제 4차 산업혁명 시대의 가상현실기반 문화유산콘텐츠 사용경험에 대한 연구: 어포던스 이론과 디지털 미디어 리터러시의 적용

Understanding the user experience of cultural heritage exhibit based on VR technology, which is evaluated as a representative technology of the 4th industrial revolution, broadens the concept of the role of VR in the process of VR experience academically, and cultural heritage tourism from a practical point of view. This study aims to understand the characteristics of VR technology, personal understanding, and utilization of VR media, and interaction with VR devices to understand the user's experience with cultural heritage experience contents and devices based on virtual reality technology. This is an exploratory study conducted to help understand the cultural heritage experience in which the latest technology called VR is introduced by looking at the relationship between the positive and negative emotions and satisfaction caused through it. The survey was conducted at a realistic VR studio in Gyeongju World Culture Expo Park for 3 days from November 22 to 24, 2019. For 157 samples, the measurement model and structural model were analyzed using SmartPLS 3.0 based on PLS-SEM. As a result of the study, it was found that the cognitive, physical, sensory, and functional affordance of VR devices had a significant effect on the positive emotions of visitors, while it was found that the sensory affordance and functional affordance of the VR device had a significant effect on the visitors' negative emotional experience. Specifically, it was found that the user's digital media literacy factor had a significant effect only on the visitors' positive emotional experiences. This is an empirical result that shows that digital media literacy is a new major variable that affects the experience of VR-based cultural heritage contents. Lastly, implications for research and practice are discussed.