• The Journal of the Korea Contents Association
• /
• v.21 no.11
• /
• pp.375-388
• /
• 2021

This study aims to contribute to the understanding of consumer behavior during the COVID-19 by comparing blog reviews of an over-the-top (OTT) online video service from before and during the pandemic. We anticipate that the COVID-19 outbreak prompts the use of the OTT service as part of an emotion-focused coping strategy derived from the loss of personal control and the subsequent avoidance motivation. We also posit that a strong yearning for life before COVID-19 will increase interest in the content that fulfills a need for nostalgia. Our analysis of Netflix reviews provides empirical evidence of the effects of an emotion-focused coping strategy and nostalgia on OTT service usage. First, the titles of the reviews posted during COVID-19 indicate that consumers were less likely to mention OTT services other than Netflix, more interested in domestic content, and used OTT services as an avoidance-denial strategy. Second, the blog content demonstrates that while pre-COVID reviews tend to focus on the practical benefits of OTT services, those posted during the pandemic focus on mood, emotions, and dialogue. In addition, interest in comedy and romance genres increased during COVID-19. Third, we identified a greater preference for realistic or everyday content that depicted the pre-pandemic era. This is the first empirical study to investigate the effects of COVID-19 on video streaming usage in Korea. In addition, this research contributes to the field of marketing by expanding our understanding of online video service users during COVID-19 and identifies practical implications for OTT services in the midst of a pandemic.

• The Journal of the Korea Contents Association
• /
• v.22 no.2
• /
• pp.224-236
• /
• 2022

This study tests the hypotheses that city slogan reduces the retrieval of city memory unrelated to the slogan from the long term memory and that some variables moderate this effect, using the experimental method. The theoretical basis for the hypotheses is from the structure of the long term memory and the principle of memory retrieval discussed in ANM(Associative Network Model). For the test of hypotheses, the study adopted 4 experimental groups (2(slogan relevance: high or low) * 2(slogan concreteness: high or low)) and 1 control group. Each experimental group was exposed to one slogan corresponding to its condition while the control group was not. Then, the recall score was compared among experimental and control groups. One hundred and seventy-four undergraduate students belonging to the college of the authors participated in the study. The sample group was between 18 and 27 years of age, with an average of 22.4 years, and 54 percent comprised males. Results showed that city slogan had a negative effect on the retrieval of city memory unrelated to the slogan in most experimental conditions. This effect was more evident when the slogan had high relevance or high concreteness. But the main effect did not appear when the slogan had low relevance and low concreteness.

• Journal of Digital Convergence
• /
• v.20 no.5
• /
• pp.547-557
• /
• 2022

The numbers of occurrences and the amount of spills of marine oil pollution have increased, and accordingly, it is necessary to secure additional control capabilities. Therefore, it was intended to present an empirical basis for improving the overall idle capacity through the relocation of control ships existing in each region. First, the marine pollution index was derived and the control capability compared to the marine pollution index of each region was compared to examine the appropriateness of the deployment of control ships. The marine oil pollution risk index was derived by multiplying the nine items that cause marine pollution by the weight derived by experts. We checked the control capacity (A) compared to the marine pollution risk index (F) for each sea area. Mokpo (F:13.4, A:1.9), Busan (F:14.3, A:6.4), and Yeosu (F:21.5, A:16.6) are the areas that lack control capabilities compared to the marine pollution risk index. On the other hand, the areas that have room for control compared to the marine pollution risk index for each sea area are Masan (F: 5.9, A:13.3), Gunsan (F:1.7, A:8.3), and Jeju (F:2.7, A:6.9). Therefore, for improving the standardized control capacity proportional to the risk of marine pollution nationwide, it is suggested that the control ships of Masan, Gunsan, and Jeju should be relocated to Mokpo, Busan, and Yeosu, which lack control capacity.

