• Journal of Intelligence and Information Systems
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• v.4 no.2
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• pp.103-116
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• 1998

본 논문은 시간 기반의 약속 방법을 강조하는 시간제한적 협상구조를 소개한다. 에이전트들이 보내는 메세지에 약속기간을 첨부함으로써, 기존의 contact wet protocol(on)을 시간이 제약되어 있는 환경에서 효과적으로 사용될 수 있도록 확장할 수 있으며, 그로부터 시간제한적 협상 구조(TBNF: Time-Bounded Negotiation Framework)를 만들 수 있다. 이 논문에서는 약속기간을 가진 메시지를 의미론적으로 해석하고, 세가지 프로토콜 - 무보장 프로토콜, 승인보장 프로토콜, 그리고 유한시간 보장 프로토콜을 비교하는데, 이것들은 시간제한적 협상구조에 모두 포함될 수 있다. 제안된 협상 구조는 약속 기간 연장 요청이라는 새로운 메시지 유형과 부정적 약속(Negative Commitment)이라는 새로운 약속 개념을 가지고 있다. 시간제한적 협상 구조(TBNF)는 각 에이전트의 적응적 협상 전략을 수용하면서 효율적이며 효과적인 전자상거래 협상에 대한 구조를 제공할 것으로 예상되며, 이의 유용성을 평가하기 위해 실험결과를 비교 분석하였다.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.311-320
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• 2011

This study analyzed the persuasive marketing communication strategy which applied by showhost for TV homeshopping sales. Specifically, the current study focuses on the comparative analysis of tangible goods and intangible goods sales. Four sales homeshopping TV programs were selected for analysis: two overseas travel package products, one climbing clothes product and one produce of walnut. The method of rhetorical content analysis was conducted to analyze the strategy of persuasive communication. The results shows that , , were commonly used for both tangible and intangible products sales. But , , and were heavily utilized only for intangible products sales. The result of this study can contribute to provide theoretical background for future advanced research, although it has a limitation of only analyzing four sales programs.

• Asia Marketing Journal
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• v.11 no.1
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• pp.73-92
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• 2009

Consumers influence other consumers' brand choice behavior by delivering a variety of objective or subjective information on a particular product, which is called WOM (Word-Of-Mouth) activities. For WOM activities, WOM senders should choose messages to deliver to other consumers. We classify the contents of the messages a consumer chooses for WOM delivery into two categories: Subjective (positive or negative) evaluation and objective information on products. In our study, we regard WOM senders' activities as a choice behavior and introduce a choice model to study the relationship between the choice of different WOM information (WOM with positive or negative subjective evaluation and WOM with objective information) and its influencing factors (information sources and consumer characteristics) by developing two bivariate Probit models. In order to consider the mediating effects of WOM senders' product involvement, product attitude, and their characteristics (gender and age), we develop three second-level models for the propagation of positive evaluations, of negative evaluations, and of objective information on products in an hierarchical Bayesian modeling framework. Our empirical results show that WOM senders' information choice behavior differs according to the types of information sources. The effects of information sources on WOM activities differ according to the types of WOM messages (subjective evaluation (positive or negative) and objective information). Therefore, our study concludes that WOM activities can be partially managed with effective communication plans influencing on consumers' WOM message choice behavior. The empirical results provide some guidelines for consumers' propagation of information on products companies want.

• Journal of KIISE:Information Networking
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• v.31 no.1
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• pp.27-36
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• 2004

Frequent occurrence of binding update messages may incur high overhead in Mobile IP supporting users mobility. Thus, it needs to develop algorithms to deal with the situation. In this paper, we propose new lifetime assignment schemes for dynamic binding update considering the locality property related with mobile node's movement. Each mobile node maintains a profile which is based on log containing useful information about its visiting subnets. That is, it determines dynamic binding update lifetime for currently visiting subnet by computing past mean resident time recorded in the profile. In addition, we note that the resident time depends on the time when each node enters a subnet and thus, we devise another lifetime assignment algorithm. Extensive experiments are made to compare our schemes with existing Mobile IPv6 where major facts for performance comparison are both the number of binding update messages and the number of binding request messages. From the results, we come to know that our schemes obtain highly considerable performance improvements in terms of communication cost by decreasing the number of those messages.

• Journal of KIISE:Information Networking
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• v.32 no.3
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• pp.370-381
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• 2005

Mobile IP provides an efficient and scalable mechanism for host mobility within the Internet. Using Mobile If, mobile nodes may change their point of attachment to the Internet without changing their If address. However, it would result in a high signaling cost. To reduce the signaling cost, we factor in the fact that mobile users will not be actively communicating much of the time. In fact, there Is no necessity to send a binding update message to the home agent when an mobile node does not communicates with others while moving. From this point of view, we propose a lazy update strategy for minimizing signaling cost using the forwarding pointer in hierarchical Mobile IPv6. In our proposal, binding updates are sent only when a mobile node is in a busy mode. If an mobile node is in a dormant mode, binding update messages are delayed until busy mode using the forwarding pointer. As a result, our proposal can reduce the total signaling cost by eliminating unnecessary binding update messages when a mobile node Is in a dormant mode. In addition to, our proposal reduces unnecessary location update cost resulting from ping-pong effect under mobile node's dormant mode. Analysis results using the discrete analytic model presented in this paper shows that our proposal can has superior performance than hierarchical Mobile nv6 when the call-to-mobility ratio is low and the length of the forwarding pointer chain K is low.

