• The Journal of the Korea Contents Association
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• v.14 no.11
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• pp.143-153
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• 2014

The purpose of this study is to investigate the effect of factors related to consumer lifestyle and media usage on the adoption of Nscreen service, which is fundamentally changing both the competitive landscape for business and the daily lives of consumers. The data of 8,524 consumers used in this study were drawn from the first Korea Media Panel Study in 2012 of Korea Information Society Development Institute and the characteristics of adopters and non-adopters were compared. The study also aims to explore the usage pattern of Nscreen as well as antecedent variables that affect the innovative service usage. Logistic regression analysis shows various factors affects the acceptance of this innovation. This is only a first step in the important process of understanding the nature of relationship between consumer lifestyle and the adoption of Nscreen service. Gaining a comprehensive understanding of the drivers of Nscreen usage will help engineers and marketers to develop effective strategies that meet consumer needs for innovative services.

• Journal of Broadcast Engineering
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• v.17 no.6
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• pp.1014-1028
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• 2012

Recently, N-screen service and secondary device have gotten an attention from public. Also, we can experience N-screen service through various digital devices. N-screen means multimedia technology which can seamlessly consume multimedia content. Secondary device means auxiliary multimedia device which can consume content related to main content through adjunct connection to main device. Not only be electronic manufactures interested in N-screen technology and services but also digital devices applied for N-screen have been released. But it has limitation that user can only consume content to be purchased from content company server not device of user. This paper proposes the system that composes effective and various N-screen multimedia service through MPEG-4 LASeR (Lightweight Application Scene Representation) PMSI (Presentation and Modification of Structured Information) as international standard technology which can provide scene description including many instruction for dynamic update of scene.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.8 no.1
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• pp.1-7
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• 2008

In this paper, we developed digital TV commerce system using mobile device for multimedia service. This system combines TV and mobile device, and enables a TV viewer to purchase and download the multimedia contents such as songs and video programs onto the mobile devices instantly when the viewer watches the contents. Our system is different from the conventional TV commerce system in the sense that it combines digital TV and mobile device for better service, and the contents such as songs, videos and games are downloaded directly to the devices. Furthermore, our system's data flow is designed for utilizing cheaper network to save costs. We implemented this new service system, and in this paper, we describe the service in detail, comparing with conventional TV commerce system, and we present the architecture and preliminary implementation of the proposed system.

• Journal of Digital Convergence
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• v.18 no.9
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• pp.357-362
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• 2020

The purpose of this study is to propose an efficient user experience of integrated applications by comparing and analyzing the usability of existing cultural content applications in Seoul. The study method was based on seven components of the honeycom model to conduct an interview and analyze for user experience measurements of existing applications. The results of the study summarized them in three ways. First, we need to organize a wide variety of information into categories in an easy-to-understand way. Second, making it easy to purchase tickets within the application. Finally, it is necessary to recommend cultural content that is suitable for me. This research is expected to be used as a basis for the user experience of the Seoul City Cultural Content Integration application.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.1
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• pp.56-72
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• 2021

This study examines the effect of influencer characteristics (attractiveness, reliability, expertise, and intimacy) and consumer need satisfaction (autonomy, relatedness, and competence) on attachment to influencer, content flow, and purchase intention. The moderating effect of gender was also investigated. Survey data collected from 515 male and female Instagram users were submitted for analysis. The research findings are as follows. First, the reliability and intimacy of influencers had a positive effect on attachment to influencers whereas attractiveness and intimacy had positive effects on content flow. Second, the relatedness and competence that consumers felt during the use of influencer content had a positive effect on attachment to influencers whereas the autonomy had a positive effect on content flow. Third, the attachment to influencers increased the intention to purchase products introduced by influencers via content flow. Fourth, there were some gender differences in the relationships of attachment to influencer, content flow, and purchase intention. Implications were suggested based on the results.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.4
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• pp.155-164
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• 2020

This study measured the effect of PPL(Product Placement: PPL) in OTT(Over The Top) to search a new advertising revenue model according to the change of viewers' video content consumption patterns. On the first, by two research steps, the experiment was carried out using an eye-tracker and then a survey as the second step was administered asking subjects about their attitude about advertising messages, attitude about brand, and intention to purchase the brands used in the experiments. Specifically, the PPL materials used in the experiments were classified with three parts. This study has the meaning as approaching to the PPL research with new methodology by quantitatively access through the eye tracking of the subjects beyond the conventional qualitative measure that depends only on the memory of them. This research aims to find the possibility of indirect advertising as a new revenue model in the OTT environment.

