• Journal of the Korea Institute of Information and Communication Engineering
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• v.24 no.9
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• pp.1150-1157
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• 2020

It is expected that if a viewer feels the higher realism, it will increase efficiency at 3D hologram. Therefore, the purpose of this study is to analyze the effects of the evaluation factors on realism for digital signage using 3D holograms. For empirical analysis, the evaluation factors were derived and built up hypothesis(The evaluation factors of digital signage using 3D holograms will affect the realism). As a result of the experiment, Hypothesis 1 (Social presence) and 3 (Harmony with the space) were adopted while Hypothesis 2 (Graphic's elaboration) was rejected. Finally, research has shown that in order to improve the realism of digital signage using 3D holograms, the contents should be produced in consideration of presence so that the viewers could feel as if they were actually inside of contents rather than expressed extremely well made higher image resolution. Hence, the 3D hologram contents should be installed in a place where it would fit well with the space around it.