• The Journal of the Korea Contents Association
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• v.13 no.2
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• pp.71-80
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• 2013

This study addressed status of PP(Program Provider) market, particularly focusing on independent PP. This research selected 14 independent channels and did in depth interviews for them. This study analyzed 14 channels in terms of management, production, and contents. The result showed that independent channels were in inferior condition than MPP(multiple PP) on all the aspects of management, production and content. The management structure of the PP were very vulnerable, production environment was not good. The PP were placed in a difficult environment in terms of production and purchases of content, therefore focused on distribution rather than production. This unbalance on the PP market resulted in negative effect on Korea's contents industry as well as PP industry. Therefore, this study suggested policy and regulatory reforms are needed to improve inferior status of independent PP.

• The Journal of the Korea institute of electronic communication sciences
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• v.17 no.1
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• pp.193-200
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• 2022

In this study, the intellectual property rights of digital contents (creations) are protected by using block chain technology that cannot be damaged or forged. So, we build a blockchain-based content sales revenue tracking system and platform that activates the transaction and distribution of digital content (creation). We developed an API server that can be used for content registration and revision history management smart contract, license management smart contract according to content purchase, content inquiry function through files and hashes, and web and APP services. Through this, it is possible to prove the relationship between the rights of the creators of digital content creations and protect the rights of the creators.

• Proceedings of the Korean Society of Computer Information Conference
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• 2022.07a
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• pp.519-521
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• 2022

본 논문에서는 교통약자들의 이동제한 및 한계와 코로나 19로 인한 관광산업의 손실을 해결할 VR/360도 가상현실을 통한 웹 플랫폼 개발을 제안한다. 이 연구는 활용될 자원인 계절과 날씨자료를 효율적으로 촬영 및 준비하여 기존의 VR/360도의 가상현실을 최대화하고, 기존의 로드뷰 API 및 VR기기의 응용을 다양화한다. 또한, 이 연구는 '관광지를 방문한다'라는 개념을 실외뿐만이 아니라 실내에서도 사실적으로 체험할 수 있음을 제시한다. 이때 사실적인 체험을 더욱 극대화하기 위하여 VR/360도에 접목된 계절과 날씨의 콘텐츠를 구매할 수 있게 하여 소비자에게 선택지 내에서의 다양성을 주고, 단순 체험이 아닌 관광산업의 경제적 이윤으로 연결한다. 본 논문에서는 예상결과를 통하여 기존의 단순 VR/360도 체험을 통한 가상현실에 비해 좀 더 다양한 환경 조성을 통한 콘텐츠와 관광산업의 개선 및 경제성 면에서 발전성을 보인다.

• The Journal of the Korea Contents Association
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• v.20 no.6
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• pp.381-391
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• 2020

The purpose of this study is to investigate the relationship between meal kit product selection attributes, purchasing behavior, and satisfaction. The sampling of the study was conducted for 1 month for customers who have experience in using meal kit products recently launched by a restaurant company, and 287 copies of the questionnaire were used for analysis. For the hypothesis verification, regression analysis was performed using SPSS 20.0 package. As a result of analysis, first, the meal kit product selection attributes and purchase behavior of Hypothesis 1 have a significant effect on diversity (β = .026) and quality (β = .927). Hypothesis 2, meal kit product selection attributes and satisfaction have a significant effect on convenience (β = .503) and price (β = .121). Third, in the purchasing behavior of Hypothesis 3, the purchasing behavior (β = .561) has a significant effect on satisfaction. Lastly, this study is expected to provide basic data for researchers performing meal kit product related research, and to provide a rationale for suggesting direction for product development in a food service company and using marketing strategies.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.212-229
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• 2020

'Live + Sale' is actively promoted in China and 'Wang-Hong', also known as Chinese internet celebrities are dominating this format of marketing strategy recently. They introduce products to consumers through live broadcasts, promote online shopping, and frequently evoke impulsive buying. Under this context, it is worth focusing on what factors influence impulse buying during Wang-Hong's live broadcast. This study investigated the impact of Wang-Hong characteristics on impulse buying behavior when watching live sales. Also, the mediating role of flow experience and viewing satisfaction was explored. Furthermore, we expected that the different live broadcast circumstances could have a different impact on flow experience, viewing satisfaction, and impulse purchase. A total of 242 Chinese women who have experience of viewing live sales were recruited through a Chinese research platform. The results revealed that Wang-Hong's trustworthiness and attractiveness positively affected the viewer's impulse buying directly, and indirectly through flow experience and viewing satisfaction, whereas expertise did not have any impact on impulse purchase. However, there were no significant differences between the two live broadcast circumstances. This research can enhance understanding of the impulse buying process during Wang-Hong's live sale and help brands come up with effective influencer marketing strategies using live sales.

