• Journal of Korea Entertainment Industry Association
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• v.13 no.6
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• pp.319-328
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• 2019

One of the most important things for hospital managements is understanding the patients' needs. The aim of this study is to analyse the priorities of the factors influencing patients' choice for hospital with analytic hierarchy process (AHP), which can derive the relative importances of factors. With understanding the factors that influencing patients' choice for hospital, the proper methods to improve hospital reputation and health care quality could be determined. Among 12 factors, speciality of hospital, number of departments, staff kindness, doctor-patient communication, and patients' visit time were relatively more important and higher priority. Whereas, public transport accessibilities, hospital equipments, and parking lots were relatively less important and lower priority. These results could be used to improve hospital reputation and health care quality effectively. Therefore, the hospitals in Gwangju should consider the factors that influencing patients' choice and improve policies for hospital marketing strategies for better hospital reputations and health care quality.

• Asia Marketing Journal
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• v.15 no.3
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• pp.117-139
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• 2013

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.

• Journal of Korea Society of Digital Industry and Information Management
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• v.11 no.1
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• pp.197-207
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• 2015

A new communication revolution such as social networking service (SNS) has been transforming the way of interaction between people in both of individual level and organizational level. Recently many people have switched to closed type SNS such as Naver Band and Kakao group due to the several reasons. The purpose of this study is to investigate the usage motivation and satisfaction of closed type SNS based on use and gratifications perspectives. Based on prior studies on use and gratifications of Internet-related media and SNS, information motivation, relationship motivation, pleasure/entertainment motivation, self-expression motivation, work motivation were identified as usage motivation of closed type SNS. According to the results, relationship motivation and work motivation were found to be significantly related to the satisfaction. But other motivation factors(information motivation, pleasure/entertainment motivation, self-expression motivation) are not significantly related to the satisfaction. Then satisfaction was found to be significantly related to the intention to use. This study contributes to give companies providing closed type SNS and using it as a marketing tool with the base of activation strategies and practical implications.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.5
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• pp.177-184
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• 2020

The paper examines the reaction of the Z-Vietnam generation to online TV advertising (TVC), which elements of online TV advertising has a positive influence, which factors do not affect or negatively affect their consumption decisions for the advertised goods. Data for the study was collected from 300 Vietnam's Generation Z in Ho Chi Minh City through live interviews or questionnaires through Google Docs Forms, with over 30 questions. The six basic factors that influence the reactions of Generation Z consumers are information, entertainment, irritation, credibility, interaction, and advertising value. The research results show that, due to the influence of social media and generational characteristics, most consumers of the Generation Z in Vietnam have a favorable attitude towards online TV advertising, and they appreciate this form of advertising. Information element, irritation, credibility and entertainment have a strong and positive impact on TVC. The other two factors are advertising value and interaction, which does not significantly affect the reaction of this generation. This study needs to be checked and reviewed by subsequent studies on a larger scale and in a wider scope because the study only conducted random sampling on a small scale, did not meet the requirements for representation and generality.

• Journal of Korea Society of Digital Industry and Information Management
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• v.7 no.2
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• pp.185-203
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• 2011

In recent years, blogs have become important resources for information sharing; and tourism blogs are providing a new way of sharing tour experiences. Blogs are becoming very popular amongst web users to share their life experiences with other web users around the world. Specifically the goals of this research are; (1) to suggest theory framework of acceptance and user satisfaction about toruism blogs based on TAM, (2) to examine relationships between exogenous variables and (3) to suggest effectiveness of tourism blogs in a marketing perspective. The research model and hypotheses were developed based on the theories of technology acceptance model. Questionnaire was used to collect data. The analysis of this study is designed as individual level to examine the causal relationship among variables. The the reliability and validity of data was tested by explanatory factor analysis, Cronbach's alpha coefficient, confirmatory factor analysis, and correlation analysis. Also, the structural equation model(SEM) analysis was performed to test the usefulness of the model. The analysis results revealed that interaction, entertainment, system quality and information quality are major influential variables on the perceived usefulness of tourism blog. Also, entertainment and system quality are influential variables on the perceived ease of use of tourism blog.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.3
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• pp.137-147
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• 2021

We aimsto examine the determinants of visitors' positive word-of-mouth (WOM) in a web-based virtual reality contemporary art exhibition. We also examines the effects of 3 realms of experience (entertainment, esthetic, escapist) on emotional arousal, how this emotional arousal affects memory and positive word-of-mouth, how memory affects positive word-of-mouth and how age moderate all of the paths. We examined a total of 297 visitors and was conducted through an online survey focusing on Chinese users of ages 20-49. The analysis results showed that entertainment and esthetic have an effect on emotional arousal, but escapist did not. The results also showed emotional arousal has an effect on memory and positive WOM. Memory did not affect positive word-of-mouth. Finally, age has a moderate effect on all the paths, except for the path form escape towards emotional arousal and memory to positive word-of-mouth. The theoretical implications of this study are meaningful exhibition research. While, it also will be helpful to segment the web-based virtual reality art exhibition visitors by dividing into 3 groups (20s, 30s, 40s) and to provide marketing and operation strategies.

