Marketing Research of the Market of Technologies of Virtual and Additional Reality in Ukraine

Анотація

The article deals with the types and properties of modern technologies of virtual and additional reality. The development and trends of the world market of virtual and additional reality are analyzed. A market research of consumers in the form of a survey was conducted to determine the tendencies of the Ukrainian virtual and additional reality technologies market. According to its results, three groups of consumers were distinguished, differing in knowledge, attitude and technology evaluations: neutral, skeptics and innovators. Two latent factors that have an impact on consumer behavior were allocated: conservatism and liberalism. Key words: marketing research, technology of additional reality, technology of virtual reality, questionnaire survey, cluster analysis, factor analysis. DOI: 10.15276/mdt.2.3.2018.1 Virtualnaya realnost [A virtual reality]. (2017). Vikipediya – svobodnaya entsiklopediya [Wikipedia, the free encyclopedia]. ru.wikipedia.org Retrieved from https://ru.wikipedia.org/wiki/Виртуальная_ реальность [in Russian]. Nosov, N.A. (2000). Virtualnaya psihologiya [Virtual psychology]. Agraf [in Russian]. Barberie, S., & Llamas, S. (2017). Virtual Reality Market and Consumers. www.superdataresearch.com. Williams, J.A. (2017). Reality check for virtual headsets. The Economist. Retrieved from https://www.economist.com/news/business/21724863-vr-has-been-more-about-hype-substance-will-change-reality-check-virtual. Dopolnennaya realnost [Augmented Reality]. Vikipediya – svobodnaya entsiklopediya [Wikipedia, the free encyclopedia]. ru.wikipedia.org Retrieved from https://ru.wikipedia.org/wiki/Дополненная_ реальность [in Russian]. After mixed year, mobile AR to drive $108 billion VR/AR market by 2021. (2017). Digi-Capital. Retrieved from https://www.digi-capital.com/news/2017/01/after-mixed-year-mobile-ar-to-drive-108-billion-vrar-market-by-2021/#.WoArb65l_tQ. Apple and Facebook to drive mobile AR over 1B users and $60B by 2021. (2017). Digi-Capital. Retrieved from https://www.digi-capital.com/news/2017/06/mobile-ar-to-top-a-billion-users-and-60-billion-by-2021/#.WoAx2a5l_tQ. Ubiquitous $90 billion AR to dominate focused $15 billion VR by 2022. (2018). Digi-Capital. Retrieved from https://www.digi-capital.com/news/2018/01/ubiquitous-90-billion-ar-to-dominate-focused-15-billion-vr-by-2022/#.WoA0Ba5l_tQ. Karpenko, O. Opublikovan onlayn-katalog ukrainskih VR i AR-startapov. Retrieved from https://ain.ua/2017/11/01/zarabotal-katalog-ukrainskix-vr-i-ar-startapov [in Russian]. Oklander, M.A., Oklander, T.O., & Yashkina, O.I. (2017). Tsyfrovyi marketynh – model marketynhu ХХІ storichchia [Digital Marketing – The Marketing Model of the 21st Century]. Oklander, M.A. (Ed.). Odesa: Astroprint [in Ukrainian].

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