한국생산성학회

With the recent development of the 4th industry technology, new shopping trends that go beyond the on-line and off-line are spreading. VR is especially expected to be widely used in the distribution industry. Since the biggest advantage of VR is that it provides personalized and customized experience, VR shopping is expected to be used as the core technology of next generation’s online distribution platform by maximizing online and mobile experience. As a result, global retailers and ICT companies are seeing VR as a future growth engine and making active investments. In order to promote the introduction of new industrial revolution technology in the distribution industry, the government promoted the VR shopping mall project during the Korea Sale Festa in 2017, and analyzed the consumer acceptability of the VR shopping mall simultaneously. The purpose of this study is to evaluate the consumer acceptance and attractiveness of VR shopping mall, which is a new distribution type, in order to draw an improvement direction in the consumer‘s perspective and to examine the possibility of future commercialization of VR shopping mall. According to research results, the future usage and values of VR shopping mall have received positive reviews. In other words, consumers’ awareness of VR shopping and future intentions for use have already reached a considerable level. Consumers discriminated VR shopping compared to existing shopping methods and confirmed that consumers can adapt more quickly than conventional PC or mobile shopping. However, improvements include improving quality through consumer targeting, revisions to customer experiences that are not consumer friendly, etc. Therefore if domestic retailers increase the overall quality of VR shopping’s software and hardware and expand various experiential chance about VR shopping, it is expected that there will be a significant increase of user base for VR Shopping.