• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

• Journal of Digital Convergence
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• v.15 no.9
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• pp.87-97
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• 2017

This paper examined how consumers' attitude toward the telecommunication expense was affected by news reports through the experiment. Participants were randomly assigned to one of four group (control group, high-expense-claimed-media group, low-expense-claimed-media group, and both-exposed-media group), and asked to indicate credibility & neutrality toward media report, similarity between media report, and their own thought, their attitude toward the telecommunication expense. The result of ANOVA showed that the high-expense-claimed-media was perceived more credible and neutral than the low-expense-claimed-media. ANCOVA was conducted to eliminate the impact of similarity between media report and their own thought on the evaluation of credibility & neutrality toward media report, and the result showed that there was no difference. Also, participants evaluated the telecommunication service so expensive, regardless of what kind of media reports they were exposed. We found that consumers' prior belief, which telecommunication service was expensive, might interrupt consumers' learning process for new information from media. To resolve the social pressure about mobile service rate-cutting, it is necessary to investigate how to dampen consumers' stereotype about the telecommunication expense. The future research using the framing effect could be considerable.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.28-36
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• 2022

This study analyzed 284 K-pop song and dance cover short-form videos recreated by Chinese influencers uploaded on TikTok, to explore which reform factors of image similarity, language similarity, the extent of audience participation leading, the extent of lyrics or subtitles translated into Chinese, PPL disclosure, the length of video and the reputation of influencer affected Chinese TikTok audiences' reactions - number of "Likes," "Comments" and "Shares." The results showed that only the "reputation of influencer" was significantly affected the number of "Likes" which estimated as a relatively passive response, but the other factors affected the number of "Comments" and "Shares" significantly which estimated as more active responses. The more an influencer is perceived as not similar to the singer in terms of image the more comments were posted. And the videos expressed in Korean archived more comments and shares than those lyrics or subtitles translated into Chinese. This study is meaningful in that it confirmed the necessity of influencers in the globe diffusion of K-pop, by specifically analyzing the audience's reactions according to the characteristics of UCCs created by local influencers using short-form video platforms.

• Journal of the Korean Institute of Landscape Architecture
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• v.42 no.4
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• pp.37-47
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• 2014

This study aims to examine the usage of and satisfaction with neighborhood parks and university campuses and compare through the RPRS analysis of them to figure out how university campuses, as substitutive green spaces, play the role of curative environment for neighboring people. This study relied on two methods: a descriptive method of researching publications and related scholastic writings and an empirical study of researching how the park and campus has been utilized and researching whether the residents are satisfied with the currently existing space and the environment or not, and finally researching how the university campus open space as a curative environment impacts the satisfaction and utilization through reliability analysis. As a result, contribution of healing environment has a relatively high average contribution of 4 or more points, respectively. These results suggest that urban people think that a relationship between man and nature is very important in the overabundance of stress in modern society. It shows that neighborhoods are higher than university campuses in the explanatory of the Attention Restoration Theory, but the campus is higher than the neighborhood park in similarity of configuration. The result of RPRS analysis shows that the therapeutic qualities of the landscape may be very useful to evaluate a college campus open space in "the Revised Perceived Restoration Scale." The results showed that, in future studies, it will be a great help by widespread use of pre-evaluation of the characteristics of restorative environments in the planning, design and other works. To study the impact of the curative features on evaluating future research locations, the location should provide a variety of purposes and motives. At the same time, it should provide specific design ideas to design-related designers by using perceived restoration scale.

• Knowledge Management Research
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• v.22 no.2
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• pp.227-246
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• 2021

In the context of the global pandemic caused by COVID-19, emergency alert text messages can violate the privacy of confirmed corona positive cases. This study used conjoint analysis to identify the essential information factors and the privacy invasion information factors of local government initiated safety notices. As a result of this study, we found eight essential information factors, including all routes of the confirmed case and ten privacy invasion factors of safety notices. In addition, we found that there is a similarity between the combinations of information perceived to be the most essential and perceived as the most significant privacy invasion; both combinations include the confirmed case's personal and route information. This study ultimately tried to suggest a way to lower the concern about privacy invasion of the confirmed cases without damaging the emergency alert text messages' essential information. We expect that this study will provide researchers and policymakers interested in disaster communication with valuable theoretical and practical implications.

