• Title/Summary/Keyword: Internet motivations

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A Survey of Dance Sports Wear Purchasing by the Characteristics of Dance Sports Participants (댄스스포츠 참여자 특성에 따른 댄스스포츠복 구매실태조사)

  • Bae, Ju-Hyeong;Han, Seung-Hee
    • Journal of Fashion Business
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    • v.13 no.5
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    • pp.1-12
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    • 2009
  • This study looked into the characteristics of participants in dance sports, which is being positioned to be one of everyday athletic activities among people, and investigated the actual purchasing of dance sports wear with the subjects of its participants as a preceding study for the development of dance sports wear to consider their characteristics. The questionnaire method was used, and descriptive and crosstabulation analysis was conducted with a spss 12.0. The findings are as follows. 1. As the results that examine general characteristics of dance sports participants, the number of those in their 20's was the largest, while the number of women was larger than that of men. Regarding the practicing period, those of one year or longer up to 4 years occupied the largest proportion, and the rate of Latin American dance participants was larger than that of modern dance ones. 2. As to the actual purchasing of dance sports wear, the purchase motivations were found to be in the 'contest participation' for teenagers and those in their 20's, while those in their 40's or over purchased their wear for the purposes of 'following the fashion' or 'club gatherings.' As for the sources of information at the time of purchase, teenagers relied on internet and those of 20's or over got the information through the persons nearby. As their ages got higher, the ready-made sports wear was preferred, while as their practicing periods got longer modern dance participants purchased the sports wear of higher prices. Participants in their 30's and those practicing 7 years or longer possessed a comparatively larger number of dance sports wear and they considered importantly of designs and fit at the time of purchase. Therefore, the development of dance sports wear designs should be made to accord with the participants' age groups so that they might be sensitive to the fashion and clearly represent their personality for the junior group and durable enough to last long for the senior group.

The moderator effect of rehabilitation motivation on physical function, balance, and cognition of stroke patients (뇌졸중 환자의 신체기능, 균형, 인지 관계에서 재활동기의 조절효과에 관한 연구)

  • Park, Ji won;Kim, Sangwoo;Lee, Byounghee
    • Journal of Korean Physical Therapy Science
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    • v.27 no.2
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    • pp.13-24
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    • 2020
  • Background: This study evaluates physical function, balance, and cognition rehabilitation motivation. Design: Cross-sectional study. Methods: The subjects include 67 stroke patients to measure physical function, balance, and cognition rehabilitation motivation. For evaluation of physical function, Manual Muscle Test, Range of Motion, Modified Ashworth Scale for spasticity, grasping power, and balance was measured using Functional reach test (FRT), Berg Balance Scale (BBS). For evaluating Cognition, Korean-Mini Mental State Examination, motivation for rehabilitation scale was used to measure for motivation. Results: The results of this study that the moderating effect of rehabilitation motivation was significant in the effect of physical function on BBS (p<0.01), The moderating effect of rehabilitation motivation was significant in the effect of FRT on physical function (p<0.01), The moderating effect of external motivation was also significant in the effect of FRT on physical function (p<0.01). However, the results of the rehabilitation motivations generally divided into three groups (Lower, Average, Upper) and all three results were statistically significant only in groups of average and lower. Conclusion: This study confirms that the rehabilitation motive has demonstrated significant adjustment effects between the body function and balance. In this study, physical function, balance and cognition were significantly correlated with each other, and rehabilitation motivation proved a significant moderating effect between physical function and balance.

The Impact of Psychological Factors, Game Efficacy and Game Motivation and on Adolescent's Game Leadership : Focus on MOBA Genre Players (심리적 요인, 게임 효능감 그리고 게임 동기가 청소년의 게임 리더십에 미치는 영향 : MOBA 장르 플레이어를 중심으로)

  • Lee, Seung Je;Jeong, Eui Jun
    • Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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    • v.9 no.6
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    • pp.341-352
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    • 2019
  • Recently, e-sports has been receiving social attention. Game leadership is a necessary skill to perform effective game tasks, and it is very important to e-sports game and improve teamwork. As a result, there is a need to identify psychosocial factor that promote game leadership. This study tried to examine how game motivation, game efficacy, and psychological factors(self-control, social intelligence, self-esteem) reported to have an important effect on leadership have relation with game leadership to MOBA genre users who were known to consider role of game leadership as important factor. We used data from 196 adolescents using MOBA games for surveys. As a result of analysis, internet game time, game efficacy, and social intelligence had a positive relationship with game leadership. And game motivation(social, exploration and escape) also had a positive effect on game leadership. But self-control, self-esteem and some game motivations(acquisition, achievement) was not significant.

