• 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 Digital Contents Society
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• v.18 no.1
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• pp.71-77
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• 2017

Virtual advertisement is an advertising technique that using computer graphic in a media production such as a sports image for inserting product image, logo, advertising slogan, etc. Recently, the image insertion of virtual advertisement is actively spreading due to the satisfaction of technical element for the image insertion of virtual advertisement in sports advertisement by increasing of the image processing technology and the computing performance. In addition, image processing technology for automatic insertion has become an important research field in the virtual advertisement field. In this paper, we propose the method of extracting less-informative region by using image processing technique and machine learning to insert a virtual advertisement automatically in sports image. The proposed method analyzes the brightness level of image through the histogram and extracts the less-informative region using the machine learning method.

• Journal of Information Technology Services
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• v.8 no.4
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• pp.151-163
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• 2009

In this paper, we design and develop a personalized advertisement and information services system based on mobile RFID using RFID virtual tag. It is a system to perform the use of the contents information or the commercial transaction on the contents products through internet server connection by using RFID tag information with a mobile according as transmitting immediately to a cell phone after a tag generator derived RFID tag information to be substituted for the contents information being output at present, after being transmitted from a cell phone the information request signal on the contents information being output from video media. This service system provides a mechanism for gathering advertisement information left behind by many clients visiting advertisement sites for analysis of customers property, service model for selecting personalized services, and mechanism for providing them to customers who visited in a advertisement mall joined to the shopping site.

• Smart Media Journal
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• v.5 no.3
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• pp.62-66
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• 2016

The recent increase in virtual reality (VR) technology around the world has been VR work in cooperation with technology from other sectors to form new trends. In the case of advertising, it is difficult to trace if VR users viewed a certain piece of advertisement because the current technology does not allow them to interact with the screen. Eye tracking technology can act as a solution to the problem of tracing advertisement views as it allows for data extraction in relation to which advertisements were viewed and for how long. The research paper suggests a method of how to track the eyes of users in VR advertising. The suggested method includes communication between a server and VR HMD (virtual reality head mounted display) as well as a screen of output from the server.

• Journal of Information Technology Applications and Management
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• v.24 no.2
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• pp.39-54
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• 2017

At present, various technologies are rapidly advancing, centering on the concept of virtuality. From the technology of virtual reality, which allows us to experience the senses as if they existed, to the technology of augmented reality, which provides new information or services based on reality, they are no longer strange things for ourselves because we experience them every day and night. Even though the concept of virtual is very familiar in terms of technology, it is not known how individuals accept the concept of virtuality, how they change our way of thinking, and how their behavior changes. This study aims to approach virtuality perceived by the individual from the viewpoint of individual's information processing. Virtuality is defined as the degree to which the situation facing an individual is far from actual reality. An individual can judge the degree of virtuality easily, which is considered to be a psychological distance which is an important factor in personal information processing. In this study, we have confirmed whether the argument is applied to the real world in the context of advertisement. According to the construal level theory, when an individual feels virtuality at a high level, the individual thinks that the situation they are facing is psychologically distant and accordingly has a high level construal. Therefore, it is more influenced by 'advertisement emphasizing symbolic appeal' which is matching with higher level. On the other hand, when an individual feels a low level of virtuality, the individual thinks that the situation they are facing is psychologically near and thus has a low level construal. Therefore, respondents are more sensitive to functional appeal, which is related to lower level. This study has the theoretical contribution in terms that the degree of virtuality affects the psychological distance of the individual. In addition, the results of this study have practical contribution in terms of being able to be actively used in the information delivery strategy centered on the advertisement.

• Archives of design research
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• v.15 no.1
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• pp.163-170
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• 2002

Virtual Reality is the technique which makes the man experience the similar interaction behavior to the experience in the real world through virtual space. The users participating in the 3D virtual space using virtual reality technique can have the various experiences in the space desired without restrictions on time and space and then it has been applied in many application areas such as video industry, entertainment simulator, medical treatment, construction and design. The area of video among them has been highlighted as a high-added value industry. Therefore this study classifies video industry into four including movie, broadcasting, advertisement and internet and is to examine their characteristics, application cases and developmental potential. In the industry using virtual reality technique in video industry, it is implied for special elect in the area of movie and for providing the various graphic virtual word to audiences with the introduction of virtual studio and character in the area of broadcasting. It can give audiences a synergy effect by inserting 3D advertisement into virtual space in the area of advertisement. Also the implementation of 3D virtual reality such as virtual museum, virtual model house, virtual home shopping and entertainment on the web is possible with the emergence of Virtual Reality Modeling Language (VRML) and it plays the roles of more entertainments. Accordingly, this study is to seek the application methods using virtual reality technique in video industry.

