Research On Virtual Reality (VR) Advertising Based On Diffusion Of Innovations

Virtual Reality technology is a new developing highly interactive computer technology,with the help of related technology and equipment,virtual reality can be generated within a certain range of digital environment and real environment in sight,hearing and touch etc.highly approximate,the user can interact with the digital environment and related equipment.At the same time,virtual reality is a new communication technology,any kind of media or communication technology will have great influence on the concept of advertising,operation and development of the virtual reality used in advertising have created a new form of advertising more marketing value and better user experience.Virtual reality(VR)advertising has advantages of immersion,interactivity,and can be displayed on the computer,mobile phone,outdoor advertising media,through virtual reality the first year(2016)a year of development,virtual reality has been comprehensively applied to many fields,but in the advertising field is still not fully developed.Virtual reality(VR)advertising for consumers is a kind of innovation,this form of advertising which diffusion channels,whether the proliferation of consumers are worth studying.In this paper,EM Rogers,diffusion of innovations theory,use qualitative research and quantitative research methods combined,from virtual reality(VR)advertising case of virtual reality(VR)attributes of innovation diffusion channels,advertising and the adoption of the situation,existing problems,conducted a comprehensive study,and put forward the solution measures.Firstly,innovation diffusion theory in the study of history and Rodgers diffusion are reviewed,pointed out that the history of innovation diffusion research and advertising technology,and based on this new form of advertising--virtual reality of comprehensive explanation,and analyzed the virtual reality(VR)transmission characteristics and transmission way of advertising.In addition,through the existing virtual reality(VR)analysis of advertising case,summed up the characteristics of innovation and diffusion channel for this new form of advertising,pointed out that virtual reality(VR)advertising will bring more profound immersive experience for consumers,enhance the advertising effect;the basis of the first three parts based on virtual reality(VR)three main diffusion channels of advertising: the Internet,mobile Internet and offline channels are analyzed and summarized.This paper focuses on the relevant data in the questionnaires and interviews finishing as the basis,summed up the impact of virtual reality(VR)factors affecting the advertising diffusion,at the same time this new form of advertising diffusion process and the adoption of the situation.Conclusion based on the above research results are summarized,pointed out that virtual reality(VR)diffusion problem of advertising,because of the social economic status and the scientific and cultural level,the spread of new forms of advertising may hinder,in addition,due to the development of hardware technology is not mature which will cause physical discomfort,but with the continuous promotion of lower the development of virtual reality,the hardware cost and opinion leader,virtual reality(VR)ads will spread better.