Effect of VR advertisement components on advertising effects: focusing on the vr presence

Abstract

The purpose of this study was to verify the effect of VR advertisement which had been growing rapidly amid development of virtual reality(VR) technology. In this study, we examined the effect that the three-dimensionality(3D), dynamicity, and novelty, which were selected as the factors of VR advertisement components, would have on advertising attention, advertising attitude, and purchase intention. Furthermore, we investigated their effect on VR advertisement components and advertising effect when the VR presence was mediated. The VR advertisement was experienced by 253 male and female subjects in their 20s. The data were collected from the survey in this study. The data were analyzed through descriptive statistical analysis, factor analysis, multiple regression analysis and Sobel test. First, all the 3 VR advertisement factors(3D, Dynamic, Novelty) had a positive(+) influence on advertising attention. Second, all the VR advertisement factors had positive(+) influence on advertising attitude. Third, all the VR advertisement factors had a positive(+) influence on purchase intention. Fourth, all the VR advertisement factors had positive(+) influence on VR presence. In addition, all the factors, excluding the relationship between dynamicity and purchase intention among the VR advertisement factors, had a significant influence on advertising effect by mediating the VR presence.