• Journal of Digital Convergence
• /
• v.17 no.2
• /
• pp.37-45
• /
• 2019

This study investigated whether the model attributes of VR Ads (3D effect, presence, Dynamics, Amusement) affect the attitude of the advertising. We also examined the mediating role of consumer's innovation in the model attributes and advertising attitude of VR advertisements. To do this, VR equipment was used to induce real advertisers to experience advertisements. The causal relationship between variables was examined through covariance structure analysis. The results are as follows. First, all independent variables of the VR advertising model have a positive effect on the consumer's innovation. Second, the 3D effect, Amusement of the VR advertising model have a positive effect on the attitude of the advertising. Third, the effects of the VR advertising model on all variables are mediated by the consumer's innovation of the VR advertisement. The results of this study provide implications for understanding the characteristics of VR Ads.