• The Journal of the Korea Contents Association
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• v.9 no.1
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• pp.270-284
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• 2009

There is a big attention to digital convergence products(DCP) nowadays. However, consumers' response on the DCP is not always positive. These products may not match consumers' value and consumers may not know how to use them, because the DCP is generally innovative products. DCP marketers should learn that why consumers do not purchase them. Thus, this paper examines and identifies the consumers' purchase-avoiding psychological factors and antecedents on DCP. In detail, It is empirically checked that how the relationship between purchase-preventing factors such as complexity, incongruence, uncertainty, and unreasonability and purchase-avoiding psychological factors such as dissonance, innovation resistence, and perceived loss is. Also, these purchase-avoiding psychological factors' influence on the purchase-intention is empirically checked. As results, complexity and incongruence have an effect on the innovation resistence significantly. Uncertainty and unreasonability influence perceived loss variable. Unreasonability also influences consumers' cognitive dissonance variable. Additionally, cognitive dissonance have an influence on innovation resistence positively, and such innovation resistence influence consumer's purchase-intention negatively. Therefore, marketers should think twice about the roles of these purchase-preventing factors before launching.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.168-182
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• 2016

The domestic market for performances and concerts is rapidly growing. However, despite of the various efforts to attract audience, the market still struggles in securing consumers for classical music performances. In this context, the following thesis first explores the factors that determine the choice of performances through open-ended questions to categorize the types of consumers based on the results. Then, effects of different factors of choices for each type of consumer are studied to find out how these factors affect the consumers' purchasing decisions. As a result, 35 factors out of the 40 factors were ultimately confirmed as the factors that determine the consumers' choice for purchasing classical music performances. Then, the 35 factors were classified into seven categories. Moreover, an empirical analysis showed that personal factors, factors regarding contents of the performance, information factors, environmental factors and marketing factors had significant effects on the consumers' purchasing decisions. The degree of influence of the factors for each type of audience varied. This study conclusively seeks to contribute to developing a more thorough marketing strategies for performance arts institutions and performance venues.

• The Journal of the Korea Contents Association
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• v.18 no.7
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• pp.362-374
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• 2018

The purpose of this study is to examine the effect of product quality and value of perfume on purchase intention, and, as an antecedent, an empirical analysis was conducted regarding the effect of image characteristics of a perfume on the quality and value of perfume perceived by consumers, in order to study consumer behaviors towards perfume as a product and find issues related to development and sales of perfumes. The result shows that refreshingness and modernity influence perceived quality and value of perfume, while stimulation and romantic quality did not have an effect. Also, the perceived quality and value had an effect on purchase intention, with the former being more influential than the latter. This study is meaningful in two aspects: First, it is an empirical study of consumers' quality perception based on image characteristics. Second, it verified through empirical analysis that perceived quality is more influential than perceived value on perfume purchase intention of consumers. These findings suggest that consumers today, unlike consumers in the past who purchased perfume based on the brand, focus on quality when choosing a perfume. This study can help perfume companies realize the importance of having consumers perceive good quality of the product rather than relying on brand power.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.81-100
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• 2018

This study investigated the influential factor over the intention to buy autonomous driving car by applying extended technology acceptance model (TAM2). To this end, 117 ordinary persons experienced in driving car were analyzed by using SEM(Structural Equation Modeling). Analysis shows that the perceived usefulness and purchase intention is positively affected by social influence and recognized risk. It is found that perceived usefulness is not affected, but purchase intention is positively affected in the case of innovation. On the contrary, analysis shows that driving capability and car playfulness recognized by individual have no influence on the perceived easiness. Although the result that driving capability recognized by individual negatively affects perceived usefulness was not included in the study hypothesis, it was remarkable. Generalizing the above result, it is found that social influence, innovation and recognized risk as variables which affect the intention to buy autonomous car play the role of significant variable. This study is meaningful in that such result can foresee the perception of preliminary accommodators of new technology of the 4th industrial revolution, autonomous driving car.

• The Journal of the Korea Contents Association
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• v.11 no.9
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• pp.275-292
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• 2011

In this research, we executed a questionnaire survey targeting men and women in 20' or more who reside in the metropolitan area and have experienced purchasing the vehicles in order to study how Promotion Mix Activity affects Brand equity, and ultimately what kind of relation it has with Purchase intention. In the statistical process of collected data, we analyzed the data by using SPSS 12.0 for Windows statistical package and AMOS 7.0 program. As the result of analysis, first, when we analyzed the relation of the Promotion Mix Activity and Brand Equity of the companies, the more affirmative the assessment on the advertising activities of the companies was, the higher the brand popularity, royalty and image increased, And it appeared that as the assessment on PR activities of the companies got more affirmative, the brand popularity, image and royalty increased. Second, as the result of the analysis of the relation between salespersons' Promotion Activities and Brand assets, it appeared that salespersons' social capacity improved Brand awareness and royalty and their strategic capacity improved Brand awareness, royalty and image. Third, seeing the result of the analysis on the relation between Brand equity and Purchase intention, it was shown that Brand popularity had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and Brand royalty had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention. In addition, it appeared that Brand image had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and finally it could be known that Brand assets had a close correlation with Purchase intention.