• Journal of the Korea Society of Computer and Information
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• v.24 no.4
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• pp.35-43
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• 2019

The purposes of this study is to derive the influence factors of Virtual Reality(VR) technologies acceptance based on the study of unified theory of acceptance and use of technology and value-based acceptance model to test the use and acceptance of VR devices. The survey methods were used for this study, and the data from a total of 400 consumers were used for the analysis. And the structural equation model was used to analyze the data. The results of the study are as follows: First, benefit components perceived enjoyment(EN) and sacrifice components personal innovative(PI) of VR devices were positively related to perceived values and use intention of VR devices, although the benefit components performance expectancy(PE) was positively related to perceived values(PV) but was not positively related to the use intention of VR devices. Second, sacrifice components perceived cost(PC) and anxiety(ANX) of VR devices were negatively related to perceived value(PV), but were not negatively related to the use intention of VR devices. Third, perceived values was not obvious related to the use intention(UI) of VR devices. The results of this study contribute to the literature as a new attempt to examining the effect on consumer use intention in VR technology areas.

• Convergence Security Journal
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• v.23 no.5
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• pp.189-197
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• 2023

The Republic of Korea Army (ROK Army) is currently developing the Army Synthetic Battle Training System (ASBTS) by 2026 and will use it to advance division-level LVC integrated training. This study proposes a way to improve the effectiveness and efficiency of training by applying VR/AR technology to the ASBTS. To this end, we analyzed cases of VR/AR technology use in the defense field in advanced countries and the ROK military. As a result, we confirmed that the effectiveness and efficiency of training can be improved when the training system is converted to an immersive system. Accordingly, we selected and presented defense training subjects to be applied to VR/AR technology, considered the development direction for applying VR/AR technology to the ASBTS, and proposed a way to apply VR/AR technology to the ASBTS.

• Journal of Distribution Science
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• v.18 no.2
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• pp.5-15
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• 2020

Purpose : Today's retailers are integrating new VR technology into their new marketing strategies. Thus, this research aims to understand the role of virtual experiences in the circumstance of sales channels. Research design, data and methodology : Our model hypothesizes that five key factors determine the consumer experience of VR in the virtual retailing context: smartness, vividness, interactivity, playfulness, escape. Information access and flow are mediating variables that connect key drivers and VR satisfaction. Information access and flow then give influence to satisfaction towards VR. Satisfaction serves as a mediator that determines changes in consumer's dual intention: intention to revisit VR and intention to visit the real site. Results : According to the test results, every path except the relationship between information access and satisfaction of VR is accepted as expected at the significance level of 0.05. Conclusions : This research emphasizes the potential importance of VR and continue VR marketing research as an advent research area. Through the dual-path model, this study found that the primary function of VR is information access and flow experience. This result shows that most VR users value emotional benefits rather than rational benefits provided by VR. Finally, the satisfaction of VR can stimulate both the intention to use the VR and the intention to visit real mall.

• International Journal of Computer Science & Network Security
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• v.21 no.3
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• pp.219-228
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• 2021

The adoption of new technology in any organization will represent change, and such change needs user acceptance for its successful implementation. Saudi Arabian health centers are no exception; therefore, the current study will investigate the adoption of new technology, namely that of virtual reality (VR), within health centers in Saudi Arabia and specifically in Riyadh City. This study explores the current state of VR technology adoption, factors that influence such adoption, and the extent of this technology's efficiency when it is used for vaccinating children. The data were collected from two samples: workers in vaccination clinics who responded to a survey and a group of children who participated in the VR technology experiment. The current study proposed a model based on the unified theory of acceptance and use of technology 2 (UTAUT2), with the addition of two variables: personal innovativeness and satisfaction. The results indicated that the respondents' perceptions regarding the health centers' infrastructure in terms of adopting VR were moderate. Among the factors affecting VR adoption, satisfaction, personal innovativeness, and behavioral intention were identified as vastly influential factors. From the eight hypotheses, six were found to be supported, with their factors significantly influencing behavioral intention with regard to VR technology adoption. Besides, the experiment concerning the use of VR technology on children verified the technique's high efficiency in terms of providing pain management and fear removal. These findings support the continuity of VR technology use, expand its future application fields, and integrate this study into the literature on technology acceptance models for VR adoption, as limited studies have covered this topic; consequently, this will benefit future research in this field.

