Science of Emotion and Sensibility (감성과학)

Korean Society for Emotion and Sensibility (한국감성과학회)
권호 표지
DOI QR코드

DOI QR Code

Study on the Emotional Response of VR Contents Based on Photorealism: Focusing on 360 Product Image

실사 기반 VR 콘텐츠의 감성 반응 연구: 360 제품 이미지를 중심으로

  • 심현준 (상명대학교 천안캠퍼스 사진영상미디어학과) ;
  • 노연숙 (상명대학교 천안캠퍼스 사진영상미디어학과)
  • Received : 2020.04.23
  • Accepted : 2020.06.01
  • Published : 2020.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Given the development of information technology, various methods for efficient information delivery have been constructed as the method of delivering product information moves from offline and 2D to online and 3D. These attempts not only are about delivering product information in an online space where no real product exists but also play a crucial role in diversifying and revitalizing online shopping by providing virtual experiences to consumers. 360 product image is a photorealistic VR that allows a subject to be rotated and photographed to view objects in three dimensions. 360 product image has also attracted considerable attention considering that it can deliver richer information about an object compared with the existing still image photography. 360 product image is influenced by divergent production factors, and accordingly, a difference emerges in the responses of users. However, as the history of technology is short, related research is also insufficient. Therefore, this study aimed to grasp the responses of users, which vary depending on the type of products and the number of source images in the 360 product image process. To this end, a representative product among the product groups that can be frequently found in online shopping malls was selected to produce a 360 product image and experiment with 75 users. The emotional responses to the 360 product image were analyzed through an experimental questionnaire to which the semantic classification method was applied. The results of this study could be used as basic data to understand and grasp the sensitivity of consumers to 360 product image.

정보 기술 발전으로 인하여 제품 정보를 전달하는 방식이 오프라인과 2D중심에서 온라인과 3D로 이동하면서 효율적인 정보 전달을 위한 다양한 시도가 이루어지고 있다. 이러한 시도는 실물이 부재된 온라인 공간에서 단순히 제품의 정보를 전달하는 것에 그치지 않고 소비자에게 가상의 체험을 제공하면서 온라인 쇼핑의 다변화 및 활성화에 중요한 역할을 하고 있다. 360 제품 이미지는 피사체를 회전시켜 촬영하여 대상을 다양한 시점에서 입체적으로 볼 수 있는 실사 기반의 VR이다. 360 제품 이미지는 기존의 정지 이미지와 비교하여 대상물에 대해 풍부한 정보를 전달할 수 있다는 측면에서 주목받고 있다. 360 제품 이미지는 다양한 제작 요인에 의해 영향을 받으며, 이에 따라 이용자의 반응에 차이가 있으나 기술의 역사가 짧은 만큼 관련 연구 또한 미비하다. 따라서 본 연구에서는 360 제품 이미지의 제품의 형태와 소스 이미지의 수에 따라 변하는 이용자의 반응을 파악하고자 하였다. 이를 위해 온라인 쇼핑몰에서 많이 접할 수 있는 상품군 중 대표적인 제품들을 선정하여 360 제품 이미지를 제작하고 75인의 이용자를 대상으로 실험을 진행하였으며, 의미분별법을 적용한 실험 설문을 통해 360 제품 이미지에 대한 감성 반응을 분석하였다. 본 연구의 결과는 360 제품 이미지에 대한 수용자의 감성을 이해하고 파악하는데 기초 자료로 활용될 수 있을 것이다.

