• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.219-230
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• 2010

Digital content makes big changes to our daily lives while bringing opportunities and challenges for companies. Creative firms integrate pictures, texts, videos, audios, and data by digitalization to develop new products or services and create digital experiences to promote their brands. Most articles on digital content contribute to the basic concept or development of marketing it in literature. Actually, compared with traditional value chains for common products or services, the digital content industry seems to have more potential value. Because quite a bit of digital content is free to the consumer, price is not necessarily perceived as an indicator of the quality or value of information (Rowley 2008). It becomes evident that a current theme in digital content is the issue of "value," and research on customers' perceived value of digital content is a necessity. This article argues that experiential value has an advantage in customers' evaluations of digital content. Two different but related contributions to the understanding of "value" of digital content are made here. First, based on the comparison of digital content with products and services, the article proposes two key characteristics that make experiential strategy available for digital content: intangibility and near-zero reproduction cost. On top of that, based on the discussion of the gap between company's idealized value and customer's perceived value, this article emphasizes that digital content prices and pricing of digital content is different from products and services. As a result of intangibility, prices may not reflect customer value. Moreover, the cost of digital content in the development stage may be very high while reproduction costs shrink dramatically. Moreover, because of the value gap mentioned before, the pricing polices vary for different digital contents. For example, flat price policy is generally used for movies and music (Magiera 2001; Netherby 2002), while for continuous demand, digital content such as online games and anti-virus programs involves a more complicated matter of utility and competitive price levels. Digital content companies have to explore various kinds of strategies to overcome this gap. Rethinking marketing solutions such as advertisements, images, and word-of-mouth and their effect on customers' perceived value becomes essential. China's digital content industry is becoming more and more globalized and drawing special attention from different countries and regions that have respective competitive advantages. The 2008-2009 Annual Report on the Development of China's Digital Content Industry (CCIDConsulting 2009) indicates that, with the driven power of domestic demand and governmental policy support, the country's digital content industry maintained a fast growth of some 30 percent in 2008, obviously indicating the initial stage of industry expansion. In China, anti-virus programs and other software programs which need to be updated use a quarter-based pricing policy. Customers can download a trial version for free and use it for six months or a year. If they want to use it longer, continuous payment is needed. They examine the excellence of the digital content during this trial period and decide whether to pay for continued usage. For China’s music and movie industries, as a result of initial development, experiential strategy has not been much applied, even though firms in other countries find the trial experience and explore important strategies(such as customers listening to music for several seconds for free before downloading it). For the above reasons, anti-virus program may be a representative for digital content industry in China and an exploratory study of the advantage of experiential value in customer's perceived value of digital content is done in the anti-virus market of China. In order to enhance the reliability of the survey data, this study focused on people who were experienced users of anti-virus programs. The empirical results revealed that experiential value has a positive effect on customers' perceived value of digital content. In other words, because digital content is intangible and the reproduction costs are nearly zero, customers' evaluations are based heavily on their experience. Moreover, image and word-of-mouth do not have a positive effect on perceived value, only on experiential value. That is to say, a digital content value chain is different from that of a general product or service. Experiential value has a notable advantage and mediates the effect of image and word-of-mouth on perceived value. The results of this study help provide an understanding of why free digital content downloads exist in developing countries. Customers can perceive the value of digital content only by using and experiencing it. This is also why such governments support the development of digital content. Other developing countries whose digital content business is also in the beginning stage can make use of the suggestions here. Moreover, based on the advantage of experiential strategy, companies should make more of an effort to invest in customers' experience. As a result of the characteristics and value gap of digital content, customers perceive more value in the intangible digital content only by experiencing what they really want. Moreover, because of the near-zero reproduction costs, companies can perhaps use experiential strategy to enhance customer understanding of digital content.

• Proceedings of the Korea Contents Association Conference
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• 2006.11a
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• pp.824-828
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• 2006

Introduction of motion capture system to the field of digital entertainment paved the way to accelerate the development of 3D character animation all the more. Motion capture system has been developed of the level that it can capture the fierce motions of character particularly in the digital game image and improve the dynamic characteristics by capturing the movement of human muscle or express the human's true emotion by capturing wrinkles and expression on face. Such an extension of realistic expression enables them to be used increasingly in movie, TV, advertisement, music video, etc centering around the game industry in the field of digital entertainment. The fact is, however, that many difficulties are held in the image production process compared with the competing countries such as USA and Japan, owing to inferiorities in technical expertise and capital in the image production process using the local motion capture, insufficient professional human resources of motion capture and small size of local motion capture image market. Hence, this study intends to suggest the plan to improve the technical problems in terms of integrated motion capture system, motion capture professional human resources and motion capture in-house program development in the production process of digital entertainment image using the motion capture system by surveying local and overseas examples of image production.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.3
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• pp.113-124
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• 2018

