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Comparative Study on Avatar's Clothing Image and Casual Brand Image based on Avatar's Fashion Marketing (아바타 패션마케팅에 따른 아바타 의복 이미지와 캐주얼 브랜드 이미지 비교 연구)

  • Jang Seung-Hee;Lee Sun-Jae
    • Journal of the Korean Society of Costume
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    • v.55 no.5
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    • pp.28-42
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    • 2005
  • Objectives of this study were to investigate about the avatar's fashion products efficiency on casual wear advertisements to study about the effect of avatar's clothing image provided by apparel industry and to investigate about the effort of avatar's fashion product on apparel advertisement for fundamental data on the avatar's fashion marketing. Following were the summaries of the results: First, in terms of the correlation between avatar's clothing and casual brand images of nate avatar's fashion marketing, avatar's clothing image of FUBU male, female and maru male, female that is reformative, characteristical, unique and sensitive to latest fashion has positive correlation with FUBU and maru brand images. Therefore, consumers' higher perception on avatar's clothing image that are 'reformative', 'characteristical' and 'unique', indicated higher casual brand image perception, proving avatar's clothing image is effective in suggesting the brand. Second, in terms of advertising the avatar by clothing them with garments of each brand and comparing avatar's clothing and casual brand images, active avatar's clothing image of FUBU male, female emphasized active brand image of FUBU. However, FUBU male avatar's clothing image did not emphasize 'reformative', 'characteristical', 'cool', or 'sensitive to latest fashion' images compared to FUBU female avatar's clothing image. Also, in case of maru, 'male', 'conseuative' and 'insensitive to latest fashion' image of male avatar clothing emphasized maru brand image. Maru female's 'unpractical' ,'female' and 'characteristical' images emphasized maru brand image.

Color Analysis of Avatar fashion style from on-line portal sites

  • Kim, Ri-Ra;Kim, Young-In
    • International Journal of Costume and Fashion
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    • v.8 no.2
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    • pp.50-64
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    • 2008
  • The purpose of this study is to classify Avatar fashion style through analysis of on-line Avatar Mall and to propose color pallette and fashion contents from fashion color analysis. The literature research focused on investigating the notion, characters and types of Avatar and relation of Avatar and self-image, clothing image and color image. In data research, 4 on-line portal sites Avatar Malls were analyzed and Avatar fashion style was classified. In addition, Avatar clothing color was analyzed. The research of this study are as follows: Firstly, Avatar in the cyber space represents 'me' of the real states. Avatar fashion helps to represent Avatar Image and clothing makes human image and identity as a social sign. Color helps to constitute clothing impression and human image, therefore clothing and color are the important elements to express self-image through Avatar in the cyber space. Secondly, Avatar Malls of 4 on-line portal sites are very similar and confuse Avatar users because of no standard of fashion style classification. Accordingly, the standard of fashion style classification should be made by a fashion expert, and the specific characters of every on-line portal site should be emphasized. Thirdly, as a result of the analysis of Avatar's clothing, the clothing is divided into a real world clothing and an imaginary world clothing. There are daily clothes, uniform, event clothes, story clothes and fantasy clothes. As a result of the color analysis of Avatar clothing, White, Red, Red Purple colors and bright and vivid tone are generally used for Avatar clothing. This study is significant to classify Avatar fashion style systematically, to notify sensitive and delicate users' sign and to make Avatar fashion image emotional and high-quality.

The Clothing Image of Avatar (아바타의 의복이미지)

  • 하오선;신혜원
    • Journal of the Korean Society of Clothing and Textiles
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    • v.27 no.5
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    • pp.560-569
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    • 2003
  • The purpose of this study was to investigate the usage condition of avatar, the clothing images of avatars, and the difference of self images among avatar user groups which were clustered by the clothing image of using avatar. Avatars were decorated not only to get personal satisfaction and joyfulness but also to realize the desire of relationship with other people. The clothing images of avatars were classified into 7 factors, which were labeled as cute, mature, sexy, old-fashion, unisex. and unique factors. There were no significant differences in self images among 3 avatar user groups which were clustered by 7 factors of clothing images. The result indicated that avatar users pursued various clothing images for their avatar, however, no significant relations were existed between avatar's images and user's self images and further studies would be required to find out significant variables which determined avatar's clothing images.

