• Journal of Digital Contents Society
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• v.19 no.7
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• pp.1303-1312
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• 2018

The study analyzed the evaluation of the advertisement effect by the score and the method of the advertisement comments in ad evaluation in online site, 'TVCF'. The results are as follows. First, Internet viral advertisement showed higher number of ad comments and higher evaluation of advertisement effect than cable broadcasting advertisement. Second, the results of analysis of the difference of advertisement evaluation according to ad types and digital user characteristics showed that women are more positive than men toward both cable broadcasting and internet viral advertisement.

• Asia pacific journal of information systems
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• v.19 no.4
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• pp.101-124
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• 2009

According to Wikipedia, virtual reality (VR) is defined as a technology that allows a user to interact with a computer-simulated environment. Due to a rapid growth in information technology (IT), the cost of virtual reality has been decreasing while the utility of virtual reality advertisements has dramatically increased. Nevertheless, only a few studies have investigated the effects of virtual reality advertisement on consumer behaviors. Therefore, the objective of this study is to empirically examine the effects of virtual reality advertisement. Compared to traditional online advertisements, virtual reality advertisement enables consumers to experience products realistically over the Internet by providing high media richness, interactivity, and telepresence (Suh and Lee, 2005). Advertisements with high media richness facilitate consumers' understanding of advertised products by providing them with a large amount and a high variety of information on the products. Interactivity also provides consumers with a high level of control over the computer-simulated environment in terms of their abilities to adjust the information according to their individual interests and concerns and to be active rather than passive in their engagement with the information (Pimentel and Teixera, 1994). Through high media richness and interactivity, virtual reality advertisements can generate compelling feelings of "telepresence" (Suh and Lee, 2005). Telepresence is a sense of being there in an environment by means of a communication medium (Steuer, 1992). Virtual reality advertisements enable consumers to create a perceptual illusion of being present and highly engaged in a simulated environment, while they are in reality physically present in another place (Biocca, 1997). Based on the characteristics of virtual reality advertisements, a research model has been proposed to explain consumer responses to the virtual reality advertisements. The proposed model includes two dimensions of consumer responses. One dimension is consumers' rational response, which is based on the Information Processing Theory. Based on the Information Processing Theory, product knowledge and perceived risk are selected as antecedents of intention to purchase. The other dimension is emotional response of consumers, which is based on the Attitude-Structure Theory. Based on the Attitude-Structure Theory, arousal, flow, and positive affect are selected as antecedents of intention to purchase. Because it has been criticized to have investigated only one of the two dimensions of consumer response in prior studies, our research model has been built so as to incorporate both dimensions. Based on the Attitude-Structure Theory, we hypothesized the path of consumers' emotional responses to a virtual reality advertisement: (H1) Arousal by the virtual reality advertisement increases flow; (H2) Flow increases positive affect; and (H3) Positive affect increases intension to purchase. In addition, we hypothesized the path of consumers' rational responses to the virtual reality advertisement based on the Information Processing Theory: (H4) Increased product knowledge through the virtual reality advertisement decreases perceived risk; and (H5) Perceived risk decreases intension to purchase. Based on literature of flow, we additionally hypothesized the relationship between flow and product knowledge: (H6) Flow increases product knowledge. To test the hypotheses, we conducted a free simulation experiment [Fromkin and Streufert, 1976] with 300 people. Subjects were asked to use the virtual reality advertisement of a cellular phone on the Internet and then answer questions about the variables. To check whether subjects fully experienced the virtual reality advertisement, they were asked to answer a quiz about the virtual reality advertisement itself. Responses of 26 subjects were dropped because of their incomplete answers. Responses of 274 subjects were used to test the hypotheses. It was found that all of six hypotheses are accepted. In addition, we found that consumers' emotional response has stronger impact on their intention to purchase than their rational response does. This study sheds much light into practical implications for both IS researchers and managers. First of all, while most of previous research has analyzed only one of the customers' rational and emotional responses, we theoretically incorporated and empirically examined both of the two sides. Second, we empirically showed that mediators such as arousal, flow, positive affect, product knowledge, and perceived risk play an important role between virtual reality advertisement and customer's intention to purchase. In addition, the findings of this study can provide a basis of practical strategies for managers. It was found that consumers' emotional response is stronger than their rational response. This result indicates that advertisements using virtual reality should focus on the emotional side, and that virtual reality can be served as an appropriate advertisement tool for fancy products that require their online advertisements to give an impetus to customers' emotion. Finally, even if this study examined the effects of virtual reality advertisement of cellular phone, its findings could be applied to other products that are suited for virtual experience. However, this research has some limitations. We were unable to control different kinds of consumers and different attributes of products on consumers' intention to purchase. It is, therefore, deemed important for future research to control the consumer and product types for more reliable results. In addition to the consumer and product attributes, other variables could affect consumers' intention to purchase. Thus, the future research needs to find ways t control other variables.

