• Journal of Distribution Science
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• v.13 no.5
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• pp.45-52
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• 2015

Purpose - Augmented reality (AR) content used in mobile media today can accommodate a wide variety of contextual information. This indicates that making people experience a sense of presence and flow is a very significant factor in augmented reality content. Flow represents a rich immersion potential as representing the progress of emotion and the means to facilitate the operation of the smart phone. Therefore, users will have friendly relational continuance behavior with products and brands that supply this experience. Based on that, the purpose of this study is to investigate the relationships among smart phone AR application traits, presence, flow experience, and relational continuance behavior. First, AR application traits are defined as three categories sensory immersion, navigation, and manipulation, based on preceding studies. This study then examines the influence of AR application traits on the presence and flow experience and looks into the relation among presence, flow experience, and relational continuance behavior. This analysis suggests more detailed and concentrated strategic implications. Research design, data, and methodology - A research model is designed to examine the relation among AR application traits, presence, flow experience, and relational continued behavior. For data collection, questionnaire surveys were composed of multi-items for each component and the direct interview method was used for the interviews. To collect the data, after running the smart phone AR applications, the consumer behaviors of the respondents were generally determined. The questionnaire surveys were conducted for one month, October 2014. A total of 300 questionnaires were distributed with 278 questionnaires used for analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0 and LISREL ver. 8.51. Results - The following results are found: First, AR application traits have a significantly positive effect on presence with sensory immersion, navigation, and manipulation all having a significantly positive effect. Second, sensory immersion and manipulation among the AR application traits have a significantly positive effect on flow. However, navigation did not have a significantly positive effect on flow. Third, presence has a significantly positive effect on flow and has a significantly positive effect on relational continuance behavior. Moreover, flow also has a significantly positive effect on relational continuance behavior. This behavior tends to be formed since brands want to encourage relational continuance behavior and positive emotions with the brands being used. Relational continuance behavior accompanies repeat purchasing, positive word-of-mouth and recommendation activities, and forms of trust with the brand. Conclusions - The research results showed that smart phone AR traits had significantly positive effect on presence, flow, and relational continuance behavior. Based on this, smart phone AR application providers should establish an aggressive marketing strategy to accommodate more realistic problems in order to positively influence user behavior. Additionally, the marketers should make efforts to provide fun or convenience in the AR application operation process of the user.

• ETRI Journal
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• v.36 no.5
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• pp.791-798
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• 2014

As a new hybrid broadcasting service, augmented broadcasting shows enhanced broadcasting content on a large TV screen, while augmented reality (AR) on a mobile device augments additional graphical content onto an input image from the device's own camera to provide useful and convenient information for users. A one-sided broadcasting service using AR has already been attempted in virtual advertisements during sport broadcasts. However, because its augmentation is preprocessed before the video image is transmitted, the viewer at home may have no influence on this formation; and no interaction for the user is possible unless the viewer has a direct connection to the content provider. Augmented broadcasting technology enables viewers to watch mixed broadcasting content only when they want such service and to watch original broadcasting content when they do not. To realize an augmented broadcasting service, the most important issue is to resolve the hybrid content synchronization over heterogeneous broadcast and broadband networks. This paper proposes a novel hybrid content synchronization scheme for an augmented broadcasting service and presents its implementation and results in a terrestrial DTV environment.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.22 no.7
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• pp.963-969
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• 2018

According to the dictionary definition Augmented Reality Technology is "an enhanced version of reality where live direct or indirect views of physical real-world environments are augmented with superimposed computer-generated images over a user's view of the real-world, thus enhancing one's current perception of reality". Since civilian property damages, noise and accidents during the field exercise by military or drills so that AR technology are indispensible with small units drills in Army. However because AR technology which Army has adopted are usually use for special units or need separate spaces which costs lots of budgets, those are not fit for small unit drills or tactics in regular Army. In this regards this paper suggests the AR technology which can apply small unit drill field and the efficiency and legal concerns thereof as well.

• The Journal of the Korea Contents Association
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• v.11 no.11
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• pp.514-520
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• 2011

Technological development, a diverse range of media adapting to new technology has been developing. Augmented Reality Technology provides realistic information through the stereoscopic 3D images and it has been riding a wave of learner interest as an educational media which can broaden their learning experience through direct operating activity. The biggest reason why the Augmented Reality has gained such attention is because of its unique way of suggesting learning information that unlike the existing educational media, the Augmented Reality provides additional digitalized information while its users are looking at the actual object. Based on the domestic and foreign cases of development for educational contents using the Augmented Reality Technology, this thesis suggests the utilization of Pop-up books and multi-augmented Digilog Books that are ways to maximize the educational effects of the Augmented Reality. Through the development of smartphone applications that are propagating lately at a rapid rate, users can now use the Augmented Reality educational contents in a way that is easier than ever.

