• The Journal of Information Systems
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• v.32 no.1
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• pp.23-51
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• 2023

Purpose: Live commerce is a new type of electronic commerce in combination with live streaming services. It is expected to increase virtual presence in the context of online shopping by overcoming a lack of social interactions between sellers and buyers which have been raised as a limitation in electronic commerce. Drawing on the studies of communication media, this study examines how live commerce contributes to the increase of virtual presence which consists of telepresence and social presence. Telepresence refers to a buyer's perception that he or she is present at the physical shopping mall during live shopping streaming whereas social presence refers to a buyer's perception of social interaction with a seller which is human warm, social, sensitive, and personal. In this study, we verify key determinants of virtual presence and its consequences. More specifically, this study proposes virtual presence contributes to the increase of buyers' trust in products and further purchase intentions. Furthermore, we verify influential factors of virtual presence from the technical and influencer perspectives of live commerce. Design/methodology/approach: To test the proposed hypotheses, the partial least squares (PLS) analysis is conducted with a total of 250 data collected on users with experience in the TaoBao live streaming shopping platform. Findings: The results show that first, telepresence and social presence are increased by visibility, media richness and attractiveness in the context of live shopping streaming. Second, buyers' trust in product trust and purchase intentions are positively influenced by telepresence and social presence. Finally, buyers' trust in product has a direct, positve effect on their purchase intentions. Overall, the findings offer new insights into the studies of electronic commerce by introducting the concepts of virtual presence and media richness from the literature of communication media in the field of live commerce.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.6
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• pp.1157-1176
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• 2023

This study aims to verify the psychological evaluation that consumers undergo when accepting virtual fitting services while shopping online. The Theory of Interactive Media Effects (TIME) was applied to determine the impact of the perceived affordance of media on consumer response through immersion. An online survey was conducted targeting female consumers in their 20s and 30s, and 271 responses were collected and used for empirical analysis. The results of the analysis showed that interactivity and immediacy had a positive effect on telepresence. Telepresence, in turn, affected perceived usefulness and enjoyment, which then significantly affected purchase intention. In addition, some paths confirmed the moderating effect of consumer innovativeness. In consumers with high innovativeness, interactivity was found to have a greater influence on telepresence and perceived usefulness had a more significant influence on purchase intention than in consumers with low innovativeness. Conversely, in consumers with low innovativeness, perceived enjoyment was found to have a greater influence on purchase intention than in consumers with high innovativeness. The significance of this study is that it expands research on customer perception of virtual fitting services within online shopping platforms.

• Journal of the Korea Computer Graphics Society
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• v.23 no.3
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• pp.115-122
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• 2017

As the era of the fourth industrial revolution began, augmented reality showed infinite possibilities throughout society. However, current augmented reality systems such as head-mount display and hand-held display systems suffer from various problems such as weariness and nausea, and thus space-augmented reality, which is a projector-based augmented reality technology, is attracting attention. Spacial augmented reality requires precise tracking of dynamic objects to project virtual images in order to increase realism of augmented reality and induce user 's immersion. The infrared sensor-based precision tracking algorithm developed in this paper demonstrates very robust tracking performance with an average error rate of less than 1.5% and technically opens the way towards advanced augmented reality technologies such as tracking for arbitrary objects, and Socially, by easy-to-use tracking algorithms for non-specialists, it allows designers, students, and children to easily create and enjoy their own augmented reality content.

• Journal of The Korean Association of Information Education
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• v.22 no.3
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• pp.397-407
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• 2018

Augmented reality offers a great potential in teaching and learning through enhancing situated cognition and building indirect experience. However, existing systematic reviews are limited to studies conducted outside of Korea and fail to reflect the Korean trends. This study attempts to understand the augmented reality trends of educational research in Korea through a systematic review. The content types are also reviewed regarding situated learning. The results show that Korean studies tend to target preK-12 while many global research focus on K-16. In addition to Humanities & Arts and Science, Korean studies explored in special education. Concerning educational effects, numerous Korean studies investigated on individual learning and less focused on collaborative or situated learning. Moreover, many Korean studies used object-controlling contents. Lastly, challenges and suggestions for future research are addressed.

• Journal of Internet of Things and Convergence
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• v.8 no.2
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• pp.49-54
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• 2022

Immersive contents is content that provides a realistic experience by maximizing the user's five senses, and includes virtual reality, augmented reality, and mixed reality. In order to provide a sense of reality to users in immersive content, it is necessary to provide realistic visual images, hearing, and touch. However, due to the rapid change in the environment for developing immersive content, experts in training human resources are having difficulties in designing the curriculum. In this study, we propose a series of educational courses that use drones to acquire and process real-world measurement data and apply the derived data to VR, AR, and MR to help experts in training immersive content develop talent. The design of training process composes through demand survey and analysis of companies, students, and local communities. This study can be a useful resource for education experts who want to train immersive contents manpower.

• Journal of The Korean Association For Science Education
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• v.43 no.2
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• pp.59-72
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• 2023

This study analyzed a group interview with six earth science teachers and eight middle school students to find out the evaluations and criteria they use to evaluate VR/AR contents (two virtual reality content and two augmented reality contents) in middle school science digital textbook. The study found the VR/AR contents were evaluated on four criteria as follows: VR/AR media characteristics; technical operation; user interface; and teaching-learning design. The evaluations can be summarized by each criterion. First, regarding VR/AR media characteristics, interesting features of VR/AR contents were considered relatively advantageous compared to other media like videos. However, its shortage of visual presence and inconvenience of using markers were mentioned as shortcomings. Second, in the technical operation criteria, teachers and students found the following conditions as technically challenging: failing to properly operate on a particular OS; huge volumes of contents in the application; and frequent freezing when using the application. Third, poor intuitiveness and lack of flexibility were found as negative aspects in user interface. Fourth, regarding teaching-learning design, the teachers evaluated whether the VR/AR contents delivered scientifically accurate information; whether they incorporated class goals set by teachers; and whether they can help students' inquiry. It turned out teachers gave negative feedbacks on VR/AR contents. The students evaluated VR/AR contents by assessing whether they help them with learning science but concluded they did not regard them necessary in science learning at school. Based on the findings, this study discusses which development direction VR/AR contents should take to be useful in teaching and learning science.

• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.61-87
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• 2001

Internet, which has been developed as a new exchange revolution, forms a huge virtual exchange market, and the innovative electronic commerce has completely broken off the way of existing goods distribution. This study begins with an awareness of the importance of customer retention to keep winning over the competition in internet shopping mall. In order to explain of the customer retention between individual and internet shopping mall, the study introduces first a satisfaction on shopping followed by an awareness of the importance of customer retention, and looks into a formation process of trust, satisfaction, and relationship orientation occurred by the offer of valuable convenience to customers. The study also explores the influence on shopping value by the characteristics with which internet shopping mall can bear, unfold by a cause and effect relationship the degree of shopping satisfaction, trust, and relationship orientation, and inquires a question to find out how to fuse the characteristics for internet retention. Therefore, this study has the following purposes: After examining prior research for the characteristics of internet shopping mall, it presents a possibility to connect shopping value with customer retention in light of theoretical system on characteristic elements derived from emotional and utilitarian perspectives. In order to achieve the purposes, the characteristics of internet retailing shop included site design, virtual reality, web awareness, customer concern, merchandise search, information supply, product value, and transaction system. Hypotheses were set up for the relationship with these characteristics and substantially analyzed. To prove this research, we analyzed collected data in which customers had experienced in shopping at internet shopping mall and discussed strategic current issues about its analytic results.