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DOI :
Journal Korea Society of Visual Design Forum , Vol.77, No.0, 17 ~ 27, 2022
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| Title |
| A Study on Brand Awareness and User Engagement of VR Branded Apps |
| 조영희 Young-hee Jo , 정승진 Seung-Jin Chung , 이현주 Hyun-ju Lee |
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| abstract |
| Background As the brand communication medium expands digitally, branded apps have emerged as an effective marketing tool. The research focuses on the fact that the expanded experience of virtual reality (VR) technology can be an effective medium for brand communication. The aim of the study is to suggest the design direction for VR branded apps.
Methods The study conducted an experiment comparing the user experience of branded apps on desktop and VR devices. For data collection, pre/post-questions on perceived brand quality/value, a survey on brand experiences, and in-depth interviews were conducted. The contents of the experiences by media were observed and recorded.
Result In the survey results on pre/post recognized brand evaluation and brand experience, VR was rated higher than desktop in all items. However, the difference is small, suggesting that the experiential factor of VR content may not have a decisive influence on the brand attitude.
Conclusion High interactivity of VR acts as a positive factor on user's brand experience, especially emotional and behavioral aspects. However, complex and difficult interactions prevented brand recognition, narrowing the difference between desktop and VR brand experiences. A VR branded app needs to satisfy users' expectations for a VR medium while providing appropriate interaction level for the brand. In addition, the design of experiential elements in consideration of the existing brand image and brand storytelling should be provided. |
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| Key Words |
| 브랜디드 앱, 브랜드 경험, 가상현실, Branded app, Brand experience, VR |
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