• Title/Summary/Keyword: Entertainment Value

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A Study on the Effect of TikTok Advertising's Informativeness, Interactivity, and Impediment on Brand Attitude: Centered on the Mediated Effect of Utilitarian Value and Hedonic Value (틱톡 광고의 정보성, 상호작용성, 방해성이 브랜드 태도에 미치는 영향에 관한 연구: 실용적 가치와 헤도닉 가치의 매개효과를 중심으로)

  • Qin, PengFei;Kwon, Sundong
    • Journal of Information Technology Applications and Management
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    • v.28 no.6
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    • pp.45-67
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    • 2021
  • Snack culture, which can be easily enjoyed and consumed in a short period of time just like eating sweets, is spreading rapidly. Among them, TikTok is gaining popularity mainly among the MZ generation, and TikTok is rapidly emerging as a means of advertising or marketing. In this study, we studied the effect of TikTok Advertising's informativeness, interactivity, and impediment on brand attitudes. Previous studies have suggested that brand attitudes are formed through usefulness. However, this study divided usefulness into utilitarian value and hedonic value, and proved that brand attitudes are formed through these mediation variables. This is because of the TikTok advertising includes entertainment as well as usefulness. Therefore, this study established and verified the model in which informativeness, interactivity, and impediment of TikTok advertising form brand attitude through utilitarian value and hedonic value. In order to verify this research model, survey questionnaires were distributed to TikTok users and a total of 220 data samples were collected and analyzed. As a result of data analysis, informativeness and interactivity have a positive effect on utilitarian value and hedonic value, but impediment has a negative effect. In addition, informativeness, interactivity, impediment influenced brand attitudes through practical value and hedonic value, not directly influencing brand attitudes. This study is meaningful in that it suggests a marketing strategy that can further enhance brand attitude by considering utilitarian value and hedonic value simultaneously, rather than focusing on either utilitarian value or hedonic value.

The Effect of Perceived Shopping Value Dimensions on Attitude toward Store, Emotional Response to Store Shopping, and Store Loyalty (지각된 쇼핑가치차원이 점포태도, 쇼핑과정에서의 정서적 경험, 점포충성도에 미치는 영향에 관한 연구)

