• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.5
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• pp.55-61
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• 2023

This study confirmed how emotional responses toward virtual influencers affect advertising effectiveness. While prior studies have focused on the attributes of influencers, we examined how consumers' psychological reactions while experiencing virtual influencers affect decision-making. As a result of the study, consumers showed specific emotional responses while experiencing virtual influencers, and confident, neat, subtle, trendy, glamorous, simple, and down-to-earth were extracted as representative emotions. Additionally, it was confirmed that these emotional responses influenced brand attitude, purchase intention, and recommend intention. These research results provide practical implications for marketing communications using virtual influencers.

• Journal of Intelligence and Information Systems
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• v.19 no.3
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• pp.73-91
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• 2013

Advertising market has been facing new challenges due to dramatic change in advertising channels and the advent of innovative media such as mobile devices. Recent research related to mobile devices is mainly focused on the fact that mobile devices could identify users'physical location in real-time, and this sheds light on how location-based technology is utilized to achieve competitive advantage in advertising market. With the introduction of smartphone, the functionality of smartphone has become much more diverse and context awareness is one of the areas that require further study. This work analyses the influence of context awareness value resulted from the transformation of advertising channel in mobile communication market, and our research result reflects recent trend in advertising market environment which is not considered in previous studies. Many constructs has intensively been studied in the context of advertising channel in traditional marketing environment, and entertainment, irritation and information are considered to be the most widely accepted variables that has positive relationship with advertising value. Also, in smartphone advertisement, four main dimensions of context awareness value are recognized: identification, activity, timing and location. In this study, we assume that these four constructs has positive relationship with context awareness value. Finally, we propose that advertising value and context awareness value positively influence smartphone advertising attitude. Partial Least Squares (PLS) structural model is used in our theoretical research model to test proposed hypotheses. A well designed survey is conducted for college students in Korea, and reliability, convergent validity and discriminant validity of constructs and measurement indicators are carefully evaluated and the results show that reliability and validity are confirmed according to predefined statistical criteria. Goodness-of-fit of our research model is also supported. In summary, the results collectively suggest good measurement properties for the proposed research model. The research outcomes are as follows. First, information has positive impact on advertising value while entertainment and irritation have no significant impact. Information, entertainment and irritation together account for 38.8% of advertising value. Second, along with the change in advertising market due to the advent of smartphone, activity, timing and location have positive impact on context awareness value while identification has no significant impact. In addition, identification, activity, location and time together account for 46.3% of context awareness value. Third, advertising value and context awareness value both positively influence smartphone advertising attitude, and these two constructs explain 31.7% of the variability of smartphone advertising attitude. The theoretical implication of our research is as follows. First, the influence of entertainment and irritation is reduced which are known to be crucial factors according to previous studies related to advertising value, while the influence of information is increased. It indicates that smartphone users are not likely interested in entertaining effect of smartphone advertisement, and are insensitive to the inconvenience due to smartphone advertisement. Second, in today' ubiquitous computing environment, it is effective to provide differentiated advertising service by utilizing smartphone users'context awareness values such as identification, activity, timing and location in order to achieve competitive business advantage in advertising market. For practical implications, enterprises should provide valuable and useful information that might attract smartphone users by adopting differentiation strategy as smartphone users are sensitive to the information provided via smartphone. Also enterprises not only provide useful information but also recognize and utilize smarphone users' unique characteristics and behaviors by increasing context awareness values. In summary, our result implies that smartphone advertisement should be optimized by considering the needed information of smartphone users in order to maximize advertisement effect.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.4
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• pp.250-263
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• 2019

This study aimed to improve the public perception of people with mental illness by suggesting the need for public efforts and proposing specific plans. Demographic differences in the attitudes towards mental illness, the need of public service announcements to improve public perception of mental illness, and the current and expected situation of each advertising medium were analyzed, and plans to improve the advertising were proposed. Three mental illnesses that are possible to recover from through treatment-depression, obsessive-compulsive disorder(OCD), and panic disorder-were examined primarily, and the general public residing in Seoul and the capital area were surveyed. A comparison of the respondents' attitudes towards people with mental illness showed that there were significant differences in their attitudes with respect to gender, marital status, age, and family history. On the other hand, there was no significant difference with respect to religion, monthly income, or academic background. Most of the respondents recognized that public efforts to improve the public perceptions of mental illness, i.e., efforts through the mass media, were necessary and should be intensified though television, Internet, radio, billboard, and transport advertising. Based on the above findings, this study highlights the necessity for advertising through mass media for positive public perceptions of people with mental illness and proposes plans to intensify the advertising, focusing on social, organizational, and individual levels.

