Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on Continuous Intention of Use of Heavy VR Game Users -Focusing on comparison with light users-

VR 게임 중이용자의 지속적 이용 의도에 관한 연구 -경이용자와 비교 중심으로-

  • Na, Jiyoung (Department of Content Convergence, Ewha Womans University)
  • 나지영 (이화여자대학교 융합콘텐츠학과)
  • Received : 2021.12.28
  • Accepted : 2022.03.20
  • Published : 2022.03.28
Download PDF
⟨ Previous Next ⟩

Abstract

With the technical development of fourth industrial revolution, VR game market is rapidly expanding. Meanwhile, heavy user group means the group consisting of people consuming certain media or contents more than others, which is the core constituency of the media industry, and there have been only a few studies on them. This study identified the factors that influenced the continuous intention of use of VR game heavy users and figured out their characteristics by verifying the difference in variables with the light user group. According to the results, the heavy user group showed higher behaviors than the light user group in terms of personal innovation, presence, and continuous intention of use variables. In addition to this, it was found that personal innovation, perceived quality, and presence had a significant influence on the continuous intention of use. This study is intended to empirically analyze the characteristics of heavy VR game users and influential factors, thereby preparing baseline data for VR game development and other relevant studies.

Virtual Reality(이하 VR) 산업은 4차 산업혁명 관련 기술의 발달과 함께 빠르게 확대되고 있으며, 게임 산업에서 가장 많이 활용되고 있다. 한편, 중(重)이용자 집단은 상대적으로 특정 미디어나 콘텐츠를 많이 소비하는 집단으로 미디어 산업의 핵심 고객층이나 아직까지 관련 연구는 부족한 실정이다. 본 연구는 실증연구를 통해 VR게임 내 중(重)이용자 집단의 지속적 이용 의도에 미치는 영향 요인을 알아보고, 경이용자 집단과 변수 차이를 검증해 특성을 파악했다. 연구 결과, 중이용자는 개인 혁신성, 프레즌스, 지속적 이용 의도 변수 측면에서 경이용자보다 높은 이용 행태를 보였다. 또한, 중이용자의 개인 혁신성, 지각된 품질, 프레즌스는 지속적 이용 의도에 유의미한 영향을 미치는 것으로 나타났다. 본 연구를 통해 VR 게임 내 중이용자의 특성과 영향 요인을 실증적으로 분석하여 VR 게임 개발 및 관련 연구의 기초자료를 마련하고자 한다.

Keywords

References

  1. J. Y. Na & S. C. Kang. (2021). A Study on Consideration of Leading Variables of Telework that Influence Organizational Achievement : With Organizational Culture's Mediation Effect. Journal of Digital Contents Society, 22(11), 1855-1865. DOI : 10.9728/dcs.2021.22.11.1855
  2. Technavio. (2020). Global VR Gaming Market 2020-2024. London, UK : Research and Markers.
  3. H. S. Nam. (2021). In-depth Research and Analysis of Trends in Digital Content Markets Abroad in 2020. Seongnam: SDRi.
  4. G. Y. Choi. (2019). Strategies to Revitalize the Immersive Content Industry to Lead the 5G era (19~23). Seoul: KoVRA.
  5. H. B. Kim & Y. I. Park. (2015). Effect of Mobile Game Use Amount on the Satisfaction Level and Game Commitment(flow). Journal of the Korean Game Society, 15(3), 31-40. DOI : 10.7583/JKGS.2015.15.3.31
  6. J. Y. Na & M. Y. Wui. (2019). A study on the Intention of Using VR Games: Focusing on Technology Acceptance Model(TAM). Journal of the Korean Game Society, 19(3), 53-64. DOI : 10.7583/JKGS.2019.19.3.53
  7. Robert Scoble & Shel Israel. (2017). The fourth Transformation: How Augmented Reality & Artificial intelligence Will Change Everything. US : Patrick Brewster Press.
  8. K. M. Suh, J. H. Kim, J. H. Lee, J. H. Choi, S. W. Lee & B. S. Y. (2016). Virtual Reality's World is Coming. Miryang Korea : Hans media.
  9. Korea Creative Content Agency. (2020). Korea Game White Paper. Naju: Korea Creative Content Agency.
  10. Korea Creative Content Agency. (2020). Virtual Reality (VR) Game Business Fact-Finding Report. Naju: Korea Creative Content Agency.
  11. J. Y. Lee. (2000). A Study on Media Usage Characteristics and Purchase Types of Heavy Media Users. Advertising Research, 47(8), 161-187.
  12. B. Wansink & S. B. Park. (2000). Methods and Measures That Profile Heavy Users. Journal of Advertising Research, 40(4), 61-72. DOI : 10.2501/JAR-40-4-61-72
  13. K. H. Han, H. C. Lee & T. U. Kim. (2007). Determining Uses and Gratifications for the Mobile Games. Information systems review, 9(2), 15-39.
  14. B. W. Becker & P. E. Connor. (1981). Personal Values of the Heavy User of Mass Media. Journal of Advertising Research, 21(5), 37-43. DOI : 10.1016/S0969-6989(96)00019-7
  15. E. M. Rogers. (2003). Diffusion of Innovation (5th ed.). New York: Free Press.
  16. R. Agarwal & J. Prasad. (1997). The role of Innovation Characteristics and Perceived Voluntariness in the Acceptance of Information Technologies. Decision Science, 28(3), 557-582. DOI : 10.1111/j.1540-5915.1997.tb01322.x
  17. J. Steuer. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93. DOI : 10.1111/j.1460-2466.1992.tb00812.x
  18. J. E. Bailey & S. W. Pearson. (1983). Development of a Tool of a Measuring and Analyzing Computer User Satisfaction. Management Science, 29(5), 530-545. DOI : 10.1287/mnsc.29.5.530
  19. H. S. Lee. (2016). Analysis of Factors Affecting Intention to Use VR Games, Master dissertation. Yonsei University, Seoul.
  20. V. Mckinney, K. H. Yoon & F. M. Zahedi. (2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13(3), 296-315. DOI : 10.1287/isre.13.3.296.76
  21. K. I. Ban. (2020). The effect of VR games' characteristics on use intention : focused on moderating effects of technology readiness. Master dissertation, Hanyang University, Seoul.
  22. E. Y. Na. (2012). Differences in Reality Perception between SNS Heavy Users and Light Users: Cultivation and False Consensus Effects. Korean Journal of Psychology, 26(3), 63-84.