• (The) Research of the performance art and culture
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• no.41
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• pp.187-218
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• 2020

Ulsan Dutbeki is a local dance handed down by the Ulsan people through custom. This study was discussed on the locality of Ulsan Dutbeki. The method of this study is as follows. First of all, the perception of Dutbeki from the perspective of Ulsan's local characteristic. First, Ulsan Dutbeki is based on the local characteristic of the southeastern coastal area of the Korean peninsula. Second, Dutbeki features local characteristics of Ulsan as a military cultural area. Third, in Dutbeki, there is a local culture of Ulsan which was originated from the village Dongjeol and outdoor performances. Next, the researcher perceived Ulsan Dutbeki which had been handed down through custom and approached its shape. The origins of the shape are, firstly, the speech tone and gestures of Ulsan people. Secondly, folk plays related to worshiping martial arts and military training. Thirdly, the characteristics of the Dutbeki dance in coastal areas of Gyeongsangdo. Fourth, local custom displayed at the village festival of Ulsan. Ulsan is a region of Gyeongsang culture area and has similarity with other localities. However, this study limited its comparisons with regard to Dutbeki that were originated from the local characteristics of other regions. The results of this study recognized Ulsan Dutbeki as a local dance in Ulsan area. In other words, this study perceived Dutbeki, which had been an entertaining component of traditional lifestyle, as an intangible cultural heritage and studied the form in every conceivable way from an artistic point of view.

• The Journal of the Korea Contents Association
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• v.14 no.4
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• pp.97-109
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• 2014

Social media is a general term for online services by which users share opinions, perspectives, and experiences. It supports interactions between users in sharing contents on it and weak ties among them play an important role in the process. This exploratory study attempts to identify crucial factors of establishing weak ties between social media users in the perspective of social network theory and uncertainty reduction theory. We collected data through diary study and in-depth interview and analyzed it following grounded theory approach. As a result, social media users more actively interacted each other or shared contents based on weak ties, compared to strong ties. In addition, similarity, self-disclosure, and relevance appeared to facilitate establishment of weak ties, by reducing psychological distance between social media users and perceived uncertainty of them.

• Archives of design research
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• v.20 no.3 s.71
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• pp.247-256
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• 2007

Aging brings color-weakness to the eye due to yellowed eye sight. The 87% of information required for human behavioral decisions are visually perceived. Therefore, the color-weakness will affect behavior in many ways. Most of previous research regarding color planning for the aged focuses on discovering their preferred colors and reflecting the colors on facility color planning. But such research failed to identify the confused range of color cognitions due to the color weakness of the aged. The purpose of this study is to propose a design guide for fee-charging residential facilities for the elderly, reflecting upon color perception characteristics. An experimental simulation on aged vision using the UV filter and Y-2 filter, YA-3 filter alternating for general eyesight, 70 year-old and late 80 year-old was conducted. The results of this study are as follow : color perception is changed by crystalline lens aging process and yellowed eye sight. The recognition arrangement of colors was preferred to contrast harmony rather than similarity harmony and the dominant color is a warm color rather than a cool color.

• Journal of Global Scholars of Marketing Science
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• v.15 no.2
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• pp.161-182
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• 2005

This paper reports on a study testing a model that articulates factors affecting duration of the relationship between exporters and importers. The model posits that affective commitment and calculative commitment influence duration of the relationship. Affective commitment of an importer toward an exporter is hypothesized to be predicted by social satisfaction, which in turn may be predicted by cultural familiarity, perceived similarity, and credibility. In contrast, calculative commitment is hypothesized to be predicted by economic satisfaction, which in turn may be predicted by opportunism and relationship performance. A survey of importers was conducted to test the model. The study results provided support for most of the hypotheses. Theoretical and managerial implications of the study results are discussed too.

• Journal of the Korea Convergence Society
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• v.6 no.4
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• pp.205-212
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• 2015

This paper aims to investigate key factors affecting customer adoption of the online review from the three perspectives such as customer review characteristics, reviewer characteristics, and customer characteristics. We collected data on customers who have experience in purchasing products in Taobao. The major findings are as follows. First, the customer review amount and vividness are not directly related to customer adoption of the online review. Second, the trust of reviewer and perceived similarity have positive effects on customer adoption of the online review. Third, the prior knowledge and product involvement increase customer adoption of the online review. Finally, customers' purchase intention is greatly determined by customer adoption of the online review. This paper presents the importance of the management of customer reviews and management method for the stakeholders of shopping mall to advancing Chinese market.