• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.385-390
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• 2023

The purpose of this study is to identify the antecedents and consequences of perceived fairness of assessment in an online class, such as Google classroom. Based on an extensive literature review, a research model and research questions were designed. We found that the perceived interactivity of contents and social presence were found to be antecedents of perceived fairness of assessment. Further, perceived fairness of assessment was found to have a substantial influence on class satisfaction and achievement.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.8 no.12
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• pp.817-826
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• 2018

As malicious comments are emerging as social problems, the solution is needed. Many studies have been conducted in various perspectives to understand and prevent malicious comments. In the previous researches, the neutralization of malicious comments has attracted attention as an important factor explaining the malicious comments, but the difference of the degree of neutralization according to the gender has not been rarely considered. In addition, although there are many environmental characteristics that are different from reality in online, research with malicious comments is insufficient. Based on these facts, this study examined moderating effects of gender on relationship between malicious comments and neutralization, and demonstrated the effects of online environmental factors (anonymity, lack of social presence) on malicious comments. As a result of the study, we discovered that the influence of online environmental factors was not found, but neutralization of malicious comments had strong direct influence on malicious comments and moderating effect of gender difference. Based on the results of this study, we discuss academic and practical implications and suggest limitations of research and future research directions.

• The Journal of the Convergence on Culture Technology
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• v.9 no.2
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• pp.73-82
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• 2023

A 2(pedagogical agent: with vs. without) × 2(on-screen text: with vs. without) between-subject design was used in this study to investigate the effects of pedagogical agent and redundant on-screen text on video learning. In the case of the educational video without redundant on-screen text, there was no difference in social presence, satisfaction, and intention to continue learning regardless of the presence of a pedagogical agent. However, when the educational video contained redundant on-screen text, participants who watched educational video with pedagogical agent perceived higher social presence, satisfaction and intention to continue. In terms of academic achievement, no difference was found whether redundant on-screen text was contained or not. It supports some of the previous studies on the reverse-redundancy effects, suggesting that the inclusion of redundant text does not necessarily cause the reduction of learning outcomes. Video learning shows a higher dropout rate than face-to-face learning. Therefore, it is particularly important to understand how to strengthen interactions with learners and motivate them to keep themselves engaged in learning. This study discussed whether pedagogical agent and on-screen text are factors that induce continuous participation of learners in video learning.

• The Journal of Society for e-Business Studies
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• v.17 no.3
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• pp.85-103
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• 2012

This study focused on user evaluation for personalized recommender systems with the integrated view of performance of the system and user attitude of recommender systems. Since users' evaluations of recommender systems can be affected by recommendation outcomes and presentation methods, both system performances based on outcomes and user attitudes formed by the presentation methods should be considered when explaining users' evaluations. However, an integrated view of system performance and user attitudes has not been applied to explain users' evaluation of recommender systems. Thus, the goal of this study is to explain users' evaluations of recommender systems under the integrated view of predictive features and explanation features at the same time. Our findings suggest that social presence, both accuracy and noveltyhave impacts onuser satisfaction for recommender systems. Especially, predictive features including accuracy and novelty affected user satisfaction. Novelty as well as accuracy is one of the significant factors for user satisfaction while recommender systems provided usual items users have experienced when systems provide serendipitous items. Likewise, explanation features with social presence and self-reference were important for user evaluation of personalized recommender systems. For explanation features, while social presence appears as one of important factors to user satisfaction of evaluating personalized recommendations, self-reference has no significant effect on user's satisfaction for recommender systems when compared to the result of social presence. Self-referencing messages did not affect user satisfaction but the levels of self-referencing are different between low and high groups in the experiment.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.22 no.1
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• pp.267-274
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• 2021

The purpose of this study is to investigate differences in learning flow and teaching presence according to the lecturer's appearance and the lecturer's speech rate. For this experiment, 183 freshman students from Xingtai University in China were selected as subjects of the experiment, and a total of four types of lecture videos were developed to test the lecturer's appearance and their speech rates. Data was analyzed through multivariate analysis of variance. According to the results of the analysis, first, learning flow and teaching presence of groups who experienced the presence of the lecturer appeared were significantly higher than the groups who learned without the appearance of the lecturer. Second, the groups who learned from videos with a fast speech rate showed higher learning flow and teaching presence than the group who learned at a slow speech rate. Third, there were no significant differences in both learning flow and teaching presence according to the lecturer's appearance and speech rate. This result provides a theoretical and practical basis for developing customized videos according to learners' characteristics.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.642-657
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• 2022

