Recent changes by the fourth industrial revolution have led to innovation in personal life, social environment, and industrial sites, and wired and wireless networks have been the neural network of social systems where data from all people and objects is exchanged and communicated based on simple information distribution network. And as artificial intelligence technology converges, a highly precise and virtualized society where space, people, and things connect and share information anytime, anywhere. In order to prepare for the more intelligent role of responding to these environmental changes in a wider range of fields, we recognized the changes in technology, especially in the 4th industrial era, and the future VMD strategies needed in the future.
Accordingly, this study aims to derive important factors and analyze priorities of future design elements of VMD strategy that meet new era needs under the backdrop of the Fourth Industrial Revolution. In order to achieve this goal, we examined the concept of VMD, the periodical transformation of VMD and the trend of research, and the prior study related to the fourth industrial revolution technology. After selecting factors through prior study analysis and literature review, experts in VMD and in-depth interview identified the factors of future design elements of VMD strategies and developed AHP models consisting of four top and 13 subcomponents. The AHP survey conducted a survey of a group of experts related to VMD and related majors, or quasi-professional groups, and analyzed the imported data empirically.
The results of the empirical analysis revealed that the weights of factors were inferred and that there was a difference in the relative importance of factors according to the expertise between experts and quasi-professionals.
In addition, analysis of group weights showed that factors belonging to high-weight groups, except artificial intelligence, showed large differences between groups, while factors with low weights did not. This suggests that each group's characteristics give strategic value to the factors that have a relatively high impact on future VMD strategies, and that the key players are weighted according to their expertise, including 'artificial intelligence' and 'game'. This is analyzed to be a factor that has little to do with expertise due to generalization or standardization.
Ultimately, this study will help to reasonably determine the different interests and positions of future design elements by providing AHP analysis that the design elements of the VMD strategy and the relative importance of those factors exist.