가상현실 옥외광고의 깊이감과 애니메이션 효과가 사용자의 인지적 반응에 미치는 영향

The Effect of Depth Perception and Animation in Virtual Reality OOH Ad on Users’ Cognitive Responses

This research analyzes users' cognitive responses to Out-Of-Home advertising content based in virtual environments. Specifically, it distinguishes the depth of advertisements as 2D or 3D and categorizes animation effects of light as a representation of virtuality into ‘none’, ‘blinking’, and ‘flowing’. For this purpose, virtual reality content was developed, and after experiencing the content while wearing HMD, users’ cognitive responses were investigated. Involving 60 participants, the study found that the interaction effects between depth perception and animation effects were not statistically significant, nor was the primary effect of depth perception. However, the main effect of animation showed statistically significant differences in users’ attention, vividness, perceived intrusiveness, avoidance tendency, and flow. This study presents design elements that can be utilized in the production of virtual environment-based Out-Of-Home advertising and experimentally demonstrates that animation effects can serve as an effective means of emphasis in virtual environment advertising. These findings provide important insights for the creation and strategic planning of advertisements in virtual environments.