• Asia pacific journal of information systems
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• 제19권4호
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• pp.101-124
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• 2009

According to Wikipedia, virtual reality (VR) is defined as a technology that allows a user to interact with a computer-simulated environment. Due to a rapid growth in information technology (IT), the cost of virtual reality has been decreasing while the utility of virtual reality advertisements has dramatically increased. Nevertheless, only a few studies have investigated the effects of virtual reality advertisement on consumer behaviors. Therefore, the objective of this study is to empirically examine the effects of virtual reality advertisement. Compared to traditional online advertisements, virtual reality advertisement enables consumers to experience products realistically over the Internet by providing high media richness, interactivity, and telepresence (Suh and Lee, 2005). Advertisements with high media richness facilitate consumers' understanding of advertised products by providing them with a large amount and a high variety of information on the products. Interactivity also provides consumers with a high level of control over the computer-simulated environment in terms of their abilities to adjust the information according to their individual interests and concerns and to be active rather than passive in their engagement with the information (Pimentel and Teixera, 1994). Through high media richness and interactivity, virtual reality advertisements can generate compelling feelings of "telepresence" (Suh and Lee, 2005). Telepresence is a sense of being there in an environment by means of a communication medium (Steuer, 1992). Virtual reality advertisements enable consumers to create a perceptual illusion of being present and highly engaged in a simulated environment, while they are in reality physically present in another place (Biocca, 1997). Based on the characteristics of virtual reality advertisements, a research model has been proposed to explain consumer responses to the virtual reality advertisements. The proposed model includes two dimensions of consumer responses. One dimension is consumers' rational response, which is based on the Information Processing Theory. Based on the Information Processing Theory, product knowledge and perceived risk are selected as antecedents of intention to purchase. The other dimension is emotional response of consumers, which is based on the Attitude-Structure Theory. Based on the Attitude-Structure Theory, arousal, flow, and positive affect are selected as antecedents of intention to purchase. Because it has been criticized to have investigated only one of the two dimensions of consumer response in prior studies, our research model has been built so as to incorporate both dimensions. Based on the Attitude-Structure Theory, we hypothesized the path of consumers' emotional responses to a virtual reality advertisement: (H1) Arousal by the virtual reality advertisement increases flow; (H2) Flow increases positive affect; and (H3) Positive affect increases intension to purchase. In addition, we hypothesized the path of consumers' rational responses to the virtual reality advertisement based on the Information Processing Theory: (H4) Increased product knowledge through the virtual reality advertisement decreases perceived risk; and (H5) Perceived risk decreases intension to purchase. Based on literature of flow, we additionally hypothesized the relationship between flow and product knowledge: (H6) Flow increases product knowledge. To test the hypotheses, we conducted a free simulation experiment [Fromkin and Streufert, 1976] with 300 people. Subjects were asked to use the virtual reality advertisement of a cellular phone on the Internet and then answer questions about the variables. To check whether subjects fully experienced the virtual reality advertisement, they were asked to answer a quiz about the virtual reality advertisement itself. Responses of 26 subjects were dropped because of their incomplete answers. Responses of 274 subjects were used to test the hypotheses. It was found that all of six hypotheses are accepted. In addition, we found that consumers' emotional response has stronger impact on their intention to purchase than their rational response does. This study sheds much light into practical implications for both IS researchers and managers. First of all, while most of previous research has analyzed only one of the customers' rational and emotional responses, we theoretically incorporated and empirically examined both of the two sides. Second, we empirically showed that mediators such as arousal, flow, positive affect, product knowledge, and perceived risk play an important role between virtual reality advertisement and customer's intention to purchase. In addition, the findings of this study can provide a basis of practical strategies for managers. It was found that consumers' emotional response is stronger than their rational response. This result indicates that advertisements using virtual reality should focus on the emotional side, and that virtual reality can be served as an appropriate advertisement tool for fancy products that require their online advertisements to give an impetus to customers' emotion. Finally, even if this study examined the effects of virtual reality advertisement of cellular phone, its findings could be applied to other products that are suited for virtual experience. However, this research has some limitations. We were unable to control different kinds of consumers and different attributes of products on consumers' intention to purchase. It is, therefore, deemed important for future research to control the consumer and product types for more reliable results. In addition to the consumer and product attributes, other variables could affect consumers' intention to purchase. Thus, the future research needs to find ways t control other variables.

