Strategy for Effective Production of Advertising Using Virtual Reality Technology

Abstract

Background/Objectives: This study examines the effects of VR advertising attributes on advertising effectiveness. We examined whether the VR advertising attention affects consumer innovativeness, and also confirmed the mediating effect of consumer innovation by confirming the effect of consumer innovation on VR advertising attitude.

Methods/Statistical analysis: Participants of this study recruited subjects to experience VR advertisements from October to November 2018 at universities in three cities of Korea.VR box 2.0 was used as the VR equipment, and the same high-definition mobile phone and earphone were installed. Exploratory factor analysis and confirmatory factor analysis were conducted to confirm the validity of the scales used in this study. Cronbach's alpha coefficients were used to determine the reliability of the scales used in the study. Covariate structure analysis was performed to verify the hypothesis.

Findings: First, as a result of verifying the influence of VR advertisement attributes on advertisement attention, the novelty of VR advertisement attributes had a significant positive effect on advertisement attention. In addition, the dynamics among VR advertising attributes have a significant positive effect on advertisement attention. It had a significant positive effect on the attention of stereoscopic(three-dimensional) attribute advertising among VR advertising attributes. However, the reality of VR advertising attributes had a significant negative effect on advertisement attention. In conclusion, all the VR advertisement attributes set in this study were found to have a significant effect on advertiser goal. Third, in the causal relationship between advertising attention and VR advertising attitude, we verified whether consumer innovation has a mediating effect. The results show that consumer innovation characteristics have a mediating effect on VR advertising attitudes.

Improvements/Applications: This suggests that the importance of VR advertising attributes to the advertising planners who want to produce VR advertising. This study is valuable in attempting to verify the advertising effect through the empirical research method for the activation of VR advertising.

 Keywords: VR, Virtual Reality, VR Technology, VR Advertising, VR Advertising Production