• The Journal of Economics, Marketing and Management
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• v.12 no.1
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• pp.65-75
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• 2024

Purpose: Through this study, first, we try to understand the characteristics of SNS beauty advertising using SNS. Second, focusing on S-O-R Theory, we aim to confirm the impact of SNS beauty advertising characteristics on positive emotions, commitment, and voluntary word-of-mouth intentions. Third, we intend to suggest measures related to effective SNS beauty advertising operation. Research design, data and methodology: To analyze the data collected of 308 questionnaires, the SPSS and AMOS statistical program was used, and the SNS beauty advertising characteristics were reclassified after analyzing the credibility and validity of the responses. Results: It was found that all SNS beauty advertising characteristics (interactivity, entertainment, credibility, and irritation) had a significant effect on positive emotions. However, entertainment and irritation did not have a significant effect on commitment. In addition, it was found that positive emotions had a positive effect on commitment, and commitment had a positive effect on voluntary word-of-mouth intentions, and positive emotions had no significant effect on voluntary word-of-mouth intentions. Conclusions: In order to improve consumers' commitment in SNS beauty advertising, it is important to secure trust through interaction, and it is judged that the more commit in SNS beauty advertising through positive emotions, the more spontaneous and positive word-of-mouth effect can be created.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.46-57
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• 2020

The dissemination of smart devices has made a lot of changes in overall social activities. In particular, people use various types of smart devices in their spare time, such as watching video clips, but there is a lack of research on external factors influencing the attitude toward using such devices. Therefore, in this study, the effects of video viewing environmental factors (e.g. screen size and video length) and personal factors (e.g. gender and need for entertainment) on perceived ease of use, perceived usefulness, and attitude to use devices based on technology acceptance model. As a result of analyzing 660 users having different smart devices, the attitude to use smart devices is more positive as the screen size increases, but there is no difference according to gender. In addition, while the length of video clips does not affect the attitude to use, the need for entertainment positively affects the attitude to use. Based on the results of this study, we expect that it can be used for optimized customer marketing and management strategy that integrates product development and video content production in consideration of factors such as video viewing environmental factors and personal factors.

• Journal of Digital Contents Society
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• v.19 no.5
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• pp.907-916
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• 2018

This paper is an exploratory study on the acceptance of Chinese Internet entertainment personal broadcasting contents. After analyzing the factors affecting viewer satisfaction, we analyzed the relationship between these factors and viewer satisfaction on reuse intention. As a result of the survey, first, the information system quality has a significant effect on the viewer satisfaction of internet personal broadcasting. Second, indirect experience, entertainment pursuit, and social relationship have a significant effect on viewing satisfaction of internet personal broadcasting. Third, viewing satisfaction of internet personal broadcasting has a significant effect on reuse intention. These results are expected to help establish the marketing strategy of the company operating the Internet personal broadcasting and prepare the requirements to be provided by the host.

• The Journal of the Korea Contents Association
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• v.15 no.2
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• pp.196-207
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• 2015

This study introduced the concept of 'Media-content repertoire', which indicates the set of favorite media-content combinations of media users and extracted five media user types based on those combinations. We used the range of media(i.e., smartphone, tablet, PC, and TV) and entertainment content(i.e., movie, broadcasting, music, and game) for the analysis. Also, we investigated the differences between those types including demographic variables, individual characteristics, and content buying behavior and we found that statistically significant differences exist among them. Those include 'non-user'(i.e., lower level of media use), 'screen user'(i.e., 50s, TV-centered media use), 'variety seeker'(i.e., 20s. heavy public transport user), 'selective focus'(i.e., 20,30s, movie&broadcasting-centered media use), and 'heavy user'(i.e., high level of media use and consumption). The results provide both academic implications(e.g., extension of media repertoire concept) and practical implications(e.g., direction to the target marketing for each user type).