• Journal of Digital Convergence
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• v.17 no.1
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• pp.159-168
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• 2019

The purpose of this study is to propose a strategy for creating an advertisement for Corporate Social Responsibility(CSR) based on the strategy of selecting an advertisement model in order to efficiently execute the advertisement of CSR. Data were analyzed by regression analysis. The results of this study are as follows: First, it is found that the value-relevance factors of the model are important regardless of the theme of CSR. In the economic field, the reliability of the model is important. But, the attractiveness of the model was more important in the environmental field. Second, it is effective to select a model with high value-relevance when selecting CSR advertising model. But, in the case of an expert, it is effective to select not only value addition, but also attractive and reliable models. Third, when producing CSR ads using emotional messages, it is important to consider the value and reliability of the advertising model. But, it is important to select the model considering the importance of the value and attractiveness of the advertisement model when producing the CSR advertisement using the informational message. It was found that it is very important to select a model that has a high relevance to the image of the social responsibility subject and the advertisement model when producing the social responsibility advertisement.

• Digital Contents
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• no.2 s.117
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• pp.36-38
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• 2003

"MBC 성공시대라는 프로그램에서 섭외에 들어왔었다. 해외 진출에 두려움을 갖던 5년 전 과감하게 실리콘밸리에 진출했기 때문이다. 5년의 시간이 흐른 지금, 결과만 놓고 보면 성공했다고 자신할 수 없다. 하지만 성공으로 가는 길이라고는 말할 수 있다." 1994년 PC통신을 이용한 텍스트 기반의 온라인게임 '단군의 땅'을 히트시킨 마리텔레콤의 장인경 대표. 97년 국내 시장을 뒤로하고 실리콘밸리에 진출해 주목받은 그녀가 한국에 '컴백'했다. 오는 4월 미국에서 350만명의 회원을 확보한 게임 '아크스페이스'와 '아크메이지'를 국내에서 선보인다. 장인경(50) 대표를 만나 국내 서비스 전략과 해외진출 업체들에게 전하는 메시지를 들어 보았다.

• The monthly packaging world
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• s.276
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• pp.98-101
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• 2016

월간 포장계에서는 금번 4월호부터 12월호에 걸쳐, 패키지디자인에 있어서의 심리학의 중요성을 피력해 보고자 한다. 본 지는 이를 통해 패키지디자이너는 물론 경영자, 패키지 관련 용기, 기계, 재료 등 전 분야의 종사자들이 패키지디자인을 하는데 있어서 마케팅적 사고의 범주에서 벗어나 소비자 심리를 이해하고 공감하기를 기대해 본다. 본 고에서는 '포장디자인은 소비자 기억을 촉진시키도록 디자인되어야 한다'는 명제 아래, 패키지디자인은 기업의 일방적인 메시지에 앞서 소비자가 원하는 정보를 소비자 가치 기준에 맞춰 디자인해야 할 것을 강조해 보고, 소비자의 기억을 촉진시켜 구매로 유도하기 위해 전략적으로 디자인 해야할 것을 제시해보도록 한다.

• Science of Emotion and Sensibility
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• v.11 no.2
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• pp.153-172
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• 2008

Products can maintain a high level of market share for many years by succeeding early in the development of a market. To overcome the benefit of pioneering a market, late entrants to the market can use differentiation strategies: developing novel attributes or enhancing preexisted attributes. In general, preexisted attributes are more memorable, but novel attributes can be weighted as heavily as preexisted attributes by contextual constraints. Based on the research of appraisal-congruent judgement, certainty appraisal dimension may affect the degree to which people engage in systematic or heuristic processing. This study examines the effects of alignability (the ease with which the attributes of one object can be aligned or mapped onto another object) of product attributes and certainty on consumer preferences for late entrants. Participants were induced to experience certainty and then completed a questionnaire. As predicted, participants induced certainty were likely to engage in heuristic processing, while participants induced uncertainty were likely to engage in systematic processing. This study provides an implication that companies should additionally consider consumers' feeling of certainty when launching a new brand.

• The Journal of the Korea Contents Association
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• v.14 no.7
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• pp.253-270
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• 2014

Public awareness campaign is the core factor of the national suicide prevention strategies. Korea's current campaign needs to be more systematically developed. This study analyzed the national-level campaigns for suicide prevention of New Zealand, USA, Ireland, Scotland, and Australia whose campaigns were known to be successful, and compared them with those of Korea. With the analysis framework based on the 'Guideline for Effective Health Communication Campaigns' by the U.S. Department of Health and Human Services, we examined the campaigns from the dimensions of (1) clarity of goals, (2) appropriacy of targeting strategies, (3) suitability of messaging strategies, and (4) efficiency of performance. The results show that effective campaigns for suicide prevention have the following common factors: (1) campaign appellations which include clear goals, (2) targeting at risk groups considering social contexts, (3) slogans which contains specific action guidelines, and (4) close relationships between public and private sectors. On this basis, future directions for more effective suicide prevention media campaigns in Korea are discussed.