Construction and Service of a Web-based Cyber-learning Platform for the Computational Science and Engineering Community in Korea (국내 계산과학공학 커뮤니티를 위한 웹 기반 사이버-러닝 플랫폼 구축 및 서비스)

  • Suh, Young-Kyoon;Cho, Kum Won
    • Journal of Internet Computing and Services
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    • v.17 no.4
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    • pp.115-125
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    • 2016
  • Recently, many attentions have been paid to conducting convergence research across diverse disciplines. Along with this convergence era, an IT-based multi-disciplinary convergence project, called EDISON (EDucation-research Integrated Simulation On the Net), has been launched to support the studies of researchers engaged in several computational science and engineering (CSE) fields and to boost learning motivations of CSE students. Since 2011, we have been successfully carrying out the EDISON project. EDISON as a cyber-learning platform enables CSE researchers to share their own high-performance computing (HPC) simulation softwares developed to solve their research problems accompanying large-scale computation and I/O and users to run the softwares with little constraints on the web. Also, the EDISON platform has been utilized as lecture material by many universities in Korea. This article introduces the construction and service statistics of this EDISON platform. Specifically, we explicate several distinctions between EDISON and existing other HPC service platforms and discuss a three-layered technical architecture of the EDISON platform. We then present the up-to-date service statistics of EDISON over the past four years. Finally, we conclude this article and describe future plans.

A Research on Value Chain Structure on Experience of VR and AR Focused on Means-End Chain Theory on VR and AR (가상현실 미디어 체험이 가치사슬구조형성에 미치는 영향 연구 VR-AR 수단-목적 사슬이론 적용 중심으로)

  • Kweon, Sang Hee
    • Journal of Internet Computing and Services
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    • v.19 no.1
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    • pp.49-66
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    • 2018
  • This research explores a value chain structure of VR-AR media including user's perception, uses, and evaluation. The purpose of this research focused on factor analysis and the relationship among user's VR-AR adoption motivations and utilities. This research explores correlation between personal value and using motivation. This study was to identify the value structure of respondent on VR-AR usages based on means-end chain theory. The research used structured APT laddering questions and 251 data was analysed. Through such analysis, category difference by stage and relationship difference were identified and hierarchical value map was compared. There are four different value ladders: first is attributes, functional consequences, psychological consequences, and final value. This study is based on the analysis of the value chain structure factors that affect VR and AR use behavior (attributes, functional benefits, psychological benefits, use value), 'Hierarchical Value Map' between users' The purpose of the model is to construct a model. For this, 'means-end chain theory' was applied to measure the causal relationship between personal value and VR related use behavior. In order to solve this research problem, 135 people were analyzed through the structured questionnaire using the AR and VR content fitness measure and the second APT laddering, and the use of VR-AR : 1) Functional benefits; 2) Psychological benefits; 3) Means to reach value, 4) Objective value chain structure was identified. The results show that VR users tried to smooth the social life through the new virtual reality audiovisual element, the newness of experience, fun, and pleasure through the departure of reality, vividness of experience, and leading fashion. The AR fitness was a game and a new program, and the value of interacting with other people and the value of 'periwinkle' played an important role through the vividness and peripheral interaction of AR, It was an important choice. The important basic values of users' VR and AR selection were correlated with psychological attributes of interaction with others, achievement, happiness and favorable values.

