HMD의 시각적 특성이 VR콘텐츠 인게이지먼트에 미치는 영향

조윤성(Yoon Sung Cho) 한국디자인리서치학회 2023 한국디자인리서치 Vol.8 No.1

오늘날의 현존감 높은 실감미디어에 대한 사용자의 요구 경향 커지고 있다. 신산업 분야로 기대되는 가상현실 효용성은 사용자의 관심과 참여, 몰입의 상호작용 과정을 통해 발생한다. 이에 가상현실 콘텐츠의 성공 여부 판단에 사용자의 경험과 관심을 이끌어 행위를 유발하는 인게이지먼트 개념이 중요하며 효과적인 인게이지먼트 개념의 적용이 반드시 필요한 시점이다. 본 연구는 가상현실 콘텐츠의 인게이지먼트 향상을 위해 HMD의 시각적 특성 요인과 가상현실 콘텐츠의 현존감 특성, 그리고 이에 따른 미디어 인게이지먼트의 관계를 분석하여 효율적인 사용자 경험 디자인 방안을 목적으로 한다. 따라서 선행연구 고찰을 통해 각각의 특성 요인을 도출, 요인 간 관계를 설문/통계 분석을 통해 실시하였다. 그 결과 HMD의 시각적 특성이 가상현실 콘텐츠의 현존감에 높은 영향을 미친다는 것을 결론을 도출하였다. 또한 가상현실 현존감 요인 중 상호작용성 요인, 미디어의 비가시성, 그리고 사건의 현재성 요인이 몰입도와 흥미성, 주목성 등에 큰 영향을 미치는 것으로 분석되었다. 가상현실 기술은 심화되고 있는 실감 미디어 기반서비스의 경쟁 속에서 가상현실 콘텐츠의 인게이지먼트 특성 요인을 적극적으로 활용하여 다양한 미디어와 융합한 가상현실 콘텐츠 발전에 기여하기를 기대한다. There is a growing trend of user demand for highly immersive media that provides a sense of reality. The utility of virtual reality, which is expected to be a promising industry, arises from the interaction process of user interest, participation, and immersion. Therefore, the concept of engagement, which leads to user behavior by eliciting their experiences and interests, is crucial in determining the success of virtual reality content. Effective application of the concept of engagement is necessary at this point. This study aims to analyze the relationship between the visual characteristics of HMD, the sense of reality of virtual reality content, and media engagement to develop efficient user experience design strategies that enhance engagement in virtual reality content. Through a review of previous studies, we derived each characteristic factor and conducted a survey/statistical analysis of the relationships between them. As a result, we concluded that the visual characteristics of HMD have a significant impact on the sense of reality of virtual reality content. Additionally, it was analyzed that interactivity, media invisibility, and current event factors among the factors affecting the sense of reality in virtual reality have a significant impact on immersion, interest, and attention. In the competition of deepening sense of reality-based services, we expect virtual reality technology to actively utilize the engagement factors of virtual reality content and contribute to the development of virtual reality content that integrates various media.

증강현실을 활용한 호텔 아트투어에 대한 경험과 반응이 고객 인게이지먼트에 미치는 영향

이진영,김현지,이지연,정남호 한국인터넷전자상거래학회 2022 인터넷전자상거래연구 Vol.22 No.6

Among new technologies, Augmented Reality not only overcomes time and space constraints but also competes with comprehensive digital and physical information to induce new interactions and interest. For this reason, Augmented Reality has become one of the various viewing methods in many art galleries and museums today, and hotels are also making efforts to utilize this technology. Therefore, this study proposes an effective and continuous use of Augmented Reality leading to customer engagement. As one of the new media art that performs appreciation activities based on Augmented Reality, when the Augmented Reality Art Tour is applied to the hotel, the experience of Augmented Reality affects the reaction, and the effect of the reaction on customer engagement was analyzed. The study was conducted through the Stimulus-Organism-Response(SOR) Theory by selecting vivid and authentic experiences, cognitive and affective responses, and customer engagement as variables through the Augmented Reality Art Tour. As a result of the analysis, it was confirmed that the greater the degree of vivid and authentic experience provided through the Augmented Reality Art Tour, the better the hotel’s positive cognitive and affective response and the increase in customer engagement. In addition, the theoretical implications of this study can contribute to the expansion of literature research on the characteristics of the Augmented Reality Art Tour and the capabilities of hotels, and practical implications can help hotel companies discuss various operational measures.

