• Journal of Information Technology Applications and Management
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• v.24 no.2
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• pp.39-54
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• 2017

At present, various technologies are rapidly advancing, centering on the concept of virtuality. From the technology of virtual reality, which allows us to experience the senses as if they existed, to the technology of augmented reality, which provides new information or services based on reality, they are no longer strange things for ourselves because we experience them every day and night. Even though the concept of virtual is very familiar in terms of technology, it is not known how individuals accept the concept of virtuality, how they change our way of thinking, and how their behavior changes. This study aims to approach virtuality perceived by the individual from the viewpoint of individual's information processing. Virtuality is defined as the degree to which the situation facing an individual is far from actual reality. An individual can judge the degree of virtuality easily, which is considered to be a psychological distance which is an important factor in personal information processing. In this study, we have confirmed whether the argument is applied to the real world in the context of advertisement. According to the construal level theory, when an individual feels virtuality at a high level, the individual thinks that the situation they are facing is psychologically distant and accordingly has a high level construal. Therefore, it is more influenced by 'advertisement emphasizing symbolic appeal' which is matching with higher level. On the other hand, when an individual feels a low level of virtuality, the individual thinks that the situation they are facing is psychologically near and thus has a low level construal. Therefore, respondents are more sensitive to functional appeal, which is related to lower level. This study has the theoretical contribution in terms that the degree of virtuality affects the psychological distance of the individual. In addition, the results of this study have practical contribution in terms of being able to be actively used in the information delivery strategy centered on the advertisement.

• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.52-63
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• 2008

Virtuality is a product of the information age, and as it plays a larger role in the activities of individuals, groups and organizations, the issue of how human behavior varies between virtual and physical space has become one of the most important questions facing the management environment of today. The purpose of this article is to examine how virtuality shapes individuals' social relationships within and outside their work groups. We developed a conceptual framework that explores the links between virtuality and social network based on computer-mediated communication theory and social network theory. Using data from 172 individuals of 42 project teams in 5 global business consulting firms, we tested cross-level hypotheses. The results of hierarchical linear modeling (HLM) indicate that virtuality significantly influences individual's internal tie strength as well as external bridging ties. The results also show the effects of virtual process via CMC vary along with the virtual context.

• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.4
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• pp.774-792
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• 2024

Unlike traditional retail formats, the metaverse offers diverse shopping experiences, ranging from content that mimics reality to content that transcends reality based on its characteristic of virtuality. This study elaborates on the concept of virtuality within store environments and investigates how the virtuality level of a metaverse store influences consumers' creative consumption by mediating the flow experience. Additionally, it examines the interaction effect of creative product-seeking tendencies and individual characteristics on the relationship between flow experience and creative consumption behavior. A web-based experiment was conducted on young Korean female adults who experienced metaverse shopping. Ninety-one samples were analyzed using exploratory factor and bootstrap analyses with SPSS Macro process Models 4 and 14. The findings demonstrate that store virtuality (low vs. high) increases consumers' purchase intentions of creative fashion items by enhancing their flow toward the shopping experience. Furthermore, the effect of flow experience on creative consumption is strengthened when consumers have low creative product-seeking tendencies. This study contributes to expanding the concept of virtuality in virtual retailing and provides insights for fashion retailers planning to create virtual shopping spaces within the metaverse platform.

• Korean Institute of Interior Design Journal
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• v.22 no.2
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• pp.89-99
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• 2013

The comtemporary architecture has not an discourse on form and representative style, but a new architectural concept of the generative process through the various relationship of the urban context, the continuity of the time and the experience of the people. This architectureal concepts make new and various architectural attempts to have a virtuality. The viruality is a reality to coexist with the present in contemporary philosophy. Daniel libeskind makes various arhcitectural experimentative attempts to reveal his virtuality through his memory as the Jews and his unconscious virtuality. The 'line' has the connotation of architectural reality and virtuality. Every line drawn becomes architectural form for example, walls, windows and makes spaces, and reveal a boundary as a connection. Architecture's visibility understates and structures its invisible aspect, so that the visible and the invisible make the architecture together. Daniel libeskind maks the virtual lines having the invisible of unconsious, time, and place. He no longer divide the form of architecture, its spatiality from all the implications which it adresses beyond its own particular built time and place and public unconsious mind. He demands the 'virtual line' that remembers distress and the past and reveal the virtuality of time and place. The virtual line is the sentimental communication of architecture.

