• International Journal of Contents
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• v.10 no.4
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• pp.38-47
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• 2014

Recently, with the development of technology, social network service (SNS) has become a hot topic. Lots of companies are now making online marketing strategy to promote their products and brand identities using SNS. Through these strategies, companies can produce more profit as well as make better brand images by performing online public relations. Among the SNSs, Facebook has a lot of users, it has been regarded by companies as a suitable platform with respect to online marketing for latent customers. The companies of today typically have at least one account and a Facebook page, and constantly make relationships with customers. However, companies have been thoughtless in this process, and usually provide information to customers through one-way communication. Based on this phenomenon, a study was conducted herein on how to use Facebook pages for promoting products and brand identities, keeping good relationships between companies and customers. This study assumed that the types of interaction on Facebook pages and user involvement are the key factors affecting decision making of purchase. Four types of Facebook pages which were made virtually were used in analysis with 56 participants who were selected for the experiment. The results indicated partial verification of the hypothesis. Particularly, product involvement had an effect on decision making of purchase in all conditions. According to these results, it can be explained that there are close relationships between the psychological status of online behaviors and Facebook corporate pages. In addition, through linear tendency of this phenomenon, this can infer how to setup a positive relationship with latent customers and make improve brand images of products.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.385-396
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• 2019

This study was conducted to explore the characteristics of learner who showed free riding behavior in online collaborative learning. For this, 290 students from three universities in the metropolitan area were studied. The collected data are as follows. Learner characteristics are learning strategy, learning motivation, academic retardation behavior, and learning disposition. Interaction distinguished between frequency and type of message. Interaction levels were collected with frequency. The subjects with less than 5 interaction frequencies were defined as free-riding students. 43 students were classified as free riders. Learner characteristics were analyzed by cluster analysis. As a result, the learner characteristics were divided into five groups. All the free riding students belonged to 4 groups. The learner characteristics of 4 groups are as follows. First, the level of the learning strategy is very low. Second, learning motivation has a high tendency toward performance - oriented approach and high tendency to avoid performance. This tends to deliberately avoid learning. Third, the level of delayed behavior is high. This is deliberately putting off student activities. Fourth, learning tendency is high in academic anxiety, task value, self efficacy and learning belief are very low. This is a lack of confidence in learning.

• Journal of Arbitration Studies
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• v.31 no.2
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• pp.99-118
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• 2021

The participants in this study were university students, who are millennials and familiar with various devices and SNS enabling hyper connection, such as smartphones, the Internet, and the Internet of Things. People are sustaining their relationships with others by using the latest technology and cutting-edge devices at will. Some purchases are made at offline stores through online information, but products are checked through offline stores and purchased online. The MZ generation, which does not always have a fixed and constant behavioral response pattern, was considered a participant in this study because the response pattern may vary depending on one's tendency to avoid uncertainty. As a result of experimenting with the MZ generation, similar results were found in all dependent variables. Advertorial and general ads treated as independent variables affected the participants' tendency to avoid uncertainty. In other words, uncertainty avoidance tendency and interaction effect were found as a result of verifying the effects on the dependent variable of ads type. In an advertorial, the group with low uncertainty avoidance tendencies showed higher dependent variable effects than the group with high uncertainty avoidance tendencies; in general ads, uncertainty avoidance tendencies were higher. The higher group showed higher dependent variable effects than the lower group. Therefore, the group with a low tendency to avoid uncertainty has a high level of dependent variable effects in the advertorial, and the group with high uncertainty avoidance tendency performs self-interpretation in general ads.

• The Journal of the Korea Contents Association
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• v.14 no.10
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• pp.741-753
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• 2014

The objective of the study is to explore how to influence SNS's characteristics on attitude formation toward jewelry product and online shopping mall. SNS's characteristics are contextuality, responsiveness, social presence, and interaction as independent variables. Consumer satisfaction, worth of mouth and purchase intention are considered as dependent variables. Data were collected from a survey of 317 consumers who have experience to purchase jewelry product to examine their attitude toward SNSs, jewelry product, and online shopping mall from November 1 to November 15 2013. In order to test hypotheses, CFA analysis with covariance structure analysis was conducted using EQS6b. SNS's users have a tendency to perceive SNSs as bridge to connect other people and to get new information as well as they are willing to feel familiarity on SNSs. Users, who have a higher contextuality, responsiveness, social presence, and interaction of SNS's characteristics, are willing to have word of mouth intention of jewelry product as well as have high satisfaction. The study found that interaction is not effect on consumer satisfaction because interaction factor is to evaluate SNSs as one of the media.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.3
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• pp.464-480
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• 2022

