• The Journal of the Korea Contents Association
• /
• v.10 no.7
• /
• pp.187-197
• /
• 2010

This study compares the national telecom commercials during the World Cup in order to investigate the communication effects of sponsorship and ambush advertising. It conducts KTF and SKT advertising in 2006 as empirical study for exploring the communication effect. As a result, empirical study says that there is no difference between sponsorship and ambush advertising in terms of attitude toward advertising, and ambush advertising results in higher attitude toward brands than sponsorship ads. The significant difference is not found in free recall, the higher rate of miscognition occurs in ambush advertising. Thus, this study confirm the significant implication that sponsorship advertising and ambush advertising should be conducted under the long-term and consistent communication strategies. This means that corporate communication strategies through sports events should be carried out centering around the campaign. It is expected that the findings of this study contribute to develop the sponsorship theory and provide practical implications on campaign strategy to advertising specialists.

• The Journal of the Korea Contents Association
• /
• v.13 no.3
• /
• pp.362-369
• /
• 2013

This research is to investigate the impact of informal communication of smart-phone user while at work on performance. To do this, we proposed the research model including informal offline communication represented by tea time and informal online communication typified by Kakao talk derived from water-cooler effect. The results of this empirical study is summarized as followings. First, Kakao talk with insiders has a positive effect on performance only in male group, and Kakao talk with outsiders has a negative effect on performance in both male and female group. Secondly, tea time has a positive effect on performance in group with high task interdependence, whereas Kakao talk with insiders has a positive effect on performance in group with low task interdependence. The findings have significant implications for policy development to regulate the wise smart-phone use in organization.

• Journal of Digital Convergence
• /
• v.17 no.10
• /
• pp.149-158
• /
• 2019

Drawing on literatures from communication strategy and human resource management, this study examines how perceived communication satisfaction can affect turnover intention and also figure out mediating effect through affective commitment. We analyzed a data set from one of the largest government organizations in health and medical treatment including 267 employees's sample. Apart from previous studies, this study emphasizes perceived communication satisfaction is a critical factor rather than communication policies. Also, affective communication partially mediates the relationship between perceived communication satisfaction and turnover intention. Our theory and findings provide new insight into human resource management field in growing Korean organizations.

• Journal of Distribution Science
• /
• v.10 no.2
• /
• pp.19-28
• /
• 2012

Rapidly growing sales amount and the number of discount stores caused many side effects and sensitive issues in Korea. Because these severe competition due to more expensive cost just like excessive increase in advertising and location selection, and these caused completely ruined small merchants as well as passed on to the consumer. This Study focused on competitiveness of discount store in Korea to the perspective of college students, as explored the relationships between marketing communication and store loyalty. And, examined for two moderating effect, 1) consumers' value separated by hedonic value and utilitarian value between marketing communication and store loyalty, and 2) consumers' value separated by hedonic value and utilitarian value between marketing communication and consumption emotion. Finally, this study examined for mediating effect of consumption emotion between marketing communication and store loyalty. In order to verify the relationship, moderating and mediating effects, data were collected from 130 college students in Whasung, Gyeonggi Province to test theoretical model and its hypotheses. Findings are as followed : First, analysis showed that factors such as advertisement(β =.221, p<.05), publicity(β =.513, p<.01), sales promotion(β =.234, p<.01), word of mouth(β =.627, p<.01) and physical environment(β =.339, p<.01) for marketing communication in the discount store have statistically significant positive effect on store loyalty. But the result of regression analysis for which factors are more impact in marketing communication between store loyalty showed that word of mouth(β =.53, p<.01) is only statistically significant. Second, publicity(β =-.895, p<.05), the sub-dimension of marketing communication shows only statistically significant negative moderating effect on store loyalty. But, the results of the moderating effect of value between marketing communication and consumption emotion verified that utilitarian value show statistically significant, specifically advertisement(β =.294, p<.01), physical environment(β =.418, p<.01), sales promotion(β =.245, p<.01), word of mouth(β =.414, p<.01) and publicity(β =1.137, p<.05), respectively. And hedonic value show statistically significant, specifically advertisement(β =.286, p<.01), physical environment (β =.418, p<.01), sales promotion(β =.236, p<.01) and word of mouth(β =.420, p<.01), respectively. But publicity(β =.145, p=.119) is not statistically significant. Finally, the results verified mediating effect for consumption emotion between all factors for marketing communication and store loyalty showed that factors such as advertisement, publicity, word of mouth and physical environment for marketing communication except sales promotion were statistically significant fully mediated in advertisement, and partially mediated in publicity, word of mouth and physical environment. This testified that the consumption emotion had the most important factor to enhance store loyalty to the perspective of College students. These results can provide important implications and invaluable tips for planning marketing strategies and gaining access to new potential customers. Implications and future research directions are also discussed.