The Characteristics of Avatar Users according to Avatar Image -Focus on utilization state, body-esteem and self-esteem- (아바타 이미지에 따른 아바타 이용자 특성에 관한 연구 -아바타 이용현황, 신체존중감, 그리고 자기존중감을 중심으로-)

  • 허태정;황선진
    • Journal of the Korean Society of Clothing and Textiles
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    • v.28 no.5
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    • pp.648-657
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    • 2004
  • The purpose of this study was to identify the relationship between avatar image and self-concept of avatar users by utilizing focus group interviews and survey method. The subjects of the focus group interview were Freechal Avatar Club members, while those of the survey were 476 students, who attended middle schools, high schools and colleges at Seoul area. The data were analyzed by frequency, factor analysis, cluster analysis, chi-square test, one-way ANOVA and scheffe test. The main results were summarized as follows. First, the focus group interview revealed that avatar image types, which avatar users made use of, were ideal image, real image and fantastic image. Second, based on the avatar image types of focus group interviews, the researcher made out avatar image question items and conducted factor analysis of the question items: The avatar users pursued ideal image, real image and fantastic image. The avatar users groups were classified into ideal image group, real image group and fantastic image group by employing cluster analysis. Third, all of body-esteem and self-esteem were the highest at real image group, while all of that were the lowest at ideal image group.

Usability verification of virtual clothing system for the production of a 3D avatar reproduced from 3D human body scan shape data - Focusing on the CLO 3D program - (3차원 인체스캔형상을 재현한 3D 아바타 제작을 위한 가상착의 시스템의 활용성 검증 -CLO 3D 프로그램을 중심으로-)

  • Hong, Eun-Hee
    • Journal of the Korea Fashion and Costume Design Association
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    • v.22 no.1
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    • pp.1-13
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    • 2020
  • The purpose of this study is to create a 3D avatar from 3D human body shape data using the CLO 3D virtual clothing program and to verify the feasibility of avatar production using the virtual clothing system for verifying size and shape. The research method was to select one virtual representative model that is the closest to the mean size of each body item for each age group. Using the 3D human body scan shape of a 40-69 years old male was applied to the CLO 3D virtual wearing system. Using the CLO 3D Avatar conversion menu, we verified the feasibility of creating a 3D avatar that reproduces the human body scan shape. In the dimension comparison between the 3D avatar and the fictitious representative model, the dimension difference was noticeable in height, circumference, and length. However, as a result, the converted 3D avatar showed less than a 5% difference in most human dimensions. In addition, since the body shape and posture were reproduced similarly, the utilization of the avatar was verified.

Comparison of Virtual Avatars by Using Automatic and Manual Method

  • Lim, Ho-Sun;Istook, Cynthia L.
    • Journal of the Korean Society of Clothing and Textiles
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    • v.34 no.12
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    • pp.1968-1979
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    • 2010
  • New technology that includes 3D body scanning, digital virtual human, and digital virtual garments has had a significant impact on the current apparel industry. Virtual simulation technology enables the visualization of a 3D virtual garment on a virtual avatar so that consumers can try on garments with their virtual avatars before purchasing. However, the manual virtual avatar provided for online apparel shopping currently has revealed limitations on the different body sizes and shapes of customers. This study analyzes the process of designing the automatic virtual avatar and the manual virtual avatar using OptiTex software; in addition, the study compares the practicality of the automatic virtual avatar with that of the manual virtual avatar. Data was examined by evaluating how much each virtual avatar is similar to the real body and how well it matched the needs of the current apparel industry. In the study, Avatar 1 was automatically created from three-dimensional body scan data and Avatar 2 was manually created from body measurements. The virtual avatar images laid over a real body image and the results were evaluated by comparing the simulated sizes of virtual avatars with those of a real body. Consequently, Avatar 1 was evaluated as more similar to the real body than Avatar 2 in all five body shapes. This study illustrates that an automatic virtual avatar might solve the fit problem that is the most common reason for a high return rate for online shopping. The results show that future virtual simulation technology needs to be improved for the practicality of the virtual avatars.

A Study on Avatar's Fashion Marketing Strategies of Casual Wear (캐주얼웨어의 아바타 패션마케팅 전랸 제고 연근)

  • Jang Seung-Hee;Lee Sun-Jae
    • Journal of the Korean Society of Costume
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    • v.54 no.8
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    • pp.35-48
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    • 2004
  • This thesis researches consumers' behaviors in Purchasing avatar fashion products depending on their motives and point of reference as the avatar fashion marketing is conducted. Also, it explores the correlation between avatar's fashion products and the point of reference by which consumers actually purchase casual wear. The results were as follows: First, Avatar's fashion product purchasing motivation is done through four classified dimensions, conformity, differentiation, fashionability, and substitution. The standard of Avatar's fashion product choice was classified by the symbol (Product name recognition) and two dimensions of aesthetics. Second. the more valued the aesthetic component of Avatar's fashion product the greater effect on the order the dimensions used in correlation in this case being substitution, differentiation, conformity, and fashionability. Should the consumer place greater value on the Product symbol the dimension order is affected in order by fashionability, conformity, and differentiation. Third, fashionability was a stronger consideration for women as opposed to men in terms of demographical feature. whereas symbol (Product recognition) was of greater importance to higher income people. Last, when aesthetics is considered to buy Avatar's fashion products it is favorably comparable to other casual wear lines. In other words, symbol is considered to buy casual's, it brings to the same result when buying Avatar's. Avatar's fashion product was great tool to research new casual wear line because of approving by the correlation to each other.