증강현실(AR)을 활용한 음식 이미지 제시가 구매 의사에 미치는 영향: 사용자 참여의 매개효과를 중심으로

공해인,한광희 한국감성과학회 2019 감성과학 Vol.22 No.3

Augmented reality (AR) is the technology in which a virtual image made by computer is integrated with the real world. Food is one of the most popular products purchased online. In this study, we investigated how the presentation of food images with AR affects purchase intention and user engagement. We hypothesized that purchase intention was increased more by AR food images than by static food images. We also examined whether user engagement mediates the relationship between image presentation format and purchase intention. To test this hypothesis, participants in one group saw AR food images, and participants in another group saw static food images on an iPad. All participants then answered questions about user engagement and purchase intention. As predicted, participants who saw an AR food image reported higher user engagement and higher purchase intention than did those who saw a static food image. The indirect effect of user engagement was also significant, and the link between image presentation format and purchase intention was fully mediated by user engagement. We also found that aesthetic appeal, one of the sub-factors of user engagement, fully mediated the link between image presentation format and purchase intention. Thus AR images of food images were aesthetically more appealing, which led to higher purchase intention. These findings suggest that AR technology can be used effectively as a way to advertise food. AR (Augmented Reality; 증강현실)은 가상의 이미지를 현실 세계에 덧붙이는 기술이다. 본 연구는 온라인으로 활발히 소비되는 품목인 음식을 AR로 제시했을 때의 효과를 살펴보고자 한다. 본 연구에서는 AR 음식 이미지가 구매 의사와 사용자 참여에 미치는 영향을 정적인 음식 이미지와 비교하여 알아보았고, 이미지 제시 방식과 구매 의사와의 관계를 사용자 참여가 매개하는지도 살펴보았다. 참가자는 두 조건 중 하나로 무선할당되어 AR 조건은 AR로 음식 이미지를 보고 정적 조건은 정적인 음식 이미지를 보았다. 그 후 참가자들은 사용자 참여와 구매 의사를 묻는 설문에 응답했다. 실험 결과, AR로 음식을 본 조건이 정적인 이미지를 본 조건보다 사용자 참여가 더 높았고, 구매 의사 또한 더 높은 것으로 나타났다. 매개 분석 결과, 사용자 참여의 간접효과는 통계적으로 유의했으며, 사용자 참여는 이미지 제시 방법과 구매 의사 간의 관계를 완전매개하는 것으로 나타났다. 하위요인별로 매개 분석을 진행한 결과, 사용자 참여의 하위 척도 중에서도 심미성의 완전매개 효과가 나타났다. 연구 결과를 정리하면, AR로 음식 이미지를 보게 되면 심미성이 높아지며, 높은 심미성은 음식에 대한 높은 구매 의사로 이어진다. 따라서 본 연구는 음식 이미지를 제시하는 방법으로 AR 기술이 효과적으로 사용될 수 있음을 밝히고 있다.

Young Foreign Language Learners’ Engagement and Motivation in Augmented Reality-based Vocabulary Learning

지향은,신혜원 한국멀티미디어언어교육학회 2019 멀티미디어 언어교육 Vol.22 No.3

The potential of using augmented reality (AR) to create constructive learning opportunities in second language classrooms has been widely acknowledged. This understanding is based on the claim that ubiquitous learning paradigms, like AR-based instruction, motivate learners to engage in second language learning. To investigate the engagement and motivation of English as a foreign language learners in non-AR and AR-based vocabulary learning conditions, we performed a series of t-tests on a sample of third-, fourth-, fifth-, and sixth-grade students (n = 38, female = 18 students, mean age = 10.4 years old) whose engagement and motivation were assessed using the four scales of flow state (control, attention focus, curiosity, and internal interest). Moreover, a focus group interview was conducted on five students who were engaged in the AR-based instruction. The results of the flow questionnaire and focus group interview indicated that the AR-based instruction fostered higher interest and curiosity among young learners as compared to the non-AR-based instruction. These findings suggest that AR-based interventions designed to enhance young learners’ motivation to learn English as a foreign language can be beneficial.

Young Foreign Language Learners’ Engagement and Motivation in Augmented Reality-based Vocabulary Learning

( Hyang Eun Ji ),( Hye Won Shin ) 한국멀티미디어언어교육학회 2019 멀티미디어 언어교육 Vol.22 No.3

The potential of using augmented reality (AR) to create constructive learning opportunities in second language classrooms has been widely acknowledged. This understanding is based on the claim that ubiquitous learning paradigms, like AR-based instruction, motivate learners to engage in second language learning. To investigate the engagement and motivation of English as a foreign language learners in non-AR and AR-based vocabulary learning conditions, we performed a series of t-tests on a sample of third-, fourth-, fifth-, and sixth-grade students (n = 38, female = 18 students, mean age = 10.4 years old) whose engagement and motivation were assessed using the four scales of flow state (control, attention focus, curiosity, and internal interest). Moreover, a focus group interview was conducted on five students who were engaged in the AR-based instruction. The results of the flow questionnaire and focus group interview indicated that the AR-based instruction fostered higher interest and curiosity among young learners as compared to the non-AR-based instruction. These findings suggest that AR-based interventions designed to enhance young learners’ motivation to learn English as a foreign language can be beneficial.

