VR 관광콘텐츠 사용 의도에 미치는 요인에 대한 실증연구 -통합기술수용이론(UTAUT)를 중심으로- = The Empirical Study on Affective Factors to the Visual Reality Contents Users on Tourism: Focusing on the Unified Technology Acceptance Theory (UTAUT)

국문 초록 (Abstract)

최근 4차산업혁명 기술의 발달은 고객에게 새로운 경험을 제공하는 VR 기술 활용을 높이고, 다양한 산업뿐만 아니라, 관광산업에서의 적용이 확대되고 있다. 본 연구에서는 UTAUT에서 제시된 네 가지(성과기대와 노력기대, 사회적 영향, 촉진조건)의 요인들이 고객의 심리적 인게이지먼트를 통하여 가상현실 기술을 활용한 관광콘텐츠의 사용 의도에 어떻게 작용하는지를 검증하였다. 이를 위해 가상현실 콘텐츠 체험 응답자를 대상으로 설문조사를 실시하였으며, 총 250명의 데이터를 수집하여 구조방정식 분석을 수행하였다. 분석결과, 성과기대, 사회적 영향, 촉진조건은 고객 인게이지먼트를 증가시키는 것을 확인하였다. 하지만 노력기대는 고객 인게이지먼트에 대해 통계적으로 유의하지 않음을 확인하였다. 마지막으로, 고객 인게이지먼트가 사용 의도를 증가시킬 것으로 예측하였으며, 가설을 검증한 결과 사용 의도에 대한 고객 인게이지먼트의영향력은 긍정적인 것을 확인하였다.

다국어 초록 (Multilingual Abstract)

Nowadays, the development of the 4th Industrial Revolution technology leads to provide the customer with newexperience which was enlarged the utilization of VR technology, and its application is expanding not only in variousindustries but also in the tourism industry. In this study, It verified 4 factors what suggested in UTAUT (performanceexpectancy and effort expectancy, social influence, and facilitating condition) how affect the customer’s intention to usetourism content using virtual reality technology through psychological engagement. In order to study, a survey wasconducted on respondents who experienced virtual reality content, and structural equation analysis was performed bycollecting data from a total of 250 people. As a result of the analysis, it was confirmed that performance expectancy,social influence, and facilitating conditions increase customer engagement. However, it was confirmed that theinfluence of the effort expectation on the customer engagement was not statistically significant. Finally, it was predictedthat the engagement of the customer would increase the intention to use. As a result of testing hypothesis, it wasconfirmed that the influence for engagement of the customer on the intention was positive.

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