Virtual influencer marketing is an emerging research area due to the increasing popularity of virtual influencers across the social media landscape. However, existing literature falls short when it comes to explaining how consumers perceive the attributes of virtual influencers and what their roles are in determining the cognitive acceptance of the messages they communicate. To address the research gaps, this study pursued the objective of exploring the cognitive processes of individuals being exposed to the information elicited by virtual influencers. We adopted Social Influence Theory, which postulates that there are three processes of influence acceptance, namely compliance, internalisation and identification, each of which is conditioned by a set of different factors. To address the research objective, this study was carried out in two stages. In the first exploratory stage, we drew on relevant research to identify the attributes of virtual influencers, which could predict the three influence acceptance processes. To ensure the accuracy of the results, three approaches to the validation and filtering of attributes were used, i.e.: a quantitative and qualitative content analysis of 126 papers discussing the characteristics of influencers and a survey-based ranking of the importance of the generated attributes. As a result, we found that the top 8 statistically significant factors are warmth, relatedness, interactivity, competence, empathy, uniqueness, fairness and credibility. In the second stage, based on a sample of 601 respondents, we analysed the associations of the identified attributes with cognitive processes using a fuzzy-set qualitative comparative analysis (fsQCA). The analysis showed different configurations of the core and peripheral predictors of compliance, identification and internalisation. For a high level of compliance, a high level of interactivity is a core condition; for a high level of identification, empathy, competence, fairness, interactivity, and credibility act as core predictors. A high level of internalisation is associated with two core predictors, namely interactivity and relatedness. The findings of the study contribute to the extant literature on virtual influencers by providing empirical evidence about the cognitive acceptance of influence elicited by virtual influencers and the characteristics of non-human opinion leaders that shape consumers’ attitudes and behaviour. The findings offer practical insights into how to enhance the persuasiveness of virtual influencers’ messages.

Entomophagy (or insects eating) is seen as a new, sustainable, and promising protein alternative for consumers in Western countries. Although eating insects is not new for many cultures (e.g., Asian culture), it represents a novel and unconventional eating practice in the Western world (e.g., United States and Europe), often characterized by food taboos and by a negative advertising in the media.

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.

In recent years, social media influencers (SMIs) have brought dramatic shifts to the marketing trend. Apart from product endorsement and ad campaigns, they are increasingly hired by brands for promoting social causes including Black Lives Matter movement, COVID-19, and LGBTQ+ issues owing to their perceived authenticity and expertise (Open Influence, 2022). As such, brands promoting social causes to take ethical obligations to the society, namely, corporate social responsibility (CSR), has become an indispensable business practice (McWilliams & Siegel, 2001). Accordingly, past studies revealed that SMIs’ capability of creating authentic connection with target consumers and the fact that stakeholder awareness and authentic motives are preconditions for the success of CSR initiatives can create a synergic effect (Yang et al., 2021).

The present study compared the effectiveness of virtual influencers (VIs) to human influencers through the theoretical lens of the uncanny valley and parasocial relationship using an online experiment. Specifically, we posited that highly humanlike VIs may evoke the feeling of the uncanny valley, as compared to human influencers or cartoonlike influencers, which, in turn, would act as a psychological barrier to building a parasocial relationship with the specific type of virtual influencer and decrease advertising attitude. The results indicated that people do feel the uncanniness from both highly humanlike and cartoonish influencers as compared to human influencers. This particular psychological experience negatively influenced the parasocial relationship, which, in turn, negatively affected the attitude toward a social media advertisement featuring the VIs. However, importantly, this effect was moderated by individual differences in anthropomorphism. This is one of the first studies that directly compared the effectiveness of different types of social media influencers in a rigorously designed experimental setting and expands the previous research on Vis, uncanny valley, and parasocial relationship. Both theoretical and managerial contributions of the study were discussed.

The objective of this study is to compare the efficiency of VR and 2D in the tourism industry as marketing tools, using affective forecasting and purchase intention. Accordingly, this study has two primary research aims. The first is to examine if a higher level of mental imagery (resulting from VR) is more effective than a lower level (2D) in a tourism marketing context. To evaluate this, the researchers use experimental method, measuring predicted dominance, predicted pleasure and predicted arousal, as well as purchase intention towards the hotel. Relevant to the tourism industry, tourism products are spatially and temporally distant (vs. near). This study aims to investigate how differently mental imagery, resulting from VR (versus 2D) experience, generates affective forecasting of a tourism product when tourists plan distant (versus near) future trips (temporal distance).