• International Journal of Advanced Culture Technology
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• v.4 no.4
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• pp.70-74
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• 2016

Electronic commerce (E-commerce) using virtual reality (VR) has the advantage of being able to purchase products without restrictions of time and location by overcoming the limitations of existing offline transactions. It is still a rudimentary but fast growing technology, and the use of E-commerce in VR is expanding. The barriers that consumers might face in utilizing E-commerce in VR is the relevance to Information and Communications Technologies (ICT) technology. Fundamentally, it requires Internet access and use through PCs or mobile devices such as smart phones. Because unlike off-line markets, it is difficult to determine the purchase patterns of customers, customer purchasing behavior analysis must be done using computer access records. In order to expand and develop E-commerce in VR in the future, learning ability should be improved through combining with artificial neural network by deep learning that is recently in the spotlight, and the ability to overcome errors need to be improved to enable use in various fields.

• Asia Marketing Journal
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• v.25 no.2
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• pp.61-70
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• 2023

Although research on Virtual Reality (VR) has uncovered numerous technical advantages of VR over traditional media, little is known about how individual VR users with varying prior experience respond to VR differently. This paper examines the effect of users' prior VR experience on their subsequent real-life behavior in the domain of charitable consumption. Specifically, we find that compared to experienced VR users, novice VR users are more likely to support a charitable cause in real life (e.g., ocean conservation) after experiencing this cause in VR. The increased support among novice VR users occurs because they perceive the use of VR to be more novel. We find a boundary of this effect such that when VR is used to promote a noncharitable cause, novice VR users no longer increase their real-life support after VR. This research offers new possibilities for future studies on the use of VR in societal marketing.

• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.601-610
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• 2023

The study analyzed the effect of VMD components of virtual reality (VR) stores on the psychological effectiveness of technology acceptance. As a result of the analysis, among the VMD components of fashion virtual reality (VR) stores, experientiality, aesthetics, and suitability had a significant positive effect on perceived usefulness, perceived ease of use, and perceived enjoyment. There was no significant effect on perceived usefulness, perceived ease of use, or perceived enjoyment. The results of this study are significant in that they conducted an empirical study on the intention of use due to the VMD components of a fashion virtual reality (VR) store, which was rarely covered in previous studies on fashion virtual reality (VR) stores.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.23 no.7
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• pp.793-800
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• 2019

Recently, VR technology has been able to enjoy VR content using HMD due to changes in hardware and displays. VR video contents and HMD are becoming interactive through human senses and computer interfaces. Based on flow based on VR user's perspective, VR video contents and HMD were approached as subjects for continuous use. The components of the independent variable Flow were set up in real life, immersion, and interaction. Data from 400 male and female users of 450 users commissioned by the survey agency were used in the study. Research shows that first flow influences VR video contents and continuous use. Second, flow has been shown to affect HMD and its continued use. Among the flow factors that enhance the persistence of VR video content and HMD, which act as the greatest influence was studied. Through this research, the company aims to help establish direction of the next-generation VR industry

• Journal of Korea Game Society
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• v.19 no.5
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• pp.115-132
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• 2019

This study analyzed factors affecting the perceived fun of VR contents' reuse intention through use of the technology acceptance mode. The factors associated with perceived fun were identified by setting the content quality, VR characteristics, emotional character and flow. The results demonstrate that perceived fun exercises a positive effect on VR characteristics, emotional character and flow, but that high content quality does not have an affect on perceived fun. Also perceived fun, perceived usefulness and perceived ease of use are all influenced by the intention to reintegrate.

• Journal of Korean Academy of Addiction Psychiatry
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• v.18 no.1
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• pp.17-22
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• 2014

Virtual reality (VR) provides an immersive and interactive 3-dimensional system, which allows an individual to become immersed in a computer-generated situation. VR technology has been administered in the exposure-based treatment of a variety of psychiatric disorders, including acrophobia, fear of flight, and post-traumatic stress disorder. Furthermore, VR systems have also been developed for the use of research and treatment in addiction. They might have advantages in cue exposure therapy, by increasing the salience of cues, as well as assessments of cue reactivity in addiction. This article summarizes the application of VR in the field of psychiatry. More importantly, it suggests the possibilities of clinical use of VR technology, in the treatment of addiction.