• Digital Contents
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• no.4 s.95
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• pp.30-33
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• 2001

과거 기업들의 정보기반은 제품을 대량생산하던 시기에 맞는 체제였으며, 당시와 같이 제품의 종류가 적고 시장환경을 세밀하게 분류할 필요가 없었던 시기에는 구매패턴이 반복적이고 제품수명주기가 일정했다. 그러나 현대는 다품종 소량생산의 시대일뿐만 아니라 서비스와 정보 또한 상품화되었으며, 고객의 눈높이는 더욱 높아만 가고 있는 실정이다.

• International Commerce and Information Review
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• v.19 no.3
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• pp.129-150
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• 2017

The Hallyu, or Korean Wave, has recently been proliferating around the world focusing on Asia. With the development of China's economy and the improvement of their people's living standards, Chinese consumption has been growing quickly. In cosmetic industry, Chinese consumers tend to prefer international brands including Korean cosmetics. There are various ways for Chinese consumers to purchase international brand cosmetics. One of them is overseas purchase via buying agent. This study is designed to exam various determinants of the overseas purchase. Based on empirical findings, product price and functionality can play an important role in terms of the overseas purchase. Also, moderating effects of an external factor(importing country's favorability) was empirically investigated. The results of SEM(Structural Equation Modeling) show that the relationship between consumer openness and overseas purchase via buying agent can be positively moderated by the favorability.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.17 no.2
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• pp.39-44
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• 2017

In this study, we compared the perception of absolute purchase of equipment for broadcasting equipment purchasing demand according to the rapid change of domestic content production and distribution method, and the degree of information such as technical reliability and system stability of domestic broadcasting equipment perceived by consumer The effects were analyzed through a research model. Due to the lack of existing research data on broadcasting equipment demand, we conducted in depth interviews with surveys of broadcasting equipment and surveys. As a result of analysis, compared to foreign equipments, there are many cases of purchase of domestic equipments, systems, and block purchases. To improve the preference and satisfaction of Korean broadcasting equipment, which is recognized by domestic demand for broadcasting equipment, it is urgent to improve the technical reliability and to develop core key equipment and to expand the demand of domestic equipment limited to small power transmitter antenna and monitor equipment. It is urgent to develop in order to develop overseas and to support the domestic market to secure the domestic market.

• Information Systems Review
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• v.25 no.4
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• pp.67-87
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• 2023

Many online shopping sites now offer personalized recommendation systems to improve consumers' shopping experiences by lowering costs (time, cost, etc.), catering to consumers' tastes, and stimulating consumers' potential shopping needs. So far, domestic and foreign research on the personalized recommendation system has mainly focused on the field of computer science, which is advantageous for obtaining accurate personalized recommendation results for users but difficult to continuously track the users' psychological states or behavioral intentions. This study attempted to investigate the effect of the characteristics of the personalized recommendation system in the online shopping environment on consumer perception and purchase intention for consumers using the Stimulus-Organism-Response (S-O-R) model. The analysis results adopted all hypotheses on the effect of the quality of the personalized recommendation system and information quality on trust and perceived value. Through the empirical results of this study, the factors influencing consumers' use of personalized recommendation system can be identified. In order to increase more purchase, online shopping companies need to understand consumers' tastes and improve the quality of the personalized system by improving the recommendation algorithm thus to provide more information about products.

• Korean Journal of Communication Studies
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• v.22 no.2
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• pp.89-121
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• 2014

In order to suggest a strategy for continuous growth of webtoon, this article examined webtoon usage motivation and tried to make a prediction about culture content products and services connected with webtoon, including intention for viewing movies, based on webtoon; intention for switching to paid webtoon content, and intention for buying webtoon character products. From the point of view of Uses and Gratification Theory intentions for using webtoon and human sociocultural behavior intention are already predicted but with the usefulness of Theory of Planned Behavior Integrated Model this study extended the explanation power of prediction about webtoon related behavioral intention. Results found 5 motivational factors for webtoon usage i.e. 'seeking information', 'entertainment and access availability', 'webtoon genre characteristics', 'influence from a friend or acquaintance', and 'escapism and tension release'. Among them the ones that influenced the intention for viewing movies, based on webtoon, were found to be 'webtoon genre characteristics', 'escapism and tension release' and the 3 variables from Theory of Planned Behavior. 'Seeking information', 'entertainment and access availability', 'webtoon genre characteristics', and all the 3 variables from Theory of Planned Behavior were found to influence the intention for switching to paid webtoon content. The intention for buying webtoon based character products was affected by the motivational factors 'seeking information', 'escapism and tension release' and the behavior and subjective norms variables from Theory of Planned Behavior. Based on the uncommon results from the research several suggestions were made for the continuous growth of webtoon.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.465-473
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• 2012

The mobile devices and cloud computing technology introduced new content services such as N-Screen service. The DRM techniques have been developed to support interoperability and multi-platform for new environment of content service. Nevertheless, it is still inconvenient for the consumers to purchase a new DRM-supported device or to migrate some purchased contents into new device due to the change of the subscription of service. Therefore, in this paper, cloud-based DRM model which is referred as DRMaaS (DRM-as-a-Service) model, is proposed to allow the consumer to freely use and move some DRM-protected contents in various smart devices regardless of subscription of service.