The present study choose to conduct consumer behavioral research in Metaverse situation, explores factors that influence consumer shopping enjoyment and purchase intention from product, service and technology perceptive. The research team gathered the primary data through questionnaire subjecting to Chinese consumers (n=300) who know about TaoBao future city which themes on virtual buying in Metaverse. In addition, structural equation modeling is employed to examine the hypothesized relationship among the variables. The result shows that all the driving factors positive effects consumer shopping enjoyment and then influence purchase intention positively. The finding is significantly fundamental to establish theoretical framework future about virtual shopping in Metaverse, and help marketers realize how to set virtual stores in Metaverse to enhance consumer shopping experience so that they could improve consumer purchase intention in the context.

Real world consumption is gradually being warped into an intangible form of digital virtual consumption. Virtual worlds, objects and experiences are often argued to be less valued or meaningful then their real reality counterparts. Though studies show how digital virtual consumption serves as ways of navigating and decoding normative boundaries of communal and cultural origin within virtual worlds. In this paper, we show how consumers balance their real-life responsibilities with consumption in virtual worlds. In an effort to better understand the phenomenon, we put forwards an analysis based on assemblage theory, which focuses on how agentic and communal capacities of component parts both enable and constrain various aspects of the consumption experience.

Considering the popularity of virtual influencer (VI) marketing while its effectiveness remains fully unexplored, there is a need of academic attention testing consumer responses to VIs in comparison with human influencer marketing. Hence, this study aims to fill this gap by comparing consumers’ perceptions of a human versus virtual influencer’s endorsement. Specifically, based on the construal level theory and psychological reactance, this study investigates how consumers differently evaluate human and virtual influencers’ endorsement motives, which may further influence their attitudes toward a brand, advertising (i.e., endorsement), and an influencer and purchase intentions. Additionally, the moderating role of the number of endorsements (single vs. multiple) and perceived innovativeness are examined.

The objective of this research is to analyze the importance of Virtual Reality (VR) in digitally promoting perceived online trust toward green brands. We propose a conceptual framework based on Stimulus-Organism-Response to understand whether VR can increase cognitive and affective experiential state and customers' perceived trust toward green brands.

Influencers have become a critical component of marketing strategy to increase awareness, encourage consideration, and drive purchases. A new type of influencer, computer-generated and artificial intelligence-powered avatars, has emerged amid this boom. Despite the mixed marketing results virtual influencers deliver, they are generally thought to create similar engagement as human influencers. Consumers appear capable of developing complex psychological processes when engaging with virtual influencers. Even though the positive impact of influencers is evident, there is a growing concern about how they can affect consumers' well-being. The feeling of envy is a significant well-being concern in the social media world. Assuming virtual influencers can deliver similar emotional effects as human influencers, can we feel envy towards virtual influencers?

Social media influencers have become a powerful tool in marketing in the past decade; consumers who engage with the influencers are more likely to trust their recommendations. A VI is a very attractive marketing tool for brands and businesses. However, there is little empirical work about why and how consumers react to the anthropomorphism of virtual agents. Therefore, this study develops an understanding of how consumers interact with VI, emphasizing the perceived anthropomorphism's role. Consequently, we aim to investigate antecedents and outcomes of perceived anthropomorphism of the VI from online consumers' perspectives to develop and implement effective marketing strategies on social media platforms.

대한민국 교육은 코로나19 팬데믹으로 대면 교육에서 비대면 교육으로 전환되었다. 학생들이 사회에 대해 배 울 수 있는 그룹 활동 교육은 축소되거나 중단되었고, 비대면 서비스기술 발전으로 메타버스라는 새로운 서비 스를 탄생시켰다. 본 논문에서 저자는 한국 초·중·고교에서 요구하는 집단 활동 교육을 비대면으로 체험할 수 있는 'Virtual School'(VS)이라는 플랫폼을 제안한다. 이 플랫폼은 학생들이 사용하기 쉬운 VRChat과 3D 가상 환경 렌더링을 위한 Unity 3D 엔진을 기반으로 한다. VS 플랫폼은 졸업식, 입학식, OX 퀴즈 등 다양한 활동 을 제공한다. 해당 플랫폼은 부산진고등학교에서 시범 운영되었으며, 메타버스 관련 비대면 교육 플랫폼 연구 분야에서 활발히 활용될 것으로 기대한다.

