• 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.

• The Journal of the Korea Contents Association
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• v.13 no.3
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• pp.32-42
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• 2013

As the smartphone market grows, the needs for its new business model are also increased. However, most previous researches on smartphone applications focused on Technology Acceptance Model(TAM) and Rogers' Diffusion of Innovation Theory so that there was lack of researches on characteristics for actual smartphone users. In this research, we divided the smartphone applications into five category functions (Call & Text/Music & Video/Information Search/Game/Social Network Service (SNS)). We analyzed characteristic differences of users who used the each application category and found that the differences were statistically significant in both demographic and smartphone usage characteristics (frequency of downloading applications, and download experience of paid applications). Additionally, the smartphone usage characteristic is closely related to the usage duration. The representative result is that the characteristics of people used Music & Video function actively were women in their 20s who downloaded applications more than three times per week, and had a download experience of paid applications. It is positive result for players in the application markets, because it means the users are willing to pay for downloading the paid applications. However, large companies already occupied most of the market share in music applications so that small and medium-sized players should develop an innovative and distinguishable business model in order to success. We believe this research result would provide significant implications for the players in planning the successful business model and developing an user-specific application product.

• The Journal of the Korea Contents Association
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• v.13 no.5
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• pp.48-57
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• 2013

Smartphones provide users with environment for communication and sharing information and at the same time play an important role of mobile technology and mobile art development. Smartphone technology-related researches are being accelerated especially with the advent of mobile Augmented Reality(AR) age, but the studies on user participation that is essential for AR content industry were insufficient. In that regard, the assistance from mobile art area that has already developed these characteristics is essential. Thus, this article is to classify mobile art that has not been studied a lot domestically into feature phone usage and smartphone usage and to analyze each example case with the three most used methods. The usage of feature phones which use the sound and images of mobile devices can be divided into three: installation and performing methods, single channel video art method and five senses communication method. On the other hand, the usage of smartphones that use sensors, cameras, GPS and AR can be divided into location-based AR, marker-based AR and markerless AR. Also, as a result of examining mobile AR content utilization technology by industries, combined methods are utilized; tourism and game-related industries use location-based AR, education and medicine-related industries use marker-based AR, and shopping-related industries use markerless AR. The development of AR content industry is expected to be accelerated with mobile art that makes use of combined technology method and constant communication method through active participation of users. The future development direction of mobile AR industry is predicted to have minimized HMD, integration of hologram technology and artificial intelligence and make the most of big data and social network so that we could overcome the technological limitation of AR.

• Journal of Korea Entertainment Industry Association
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• v.13 no.2
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• pp.177-186
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• 2019

The purpose of this study was to investigate the influences of the smartphone overuse on health and academic impairment in adolescents. This study used data from Korea youth risk behavior web-based survey of 2017. This survey was conducted on 64,991 adolescents(middle and high school students), and 62,276 (95.8%) responded. The researchers used frequency analysis, independent t test, chi-square test and Pearson correlation analysis using SPSS 22. As a result, the usage rate of adolescents's smartphone was 54,603 out of 62,276, which was 87.7%. The purpose of smartphone usage was messenger(1st rank, 27.3%), SNS(2nd rank, 18.7%) and game(3rd rank, 13.3%). The average daily use time of the smartphone was 206.68±194.73 minutes. Girl students showed significantly more use time of smartphones than boy students(p<.001). Students with more than 206 minutes of smartphone use had worse health and academic performance than students with less than 206 minutes(p<.001). Time of smart phone usage and academic ability showed a weak correlation(p<.001, r=.245). The present findings showed that the higher the smartphone usage, the lower the health level and academic ability, and the author discussed these results.

• Cartoon and Animation Studies
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• s.15
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• pp.123-137
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• 2009

This thesis is about to find possible opportunity to use Freeware Software in development and application of Digital Contents Creation software. There are 2D composition and Editing software, 3D production software and rendering Software as major part and motion capture, 3D Digitizing and other software operate in and out facilities in small part in Digital Contents Creation Software area. Most of Digital Contents Creation Software made by foreign countries such as USA and Canadian film, game and animation Digital Contents Creation industry, this causes higher production cost and lower profit of studios and usage of illegal copy of Digital Contents Creation Software as well. This thesis tried to present a solution to use Freeware Software in production process by researching and analyzing international and domestic software market and global trend of Freeware Software and present Freeware Software software in each production steps. This thesis include performance test of commercial render Freeware software.