• Journal of Intelligence and Information Systems
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• v.24 no.2
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• pp.37-57
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• 2018

With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into 'Hedonic' and 'Utilitarian' had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisement used in the online advertisement and the mobile advertisement, which are not dependent on the attitude of the ad, the attitude of the brand, and the purchase intention. This study suggests that CTR is used as a dependent variable of advertising effect based on actual data of mobile ad platform accumulated over a long period of time. The results of this study is expected to contribute to establishment of optimum advertisement strategy such as creation of advertising materials and planning of media which suit advertised products at the time of mobile advertisement.

• Journal of Convergence for Information Technology
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• v.9 no.9
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• pp.20-26
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• 2019

With the development of ICT technology and the promotion of smartphone penetration, purchasing services that purchase various products through online market are being activated. In particular, due to advances in storage and delivery technology, sales of short food materials can be purchased online. Therefore, in this paper, we propose an integrated solution that enables advertisement effect, ordering and delivery through a purchase service even if there is no sales knowledge and sales network in a small shopping mall where only offline sales can be performed. The proposed system is able to efficiently view the product information by category through image search for the product that the user desires, so that the seller of the registered product can efficiently sell without any additional advertisement.

• International Journal of Computer Science & Network Security
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• v.21 no.7
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• pp.305-316
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• 2021

The objective is to recognize the better opportunities from targeted reveal advertising, to show a banner ad to the consumer of online who is most expected to obtain a preferred action like signing up for a newsletter or buying a product. Discovering the most excellent commercial impression, it means the chance to exhibit an advertisement to a consumer needs the capability to calculate the probability that the consumer who perceives the advertisement on the users browser will acquire an accomplishment, that is the consumer will convert. On the other hand, conversion possibility assessment is a demanding process since there is tremendous data growth across different information dimensions and the adaptation event occurs infrequently. Retailers and manufacturers extensively employ the retail services from internet as part of a multichannel distribution and promotion strategy. The rate at which web site visitors transfer to consumers is low for online retail, out coming in high customer acquisition expenses. Approximately 96 percent of web site users concluded exclusive of no shopper purchase[1].This category of conversion rate is collected from the advertising of social media sites and pages that dataset must be estimating and assessing with the concept of big data clustering, which is used to group the particular age group of people along with their behavior. This makes to identify the proper consumer of the production which leads to improve the profitability of the concern.

• Journal of the Korean Home Economics Association
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• v.48 no.10
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• pp.121-132
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• 2010

This study was intended to identify the persuasion effects of online cosmetic advertising according to scarcity message type and product type. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(scarcity message type: quantity scarcity message vs distinctiveness scarcity message) X 2(product type: hedonic product vs utilitarian product) factorial design. Participants were 160 students, and they allocated 40 students in each group. They responded a questionnaire. The results were as follows. First, distinctiveness scarcity message showed more effective than quantity scarcity message in advertising attitude, product attitude, brand attitude, and purchase intention. Second, hedonic product showed more effective than utilitarian product in advertising attitude, product attitude, brand attitude, advertising attention, click-through intention, and purchase intention. Third, there was interaction effect according to scarcity message type and product type on the aspect of advertising attitude, advertisement attention, and click-through intention.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.1
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• pp.141-151
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• 2020