Augmented virtual reality and 360 spatial visualization for supporting user-engaged design

이진국,이상훈,김영채,김수민,홍성완 한국CDE학회 2023 Journal of computational design and engineering Vol.10 No.3

This paper discusses an approach to augmented virtual reality (AVR) and 360-degree spatial visualization. The approach involves locating stereoscopic three-dimensional virtual objects into a real off-site panorama, supporting spatial remodel design decision-making through realistic comparisons. Previous studies have shown that in the design process, end-user engagement promotes the quality and satisfaction of design solutions. Immersive media such as virtual reality (VR) and augmented reality (AR) have increasingly been used as communication tools for user engagement in design, as they provide intuitive and realistic user experiences, particularly in comparing design plans. However, the dichotomous affordance of current VR and AR devices is limited in satisfying both the sense of realism and immersion that are essential for user engagement. To overcome this shortcoming, we propose an AVR-based design visualization approach that integrates the advantages of both media technologies to provide a high sense of realism and immersion off-site, responding to location and environmental stimuli, such as lighting, material, and other factors. To achieve this goal, we used 360-degree panorama data of the target space as a design visualization background, with content immersion experienced through VR hardware. Additionally, we developed software to demonstrate the actual use of the AVR-based approach, and various visualization-purposed file formats can be exported automatically using this software. The software supports the authoring of 360-degree spatial visualization videos for realistic design comparisons, which can be easily accessed by end-users using a head-mounted display or smartphone, even in real-time. We performed a demonstration of this approach using an actual remodel design project for the university library lobby, and this paper shows the usability and applicability of the AVR-based approach for user engagement.

지각된 호텔 증강현실 아트투어 특성이 고객의 공연경험 및 인게이지먼트에 미치는 영향

이지연,정남호 한국관광학회 2022 관광학연구 Vol.46 No.4

The current hotel industry provides a different marketing direction and services compared to before COVID 19. As kiosks, pre-reservations, self-service or AI robot room services become more common, the use of diversified high-technology has become an essential factor in the hospitality industry. This study proposes an effective and continuous use of AR (augmented reality) that leads to increased customer engagement. Starting with an empirical review of revitalizing the domestic art experience and developing facilities, the purpose of the study is based on the value of Art Hotel. A total of 200 Korean respondents who had experienced hotels, regardless of age and gender, participated in an online survey. Using AMOS, the result showed the characteristics of the 2nd order's theatrical experience with significant path coefficients in four areas (perceptual area, cognitive area, communication area, and emotional area). In addition, by using SPSS, it was found that vividness and interactivity had a significant effect on the theatrical experience, and the theatrical experience had a significant effect on customer engagement. These results showed that the vividness and interaction of AR characteristics influenced the characteristics of the theatrical experience in a way that improved customer engagement levels and had a proportional correlation. As a practical implication, the results show that hotels need to be able to use augmented reality experiences as part of their ongoing services and as a tool for experiential marketing. 현재 코로나19로 인해 침체된 호텔산업은 이전과는 다른 마케팅 방향을 추구하며, 차별되는 서비스 제공 방안을 모색하고 있다. 그 중 비대면 서비스와 언택트 마케팅이 고객에게 전염병에 대한 불안감을 감소시키고, 호텔기업 측면에서는 인건비를 절감시키는 만큼 매우 효과적인 방안으로 여겨진다. 이 연구는 고객 인게이지먼트 상승을 이끌어내는 증강현실(augmented reality: AR)의 효과적이고 안정적 활용을 제시한다. AR을 기반으로 감상활동을 수행하는 뉴미디어 아트의 하나로 AR 아트투어가 호텔에 적용되었을 때, AR의 특성(생생함, 상호 작용성)이 공연경험 만족도(지각적 영역, 인지적 영역, 소통적 영역, 정서적 영역)에 영향을 미치고, 공연경험 만족도가 고객 인게이지먼트에 미치는 영향을 분석하고자 하였다. 연구를 위한 설문은 연령과 성별에 상관없이, 호텔 투숙경험이 있는 내국인 200명으로 하였다. AMOS 6.0을 이용한 2nd order 분석 결과, 공연경험 만족도가 네 가지 영역에 가지는 유의미한 경로계수를 발견하였다. 또한 SPSS 분석으로 AR특성이 공연경험의 각 특성에 유의미한 영향을 미쳤으며, 공연경험 만족도는 고객 인게이지먼트에 긍정적 영향을 미치는 것으로 나타났다. 이 연구의 결과를 바탕으로 호텔기업이 추구하는 지속적인 상호작용 서비스와 체험 마케팅의 일환으로 AR을 고려하고 확장 할 수 있도록 하는 이론적, 실무적 방안을 제시한다.

