중국 VR 영화 이용자의 만족 및 지속적 이용 의도 결정 요인: 탐색적 연구

초록

This study aims to examine determinants of satisfaction and the intention to continuous use for using VR movies among Chinese users. More specifically, this study explore VR movie uses in terms of physical environment, technology acceptance factors (perceived ease of use, perceived usefulness), immersion, social viewing, user satisfaction, and continued usage intention. To achieve the research objectives, a survey was conducted targeting 558 VR users in China who had experience with both VR movies. The variables included in the survey measured the physical environment, perceived ease of use, perceived usefulness, immersion, social viewing, and post-movie effects of both VR and OTT movie consumption. The analysis results revealed several findings for VR. Firstly, the structural equation model for VR indicated that perceived ease of use and perceived usefulness had no significant impact on immersion in VR movies. Additionally, perceived ease of use did not have a significant effect on social viewing of VR movies. On the other hand, the physical environment of VR was found to have a significant influence on both movie immersion and social viewing. Furthermore, perceived usefulness had a significant impact on social viewing. Both immersion and social viewing in VR had a significant effect on user satisfaction with VR movies, and user satisfaction had a significant path to the intention to continuous use.

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