• 복식문화연구
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• 제28권4호
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• pp.446-462
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• 2020

The objectives of this study are to explore the information source, assessment, and preferred styles of 3D virtual influencers(VI), to investigate the expected impact of advertisements with 3D VIs on brands, and to explore ways of expanding the use of 3D VIs. In-depth interviews with 40 males and females in their 20s and 30s were conducted and qualitative data were analyzed. The study results are summarized as follows. First, the information source of the 3D VI was SNS, acquaintances, and broadcasting. Second, 3D VIs were considered positively due to their attractive appearance, wide utilization, innovative use, freshness, separation from private identity, and time and cost savings, while considered negatively due to their unrealistic appearance and antipathy against replacing a person's role. Third, the preferred appearance styles of the 3D VI differed according to the level of virtuality although the majority of interviewees preferred similar looks to real people with low virtuality. Fourth, diverse image qualities such as innovative, differentiated, trendy, high-value, professional, and future-oriented were considered as transferred to the brand advertised by 3D VIs. Fifth, advertisements with 3D VIs may help build positive perceptions of advertised brands that may lead to purchase behaviors for some consumers. Lastly, to expand the use of 3D VIs, the specific advantages of virtual models should be maximized with consideration of how to implement a variety of body types and images of models. Findings present an important foundation to generate strategies to better apply 3D VIs to the fashion market.

• 한국의류학회지
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• 제47권5호
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• pp.873-890
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• 2023

This study analyzed users' emotional responses to VI character design through YouTube comments. The researchers applied text-mining to analyze 116,375 comments, focusing on terms related to character design and characteristics of VI. Using the BERT model in sentiment analysis, we classified comments into extremely negative, negative, neutral, positive, or extremely positive sentiments. Next, we conducted a co-occurrence frequency analysis on comments with extremely negative and extremely positive responses to examine the semantic relationships between character design and emotional characteristic terms. We also performed a content analysis of comments about Miquela and Shudu to analyze the perception differences regarding the two character designs. The results indicate that form elements (e.g., voice, face, and skin) and behavioral elements (e.g., speaking, interviewing, and reacting) are vital in eliciting users' emotional responses. Notably, in the negative responses, users focused on the humanization aspect of voice and the authenticity aspect of behavior in speaking, interviewing, and reacting. Furthermore, we found differences in the character design elements and characteristics that users expect based on the VI's field of activity. As a result, this study suggests applications to character design to accommodate these variations.

• 한국융합학회논문지
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• 제12권12호
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• pp.213-222
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• 2021

본 연구는 패션 버추얼 인플루언서(FVI)의 시각적 요소가 팔로워 행동의도, 중독에 미치는 영향요인을 확인하고자 하였다. 요즘 FVI의 팬 수가 증가하고 있으며, 소셜 플랫폼의 중독 현상도 증가하면서 연구자들은 FVI의 시각적 측면으로 팬들의 행동의도와 중독에 이르는 경로를 확인하는 연구가 필요할 것으로 보았다. 연구결과 FVI의 시각적 요소인 매력성은 전문성을 통해 진정성을 영향을 미치는 것으로 확인되었다. 또 진정성은 행동의도의 관계유지를 통해 몰입에 영향을 미치는 것이 확인되었고 진정성은 몰입을 통해 중독에 영향을 미치는 것도 확인되었다. 연구자들은 본 연구를 통해 FVI의 시각적 요소가 행동의도와 중독에 이르는 경로를 시각적 요소와 진정성, 진정성과 행동의도, 행동의도와 중독 등으로 설정하여 검정하였다는 점에서 이론적, 실무적 공헌점이 있다고 보았다. 연구자들은 향후 FVI의 다양한 콘텐츠 유형, 소셜 플랫폼의 측면으로 연구가 확대되길 기대한다.

• 복식문화연구
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• 제29권4호
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• pp.488-504
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• 2021

This article examined the historical evolution of changes in the democratization of fashion, identified its characteristics, and defined 'fashionocracy - fashion democracy'- by analyzing various phenomena in the global fashion industry. This research will expand the field of fashion research and spark academic debates about fashion democracy. The democratization of fashion can be summarized in five periods; birth, introduction, early growth, growth, and maturity. The characteristics of the democratization of fashion include individual autonomy, accessibility that many people can access and enjoy, and diversity. According to the principles of democracy- "of the people, for the people, by the people" - which are based on freedom and equality, we have achieved fashion of the people and for the people so far. Furthermore, social media has shifted the balance of power to influencers and bloggers; as such, the masses who have consumed and enjoyed fashion democratization are becoming producers and promoters by actively participating in the process of making fashion, creating a new era of fashion democracy (fashionocracy): - by the people. Ultimately, fashionocracy consists of the '6P's' ; people (active and productive consumers), planet (society and environmental sustainability), products (genderless, ageless, inclusive), price (reasonable), place (multi-channel distribution, virtual spaces), and promotion (horizontal).