  • Ahn Kwang Ho;Lee Ha Neol
    • Asia Marketing Journal
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    • v.12 no.4
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    • pp.137-164
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    • 2011
  • In the past, retailers secured customer loyalty by offering convenient locations, unique assortments of goods, better services than competitors, and good credit policy. All this has changed. Goods assortments among stores have become more alike as national-brand manufacturers place their goods in more and more retail stores. Service differentiation also has eroded. Many department stores have trimmed services, and many discount stores have increased theirs. Customers have become smarter shoppers. They don't pay more for identical brands, especially when service differences have diminished. In the face of increased competition from discount storess and specialty stores, department stores are waging a comeback war. Growth of intertype competition, competition between store-based and non-store-based retailing and growing investment in technology are changing the way consumers shop and retailers sell. Different types of stores-discount stores, catalog showrooms, department stores-all compete for the same consumers by carrying the same type of merchandise. The biggest winners are retailers that have helped shoppers to be economically cautious, simplified their increasingly busy and complicated lives, and provided an emotional connection. The growth of e-retailers has forced traditional brick-and-mortar retailers to respond. Basically brick-and-mortar retailers utilize their natural advantages, such as products that shoppers can actually see, touch, and test, real-life customer service, and no delivery lag time for small-sized purchases. They also provide a shopping experience as a strong differentiator. They are adopting practices as calling each shopper a "guest". The store atmosphere should match the basic motivations of the shopper. If target consumers are more likely to be in a task-oriented and functional mindset, then a simpler, more restrained in-store environment may be better. Consistent with this reasoning, some retailers of experiential products are creating in-store entertainment to attract customers who want fun and excitement. The retail experience must deliver value to turn a one-time visitor into a loyal customer. Retailers need a tool that measures the full range of components that define experience-based value. This study uses an experiential value scale(EVS) developed by Mathwick, Malhotra and Rigdon(2001) which reflects the benefits derived from perceptions of playfulness, aesthetics, customer "return on investment" and service excellence. EVS is useful to predict differences in shopping preferences and patronage behavior of customers. EVS consists of items measuring efficiency, economic value, visual appeal, entertainment value, service excellence, escapism, and intrinsic enjoyment, which are subscales of experiencial value. Efficiency, economic value, service excellence are linked to the utilitarian shopping value. And visual appeal, entertainment value, escapism and intrinsic enjoyment are linked to hedonic shopping value. It has been found that consumers value hedonic experiences activated from escapism and attractiveness of shopping environment as much as the product quality, price, and the convenient location. As a result, many department stores, discount stores, and other retailers are introducing differential marketing strategy based on emotional/hedonic values. Many researches suggest that consumers go shopping not only for buying products but also for various shopping experiences. In other words, they seek the practical, rational value as well as social, recreational values in the shopping process(Babin et al, 1994; Bloch et al, 1994). Retailers may enhance buyer's loyalty to store by providing excellent emotional/hedonic value such as the excitement from shopping, not just the practical value of buying good products efficiently. We investigate the effect of perceived shopping values on the emotional experience and store loyalty based on the EVS(Experiential Value Scales) developed by Holbrook(1994), Mathwick, Malhotra and Rigdon(2001). This study assumes that the relative effect of shopping value dimensions on the responses of shoppers will differ according to types of stores and analyzes the moderating effect of store type(department store VS. discount store) on the causal relationship between shopping value dimensions and store loyalty. Emprical results show that utilitarian values of shopping experience and hedonic value of shipping experience give the positive effect on the emotional response of consumers and store loyalty. We also found the moderating effect of store types. The effect of utilitarian shopping values on the attitude toward discount store is higher than the effect of utilitarian shopping values on the attitude toword department store. And the effect of hedonic shopping value on the emotional response to discount store is higher than on the emotional response to department store. The empirical results reflect on the recent trend that discount stores try to fulfill the hedonic needs of consumers as well as utilitarian needs(i.e, low price) that discount stores traditionally have focused on

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Analysis of a Stock Price Trend and Future Investment Value of Cultural Content-related Convergence Business (문화콘텐츠 관련 융복합 기업들의 주가동향 및 향후 투자가치 분석)

  • Choi, Jeong-Il;Lee, Ok-Dong
    • Journal of Digital Convergence
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    • v.13 no.11
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    • pp.45-55
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    • 2015
  • This study used for KOSPI, KOSDAQ, entertainment culture and digital contents index that is related to cultural contents industry. There was investigated the each stock price index and return trends for a total 597 weeks to July 2015 from March 2004. They looked the content-related stocks about investment worth to comparative analysis the return, volatility, correlation, synchronization phenomena etc. of each stock index. When we saw the growth potential of the cultural contents industry forward, looked forward to the investment possibility of related stocks. Analysis Result cultural content related stocks showed a higher rate after the last 2008 global financial crisis. Recent as high interest in the cultural contents industry, we could see that the investment merit increases slowly. In the future, the cultural content industry is expected to continue to evolve. The increase of investments value in the cultural content related businesses is much expectation.

Visitors Satisfaction and Behavioral Intention of Local Historical Culture Festival (지역역사문화축제 방문객 만족도와 행동의도)

  • Choi, Cheol-Su
    • Journal of Digital Convergence
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    • v.18 no.6
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    • pp.209-215
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    • 2020
  • The purpose of this study was to investigate the factors that the festival image has on the festival satisfaction of visitors, and the effect of festival satisfaction has on the degree of visitors' behavior. In order to accomplish this research purpose, this study collected data of 233 visitors. Regression analysis was conducted in order to achieve the causal relationship between each variables. The result of data analysis revealed that the factors of festival image suitability, convenience, and entertainment had a positive (+) effect on satisfaction. And, satisfaction was verified to have a positive effect on behavioral intention. Therefore, these results implied that this study will contribute to the revitalization of festivals by both discovering images based on unique historical characteristics and presenting them as utilization plans. Especially, it is necessary to find unique contents with history, representative programs by age, and stories related to historical figures. Further validation studies are necessary to ascertain this fact utilizing the image value factors that have negative influences.