• 한국CDE학회논문집
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• 제20권1호
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• pp.75-83
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• 2015

In the virtual prototyping (VP) of digital products, it is important to provide the people involved in product development with the visualization and interaction of the products, and the simulation of their human machine interaction (HMI) behaviors in interactive 3D virtual environments. Especially, for the HMI behavior simulation, it is necessary to represent them properly and to play them back effectively according to user interaction in the virtual environments. In a conventional approach to HMI behavior simulation, user interface (UI) designers use UI design software tools to generate the HMI behavior of a digital product of interest. Due to lack of reusability of the HMI behavior, VP developers need to analyze and integrate it into a VP system for its simulation in a 3D virtual environment. As this approach hinders the effective communication between the UI designers and the VP developers, it is easy to create errors and thereby it takes significant time and effort especially when it is required to represent the HMI behavior to the finest level of detail. In order to overcome the shortcomings of the conventional approach, we propose an approach for representing the HMI behavior of a digital product using XML (eXtensible Markup Language) and for reusing it to perform the HMI behavior simulation in 3D virtual environments. Based on the approach, a VP system has been developed and applied for the design evaluation of various products. A case study about the design evaluation is given to show the usefulness of the proposed approach.

• 한국정밀공학회지
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• 제33권1호
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• pp.17-22
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• 2016

In smart factories, the entire manufacturing process from design to the final product is simulated in a virtual manufacturing environment and optimized before starting production. Suppliers and customers make decisions based on the simulation results. Therefore, effective rendering of the information of the virtual products to suppliers and customers is essential for this manufacturing paradigm. In this study, a method of rendering the surface roughness of the virtual products using a tactile display is presented. A tactile display device comprising a $3{\times}3$ array of individually controlled piezoelectric stack actuators is constructed. The surface topology of the virtual products is rendered directly by controlling the piezoelectric stack actuators. A series of experiments is performed to evaluate the performance of the tactile display device. An electrical discharge machined surface is rendered using the proposed method.

• 한국세라믹학회지
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• 제56권6호
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• pp.596-600
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• 2019

Artificial intelligence with a sufficient amount of realistic big data in certain applications has been demonstrated to play an important role in designing new materials or in manufacturing high-quality products. To reduce cracks in ceramic products using machine learning, it is desirable to utilize big data in recently developed data-driven optimization schemes. However, there is insufficient big data for ceramic processes. Therefore, we developed a numerical algorithm to make "virtual" manufacturing data sets using indirect methods such as computer simulations and image processing. In this study, a numerical algorithm based on the random walk was demonstrated to generate images of cracks by adjusting the conditions of the random walk process such as the number of steps, changes in direction, and the number of cracks.

• 경영과학
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• 제18권1호
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• pp.55-68
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• 2001

A virtual shopping mall is like a real-world mall, supports electronic shopping by selling products or services through Interne. Although increasing numbers of products are being marketed on the Web, little efforts has been spent on evaluating what mall is more suitable for marketing electronically and for protecting consumers. Evaluation of virtual shopping malls is regarded as a major task in business-to-consumer electronic commerce. This paper considers the Analytic Hierarchy Process(AHP) method in the evaluation of virtual shopping malls and provides its applications. The AHP is a systematic procedure for representing the elements of any problem, hierarchically. A series of pairwise comparison judgments is performed to express the relative strength or intensity of impact of the elements in the hierarchy. The AHP model hierarchy consists of the four following levels: decision maker, main criteria, sub-criteria, and virtual shopping malls. the main criteria include the state of physical firms, representation of information on the virtual shopping malls, product or service, convenience for shopping, consumer protection, and consumer service. The total number of sub-criteria in the third level is twenty-nine. All decision makers selected belong to virtual shopping mall enterprises, or universities. As a case study, we show the synthesized priority of the five virtual shopping malls that have acquired an E-Trust mark. Finally a sensitivity analysis shows how well each virtual shopping mall performs on each criterion by increasing or decreasing the importance of the main criteria.

