The Effects of Policy Communication Message Strategy on Virtual/Augmented Reality Technology Perception

Purpose: The study based on VR content tried to find out the effects of communication method on consumer ‘s intention to use the technology and product purchase intention. Particularly, the effect on the intention to use AR/VR products and services and the purchase intention of VR products when different message attribute types and message appeal types are presented according to the purpose of VR content consumption were investigated. Research design, data, and methodology: An experiment was conducted on 125 people to confirm the effect of message framing. A control group delivering a neutral message and four experimental groups according to message framing were set, and the intention to use and purchase intention of the VR technology product were measured. Results: For the intention to use AR/VR applied products and services, the effect was confirmed in the case of the condition emphasizing the social aspect-emotional benefit, but the interaction effect did not appear in the case of the condition emphasizing the personal aspect-functional benefit. In addition, neither condition showed a statistically significant effect on product purchase intention. Implications: This study partially confirmed the emotional aspect of technology on the communication effect. Since virtual/augmented reality is one of the contents with excellent three-dimensional effect and immersion, it is also important to develop an effective communication strategy from the perspective of consumers who will use the product.