• Information Systems Review
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• v.18 no.4
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• pp.89-106
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• 2016

The latest movement in live video streaming service is mobile personal broadcasting (MPB), which refers to consumers accessing the service through social media with mobile devices, such as smartphones and tablet PCs. This service is possible through the advancements in mobile video technology and platforms. Features such as enhanced user interaction, personalization, and real-time broadcasting, combined with a greater variety of content, have led to the development of MPB. The increase in MPB users calls for research, including that on the hedonic motivational angle. This study aims to assess MPB users' intrinsic motives through the hedonic-motivation system adoption model (HMSAM) using seven factors: joy, temporal dissociation, escapism, focused immersion, perceived ease of use, perceived usefulness and intention to watch. Survey data collected from 154 samples were analyzed with statistical techniques, such as structural equation modeling. Results showed that time dissociation, escapism, and perceived ease of use have a positive relationship with heightened enjoyment. Joy significantly affects focused immersion and intention to watch. Escapism also had a statistically significant influence on focused immersion. This study contributes to the advancement of the MPB study under the HMSAM theoretical framework and offers practical suggestions to managers to enhance MPB content viewership.

• Journal of Multimedia Information System
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• v.7 no.4
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• pp.281-293
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• 2020

As Christine Daley suggested, "interaction-image" is considered to be typical in the age of "Cinema 3.0", which integrates the interactivity of game art and obscures the boundary between producers and customers. In this case, users are allowed to involve actively in the scene as "players" to manage the tempo of the story to some extent, it, thus, makes users pleased to watch interactive movies repeatedly for trying a diverse option to unlock more branch lines. Accordingly, this paper aims to analyze the contributory factors and effect mechanism of users' reuse intention for gamified interactive movies and offer specific concepts to improve the reuse intention from the interactive film production and operation perspectives. Upon integrating the Flow theory and Technology Acceptance Model (TAM) and separating the intrinsic and extrinsic motivations of key factors based on Stimulus-Organism-Response (S-O-R), the research builds an empirical analysis model for users' reuse intention with cognition, design, attitude emotional experience and conducts an empirical analysis on 425 pieces of valid sample data applying SPSS22 and Amos23. The results show that user satisfaction and flow experience impact users' reuse intention highly and perceived usefulness, perceived ease of use, perceived enjoyment, remote perception, interactivity, and flow experience have significant positive influence on user satisfaction experience.

• Journal of Korea Game Society
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• v.21 no.3
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• pp.39-52
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• 2021

This purpose of study is to investigate the influence of e-sports(electronic sports) broadcasting contents and communication factors on game broadcasting viewing intention, focusing on the immersion parameter. As a result of the analysis, it was found that 'creativity' among content elements such as 'entertainment', 'creativity' and 'informationality' has a great influence on immersion. Among the communicator factors, 'communication', 'professionality', and 'uniqueness' were found to have a positive effect on immersion. In addition, the sense of immersion had a great influence on the intention to watch the broadcast.

• The Journal of the Korea Contents Association
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• v.9 no.2
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• pp.261-269
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• 2009

In this paper we consider Internet Protocol Tele-Vision (IPTV) Service that started recently in Korea. IPTV makes it possible to watch high quality TV programs and a lot of multimedia contents with TV by way of Internet. The service providers are interested in the factors that influence the diffusion of new service such as IPTV. We therefore search the functional-attribute that would influence the acceptance of IPTV service, and propose a model for analyzing the relationship between the attributes and the intention of buying. The model is based on the extended Technology Acceptance Model (TAM). Survey results show that the significant functional attributes influencing the intention of buying are contents variety and convenience.

• Proceedings of the Korean Society of Computer Information Conference
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• 2016.07a
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• pp.331-333
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• 2016

정보기술을 적용한 다양한 웨어러블 기기들이 출시되고 있지만 일부 제품군만 시장이 형성되고 있는데, 일반 소비자들이 일상적으로 사용하기 시작한 상품군은 스마트워치라고 할 수 있다. 본 연구에서는 시장형성 초기에 있는 스마트워치를 대상으로 소비자들의 개인적 특성 측면에서 제품이 채택되는 요인을 찾고자 하였다. 스마트워치는 아직 시장이 형성되어 있지 않고 스마트폰에 연동되어 사용되는 부가기기의 성격이 강하지만 그 자체로 가치를 인정받을 수 있어야 시장을 형성할 수 있을 것이다. 본 연구는 소비자 개인 차원에서 스마트워치가 호감도를 형성하고 사용의도를 갖게 되는 구조를 파악하였다. 본 연구는 스마트워치가 시장에서 확산되는 요인을 소비자의 개인특성 측면에서 파악했다는데서 의의가 있다. 연구결과는 아직 소비자들이 사용하지 않는 스마트워치를 비롯한 웨어러블 기기에 대한 시장 전략을 수립하는데 유용한 시사점을 제공한다고 할 수 있다.

