows. Among the types of content production, content produced with 2D and 360 technologies was found to affect immersion, while content produced in 3D affected interaction. Motion sickness has been investigated to affect both immersion and interaction. Conclusion: Service-provided platform enterprises and content-making enterprises should consider content-making and providing services that suit service characteristics and purposes, taking into account the characteristics of interaction and immersion in content-making investment and service delivery.

Abstract

Purpose: The purpose of this study is to investigate how the type of virtual reality content production affects the interaction and immersion that is a virtual reality characteristic, and to provide the platform companies and content producers with the basic information necessary to provide the production and service of content suitable for VR characteristics. Methods: Based on the data collected in the survey, multiple regression analysis and hierarchical regression analysis were used. The measurement tools used in this study were studied through three-dimensional composition, including the characteristics and interaction and immersion of content produced in 2D, 3D and 360°, which are elements of virtual reality characteristics. Results: The results of this study are as follows. Among the types of content production, content produced with 2D and 360 technologies was found to affect immersion, while content produced in 3D affected interaction. Motion sickness has been investigated to affect both immersion and interaction. Conclusion: Service-provided platform enterprises and content-making enterprises should consider content-making and providing services that suit service characteristics and purposes, taking into account the characteristics of interaction and immersion in content-making investment and service delivery.

참고문헌 (67)

