Browse > Article
http://dx.doi.org/10.20522/APJBR.2021.5.2.45

The Effect of Experience Economy of VR Contents on Satisfaction  

Hwang, Kyunghwa (School of Management, Kyung Hee University)
Yoo, Kunwoo (School of Management, Kyung Hee University)
Publication Information
Asia Pacific Journal of Business Review / v.5, no.2, 2021 , pp. 45-57 More about this Journal
Abstract
The COVID-19 pandemic has ushered in a new era of untact and we are quickly adapting to this untact era. In the current situation where it is difficult to contact each other face-to-face, Virtual Reality (VR) is an opportunity factor for indirect tourism and a good alternative to viewing cultural heritage. This study showed that the effects of experience economies such as entertainment experience, aesthetic experience, escapist experience, and spiritual experience on VR content satisfaction. Furthermore, we examined whether consumers' perceived risks to COVID-19 moderate the relationship between experience economy and satisfaction. This study investigated 149 people who experienced VR content about Jerusalem. The results have shown that entertainment experience and aesthetic experience have a positive effect on the satisfaction with the VR content. Furthermore, perceived risks about COVID-19 have been shown to moderate the effects of aesthetic experience and spiritual experience on satisfaction. Finally, we provided implications based on our findings.
Keywords
VR; Experience Economy; Satisfaction; Perceived Risk; COVID-19;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Carrozzino, M., & Bergamasco, M. (2010). Beyond virtual museums: Experiencing immersive virtual reality in real museums. Journal of Cultural Heritage, 11(4), 452-458.   DOI
2 Min, S. H. (2017). An analysis of the elements of the contextual model of learning that has been shown in the museum mobile education program. The Journal of Museum Education, 17, 111-130.
3 Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.   DOI
4 Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of consumer research, 20(3), 418-430.   DOI
5 Oliver, R. L., Balakrishnan, P. S., & Barry, B. (1994). Outcome satisfaction in negotiation: A test of expectancy disconfirmation. Organizational Behavior and Human Decision Processes, 60(2), 252-275.   DOI
6 Park, C. & Lee, C. (2018). The effects of the experience factor of DMZ tour on perceived value and satisfaction using the experience economy theory. Journal of Tourism and Leisure Research, 30(7), 57-74.   DOI
7 Oh, H., Fiore, A. M., & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of travel research, 46(2), 119-132.   DOI
8 Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. ACR special volumes.
9 Wu, J., Chen, J., & Dou, W. (2017). The Internet of Things and interaction style: the effect of smart interaction on brand attachment. Journal of Marketing Management, 33(1-2), 61-75.   DOI
10 Chiao, H. M., Chen, Y. L., & Huang, W. H. (2018). Examining the usability of an online virtual tour-guiding platform for cultural tourism education. Journal of Hospitality, Leisure, Sport & Tourism Education, 23, 29-38.   DOI
11 Cox, D. F., & Rich, S. U. (1964). Perceived risk and consumer decision-making-the case of telephone shopping. Journal of marketing research, 1(4), 32-39.   DOI
12 Digital-Capital. (2018), Augmented/Virtual Reality Report Q1 2018.
13 Falk, J. H., & Dierking, L. D. (2004). The contextual model of learning. Reinventing the museum: Historical and contemporary perspectives on the paradigm shift, 139-142.
14 Huang, Y. C., Backman, S. J., Backman, K. F., & Moore, D. (2013). Exploring user acceptance of 3D virtual worlds in travel and tourism marketing. Tourism Management, 36, 490-501.   DOI
15 Lee, T., Jan, F. H., & Lin, Y. H. (2020). How authentic experience affects traditional religious tourism development: Evidence from the Dajia Mazu pilgrimage, Taiwan. Journal of Travel Research, 0047287520921240.
16 Mehmetoglu, M., & Engen, M. (2011). Pine and Gilmore's concept of experience economy and its dimensions: An empirical examination in tourism. Journal of Quality Assurance in Hospitality & Tourism, 12(4), 237-255.   DOI
17 Paladini, A., Dhanda, A., Reina Ortiz, M., Weigert, A., Nofal, E., Min, A., ... & Santana Quintero, M. (2019). Impact of virtual reality experience on accessibility of cultural heritage. The International Archives of the Photogrammetry, Remote Sensing and Spatial Information Sciences, 42, 929-936.
18 Bauer, R. A. (1960). Consumer behavior as risk taking. In Proceedings of the 43rd National Conference of the American Marketing Assocation, June 15, 16, 17, Chicago, Illinois, 1960. American Marketing Association.
19 Pittman, B., Gueorguieva, R., Krupitsky, E., Rudenko, A. A., Flannery, B. A., & Krystal, J. H. (2007). Multidimensionality of the alcohol withdrawal symptom checklist: a factor analysis of the alcohol withdrawal symptom checklist and CIWA-Ar. Alcoholism: Clinical and Experimental Research, 31(4), 612-618.
20 Song, H. J., Choi, Y. J., & Lee, C. K. (2011). A Study of Festival Visitors's Loyalty based on Experience Economy. Journal of Tourism and Hospitality Research, 25(6), 179-198.
21 Taylor, S., Landry, C., Paluszek, M., Fergus, T. A., McKay, D., & Asmundson, G. J. (2020). Development and initial validation of the COVID Stress Scales. Journal of Anxiety Disorders, 102232.   DOI
22 Tost, L. P., & Economou, M. (2009). Worth a thousand words? The usefulness of immersive virtual reality for learning in cultural heritage settings. International Journal of Architectural Computing, 7(1), 157-176.   DOI
23 Williams, A. (2006). Tourism and hospitality marketing: fantasy, feeling and fun. International Journal of Contemporary Hospitality Management.
24 Bettman, J. R. (1973). Perceived risk and its components: A model and empirical test. Journal of marketing research, 10(2), 184-190.   DOI
25 Bigne, J. E., Andreu, L., & Gnoth, J. (2005). The theme park experience: An analysis of pleasure, arousal and satisfaction. Tourism management, 26(6), 833-844.   DOI
26 Yeung, R. M., & Morris, J. (2006). An empirical study of the impact of consumer perceived risk on purchase likelihood: a modelling approach. International Journal of Consumer Studies, 30(3), 294-305.   DOI
27 Pine, B. J., & Gilmore, J. H. (1998). The experience economy. Harvard Business Review, 76(6), 18-23.
28 Pine, B. J., Pine, J., & Gilmore, J. H. (1999). The experience economy: work is theatre & every business a stage. Harvard Business Press.