가상현실 기법을 적용한 인터넷쇼핑몰과 소비자 구매의도에 관한 연구

다국어 초록 (Multilingual Abstract)

Virtual reality (VR) technique has emerged as a new technique of enabling decision makers to feel virtuality in a more real sense under the complicated decision making situation. However, the shopping malls currently working on the Internet have neglected VR·technique for enhancing their own user-friendliness. There exist various reasons for this. But the most important reason is that the Internet cannot provide a high speed enough to support the full version of VR functions. In this sense, we propose a VR-driven shopping mall with which (1) Customers can navigate through the shopping mall with smaller number of clicks. (2) High level of touch can be provided enough for customers to shop with realistic sense. To prove the validity of our approach, we gathered questionnaire data from 101 MBA students and tested with Extended Fishbein`s Model. Empirical results showed that our approach to Internet Shopping Mall can enable customers to shop effectively and efficiently in that VR-driven Avatar can guide shoppers into target products without naive hyper-linking functions. Therefore, shoppers can be given more intelligent support in terms of guidance.