• Journal of Korea Entertainment Industry Association
• /
• v.14 no.8
• /
• pp.25-33
• /
• 2020

This study was based on the research contents of previous studies. and After operatively defining public culture and arts institutions in terms of combining the characteristics of public institutions and culture and arts, the necessity of analyzing the priority of performance evaluation indicators was raised in accordance with this. The results of priority analysis based on the AHP axiom are as follows. The priorities for the performance evaluation index of public culture and arts institutions were in the order of artistry, expertise, marketing, publicity, organizational management, exchange and cooperation, management efficiency, operating system, and convenience. Based on the analysis results, the following implications were presented. First, it is necessary to first pay attention to the items of artistry that appear as the highest priority and seek strategies. Second, it is necessary to put a variety of experts in the original plan so that the audience and the public can have a high interest in this. However, in order not to exceed the 10 items recommended by the AHP axiom, we had to intentionally limit the evaluation items. Therefore, it is necessary to analyze priorities by deriving various evaluation items in subsequent studies.

• Journal of Korea Entertainment Industry Association
• /
• v.14 no.7
• /
• pp.27-41
• /
• 2020

The purpose of the project is to identify the relationship between the sub-factors of SNS information characteristics (information quality, information reliability) and the impact of immersion on social capital (connected capital) on word of mouth intention, and to present measures to revitalize the tourism industry using the results obtained. The study conducted empirical analysis on 326 adults aged 19 and older. The results of the study are as follows: First, it has been confirmed that the sub-factors of SNS utilization (information quality, information reliability) have a positive effect on immersion. Second, immersion has been verified to have a significant influence relationship on the degree of word of mouth intention. Third, it was analyzed that social capital has positive interrelationships with immersion and word of mouth intention. Based on these findings, social network services (SNS) in the tourism industry can be used as basic data to attract potential tourism customers in the future by providing efficient information on tourism products by utilizing social network services (SNS) in the development of tourism contents and marketing strategies, and it is meaningful in that it is intended to help the tourism industry in practice.

• 지역과문화
• /
• v.7 no.1
• /
• pp.99-126
• /
• 2020

This study aimed to investigate the effects of multicultural complexes on activating local culture. Prior studies that discuss activating local culture through multicultural complexes focus on literature reviews or quantitative research methods, which do not incorporate the detailed and practical opinions of the users of the location. Therefore, this study collected detailed information through in-depth interviews with users, and investigated the future development methods of multicultural complexes based on the obtained information. It focused on the Asia Culture Center (ACC) in Gwangju, which is considered a prime example of a multicultural complex, and conducted in-depth interviews with citizens who have lived in Gwangju for at least five years as well as visited the ACC to investigate the research question from a detailed perspective. The results revealed that although the citizens of Gwangju have a positive perception of the functions of ACC as a cultural space representing the city that activates the local culture, they perceive it as partially insufficient to be considered a multicultural complex. Major findings included the following: the contents of the ACC do not have a mass appeal, its inflexible hours of operation inconvenience visitors, and the contents available for visitors lack in quantity and quality. Therefore, in order for the ACC to appeal as a successful multicultural complex, it is necessary to cooperate with the members of the community to investigate their needs with respect to the contents and location, and prepare strategic plans to satisfy those needs.

• Journal of Industrial Convergence
• /
• v.20 no.9
• /
• pp.91-98
• /
• 2022

This study was conducted to investigate the effect on subjective well-being and depression of the elderly with chronic diseases. Using data from the 15th Korea Welfare Panel in 2020, 3,910 people who responded that they had chronic diseases over the age of 65 were analyzed with stepwise regressions. As a result, the factors affecting the subjective well-being of the elderly with chronic diseases were in the order of satisfaction with leisure life, subjective health status, satisfaction with children relationship, satisfaction with family income, satisfaction with spouse. The explanatory power of this model was 32.0% (F=351.44 p<.001). And also, factors affecting depression were in order of subjective health status, satisfaction with spouse, satisfaction with social relationship, satisfaction with children relationship, satisfaction with leisure life, and satisfaction with family income. The explanatory power of this model was 21.4% (F=178.59, p<.001). Therefore, policy systems to support leisure life of the elderly with chronic disease and measures to induce participation in programs using community resources are needed. And health management programs and institutional support to improve subjective health status are also needed. In addition, it is expected that economic support at the national policy level and various program execution strategies and support personnel will be secured at the community level.

