• The Journal of Industrial Distribution & Business
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• v.14 no.10
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• pp.11-22
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• 2023

Purpose: This study aims to investigate how brand-related user-generated content (UGC) influences consumers' brand attitude and behavioral intention in the context of the Metaverse, and the mediating role of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. Research design, data and methodology: The study was conducted using a survey with 239 questionnaires from frequent social media users in China and hypothesis testing through AMOS 26.0 structural equation modeling. Results: The findings suggest that (1) brand-related UGC positively influences brand attitude and behavioral intention through virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. (2) The study identified the fully-mediated effects of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising in the impact of brand-related UGC on brand attitude and behavioral intention. (3) The mediating pathway with the most significant impact on behavioral intention was the virtual brand experience and attitude toward the advertising, followed by the effect of the virtual brand experience, perceived information usefulness, and perceived interactivity on brand attitude. Conclusions: This study presents UGC as a new type of digital promotion that can positively impact the effectiveness of brand advertising in the Metaverse.

• Journal of Digital Convergence
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• v.17 no.4
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• pp.299-307
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• 2019

In this study, we experimented with experience of digital signage using Virtual Reality technology, and the difference between presence and interactivity in brand experience and digital signage attitude. We conducted a two-way MANOVA analysis with cognitive presence, emotional presence, and media presence as the independent variable and interactivity level(high vs low) as dependent variables and the brand experience and attitude as dependent variables. First, cognitive presence was found to be most effective through behavioral experience when low interactivity. Second, emotional presence also has a positive effect on emotional experience when the level of interactivity is low. Third, media presence has a positive effect on emotional experience if the level of interactivity is low. This study suggests a communication strategy to communicate presence according to the characteristics of media strategy and technology through appropriate level of interactivity when using digital technology. Future research requires a qualitative approach rather than a quantitative one in terms of interactivity.

• Archives of design research
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• v.11 no.1
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• pp.303-312
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• 1998

Recently, with the excessive uses of Internet, virtual spaces for the on-line introduced VRML are emerging. The inhabited virtual world includes a complex process and human experiences. The VR interactivity is now being examined, and it is the important aspect for creating VR application which may include navigating the virtual world, turning features on and off, and interacting with other users. Therefore, the study of this field is favored with a competitive advantage to the present and future multimedia designer. Thus, the subject of this thesis is for the design of virtual world, focusing on interactivity. The contents include the types of the VR interactivity, and their classifying and studying, according to the existing theories based on the literature and web sites. The types are for the user navigation, for the user interactions with other users and objects, and for the creation of metaphors. As the results of this study, it is suggested the effective application and the proposal.

• Journal of Information Technology Applications and Management
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• v.17 no.3
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• pp.135-150
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• 2010

Interactivity has been referred to as an important element promoting students' active participation in virtual classes. Assuming that interactivity cannot be defined by a single dimension, this study proposes multi-dimensional interactivity. Multi-dimensional interactivity includes all types of interactivity in e-learning. This study explored multi-dimensional interactivity which affects learners' satisfaction with e-learning. Data were collected from 132 students who had attended e-learning courses and the relationship between multi-dimensional interactivity and learners' satisfaction levels were tested through regression analysis. The result of this study showed that mechanical, reactive, and creative interactivity were positively related to learners' satisfaction. However, social interactivity seemed not to be related to learners' satisfaction. This study provides new insights on interactivity and verifies the importance of the multi-dimensional interactivity. The result of this study is expected to provide practical implications for interactivity strategies in e-learning.

• The Journal of Economics, Marketing and Management
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• v.11 no.1
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• pp.1-12
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• 2023

Purpose: This study identified the effects of the three types of consumer interactions on the utilitarian and hedonic values experienced by community members, their degree of participation, and brand loyalty. In addition, the mediating effect of virtual interactivity between the interactions that occur within the online brand community and the value experienced by community members was also identified. Research design, data and methodology: An online survey was distributed, and the data gathered was analyzed using structural equations modeling. Results: Test results showed that product-information interaction has a positive effect on utilitarian value and interpersonal interaction has a positive effect on hedonic value. Human-computer interaction was found to have a negative effect on hedonic value and no significant effect on utilitarian value. Furthermore, it was revealed that among the three types of interactions, virtual interactivity had a mediating effect only in the relationship between human-computer interaction and hedonic value. Moreover, utilitarian values experienced by community members affected their level of participation which ultimately enhances brand loyalty. Hedonic value did not affect their level of participation within the online brand community. Conclusions: When marketers establish online brand community strategies, they must place elements that can directly help the use of brands and products.

