• Journal of Internet Computing and Services
    ISSN 2287 - 1136(Online) / ISSN 1598 - 0170 (Print)
    http://jics.or.kr/

A Study on the Development Strategy of VR Game Content by Group Based on Conjoint Analysis


Ho Seok Lee, Jong In Jeong, Bong Gyou Lee, Journal of Internet Computing and Services, Vol. 21, No. 1, pp. 137-146, Feb. 2020
10.7472/jksii.2020.21.1.137, Full Text:
Keywords: ICT, VR, UI/UX, Conjoint Analysis, Game contents

Abstract

VR(Virtual Reality), which has drawn attention as a major area in ICT, is currently being used in various fields, including medical care, movies and architecture. Although VR technology is used in various fields, contents are mainly developed by creators where needs of users are easily left out of consideration leading to failure in forming a consensus between UI(User Interface) and UX(user experience). To identify the consumer preference and attribute level of VR game content, which is responsible for the largest proportion of VR contents, this study was designed to examine the consumers' preference properties of VR game contents through a Conjoint Analysis and derive the relative importance and weightings of each group. The study collected 166 questionnaires over a total of three months from May to July 2019, 150 of which were completed (90.4%). Statistic analysis was conducted using SPSS Ver. 25.0. The results of the study showed that the genre of the game (42.6%), number of players (24.0%), price for payment (20.3%) and game planning (13.1%) were important attributes in choosing VR games. The optimal mix of attributes was derived with new games, RPGs, multi-play and medium price (22,000 KRW). Before mentioning technology in the expectations of users who use VR game content, which is the most preferred among VR contents, this study recognized the need to have a fun and new experience through VR game content. Therefore, it is expected that this will serve as a reference for consumer behavior of VR game contents and research on VR game contents development.


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Cite this article
[APA Style]
Ho Seok Lee, Jong In Jeong, & Bong Gyou Lee (2020). A Study on the Development Strategy of VR Game Content by Group Based on Conjoint Analysis. Journal of Internet Computing and Services, 21(1), 137-146. DOI: 10.7472/jksii.2020.21.1.137.

[IEEE Style]
H. S. Lee, J. I. Jeong and B. G. Lee, "A Study on the Development Strategy of VR Game Content by Group Based on Conjoint Analysis," Journal of Internet Computing and Services, vol. 21, no. 1, pp. 137-146, 2020. DOI: 10.7472/jksii.2020.21.1.137.

[ACM Style]
Ho Seok Lee, Jong In Jeong, and Bong Gyou Lee. 2020. A Study on the Development Strategy of VR Game Content by Group Based on Conjoint Analysis. Journal of Internet Computing and Services, 21, 1, (2020), 137-146. DOI: 10.7472/jksii.2020.21.1.137.