• Proceedings of the Korean Society of Computer Information Conference
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• 2023.07a
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• pp.359-361
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• 2023

관광산업은 뉴 노멀(New Normal) 시대에 언택트에서 온택트(On-tact)형식의 메타버스(Metaverse)로의 새로운 관광 패러다임 전환을 맞이하고 있다. 이에 이 연구는 뉴 노멀 시대에 직면하여 관광산업의 변화방향에 대한 문제의식을 가지고서 지역의 관광활성화 방안 중에서도 체류형 지역 관광 활성화를 위한 방안으로 메타버스를 활용한 관광 홍보마케팅에 대한 효율적인 방안들에 대해 제안한다.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.97-109
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• 2022

This study analyzed successful cases of using metaverse in a reality where interest in metaverse is increasing. The use of Metaverse is mainly used in companies to explore its industrial potential or government agencies strive for policy support, but the possibility of application in educational institutions has another meaning. We tried to find the success factors and future implications by analyzing actual cases of using metaverse at university entrance ceremonies. As a result of analyzing the case of S University in Asan, Chungcheongnam-do's metaverse entrance ceremony, it was determined that the university's first metaverse entrance ceremony could be counted as a very meaningful success story. Specifically, on the technical level, it stood out that the existing metaverse technology and the new technology for the event were properly harmonized. At the organizational level, it is meaningful that the internal organization's resources were efficiently utilized based on previous experiences. On the environmental level, the COVID19 environment and the MZ generation. It was analyzed that the social change of going to college contributed to the planning and success of the metaverse entrance ceremony. As a result, it is judged that the successful use of the resources possessed by a clear goal is the success factor of the metaverse entrance ceremony.

• The Research Journal of the Costume Culture
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• v.31 no.2
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• pp.173-192
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• 2023

This study conducted in-depth interviews with experts to implement Hanbok shows on metaverse, which can contribute to the succession and development of Hanbok design and to establish a platform that fits the reality of the Hanbok industry and consumers. In-depth interviews were conducted to collect opinions from experts, and the derived contents were divided and analyzed using an affinity diagram. Experts were positive about the use of the metaverse platform of the Hanbok show in terms of impact, accessibility, exposure, virtual fitting, issuance of NFTs, and promotion of Hanbok brands. As a result of verifying the validity of the four components of metaverse, experts highly evaluated the possibility of using Hanbok shows in the order of virtual reality, augmented reality, mirror world, and lifelogging. Visuality, influence, marketing efficiency in virtual reality, immersion in augmented reality, fantasy and artistic elements, expression, diversity, and abundant experiences were expected. The platform's requirements emphasized realistic implementation equipment and technology, collaboration between Hanbok designers and producers, in addition to government support. Results of this study showed that appropriate target was analyzed to be in the 10-30s, and the appropriate price range was found to be able to sell at a discount of 40-80% compared to offline. This study provides useful implications for the service development of metaverse content, which will also be actively used in the Hanbok field, and can be used as basic data for reviving the Korean Hanbok industry and strengthening international competitiveness.

• The Journal of the Convergence on Culture Technology
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• v.9 no.2
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• pp.581-587
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• 2023

During the global pandemic period, The world has created a new paradigm using digital technology, aligning one direction with the highest value of life and survival. Untact has changed from a convenience value to an essential value with quarantine and sanitation. And the industry process has shifted from face-to-face to non-face-to-face. The platform formed an community in a virtual space, and companies started a new service based on presence. For a sense of reality, information is expressed and stored from 2D centered on images to 3D multifaceted. Companies are marketing using 3D modeling, focusing on augmented reality, virtual world, and mirror world of Metaverses. The purpose of this study is to analyze the current status and examples of 3D modeling in the E-commerce environment of domestic and foreign jewelry brands in this era of change, and present ways to use 3D modeling in jewelry industries.

• Science of Emotion and Sensibility
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• v.26 no.2
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• pp.53-66
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• 2023

In recent times, more fashion brands have been seeking ways to use metaverse platforms, in which users can actively participate, as their new brand touch-points. This study aims to compare the brand experiences of the fashion brand Gentle Monster's offline store and its equivalent metaverse store. By changing the order of offline and metaverse visits, two groups participated in the field study that allowed them to experience directly the offline and metaverse stores. As a result of the analysis, the following findings were discovered: (1) In the overall experiential response, the frequency of sensory modules responding to new information was much higher than that of feeling experiences; (2) Experiential responses were more active in the offline store where the subjects could touch and use products directly rather than in the metaverse; (3) Among the four types of theme space, the experiential response was the most frequent in the product space; (4) The first group that visited the metaverse store before the offline store showed a more active experience than the second group that visited the offline store first. Finally, the results of this study show that metaverse brand stores in virtual space not only provide differentiated experiences beyond the spatiotemporal constraints of real space but can also be used as a strategic tool to make offline store experiences more meaningful and rich.

• Journal of Fashion Business
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• v.28 no.2
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• pp.1-14
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• 2024

Within the metaverse platform, users engage in communication with others through 'avatars' reflecting their own identities. Users experience various virtual fashion items through avatars, and the fashion industry anticipates avatars wearing virtual fashion items as an emerging business opportunity. Many fashion brands are currently releasing virtual fashion items specifically designed for avatars. In this study, we examined the impact of user identification with their avatar on their perception of the attributes of virtual fashion items (investment attractiveness, scarcity, playfulness, and aesthetics) and its influence on behavioral intentions. The research involved a survey of 250 females with prior knowledge of the metaverse. Structural equation modeling analysis was conducted to examine research hypotheses and validate the model. The results confirmed that as users within the metaverse perceive greater identification with their avatar, they also perceive the attributes of virtual fashion items more favorably. This finding affirms the self-reference effect, where users positively evaluate objects associated with themselves. Additionally, perceiving the attributes of virtual fashion items was found to be positively linked to purchase intentions for virtual products and actual interest in the brand. Lastly, a higher intention to purchase virtual fashion items was associated with forming a more favorable attitude toward the respective brand. Consequently, this study provides academic and practical implications for marketing strategies within the metaverse, emphasizing the active utilization of avatars and elements that facilitate user-avatar identification for effective engagement.