Bridging the Gap between Vision and Reality: History and Audience Engagement in Howard Brenton's Weapons of Happiness

Kim. Yoo 한국외국어대학교 영미연구소 2014 영미연구 Vol.31 No.-

Howard Brenton's play Weapons of Happiness seems to be caught between the political situation, where positive, constructive utopian designs are no longer possible, and the critical atmosphere, where even sympathetic left-leaning critics join in the general criticism of the lack of clear political vision in the play. In fact, to a degree, Weapons of Happiness avoids the definition of the socialist ideal, and the achievement of vision is postponed. This huge gulf between the ideal and the real in Weapons of Happiness misleadingly has made the critics condemn Brenton's lack of political message or has forced them to find the core of the play only in apocalyptic aspect. However, the nature of the conflict between historical vision and social reality in Weapons of Happiness should be examined in the context of the establishment of more active relationship with the audience. This essay argues that instead of the failed revolutionaries in the play, it is the audience who must perform the hard work of analysis and make the connections in Weapons of Happiness. In Weapons of Happiness, the series of contradictions largely revolves around the huge gap between historical vision and contemporary reality. The historical perspective provided by the political leaders at the 'macro' level of history including revolutionary vision and heroism is contradictory to the dreary reality of the workers at the 'micro' level of history. In two separate but interrelated storylines, one relates Josef Frank's fragmented recall of his revolutionary past, and the other charts the on-the-spot events of the workers' endeavor to achieve the revolution. The two series of events collide with each other, maximizing the audience's critical assessment of their own role in history. In the play, the past is suggested as a fundamental foundation on which the present is constituted, and against the future, the present is measured and founding wanting. The utopian potential of final word depends upon the audience.

울라 한의『숨어있는 말』에 나타나는 아동·청소년기의 문학 언어를 통한 현실극복 문제

서유경 서울대학교 2010 외국어교육연구 Vol.13 No.-

The autobiographic novel Das verborgene Wort (2001) by a modern german female author, Ulla Hahn (1945-) shows that accepting of literature in one’s early life has both affirmative and dangerous aspects. It has a major influence on establishing the identity of adolescents. They learn strategies for overcoming the reality through literature which is closely related to their reality and possesses a spiritual power. On the other hand, the excessive enthusiasm for literature is responsible for the loss of reality. The protagonist of this novel has these various experiences by book, literature, and language. Not only passionate and engaged reading, but critical and creative reading is also productive for the young protagonist to grow her consciousness. This study observes the process of attempting to overcome the reality through literature language during the childhood and a dynamic function of literature to human life.

Bridging the Gap between Vision and Reality: History and Audience Engagement in Howard Brenton’s Weapons of Happiness

김유 한국외국어대학교 영미연구소 2014 영미연구 Vol.31 No.-

Howard Brenton’s play Weapons of Happiness seems to be caughtbetween the political situation, where positive, constructive utopian designsare no longer possible, and the critical atmosphere, where evensympathetic left-leaning critics join in the general criticism of the lack ofclear political vision in the play. In fact, to a degree, Weapons ofHappiness avoids the definition of the socialist ideal, and the achievementof vision is postponed. This huge gulf between the ideal and the real inWeapons of Happiness misleadingly has made the critics condemnBrenton’s lack of political message or has forced them to find the core ofthe play only in apocalyptic aspect. However, the nature of the conflictbetween historical vision and social reality in Weapons of Happiness shouldbe examined in the context of the establishment of more activerelationship with the audience. This essay argues that instead of the failedrevolutionaries in the play, it is the audience who must perform the hardwork of analysis and make the connections in Weapons of Happiness. In Weapons of Happiness, the series of contradictions largely revolvesaround the huge gap between historical vision and contemporary reality. The historical perspective provided by the political leaders at the ‘macro’level of history including revolutionary vision and heroism is contradictoryto the dreary reality of the workers at the ‘micro’ level of history. In two separate but interrelated storylines, one relates Josef Frank’s fragmentedrecall of his revolutionary past, and the other charts the on-the-spotevents of the workers’ endeavor to achieve the revolution. The two seriesof events collide with each other, maximizing the audience’s criticalassessment of their own role in history. In the play, the past is suggestedas a fundamental foundation on which the present is constituted, andagainst the future, the present is measured and founding wanting. Theutopian potential of final word depends upon the audience.