The objective of this study is to examine the effectiveness of signals and advancing our understanding of the relationship between ratings and audience decisions based on the signaling theory. Though many studies argue that information asymmetry affects decision making, few studies have examined two key signaling factors: its potential to have multiple sources and the effect of time on its effectiveness. This study examined how experts' and the general audience's ratings affect decision making. We also considered change patterns in ratings to explore how time effect on ratings affect selection behavior. We tested our hypotheses using the latent growth model based on signaling theory and behavior approaches. The results show that a general audience's ratings is perceived as more credible than are those of experts and that audience members are significantly affected by upward patterns in ratings. The findings suggest that general audiences play a critical role as signal providers. Thus, market participants such as producers should pay more attention to the general audience's ratings in order to increase revenues. They should also consider the time effect of signaling, such as upward trends in ratings.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.6
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• pp.1969-1977
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• 2010

James Cameron's "Avatar" has broken the national record of movie ticket sales, and it caused the boom of 3D and 3D related fields. This research is focused on the appropriate ways to embrace the stereoscopic 3D cinema and the assumable result in Korea. The new stereoscopic 3D is different from the old fashioned analogue 3D, and it has many possibilities that may influence Korean film industry. Since 1990s, the number of Korean film school has increased drastically, and many of those who graduated from the schools would experience fierce job market. 3D converting projects that require a lot of film majored personnels would solve the overly supplied film majored professionals. Through Korea's hundreds of film schools, when they include 3D filmmaking in their curriculum, they can train and educate 3D related staff such as stereographer, convergence puller, and depth continuity artists, and Korea can be an important 3D staff train center in the world. Educating 3D filmmaking can produce a noticeable result in terms of accepting 3D cinema. Stereoscopic 3D cinema has many possibilities in many fields not only in cinema but also almost every fields that related to the imagery. With government's supports, the investments from the 3D related corporations, and 3D education in colleges would be fast and efficient way to embrace and accept stereoscopic 3D cinema in Korea in terms of the size and the profit.

• The Journal of the Korea Contents Association
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• v.12 no.1
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• pp.211-224
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• 2012

The performance-related industry has grown independently without being protected by the nation's great policy and legal boundary in the meantime. Even in the aspect of performance Act, the thoroughly pro-regulation policy on culture & art was taken while proceeding with segmenting the legislation rather than the freedom of performance art or the promotion of performance activity. Totally 17 cases of regulations including the abolition of scenario review system in January 1999 were fully abolished. Even 6 cases of regulations were steeply eased. Also, the importance of culture & art was recognized. Thus, to promote and support it in the governmental dimension, the substantial performance art policy system was adopted for training the performance art staff manpower and the national subsidy on performance hall. In performance art, the necessity of professionals' participation was imprinted such as stage lighting, sound, and stage machine. Accordingly, many regulations on performance art were all abolished except only the minimum issues for maintaining public order in about 50 years since the establishment of the government. 'Movie' was excluded from the definition of 'public performance' in 2002. Thus, the performance report system, which had been left institutionally from the Japanese colonial period, was eternally abolished. Following this, the performance Act was changed into the legislation of the supporting promoting policy, which reflected historical situation of needing to contribute to promoting public welfare, from the regulation-centered Act.

• Journal of KIISE:Software and Applications
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• v.29 no.9
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• pp.669-675
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• 2002

In recent years most of personalized recommender systems in electronic commerce utilize collaborative filtering algorithm in order to recommend more appropriate items. User-based collaborative filtering is based on the ratings of other users who have similar preferences to a user in order to predict the rating of an item that the user hasn't seen yet. This nay decrease the accuracy of prediction because the similarity between two users is computed with respect to the two users and only when an item has been rated by the users. In item-based collaborative filtering, the preference of an item is predicted based on the similarity between the item and each of other items that have rated by users. This method, however, uses the ratings of users who are not the neighbors of a user for computing the similarity between a pair of items. Hence item-based collaborative filtering may degrade the accuracy of a recommender system. In this paper, we present a new approach that a user's neighborhood is used when we compute the similarity between the items in traditional item-based collaborative filtering in order to compensate the weak points of the current item-based collaborative filtering and to improve the prediction accuracy. We empirically evaluate the accuracy of our approach to compare with several different collaborative filtering approaches using the EachMovie collaborative filtering data set. The experimental results show that our approach provides better quality in prediction and recommendation list than other collaborative filtering approaches.

