• Title/Summary/Keyword: 수용자 효과

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A Study on the Effect of the Characteristics of Branded Contents on Consumers: Focused on User Satisfaction, Sharing Intention, and Intention for Continuous Use (브랜디드 콘텐츠 특성이 수용자 효과에 미치는 영향: 이용만족, 공유의도, 지속적 이용의도를 중심으로)

  • Lim, You Myung;Oh, Young Sun;Youm, Dongsup
    • Journal of Digital Convergence
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    • v.17 no.6
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    • pp.59-67
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    • 2019
  • This study was conducted to examine the effect of the characteristics of branded contents on consumers. To attain the purpose of the study, we carried out a survey with 286 male and female undergraduates and collected data for analysis. The findings demonstrated the followings: First, the satisfaction of using branded contents is positively affected by entertaining, empathy, creativity, and indirectness. Second, the intention to share branded contents and the intention for continuous use of them are positively affected by entertaining only. In conclusion, this study confirmed that only informativeness, which is one of 5 characteristics of branded contents, does not have any effect on the consumer. This result provides useful empirical data for developing high-quality contents that meet user's needs and convenience, helping understand user's behavior toward branded contents and also serves as the basic data on which related researches can expand.

An Experimental Study on the Effects of Television News Frame -on the Audiences' Perception about North Korea- (북한 관련 TV뉴스의 프레이밍 방식에 따른 수용자의 인식 변화에 대한 실험연구)

  • Kim, Seong-Joon;Lee, Chang-Hyun
    • Korean journal of communication and information
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    • v.19
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    • pp.95-123
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    • 2002
  • There has been a change in the South Korean policy towards the North which in turn changed the news frame of television broadcasters in South Korea. We did an empirical analysis of how this changed news frame influence the audiences' perception of North Korea and Unification. An experimental design was carried out in order to test the response of the audiences to different news frame. The results show that the respondents' perception towards North Korea were changed when exposed to a specific type of new frame. This confirms the existing knowledge on how news frame influence the perception of TV viewers. This research can serve as background information when making decisions to how the South Korean news media should report North Korea and Unification related news stories.

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The Effects of Digital Storytelling Elements of Brand Webtoon on Consumers' Attitude and Word of Mouth Intention: Focusing on the Mediation Effect of Parasocial Interaction (브랜드 웹툰의 디지털 스토리텔링구성 요인이 수용자 태도와 구전의도에 미치는 영향: 준사회적상호작용의 매개 효과)

  • Lee, Hui-Jun;Jo, Chang-Hwan
    • (The) Korean Journal of Advertising
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    • v.29 no.6
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    • pp.51-80
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    • 2018
  • This study aims to investigate how the storytelling elements of brand webtoon has influence on developing brand webtoon users' parasocial interaction relationship and their attitude towards brand webtoon contents and word of mouth intention. The results of this study shows that parasocial interaction is strongly influenced by the sub-dimensions of digital storytelling components of brand webtoon (i.e., relevance, trustworthiness, clarity). More specifically, respondents who perceive that the given message of digital storytelling in brand webtoons is relevant to the brand, is trustworthy, and is clear to understand show a higher degree of parasocial interaction with the webtoon content and in turn, it has a strong positive influence on the attitude towards the brand webtoon. In sum, this study not only provides a theoretical foundation to understand how consumers develop parasocial interaction with brand webtoons in terms of the brand webtoon's digital storytelling, but this study has implications for practitioners who are interested in using a brand webtoon for marketing.

Evaluating Public Support System on Media the Case of Special Act on Supporting Local Press (미디어 지원제도의 성과와 한계 지역신문발전지원특별법을 중심으로)

