스포츠 VR콘텐츠의 혁신특성과 혁신저항, 수용의도 및 사용의도의 구조적 관계: 혁신제품 인지수준에 따른 모형비교

초록

The purpose of this study is to investigate the relationship between innovation resistance, acceptance, and use intention of users who are represented as potential consumers of sports VR contents and to investigate the difference of relationship according to cognitive level. AMOS 23.0 was used for statistical analysis and path analysis and 'cognitive level' were used as control variables. The results of the study are as follows. First, the perception of risk and complexity except the relative merits of innovation characteristics of sports VR contents did not affect the cause of innovation resistance. In other words, it can be said that the emotions such as limitation risk, inconvenience do not recognize to the level that acts as a mechanism to feel rejection in the product itself. Second, the relative advantage is the result of this study as a factor that minimizes innovation resistance and maximizes acceptance intention. In addition to product development, modification, and supplementation, it is also necessary to have a way to highlight the advantages of sports VR content in the marketing process. Third, it is necessary to converge the relationship between acceptance and innovation characteristics that can lead to actual use and purchase behavior rather than to resistance. In particular, these results are evident in the 'low cognitive' level group. The results of this study can be expected that the growth potential of the market can be expected when the information and knowledge are transmitted to the non-users of sports VR contents and the initial users.

키워드