• Journal of the Korean Operations Research and Management Science Society
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• v.36 no.3
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• pp.75-90
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• 2011

Suggesting that endorser fit in print advertising can be subdivided into observable endorser-product fit, unobservable endorser-product fit, and observable endorser-background fit, this study empirically investigates their effects on advertising effectiveness. Undergraduate students participated in the study and evaluated three real advertisements on the items of the fits, the advertising effectiveness, and so on. The advertisements were for a watch, perfume, and women's clothing. Results showed that each of fits had an positive effect on advertising attitude, brand attitude, and purchase intention respectively and the observable endorser-product fit had a more positive effect on such an effectiveness than the unobservable endorser-product fit and the observable endorser-background fit in the majority of cases. It was also found that each of the fits had a tendency to exert relatively greater effects on the advertising effectiveness, especially on the purchase intention, compared to the endorser preference.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.137-148
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• 2016

The purpose of this study is to examine viewers' intentions to watch movies after viewing online banner advertisements of movies, and verify the mediation effect of flow and association to research how the interactivity of movie banner advertisements influences viewers. For the study, trailer and advergame banners for three genres of movies were made, and an online survey was conducted with 146 adults. As a result, based on 5 hypothesis tests, the study enables us to conclude that the interactivity of the advergame banners results in a higher viewer intention of watching movies compared to trailer banners by inducing a flow experience among banner users not an association experience.

• The Journal of the Korea Contents Association
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• v.16 no.7
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• pp.91-99
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• 2016

This study explores the effects of advertising's interactivity on consumers' attitude, brand awareness, intention of word-of-mouth and purchase intention through a comparison between high interactive advertising and low interactive advertising. Experiment was carried out with two factorial design using high and low interactive advertising messages and two different countries. The respondents were 120 Korean and 120 Two hundreds forty valid questionnaires were collected. According to the research results, the brand awareness and attitude of high interactive advertising is much higher than the low one to the consumers of Korean and Chinese. The consumers of Korean and Chinese who were exposed to high interactive advertising have high intention to word-of-mouth in high interactive advertising. Korean and Chinese consumers also have high intention to purchase when they watch the high interactive advertising. Between two countries, Chinese consumers have higher intention to purchase than Korean consumers.

• Journal of Information Technology Applications and Management
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• v.14 no.4
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• pp.61-74
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• 2007

In this paper we consider the Digital Multimedia Broadcasting (DMB) Service that starts recently in Korea and gains popularity. DMB makes it possible to watch high quality TV programs while we are in motion. The service provider or the service researcher are interested in the factors that influence the user's choice of new service such as DMB. Understanding the factors make them create the powerful marketing strategies and develop the new service or product that is attractive for users. We therefore find the factors influencing the user's choice of DMB service, and propose a model for analyzing the relationship between the factors and the intention of buying. The model is based on the Technology Acceptance Model (TAM). We extend the TAM by adding factors including functional attributes of DMB service. We survey the significant functional attributes influencing the intention of buying by using the proposed model.

• Journal of the Korea Convergence Society
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• v.13 no.4
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• pp.433-439
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• 2022

The purpose of the study was to determine the suitability of the research model on the intentions of university students to watch mega sports events for people with disabilities to which the theory of planned behavior was applied, and to examine the influence relationship between variables. Based on the items of sub-variables derived from the previous research, the questionnaire was optimally constructed through expert meetings, validity, and reliability verification. For data analysis, Cronbach's 𝛼 and exploratory factor analysis were performed using SPSS 21.0, and structural equation model analysis (SEM) and confirmatory factor analysis (CFA) were performed using AMOS 18.0. The results were as follows; first, as a result of verification of the research model of intentions of university students to watch mega sports events with people with disabilities to which the theory of planned behavior was applied, the evaluation indices of CFI, NFI, and IFI met the acceptance criteria, indicating that this research model was well suited. Second, as a result of examining the influence relationship of the research model on the intentions of university students to watch mega sports event for people with disabilities, it was found that the behavioral beliefs and normative beliefs of university students had a significantly positive (+) influence to intentions. However, it was found that there was a significantly negative (-) influence on the control beliefs to intentions.