Virtual Reality (VR) is no longer only a buzzword, but pronounced to be the next revolutionary platform after PCs and smartphones (Bellini et al., 2016). Up to this point research on VR has been primarily focusing on virtual product experiences (e.g.Klein, 2003; Li, Daugherty, & Biocca, 2002) or brand experiences (e.g.Van Kerrebroeck, Brengman, & Willems, 2017), whereas no research using a VR in conjunction with service concepts or provider-consumer relationships could be found. However, with service characteristics such as intangibility and a high uncertainty in purchase decisions the new technology could prove very useful in supporting customers in their purchase decisions (Lovelock & Wirtz, 2011). VR is able to simulate the consumption more similar and closer to a direct experience than other media and is hence be able to support the customer in his decision decision. Furthermore, and induced by the feeling of telepresence or spatial presence customers are transported to the virtually created service environment and hence enabled to familiarize with the service and connect with the service provider prior to the actual consumption (Balasubramanian, Konana, & Menon, 2003). The theoretical foundation lies with the Construal Level Theory (CLT) and the concept of psychological distance. As Trope and Liberman (2010) induce, objects that are closer to one’s direct experience (low psychological distance) are mentally construed on a lower (more concrete) level and thus perceived with a lower psychological distance or in other words close from the self, here, and now (Liberman & Trope, 1998; Trope & Liberman, 2010). The study at hand shows a direct positive relationship between the level of telepresence and the participants’ construal level, enabling service providers to reduce the level of psychological distance to their consumers with the help of VR. Further, the positive relationship between construal level and participants’ level of trust, risk and perceived firm knowledge could be proven as significant with the data at hand. This is both supporting and extending the existing literature (Darke, Brady, Benedicktus, & Wilson, 2016; Edwards, Lee, & Ferle, 2009). The results contribute to an increasing interest of the potential of construal level theory application in a service environment and offer great potential for service practitioners to reduce psychological distance to their customers and in the following increase trust and reduce risk, both being very central challenges when it comes to the purchase decision for services.

The purpose of this study was to identify the moderating effects of internet shopping experience on appearance management in elder people, psychological adaptation and social connectedness. Data were collected from 257 elder people who living in Seoul or Gyeonggi-do. Collected data were analyzed by frequency, descriptive statistic analysis, moderated stepwise regression. The results of the study were as follows: First, appearance management of elder people was significantly related to psychological adaptation and social connectedness. Second, internet shopping experience moderated between appearance management and social connectedness. Third, internet shopping experience is not a moderator variable on between appearance management and psychological adaptation, it just was a influential factor on psychological adaptation. Based on these results, it suggests that there are strong needs of approaching of practical and political interventions to development internet shopping system for social connectedness and psychological adaptation of the elderly in future aging society.

목적 : 본 연구는 만성 요통 클라이언트의 건강관리 방법으로서 가상현실공간훈련이 신체적 측면에서 균형 능력, 심리적 측면에서 신체적 자기효능감과 생활만족도, 그리고 통증에 미치는 영향을 알아보고자 하였다. 연구방법 : 연구자는 균형 능력에 미치는 영향을 회기별로 알아보기 위하여 개별실험 연구방법을 사용하였고, 균형능력, 신체적 자기효능감, 생활만족도, 통증의 훈련 전과 후에 변화를 비교하기 위하여 사전 사후 집단실험 연구방법을 사용하였다. 연구에 참여한 대상자는 총 8명이었고, 연구대상자는 매회기 Nintendo Wii Sports 프로그램에서 세 개의 활동을 스스로 선택하여 운동하였으며, 1회기 총 운동 시간은 45분이었고, 1주일에 3회 수행하였다. 평가자는 기초선에서 클라이언트의 균형 능력과 통증을 측정하였고, 치료선에서 매회기 통증을 훈련 전에, 균형 능력을 훈련 종료 후에 측정하였다. 또한 평가자는 신체적 자기효능감과 생활만족도를 기초선 시작 전과 치료선 종료 후에 측정하였다. 결과 : 만성 요통 클라이언트의 균형 능력은 연구 대상자 두 명의 오른발 서기를 제외하고 치료선에서 기초선에 비하여 유지되거나 향상되었다. 훈련 전후 비교 시 신체적 자기효능감과 생활만족도는 통계학적으로 유의하게 증가하였으나, 통증지수의 유의한 감소는 없었다. 결론 : 본 연구는 Nintendo Wii Sports가 만성 요통 클라이언트의 균형 능력, 신체적 자기효능감, 생활만족도를 유지 혹은 개선시키기 위한 새로운 건강관리 방법으로서 사용될 수 있는 가능성을 제시하였다.