• Journal of the Korea Convergence Society
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• v.6 no.6
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• pp.105-110
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• 2015

Since a smart phone has been popular, 91% of the internet users are utilizing the technology in all places for chatting and messenger which overtake share of voice and visual call utilization. The phenomenon is remarkable to young generations between teenager and thirties, which leads to mobile messenger shopping such as mobile digital voucher and coupon buy. In this research, we clarify whether traditional gift-giving motivations works on digital coupon gift-giving, and two technology acceptance model factors: perceived usefulness and ease of use affects between motivations and intention to gift-giving. The result shows three traditional gift-giving motivations: experiential, obligated and practical attitude affects intention to digital mobile coupon gift-giving and ease of use of the digital mobile coupon works parameter of the relation rather than usefulness. In other words, gift-giving purpose digital coupon users give a gift with traditional gift-giving motivation but has the stronger intetnion to gift-giving by technology ease of use.

• Journal of the Korea Convergence Society
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• v.7 no.5
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• pp.7-13
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• 2016

Since a smart phone became popular that leads mobile era, we've faced diverse life style changes. Particularly, a mobile messenger which changes communication method from voice and video call to text based multi media messenger, leads new gift-giving culture called mobile voucher gift-giving. Although many researches have validated diverse models about digital voucher, this research utilize the model which divide motivation of gift-giving from three theories: gift-giving motivation theory, technology acceptance model, and consumer value theory. The purpose of this research is not only validate the model but also grouping by giving frequency of samples and validate disparity among groups. In conclusion, there are three groups founded and shows difference motivations.

• Science of Emotion and Sensibility
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• v.20 no.3
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• pp.131-140
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• 2017

Gift-giving is a special behavior where both givers and receivers are interactively involved. Thus, emotion and satisfaction for both sides are core factors in gift-giving research. Recently, gift-giving expands to a mobile venue by the growth of the industries in Korea. In accordance with this trend, some studies have been conducted regarding mobile gifts called 'Gifticon'. However, most of them focused on the phenomenon based on the usage patterns and motives from the perspectives of givers. This study aimed (1) to figure out the emotional differences according to the action of giving Gifticons, and (2) to understand the effects of role and intimacy on the level of gift satisfaction. The results showed that, recipients felt higher levels of positive emotions such as excitement and thrill than givers whereas givers had different levels of gift-satisfaction depending on the intimacies to the receivers. This study is expected to suggest marketing strategies by providing psychological contemplations to a new form of gift-giving behavior, which is expanding toward a new mobile market. Further, it also suggests managerial implications by understanding the level of consumers' satisfaction from the role in Gifticon-giving situations and the intimacies between givers and recipients.

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.356-365
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• 2013

As a form of reciprocity or exchange, gift giving is one of the processes that integrate a society. There has been a long history of research on gift giving behavior in the communication area. Recently with the advent of digital environment, digital contents gift giving behavior became a prevalent social custom. But there has been little research of an individual consumer's consumption behavior of digital contents gift giving. Drawing on the innovation theory, technology acceptance model, and gift giving literature, the author take a quantitative approach to the effect of innovation attributes on mobile coupon gift giving behavior. The result showed that innovation attribute did positive influence to mobile coupon gift giving behavior. Furthermore, consumer innovation attribute moderate in the relationship between product innovation and mobile gift giving attitude.

• Journal of Digital Convergence
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• v.20 no.2
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• pp.117-125
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• 2022

This study presents product marketing strategy for mobile gift-giving by recognizing how consumers' propensity of conspicuous consumption and level of impression management affect the choice between hedonic goods and utilitarian goods. Data were collected through an online survey, and logistic regression analysis was performed using SPSS 23.0. The result of this study showed that people with high propensity of conspicuous consumption chose hedonic goods more than utilitarian goods in mobile gift-giving regardless of the level of impression management. On the other hand, those who with low propensity of conspicuous consumption chose utilitarian goods more than hedonic goods when the level of impression management was low, while these was no difference in choice between hedonic and utilitarian goods when the level of impression management was high. This study proposes to advertise in consideration of consumers' propensity of conspicuous consumption and impression management in marketing mobile gift products, especially for hedonic goods. Advertisements can appeal to consumers by using the desire to recognition or show off. Furthermore, further research can be conducted in consideration of other factors affecting gift behavior and expanding the age group.