The fourth industrial revolution became a decisive opportunity to increase our dependence on non-face-to-face services. Therefore, this study tried to derive a new strategic plan for non-face-to-face marketing by discussing the short-form branded content currently in the spotlight among the digital native generation. In particular, focusing on the phenomenon of co-viewing, where short-form branded content is viewed and communicated on social media, how exposure type of branded content affect attitudes toward short-form branded content and the products it contains verified. In addition, this research presents the perceived sense of belonging as a mediating variable. It was confirmed through an experiment whether the sense of belonging perceived by consumers during the co-viewing process significantly mediated the relationship between the exposure types and consumer attitudes. As a result of the study, it was found that the exposure type significantly affected the attitude towards the contents and the products contained in them. Furthermore, the perceived sense of belonging was also significant as a mediating variable.

• Journal of Korea Game Society
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• v.12 no.2
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• pp.15-29
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• 2012

In order to predict satisfaction and performance of sensible healthcare game using motion recognition sensor, this study analyzed the effects of flow, presence and social cognitive factor and then, it attempted to verify structural relationships thereof. Self-efficacy, being a social cognitive factor, was found to affect the level of functional satisfaction of health game but it showed no direct effect to intention of using game. Flow experience was also observed to be a meaningful predictor for the level of functional and entertainment satisfaction in the direction hypothesized. It is also shown that presence exerts a direct effect on functional satisfaction. Finally, it is discovered that functional satisfaction has meaningful influence on entertainment satisfaction as well as future intention to use. The results verifies that even in sensible healthcare game, user experience and social cognitive factor have significant effects on satisfaction and performance of a serious game.

• The Journal of the Korea Contents Association
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• v.18 no.11
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• pp.13-29
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• 2018

An increasing number of people in their lifes have used personal web-casting services as a new type of broadcasting, whose power has grown in the broadcasting market and industry. Nevertheless, limited research concerning personal web-casting has been conducted so far. This research explored consumption structures of personal web-casting users in terms of their genre usage based on the theoretical concept of genre repertoire. And it also examined what determinants have influences on these structures by focusing on as an representative case in South Korea. The findings showed that sensation seeking, motivation for getting information and social presence affect genre repertoire of personal web-casting users. They also indicated that there is a moderating effect of social presence in the relationship between motivation for joy and genre repertoire.

• The Journal of the Korea Contents Association
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• v.11 no.6
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• pp.385-396
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• 2011

Internet web pages can be classified by three major types such as texts only, images with texts and videos with texts. The purpose of this paper is to analyze how customers recognize and respond perspective of perceived risk and media richness with regard to design patterns of internet web pages. Additionally, we will examine the extent to which aforementioned factors affect customer satisfaction. Analyses with perceived risks revealed that customers feel less personal risks including performance, psychology and time/convenience when used web pages of text-images and text-videos, compared to text only based web pages. However, customers feel that web pages consisting of image-text or video-text have higher points in terms of symbolism and social presence in media richness, compared to text only based web pages. Finally, we showed that personal risk and text-based Web page negatively affect but symbolism and social presence positively impact on customer satisfaction. Therefore, this study suggests a clue that why video-based Web content did not grow different from many people's expectation.

• Journal of Digital Convergence
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• v.14 no.6
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• pp.177-186
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• 2016

This study aims to explore the effect of characteristics of eWOM(Word-of-mouth) on consumer attitude in SNS(Social Network Service). The characteristics of WOM were classified into characteristics of message (polarity, verifiability, consensus) and characteristics of SNS (social presence, interaction). Data of 554 samples were collected from the university students of SNS users. The key results showed that the polarity of the WOM has a strong positive effect on consumer's attitude, and the degree of verifiability and consensus has a moderating effect on the polarity-attitude relationship. On the contrary, characteristics of SNS such as social presence and interaction have a direct effect on consumer attitude and have no significant moderating effect on the polarity-attitude relationship. This study provides an academic enhancement in the research of the relationship between the characteristics of WOM and consumer's attitude in the SNS environment. Practical implications are also drawn from these findings.