• Asia Marketing Journal
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• v.26 no.1
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• pp.45-59
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• 2024

Extended Reality (XR) technology, the umbrella term covering hyper-realistic technologies, is known to enhance consumer experience and is therefore developing rapidly and being utilized across various industries. Growing studies have examined XR technology and consumer experience; however, the literature has failed to fully explore hyper-realistic technology through a holistic perspective. To fill this gap, we analyzed 720 Korean and international articles through semantic network analysis and topic modeling and identified the literature on XR research in consumer experience. As a result, we extracted six main topics: "Tourism," "Buying Behavior," "XR Technology Acceptance," "Virtual Space," "Game," and "XR Environment." The results provide comprehensive insight on XR technology in consumer experience, whereas the literature is bounded on the production side as revealing a lack of academic discourse on consumer rights and responsibilities. Research reflecting the consumer welfare perspective is, therefore, recommended for future studies.

• Electronics and Telecommunications Trends
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• v.38 no.2
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• pp.46-55
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• 2023

Extended reality (XR) provides an immersive virtual experience by using various media. The XR virtual environment enables interactions between the real and virtual worlds in virtual, augmented, and mixed reality scenarios. XR is being used in various areas such as industry, medical care, road transportation, gaming, education, and culture. XR and multimedia enhancement are important business scenarios for fifth-generation (5G) mobile networks. As users' demand for emerging media services gradually increases, enhancements in networks should be implemented for delivering multimedia services such as XR. We describe related standardization trends and requirements of the XR service in 5G mobile networks. We also discuss technological enhancements for 5G mobile networks as specified by the 3GPP SA2 working group.

• The Journal of the Convergence on Culture Technology
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• v.9 no.5
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• pp.583-590
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• 2023

In today's rapidly developing technology, the traditional exhibition format of museums can no longer meet social needs. By analyzing the advantages and key technologies of extended reality technologies such as virtual reality, augmented reality, and hybrid reality, the museum XR exhibition interaction scheme is analyzed. Come to Discovery Museum. In this regard, this study first delves into the concept of XR technology, the concept and influencing factors of tourist experience, and the relationship between the application of XR technology and tourist experience through theoretical investigation. On this basis, representative paleontological museums in China and South Korea were selected, and the actual experience of visitors at the exhibition site and the application of XR technology were investigated through examples. Research has shown that the use of augmented reality technology can achieve seamless integration of virtual and real worlds in paleontological museums, extend viewing space, expand cultural heritage connotations, and revitalize cultural heritage. It provides visitors with a deeper interactive experience, enhances immersion and enriches display methods, making this type of museum more attractive. On this basis, XR technology helps museums achieve Digital transformation, and makes them have the advantages of sustainable development.

• Journal of the Korea Computer Graphics Society
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• v.25 no.2
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• pp.31-41
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• 2019

Extended Reality (XR), such as virtual and augmented reality, has huge potential for immersive data visualization and analysis. In XR, users can interact with data and other users realistically by navigating the shared virtual space, allowing for more intuitive data analysis. However, creating a visualization in XR also poses a challenge because complicated, low-level programming is required, which hinders broad adaptation in visual analytics. This paper proposes an interactive visualization authoring tool based on hand gesture for immersive data visualization-Gadget Arms. The proposed system provides a novel user interaction to create and place visualization in the 3D virtual world. This simple, but intuitive, user interaction enables user designs the entire visualization space in the XR without using a host computer and low-level programming. Our user study also confirmed that the proposed user interaction significantly improves the usability of the visualization authoring tool.

• 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.

• Proceedings of the Korean Society of Computer Information Conference
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• 2024.01a
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• pp.363-365
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• 2024

본 논문에서는 제한된 공간에서 효과적인 기초연습이 필요한 장애인 핸드볼 선수들을 대상으로, XR(Extended Reality) 기술을 활용한 특화된 훈련 서비스를 개발하고자 한다. 경기장에 물리적으로 참석할 필요 없이 집이나 사무실에서 편안하게 핸드볼 게임을 경험하고 연습할 기회가 현재 제한되어 있다. 이 연구의 목적은 장애인이 멀티플레이어 환경에서 기초 연습하는 방법 개발에 중점을 두어 이러한 한계를 해결하는 것이다. 이를 통해 선수들은 제한된 실내 환경에서도 가상 현실(VR) 및 증강 현실(AR)을 활용하여 핸드볼 게임을 쉽게 경험하고 연습할 수 있는 가능성을 제공한다.