• Journal of Internet Computing and Services
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• v.24 no.1
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• pp.71-86
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• 2023

The purpose of this exploratory study is to compare the differences in public perceptual characteristics of Korean and Chinese societies regarding the metaverse using big data analysis. Due to the environmental impact of the COVID-19 pandemic, technological progress, and the expansion of new consumer bases such as generation Z and Alpha, the world's interest in the metaverse is drawing attention, and related academic studies have been also in full swing from 2021. In particular, Korea and China have emerged as major leading countries in the metaverse industry. It is a timely research question to discover the difference in social awareness using big data accumulated in both countries at a time when the amount of mentions on the metaverse has skyrocketed. The analysis technique identifies the importance of key words by analyzing word frequency, N-gram, and TF-IDF of clean data through text mining analysis, and analyzes the density and centrality of semantic networks to determine the strength of connection between words and their semantic relevance. Python 3.9 Anaconda data science platform 3 and Textom 6 versions were used, and UCINET 6.759 analysis and visualization were performed for semantic network analysis and structural CONCOR analysis. As a result, four blocks, each of which are similar word groups, were driven. These blocks represent different perspectives that reflect the types of social perceptions of the metaverse in both countries. Studies on the metaverse are increasing, but studies on comparative research approaches between countries from a cross-cultural aspect have not yet been conducted. At this point, as a preceding study, this study will be able to provide theoretical grounds and meaningful insights to future studies.

• The Journal of Economics, Marketing and Management
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• v.12 no.1
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• pp.29-38
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• 2024

Purpose: The purpose of this study is to explore the perceptions of millennials and Generation Z regarding AI applications in marketing, an area that has been rarely explored in previous researches. This study formulated research questions how millennials and Generation Z perceive the impact of brand image, AI-assistant customer service, affective factor, immersive experience, cognitive factor social factor and competitiveness of products and brands on overall attitude through the lens of AI applications in marketing. Additionally, this study also explored the influence of overall attitudes on satisfaction, intention to use, and loyalty towards AI applications. Research design, data and methodology: To gather data, this study employed an online survey conducted in collaboration with a reputable research organization. This study utilized factor analysis, ANOVA, and regression analysis for data analysis. Results: The findings revealed that the impact of brand image, AI-assistant customer service, and competitiveness on attitude demonstrated significance in both millennials and generation Z cohorts. The study identified that cognitive and social factors significantly influenced attitudes among millennials, whereas affective and immersive experiences showed significance in influencing attitudes among Generation Z. Conclusions: The findings offer valuable managerial implications, shedding light on the application of AI in marketing with distinct perspectives between millennials and Generation Z.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.5
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• pp.891-906
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• 2023

The essence of fashion brands' marketing with metaverse-based virtual spaces is to capture more potential consumers and boost the sales of companies' virtual and physical products. However, existing research has not fully addressed customer responses and behavioral outcomes regarding fashion virtual brand spaces. This study uses flow theory to address this gap and explores the factors that lead to the flow experience in virtual brand spaces. It also establishes the causal relationships between the flow experience, satisfaction with virtual spaces, the intention to purchase virtual products, and the intention to purchase actual products. We chose "Ralph Lauren World" of Ralph Lauren on Zepeto as the virtual brand space for this study and analyzed 239 valid data sets. We tested the hypotheses using structural equation modeling and bootstrapping for the mediation analyses. The findings indicate that the flow experience in virtual brand spaces positively and indirectly affects the purchase intention of virtual products via satisfaction with virtual brand spaces. In addition, virtual space satisfaction had an indirect, positive effect on actual product purchase intention through virtual product purchase intention. The research emphasizes that the purchase intention of virtual and actual products has a positive causal relationship.

• International journal of advanced smart convergence
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• v.12 no.4
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• pp.300-305
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• 2023

This thesis is a study of content development utilizing media outlets to date through digital humans. The trend of global content is that the video content industry, including the character business, is growing. Lil Michela, who was selected as one of the 25 most influential people on the Internet by Time magazine in 2018, Nasua, who appeared in a SK Telecom commercial, and Rosie, who appeared in a Shinhan Bank commercial, are representative. Digital humans, which are driving new content, are computer-generated human characters with various characteristics and are referred to as virtual humans, metahumans, and cyber humans. With the rise of the metaverse after COVID-19, digital humans are being utilized in various forms such as media and marketing as an element of visual content. In the form of media, we can see that the boundaries between the offline and digital worlds are converging, and in the form of marketing, we can see that digital humans connect consumers and products more naturally. In the form of interaction, it is possible to achieve two-way communication through various methods of operation, and through these factors, it is possible to go beyond behavioral communication in the form of memorialization to emotional communication through AI technology. What can be seen through these processes is that through the currently developing digital human production methods and AI functions, not only experts but also non-experts can create quality contents, and new directions of contents will appear, and contents that can provide immediate feedback by bringing consumers and creators closer together have been studied.