• Journal of Global Scholars of Marketing Science
• /
• v.3
• /
• pp.195-213
• /
• 1999

정보사회로의 급격한 변화와 소비자들의 편리함에 대한 욕구의 증가로 최근 홈쇼핑은 새로운 유통환경을 창조하며 기업의 마케팅 활동과 소비자의 소비 구매 행태를 크게 변화시키고 있다. 이는 쌍방적 구조로 이루어져 있는 전형적인 직접마케팅 형태 중 하나로 일반 유통 구조와는 색다른 촉진 기법을 사용하고 있다. 본 연구에서는 홈쇼핑의 대표적인 촉진기법 중 하나인 희소성 메시지의 광고효과를 살펴보는 바, 각각의 고/저관여 제품에 있어 두 유형의 희소성 메세지(주문 가능한 제품의 수량을 제한하는 주장, 제품의 주문 가능한 시간을 제한하는 주장)와 희소성 메세지가 포함되지 않은 광고 사이에 광고 효과에 차이가 있는지 비교 분석함으로 희소성 메시지의 광고효과를 살펴보고자 하였다. 카탈로그를 통한 실험 연구 결과, 저관여제품이나 고관여제품 모두에서 시간을 한정하거나 수량을 한정하는 희소성 메세지와 비희소성 메세지간에 소비자의 광고에 대한 태도나 광고상표에 대한 태도 및 구매의도에 유의한 차이가 나타나지 않았다. 단지 시간을 한정하는 희소성 메시지는 유의한 차이를 보였으나 그 차이 역시 미미하였다. 이로써 카탈로그에서는 고관여제품, 저관여제품 모두에서 희소성 메세지의 광고 효과를 확인할 수 없었다. 따라서 카탈로그에서 희소성 메시지는 소비자에게 영향을 미칠만한 광고효과를 창출하지 못하므로 광고 효과를 강화시키는데는 적합한 수단이라고 볼 수 없으며, 희소성 메세지를 활용하는 것은 무의미함을 알 수 있었다. 저관여제품에서 희소성 메시지의 효과가 입증되지 못한 이유는 실험 매체로 이용한 카탈로그 자체가 Krugman(1965)이 주장한 저관여 정보처리 과정을 거치는 저관여 매체이기 때문이라 추측된다. 그리고 고관여 제품의 경우 시간을 한정하거나 수량을 한정하는 희소성 메시지의 비효과성이 입증된 것은 정교화 가능성 모델(ELM)에서 주장되는 연구와 일치함을 의미한다.

• The Korean Journal of Emergency Medical Services
• /
• v.19 no.3
• /
• pp.51-68
• /
• 2015

Purpose: This study validated the influential relations between the effects of emergency care quality, credibility of 119 emergency medical technicians (119 EMTs), and perceived usefulness and attitude of emergency care, focusing on the moderating effect of protectors' characteristics (education, experience, age, and recognition of patient severity). Methods: This study was based on elaboration likelihood and technology acceptance models. In total, 172 protectors with experience in utilizing prehospital service were surveyed from April 1 to July 31, 2011. Results: The results showed that the emergency care quality and the credibility of 119 EMTs were the main determinants of the perceived usefulness and attitude of emergency care, irrespective of the protector's characteristics (p <.001). In addition, the findings showed that the protector's intention of emergency care had a moderating role. The impact of the quality of emergency care on its perceived usefulness was greater for high-level protectors (p <.001). By contrast, the impact of the credibility of 119 EMTs on the perceived usefulness of emergency care was greater for low-level protectors (p <.001). Conclusion: The protectors' characteristics have different influences on the relations between the effects of emergency care quality, the 119 EMT credibility, and the perceived usefulness and attitude of emergency care.

• The Sea:JOURNAL OF THE KOREAN SOCIETY OF OCEANOGRAPHY
• /
• v.28 no.4
• /
• pp.133-142
• /
• 2023

In this paper, we built a data-driven artificial intelligence model using RNN-LSTM (Recurrent Neural Networks-Long Short-Term Memory) to predict the Lorenz system, and examined the possibility of whether this model can replace chaotic dynamic models. We confirmed that the data-driven model reflects the chaotic nature of the Lorenz system, where a small error in the initial conditions produces fundamentally different results, and the system moves around two stable poles, repeating the transition process, the characteristic of "deterministic non-periodic flow", and simulates the bifurcation phenomenon. We also demonstrated the advantage of adjusting integration time intervals to reduce computational resources in data-driven models. Thus, we anticipate expanding the applicability of data-driven artificial intelligence models through future research on refining data-driven models and data assimilation techniques for data-driven models.

• Journal of Digital Convergence
• /
• v.16 no.11
• /
• pp.441-446
• /
• 2018

The purpose of this study is to investigate the digital media strategies for small business branding. To understand the effective strategies for promoting small business through digital content marketing, we conducted in-depth interview with small business managers. The results of in-depth interview revealed that it is critical for small businesses to start creating and including video marketing as part of their entire content strategy. Especially, small business managers considered that video that provides rich media content can boost consumer engagement and increase the time spent on a branded contents. From a managerial perspective, this study provides guide on what small businesses should consider when developing and implementing digital strategies. For future research, this study provides the guide to investigate the effects of digital contents on the brand equity of small business.

