• Asia pacific journal of information systems
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• v.19 no.4
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• pp.101-124
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• 2009

According to Wikipedia, virtual reality (VR) is defined as a technology that allows a user to interact with a computer-simulated environment. Due to a rapid growth in information technology (IT), the cost of virtual reality has been decreasing while the utility of virtual reality advertisements has dramatically increased. Nevertheless, only a few studies have investigated the effects of virtual reality advertisement on consumer behaviors. Therefore, the objective of this study is to empirically examine the effects of virtual reality advertisement. Compared to traditional online advertisements, virtual reality advertisement enables consumers to experience products realistically over the Internet by providing high media richness, interactivity, and telepresence (Suh and Lee, 2005). Advertisements with high media richness facilitate consumers' understanding of advertised products by providing them with a large amount and a high variety of information on the products. Interactivity also provides consumers with a high level of control over the computer-simulated environment in terms of their abilities to adjust the information according to their individual interests and concerns and to be active rather than passive in their engagement with the information (Pimentel and Teixera, 1994). Through high media richness and interactivity, virtual reality advertisements can generate compelling feelings of "telepresence" (Suh and Lee, 2005). Telepresence is a sense of being there in an environment by means of a communication medium (Steuer, 1992). Virtual reality advertisements enable consumers to create a perceptual illusion of being present and highly engaged in a simulated environment, while they are in reality physically present in another place (Biocca, 1997). Based on the characteristics of virtual reality advertisements, a research model has been proposed to explain consumer responses to the virtual reality advertisements. The proposed model includes two dimensions of consumer responses. One dimension is consumers' rational response, which is based on the Information Processing Theory. Based on the Information Processing Theory, product knowledge and perceived risk are selected as antecedents of intention to purchase. The other dimension is emotional response of consumers, which is based on the Attitude-Structure Theory. Based on the Attitude-Structure Theory, arousal, flow, and positive affect are selected as antecedents of intention to purchase. Because it has been criticized to have investigated only one of the two dimensions of consumer response in prior studies, our research model has been built so as to incorporate both dimensions. Based on the Attitude-Structure Theory, we hypothesized the path of consumers' emotional responses to a virtual reality advertisement: (H1) Arousal by the virtual reality advertisement increases flow; (H2) Flow increases positive affect; and (H3) Positive affect increases intension to purchase. In addition, we hypothesized the path of consumers' rational responses to the virtual reality advertisement based on the Information Processing Theory: (H4) Increased product knowledge through the virtual reality advertisement decreases perceived risk; and (H5) Perceived risk decreases intension to purchase. Based on literature of flow, we additionally hypothesized the relationship between flow and product knowledge: (H6) Flow increases product knowledge. To test the hypotheses, we conducted a free simulation experiment [Fromkin and Streufert, 1976] with 300 people. Subjects were asked to use the virtual reality advertisement of a cellular phone on the Internet and then answer questions about the variables. To check whether subjects fully experienced the virtual reality advertisement, they were asked to answer a quiz about the virtual reality advertisement itself. Responses of 26 subjects were dropped because of their incomplete answers. Responses of 274 subjects were used to test the hypotheses. It was found that all of six hypotheses are accepted. In addition, we found that consumers' emotional response has stronger impact on their intention to purchase than their rational response does. This study sheds much light into practical implications for both IS researchers and managers. First of all, while most of previous research has analyzed only one of the customers' rational and emotional responses, we theoretically incorporated and empirically examined both of the two sides. Second, we empirically showed that mediators such as arousal, flow, positive affect, product knowledge, and perceived risk play an important role between virtual reality advertisement and customer's intention to purchase. In addition, the findings of this study can provide a basis of practical strategies for managers. It was found that consumers' emotional response is stronger than their rational response. This result indicates that advertisements using virtual reality should focus on the emotional side, and that virtual reality can be served as an appropriate advertisement tool for fancy products that require their online advertisements to give an impetus to customers' emotion. Finally, even if this study examined the effects of virtual reality advertisement of cellular phone, its findings could be applied to other products that are suited for virtual experience. However, this research has some limitations. We were unable to control different kinds of consumers and different attributes of products on consumers' intention to purchase. It is, therefore, deemed important for future research to control the consumer and product types for more reliable results. In addition to the consumer and product attributes, other variables could affect consumers' intention to purchase. Thus, the future research needs to find ways t control other variables.

