• Korean journal of communication and information
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• v.44
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• pp.223-247
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• 2008

The purpose of this study is to explore the anti-smoking message effects and smoking status on smoking belief attributes. Based on the health behavior theories such as theory of reasoned action, health belief model, and social cognitive theory, three factors are selected to investigate the effects of anti-smoking campaign messages. The balance of benefits and barriers, self-efficacy, and social pressure are selected as independent variables. Three two-way ANOVA were conducted. Results showed that the main effect of social pressure were found with the social smoking attributes. Interaction effects were found on the nonsmoker-social pressure group and the non-smoker-two sided message group. It is found that nonsmokers accepted these two anti-smoking messages easily as compared to smoker groups. No main smoking status was found in this study; it is believed that smoking is a habitual that is not changed easily because attitude formation takes time. Results revealed that the two-sided message video releases and the social pressure video releases were favored by both smokers and nonsmokers. This study contributes the theoretical framework that can be transferred to the practices of anti-smoking campaign. Also, the researcher produced the televised stimuli which is not common in health message studies. By using the televised message material, the research tried to solve the validity problem which is common in experimental design.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.6
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• pp.929-937
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• 2009

This study was intended to identify the differences in communication effects according to nudity type and discount message use in the context of sex-appeal fashion POP advertising. For the experiment, 8 stimuli were developed as experimental stimuli for the 4 (nudity type (nude, semi-nude, body-consciousness, non nude)) $\times$ 2 (discount messages (available, not available)) factorial design. A total of 280 questionnaires allocating thirty-five students to each group were distributed. The results were as follows. First, there were significant differences in advertising affect, attitude toward advertising, and brand attitude according to nudity type of sex-appeal fashion POP advertising. Second, there was no significant difference in communication effects by discount message use. Third, there was interaction effect according to nudity type and discount message use on the aspect of advertising cognition.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.255-265
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• 2018

This study investigated what kind of message forms and information sources more effect according to SNS' type and use intensity. To this end, this study did experimental analysis using collected data by survey which manufactured message forms and situational contents of information sources. According to analysis results, the effect of message forms showed difference according to SNS' type and use intensity. Realistic message showed greater effect in interest-based SNS and high use intensity. Evaluative message showed greater effect in relation-based SNS regardless of use intensity. The effect of information sources showed difference according to SNS' type. Friend or college and knower showed greater effect in relation- based SNS, and company showed greater effect in interest-based SNS. In the case of use intensity, friend or college showed the greatest effect without difference. Such results can provide a practical contribution in planning SNS advertising strategy. Future Studies need to expand survey variously into SNS and subject.

• The Journal of Korean Association of Computer Education
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• v.18 no.6
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• pp.33-42
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• 2015

Based on the Construal Level Theory, this study aims to investigate how information security vaccine users' selection intentions differ from each other according to the selection time of information security vaccine, advertisement message types, and information security knowledge levels. For the foregoing, this study conducted an experiment by applying an experimental design of 2(knowledge level: high/low) ${\times}2$(temporal distances: short distance/long distance) ${\times}2$(advertisement message types: how(concrete)/why(abstract)) on computer security vaccine softwares. As a result, this study confirmed that the selection intentions about information security vaccines differed from each other according to the temporal distance and advertisement message type, and also varied according to the information security knowledge level. In conclusion, this study provides an implication that the consideration of well-timed persuasive message is especially important for the users at the high level of knowledge. Also, this research implies the necessity of development of abstract thinking ability based on temporal distance for the users at the low level of knowledge.

• The Journal of the Korea Contents Association
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• v.14 no.6
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• pp.307-318
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• 2014

This study investigated how people perceived the importance of health message design principles including gist presentation, usefulness of content, format, and intuitive design and how well a webzine article published by Korean Ministry of Food and Drug Safety was designed in terms of the four design principles. This study also explored what individual characteristics influenced the perceptions of health message design principles. A total of 294 adults participated in the survey, and their responses were analyzed with the Importance-Performance Analysis method. Participants perceived that usefulness of content was most important in the text design; gist presentation was most important in the visual design; and format was well designed in both text and visual messages. This study showed that it is crucial to improve the quality of visual health messages particularly in terms of gist presentation and intuitive design. We also found that individuals' interest in health played a significant role in the perceptions of health messages. These results were discussed in regards to principles and strategies for the effective design of health messages.

