• 한국IT서비스학회지
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• 제16권4호
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• pp.177-195
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• 2017

Traditionally, news was consumed only through printed newspapers and broadcasting media, such as radio and television. However, the Internet has enabled people to consume news content online. Since most of online news content has been provided for free, it is not easy for news providers to charge the fixed subscription fee for online news content. Therefore, as an alternative strategy, some online news providers have tried to adopt the Pay-What-You-Want (PWYW) pricing model, which allows users (readers) to pay as much as they want after consuming news content. As this pricing model shows some possibility to grow and replace the unsuccessful monetization strategy of online news content, we therefore examined the comparative importance of seven heuristic attributes (i.e., article evaluation, article share, article comment, article information design, article length, writer SNS, and writer information) affecting readers' voluntary payment behavior through a conjoint analysis with 379 news articles collected from online news Website (i.e., Ohmynews.com) where the PWYW model has been working successfully. This study found that article share and article length are the most important factors which affect online news content users' voluntary payment. Finally, two major and eight minor propositions are suggested based on the findings of the study. This study would suggest guidelines for how to create online news content which induces much more voluntary payment.

• 지능정보연구
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• 제24권1호
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• pp.75-100
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• 2018

최근 웹툰, 음원, 동영상, 게임, 교육, 앱 등 많은 콘텐츠 기업에서 콘텐츠 유료화 정책을 추진하고 있으나, 무료 콘텐츠에 익숙한 독자들의 문화적 관성이 온라인 콘텐츠의 유료화 전환에 많은 어려움을 주고 있다. 특히 온라인 뉴스 콘텐츠는 포털 사이트를 통해 무료로 배포되고 있어 유료화에 대한 독자들의 거부감이 다른 온라인 콘텐츠 보다 더욱 심한 실정이다. 이러한 문제 해결을 위해 학계 및 산업계에서 온라인 콘텐츠의 유료화 방안에 대한 연구가 다양한 차원에서 진행되었다. 최근에는 일부 온라인 뉴스 매체를 중심으로 독자들이 자발적으로 마음에 드는 뉴스 콘텐츠에 대해 원하는 만큼의 구독료를 지불하게 하는 Pay-What-You-Want (PWYW) 지불모델을 적용하는 시도가 이뤄지고 있다. 이에 본 연구는 PWYW 모델의 성공적인 정착을 위한 선결요인으로 독자의 자발적 독자구독료 지불행위에 영향을 미치는 온라인 뉴스 콘텐츠의 체계적 속성을 도출하고, 각 속성 및 하위 속성의 상대적 중요도를 비교 분석하였다. 좀 더 구체적으로, 선행연구 분석을 통해 기사제목 유형, 기사 이미지 자극성, 기사 가독성, 기사 유형, 기사 지배적 정서, 기사 내용-이미지 유사성 등 총 여섯 가지의 온라인 뉴스 콘텐츠의 체계적 속성을 도출하였으며, 내용분석(content analysis)을 통해 각 기사의 속성값을 측정하고 이를 기반으로 컨조인트 분석(conjoint analysis)을 실시하여 속성 간 상대적 중요도를 계산 및 검증하였다. PWYW 모델이 적용된 온라인 뉴스 콘텐츠 379개에 대한 컨조인트 분석 결과, 기사 가독성, 기사 내용-이미지 유사성, 기사제목 유형 등의 순으로 자발적 독자구독료에 큰 영향을 주는 것으로 분석된 반면, 기사 유형, 기사 지배적 정서, 기사 이미지 자극성 등은 상대적으로 낮은 중요도를 보이는 것으로 조사되었다. 본 연구는 내용분석과 컨조인트 분석을 동시에 실시하여 온라인 뉴스 콘텐츠에 대한 자발적 지불의도에 영향을 미치는 체계적 요인을 도출하고, 그 상대적 중요도까지 살펴보았다는 점에서 학술적 의의가 있으며, 온라인 뉴스 콘텐츠 제작자 및 사이트 운영자들로 하여금 독자들의 자발적 지불을 유도할 수 있는 가이드라인을 제시하였다는 점에서 그 실무적 의의가 있다.

• 지식경영연구
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• 제14권4호
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• pp.1-17
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• 2013

As online communities proliferate, online news sites have received great attention in news media research. Although most of the online news sites provide contents for free, some have adopted the Pay-What-You-Want (PWYW) model by offering a voluntary payment option to the readers. In this study, we investigate the factors which influence subscribers' voluntary payment behavior on an online news site. Drawing upon both the Stimulus-Organism-Response (SOR) framework and the Elaboration Likelihood Model (ELM), we hypothesize that appreciation has a direct effect on the subscribers' voluntary payment behavior, whereas central factors (positive emotional content, cognitive content) and peripheral factors (news sharing, news article length) of the news articles have indirect impacts on voluntary payment behavior through the enhanced appreciation. Based on an empirical analysis of 172 news articles from the Korean online news site that adopted the PWYW pricing model (i.e., Ohmynews.com), we find that appreciation plays a critical role in voluntary payment behavior and that peripheral factors have significant impacts on appreciation. However, the impacts of central factors on appreciation are not found. By identifying influencing factors of subscribers' voluntary payment behavior on online news sites for the first time, this paper suggests a prospective alternative profit model for online news providers faced with fierce competition.

