Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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The Effect of Virtual Reality Content Production Types on Customer Satisfaction

Virtual Reality 콘텐츠 제작 유형이 고객 만족에 미치는 영향

  • Lee, Dongseon (Graduate School IT Policy and Management, Soongsil University) ;
  • Lim, Daehyun (Graduate School IT Policy and Management, Soongsil University) ;
  • Kim, Kyonghwan (Graduate School IT Policy and Management, Soongsil University) ;
  • Choi, Jeongil (College of Business Administration, Soongsil University)
  • 이동선 (숭실대학교 대학원 IT정책경영학과) ;
  • 임대현 (숭실대학교 대학원 IT정책경영학과) ;
  • 김경환 (숭실대학교 대학원 IT정책경영학과) ;
  • 최정일 (숭실대학교 경영학부)
  • Received : 2020.08.08
  • Accepted : 2020.09.07
  • Published : 2020.09.30
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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.

Keywords

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