• The Journal of the Korea Contents Association
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• v.12 no.6
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• pp.111-119
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• 2012

This study examines determinants of user immersion for Korean drama and entertainment genre programs among Chinese students in Korea. The major results are as follows: firstly, user immersion for entertainment genre was more greater than that of drama genre. Although drama was tended to evaluated based on star appearance and narrative structure, entertainment program was favored by its pleasure and vividness. Secondly, there were gender differences for entertainment and drama genre programs between male and female respondents. Also, there was a correlation between drama immersion and duration of stay. Thirdly, although determinants of drama immersion were program characteristics, duration of stay and drama preference, those of entertainment immersion were program characteristics, appearance of star players and entertainment preference.

• Journal of Internet Computing and Services
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• v.22 no.2
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• pp.89-107
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• 2021

This paper explores the empirically analyzes the competitive nature of the five social media by analyzing the proper SNS service such as Facebook, Instagram, YouTube, Pinterest, and Twitter. In this study, we surveyed the use and satisfaction of social media for SNS users by using the proper theory. A total of 224 users were selected for analysis. Based on the results of the questionnaire, factor analysis was carried out to extract common factors such as relationship, sociality, convenience, daily life, and entertainment. As a result of the research using proper analysis, Facebook showed the widest narrowness in sociality (.627) and convenience (.636) in the first place, and YouTube showed the lowest in daily life (.670) and entertainment (.615) In the relationship (.520), the Instagram was the widest. In terms of five factors, Facebook and YouTube have the greatest overlap in relationship (1.826) and sociality (2.696), while Pinterest and Twitter are the most common in daily life (1.937) and entertainment (2.263) There is redundancy, and for convenience (2.583), YouTube and Twitter have the most redundancy. Facebook, Instagram, and YouTube have a competitive advantage over Pinterest in terms of relationships, sociality, convenience, routine, and entertainment, and are competitive across all factors except Facebook, Instagram, and YouTube Twitter It is possible to confirm that it is superior.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.281-290
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• 2020

The purpose of this study was to examine how the consumer's entertainment, information, relevance, reliability, and perceived invasion affect the avoidance of advertising. Besides, the purpose of this study was to examine whether there is a difference according to the country and age in the effect of advertisement characteristics on the evasion. This study investigated the avoidance of mobile advertising among 254 Koreans and Chinese publics in their 20's and 40's, evaluated the results in terms of comparative analysis. Collected data were verified by multiple regression analysis and hierarchical regression analysis. The higher the advertising entertainment and relevance, the lower the avoidance of advertising. The higher the perceived penetration, the higher the avoidance of advertising. Besides, there were differences by country and age in the effects of advertising entertainment, information, relevance, and reliability on ad avoidance. The implications of this study are to find out how to reduce the mobile advertising avoidance of consumers by identifying the predictive factors that cause the avoidance of advertisements by country and age.

• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.405-415
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• 2020

The number of users of SNS has been steadily increased along with the popularity of smart phones, since marketing using SNS is easy to communicate and fast to spread, many companies are actively utilizing SNS marketing. In this study, we established a hypothesis by selecting SNS marketing attributes based on prior research as informational, interactive, entertainment and reliability. In this study, we are going to examine the impact on SNS marketing on purchase behavior at the convenient store to provide basic data for sale promotional strategy. Analysis of differences in SNS marketing attributes according to the characteristics of the survey participants showed that differences in information were significant in age and monthly income, and interaction was significantly different from gender. Among SNS marketing attributes, information, entertainment and reliability showed significant positive effects on satisfaction, and the interactivity was rejected because it did not have a significant impact. While interactivity, entertainment, and reliability of SNS marketing attributes significantly affected satisfaction, it was found that information has not significantly affected them. Satisfaction also had a significant impact on purchase intentions.

• Journal of the Korea Society of Computer and Information
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• v.13 no.1
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• pp.99-108
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• 2008

This study was surveyed by using seven variables with two stems of contents-wise aspect and systematic aspect, entertainment, user-oriented contents supply, data up data, useful information supply are the elements of contents-wise aspect and systematic stabilization, convenience of access. Promptness of response are for systematic aspect. Results : First, entertainment is the first variable of interactive contents for user to choose IPTV and useful information supply is the second. Also contents wise aspect is more related than the other. Second, The high quality of entertainment, user-oriented contents supply, useful information supply systematic stabilization, convenience of access, promptness of response are required to enhance the satisfaction of IPTV user Among them. convenience of access is the most valuable factor for user to choose IPTV.

