2 research outputs found
The Effect of Virtual Fashion Influencer's Presence on Evaluation Attributes and User Responses
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Όλ¬Έ(μμ¬) -- μμΈλνκ΅λνμ : μνκ³Όνλν μλ₯νκ³Ό, 2021.8. μ μ¬ν.As technologies such as artificial intelligence, 3D face recognition, and augmented reality have rapidly increased worldwide, virtual fashion influencer that do not exist, at least human form has appeared. Virtual fashion influencer is a virtual figure that is dramatically expressed in convergence with reality and is leading the trend with more than tens of thousands of followers on Social Networking Service.
Virtual fashion influencer comes in a variety of shapes, regardless of race, gender, body size, and values. Beyond simply attracting public attention, they share their taste and daily experiences surrounding fashion through a virtual space called digital. Many have differentiated values in modern society as subjects that induce public participation and communication. Meanwhile, virtual fashion influencer also projects the images of ordinary people and gives them a sense of homogeneity. This seems to reflect the current era in how the pursuit of diverse aesthetic values in the fashion sector is spreading. Furthermore, in-depth research into virtual fashion influencer will be essential with the growing influence of Millennial Generation and Generation Z more familiar with SNS and virtual reality in the fashion industry. The purpose of this study is to examine the evaluation attributes and the responses of SNS users to virtual fashion influencer.
The current virtual fashion influencers are a hyperreal prototype in that it has a higher presence than the virtual humans in the past. Virtual fashion influencers with these characteristics are more real than physical people and become increasingly difficult to distinguish from them. This study intends to divide the presence of virtual fashion influencer into physical and social presence. We can then examine the effects of the presence on the evaluation attributes of influencer and the responses of SNS users.
The study conducted a survey of 321 people who had Instagram accounts and followed Fashion influencer. The survey data was analyzed using the SPSS statistics 25.0.
The results of the study showed very high values in the presence of virtual fashion influencer, evaluation attributes of influencers, and responses of SNS users with very similar appearances and friendly attitudes to humans. In addition, the physical presence and attractiveness of virtual fashion influencers have been shown to be highly correlated, and social presence and friendliness of virtual fashion influencers have also been shown to be highly correlated. Next, in the effect of presence on the evaluation attributes of influencer, reliability, friendliness, relationship maintenance behaviors, and word of mouth intentions, all had a much higher impact on social presence than physical presence. In the case of attractiveness, physical presence was more important as the external image was very important. The order of responses of influencer's evaluation attributes to SNS users are friendliness, attractiveness, and reliability. It was confirmed that active communication and attitude with followers based on friendliness was very important to users.
The physical presence of virtual influencer has become so high that users cannot judge it in a short period of time. Virtual fashion influencer's clothing is based on real brand and has a proven expertise. As a result, SNS users seem to have focused more on social presence, by way of posting images on SNS and the natural way they speak of virtual influencer in posts and comments.
In modern society, the development of the Internet and SNS has enabled unlimited freedom of communication, with continuously expanding boundaries. This can be attributed to virtual influencer's significant changes in the image reproduced as digital media and developed by digital technology. This digital reproduction is increasingly self-referenced in autonomous spaces, where the physical presence of virtual fashion influencers has already reached a high level and has gone beyond the level of βUncanny valleyβ in images. The public no longer needed to distinguish virtual influencers from real influencers, and now their appearance, as well as their sense of social presence are becoming a bigger factor for SNS users. As a result, the public is deemed to be more sensitive and focused on how well the social presence has been reproduced rather than the physical presence of a hyperreal virtual fashion influencer. Now it seems necessary for the influencer to supersede hyperreal. Through the creative process, not just copying or referring, virtual fashion influencers can achieve hyperrealism that is more real and realistic than reality.μ μΈκ³μ μΌλ‘ μΈκ³΅μ§λ₯, 3D μΌκ΅΄μΈμ, μ¦κ°νμ€ λ±κ³Ό κ΄λ ¨ν κΈ°μ μ΄ λΉ λ₯΄κ² μ¦κ°νλ©΄μ νμ€μμλ μ‘΄μ¬νμ§ μλ κ°μ ν¨μ
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