Perceptions of Benefits and Risks of AI, Attitudes toward AI, and Support for AI Policies (AI의 혜택 및 위험성 인식과 AI에 대한 태도, 정책 지지의 관계)

  • Lee, Jayeon
    • The Journal of the Korea Contents Association
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    • v.21 no.4
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    • pp.193-204
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    • 2021
  • Based on risk-benefit theory, this study examined a structural equation model accounting for the mechanisms through which affective perceptions of AI predicting individuals' support for the government's Ai policies. Four perceived characteristics of AI (i.e., usefulness, entertainment value, privacy concern, threat of human replacement) were investigated in relation to perceived benefits/risks, attitudes toward AI, and AI policy support, based on a nationwide sample of South Korea (N=352). The hypothesized model was well supported by the data: Perceived usefulness was a strong predictor of perceived benefit, which in turn predicted attitude and support. Perceived benefit and attitude played significant roles as mediators. Perceived entertainment value along with perceived usefulness and privacy concern predicted attitude, not perceived benefit. Neither attitude nor support was significantly associated with perceived risk which was predicted by privacy concern. Theoretical and practical implications of the results are discussed.

Analyzing Factors of Success of Film Using Big Data : Focusing on the SNS Utilization Index and Topic Keywords of the Film (빅데이터를 활용한 영화흥행 요인 분석: 영화 <기생충>의 SNS 활용지수와 토픽키워드 중심으로)

  • Kim, Jin-Wook
    • Journal of Korea Entertainment Industry Association
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    • v.14 no.4
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    • pp.145-153
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    • 2020
  • In the rapidly changing era of the fourth industry, big data is being used in various fields. In recent years, the use of big data has been rapidly applied to overall cultural and artistic contents, and among them, the use of big data is essential as a film genre with a lot of capital. This research method is analyzed as the film , which won the Palme d'Or Prize of the 72nd Cannes Film Festival in 2019 and the works and directors' award at the Academy Awards. The analyzed value predicts the film's performance through opinion mining, which gives the value of the change and sensitivity of each data cycle, and extracts the utilization index and topic keywords of SNS such as Facebook and Twitter to reflect the audience's interest. Identify the factors. As such, if model performance and model development can be predicted through model analysis of film performance using big data, the efficiency of the film production process will be maximized while the risk of production cost and the risk of film failure will be minimized.

The Playwriting Characteristic Analysis of American Contemporary Suspense Thriller - Based on the Gone Girl - (미국 당대 미스터리 스릴러의 시나리오 창작특성분석 - 미국 드라마 '나를 찾아줘 (Gone Girl)'를 예로 -)

  • Fang, Wang
    • Journal of Korea Entertainment Industry Association
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    • v.13 no.7
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    • pp.145-153
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    • 2019
  • As a category of film types, suspense thriller is constantly introducing a new element in the endless historical development and owns new vitality. The long-standing essence is that it doesn't vulgarly cater to the public, but stimulates more creativity. In this thesis, starting from theoretical foundation of creation in American contemporary suspense thriller, the author analyzes playwriting characteristics of suspense thriller and analyzes the exquisite description of characters' mental world and external presentation in detail from multiple structure modes to multiple perspectives. Also, the author comprehensively elaborates playwriting characteristic features of American contemporary suspense thriller by combining with playwriting theme, structure and viewpoint and takes the classic work of American suspense thriller by David Fincher as an example to analyze the unique value of thriller playwriting.

