• Proceedings of the Korea Society for Industrial Systems Conference
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• 2008.10b
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• pp.235-245
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• 2008

The interactive advertisement is already on satellite and cable broadcasting hereafter the introduction of this system is concerned on terrestrial programs. This study is to research the effectiveness of interactive TV advertising focusing on factors of involvement and interaction. Study started for the effect measurement of interactive television advertisement. Interactive television advertisement has different concept than existing television advertisement. Thus, the effect also needs to examine in other methods. Study is mainly focusing on the characteristics of interactive and the experiments, which was based on existing data, for measurement of effect. In the experiments, the characteristics were categorized in a search time, a number of searched pages about interactive television advertisement. The research finds that the involvement of the audience increases when the interaction of advertising attitude, brand attitude, and purchase intentions also increases. And so, a successful interactive TV advertisement results in longer searching hours and greater it visits by the audience when the interaction factors are considered and increased. By study of consumer's characteristics and behavior, a new method of the effect measurement for interactive television advertisement is provided. The new method includes not only existing measurement elements of television advertisement which are attitude on advertising and brand, and customers' purpose, but also the features of interactive television advertisement, which are search time, a number of searched pages. Recently added features provides data of the effect on high/low groups and it contributes to the process of interactive television advertisement. Study on interactive television advertisement will be helpful to plan an effective strategy by suggesting the theoretical evidence of its effect.

• Journal of Digital Convergence
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• v.6 no.4
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• pp.63-71
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• 2008

This study researches the effectiveness of interactive TV advertising focusing on the factors of audience involvement and interaction. The study began with the effective measurement of interactive television advertisements. Interactive television advertisements have different concepts than existing television advertisements. This study mainly focuses on the characteristics of audience interaction and experiments based on the data of 78 persons for measurement. In the experiments, the characteristics were categorized according to search time, specifically the number of searched pages about interactive television advertisement. Hypothesis 1 reveals that the interaction of the audience increases when the advertising attitude, brand attitude, and purchase intentions also increase. Hypothesis 2 finds that the involvement of the audience increases when the advertising attitude, brand attitude, and purchase intentions also increase. By studying these consumer characteristics and behavior, a new method of effective measurement for interactive television advertisement is uncovered. The new method includes not only existing measurement elements of television advertisement which include attitude about advertising and brand, and customer purpose, but also the features of interactive television advertisement like customer search time. According to this research on interactive television advertisement, the interaction with and involvement of the audience are highly influential variables.

• 한국HCI학회:학술대회논문집
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• 2009.02a
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• pp.818-825
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• 2009

Edutainment is the one of important factors to study interactive TV for children, and it is a big portion in kid's marketing and education market as well. The aim of this study is to design interactive TV for children to maximize edutainment effects by researching children's behaviors. The analysis of children's behaviors with educational effects should be focused to apply designing user experience to propose new ideas of interactive TV. Through observing children's behaviors and interaction with other media, such as books, CD players, digital camera, and so on, TV can be reanalyzed as reliable media, which is creative interactive TV for children with proposals of user experience structure and interaction solution. TV has been changed from analog TV to IPTV and it will be different with network and interactive solution.

• 한국HCI학회:학술대회논문집
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• 2007.02a
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• pp.205-209
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• 2007

디지털방송은 애플리케이션(Xlet)을 이용해 보다 진보된 Interactive 방송프로그램을 시청자에게 전달 할 수 있다. Interactive TV에서 애플리케이션은 MHP, OCAP, ACAP등의 표준규약에서 정의된 API를 기반으로 작성되며 MPEG-2 TS를 통해 STB(Set-Top Box)에 전송되어 구동된다. 현재 이러한 애플리케이션은 고정된 이미지를 활용한 형태의 서비스가 주를 이루며 중력, 탄성력과 같이 실제와 유사한 움직임을 표현하거나 활용하는데 있어 미흡한 실정이다. 본 논문은 Interactive TV에서 중요한 역할을 담당하는 애플리케이션(Xlet)을 위해, 현재의 STB에서 가능한 물리기반 Simulator Module을 설계하고 구현하였다. 이는 중력, 탄성력, 단진자운동과 같은 다양한 현상을 모형화(단순화)하고 수식화하여 적용한 것으로서, UI와 Game등에 그 활용도가 높을 것이다.

