• Journal of the Korea Society of Computer and Information
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• v.29 no.6
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• pp.211-221
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• 2024

Live streaming commerce has emerged as an innovative e-commerce model. This study, based on the Elaboration Likelihood Model (ELM), aims to explore the impact of Key Opinion Consumers' (KOCs) attributes in live streaming commerce on purchase intentions on short video platforms. A survey was conducted with 411 consumers, and data analysis and hypothesis testing were performed using SPSS 24.0 and AMOS 23.0 software. Research has found that differences in consumers' information processing abilities lead to different pathway selections. Central route factors such as recommendation consistency, product involvement, and professionalism, as well as peripheral route factors such as recommendation timeliness, all have significant positive effects on consumers' purchase intention. However, visual cues in the peripheral route do not have a significant impact. This study aims to provide theoretical support and practical guidance for the development of the live streaming commerce industry, and to help companies adjust their promotion strategies based on differences in consumer information processing, thereby improving purchase conversion rates.

• Fashion & Textile Research Journal
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• v.14 no.1
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• pp.75-82
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• 2012

Compared to off-line, on-line word-of-mouth has fast dissemination speed and extensive effects based on interactive features. Moreover, in the age of Web 2.0, on-line media has made consumers evolve from simple purchasers to producers, who intervene into product manufacturing through on-line WOM. According to this, this study is conducted to clarify how consumer's prosumer propensity affects WOM in detail when purchasing fashion products on-line through website interactivity and perceived usefulness of WOM. The results are as follows. 1. Consumer's prosumer propensity is classified in four dimensions: the propensity to participate, the propensity to relate, the propensity to amuse and the propensity to create. 2. The sample has shown low prosumer propensity overall, and there were no gender differences. 3. Testing structural equation model, it was clarified that the higher the consumer's prosumer propensity, the higher the consumer's evaluation of website interactivity and thus the greater the WOM effect through its perception of usefulness. 4. There were some differences in the path of structural equation model according to consumer's prosumer propensity. From the results, it can be concluded that consumer's prosumer propensity is a key factor in the on-line WOM. Therefore fashion businesses should actively utilize consumer's prosumer propensity to apply their opinion in the product planning stage or use it as the means of company-friendly viral marketing.

• Cartoon and Animation Studies
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• s.44
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• pp.285-306
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• 2016

With the increase use of smartphones, users can consume contents such as webtoon, webnovel and TV drama directly provided by the producers. In this Direct-to-Consumer era, webdrama services from the portal websites are increasing rapidly. Webdramas such as , , and can be analyzed in real time using responses such as unique users, likes, and comments. The analyses used in this research were Social Media Big Data Mining Method and Opinion Mining Method. Specific key words from webdrama can be extracted and viewers positive, neutral or negative emotion can be predicted from the words. The analyses of popular webdramas showed that the established K-Pop Idol member appearance and servicing portal site greatly influence the views, traffics, comments, and likes. Also, 'Mobile TV' proved the effectiveness as another platform other than television. Mobile targeted contents and robust business models still to be developed and identified. Overcoming these few tasks, Korea will be proven to be a webdrama content powerhouse.

• International Journal of Advanced Culture Technology
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• v.4 no.2
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• pp.7-18
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• 2016

The first D2C-era web-real variety show in Korea was broadcast via tvN of CJ E&M. The web-real variety program 'SinSeoYuGi' accumulated 54 million views, along with 50 million views at the Chinese portal site QQ. This study carries out an analysis using text mining that extracts portal site blogs, twitter page views and associative terms. In addition, this study derives viewers' response by extracting key words with opinion mining techniques that divide positive words, neutral words and negative words through customer sentiment analysis. It is found that the success factors of the web-real variety were reduced in appearance fees and production cost, harmony between actual cast members and scenario characters, mobile TV programing, and pre-roll advertising. It is expected that web-real variety broadcasting will increase in value as web contents in the future, and be established as a new genre with the job of 'technical marketer' growing as well.

• Korean Journal of Human Ecology
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• v.23 no.1
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• pp.101-122
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• 2014

In this study, the Pine & Gilmore(1998) and Schmitt(1999, 2003), based on previous studies. Recent trends in large department stores and distribution outlets, discount stores and large retail centers, such as the consumer's experience is divided into internal and external fashion brand stores navigation study. Fashion Brand Stores are defined as the inside of the fashion brand store of the form that sells only the products of a fashion company's brand. Meanwhile, shopping center is defined as all the places at the inside and out of the shopping center excluding the inside of the fashion brand store. Likewise, definitions are clarified as such for use. As for the research method for this study, semi-structured focus group interviews were used since they could provide many more data compared to in-depth interviews. Accordingly, data was collected while carrying out free discussions while two to three subjects listened to each other's opinion regarding the key words raised by the interviewer and while thinking about their experience at the inside and outside of the fashion brand stores. As for the subjects, female consumers between the ages of 20 and 50 were targeted, and the interviews conducted with four, seven, four and three women in their 20s, 30s, 40s and 50s, were used, respectively. Likewise, there were a total of 18 subjects. Exploratory Study of Customer Experience area was classified into integration of significance and categorization. In particular, the contents were classified into elements of experience inside the fashion brand stores and fashion brand stores outsider experience in the shopping center elements and the elements of the common experience of fashion stores and shopping centers based on the results concerning the key contents identified in-depth from the customer aspect. The key experience elements at the inside of fashion brand stores were identified as VMD experience, emotional experience, and experience of the service provided by sales representatives. As for the key experience elements at the shopping center which is at the outside of the fashion brand store, they included service scape experience, cultural event experience, playful behavior experience. Meanwhile, elements of common experience included educational experience and exclusivity experience and human respect experience, which demonstrated some difference in terms of the contents.