Title Page
ABSTRACT
Contents
1. Introduction 12
1.1. Overview 12
1.2. Comparison of 2D and 3D Media Types 13
1.3. Organization of the Remaining Parts of the Dissertation 15
2. Study 1: The Development of Virtualgraph 16
2.1. Introduction 16
2.2. Literature Review and Hypothesis 16
2.3. Experiment 1: Immediate Attitude 22
2.4. Experiment 2: Delayed Attitude 29
2.5. General Discussion 32
2.6. Conclusion 34
3. Study 2: The Impact of Increased Evocativeness from Virtualgraph 36
3.1. Introduction 36
3.2. Theoretical Background 37
3.3. Research Methodology 41
3.4. Analysis 52
3.5. Discussion and Conclusion 58
4. Study 3: Eye-Tracking Research on Virtualgraph 60
4.1. Introduction 60
4.2. Theoretic Background 60
4.3. Experiment and Analysis 61
4.4. Result and Analysis of Research 65
4.5. Discussion and Results 68
5. Conclusion 69
5.1. Theoretical Contributions 71
5.2. Practical Contribution 72
6. References 73
ABSTRACT IN KOREAN 78
Table 1. Comparative analysis of media types. 17
Table 2. Comparative analysis between telepresence elements of media types 20
Table 3. Study participant characteristics (n = 51) 23
Table 4. Questionnaire items used in the present study 27
Table 5. Still pictures, motion pictures, and virtualgraph recall test results 32
Table 6. The still and VG image samples used in the experiment 42
Table 7. Manipulation Check Results for the Experimental and Control Groups 44
Table 8. Evocativeness Survey Questions 46
Table 9. Research model first- and second-order constructs for analysis 47
Table 10. Research measurement categories 47
Table 11. Reliability of evocativeness 49
Table 12. EFA Results for Evocativeness 49
Table 13. EFA Results for All Variables 50
Table 14. Overall Compatibility of the PLS Path Model 51
Table 15. Discriminant validity results 52
Table 16. Comparative Analysis Results for the Experimental and Control Groups 53
Table 17. Study Hypothesis Testing Results 54
Table 18. A Method for Testing the Mediating Effect of the PLS Structural Equation Model 55
Table 19. The effect of the mediator verification 55
Table 20. Positive Words Extracted from the Interview Data 57
Table 21. Demographic characteristics of the subjects 62
Table 22. Virtualgrpah and General Image samples used in the experiment 63
Table 23. Full analysis of subjects extracted from IMAGE AOI 65
Table 24. Full analysis of subjects extracted from DESCRIPTION AOI 66
Table 25. Eye tracking AOI full analysis 67
Figure 1. Virtualgraph example 14
Figure 2. Telepresence concept 19
Figure 3. Experimental stimuli (from left to right: fan, clock, and humidifier) 23
Figure 4. Filming Virtualgraph 24
Figure 5. Example of still pictures, motion pictures, and virtualgraph 25
Figure 6. Means and standard errors of telepresence 28
Figure 7. Means and standard errors of attitudes toward products 29
Figure 8. Means and standard error bars of immediate and delayed attitudes toward products 31
Figure 9. Research model measurement variables and sub-variables 47
Figure 10. Full group analysis - Path model 52
Figure 11. Comparative analysis of the experimental and control group survey responses 53
Figure 12. Full group analysis: Eye-tracking 67