확장 현실(XR) 요소를 활용한 공연이 인게이지먼트에 미치는 영향

Abstract

This study examined the impact of extended reality (XR) performance experiences on audience engagement. The research involved three stages: identifying subject characteristics, XR performance factors, performance experience, and engagement factors through statistical analysis. Reliability and validity analyses were performed to assess measurement items, followed by a structural equation model to analyze the relationships between XR performance, performance experience, and engagement factors. The results showed that attractiveness and interaction positively influenced performance experience for the entire group. In the high-performance experience group, identity, attractiveness, interaction, and engagement had a positive impact. In the low-performance experience group, interaction and engagement positively affected the audience. This highlights the importance of interaction in XR performances, which can enhance audience experience. Establishing a systematic connection between reality factors and performance service quality is crucial for developing non-face-to-face performance services using virtual reality and content technology. Incorporating elements like identity, attractiveness, novelty, and particularly interaction in XR performances can improve the quality of the audience's experience, offering insights for innovation and future developments in the field of extended reality performance and non-face-to-face performance services.