• The Journal of Society for e-Business Studies
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• v.15 no.4
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• pp.219-244
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• 2010

The charged broadcasting market has been becoming very competitive to get the limited media consumers since IPTV was introduced to the market. This research analyzed the competition among interactive broadcasting media. We employed the niche theory for comparing IPTV with Cable TV and Satellite TV, which are two major existing broadcasting media. For employing the niche theory, we focused on the gratification-opportunity features of the media caused by the consumers' gratification sought: ease of use, interactivity, variety of content, and economic feasibility. The results showed the extent to which media are utilized, the extent to which each pair of media are perceived as similar, and the competitive superiority between each pair of media on each dimensions. Finally, we examined the competition structure of IPTV and other broadcasting media, and proposed the competitive strategy for IPTV to get an advantages.

• (The) Korean Journal of Advertising
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• v.28 no.8
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• pp.111-132
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• 2017

This study investigates how consumers' need for uniqueness and for self-expression have influence on their attitude towards brand webtoon contents and word of mouth intention. The results of this study shows that among the sub-dimensions of brand webtoon users' need for uniqueness, unpopular choices has a significantly positive influence on their need for self-expression, and in turn it has a strong positive impact on both attitude towards the webtoon content and intention of word of mouth. In particular, the data show that respondents' perceived perception of the persuasive intent of the brand webtoon moderates the effect of need for self-expression on the attitude towards the content. More specifically, respondents who perceive the persuasive intent in brand webtoon show a lesser degree of favourable attitude towards the content than do respondents who do report a low level of perception of persuasive intent of the brand webtoon. In sum, this study not only provides a theoretical foundation to understand how consumers perceive brand webtoons in terms of their need for uniqueness and for self-expression, but the study has implications for practitioners who are interested in using a brand webtoon for marketing.

• Journal of Korea Technology Innovation Society
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• v.21 no.2
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• pp.715-737
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• 2018

The introduction of autonomous vehicles will bring about not only changes in existing automotive ecosystem but also widespread changes in our lives, society, economy, and culture. Social acceptance is one of important influencing factors for the commercialization of autonomous vehicles. The purpose of this study analyzes influencing factors in the acceptance of autonomous vehicles in terms of consumers. Autonomous vehicles in this study were defined as PAV (Partial Autonomous Vehicles) and FAV (Full Autonomous Vehicles) by drivers' intervention or not. The survey was conducted over 20 years old including not only drivers but also non-drivers. The results showed that the factors affecting acceptance of PAV and FAV were different. Factors directly related to drivers influenced PAV acceptance while external environmental factors influenced FAV acceptance. This study is proved that is should need different strategies between PAV and FAV for increasing those acceptance

• Archives of design research
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• v.18 no.2 s.60
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• pp.111-122
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• 2005

Public Service Advertising(PSA) is the integrated marketing concept including strategy and technology in all its aspects that pursue the changes of community to seek an agreement of its members by the intentional and the target oriented way. PSA to the exclusion of commercial intention reflects the current social flow and subject since it is focused to the social issue. PSA plays an important role in creating the further cultural value, and also affects present cultural value to advertising message. In this aspect, this study is very valuable to design the plan for further effective management of advertisement and to analyze communication strategy of PSA. This study is to make dear the nature of PSA by the analysis of contents of visual image and linguistics' factors in actual produced and broadcasted TV advertising, called 'Protection of environment' In the results, PSA related the environment is working to linguistic-centered persuading message corresponding to visual factor, this intends to educate and instruct the consumers in 1980's. PSA, therefore, shows a non-description nature without story line and a hero(heroin) on it. In contrast, after 1990's, PSA was made up image-centered and maximized the effectiveness public campaign through the activating consumer's judgement and intervention. We are able to know that it contributes to considering and persuading the consumer to suggest the story format through the visual way to deliver the message. This study of relationship between visual image and linguistics is a common trend appeared in all media including today's advertising, and may be a remarkable result to present proper direction of PSA campaign.

• Electronics and Telecommunications Trends
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• v.23 no.3
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• pp.163-174
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• 2008

차세대 전화로 각광을 받고 있는 유선 VoIP는 국내에서 저렴한 요금과 다양한 부가서비스를 통하여 AII-IP 시대를 주도할 것으로 전망되고 있다. 특히 2008년도는 시내전화 번호이동성으로 인해 본 서비스가 크게 확산될 가능성이 높아졌다. 본 글에서는 조사자료를 바탕으로 국내 유선 VoIP 이용자, 잠재 이용자, 비지용자의 수용특성과 영향 요인을 분석하였다. 분석 결과, 세분된 고객군인 이용자, 잠재 이용자, 비이용자간의 인구통계나 기존 통신비 이용특성이 차별화 되었으며 주된 이용 이유는 역시 저렴한 요금수준으로 나타났고 품질과 부가서비스의 개선, 번호이동성으로 인한 식별번호의 해결이 서비스 촉진요인으로 드러났다. 특히 현 유선전화와 비교하여 20-30% 정도 저렴한 요금이 유선 VoIP의 WTP로 나타났다. 본 분석 결과를 바탕으로 국내 유선 VoIP 시장확산을 위한 전략적 시사점을 본 글에서 제시하였다.

