• Information Systems Review
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• v.18 no.2
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• pp.199-223
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• 2016

As social networking services (SNS) become widely used tools for maintaining social relationships, people use SNS to express themselves online. Users are free to form multiple characters in SNS because of online anonymity. This phenomenon causes SNS users to easily demonstrate multiple personas that are different from their identities in the real world. Therefore, this study focuses on online multi-personas that establish multiple fake identities in the SNS environment. The main objective of this study is to investigate factors that affect online multi-personas. Fake online identities can have various negative consequences such as cyber bullying, cyber vandalism, or antisocial behavior. Since the boundary between the online and offline worlds is fading fast, these negative aspects of online behavior may influence offline behaviors as well. This study focuses on teenagers who often create multi-personas online. According to previous studies, personal identities are usually established during a person's youth. Based on data on 664 teenage users, this study identifies four emotional factors, namely, closeness with others, relative deprivation, peer pressure and social norms. According to data analysis results, three factors (except closeness with others) have positive correlations with users' multi-personas. This study contributes to the literature by identifying the factors that cause young people to form online multi-personas, an issue that has not been fully discussed in previous studies. From a practical perspective, this study provides a basis for a safe online environment by explaining the reasons for creating fake SNS identities.

• Journal of Korea Game Society
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• v.15 no.1
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• pp.45-54
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• 2015

This study analyzes the change of MMORPG in terms of conversion of narrative mode and discusses user identity according to the narrative mode, focused on and . These two games represent the conversion of narrative mode from Romance which has ideal story for it's main plot, to Irony, which has no background story. This change leads players to have performative persona composed by player's personal motive, compared to the persona composed by narrative motive.

• Journal of Korea Game Society
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• v.15 no.1
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• pp.35-44
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• 2015

The purpose of this study is to analyze user-generated rules in online games and to define the way of players' identities are developed. This study focuses on the online game League of Legends, which originated from use map system. Based on rule theory, this study analyzes the characteristics of user-generated rules. As the result, this study proves that the main rule of online game is not the rules made by developers, but the emergent rules made by players. Through rule-detection and rule-selection process, user-generated rules change the game system. Therefore, the result of this study expects to show meaningful roles of players in game system.

• The Journal of the Korea Contents Association
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• v.7 no.8
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• pp.182-190
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• 2007

Virtual world is the 3D graphical interactive environment that networked by electronic communications. Virtual Worlds offered flow experience for a long time to their users. They blur the boundaries of work and play, so bring out the concept of Fun Labor. If we can accept the principle of equivalence between Fun Labor and Real Labor, the Fun Labor may be one of the solutions of the large unemployment problem in the information society. And the Fun Labor is the new type of labor that corresponds the subjectivity of users who want interesting experience as much as they spend money and times. This situation means that the users of Virtual worlds are structuring the identities as the Residents who act the Fun Labor. It'll be very important to examine the social effects of this situation.

• Journal of the HCI Society of Korea
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• v.12 no.4
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• pp.45-55
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• 2017

In recent years, some service providers have introduced chatbot agents to provide engagement in the healthcare field. However, current research on chatbot agents is still limited to designing various chatbot identities for healthcare services. By contrast, this study aims to investigate how various agent identities affect users' perceptions and behaviors differently. We developed three chatbot agents with different identities: a doctor (an individual), a hospital (an institution), and a virtual agent (a machine). Then, we recruited 36 users and divided them into three groups, each using a different chatbot agent. They were asked to track their behaviors and review advice from the chatbot agent for six days. Post-hoc surveys and interviews were conducted in order to investigate users' perceptions. The findings are as follows: participants felt more trusting and intimate with the doctor and hospital agents than with the virtual agent. Many of the participants preferred the hospital agent due to its higher reliability. However, all three agents did not lead the participants to change their behaviors. This study contributes to providing practical guidelines for designing chatbots in the healthcare field by studying users' perceptions and behaviors depending on chatbot identities.