• Journal of Digital Convergence
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• v.13 no.1
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• pp.205-213
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• 2015

Era of multi-channel digital multimedia on the Internet, cable, satellite and IPTV and the growth of new media such as terrestrial broadcast advertising with the poor rating has also dropped sharply. In this situation, terrestrial TV suggesting the introduction for total amount system appearing comments. In this study, the introduction of these intermediate advertising the public and professional awareness about the issue by comparing the introduction for total amount advertising feasibility was done in the purpose. The results were as follows. First, Studies on terrestrial TV suggesting the introduction of total amount system and public opinion about the differences in perception between experts is high. Second, Both the public and professionals about the total amount system preferred application stage were in favor of gradual for/limited permit cross-media. Third, the general population was higher than the positive response from experts about the benefits of the total amount system. Finally, the general public about the disadvantages of the total amount system they were more positive response than the experts. The introduction for total amount system validity of these data for future total amouny system to provide a basis for enforcement is expected to give.

• Informatization Policy
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• v.29 no.1
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• pp.38-59
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• 2022

The development of IT technology and the spread of smartphones are having a great impact on businesses and consumers. Consumers have been able to acquire more diverse and larger amounts of information than in the past due to information provided through smartphones and information search on the internet, which has a significant influence on decision-making. Companies have also become sensitive to such changes in consumer behavior patterns, reflected in their marketing. In addition, among the various characteristics of smartphones, location-based technology has become an important factor in providing targeted marketing from a company's point of view. Such technological development and social change have led to the expansion of the mobile advertising market, which promotes products or services based on the location of consumers and provides benefits such as discount coupons. In this study, we have analyzed the influence of consumer characteristics on intention to use in mobile location-based advertising, which has become an important marketing method in the mobile advertising market. The effects of variables of personalization, engagement, coupon proneness, economic efficiency, and irritation on attitude and information privacy concerns were analyzed, and the effects of attitude and information privacy concerns on intention to use were analyzed. The results of this study are deemed to be able to suggest factors to consider when providing mobile location-based advertising to consumers in the future.

• Proceedings of the Korean Information Science Society Conference
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• 2001.10c
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• pp.706-708
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• 2001

인터넷 기술의 비약적인 발전으로 상품 및 서비스 구매나 발주 광고 활동 등 인터넷을 기반으로 행하는 전자상거래가 활발해지면서 대량의 전자문서를 관리하는 효율적인 정보서비스가 요구되어 왔다. 이에 따라 서로 다른 기종간의 효율적인 문서정보 교환을 위한 여러 표준화 작업들이 이루어져 왔는데, 그 중 인터넷 상에서 구조화된 전자문서를 표현하고 처리하기 위한 표준으로 W3C 에서 XML이 발표되었다. 그러나 전자상거래의 활성화로 XML 문서의 전송 중 개인정보 유출에 대한 위협이 있을 수 있는데, 본 논문에서는 특정 부분에 대한 암호화를 지원할 수 있는 XML의 구조적 특징을 이용한 XML 메시지 암호화 전송 기법을 구현하였다.

• The Journal of the Korea Contents Association
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• v.5 no.2
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• pp.69-77
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• 2005

This study made a comparison of two different websites in characteristics of their users and advertising effects. Both websites have the same contents but in different forms. Especially this study examined the technographic, demographic and psychographic characteristics of users of an website which offers services only online and another website which offers services both online and offline. Also the advertising effects of both websites were studied. The analysis of the data was done by SPSSWIN, mainly $x^2$ and t-test. In addition, the data was collected online. The website, feelpost.com collected total 432 copies, and cardkorea.com collected 210 copies. Also among those collected copies, the ones from people in the 20's were selected again in order to rule out the special characters that both websites have in their users age group. Finally 308 copies were selected for the analysis. In result, it was proved that the users of both websites have a very similar lifestyle. Also there was only a little difference in the users' values and social consciousness. Regarding the advertising effect, Feelpost got the highest score in usefulness while Cardkorea got the highest score in positive acceptance of new products. Regarding the attitude toward advertisements and products, the advertising preference and brand preference was higher in Feelpost than in Cardkorea.

