• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.73-79
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• 2007

본 연구는 최근 인터넷으로 급부상하고 있는 UCC(User Created Contents)를 기업마케팅 전략에 어떻게 활용한 것인지에 대해서 분석하였다. 이를 위해 먼저 기존의 UCC를 컨텐츠의 상업성(의도)과 내용을 기준으로 해서 분류하고, 각종 UCC컨텐츠를 mapping해 보았다. 그리고 동영상 UCC를 중심으로 한 UCC마케팅전략을 UCC를 활용한 마케팅 방법과 UCC자체를 마케팅 하는 방법 두 가지로 구분하여 살펴보았다. UCC를 활용한 마케팅으로 제품/ 회사 홍보, 쇼핑몰 컨텐츠 활용 등의 사례를 제시하였으며 UCC자체 마케팅으로 UCC판매, UCC마켓, 수익배분 모델 등의 사례를 제시하였다. 이를 토대로 마지막으로 UCC를 마케팅 전략에 활용하는 방안을 제시하였다.

• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.67-72
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• 2007

본 연구는 최근 이슈가 되고 있는 UCC를 네티즌들이 올리는 동기와 내려보는 동기를 분석하였다. UCC생산자와 소비자의 동기를 파악하면 UCC서비스 사이트의 마케팅 전략과 UCC를 마케팅에 활용하고자 하는 기업들에게 시사점을 줄 수 있을 것이다. UCC를 시청하고 게시하는 동기에는 각각 사회적인 측면, 개인적인 측면, 정보추구 측면, 오락적인 측면, 경제적인 측면 등 이상 다섯 가지 동기로 분류되었고 이들의 특성에 대해 분석해 봄으로써 이런 동기가 UCC마케팅 전략에 어떻게 적용될 수 있는지 제시하였다.

• The Journal of the Korea Contents Association
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• v.7 no.11
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• pp.120-129
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• 2007

As the Internet is more embedded in people's lives, users draw on new Internet applications to express themselves through user-created contents(UCC). UCC is defined as content that is made publicly available over the Internet, reflects a certain amount of creative effort and is created outside of professional practices. This study describes the rapid growth of UCC as well as its increasing role in network-based communication. Based on the definition of UCC and the structure of emerging value chain, a taxonomy of UCC businesses is presented : UCC e-marketing business, UCC publishing business, UCC e-retailing business, and UCC development software business. This paper concludes with implications for platform and internet access providers.

• The Journal of the Korea Contents Association
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• v.9 no.11
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• pp.416-423
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• 2009

From marketing perspectives, WOM(Word-of-Mouth) is one of the communication methods for travelers. It can be an instrument of the effect on tourist decision. The growing predominance of internet use has further highlighted the need for understanding of UCC(User-created contents) tourism information such as travel experience and travel recommendation. This paper was to examine usage patterns of UCC tourism information using experimental design and contents analysis. The result indicated that there were qualities of UCC tourism information. That is useful implication to tourism information-related marketers in destination marketing.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.328-332
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• 2009

From Marketing perspective, WOM(Word-of-Mouse) is the one of the communication methods for customer. That can be an instrument of effect on the tourist decision. Pre-trip tourist will be to do post-trip tourist for tourism information. In order words, they need information for tour. The purpose of this study is useful implications to tourism information-related marketers using UCC tourist information offer an analysis of using UCC tourism information.

• Journal of Korea Technology Innovation Society
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• v.10 no.3
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• pp.486-508
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• 2007

This study identifies key determinants of participation in UCC services. Incorporating insights from the flow theory, we examine the effects of psychological factors of social presence, self expression, arousal, and challenge as well as web-site characteristics variables of media easiness, contents usability, and immediateness. We have done a sample survey of internet users and collected 260 responses. Using Windows SPSS/PC 12.0 Package, we have performed statistical analyses including a correlation analysis, a factor analysis, and a multiple regression analysis. The result of the study is as follows. Psychological variables of perceived social presence, self expression, arousal, and challenge all show positive significant effect on participation in UCC service. Among web site characteristics, media easiness, which consists of a web structure that is easy-to-use, user friendliness, and personalized service, demonstrates a positive significant effect on participation in UCC services. Immediateness also has a positive significant effect. Some of the practical implications of the result are follows. We should improve user access to platforms of UCC service by opening up platforms. This will heighten perceived challenge which has the strongest influence on participation in UCC services. We need to focus on multimedia services and adjust to the cultural code of netizen who crave for visual expressions and on the spot on-line activities. Also suggested is that contributions made by participants need to be acknowledged through such provisions as profit sharing. Needs for individualized service, which is an aspect of media easiness, should also be addressed. Participants tend to value individuality while at the same time accepting broader trends. Information services need to be customized for individuals. In UCC centered internet businesses, netizen consumers are presumer. They are consumers and producers at the same time, and consumer needs should also be explored for the success of internet businesses.

• Digital Contents
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• no.3 s.154
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• pp.48-51
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• 2006

올해 주요 포털업체들의 사업전략 기조는 동영상 검색 등 신규 검색 서비스를 강화하는 가운데 상반기에는 월드컵 마케팅에 올인한다는 것이다. 또한 올 포털시장에서는 웹2.0 기반의 UCC 서비스 등도 주요 이슈가 될 것으로 보이며 구글의 한국시장 연착륙 여부도 초미의 관심사다. 여전히 네이버의 독과점 현상이 지속되고 있는 포털업계의 올 사업전략을 살펴봤다.

• The Journal of the Korea Contents Association
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• v.7 no.2
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• pp.230-236
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• 2007

It is widely recognized that tourism information can be defined as useful and reliable reference which significantly influences the traveler's decision making. As the tourism organizations with online network, along with information system offer an array of information to the public, the passengers more frequently seek and search needed information via internet. However, currently existing tourism contents are mainly designed for suppliers, being viewed by customers perspective, those contents do not reflect the clients inquiries and needs. With the advent of consumer based technology and favorable environment, current tourism-related web sites show some changes from tourism suppliers to User-Created Contents(UCC). The major purpose of this research is to identify the tourism contents provided by both supplier and tourists themselves. Additionally, this paper also indicates research issues for further study.

• Proceedings of the Korea Contents Association Conference
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• 2006.11a
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• pp.360-363
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• 2006

As the focus of Tourist Product in Tourism Information, it is defined a date for tourist as Tourist Decision Making. That dates is on the increase and send for us variety figures. The contents be serviced in WWW, however, it only could emphasis on the side of suppliers instead of user. Having been speed development of The Content Technology, The user is more than easily work to make a content for yourself. This paper will intend to how to be application, what to mean tourist product include information in WWW.

• Proceedings of the Korea Contents Association Conference
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• 2007.11a
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• pp.238-242
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• 2007

The existent UCC sites display only finalized contents by publisher. It dose not provide any platform for resources of UCC that public users could reorganize. This paper has developed a platform to be able to produce reusable content using the scenes of the contents and produced a 3D animation with multiple story. It is necessary for user to search the provided contents for easy reorganization of the contents. The scene is classified by the description and information of the scene for handy search. It is obscure for a movie clip to be represent with only one word. Therefore, the proposed platform provides the search technique with a overlapping choice for the specific categories that include most of elements for the scene. Then the user can choose a specific range of the selected movie clip, make a new story with reorganizing the order, and put a caption or BGM on the movie clip. The complete movie clip has the search preferences as a category, new clips, and top favorites. With the Multi-Story line concept, we made a 3D animation about episodes of thermal dolls in the Doll World. This attempt will come to the new marketing way for a field of the visual media like as Music Video, Drama, Feature Film, Commercial Film.