• Journal of Agricultural Extension & Community Development
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• v.15 no.3
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• pp.433-460
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• 2008

The objectives of this study were to figure out the relationships of factors, e-quality, interactivity, trust and switching barrier, to affect the online customers loyalty. Moreover, e-quality was considered because of the problem of ssability originated from the environment that a lot of information and products are given at online business. This study employs a survey method to empirically test the proposed research model. A survey questionnaire was developed and 100 responses were collected. The data were analyzed using PLS method, a structural equation modeling method. The results of the study indicate that e-quality, interactivity, and trust influence switching barrier and that the switching barrier affects virtual relationship, which has an positive effect on loyalty. This study provides valuable theoretical and practical perspectives that e-quality is the most influential factor on virtual relationship and that, of the three factors of switching barrier, the virtual relationship is the most effective one to prevent customers online from changing their main online shop for products.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2003.05a
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• pp.70-77
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• 2003

가상환경에서의 실재감을 증대시키는 방법 중에 하나는 상호작용을 이용하는 방법이다. 즉, 사용자가 가상환경에 변화를 줄 수 있게 하여, 사용자와 가상환경 사이의 결속감을 통해, 사용자가 가상환경 속에 있는 듯한 느낌을 주는 것이다. 그러나, Architectural Walkthrough 혹은 Navigation 시스템은 기능적으로 가상객체와에 affordance 와 그 밖의 interactivity cue를 적용하여 사용자로 하여금 시각적으로만 상호작용감을 유발하게 하여, 사용자의 실재감을 높이기 위한 방법에 대한 것이다. 두 개의 가상환경에 대하여 아무런 visual cue가 없는 경우, 텍스트를 이용한 직접 표현 방법, 객체가 simulation 된 trace 그리고 affordance cue 등 총 4가지 방법들, 즉 총 8가지 실험 조합에서 사용자가 느끼는 상호작용성과 실재감을 측정하였는데 interactivity유도를 위한 간접적인 visual cue가 쓰였을 경우 통계적으로 유의하게 상호작용성 및 실재감이 증대하는 결과를 보여주었다. 이는 적은 모델링만의 노력으로, 실제 인터액션에 대한 구현 없이 가상환경에서 어느 정도의 실재감을 높일 수 있는 방법을 제시하고 있다.

• Asia pacific journal of information systems
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• v.12 no.4
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• pp.55-75
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• 2002

The purposes of this study are in threefold; to explain the interactivity in web site, to extend the Technology Acceptance Model(TAM) in the WWW context, and to examine its relationship with the existing TAM components. We proposed that the WWW is not just web systems but interactive spaces for virtual community. Web interactivity is represented by the two constructs: system interactivity and social interactivity. We extended and empirically examined the TAM for the web context. An individual's attitude toward the use of the web site is significantly affected by the individual's perception about ease of use, usefulness, and system interactivity. At the same time, behavioral intentions to use the web site is highly related to the social interactivity. The results showed that the system interactivity and social interactivity of a web site are important factors in affecting the user's beliefs and behavior intention of such a web site, So web page providers not only have to make the web site useful and easy to use, but also need to design an interactive web page by putting both systemic aspects and social aspects.

• Journal of Korea Game Society
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• v.20 no.5
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• pp.31-40
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• 2020

The effects of two different types of haptic feedback(one-hand versus two-hand haptic feedback) on interactivity and body ownership were investigated in the virtual reality setting through an experiment. Using within-subject design, participants performed the task of hitting and destroying a ball-shaped object in virtual reality for both, one-hand and two-hand haptic feedback conditions. The results showed that participants tended to report a higher level of interactivity when using two-hand haptic feedback, whereas there was no difference between the two conditions in a sense of body ownership.

• Journal of Information Technology Services
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• v.22 no.2
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• pp.41-56
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• 2023

Metaverse is a three-dimensional virtual space where virtual and reality interact and co-evolutionize, and social, cultural, and economic activities are carried out in it to create value. Among the types of metaverse, the virtual world metaverse is expected to bring innovation beyond time and space in all areas of industry and society following the Internet. This study empirically analyzed factors affecting consumer's intention to use the virtual world metaverse by an innovation diffusion perspective. It was analyzed as an expanded technology acceptance model by setting relative advantages, ease of use, and visibility among the attributes of the innovation diffusion, and social presence, telepresence, and interactivity among the characteristics of the virtual worlds as factors. The proposed research model and hypothesis were verified through a PLS structural equation analysis based on a survey of 216 people. Studies have shown that relative advantage, telepresence, and interactivity have a significant effect on perceived usefulness and perceived enjoyment, but visibility does not have a significant effect on perceived usefulness and perceived enjoyment. It was found that ease of use had a positive effect on perceived enjoyment, social presence had a positive effect on perceived usefulness, and perceived usefulness and perceived enjoyment had a positive effect on the intention to use, respectively. This study is meaningful in that it empirically analyzed the factors affecting the intention to use the virtual world metaverse by dividing the psychological characteristics that induce consumer behavior into perceived usefulness which is an extrinsic motivation and perceived enjoyment which is an intrinsic motivation.