• Journal of Digital Convergence
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• v.18 no.3
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• pp.49-57
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• 2020

Over time, the beauty industry has entered a mature industry and cannot survive unless it changes. In reality, the AR market for virtual experimental marketing is growing in the beauty industry, and global companies like FACEBOOK in the US are investing heavily in AR. Therefore, this study utilizes augmented reality technique to find out how the experience of using AR application affects female consumers' satisfaction and how they feel. This study will focus on how the relationship with purchase intention is mediated. In addition, we will help to suggest the development direction of augmented reality with makeup by analyzing the overall factors at the time when new technology, augmented reality marketing is becoming active.

• Information Systems Review
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• v.22 no.1
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• pp.91-111
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• 2020

E-book markets are currently moving through a period of disequilibrium as new pricing structures (i.e., flat-fee subscriptions) are rapidly embraced by major vendors. On the basis of a novel dataset, we investigate how the availability of "all-you-can-read" pricing programs influences consumers' tariff choice and contract renewal behaviors. Consistent with the rational choice framework, the findings suggest that most e-book consumers significantly gain from subscription-based tariffs. Power readers prefer flat-fee subscriptions, and those that have economically benefited renew their subscription. However, we also find some other intriguing results. Among the three subscription designs examined, the 1-week plan affords consumers more economic benefits than do 1-day or 1-month programs. Finally, iOS users are more inclined to select subscription models than are Android users because of the absence of in-app purchase functionalities for the former. The unavailability of in-app purchase affects tariff choices and transaction patterns as it increases transaction costs.

• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.527-541
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• 2020

Consumers' favorable attitude toward ethical brands, and the rise of ethical consumers, is a recent global trend. Nevertheless, prior studies have emerged that favoring ethical products does not necessarily lead to consumers' purchase. Focusing on this, authors attempted to explore what perceptions of the brand lead to purchase behavior. Three experiments were conducted for this purpose. Results are as follows. First, even in ethical products, consumers choose the product when it is perceived as more ethical. This tendency has been shown for both eco-friendly type and donation type products. Second, when there was no noticeable difference in ethicality, ethical consumers consider brand reputation as an important factor in choice. Third, results remains regardless of consumer individual characteristics (consumer altruism, conspicuousness). Note that, unexpectedly, the underdog effect was not observed among altruistic consumers. Several implications, limitations of research, and suggestions for future research were discussed.

• The Journal of the Korea Contents Association
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• v.6 no.11
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• pp.182-189
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• 2006

Consumers can choose suitable shoes for their feet in off-line shopping. However, in on-line shopping, because they can not wear shoes, compare to the off-line shopping, there are many problems in internet shopping. And the solution of user-oriented internet shopping is development of new type of prototype which is accessible to user and to offer visual information through 3D-virtual reality. We made this Prototype that the consumer can measure their own shoes size. And the consumer can print out their foot size in the internet database and measure their own foot size and type. And we maximized the visual experience though it is indirect and then we wanted to overcome a emotional experience in the real world. we visualized first, 'the softness' of shoes meterial, second 'the drainage' in the realtion of shoes meterial and water, third 'the close adhesion' in the realtion of shoes and consumer's their own foot and last 'the elasticity' in the relation of the shoes outer sole and surface. The result of this research can solve the problem in the existing on-line shoes' shop and it will become an alternative plan. And this prototype just will not become the localization at the on-line shoes' shop. In true sense, it will be an important example in the whole internet industry.