• 정보처리학회논문지:소프트웨어 및 데이터공학
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• 제10권12호
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• pp.569-578
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• 2021

오늘날 웹의 발전으로 우리는 각종 언론 매체를 통해 온라인 기사를 쉽게 접하게 된다. 온라인 기사를 쉽게 접할 수 있게 된 만큼 거짓 정보를 진실로 위장한 가짜뉴스 또한 빈번하게 찾아볼 수 있다. 가짜뉴스가 전 세계적으로 대두되면서 국내에서도 가짜뉴스를 탐지하기 위한 팩트 체크 서비스가 제공되고 있으나, 이는 전문가 기반의 수동 탐지 방법을 기반으로 하며 가짜뉴스 탐지를 자동화하는 기술에 대한 연구가 계속해서 활발하게 이루어지고 있다. 기존 연구는 기사 작성에 사용된 문맥의 특성이나, 기사 제목과 기사 본문의 내용 비교를 통한 탐지 방법이 가장 많이 사용되고 있으나, 이러한 시도는 조작의 정밀도가 높아졌을 때 탐지가 어려워질 수 있다는 한계를 가진다. 따라서 본 논문에서는 기사 조작의 발달에 따른 영향을 받지 않기 위하여 기사의 진위 여부를 판단할 수 있는 검증기사를 함께 사용하는 방법을 제안한다. 또한 가짜뉴스 탐지 정확도를 개선시킬 수 있도록 실험에 사용되는 기사와 검증기사를 문서 요약 모델을 통해 요약하는 과정을 추가했다. 본 논문에서는 제안 알고리즘을 검증하기 위해 문서 요약 기법 검증, 검증기사 검색 기법 검증, 그리고 최종적인 제안 알고리즘의 가짜뉴스 탐지 정확도 검증을 진행하였다. 본 연구에서 제안한 알고리즘은 다양한 언론 매체에 적용하여 기사가 온라인으로 확산되기 이전에 진위 여부를 판단하는 방법으로 유용하게 사용될 수 있다.

• Journal of Contemporary Eastern Asia
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• 제18권2호
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• pp.33-48
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• 2019

The current Moon Jai-in administration in South Korea is facing serious challenges as a result of a scandal involving the manipulation of news online. Staff in Moon's camp are suspected of manipulating public opinion by creating millions of fake news comments online, contributing to Moon being elected president. This South Korean political scandal raises a number of theoretical issues with regard to new platform technologies and media manipulation. First, the incident exposes the technological limits of blocking manipulation of the news, partly because of the nature of social media and partly because of the nature of contemporary technology. Contemporary social media is often monopolistic in nature; with the majority of people are using the same platforms, and hence it is likely that they will be subject to forms of media manipulation. Second, the Korean case of news manipulation demonstrates a unique cultural aspect of Korean society. News comments and readers' replies have become a major channel of alternative news in Korea. This phenomenon is often designated as "reply journalism," since people are interested in reading the news replies of ordinary readers equally to reading news reports themselves. News replies are considered indicators of public opinion and are seen as affecting trias politica in Korean society. Third, the Korean incident of news manipulation implicates a new form of populism in the 21st century and the nature of democratic participation. This article aims to explicate key issues in media manipulation by including wider technological, cultural, and political aspects in the South Korean news media context.

• Journal of Contemporary Eastern Asia
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• 제18권2호
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• pp.16-32
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• 2019

Media manipulation of breaking news through article selection, ranking and tweaking of social media data and comment streams is a growing concern for society. We argue that the combination of human and machine curation on media portals marks a new period for news media and journalism. Although intermediary platforms routinely claim that they are merely the neutral technological platform which facilitates news and information flows, rejecting any criticisms that they are operating as de facto media organisations; instead, we argue for an alternative, more active interpretation of their roles. In this article we provide a contemporary account of the South Korean ('Korean') online news media ecology as an exemplar of how contemporary media technologies, and in particular portals and algorithmic recommender systems, perform a powerful role in shaping the kind of news and information that citizens access. By highlighting the key stakeholders and their positions within the production, publication and distribution of news media, we argue that the overall impact of the major portal platforms of Naver and Kakao is far more consequential than simply providing an entertaining media diet for consumers. These portals are central in designing how and which news is sourced, produced and then accessed by Korean citizens. From a regulatory perspective the provision of news on the portals can be a somewhat ambiguous and moving target, subject to soft and harder regulatory measures. While we investigate a specific case study of the South Korean experience, we also trace out connections with the larger global media ecology. We have relied on policy documents, stakeholder interviews and portal user 'walk throughs' to understand the changing role of news and its surfacing on a distinctive breed of media platforms.