  • Yi, Byong-Nam;Kim, Sae-Eun
    • Korean journal of communication and information
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    • v.46
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    • pp.280-322
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    • 2009
  • The purpose of this study is put on the evaluation of public support for media with the case of Special Act on Supporting Local Press whose main purpose can be said to help local press in crisis intending the improvement of news quality. However, it was controversial whether public support on specific media under the governmental leadership, which is related to the disputes on its abrogation with the change of the regime. Therefore, this study tries to evaluate its achievement focused on its effect on the diversity of public opinion especially with the eyes of audience. In-depth interviews were executed to find out whether it had helped local press to improve public interest for the last three years of public support. The interviewees, the readers as well as monitors of local press, answered that there had been some improvement in news quality and diversity of local press in general. However, they thought that fund support for news gathering cost was problematic and would be negative in the long-term perspective. In conclusion, the interviewees regarded Special Act on Supporting Local Press as necessary one to help local press in crisis but pointed out also that the act might not enough to change local press because the situation they were facing is so complex. Hence, this study argues that the evaluation of Special Act on supporting Local Press should be approached Abstracts 683 not on the basis of political logics but of the public interest and democracy.

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The Analysis on the Characteristics of G Learning Early Adaptors: Focused on Motivation and Effectiveness (G러닝 조기수용자(Early adopter) 특성에 대한 탐색적 연구 : 활용 동기와 효과성에 미치는 영향)

  • Cho, Doo-Young;Wi, Jong Hyun;Jeong, Jaehoon
    • Journal of Korea Game Society
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    • v.14 no.5
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    • pp.69-78
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    • 2014
  • This paper analyzed motivations of early adaptor students in using G-Learning. Also, it has tested academic effectiveness in G-Learning process. As a result, it has found that early adaptor students prefer G-Learning for social relationship, following the trend and showing off to their colleagues. Furthermore, the students showed high academic motivation, which made them taking high performance in their subject.

Genre-specific Cultivation Effect of Reality-based TV Programs: Perceived Realism's Mediation and Fatalistic Beliefs (리얼리티 표방 TV 프로그램 장르의 문화계발 효과: 현실유사성 인식의 매개와 숙명적 태도에 미치는 영향을 중심으로)

  • Na, Eun-Kyung;Kim, Do-Hyeon
    • Korean journal of communication and information
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    • v.57
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    • pp.181-201
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    • 2012
  • Classic cultivation theory and research has been noted for its failure to capture subtle variation in effects by genre and to consider tangible and practical dependent variables. Redressing these limitations, this study aimed at extending cultivation theory frame to incorporating fatalistic attitudes and reality television viewing, especially with the mediator of perceived realism. We first replicated the original cultivation effect by showing the significant effect of overall TV viewing. Even controlling for overall TV viewing, reality-based program use showed positive association with fatalistic beliefs; furthermore, the effect remained significant, additionally controlling for news(fact) use and drama(fiction) use. In a nutshell, the cultivation effect of reality-based TV program on fatalistic beliefs turns out quite stable even after controlling other competing genres.

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Analysis of Cognitive Psychology Creates in Sound Design Structure (영상음향의 사운드디자인구조가 수용자 감응도 에 미치는 영향(TV광고영상음향을 중심으로))

  • Yoo, Whoi-Jong;Moon, Nam-Mee
    • Proceedings of the Korean Society of Broadcast Engineers Conference
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    • 2008.02a
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    • pp.173-178
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    • 2008
  • 본 연구에서는 영상음향의 사운드디자인 구조의 차이가 수용자에게 어떠한 감응도 변화가 있는가를 알아 보았다. 실험은 60초의 TV광고음향을 음악으로만 디자인한 음향트랙과(A), 음향효과와 음악으로 디자인한 음향트랙(B)을 청취하게 하여, 어떠한 사운드 구조가 감응도(주의력, 활성도, 감성도)에 더 유의한 영향을 미치는가를 알아 보았다. 실험은5명씩의 남.여 대학생을 대상으로 이루어 졌고 안정상태와 Fp1, Fp2를 중심으로 한 전두엽측정방식으로 한 뉴로피드백(Neuro feedback)뇌파측정방법으로 측정하였다. 그 결과, 음악으로만 디자인한 A음향트랙에서의 감응도는 주의((ATQ)와 활성도(ACQ), 감성도(EQ)모두가 증가했으나 B트랙보다는 낮았다. 음악+효과음으로 디자인한 B트랙에서는 주의력(ATQ), 활성도(ACQ),는 A트랙보다 증가하였으나 EQ(감성도)는 반대로 A트랙보다 낮았다. 결과적으로 영상에서 음향은 주의력과 활성도 에는 기본적으로 뇌의 변화에 작용하나 정서적인 면은 역시 음악이 유효한 것으로 나타났다. 그러나 강한 효과음들은 음악보다 주의력과 집중도를 높이기는 하나 스트레스적(SQ)지수는 오히려 높은 것으로 나타났다. 본 연구를 통하여 방송과 영화 등의 사운드구조는 영상과의 호흡을 기본으로 하지만 실제로 시각정보와 청각정보가 동시에 합쳐져서, 심리적으로 어떠한 영향을 미치는가를 뇌신경측정으로 고찰한 것에 의의가 있다.