  1. 배인정, "교육서비스 품질이 서비스 몰입에 미치는 영향에 관한 연구 - 생명보험 설계사를 중심으로 -", 품질경영학회지, 41(1), pp.79~94 (2013), 한국품질경영학회[DOI]
  2. 배장은, "여가만족도 향상을 위한 가상현실 게임과 u-Healthcare 기반의 피트니스 서비스 제안", 디지털디자인학연구, 15(1), pp.133~144 (2015), 한국디지털디자인학회[DOI]
  3. Bhattacherjee, A., "Understanding Information Systems Continuance : An Expectation-Confirmation Model", MIS Quarterly, 25(3), pp.351~370 (2001)
  4. Brooks, F. P., "What's Real About Virtual Reality", Computer Graphics and Applications, 19(6), pp.16~27 (1999)
  5. Burdea, G. C., "Virtual Reality Technology" (2003), John Wiley & Sons
  6. Cardozo, R. N, "An Experimental Study of Consumer Effort, Expectation and Satisfaction", Journal of Marketing Research, 2(3), pp.244~249 (1965)
  7. Chea, Sophia, "Post-adoption Behaviors of E-service Customers: The Interplay of Cognition and Emotion", International Journal of Electronic Commerce, 12(3), pp.29~56 (2008)
  8. Chen, L. H., "Alegria! Flow in Leisure and Life Satisfaction: The Mediating Role of Event Satisfaction Using Data From and Acrobatics Show", Social Indicators Research, 99(2), pp.301~313 (2010)
  9. 최경주, "인간의 주의시각에 기반한 시각정보 선택 방법", 멀티미디어학회논문지, 14(3), pp.378~391 (2011), 한국멀티미디어학회
  10. "Development of VR and AR contents in the Increase of 'Homebody'" (2020)[URL]
  11. Csikszentmihalyi, M., "Flow: The Psychology of Optimal Experience" (1990), Harper Collins
  12. Csikszentmihalyi, M., "Finding Flow" (1998), Basic Books
  13. Engel, J. F., "Consumer Behavior" (1982), Holt, Rinehart, and Winston
  14. Gallagher, M., "Cybersickness: a multisensory integration perspective", Multisensory Research, 31(7), pp.645~674 (2018)
  15. Goffman, Erving, "Encounters; Two Studies in the Sociology of Interaction" (2013), Martino Fine Books
  16. "National Park Virtual Reality (VR) Service" (2020)[URL]
  17. Hair, J. E. Jr., "Multivariate Data Analysis" (1995), Prentice Hall
  18. 한주영, "사회적 요인과 게임적 요인이 모바일 소셜 네트워크 게임 몰입에 미치는 영향", 품질경영학회지, 44(3), pp.601~616 (2016), 한국품질경영학회[DOI]
  19. Heim, M., "The Metaphysics of Virtual Reality" (1993), Oxford University Press
  20. Howard, H. A., "The Theory of Buyer Behavior" (1969), John Wiley and Sons
  21. 황성준, "가상현실환경에서 입체영상컨텐츠 프로토 타입 개발에 관한 연구 : Second Life 환경에서의 머시니마의 제작과 3D 입체영상촬영의 UI 디자인", 박사, 응용미술학, pp.2009
  22. Jang, Hyungjun, "A Study on the Influence of VR Characteristics on User Satisfaction and Intention to Use Continuously-Focusing on VR Presence, User Characteristics, and VR Sickness-", PhD, pp.2018
  23. 정현희, "가상현실(Virtual Reality)의 역사적 고찰", 석사, 디지털디자인학, pp.2003
  24. 김대환, "가상현실스포츠관람에서 현존감과 사회적 욕구 만족이 관람만족에 미치는 영향에 관한 연구", 한국체육학회지, 58(1), pp.159~171 (2019), 한국체육학회[DOI]
  25. 김희정, "교사-학생관계 및 학습동기와 학습몰입간의 구조적 관계", 박사, 교육학과 상담·교육심리전공, pp.2012
  26. 김현욱, "360 VR E-Sports 중계를 위한 실시간 360 VR 3D Stereo 게임 영상 획득에 관한 연구", 방송공학회 논문지, 23(6), pp.876~885 (2018), 한국방송∙미디어공학회[DOI]
  27. Kim, Ikjae, "Virtual Reality Technology Trends", Broadcasting and Media Magazine, 21(2), pp.51~60 (2016)
  28. Kim, Kyesoo, "Amos 18. 0 Structural Equation Model Analysis" (2011), Hannarae Publishing
  29. 김세웅, "2D와 3D기반 콘텐츠 몰입도에 대한 상관관계 연구", 디자인지식저널, (29), pp.31~40 (2014), 한국디자인지식학회[DOI]
  30. 김용희, "스마트폰 어플리케이션 서비스의 불만족이 고객 행동에 미치는 영향에 관한 연구", 품질경영학회지, 40(3), pp.359~371 (2012), 한국품질경영학회[DOI]
  31. Kotler, P., "Marketing Management" (2000), Prentice-Hall
  32. 권혁인, "2D영상과 3D 입체영상에서의 액션 어드벤처 게임 몰입도 비교", 한국콘텐츠학회 논문지, 11(1), pp.157~164 (2011), 한국콘텐츠학회
  33. 이창섭, "제 4차 산업혁명 시대에서 게임 산업의 사회 및 문화적 쟁점", 한국게임학회 논문지, 18(1), pp.73~82 (2018), 한국게임학회
  34. Lee, Hyungchul, "Human Factor in 3D Content Creation", The Magazine of the IEEE, 38(12), pp.48~54 (2011)
  35. 이현지, "트윗의 내용과 기능 그리고 관여도가 트윗 신뢰도와 태도에 미치는 영향", 한국콘텐츠학회 논문지, 13(6), pp.137~147 (2013), 한국콘텐츠학회[DOI]
  36. 이순모, "3D 영상 수용자의 인지적 몰입 유형에 관한 연구 : Q방법론 적용을 통한 유형 및 특성 탐색을 중심으로", 박사, 영상예술전공(디지털문화콘텐츠), pp.2013
  37. 임익수, "HMD 기반의 가상현실 콘텐츠 디자인 방법론 개발을 위한 탐색 연구", 한국영상학회논문집, 14(4), pp.91~106 (2016), 한국영상학회[DOI]
  38. Lim, Jongseok, "Current Status and Problems of the VR Contents Market, Korea Copyright Commission", Copyright Culture, 291, pp.14~16 (2018)
  39. 임왕태, "VR 영화의 새로운 영화문법", 영상기술연구, 1(26), pp.83~103 (2017), 한국영상제작기술학회[DOI]
  40. Na, Jiyoung, "A Study on the Intention of Using VR Games : Focusing on Technology Acceptance Model", PhD., pp.2019
  41. Nakamura, J., "Flow and the Foundations of Positive Psychology" (2014), Springer
  42. 남선숙, "VR게임의 이용자 경험: 현존감이 즐거움에 미치는 영향을 중심으로", 정보통신정책연구, 24(3), pp.85~125 (2017), 정보통신정책학회
  43. Nunnally, J. C., "Psychometric Theory" (1978), McGraw-Hill
  44. Oliver, R, "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, 17(11), pp.460~469 (1980)
  45. Oliver, R., "Cognitive, affective, and attribute bases of the satisfaction response", Journal of Consumer Research, 20, pp.418~430 (1993)
  46. Moving Forward In Service Quality Research : Measuring Different Levels of Customer Expectations, Comparing Alternative Scales, and Examining the Performance-Behavioral Intention Link, "Parasuraman, A.", Marketing Science institute, 94~114, pp.Report Vol.13 (1994)
  47. Parasuraman, A., "A Conceptual Model of Service Quality and Its Implications for Future Research", Journal of Marketing, 49(4), pp.41~50 (1985)
  48. 박병인, "광양항 컨테이너 부두의 서비스품질 평가체계", 한국항만경제학회지, 28(2), pp.95~111 (2012), 한국항만경제학회[DOI]
  49. Park, Chan-il, "Fun Factor Evaluation of VR(Virtual Reality) Shooting Game", Proceedings of the Korean Society of Computer Information Conference, 27(1), pp.339~340 (2019)
  50. 최경주, "주의 기반 시각정보처리체계 시스템 구현을 위한 스테레오 영상의 변위도를 이용한 새로운 특징맵 구성 및 통합 방법", 정보처리학회 논문지, 17(1), pp.55~62 (2010), 한국정보처리학회
  51. Peters, H. J., "Structural Changes in International Trade and Transport Markets: The Importance of Logistics", The 2nd KMI International Symposium (1990)
  52. Peterson, C., "Orientations to Happiness and Life Satisfaction: The Full Life versus the Empty Life", Journal of Happiness Studies, 6(1), pp.25~41 (2005)
  53. 교용용, "SSQ를 이용한 HMD기반 콘텐츠의 VR 멀미 측정 방법에 관한 연구", 한국게임학회 논문지, 18(4), pp.15~32 (2018), 한국게임학회
  54. R. Azuma, "Recent advances in Augmented Reality", IEEE Computer Graphics and Applications, 21(6), pp.34~47 (2001)
  55. Rongrong Qiao, "The Effect of Virtual Reality(VR) Content’s Fun on Reuse Intention", PhD., pp.2019
  56. Ryan, M. L, "Narrative as Virtual Reality. Immersion and Interactivity in Literature and Electronic Media" (2001), Johns Hopkins University Press
  57. Schuemie, M. J., "Research on Presence in Virtual Reality : A Survey", Cyber Psychology & Behavior, 4(2), pp.183~201 (2004)
  58. Sheridan, T. B., "Musing on Telepresence and Virtual Presence", Presence : Teleoperators and Virtual Environments, 1(1), pp.120~126 (1992)
  59. Sherman, W. R., "Understanding Virtual Reality: Interface, Application, and Design" (2018), Morgan Kaufmann
  60. Shin, Jaesub, "A Study on Optimization of 3D Printer Support Generation", The Korean Society of Manufacturing Technology Engineers, 12(1), pp.95~95 (2017)
  61. Steuer, J., "Defining Virtual Reality : Dimensions Determining Telepresence", Journal of Communication, 42(4), pp.73~93 (1992)
  62. Swan, J. E., "Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction", Journal of Consumer Research, 16, pp.372~383 (1989)
  63. Tse. D. K., "Models of Consumer Satisfaction Formation : An Extension", Journal of Marketing Research, 25(2), pp.204~212 (1988)
  64. Vella-Brodrick, D. A., "Three Ways to Be Happy: Pleasure, Engagement, and Meaning—", Findings from Australian and US Samples Social Indicators Research, 90, pp.165~179 (2009)
  65. Westbrook, R. A., "Value-percept Disparity: An Alternative to the Disconfirmation of Experience, International Fare in Consumer Satisfaction and Complaining Behavior", Advances in Consumer Research, 10, pp.256~261 (1983)
  66. Yoo, Jiyoung, "Growth of VR Content Combined with the Movie Industry", N Content, 18(8), pp.24~27 (2018)
  67. Zeltzer, D., "Autonomy, Interaction, and Presence", Presence : Teleoperators and Virtual Environments, 1(1), pp.127~132 (1992)

