• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.408-422
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• 2021

In this study, the relationship between trust and purchase intention, which is an outcome variable, was empirically verified by discovering the trust-forming factors of anti-aging products and developing measurement variables. In addition to the existing trust-forming factors such as perceived quality, perceived reputation, brand recognition, and customization, a newly discovered factor is 'accredited certification'. Since the anti-aging industry in Korea is an industry that directly affects consumer health, it was determined that the existing trust-forming factors had limitations in building consumer trust, and a new measure was discovered. This study conducted a survey on anti-aging product consumers and analyzed the solidity and relationship of the questions. As a result of the analysis, it was found that perceived quality, brand recognition, customization, and accredited certification among the anti-aging product trust-forming factors had a positive (+) effect on trust, and perceived reputation had a negative (-) effect on trust. appeared to affect It was found that there was a positive (+) effect between trust and purchase intention, which are the trailing variables. This study proved the meaningful relationship between trust-forming factors and trust by strategically developing and empirically and practically examining meaningful and effective trust-forming factors and measurement items. At the same time, this study is expected to significantly contribute to the establishment of marketing strategies related to anti-aging products in the future by discovering key factors for forming trust that are important for marketing in the anti-aging industry.

• The Journal of the Korea Contents Association
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• v.19 no.6
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• pp.368-378
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• 2019

This study examined the differences of importance and performance perception level among the food & beverage festival attributes of visitors participating 'Daegu Chimac Festival' and also conducted importance-performance analysis (IPA) of food & beverage festival Attributes. The results were as follows: firstly, food & beverage festival attributes were grouped into four factors such as 'sanitation environment', 'food taste and variety', 'food quality and supplementary service' and 'food purchase convenient.' Secondly, the 4 factors and 21 items of festival attributes showed statistically significant differences in their levels of importance and performance. Finally, results of the questionnaire survey of 322 visitors at '2018 Daegu Chimac Festival' indicated that 'food purchase convenient' and 'food taste and variety' were important to visitors and had high performance. Although attributes related to 'food quality and supplementary service' had an low importance and low performance, and also 'sanitation environment' had an low importance and high performance in the IPA results, they were identified as the key determinants affecting food & beverage festival' success.

• Journal of International Area Studies (JIAS)
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• v.14 no.4
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• pp.79-106
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• 2011

The cultural contents industries have moved closer to the centre of the economic action in many countries and across much of the world. For this reason, the concern with the development of glocal cultural contents has also been growing. According to Goldman Sock's BRICs report, Indian economy will be the engine of global economy with China. In addition, India will be a new blue chip country for large consumer market of cultual contents. The most important point for the development of glocal cultural contents is a systematic and in-depth analysis of other culture. India is a complex and multicultural country compared with Korea which is a nation-state. Therefore, this paper is intended as an understanding about India appropriately and suggestion for a strategy to enter cultural industry in India. As the purpose of this paper is concerned, we will take a close look at 9 Indian culture codes which can be classified into three main groups: 1) political, social and cultural codes 2) economic codes 3) cultural contents codes. Firstly, political, social and cultural codes are i) consistent democracy and saving common people, ii) authoritarianism which appears an innate respect for authority of India, iii) Collective-individualism which represents collectivist and individualistic tendency, iv) life-religion, v) carpe diem. Secondly, economic culture codes are vi) 1.2billion Indian people's God which represents money and vii) practical purchase which stands for a reasonable choice of buying products. Lastly, viii) Masala movie and ix) happy ending that is the most popular theme of Masala movies are explained in the context of cultural content codes. In conclusion, 3 interesting cases , , will be examined in detail. From what has been discussed above, we suggest oversea expansion strategy based on these case studies. Eventually, what is important is to understand what Indian society is, how Indian society works and what contents Indian prefers.

• Journal of Venture Innovation
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• v.7 no.1
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• pp.1-15
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• 2024