Investigating Korean College Students' Internet Use Patterns and Motivations, and Exploring Vulnerability of Internet Dependency (대학생들의 인터넷 이용 형태와 이용동기 그리고 인터넷 중독 가능성에 관한 연구)

  • Song, Jong-Gil;Choi, Yong-Jun
    • Korean journal of communication and information
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    • v.16
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    • pp.71-107
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    • 2001
  • 미국에서 이루어진 인터넷 중독 현상에 대한 초기 연구는 인터넷 중독을 알코올중독과 같은 개인의 정신적 질병으로 간주하는 의사들에 의해 주도되었다. 그러나 사회현상으로서 인터넷 중독에 대한 사회과학자들의 관심이 증대되면서 인터넷 중독의 원인을 밝히는 본격적인 연구가 이루어진다. 인터넷 이용과 초고속 인터넷 망 보급속도에서 세계최고 수준을 자랑하는 우리의 경우에도 인터넷 이용에 따른 많은 부정적인 현상들이 나타남으로써 사회적인 문제로 대두되고 있다. 이에 따라 인터넷 중독에 대한 일부 연구가 수행되었는데 이들 연구들은 인터넷 이용패턴과 이용동기를 개별적으로 분석하고 인터넷 중독정도를 측정하는 차원에 머물고 있다. 즉, 인터넷 중독의 원인을 분석하는 차원에 이르지 못하고 있다. 또한 대부분의 연구들이 10대 청소년을 연구대상으로 하고 있기 때문에 다른 연령층의 인터넷 이용특성을 파악하는 데 한계를 가지고 있다. 이 같은 현실 인식을 바탕으로 본 연구는 2000년에 발표된 한국전산원 통계수치에서 인터넷을 가장 많이 이용하는 집단으로 조사된 대학생들을 연구대상으로, (1) 이들의 인터넷 이용패턴과 이용동기를 밝히고 (2) 이들 변인들과 인터넷 중독과의 상호관련성을 분석하며 (3) 인터넷 중독의 정도와 중독요인을 조사하고 (4) 마지막으로 인터넷 이용이 다른 미디어 이용과 면대면 커뮤니케이션에 미치는 영향을 분석하고 있다. 본 연구의 자료는 2000년 5월 8일부터 19일까지 2주간에 걸쳐 서울시내 대학생들을 대상으로 강의시간에 설문지를 배포하고 응답자가 설문지에 답하는 방법을 통해 수집되었다. 수집된 556명의 설문지 가운데 유효한 512명의 설문지가 통계적인 방법을 통해 분석되었다. 설문지는 (1) 인터넷 이용패턴 (2) 인터넷 이용 동기 (3) 인터넷 의존도 (4) 인터넷 이용 이후 다른 미디어 이용정도 (5) 인터넷 이용 이후 면대면 커뮤니케이션 정도 (6) 인구통계학적 변인을 측정하는 질문 내용으로 구성되었다. 통계 분석 후 나타난 몇 가지 주요결과를 요약하면 아래와 같다. (1) 이용동기와 인터넷 이용과의 상호관련성 이용동기를 요인 분석한 결과, 6개의 이용동기가 나타났는데 오락이 가장 주요한 동기였으며 다음으로 교육/정보, 현실도피, 외로움, 쇼핑, 그리고 성적 만족 순으로 나타났다. 이용 동기들을 인터넷 이용시간과의 상호관련성을 통계 분석한 결과 기존 연구결과와 달리 성적 만족이 6가지 요인 가운데 가장 낮은 상호관련성을 보였다. 또한 이용동기 분석에서 두 번째 높게 나타난 교육/정보 역시 성적 만족 다음으로 낮은 상호관련성을 보여주었다. 이는 대학생들의 인터넷 이용이 10대들의 인터넷 이용형태와 상당히 다르다는 것을 보여주는 것으로 본 연구에서는 수행하지 못한 이 같은 결과가 나오게 된 이유를 밝히는 후속연구가 필요할 것으로 보인다. (2) 인터넷 이용동기와 인터넷 서비스와의 상호관련성 '오락은 게임, 토론그룹, 전자메일, 채팅과 상호관련을 가진 것으로 나타났으며, 교육/정보는 검색과 쇼핑, 현실도피는 게임과 토론그룹, 외로움은 토론그룹, 전자메일과 채팅, 쇼핑은 온라인 쇼핑과 상호관련성이 있는 것으로 분석되었다. 흥미로운 사실은 성적 만족과 관련해서 게임과 채팅은 긍정적인 상호관련을 가진 것으로 나타난 반면 전자메일 서비스 이용은 성적 만족과 부정적인 상호관련을 가진 것으로 분석되었다. 이는 대학생들이 지루하게 느끼거나 외로움을 느낄 때 전자메일을 주로 이용하지만 성적 만족을 위해 전자메일을 이용하지 않고 있다는 사실을 보여주는 것이다. (3) 인터넷 이용 이후 다른 미디어와 면대면 커뮤니케이션과의 관계 인터넷을 이용한 후 응답자들의 전통적인 미디어(텔레비전, 라디오, 신문, 잡지, 편지, 전화) 이용이 감소되었으며 친구, 가족, 이성친구와의 면대면 커뮤니케이션 역시 감소된 것으로 나타났는데 이 같은 감소가 인터넷 이용과 관련이 있는 것으로 나타났다. (4) 인터넷 중독 정도와 중독 요인 10대들을 대상으로 한 기존 연구에서 나타난 인터넷 중독 현상이 대학생 집단에서는 나타나지 않았다. 그러나 응답자의 28.5%가 중독집단으로 발전될 가능성을 가진 잠재적인 인터넷 의존자(Moderate Internet Dependent)로 조사되었다. 인터넷 중독을 설명하는 요인으로 이용동기 가운데 오락, 외로움과 현실도피가 주요 변인으로 나타났으며 인터넷 이용시간 역시 주요변인으로 분석되었다. 흥미 있는 결과는 선행연구에서 인터넷 중독과 밀접한 관련 있는 인터넷 서비스로 조사된 게임과 채팅이 주요변인으로 나타나지 않았다는 것이다. 또한 인터넷 이용동기와 이용시간과의 상호관련 조사 결과에서처럼 전자메일서비스는 인터넷 중독과 부정적인 관계가 있는 것으로 조사되었다.

