1Doctoral Student, Dept. of Smart Convergence Consulting
2Assistant Professor, Dept. of Public Administration, College of Social Science, Hansung University, 116, samseongyoro16gil, Seongbuk-Gu
3Professor, Dept. of Public Administration, College of Social Science, Hansung University, 116, samseongyoro16gil, Seongbuk-Gu, Seoul Metropolitan Government, 02876, Korea
*Corresponding Author: Munseok Cho Assistant Professor, Dept. of Public Administration, College of Social Science, Hansung University, 116, samseongyoro 16gil, Seongbuk-Gu, Seoul Metropolitan Government, 02876, Korea, Email: lucianocho@hansung.ac.kr
Online published on 7 December, 2018.
In this study, we investigated how Presence, Physical Environment and Human Service of VR Theme Park effect on customer ‘s Revisit Intention through the parameter of Delight.
The subjects of this study were individuals who have experience of using VR Theme Park. Data collection was conducted by questionnaire survey. The questionnaire consisted of 44 items including 9 general items, and the Likert 5-point scale was used for the measurement. Statistical analysis was performed by SPSS and AMOS programs. Basic statistical analysis, factor analysis, reliability analysis, and measurement model analysis were conducted. Regression analysis was also performed to test mediating effect by structural equation model analysis.
The effect of Presence on Delight and Revisit Intention was turned out to be significant (β =.571,.250). On the other hand, the Physical Environment did not have a significant effect, and the effect of Human Service on Delight was significant and the effect on Revisit Intention was not significant. As a result of the mediated effect analysis, Delight mediated the relationship that Presence effect on Revisit Intention, which was similar to advance research. On the other hand, Physical Environment and Human Service showed that the mediated effect of Delight was not significant, so it showed different results from advance research in general Theme Park. This showed the implications that the important factors that affect the customer's Revisit Intention in VR Theme Park differ from General Theme Park.
Furthermore, it is necessary to study various operational and marketing fields considering VR Theme Park ‘s operation type and characteristics, separately from General Theme Park. In addition, by using Delight and Revisit Intention as the major influencing factors, deep concerns should be required about how to increase sales and profits of VR Theme Park.
Presence, Physical Environment, Human Service, Delight, Revisit Intention
