• International Journal of Advanced Culture Technology
• /
• v.8 no.2
• /
• pp.116-128
• /
• 2020

In this study, we introduce a multi-modal mixed reality (MR) application for advertising the main touristic landmarks on Jeju Island, and evaluate its effectiveness based on the Technology Acceptance Model (TAM) with a focus on the user's involvement in Korean culture (K-Culture). Specifically, we deployed several stimuli to enable users to retrieve information, visualize a variety of heritage content such as text, images, videos, virtual artifacts, and immerse in a VR environment to experience the heritage locations. The results of the online survey with 436 participants showed that for consumers with low K-Culture involvement, Perceived Usefulness and Perceived Ease-of-Use did not affect their Intention to Visit the island. Still, it had a significant impact on their Intention to Use the application. On the other hand, for the group with high K-Culture involvement, Perceived Usefulness had no effect on the Intention to Use and Intention to Visit. However, Perceived Ease-of-Use had a significant impact on their Intention to Use the application and Intention to Visit Jeju Island. Therefore, when user involvement in K-Culture is high, convenience of use has played a significant role in sensory media usage and the intention to visit, regardless of the usefulness of the mixed reality content. In contrast, users with low K-Culture involvement primarily focused on the functional aspects of the application. These findings open the path for follow-up studies on K-Culture involvement and immersive media tourism marketing, which will benefit digital tourism marketing and Korea's tourism industry.

• The Journal of the Convergence on Culture Technology
• /
• v.4 no.4
• /
• pp.267-272
• /
• 2018

Today, SNS exists as the most influential medium. A variety of designs are being produced in the context of numerous SNS marketing designs and the increasing exposure of ads to SNS and portal sites. Recognizing the current status of sns advertising design, which is heating up more than a decade ago, we will study strategies to introduce an important part of education to be conducted in universities and the current way in which it is used and produced. Modern SNS marketing designs include promotional posters, card news, and banner ads, and are evolving into various forms and content that are combined with advertisements. In communicating or sharing information, the importance of real-time advertising product work and the saving of caustic costs are important. This requires a diversification of university education, as well as a change in quality and speed of production. When the graduates of SNS Design Production Education Development Plan and design work were carried out, they conducted a study on the education section where real-time work is possible to proceed to the industrial field. Through this research, we would like to consider the development of SNS marketing design personnel and the practical implications of training methods.

• The Journal of the Convergence on Culture Technology
• /
• v.7 no.4
• /
• pp.659-665
• /
• 2021

Short video applications (e.g., TikTok, YouTube shorts) are growing quickly in terms of active users and usage time. Of course, advertising industry is utilizing the app as AD channel. The current study, however, argues that the effectiveness of ADs in short video apps are not articulated well and that precise research for measuring the effect is required. In this context, this study measured the effects of storytelling ad types(reality, parody, creative) and message sensation value(high vs. low level) on story transportation. The notable finding is that when creative storytelling ad type which requires more cognitive resources than other two types meets high level of message sensation value, ad viewers could reach cognitive overload state which induced low effectiveness of ad. As its result, the effectiveness of AD reduced. More specific theoretical discussion and suggestions for advertising producers are described.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.6
• /
• pp.209-215
• /
• 2023

The untact environment brought about by the global pandemic has emerged as a new driving force for the matured social media market. In the post-coronavirus era, there arises a pivotal need for foundational data to reconfigure the operations and utilization strategies of social media. Using data from the 2022 Korean Media Panel Survey, this study compared sociodemographic and personality factors between social media non-users and users, and examined how these factors influenced social media usage time. The findings indicate differences between social media non-users and users in terms of gender, age, education level, income level, employment status, marital status, openness to experience, conscientiousness, extraversion, and neuroticism. Usage time of social media is influenced by gender, age, income level, employment status, conscientiousness, and agreeableness. These results are anticipated to enhance the understanding of users and their usage behaviors for stakeholders in the social media market as they confront a potential second leap forward.

• Journal of the Korean Operations Research and Management Science Society
• /
• v.39 no.1
• /
• pp.29-48
• /
• 2014

The recent keyword advertising does not reflect the individual customer searching pattern because it is focused on each keyword at the aggregate level. The purpose of this research is to observe processes of customer searching patterns. To be specific, individual deal-proneness is mainly concerned. This study incorporates location as a control variable. This paper examines the relationship between customers' searching patterns and probability of purchase. A customer searching session, which is the collection of sequence of keyword queries, is utilized as the unit of analysis. The degree of deal-proneness is measured using customer behavior which is revealed by customer searching keywords in the session. Deal-proneness measuring function calculates the discount of deal prone keyword leverage in accordance with customer searching order. Location searching specificity function is also calculated by the same logic. The analyzed data is narrowed down to the customer query session which has more than two keyword queries. The number of the data is 218,305 by session, which is derived from Internet advertising agency's (COMAS) advertisement managing data and the travel business advertisement revenue data from advertiser's. As a research result, there are three types of the deal-prone customer. At first, there is an unconditional active deal-proneness customer. It is the customer who has lower deal-proneness which means that he/she utilizes deal-prone keywords in the last phase. He/she starts searching a keyword like general ones and then finally purchased appropriate products by utilizing deal-prone keywords in the last time. Those two types of customers have the similar rates of purchase. However, the last type of the customer has middle deal-proneness; who utilizes deal-prone keywords in the middle of the process. This type of a customer closely gets into the information by employing deal-prone keywords but he/she could not find out appropriate alternative then would modify other keywords to look for other alternatives. That is the reason why the purchase probability in this case would be decreased Also, this research confirmed that there is a loyalty effect using location searching specificity. The customer who has higher trip loyalty for specificity location responds to selected promotion rather than general promotion. So, this customer has a lower probability to purchase.

