• 한국생활과학회지
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• 제22권5호
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• pp.477-490
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• 2013

This study explores critical and success factor of benefits and risks for predicting the acceptance of QR code virtual fashion stores. As an exploratory approach, this study conducted focus group interviews(FGI) with 21 panels who had experience with selected QR virtual stores (e.g., Home plus, 11th Street, Pin & Fit). Content analysis was used to generate 184 excerpts and classify into benefits and risks related to QR code virtual stores. With respect to benefits, content analysis identified four factors: Affective appeal, perceived usefulness, ubiquity, and brand promotion. Also, contents regarding perceived risks were classified into four factors: Complexity, lack of information, lack of technology infrastructure, and perceived cost. A managerial implication was discussed for predicting consumer technology acceptance of a QR code virtual store in the fashion retailing market.

• 한국의류학회지
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• 제46권3호
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• pp.545-563
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• 2022

Metaverse is a digitally generated world beyond the physical realm; many fashion brands are launching virtual stores in Metaverse. This study explores the cases of flagship stores of fashion brands in Metaverse to understand the peculiarity of Metaverse retailing. This study selected four flagship stores of fashion brands launched on ZEPETO, the largest Metaverse platform in Korea. The characteristics of Metaverse retailing used for case analysis were store (store credibility, servicescape, ease of use), product (content, demos, incentives), social factor (store personnel, store customers), and entertainment (events, games, free gifts). The results illustrate that a transaction system linked to reality could not be established due to technical limitations; it was difficult to obtain specific product information, such as the color, size, and fabric. However, all four fashion brands overwhelmed the traditional retail channels in terms of providing various spatial experiences by operating their virtual stores in global cities related to the heritage and identity of each brand. Furthermore, fashion brands can convey a sense of deviation and fantasy to consumers by delivering unique entertainment activities in Metaverse that they cannot easily provide in real life.

• 문화기술의 융합
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• 제8권4호
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• pp.387-395
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• 2022

본 연구는 패션 브랜드의 메타버스 속 가상 매장에서의 소비자 경험의 특성이 해당 매체에 대한 소비자들의 지각된 효용 및 자아 일치성 정도에 미치는 영향에 대해 실증 연구했다. 분석 결과, 패션 브랜드 메타버스 가상현실 매장 체험특성의 세 요인(사실성, 편재성, 익명성)은 모두 지각된 아바타 일치성에 유의한 정적 영향을 미쳤다. 한편 사실성과 편재성은 지각된 재미에 유의한 정적 영향을 미쳤으나, 익명성이 지각된 재미에 미치는 영향은 유의하지 않았다. 한편 지각된 아바타 동일시성은 지각된 소비자-브랜드 자아 일치성에 유의한 정의 영향을 주는 것으로 나타났다. 마지막으로 메타버스 패션브랜드 가상현실 매장에서 지각된 재미는 통계적으로 지각된 소비자-브랜드 자아 일치성에 유의한 정의 영향을 주는 것으로 나타났다.

• 디지털콘텐츠학회 논문지
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• 제11권3호
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• pp.299-306
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• 2010

인터넷과 컴퓨터 그래픽 기술의 발전으로 최근 디지털 패션 기술 분야에서는 의상을 3D로 재현한 가상 피팅 서비스를 가능하게 되었다. 본 논문에서는 매장, 인터넷 쇼핑몰, 광고 등 여러 상황에서 가상거울, PC, 모바일 등 다양한 장치에서 가상 피팅 서비스를 이용할 수 있는 통합 솔루션을 제안한다. 제안하는 통합 솔루션은 총 3가지 방법으로 다음과 같다. 첫 번째 방법은 매장에 비치된 가상 거울을 통해 터치를 통한 입력으로 가상 피팅을 이용한다. 두 번째 방법은 인터넷 쇼핑몰에 접속하여 의상 상품과 아바타를 이용한 가상 피팅을 체험한다. 마지막 방법은 모바일 어플리케이션에서 2차원 바코드로 의상 정보를 입력하여 디지털 패션을 위한 3D 가상 피팅 서비스를 체험할 수 있다. 또한 체험한 가상 피팅 결과를 이미지 파일 형태의 멀티미디어 메시지 서비스(MMS)로 다른 사람에게 전송할 수 있는 솔루션을 구축하였다.

• 한국의류학회지
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• 제42권4호
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• pp.671-688
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• 2018

This study investigates the characteristics of VR stores that emerged as new fashion communication media. Two case studies on Hyundai and eBay VR Department stores were conducted along with a discussion of the function and meaning of the fashion VR store. The results showed that both stores provide novel shopping experiences; however, the two were differentiated in terms of production method and technology implementation level. Functional aspects such as providing shopping efficiency and purchasing service was insufficient in both stores. Instead, they were complementing by means of product rotation, recommendation system, voice guidance, or linkage with an online shopping mall. In experiential aspects, both stores provided a strong sense of immersion. Hyundai VR store enhanced immersion with a high resolution image of a real offline store; however, it lacked in the ability to provide multisensory stimulation such as kinetic sense or auditory stimulation. The eBay VR Department store intensified the immersion experience by providing auditory stimulation as well as visual stimulation that enhanced the speed and distance sense through the utilization of animation. However, the extent of experience was limited in terms of agency and transformation because of the low interactivity found in both store systems.

