• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.468-481
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• 2018

This study aims to empirically investigate how users' online engagement behaviors predict their uses of paid contents. To this end, the data from the 2016 Korean Media Panel Survey, which has been conducted annually by the Korea Information Society Development Institute(KISDI), were analyzed. Major findings(N=8.313) were as follows. First, the active type of online engagement(e.g., posting, commenting), which contributes to direct creation of online contents, was the most powerful predictor to explain the DV. On the other hand, relatively passive actions of user engagement(e.g., sharing, endorsing, voting) turned out to have no significant effects on the uses of paid contents, just as personality traits and online privacy concerns did. Based on these results, it is recommended that online contents or platform service providers should try to establish clearly-targeted marketing strategies, after thoroughly collecting and analyzing the data of users' various online behaviors.

• Korean journal of communication and information
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• v.26
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• pp.259-289
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• 2004

In this study, the use of mainstream online news site and alternative online news site were compared in the aspects of users' characteristics, attitude on online news sites, and using pattern. A survey was conducted for 182 mainstream-only users, 46 alternative online news users, and 47 both sites users, Also, their traffic data of online news sites were analyzed during the 16th presidential election. As a result, it was found that both sites users had the highest political interest and the most progressive political position among the user groups. In the aspect of users' attitude, mainstream-only users were most positive to the mainstream online news site and both sires users were most positive and more involved in alternative online news site. But all user groups set higher credibility on alternative online news site than mainstream online news sire. In the comparison of user size, mainstream online news site has larger user size than alternative online site. However, the user royalty, such as time per person, pages per person, and visiting days per person, was lower than that of the latter. These results suggest thar small but differentiated news sires have royal users, and online news users be segmented according to news contents.

• CRM연구
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• v.4 no.2
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• pp.31-41
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• 2011

Supporting communications among users, Social Network has encouraged various information flows through relationships among them. This paper studies on mentality or attitude of Social Network Services (SNS for short) users, on the basis of Technology Acceptance Model (TAM for short) and then proposes so-called TAMS, Technology Acceptance Model for Social Network Services. SNS users make full use of SNS as channels in order to create, expand, and obtain some information related to personal concerns. We will research on how the benefits that users get by using SNS exert influence on user-perceived usability. The SNS-using benefits focus on relationship benefits that are formed by interactions among users. Provided that perceived usability affects mental or informational benefits according to involvement of SNS users, we will check how perceived usability or ease of use is connected to brand attitude.

• Korea Trade Review
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• v.43 no.3
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• pp.219-243
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• 2018

This study focused on the rapidly growing Chinese market by developing an evaluation model for overseas direct sales websites for Chinese consumers. In addition, we developed specific strategic alternatives for each sub-market by conducting multi-group analysis for each consumer's characteristics. Results showed that the level of concern about site use had a stronger impact on persistent use behavior. In addition, among antecedents that affect the level of assurance and concern, we found that these includes not only the perceived benefits and perceived risk factors identified in previous studies but also social-cultural factors. In addition, this study compares the evaluation of overseas direct sales website according to the level of involvement of users. This study analyzes the differences in coefficients among the paths and suggest practical implications for each group.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.12 s.159
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• pp.1747-1758
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• 2006

Rapid development of the information technology has influenced on the changes in every sector of human environments. One prominent change in retail market is an increase of electronic stores, which has prompted practical and research interest in the product and store attributes that include consumer to purchase products from the electronic shopping. Therefore many marketers are paying much attention to the criteria of evaluating clothing and web service on internet shopping malls. The purpose of this study is to examine differences of clothing and web service criteria of consumer groups (High-Involvement & High-Ability, Low-Involvement & High-Ability, High-Involvement & Low-Ability, and Low-Involvement & Low-Ability) who are classified into consumer involvement and internet use ability. The subjects of this study were 305 people aged between 19 and 39s, living in Seoul and Gyeonggi-do area, and having experiences in buying products on the internet shopping. Statistical analyses used for this study were the frequency, percentage, factor analysis, ANOVA and Duncan test. The results of this study were as follows: Regarded on the criteria of evaluating clothing, the low different groups had significant differences in the esthetic, the quality performance and the extrinsic criterion. Both HIHA group and HILA group showed the similar results. They considered every criterion of evaluating clothing more important, compared with other groups. Regarded on the criteria of evaluating web service related to the low different groups, there were significant differences in the factors related to the shopping mall reliance, the product, the satisfaction after purchase, and the promotion and policy criterion. Both HIHA group and HILA group showed the similar results as well. They considered every criterion of evaluating web service more important, compared with other groups. In conclusion, HI groups perceive relatively more dangerous factors which can be occurred during internet shopping. Therefore, internet shopping malls need to provide clothing that can satisfy the HI groups as well as make efforts to remove the dangerous factors on the internet.