• The Transactions of the Korean Institute of Electrical Engineers D
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• v.52 no.4
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• pp.252-257
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• 2003

Acrophobia is an abnormal fear of heights. Medications or cognitive-behavior methods have been mainly used as a treatment. Lately the virtual reality technology has been applied to that kind of anxiety disorders. A virtual environment provides patient with stimuli which arouses phobia, and exposing to that environment makes him having ability to over come the fear. Recently, the patient can take diagnose from a medical doctor in distance with the telemedicine system. The hospital and doctors can get the medical data, audio, video, signals in the actual examination room or operating room via a live interactive system. Audio visual and multimedia conference service, online questionary, ECG signal transfer system, update system are needed in this system. Virtual reality simulation system that composed with a position sensor, head mount display, and audio system, is also included in this telemedicine system. In this study, we tried this system to the acrophobia patient in distance.

• Journal of Digital Convergence
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• v.4 no.1
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• pp.17-30
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• 2006

Recently, Modeling and Simulation, which have been received attention in various in dustries such as national defence, eduction and entertainment, have been researched, and related applications have been developed actively. Especially, it is focused on the to chnology of a virtual reality and a virtual simulation which represents the implementation technology for the simulation education related to the e-Learning industry. However, a solution is needed to fulfill the lack of technology and research about standardize d data elements which could be applied to virtual simulation technologies in common. Therefore, this article suggests the virtual simulation data elements to increase the educational effect of a virtual simulation and interoperability of data among LMS through reference to korean and international standards and the result of related area analysis. In other words, this article aims to define the expression of data element and to propose the guideline elements in the virtual simulation scope.

• Journal of Fashion Business
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• v.26 no.5
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• pp.76-90
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• 2022

The rapid growth and influence of digital technologies have had a profound effect on modern society. Companies and businesses can connect through SNS(social network service accounts). The importance of mass media empowers the creation of virtual images that are more realistic than time and space. Unlike traditional reproduction or imitation, the virtual images created in this way are reproduced in a form that lacks the original inspiration's essence. Jean Baudrillard described this phenomenon as the theory of simulation. Baudrillard argued that imitated simulated images replace reality. He stated that reality is lost under excessive images in modern society. In response, based on an understanding of the theory of hyper-reality that emerged through the late stages of the order of simulacre, this study aimed to analyze modern fashion's method of reproducing hyper-real images and investigate the method's characteristics. This study examined the characteristics of hyper-reality described by Baudrillard and analyzed the method of artistic expression of hyper-reality. Based on this method of expression, reproducibility, following the stages of image simulation, was derived. A specific case applied to fashion was analyzed, and based on the image reproduction method, specific characteristics of hyper-reality characteristics in fashion were obtained. Sixty-four collections were selected, out of which 155 images and 43 brands demonstrated the principles of image transformation.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.26 no.4
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• pp.541-547
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• 2022

Realistic education using virtual reality compared to traditional learning can enhance students' understanding of knowledge through immersion and interaction. In previous studies, VR education is mainly focused on experiences, and it is difficult to find its applications for environmental education. Environmental issues are a global problem, and environmental education is essential for the future. In this research, we developed an immersive virtual reality-based environmental education simulation designed to help students recognize the importance of environmental education and participate in environmental-friendly actions. This simulation is based on the virtual ecosystem model, which maintains a casual relationship among environmental factors, spatio-temporal connection, and persistent state. Users intuitively recognize environmental problems and is motivated to solve the problem while experiencing the results of interaction related to environmental factors in virtual environment.

• ETRI Journal
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• v.32 no.5
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• pp.695-703
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• 2010

Training is one of the representative application fields of virtual reality technology where users can have virtual experience in a training task and working environment. Widely used in the medical and military fields, virtual-reality-based training systems are also useful in industrial fields, such as the aerospace industry, since they show superiority over real training environments in terms of accessibility, safety, and cost. The shipbuilding industry is known as a labor-intensive industry that demands a lot of skilled workers. In particular, painting jobs in the shipbuilding industry require a continuous supplement of human resources since many workers leave due to the poor working environment. In this paper, the authors present a virtual-reality-based training system for spray painting tasks in the shipbuilding industry. The design issues and implementation details of the training system are described, and also its advantages and shortcomings are discussed based on use cases in actual work fields.

