• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.6
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• pp.987-1003
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• 2022

This study explores the effect of experiential value of AR fashion platform on platform preference. Based on the SOR theory, the effects of visual appeals, entertainment, service excellence, and efficiency on platform attitudes, mediated by intrinsic enjoyment and escapism, are tested. The participants respond to the questions after watching the video clip, using an AR fashion platform. A total of 252 data is analyzed using SPSS 26.0 for descriptive statistics and reliability analysis and AMOS 26.0 for confirmatory factor analysis and structural equation modeling. The results show visual appeals, entertainment, and efficiency influence platform preference, mediated by intrinsic enjoyment. Entertainment also influences platform preference, mediated by escapism. The moderating effect of the AR service pre-experience is also explored. For the group with the AR service experience, entertainment and efficiency has a positive effect on intrinsic enjoyment, leading to AR platform preference. For the group without an AR service experience, only entertainment influences the AR platform preference, mediated by intrinsic enjoyment; however, there are no factors which increase escapism. The findings of this study contribute to find the marketing directions for the AR service users, by offering appropriate experiential values based on their prior AR experience.

• Proceedings of the KAIS Fall Conference
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• 2010.05a
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• pp.225-227
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• 2010

최근 증강현실(Augmented Reality, AR) 기술의 중요성이 인식되면서 다양한 분야의 서비스에 기술 도입사례가 등장하고 있다. AR에 있어 마커 검출 기술은 가장 기본이 되는 중요한 기술이다. 하지만 마커 기반의 증강현실 시스템은 그 오차가 매우 크고 이로 인해 센서정보와 같은 다양한 보조적 정보를 요구하게 된다. 따라서 본 연구에서는 마커사용의 한계를 극복하기 위한 마커리스 트래킹(Markerless Tracking Technology)기술을 연구 하여 실시간 영상에서 목표로 하는 사물을 추적하여 증강현실 서비스로 도입하기 위한 시스템은 설계하였다. 본 시스템은 기존에 도입된 명함 분석, 자동차 번호판 인식 등 제한된 서비스의 한계를 극복하고 보다 다양한 연구 분야에 활용될 것이다.

• Electronics and Telecommunications Trends
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• v.34 no.2
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• pp.10-18
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• 2019

Since the introduction of CRT(Cathode Ray Tube) in the 1950s, display technologies have been developed continuously. Flat panel displays such as PDP(Plasma Display Panel) and LCD(Liquid Crystal Display) were commercialized in the late 1990s, and OLED(Organic Light Emitting Diodes) and Micro-LED(Micro-Light Emitting Diodes) are now being developed and are becoming widespread. In the future, we expect to develop ultra-realistic, flexible, embedded sensor displays. Ultra-realistic display can be applied to AR/VR(Augmented Reality/Virtual Reality) devices and spatial light modulators for holography. The sensor-embedded display can be applied to robots; electronic skin; and security devices, including iris recognition sensors, fingerprint recognition sensors, and tactile sensors. AR/VR technology must be developed to meet technical requirements such as viewing angle, resolution, and refresh rate. Holography requires optical modulation technology that can significantly improve resolution, viewing angle, and modulation method to enable wide-view and high-quality hologram stereoscopic images. For electronic skin, stable mass production technology, large-area arrays, and system integration technologies should be developed.

• The Journal of the Convergence on Culture Technology
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• v.5 no.1
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• pp.205-210
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• 2019

Alongside the development of communication technologies such as smart phone, 5G, advertisements which have been regarded as nexus of marketing behaviors are treated as surplus entities in our society now. Ad marketers have been focusing on storytelling advertisements via SNS or similar web-services. We are facing another big media changes such as Virtual Reality, Augmented Reality. Especially the current study probes Mixed Reality as the potential key of new storytelling brand marketing with discussing directions and insights based on the narrative transportation theory.

• Asia Marketing Journal
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• v.26 no.1
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• pp.45-59
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• 2024

Extended Reality (XR) technology, the umbrella term covering hyper-realistic technologies, is known to enhance consumer experience and is therefore developing rapidly and being utilized across various industries. Growing studies have examined XR technology and consumer experience; however, the literature has failed to fully explore hyper-realistic technology through a holistic perspective. To fill this gap, we analyzed 720 Korean and international articles through semantic network analysis and topic modeling and identified the literature on XR research in consumer experience. As a result, we extracted six main topics: "Tourism," "Buying Behavior," "XR Technology Acceptance," "Virtual Space," "Game," and "XR Environment." The results provide comprehensive insight on XR technology in consumer experience, whereas the literature is bounded on the production side as revealing a lack of academic discourse on consumer rights and responsibilities. Research reflecting the consumer welfare perspective is, therefore, recommended for future studies.

