• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.148-163
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• 2024

With the digitalization of production and consumption environments, consumers are no longer merely targets of marketing, but key players in creating value jointly with companies by participating in various decision-making processes. Much virtual content in particular, such as fashion shows, exhibitions, games, social activities, and shopping, which fashion brands implement in virtual worlds, cannot be completed without consumers' active engagement and interaction. Thus, this study considers consumers' participation in virtual content provided by fashion brands as value co-creation in virtual worlds. This study aims to examine how consumer (i.e., consumer smartness) and fashion firm (i.e., perceived intellectual capital) factors influence value co-creation behavior intention in virtual worlds. Data were collected from 410 consumers in their 20s nationwide through an online survey, and a higher-order structural equation modeling analysis was conducted to test the research model. The results showed that both consumer smartness and perceived intellectual capital positively influenced customer participation behavior and citizenship behavior intentions. Specifically, perceived intellectual capital had a greater impact on value co-creation behavior in the virtual world than consumer smartness. The findings provide empirical evidence that the fashion firms' intangible assets and consumers' competence in the digital shopping environment encourage their intentions to co-create value in virtual worlds.

• Journal of Digital Contents Society
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• v.15 no.3
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• pp.405-412
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• 2014

Computer game addiction generally signifies excessive or unhealthy inclination for computer games. Game addicts spend great amount of their time engrossed in playing games while neglecting the real world. They have the tendency to neglect important responsibilities and isolate themselves from others. Instead, they place greater importance on their status, performance, and achievement in games. Virtual stores, virtual libraries, virtual cinema, virtual trade shows, virtual schools, virtual characters have been emerging due to the popularity of the internet. An ambiguous term virtual reality has appeared in addition to the word virtual. There also appeared alien and UFO syndrome. Such social phenomenon has brought about confusion of reality and virtual world in which things that do not exist are mistakenly believed to exist. This study focuses on virtual reality games and provides an assessment of the causes and the side effects of game addiction and proposes countermeasures.

• The Journal of the Korea Contents Association
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• v.9 no.1
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• pp.177-186
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• 2009

Virtual world is persistent 3D(2D) space through computers which supports real-time interaction. Children's virtual worlds are for children below 15. Its educational benefits are: practical experience, cooperation possibility, experience sharing, and optimized environment. Moreover, interesting factors from games can enhance the educational efficiency of virtual worlds. In order to intensify the educational efficiency, goal, motivation, relationship and advice has to be considered as well. Based upon those factors, the result of analysis of current virtual worlds shows that they have clear goal. contextualization of task and appropriate reinforcement. However, for future prosperity, continuous effort for expansion of readiness, social persuasion, scaffolding are needed.

• 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.

• The Journal of the Convergence on Culture Technology
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• v.8 no.3
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• pp.515-520
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• 2022

Metaverse is at the center of heated debates in many areas recently. Coupled with real world, metaverse is extending its domain into social and cultural activities in addition to economic value creation as untact activities increase. Global companies are investing in R&D for metaverse. The reason is that metaverse is supposed to create new value by converging virtual and real worlds thanks to technology advancement such as AI, big data, 3D graphic, 5G, cloud computing, etc. Thus, innovative changes are expected in the economic, social and cultural areas. However, there are many problems to be solved yet for connecting virtual world and real one. Also, epoch-making development of products and services should be done for realistic experience and profit creation using virtual space in various industries beyond untact social activities against pandemic situation. The essence, present condition, development and its application areas of metaverse will be analyzed, and expected problems researched so that the strategy and methodology for securing global competitiveness will be addressed in coming metaverse era.

• International journal of advanced smart convergence
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• v.11 no.4
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• pp.120-128
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• 2022

While online social interactions have been more prevalent with the increased popularity of Metaverse platforms, little has been studied the effects of facial expressions in virtual reality (VR), which is known to play a key role in social contexts. To understand the importance of presenting facial expressions of a virtual avatar under different contexts, we conducted a user study with 24 participants where they were asked to have a conversation and play a charades game with an avatar with and without facial expressions. The results show that participants tend to gaze at the face region for the majority of the time when having a conversation or trying to guess emotion-related keywords when playing charades regardless of the presence of facial expressions. Yet, we confirmed that participants prefer to see facial expressions in virtual reality as well as in real-world scenarios as it helps them to better understand the contexts and to have more immersive and focused experiences.