• Journal of the Korean association of regional geographers
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• v.17 no.5
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• pp.600-616
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• 2011

Since the Shimane Prefecture government in Japan enacted "Takeshima Day" in March 2005, it has held commemorative ceremonies with Japanese politicians present each year on February 22. Japan has marked Dokdo as its territory in elementary and middle high school textbooks, and the number of such references has been increasing in recent years. Shimane Prefecture, which is the area nearest to Dokdo is strengthening Dokdo education in its geography classes at elementary and middle schools as part of regional studies. The study and education on Dokdo was begun by social studies teachers in the Oki Islands in Shimane Prefecture, but now extends throughout the prefecture. The auxiliary educational materials regarding Dokdo produced in Shimane Prefecture include teaching guidelines for teachers, worksheets for students, CDs containing statistics and picture files, and two kinds of DVD movie clips for each grade. In particular, schools teach the damage to the Japanese fishery industry caused by Korea's illegal occupation of Dokdo. This will likely form anti-Korean sentiments among Japanese students. It is hoped that Korean and Japanese scholars will work together to develop Dokdo auxiliary textbooks in order to improve the correct historical understanding of Dokdo.

• The Journal of Korean Philosophical History
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• no.39
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• pp.221-235
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• 2013

Through the comparative analysisand inductive research on main creation styles of Chinese, American and Japanese animation films, a conclusion can be given out, which means that the animation film style of each country can hardly be formed without their own traditional painting art, aesthetics habits and ways of thinking. It is these characteristics that form their unique animation film style. America emphasizes realism art, development and utilization of new technology, Japan pays sepcial attention totraditional painting art and comic stories. In business aspect, they bring about different business models relying on the experience of satisfying the diverse needs of domestic and global entertainment markets. When it comes to the content field, they carry forward universal values and meet the individualistic heroismso that a variety of business animation films and art animation films find their ways into the global market and acquire great popularity among audiences from all over the world. Through the comparasion of American and Japanese animation films, a new view to analyze the animation films of China is created. Animation creation is largely based on the need of socialist ideology from 50s to 80s. Even though the purposes of animation film creations returned to satisfying the diverse requirements of commercial markets and audiences, the consequences, such as the break gap of creations and talents, the lack of diverse creative styles and commercial market operation mechanism, sitll affect China's animation films today. Japan found thier position from the American model and became successful. Nowadays, China need find our own creative style and position from American model and Japanese model. And the systematic reformings that are detailed in the government managements, industry standards, internationalized talents cultivation and accumulation are the essential point.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.461-470
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• 2023

This paper analyzes the spatial representations constructed by reality, filming, and narrative in the works of Hong Kong film director Wong Kar-wai, and how these spaces influence Hong Kong's urban culture, perception, and interpersonal relationships. To analyze Wong Kar-wai's films, Charles Sanders Peirce's semiotics concepts and Paul Virilio's spatial concepts were applied. Through this, we examined how the meaning embedded in the spatial representations of Wong Kar-wai's films could become a crucial factor in their success. Wong Kar-wai focused on the values of human relationships formed by society in his subject expression, directly representing the human inner world and prompting audiences to think about it. In this paper, we categorized the spaces depicted in Wong Kar-wai's films as public, private, and connective spaces, and analyzed them as a means to show the living environment and emotions of Hong Kong's youth. Through this, we determined that the spatial representations in Wong Kar-wai's films effectively demonstrate the cultural interpretation function of Hong Kong's citizen consciousness at the junction of Eastern and Western cultures and social connections. In conclusion, Wong Kar-wai's works provide a rich understanding of contemporary people's lives, emotions, and urban spaces, offering valuable insights into Hong Kong's film industry and cultural values.

• Information Systems Review
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• v.24 no.2
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• pp.1-20
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• 2022

Researchers are making contradictory claims through the concept of superstars and long tails about how the development of IT technology affects demand distribution. Unlike previous studies that focused on changes in demand from a macro point of view, this study explored whether the relationship between a company's marketing activities and consumer response differs depending on the product location (i.e., superstar vs. long tail) from a micro point of view. Based on the marketing mix framework, hypotheses were developed based on the relevant literature. In the case of empirical analysis, 2,835 daily data from 63 Korean films were tested using the quantile regression method. As a result of the analysis, it was found that the influence of marketing mix factors on sales varies depending on the location of the product. Specifically, the appeal breadth of the film and the effect of owned media are enhanced in superstar products, and the effect of acquisition media in long-tail products is enhanced and the negative effects of competition are mitigated. Unlike previous studies that focused on macroscopic changes in demand distribution, this study suggested marketing activities suitable for practitioners through microscopic analysis.