• 패션비즈니스
• /
• 제27권2호
• /
• pp.70-87
• /
• 2023

Today, VR, AR, and MR technologies that travel between real world and virtual world are rapidly developing. These technologies are adopted in luxury fashion brands for virtual fashion shows and runways, virtual retail shops and virtual fitting services. Despite its growth potential and social importance, virtual fashion space has been studies insufficiently. Therefore, this study aimed to examine the consumer experience on the virtual fashion space types, components of virtual fashion space, perceived value, and continuous usage intention. Prada, one of the most active luxury fashion brands in the VR field, was selected as the stimulus for an in-depth interview. Participants experienced virtual fashion show space through VR device (Oculus Quest 2 from Meta) before responding to the questions about their experience. Results showed that material space was more like virtual whereas perceptual space felt like reality. Participants could imagine about more virtual image from material space and more real image from perceptual space elements. Moreover, perceptual space enhanced the immersion, presence, and interactivity compared to material space. Most participants perceived that the virtual fashion show was useful and playful, leading to the continuous usage intention. It implies that improvements for some technical limitation from VR device and virtual contents can provide quality consumer experience in the future. Based on results of this study, fashion companies can establish useful marketing strategies for consumers' immersive and playful experiences when introducing virtual fashion space.

• 문화기술의 융합
• /
• 제9권4호
• /
• pp.601-610
• /
• 2023

본 연구는 가상현실(VR) 매장의 VMD 구성요소가 기술수용의 심리적 효용에 미치는 영향을 분석했다. 분석결과, 패션 가상현실(VR) 매장의 VMD 구성요소 중 체험성, 심미성, 적합성은 지각된 유용성, 지각된 사용 용이성, 지각된 유희성에 유의한 정(+)의 영향을 미쳤으나, 유행성은 지각된 유용성, 지각된 사용 용이성, 지각된 유희성 모두에 유의한 영향이 없었다. 본 연구의 결과는 아직 충분히 연구가 이루어지지 않은 패션 가상현실(VR) 매장의 VMD 구성요소를 추출하고 기술수용의 심리적 효용과 패션 가상현실(VR) 매장의 사용 의도에 미치는 영향을 실증적으로 규명하였다는 점에서 학술적 의의를 갖는다.

• 문화기술의 융합
• /
• 제9권1호
• /
• pp.763-770
• /
• 2023

오늘날 현대 패션 산업은 4차 산업혁명과 함께 AR(Augmented Reality), VR(Virtual Reality), 메타버스(Metaverse) 등의 신기술을 활용한 디지털 패션 산업이 점차로 확대되고 있다. 이에 따라 패션디자인 교육 분야에서도 VR 기술을 활용한 새로운 형태의 패션일러스트레이션이 하나의 새로운 표현 방법으로 관심을 끌고 있다. 최근 들어 패션디자인전공대학 교육 현장에서는 아이패드와 같은 디지털 도구의 활용이 점차로 증가하고 있으며 패션일러스트레이션 작업 과정에서 새로운 디지털 도구에 대한 학생들의 흥미도 지속해서 높아지고 있다. 따라서 본 연구는 패션 산업에서 상용화와 대중화가 되고 있는 VR 기술을 활용한 패션일러스트레이션을 구현해보고, 아이패드로 완성한 패션일러스트레이션과 비교하여 그 차별화되는 특징을 분석함으로써 새로운 표현 도구로서 VR 기술의 패션일러스트레이션에 활용 가능성 및 제한점을 살펴보았다. 본 연구를 통하여 VR은 패션디자인의 입체적 측면에서의 구상과 전체적인 연결성을 표현하기 위한 패션일러스트레이션에는 긍정적인 도움이 되는 것으로 나타났으며 아이패드는 구체적이고 섬세한 패션일러스트레이션 표현에 적합한 것으로 나타났다. 본 연구 결과가 학생들의 흥미와 성취도를 높일 수 있는 패션일러스트레이션 교육에 기초자료를 제공하고자 한다.

• 한국의류산업학회지
• /
• 제21권4호
• /
• pp.401-411
• /
• 2019

Non-contact judgment and evaluation for products are increasingly needed along with a rapid environmental change in fashion that sows urgency in the need to implement services that allows users to judge and experience a tactile sense in a fashion product without actual contact. Technological development is required to provide users with syn-aesthetic experiences that integrate the visual, tactile and the auditory. There is also a need to conduct research to increase immersion that provides users with ICT-related experiences communicated through fashion images. The study analyzed demands for haptic communication technology by Korean users in immersive VR fashion product shopping. Accordingly, it defined haptic communication through literature research, investigated immersion in the VR environment and conducted in-depth interviews for haptic communication applicable to VR shopping. Findings show that hedonic reactions by fantasy, emotion and fun function are an important motive in selecting VR shopping. VR fashion product shopping steps were divided into 4: move to store, search in store, search of product and purchase based on offline store shopping experience. It defined the haptic communication by steps and analyzed the types of the haptic feedback to be implemented. The study results provide basic data for developing haptic communication technology that can enhance e a sense of the presence and immersion experiences that can help lay a groundwork for pilot studies on the convergence of the virtual and the real.

• 한국의류학회지
• /
• 제43권5호
• /
• pp.725-741
• /
• 2019

Virtual Reality (VR) represents a key technology for future shopping platforms. This study examined the effect of vividness and interactivity, the two technological characteristics of VR, and fashion involvement, a consumer characteristic, on a consumer's intent to use VR stores under the framework of the Technology Acceptance Model (TAM). The study explained consumers' belief in a new technology and the process underlying the use behavior. The survey was conducted on 200 people between the ages of 20s and 30s via an online survey firm. Data are analyzed using confirmatory factor analysis and structural equation modeling. The results showed that a greater level of perceived vividness had a positive effect on ease of use and playfulness, while perceived interactivity had a significant impact on usefulness and playfulness. The findings also indicated that consumers with a high degree of fashion involvement tend to perceive a higher level of playfulness through VR shopping. Regarding the effects of consumer beliefs, perceived ease of use had a positive influence on usefulness perception. A higher level of perceived usefulness and playfulness meant a higher consumer intention to adopt a VR shopping platform.