• Proceedings of the Korea Society of Design Studies Conference
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• 2001.10a
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• pp.42.1-42
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• 2001

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2001.05a
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• pp.201-208
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• 2001

In the 21 st century, broadcasting, communication, and computer have been integrated due to the development of digital technology. Accordingly, to overcome the limit of respective communication media and to maintain them, their independent area shall not be classified. This study is to examine the future environment of digital TV broadcasting, to analyze customizing type service and interactive type TV technology, and to make asymmetric interactive digital TV publication broadcasting system, which is TV broadcasting in the next generation to treat visual image, sound, and various data all together by harmonizing broadcasting and communication like ISDB(Integrate Service Digital Broadcasting). In addition, to develop service on publication broadcasting with high quality, this study is tn propose to develop relative devices for TV/PC reception to realize a new communication type TV publication broadcasting, by analyzing technology for producing, sending, transmitting, receiving, and saving to apply to customizing type interactive system and by examining its application.

• Archives of design research
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• v.16 no.2
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• pp.345-354
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• 2003

Digital TV broadcasting technology is recognized as a very encouraging technological development by koreans because of high-definition, multi-channel and interactive services which would broaden the viewers choice and promote people's prosperity. The technological development of digital TV service is a drastic change for people's convenience and would be a major media of‘e-government’in Korea. Digital TV Program UI will affect to people's esthetic sense and information efficiency. The information search pattern in TV is different from it of computer which has lead interactive media so far This research verifies the reasonable information display method through the usability test based on former related researches. For the case study, Interactive EPG design of SkyLife is selected and reviewed. This research includes the design development of interactive EPG of DVB-MHP.

• Proceedings of the Korea Society of Design Studies Conference
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• 2002.05b
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• pp.184-185
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• 2002

• Archives of design research
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• v.20 no.3 s.71
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• pp.129-140
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• 2007

This study attempts to investigate the personalized schemes of interface for the interactive TV sonics enhancing the satisfaction of users from the standpoints of the user and to suggest designing guidelines. In the preface, firstly, the purpose as well as structure of the study were described, the characteristics of the interactive TV and the personalization were defined. Also, it was attempted to understand the development directions of the basic media for services. In addition, the data and elements that became the ground for this study were arranged, including the elements for designing interface, the appraisal method of usability to evaluate the requirements of users, etc. Then, the interfaces of "SkyTouch", an interactive TV sonics by Skylife having the number of users reaching one million at the moment, that is the representative runner in the interactive TV, were analyzed. Then the needs central to the navigation structure and layout for the convenience of users through the evaluation of usability were examined and arranged. In addition, the designing directions of personalized interfaces were studied in the interactive TV by analyzing the web portal sites which were being carried out prior to the personalized services. Based on the data investigated and analyzed previously, the guidelines for the interface design for the personalization of the interactive TV were suggested by classifying the navigation structure and layout, and the personalized interface design was proposed according to the suggested guidelines by applying them directly to "SkyTouch" that is currently carrying out the interactive sonics although it provides limited services in an independent style.

• 한국HCI학회:학술대회논문집
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• 2009.02a
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• pp.1038-1044
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• 2009

Interests for User Interface directly influencing on usability are also growing as the competition between DCATV and IPTV come to the surface, according to getting activated Interactive TV market. Therefore, this study has the purpose to understand mental models of users for Interactive TV service & Interface. The methods for this study are as follows. First, as the step considering literature study, we compared differences between DCATV and IPTV and caught up the concepts of DCATV and IPTV among some types of Interactive TV. Second, we examinated and analysed Hello TV, C&M, Broad&TV, MegaTV, myLGtv as the step of analysis for examples for Interactive TV. Third, as the step of researches observing users we analysed usability problems caused by differences of mental models between DCATV and IPTV. As a result, we could find there are some differences for mental model of users in Interface & services between DCATV and IPTV Especially, it was found that users feel confused very much regarding perception of real time broadcasting and VOD. We regards this findings can be used as basic for concept makings of Interactive TV, when TV interface is developed in the future.