인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
This study performed a qualitative exploration of consumer mental imagery evoked during VR shopping experience. The research objective was to categorize characteristics of mental imagery processing and to identify multidimensional and conceptual structure of mental imagery in the VR store environment. In this study, an immersive VR apparel store was selected as a stimulus, representing an actual store and allowing interaction with users through head-mounted display devices. For focus group interviews (FGIs), panels were invited to experience the VR store and participate in interviews. A total of 16 university students in their 20s who voluntarily agreed to participate were divided into two groups for VR experience and interviews. Results of qualitative data analysis revealed various excerpts relevant to mental imagery processing, which frequently mentioned mental images in aspects of store space, the product, and the self during VR shopping. The consumer mental imagery was categorized into five dimensions (elaboration, vividness, ease, haptic, and spatial imagery) through interpretation and generalization of contents. This study supports the theory of mental imagery processes in the context of VR shopping. Findings of this study provide insights into consumer behavior and practical implications for digital marketing management in VR retail environments.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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