Keywords

References

  1. Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lut, R., Sawyer, A., & Wood, S. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing, 61, 38-53. DOI: 10.1177/002224299706100303
  2. Akner-Koler, C. (2000). Three-dimentional visual analysis. Seoul: Johyunggyoyuk.
  3. Edwards, S., & Gangadharbatla, H. (2001). The novelty of 3D product presentations online. Journal of Interactive Advertising, 2(1), 10-18. DOI: 10.1080/15252019.2001.10722054.
  4. Ho, Y. S., & Kang, S. Y. (2010). 3DTV 3D stereoscopic information processing. Seoul: Duyangsa.
  5. Huh, J. (2010). Consideration of formal characteristics of graphic design based on semantic differential: Focused on the classification of Akira Unami. Archives of Design Research, 23(5), 253-262.
  6. Jeong, K. A. & Suk, H. J. (2016). Affective effect of video playback style and its assessment tool development. Science of Emotion and Sensibility, 19(3), 103-120. DOI: 10.14695/KJSOS.2016.19.3.103
  7. Jeong, S. H., & Lee, K. P. (2005). Extraction of user's representative emotions expressed while using a product. Archives of Design Research, 18(1), 69-80.
  8. Jeong, S. H. (2009). Comparison of emotional words by products. Science of Emotion and Sensibility, 12(2), 215-224.
  9. Jung, H. W. (2008). A study on the evaluation method for the synesthetic design through the meaning od sensibility and vocabulary system: Focused on the evalution of the interior materials using visual-tactile sensibility. Doctor's Thesis. Hongik University, Seoul, Korea.
  10. Kim, J. H., & Kim, J. M. (2016). Study on the preference of visual tactility sensibility vocabulary of image which varies depending on the change in photogra phing factors. Journal of Communication Design, 56, 86-99.
  11. Kim, J. M. (2014). A change in preference for sensibility vocabulary according to difference in size of camera lens angle of view. Journal of The Korean Society Desgin Culture, 20(1), 199-208.
  12. Kim, J. M. (2014). A study on the preference of human sensibility by extracting the factors transmitted by tactility: Mainly on the basis of photographing factors and extracting tactility vocabulary. The Korean Society of Design Culture, 20(4), 131-142.
  13. Kim, K. Y. (2018). A study on the strategies for chinese market of startup companies: Focusing on crossborder e-commerce. The Korea Entrepreneurship Society Conferences 2018, 79-125.
  14. Kim, S. U. (2003). The application method in internet advertisement for using QTVR: Empais on internet advertising and internet shopping. Journal of Digital Design, 6, 19-25.
  15. Lee, C. S., & Lee, J. H. (2006). Appropriateness of virtual reality (VR) to the reality sense of product design. Journal of Digital Design, 11, 315-323.
  16. Lee, U. K. (2003). The effect of 3D graphics on the vitual reality experiences of the customer in the online-shopping mall. Master's Thesis. Yonsei University, Seoul, Korea.
  17. Lee, K. H. (1998). Human sensibility and emotion in sensibility ergonomics. Science of Emotion and Sensibility, 1(1), 113-122.
  18. Lee, Y. Y., Ryoo, H. Y., & Jeong, S. H. (2010). User’s emotion while browsing 3D web interfaces. Science of Emotion and Sensibility, 13(4), 659-668.
  19. Li, H., Daugherty, T., & Biocca, F. (2001). Psychological Characteristics of Virtual Experience: A Comparison of Verbalization in 3-D and 2-D Advertising. Experiential E-Commerce Conference 2001, 1-22.
  20. Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence, Journal of Advertising, 31(3), 43-57. https://doi.org/10.1080/00913367.2002.10673675
  21. Li, H., Kuo, C., & Rusell, M. G. (1999), The impact of perceived channel utilities, shopping orientations, and on the consumer's online buying behavior. Journal of Computer Mediated Communication, 5(2), 1-23. DOI: 10.1111/j.1083-6101.1999.tb00336.x
  22. Linchpinseo. (2020). The beginner's guide to spin and 360 product photography. Retrieved from https://linchpinseo.com/spin-360-product-photography/
  23. Liu, S. (2012). The effect of on-line product presentation: A comparative study between 3D product presentation and general product presentation. Master's Thesis. Chonbuk National Univesity, Jeonju, Korea.
  24. Masaya, O., Hiroki, O., & Katsumi, Y. (2014). Photobased desktop virtual reality system implemented on a web-browser. IEIE Transactions on Smart Processing and Computing, 3(2), 88-95. DOI: 10.5573/IEIESPC.2014.3.2.88
  25. Michael, A. (2016). The beginner's guide to 360 product photography. Retrieved from https://www.ecwid.com/blog/guide-to-360-productphotography.html
  26. Noh, Y. S. (2010). The study of methods to subjectively evaluating pictorial images based on perceptual satisfaction measurements. Doctor's Thesis. Chungang University, Seoul, Korea.
  27. Noh, Y. S., & Har, D. H. (2012). Linguistic Analysis of Human Sensibility in Various Pictorial Images. Journal of the Korea Contents Association, 12(2), 182-195. https://doi.org/10.5392/JKCA.2012.12.02.182
  28. Oh, J. S., & Shin, S. K. (2007). Analysis of satisfaction using the integrated e-catalogue & manual media of product online. Journal of Digital Design, 7(3), 227-236. https://doi.org/10.17280/JDD.2007.7.3.022
  29. Osgood, C. E., Suci, G. J., & Tannenbaum, P. (1957). The measurement of meaning. University of Illinois Press.
  30. Park, S. J., Jung, W. H., Han, J. H., & Shin, S, J. (2004). Analysis of affective words on photographic images and the effects of color on the images, Science of Emotion and Sensibility, 7(1), 41-49.
  31. Park, Y. K., Lee, H. M., & Lee, S. H. (2015). Emotion Research of Paper-like E-ink E-book. Science of Emotion and Sensibility, 18(4), 119-128. DOI: 10.14695/KJSOS.2015.18.4.119
  32. Sirv. (2007). Number of photos in a 360 spin. Retrieved from https://sirv.com/help/resources/images-for-a-360-spin/
  33. Son, M. K. (2001). Photographical approach to the ‘Photographic VR solution’. AURA, 8(1), 24-31.
  34. Yoon, Y. K., & Kim, S. H. (2017). Sensitivity assessment research about smart watch design for the SD mothod. Journal of Communication Design, 60, 190-199.