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Study on Development of Perception Arts Action Group Counseling Program Focused on Popcorn Brain Phenomenon (팝콘브레인 현상에 대한 지각예술작용 집단상담 프로그램 개발에 관한 연구)

  • Jang, Seung-Young;Jeong, Hyang
    • The Journal of the Korea institute of electronic communication sciences
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    • v.8 no.4
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    • pp.517-526
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    • 2013
  • This thesis revolves around dual sensory therapy techniques using perception arts group counseling program focused on Popcorn Brain phenomenon. The program emphasizes intrinsic motivations for changes by activating the brain's dual sensory such as a sense of smell, tactile sensation and vision to deal with brain issues caused by digital devices addiction. Perception arts group counseling program is based on voluntary satisfaction of relationship desires, which can lead to a sense of accomplishment and belonging. Expression methods using dual sensory were presented as an alternative to resolving digital devices addiction by blending cognitive-behavioral counseling technique and group art therapy technique. The blending method offers an environment that can maintain a change to a senseless and lackluster brian due to excessive uses of digital devices, the main cause of Popcorn Brain, by emphasizing "thoughts${\rightarrow}$emotions${\rightarrow}$behavior" with a structural expression approach. If perception arts group counseling program is established in more systematic fashion and used strategically to offer such environment, it may be used as a treatment for brain issues described above. In addition, the program can be used a basis for encouraging voluntary treatment to satisfy relationship desires.

Design and implementation of an Intelligent Tutoring System for Mobile English Learning (모바일 영어 학습을 위한 지능형 교육 시스템의 설계 및 구현)

  • Lee, Young-Seok;Cho, Jung-Won;Choi, Byung-Uk
    • The KIPS Transactions:PartA
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    • v.10A no.5
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    • pp.539-550
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    • 2003
  • As the service of mobile internet has been expended, student users are increase. The computers have been widely used in a education field as the teaching tool by improvement of the multimedia contents processing and user interface. The English learning using the computers in the restricted education environment provides motivations and effective learning to learners, but still have some problem such as teaching and evaluating without consideration for differences of individual levels. In order to solve the problems and take the advantages, we propose the intelligent tutoring system for english learning with mobile technology. Overcoming limitations of the mobile environment and using proper treacher's roles,. We have applied the conventional estimation method of the intellectual learner level for students. Also, we have proposed the diagnostic function in order to determine the method of teaching-learing and item disposition that each leaner prefers. Then we have designed and implemented the expert module, providing the feedback for teaching, of the intelligent turoring system for mobile english learning. This system will be able to support the interaction between teachers and students and replace some roles of teacher in the mobile english learning.

