The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A Study on the Effects of Visual Merchandising (VMD) Components of Fashion Virtual Reality (VR) Stores on Psychological Benefits of Technology Adoption

패션 가상현실(VR)매장의 비주얼 머천다이징(VMD) 구성요소가 기술 수용의 심리적 효용에 미치는 영향 연구

  • 간정미 (국민대학교 디자인대학원 패션머천다이징 전공) ;
  • 이은정 (국민대학교 조형대학 의상디자인학과)
  • Received : 2023.05.15
  • Accepted : 2023.07.05
  • Published : 2023.07.31
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Abstract

The study analyzed the effect of VMD components of virtual reality (VR) stores on the psychological effectiveness of technology acceptance. As a result of the analysis, among the VMD components of fashion virtual reality (VR) stores, experientiality, aesthetics, and suitability had a significant positive effect on perceived usefulness, perceived ease of use, and perceived enjoyment. There was no significant effect on perceived usefulness, perceived ease of use, or perceived enjoyment. The results of this study are significant in that they conducted an empirical study on the intention of use due to the VMD components of a fashion virtual reality (VR) store, which was rarely covered in previous studies on fashion virtual reality (VR) stores.

본 연구는 가상현실(VR) 매장의 VMD 구성요소가 기술수용의 심리적 효용에 미치는 영향을 분석했다. 분석결과, 패션 가상현실(VR) 매장의 VMD 구성요소 중 체험성, 심미성, 적합성은 지각된 유용성, 지각된 사용 용이성, 지각된 유희성에 유의한 정(+)의 영향을 미쳤으나, 유행성은 지각된 유용성, 지각된 사용 용이성, 지각된 유희성 모두에 유의한 영향이 없었다. 본 연구의 결과는 아직 충분히 연구가 이루어지지 않은 패션 가상현실(VR) 매장의 VMD 구성요소를 추출하고 기술수용의 심리적 효용과 패션 가상현실(VR) 매장의 사용 의도에 미치는 영향을 실증적으로 규명하였다는 점에서 학술적 의의를 갖는다.

Keywords

References

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