• Journal of Digital Convergence
• /
• v.15 no.6
• /
• pp.155-164
• /
• 2017

The purpose of this study is to analyze the similarities and differences between motivation and usage according to morphological differences between Facebook and Instagram. The formative differentiation of third-generation SNS such as intuitive image and limited network poses the necessity of recognizing individual service users as distinct groups in SNS research. Therefore, this study was conducted to analyze the differences of motivation and usage, according to the motivation of using Facebook and Instagram by 255 university students. As a result, 7 factors were found as motivation for SNS use, and there were therein motivational differences between Facebook and Instagram users. This study is expected to contribute to the prediction of user's attitude change according to the morphological evolution of SNS in the future, and to expand the application to such related fusion research as GUI design and corporate PR marketing.

• Journal of Digital Convergence
• /
• v.16 no.3
• /
• pp.261-273
• /
• 2018

The purpose of this study is to find out how the online brand community characteristics affect customer behavior according to self-construal level and gender difference. The characteristics of online community are divided into interaction, objectivity, information provision, and activity reward. First, interactivity and activity compensation among the characteristics of online community have a positive effect on brand community commitment. On the other hand, the effect of purpose and information provision is insufficient. Second, the greater the commitment to the brand community, the higher the WOM effect is. Finally, this study shows that customers with dependent self-construal tendencies have more brand community support than customers with independent self-construal tendencies, and females show more brand community support than males. This study suggests an efficient marketing approach to companies through a brand community commitment by understanding the intrinsic motivation of consumers' self-construal level.

• Journal of Digital Convergence
• /
• v.16 no.3
• /
• pp.169-179
• /
• 2018

This study aimed to investigate the effects of user experience on Facebook acceptance behavior and advertising acceptance behavior. For the study, a survey was conducted among 367 male and female college students who use Facebook. In the results, first, functionality, usability, and pleasurable had positive effects on Facebook attitude, usability and pleasurable on flow, and reliability, usability, and pleasurable on the intent for continuous use. Second, functionality had a negative effect on advertising invasiveness while pleasurable had a positive effect on advertising attitude and no significant effect on advertising avoidance. The findings in this study provide basic data that can be used by various companies that use Facebook and advertising on Facebook for developing marketing strategy. In addition, future studies are expected on considering various variables related to user experience.

• Journal of Digital Convergence
• /
• v.16 no.6
• /
• pp.151-161
• /
• 2018

Income is a vital aspect of economic life. Knowing what their income will help people create budgets that allow them to pay for their living expenses. Income data is used by banks, stores, and service companies for marketing purposes and for retaining loyal customers; it is a crucial demographic element used at a wide variety of customer touch points. Therefore, it is essential to be able to make income predictions for existing and potential customers. This paper aims to predict employment earnings or income based on history, and uses machine learning techniques such as SVMs (Support Vector Machines), Gaussian, decision tree and DCNNs (Deep Convolutional Neural Networks) for predicting employment earnings. The results show that the DCNN method provides optimum results with 88% compared to other machine learning techniques used in this paper. Improvement of the data length such PCA has the potential to provide more optimum result.

• Journal of Digital Convergence
• /
• v.18 no.11
• /
• pp.477-483
• /
• 2020

Credit cards are becoming an important marketing tool that reveals brand identity beyond payment methods. The purpose of this study is to suggest an effective design strategy plan by analyzing credit card design case that provided a positive brand experience among the cases of implementing the brand identity of a domestic credit card. The design of a representative credit card brand in Korea was analyzed according to Schmidt's experience type. As a result of analysis, when designing a credit card, it maximizes the visual effect with colors suitable for each theme, presents a multi-faceted experience that stimulates the five senses of the consumer, and provides an active brand experience that can reminisce the benefits of a credit card. It was found to be effective in revealing the brand identity. This study is meaningful in that local credit card companies offer design directions that can positively imprint brands on consumers through credit card designs.