• Journal of the Korea society of information convergence
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• v.7 no.2
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• pp.1-5
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• 2014

In this study, the smartphone features and service quality to analyze the effects of immersion. Smartphone attribute convenience, entertainment, and a ubiquity. The quality of service is composed of interactivity and personalization. Empirical analyzed. Results of the characteristics entertaining smartphone has a significant impact on both the affective commitment and normative commitment. Ubiquity have had a significant effect on normative commitment. Personalization of service quality has a significant impact on affective commitment and normative commitment. Entertainment and of smartphone features, let's highlight of the personalization of service quality. Emotionally can increase the normative commitment.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.180-196
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• 2021

The goal of this research is to examine the effects of sports star influencer advertising value on brand equity in social networking sites. In particular, this study identifies the moderating role of consumer team identification. A total of 350 university students participated via online survey. To test proposed hypotheses, confirmatory factor analysis, structural equation modeling, and multi-group analysis were employed. It was found that informativeness, entertainment, and credibility showed significant positive effects on brand equity. Also, significant moderation effects of team identification were found in that consumers with high team identification compared to those with low team identification perceived higher value of entertainment. On the other hand, consumers with low team identification perceived more irritation than those with high team identification. This study contributes to the understanding of sports star influencer advertising in social networking sites. Theoretical and practical implications as well as suggestions for future research in this area are provided.

• Journal of Venture Innovation
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• v.5 no.1
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• pp.59-73
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• 2022

Untact marketing is being activated due to COVID-19. As a result, live commerce, an untact seller, is also active in the e-commerce market. Therefore, in this study, we tried to find out what factors influence consumers when they purchase through live commerce. In particular, since consumers' trust and flow in live commerce platforms and products is important, their mediating effects were analyzed. The research model was established by deriving common variables among the characteristics of live commerce based on previous studies. An online survey was conducted for empirical analysis. 200 users who made at least one purchase in live commerce were analyzed. The study results are as follows. Among the characteristics of live commerce, entertainment, economics, professionality were found to have a positive (+) effect on purchase intention. On the other hand, ease of use did not significantly affect purchase intention. The influence was shown in the order of entertainment, professionality and economics. The mediating effect of trust was found to play a mediating role in that entertainment, economics, and professionality affect purchase intention. On the other hand, a significant mediating effect was not tested between ease of use and purchase intention. As for the mediating effect of flow, it was found that flow plays a mediating role in that entertainment and economics affect purchase intention. On the other hand, the mediating effect of flow in terms of ease of use and economics affecting purchase intention was not tested. As for the multiple mediating effect of flow and trust, the mediating effect of flow was stronger than the mediating effect of trust when entertainment had an effect on purchase intention. In terms of professionality affecting purchase intention, the mediating effect of flow was also stronger than the mediating effect of trust. On the other hand, it was analyzed that only trust had a mediating effect when economics had an effect on purchase intention. The results of this study empirically tested that entertainment, which is a fun and interesting factor of live commerce content, is the most important factor when consumers use live commerce. In addition, various results were derived, such as cases where trust and flow act as mediators at the same time or not at all. Practical implications can be found in that it provided a clue about what to prioritize in order to reach consumers for live commerce platform.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.89-96
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• 2024

Signboard plays a pivotal role in crafting the initial impression of a storefront and contributing to the overall aesthetics of the local environment. Since 2012, the South Korean government has been annually implementing signboard improvement projects as part of its commitment to enhance urban landscapes and invigorate local business districts. Particularly noteworthy in recent years is the government's emphasis on creating signborad that aligns with the characteristics of the cities. This study aimed to investigate the impact on stores and the local area when incorporating local characteristics into signboard, with a focus on the mediating roles of informativeness, entertainment, and irritation. A survey was conducted among 150 undergraduate and graduate students who had experience visiting areas with improved signboard. The findings indicate that local fit of signboards has a positive impact on intention to visit store and area by mediating informativeness and entertainment. On the other hand, irritation does not exert a significant influence within this structural relationship. The results of this study contribute to broadening the scholarly understanding of signboards and signboard improvement, highlighting the importance of incorporating local characteristics into signboard to small business owners and local government practitioners.

• The Journal of the Korea Contents Association
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• v.10 no.1
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• pp.202-212
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• 2010

The purpose of this study is at clarifying what the genre oriented characteristics of virtual reality programs are. For this, the tests of 'We Are Married' being broadcasted in 'Sunday, Sunday Night' Part 1 of MBC from episode 1 to 8. As a result of analysis, this program was mixing together virtuality and reality by placing the image of virtual couple's life and presentness of entertainers existing in reality appearing at the studio. Also, it was forming sympathy with users as it satisfies fantasy and sense of reality toward marriage by the entertainer couples showing love and conflict that may happen between real couples after setting various categories of couple types. Also, through the device for the public space to confess private feelings through television, it shows the boundary between public domain and private domain breaking up. Along with this, it has implemented amusement characteristics by inspiring enjoyment of users by a substituted satisfaction through various forms of impressions presented to spouse such as materials, effort, gesture or language, etc. Accordingly, the virtual reality program shows authenticity, fiction and amusement by being mixed together and we can see that such genre oriented characteristics act as important strategy appealing to users based on breakup of boundary and genre oriented ambiguity.