• The Journal of the Convergence on Culture Technology
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• v.6 no.4
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• pp.53-58
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• 2020

Many stars are delivering various contents such as real time talks through Internet personal broadcasting to communicate with fans. For stars and entertainment companies that expect the effect of communicating with fans through Internet broadcasting, it can be said that it is important to grasp viewers' viewing motivation and satisfaction. Thus, we analyzed the viewing motivation and satisfaction of Chinese viewers' Internet personal broadcasting of famous celebrities based on the uses and gratifications approach. To this end, an online survey was conducted, and as a result, 'emotional motivation' and 'functional motivation' were found as Chinese viewers' motivation for viewing Internet personal broadcasting of famous celebrities. In addition, it was found that viewers' satisfaction increased as the viewers' 'emotional viewing motivation' increased. From the results of this study, it seems that a strategy of subdividing programs by reflecting the audience characteristics such as age and occupation is needed. It can be a way to expand the number of viewers and the intended broadcasting effect by designing and producing programs for personalized celebrity internet broadcasting by segmenting audiences.

• Informatization Policy
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• v.30 no.2
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• pp.68-85
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• 2023

In this study, we collected data from live commerce streaming. Streamimg data were then categorized based on the degree of chatting activation, with the distribution of text responses generated by consumers analyzed. From a total of 2,282 streaming data on NAVER Shopping Live -which has the largest share in the domestic live commerce market- we selected 200 streaming data with the most active viewer responses and finally chose the streams that had steep increase or decrease in viewer responses. We synthesized variables from the existing literature on live commerce viewing intentions and participation motivations to create a table of variables for the purpose of the study. Then we applied them with events in the broadcast. Through this study, we identified which components of the broadcast stimulate the variables of consumer response found in previous studies, moreover, we empirically identified the motivations of consumers to participate in live commerce through data.

• Journal of Korea Entertainment Industry Association
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• v.13 no.4
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• pp.241-253
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• 2019

The purpose of this study was to examine the phenomena that occurred when the students were practicing flip-learning lessons and to present the good points and the unsatisfactory points to improve the students' learning pleasure. Therefore, it is aimed to provide the basic data and the advantages and disadvantages which are needed to apply the flip learning method which is newly emerging recently to the university instruction. The method of this study was a questionnaire survey to understand the perception of flip learning. Based on the results of this study, the following conclusions are presented. First, the experience of flip learning instruction was first encountered by 50% of college students. Second, the students showed a very low tendency in practicing the flip learning instruction(video watching) the instructor intended. Third, college students have a habit of learning that they are not ready for pre-study of the subject. Fourth, the perception of flip learning lesson through the provision of video was highly positive. Fifthly, flip learning lessons have the advantage of being able to learn regardless of the time and place that they have, but they are not actively involved if they are not actually reflected in the test or grades. In conclusion, it was found that college students became accustomed to the incentive-style lessons due to the application of various learning techniques from elementary school age, making it difficult to participate in voluntary learning.