• Asia pacific journal of information systems
• /
• 제19권4호
• /
• pp.101-124
• /
• 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.

• 지능정보연구
• /
• 제24권2호
• /
• pp.37-57
• /
• 2018

최근 스마트폰의 확산에 힘입어 유용한 광고 매체로서 모바일 미디어에 대한 관심이 증가되고 있다. 모바일 미디어는 소비자들에게 언제, 어디서나 원하는 정보를 제공할 수 있을 뿐만 아니라 실시간으로 상호작용이 가능하다는 점에서 기존 광고매체들과는 차별화된 장점을 가진 것으로 평가 받고 있다. 그 동안 모바일 광고 연구들은 모바일 광고에 대한 만족도, 수용도 등을 서베이를 토대로 분석한 연구와 모바일 광고 메시지 수신에 영향을 미치는 요인을 중점적으로 탐구한 연구, 실험연구를 통해서 모바일 광고가 브랜드 회상, 광고태도, 브랜드 태도 등에 미치는 영향을 검증하는 연구들이 많이 진행되었다. 그러나 실증데이터를 통한 연구는 거의 진행되지 않았다. 본 연구에서는 상용서비스 중인 모바일 광고플랫폼을 기반으로 광고효과를 알아보기 위하여 광고주, 광고플랫폼, 퍼블리셔 관점에서 광고특성, 매체특성을 정의하고 각 특성이 광고효과에 미치는 영향을 분석하였다. 각 특성에 대한 회귀분석 결과 모바일 광고의 광고특성인 광고규격과 쾌락적, 실용적으로 구별한 매체 특성이 광고효과에 유의미한 결과를 나타냈으며, 서로간의 상호작용 효과도 확인하였다. 연구결과를 통하여 모바일 광고 업무 시 광고상품에 맞는 광고소재 제작 및 매체계획 등 광고효과에 최적화된 광고전략 수립에 기여할 것으로 보인다.

• 융합정보논문지
• /
• 제9권9호
• /
• pp.20-26
• /
• 2019

ICT 기술의 발전과 스마트폰 보급의 활성화로 온라인 마켓을 통해 다양한 제품을 구매하는 구매 서비스가 활성화되고 있다. 특히 보관 및 배송 기술의 발전으로 인하여 보관기관이 짧은 식자재의 경우도 온라인을 통해 구매가 가능함으로써 오프라인 판매만을 수행하는 상가의 경우 매출이 감소되고 있는 추세이다. 따라서 본 논문에서는 기존 오프라인 판매만 수행이 가능한 소규모 상가에서 전문적인 판매 지식 및 판매망이 없어도 구매 서비스를 통해 광고 효과 및 주문, 배달이 가능한 통합 솔루션을 제안한다. 제안하는 시스템은 사용자가 원하는 제품에 대한 이미지 검색을 통해 효율적으로 제품에 대한 정보를 카테고리별로 볼 수 있으며, 이로 인해 등록된 제품 판매처가 추가적인 광고가 없어도 효율적으로 판매가 가능하다는 장점이 있다.

• International Journal of Computer Science & Network Security
• /
• 제21권7호
• /
• pp.305-316
• /
• 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.

• 대한가정학회지
• /
• 제48권10호
• /
• pp.121-132
• /
• 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
• /
• 제7권1호
• /
• pp.141-151
• /
• 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.

• 한국콘텐츠학회:학술대회논문집
• /
• 한국콘텐츠학회 2009년도 춘계 종합학술대회 논문집
• /
• pp.949-952
• /
• 2009

2007년 IPTV 가입 가구가 100가구를 넘어섬에 따라 앞으로 IPTV 시장은 더욱 확대될 것으로 예상되고 있다. IPTV 시장의 거대화로 인해 IPTV 광고 시장도 2015년 8500억 원에 이를 것으로 전망하고 있으며, 광고 중심 매체도 TV광고에서 IPTV광고 또는 웹상의 온라인 광고가 중심이 될 것이다. 이에 따라 본 논문에서는 현재 TV광고와 IPTV 광고를 비교하고 콘텐츠를 사용하는 사용자에 따라 맞춤형 IPTV 광고를 서비스하기 위한 에이전트를 설계한다.

• 한국정보시스템학회지:정보시스템연구
• /
• 제26권4호
• /
• pp.285-301
• /
• 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.

• 한국중재학회지:중재연구
• /
• 제11권1호
• /
• pp.217-245
• /
• 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.

• 한국중재학회지:중재연구
• /
• 제25권1호
• /
• pp.3-23
• /
• 2015

As the Internet rapidly emerges as a speedy and cost-effective way of purchasing goods from overseas websites, the number of disputes arising out of overseas direct purchases also increases. In such situations, a disgruntled consumer might be left without an effective remedy. Providing an alternative approach to redress such grievances might assist in resolving such disputes and in increasing consumer confidence in e-commerce. Online Dispute Resolution (ODR) will allow consumers to solve their disputes without going to court, in a quick, low-cost, and simple way. It also helps to eliminate complex jurisdictional and choice-of-law problems. On the other hand, it has many problems such as having inadequate confidentiality and security, not being able to meet the "writing" requirement for arbitration of disputes, having difficulty in enforcing online arbitration agreements, having difficulties in enforcing online decisions and so on. This article investigates relationship online disputes and ODR and suggests ways that ODR can work best in resolving disputes arising out of overseas direct purchases. To expand the ODR system in online disputes, it is very important for domestic consumers to recognize the concept and usefulness of the Alternative Dispute Resolution (ADR) and ODR systems. The Korean government must also help consumers recognize the ADR mechanisms of dispute resolution by public campaign advertisement of ADR systems. Further education of dispute resolution in higher educational institutions is also required as well as assisting the KCAB with funds and the establishment of ADR Law.