Media Habits of Sensation Seekers (감지추구자적매체습관(感知追求者的媒体习惯))

  • Blakeney, Alisha;Findley, Casey;Self, Donald R.;Ingram, Rhea;Garrett, Tony
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.2
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    • pp.179-187
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    • 2010
  • Understanding consumers' preferences and use of media types is imperative for marketing and advertising managers, especially in today's fragmented market. A clear understanding assists managers in making more effective selections of appropriate media outlets, yet individuals' choices of type and use of media are based on a variety of characteristics. This paper examines one personality trait, sensation seeking, which has not appeared in the literature examining "new" media preferences and use. Sensation seeking is a personality trait defined as "the need for varied, novel, and complex sensations and experiences and the willingness to take physical and social risks for the sake of such experiences" (Zuckerman 1979). Six hypotheses were developed from a review of the literature. Particular attention was given to the Uses and Gratification theory (Katz 1959), which explains various reasons why people choose media types and their motivations for using the different types of media. Current theory suggests that High Sensation Seekers (HSS), due to their needs for novelty, arousal and unconventional content and imagery, would exhibit higher frequency of use of new media. Specifically, we hypothesize that HSS will use the internet more than broadcast (H1a) or print media (H1b) and more than low (LSS) (H2a) or medium sensation seekers (MSS) (H2b). In addition, HSS have been found to be more social and have higher numbers of friends therefore are expected to use social networking websites such as Facebook/MySpace (H3) and chat rooms (H4) more than LSS (a) and MSS (b). Sensation seekers can manifest into a range of behaviors including disinhibition,. It is expected that alternative social networks such as Facebook/MySpace (H5) and chat rooms (H6) will be used more often for those who have higher levels of disinhibition than low (a) or medium (b) levels. Data were collected using an online survey of participants in extreme sports. In order to reach this group, an improved version of a snowball sampling technique, chain-referral method, was used to select respondents for this study. This method was chosen as it is regarded as being effective to reach otherwise hidden population groups (Heckathorn, 1997). A final usable sample of 1108 respondents, which was mainly young (56.36% under 34), male (86.1%) and middle class (58.7% with household incomes over USD 50,000) was consistent with previous studies on sensation seeking. Sensation seeking was captured using an existing measure, the Brief Sensation Seeking Scale (Hoyle et al., 2002). Media usage was captured by measuring the self reported usage of various media types. Results did not support H1a and b. HSS did not show higher levels of usage of alternative media such as the internet showing in fact lower mean levels of usage than all the other types of media. The highest media type used by HSS was print media, suggesting that there is a revolt against the mainstream. Results support H2a and b that HSS are more frequent users of the internet than LSS or MSS. Further analysis revealed that there are significant differences in the use of print media between HSS and LSS, suggesting that HSS may seek out more specialized print publications in their respective extreme sport activity. Hypothesis 3a and b showed that HSS use Facebook/MySpace more frequently than either LSS or MSS. There were no significant differences in the use of chat rooms between LSS and HSS, so as a consequence no support for H4a, although significant for MSS H4b. Respondents with varying levels of disinhibition were expected to have different levels of use of Facebook/MySpace and chat-rooms. There was support for the higher levels of use of Facebook/MySpace for those with high levels of disinhibition than low or medium levels, supporting H5a and b. Similarly there was support for H6b, Those with high levels of disinhibition use chat-rooms significantly more than those with medium levels but not for low levels (H6a). The findings are counterintuitive and give some interesting insights for managers. First, although HSS use online media more frequently than LSS or MSS, this groups use of online media is less than either print or broadcast media. The advertising executive should not place too much emphasis on online media for this important market segment. Second, social media, such as facebook/Myspace and chatrooms should be examined by managers as potential ways to reach this group. Finally, there is some implication for public policy by the higher levels of use of social media by those who are disinhibited. These individuals are more inclined to engage in more socially risky behavior which may have some dire implications, e.g. by internet predators or future employers. There is a limitation in the study in that only those who engage in extreme sports are included. This is by nature a HSS activity. A broader population is therefore needed to test if these results hold.

