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http://dx.doi.org/10.14400/JDC.2018.16.1.135

A Study on Consumer Preference and Willingness to Pay for UWV Panoramic Video  

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)
Publication Information
Journal of Digital Convergence / v.16, no.1, 2018 , pp. 135-146 More about this Journal
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.
Keywords
Panoramic Video; Immersive Media; Consumer Preference; Willingness to Pay;
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Times Cited By KSCI : 6  (Citation Analysis)
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