• 산경연구논집
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• 제14권10호
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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.

• 디지털융복합연구
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• 제17권4호
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• pp.299-307
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• 2019

본 연구는 3D 가상현실(Virtual Reality) 기술을 활용하여 디지털 사이니지 광고를 경험하고 이를 통한 실재감과 상호작용성이 브랜드 경험과 디지털 사이니지 태도에 어떠한 차이가 나타나는지를 실험을 통해 규명하였다. 인지적 실재감, 감성적 실재감, 미디어 실재감과 상호작용성 수준(고 vs. 저)을 독립변인으로 하고 브랜드 경험과 태도를 종속 변인으로 하는 Two-Way MANOVA분석을 실시하였다. 연구결과, 첫째, 인지적 실재감은 상호작용성이 낮은 경우 행동적 경험을 통해 가장 효과적으로 형성되는 것으로 나타났다. 둘째, 감성적 실재감 역시 상호작용성 수준이 낮은 경우 감성적 경험에 긍정적인 영향을 주는 것으로 나타났다. 셋째, 미디어 실재감은 상호작용성 수준이 낮으면 감성적 경험에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 디지털 기술을 이용할 경우 적절한 수준의 상호작용성 수준을 통해 미디어 전략과 기술의 특성에 따른 실재감을 전달하는 커뮤니케이션 전략이 요구된다. 향후 연구에서는 상호작용성 수준에 있어 양적 차원이 아닌 질적 차원에서의 접근이 필요하다.

• 디자인학연구
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• 제11권1호
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• pp.303-312
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• 1998

최근 인터넷의 사용 과열과 함께 VRML의 소개로, 온라인을 위한 가상 현실 공간이 출현하고 있다. 인간이 거주하는 가상 현실세계는 복잡한 과정과 인간의 경험을 포함시킨다. 가상 현실 세계를 내비개이션 하며, 그 내용을 켜며, 다른 사용자와 인터렉션하는 것을 포함하게 될 VR 인터렉티비티 디자인은, 현재 규명 중이며, VR 제작에 있어서 중요한 영역이다. 따라서 이 분야의 연구는 현재, 미래의 멀티미디어 디자이너에게 경쟁력 우위를 부여한다. 이에, 본문의 논제는 온라인 가상 현실 세계를 디자인하는 데에 있어서 주요한 측면인 인터렉티비티에 관한 것이다. 그 내용은 VR 인터렉티비티 유형 및 유형의 분류 분석으로써, 문헌 조사와 웹사이트를 중심으로 연구하였다. 그 유형은, 첫째, 사용자 내비개이션에 관한 것이며, 둘째, 다른 사용자와, 가상 현실 공간의 물체와의 사용자 인터렉션, 셋째, 메타포 디자인이다. 본 연구의 결론으로써 그 효율적 적용 및 제안을 제시하고 있다.

• Journal of Information Technology Applications and Management
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• 제17권3호
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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.

• 융합경영연구
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• 제11권1호
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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.

• 농촌지도와개발
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• 제15권3호
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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.

• 한국감성과학회:학술대회논문집
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• 한국감성과학회 2003년도 춘계학술대회 논문집
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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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• 제12권4호
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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.

• 한국게임학회 논문지
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• 제20권5호
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• pp.31-40
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• 2020

본 연구는 가상현실에서 햅틱 피드백의 유형을 한 손과 두 손으로 비교하여, 상호작용성과 신체소유감에 미치는 영향을 실험으로 비교 분석했다. 실험은 피험자내로 설계되었으며 참가자는 가상현실에서 공 모양의 오브젝트를 파격하는 과제를 한 손과 두 손 햅틱 피드백을 사용하면서 수행했다. 실험 결과, 참가자들이 두 손 햅틱 피드백을 활용했을 때 더 높은 상호작용감을 보고하는 경향성이 있었으나, 신체소유감에는 두 실험 조건 간에 차이가 없는 것으로 나타났다.

• 한국IT서비스학회지
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• 제22권2호
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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.