• (The) Korean Journal of Advertising
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• v.29 no.5
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• pp.127-160
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• 2018

Recently, virtual reality and augmented reality technology have been extensively utilized in brand communication. The purpose of this study is to investigate digital reality contents as branded entertainment and content-analyze its format and contents for brand communication. Coding categories were derived to examine marketing characteristics of 300 digital reality contents and key descriptive statistics were presented and interpreted. The results revealed that consumer responses(i.e., view count, like, and dislike) toward Branded Digital Reality contents vary according to types of storytelling. Moreover, perceived values of contents also varied by the types of digital reality(VR vs. AR). Based on the results, this paper discusses the academical and managerial implications of study findings.

• Journal of Construction Engineering and Project Management
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• v.9 no.4
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• pp.16-33
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• 2019

The increasing size and complexity of modern construction projects demands mature capabilities of onsite personnel with regard to recognizing unsafe situations. Construction safety training is paper or computer-based and suffers from a distinct gap between the classroom training environment and real-world construction sites; even trained personnel can find it difficult to recognize many of the potential safety hazards at their jobsites even after receiving construction safety training. Immersive technologies can overcome the current limitations in construction safety training by reducing the gap between the classroom and a real construction environment. This research developed and tested a new Augmented Reality (AR)-based assessment tool to evaluate the hazard recognition skills of students majoring in construction management as part of a construction safety course. The quantitative and qualitative results of this research confirmed that AR-based assessment can become a very effective assessment tool to evaluate safety knowledge and skills in a construction safety course, outperforming both paper and computer-based assessment methods. The students preferred AR-based assessment because it provides a realistic visual context for real world safety hazards.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.9 no.6
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• pp.2289-2301
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• 2015

Mobile devices are becoming powerful enough to realize augmented reality (AR) application. This paper introduces two AR methods to estimate an environmental illumination distribution of a scene. In the first method, we extract the lighting direction and intensity from input images captured with a front-side camera of a mobile device, using its orientation sensor. The second method extracts shadow regions cast by three dimensional (3D) AR marker of known shape and size. Because previous methods examine per pixel shadow intensity, their performances are much affected by the number of sampling points, positions, and threshold values. By using a simple binary operation between the previously clustered shadow regions and the threshold real shadow regions, we can compute efficiently their relative area proportions according to threshold values. This area-based method can overcome point sampling problem and threshold value selection. Experiment results demonstrate that the proposed methods generate natural image with multiple smooth shadows in real-time.

• Journal of the Korean Society of Manufacturing Technology Engineers
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• v.19 no.6
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• pp.875-882
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• 2010

Nowadays, the global market requires a variety of products and shorter life cycle to fulfill the diverse demands of customers. To survive in the turbulent and competitive markets, automobile assembly companies must design and implement manufacturing systems that respond rapidly to market demands. In this paper, methods for reconfiguring system based on modular concept is proposed using AR(Augmented reality) technologies. First, the relationship matrixes between change drivers and system components are generated to divide existing manufacturing system to each module. And, new change drivers are selected based on required function in new system. Through the modification of relationship matrix, the concept design of new system is proposed and implemented in AR environment. Finally, according to proposed methods and procedure in this paper, the existing cockpit assembly system is reconfigured to spare tire assembly system as a case study. As the use of the modular-based reconfiguration method in AR environment, the time and cost for reconfiguring manufacturing system will be reduced dramatically.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2019.05a
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• pp.87-89
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• 2019

The existing curriculum of cultural assets compulsory curriculum is difficult to expect educational effect due to lack of interests and visibility. The purpose of this study is to develop application contents and teaching materials using cultural data 3 - D data based on multi - marker recognition technology of augmented reality, which is attracting attention in the era of the 4th industrial revolution. In the case of the contents of a multi-marker technology capable of recognizing a plurality of markers, various events can be added and output capability can be enhanced. The proposed augmented reality app will be applied to the study of various education contents production technology utilizing cultural properties.

• Journal of Biomedical Engineering Research
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• v.42 no.4
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• pp.186-192
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• 2021

In this paper, we evaluated prediction accuracy of Euler angle spectrograph classification method using a convolutional neural networks (CNN) for hand gesture recognition in augmented reality (AR) cognitive rehabilitation system based on Leap Motion Controller (LMC). Hand gesture recognition methods using a conventional support vector machine (SVM) show 91.3% accuracy in multiple motions. In this paper, five hand gestures ("Promise", "Bunny", "Close", "Victory", and "Thumb") are selected and measured 100 times for testing the utility of spectral classification techniques. Validation results for the five hand gestures were able to be correctly predicted 100% of the time, indicating superior recognition accuracy than those of conventional SVM methods. The hand motion recognition using CNN meant to be applied more useful to AR cognitive rehabilitation training systems based on LMC than sign language recognition using SVM.