• Journal of Korea Game Society
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• v.2 no.1
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• pp.16-22
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• 2002

After that Internet was introduced to Korea, Web page has developed from text centered to graphic-centered at its fist stage. At the present, it is improving to a design for users. Furthermore, with the acceleration of Information super-highway construction and generalization of basic technology for multi-media, the educational environment has transformed to demander-focused and internet basis service which transcends time and space. Consequently, the educational structure is converting from instructors unilateral lead to student-centered. Additionally, the common usage and digitalization of information have an effect on progress of education quality and cost saving. Although there are plenty of educational web pages on internet, we can notice that many of them are inconvenient for users to put into practice. The reason is that many experts overlook the fundamental which is the basic skill for design and understanding of Web must be accompanied with Web design. Therefore, this thesis will find out the points users should consider for use of Web page and realize the educational web page, reflected for VRML training.

• Journal of Korea Society of Industrial Information Systems
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• v.22 no.1
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• pp.89-104
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• 2017

This Study is to Explain the Reason of Stagnation of Technological Innovation for Digitalized Products in Competitive Market by Using the Concept of Consumer's Technical Appreciation Ability and by Employing Evolutionary Game Theory. In this Study, Consumer's Behaviors are Divided into Two Areas (Areas I and II). In Area I, Both Firms and Consumers Instinctively Welcome the Technological Innovation of Digitalized Products so that their Technological Skills are Likely to Advance Rapidly in a Short Time. On the Other Hand, in Area II, Consumers Feel Uncomfortable in the Usage of Advanced Digitalized Products so that they are Likely to Choose Digitalized Products Under Optimized Technology Condition. In other Words, Consumers want to the Old Models with Already Optimized Technology Rather than a Bland New Model. This Situation Allows Managers to make a Bland New Model Similar to a Earlier Model in many ways. Therefore, the Innovation of Digitalized Products may be Stagnated.

• Journal of the Korean Operations Research and Management Science Society
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• v.36 no.4
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• pp.43-61
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• 2011

We first develop a value ecosystem framework to model the SDP(Service Delivery Process) of web services. Since the web service has been evolving from the basic web architecture (e.g., traditional world wide web) to a prosuming platform based on virtualization technologies, the proposed framework of the value ecosystem focuses on capturing the key characteristics of SDP in each type of web services. Even though they share the basic elements such as PP(Platform Provider), CA(Customization Agency) and user group, the SDP in the traditional web services (so-called Web1.0 in this paper) is quite different from the most recent one (so-called Web2.0). In our value ecosystem, users are uniformly distributed over (0, ${\Delta}$), where ${\Delta}$��represents the variety level of users' preference on the web service level. PP and CA provide a standard level of web service(s) and prosuming service package, respectively. CA in Web1.0 presents a standard customization package($s_a$) at flat rate c, whereas PP and CA collaborate and provide customization service with a usage-based scheme. We employ a multi-stage game model to analyze and compare the SDPs in Web1.0 and Web2.0. Our findings through analysis and numerical simulations are as follows. First, the user group is consecutively segmented, and the pattern of the segmentations varies across Web1.0 and Web2.0. The standardized service level s (from PP) is higher in Web1.0, whereas the amount of information created in the value ecosystem is bigger in Web2.0. This indicates the role of CA would be increasingly critical in Web2.0: in particular, for fulfilling the needs of prosuming and service customization.

• Journal of The Korean Association of Information Education
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• v.12 no.4
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• pp.375-384
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• 2008

Computer programming has educational effect on improving high-level thinking abilities. However, students initially have to spend too much effort in learning the basic grammar and the usage model of programming languages, which negatively affects their eagerness in learning. To remedy this problem, we propose to apply the Scratch to a Game Developing Programming Class; Scratch is an easy-to-learn and intuitive Educational Programming Language (EPL) that helps improving the Meta-cognition and Self-efficacy of middle school students. Also we used the Demonstration-Practice instruction model with self-questioning method for activating the Meta-cognition. In summary, a game developing programming class using Scratch was shown to significantly improve the Meta-cognition of middle school students. However it was shown to insignificantly improve the Self-efficacy of girl students group.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.43 no.3
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• pp.112-121
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• 2020

Recently, as the internet usage is increasing, accordingly generated text data is also increasing. Because this text data on the internet includes users' comments, the text data on the Internet can help you get users' opinion more efficiently and effectively. The topic of text mining has been actively studied recently, but it primarily focuses on either the content analysis or various improving techniques mostly for the performance of target mining algorithms. The objective of this study is to propose a novel method of analyzing the user's requirements by utilizing the text-mining technique. To complement the existing survey techniques, this study seeks to present priorities together with efficient extraction of customer requirements from the text data. This study seeks to identify users' requirements, derive the priorities of requirements, and identify the detailed causes of high-priority requirements. The implications of this study are as follows. First, this study tried to overcome the limitations of traditional investigations such as surveys and VOCs through text mining of online text data. Second, decision makers can derive users' requirements and prioritize without having to analyze numerous text data manually. Third, user priorities can be derived on a quantitative basis.