• Asia pacific journal of information systems
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• v.19 no.4
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• pp.101-124
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• 2009

According to Wikipedia, virtual reality (VR) is defined as a technology that allows a user to interact with a computer-simulated environment. Due to a rapid growth in information technology (IT), the cost of virtual reality has been decreasing while the utility of virtual reality advertisements has dramatically increased. Nevertheless, only a few studies have investigated the effects of virtual reality advertisement on consumer behaviors. Therefore, the objective of this study is to empirically examine the effects of virtual reality advertisement. Compared to traditional online advertisements, virtual reality advertisement enables consumers to experience products realistically over the Internet by providing high media richness, interactivity, and telepresence (Suh and Lee, 2005). Advertisements with high media richness facilitate consumers' understanding of advertised products by providing them with a large amount and a high variety of information on the products. Interactivity also provides consumers with a high level of control over the computer-simulated environment in terms of their abilities to adjust the information according to their individual interests and concerns and to be active rather than passive in their engagement with the information (Pimentel and Teixera, 1994). Through high media richness and interactivity, virtual reality advertisements can generate compelling feelings of "telepresence" (Suh and Lee, 2005). Telepresence is a sense of being there in an environment by means of a communication medium (Steuer, 1992). Virtual reality advertisements enable consumers to create a perceptual illusion of being present and highly engaged in a simulated environment, while they are in reality physically present in another place (Biocca, 1997). Based on the characteristics of virtual reality advertisements, a research model has been proposed to explain consumer responses to the virtual reality advertisements. The proposed model includes two dimensions of consumer responses. One dimension is consumers' rational response, which is based on the Information Processing Theory. Based on the Information Processing Theory, product knowledge and perceived risk are selected as antecedents of intention to purchase. The other dimension is emotional response of consumers, which is based on the Attitude-Structure Theory. Based on the Attitude-Structure Theory, arousal, flow, and positive affect are selected as antecedents of intention to purchase. Because it has been criticized to have investigated only one of the two dimensions of consumer response in prior studies, our research model has been built so as to incorporate both dimensions. Based on the Attitude-Structure Theory, we hypothesized the path of consumers' emotional responses to a virtual reality advertisement: (H1) Arousal by the virtual reality advertisement increases flow; (H2) Flow increases positive affect; and (H3) Positive affect increases intension to purchase. In addition, we hypothesized the path of consumers' rational responses to the virtual reality advertisement based on the Information Processing Theory: (H4) Increased product knowledge through the virtual reality advertisement decreases perceived risk; and (H5) Perceived risk decreases intension to purchase. Based on literature of flow, we additionally hypothesized the relationship between flow and product knowledge: (H6) Flow increases product knowledge. To test the hypotheses, we conducted a free simulation experiment [Fromkin and Streufert, 1976] with 300 people. Subjects were asked to use the virtual reality advertisement of a cellular phone on the Internet and then answer questions about the variables. To check whether subjects fully experienced the virtual reality advertisement, they were asked to answer a quiz about the virtual reality advertisement itself. Responses of 26 subjects were dropped because of their incomplete answers. Responses of 274 subjects were used to test the hypotheses. It was found that all of six hypotheses are accepted. In addition, we found that consumers' emotional response has stronger impact on their intention to purchase than their rational response does. This study sheds much light into practical implications for both IS researchers and managers. First of all, while most of previous research has analyzed only one of the customers' rational and emotional responses, we theoretically incorporated and empirically examined both of the two sides. Second, we empirically showed that mediators such as arousal, flow, positive affect, product knowledge, and perceived risk play an important role between virtual reality advertisement and customer's intention to purchase. In addition, the findings of this study can provide a basis of practical strategies for managers. It was found that consumers' emotional response is stronger than their rational response. This result indicates that advertisements using virtual reality should focus on the emotional side, and that virtual reality can be served as an appropriate advertisement tool for fancy products that require their online advertisements to give an impetus to customers' emotion. Finally, even if this study examined the effects of virtual reality advertisement of cellular phone, its findings could be applied to other products that are suited for virtual experience. However, this research has some limitations. We were unable to control different kinds of consumers and different attributes of products on consumers' intention to purchase. It is, therefore, deemed important for future research to control the consumer and product types for more reliable results. In addition to the consumer and product attributes, other variables could affect consumers' intention to purchase. Thus, the future research needs to find ways t control other variables.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.4
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• pp.420-425
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• 2016

This study discusses the architectural space's phenomenology, focusing on the physical environment and psychological behavior. Kim, Ju-Tae House, which is divided by special relationship, was analyzed by method of constructing space, and behavioral meaning with the perspective of visual structure. Kim, Ju-Tae House was constructed in a clear way by reflecting the users social, and cultural relationship. It has a relational and independent territories by physically surrounding Chae and wall. Each independent limited space is suggesting the space being opened by accessing the space stage by stage. This method of constructing the space makes the user aware of the relative difference from the induced space experience, and recognize the incremental strong isolation. Between the yard, which is located in the center of the house, forms a three-dimensional layer between Sarangchae and Anchae, emphasizing the spacial depth. The physical space is relatively small but because of the environmental conditions, such as the positioning of the observer's perspective, short cycle reorientation, and overlapped layer, it is recognized as far or deep compared to the actual size. This is the relative method as a visual perspective that is intended, and is understood as an active element that induces the psychological attitude by the recognized environment affordability of the user.

