• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.6
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• pp.987-1003
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• 2022

This study explores the effect of experiential value of AR fashion platform on platform preference. Based on the SOR theory, the effects of visual appeals, entertainment, service excellence, and efficiency on platform attitudes, mediated by intrinsic enjoyment and escapism, are tested. The participants respond to the questions after watching the video clip, using an AR fashion platform. A total of 252 data is analyzed using SPSS 26.0 for descriptive statistics and reliability analysis and AMOS 26.0 for confirmatory factor analysis and structural equation modeling. The results show visual appeals, entertainment, and efficiency influence platform preference, mediated by intrinsic enjoyment. Entertainment also influences platform preference, mediated by escapism. The moderating effect of the AR service pre-experience is also explored. For the group with the AR service experience, entertainment and efficiency has a positive effect on intrinsic enjoyment, leading to AR platform preference. For the group without an AR service experience, only entertainment influences the AR platform preference, mediated by intrinsic enjoyment; however, there are no factors which increase escapism. The findings of this study contribute to find the marketing directions for the AR service users, by offering appropriate experiential values based on their prior AR experience.

• Journal of Digital Convergence
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• v.17 no.10
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• pp.411-416
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• 2019

This study focused on IKEA Place in IKEA and Amazon AR View in Amazon to study the differences between AR shopping applications. The first literature study examined the status and prospects of the AR market and conducted a case study on AR shopping applications. In the second phase, 'Honeycomb Model' of Peter mobile was reorganized into six usability principles, focusing on the major functions of AR shopping mall application, to conduct surveys and in-depth interviews based on the task. Based on this study, it is expected to help increase AR-based application user experience, concentrating on the actual experience of the user and finding out the major experience factors.

• Fashion & Textile Research Journal
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• v.22 no.3
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• pp.310-322
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• 2020

This study investigated the classification and characteristics of augmented reality (AR) content of fashion brands. The AR contents of fashion brands were classified according to user participation space and content delivery method. Based on these types, eight case studies were conducted, along with a discussion of AR characteristics in terms of presence, interactivity, and immersion. The results showed that AR content could be divided into four types: offline visit-external information type, offline visit-internal experience type, online utilization-external information type, and online utilization-internal experience type. It was also found that there were differences in characteristics for each type of AR content. First, the offline visit-external information type requires various new content that can provide entertainment immersion to users. Second, the offline visit-internal experience type requires a powerful inducement for users to visit a specific space providing AR content and to participate in augmented environments. Third, the online utilization-external information type needs a series of AR content that can consistently incite users' curiosity about brands and products. Fourth, the online utilization-internal experience type needs effective content to improve users' shopping experience with the virtual fitting of fashion accessories, such as eyewear, hats, jewelry, and watches. Accordingly, fashion companies should create contents that can provide appropriate presence, interactivity, and immersion by AR type.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• 2020.11a
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• pp.70-71
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• 2020

In the era of autonomous ships, artificial intelligence technology will be able to provide a more advanced immersive experience by combining AR and VR. Immersion technology can provide a real-like experience and sensibility by dazzling the five senses of the user. In autonomous operation through VR or AR, it is necessary to provide a natural environment in which seafarers can immerse themselves in navigation and interact with virtual ships. In this study, in preparation for the era of autonomous ships, what are the key characteristics that seafarer can realize immersive user experience during autonomous navigation through VR or AR.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.38-48
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• 2020

Focusing on the situation where there are not many actual users of VR / AR, this study, from the viewpoint of technology adoption and use, explores the adoption-and-use process of AR contents that can be easily accessed by using smartphones. As a result, the factors influencing the necessity of AR contents were 'enjoyment' and 'satisfaction', and other factors, such as 'innovativeness', 'the experience of using similar media', and 'the number of AR usage', did not have significant impact on the necessity of AR contents. In addition, as a result of verifying level differences in 'enjoyment', 'satisfaction' and 'necessity' according to the experience of using AR content, only the 'enjoyment' and 'satisfaction' showed that there are differences. In other words, it can be interpreted that the users in their 20s actively use AR content only when they expect to have fun and satisfaction. To sum up, this study can provide an important implication for understanding the tendency of early AR content users' perception and usage behavior.

• Journal of Digital Convergence
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• v.14 no.8
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• pp.177-183
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• 2016

Augmented Reality(AR) has been further developed through connectivity with Artificial Intelligence (AI), Big Data, the Internet of Things(IoT). The interest of AR in the advertising is on the increase. However, it needs to explore the use of AR technology in advertising based on user experience rather than the technical aspects. This study is very significant in that it is the exploratory study which provides guidelines in the field of utilizing AR, particularly based on direct user experience. In addition, through a quantitative survey, it checks the validity of the present study to verify the impact of utilitarian, experiential value of AR ad on brand attitude as consumer attitude. The characteristics of AR ad based on user experience through this study will provide guidance to utilize AR ad, utilizing AR technology in various fields, such as education and exhibitions in developing convergence contents that can provide practical value.

