Virtual reality refers to an immersive computer-generated, interactive, 3D environment that offers media richness and interactivity. VR provides high media richness verified by the sensory depth and breadth of an interface. The purpose of this study is to investigate the relationships among mindsets, VR experience, perceived interactivity, attitude and purchase. This study clarifies the concept of VR experience and enlightened the relationship between VR experience, perceived interactivity, attitude and purchase intention. The study clarifies technology-driven experience, especially VR experience that can be differentiated from direct and indirect experience. The study can be a starting point to identifying how new technology boosts experiences by reflecting types of VR experience including spatial experience, presence experience, sensory experience and behavioral experience .

• Juran Kim(Jeonju University, Republic of Korea)
• Seungmook Kang(Jeonju University, Republic of Korea)