The effect of VR advertisement characteristic components on the perceived usefulness and easiness, and advertisement attitude

Abstract

Background/Objectives: purposes of this study are to identify VR advertisement components and to identify the effect on the perceived usefulness and easiness, and advertisement attitude in order to present the standard for increasing effect of VR advertisement that is growing rapidly due to the IT technology advancement. Methods/Statistical analysis: For the analysis method, the first, descriptive statistics and frequency analysis were conducted to identify general characteristics of the subjects. The second, exploratory factor analysis was conducted to confirm the construct validity of the measurement variables used in the study. Finally, the validity of the research problem was analyzed using multiple regression analysis.Findings: For the first research result, we have verified that there is a positive effect on most of the perceived usefulness of the VR advertisement properties for Graphic, presence, entertainment, and most other features. In detail, the presence feature of the VR advertisement greatly affected Spatiality, temporality, dynamics, and positive effects on other features mentioned above as well. Second, we have verified that there is a positive effect on most of the perceived easiness of the VR advertisement properties for Graphic, presence, entertainment, and most other features. In detail, the presence feature of the VR advertisement greatly affected on Graphic, presence, entertainment, and had positive effects on feeling of Perspective, Temporality, and Temporality as well. Third, we have verified that there is a positive effect on most of the advertisement attitude of the VR advertisement properties for Graphic, presence, entertainment, and most other features. In detail, the entertainment and new feature of the VR advertisement greatly affected the advertisement attitude, and had positive effects on feeling of Perspective, Amusement, and dynamics as well. Improvements/Applications: This study would be able to provide meaningful since it attempted advertisement effect verification to vitalize the VR advertisement that is at the starting phase in the advertisement area currently.