This research aimed at studying the role of self-enhancing imagery and self goal-achievement emotion in the effect of characteristics perceived at advertisements using multisensory cues on purchase intention. Sports shoes advertisement was selected as an empirical research object. Questionnaire survey method was used to collect data. 'WenJuanXing' site was used to make the questionnaire in Chinese, and it was loaded on WeChat and QQ. 260 participants from different regions of China participated in online questionnaire survey. The results of testing the hypotheses by structural equation model in Amos 21.0 program are summarized as followings. The congruency between multisensory cues and self-discrepancy awareness positively evoked the self-enhancing imagery and the self goal-achievement emotion. The object relevance between the consumer and the product advertised did not induce the emotion, but evoked the self-enhancing imagery. Both of the self-enhancing imagery and the self goal-achievement emotion had positive effects on the product purchase intention. When developing advertisement, marketers should focus on multisensory cues' characteristics to enhance the self-enhancing imageries as well as to help feel the goal-achievement emotion. They should pay attention to the ways by which the multisensory cues' characteristics used to develop advertisement can be perceived to be congruent with each other by consumers.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.949-952
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• 2009

2007 IPTV joining furniture according to passing over 100 households, with the fact that IPTV markets will more be magnified in future. Also the enormous brazier being caused by IPTV commercial markets of IPTV markets are prospective 2015 with the fact that will reach to 850,000,000,000 won, advertisement central medium means IPTV advertisement or web coat online advertizing is center from TV advertisements. Currently compares TV advertisements and IPTV advertisements from the present paper consequently and according to the user who uses the contents the elder brother IPTV advertisement fixing is a service and the agent for plans.

• The Journal of Information Systems
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• v.26 no.4
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• pp.285-301
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• 2017

Purpose In this paper we verified the reliabilities of healthcare-related information provided by various users on the site of Naver Jisikin, a Korean typical search platform. Based on Q&A contents we validated answers' reliabilities to the asked questions about a lung cancer with the help of professors at a medical school. Design/methodology/approach The content analysis includes that the types of questions are classified into symptom/diagnosis, therapy, prognosis, after-management and so on. The answers contains advice, advertisement, oriental medicine, and religion as well as the above 5 question categories. The validation results of medical evidence about each answer show that only 49% among all answers have medical grounds. Findings We classified the medical grounded answers into three levels; high, medium and low. Among all answers we need to find out the answers including advertisement because the answers can be harmful to patients. We found the method to select the answers containing advertisement contents with the help of text mining research. The selection model presents high performance as 84% classification accuracy.

• Journal of Arbitration Studies
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• v.11 no.1
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• pp.217-245
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• 2001

Like traditional commerce, disputes are bound to arise in the course of conducting an e-commerce transaction. At present of June 30, 2001, 259 cases of dispute on e-commerce have been applied for the mediation of Electronic Transaction Dispute Mediation Committee, types of them are 170 cases of delayed delivery of commodity, 21 cases of contract cancellation and refund, 16 cases of personal information protection, 16 cases of false and exaggerated advertisement, 14 cases of commodity defect. The settlement systems of e-commerce dispute are litigation and Alternative Dispute Resolution(ADR). ADR encompasses mediation, arbitration, and similar private tools for resolving disputes. ADR offers many perceived advantages. Speed of resolution and low cost are often cited as the primary benefits. Therfore e-commerce disputes may be settled more effectively by litigation. The settlement systems of e-commerce dispute by ADR are the mediation of Electronic Transaction Dispute Mediation Committee, the mediation of Consumer Dispute Mediation Commercial Arbitration Board, and the arbitration of Korean Commerical Arbitration Board. E-commerce sets up the probability that its merchants and customers will not exist in the same legal jurisdictions. The confusing application of laws and wide geographical dispersion of these parties will necessitate a faster and cheaper dispute resolution methodology. Therefore, online ADR may be effective for e-commerce dispute resolution. The examples of online ADR opetation are the cyber mediation of Electronic Transaction Dispute Resolution Committee, the cyber mediation of Korean Commercial Arbitration Board, the cyber mediation of Click N Settle, the online ADR of BBB online, and the cyber arbitration of virtual Magistrate.