• The Journal of the Korea Contents Association
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• v.11 no.9
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• pp.293-301
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• 2011

This study intends to deduce various purchase intention influential factor for mobile phone and thereby to clarify the causal relationship between these factors and purchase intention. As a result of the analysis of this study, we could know that first, when the impact about brand attitude on consumers is bigger, a positive affect is induced and the effects about personalization interface were also positive. Second, we could know that when the innovative tendency of consumers is stronger, they experience positive affects and the impact on personalization interface was also effective. However, it was clarified that when the innovative tendency is stronger, the impact on price gets smaller. Third, when the imitation tendency of consumers was higher, positive affects were induced, and when the interest in personalization interface of consumers was higher, positive affects were induced and the interest in price also gets higher. Fourth, we could check the influence of affect in the purchase intention of mobile phones.

• Journal of Digital Contents Society
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• v.19 no.8
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• pp.1535-1544
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• 2018

This study surveyed purchase behavior of users who purchased goods within the last year to analyze the relationship of search intention to purchase behavior according to SNS channel attributes. Based on these findings, it is analyzed that the information provision and interrelationships in SNS channel attributes affect search intent. In order to enhance the purchase behavior through the users of NS Channel, reliability and information availability are also cited as major issues, but more importantly, SNS channel search index is more important. It is also important to increase search indexes by simply increasing the attributes of SNS channels by improving the reliability of information and information availability, and by enhancing information delivery performance and interaction.

• The Journal of the Korea Contents Association
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• v.16 no.7
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• pp.91-99
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• 2016

This study explores the effects of advertising's interactivity on consumers' attitude, brand awareness, intention of word-of-mouth and purchase intention through a comparison between high interactive advertising and low interactive advertising. Experiment was carried out with two factorial design using high and low interactive advertising messages and two different countries. The respondents were 120 Korean and 120 Two hundreds forty valid questionnaires were collected. According to the research results, the brand awareness and attitude of high interactive advertising is much higher than the low one to the consumers of Korean and Chinese. The consumers of Korean and Chinese who were exposed to high interactive advertising have high intention to word-of-mouth in high interactive advertising. Korean and Chinese consumers also have high intention to purchase when they watch the high interactive advertising. Between two countries, Chinese consumers have higher intention to purchase than Korean consumers.

• The Journal of the Korea Contents Association
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• v.15 no.2
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• pp.139-150
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• 2015

This study highlighted influences which affect purchase intention of audience to viewing performance. And after grouping audience types by applying the cluster analysis to samples which are collected by survey, this study examined how purchase intentions influence audience to viewing performance by each audience type. Thus, to improve the reliability to classify audience type, the sample was selected by considering neither age group nor previous experience of viewing performance arts. Factor analysis and reliability analysis was performed to analyze the effect of purchase intention according to the type of audience. And we used AMOS program to verify using SEM(Structural Equation Modeling) how affect it was with moderating variable of audience type. Through surveying and analyzing th results, we confirmed that viewing motivation and quality of performing work have significant effect on purchase intention and significant moderating effect according to audience type. Therefore, we contribute to make suitable strategy that they figure out audience type, when performing art organizations make marketing strategy.

• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.562-571
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• 2021

This study has verified the consumer effectiveness market influence and relationship with cosmetic purchasing behavior through a covariance model. A female consumer in her 20s or older who had purchased eco cosmetics within the last six months and 300 copies were used for final analysis through panels of online professional research institutes from May 17 to May 30, 2020. As a result of the analysis, functional value, social value, and green consumption value were derived from the consumption value of eco cosmetics. Social value and green consumption value have been shown to have significant impact on consumer effectiveness and market influence but functional value relationships have not been identified. In addition, consumer effectiveness and market influence were found to promote eco cosmetics purchase behavior. Through this study we have identified the importance of perceived environmental issues (consumer effectiveness and market influence) in purchasing eco cosmetics and hope that they will be used as useful data for developing eco products and establishing marketing strategies based on understanding of consumers.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.239-251
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• 2022

This study investigated the purchase intention of TikTok Live Commerce users by applying the Decomposed Theory of Planned Behavior(DTPB). This study conducted a survey of 512 users with experience in purchasing TikTok Live Commerce in China. Result of the analysis, first, it was found that attitudes, subjective norms, and perceived behavioral control all had effect on the purchase intention of TikTok live commerce. Second, it was found that perceived usefulness, interactivity, and perceived enjoyment had a positive effect on attitudes, but perceived ease did not have a statistically significant effect. The third,friend was found to have an effect on subjective norms. It was found that self-efficacy had a significant effect on perceived behavior control, but the facilitating condition did not significantly affect perceived behavior control.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.273-283
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• 2022

This study focused on the psychological characteristics of viewers watching the video, the effect of the variables of the viewer's self-control and impulsiveness level on the purchase intention was examined. In addition, the relationship between viewers' psychological characteristics and product types was also examined, reflecting that the factors that viewers consider in the purchase decision-making process may vary depending on the product type. As a result of conducting a survey of a total of 214 people, it was confirmed that the group with a low level of self-control or high impulsiveness had a higher purchase intention after watching YouTube videos on specific products than the group without. In addition, it was confirmed that the effect was same when utilitarian product purchase situation is given.