• Asia pacific journal of information systems
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• 제31권4호
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• pp.606-632
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• 2021

With many consumers being exposed to news via social media platforms, news organizations are challenged to attract visitors and generate revenue during visits to their websites. They therefore need detailed information on how to write articles and headlines to increase visitors' engagement with the content to drive advertising revenues. For those news organizations whose business model depends mainly on advertisements, rather than subscriptions, it is particularly crucial to understand what makes the website attractive to their visitors, what drives users to stay on the website, and what factors affect a user's exit decision. The current research examines individual news consumers' choices to find patterns of increase or decrease in user engagement relative to a variety of topics, as well as to the mood or tone of the content. Using clickstream data from a major news organization, the authors develop a user-level dynamic model of clickstream behavior that takes into account the content of both headlines and stories that visitors read. The authors find that readers appear to exhibit state dependence in the tone of the articles that they read. They also show how the topics expressed in headlines can affect the amount of content readers consume when visiting the news organization to a much larger degree than the topics expressed in the content of the article. Online publishers can make use of such findings to present visitors with content that is likely to maintain and/or increase their engagement and consequently drive advertising revenue.

• 한국IT서비스학회지
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• 제14권2호
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• pp.159-176
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• 2015

As a public medium and one of the big data sources that is accumulated informally and real time, online news comments or replies are considered a significant resource to understand mentalities of article readers. The comments are also being regarded as an important medium of WOM (Word of Mouse) about products, services or the enterprises. If the diffusing effect of the comments is referred to as the degrees of agreement and disagreement from an angle of WOM, figuring out which characteristics of the comments would influence the agreements or the disagreements to the comments in very early stage would be very worthwhile to establish a comment-based eWOM (electronic WOM) strategy. However, investigating the effects of the characteristics of the comments on eWOM effect has been rarely studied. According to this angle, this study aims to conduct an empirical analysis which understands the characteristics of comments that affect the numbers of agreement and disagreement, as eWOM performance, to particular news articles which address a specific product, service or enterprise per se. While extant literature has focused on the quantitative attributes of the comments which are collected by manually, this paper used text mining techniques to acquire the qualitative attributes of the comments in an automatic and cost effective manner.

• 한국경영과학회지
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• 제41권2호
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• pp.81-100
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• 2016

Much effort has been exerted to analyze online texts and understand how empirical results can help improve sales performance. In this research, we aim to extend this stream of research by decomposing online texts based on text sources, namely, companies and consumers. To be specific, we investigate how online texts driven by companies differ from those generated by consumers, and the extent to which both types of online texts have different effects on online sales. We obtained sales data from one of the biggest game publishers and merged them with online texts provided by companies using news articles and those created by consumers in user communities. The empirical analyses yield the following findings. Word visualization and topic analyses show that firms and consumers generate different contexts. Specifically, companies spread word to promote their own events whereas consumers produce online words to share winning strategies. Moreover, online sales are influenced by consumer-generated community topics whereas firm-driven topics in news articles have little to no effect. These findings suggest that companies should focus more on online texts generated by consumers rather than spreading their own words. Moreover, online sales strategies should take advantage of specific topics that have been proven to increase online sales. In particular, these findings give startup companies and small business owners in variety of industries the advantage when they use the online channel for distribution and as a marketing platform.

• 한국산학기술학회논문지
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• 제16권12호
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• pp.8195-8209
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• 2015

본 논문의 연구 목표는 뉴스 가치 평가에 근거한 중요 뉴스 자동 추천 및 개인화 방안을 제시하는 데에 있다. 뉴스 가치 평가는 전통적인 오프라인 신문에서 편집장들이 1면 뉴스를 선정할 때 사용하는 접근법으로 본 논문에서는 이를 시스템적으로 구현하는 방안을 제시한다. 이렇게 함으로써 콘텐츠 주제에 대한 전통적인 개인 선호 성향과는 다르게 뉴스의 사회적 가치에 대한 관심 성향을 기준으로 중요 뉴스를 선별할 수가 있다. 뉴스의 사회적 가치는 지면 신문의 기존 연구에서 제시한 사회적 중요도, 새로운 볼거리, 수용자 관련성, 인간적 흥미 4가지 기준을 준용하였고, 본 연구에서는 이를 시스템적으로 적용하기 위한 절차적, 구조적 방안을 도출하였다. 중요 뉴스의 선별 과정은 뉴스의 가치 평가를 위한 과정과 평가된 결과를 개인화하는 과정으로 구성된다. 실험을 통해 특정 시점에서의 각 온라인 뉴스 서비스들의 중요 뉴스들과 본 논문에서 제시한 기법을 통해 선별된 중요 뉴스들에 대한 사용자 만족도를 비교 평가하여 본 연구에서 제안하는 방법이 더 효과적임을 확인하였다.