• 한국정보통신학회논문지
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• 제22권9호
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• pp.1191-1198
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• 2018

본 논문에서는 온디맨드 비디오 스트리밍 플랫폼에 대한 콘텐츠 쿼터제 적용의 실효성 확보 방안에 관하여 분석하였다. 특히 넷플릭스(Netflix)의 EU시장 진출에 대한 공동체의 대응을 중심으로 단일시장 내 저작권 보호 및 문화산업 보호에 관한 OTT 규제의 효과성을 분석하였다. 온디맨드 비디오 스트리밍 서비스와 넷플릭스의 성장 그리고 넷플릭스의 EU 시장 진출에 대해 고찰하고 있다. 다음으로 EU 내 온디맨드 비디오 스트리밍 서비스 현황을 분석한다. 온디맨드 비디오 스트리밍 서비스 시장 대응에 관한 EU의 정책은 디지털 단일 시장 내 '이동성(portability)' 그리고 저작권 보호를 위한 콘텐츠 쿼터제 등으로 구성되며, OTT 규제의 세부지침의 고찰을 통해 시장보호 그리고 온라인 스트리밍 서비스업의 경쟁력 제고 방안 측면을 분석하였다. EU는 유럽 방송사업자에게만 적용되어 온 콘텐츠 쿼터제를 OTT 사업에 적용, 규제함으로써 역내 문화산업 보호 및 저작권 보호 강화를 도모하고 있다.

• 한국의류산업학회지
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• 제23권1호
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• pp.70-83
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• 2021

Live-streaming commerce is attracting attention as a noticeable trend in the retail industry. It is a new mobile shopping service platform developed by combining live streaming with e-commerce technologies. This study examined the impact of para-social interactions on consumer impulse buying behavior and investigated the impact through task complexity as well as perceived amount of information. To achieve this goal, 203 women using a mobile commerce participated in an online survey after experiencing beauty live-streaming commerce. The collected data were analyzed using SPSS 25.0, AMOS 23.0, and SPSS PROCESS Macro program. The results of the study revealed that para-social interactions negatively influenced task complexity, positively influenced perceived amounts of information, and positively influenced impulse buying behavior. In addition, impulse buying behavior was negatively influenced by task complexity versus positively that was influenced by perceived amounts of information. The impact of para-social interactions on impulse buying behavior is mediated by task complexity and perceived information. The findings of this study contribute to the theoretical extension of para-social interaction on impulse buying behavior in the context of live-streaming commerce. The implications of the findings suggest practical marketing strategies for digital media commerce retailers.

• 유통과학연구
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• 제22권6호
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• pp.115-122
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• 2024

Purpose: The main aim of this study is to analyze and suggest new online music distribution models targeted to facilitate the development of the Korean Wave (Hallyu) music market in all locations of the world. This study is conducted through a close analysis of the prevailing distribution models, the unique challenges of the K-pop market, and the trends in new technologies. Research design, data and methodology: To address the issue of how the online music distribution market could be domesticated for the Korean music industry, a systematic review of the previous studies was conducted. The use of the PRISMA approach was followed so that an accurate and transparent method for choosing the studies is ensured. Results: According to the investigation of literature analysis, the online distribution strategy may consist of four key plannings as follows, 1. Leveraging Social Media and User-Generated Content Platforms, 2. Embracing Immersive and Interactive Experiences, 3. Fostering Direct-to-Fan Connections and Monetization, 4. Harnessing Artificial Intelligence and Big Data Analytics. Conclusions: Finally, collaboration and strategic partnerships will be vital. The Korean music companies should seek to cooperate with the technology companies, social media platforms, and the global music streaming services so that they can grow their market, acquire new technologies, and to better their online distribution strategies.