• Journal of Distribution Science
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• v.13 no.5
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• pp.45-52
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• 2015

Purpose - Augmented reality (AR) content used in mobile media today can accommodate a wide variety of contextual information. This indicates that making people experience a sense of presence and flow is a very significant factor in augmented reality content. Flow represents a rich immersion potential as representing the progress of emotion and the means to facilitate the operation of the smart phone. Therefore, users will have friendly relational continuance behavior with products and brands that supply this experience. Based on that, the purpose of this study is to investigate the relationships among smart phone AR application traits, presence, flow experience, and relational continuance behavior. First, AR application traits are defined as three categories sensory immersion, navigation, and manipulation, based on preceding studies. This study then examines the influence of AR application traits on the presence and flow experience and looks into the relation among presence, flow experience, and relational continuance behavior. This analysis suggests more detailed and concentrated strategic implications. Research design, data, and methodology - A research model is designed to examine the relation among AR application traits, presence, flow experience, and relational continued behavior. For data collection, questionnaire surveys were composed of multi-items for each component and the direct interview method was used for the interviews. To collect the data, after running the smart phone AR applications, the consumer behaviors of the respondents were generally determined. The questionnaire surveys were conducted for one month, October 2014. A total of 300 questionnaires were distributed with 278 questionnaires used for analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0 and LISREL ver. 8.51. Results - The following results are found: First, AR application traits have a significantly positive effect on presence with sensory immersion, navigation, and manipulation all having a significantly positive effect. Second, sensory immersion and manipulation among the AR application traits have a significantly positive effect on flow. However, navigation did not have a significantly positive effect on flow. Third, presence has a significantly positive effect on flow and has a significantly positive effect on relational continuance behavior. Moreover, flow also has a significantly positive effect on relational continuance behavior. This behavior tends to be formed since brands want to encourage relational continuance behavior and positive emotions with the brands being used. Relational continuance behavior accompanies repeat purchasing, positive word-of-mouth and recommendation activities, and forms of trust with the brand. Conclusions - The research results showed that smart phone AR traits had significantly positive effect on presence, flow, and relational continuance behavior. Based on this, smart phone AR application providers should establish an aggressive marketing strategy to accommodate more realistic problems in order to positively influence user behavior. Additionally, the marketers should make efforts to provide fun or convenience in the AR application operation process of the user.

• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.357-363
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• 2024

As AR display virtual technology enters public learning life extensively, the way in which reality and virtual connection are connected is also changing. The purpose of this paper is to study the expression between the 3D connection sensory information visualization experience and virtual reality enhancement through the visual direction sensory information visualization experience of the plane. It is analyzed by examining the basic setting method compared to the current application of AR display and flat visualization cases. The scope of this paper is to enable users to have a better experience through the relationship with sensory visualization, centering on eye tracking technology in the four categories of AR display connection design: gesture connection, eye tracking, voice connection, and sensor. Focusing on eye tracking technology through AR display interaction and current application and comparative analysis of flat visualization cases, the geometric consistency of visual figures, light and color consistency, combination of multi-sensory interaction methods, rational content display, and smart push presented sensory visualization in virtual reality more realistically and conveniently, providing a simple and convenient sensory visualization experience to the audience.

• Journal of the Korea Convergence Society
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• v.10 no.12
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• pp.243-250
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• 2019

With the popularization of online learning, mobile learning and blended learning model, augmented reality technology is increasingly widely applied in the field of education today. This article stresses the necessity of applying augmented reality to education by summarizing the current situation and advantages of augmented reality technology in education. Next, the author proposes a new education system-"AR+E education cloud platform system". Last, the author proposes several inspirations for the design of AR-based education software according to the observation and interview of the behaviors and preferences of the respondents.

• Journal of the HCI Society of Korea
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• v.10 no.2
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• pp.35-43
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• 2015

As augmented reality (AR) technology has been utilized to enhance the user experience, several AR applications have been developed in the cultural heritage domain. Although there has been significant progress in this area, naive augmentation representation becomes an obstacle to provide an enhanced user experience and there has been little research on an effective AR experience methodology that reflects the characteristics of AR technology. Furthermore, the development of temporary content that comes from the absence of the authoring framework restrains the content ecosystem, which is an essential requisite for sustainable service. To resolve these issues, we propose a space-driven AR experience methodology, Spacetelling, to extend established object-oriented augmentation trends and Storyscape that generates spatio-temporal related contents for the spacetelling and supports sustainable service. Moreover, we present the wrap-up system framework covering both features mentioned above for the archeological site tour. Finally, we present our work-in-progress project, K-Culture Time Machine Project, to investigate the practical feasibility of our proposals. Through these proposals, we expect that sustainable AR applications with improved user experience will be possible in the cultural heritage domain.