A Study on the Effects of Tourism SNS Benefits on the Customer's Intention to Reuse through the Value of Tourism SNS (관광 SNS 효익이 관광 SNS 가치를 통해 재이용의도에 미치는 영향 연구)

  • Kim, Dae-Seok;Hong, Jung-In;Seo, Young-Wook
    • Journal of Korea Entertainment Industry Association
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    • v.15 no.3
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    • pp.13-26
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    • 2021
  • The purpose of this study is to understand the relationship between the subfactors(economic benefits, customized benefits, psychological benefits) of tourism SNS benefits and the intention to reuse tourism SNS values, and propose measures to revitalize the tourism industry through marketing strategies that can continuously provide differentiated services from customers through long-term relationship formation, increase profits, maintain and secure customers. This study conducted an empirical analysis of 326 people aged 19 or older. The results of the study are as follows. First, in the relationship between tourism SNS benefits(Economic benefits, customized benefits, psychological benefits) and tourism SNS values(economic value, functional value, emotional value), it was confirmed that tourism SNS benefits have a positive impact on all of the tourism SNS values. Second, in the relationship between the sub-factors of tourism SNS values and the intention of reuse, it was analyzed that all sub-factors of SNS values have a positive effect on the intention of reuse. Based on result of this study, developing contents such as mobility apps to strengthen long-term relationships with customers to maximize the value of tourism SNS and tourism SNS will improve the reuse of tourism service.

Research on the Value Shift of Ne zha's Character Image in Different Periods : Take Ne Zha : I am the destiny(2019) and Ne Zha Conquers the Dragon King(1979) as Examples (시기별 나타 캐릭터의 가치전향 연구- <나타지마동강세(2019)> <나타요해(1979)>를 중심으로 -)

  • Wang, Xin-Xin
    • Journal of Korea Entertainment Industry Association
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    • v.14 no.7
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    • pp.239-249
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    • 2020
  • Ne Zha: I am the destiny(2019)and Ne Zha Conquers the Dragon King(1979)as animated films based on the theme of Ne zha in different eras and contexts, reflecting the value and significance of different artistic images of Ne zha, The study of the value turn in the character image of Ne zha reflects the different styles of artistic images of Ne zha. This thesis attempts to interpret the changing values behind the different artistic expressions of the Ne zha character in different films. The transformation of Ne zha's image from good to evil, and the shift from the idea of "submit to the will of heaven" to the idea of "taking one's destiny into one's own hands" reflect the different values and meanings of Ne zha's image in different eras. Each film is distinctly contemporary, and Ne Zha: I am the destiny is an innovative and in-depth look at the character of Ne zha in the new era of cinema. There are many forms of artistic expression, and these differences greatly increase the appeal of Ne zha's artistic image, making Chinese animation films more space and value for development.

The Effect of Major-related Voluntary Services on Community Spirit and Occupational Values of University Students (대학생의 전공관련 봉사활동이 공동체 의식과 직업가치관에 미치는 효과)

  • Kang, Su-Gyeong;Kim, Da-Hye;Kim, Sun-Hyuk;Noh, Si-Hong;Sin, Min-Gyou;Shin, Hue-In;Yun, Huo-Jenog;Lim, Dong-Wook;Oh, Myung-Hwa
    • Journal of Korea Entertainment Industry Association
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    • v.13 no.1
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    • pp.175-184
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    • 2019
  • This study aims to find out that major-related voluntary services of university students have an effect on forming their community spirit and occupational value somehow. This study carried out the survey targeting students in 'D' University, which is located at Jeonnam Province of Korea, on September 6 through 13, 2017. The self-administered questionnaire was structured in questions about community spirit and occupational value. 566 copies of the questionnaires handed out were collected. As a result, participation in voluntary services makes a significant difference according to gender, grade, and departments but major related voluntary services was ignificant difference according to departments. There was a significant difference in community spirit and occupational value of participants in voluntary services. However, major-related voluntary services showed significant difference in occupational value only. Based on the results of this study, it is necessary to develop a lot of volunteer programs in order to encourage students to join major-related voluntary activities.