• Journal of Digital Convergence
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• v.14 no.8
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• pp.177-183
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• 2016

Augmented Reality(AR) has been further developed through connectivity with Artificial Intelligence (AI), Big Data, the Internet of Things(IoT). The interest of AR in the advertising is on the increase. However, it needs to explore the use of AR technology in advertising based on user experience rather than the technical aspects. This study is very significant in that it is the exploratory study which provides guidelines in the field of utilizing AR, particularly based on direct user experience. In addition, through a quantitative survey, it checks the validity of the present study to verify the impact of utilitarian, experiential value of AR ad on brand attitude as consumer attitude. The characteristics of AR ad based on user experience through this study will provide guidance to utilize AR ad, utilizing AR technology in various fields, such as education and exhibitions in developing convergence contents that can provide practical value.

• Journal of Digital Contents Society
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• v.19 no.3
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• pp.461-470
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• 2018

The purpose of this study was to examine the relationship among presence, enjoyment, brand attitude, and purchase intention of sports brand advertising based on augmented reality. The results are as follow. First, presence influenced positively on enjoyment perceived by sports brand advertising based on augmented reality. Second, presence influenced positively on brand attitude of sports brand advertising based on augmented reality. Third, enjoyment perceived by sports band advertising based on augmented reality influenced positively on brand attitude. Fourth, enjoyment perceived by sports brand advertising based on augmented reality influenced positively on purchase intention. Fifth, brand attitude influenced positively on purchase intention.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.84-92
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• 2015

Advertisement market using the augmented reality has been rapidly increasing recently due to integration with LBS(location based services). This study was conducted to examine the effect and acceptance intention of mobile augmented reality advertisement through TAM(Technology Acceptance Model). 'Contextual feature,' which is a characteristic of augmented reality advertisement, was selected as an outside effective variable, and perceived usefulness and perceived ease of use, which are the core variables of TAM, and attitude of advertisement and advertisement acceptance intention were selected as important evidences of Technology Acceptance Process. Also, the relationship between each evidences were investigated. As a result of the investigation of the outside influence on the acceptance model of augmented reality advertisement, it was shown that the contextual feature of augmented reality advertisement had meaningful influence on perceived usefulness and perceived ease of use, and it was also shown that it has positive influence on the attitude of advertisement and acceptance intention of advertisement.

• Journal of Digital Convergence
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• v.18 no.8
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• pp.29-35
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• 2020

This study identified the impact of augmented reality advertising on attitude toward advertising and memory according to the type of presence and flow level. The presence (cognitive, emotional, media) and flow level (high vs. low) of the augmented reality(AR) advertising were set as independent variables and analyzed by Two-Way MANOVA. As a result of the research, first, the augmented reality advertising attitude was positive when the emotional presence and flow level were high. Second, when the flow level is high, the ARM such as product attribute information increases, but when the flow level is low, the evaluation-oriented GRM increases. Third, emotional presence increases GRM when the flow level is high, but ARM increases when the flow level is low. Fourth, the memory effect was low regardless of the flow level. In the future research, it would be desirable to produce augmented reality advertisements through virtual brands in the generalization of research.

• Management & Information Systems Review
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• v.38 no.2
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• pp.241-254
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• 2019

This study is a study on the consumer reaction to the augmented reality advertisement which is a recent issue. this study was conducted based on the necessity of marketing advertisement technique suitable for the 4th industrial revolution era. First, we present the types of augmented reality ads based on previous studies, and examined the effects of enjoyment and formation of brand attitudes on brand attachment on products or services based on the perceived value of consumers for these types of ads. This study is briefly summarized as follows. Hypothesis (H1) empirical value had a positive effect on pleasure, and hypothesis H2) empirical value also had a positive effect on brand attitude. Hypothesis (H3) symbolic value had a positive effect on pleasure and hypothesis (H4) symbolic value had positive influence on brand attitude. Hypothesis (H5) Practical value has a positive effect on pleasure. Hypothesis (H7) Pleasure affects positively (+) influence on brand attitude. Hypothesis (H8, H9) enjoyment affects affection and brand attitude affects affection positively. Hypothesis (H6) Practical value did not affect brand attitude positively. It can be seen that the augmented reality advertisement communicates with consumers through experience or symbolic side rather than perceive practical value by consumer. The implication of this study is that the augmented reality advertisement is highly interactive with consumers and can induce consumer participation. This means that consumers are more aware of empirical and symbolic values rather than experiencing practical value through augmented reality advertising.

