Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Research on the Characteristics of Virtual Reality Stores -Focused on Hyundai VR Store and eBay VR Department Store-

가상현실 점포의 특성에 관한 연구 -현대백화점 VR 스토어와 eBay VR 백화점 사례를 중심으로-

  • Jang, Ju Yeun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Chun, Jaehoon (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 장주연 (서울대학교 의류학과) ;
  • 전재훈 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2018.04.13
  • Accepted : 2018.06.19
  • Published : 2018.08.31
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Abstract

This study investigates the characteristics of VR stores that emerged as new fashion communication media. Two case studies on Hyundai and eBay VR Department stores were conducted along with a discussion of the function and meaning of the fashion VR store. The results showed that both stores provide novel shopping experiences; however, the two were differentiated in terms of production method and technology implementation level. Functional aspects such as providing shopping efficiency and purchasing service was insufficient in both stores. Instead, they were complementing by means of product rotation, recommendation system, voice guidance, or linkage with an online shopping mall. In experiential aspects, both stores provided a strong sense of immersion. Hyundai VR store enhanced immersion with a high resolution image of a real offline store; however, it lacked in the ability to provide multisensory stimulation such as kinetic sense or auditory stimulation. The eBay VR Department store intensified the immersion experience by providing auditory stimulation as well as visual stimulation that enhanced the speed and distance sense through the utilization of animation. However, the extent of experience was limited in terms of agency and transformation because of the low interactivity found in both store systems.

Keywords

References

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