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Factors Influencing the Continuous Watching and Paid Sponsorship Intentions of YouTube Real-Time Broadcast Viewers: Based on the S-O-R Framework (유튜브 실시간 방송 시청자의 지속시청 및 유료후원 의도에 영향을 미치는 요인: S-O-R 프레임워크를 기반으로)

  • Kwon, Ji Yoon;Yang, Seon Uk;Yang, Sung-Byung
    • Knowledge Management Research
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    • v.23 no.3
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    • pp.285-311
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    • 2022
  • In this study, based on the S-O-R framework, how individual's stimuli (i.e., video characteristics, YouTuber characteristics, real-time broadcasting characteristics of YouTube channel) form organisms (i.e., perceived usefulness, perceived pleasure, social presence), leading to viewers' responses (i.e., continuous watching intention, paid sponsorship intention) on real-time YouTube channels. For this purpose, a research model and hypotheses were constructed, and 369 questionnaire data collected from users of real-time broadcasting channel services on the YouTube platform were analyzed. Result findings confirmed that some video/YouTuber/real-time broadcasting characteristics significantly affect viewers' perceived usefulness/perceived pleasure/social presence, and further influence continuous watching/paid sponsorship intentions. Theoretical and practical implications of the findings are discussed in conclusion.

Research on impulse purchase of live e-commerce platform users based on ELM model in China

  • Yu, Ying;Liu, Ziyang
    • Journal of the Korea Society of Computer and Information
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    • v.27 no.11
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    • pp.295-304
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    • 2022
  • The purpose of this study is to investigate the influencing factors and mechanism of the characteristics of the live broadcast e-commerce platform and the characteristics of the host on the impulse purchase intention of live broadcast viewers. Based on the ELM model, this study complements existing research content. This study adopts the form of questionnaire survey and conducts empirical analysis using SPSS, AMOS, Mplus and other analysis software for online live broadcast users. The results show that the characteristics of live broadcast platforms have a positive impact on consumers' flow experience and satisfaction; the personal characteristics of anchors have a positive impact on consumers' flow experience and satisfaction; consumers' flow experience and satisfaction have a positive impact on impulse Purchase intention has a positive impact, and flow experience and satisfaction have a mediating effect on the characteristics of the live broadcast platform and the personal characteristics of the host.

A Study on the Effects of Bureaucratic Characteristics on Service Quality in Public Libraries (공공도서관의 관료제적 특성이 서비스 품질에 미치는 영향 연구)

  • Song, Hyunkyung;Kim, Giyeong
    • Journal of the Korean Society for Library and Information Science
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    • v.56 no.3
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    • pp.391-414
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    • 2022
  • This study treats bureaucracy as one of the main systematic characteristics of public libraries and analyzes the effects on performance based on service quality. Doing this analysis, we investigated the service quality of each library by conducting a questionnaire survey from users of eight public libraries in Seoul metropolitan area of South Korea. We also measured the bureaucratic characteristics of the libraries through another questionnaire survey from librarians. Then based on the survey data, it is analyzed how bureaucratic characteristics affect service quality. According to the analysis results, bureaucratic and post-bureaucratic characteristics had causal relationships with service quality. Especially, several combinations of the characteristics affected service quality. In addition, among the characteristics, a system of rules was more important in the relationship with service quality. This study is meaningful to consider bureaucratic characteristics for public library organizations to produce a high-quality service through empirical research.

The Effects of Information Types and Players in Everyday Vlogs on Viewers' Empathy, Social Presence and Self-Enhancement (일상 브이로그의 정보 속성과 출연자 유형에 따른 시청 몰입 및 자기향상 태도의 차이)

  • Chen, Nuo;Na, Eunkyung
    • The Journal of the Convergence on Culture Technology
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    • v.8 no.4
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    • pp.277-287
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    • 2022
  • Recent trends in sharing online video contents show that vlogging on everyday life can cause meaningful changes in viewers' perception of mediated characters and their own lifestyles. We explored that flourishing everyday life video contents online are intertwined with viewers' psychological engagement such as empathy and social presence, let alone self-enhancing motivations such as self-reflection and psychological empowerment. Survey analysis results suggest that between contents types of vlog (everyday life vs. in-depth information), watching in-depth information videos significantly affected viewers' psychological engagement and self-enhancing motivations. Compared to celebrity's online videos, daily videos starring laypeople showed significantly positive impacts on viewers' engagement such as empathy, social presence, and self-enhancement such as self-reflection, psychological empowerment.

A Study to Determine the Optimized Location for Fast Electric Vehicle Charging Station Considering Charging Demand in Seoul (서울시 전기차 충전수요를 고려한 급속충전소의 최적입지 선정 연구)

  • Ji gyu Kim;Dong min Lee;Su hwan Kim
    • The Journal of The Korea Institute of Intelligent Transport Systems
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    • v.21 no.6
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    • pp.57-69
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    • 2022
  • Even though demand to charge EV(electric vehicles) is increasing, there are some problems to construct EV charging stations and problems from deficient them. Typical problem of EV charging stations is discordance for EV charging station location with its demand. This study investigates methods to determine the optimized location for fast EV charging stations considering charging demand in Seoul. Firstly, variables influencing on determination of determine the optimized location for fast EV charging stations were decided, and then evaluation of weights of the variables and data collection were conducted. Using the weights, location potential scores for each area-cell were calculated and optimized locations for fast EV charging stations were resulted.