• 복식
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• 제66권4호
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• pp.1-17
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• 2016

Fashion stores have to change to fit such the taste of individual customers taste and try to give unique experiences to the customers. They need to develop a special space that entertains customers, and entices them to visit and revitalize the off-line stores. This paper aims to analyze the experimental factors of stores, and how each of the factors impact customer experience in order to find out its effect on store satisfaction and store loyalty. Data was analyzed by using SPSS 18.0 and AMOS 18.0. Results of this study are as follows. First, Visual, Tactile, and Gustatory are the main senses that influence the emotional experience of the customers on a store visit. Second, three factors that influenced customer experience in experimental fashion stores are 'Causing Interest', 'Causing Concern', and 'Causing Relationship.' Third, the 'Causing Interest' factor and the 'Causing Concern' factor showed positive correlation with store satisfaction, while the 'Causing Relationship' factor did not impact store satisfaction, which affected store loyalty. Fourth, each experimental fashion stores can have different effect to consumer satisfaction and loyalty. Also, fashion store brands without an experimental store can cause various effects to consumers when a flagship store with an array of product information is formed. The conclusion drawn from this study will provide a guideline for fashion stores attract faithful customers by improving their store environment.

• 문화기술의 융합
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• 제9권4호
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• pp.601-610
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• 2023

본 연구는 가상현실(VR) 매장의 VMD 구성요소가 기술수용의 심리적 효용에 미치는 영향을 분석했다. 분석결과, 패션 가상현실(VR) 매장의 VMD 구성요소 중 체험성, 심미성, 적합성은 지각된 유용성, 지각된 사용 용이성, 지각된 유희성에 유의한 정(+)의 영향을 미쳤으나, 유행성은 지각된 유용성, 지각된 사용 용이성, 지각된 유희성 모두에 유의한 영향이 없었다. 본 연구의 결과는 아직 충분히 연구가 이루어지지 않은 패션 가상현실(VR) 매장의 VMD 구성요소를 추출하고 기술수용의 심리적 효용과 패션 가상현실(VR) 매장의 사용 의도에 미치는 영향을 실증적으로 규명하였다는 점에서 학술적 의의를 갖는다.

• 한국의류산업학회지
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• 제21권4호
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• pp.401-411
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• 2019

Non-contact judgment and evaluation for products are increasingly needed along with a rapid environmental change in fashion that sows urgency in the need to implement services that allows users to judge and experience a tactile sense in a fashion product without actual contact. Technological development is required to provide users with syn-aesthetic experiences that integrate the visual, tactile and the auditory. There is also a need to conduct research to increase immersion that provides users with ICT-related experiences communicated through fashion images. The study analyzed demands for haptic communication technology by Korean users in immersive VR fashion product shopping. Accordingly, it defined haptic communication through literature research, investigated immersion in the VR environment and conducted in-depth interviews for haptic communication applicable to VR shopping. Findings show that hedonic reactions by fantasy, emotion and fun function are an important motive in selecting VR shopping. VR fashion product shopping steps were divided into 4: move to store, search in store, search of product and purchase based on offline store shopping experience. It defined the haptic communication by steps and analyzed the types of the haptic feedback to be implemented. The study results provide basic data for developing haptic communication technology that can enhance e a sense of the presence and immersion experiences that can help lay a groundwork for pilot studies on the convergence of the virtual and the real.

• 한국의류학회지
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• 제48권4호
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• pp.774-792
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• 2024

Unlike traditional retail formats, the metaverse offers diverse shopping experiences, ranging from content that mimics reality to content that transcends reality based on its characteristic of virtuality. This study elaborates on the concept of virtuality within store environments and investigates how the virtuality level of a metaverse store influences consumers' creative consumption by mediating the flow experience. Additionally, it examines the interaction effect of creative product-seeking tendencies and individual characteristics on the relationship between flow experience and creative consumption behavior. A web-based experiment was conducted on young Korean female adults who experienced metaverse shopping. Ninety-one samples were analyzed using exploratory factor and bootstrap analyses with SPSS Macro process Models 4 and 14. The findings demonstrate that store virtuality (low vs. high) increases consumers' purchase intentions of creative fashion items by enhancing their flow toward the shopping experience. Furthermore, the effect of flow experience on creative consumption is strengthened when consumers have low creative product-seeking tendencies. This study contributes to expanding the concept of virtuality in virtual retailing and provides insights for fashion retailers planning to create virtual shopping spaces within the metaverse platform.

• 한국의류학회지
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• 제43권2호
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• pp.274-287
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• 2019

Most corporations engage in Corporate Social Responsibility (CSR) activities. Consumers are aware of CSR activities in different domains and use the perception and evaluation in purchase decision making. This study reveals how the relationship between consumer perception about a fashion corporation's CSR activities and product evaluation (such as perceived expertise and attractiveness) affects behavioral intention. This study discussed implications for store designs depending on whether it is actively engaging in CSR communication. Two virtual fashion store images of modern or eco design were used as stimuli. The study was conducted from July to August, 2018 based on women in their 20s and 30s. We collected 154 eco designs and 157 modern design responses. The findings of the study show that consumer perceptions of CSR activities affected perceived expertise and attractiveness. Further, perceived expertise and attracti-veness led to purchase intention and time spent in the store. The store design variation had no differences in mean values of consumer perception; however, evaluation and purchase intention indicated that a varied store design emphasized different corporation capabilities.