With the steady development of Artificial Intelligence (AI), online stores are adopting chatbot services as virtual shopping assistants. This study proposes the concept of para-social presence to explore the undiscovered role of fashion chatbots' emotional and relational characteristics on service acceptance. Based on the Technology Acceptance Model (TAM), this study investigates the effect of a chatbot's para-social presence on service acceptance intention through consumers' beliefs. The web-based experiment was conducted on adult consumers who experienced chatbot services in an online shopping situation. A total of 247 responses were analyzed using confirmatory factor analysis, structural equation modeling, and multi-group SEM by AMOS 21.0 and SPSS 23.0. The findings illustrate that the chatbot's intimacy positively influenced consumers' perceived enjoyment, while the chatbot's understanding had a significant effect on perceived usefulness and ease of use. The chatbot's involvement had a positive effect on all consumer beliefs. Moreover, perceived ease of use had a positive influence on usefulness. A greater level of perceived usefulness and enjoyment positively heightened consumers' service acceptance intention. This study also verifies the moderating role of a need for human interaction. Consumers with a high need for human interaction have a relatively low tendency to perceive chatbot services as useful.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.63-74
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• 2021

The aim of this study was to analyze the levels of learners' participation and interactions both quantitatively and qualitatively based on the learners' choices of topic patterns in a process of online debate of a general subject and to explore the effects in order to suggest the ways for activating online debates. For this, it quantitatively analyzed the messages and the patterns in the online debate boards and supplementally implemented a post survey in order to investigate the participants' recognition on the factors of the learners' interactions and the effects. The given topic patterns were 'the presentation of one's opinion' and 'the presentation of pros and cons.' As a result of the analysis, the participating degree was higher in the pattern of 'the presentation of one's opinion' apart from the previous study. This study surveyed and, based on the result, it proposed the teachers should refer to the participants' tendency in advance. Also, it presented the deeper meanings on the interactions extracted by the results of the survey. The learners showed the strong dependence on the teacher' lectures or his materials and a variety of interactions with diverse objects. Besides, it is revealed that debates are helpful factors for enhancing learners' argumentative thinking, writing skills, and the knowledge about the subject in terms of the participants' recognition. Based on the findings, this study emphasized the teachers' educational roles and suggested the educational effects of the online debates in each class should be activated in this era of distance education.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2011.10a
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• pp.192-194
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• 2011

With the huge tendency of users toward online web sites, many issues regarding the user behavior interacting with these websites are yet still underestimated and not addressed in all aspects from software developers or business organizations. In this paper, we solely focus on the usability analysis of social network websites to enhance and improve the use of these social websites for more effective and motivational interaction. We use T-Model procedure as a mechanism of this research. Subjects with variation of expertise are contributed to the research of this paper. Minor quantitative analysis will be employed to test the hypothetical of this research in the further research. Result and its implications will be discussed profoundly at the end of this research.

• Science of Emotion and Sensibility
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• v.25 no.3
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• pp.63-76
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• 2022

Consumers of web novels read online reviews in order to decrease uncertainty when purchasing a web novel. This study examines the types of messages (factual or evaluative) that consumers find more useful and verifies the moderating effect of individual analytical decision-making style levels on differences in usefulness evaluation. Based on the tendency to acquire objective information, the usefulness of factual online reviews was expected to be higher in the context of buying experience goods, such as a web novel. Levels of analytical decision-making styles, which were classified based on individual perception, are also expected to affect the usefulness evaluation of reviews. Experiments 1 and 2 were repeatedly conducted to examine whether consumers think factual reviews are more useful than evaluative reviews. In particular, Experiment 2 was conducted to simulate the circumstance of selecting a romance web novel and demonstrated that reviews have a significant effect on messages and decision-making styles. The interaction effect between analytical decision-making style levels and review message types was also confirmed in Experiment 2. The results of this study can help researchers and marketers comprehend the behavioral patterns of web novel readers when evaluating reviews and consuming experience goods.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.306-311
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• 2009

We initially obtained human diseases-related proteins dataset from the OMIM and the SWISS PROT and then constructed disease-related protein-protein interaction network. The protein network contains 40 hub proteins such as CALM1, ACTB and ABL2. The protein network can be derived the map of the relationship between different disease proteins, denoted disease interaction network. We demonstrate that the associations between diseases are directly correlated to their underlying protein-protein interaction networks. From constructed the disease-protein bipartite network, we derived 38 diseasomal proteins, including APP, ABL1 and STAT1. We previously demonstrated that hub proteins in the network tend to be diseasomal proteins in the disease-related protein sub-networks. However, we found that 18% hubs are only diseasomal proteins in the whole disease network. At this point, we could not elucidate difference in the hub-diseasomal proteins tendency between sub0network and whole network. In spite of we still have unsolved problems, our results elucidate that the discovery of protein interaction networks assigned by diseases will provide insight into the underlying molecular mechanisms and biological processes in complex human disease system.

• Korean journal of communication and information
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• v.53
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• pp.73-99
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• 2011

This study compares blogs of professional reporters with those of citizen reporters in terms of watchdog and interactivity functions. Watchdog function was analyzed in light of the extent of soft news and the degree of critical relationship with the government. Interactivity was assessed by analyzing readers' comments on the articles of reporter blogs. for citizen journalism and for professional one were chosen in order to minimize any discrepancies caused by ideological differences. As a result of the content analyses, citizen reporter blogs were found to deliver soft news more frequently than those of , whereas the former had stronger tendency to maintain the critical relationship with the government than the latter. As for the interactivity function, although the number of comments uploaded to citizen reporter blogs was higher than that of professional reporter blogs, the latter was found to meet the standards of communicative interaction more adequately than the former.