• Proceedings of the Korean Society for Technology of Plasticity Conference
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• 2003.10b
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• pp.115-122
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• 2003

This paper presents the development of a virtual forging factory framework. The technologies of virtual reality and relational database had been integrated in the developed framework using Microsoft $Windows^{(R)}$ programming as the main technique so as to emulate a physical forging factory. The developed virtual forging factory consists of forging cells and a forging cell is comprised of forging machine, forging die, and forging operations forming a forging production line. The technology of virtual reality had been successfully adopted in the production simulation of manufacturing such as CNC and robotics. However, the application in virtual forging factory seems to have not been studied yet. Potential application of a virtual forging factory can be beneficial to (1) computer aided instruction, (2) shorten the learning curve of a novice, (3) remote diagnosis and monitoring when remote monitoring and control technology and signal inspection is considered, (4) improve adverse forging environment when remote forging technology is applied, and (5) virtual reality application.

• Journal of the Korean Applied Science and Technology
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• v.40 no.6
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• pp.1413-1424
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• 2023

Virtual reality (VR) simulation in nursing education, especially in the teaching of VR simulations just prior to clinical practice, has the potential to enhance the effectiveness of clinical practice and better prepare nursing students for patient care. The aim of this study was to evaluate the effect of a preclinical VR simulation education program on the development of critical thinking, self-efficacy, problem-solving ability, and perceived clinical competency among undergraduate nursing students. The study was conducted between May and June 2021 using a pretest-posttest design with a control group. A total of 42 nursing students were recruited through convenience sampling from two separate classes. The intervention group participated in VR simulation education, while the control group engaged in lecture-based education, before beginning clinical practice. Assessments were conducted before preclinical education and after completing clinical practice using structured questionnaires. The data was analyzed using chi-square tests, independent t-tests, and ANCOVA. The findings indicated that the intervention group had a significantly higher score in perceived clinical competency compared to the control group (F = 5.25, p = 0.029) after controlling for pretest scores. However, there were no statistically significant differences in critical thinking, self-efficacy, or problem-solving abilities between the two groups. These findings suggest that preclinical VR simulation education is partially effective in preparing nursing students for their clinical practice, underscoring the need for a balanced educational approach that integrates VR with clinical practice to develop a full spectrum of nursing skills and knowledge.

• Journal of International Society for Simulation Surgery
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• v.3 no.2
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• pp.39-45
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• 2016

The augmented reality is the environment which consists of real-world view and information drawn by computer. Since the image which user can see through augmented reality device is a synthetic image composed by real-view and virtual image, it is important to make the virtual image generated by computer well harmonized with real-view image. In this paper, we present reviews of several works about computer vision and graphics methods which give user realistic augmented reality experience. To generate visually harmonized synthetic image which consists of a real and a virtual image, 3D geometry and environmental information such as lighting or material surface reflectivity should be known by the computer. There are lots of computer vision methods which aim to estimate those. We introduce some of the approaches related to acquiring geometric information, lighting environment and material surface properties using monocular or multi-view images. We expect that this paper gives reader's intuition of the computer vision methods for providing a realistic augmented reality experience.

• Journal of Digital Convergence
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• v.16 no.7
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• pp.249-257
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• 2018

The purpose of this study is to construct a virtual reality simulation environment for searching and evaluating evaluation criteria for road safety facilities with new technologies. Virtual reality simulation requires high realism and accurate behavior data extraction. To do this, we used the Unreal Engine to create the environment by dividing it into an external environment and a vehicle environment. After that, a sample simulation for the luminescent road markers and preliminary experiments were conducted. As a result, luminescent road markers showed better 5m interval than 10m interval. It can be confirmed that it can be used in the simulation for searching the evaluation criteria for the new road safety facilities that incorporate the new technology in the future. In the future, it will be possible to simulate various environments by adding modeling and sample components for other road facilities.