• Journal of the Korean Geographical Society
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• v.32 no.4
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• pp.543-548
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• 1997

New technologie of information and interaction create ambiguous, multifaceted relationships between concepts and realities that once seemed clear and simple. The acvent of cyberspace implies the existence of cyberplaces and relationships among cyberspace and places that could be as or more complex then those that exist among the spaces and places of the non-digital world. Virtual reality-the current uses of infomation technologies to create replicas of places and processes in the world-offers a point of exploring such relationships. But more penetrating insights become evident in the examination of real virtuality-the uses of information technologies to enhance the experience of places in the world. Real virtuality offers geographers a variety of innovative and powerful tools for augmenting the effectiveness and domain of their craft. Widespread use of real virtuality by geograpgers will alter their use of data, methods, and theory in research, teaching, and practice.

• Knowledge Management Research
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• v.18 no.3
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• pp.163-178
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• 2017

Recent advances in technology are evolving to enable individuals to perform various activities necessary for their lives, without being constrained by physical, temporal, and spatial constraints. The online services and experiences that originated from solving the discomfort in the actual offline space have created the newness that can only be experienced in the digital world and furthermore uniquely new experiences in actual space as well. While many previous studies have suggested several interpretations of unique individual behaviors in virtual environments, a recent research approaches virtuality as an interesting perspective of the change of thinking style. Virtuality is defined as how far apart we are from everyday reality, and if the individual faces a situation far from reality, the psychological distance of the individual becomes distant and ultimately leads to the thinking style of high construal level. Otherwise, it is said to have a relatively low construal level of thinking style. In this study, I try to confirm the virtual distance as the role of psychological distance in new virtual contexts. Simultaneously considering temporal distance, which are most used in psychological distance, and virtual distance based on virtuality, this study tries to find whether the effect of virtual distance on product attitude is the same as that of temporal distance and check the relationship between virtual distance and temporal distance in the context of consumers' product evaluations depending on product information type.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.5
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• pp.981-990
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• 2001

The purpose of this study is to review the concept of virtuality and analyze in which way virtuality is expressed in fashion. As for the research methodology, literary research was undertaken to study psychoanalytical and socioeconomic contexts in which virtuality has been formed. In addition, demonstrative studies on styles were undertaken through the analysis of photos in modern fashion magazine. With the explosive diffusion of the Internet since the 1990s, people have created a new identity in cyber space. Indeed, computers have made it possible for human beings to make virtual bodies in any way they want. Through the experiment of creating the figures that they dreamed of in their childhood buy could not embody in their actual life, people are making up for their narcissistic ego of their childhood. With the advent of the cyber society, dreams have been realized in cyber space, which in turn has influenced reality and finally had an effect on fashion. In cyber space, People try to break away from their bodies by combining elements of a different nature from them. They are dying hair and skin, and using holographic fabric for fashion, metallic color and geometric pattern for cosmetics. In pursuit of omnipotent beings, people have depicted models as flying in a weightless state and floating in the water within dress of undefined silhouette, so that they can be shown as transcending the law of nature. Furthermore, a variety of cultures newly appearing as dominant in cyber space have constantly interacted with actual life and formed an collage of heterogeneous cultures in fashion.

• Asia pacific journal of information systems
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• v.28 no.4
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• pp.240-257
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• 2018

In today's turbulent business landscape, a firm's ability to explore new IT capabilities and exploit current ones is essential for enabling organizational agility and achieving high organizational performance. We propose IT exploration and exploitation as two critical organizational learning processes that are essential for gaining and sustaining competitive advantages. However, it remains unclear how the emerging cloud-based IT architecture affects an organization's ability to explore and exploit its IT capabilities. We conceptualize modularity and virtuality as two critical dimensions of emerging cloud-based IT architecture and investigate how they affect IT exploration and exploitation. We test our hypotheses using data obtained from our field survey of IT managers. We find that modularity is positively associated with both exploration and exploitation whereas virtuality is positively associated with exploration, but not with exploitation. We also find that the effect of modularity on exploitation is stronger than its effect on exploration.

• Journal of Science of Art and Design
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• v.7
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• pp.173-184
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• 2005

• The Journal of the Korea Contents Association
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• v.16 no.10
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• pp.766-779
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• 2016

This study was designed to look at a gap between what is reported and what is real, based on 'virtuality' shown in the media coverage of the Sewol ferry disaster. The way the Korean media reported the disaster raised serious concern in describing realities as the coverage was dotted with omitted, diluted, misleading, false and biased information, dubbed as the sinking of journalism by the Special Committee of the Korea Broadcasting Journalist Association. Virtuality can be problematic in journalism since users, when frequently exposed to 'mediated reality' or mediated presentment, often consider it actual and respond to it, rather than reacting to 'actual reality'. Many studies have found that media users tend to perceive mediated reality as an actual outside world. This paper aimed to explain signification of media reporting and limitations of user perception by reviewing major discussions and arguments on virtuality in previous research and history of thoughts. It was easy to link virtuality of mediated reality to the role of the media, which impact public opinion and change the flow of an event, and to other concepts such as the socialization of power, social control and social hegemony.