Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on Consumer Preference and Willingness to Pay for UWV Panoramic Video

UWV 파노라마 영상에 대한 소비자 선호 및 비용지불의사 연구

  • Park, Sunny (Dept. of Consumer Science, Seoul National University) ;
  • Lee, Jin-Myong (Dept. of Consumers' Life Information, Chungnam National University) ;
  • Rha, Jong-Youn (Dept. of Consumer Science, Seoul National University) ;
  • Cho, EunSun (Dept. of Consumer Science, Seoul National University) ;
  • Koo, Hye-Gyoung (Dept. of Consumers' Life Information, Chungnam National University) ;
  • Cho, YongJu (Teramedia Research Group, Electronics and Telecommunications Research Institute) ;
  • Seo, Jung-Il (Teramedia Research Group, Electronics and Telecommunications Research Institute)
  • 박서니 (서울대학교 소비자학과) ;
  • 이진명 (충남대학교 소비자생활정보학과) ;
  • 나종연 (서울대학교 소비자학과) ;
  • 조은선 (서울대학교 소비자학과) ;
  • 구혜경 (충남대학교 소비자생활정보학과) ;
  • 조용주 (한국전자통신연구원 테라미디어연구그룹) ;
  • 서정일 (한국전자통신연구원 테라미디어연구그룹)
  • Received : 2017.11.08
  • Accepted : 2017.12.28
  • Published : 2018.01.28
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Abstract

This study aims to investigate the consumers' preference and willingness to pay for UWV panoramic video, which is a new realistic video technology, and propose the issues to be considered for developing and commercializing this technology in accordance with the needs of consumers. For this purpose, experimental study was conducted by constructing two environments; watching TV at home and watching panoramic video on the big screen. As a result, consumers in both experimental environments were more likely to prefer UWV than UHD, which is the existing video ratio. Consumers also showed intend to use UWV and are willing to pay for it. As a result of exploring the consumers' maximum amount of money to pay for the UWV and the reasons for it, the perception of immersion, liveliness, and actual experience of UWV were important factors for consumer acceptance of new realistic video technology.

본 연구는 새로운 실감 영상 기술인 UWV 파노라마 영상에 대한 소비자의 선호도와 비용지불의사를 살펴보는 것을 통해 해당 기술이 소비자의 니즈와 부합하는 방향으로 발전되고 상용화되는데 필요한 제언을 도출하는 것을 목적으로 한다. 이를 위하여 가정에서 TV를 시청하는 것과 유사한 환경 및 대화면에 광시야각 영상 기술을 구현한 환경을 조성하여 실험을 통해 UWV 파노라마 영상에 대한 소비자의 선호와 비용지불의사를 파악하였다. 연구결과, 두 실험환경 모두에서 소비자는 기존 16:9의 영상 비율인 UHD 대비 UWV를 상대적으로 더 선호하는 것으로 나타났으며, 이용의사와 비용지불의사가 보통 이상의 수준으로 나타났다. 또한 UWV 파노라마 영상에 대한 소비자의 최대지불의사 금액과 해당 금액의 책정이유를 개방형 질문으로 탐색본 결과, UWV의 장점인 몰입감, 생동감 등이 추가적인 지불의사 금액에 긍정적 영향을 미치며, 실제 UWV 영상을 접하거나 시청해보는 경험이 새로운 영상 기술에 대한 소비자 수용에 매우 중요한 요인으로 나타났다.

Keywords

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