• Convergence Security Journal
• /
• v.22 no.3
• /
• pp.3-11
• /
• 2022

With increasingly sophisticated cyber threats, accelerating cloud adoption, and the adoption of remote and hybrid work environments due to the COVID-19 pandemic, the traditional security model, in which many businesses implicitly trust everything within their boundaries, is changing without boundaries, allowing data and users The concept of zero trust is getting more and more attention as the fact that it is not suitable for today's increasingly decentralized environment has been highlighted. Zero Trust is a cyber security model on the premise that 'no one trusts'. In principle, there is no safe area or user in the entire system, and internal users are also verified. is a way As telecommuting becomes commonplace due to the COVID-19 pandemic, and existing cyber security measures are facing limitations, Zero Trust technology is drawing more attention. Accordingly, it is expected that the Korean government will also check the status of acceptability of the domestic public and private sectors and tasks that need improvement when introducing Zero Trust with reference to the NIST standard. In this paper, the basic principles, philosophy, and considerations of Zero Trust and Zero Trust are explained, and practical basic measures to strengthen security by combining Zero Trust technology are presented.

• The Journal of the Korea Contents Association
• /
• v.11 no.1
• /
• pp.72-82
• /
• 2011

This is an experimental research with the theoretical background of agenda setting effect and elaboration likelihood model studying 'whether visual cues such as imagery and subtitle of TV environmental news have effect on the viewers' perception?', 'whether visual cues such as imagery and subtitle of TV environmental news have differential effect on the viewers' perception, depending on the viewers' involvement in the environmental issue?'. This experimental research found that the more highly exposed subjects considers environment issue more important than the less exposed, during the process, visual cues such as imagery and subtitle in TV news have an effect on agenda setting. Futhermore visual cues such as imagery and subtitle have stronger effect on the perception of the less involved than that of the more highly involved as a unified peripheral cue. However the effect of environmental involvement as independent peripheral cue couldn't have meaningful statistical support. Despite the fact that many previous researchers have shown that verbal cues of TV news have effect on the perception of viewers, little attempt has been made to investigate effect of visual cues on the TV viewers' perception. Therefore, this research has an important implication as an early proof in a new stream of visual agenda setting and elaboration research.

• Journal of Digital Convergence
• /
• v.14 no.10
• /
• pp.137-145
• /
• 2016

The explosive growth of social networking services based on smart devices popularize these relationships and activities online in accordance with the far larger impact of this on the real life offline, the interest and importance for the online activity is increasing. In this study, factors affecting the SNS activity are defined by object, user, influence direction, influence distance and proposed a method to measure organic terms in effect between the SNS users. Influence Direction and Influence Strength (or Distance) are elaborated by using the existing influence measurement element such as structured data - the number of friends, the difference between the number of contacts - and the new influence measurement element such as unstructured data - gap between the former time and the latter time, preference and type of response behavior - that occur in social network service. In addition, the system for collecting and analysing data for measuring influence from social network service and the process model on the method for measuring influence is tested by using sample data on Facebook and explained the implementation probability.

• Journal of the Korea Institute of Information Security & Cryptology
• /
• v.25 no.5
• /
• pp.1225-1233
• /
• 2015

This study investigates the effects of information security awareness arising from E-Commerce in terms of the Elaboration Likelihood Model(ELM) and analyzes the moderating effect of the trust's involvement and experience. Consumers are using E-Commerce Web sites, depending on the level of involvement and experience in E-Commerce. This study is based on the ELM, the information security awareness of consumer confidence in E-Commerce form, according to the degree of experience and involvement suggested a theoretical model to describe the effect that the scaling and, through empirical studies validation of model. Consumer confidence is formed the attitude of the E-Commerce company through different paths, depending on the type of awareness in the E-Commerce web site, this moderate has the effect of consumer involvement and experience. Studying the information security awareness of consumer in the on E-Commerce is considered to present a new perspective on trust.

• Knowledge Management Research
• /
• v.22 no.1
• /
• pp.269-286
• /
• 2021

As the un-tact and on-tact consumption culture has proliferated due to the impact of COVID-19, 'live commerce', a form of shopping while communicating with customers through real-time streaming broadcasting, is emerging in the commerce and distribution industry. Live commerce provides an environment where customers can get the convenience of online shopping and enjoy un-tact shopping more realistically while communicating with the broadcaster in real time, as if purchasing directly from an offline store. Therefore, purchases using live commerce are expected to increase further. In this study, based on the characteristics of live commerce, the main factors influencing the increase in purchase intention through live commerce were derived and their influences were verified. In particular, this study examined these factors in multiple dimensions with focusing on strong interactivity, realistic presence, and providing detailed reviews with high credibility for products as the features of live commerce. This research collected sample data from actual users of live commerce and empirically analyzed the significance of the factors influencing the purchase increase of live commerce, thereby providing implications for knowledge management in a newly changed commerce environment in the un-tact era.

• The Journal of the Korea Contents Association
• /
• v.22 no.1
• /
• pp.23-34
• /
• 2022

Due to the regular usage of face masks during the COVID-19 pandemic, many people developed skin issues. As a result, interest in skin care which can be performed independently at home has increased. The purpose of this study is to design a customized home beauty care device to respond to these market trends. In order to do so, the double diamond model was applied in the design thinking process, and the design development process proceeded in the order of discovery, definition, development, and delivery. This study is meaningful in that it focused on the user-centered design development approach by fusing design thinking processes rather than styling-oriented design processes, and suggested new possibilities for design development using information based on the data measured.