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http://dx.doi.org/10.7469/JKSQM.2020.48.3.433

The Effect of Virtual Reality Content Production Types on Customer Satisfaction  

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)
Publication Information
Journal of Korean Society for Quality Management / v.48, no.3, 2020 , pp. 433-451 More about this Journal
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
Content Type; Customer Satisfaction; Immersion; Interaction; Virtual Reality;
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Times Cited By KSCI : 12  (Citation Analysis)
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