Abstract

The purpose of this study was to develop and verify a scale that reflects the value of VR advertising in the rapidly changing digital advertising market. Although there have been efforts to develop a VR advertising scale in several existing studies, there are insufficient studies to develop a VR advertising scale from a viewpoint that includes both IT technology and advertising. Therefore, this study tried a multi-faceted approach to develop a scale for measuring VR advertisements through an 8-step process. As a result of the study, five factors and detailed items that reflect the characteristics of VR advertisements were derived. Each factor is ‘three-dimensional’, ‘immersive’, ‘interactivity’, ‘usability’, and ‘entertainment’. As a research method, content validity, convergent validity, discriminant validity, and understanding validity were verified. Their reliability, validity, and model fit were found to be high. In addition, the predictive power of advertisement attention, advertisement attitude, and purchase intention was also high. This study has important significance in that it established the concept of VR advertising and developed empirical indicators in line with the popularization of VR and the new media environment. In addition, the scale presented in this study is expected to be helpful in the field of conceptual research on VR advertising in the future.