• 한국멀티미디어학회논문지
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• 제25권5호
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• pp.721-729
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• 2022

The pandemic of COVID-19 has led "E-commerce+ Live streaming", the new form of retail business, development rapidly. And more and more consumers choose to buy commodities in E-commerce live streaming. According to the related investigation at home and abroad, the purchase intention and WOM intention are two important measuring factors of the effect of the direct transmission of e-commerce. In previous research, the author proved that IWOM has become an important reference for consumers to make online purchases. In this study, the author mainly focus on the impact of online WOM on consumer intention. Based on the Involvement Theory, this paper proposes a model of the influence of IWOM on WOM intention in e-commerce live broadcast which is adjusted by the product involvement degree. The results show that the characteristics of anchor, the quantity and quality of IWOM, the prescription of IWOM, the difference of IWOM and the intention of WOM are positively regulated by the product involvement. However, product involvement did not play a moderating role between relationship strength and WOM intention.

• 한국인터넷방송통신학회논문지
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• 제12권1호
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• pp.157-164
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• 2012

본 논문은 안드로이드 플랫폼에서 온라인 SVC 스트림을 실시간으로 재생할 수 있는 SVC 재생기를 구현한 사례를 소개한다. SVC(Scalable Video Coding)는 한 번의 비디오 인코딩으로 프레임율, 비디오 크기, 화질 등을 선택적으로 재생할 수 있는 확장성을 가진 비디오 인코딩 기법이다. 본 논문에서는 JSVM 오픈 소스를 이용하여 SVC 디코더를 native 형태로 구현하고 자바로 안드로이드 UI를 개발한 뒤 이를 연결하여 SVC 재생기를 구현하였다. SVC 인코딩 시스템을 오프라인으로 구축하고, 온라인 SVC 스트리밍을 실험하기 위해 SVC 스트리밍 서버를 구축하였으며 구현된 SVC 재생기를 실제 모토로이 폰에 탑재하여 온라인 스트리밍에 따른 성능을 평가 분석 하였다. 성능 평가 결과 SVC 재생기는 온라인상에서 QCIF 크기로 10fps의 SVC 비트 스트림을 재생하는데 지터 등의 문제가 없는 것으로 평가되었다.

• 한국콘텐츠학회논문지
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• 제22권2호
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• pp.734-751
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• 2022

실시간 온라인 방송이 다양한 플랫폼을 통해 보급되면서 전 세계적으로 큰 인기를 끌고 있다. 특히 코로나 19 대유행으로 인해 사회적 거리두기가 시행됨에 따라 국내 온라인 쇼핑 분야에서 전례 없는 성장세를 보여주고 있다. 본 연구는 IT 어포던스의 관점에서 라이브 커머스의 디지털 플랫폼 차원의 기술 어포던스 특성이 이용자의 상호작용성과 몰입감을 매개로 구매 의도에 어떠한 영향을 미치는지를 살펴보고자 했다. 이를 위해, 국내 라이브 커머스 이용 경험자 440명을 대상으로 온라인 설문조사를 실시하였다. 수집된 자료는 확인적 요인분석과 구조방정식모형을 실시하여 분석하였다. 연구 결과 플랫폼의 메타보이싱과 쇼핑가이드 특성을 높게 인지할수록 이용자의 상호작용성은 높아지는 것으로 나타났다. 또한, 제품에 관한 가시성이 뛰어나다고 느낄수록 이용자는 쇼핑 상황에 더 몰입하는 것으로 밝혀졌다. 나아가 상호작용성과 몰입감은 매개 변수로서 IT 어포던스 특성이 구매 의도에 미치는 영향에 중요한 역할을 수행하는 것으로 나타났다. 본 연구의 결과를 바탕으로 라이브 커머스 마케팅 전략 수립을 위한 이론적·실무적 시사점을 제시하였다.

• 한국정보시스템학회지:정보시스템연구
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• 제32권1호
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• pp.23-51
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• 2023