• 한국의류학회지
• /
• 제42권4호
• /
• pp.671-688
• /
• 2018

This study investigates the characteristics of VR stores that emerged as new fashion communication media. Two case studies on Hyundai and eBay VR Department stores were conducted along with a discussion of the function and meaning of the fashion VR store. The results showed that both stores provide novel shopping experiences; however, the two were differentiated in terms of production method and technology implementation level. Functional aspects such as providing shopping efficiency and purchasing service was insufficient in both stores. Instead, they were complementing by means of product rotation, recommendation system, voice guidance, or linkage with an online shopping mall. In experiential aspects, both stores provided a strong sense of immersion. Hyundai VR store enhanced immersion with a high resolution image of a real offline store; however, it lacked in the ability to provide multisensory stimulation such as kinetic sense or auditory stimulation. The eBay VR Department store intensified the immersion experience by providing auditory stimulation as well as visual stimulation that enhanced the speed and distance sense through the utilization of animation. However, the extent of experience was limited in terms of agency and transformation because of the low interactivity found in both store systems.

• 한국의상디자인학회지
• /
• 제25권3호
• /
• pp.41-52
• /
• 2023

This study developed and taught VR content to be used in clothing design and composition practice, which are practical subjects for home education students at the College of Education, and examined the learning effects on students who participated in VR experiences. First, after experiencing classes using VR content, students' perceptions of classes were examined considering participation, class level, expectations, and satisfaction through a survey. As a result of examining the experience of learning sewing machines in classes using VR content and changes in perception of classes, it was found that the class level, class expectations, and satisfaction were affected. As a result of comparative analysis of VR experiences and the perception of VR classes prior to experiencing VR content related to sewing machines developed for practical subjects, VR experiences affected class participation, class level, expectations, but satisfaction was not affected. The advantages of the VR class that students mentioned in the subjective evaluation included interest in the class, the degree of participation, the VR experience, and the use of VR. As for the disadvantages, difficulties in using the device, dizziness, frustration when using the device, and limitations of the program were mentioned.

• 한국의류학회지
• /
• 제45권3호
• /
• pp.559-572
• /
• 2021

This study explores the effects of VR (Virtual Reality) store vividness, which is one of VR shopping environmental features used in previous research, on user satisfaction. In addition, the mediating role of immersion between VR store vividness and user satisfaction is investigated. The moderating role of self-efficacy is also explored since the effects of vividness and immersion on user satisfaction may depend on a consumer's perceived shopping self-efficacy. A total of 58 participants experienced a VR store with the Oculus Go VR headset. To test the hypotheses, model 14 of Process Macro 3.4 is used (95% Confidence Interval). According to the results, immersion mediated between VR store vividness and user satisfaction. Additionally, there was a significant interaction effect between immersion and self-efficacy on user satisfaction. When a consumer experiences high immersion at a VR store, consumers may have a strongly positive experience, especially among those who have a perceived low shopping self-efficacy.

• 한국IT서비스학회지
• /
• 제23권2호
• /
• pp.63-81
• /
• 2024

With the advancement of Information and Communication Technologies (ICT) and Artificial Intelligence (AI), the metaverse has emerged as a transformative model across various sectors, offering a three-dimensional virtual world where activities mirroring the real world occur. This study delves into the significant factors influencing fashion brand companies' investments in the metaverse, an evolved concept from Virtual Reality (VR) that extends beyond gaming to include real-life activities through avatars. This study highlights the surge in virtual fashion engagements, as evidenced by increased avatar updates and purchases of digital fashion items on platforms like Roblox. Luxury brands are steadily entering the metaverse indicating a new revenue stream within the fashion industry. This study employs a mixed-methods approach, integrating text mining and interviews to identify key factors for fashion companies considering metaverse investments. By proposing strategies based on these findings, this study not only enriches academic discourse in fashion, e-commerce, and information systems but also serves as a guideline for fashion companies aiming to navigate the burgeoning digital market, contributing to the generation of new revenue streams in the fashion sector.

• 패션비즈니스
• /
• 제27권1호
• /
• pp.110-125
• /
• 2023

Virtual idol groups are a product of changes in cultural content and development of digital technology. The purpose of this study is to derive the characteristics of technical expression and fashion of virtual idol groups of Korean entertainment companies, and the significance of this study is to provide basic data for creating a new content business model for virtual idol groups. The research method of this study consisted of literature research and case analysis. Korean virtual idol groups 'K/DA', 'Aespa', and 'Eternity', which show the evolved business model of the entertainment industry through rapid advances in digital technology, were selected as the subject of case analysis for this study, and newspaper articles were searched by keywords and analyzed. As a result of the study, the technical expressions shown in Korean virtual idol groups were 'implementation of realistic content through interaction technology', 'delicate motion expression through motion capture technology', and 'convergence of information between the real world and virtual world through AR technology', 'provision of experience similar to reality by VR technology' and 'formation of cultural contents by Deep Real technology' were deriven. In addition, the characteristics of the Korean virtual guide idol group's fashion are 'marketing strategy through collaboration with fashion items', 'giving recognition as a digital fashion icon of real existence', 'creating a sensuous image as a fashion brand ambassador' and 'fashion style expression of the Z generation's sensibility'.