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Advertisement Criticism through Audience Response and Communication Efficacy - focused on KT&G TV-CM text - (수용자 반응 중심의 광고비평과 커뮤니케이션 실효성 - KT&G TV광고 텍스트를 중심으로 -)

  • Lee, Hyun-Woo
    • Archives of design research
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    • v.19 no.5 s.67
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    • pp.233-242
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    • 2006
  • The purpose of this study is to investigate communication efficacy of advertisement text through audience responses. This study approached qualitatively to KT&G TV commercials. The research proceeded as follows: First, as background theory, studies on audience focusing advertisement criticism and the interpretation of advertising texts were reviewed. Secondly, the characteristics of the audiences of the advertisements, analyzed through in-depth individual interviews as well as group interviews, were incorporated into a broad theme and then divided into different dimensions. Finally, the audiences' decoding code and critic reponses in reading ambiguous advertising texts, and the interrelationship between strategic ambiguity were discussed under a unified model. The major findings of this study are as follows: In interpreting the ambiguous advertising texts, the audiences use various decoding codes such as language, visuals, technology and rhetoric, and various critic responses such as linguistic, macroscopic, schematic, non-verbal and socio-cultural factors, in quite comprehensive manner. Also, it was shown that audiences make use of different decoding strategies in terms of their recognition, reliability, emotional attitude, and behavior. It can therefore be concluded that the strategic ambiguity has its limit in explaining its effectiveness in the entire dimensions of recognition, emotional attitude, and behavior, in the sense that the strategic ambiguity is most effective in recognition while it invokes more negativity in the behavioral dimension. Finally, this empirical study, focusing on qualitative analyses, may have its limit as well; however, deeper statistic-qualitative studies in the future could compensate for it.

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버섯의 항암효과 -영자 균사체 다당류의 항종양 활성-