• Cartoon and Animation Studies
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• s.41
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• pp.337-356
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• 2015

Recently augmented reality contents are variously used in public such as advertisements or exhibits as well as children's books. Therefore, it is certain that the market, development of augmented reality contents, is gradually growing. Those who are the producer of augmented reality may be familiar with the skill where those images are used as a marker which is created by image recognition technique. In case of using image recognition technique, they usually use the augmented reality marker platform from Qualcomm since it is able to recognize self-produced images and 3-dimensional figures at no cost. This study was started when undergraduate students began to use those general techniques in their contents producing process. AR majoring students in Namseoul University applied image recognition technique to 3 AR contents exhibited in Sejong Center. Creating 3 different images, they have registered images at Image Target Manager provided by Vuforia to use as a marker. Moreover, they have modified the image producing method to raise the recognition rate by research. The higher recognition rate brings the more stable use of augmented reality contents. To achieve the satisfied rate, they have compared the elements of color contrast, pattern and etc. in the use of platform. Thus, the effective image creation method has been drawn. This study is aiming to suggest the production of stable contents by recognizing smart devices' limitation and producing educational contents. The purpose of this study is to help practically augmented reality contents developers by illustrating the application of augmented reality contents which are based on image recognition technique and also its effectiveness at the same time.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2015.10a
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• pp.722-723
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• 2015

스마트 기기의 확산으로 인해, 보다 다양한 애플리케이션이 개발되고 있다. 증강현실 기법 역시 이미지를 마커로 활용할 수 있게 발전됨에 따라, 광고나 전시 등에서 많이 활용되고 있다. 구현된 포토시스템은 이미지 인식 기반으로 하여, 3D모델과 함께 사진을 찍을 수 있다. 세종문화회관에서 개최된 콘텐츠 전시회에서는 로고 이미지를 이동이 용이한 폼에 부착하여 활용함으로서 브랜드 광고효과도 볼 수 있었다. 본 연구는 스마트 기기를 이용하여, 전시장에서 색다른 포토존 서비스를 제공함으로서, 증강현실 콘텐츠의 새로운 활용 사례를 제시하였다.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2016.10a
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• pp.274-276
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• 2016

Recently due to increase of tobacco users, many problems have been issued. Not only smoking in public places, smoking indoors as well causes harm to non-smoking people. Smoking booths that are installed but the quality is considerably less and purification devices are not correctly installed, which leads to harm the people around the smoking booth. In this paper, we introduce the "Augmented Reality Billboard" in order for smokers to effectively recognize the non-smoking warning image and healthy warning messages, Kinect Camera Sensor and Augmented Reality (AR) functions are used to recognize the motion of a person to coordinate the corresponding coordinate values.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.12 no.5
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• pp.261-265
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• 2012

The applications of augmented reality technology is increasing in the several field by IT convergence and we find augmented reality application easily in the smart device application area. And then, to attempt to use augmented reality technology in advantage, exhibitions and performances was activated. However, it less than other fields of augmented reality technology expertise yet. Among them services to Use in fusion with monitoring are lacking. In this paper, we proposed the augmented reality monitoring technology based on smart device. It is able to incorporate QR-code which is already building for the purpose of advertising promotional materials with augmented reality technology in many areas. Therefore, it is able to utilize unattended building or automation equipment facilities using QR-code and environmental monitoring sensor in the industry.

• Proceedings of the Korean Society of Computer Information Conference
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• 2009.01a
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• pp.203-206
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• 2009

분 논문은 카메라 장비와 마커, DB를 이용하여 문자의 색감과 모음, 자음을 인식하여 문자에 해당되는 이미지 및 영상을 HMD 및 모니터, 가정에서 사용하는 화상 카메라 등을 이용하여 보다 구체적인 정보를 전달할 수 있게 해준다. DB에는 각 텍스트의 모음과 자음에 관한 텍스트가 등록되어 있으며, 각각의 색과 텍스트를 비교하여 해당하는 이미지를 출력하게 된다. 기존의 증강현실 기법은 해당 마크에 관한 패턴을 인식하여 그에 해당하는 이미지 및 영상을 출력하는데, DB를 이용한 문자인식을 사용할 경우 사용자에게 텍스트를 인식하여 연관된 많은 정보를 제공할 수 있게 된다. 제안된 인터페이스는 다양한 모습을 어려 시야를 통해 기존의 카탈로그보다 사용자의 접근성을 향상시키고, 미리 정의된 DB에 접근하여 해당 문자에 관한 여러가지 정보를 사용자에게 전달한다. 여러 전달 매체를 이용, 가상현실 및 증강현실 등을 다양한 카탈로그 뿐만 아니라 교육 및 신문 잡지, 광고 등 문자가 등장하는 여러 분야에 활용이 가능하다.