• 한국벤처창업학회:학술대회논문집
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• 2017.08a
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• pp.49-54
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• 2017

웹 기술의 발전과 스마트폰 이용자 수의 증가는 소비자와 기업 간의 관계를 혁신적으로 변화시키고 있다. 기업이나 공공기관들은 고객들과 커뮤니케이션 효과를 극대화 하기 위해 새로운 크로스미디어 플랫폼으로 등장한 소셜미디어를 적극적으로 활용하고 있다. 블로그, 페이스북, 인스타그램 등 더욱 다양하지고 변화의 속도가 빨라지는 소셜미디어 트렌드 속에서 기업들은 채널의 특성에 따라 어떠한 콘텐츠가 소비자에게 만족과 구매에 중요한 영향을 미치는지 체계적인 분석과 운영전략이 필요한 실정이다. 본 연구에서는 기업 마케팅의 활용 관점에서 블로그와 SNS 채널 특징에 따라 콘텐츠 유형의 만족도를 비교 분석하고, 이용자의 개인 특성에 따라 채널별로 어떠한 차이가 있는지에 관한 전략적 틀과 시사점을 제시하고자 한다. 이를 위해 소비자와 판매자 간의 커뮤니케이션 방법에 따라 소셜미디어 콘텐츠를 홍보성, 정보성, 소통성 유형으로 구분하여 블로그 페이스북, 인스타그램의 소셜미디어 채널별로 소비자 만족도를 조사하고자 한다. 또한, 인터넷 이용자의 개인 특성에 따라 선호하는 SNS 콘텐츠 유형이 다를 수 있음에 착안하여 SNS를 이용하는 사용자의 특성을 네 가지 형태로 분류하고 특성에 따른 만족도의 영향관계를 분석하였다. 본 연구 결과를 통해 다양한 소셜미디어 채널을 활용하고자 하는 기업들에게 효율적인 SNS 마케팅 전략구축 방안과 인터넷 이용자 특성을 고려한 콘텐츠 활용 방안에 대한 시사점을 제시하였다.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.271-280
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• 2020

The use of multiple celebrity endorsement is a common practice in advertising campaigns. However, little research has been conducted on the effects of multiple celebrity endorsement. In particular, the current study is designed to delve into what factors influence the effects of multiple celebrity endorsement. Portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit are three factors that affect a consumer's attitude toward the ad, the endorsed brand, and the purchase intention in the context of multiple celebrity endorsement. Study findings suggest that portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit positively affect attitudes toward the ad. In addition, as shown in the modified model, covariance among these three variables was found. Practical and theoretical implications were also discussed.

• The Journal of the Korea Contents Association
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• v.10 no.6
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• pp.43-48
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• 2010

Useful emails influence on consumers' purchase behavior and activate them to visit retail stores. Regular contact with consumers by e-mail has positive effects on brand loyalty. However, email marketing has a limitation. Spam now accounts for over half of all e-mail traffic. The increase of email users has resulted in the dramatic increase of spam emails during the past few years. In this paper, we proposed an ontology-based system offering personalized email services to overcome such limitation. Our method is not the ontology-driven spam filtering, but a personalized content service considering personal interests and relations among people by using FOAF and domain ontologies. Our system was successfully tested in email marketing domain.

• The Journal of the Korea Contents Association
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• v.1 no.1
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• pp.41-50
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• 2001

Electronic commerce offers the opportunity to integrate and optimize the global production and distribution supply chain. Rapid response to changes in demand and customer preference, and the ability to exploit new technologies, are becoming critical. The computer of the various corporations communicate with each other to determine the price and the availability of the components, to place and confirm orders, and to negotiate delivery time scales. In this paper, We describe a trading system that is based on mobile agent technology, called aglet. Aglets for the buyer and sellers are dispatched to the various marketplace, where they negotiate autonomously orders and deliveries, returning to the buyer and seller with their best deals for approval. We show that the electronic commerce system is feasibly built by using the Java aglet technology to demonstrate for simulating a traditional retail marketplace.