• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.3
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• pp.75-86
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• 2017

The development of web technologies and the generalization of smartphones have dramatically increased the number of social media users using the Internet. As a result, companies are perceived social media as a major marketing tool and operate a variety of SNS channels. In particular, start-ups conducting businesses with limited resources, social media is being used as an effective marketing tool to meet many potential customers at a low cost. Among them, facebook is the most used channel in the world and plays an important promotional tool not only in overseas but also in marketing activities of domestic start-ups. The purpose of this study is to analyze the relationship between satisfaction and purchase intention according to four personal characteristics of users who use social media contents and to measure the mediating effect of satisfaction on the relationship between content type and purchase intention. To this end, we classified into three types based on the previous research, and social media content is provided to 200 fans of Minbak Danawa(Minda), one of representative start-ups related to accommodation, The questionnaires were conducted for 3 weeks, and a total of 145 copies were collected. All the collected questionnaires were used for statistical analysis through SPSS 18.0. The empirical results show that all three types of content, such as task-oriented, self-oriented, and interaction-oriented, have a significant effect on the satisfaction level. Among them, it is confirmed that the satisfaction level plays a mediating role on the relationship between task-oriented contents and purchase intention. And the user 's personal characteristics showed a partially moderate effect on the satisfaction according to the content type. Therefore, social media content provided by corporations has an important effect on consumer satisfaction and purchasing, in order for start-up to prevail in the market, it is necessary to have an operational strategy to communicate with customers continuously through systematic contents analysis and planning. The result of this study suggests effective ways to build a social media marketing strategy for start-ups and suggests ways to utilize contents considering the characteristics of internet users.

• Journal of Life Science
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• v.25 no.8
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• pp.953-959
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• 2015

Optogenetics is the combination of optical and molecular strategies to control designated molecular and cellular activities in living tissues and cells using genetically encoded light-sensitive proteins. It involves the use of light to rapidly gate the membrane channels that allows for ion movement. Optogenetics began with the placing of light-sensitive proteins from green algae inside specific types of brain cells. The cells can then be turned on or off with pulses of blue and yellow light. Using the naturally occurring algal protein Channelrhodopsin-2 (ChR2), a rapidly gated light-sensitive cation channel, the number and frequency of action potentials can be controlled. The ChR2 provides a way to manipulate a single type of neuron while affecting no others, an unprecedented specificity. This technology allows the use of light to alter neural processing at the level of single spikes and synaptic events, yielding a widely applicable tool for neuroscientists and biomedical engineers. An improbable combination of green algae, lasers, gene therapy and fiber optics made it possible to map neural circuits deep inside the brain with a precision that has never been possible before. This will help identify the causes of disorders like depression, anxiety, schizophrenia, addiction, sleep disorder, and autism. Optogenetics could improve upon existing implanted devices that are used to treat Parkinson’s disease, obsessive-compulsive disorder and other ailments with pulses of electricity. An optogenetics device could hit more specific subsets of brain cells than those devices can. Applications of optogenetic tools in nonneuronal cells are on the rise.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.40 no.2
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• pp.334-348
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• 2015

Widespread use of smart devices accompanies increase of use of access point (AP), which enables the connection to the wireless network. If the appropriate security is not served when a user tries to connect the wireless network through an AP, various security problems can arise due to the rogue APs. In this paper, we are going to examine the threat by evil-twin, which is a kind of rogue APs. Most of recent researches for detecting rogue APs utilize the measured time difference, such as round trip time (RTT), between the evil-twin and authorized APs. These methods, however, suffer from the low detection rate in the network congestion. Due to these reasons, in this paper, we suggest a new factor, packet inter-arrival time (PIAT), in order to detect evil-twins. By using both RTT and PIAT as the learning factors for the support vector machine (SVM), we determine the non-linear metric to classify evil-twins and authorized APs. As a result, we can detect evil-twins with the probability of up to 96.5% and at least 89.75% even when the network is congested.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.6
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• pp.241-248
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• 2021

Firms have many ways to expand their businesses including M&A. Big companies in online and offline businesses show different ways of expansion with different objectives to expand their digital businesses quickly. Expansions for technical reasons are to acquire technologies they do not have while those for business reasons are M&A for offline companies to have competence in markets by acquiring online companies. Other ways of expansions include spin-off and group participation after investments for startups. Various ways of expansions are chosen because they are optimal choices depending on situations the companies face, and they have different strengths and weaknesses. To analyze the strengths and weaknesses of those options for expansion at this stage would be academically valuable, and also practically meaningful in terms of providing insights for companies' decision making in choosing opitions for expansions. M&A of online companies to make multi-channels by offline companies have risks of failing to internalize online companies and have enough synergy effects. Also, spin-off is a relatively less risky way of expansion while the speed of expansion is slower than establishing external startups with some shares of equity and making them as affiliated companies. External startups are good for speed of expansion while there are risks of legal regulations and negative awareness by the public.