  • 이준우
    • Proceedings of the Korean Journal of Food and Nutrition Conference
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    • 1997.06b
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    • pp.13-14
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    • 1997
  • 영지의 약리효과는 triterpenoid계의 저분자와 polysaccharide인 고분자로 대별할 수 있다. 저분자 물질은 항염증작용, 항알러지작용, 간암세포 성장 억제작용, 혈압 강하작용, 혈소판 응집저해작용 등이 있으며, 고분자 물질은 혈압강하작용, 정혈작용, 고지혈증 개선작용, 혈당 강하작용, 면역 증강작용 및 항종양작용 등이 있는 것으로 알려졌다. 현재까지의 영지에 관한 연구는 주로 자실체에 대한 연구가 주류를 이루고 있으며 이들의 산지, 환경조건, 채집시기 및 실험자들에 따라 약리 효과 등에 많은 차이가 있다. 이들에 대한 효과가 영지의 대표적 약리효과라고 언급하기엔 부족한 점이 많으므로 약리효과가 우수하고 일관성이 있는 영지 유래 다당류를 얻기 위한 방법으로서는 균사체의 대량배양법 및 분리방법이 확립 되어야만 한다. 본 연구에서는 새로운 항암활성 다당류의 개발을 위해 국내 자생 영지를 채집하여 검색 및 계통적 분류를 행하였으며 분리된 균주의 최적 액체배양 조건, 다당류 분리 조건, 다당류의 물리화학적 특성 및 약리활성 등에 관한 연구를 실시하였다. 그 중 약리활성이 우수한 G- lucidum IY009 균주를 선발 하였다. 구조적 특징과 종양 면역 활성과의 관계 규명을 위해, G- lucidum IY009 배양균사체로부터 다당류를 T-AS, U-AS, M-AS, S 및 H로 분획 하였다. 추출조건에 따른 다당류 GLG의 수율은 열수 추출 분획이 2.98g/l로 가장 높았으며, U-AS및 T-AS에서 각각 2.32g/l, 2.07g/l이었다. GLG의 특성을 조사하기 위하여 수용성과 비수용성으로 분리한 결과 수용성 분획은 비수용성 분획보다 높은 당 함량을 나타냈으며, T-AS는 70.3%의 당과 7.8%의 단백질로 구성 되었다. GLG 대부분의 분획들은 60~93%의 glucose로 구성된 다당류 이었으며, 주로 $\beta$-glucose로 구성된 다당류 이었다. 아미노산은 Asp 및 Glu의 산성 아미노산과 Ala, Leu 등의 함량이 높게 나타났으며, 비알칼리 추출물에서 Ser과 Thr의 함량이 높게 나타났다. 다당류 T-AS는 평균 분자량이 2,000 kD와 12kD에서 주 peak를 나타냈으며, 수용성 분획의 평균 분자량은 12kD이고 비수용성 분획은 36~2,000 kD의 평균 분자량 분포를 갖는 것으로 나타났다. IR과 NMR 분석 결과 890 cm-1에서 흡수 peak를 나타내어 $\beta$-(1,3)0glucan과 $\beta$-(1,6)-glucan의 구조를 갖는 다당류로 확인 되었다. T-AS 분획은 C:H:O:N의 함량비가 38.9:5.7:49.6:1.84%이며, 이 물질의 융점은 163 $^{\circ}C$로 연한 갈색을 나타낸다. 분리된 GLG의 항암활성 기전 규명을 위해, in vivo 항암실험, 항보체 활성능, 항체 생성능, serum protein 분비능, 대식세포의 탐식능과 활성능 및 세포간 물질 분비 등의 상관관계를 조사하였다. 다당류 GLG 분획물들 가운데 항보체의 활성이 높았던 분획은 sarcome 180에 대한 항암 활성이 높게 나타났다. 다당류 T-AS의 보체 활성화 기작은 classical과 alternative complement pathway의 양 경로를 통해 활성화 되었다. T-AS 분획은 mouse내의 특정 혈청단백을 증가시켰으며, 항체 생성능의 증가가 관찰되어 effect T 세포의 활성화가 나타나고 있음을 알 수 있었다. T-AS는 생체내 투여시에 대식세포의 탐식능이 증진되었으며, 대식세포 기능 저해제에 의한 대식세포의 기능 저해 현상이 회복되었다. 이와 같은 결과들로부터, T-AS의 항암 활성은 활성화된 보체 성분 및 당 수용체들이 존재하는 대식세포의 개입을 시사한다.

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Exposure to Crime News, Multicultural Acceptability, and the Mediation Effects of Perceived Risk (범죄 뉴스 노출과 다문화수용성 위험지각의 매개효과를 중심으로)

  • Heo, Yun-Cheol;Im, Yung-Ho
    • Korean journal of communication and information
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    • v.76
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    • pp.92-123
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    • 2016
  • This paper aims to examine systematically how audiences' exposure to crime news influences their multicultural acceptability. In particular, the analysis has focused on how the variance in the effects of contacts with crime news on foreigners takes place, according to the types of media and communication favored among the audiences. Also, with perceived risk toward crime as a mediating variable, this research scrutinizes the way crime news on foreigners comes to influence multicultural acceptability among the audiences. While various news sources and communication channels are influential in strengthening the perceived possibility of crime on the individual level, the results show, television seems to be particularly more effective with regards to the perceived prevalence of crime on the social level (RQ 1). Also, while contacts with crime news through 'dialogic' media rarely influence multicultural acceptability significantly, 'discursive' media and face-to-face contacts have negative impacts on the multicultural acceptability (RQ 2). Consequently, perceived risk on the social level seems to play the role of full mediation in the process where audiences' contact with crime news through discursive media influences their multicultural acceptability (RQ 3). Based on these findings, both theoretical and practical implications were discussed.

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