• (The) Korean Journal of Advertising
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• v.29 no.5
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• pp.127-160
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• 2018

Recently, virtual reality and augmented reality technology have been extensively utilized in brand communication. The purpose of this study is to investigate digital reality contents as branded entertainment and content-analyze its format and contents for brand communication. Coding categories were derived to examine marketing characteristics of 300 digital reality contents and key descriptive statistics were presented and interpreted. The results revealed that consumer responses(i.e., view count, like, and dislike) toward Branded Digital Reality contents vary according to types of storytelling. Moreover, perceived values of contents also varied by the types of digital reality(VR vs. AR). Based on the results, this paper discusses the academical and managerial implications of study findings.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.953-958
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• 2024

Recently, there has been growing interest in the Fourth Industrial Revolution, with a particular focus on the advancement of augmented reality (AR) devices. However, there is a shortage of AR content. Augmented reality operates through marker-based and markerless methods. The marker-based approach involves using a camera to capture images that serve as markers, enhancing them through AR principles. To address the scarcity of AR content and improve the quality of character goods, this study proposes integrating AR technology into character goods. The character industry is expanding each year, leading to a diverse range of character goods. Character acrylic stands, among these goods, leverage game, webtoon, and animation character IPs for sales. To enhance the design process, we utilized the character image as a marker, allowing for the creation of content that aligns with the characteristics of the character IP. We selected a webtoon character and developed AR content, incorporating features such as voice, speech bubbles, and an introduction to the webtoon, tailored to the webtoon's characteristics. This study demonstrates the potential of AR to present visual and auditory information, paving the way for a variety of products, including diverse content. We anticipate that utilizing this research will lead to the emergence of products encompassing various contents.

• The Journal of the Korea Contents Association
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• v.17 no.2
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• pp.160-171
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• 2017

This study is intended to study the usage of augmented reality(AR) in the marketing field by classifying them into display and content types and analyzing the typical cases and characteristics. The market for AR has been on the increase and has been a big influence in the marketing field, resulting in the generalization of the term "AR marketing." By analyzing the marketing cases which use AR technology and organizing the frequency of use and characteristics, it is expected to contribute as a basic material for future studies on AR marketing. In this study, AR marketing cases are classified into different categories including display and contents. First, AR display category includes personal computers, mobile, public display, and projection display. AR contents category includes informative content, game contents, virtual experience, and visual effect. While investigating, it was found that the most used type of AR display was mobile, which has the advantage of not being limited by time and place and is also capable of one-on-one marketing with customers. The most used type of AR content was visual effect type, which evokes curiosity and is easily shared among people.

• Journal of Korea Multimedia Society
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• v.15 no.3
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• pp.323-335
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• 2012

In this paper, we propose an AR(augmented reality) system using user's bare hand based on computer vision. It is important for registering a virtual object on the real input image to detect and track correct feature points. The AR systems with markers are stable but they can not register the virtual object on an acquired image when the marker goes out of a range of the camera. There is a tendency to give users inconvenient environment which is limited to control a virtual object. On the other hand, our system detects fingertips as fiducial features using adaptive ellipse fitting method considering the geometric characteristics of hand. It registers the virtual object stably by getting movement of fingertips with determining the shortest distance from a palm center. We verified that the accuracy of fingertip detection over 82.0% and fingertip ordering and tracking have just 1.8% and 2.0% errors for each step. We proved that this system can replace the marker system by tacking a camera projection matrix effectively in the view of stable augmentation of virtual object.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.971-978
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• 2022

As a marketing method in a non-face-to-face society, the purpose of this study is to test how AR experience affects purchase intention in the process of consumers recognizing product information to purchase products and to secure the basis for the effectiveness of developing and introducing augmented reality functions in future product brand applications. Literary research methods and empirical research methods were used to verify the research purpose, and to measure this, an application of domestic tableware brand 'Odense', which implements augmented reality functions, was produced and used as an experimental tool. Also, a direct causal relationship was attempted by constituting a questionnaire by deriving a measurement scale for perceived usefulness, perceived ease, perceived pleasure, and purchase, which are factors of technology acceptance theory (TAM), and empirical analysis was conducted using the SPSS 25.0 statistical package to achieve the purpose of the study. As a result of the study, significant results were derived from all factors in the effect of perceived usefulness, ease, and pleasure on purchase intention, and several significant differences were found among factors according to gender, age, and internet shopping usage time in general characteristics. In conclusion, the user experience of the medium in which the augmented reality function is introduced in the information recognition stage of the product has a positive effect on purchase compared to the user experience of existing applications.

