• 한국정보시스템학회지:정보시스템연구
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• 제30권3호
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• pp.1-20
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• 2021

Purpose Live streaming commerce refers to the fact that people receive live audio and live video directly over the net. While some e-retailers use Live Streaming as a marketing strategy, the impact of live streaming commerce on customers' reuse intentions is unknown. The purpose of this study is to discuss the impact of live streaming commerce by external environmental factors based on S-O-R theory. Design/methodology/approach In this study, we developed a research model based on the S-O-R theory. Using the questionnaire survey method, consumers who used live streaming commerce on Taobao.com were taken as research subjects. Our research model aims to find out how content attributes, real-time interactions, media characteristics, and situational characteristics as stimulus factors influence consumers' perceptions and thus reuse intentions. Findings The results of the analysis show that external environmental factors have a significant impact on consumer perceptions and that perceived risks and flows can influence consumers' reuse intentions. In addition, we also examined the impact of reuse intentions on consumers' active participation. These results show that live streaming commerce can influence consumer perceptions and behavior in several ways.

• 한국의류학회지
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• 제46권1호
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• pp.63-79
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• 2022

This study investigated the phenomenon of modern people enjoying tattoo culture in Korea from the perspective of post subculture. A qualitative study was conducted using both literature review and in-depth interview methods. For post-subculture perspectives, the theories of Maffesoli (2017) and Thornton (1996), which are suitable for interpreting contemporary tattoo culture, were reviewed in terms of seven concepts: sporadic network, grouping, fluid participation, temporary emotional bond, self-distinction, pursuit of underground culture, and display and concealment. Semi-structured questionnaires were constructed and administered based on the organized characteristics. Five cultural qualities of the tattoo phenomenon in Korea were derived based on post-subculture concepts. Sporadic formation is related to the pattern of inflow into tattoo culture, and "streaming" participation is based on fluid participation and temporary ties. Distinction within subculture is based on self-distinction and pursuit of underground. The costume-playing ordinary concept includes the characteristic of controlling the exposure of tattoos in society. Finally, formation of the consumer tattoo market was newly discovered in Korean tattoo culture.

• 한국의류학회지
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• 제47권6호
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• pp.996-1011
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• 2023

This study introduces an effective marketing strategy for fashion SMEs and small designer brands utilizing Instagram as a social networking platform. The research compared the impact of two information delivery types (native advertisements vs. live streaming after native ads) and two types of promotional messages (scarcity vs. price discount) on SNS consumption value, and product attitude toward fashion designer brands. The study involved surveying 251 Korean women aged 25-55 with experience in buying designer products and using SNS. Data analysis was conducted using SPSS 26.0 and Process Macro v3.5. Results indicated that both native advertisements and live streaming enhance economic and social values in SNS consumption. Live streaming with price discount messages generates higher perceived SNS consumption values compared to scarcity messages. Consumers showed a more favorable attitude toward designer brand products when watching the live streaming of price discount messages rather than scarcity messages. The findings emphasize that the broadcast host actively induced participation to reveal viewers' social presence through comments or emphasized discount messages such as ultra-special prices during live streaming on Instagram.

• 가정과삶의질연구
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• 제27권1호
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• pp.209-219
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• 2009

This study identifies the key determinants and technology innovation adoption type of participation in multimedia UCC services. This research examines how the major factors of perceived usability, self-expression, fun & entertainment, arousal, information sharing, other's positive reputation and interface easiness contribute to participation in multimedia UCC services. A sample survey of internet users was conducted, responses were collected from 629 respondents and consumer streaming data were analyzed. Some of the practical implications of the results are follows. This research have categorized that the types of technology adoption for the participation of UCC were innovator consumer, early adaptor consumer, early majority consumer, and late majority consumer. The results of multiple regression analysis indicated that perceived usability, interface easiness, fun & entertainment, self-expression, arousal, other's positive reputation and type of technology adoption posited a significant effect in multimedia UCC Services.

• 정보화정책
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• 제30권2호
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• pp.68-85
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• 2023

라이브 커머스의 방송 데이터를 수집하여 채팅 활성화 정도를 기준으로 방송을 분류하고, 방송 내의 소비자가 생성한 텍스트 반응 분포 데이터를 분석하였다. 국내 라이브 커머스 시장에서 가장 점유율이 높은 '네이버 쇼핑라이브'의 총 2,282개의 방송 가운데 시청자의 반응이 가장 활발하게 나타난 200개 방송을 선별하였으며, 그 가운데 시청자의 반응이 급격하게 증감하는 구간이 존재하는 방송을 최종적으로 선별하였다. 라이브커머스 시청 의도 및 참여 동기에 관한 기존 문헌의 변수들을 종합하여 연구 목적에 맞는 변수 테이블을 생성하였고, 이를 방송 내의 장치 및 이벤트에 대입하였다. 이를 통해 본 연구는 기존 연구들에서 발견된 소비자 반응에 관한 변수들이 방송 내의 어떤 요소에 의해 자극되는지를 확인하였으며, 라이브 커머스에 참여하는 소비자의 심리를 데이터를 통해 실증적으로 확인하였다.