• Journal of Digital Convergence
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• v.12 no.6
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• pp.105-114
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• 2014

This study has recently been issued to businesses and consumers who examined the effects of cross-advertising model. Experimental design, the model type (2) ${\times}$ sexuality products (2) ${\times}$ advertising message appeal form (2) is a factorial design. The results are as follows. First, the advertising model, based on the type of cognitive response to advertising than the general model of cross-recall index was higher model. Second, the product of gender identity in response to what the advertising product for women than men was higher index of product recalls. Third, the ad attention model ANOVA results for each type of message, the main effect of appeal type was identified. In addition, the type and model of sexual identity, and message appeal type in the type of model interaction effects were found. Finally, the model-product analysis of goodness of fit, the model type and sexual identity and appeal type messages of main effect were identified. The result is more efficient advertising effect model strategies for promoting meaningful results, it is meant to be confirmed.

• The Journal of the Korea Contents Association
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• v.18 no.11
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• pp.47-54
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• 2018

The purpose of this study is to explore a difference in crisis between media and parties. This research examined political crisis situation, crisis response, and media coverage using a case. Two main political parties in Korean faced the illegal fund raising case during the 16th presidential election. They used types of crisis response strategies for restoring or maintaining their reputation. This study found that a party's crisis response was consistent with news media, but another party's message was significantly different from news media. Such match or mismatch between a party and news media will influence on public evaluation toward a crisis response. This study has meaningful contribution in that the difference between an organizational crisis response message and news media coverage is significant.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.19-34
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• 2021

The aim of this study is verifying the effects of chatbot's error types and structures of error message on attitude, behavior intention towards the chatbot and perceived usability of the chatbot. The error types of chatbot are divided into 'experience' error and 'agency' error, which set different expectancy level, according to mind perception theory. The structures of error message were either unstructured condition composed of error specification only or structured condition composed of apology, explanation and willingness of improvement. It was found that score of perceived usability was higher in experience error condition than agency error condition. Also, all three scores of dependent variables were higher in structured error message condition than unstructured error message condition. Furthermore, expectation gap of experience didn't predict the dependent variables but expectation gap of agency predicted all three dependent variables. Finally, the tendency of interaction effect between the error type and the structure of the error message on expectation gap of agency was observed. This study confirmed the mitigating effect of structured error messages and the possibility that these effects may vary by the type of error. The result is expected to be applicable to design of error coping strategies that enhance user experience.

• Management & Information Systems Review
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• v.28 no.1
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• pp.99-124
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• 2009

This study has observed the influence of green advertisemen on the attitude of consumers in relation to its message effect. The analysis has been conducted in the perpective of awareness-emotion -behavior targeting housewives based on the message structure of the advertisement(conclusion omission type/ conclusion offer type). Results of the analysis are as follows : 1) Green advertisement was more effective for the attitude toward advertisement and products than non-green advertisement and in the case of high involvement the conclusion omission message was more effective than the conclusion offer message. 2) Green advertisement was more effective also for the emotion side than non-green advertisement and the conclusion omission message was found more effective than the conclusion offer message. 3) Green advertisement was found more effective for purchasing activities than non-green advertisement and the conclusion omission message was found more effective than the conclusion offer message in the case of high involvement. 4) In case of the conclusion offer type structure of green advertisement the awareness side influenced purchasing activities and in case of the conclusion omission type structure of green advertisement the emotion side influenced purchasing activities. Besides that in case of the conclusion offer type structure of non-green advertisement both the awareness and emotion sides were found to influence purchasing activities. No difference was found in the conclusion omission type structure of non-green advertisement.

• The Journal of the Korea Contents Association
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• v.18 no.6
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• pp.628-642
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• 2018

Modern TV public advertisements of China began in 1986. As messages were spread and expanded to the public through TV media, the society as a whole started to accept the public advertisements and the influence of public advertisements increased ever more. Successful persuasion is an important prerequisite for realizing the effects of TV public advertisements and this study sought to examine persuasion strategy at this moment when media, messages and the audience are becoming diversified. It sought to know of the present situation of China's TV public advertisements particularly from the standpoint of Chinese and analyze persuasion strategy and usage based on the theory of persuasive communication.