Abstract
As the media environment that consumers encounter changes, various virtual contents such as AR, VR, XR and Metaverse are appearing and concentrating consumers’ visual charm. Thus, focused on the AR, VR, Metaverse contents, this study on the effects of virtual contents experience attribute on flow, satisfaction, reuse intentions and recommendation intentions. To carry out the study, a total of 250 questionnaires were collected from December 1 to Decembert 30, 2021, but only 246 (98.4%) were used for the analysis. The hypothesized relationships in the model were tested by using a structural equation model. The results of the study are as follows. First, the virtual content experience attribute had significant effects on telepresence, playfulness, and education. Second, flow had positive effects on satisfaction. Third, satisfaction had positive effects on both reuse intention and recommedation intention. Finally, reuse intention had positive effects on recommedation intention. In the rapidly changing virtual content environment, it is necessary to create an environment where consumers can continuously experience virtual content. It is thought that public relations and communication activities that can be the basis for various actions through positive experiential experiences should also be carried out together.
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