• The Journal of the Korea Contents Association
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• v.22 no.6
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• pp.295-306
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• 2022

This study examined the effects and roles of transmedia such as trailer (i.e., trailer) and webtoon OST (i.e., Original Sound Track), which have recently served as extended content in webtoons. In recent years, the number of transmedias using webtoons has increased rapidly, and production and consumption in various directions have been taking place. However, studies on whether these contents lead to positive emotions and attitudes toward webtoons are not actively conducted. Therefore, this paper examined the effect through loyalty and perceived enjoyment, and found that 'increasing immersion in content through transmedia' plays a major role as a major variable. In addition, it is determined whether these mechanisms appear differently by gender, and in the case of women, media consumption tends to be based on emotional signals compared to men, so transmedia will further increase the level of immersion, but webtoon content did not show gender effects on media consumption. This is a meaningful result that shows that in general, media consumption methods according to gender appear differently in webtoons. Therefore, based on the results, this study presented directions and implications to keep in mind when planning the production of various transmedias using webtoons.

• Knowledge Management Research
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• v.17 no.1
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• pp.91-111
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• 2016

This study empirically investigated the relationships between servant leadership and key variables (knowledge sharing and individual creativity), and the mediating effect of affective commitment with the survey of 213 Korean employees. Based on the sample of 213 employees, the empirical results are as followings; (1) Servant leadership is positively related to affective commitment, knowledge sharing, and creativity. (2) Affective commitment partially mediates the relationship between servant leadership and knowledge sharing. (3) Affective commitment partially mediates the relationship between servant leadership and creativity. In conclusion, this study confirmed that the servant leader and members with the affective commitment may be best qualified for knowledge sharing and creative performance. When employees recognize that their managers follow the characteristics of servant leadership, then the employees are more likely to absorb in their task, which increases creative performance and knowledge accumulation. Based on the results, this study suggests an ample implication for leaders in any organization to boost their relationships with followers and to enhance their knowledge sharing and creative idea for the growth of organization.

• 한국노년학
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• v.38 no.1
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• pp.83-102
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• 2018

According to socioemotional selectivity theory, if people perceive their time left in life as expanded, they have a future-oriented goal of life, but if perceive as limited the goal of life is changed into the pursuit of present emotional satisfaction. Thus, if we perceive our time left as getting limited as we get older, we pay more attention to the positive stimuli than the negative ones and remember more the positive stimuli in order to maintain the current emotional state as positive. This is known as the positivity effect. This study examined whether the positivity effect is caused by a limited future time perspective. The participants were presented with scenarios for hypothetical situations in which the future time was expanded or limited, and were encouraged to immerse in the virtual situation by talking about what they would like to do and whom they wanted to spend time with. Then the participants were presented with 48 positive, negative, and neutral emotional pictures and were asked to recall after 10 minutes delay. 75 university students and 65 elderly participated in the study. In the control condition where the future time perspective was not manipulated, the elderly showed the positivity effect but the youth showed the bias toward negative pictures. The elderly in the expanded time condition recalled positive pictures less and negative pictures more than the elderly in the control condition. On the other hand, the youth in the limited time condition recalled less the negative pictures than the youth in the control condition. These results demonstrated that the elderly did not show the positive bias when the future time perspective was expanded, and that the youth showed the positive bias when the future time perspective was limited. These results show that the positivity effect is related with the limited future time perspective.

• The Journal of the Korea Contents Association
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• v.17 no.7
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• pp.79-92
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• 2017

This study analyzed the TV documentary titled on early childhood English education through narrative structure analysis (Chatman, 2003). It performed syntagmatic analysis to clarify the story structure with a focus on the development of events, and paradigmatic analysis to understand the semantic structure hidden in the text by binary opposition analysis. The documentary was constructed in the frame of 'balance-confusion-rebalance', and it was explicitly delivered that the English immersion education prohibited in the private elementary schools has stimulated the market of private English education. However, the government's and students' voices were missing, and the group of parents, private elementary school officials, and people involved in private English institutes played as main agents to lead the discourse of English immersion and early childhood English education in the documentary.

• Culinary science and hospitality research
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• v.16 no.3
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• pp.188-204
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• 2010

This research aims at finding relationship marketing factors that have positive effects on customer long-term orientation concerning wine purchasing personnels of domestic dinging companies such as sommeliers and managers. By figuring out the qualities of relationship such as the roles of trust and commitment while long-term orientation is being developed, it also tries to help wine suppliers which have been having a hard time due to domestic market recession and tight competition develop marketing strategies for promotion. A survey of wine purchasing personnels and sommeliers who work for fine dining restaurants, casual dining restaurants and wine bars was conducted for 30 days from Jan. 15, 2010 to Feb. 13, 2010. The statistical packages of SPSS 15.0 statistical package and AMOS 7.0 ver were used to perform frequency analysis, reliability test, confirmatory factor analysis, and path analysis. The result shows that among relationship marketing factors, communication and seller expertise have a positive impact on long-term orientation through trust and affective commitment.

