• The Journal of the Korea Contents Association
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• v.21 no.1
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• pp.66-74
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• 2021

As femvertising has raised a great deal of attentions in Korea and abroad, femvertising which focuses on women's equality and empowerment has also brought much pubic attentions. Despite of much attentions, research on femvertising has been scarce. Thus, this study is designed to examine antecedents and consequences of attitude toward femvertising. For antecedents, this study proposes perceived congruence and perceived authenticity; as consequences, it proposes attitude toward brand, purchase intention, and e-word-of-mouth intention. A total of 278 college students participated in the study in return for course credits. Study results suggest that both perceived congruence and perceived authenticity are positively related to attitude toward advertising. In sum, when consumers perceive that femvertising messages are congruent with the company's brand image and the ad messages are authentic, positive attitude toward ads is likely to increase. Findings also suggest that attitude toward femvertising is positively related to attitude toward brand, purchase intention, and e-word-of-mouth-intention. In the last section of this paper, we discuss theoretical and practical implications..

• Knowledge Management Research
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• v.23 no.2
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• pp.253-276
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• 2022

Online reviews attract much attention because they play an essential role in consumer decision-making. Therefore, it is necessary to investigate the review attributes that affect the perceived helpfulness of consumers. However, most previous studies on the helpfulness of online reviews mainly focus on quantitative factors such as review volume and reviewer attributes. Recently, some studies have investigated the impact of review content and linguistic style matching on consumers' purchase decision-making. Those studies show that consumers consider additional review attributes when evaluating reviews in decision-making. To fill the research gap with existing literature, we investigated the impact of review content and linguistic style matching on review helpfulness. Moreover, this study investigated how the reviewers' expertise moderates the effect of the review content and linguistic style matching on the review helpfulness. The empirical results show that positive affective content has a negative effect on the review helpfulness. The negative affective content and linguistic style matching positively affect review helpfulness. Review expertise relieved the impact of negative affective content and linguistic style matching on review helpfulness. According to the mechanism confirmed in this study, online e-commerce companies can achieve corporate sales growth by identifying factors affecting review helpfulness and reflecting them in their marketing strategies.

• Annual Conference on Human and Language Technology
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• 2014.10a
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• pp.122-126
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• 2014

감성은 콘텐츠 구매과정에서 결정적인 요소로 작용하며, 영화 콘텐츠의 탐색/소비 과정에서도 콘텐츠 소비의 새로운 기준이다. 그러므로 본 연구에서는 콘텐츠의 내용과 감성을 반영하기 위한 감성분류체계를 제안하였다. 제안한 감성분류체계를 기반으로 사용자의 취향과 감성에 기반하여 콘텐츠를 분류/추천하여 개인화된 편성을 제공하는 것을 "감성 큐레이션"이라 정의하고, 이를 위한 감성기반 큐레이션 방법론을 기술하고 실험을 통해 추천 효과를 입증하였다. 큐레이션은 기존의 개인화 추천과 달리 고객 취향뿐만이 아닌, 신선함, 다양성을 제공할 수 있어야 하며, 상용 큐레이션 서비스에서는 실제 시청으로 연결되는 비율이 중요하다. 본 연구에서는 큐레이션 성능 평가를 위해 성향인지도, 신선도, 다양성에 기반한 만족도 설문조사 방법과 함께, 콘텐츠의 전체 시청률 대비 큐레이션을 통해 추천되어 증가된 시청률의 확대 비율인 Lift score 라는 새로운 평가 방법을 제안하여 그 효용성을 증명하였다.

• Journal of the Korea Society of Computer and Information
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• v.19 no.12
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• pp.257-266
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• 2014

In this paper, we propose the development of an eBook Service System based on VOD Broadcasting Contents(eBSS-VOD) which protects the illegal copy through the effective DRM strategy. Here, eBSS-VOD is composed of three sub-systems - eBook server management system, ePub Builder, and eBook App - according to the functional points of view. The eBook server management system operates to manage the eBooks, the encription keys, the VOD contents, the membership and the history of users' viewing log. The ePub Builder assists to produce eBooks by DRM strategy. The eBook App provides users with the utility services of VOD viewing and eBook purchase processing. The proposed eBSS-VOD, differently from the current eBook systems, helps to increase the users' interests in reading books and to motivate the users' purchasing needs and it also makes new distribution channel for eBooks based on VOD broadcasting contents through smart applications. We provides the differentiated eBook builder which are based on ePub3.0 and DRM strategy. Through empirical survey results on users' interests and purchase intention for eBooks, we show that the proposed eBSS-VOD has the comparative effects compared to the current systems.

