가상 현실 몰입도 및 지속적 활용의도에 대한 실증 연구

초록

We investigate factors that can enhance flow and the continuous use intention of virtual reality. We identified independent variables from the literature: vividness, interactivity, and flow tendency. The analyses with 302 effective survey questionnaires conclude that vividness and flow tendency have a positive impact upon flow and continuous use intention of virtual reality. However, we could not find evidence that interactivity increases flow and continuous use intention. Our results present an implication that designers and managers of virtual reality should focus upon vividness rather than interactivity of the media and marketing efforts should be targeted at users with high flow tendency.

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