• Proceedings of the Korean DIstribution Association Conference
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• 2006.08a
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• pp.21-46
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• 2006

본 연구에서는 인터넷 쇼핑몰에서 불만족을 경험한 고객들의 불평요인 및 불평행동유형을 파악하고, 쇼핑몰 업체의 불평처리방법에 대한 평가를 바탕으로 효과적인 불평처리방안을 제시하였다. 연구 결과 불평행동을 하는 고객의 유형은 직접행동파, 사적행동파, 소극행동파, 적극행동파 등으로 구분되었다. 이 가운데 사적행동파가 가장 높게 나타나 인터넷 환경에서는 사적행동파에 대한 효과적인 불평처리 방안에 관한 노력이 가장 필요한 것으로 확인되었다. 직접행동파는 해당 쇼핑몰 업체에게 직접 문제해결을 요구하기 때문에 불평처리에 대한 공정성, 불평 후 만족과 충성도 측면에서 가장 효과적인 것으로 확인되었다. 그리고 고객의 모든 불평행동유형에서 가장 심각한 불만족 요인으로는 배송오류 및 지연과 제품결함인 것으로 확인되었지만, 사적행동파와 소극행동파는 부정확한 정보제공과 과장광고 등을 심각하게 생각하고 있었다. 인터넷 쇼핑몰 업체는 불평고객들의 불평해결을 위해 직접적인 접촉을 할 경우 가장 효과적인 불평처리를 할 수 있기 때문에 사적행동파와 소극행동파의 불평행동을 유발하기 위한 노력이 필요하다. 또한 쇼핑몰 관리자의 불친절 및 반응은 심각한 불만족 요인은 아니지만, 배송오류 및 지연과 제품결함과 같은 심각한 불만족요인에 대해서는 직접적인 사과 및 쇼핑몰 관리자의 친절한 태도를 포함하여 현금 환불 등 불평처리를 해야 한다. 그리고 고객의 관점에서 인터넷 쇼핑몰을 보다 편리하고 유용하게 설계할 필요가 있다.

• Korean journal of communication and information
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• v.56
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• pp.237-256
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• 2011

The goal of this study is to examine consumers' cognition for the corporate social responsibility(CSR) and opinion to practical use of CSR on advertising (ex. corporate PR) in situation that CSR is treated with long-term and continuous activity in strategic marketing. The results of survey in this study are, first, the best effective method of CSR to introduce is TV or radio program placed first, internet came second, and followed by advertising. But the cognition process of CSR is internet palaced first in frequency. Thus it is very important to use of new media as a internet with regard to CSR. Second, respondents have thought positively about CSR and to practical use of CSR on advertising. But respondents answered that CSR is not enough though it's importance. Therefore marketers of companies is needed to transfer direction of CSR accord with consumers' liking and taste. Third, consumers have recognized that CSR in connection with characteristics core business of the companies. It is, image of company is not detached with CSR, more effective that CSR reflected characteristics of the company. Fourth, consumers have thought to active for CSR that the companies they like. Finally, these results are showed that is important brand management and corporate image management in strategic and macroscopic level include CSR.

• Journal of the Korean Home Economics Association
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• v.40 no.12
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• pp.85-108
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• 2002

The objectives of this study were to investigate the trend of the attitude and the behavior about consumer's internet premium advertisement and its application and the factors which influence on the attitude and the behavior about consumer's premium advertisement and its application; the demographic variables, internet communication-environment variables and variables in relation to consumer's premium advertisement application. For these purpose, the data collected two way: internet survey and questionnaire survey. The data used in this study included people who have looked an internet Premium Advertisement more than once during internet use. Major findings were as following: (1) The attitude of internet premium advertisement and its application could be described as the mean 34.16 md 24.61 separately(3.11 and 2.73 point on 5.00 points scale). The behavior of application about internet premium advertisement was measured as a behavior of application whether or not; application 18.7% and unapplication 81.3%. (2) The attitude of application about internet premium advertisement was significantly different according to age, joining frequency on internet, past experience of winning a premium, purchasing information search, interesting connection on the internet, the risk about the money loss and negative evaluation of other persons, the economical values of premiums, winning possibility, and preferable premiums. The behavior of application about internet premium advertisement, the behavior of application whether or not was significantly different according to sex, age, school career, a circuit speed, a period of using, joining frequency and a using place, past experience of winning a premium, purchasing information search, interesting connection on the internet, the risk about the negative evaluation of other persons, the economical values of premiums, winning possibility, and preferable premiums. (3) When looking at the influence of variables about the attitude of application about internet premium advertisement, the most influence variables was the past experience of winning a premium, and next was winning possibility, sex, the interest about the premiums which made the consumer want to apply, the economical values of premiums, the purpose of purchase information search and the using time. The explanation of those variables were 22.6%. As the result of the Logistic analysis, it was found that the frequency of the internet connection, the past experience of winning premiums, the risk about the outflow of credit information, interesting premiums, and premium advertisement were the most important variables to affect the possibility of the behavior of application about internet premium advertisement critically.