A Study on Developing a Model for the History Compilation of Public Institutions (공공기관의 기관사(機關史) 편찬 모형 개발에 관한 연구)

  • Chan Mi Koo;Yeon-Kyoung Chung
    • Journal of Korean Society of Archives and Records Management
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    • v.23 no.3
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    • pp.21-37
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    • 2023
  • The history compilation of public institutions is a type of record compilation that can be very useful record content for users. The study aims to develop a model for the history compilation of public institutions that can be flexibly applied to the task while providing practical guidance for the actual work of institutional history compilation. To achieve this goal, literature reviews, task analyses, questionnaire surveys, in-depth interviews, and expert evaluations were conducted. Based on these results, the 5 processes were organized into 20 work areas and 45 detailed work elements, which were divided into 31 essential tasks and 14 optional tasks to design the final version of an institutional history compilation model for public institutions. The model of this study can be used in public institutions to carry out tasks regarding history compilation and can also be used to establish schedules and plans by identifying overall tasks to be performed in the preparation stage for history compilation.

A study on the effect of flow factors on the continuous use of metaverse content and devices (메타버스 콘텐츠와 디바이스의 지속이용에 플로우(flow) 요인이 미치는 영향 연구)

  • Park, Junhong;Lee, Junsang
    • Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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    • 2022.10a
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    • pp.427-429
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    • 2022
  • Recently, metaverse technology is being used in various service industries such as games, entertainment, manufacturing, distribution, advertising, and education. Studies on the correlation between the continuous use of devices used in metaverse content are still insufficient. In order to be more immersed in the metaverse, it is necessary to develop a natural movement and an easy-to-use input device. Based on flow, this study was conducted on the topic of continuous use of metaverse contents and devices. The constituent factors of Flow, an independent variable, were set as sense of reality, immersion, and interaction. We intend to use the data of 500 male and female metaverse users for research through a survey institution. Among the flow factors that increase the continuous use of metaverse contents and devices, the factors that have the greatest influence were studied. Through the results of this study, it is intended to help establish the direction of the next-generation metaverse content and device industry.

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The effects of e-learning characteristics on e-learner's scholastic performance (이러닝 특성이 학습자의 학업성과에 미치는 영향에 관한 연구)

  • Lee, Heon-Chul;Goo, Bon-Hee
    • Journal of the Korea Society of Computer and Information
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    • v.14 no.5
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    • pp.201-209
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    • 2009
  • RThe main object of this study is to stipulate the relation between e-learning characteristics and e-learner's scholastic performance through the integrated study model of perspective of educational technology and information technology. Using e-learning system quality, e-learning contents characteristics and interaction as independent variable, e-learner's scholastic performance as dependent variable and learning motivation as mediator, this study has examined the relationship among these variables. Two hundreds and twelve undergraduates in cyber university participated in the survey and filled out questionnaires related to this study. The main results are as followed. First, content's quality, technical quality and the support of school affairs have a significant effect on the e-learner's scholastic performance. Second, Learning motivation plays a partial mediating role in the relationship between e-learning characteristics and e-learner's scholastic performance. The meaningful implication of this study is that to improve e-learner's scholastic performance, we have to offer e-learners more customized various learning plans, learning contents and interaction between e-learners and e-learning systems.

Roles of Public Libraries in Closing Disparities of Cultural Capital (문화자본 격차 해소를 위한 공공도서관의 역할)

  • Lee, Seungmin
    • Journal of Korean Library and Information Science Society
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    • v.53 no.1
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    • pp.81-101
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    • 2022
  • It is generally accepted that cultural capital is constructed through cultural environments that facilitate the cultural activities of individuals. Although public libraries foster the cultural environment and support various cultural activities, there is controversy about whether public libraries still affect the formation of cultural capital in the current evolved cultural environment. This research empirically verified the roles of public libraries in the formation of cultural capital by conducting a survey targeting public library users. As a result, public libraries as cultural institutions play an important role in providing opportunities to access and utilize cultural resources and to experience various cultural activities, which are connected to the formation of different types of cultural capital. In addition, public libraries function to close the cultural divide and social disparities by providing equal opportunities to construct cultural capital for community members.

Research on Revitalizing Public Libraries Reflecting Community Characteristics in Yangpyeong-gun (지역사회 특성을 반영한 공공도서관 활성화 방안 연구 - 경기도 양평군을 중심으로 -)

  • Jeon, Kyungsun;Shin, Donghee
    • Journal of the Korean BIBLIA Society for library and Information Science
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    • v.33 no.1
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    • pp.403-423
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    • 2022
  • This study's purpose is to suggest ways to improve and revitalize public libraries' operations to reflect the Yangpyeong-gun community's characteristics. To this end, the Yangpyeong-gun region's characteristics and the current state of public library operation were analyzed, and a survey was conducted targeting Yangpyeong-gun residents (library users and nonusers). Additionally, interviews were conducted to investigate the library's operating status and limitations and librarians' perceptions of library revitalization plans. As a result of the analysis, in Yangpyeong-gun, improvement points such as library operation improvement and library accessibility improvement reflecting local community changes such as urban development, population change, manpower and collections expansion, complex cultural space strengthening, reading culture programs, and user services were derived.