• The Journal of the Korea Contents Association
• /
• v.22 no.9
• /
• pp.1-18
• /
• 2022

This study critically analyzed the user experience (UX) of mobile applications, focusing on the advertising platforms of mobile applications for culture and arts content. This study aims to examine the direction for growth of the related mobile applications and propose alternative approaches to improve usability. In this study, a mobile app named 'Moviepre' was selected, and a heuristic evaluation was performed for in-depth exploration. For the selected case, the UX Honeycomb model was reconstructed to analyze useful, usable, desirable, findable, accessible, and credible elements of the case. First, since the users' preference for the price factor did not show a significant correlation with the usefulness of the content and the interface, it is necessary to make sure that the mobile application has unique values to gain a competitive advantage in the market. Second, by adopting customer path stages for analysis, the result indicated that users continuously interact with the service from the first moment they are aware of the mobile application. Third, if the user feels uncomfortable, it is likely that these factors hinder the establishment of a long-term relationship between the users and the mobile application. Finally, brand identity should be clearly established, and brand image strategy needs to be developed to satisfy users' expectations that high-quality culture and arts content will be available through the mobile application.

• Journal of Digital Convergence
• /
• v.20 no.5
• /
• pp.401-410
• /
• 2022

This study deals with the relationship among trust, attachment and brand loyalty of agricultural products' rice co-brands, which are the staple food of the people. The research method established the hypothesis of the study under the foundation of prior research and developed the survey. The subjects of the study were distributed, retrieved, and analyzed the survey of 163 rice farmers in Buyeo-gun, Chungcheongnam-do. The empirical analysis results show that: First, hypothesis 1 of the brand awareness and image that "rice brand assets will be a positive relationship to trust" were statistically adopted. In particular, statistical t values showed a difference in consumer confidence over recognition>images. Second, hypothesis 2 of the trust of agricultural rice brands will be a positive influence on attachment and loyalty' statistically supported. In this regard, brand trust was higher in loyalty than attachment. Third, the attachment of agricultural products to rice brands will be a positive influence on loyalty,' was statistically supported. The strategic implications of this study are as follows. First, consumers should be given clues of trust(ex, GAP of Natioanl Approval Licesing, Fam Tour) as they distrust the perceived quality of the rice in the market. Second, the effect of the origin of rice is questionable, so the spread of the production power system should prevent the mixing of rice varieties, that is the spread of the production history systems.

• Journal of the Korean Society of Marine Environment & Safety
• /
• v.27 no.7
• /
• pp.1011-1022
• /
• 2021

The Korea Coast Guard(KCG) is the only comprehensive maritime administrative agency in Korea that performs various tasks taking place in the ocean, including rescue operations, disaster management, policing, Drug and smuggling crackdown, responding to Response to invasion of maritime territory, environmental conservation, and maritime security. It is vital to inform the public of the role and mission of KCG as the only comprehensive maritime administrative agency in Korea. However, most citizens, excluding residents of the coastal and island areas, have little knowledge of the security administration services of the KCG due to lack of exposure. This study reviewed the KCG's public relations(PR) organization and current status using KCG promotional materials, diagnosed the actual conditions of KCG's PR, and suggested ways to improve public relations activities through a questionnaire survey of public relations personnel. Through literature research and questionnaire survey, the KCG's public relations status was estimated and the measures to enhance publicity was derived as follows: strengthening the PR organization by reinforcing the personnel in charge of PR, improving customized promotion by clarifying the promotion strategy according to the promotion target, enhancing job training for PR personnel, and increasing the interest and support of commanders and internal members in charge of PR work.