• 한국HCI학회:학술대회논문집
• /
• 2007.02b
• /
• pp.560-567
• /
• 2007

컴퓨터 에이전트가 우리의 일상에 미치는 영향력이 커지고 에이전트와의 상호작용이 대인 상호작용과 유사하게 변화할수록, 업무적 효율성보다 에이전트와의 상호작용에서 사용자가 겪게 되는 심리적 사회적 경험이 중요해진다. 사용자의 긍정적인 심리적 경험을 유도하기 위해 에이전트와 사용자의 상호작용에서 사회적 실재감(social presence)을 증진시키고자 하는 연구가 이루어져 왔다. 이러한 연구들에서는 에이전트의 언어적/비언어적 커뮤니케이션에 대인적 요소를 적용함으로써 사회적 실재감을 증진시키고자 하였다. 본 연구에서는 대인관계에서 매우 중요한 커뮤니케이션 요소인 상호적 자기노출(self-disclosure)이 사용자들의 사회적 실재감 인식과 에이전트 평가, 사용자 경험에 있어 어떠한 효과를 갖는지 살펴보고, 또한 개인의 성격변인인 애착유형(attachment styles)은 어떠한 영향을 미치는지 살펴보았다. 또한 사회적 실재감이 에이전트 평가와 사용자 경험에 대한 효과를 매개하는지 알아보았다. 실험 결과 에이전트와의 상호적 자기노출 교환은 사회적 실재감을 증진시키고 에이전트에 대한 호의적 평가와 긍정적인 사용자 경험을 유도하였으며, 향후 상호작용 의사를 증진시켰다. 또한 피험자의 애착유형에 따라 사회적 실재감, 에이전트 평가, 사용자 경험, 향후 상호작용 의사가 다르게 나타났다. 종속변인에 대한 자기노출 교환과 애착유형의 효과는 지각된 사회적 실재감에 의해 매개되는 것으로 나타났다. 본 연구의 결과는 에이전트 설계에 커뮤니케이션적 측면이 중요하게 고려되어야 함을 시사한다. 또한 에이전트가 사용자들에게 미치는 심리적 효과는 사용자의 성격 특성에 따라 다르게 나타날 수 있다는 것을 시사한다.

• Proceedings of the Korea Society of Design Studies Conference
• /
• 1998.04a
• /
• pp.42-43
• /
• 1998

• Management & Information Systems Review
• /
• v.32 no.2
• /
• pp.259-287
• /
• 2013

This study is to comparate on impact factors and moderator of incentives of knowledge transfer between Nonprofit and Profit organization. In nonprofit organization, the results founded that individual information capability, quality of knowledge, and quality of construct were statistically significant in knowledge acquisition, informal communication and quality of construct were statistically significant knowledge sharing, and individual information capability, informal communication, quality of knowledge and quality of construct were statistically significant knowledge use. Also interactive effect of knowledge sharing and Psychological Physical incentive was statistically significant knowledge use. In profit organization, the results founded that individual information capability, informal communication, quality of knowledge, and quality of construct were statistically significant in knowledge acquisition, quality of knowledge and quality of construct were statistically significant knowledge sharing, and individual information capability, informal communication, and formal communication were statistically significant knowledge use. Also interactive effect of knowledge acquisition and Psychological Physical incentive was statistically significant knowledge use.

• Journal of Digital Convergence
• /
• v.14 no.4
• /
• pp.221-230
• /
• 2016

This is an experimental study which is designed to identify the joint relationship between communication density and centrality as independent factors to team performance, discovering how they would jointly affect work team performance. Specially different from existing studies, separating team performance into team efficiency and team effectiveness, we identified differential influences to the two independent factors. Findings suggest a competing relationship between communication density and centrality. A framework was proposed to help managers understand the joint effect of density and centrality on performance. Work team has high communication density and low centrality is "Innovating", which is likely to have a great extent of ideas, knowledge and information sharing, and reach high effectiveness. Team with high centrality and low density is characterized as "centralized". Such communication structure may reduce diversity of perspectives and accelerate team decision making. When both density and centrality are low, the team is "Autonomous". To increase external validity, other factors such as leadership, organizational climate influencing on team performance should be reflected in the future research.

• Journal of the Korea Society of Computer and Information
• /
• v.27 no.4
• /
• pp.205-212
• /
• 2022

The purpose of this study was to analyze the structural relationship between the informational leadership, self-efficacy, communication ability, and job satisfaction of secondary school teachers. In order to achieve the purpose of this study, the following research questions were set up. First, what is the structural relationship between teachers' information leadership, self-efficacy, communication ability, and job satisfaction? Second, what is the mediating effect of self-efficacy and communication ability in the influence of teachers' informational leadership on job satisfaction? J-Do's secondary school was sampled through random sampling from the population. A total of 600 subjects were sampled. The results of this study show that for secondary school teachers, self-efficacy and communication skills play an important role as a motivating factor for job satisfaction. To have teachers' self-efficacy and communication skills, teachers' respect for opinions and participation in decision-making on school management It should be developed in the direction of expanding and creating a cooperative organizational climate. In addition, it was found that it was necessary to change individual teachers' efforts or perceptions in consideration of individual characteristics and environmental characteristics.

• Korean Journal of Construction Engineering and Management
• /
• v.18 no.5
• /
• pp.50-58
• /
• 2017

The efficient communication process is essential to guarantee the completeness of design and secure the quality to meet the contractor's needs. However, using the existing communication methods based on the design and documents, it is difficult to effectively understand the drawings and specifications that are very complicated, and sufficient technical experiences would be required. Ineffective and inefficient communication among users, designers and project participants during the design process would raise the possibility of functional interferences of the object, induce conflicts, cause a design change, and accordingly incur losses of the project in terms of cost and time. The purpose of this study is to suggest improvement direction of communication in accordance with the requirements, by investigating the present state and the project participants' understanding of design communication. And also, it presents the application model of QFD that the project participants could share and define, and feedback the requirements as well as conducting analysis of improvement factors based on the survey.