• Journal of the Institute of Electronics Engineers of Korea CI
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• v.39 no.5
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• pp.45-55
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• 2002

In this paper, we describe an outdoor augmented reality system using GPS tracking for position and attitude information. The system consist of a remote mobile operation unit and a ground operation unit. The remote mobile operation unit includes a real-time image acquiring device, a GPS tracking device, and a wireless data transceiver; the ground operation unit includes a wireless transceiver, a virtual image generating device, and an image superimposing device. The GPS tracking device for measurement of position and attitude of the remote mobile operation unit was designed by TANS Vector and RT-20 for DGPS. The wireless data transceiver was for data transmission between the remote mobile operation unit and the ground operation unit. After the remote mobile operation unit was installed on a vehicle and a helicopter, the system was evaluated to verify its validity in actual applications. It was found that the implemented system could be used for obtaining real-time remote information such as construction simulation, tour guide, broadcasting, disaster observation, or military purpose.

• Journal of the Korea Computer Graphics Society
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• v.28 no.3
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• pp.125-134
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• 2022

This paper implements an AR manual for a vehicle that can be used even in the vehicle interior space where it is difficult to apply the augmentation method of AR content, which is mainly used, and applies a deep learning model to improve the augmentation matching between real space and virtual objects. Through deep learning, the logo of the steering wheel is recognized regardless of the position, angle, and inclination, and 3D interior space coordinates are generated based on this, and the virtual button is precisely augmented on the actual vehicle parts. Based on the same learning model, the function to recognize the main warning light symbols of the vehicle is also implemented to increase the functionality and usability as an AR manual for vehicles.

• Journal of the Korea Safety Management & Science
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• v.23 no.3
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• pp.35-45
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• 2021

Activities to prevent industrial accidents can be divided into management of disaster risk factors of production facilities, disaster prevention systems and procedures, and human factors management. Human factor management is the last and most effective means to minimize disaster incidence and loss costs. The key strategy for this is safety and health education. However, formal or fictitious education is still being carried out in the industrial field. In addition, it is true that the application of practical use is insufficient due to the simple theoretical education based on knowledge transfer. In order to change the safety consciousness of employers and workers, we think that the paradigm of education should be changed from the traditional text and video-oriented lecture education method to experience-oriented education. The purpose of this study is to measure and analyze the effectiveness of safety education through education contents using VR(Virtual Reality) and AR(Augmented Reality) technology in keeping with the changing times of the 4th Industrial Revolution, And to suggest the direction of future safety and health education and content development trend.

• Korean Journal of Construction Engineering and Management
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• v.10 no.6
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• pp.3-12
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• 2009

In order to effectively distribute the resources, it is very critical to understand the status or progress of construction site quickly and accurately. Augmented Reality (AR) can provide this situation with information which is convenient and intuitive. Conventional implementation of AR in outdoor or construction site condition requires additional sensors or markers to track the position and direction of camera. This research is aimed to develop the technologies which can be utilized in gathering the information of constructing or constructed buildings and structures. The AR technique that does not require additional devices except for the camera was implemented to simplify the system and improve utility in inaccessible area. In order to do so, the position of camera's perspective center and direction of camera was estimated using exterior orientation techniques. And 3D drawing model of building was projected and overlapped using this information. The result shows that by using this technique, the virtual drawing image was registered on real image with few pixels of error. The technique and procedure introduced in this paper simplifies the hardware organization of AR system that makes it easier for the AR technology to be utilized with ease in construction site. Moreover, this technique will help the AR to be utilized even in inaccessible areas. In addition to this, it is expected that combining this technique and 4D CAD technology can provide the project manager with more intuitive and comprehensive information that simplifies the monitoring work of construction progress and planning.

• Journal of Broadcast Engineering
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• v.19 no.5
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• pp.736-745
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• 2014

In this paper we introduce augmented broadcasting service scenarios which combines augmented reality service with broadcasting environment. As the broadcasting environment is different from mobile service environment, there are many restrictions in developing full AR services in TV. However TV has strong benefit of large screen, high quality contents, advanced user interface for motion and voice, and smart TV applications, which means that they will enhance the possibility of success for augmented broadcasting service. This paper proposes metadata structure containing information for augmentation region, time, augmented contents, and registration information for natural composition. We also implemented test bed system comprised of authoring server, broadcasting server, and user terminal for verifying metadata in broadcasting system.