• Journal of Distribution Science
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• v.18 no.2
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• pp.5-15
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• 2020

Purpose : Today's retailers are integrating new VR technology into their new marketing strategies. Thus, this research aims to understand the role of virtual experiences in the circumstance of sales channels. Research design, data and methodology : Our model hypothesizes that five key factors determine the consumer experience of VR in the virtual retailing context: smartness, vividness, interactivity, playfulness, escape. Information access and flow are mediating variables that connect key drivers and VR satisfaction. Information access and flow then give influence to satisfaction towards VR. Satisfaction serves as a mediator that determines changes in consumer's dual intention: intention to revisit VR and intention to visit the real site. Results : According to the test results, every path except the relationship between information access and satisfaction of VR is accepted as expected at the significance level of 0.05. Conclusions : This research emphasizes the potential importance of VR and continue VR marketing research as an advent research area. Through the dual-path model, this study found that the primary function of VR is information access and flow experience. This result shows that most VR users value emotional benefits rather than rational benefits provided by VR. Finally, the satisfaction of VR can stimulate both the intention to use the VR and the intention to visit real mall.

• Journal of The Korean Association of Information Education
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• v.2 no.2
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• pp.174-182
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• 1998

Recent advances in technologies such as internet have led to the emergence of virtual universities. However, existing technologies have many problems to be applied on virtual university implementation. Especially, existing transaction models are not appropriate to support virtual universities. In this paper, we present a transaction model to support virtual universities. First, we discuss general virtual university environments. After that, we introduce transaction model requirements for virtual universities. Those requirements include on-line processing, flexibility on transaction length, unpredictability, interactivity and parallelism. Then, we present a transaction model reflecting those requirements, and transaction processing techniques. Finally, we discuss future research issues based on our transaction model and processing techniques.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.545-551
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• 2023

In this paper, we present the environment interface as a method of bringing the virtual environment in the interface to reality, and explain the experience of the virtual that can be sensed in the real environment. Expanded experience by discussing the transparency of the interface and interactivity that expands synesthesia as a condition for an interface to express virtual without distinction from the real environment, and establishing a discussion on the composition and inevitability of an environment interface that satisfies these conditions The environment interface is discussed as a tool for realizing the interface that extends from the real environment, the expansion of cognition into the environment by interaction, and the virtual for immersion into the environment due to these conditions.

• Journal of Fashion Business
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• v.27 no.2
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• pp.70-87
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• 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.

• Journal of Fashion Business
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• v.23 no.5
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• pp.96-110
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• 2019

With the continuous development of artificial intelligence using computers in the Fourth Industrial Age, the virtual space created by virtual reality experiences boosted by the power of artificial intelligence, provides a new experience for us. The purpose of this study is to explore the new aesthetics that the fashion industry provides to users in virtual space created by virtual reality technology. This research method is based on theoretical research on virtual reality technology and virtual space and constructs a research model applied to this research. The scope of this study is the application of virtual reality technology to fashion shows, fashion exhibitions, and fashion design apps on the website of professional virtual reality technology and fashion for the last five years from 2014 to 2019, which actively merged virtual reality technology with modern fashion. We will analyze the cases one by one. The results of this study are as follows. First, this study shows that the constructed virtual space of modern fashion using virtual reality technology creates three kinds of physical space, perceptual space, and imaginary space based on the commutative theory of virtual space formed by Swedish scholar J. $Widestr{\ddot{o}}m$. Second, virtual reality technology applied to fashion shows, fashion exhibitions, and fashion design apps is characterized by four aesthetic characteristics of presence, perceptual expansion, interactivity, and immersion in physical space, perception space, and imagination space.

• Journal of the Korea Computer Graphics Society
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• v.9 no.1
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• pp.19-27
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• 2003

Most interaction schemes in virtual environment are indirect in one way or another. ln particular, without a haptic device (which introduces its own problems due to its cumbersomeness), users must rely on visual (or/and aural) feedback, and can not directly appreciate the 3Dness of the interaction object even with stereoscopy. This causes a drop in object presence because people are used to, for instance, observing objects in one's hand, rotating and manipulating them with physical contact. To alleviate this problem, this paper proposes a hand-held cubic screen, named TangibleScreen, on which the appearance of the target interaction object is projected. We choose the Relief Texture Mapping as the rendering method to correctly generate the viewer dependent textures to be projected on the non-planar surfaces of the TangibleScreen.

• Journal of Multimedia Information System
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• v.5 no.4
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• pp.277-282
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• 2018

Interactive art is an art form that closely links art creators and art participants. It has been doomed with advanced technology from the very beginning. Virtual Reality is a technology which born in the background of the maturity of computer technology. Its birth has brought immeasurable possibilities for interactive art, especially the interactivity and multi-sensory experience. This paper discusses the current development status of interactive art in the field of interactive art through the characteristics of virtual reality technology and the future development of this technology will bring to interactive art.

• Asia Marketing Journal
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• v.21 no.4
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• pp.45-57
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• 2020

With the development of new technologies, virtual reality (VR) is emerging as a new consumer marketing platform. Yet, only a few studies have investigated VR in the consumption context. The current research explores how experiencing a product through VR influences consumer attitude and purchase intention for the product. Although assessing products in real life is believed to be more diagnostic than that through VR, the present research revealed that experiencing a product through VR could lead to a more positive attitude toward and higher purchase intention for the product. We also demonstrated that "enjoyment" has a mediating effect while evaluating the product through VR. To compare product experience through VR to that in real life, we employed the HTC Vive VR system to implement a VR environment. In the VR condition, participants evaluated plastic building blocks using a VR headset and a motion controller; and in the real life (reality) condition, they evaluted plastic building blocks printed using a 3D printer to make them look exactly the same as the blocks used in the VR condition. Finally, implications and suggestions are discussed.

• The Journal of the Korea Contents Association
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• v.11 no.4
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• pp.196-206
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• 2011

The development of projection technology produces series of discussions associated to various form of visual immersing possibilities by the way of projecting image directly to the obscure surface surrounded us. Besides, the significance can be found in terms of that this kind of image projection offers chance to citizens to enjoy high standard images and makes people consider media environment of city. Video art as the digital technology grafts penetrates formative space of city by projecting images. The certain thing about questions how the media has status in city is that media is now not existing for self neither for abstractly and virtual reality is existing in the general appearance of metropolis. This paper treats media environment of city and the meaning of image projection as from of video art in the city. It accesses about the meaning of video form visual art in big city- new reality, the virtual and the real, immersion and interactivity. And media reality of metropolis defines that there is not one major discourse in the gigantic text -metropolis rather they are different discourses each other simultaneously compatible in the gigantic text -metropolis and in fact, they affect each other and interact.

• Journal of Digital Convergence
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• v.8 no.1
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• pp.71-79
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• 2010

Impact of online social network to cyber community has increased much attention recently. The biggest challenge in fostering a social network is to the extent whether it helps to build human capital network or social community. We propose what critical factors influence the formation of online capital network. The study uses three independent factors as motivation, self disclosure, and interactivity and two dependent factors as knowledge sharing and strengthening relationships to create virtual capital connection. Data collected from 256 university students to test the proposed model. The results of the study shows that all hypothesis are supported except one with strengthening relationship. Implications and limitations of this research are discussed.