VR 게임의 품질요인이 사용자의 지속적 이용의도에 미치는 영향에 관한 연구

Abstract

With Facebook renamed Meta in 2021, the VR industry has seen a new explosion. The development of artificial intelligence and 5G technology has also made VR game contents more clearer and smoother. Sales of head-mounted displays have exploded. Therefore, it can be judged that AI technology has a positive impact on the VR game market. In order to investigate the quality of the game itself and services factors that affect customers' continuous use of VR games, we developed questionnaires to measure the perception of users and intention to use. The purpose of this paper is to investigate the relationship between VR game content and service quality factors and continuous intention to use. Four independent quality factors such as screen content reality, imagination, interaction, and security were extracted, from information system success model. The research model also adopted two mediating factors, i.e. immersion and satisfaction of customers. The structural model was built based on the extended technology acceptance model, and analyzed by empirical data from China users. Finally, we could suggest the influence of four independent variables on the dependent variable as well as the mediating effect of two mediating variables. This paper will contribute to developing marketing strategies for VR game companies. It will also provide some key implications to whom consider developing and operating VR games.