• The Journal of the Convergence on Culture Technology
• /
• v.6 no.3
• /
• pp.83-90
• /
• 2020

Recently, a growing number of copyright infringement websites have illegally copied and posted works such as broadcasting, movies and music, and posted advertisements to make profits. The research is aimed at finding solutions by analyzing the current status of advertisements on copyright infringement websites. The results of this study are as follows. First of all, there are many advertisements harmful to teenagers, such as casinos, betting, games, adult products, and adult meeting, which is necessary to deal with. Secondly, there were many unethical advertisements on copyright infringement websites, but there were also many advertisements from famous companies. Advertisements from large companies and famous brands are also being executed continuously, which can create trust in illegal sites. Therefore, the government, advertisers, citizens, and academia should participate in a campaign to root out the use of illegal websites because it is impossible to eradicate them by crackdown alone. In this paper, we pointed out the practical problems of advertising execution, the main source of revenue for copyright infringement websites, and presented a comprehensive solution.

• The Journal of the Convergence on Culture Technology
• /
• v.1 no.2
• /
• pp.71-75
• /
• 2015

Smart City for establishing mutual communication for next-generation digital signage technology attracting attention in the tele screen service is being spread. In recent years, the state of the surrounding circumstances of the user-to-user information such as situation-based, bi-directional communication by collecting and analyzing the possible interactive tele-screen services. This study suggests the value of smart city services platform, standardization trends, domestic, and international marketability analysis information. Tele-screen service technology is able to be a high-level administrative services, and further domestic e-government technology can be spread all over the world.

• East Asian Journal of Business Economics (EAJBE)
• /
• v.3 no.4
• /
• pp.5-8
• /
• 2015

In addition to the increased used for smart phones daily, various characteristics and problems for social commerce have been drawn attention recently, and also, have been analyzed by various impact factors which were given to the purchasing behaviors of consumers through social commerce. The study investigated consumers' use of social commerce based on SNS by using articles of Fair Trade Commission, Korea Consumer Agency and so on. As a result, cost reduction characteristics of social commerce, the impulse buy, and to understand in Review effect, latest mobile shopping growth of increases explosively, market by market conditions to move from offline to online, the social commerce it was found to have a significant impact on the time of the purchase of the consumer. In addition, the study has discussed the results of the significance and limitation. With those things, they can be a suggestion for future research. More than half of the consumers were satisfied with social commerce. The consumers made use of social commerce 1 or 2 times a month and when they were watching banner advertising. In detail, food and beverage tickets such as restaurants, café and bars occupied 35%, and they showed the highest. 'We-make-price', 'Ticket Monster' and 'Coupang' were used to investigate as representative social commerce companies.

• International Journal of Advanced Culture Technology
• /
• v.4 no.2
• /
• pp.7-18
• /
• 2016

The first D2C-era web-real variety show in Korea was broadcast via tvN of CJ E&M. The web-real variety program 'SinSeoYuGi' accumulated 54 million views, along with 50 million views at the Chinese portal site QQ. This study carries out an analysis using text mining that extracts portal site blogs, twitter page views and associative terms. In addition, this study derives viewers' response by extracting key words with opinion mining techniques that divide positive words, neutral words and negative words through customer sentiment analysis. It is found that the success factors of the web-real variety were reduced in appearance fees and production cost, harmony between actual cast members and scenario characters, mobile TV programing, and pre-roll advertising. It is expected that web-real variety broadcasting will increase in value as web contents in the future, and be established as a new genre with the job of 'technical marketer' growing as well.

• Journal of the Korean Society of Costume
• /
• v.33
• /
• pp.201-215
• /
• 1997

The purpose of this study was to investigate the actual state and problems of outlet stores. And examine store attributes shopping orientations information sources according to demographic characteristics for outlet store patronage group. The questionnaires were administered to 400 women living in Taegu. The data were analyzed by using Frequency Percentage Factor Analysis MANOVA. The results of the study were as follows; 1) Outlet stores in Taegu area were run as the type of agency and dealt in most brands of their own companies, There were plenty of as-sortment and merchandise. The discount rate was 50-60% Stores' locations were scattered which made shopping environment incon-venient. 2) The store attributes were composed of five factors such as fashion & products diver-sity service store reputation convenience and price. Shopping orientation were com-posed of six factors such as self-confidence for shopping brand oriented store loyalty & near-store oriented economical self-assumed shopping and difficulty of choice. Information sources were composed of four factors such as print media & display personal information advertising and store visit. 3) There were significant differences be-tween patronage group and non-patronage group in store reputation service fashion & products diversity. Patronage group is more satisfied with these three factors. There were significant differences between patronage group and non-patronage group in brand oriented and economical Non-patronage group was more brand oriented and patronage group was more economical. There were significant difference between patronage group and non-patronage group in print dedia & display factos. Non-patronage group made more use of print media& display than patronage group as information sources. There were significant differences between patronage group non-patrpnage group in age marital status and levle of education.