An Empirical Study on Motivation Factors and Reward Structure for User's Createve Contents Generation: Focusing on the Mediating Effect of Commitment (창의적인 UCC 제작에 영향을 미치는 동기 및 보상 체계에 대한 연구: 몰입에 매개 효과를 중심으로)

  • Kim, Jin-Woo;Yang, Seung-Hwa;Lim, Seong-Taek;Lee, In-Seong
    • Asia pacific journal of information systems
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    • v.20 no.1
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    • pp.141-170
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    • 2010
  • User created content (UCC) is created and shared by common users on line. From the user's perspective, the increase of UCCs has led to an expansion of alternative means of communications, while from the business perspective UCCs have formed an environment in which an abundant amount of new contents can be produced. Despite outward quantitative growth, however, many aspects of UCCs do not meet the expectations of general users in terms of quality, and this can be observed through pirated contents and user-copied contents. The purpose of this research is to investigate effective methods for fostering production of creative user-generated content. This study proposes two core elements, namely, reward and motivation, which are believed to enhance content creativity as well as the mediating factor and users' committement, which will be effective for bridging the increasing motivation and content creativity. Based on this perspective, this research takes an in-depth look at issues related to constructing the dimensions of reward and motivation in UCC services for creative content product, which are identified in three phases. First, three dimensions of rewards have been proposed: task dimension, social dimension, and organizational dimention. The task dimension rewards are related to the inherent characteristics of a task such as writing blog articles and pasting photos. Four concrete ways of providing task-related rewards in UCC environments are suggested in this study, which include skill variety, task significance, task identity, and autonomy. The social dimensioni rewards are related to the connected relationships among users. The organizational dimension consists of monetary payoff and recognition from others. Second, the two types of motivations are suggested to be affected by the diverse rewards schemes: intrinsic motivation and extrinsic motivation. Intrinsic motivation occurs when people create new UCC contents for its' own sake, whereas extrinsic motivation occurs when people create new contents for other purposes such as fame and money. Third, commitments are suggested to work as important mediating variables between motivation and content creativity. We believe commitments are especially important in online environments because they have been found to exert stronger impacts on the Internet users than other relevant factors do. Two types of commitments are suggested in this study: emotional commitment and continuity commitment. Finally, content creativity is proposed as the final dependent variable in this study. We provide a systematic method to measure the creativity of UCC content based on the prior studies in creativity measurement. The method includes expert evaluation of blog pages posted by the Internet users. In order to test the theoretical model of our study, 133 active blog users were recruited to participate in a group discussion as well as a survey. They were asked to fill out a questionnaire on their commitment, motivation and rewards of creating UCC contents. At the same time, their creativity was measured by independent experts using Torrance Tests of Creative Thinking. Finally, two independent users visited the study participants' blog pages and evaluated their content creativity using the Creative Products Semantic Scale. All the data were compiled and analyzed through structural equation modeling. We first conducted a confirmatory factor analysis to validate the measurement model of our research. It was found that measures used in our study satisfied the requirement of reliability, convergent validity as well as discriminant validity. Given the fact that our measurement model is valid and reliable, we proceeded to conduct a structural model analysis. The results indicated that all the variables in our model had higher than necessary explanatory powers in terms of R-square values. The study results identified several important reward shemes. First of all, skill variety, task importance, task identity, and automony were all found to have significant influences on the intrinsic motivation of creating UCC contents. Also, the relationship with other users was found to have strong influences upon both intrinsic and extrinsic motivation. Finally, the opportunity to get recognition for their UCC work was found to have a significant impact on the extrinsic motivation of UCC users. However, different from our expectation, monetary compensation was found not to have a significant impact on the extrinsic motivation. It was also found that commitment was an important mediating factor in UCC environment between motivation and content creativity. A more fully mediating model was found to have the highest explanation power compared to no-mediation or partially mediated models. This paper ends with implications of the study results. First, from the theoretical perspective this study proposes and empirically validates the commitment as an important mediating factor between motivation and content creativity. This result reflects the characteristics of online environment in which the UCC creation activities occur voluntarily. Second, from the practical perspective this study proposes several concrete reward factors that are germane to the UCC environment, and their effectiveness to the content creativity is estimated. In addition to the quantitive results of relative importance of the reward factrs, this study also proposes concrete ways to provide the rewards in the UCC environment based on the FGI data that are collected after our participants finish asnwering survey questions. Finally, from the methodological perspective, this study suggests and implements a way to measure the UCC content creativity independently from the content generators' creativity, which can be used later by future research on UCC creativity. In sum, this study proposes and validates important reward features and their relations to the motivation, commitment, and the content creativity in UCC environment, which is believed to be one of the most important factors for the success of UCC and Web 2.0. As such, this study can provide significant theoretical as well as practical bases for fostering creativity in UCC contents.