• Design Convergence Study
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• v.16 no.4
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• pp.1-16
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• 2017

As the local manufacturing industry has entered a phase of stagnation, service and product design based on user experience has been highlighted as an alternative for the innovation. However, SMEs(Small and Medium-sized Enterprises) are still struggling to overcome the current crisis. One of the reasons is that SMEs do not have enough contact points with the validated UX firms and experts. Thus, SMEs has a high barrier to invest in new opportunity area, user experience. In this study, we aim to figure out UX experts' competence to perform the UX method to solve the UX problems based on the KSA framework(Knowledge, Skill, Attitude). Based on the literature review and expert workshop, we grouped the UX method according to the similarity of the competence required to conduct the method. With cluster analysis, 5 different groups of UX method were defined based on the competence, Panoramic Analysis, Meticulous Observation and Analysis, Intuitive Interpretation, Agile Visualization, and Logical Inspection. The results would be applied to compose a portfolio of UX experts and to implement a mechanism that could recommend the professional experts to the company.

• The Journal of Society for e-Business Studies
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• v.19 no.4
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• pp.169-193
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• 2014

This paper attempts to analyze how the psychological factors would have an effect on the user's intention to make use of the mobile care via smart-phone, identifying the relationships among individual motivation propensity that consists of prevention propensity and promotion propensity, perceived usefulness and ease of use, perceived cost, behavioral use attitude and use intention based on technology acceptance model, and verifying them empirically through the structural equation modeling. The findings are as the followings. First, prevention motivation propensity affects positively on usefulness of smart-phone for mobile care service, but there are no significant indications that it affects on the ease of use and perceived cost. Second, promotion propensity affects positively on perceived ease of use and perceived cost of smart-phone for mobile care service, but there is no significant indication that it affects on perceived usefulness. Third, perceived usefulness and ease of use, and perceived cost affects positively on the use attitude. In sum, this paper confirms that the prevention propensity and promotion propensity might be used as antecedent variables for developing new smart-phone services of mobile care.

• Korean Journal of Clinical Pharmacy
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• v.29 no.2
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• pp.125-132
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• 2019

Objective: To examine the perceptions and attitudes toward spontaneous adverse drug reaction (ADR) reporting system among community pharmacists and identify factors that influence reporting, by implementing a survey. Methods: A structured questionnaire was developed and distributed online. Request for the survey was posted on the website of pharmacy's billing program, and the survey was conducted for 8 days. We collected the participants' response on their work environment, experience of ADR reporting, and their perception and attitude on the reporting system. Multivariate logistic regression was used to evaluate factors influencing ADR reporting. Results: A total of 382 pharmacists participated in the survey. Significant contributing factors for reporting level were age (odds ratio [OR], 0.90; 95% confidence interval [CI], 0.84-0.96), knowledge of reporting method (OR, 53.56; 95% CI, 9.10-315.41), installation of reporting program (OR, 31.92; 95% CI, 4.16-244.75), and encouragement from the Korean pharmaceutical association (OR, 4.13; 95% CI, 1.11-15.35). Regarding the attitude toward spontaneous ADR reporting system, 'lack of time for reporting' (OR, 0.29; 95% CI, 0.15-0.53) and 'complexity of reporting procedure' (OR, 0.51; 95% CI, 0.31-0.84), were associated with a low likelihood of reporting. Conclusion: Our results indicated that the knowledge of ADR reporting method, installation of the reporting program, and encouragement from the Korean Pharmaceutical Association contribute to active reporting. It is necessary to simplify the reporting method, make the ADR reporting program user-friendly, and provide educational interventions to increase participation in spontaneous reporting by the community pharmacists.

• Journal of the Korean Society for information Management
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• v.19 no.1
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• pp.89-114
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• 2002

Information technology. computers, networks, and the World Wide Web are ubiquitous. Academic libraries have applied information technology over the last ten years. The traditional role of the library as the scholarly information heart of the university is being questioned as information technology makes Information ever more easily accessible. And the recent technological development may alter the fundamental concept or identity of the academic library in the twenty-first century. This paper examines the ways in which information technology have chanced the academic library over the last decades and deals with the logical interrelation of 'information technology' and 'management' in the context of academic libraries in Korea. The purpose of this paper is to analyse the impacts of information technology on academic library management (organizational structure. librarian's job and role. budget allocation and expenditures, space planning and functionality, collection paradigm, user service, academic entity, etc) and suggests a desirable acceptance attitudes and efficient management acceptance attitude and management.