This study aims to elucidate the characteristics of big tech platform companies' sports content business in an environment of rapid digital transformation. Specifically, this study examines the market structure of big tech platform companies with a focus on Amazon, revealing the role of sports content within this structure through an analysis of Amazon's sports marketing business and provides an outlook on the sports content business of big tech platform companies. Based on two-sided market platform business models, big tech platform companies incorporate sports content as a strategy to enhance the value of their platforms. Therefore, sports content is used as a tool to enhance the value of their platforms and to consolidate their monopoly position by maximizing profits by increasing the synergy of platform ecosystems such as infrastructure. Amazon acquires popular live sports broadcasting rights on a continental or national basis and supplies them to its platforms, which not only increases the number of new customers and purchasing effects, but also provides IT solution services to sports organizations and teams while planning and supplying various promotional contents, thus creates synergy across Amazon's platforms including its advertising business. Amazon also expands its business opportunities and increases its overall value by supplying live sports contents to Amazon Prime Video and Amazon Prime, providing technical services to various stakeholders through Amazon Web Services, and offering Amazon Marketing Cloud services for analyzing and predicting advertisers' advertising and marketing performance. This gives rise to a new paradigm in the sports marketing business in the digital era, stemming from the difference in market structure between big tech companies based on two-sided market platforms and legacy global companies based on one-sided markets. The core of this new model is a business through the development of various contents based on live sports streaming rights, and sports content marketing will become a major field of sports marketing along with traditional broadcasting rights and sponsorship. Big tech platform global companies such as Amazon, Apple, and Google have the potential to become new global sports marketing companies, and the current sports marketing and advertising companies, as well as teams and leagues, are facing both crises and opportunities.

• KIPS Transactions on Software and Data Engineering
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• v.4 no.6
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• pp.253-260
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• 2015

When we buy items in online stores, it is common to face recommended items that meet our interest. These recommendation system help users not only to find out related items, but also find new things that may interest users. Recommendation system has been widely studied and various models has been suggested such as, collaborative filtering and content-based filtering. Though collaborative filtering shows good performance for predicting users preference, there are some conditions where collaborative filtering cannot be applied. Sparsity in user data causes problems in comparing users. Systems which are newly starting or companies having small number of users are also hard to apply collaborative filtering. Content-based filtering should be used to support this conditions, but content-based filtering has some drawbacks and weakness which are tendency of recommending similar items, and keeping history of a user makes recommendation simple and not able to follow up users preference changes. To overcome this drawbacks and limitations, we suggest weighted window assisted user history based recommendation system, which captures user's purchase patterns and applies them to window weight adjustment. The system is capable of following current preference of a user, removing useless recommendation and suggesting items which cannot be simply found by users. To examine the performance under user and data sparsity environment, we applied data from start-up trading company. Through the experiments, we evaluate the operation of the proposed recommendation system.

• Trans-
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• v.10
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• pp.73-113
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• 2021

Previous studies show that VR images can influence consumers' attitudes and behaviors by evoking imagination. In this study, we introduce a reality-based closed-loop 3D image (hereafter Virtualgraph). Then we try to see whether such image would increase evocativeness in a mobile commerce environment and whether higher telepresence of the visual image of a product can increase the purchase intention of that product. In order to find the above, we developed a model comprised of constructs containing telepresence, perceived value price, perceived food quality, and vividness of visual imagery questionnaire (VVIQ). We used Virtualgraph application to conduct an experiment, and then conducted an interview as well as a survey. As results of the experiment, survey and interview, we found the followings. First, users evoke imagination better with Virtualgraph than with still images. Second, increased evocativeness affects purchase intention if the perceived quality of fresh food product is satif actory. Third, increased evocativeness makes users value products higher and do even much higher when the perceived quality of fresh food product is good. From the interview, we could find that the experimental group had higher purchase intentions and perceived products as more expensive ones. Also, they perceived images of products clearer and more vivid than did the control group. We also discuss the strategic implications of using Virtualgraph in mobile shopping malls.

• Journal of Intelligence and Information Systems
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• v.22 no.3
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• pp.165-183
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• 2016