• Proceedings of the Korean Society for Information Management Conference
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• 2004.08a
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• pp.133-140
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• 2004

뉴욕공공도서관(The New York Public Library)은 전문분야로 특화된 대학원 수준의 4개의 연구도서관과 85개의 지역분관을 가리키는 복합관의 총칭이다. 뉴욕시는 인구 800만의 5개의 행정구역으로 이루어지는데, 뉴욕공공도서관은 맨해튼, 브롱크스, 스태튼섬의 3개지구 330만명을 서비스 대상으로 하고, 나머지 2개 지구를 브루클린공공도서관, 퀸즈공공도서관이 관할한다. 연간 예산은 2억8천만달러에 달하며, 2003년의 통계에 따르면 방문이용자가 150만명, 홈페이지 이용자도 1,000만명에 이른다고 한다. 놀라운 것은 운영이나 규모면에서 세계 제일로 손꼽히면서도 공립(公立)이 아니라 비영리민간단체(NPO)가 운영하는 공공(公共) 도서관이라는 것이다. 뉴욕공공도서관은 설립부터 독지가들이 기부 등을 통해 도서관 활동에 깊이 관여하면서 행정과의 독특한 협력관계를 발전시켜왔다. 이러한 전통에 의거한 퍼블릭 프라이빗 파트너십(Public Private Partnership)은 뉴욕공공도서관의 핵심으로 보다 풍부한 서비스의 제공을 가능하게 하였다. 이에 본 연구는 우리나라와 달리 예산확보를 위한 경비가 일정부분 상정되고 있는 뉴욕공공도서관의 자금조달 비즈니스 모델에 대한분석에 중점을 두었다.

• 한국벤처창업학회:학술대회논문집
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• 2021.11a
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• pp.167-172
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• 2021

구매 의사 결정 단계에서 이미지나 동영상의 영향력이 지속해서 증가하고 있음에도 불구하고 시각적 정보가 소비자의 구매 의사 결정 과정에 영향을 미치는 메커니즘과 이에 따른 기업, 특히, 오프라인 기업의 성과에 대해서는 아직 알려진 바가 많지 않다. 이에 본 연구는 O2O 플랫폼에 입점한 10만 개 식당의 실제 예약 매출 데이터를 분석하여 이용자와 사업자가 O2O 플랫폼에 업로드한 사진 등의 시각적 정보가 기업의 성과에 미치는 영향과 메커니즘을 이중 처리 이론 기반으로 파악하고자 한다. 또한 저장하기, 공유, 리뷰 등 고객 참여와 프랜차이즈 가맹의 시각적 정보와 성과 간 관계에 대한 조절된 매개 효과를 분석한다. 본 연구는 이중 처리 이론 기반으로 시각적 정보가 구매 의사 결정 과정에서 작동하는 메커니즘을 설명하는데 기여할 것으로 기대한다. 그뿐만 아니라 실제 예약 매출 데이터를 활용하여 분석함으로써 직접적이고, 수익적인 측면의 기업 성과를 측정할 수 있을 것이다. 또한 오프라인 소매점에서 활용할 수 있는 온라인 채널 전략에 대한 실무적인 시사점을 제공할 것으로 기대한다.

• Management & Information Systems Review
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• v.38 no.1
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• pp.63-81
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• 2019

In order to overcome the disadvantages of banner ad, pop-up ad, interstitial ad, which are existing web advertisement forms, native ad is actively utilized. Native advertising is considered to be a useful advertising technique in that it can reduce users' rejection and attract attention. However, in recent years, there have been a lot of fake news and fake contents that have turned articles or video contents into advertisements. The purpose of this study is to understand how firms can coordinate and control native advertisements in a rational way. For this analysis, we conducted a survey of 308 social media users using quota sampling method. As a result of the verification, it was found that the more negative the perception of the evaluation of the advertisement, the less the level of persuasion about the advertisement and the negative impact on the website where the advertisement is exposed. In addition, this study examined the influence of the negative stimulus factors on the qualitative performance of the firm. As a result, it was found that source non-expert had the highest effect on skepticism on ad. Also, platform overflow has a direct effect on the evaluation of the website as well as the negative evaluation of the advertisement. Moreover, this study provides concrete implications for the subdivision market by verifying the differences between the paths according to the level of website involvement.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.61-76
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• 2020

As the media environment changes rapidly, the size of the online advertising market is growing rapidly. However, consumer's trustfulness in online advertising is much lower than that of old media, and there is also a phenomenon of advertising avoidance. Thus, in this study, advertising skepticism, advertising appeals, involvement, and FCB Grid theory were used to provide Youtube and advertisers with implications for advertising strategies. It was intended to provide a way to lower consumer advertising avoidance. As a result of Research 1, consumers with high advertising avoidance showed low advertising attitudes, brand attitudes, and attitudes toward products. In addition, there was no difference in gender, and when the frequency of online video viewing decreased and the age increased, advertising avoidance increased. Research 2 shows that consumers with high levels of advertising skepticism showed a high level of advertising attitude when the level of involvement was low and transformational appeal was high. In the FCB Grid model, consumers with high levels of advertising skepticism are found to be suitable for transformational appeal advertising. These results mean that Youtube and advertisers should think important about advertising skepticism, which is the cause of advertising avoidance, and that consumers with high levels of advertising skepticism should be presented with advertisements suitable for each type of product in the online advertising market.

• The Journal of the Korea Contents Association
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• v.15 no.10
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• pp.92-104
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• 2015

Many publishing companies go to storytelling marketing through facebook in these days. Because storytelling marketing through facebook is thought for publishing company as useful marketing method in accordance with the increase of social media user. Thus, this study classified storytelling marketing type by episode, experience, anniversary, information and also analyzed the difference of cognitive reaction, emotional reaction and variables which effect to purchase intention according to each storytelling marketing type. As the results, anniversary type and information type got more positive reaction from responses rather than episode type and experience type with respect to likability, reliability, informativeness, engagement. Also engagement, likability, informativeness are revealed as major variables which effect to purchase intention of each storytelling type. Thus, storytelling marketing of publishing company through facebook need to focus on anniversary type and information type. And it is important to combine naturally the information regarding to book that publishing company want to sell with the fun, pleasure factors that story can give.