제목(국문)
제1자 관점의 가상현실(Virtual Reality) 콘텐츠 채널 효과: 프레즌스와 공감 인식의 순차적 매개모형을 중심으로

제목(영문)
Virtual Reality’s Content and Medium Effects with a First Party Perspective: Focusing on the Sequential Mediation Model of Presence Perception and Empathy

논문저자
박노일,김정환,오현정,정지연

학술지
디지털콘텐츠학회논문지 제22권 제4호

게재일자
2021.4.

링크
https://www-dbpia-co-kr.libproxy.cha.ac.kr/journal/articleDetail?nodeId=NODE10549904

초록(영문)
Despite the possibility of the practical application of advertising and public relations using virtual reality technics, related academic research is still lacking. This study conducted an experimental research(n=74) that exposed the campaign VR video content(The Source), which was already made to solve the African drinking water problem, through a first-party perspective and VR Head-mounted Display (VR HMD). The results of this study shows that the condition of first-party perspective and VR HMD channel has a higher level of presence perception and empathy than third-party and 2D monitor exposure. Furthermore, the effects of from the VR HMD channel to the willingness to participate in donations were mediated by the presence perception and empathy in the sequential mediation model. These findings not only empirically validate the communication effectiveness of VR as a medium but also provide a sequential model of VR marketing communication effectiveness in practice.