본 연구는 가상현실 지질학습장을 개발하여 학교 현장에서 겪는 어려움으로 인해 소홀히 여겨지는 야외 답사를 대체하는 방안을 찾고자 하는 데 목적이 있다. 이를 위해 교육과정 내용 요소와 가상현실 개발 가능성을 검토하여 적 상산 일대를 중심으로 총 5곳의 지질학습장을 선정하였다. 가상현실 지질학습장은 학생들이 주도적으로 가상의 공간에 서 암석과 지질구조를 관찰하고 탐구할 수 있도록 구성하였으며, 구상화강편마암, 응회암, 역암, 사암, 층리, 절리 등 학 습 요소를 포함하였다. 개발한 학습장이 갖는 교육적 가치를 알아보고자 중학교 1학년 학생 7명에게 적용하고 반-구조 화된 면담을 실시하였으며, 학생 반응 결과를 언어 네트워크를 이용하여 단어 간 의미 있는 관계를 분석하였다. 그 결과로 학생들은 가상현실일지라도 현실감을 느낄 수 있었으며, 이는 곧 암석의 특징을 이해하고 기억하는 데 긍정적인 영향을 주고 있었다. 이는 가상현실 야외지질학습 프로그램을 통해 야외에서 이루어지는 현실감을 학생들에게 간접적으 로 경험하게 함으로써 학습에 긍정적인 영향을 줄 수 있음을 시사한다. 본 연구를 바탕으로 무주군이 지닌 지질 학습 자원이 가상현실을 통해 학교 현장에서 유의미한 학습 자료로 활용되기를 기대한다.

Since the increased focus on the essential role of recovering cognitive function after stroke, cognitive rehabilitation of stroke survivors has been important. This study aimed to provide basic data on the successful cognitive rehabilitation of stroke survivors through an literature review of virtual reality cognitive rehabilitation. Methods: The literature review method of Whittemore and Knaf was used. Data was searched on papers published before April 2023, and RISS, NDSL, and KISS were used for the search. Four studies were selected for analysis. Results: The cognitive function of the experimental group applied with the virtual reality cognitive rehabilitation was significantly improved. In the three studies, cognitive function was significantly improved compared to the control group. Conclusion: Findings from the review suggest the necessity of a virtual reality cognitive rehabilitation for older stroke survivors to verify its effectiveness.

A person who performs or plans to conduct a physical protection inspection as stipulated by the law, the act on physical protection and radiological emergency, should obtain an inspector’s ID card certified and authorized by Nuclear Safety and Security Commission Order No.137 (referred to as Order 137). In addition, according to Order 137, KINAC has been operating some training courses for those with the inspector’s ID card or intending to acquire it. Also, strenuous efforts have been put to incrementally elevate their inspection related expertise. Since Republic of Korea has to import uranium enriched less than 20% in order to manufacture fuels of nuclear reactors in domestic and abroad, the physical protection for categorization III nuclear material in transit is significantly important along with an increase in transport. The expertise of inspectors should be constantly needed to strengthen as the increase in transport leads to an increase in inspection of nuclear material in transit. We have suggested a special way to improve the inspector’s capacities through Virtual Reality technology (VR). A 3-Dimensional virtual space was designed and developed using a 3-axis simulator and VR equipment for practical training. HP’s Reverb G2 product, which was developed in collaboration with VALVE Corporation and MicroSoft, was used as VR equipment, and the 3-axis motion simulator was developed by M-line STUDIO corp. in Korea for the purpose of realizing virtual reality. The training scenarios of transport inspection consist of three parts: preparation at the shipping point, transport in route including stops and handover at the receiving point. At the departure point, scenario of the transport preparation is composed with the contents of checking the transport-related documents which should be carried by shipper and/or carrier during transport and confirming who the shipper and/or carrier is. Second, scenario is designed for inspector to experience how carrier and/or shipper protect the nuclear material during transport or stops for rests or contingency and how they communicate with each other during transport. Lastly, scenario is developed focusing on key check items during handover of responsibilities to the facility operator at the destination. Those training scenarios can be adopted to strengthen the capabilities of those with inspector’s ID card of physical protection in accordance with Order 137 and to help new inspectors acquire inspectionrelated expertise. In addition, they can be used for domestic education to promote understanding of nuclear security, or may be used for education for people overseas for the purpose of export of nuclear facilities.

본 연구의 목적은 가상현실 체육실 수업의 실재 경험이 즐거움과 몰입을 경험할 때 스포츠 활동 참여의도에 어떤 영향을 미치는지 알아보는 것이다. 조사는 초등학교 고학년을 대상으로 총 300명을 60부 씩 표본추출하여 설문지 중 응답이 불성실한 24부를 제외하고 총 276부의 자료를 연구에 사용하였다. 본 연구에서 사용한 데이터 처리는 SPSS ver. 24.0 및 AMOS 버전. 24.0 통계프로그램을 이용하여 확증요인 분석, 빈도분석, Cronbach's α 계수계산, 상관분석, 구조방정식모형분석을 실시하였다. 이러한 과정을 통 해 다음과 같은 결과를 도출하였다. 첫째, 가상현실 체육실 수업의 실재 체험은 즐거움에 정(+)의 영향을 미쳤다. 둘째, 가상현실 체육실 수업에서 즐거움과 몰입의 관계는 정(+)의 영향을 미쳤다. 셋째, 가상현실 체육실 수업의 즐거움은 체육활동 참여의도에 정(+)의 영향을 미쳤다. 넷째, 가상현실 체육실에 참가한 학 생들의 수업몰입도는 향후 체육활동 참여의도에 정(+)의 영향을 미쳤다.

