• The Journal of the Korea Contents Association
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• v.17 no.9
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• pp.107-119
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• 2017

Advertising and PR industries recently face a new challenge due to the growth of new digital content market and the change of paradigm. In the market of ICT (Information and Communication Technology) and digital contents, a stereographic content related to the technology such as VR (Virtual Reality) is one of the fast-growing fields. However, it is hard to find the clear answer for AD/PR strategies in the rapidly changing VR contents market. Therefore, this study analyzed VR industry at the macro level using in-depth interviews with eleven VR experts leading Korean VR contents industry by looking at P(Political), E(Economic), S(social), and T(Technological) of VR advertisement and PR industries. Moreover, the feasibility of VR contents in Advertising and PR industries was examined through S(Strengths), W(Weakness), O(Opportunities), and T(Threats) analysis in VR industry. Research result showed that it is necessary for vitalizing VR in AD/PR industries to promote killer contents, to solve problems of inconvenience according to users' needs, to improve awareness of customers and industries. Moreover, constant VR vitalizing policies in AD/PR should be processed as well as constructing medium-and long-term VR road-map. Thus, this study provides the direction of VR content strategy in Advertising and PR industries and the research foundation for further researches regarding future VR activation.

• The Journal of the Korea Contents Association
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• v.19 no.11
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• pp.499-506
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• 2019

Virtual reality, which is attracting attention due to the 4th Industrial Revolution and commercialization of 5G technology, is expanding its scope from gaming to tourism, leisure, and education, and the VR market is expected to expand continuously. As the VR market scales up in Korea, theme parks combining virtual reality contents are spreading around the city center. Unlike the existing theme parks, VR Theme Park is a small amusement culture space that is organized indoors, and you can enjoy attractions (ride) that can be enjoyed in an amusement park with virtual reality contents. Virtual reality content, which has the same characteristics as a theme park whose purpose is to experience extraordinary experiences, provides high immersion and presence in combination with the physical stimulus of attraction. The virtual reality content combined with the attraction cannot be classified accurately with the existing classification method, so a new classification method is proposed according to the experience type and the installation type. The contents were categorized through the case of the domestic VR theme park, and the planning direction for the creation of the virtual reality attraction contents that was going on was sought.

• Journal of Broadcast Engineering
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• v.21 no.5
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• pp.714-725
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• 2016

With the recent emergence of VR contents, a lot of attention has been drawn on actual image based VR 360° video production using photography system. It was very complicated and difficult to make conventional VR contents. Therefore, such making was performed only in a research level. These days, as cameras have been made smaller, VR live-action has become more common in contents makers. In the circumstance, this study tries to compare a variety of contents making equipment based on action-cam that is mainly used for producing VR contents, and suggest their problems. To solve the problems, this study uses a cinema grade camera to do VR filming. As a result, it is revealed that, in order to make VR contents with quality, it is necessary to use a cinema grade camera, rather than an action cam, and to conduct technical research for standard lens based contents.

• Journal of Internet Computing and Services
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• v.21 no.1
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• pp.137-146
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• 2020

VR(Virtual Reality), which has drawn attention as a major area in ICT, is currently being used in various fields, including medical care, movies and architecture. Although VR technology is used in various fields, contents are mainly developed by creators where needs of users are easily left out of consideration leading to failure in forming a consensus between UI(User Interface) and UX(user experience). To identify the consumer preference and attribute level of VR game content, which is responsible for the largest proportion of VR contents, this study was designed to examine the consumers' preference properties of VR game contents through a Conjoint Analysis and derive the relative importance and weightings of each group. The study collected 166 questionnaires over a total of three months from May to July 2019, 150 of which were completed (90.4%). Statistic analysis was conducted using SPSS Ver. 25.0. The results of the study showed that the genre of the game (42.6%), number of players (24.0%), price for payment (20.3%) and game planning (13.1%) were important attributes in choosing VR games. The optimal mix of attributes was derived with new games, RPGs, multi-play and medium price (22,000 KRW). Before mentioning technology in the expectations of users who use VR game content, which is the most preferred among VR contents, this study recognized the need to have a fun and new experience through VR game content. Therefore, it is expected that this will serve as a reference for consumer behavior of VR game contents and research on VR game contents development.