• 가정과삶의질연구
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• 제27권3호
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• pp.201-212
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• 2009

The purpose of research is to investigate patterns and diffusion of consumer participation on Internet UCC based on digital contents services. A sample survey of internet users was conducted, responses were collected from 629 respondents and consumer streaming data were analyzed. Some of the practical implications of the results are follows. Research can find out that patterns of user participation in UCC. The major genres of UCC are like daily lives of individuals, humors, parodies of star entertainers and types of contents like still pictures or images, texts are relatively highly generated comparing with multimedia UCC. Although participants have been being increased in UCC recently, the consumers as prosumers who are classified in contents generating group are ten percents at the most. In generating community-based UCC such as posting answers of questions and activities in Blog, prosumers who are in contents making group(recreational group) show more positive attitudes than simple participants(consuming only). The results of multiple regression analysis indicated that fun & entertainment, arousal, self-expression, user friendly web interface variable commonly posited a significant effect in multimedia UCC Services between two groups. Information sharing and perceived usefulness posited a significant effect in recreational group.

• 가정과삶의질연구
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• 제26권1호
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• pp.95-105
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• 2008

This paper identifies current status and key determinants of participation in multimedia UCC as a web2.0 paradigm. Significant factors composed of IT digital convergence environments and young generation's value, attitude to connecting to web (human relation, visual expressionism, arousal, et al). This paper analyze multimedia UCC service status & current status of participation level of UCC users. The research implemented to analysis customer click streaming data (inter-temporary page-view, unique user)of small-mid multimedia UCC Company and to 2nd data(ww.rankey.com) for page-view and unique user to participation tendency by age and sex about total participation amount of multimedia UCC. In case of young generation be familiar with new internet service, Internet web space meaning important information seeking media and 1 person media able to connect to new web network as prosumer. In UCC centered internet business, web based customers implemented the role of prosumer as generate web contents and consuming to net-working.

• 한국정보과학회논문지:정보통신
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• 제37권6호
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• pp.483-488
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• 2010

모바일 기기와 네트워크 기술의 발달로 다양한 멀티미디어 응용 서비스가 빠르게 발전 및 보급되고 있다. 그리고, 사용자의 참여형 방송 서비스가 가능하며 이를 이용한 실시간 뉴스 등 다양한 정보 전달의 수단으로 이용되고 있다. 이러한 라이브 멀티미디어 스트리밍 서비스 사용자의 체감 품질을 만족시키기 위해서는 영상품질 이외에도 재생연속성과 재생지연한계를 고려해야 한다. 본 논문에서는 모바일 기기에서 실시간 스트리밍시 비디오 재생연속성과 재생지연한계를 보장하는 DeBuG (Delay Bounds Guaranteed) 전송률 조절 기법을 제안하였다. 제안한 기법유 실시간 비디오처리 시스템의 특성을 고려하여 송신 버퍼의 상태와 네트워크 상태를 인지하여 서비스 연속성과 지연한계를 보장하는 품질 적응 기능을 가지고 있으며, 비디오 영상의 품질을 보장하며 전달의 지연한계를 보장하기 위해 미디어의 프레임을 선택적으로 폐기하는 기능을 가지고 있다. 제안한 DeBuG 전송률 조절 기법의 주요 성능은 시뮬레이션을 통하여 보였다.

• 패션비즈니스
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• 제17권5호
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• pp.101-119
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• 2013

The purpose of this study is to consider the interactivity which appeared on the fashion media that focus on Showstudio's fashion projects. Showstudio is a famous fashion site that was founded by the famous photographer, Nick Knight, which has displayed interactive projects with fashion designers and artists. The methods of this study are undertaken by theoretical studies and project analysis. The 38 projects under the 'interactive' category are being chosen among archive data and the project explanations, photos and videos provided from the site are studied. Interactivity of fashion projects in Showstudio is considered by main factors such as two-way communication, participation, user control, and responsiveness. Two-way communication appears as transactional communication in the creation process and feedbacks from contents of users. The characteristic of participation appears as participation in the creation process and the practical use of contents. User control appears as control of contents, user interface and streaming media systems. The characteristic of responsiveness appears as real time and synesthesia responsiveness between the user and contents. Showstudio show free communication through digital information transmit system and also indicate the opportunity of innovative interactions among users, media, and contents.

• 한국정보과학회논문지:정보통신
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• 제36권6호
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• pp.481-491
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• 2009

본 논문에서는 라이브 미디어 스트리밍 서비스를 위한 하이브리드 P2P 오버레이 구조를 제안한다. 제안하는 구조는 가까운 지역에서 유사한 대역폭을 가진 피어들로 구성된 메시 오버레이와 메시 오버레이 구조를 기반으로 하여 세션 참여 안정성을 가진 피어들을 구성된 트리 오버레이로 이루어져 있다. 제안하는 방안에서는 메시 오버레이와 트리 오버레이를 유기적으로 활용함으로써 트리 오버레이 구조의 견고성과 메시 오버레이 구조의 롱지연을 보완한다. 또한, 트리 오버레이에서 동일 지역 내 업링크 대역폭이 높은 피어를 미디어 소스 피어 가까이에 위치시키며 트리의 깊이를 줄이고 넓를 넓혀서 스트림 전달의 지연을 최소화한다. 시뮬레이션을 통해, 제안하는 방안과 기존 연구의 성능을 확장성, 서비스 품질 등의 측면에서 평가해 보았다.