관련 논문AI추천

VR영상콘텐츠에 관한 스토리텔링 연구 –영상체험 사례를 중심으로-이규정한국사진학회 · AURA2020 · 제44호Virtual Reality contents : a full sensorial experience차은지, 한정엽한국공간디자인학회 · 한국공간디자인학회 논문집2016 · 제11권 제5호가상현실 게임의 사이버 멀미 감소를 위한 연출 방안에 관한 연구김홍윤, 정세아(사)디지털산업정보학회 · (사)디지털산업정보학회 논문지2017 · 제13권 제1호이용자 행태 분석에 따른 대중 친화적 VR 콘텐츠 설계전영돈한국디지털영상학회 · PREVIEW : 디지털영상학술지2020 · 제17권 제1호도서관 가상현실(VR) 콘텐츠 이용자 경험 및 만족도에 관한 연구권선영, 배경재한국비블리아학회 · 한국비블리아학회지2024 · 제35권 제4호가상 인플루언서 특성이 콘텐츠만족도에 미치는 영향 : 몰입감의 조절효과를 중심으로유승엽한국융합학회 · 미래기술융합논문지2025 · 제4권 제1호

이 간행물의 다른 논문 (11건)

서비스 종업원의 진정성, 소비자의 감성지능, 레포 그리고 고객충성도 : 조절된 매개모형정기백, 최석봉pp. 361-379린 6시그마 분석을 통한 도면 주기 품질 향상 방안 연구전용구, 허형조, 박훈혁, 안병국, 이성배pp. 381-393항공보안장비 성능인증제의 고도화 방안에 관한 연구설은숙, 한수진, 유상우, 이원주, 박서하, 김찬휘, 이지수, 이기영, 강진구, 김경훈, 박수홍, 하다솜pp. 395-408자동차 엔진음의 청각 감성 평가 척도 개발김원준pp. 409-420고객 감성 분석을 위한 학습 기반 토크나이저 비교 연구김원준pp. 421-431
원문 보기