• (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.

• Journal of Digital Contents Society
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• v.18 no.4
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• pp.631-639
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• 2017

Development and implementation of virtual training contents has been increasing along with the emphasis on the experience and practice in engineering education. Virtual training makes repeatable sessions possible within safe learning environment which is very similar with real work place. This feature is very helpful to learners when they manipulate real machines back at work after studying with the virtual training content. The purpose of this study is to develop "Total Station and GPSS surveying" virtual training content focusing on both theory and surveying practice within various circumstances and to explore learners experience. Results show high interest, immersion, perceived learning effectiveness, and satisfaction to the content.

• Journal of Intelligence and Information Systems
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• v.22 no.3
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• pp.165-183
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• 2016

Over the past decade, there has been a rapid diffusion of technological devices and a rising number of various devices, resulting in an escalation of virtual reality technology. Technological market has rapidly been changed from smartphone to wearable devices based on virtual reality. Virtual reality can make users feel real situation through sensing interaction, voice, motion capture and so on. Facebook.com, Google, Samsung, LG, Sony and so on have investigated developing platform of virtual reality. the pricing of virtual reality devices also had decreased into 30% from their launched period. Thus market infrastructure in virtual reality have rapidly been developed to crease marketplace. However, most consumers recognize that virtual reality is not ease to purchase or use. That could not lead consumers to positive attitude for devices and purchase the related devices in the early market. Through previous studies related to virtual reality, there are few studies focusing on why the devices for virtual reality stayed in early stage in adoption & diffusion context in the market. Almost previous studies considered the reasons of hard adoption for innovative products in the viewpoints of Typology of Innovation Resistance, MIR(Management of Innovation Resistant), UTAUT & UTAUT2. However, product-based antecedents also important to increase user intention to purchase and use products in the technological market. In this study, we focus on user acceptance and resistance for increasing purchase and usage promotions of wearable devices related to virtual reality based on headgear products like Galaxy Gear. Especially, we added a variables like attitude confidence as a dimension for user resistance. The research questions of this study are follows. First, how attitude confidence and innovativeness resistance affect user intention to use? Second, What factors related to content and brand contexts can affect user intention to use? This research collected data from the participants who have experiences using virtual rality headgears aged between 20s to 50s located in South Korea. In order to collect data, this study used a pilot test and through making face-to-face interviews on three specialists, face validity and content validity were evaluated for the questionnaire validity. Cleansing the data, we dropped some outliers and data of irrelevant papers. Totally, 156 responses were used for testing the suggested hypotheses. Through collecting data, demographics and the relationships among variables were analyzed through conducting structural equation modeling by PLS. The data showed that the sex of respondents who have experience using social commerce sites (male=86(55.1%), female=70(44.9%). The ages of respondents are mostly from 20s (74.4%) to 30s (16.7%). 126 respondents (80.8%) have used virtual reality devices. The results of our model estimation are as follows. With the exception of Hypothesis 1 and 7, which deals with the two relationships between brand awareness to attitude confidence, and quality of content to perceived enjoyment, all of our hypotheses were supported. In compliance with our hypotheses, perceived ease of use (H2) and use innovativeness (H3) were supported with its positively influence for the attitude confidence. This finding indicates that the more ease of use and innovativeness for devices increased, the more users' attitude confidence increased. Perceived price (H4), enjoyment (H5), Quantity of contents (H6) significantly increase user resistance. However, perceived price positively affect user innovativeness resistance meanwhile perceived enjoyment and quantity of contents negatively affect user innovativeness resistance. In addition, aesthetic exterior (H6) was also positively associated with perceived price (p<0.01). Also projection quality (H8) can increase perceived enjoyment (p<0.05). Finally, attitude confidence (H10) increased user intention to use virtual reality devices. however user resistance (H11) negatively affect user intention to use virtual reality devices. The findings of this study show that attitude confidence and user innovativeness resistance differently influence customer intention for using virtual reality devices. There are two distinct characteristic of attitude confidence: perceived ease of use and user innovativeness. This study identified the antecedents of different roles of perceived price (aesthetic exterior) and perceived enjoyment (quality of contents & projection quality). The findings indicated that brand awareness and quality of contents for virtual reality is not formed within virtual reality market yet. Therefore, firms should developed brand awareness for their product in the virtual market to increase market share.