Over the past decade, there has been a rapid diffusion of technological devices and a rising number of various devices, resulting in an escalation of virtual reality technology. Technological market has rapidly been changed from smartphone to wearable devices based on virtual reality. Virtual reality can make users feel real situation through sensing interaction, voice, motion capture and so on. Facebook.com, Google, Samsung, LG, Sony and so on have investigated developing platform of virtual reality. the pricing of virtual reality devices also had decreased into 30% from their launched period. Thus market infrastructure in virtual reality have rapidly been developed to crease marketplace. However, most consumers recognize that virtual reality is not ease to purchase or use. That could not lead consumers to positive attitude for devices and purchase the related devices in the early market. Through previous studies related to virtual reality, there are few studies focusing on why the devices for virtual reality stayed in early stage in adoption & diffusion context in the market. Almost previous studies considered the reasons of hard adoption for innovative products in the viewpoints of Typology of Innovation Resistance, MIR(Management of Innovation Resistant), UTAUT & UTAUT2. However, product-based antecedents also important to increase user intention to purchase and use products in the technological market. In this study, we focus on user acceptance and resistance for increasing purchase and usage promotions of wearable devices related to virtual reality based on headgear products like Galaxy Gear. Especially, we added a variables like attitude confidence as a dimension for user resistance. The research questions of this study are follows. First, how attitude confidence and innovativeness resistance affect user intention to use? Second, What factors related to content and brand contexts can affect user intention to use? This research collected data from the participants who have experiences using virtual rality headgears aged between 20s to 50s located in South Korea. In order to collect data, this study used a pilot test and through making face-to-face interviews on three specialists, face validity and content validity were evaluated for the questionnaire validity. Cleansing the data, we dropped some outliers and data of irrelevant papers. Totally, 156 responses were used for testing the suggested hypotheses. Through collecting data, demographics and the relationships among variables were analyzed through conducting structural equation modeling by PLS. The data showed that the sex of respondents who have experience using social commerce sites (male=86(55.1%), female=70(44.9%). The ages of respondents are mostly from 20s (74.4%) to 30s (16.7%). 126 respondents (80.8%) have used virtual reality devices. The results of our model estimation are as follows. With the exception of Hypothesis 1 and 7, which deals with the two relationships between brand awareness to attitude confidence, and quality of content to perceived enjoyment, all of our hypotheses were supported. In compliance with our hypotheses, perceived ease of use (H2) and use innovativeness (H3) were supported with its positively influence for the attitude confidence. This finding indicates that the more ease of use and innovativeness for devices increased, the more users' attitude confidence increased. Perceived price (H4), enjoyment (H5), Quantity of contents (H6) significantly increase user resistance. However, perceived price positively affect user innovativeness resistance meanwhile perceived enjoyment and quantity of contents negatively affect user innovativeness resistance. In addition, aesthetic exterior (H6) was also positively associated with perceived price (p<0.01). Also projection quality (H8) can increase perceived enjoyment (p<0.05). Finally, attitude confidence (H10) increased user intention to use virtual reality devices. however user resistance (H11) negatively affect user intention to use virtual reality devices. The findings of this study show that attitude confidence and user innovativeness resistance differently influence customer intention for using virtual reality devices. There are two distinct characteristic of attitude confidence: perceived ease of use and user innovativeness. This study identified the antecedents of different roles of perceived price (aesthetic exterior) and perceived enjoyment (quality of contents & projection quality). The findings indicated that brand awareness and quality of contents for virtual reality is not formed within virtual reality market yet. Therefore, firms should developed brand awareness for their product in the virtual market to increase market share.

• Journal of Digital Convergence
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• v.12 no.9
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• pp.335-341
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• 2014

Due to the expiration of the 3D printer's patent, the articles covering the market activation and bright prospects for the future industry are being released. What are the requirements for the 3D printer to become popular like a general printer? To get the answer, on-line survey was performed for the activation of 3D printer. As a result, tit is observed that he public prefers creative printer and figure, and prefers to use through pay or free download rather than designing digital blueprint, which is output data. For the activation and popularization of 3D printer, figure is familiar to the public who are frequently exposed to image media contents, and it also has motivation factor to use and purchase 3D printer. For distribution of digital blueprint of figure content, the preparation of related law and regulation and activation of online market would be of help for activation of 3D printer.

• Journal of Digital Contents Society
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• v.15 no.2
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• pp.289-300
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• 2014

Cloud computing helps users to save a significant amount of cost that is related to infrastructure investment, management, and maintenance. In this paper, we study the conversion planning from campus legacy web servers into an integrated cloud computing web server system. We also analyze the conversion profit when campus web servers are integrated into a cloud computer. We first investigate the cost of legacy system model of campus web servers operated by individual laboratories, departments, institutes and so on. Next, we set up a cloud computer model for the integrated web services meeting the same performance requirements. Then, we derive the conversion profit. From the result of the derivation, we see that the conversion can be effectively applied to and adopted by mid or large sized campuses and similar institutions that provide web services.

• Journal of Digital Contents Society
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• v.14 no.4
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• pp.419-428
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• 2013

Real-time accessibility and agility are required in u-commerce under ubiquitous computing environment. Most of the existing recommendation techniques adopt the method of evaluation based on personal profile, which has been identified with difficulties in accurately analyzing the customers' level of interest and tendencies, as well as the problems of cost, consequently leaving customers unsatisfied. Researches have been conducted to improve the accuracy of information such as the level of interest and tendencies of the customers. However, the problem lies not in the preconstructed database, but in generating new and diverse profiles that are used for the evaluation of the existing data. Also it is difficult to use the unique recommendation method with hierarchy of each customer who has various characteristics in the existing recommendation techniques. Accordingly, this dissertation used the implicit method without onerous question and answer to the users based on the data from purchasing, unlike the other evaluation techniques. We applied FRAT technique which can analyze the tendency of the various personalization and the exact customer.