An Interface Technique for Avatar-Object Behavior Control using Layered Behavior Script Representation (계층적 행위 스크립트 표현을 통한 아바타-객체 행위 제어를 위한 인터페이스 기법)

  • Choi Seung-Hyuk;Kim Jae-Kyung;Lim Soon-Bum;Choy Yoon-Chul
    • Journal of KIISE:Software and Applications
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    • v.33 no.9
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    • pp.751-775
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    • 2006
  • In this paper, we suggested an avatar control technique using the high-level behavior. We separated behaviors into three levels according to level of abstraction and defined layered scripts. Layered scripts provide the user with the control over the avatar behaviors at the abstract level and the reusability of scripts. As the 3D environment gets complicated, the number of required avatar behaviors increases accordingly and thus controlling the avatar-object behaviors gets even more challenging. To solve this problem, we embed avatar behaviors into each environment object, which informs how the avatar can interact with the object. Even with a large number of environment objects, our system can manage avatar-object interactions in an object-oriented manner Finally, we suggest an easy-to-use user interface technique that allows the user to control avatars based on context menus. Using the avatar behavior information that is embedded into the object, the system can analyze the object state and filter the behaviors. As a result, context menu shows the behaviors that the avatar can do. In this paper, we made the virtual presentation environment and applied our model to the system. In this paper, we suggested the technique that we controling an the avatar control technique using the high-level behavior. We separated behaviors into three levels byaccording to level of abstract levelion and defined multi-levellayered script. Multi-leveILayered script offers that the user can control avatar behavior at the abstract level and reuses script easily. We suggested object models for avatar-object interaction. Because, TtThe 3D environment is getting more complicated very quickly, so that the numberss of avatar behaviors are getting more variableincreased. Therefore, controlling avatar-object behavior is getting complex and difficultWe need tough processing for handling avatar-object interaction. To solve this problem, we suggested object models that embedded avatar behaviors into object for avatar-object interaction. insert embedded ail avatar behaviors into object. Even though the numbers of objects areis large bigger, it can manage avatar-object interactions by very efficientlyobject-oriented manner. Finally Wewe suggested context menu for ease ordering. User can control avatar throughusing not avatar but the object-oriented interfaces. To do this, Oobject model is suggested by analyzeing object state and filtering the behavior, behavior and context menu shows the behaviors that avatar can do. The user doesn't care about the object or avatar state through the related object.

3D Avatar´s movement creation and control technique

  • Jang, Moon-Sung;Kuc, Tae-Yong;Kim, Si-Jung
    • 제어로봇시스템학회:학술대회논문집
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    • pp.117.4-117
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    • 2001
  • This paper introduces the movement creation and control technique of an avatar, whose replacement of the user is increasing due to the rapid development of the internet and hardware that generalizes the VR. A 3D avatar´s movement is usually created through the key-framing technique or motion-capture equipment. This paper introduce the production of the avatar´s movement by constructing a articulated avatar whose speed and movement are automatically created by the neural oscillatory network and avatar´s joint is controlled by the use of kinematics and motion editor.

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The Factors Affecting the Avatar Addictive Buying Behavior (아바타의 중독 구매행동에 영향을 미치는 요인에 관한 연구)

  • Lee, Seung-Hee;Jo, Se-Na
    • Journal of the Korean Home Economics Association
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    • v.44 no.8
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    • pp.117-126
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    • 2006
  • The purposes of this study were to examine the factors affecting the avatar addictive buying behavior. The survey subjects were 220 females and males who had purchased avatar items in the internet. For data analysis, descriptive statistics, factor analysis, t-test and regression analysis were used. In the results, first, the frequency test of quantity of owned items, payment method, main using site, frequency of purchase, and price of purchase was conducted to reveal the avatar addictive buying behavior. Second, the avatar addictive buying behavior was classified into three factors: conspicuous addictive, psychological addictive and habitual addictive. Also, the pursuit of pleasure was classified into three factors: superiority, pastime and enjoyment. Third, flow, vicarious satisfaction, stress, superiority and pastime affected avatar addictive buying behavior. Based on these results, fashion marketing strategies and implications regarding avatar addictive buying were suggested.