• Archives of design research
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• v.16 no.3
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• pp.15-22
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• 2003

At public spaces, signs have purposes of communicating their information clearly. Especially directional signs point out the proper route showing our surroundings. The present directional signs which are indicating 3-dimensional direction in a 2-dimensional mode seem to be difficult to understand as we are moving. This study has the purpose of investigating the role of present signs and suggesting visually effective directional signs, in particular arrows. Firstly, this study surveyed the user's attitude on directional signs in case of subway station. The research shows that the present directional signs hardly perform their roles to communicate the directional information, which means the need of newly expressed arrows. In this study we consider a new effective expression on the viewpoint of human cognition mechanism. So it is thought that those trials are helpful to efficient sign system.

• Asia pacific journal of information systems
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• v.20 no.4
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• pp.125-147
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• 2010

This paper Introduces an electronic auction service to be provided on Interactive TV (T-auction). This converged service is expected to much enhance the quality of the service to current online auction users through vivid visualization and live Interactive experience. Our study focuses on how the characteristics of the interactive TV-based shopping platform can affect users' attitudes towards the converged service. To develop our proposed research model, we extended the technology acceptance model and integrated it with a hedonic factor, or perceived enjoyment to reflect the dual characteristics of the converged system. We also adopted the variable of intermediary trust In the service as a critical mediating determinant for a successful commutations-mediated commerce. The research model was verified with an empirical study conducted on 970 Korean online auction users. Results show that both trust and perceived usefulness positively affect user adoption of the service. Trust had not only a direct effect on users' attitudes toward T-auction but also an indirect one by mediating the service quality, information quality, perceived enjoyment and ease of use. Meanwhile, the hedonic factor of T-auction contributes to increasing both the level of the intermediary's trust and its perceived usefulness. Users' enjoyment also was found to help form a positive attitude toward T-auction services. Theoretical and practical implications of this study for current e-auction service providers and potential t-auction service providers are also discussed.

• The Journal of Pediatrics of Korean Medicine
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• v.15 no.2
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• pp.209-220
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• 2001

Objectives : The aim of this study was to investigate the attitude toward the oriental hospital among 100 pediatric outpatients. Methods : A questionnaire about the general characteristics of patients. the reason of choice or alteration was implemented. Results : 1. In distribution of sex & age, 60% was men and 40% women was between 2 and 6 years old. 2. In determinant factor for using Oriental medicine, 43.8% was tolerance increase of the western medicine and 33.0% was recommened by others. 3. In distribution of disease & therapeutic method, 62.5% was respiratory disease and 11.7% gastrointestinal disease, 64.3% was treated with oriental after Western medical therapy and 20.9% only Oriental medical care. 4. The changing causes for using Oriental after Western medicine, 35.9% was ineffective affect and 26.5% side effect. 5. The preference for using Oriental medicine, 41.6% was respiratory disease and 21.0% gastrointestinal disease. 6. The peculiarity of Oriental medicine compared with western medicine, 36% was effectiveness on the cronic disease and 14% for fundamental remedy. 7. The prodominance disease in Western medicine compared with Oriental medicine, 28% was operation, 18% common cold and 15% inflammatory disease 8. The questions about Oriental medicine, 22% was medical material's sanitation and place of origin, 18% harmness or not administered during long time. 9. The controversial point of Oriental medicine, 33.5% was expensive price and 27.7% difficulty of taking medicine. 10. In satisfaction degree of Oriental medicine, 69% was satisfied and 19% was very satisfied. Conclusions : Considering the above results, we have concluded that proper recognition about Oriental Pediatric medicine will be needed among patients.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.21 no.12
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• pp.2365-2370
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• 2017

In this paper, we propose a motion and position recognition technique considering an experiential VR environment. Motion recognition attaches a plurality of AHRS devices to a body part and defines a coordinate system based on this. Based on the 9 axis motion information measured from each AHRS device, the user's motion is recognized and the motion angle is corrected by extracting the joint angle between the body segments. The location recognition extracts the walking information from the inertial sensor of the AHRS device, recognizes the relative position, and corrects the cumulative error using the BLE fingerprint. To realize the proposed motion and position recognition technique, AHRS-based position recognition and joint angle extraction test were performed. The average error of the position recognition test was 0.25m and the average error of the joint angle extraction test was $3.2^{\circ}$.