摘要
2016年被誉为VR产业元年,大量科技巨头入资布局,各类VR产品进入消费级市场并向多个领域渗透。VR特性及其价值的发挥很大程度上取决于用户的自主性和参与性,用户既是场景规则下的参与者也是新场景的建构者。笔者基于价值观和生活形态量表结合调查数据对VR用户进行深入研究,通过因子分析、聚类分析、卡方检验等方法,将VR用户划分成'新潮消费型''自我随性型''居家稳定型''浪漫成就型'四大类型,研究不同用户群体在人口统计因素、VR体验因素、VR购买因素上的差异,试图勾勒出每一类型用户特征以及相对应的应用场景。
2016 known as the VR industry first year, a large number of technology giants into the capital layout, various kinds of VR products into the consumer market. VR characteristics and value depends largely on the users’ autonomy and participation. Nowadays, users’ role become more complicated,they are not only the players under the rules, but also the founders of new scene. Based on the survey data and Lifestyle and Value scale, through factor analysis, K-means cluster analysis and chi-square test, this study firstly divides VR users into four group : fashionable, passive and casual, family-loving, romantic and enterprising and then analyze the differences in demographic factors,VR experience factors, VR buying factors, finally outline the characteristics of each group of user and the corresponding scene.
作者
朱磊
邓之祺
Zhu Lei;Deng Zhiqi
出处
《中国媒体发展研究报告》
2015年第1期271-283,383-384,共14页
Research Report of China's Media Development