• The Journal of the Korea Contents Association
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• v.16 no.10
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• pp.311-325
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• 2016

The communication via MIM(Mobile Instant Messenger) has unique characteristics; one of them is use of emoticons. Although using emoticons in MIM is getting a lot of attention from business fields and emoticons markets in MIM is growing rapidly, there are little researches focused on emoticons in MIM in consumer behaviors and marketing area. So, the purpose of this study is to fill this theoretical and practical gap. For this purpose, we explore the effect of and trust in MIM system and attitude toward use of emoticons on purchase intention to emotions in MIM. Our study used structural equation modeling analysis; the results showed that perceived benefits and perceived risk to MIM affected trust in MIM system significantly, more specifically, while perceived benefits affected trust in MIM system positively, perceived risk affected trust in MIM system negatively. We also found that perceived usefulness of emoticon in MIM and flow experience influenced attitude toward use of emoticons positively. Lastly, trust in MIM system and attitude toward use of emoticons had positive effect on purchase intention to emoticons in MIM. The implication and limitations of this study are also discussed.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.30-46
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• 2020

New media is rapidly changing with the recent development of the technology of transmitting, producing, editing, and sharing video information. This study investigates the effects of one person media broadcasting use motivation and social viewing on consumer attitudes toward brand, brand engagement, and purchase intention. It was fond that motives such as differentiation, social interaction with other viewers, mutual interaction with BJ, information-seeking, and new fun-seeking positively affected brand attitudes. Also, the same motives except fun-seeking positively affected brand engagement. Only mutual interaction with BJ and information-seeking were found to be positively related to purchase intention. Meanwhile, para-social relationships, social presence, and subjective norm positively influenced on brand attitudes and purchase intention each. Also, para-social relationships and social presence were positively related to brand engagement. Theoretical and practical implications, and suggestions for future studies are discussed in detail.

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.815-828
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• 2013

Recently internet shopping malls provide newer and more varied goods and services to meet the demand of their customers. And as new companies enter the on-line shopping mall business, competition in this specific market is getting stiffer. Therefore, to keep a more sustained relationship with their customers, internet shopping malls need to satisfy their customers with their goods and services and to make them loyal customers. Unlike bricks-and-mortar stores in real life, This study also aims to propose an on-line physical environment model, and to develop the existing on-line research into a physical environment. The physical environment is measured on the four dimensions and 4 measurement units and the on-line physical environment, trust, and purchasing decisions are also explained. This study makes contributions as follows. First, online physical environments contain theoretical syntheses and operational definition. Second, this study finds that trust is an important part of an on-line transaction. Third, this study provides an insight into some of the factors preceding purchasing decisions. Lastly, this study finds that the consumer's comprehension of the on-line environment has a considerable influence on trust and purchasing decisions.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.106-114
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• 2019

The study was conducted to investigate the effect of whole-wheat ratio and nutrition information provision on purchasing behavior and consumer intention among individuals in their twenties who lack calcium intake. In the end, this study aims to provide basic data on the development and marketing strategy of customized nutrition-reinforced snacks. Regarding whole wheat ratios, the acceptance of taste of whole wheat flour was highest in ZF but didn't seem significant difference with HF's. The familiarity of taste and flavor (P <0.001), purchase intention (p <0.001) and recommendation intention (p <0.001) were higher in order of ZF, HF and TF. Regarding information provision, familiarity of taste and flavor (P <0.05), purchase intention (p <0.05) and recommendation intention (p <0.05) were higher in order of detailed information group, non - information group and simple information group. Therefore, developing calcium-fortified biscuit, mixing whole wheat flour with normal flour might reduce consumer's resistance, Also, providing detailed information on the degree of fortification of calcium and dietary fiber might cause a synergistic effect on consumption.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.352-363
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• 2021

This study aimed to examine the different factors affecting the intention to purchase meal kits between at-home concept meal kits and eating-out concept meal kits. An online survey was conducted with 565 Korean participants including meal kit experienced (n=412) and non-experienced (n=153). Meal kits selection attributes were organized into five factors, health, price, environmental protection, convenience, and familiarity. To verify the hypothesis, SPSS Statistics 23 was used. The main results can be summarized as follows. First, in the case of the at-home menu, convenience(p < .01), environmental protection(p < .05), and familiarity(p < .01) show positive influences on willingness to buy. Second, for the eating-out menu, health(p < .001) and convenience(p < .001) have positive effects on willingness to buy, but familiarity(p<.01) has a negative effect. This is the first study to categorize the menu of meal kits and investigate each factor affecting willingness to buy. Therefore, the results can offer useful guidelines to meal kit marketers letting them know the consumers' purchase behaviors.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.291-308
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• 2022

The purpose of this study is to suggest an effective marketing method for product advertising. With regards to this, 148 copies of survey data were collected from consumers, and the hypothesis of this study was verified using SPSS 25.0. The results revealed that (1) Human Brand attractiveness had a positive effect on Human Brand attachment among the products of low involvement. (2) The uniqueness and the intimacy of Human Brand had a positive effect on Human Brand attachment among the products of high involvement. Through this study, the effect of reliability, expertise, attractiveness, uniqueness, and intimacy among human brand characteristics on human brand attachment, human brand attitude, and product purchase intention was confirmed, and it was also possible to confirm the difference in influence on human brand characteristics and purchase intention according to the product characteristics involved. This study has expanded the research scope of Human Brand, which has been studied mainly by entertainers and entrepreneurs, to sports stars and through empirical analysis, it has tried to identify influencing factors to improve purchasing intent based on high and low-contention characteristics of advertising products.