본 논문은 가상 부동산 게임을 통한 가상토지 거래와 분할 거래를 위한 가상 경제 플랫폼을 제안한다. 이것은 실제 존재하는 지구 위의 땅이 아닌 가상공간에서 설계된 3차원 공간을 거래하고 소유하는 가상 경제 플랫폼 에 관하여 연구이다. 이를 위해 메타버스를 이용하여 실제 지구의 모습과 유사한 가상의 지구를 세분화시켜 구현했다. 또한 블록체인 기술을 이용한 가상화폐를 통해 거래의 신뢰성을 가질 수 있게 했다. 게임의 특징으 로는 다음과 같다. 가상공간의 콘텐츠 서비스를 위한 프로세스 기능을 단순화했다. 또한 서비스의 차별화를 통하여 사용자의 진입 장벽을 최소화했으며, 게임을 통해 부동산 분할 매매와 분할임대를 위한 프로세스를 제 안했다. 또한 가상부동산에 대한 수익모델을 통하여 가상 경제 플랫폼에 대한 개념을 제안했다. 본 논문은 메 타버스와 블록체인 기술을 활용하여 기존 경제적 가치 개념을 가상 경제 플랫폼으로 활용하는 연구 모델로 제안한다.

목적 : 본 연구의 목적은 가상현실 기반 주방 과제 수행 시 나타나는 수행오류의 종류와 인지기능과의 상 관관계를 알아보고자 함이다. 연구방법 : 신경학적 결함이 없는 만 60세 이상 건강한 노인 38명을 대상으로 가상현실 환경 내에서 주방 과제를 수행하였다. 주방 과제는 잼 버터 샌드위치 만들기를 시행하였다. 주방 과제를 수행하는 동안 나타나는 수행오류 의 종류를 2명의 작업치료사가 각각 평가하였다. 아울러 캠브리지 전산화 신경 심리평가(Cambridge Neuropsychological Test Automated Battery; CANTAB)의 Stocking of Cambridge(SOC), Executive Function와 Spatial Working Memory(SWM)평가를 실시하였다. 주방 과제 시 보이는 수행오류의 빈도수와 각 인지 영역의 점수 간의 상관관계를 분석하였다. 평가자 간 신뢰도는 SPSS 12.0을 통해 분석하고, 상관관계 분석은 Python을 사용하였다. 결과 : Omission 오류는 SOC의 움직임 횟수와 SWM의 전략 사용과 통계적으로 유의미한 양의 상관을 보였다(p < .05). 반면 commission 오류는 SOC의 움직임 횟수와 통계적으로 유의미한 양의 상관관계 를 보였다(p < .001). 주방 과제를 수행하는 데 걸린 시간과 총 수행오류는 SOC의 움직임 횟수와 통계 적으로 유의미한 양의 상관관계를 보였다(p < .05). 결론 : 가상현실 기반 주방 과제에서 나타나는 수행오류는 작업기억 및 집행기능과 상관관계가 있고, 생태 학적 타당성이 높은 집행기능 평가로써 임상적으로 활용 가능성이 크다. 향후 연구에서 환자 그룹을 대 상으로 인지기능에 따른 수행오류의 특성을 더욱 면밀하게 연구해나갈 필요가 있다.

This study analyzes traditional women’s Hu costumes of the Tang dynasty, and deploys a creative fashion design to converge contemporary and traditional styles. In this costume, women wear a robe with striped or plain patterns in the lower part of the pants, and it appears frequently in red and yellow colors. Depending on the sleeve, it is either a round collar or a turn down collar robe. In the Hu hat, the huntuomao and juanyanxumao were leather and mili and weimao were used to prevent the sand from flowing. This study uses the CLO 3D program with the “moment” theme based on the Hu costume for women to deploy 4 pairs of fashion design and to produce works for 2 pairs. The 3D virtual clothing program demonstrates important effects in design deployment and pattern arrangement through its efficiency and convenience of clothing production. The CLO 3D program was closely combined with the 2D design and the 3D affect, and it heightened the efficiency in saving the processing time and energy of the sample clothes. Through facilitating the 3D digital fashion design, the production may reduce time needed and contribute to an effective economy, and it may compare digital fashion design to actual products as well as illustrate the potential of digital fashion design.