• International Journal of Computer Science & Network Security
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• v.22 no.5
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• pp.115-120
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• 2022

New realities of social relations are changing the understanding of certain phenomena, including the emergence of new concepts among the objects of property rights, such as: virtual assets, and the circulation of virtual assets. The rapid development of the virtual assets market involves the legislative consolidation of the status of such assets, changes in taxation, their circulation, and so on. These circumstances increase the interest in the study of virtual assets as the latest object of property rights and necessitate the study of this topic. The work aims to explore the theoretical developments and regulations on virtual assets in the modern world, as well as to summarize the conclusions about virtual assets as the latest object of property rights. The object of research is the content of the concept of "virtual asset" and its legal status. The methodology of work is represented by a set of methods and techniques that were used to achieve this goal, namely: hermeneutic, historical, extrapolation, comparative law, generalization, analysis, synthesis, and deduction. The study analyzed different approaches to understanding virtual assets, analyzed the characteristics of virtual assets, and concluded that in today's conditions there is no single unified legal regulation of virtual assets, although many countries are moving towards consolidating the status of virtual assets.

• The Journal of the Korea Contents Association
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• v.13 no.6
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• pp.9-19
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• 2013

In this paper, we develop a Spatio-Temporal graph as of a key component of our knowledge representation Scheme. We design an integrated representation scheme to depict not only present and past but future in parallel with the spaces in an effective and intuitive manner. An event in general occupies not only a space but a time. Hence a crucial premise for the simulation of virtual situations is to position events in the multi-dimensional context, that is, 3-D space extended by the temporal dimension. Furthermore an event tends to have physical, social and mental aspects intertwined. As a result we need diverse information structures and functions to model entities and relations associated with events and to describe situations in different stances or perspectives of the virtual agents. These structures and functions are implemented in terms of integrated and intuitive representation schemes at different levels such as Ontology View, Instance View, ST View, Reality View. The resulting multi-dimensional comprehensive knowledge structure accommodates multi-layered virtual world developing in the time to maximize the diversity of situations in the historical context. The viability of this knowledge representation scheme is demonstrated with a typical scenario applied to a simulator implemented based on the ST Graph. The virtual stage based on the ST graph can be used to provide natural contexts for situated learning or next-generation simulation games.

• Asia pacific journal of information systems
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• v.18 no.1
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• pp.117-144
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• 2008

Lots of virtual communities and online businesses presently derive their primary sources of revenues through advertising, but nevertheless are plagued with marginal profitability though they might possess a significant user base. In the light of the need for an efficacious business model, there have been recent insights of an online community in particular reaping profits through an innovative and lucrative revenue generation method that earns by selling digital items. There have been some obvious evidences (e.g., Cyworld, SecondLife, Habo Hotel, etc.) that online communities can be profitable through their unique business model of selling digital items. However, there is lack of understanding about the motivation of purchasing digital items. This study tries to identify the main motivators of digital item purchases based on social/individual identity theory and self-presentation theory. "Digital items", otherwise known as "virtual assets", may include online avatars, accessories for the avatars, decorative ornaments like furniture, digital wallpapers, skins, background music and virtual weapons used for Internet games. These digital items are employed by users for representation and articulation in the online space, especially to create and enhance their online profiles in web pages and games. Prices for digital items typically range from a few cents to a few dollars each. Based on the theoretical framework like social identity theory and self-presentation theory, we developed the research model and proposed seven hypotheses. An analysis of 225 members of Cyworld found that digital item purchase intention in virtual world is affected by both members' need for self-presentation and need for affiliation. We also found that the need for self-presentation is significantly increased by innovativeness of members, community group norm, and community involvement. We concluded that the need for self-presentation could be a key variable for profitable business model in online community service industry. However, neither individual self-efficacy nor the need for affiliation significantly influenced the need for self-presentation which triggers purchase intention of digital items. In term of the theoretical and practical contribution, this study can be a pioneering empirical research that investigates the purchase intention of digital items based on social identity theory and self-presentation theory in the online context. Also, the findings of our study are valuable and practical for practitioners in the market who wish to adopt or improve the business model of selling digital items in an online community. From the findings, it can be seen that innovativeness of users, community group norm, and community involvement are three significant factors that influence need for self-presentation of users which ultimately leads to their intentions to buy digital items. These findings put forth that virtual community providers and online businesses selling digital items should prioritize their efforts and focus on these three factors if they want to increase the sales of these digital items and generate greater revenues. This study provides important implications for academic researchers and practitioners to understand why the community members pay money for their digital items in virtual world and how the practitioners can increase the sales of digital items in an online community. A couple of limitations of the study and future research directions are also discussed.

• Convergence Security Journal
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• v.22 no.3
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• pp.19-24
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• 2022

Metaverse is a compound word of the English words 'meta', meaning 'virtual' and 'transcendence', and 'universe' meaning the universe. dimensional virtual world. Metaverse is a concept that has evolved one step further than virtual reality (VR, a cutting-edge technology that enables people to experience life-like experiences in a virtual world created by a computer). It has the characteristic of being able to engage in social and cultural activities similar to reality. However, there are many security issues related to this, and cybersecurity vulnerabilities may occur. This paper analyzes cybersecurity threats that may occur in the metaverse environment and checks vulnerabilities.