• Asia pacific journal of information systems
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• 제16권3호
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• pp.67-93
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• 2006

Some consumers prefer online and others prefer offline. What makes them prefer online or offline? There has been a lack of theoretical development to adequately explain consumers' channel switching behavior between traditional physical stores and new virtual stores. Through consumers' purchase decision processes, this study examined the reasons why consumers changed channels depending on purchase process stages. Consumer's purchase decision process could be divided into three stages: pre-purchase stage, purchase stage, and post-purchase stage. We used the intention of channel selection as a surrogate dependent variable of channel selection. And some constructs, that is, channel function, channel benefits, customer relationship benefits, and perceived behavioral control, were selected as independent variables. In buying look-and-feel products, it was identified that consumers preferred virtual stores to physical stores at pre-purchase stage. To put it concretely, all constructs except channel benefits were more influenced to consumers at virtual stores. This result implied that information searching function, which is a main function at pre-purchase stage, was better supported by virtual stores than physical stores. In purchase stage, consumers preferred physical stores to virtual stores. Specially, all constructs influenced much more to consumers at physical stores. This result implied that although escrow service and trusted third parties were introduced, consumers felt that financial risk, performance risk, social risk, etc. still remained highly online. Finally, consumers did not prefer any channel at post-purchase stage. But three independent variables, i.e. channel function, channel benefits, and customer relationship benefits, were significantly preferred at physical stores rather than virtual stores at post-purchase stage. So we concluded that physical stores were a little more preferred to virtual stores at post-purchase stage. Through this study, it was identified that most consumers might switch channels according to purchase process stages. So, first of all, sales representatives should decide that what benefits should be given them through virtual stores at the pre-purchase stage and through physical stores at the purchase and post-purchase stages, and then devise collaborative channel strategies.

• 정보기술과데이타베이스저널
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• 제8권1호
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• pp.1-11
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• 2001

More and more cyber shopping malls, one of the new promising Internet businesses of today, are opening business everyday. And instead of the ordinary image and text type of product display, buyers can now view products from any viewpoint through 3D images and also get more detail information on the product more easily thanks to the new VP technology, visual tools, and statecharts. However the currently used virtual prototyping supporting method does not consist of any database support for sharing the data from different virtual prototype developments and reusing the data in developing other prototypes. And in cases of custom order products, there is no linkage with the virtual product database that enables buyers in cyberspace such as cybermalls to try out the products before purchasing. This paper is purported for being applied as the basis for planning the construction of a complete CRM method applied cyber shopping mall that can accommodata all the demands and requests from customers. And the database supporting VP framework that supports data sharing and collaboration between virtual prototype developers and manufacturing custom order products is suggested for this purpose.

• 한국의류산업학회지
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• 제22권4호
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• pp.446-455
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• 2020

In order to develop high value fashion culture products capable of reaching the global market, this study developed the original traditional clothing design of Northeast Asian countries according to a global perspective. This study applied the structural formality of traditional clothing to fashion cultural products. This study developed designs using Deel of Mongolia, Makap of China Korean Dang-ui / Dan-ryung, and Haori of Japan. The research methods are theoretically examined using literature on traditional clothing in Northeast Asia. First, it designed a shirt design using Adobe Illustrator CS6 and created a pattern with the Yuka program as well as applied CLO 5.0 (a 3D virtual dressing system from CLO Virtual Fashion Co.). A survey was also conducted on individual interest for the developed fashion cultural products. The design method obtained various design effects by applying the method of adding point detail parts of the clothes to the shirt that represented each country among their traditional clothes. This research can be used as basic data for the global fashion cultural products market that can contribute to maintaining the originality of each country in the global era, expanding tourism income to succeed and develop culture and tradition.

• International Journal of CAD/CAM
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• 제4권1호
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• pp.1-10
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• 2004

Through reviewing and comparing the current virtual shopping malls web sites integrated VR into E-commerce, this paper analyzed both the advantages and disadvantages of two kinds of methods for product presentation: 2D image based and 3D model based presentation method. Using the virtual shopping mall (EasyMall) as a showcase, we presented the architecture of the system and the development technologies, especially those in the mixed presentation method. The presentation and customization methods in the two related modules, including the PhoneShow for mobile phone and EasyShow for textile products, were discussed. It indicated that the integration of E-commerce with VR could provide consumers with virtual experience and intelligent service for business activities. Furthermore, the product presentation methods can be made available for use in different cases.

• 산업공학
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• 제11권3호
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• pp.219-225
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• 1998

Presented in this paper is a state-of-the-art review of VM(Virtual Manufacturing). To survive on a global competition, manufacturers must shorten the time to market for their products. To achieve this goal, many manufacturers have implmented CIM systems. VM is a new direction in the CIM system development having emphasis on enhancing the decision-making capability. VM can be defined an integrated, synthetic manufacturing environment exercised to enhance all levels of decision and control. Also, VM is the use of computer models and simulations of manufacturing processes to aid in the design and production of manufactured products. Currently, VP(Virtual Prototyping) and VF(Virtual Factory) are main theme to develop a VM. In this paper, the concept and current status of VP and VF are explained.