• Journal of Service Research and Studies
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• v.12 no.4
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• pp.50-71
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• 2022

After the declaration of the Covid-19 pandemic impacted most of the industries resulting economic fallout. Firms sought for solutions of governments regulations to prevent spread of infectious diseases. This led to demand rise of digital layer and spectrums of virtual reality. Replacing the reality in to virtual and interactions with the digital contents by augmented reality, the consequences were decrement of human-to-human contact. Concerns of Covid-19 and public interests of digital solutions has led to significant amounts of research and developments of Virtual/Augment Reality resulted to driven up new terms of extended reality. However, the uses in industries and the characteristics of the extended reality are currently not defined. In this paper the goal is to define and classify the uses and characteristics of extended reality based on previous researches suggested by research institute. By developing a new classification models of extended realities core technology, uses of industries and utility to analyze trends of extended reality. Two separate classification models of uses of industries and utility will be used as a tool by creating a linkage matrix. The x-axis is divided by utiliy classification model of extended reality. The y-axis are divided into classification model of uses in industries. This matrix will be used as a tool to present a guideline for industry-utility development where extended reality can be served as a service

• Electronics and Telecommunications Trends
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• v.32 no.5
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• pp.30-38
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• 2017

Digital holography is generally regarded as one of the most possible candidates for achieving a real 3D display system in that it can fully record and reconstruct the wave characteristics of light. In addition, 3D display systems based on digital holographic technology do not cause a vergence-accommodation mismatch problem. In this report, the recent trends in digital holographic display technology are described, and recent research results related to the fields of augmented reality and virtual reality are also briefly reported.

• Journal of Korea Multimedia Society
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• v.25 no.8
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• pp.1122-1135
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• 2022

With the development of digital technology and the influence of the global pandemic, the metaverse, a three-dimensional virtual world, is receiving attention in society, economy and overall industry, and the manufacturing industry is also accepting it as a major strategic agenda for digital transformation. Therefore, in this study, the concept of the industry metaverse from the perspective of the manufacturing industry was defined, and the types of the industry metaverse were classified into four types by reflecting the characteristics of the manufacturing industry based on the general metaverse scenario presented in previous studies. These are Virtual behavior simulation, Augmented operation of business objects and Virtual experience simulation, Augmented decision of business subjects. In addition, through case analysis of solutions used in the manufacturing industry, it was confirmed that the central technology of the Industry Metaverse is the digital twin, and that it is being implemented by convergence with major digital technologies such as virtual reality, augmented reality, digital human, and AI. This study will be able to provide guidelines for future research on the metaverse from the perspective of the manufacturing industry and establishment of a digital transformation strategy for the industry.

• Journal of Internet Computing and Services
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• v.21 no.2
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• pp.139-148
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• 2020

Due to change in circumstances in the 2000s such as severe birthrate decline and shortened military service period, the armed forces of the Republic of Korea is currently turning to technologies and equipments from manpower, developing it to become high-tech, high-speed, and complex, resulting in an environment in which a single mistake could cause a mass mortality crisis.It is also evident that, considering aspects such as safety training curriculums and achievements of advanced countries and private education, hands-on training is a must in preventing suicides and accidents in the military, and establishing safety training centers is crucial for systematic and effective hands-on training.Soldiers who are joining the army as of now have experienced the Internet ever since they were born and easily use both virtual and augmented reality, and the current level of science and technology has developed to the point where most of the public safety experience centers are able to be replaced by virtual and augmented reality (VR/AR). Therefore, considering the aspects such as installation space, construction costs, maintenance costs, user characteristics, and education effects, other than for those trainings where real models and objects are more effective such as first aid training, it is with a strong recommendation that establishing military safety training facilities with VR/AR (Virtual and augmented reality) is a must in the coming future. We have derived the need for hands-on training by considering the development of virtual and augmented reality (VR/AR), analysis of operation status of the public safety experience centers, characteristics of military units, installation and maintenance costs, and proposed plan to establish safety training centers where effective training performance can be achieved at a lower cost than the public safety experience center. In addition, we suggested the scale of the required safety training center and the composition of the experience rooms considering the number of trainees and the environment of each military units. Given this analysis it will contribute to the prevention of military safety and suicide by building a safety training center in the future.

• Korean Institute of Interior Design Journal
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• v.21 no.1
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• pp.159-169
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• 2012

One of critical issues in the housing area is what strategies should be adopted for revitalizing contemporary communities in housing complex. It is expected that those strategies could encourage neighbourship and recover the existing community spaces. Based on the assumption that contemporary communities might have different characteristics from those of the traditional communities and spaces, this research aims to explore the possibility of new communities in a current context. With the development of the information communication technologies (ICT) and hardware systems, the environment would be capable of anticipating people's needs and then provide them with customization options to tailor the environment to their requirements. By incorporating the 'smart' paradigm, this paper introduces the concept of a smart community and space with the potential of mobile Augmented Reality(AR) as alternative strategies for activating the communities. The residents believe that existing common spaces need to be extendable and augmented by combining new technologies. The smart communities and spaces are expected to extend people's interaction to virtual world in aj real context, further combined with social network, it enables sustainable relationships among residents, contributina to a new type of community.