• Design Convergence Study
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• v.15 no.2
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• pp.17-35
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• 2016

Along with popularization of smart phone and routinization of social network service, enterprises are using several social network services as a marketing channel to raise brand awareness and conduct PR. Enterprises have been utilizing an element of 'Gamification' representing a functional aspect and emotional pleasure of a game in order to attract users' attention and increase their voluntary participation since the early social network service marketing. However, social network service system contains functional roles of Gamification components rather than they function separately. Hence, this research intends to examine Gamification elements of social network service and characteristics occurred when enterprise uses several social network services as a marketing channel. Besides, it aims at suggesting a marketing guideline for Gamification based on social network that may induce users' interest and increase an immersion effect. Firstly, this study examined concepts and characteristics of social network service and Gamification centered on literature research. Secondly, it summarized a game mechanics, dynamics and a fun type of Gamification components. Thirdly, based on theoretical research, it collected Gamification marketing cases of 5 enterprises including 'Coca Cola Korea', 'Lotte Mart', 'Canon Korea', "Kolon Sports' and 'Uniqlo Korea' that utilize more than 3 of 4 social network services including 'Kakao Story', 'Band', 'Facebook' and 'Instagram' used the most in our nation, analyzing characteristics of Gamification marketing and deriving a suggestion. Finally, it suggested a guideline for Gamification and social network service to build a foundation for a Gamification marketing plan through social network service.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.12
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• pp.1721-1732
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• 2007

This study identified types of information source, and explored a path model for consumer information search by shopping attributes in the context of online decision making. Participants completed self-administered questionnaires during regularly scheduled classes. A total of 219 usable questionnaires were obtained from respondents who enroll at universities in the southwestern region of the United States. For data analysis, factor analysis and path model estimation were used. Consumer information source was classified into three types for online clothing purchases: Online source, Offline retail source, and Mass media. Consumers were more likely to rely on offline retail source for online clothing purchases, than other sources. In consumer information search by shopping attributes, online sources were more likely to be related to transaction-related attributes(e.g., incentive service), whereas offline retail source(e.g., displays in stores, manufacturer's catalogs and pamphlets) were more likely to be related to product and market related attributes(e.g., aesthetics, price) when purchasing clothing online. Also, the path model emphasizes the effect of shopping attributes on traditional retailer search behavior, leading to online purchase intention for clothing. This study supports consumer information search by attributes, and discusses a managerial implication of multi-channel retailing for apparel.

• Journal of Distribution Research
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• v.10 no.1
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• pp.59-84
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• 2005

Most of previous studies have proposed representative product categories which are likely to be sold on the on-line based only on the on-line benefits and risks. However, on-line shopping can be perceived another form of distribution channels from the perspectives of consumers. Therefore, in order to identify product categories which have a great potential to be sold on on-line stores, it is necessary to consider the perception and behavior at off-line shopping contexts as well as on on-line shopping circumstances. In this paper, we investigate the consumers' perception and behavior under both on-line and off-line shopping situations and classify them into several groups based on their perceptual and behavioral characteristics. Based on this classification, we empirically examine the product categories selling well on the on-line shopping. The empirical results show that there exist some patterns between distribution channels (on-line and off-line) and product categories. In addition, there are some differences among consumers regarding the perceptions and behaviors at on-line and off-line situations. Consumers who have high preference for on-line shopping tend to buy much wider product categories from on-line.

• Journal of the Korean Society of Marine Environment & Safety
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• v.22 no.4
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• pp.311-318
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• 2016

The VTS concept was located as a principal methods of maritime safety administration in world's major harbors and expected to become the pivotal role for the future of the maritime and harbor society with e-Navigation epoch. If recent limelight concept of big-data has been included in aspect of information gathering and analysis with various studies, it's required advanced studies to improve the information analysis capability and application range of the data that can be mining by the VTS. In this study, contrast to other studies that aimed quantitative analysis as communication number, it can be mining the time information and each of the communication VTS for the target vessel, including qualitative analysis, such as the purpose or the type of communication. This comparison across multiple items of the collected information, and presenting the VTS data mining model (VCDF) that can be analyzed for the purpose of analyzing way, type and number of communication by ship's type, also number of violations through VTS communication. First, In Busan port case, it shows frequently information service and shows frequently communicating with particular types of vessels. Second, Passive VTS carried out notwithstanding many kinds of traffic violations due to communication congestion. This arranged information can be used as data for the analysis, as possible the level of traffic for VTSO situational awareness, which pointed to the 'workloads' in 'IALA Guideline' and could be used as a database for future research of e-Navigation.

• The Korean Journal of Applied Statistics
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• v.30 no.6
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• pp.809-825
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• 2017

The number of TV entertainment shows is increasing. Competition among programs in the entertainment market is intensifying since cable channels air many entertainment TV shows. There is now a need for research on program ratings and the number of episodes. This study presents predictive models for entertainment TV show ratings and number of episodes. We use various data mining techniques such as linear regression, logistic regression, LASSO, random forests, gradient boosting, and support vector machine. The analysis results show that the average program ratings before the first broadcast is affected by broadcasting company, average ratings of the previous season, starting year and number of articles. The average program ratings after the first broadcast is influenced by the rating of the first broadcast, broadcasting company and program type. We also found that the predicted average ratings, starting year, type and broadcasting company are important variables in predicting of the number of episodes.

• Information Systems Review
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• v.18 no.2
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• pp.1-22
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• 2016

In response to changes in the global market environment, companies in the Information and Communications Technology (ICT) industry have begun to pursue cooperation and competition on a business ecosystem level. In particular, to become a leader in the new growth engine industry of Internet of Things (IoT), companies around the globe aim to consolidate vertically up the value chain through a solid establishment of their platforms. This paper looks at Samsung and Xiaomi, whose strategies for creating an ecosystem based on their own platforms differ in accordance to the ecosystem in which they compete. An analysis of these two companies indicate that Samsung pursues a strategy to become the market standard by openly sharing its platform with complementary companies, whereas Xiaomi pursues a strategy that achieves value as a channel owner through the restriction on which companies may become partners. This paper concludes that as Samsung and Xiaomi strive to become IoT industry leaders, each company pursues a variant of a platform-based value chain integration strategy based on the specific nature of the ecosystems in which they compete, thereby creating value through a symbiotic relationship with their partner companies.