Browse > Article
http://dx.doi.org/10.14695/KJSOS.2020.23.2.75

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

Sim, Hyun-Jun (상명대학교 천안캠퍼스 사진영상미디어학과)
Noh, Yeon-Sook (상명대학교 천안캠퍼스 사진영상미디어학과)
Publication Information
Science of Emotion and Sensibility / v.23, no.2, 2020 , pp. 75-88 More about this Journal
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.
Keywords
360 Product Image; Stereoscopic Image; Virtual Reality; Object VR; Emotional Language; Semantic Classification Scale;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 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.
2 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.
3 Lee, K. H. (1998). Human sensibility and emotion in sensibility ergonomics. Science of Emotion and Sensibility, 1(1), 113-122.
4 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.
5 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.
6 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.   DOI
7 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   DOI
8 Akner-Koler, C. (2000). Three-dimentional visual analysis. Seoul: Johyunggyoyuk.
9 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.   DOI
10 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.
11 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   DOI
12 Jeong, S. H. (2009). Comparison of emotional words by products. Science of Emotion and Sensibility, 12(2), 215-224.
13 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.
14 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.
15 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
16 Linchpinseo. (2020). The beginner's guide to spin and 360 product photography. Retrieved from https://linchpinseo.com/spin-360-product-photography/
17 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.
18 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.
19 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.
20 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.
21 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.
22 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   DOI
23 Michael, A. (2016). The beginner's guide to 360 product photography. Retrieved from https://www.ecwid.com/blog/guide-to-360-productphotography.html
24 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.
25 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.   DOI
26 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.   DOI
27 Osgood, C. E., Suci, G. J., & Tannenbaum, P. (1957). The measurement of meaning. University of Illinois Press.
28 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.
29 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   DOI
30 Sirv. (2007). Number of photos in a 360 spin. Retrieved from https://sirv.com/help/resources/images-for-a-360-spin/
31 Son, M. K. (2001). Photographical approach to the ‘Photographic VR solution’. AURA, 8(1), 24-31.
32 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.
33 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.
34 Ho, Y. S., & Kang, S. Y. (2010). 3DTV 3D stereoscopic information processing. Seoul: Duyangsa.