• Journal of Digital Convergence
• /
• v.18 no.11
• /
• pp.99-109
• /
• 2020

Paid membership is a useful marketing method that can acquire long-term customers. This study benchmarked representative overseas memberships, Amazon Prime, Alibaba 88 Membership, and Rakuten Super Point, so that domestic shopping platform companies can refer to launch the paid membership. The membership services have in common: economic benefits, convenient experiences, and discriminatory treatment. Domestic companies should set the core customer value they want to deliver to consumers and organize the benefits so that paid membership can be operated from a long-term perspective. This study has a high practical contribution and it is necessary to conduct an empirical analysis of experts and a customer user survey in the future.

• Journal of Digital Contents Society
• /
• v.18 no.1
• /
• pp.47-54
• /
• 2017

In this research, I analyze cases of character packages in Japane, extract the concept of design that was loved by consumers and inmates and succeeded in marketing, and aim to establish the logic and principle. In addition, in the future, when introducing and utilizing the character package design in Korea, this research intends to make a guideline for the development of objective validity and empathic package design. After identifying the design concept and finding the principle by targeting package design of five character of Tohato which mixed various media and expanded sales, I want to find out the cause of success. Therefore, I have studied the theory and principles of enterprise and creative in product strategy through case analysis of character design concept and character package design. As a result, a design that leaving the functional side, having a story, making memories, and inducing a sense of closeness was as a successful case of renewal. In the package design, in some cases, package design execution is more important under the theoretical system according to consumer behavior analysis and Promotion of bold design concept of the design for the success of that concept, deviated from the existing principle.

• Journal of Digital Contents Society
• /
• v.19 no.3
• /
• pp.513-519
• /
• 2018

The objective of this study was to examine the trends on social network services. The abstracts of 308 articles were extracted from web of science database published between 1994 and 2016. Time series analysis and topic modeling of text mining were implemented. The topic modeling results showed that the research topics were mainly 20 topics: trust, support, satisfaction model, organization governance, mobile system, internet marketing, college student effect, opinion diffusion, customer, information privacy, health care, web collaboration, method, learning effectiveness, knowledge, individual theory, child support, algorithm, media participation, and context system. The time series regression results indicated that trust, support satisfaction model, and remains of the topics were hot topics. This study also provided suggestions for future research.

• Journal of Digital Contents Society
• /
• v.19 no.3
• /
• pp.547-559
• /
• 2018

This study deals with the factors influencing acceptance of social media-based smart commerce service through personal innovativeness by quantitative empirical research method. Researchers have viewed that personal innovativeness affects the aesthetic criteria, hedonic value, economic value, and subjective norms, which are subdivided elements of emotion and characteristics. The hypothesis is that the emotional and characteristics variables affect the variables such as purchase intention and word of mouth intention of the TAM and the post acceptance model (PAM). The research model proposed in this study is a integrated model of proven models in previous studies, and it is expected that there will be a theoretical and practical contribution of research. The researchers hope that this study will make a significant contribution to the industry and policy in dealing with the acceptance of smart commerce services emerging in the area of e-commerce and social media marketing.

• Journal of Digital Convergence
• /
• v.18 no.5
• /
• pp.127-138
• /
• 2020

This study investigated the patterns of transition of consumption patterns in Korean households in 2010 and 2017, and the impact of the life cycle on the transition of consumption patterns between the two time points. Using information on 4,717 households from the 2010 and 2017 data of the Korean Labor Panel Survey, we examined the effect of the family life cycle on changes in consumption patterns. The results of the latent transition analysis on the change in consumption type showed that the change in consumption type between the two points of time at the household level was relatively active. The logistic regression models reported that the transition of consumption type varies depending on the life cycle, such as changes in marital status, birth and independence of children. These results provide the implication that it is necessary to consider from the perspective of the family life course how the transition between their consumption types occurs when the government establishes consumption policies and companies set marketing target groups.