• The Journal of Society for e-Business Studies
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• v.16 no.3
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• pp.145-158
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• 2011

Recently, the rapidly increased use of smartphone devices provides both opportunity and problems at the same time to the telecom companies in domestic and world wide. It provides a great opportunity to overcome the market stagnation of the existing voice- centric communications, and also problems of building a highly efficient new wireless access networks to accommodate huge volume of data traffic among smart devices. Facing with the age of keen competition, telecom companies have two kinds of strategies for network transition; a strategy of building uniform LTE -based 4G networks as fast as possible, and a hybrid network enhancement strategy compounding 3G and 4G networks using HSP A+, WiFi, cloud computing, etc. It is difficult to predict which strategy will have more successful outcome in the near future. This paper studies the trends and issues of network enhancement policies and transition strategies to the 4G network era, and tries to draw appropriate and efficient ways for network enhancement and operation.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.587-594
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• 2023

The purpose of this study is to examine the factors influencing the intention to use the Metaverse from various angles based on the Extended Technology Acceptance Model and Value-based Adoption Model. Specifically, we examined whether there is a difference in perception of the Metaverse and in factors affecting the intention to use the Metaverse between the Metaverse experienced and non-experienced. For this purpose, the variables were classified into the technical characteristics of the Metaverse (interactivity, content quality), perceived benefits (perceived usefulness, perceived enjoyment), and perceived sacrifices (perceived risk, perceived complexity) and a survey was conducted with university students. The findings of this study indicate that the perceived interactivity, usefulness, and enjoyment of the Metaverse had a major impact on the intention to use the Metaverse for those without Metaverse experience, whereas enjoyment of the Metaverse had the greatest impact on the intention to use the Metaverse for those with Metaverse experience. Based on the study results, we provided marketing strategy implications for continuous growth and development of the Metaverse industry.

• Journal of Internet Computing and Services
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• v.8 no.2
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• pp.117-135
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• 2007

There are two purposes of this study; 1) to identify the perception about Web accessibility of students with disabilities and their Web-based Instructional personnel (WBI personnel) in higher education, and 2) to find out effective WBI design strategies actually used by WBI personnel to design and develop accessible Web-Based instruction for students with disabilites. Sixteen students with disabilites and their WBI personnel at a mid-western university in US were recruited for individual interviews. The results showed that WBI personnel did not know about Web accessibility and were not well prepared to make their WBI accessible. They have to provide the equality and quality of life to students with disabilites by making their instruction accessible. They felt that they could not guarantee whether their WBI was accessible even after meeting current standards and guidelines. WBI personnel also suggested that they had to provide students with disabilites with various methods and use appropriate instructional design strategies in order to address their needs. Finally, some effective instructional design used by WBI personnel in order to make WBI accessible were listed.

• Knowledge Management Research
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• v.9 no.3
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• pp.59-76
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• 2008

Due to rapid increase in number of Internet users, the volume of domestic Internet shopping is expanding dramatically. Although the Internet shopping mall business is steadily growing, it has structural weakness, and in general, the business does not generate profit. In this context, this research identifies characteristics of the Internet shopping non-adopters, and suggests strategies to strengthen competitiveness of domestic Internet shopping malls and to create a new demand. Analysis of MCR data in 2007 showed that out of 4,298 respondents, 2,206 people adopted Internet shopping (51.3%). and 2,092 did not (48.7%). The survey measured 28 items regarding a consumption pattern and a lifestyle of the Internet users, and the analysis result showed that the pattern can be categorized in seven groups. Based on the analysis, the research suggests that the domestic Internet shopping malls adopt strategies to increase consumers' access frequency to tile Internet service, provide high-end goods, diversify transaction methods, make online shopping more convenient, cater to diversified consumer demands based on demographic data, provide price comparison more Internet shopping mails, and provide sufficient and useful information to consumers.

• Journal of Families and Better Life
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• v.20 no.4
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• pp.127-133
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• 2002

본 연구는 두 가지 선물상황(생일, 크리스마스)과 선물수용자(가족, 친구)에서 성별에 따라 선물 속성지각에 차이가 있는지를 밝히고자 하였다. 질문지를 이용하여 미국 남녀 비자 97명을 대상으로 자료수집 하였으며, 자료분석을 위해 MANOVA(Multivariate Analysis of Variable)를 실행하였다. 분석결과, 가족과 친구를 위한 생일선물상황에서 성에 따라 쾌락적 속성(독특한, 유행하는, 재미있는)의 중요성 지각에 차이를 보여 여성이 남성보다 선물의 쾌락적 속성을 더 중요하게 지각하였다. 또한 가족과 친구를 위한 크리스마스 선물상황에서도 성별에 따라 쾌락적 속성에 차이를 보여 여성이 남성보다 가족을 위한 선물로써 독특한, 유행하는 속성을 더 중요하게 지각하고, 친구를 위한 선물은 독특한, 재미있는 속성이 더 중요하게 지각되었다. 그러나 실용적 속성(내구성있는, 실용적인, 비싸지 않은)에서는 두 가지 상황의 가족과 친구를 위한 선물지각에 대해 성별에 따라 유의한 차이를 보이지 않았다. 따라서 본 연구결과. 소비자들은 선물구매상황에서 일반제품과 달리 쾌락적 가치를 더욱 중요하게 인식하고 있으며, 성별에 따라 선물 상황과 수용자에 대한 선물의 쾌락적 속성지각에 차이를 나타냄으로써 성별에 따른 차별화된 선물상품개발 및 이미지 포지셔닝 전략을 통해 효과적 마케팅 관리가 이루어져야 할 것이다.