• The Journal of the Korea Contents Association
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• v.16 no.7
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• pp.575-586
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• 2016

The purpose of this study was to investigate the influential factors of organizational cynicism of nurses in hospitals, and to examine data contributing the effective organizational management and the organizational effectiveness. Data were collected from 320 nurses working in a hospital in 2005. A total of 295 questionnaires were analyzed by the SPSS WIN 21.0. The leadership, job interdependence, job stress, positive and negative affectivity had significant effect on the organizational cynicism of hospital nurses. Also, the organizational cynicism had significant mediating effects on job satisfaction and organization commitment, and organizational climate showed significant indirect effects on the job satisfaction and organizational commitment. In conclusion, hospital managers and nursing directors need to adopt following strategies; open communication, friendly feedback, trust among staff, co-operation between departments and intra-departments, sharing information, creating joyful organizational climate, adequate organizational supports, fair compensation, and favorable organizational culture.

• Management & Information Systems Review
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• v.29 no.2
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• pp.27-52
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• 2010

Research on the user motivation of online brand community, the flow, community identification, brand attachment and the structural relationships between them This study is focused on the utilization motives of online brand community (emotional motivation, social motivation, informational motives), and their influences on each motivation on the flow and structural relationships between the brand identification and attachment. For the research, hierarchical chi-squal analysis, was used among Structural Equation Models, to statistically verify the size between the two paths. First, the research has proven the positive influence of user motivation of online brand community on flow. Especially on this research, user motivation of online brand community on flow was divided and analyzed into three motivations; emotional motivation, social motivation, informational motivation, the social and emotional motivation are proven to have the biggest influence on the flow and informational motivation has comparatively low influence on the flow. Secondly, this research will prove that the type of flow built on user motivation of online brand community can give positive influence on community identification and brand attachment. And third, the influence of community identification on brand attachment is very high on the flow. Result will clearly shows the flow built on user motivation of online brand community can help build brand attachment through community identification.

• Journal of Korea Game Society
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• v.20 no.4
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• pp.33-46
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• 2020

As the part of a research project, we examined the causes of game addiction. Traumatized infants may project into virtual space a variety of mental symptoms such as aggression and delusion, division and depression, lack of integrated ego, low emotional awareness, compulsive obsession with objects, rebellion against social norms, and low reality awareness. Game space plays various roles in exhibiting presence of self, omnipotence and hopelessness, division of the self-image, emotional duality, immersion, and motility. This roles have both functional and dysfunctional effects.

• Journal of Broadcast Engineering
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• v.19 no.6
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• pp.877-895
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• 2014

It is common sense that providing specific odor can increase the video reality when video scene has an object having specific odor. However, people still do not know how to increase video reality and emotional immersion when there is no information on specific odor in the scene. So, present study explores how we improve video reality and immersion when the scene has no concrete odor information from some objects. Especially, this research focuses on diverse previous studies about matching between odor and color and then we expect providing odor can increase video reality if the odor is well-matched with the video's color. To do this, we collected 48 odors and investigated which color was well-matched with each odor. As a result, we get 5 odors which had clearly well-matched colors and decide ill-matched colors of those 5 odors as complementary colors of well-matched colors (Experiment 1). After that, we organize 3 conditions such as coloring image and video clip with well-matched color (color-odor match condition), coloring those with ill-matched color (color-odor mismatch condition), and coloring those with achromatic color by removing color saturation (color-odor neutral condition). Under each of these three conditions, image-odor matching, increment of reality with the odor, increment of immersion with the odor, and odor preference are asked (Experiment 2; 3). The results showed that the scores of all 4 questions in color-odor match condition were higher than color-odor mismatch condition and neutral condition. These results mean that providing matching odor with the scene's color in video is very effective to increase video reality and immersion. We expect experiencing better reality and immersion with olfactory information by adding various future research.

• Asia Marketing Journal
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• v.11 no.3
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• pp.57-89
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• 2009

This study aims to shed light on the new insights on the cross-buying intentions in the banking industry and suggests an integrated model of the cross-buying intentions. Recently with globalization in the financial sector, financial companies are trying to retain current customers and attract new one by developing various financial products. In South Korea, this trend is especially apparent in the banking sector. Cross-selling of various financial products such as beneficiary certificates, bankasurance and etc. is becoming more important in retaining competitive advantage in Korean banking industry. However, there are few studies which are trying to find out the factors affecting cross-buying intentions and explain their interrelationships comprehensively. Based upon the previous studies, this study finds out the factors affecting cross-buying intentions and classifies them into two dimensions: affective and instrumental. Affective dimension includes trust, satisfaction and commitment. Instrumental dimension includes the factors such as geological convenience, one-stop convenience, professionality, and direct mail. The results from this study are as follow. All the factors in the affective dimension(trust, satisfaction and commitment) have significant impacts on cross-buying intentions. Also all the factors in the instrumental dimension(geological convenience, one-stop convenience, professionality, and DM) significantly affect cross-buying intentions. Some implications of this dissertation are as follow; First, this study identifies the antecedents of cross-buying intentions comprehensively. Second, this paper provides practical guidelines for the banks attempting to intensify cross-selling activities. Third, banks need to develop sophisticated plans which can consolidate the emotional ties with customers through positive service experiences as the affective dimension is important in influencing cross-buying intentions. Finally, regarding the instrumental dimesnion, the implications are: 1) Developing various new financial products in addition to traditional product such as deposits and installment savings for improving customer convenience, 2) Enhancing the professionality of employees by strengthening education programs on numbers of financial products, 3) Increasing cross-buying intentions through the DM.