초록 열기/닫기 버튼
본 연구는 Pine & Gilmore의 체험경제이론을 적용하여 네 가지 체험요인과 충성도 간의 영향관계가 스크린골프와 스크린야구 등 참여집단에 따라 차이가 나타나는지 검증하는데 목적이 있다. 연구목적달성을 위해 문헌연구를 토대로 연구가설을 설정하였으며, 스크린골프와 스크린야구 유경험자 400명을 대상으로 한 설문조사를 바탕으로 데이터 분석을 실시하였다. 가상현실 스포츠 체험은 오락적, 교육적, 일탈적, 심미적 등 4개의 요인이 도출되었다. 체험요인과 충성도 간의 영향관계를 분석한 결과, 전체표본에서는모든 체험요인이 충성도에 긍정적 영향을 미치는 것으로 나타나 가설 1은 지지되었다. 체험요인과 충성도간의 영향관계를 집단별로 비교한 결과에서는 다소 차이가 있었다. 스크린골프 집단은 모든 체험요인이충성도에 긍정적인 영향을 미치는 것으로 나타났으나, 스크린야구 집단은 교육적 체험요인과 충성도 간영향관계가 유의하지 못한 것으로 나타났다. 따라서 가설2는 일부 지지되었다. 연구결과를 바탕으로 가상현실 스포츠 체험분야의 이론적 시사점을 제시하였으며, 침체된 스크린야구 분야에 적용할 수 있는 실무적시사점을 논의하였다.
The purpose of this study is to verify whether the influence relationship between the four experience factors and loyalty differs according to participating groups such as screen golf and screen baseball by applying Pine & Gilmore's experience economy theory. In order to achieve the research purpose, the research hypothesis was established based on literature research, and data analysis was conducted based on a survey of 400 people with experience in screen golf and screen baseball. In the virtual reality sports experience, four factors were derived: entertainment, educational, deviant, and aesthetic. As a result of analyzing the influence relationship between experience factors and loyalty, hypothesis 1 was supported as all experience factors had a positive effect on loyalty in the entire sample. There were some differences in the results of comparing the influence relationship between experience factors and loyalty by a group. It was found that all experience factors had a positive effect on loyalty in the screen golf group, but the influence relationship between educational experience factors and loyalty was not significant in the screen baseball group. Therefore, hypothesis 2 was partially supported. Based on the research results, theoretical implications in the field of virtual reality sports experience were presented, and practical implications that could be applied to the stagnant screen baseball field were discussed.
키워드열기/닫기 버튼
Virtual reality(VR) sport, Experience factors, Loyalty, Screen golf, Screen baseball