• Journal of Digital Contents Society
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• v.16 no.4
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• pp.615-622
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• 2015

Recently virtual advertising is located in an important area of interest in the TV market by convenience of application and reduction of cost. The methods of inserting a virtual advertising in broadcasting are Up-link that method insert the image through the production equipment of the broadcasting station and dispatch equipment and technical personnel in the shooting and Down-streaming that method insert a virtual image automatically in relay video using image processing technology. In recent years, the image processing technology is an important research area in the virtual advertising area for automatically insertion of advertising images. In this paper, we propose the method to extract less-informative region in sports video using image processing. The proposed method extracts less-Informative region through rectangle detection of Hough transform and analysis of color histogram distribution.

• Journal of Korea Multimedia Society
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• v.22 no.5
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• pp.626-637
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• 2019

Due to the rapid development of computer and digital technologies, those technologies were used in advertising. In order to meet the needs of marketing, a virtual space or character using 3D graphic augmented reality technology was developed and applied to advertisement. This study analyzed the characteristics of augmented reality in terms of interface design and spatial expression of augmented reality through case study. Firstly, we wanted to find the relationship between the types of the augmented reality advertisement and interface effects. Secondly, we wanted to find the spatial expression methods. The sample survey case studies based on 42 articles from 2012 to 2018 using Chinese and Korean site sharing augmented reality advertisement. The results of the case studies were divided into two parts. Firstly, the relationship between augmented reality types and interface effects were found basing on the augmented reality index. It means that the augmented reality index can be illustrated by using the augmented reality type. Simultaneously, the augmented reality type can be illustrated using the interface effect. The second part was that the types of display were used as a spatial representation. And the results showed that mobile display and public place display were the most frequently used.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.105-125
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• 2001

A rapid in increase in population of Internet users made the Internet appeared to be an important advertising medium. Under this situation, one of important research issues will be one related to measurement of Internet advertising effect. This study was carried out with three following projects which set up on the basis of the Modified Elaboration Likelihood Model of Cho(1999). (1) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels. (2) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels and website types. (3) Analysis of differences in banner click, advertising attitude and buying intention according to the product involvement levels and banner advertisement types. The experiment was conducted in a manner that virtual websites and banner advertisements produced for the purpose of this study were classified into eight groups according to the product involvement levels, website types and banner advertisement, and then questionnaire sheets were filled out. The results of empirical analysis are summarized by the research projects as follows. (1) The banner click, advertising attitude and buying intention according to the product involvement levels were not significant. (2) There was no significant difference in the banner click according to the product involvement levels and website types. In the advertising attitude, there was a significant effect of interaction, whereas in the buying intention there was no significant effect of interaction. (3) There was a significant difference in the banner click by the product involvement levels and banner advertisement types. Concretely the click rate appeared to be high in literal banner advertisement for a product with high involvement and in pictorial banner advertisement for a product with low involvement. It is expected that this study can provide Internet advertising researchers and managers with theoretical and the practical informations.

• Journal of Information Science Theory and Practice
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• v.9 no.4
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• pp.63-74
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• 2021

Virtual Reality (VR) is one of the core components of the fourth industrial revolution as a technology that makes the virtual world feel as if it is real. VR is being used in various fields such as entertainment, advertisement, education, medical care, training, sports, and tourism, as well as providing contents for such things as games and videos. Libraries are already looking for ways to utilize VR from various angles, such as operating experiential programs. The purpose of this thesis is to develop and propose a VR-based library user education program. In order to achieve the purpose of the study, we analyzed previous studies from a theoretical perspective to find a way to construct a user education program, and also to derive possible implications based on examples of countries such as the United States and Korea that are already introducing and applying VR technology to library services. Therefore, the user education program proposed in this study can be used as a basic building block when many libraries want to develop VR-based programs in the future.