• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.3
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• pp.492-510
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• 2023

The metaverse, an expansion of the real world, refers to a three-dimensional virtual world where daily life and economic activities can be conducted through avatars. This study examines the effect of avatar identification on metaverse immersion, vicarious pleasure, and fashion brand item sharing intention by subdividing avatar identification into similarity identification, wishful identification, and embodied presence. In addition, it investigates the difference in the influence relationship between avatar identification, immersion, and vicarious pleasure according to the degree of fashion involvement. The total of 319 participants were analyzed using SPSS 26.0 and AMOS 24.0. The results showed that similarity identification, wishful identification, and embodied presence had significant impacts on immersion and vicarious pleasure, influencing sharing intention. There was also a difference in the effect of avatar identification on consumer responses depending on fashion involvement. This study provides theoretical implications for experiential marketing and presents practical suggestions for developing metaverse marketing strategies.

• Journal of Distribution Science
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• v.21 no.10
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• pp.109-121
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• 2023

Purpose: This study aims to verify whether avatars that embody different brand concepts offer different experiences to users. Furthermore, this study explores the relationship between user identification with avatars and their actual brand purchase intentions. Research design, data and methodology: The research design employed a between-subjects approach, with two independent variables: brand concept and avatar. The measured dependent variables were brand experience in extended reality (XR) and purchase intention. Additionally, brand attitude served as a control variable. Results: First, in virtual brand spaces with symbolic benefits, ideal avatars were found to elicit higher levels of brand experience than actual avatars. Specifically, participants reported elevated levels of entertainment and relational assembly experiences in symbolic brand spaces. Second, this research reveals that the relationship between users' identification with avatars and their intention to make actual brand purchases is mediated by brand experience in XR. Conclusions: The findings suggest that ideal avatars evoke higher levels of brand experience within symbolic brand spaces, particularly in entertainment, relational connection, and a sense of community. Furthermore, this study establishes the role of brand experience in XR as a mediator between avatar identification and purchase intentions.

• Smart Media Journal
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• v.11 no.6
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• pp.18-29
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• 2022

This study proposes an evaluation item model for the avatar expression process, satisfaction and self-identification for each expression element in order to investigate the expression attributes on the influence on the user in setting the avatar. The evaluation of avatar expression method was composed of self-identification and satisfaction by ease of expression and expression elements on the avatar production and expression process. To evaluate the proposed evaluation model, 17 people participated in the experiment. As a result, it was found that most of the participants had a high level of understanding of the production process, and the more diverse the expression elements, the higher the satisfaction with the avatar expression process. Hair shape and face shape were the most important expression factors, and clothes and overall harmony was the most concerned facotrs. Most of them tried to express themselves as realistically as possible. However, in self-identification, there was no significant correlation between expression and production process. In this study identify the decision-making factors that appear in the avatar expression process, the direction in which satisfaction can be formed, and the factors that affect self-identification. In addition, it will be a basic study on how avatars have a lasting influence on users in the future.

• The Journal of the Convergence on Culture Technology
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• v.8 no.4
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• pp.387-395
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• 2022

This study empirically studied the effect of the characteristics of consumer experience in a virtual store in the metaverse of a fashion brand on consumers' perceived utility and self-congruence for the medium. As a result of the analysis, all three factors (reality, ubiquity, anonymity) of the fashion brand metaverse virtual reality store experience had a significant positive effect on the perceived avatar consistency. On the other hand, realism and ubiquity had a significant positive effect on perceived fun, but the effect of anonymity on perceived fun was not significant. On the other hand, perceived avatar identity was found to have a significant positive effect on perceived consumer-brand self-congruence. Finally, it was found that the perceived fun in the metaverse fashion brand virtual reality store had a statistically significant positive effect on perceived consumer-brand self-congruence.

• Cross-Cultural Studies
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• v.29
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• pp.233-256
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• 2012

This paper aims to look into various symbolic meanings of the body shown in the film, Avatar (2009, James Cameron), and to ponder over a variety of media strategies carried by the pursuit of the corporality shown in this film. In a nutshell, the body in Avatar is a symbol of primitiveness rather than civilization, and the body language is a fundamental and effective means of communication much better than verbal language. A variety of physical contacts that appeared in many scenes of the movie emphasizes the role of the body as a means of real communication. Also, in the composition of the film dominated by the confrontation of civilization, numerous creatures in the planet Pandora with a variety of colors as well as a number of agencies and large body sizes express primitive richness. The narrative of the film telling the story of a 'moving' body ultimately emphasizes the superiority of the body with respect to consciousness, unlike the narrative of conventional movies dealing with the problems of the body. In addition, the corporality pursued by this film implies several important media strategies. It may reveal a self-reflection of the material civilization and the imperialism, or, on the contrary, an attempt to conceal or dilute them. It may also represent a self-reflection of the overdeveloped media technology, or simply the dilution of it. Finally, it may be an attempt to recover the feeling of "presence", not fully supported by the 3D technology, by the identification of the spectator's body and the character's body.

• Journal of Korea Game Society
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• v.21 no.6
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• pp.41-50
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• 2021

Character identification is illustrated in terms of game players' altered self-perception during gameplay. Research has shown that players' identification with game characters resulted in game players aligning their attitude with game character. This study investigates the relationships among control, ownership, character customization, identification, flow with game charater, and the impact on game players' behavior toward item purchase and play intention. Empirical results showed that character ownership and character customization significantly predicted use-character identification, but the impact of character control was not supported. In addition, the positive relationships between identification and flow was supported.

• Journal of The Korean Association of Information Education
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• v.12 no.1
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• pp.57-63
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• 2008

This study uses the identification which is one of the critical components of psychological mechanism and enables replacing one's own self because of the needs of self-expression(disclosure) and creation. The study aims to improve educational effects using the realistic by increasing sense of the virtual reality and the attention. After the computer-based contents were developed and converted to be applied into robot, and then the contents were combined the student's photo and the avatar using automatic loading. Finally each one of the contents was applied to the students. The results of the investigation indicated that there were significant effects of the contents based on identification. In other words, the contents effect on student's attention, but not their academic achievement. The study could find the effect of the identification's application using the educational robot. We suggested that improving technical ability of the augmented virtuality as a face-detection and sensitive interaction may lead to the specific suggestions for educational effects for further research.