• The Journal of the Korea Contents Association
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• v.18 no.12
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• pp.218-228
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• 2018

The purpose of this study was to present a educational content developed for training of dental extraction skill in a virtual environment. The development of the content consists of five steps: learning content analysis, draw a design model, development, test of validity, rectification and complete of the content. We developed the virtual reality (VR) simulator with producing an animation of surgical stages on the 3D models of human face for simulating dental extraction procedure. The results of validity tests for the content were mean 4.81 (SD, 0.72) for interface validity and mean 4.66 (SD, 0.71) for content validity, which represents strong evidence for the validity of the content. The data of the study indicates that the educational content developed for training of dental extraction skill using VR technology can be suitable to improve surgical skill of dental extraction in clinical field. We expect that further development of the education contents based on the VR technology to improve various surgical skills in clinical field will be addressed in the future.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.4
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• pp.215-222
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• 2023

Augmented reality (AR), which integrates virtual media into reality, is increasingly utilized across various industrial sectors, thanks to advancements in 3D graphics and mobile device technologies. The IT industry is thus carrying out active R&D activities about AR platforms. Google plays a significant role in the AR landscape, with a focus on ARCore services. An essential aspect of ARCore is the use of anchors, which serve as reference points that help maintain the position and orientation of virtual objects within the physical environment. However, if the accuracy of anchor positioning is suboptimal when running AR content, it can significantly diminish the user's immersive experience. We are to assess the performance of these anchors in this study. To conduct the performance evaluation, virtual 3D objects, matching the shape and size of real-world objects, we strategically positioned ourselves to overlap with their physical counterparts. Images of both real and virtual objects were captured from five distinct camera trajectories, and ARCore's performance was analyzed by examining the difference between these captured images.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.11-19
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• 2021

The purpose of the study is to explore a plan for effective education using virtual reality in English education. In order to achieve the purpose of the study, the perception of English education using virtual reality was comprehensively investigated and analyzed for teachers(n=20) in the field of English education. The results of the study reveal the followings: 1) Teachers are positively aware of the necessity of English education using virtual reality, but most teachers complained of a psychological burden on education using virtual reality; 2) negative responses were somewhat higher than positive responses to the expectation that virtual reality-based English content would be practical in the educational field; 3) In order to increase the effectiveness of English education using virtual reality, it is necessary to share experiences for educational experience of virtual reality and need to provide various virtual reality contents; and 4) For virtual reality educational application, there is a high demand for teaching and learning method education and training using virtual reality and provision of guidelines for education using virtual reality.

• The Journal of Korea Institute of Information, Electronics, and Communication Technology
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• v.15 no.4
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• pp.271-282
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• 2022

In this paper, we propose a digital human content creation system. The digital human content creation system works with 3D AI modeling through whole-body scanning, and is produced with 3D modeling post-processing, texturing, rigging. By combining this with virtual reality(VR) content information, natural motion of the virtual model can be achieved in virtual reality, and digital human content can be efficiently created in one system. Therefore, there is an effect of enabling the creation of virtual reality-based digital human content that minimizes resources. In addition, it is intended to provide an automated pre-processing process that does not require a pre-processing process for 3D modeling and texturing by humans, and to provide a technology for efficiently managing various digital human contents. In particular, since the pre-processing process such as 3D modeling and texturing to construct a virtual model are automatically performed by artificial intelligence, so it has the advantage that rapid and efficient virtual model configuration can be achieved. In addition, it has the advantage of being able to easily organize and manage digital human contents through signature motion.

• Journal of Korea Multimedia Society
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• v.23 no.1
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• pp.15-23
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• 2020

Recently, the increase in the elderly population due to an aging society has led to a relative increase in senile diseases such as vascular dementia or Alzheimer's disease, and the social burden for rehabilitation has increased. In addition, studies have been conducted for the risk assessment and prevention of musculoskeletal disorders. The purpose of this study is to suggest a system that can be used to help with dementia prevention training by tracking the movement of motion and virtual reality contents for the risk factors of musculoskeletal disorders of the elderly. We propose a training method for preventing dementia through musculoskeletal motion analysis algorithm and virtual reality content. Through motion recognition algorithm based on motion region design, we will track and analyze the moving radius of the target joint. The purpose of this study is to calculate and evaluate scores based on the time to accomplish the goals on virtual reality contents for the prevention of musculoskeletal disorders and the support of dementia prevention training, and the degree of difficulty, and to analyze the correlation between the results of performing K-MMSE and VR contents.

• Proceedings of the Korean Institute of Building Construction Conference
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• 2015.11a
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• pp.93-94
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• 2015

Building construction education requires training and experience. While there have been many means of education, virtual reality (VR) can be applied as a complement for building construction education. Considering the characteristics of building construction education, interactive content based on VR technology is expected to raise the effectiveness of traditional education. This research conducted a survey to examine the applicability of VR technology to building construction education and provided basic information by prioritizing work types for educational content.

• Journal of the Korea Society of Computer and Information
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• v.20 no.10
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• pp.85-90
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• 2015

The purpose of this study is to establish the contents of virtual reality for a patient who suffers from various diseases and needs Upper-limbs Rehabilitation. First, the system provides the movement content to remote patient. Then system is tracking information in the joints by using Kinect Sensor. And similarity comparison of a given content to diagnose the movement of the patient. The tracked movement information is stored in the database with similarity and is delivered to the rehabilitation therapist. The result of this study will enhance the effectiveness and concentration of the rehabilitation therapy and be used as basic data evaluating the function of the Upper-limbs Rehabilitation.