Purpose: Live commerce is a new type of electronic commerce in combination with live streaming services. It is expected to increase virtual presence in the context of online shopping by overcoming a lack of social interactions between sellers and buyers which have been raised as a limitation in electronic commerce. Drawing on the studies of communication media, this study examines how live commerce contributes to the increase of virtual presence which consists of telepresence and social presence. Telepresence refers to a buyer's perception that he or she is present at the physical shopping mall during live shopping streaming whereas social presence refers to a buyer's perception of social interaction with a seller which is human warm, social, sensitive, and personal. In this study, we verify key determinants of virtual presence and its consequences. More specifically, this study proposes virtual presence contributes to the increase of buyers' trust in products and further purchase intentions. Furthermore, we verify influential factors of virtual presence from the technical and influencer perspectives of live commerce. Design/methodology/approach: To test the proposed hypotheses, the partial least squares (PLS) analysis is conducted with a total of 250 data collected on users with experience in the TaoBao live streaming shopping platform. Findings: The results show that first, telepresence and social presence are increased by visibility, media richness and attractiveness in the context of live shopping streaming. Second, buyers' trust in product trust and purchase intentions are positively influenced by telepresence and social presence. Finally, buyers' trust in product has a direct, positve effect on their purchase intentions. Overall, the findings offer new insights into the studies of electronic commerce by introducting the concepts of virtual presence and media richness from the literature of communication media in the field of live commerce.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제12권6호
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• pp.2922-2945
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• 2018

Achieving efficient authentication is a crucial issue for stream data commonly seen in content delivery, peer-to-peer, and multicast/broadcast networks. Stream authentication mechanisms need to be operated efficiently at both sender-side and receiver-side at the same time because of the properties of stream data such as real-time and delay-sensitivity. Until now, many stream authentication mechanisms have been proposed, but they are not efficient enough to be used in stream applications where the efficiency for sender and receiver sides are required simultaneously since most of them could achieve one of either sender-side and receiver-side efficiency. In this paper, we propose an efficient stream authentication mechanism, so called TIM, by integrating Trapdoor Hash Function and Merkle Hash Tree. Our construction can support efficient streaming data processing at both sender-side and receiver-side at the same time differently from previously proposed other schemes. Through theoretical and experimental analysis, we show that TIM can provide enhanced performance at both sender and receiver sides compared with existing mechanisms. Furthermore, TIM provides an important feature for streaming authentication, the resilience against transmission loss, since each data block can be verified with authentication information contained in itself.

• 유통과학연구
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• 제20권6호
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• pp.21-32
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• 2022

Purpose: This study aims to test the influence of brand relationship, price, content, brand awareness, and electronic Word-Of-Mouth (eWOM) on willingness to pay for the subscription fee of Disney+ Hotstar. As the latest streaming service provider in Indonesia, Disney + Hotstar under Disney Media and Entertainment Distribution has actively conducted strategies to strengthen the brand and attract consumers. Research design, data and methodology: Structural Equation Modelling with WarpPLS approach was used to assess the proposed model gathering data from 316 people who have ever known about Disney+ Hotstar through an online survey using measurement items from previous literature. Results: Most responses were obtained from millennial generations. Findings demonstrated that brand relationships, price, content, and brand awareness positively influenced willingness to pay for the subscription fee whereas eWOM showed a negative and insignificant influence on the willingness to pay for the subscription fee. Conclusions: The most significant factor towards willingness to pay a for subscription fee is price, followed by brand awareness, brand relationship, and content. The result of this study may be used as a guide for professionals in the streaming service industry to better implement their strategies in influencing people to have the willingness to subscribe.

• Journal of Information Technology Applications and Management
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• 제30권5호
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• pp.1-19
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• 2023

This study examines Korean users' attitudes and emotions toward Melon and Spotify, which lead the music streaming market. We used Text Mining, Semantic Network Analysis, TF-IDF, Centrality, CONCOR, and Word2Vec analysis. As a result of the study, MelOn was used in a user's daily life. Based on Melon's advantages of providing various contents, the advantage is judged to have considerable competitiveness beyond the limits of the streaming app. However, the MelOn users had negative emotions such as anger, repulsion, and pressure. On the contrary, in the case of Spotify, users were highly interested in the music content. In particular, interest in foreign music was high, and users were also interested in stock investment. In addition, positive emotions such as interest and pleasure were higher than MelOn users, which could be interpreted as providing attractive services to Korean users. While previous studies have mainly focused on technical or personal factors, this study focuses on consumer reactions (online reviews) according to corporate strategies, and this point is the differentiation from others.