• Journal of Digital Contents Society
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• v.19 no.9
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• pp.1631-1639
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• 2018

VR 360 video contents requires new visual language research in that the viewer inevitably makes partial appreciation unlike traditional video contents. In this study, we paid attention to the fact that arrangement of events and background elements in the 360-degree extended background of VR 360 video contents will play a major role in guiding the audience. Therefore, this study focuses on the arrangement of events and background elements from a narrative point of view, and analyzed the aspects of VR 360 video contents cases.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.23 no.7
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• pp.793-800
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• 2019

Recently, VR technology has been able to enjoy VR content using HMD due to changes in hardware and displays. VR video contents and HMD are becoming interactive through human senses and computer interfaces. Based on flow based on VR user's perspective, VR video contents and HMD were approached as subjects for continuous use. The components of the independent variable Flow were set up in real life, immersion, and interaction. Data from 400 male and female users of 450 users commissioned by the survey agency were used in the study. Research shows that first flow influences VR video contents and continuous use. Second, flow has been shown to affect HMD and its continued use. Among the flow factors that enhance the persistence of VR video content and HMD, which act as the greatest influence was studied. Through this research, the company aims to help establish direction of the next-generation VR industry

• Journal of Digital Convergence
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• v.20 no.2
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• pp.389-398
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• 2022

Recently, tourism and leisure related VR contents have gained attention of potential tourists. Therefore, this study aimed to analyze investigate the effects of 360-degree VR tourism contents motivations, flow, continuance usage intention on visit intention for Chinese student in Korea. This study found that hedonic benefit and personal benefit exerted a positive influence on visit intention of contents users. However, vividness and usability did not influence on visit intention. Moreover, flow exerted a significant influence on visit intention but continuance usage intention did not influence on visit intention. The study is significant in shedding light on whether the motivations, flow, continuance usage intention of 360-degree VR tourism contents influences visit intention. It is suggested that the consumption of 360-degree VR tourism contents can be a useful marketing tool for strength of intention to visit.

• Proceedings of the Korea Contents Association Conference
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• 2018.05a
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• pp.237-238
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• 2018

가상현실(VR)을 구현할 수 있는 하드웨어의 성능이 빠르게 향상됨에 따라 다양한 분야에서 가상현실(VR) 기술을 이용하여 콘텐츠를 개발하고 있다. 특히 가상현실(VR) 콘텐츠는 현실에서 재현하기 어렵거나 비용이 많이 드는 의료 및 안전 분야에서 활발히 개발되고 있으나 가상현실(VR) 교육콘텐츠에 대한 교육효과에 대한 조사 및 연구는 상대적으로 미흡한 상태이다. 하여 본 논문에서는 한국전력공사와 (주)포미트에서 개발한 "GIS 설비 정밀점검 교육 콘텐츠"를 체험한 사람들을 대상으로 진행한 설문조사 결과를 통해 발전 분야에서 가상현실(VR) 교육콘텐츠의 활용성과 교육콘텐츠의 효용성에 대해 살펴보았다.

• Proceedings of the Korea Contents Association Conference
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• 2008.05a
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• pp.625-629
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• 2008

The purpose of study is to explore the design elements should be considered so that Web VR Contents can present a variety of experience to users in Web paradigm Changing, and describe through prototype of Busan Nurimaru APCE House's Web VR Contents.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.184-193
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• 2019

With the development of the information and communication technology, tourism items or products based on new technology is created or developed for tourists. This study examines tourist's satisfaction about VR program, "Secret Wind Forest", which is the story of Gotjawal, one of famous Jeju eco-tourism attraction. In order to achieve the study goal, it identified a study model from the previous studies. It collected data using survey from visitors who used VR program. The total of 227 questionnaires was utilized for data analysis. Based on the study model, it accepted five hypotheses (H1~H5), which are as follows. Firstly, individual innovativeness has a significant effect on perceived usefulness. Secondly, individual innovativeness influenced perceived usefulness, and perceived usefulness and ease influenced usage satisfaction. These results have both theoretical and practical contribution in terms of the development to tourist products using VR program. Academics can provide basic theories such as tourism activities, behaviors, and attitudes to tourism consumer-related studies on VR tourism program in terms of content application. Practically, it can help tourist marketers who want to use VR tourism program and content developers who use VR devices to construct VR program stories using tourism resources and to plan and execute contents considering the target market.