• The Journal of the Korea Contents Association
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• v.15 no.9
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• pp.454-464
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• 2015

In this study, we examined the motivations of using Kakaotalk's gift that is one of services provided by Kakaotalk, the most popular mobile-based messenger. We also investigated possible effects of these motivations on the satisfaction of the Kakaotalk's service and a potential association of these motivations with the frequency of purchasing gifts using the service. In order to answer the research questions, we conducted a survey that recruited 220 users ranging from teenagers to in forties. As the main results of analysis, we identified four different types of user's motivations for Kakaotalk's gift: beneficial motivation, convenient motivation, improvised buying motivation, and entertaining motivation. Both the beneficial motivation and the entertaining motivation were significantly associated with the gratification of using Kakaotalk's gift, which was in turn significantly associated with the frequency of purchasing gifts through the service.

• Digital Contents
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• no.3 s.154
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• pp.88-93
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• 2006

올해도 어김없이 발렌타인데이가 지났다. 매년 반복되는 발렌타인데이 풍속에 대해 초콜릿을 앞세운 얕은 상술에 불과하다는 시각이 지배적이긴 하지만, 요즘 연인들은 이런 날조차도 멋지게 자신들의 것으로 만들어 내는 센스를 갖추고 있다. 각종 초콜릿 재료와 아기자기한 포장 장식을 사서 직접 초콜릿을 제작, 정성이 가득 담긴 이벤트를 마련하는 기회로 활용하는 부류가 점차 늘고 있다. 어느 누구도 아닌 바로 ‘내’가 사랑하는 사람에게 줄 선물이기 때문에 나만의 초콜릿 선물을 만든다는 것이다. 이러한 문화는 생활 곳곳에서 발견할 수 있다. 목걸이에도 자신 혹은 연인의 이니셜을 숨김없이 드러내는 제품이 나온다. 맞춤 와이셔츠를 주문하고 소매 깃에 자신의 이름을 새기기도 한다. 시장의 한 축은 대중적인 명품을 추구하는 ‘매스티지(Masstige)’를 향하고 있지만, 그 속에서 사람들은 ‘나’만의 특별한 무언가를 찾고자 한다. 이번호에서는 한창 웹상에서 대두되고 있는 ‘개인화’에 대한 이야기와, 이에 대한 모바일에서의 개인화이야기를 다루려고한다.

• Proceedings of the Korean Society of Computer Information Conference
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• 2019.07a
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• pp.433-434
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• 2019

본 작품은 학생들의 캡스톤디자인 작품이다. 본 작품은 특정한 형식에 구애받지 않고 자신만의 생각을 텍스트뿐만아니라 여기에 사진과 동영상 등의 다양한 멀티미디어를 함께 첨부할 수 있는 앱 형식의 전자책을 개발하고자 한다. 이 전자책은 디자인 템플릿을 통해 예쁘게 꾸밀 수 있으며, 본인이 담고 싶은 글을 책으로 만들고, 이렇게 만들어진 개성 있는 전자책은 상대방에게 공유를 통해 선물할 수 있는 어플리케이션으로 개발하고자 한다.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2016.05a
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• pp.189-192
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• 2016

Gift card certificate law was abolished in February 1999. If the stamp duty is paid gift certificate can be issued without registration or authorization by everyone. Recently, the use of mobile devices and mobile apps became widespread as explosive increase in mobile card market. Due to the advantage of being easily available this gift, Including foods such as cakes and coffee are released in various fields, such as mobile vouchers surrogate operation, matchmaking services. The future of the voucher market is considered to be reorganized into mobile gift certificate from vouchers of paper.

• The Journal of the Korea Contents Association
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• v.7 no.5
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• pp.166-173
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• 2007

This study analyzed the valuation of stock market for marketability of mobile contents. We investigated, during the period of 2002 to 2005, the anormal returns of each firms which announced the launching of new mobile contents. As a result, we found statistically significant average abnormal return(AAR) at launching day of new mobile contents. And the meaningful average cumulative abnormal returns(ACAR) are observed during event period. Which means that the launching announcement of new mobile contents leads to statistically significant positive abnormal returns at stock market. Therefore, we concluded that stock market react immediately to new mobile contents, and which valuate only specific value but also implied value of contents.