VR 콘서트의 시청각적 단서가 사용자의 주의집중에 미치는 영향

Abstract

(Background and Purpose) As virtual reality (VR) technology has emerged as a novel performance mode in the music industry, there is a growing need for empirical research on the impact of the audiovisual elements of VR concerts on user experience. However, empirical research on such audiovisual elements is lacking as most existing studies have focused on these elements in movies and games. Therefore, this study aimed to systematically analyze the effects of audiovisual cues in virtual concert environments on users’ attention and emotional responses. (Method) This study adopted a multilayered analysis method that combines experimental research and computer vision analysis. Thirty participants in their 20s and 30s who had experience with VR content were asked to complete the Self-Assessment Manikin questionnaire while watching a 3-minute, 13-second VR concert using a wireless electroencephalograph (NeuroNicle FX2) to measure their brain waves (RBA). From the collected data, we analyzed the data of 23 valid participants. We identified two peak periods of attention (mid: 71.84–83.83 seconds, RBA 130, 140; late: 144.70–154.69 seconds, RBA 150). Because 88% of the respondents reported positive emotions in the two intervals, the audiovisual characteristics of these intervals were quantitatively analyzed using OpenCV, K-means clustering, YOLOv8, and Librosa. (Results) The analysis of visual cues revealed that a luminance of over 100 nm was consistently maintained in both segments, with the blue channel dominating and a sharp transition to the yellow (R + G) and purple (R + B) color families. In the mid-period, the artist occupied less than 10% of the screen and interacted with several special effects, including pyrotechnics, lasers, and holograms. In the late period, the avatar audience occupied 70%–85% of the screen, maintaining a stable composition and varying the special effects, including the background effects. Regarding the camera shot analysis, the mid-period showed a colorful transition between medium shots, medium -long shots, and extremely long shots, whereas the late period showed a simple composition of medium and extremely long shots. In the auditory analysis, the middle period exhibited dynamic characteristics with rising amplitudes and high-frequency band reinforcement, whereas the latter period exhibited a stable pattern with a constant beat pattern and low-frequency band emphasis. (Conclusions) This study empirically demonstrated that audiovisual elements in VR concerts act complementarily to modulate users’ attention and emotional responses. In particular, we found that maintaining a high brightness, color transitions, special effects, and matching sound patterns contributed to enhancing attention. These results can be used as specific guidelines for producing immersive content and are expected to contribute to improvements in the quality of VR performance production in the future.