• Journal of the Korean Academy of Child and Adolescent Psychiatry
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• v.34 no.4
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• pp.204-214
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• 2023

Digital therapy using extended reality (XR) holds great promise for addressing the mental health needs of adolescents and young adults. This study addresses a notable research gap in South Korea by systematically reviewing XR-based digital therapy for the mental health of South Korean adolescents and young adults. We analyzed 26 studies encompassing various aspects, including study type, publication date, research field, research methodology, data sources, program types, program content, sample characteristics, target population, assessment tools, and program effectiveness. Notably, 46.15% of the studies employed an experimental design, whereas over 53% utilized non-experimental approaches. Experimental studies lacked a genuine design, standardized questionnaires, and control variables. Similarly, non-experimental studies failed to report specific literature selection criteria. Consequently, future studies should adopt rigorous methodologies to enhance reliability and validity. Moreover, over 85% of the 26 studies focused solely on virtual reality and did not incorporate augmented or mixed reality. This study identifies the limitations of the previous research. These findings emphasize the need for structured investigations to advance the development of XR-based digital therapy to promote mental health in adolescents and young adults in South Korea.

• Journal of Advanced Navigation Technology
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• v.24 no.6
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• pp.633-639
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• 2020

Despite the growing educational demand for the extended reality (XR) convergence content creation for non-IT students, fewer studies have attempted to education material development. In this paper, non-IT students' requirement to create XR convergence contents was analyzed and designed framework system specification. The object-oriented application framework (OOAF) was developed for non-IT students to create XR convergence contents through simple interaction methods such as drag and drop in-game engines. To evaluate the developed framework XR contents development course was operated with 26 industrial design majors sophomore in university. More than 90% of students succeeded in working on prototype XR contents in Oculus Rift. This result will be expected to improve the quality of XR contents creation education for non-IT students and contribute to the growth of the future convergence contents industry.

• Proceedings of the Korean Society of Computer Information Conference
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• 2023.07a
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• pp.423-424
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• 2023

본 논문에서 우리의 HMD는 Microsoft의 HoloLens 2와 국내 XR 기업을 비롯한 AR, XR을 이용하여 박물관 관람 지원 콘텐츠를 제시하고자 한다. 증강현실과 더불어 확장 현실의 기술 확장을 보이며 사용자는 박물관이란 공간 내에서 HMD를 착용하고 관람하며 설명 판에 QR코드를 인식하여 인터페이스와 더불어 각 주제에 맞는 애니메이션을 제공하여 시각적으로의 추가적 요소를 제공한다. 또한 사용자가 기존의 일반적이던 박물관 관람에서 XR이란 새로운 기술의 융합을 접목함으로 시각적 흥미를 갖게 하고 지역마다 특수한 역사, 배경에 맞춘 콘텐츠로서 지역을 알려 더 넓게 사회문제의 하나인 인구 저하에 따른 지역소멸에 지역홍보 차원이나 콘텐츠의 제공, 나아가 XR의 상용화까지 기대할 수 있는 콘텐츠를 기대한다.

• Journal of Service Research and Studies
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• v.12 no.4
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• pp.50-71
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• 2022

After the declaration of the Covid-19 pandemic impacted most of the industries resulting economic fallout. Firms sought for solutions of governments regulations to prevent spread of infectious diseases. This led to demand rise of digital layer and spectrums of virtual reality. Replacing the reality in to virtual and interactions with the digital contents by augmented reality, the consequences were decrement of human-to-human contact. Concerns of Covid-19 and public interests of digital solutions has led to significant amounts of research and developments of Virtual/Augment Reality resulted to driven up new terms of extended reality. However, the uses in industries and the characteristics of the extended reality are currently not defined. In this paper the goal is to define and classify the uses and characteristics of extended reality based on previous researches suggested by research institute. By developing a new classification models of extended realities core technology, uses of industries and utility to analyze trends of extended reality. Two separate classification models of uses of industries and utility will be used as a tool by creating a linkage matrix. The x-axis is divided by utiliy classification model of extended reality. The y-axis are divided into classification model of uses in industries. This matrix will be used as a tool to present a guideline for industry-utility development where extended reality can be served as a service