• 한국경영정보학회:학술대회논문집
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• 2007.11a
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• pp.508-517
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• 2007

본 사례연구는 한국정보사회진흥원에서 개발한 디지털콘텐츠의 표준식별체계인 UCI(Universal Content Identifier)를 (주)누리미디어 보유의 약33만 건 콘텐츠에 적용한 사례와 비즈니스 모델을 소개하고 있다. UCI란 '디지털콘텐츠의 유통활성화' 를 이룩하기 위한 목적으로 도입하는 기술로 개별 디지털콘텐츠에 식별기호를 부여하는 기술이다. 본 사업은 UCI코드 체계를 이용하여 콘텐츠 관리 시스템을 구축하는 것을 목표로 하고 있다. UCI-RA시스템 구축이후 기대효과로는 콘텐츠 제공과 관련된 업무에 인적, 물적 비용을 절감하고, 신규 콘텐츠 발굴 및 개발이 용이하도록 하였다. 또한 서비스 운영과정에서는 기 확보된 콘텐츠를 비즈니스화 하여 신규 수익창출의 모델로 육성할 수 있다. 한편 콘텐츠 소비과정에서는 콘텐츠 검색의 용이성 및 구매 용이성 증대를 통해 양질의 콘텐츠를 유통하는 것이다. 아울러 운영기업의 콘텐츠 등록 및 운영과정에서의 유료콘텐츠 정산주기율 단축, 콘텐츠 품질 고객만족도 제고 등의 효율성을 증가할 수 있다.

• 한국벤처창업학회:학술대회논문집
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• 2023.04a
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• pp.11-13
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• 2023

대기업 등을 비롯한 중소기업들은 여러 광고 매체를 이용해 자사의 상품이나 브랜드 이미지를 홍보하는 것 이외에 유튜브와 같은 온라인 동영상 서비스 플랫폼에서 제품이나 서비스를 동영상으로 제작하여 다채로운 방법으로 가공, 소개하며 마케팅 효과를 극대화하고 있다. 이는 기업의 제품 및 서비스의 동영상 마케팅이 소비자들에게 어떤 영향을 미치고 직접적인 매출과 상관관계가 있는지를 이미 파악하고 접근하고 있다는 증거이다. 상대적으로 소상공인들은 동영상의 필요성에 대한 인식이 부족한 상태이다. 이에 유튜브와 같은 온라인 동영상 서비스 플랫폼에서 효과적으로 제품 및 서비스에 대해 관심과 흥미를 불러 일으키기 위해 동영상 마케팅을 시행하고자 할 때 동영상은 어떤 요소들이 충족되어야 하는지를 연구하려고 한다. 그리고 정확하게 동영상의 어떤 요소들이 소비자들의 구매 욕구를 상승시키는지와 같은 소비자들의 구매 행동 부분에 밀접한 영향을 미치는 동영상의 요소들에 대해 연구하고자 한다. 소비자들이 느끼는 구매 의지에 영향을 미치는 동영상의 요소들을 역설적으로 소상공인들에게 영상의 필요성을 인식시키기 위함이다.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.241-249
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• 2011

This study takes a uses and gratification theory based approach to identifying the relation between TV home-shopping channel use motivation and purchase intention. The results are summarized as follows. First, in respect of TV home-shopping channel use motivation, the analysis results reveal three factors: convenience, information seeking, and entertainment. Among these, the factor of convenience was the first in the order of importance. Secondly, 1)It is found that use motivation also has some limited influence on purchase intention. 2)Selectivity and involvement degree, the sub-categories of audience activity, are found to be the variables with the highest prediction ability, suggesting a need to give a particular attention to them. 3)In addition, viewing amount, a variable of use behavior, is shown to have a significant influence on purchase intention. The followings are the implications of the study results. First, marketing strategies that enable maximization of shopping convenience are required. Second, there is a need to approach the delivery of TV home-shopping contents as a kind of broadcasting contents on their own rather than merely a medium for selling goods.