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      저자 : Hyojo Jung (검색결과 2 건)
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      • THE EFFECT OF VIRTUAL REALITY AND CONSUMER EXPERIENCE IN THE VIRTUAL FASHION SPACE

        Hyojo Jung,Eunju Ko,Minjung Cho 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

        Digital technologies that travel between the real and virtual worlds are rapidly adopted by many fashion brands for building virtual fashion spaces. This study aims to investigate the consumer experience of the components of the virtual fashion show and their effect on virtual fashion space, perceived benefits, perceived risk, and behavioral intention in the immersive fashion virtual space. The stimulus for this study was selected as the Prada virtual reality (VR) fashion show which is one of the most active in the VR field. The influence of perceived virtual fashion space and the moderating effect of VR sickness and fashion innovativeness are discussed. This study provides implications about consumer perception and behavior using VR in the context of virtual fashion space for researchers and practitioners.

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        럭셔리 패션 브랜드 가상패션쇼 경험에 대한 탐색적 연구

        정효조 ( Hyojo Jung ),고은주 ( Eunju Ko ) 한국패션비즈니스학회 2023 패션 비즈니스 Vol.27 No.2

        Today, VR, AR, and MR technologies that travel between real world and virtual world are rapidly developing. These technologies are adopted in luxury fashion brands for virtual fashion shows and runways, virtual retail shops and virtual fitting services. Despite its growth potential and social importance, virtual fashion space has been studies insufficiently. Therefore, this study aimed to examine the consumer experience on the virtual fashion space types, components of virtual fashion space, perceived value, and continuous usage intention. Prada, one of the most active luxury fashion brands in the VR field, was selected as the stimulus for an in-depth interview. Participants experienced virtual fashion show space through VR device (Oculus Quest 2 from Meta) before responding to the questions about their experience. Results showed that material space was more like virtual whereas perceptual space felt like reality. Participants could imagine about more virtual image from material space and more real image from perceptual space elements. Moreover, perceptual space enhanced the immersion, presence, and interactivity compared to material space. Most participants perceived that the virtual fashion show was useful and playful, leading to the continuous usage intention. It implies that improvements for some technical limitation from VR device and virtual contents can provide quality consumer experience in the future. Based on results of this study, fashion companies can establish useful marketing strategies for consumers' immersive and playful experiences when introducing virtual fashion space.

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