earticle

영어

Virtual reality technology is a significant field of the 21st century, as well as one of the most important technologies affecting people's lives. Taking into account the ever-evolving nature of virtual reality technology, it is clear that virtual reality animation has a vibrant future in terms of both theoretical study and practical applications. Though empirical investigations on the relationship between the design elements of animation and viewers' preferences, enjoyment, and loyalty are needed, case studies have primarily been conducted on virtual reality animation in China up until this point. The initial goal of this study is to deduce, using the theory pertaining to Chinese virtual reality animation design, the elements of virtual reality animation design. The next thing we want to know is if Chinese viewers' preferences and viewing habits are impacted by the design elements of derived animation. Additionally, it aims to understand how viewer preferences and traffic enjoyment in China impact loyalty. The final goal is to ascertain whether the preferences and viewing enjoyment of Chinese viewers mediate the relationship between the design elements of virtual reality animation and loyalty. Therefore, this paper tried a study of Chinese viewers of virtual reality animation. There were distributed 400 questionnaires in total. Finally, 376 useful questionnaires were the subject of statistical analysis. The statistical software programs SPSS V.22.0 and AMOS V.22.0 were used to conduct the empirical analysis, which included the use of analysis techniques such as frequency analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling. The following are the findings and scope of the study. First, a portion of the hypothesis that virtual reality animation design elements will increase the enjoyment of Chinese viewers was accepted. Second, a portion of the hypothesis that virtual reality animation design elements will influence Chinese viewers' preferences was accepted. Third, it was discovered that the preferences and viewing enjoyment of Chinese viewers had a favorable impact on their loyalty. Fourth, it was established that Chinese viewer preference and enjoyment had a mediating influence. The implications, restrictions, and future research directions of the study were given in light of these research results.