• Journal of the Korea Society of Computer and Information
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• v.27 no.3
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• pp.183-199
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• 2022

With the consumption of smart phone content increasing rapidly, the short clip market in China is rapidly growing. TikTok, a short clip platform, has achieved great business success. However, there is not much research done on TikTok platform from the customers' perspective. To this end, this study aimed to verify the relationship between the social network characteristics on the TikTok platform, attachment toward the TikTok platform, user participation, social identity, psychological distance and reuse intention through an empirical investigation. In August 2021, a survey was conducted on consumers on the subject of TikTok platform in China. The results of the study are as follows. First, the social network characteristics significantly affected the user participation and the attachment. Second, both the attachment and the user participation had a significant impact on reuse intention. Third, user participation had a significant impact on attachment. Fourth, social identity played a significant moderating role in the relationship between social network characteristics and user participation. Fifth, Psychological distance played a significant moderating role in the relationship between social network characteristics and attachment. The results of this study are expected to provide theoretical and practical implications for research on TikTok platform.

• The Journal of the Korea Contents Association
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• v.10 no.1
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• pp.122-137
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• 2010

Blogs are a new type of media that have recently become popular on the World Wide Web and have influence throughout society. The purpose of this study is to examine social motivations influencing intention of blog usage. Based on Technology Acceptance Model and Motivation Theory, this study considered perceived usefulness, perceived ease of use, reputation, reciprocity, enjoyment of helping, social identity as the determinants of influencing the intention to use of blog. The suggested model was empirically evaluated using online survey data collection from 342 users of popular blog site in Korea (NAVER Blog, Cyworld minihompy, Daum Blog, and Yahoo Blog). The results revealed that perceived usefulness, perceived ease of use, reciprocity, and social identity affect directly the intention of blog usage. Furthermore, social identity has moderate effect via reciprocity and enjoyment of helping on blog usage. This study contributes to a theoretical understanding of the factors as social motivation that affects the usage of blogs. Also, the results of this study provide blog service providers useful strategic insights and service guidelines to enhance user's intention of blogs practically.

• Journal of Korean Library and Information Science Society
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• v.51 no.4
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• pp.101-119
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• 2020

The study aims to understand major topics and concerns of gender identity-related questions expressed by the users of the NAVER social Q&A site. To achieve this goal, we analyzed 2,120 questions created from 2010 to 2018 using natural language- and information retrieval-based methods. Results indicated that the major topics discussed by the users include interpersonal relationships, doubts about gender identity, sexual orientation, feelings and relationships, and concerns about gender identity. In addition, users mainly expressed concerns regarding general issues of gender identity; sexual orientation; negative cognition about gender identity; confession, coming-out, homosexuality; future, heterosexual relationships, military enlistment; and causes of gender identity confusion. The present study effectively derives information needs from real-world concerns about sexual identity by employing topic modeling techniques, and by comparing the advantages of exact match and tf-idf-based information retrieval methods extends methodology of Library and Information Science. Further, it has contributed to the academic maturity of the study of information behavior by observing the information needs or information-seeking behaviors of online community users with specific interests.

• Archives of design research
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• v.11 no.2
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• pp.242-248
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• 1998

Rapid increasing number of the internet web site enables the users receives information prepared with multimedia techniques as an exchanging gateway to the world. It is also realized that we are living in information society connected by the flooding number of the web sites. Consequently, setting up the identity in developing a homepage is critical since clear distinction from other sites is required for the homepage in which a random user can delivers the ideas from the message offered by the provider. In this paper, in order to establish the identity for a homepage, what kinds of components of the identity should be discussed and how the identity is reflected in the existing homepage are analyzed with the selected sample web sites. The design process in developing the identity for Ssamzie homepage (www ssarnzie eo.kr) is reviewed for comparing with others of the selected sites as a case study. These will explain that the roles of the designers in a homepage preparation will not be limited to the graphic expressions but will be expanded to the contribution to provide the reasonable distinction in terms of the establishing identity of the web sites. Moreover, the phase of the designer can be reevaluated by emphasizing the roles and the established identity.

• The Journal of the Korea Contents Association
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• v.7 no.10
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• pp.115-125
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• 2007

This study analyzed the importance of user activity, communication between users and identity establishment by growth and change of player's character through users' communication structure and then it classified such an importance into activity by group, dealings, information sharing, duel and strategy performance. It also looked into the plans to revitalize smooth social relationship and suggested for users to behave with responsibility in virtual society. In the virtual space where thousands of people connect and interact with each other every day, users find out their identities through human relationship with others proceeding solo story. What is more important is that users consider virtual space as a society and feel collective responsibility on words and behavior against others.