• 한국의류학회지
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• 제44권4호
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• pp.749-763
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• 2020

This study examined how viewers perceived luxury haul videos, what factors made them experience vicarious pleasure and gain relative deprivation when watching them. This study conducted an interview with 20 viewers of luxury haul videos. The content obtained from the interview was analyzed by classifying it into academic terms. Cases of vicarious pleasure arose when viewers had sufficient empathy when watching videos, which was intensified by YouTubers' behavior and visual stimulation in videos. A person's relative deprivation due to her financial capabilities or appearance occurred when she compared herself with YouTubers. The more viewers perceived luxury haul as a source of information, the more they felt relative deprivation; in addition, the more they perceived it as entertainment, the more they felt vicarious pleasure. Viewers who had a high level of involvement in luxury goods tended to feel vicarious pleasure; however, viewers with a high level of involvement in YouTubers tended to feel relative deprivation. This study helps luxury brands and YouTubers understand viewers' perception of their products and programs as well as helps in the development of fashion haul videos that are beneficial to viewers.

• Asia Marketing Journal
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• 제24권2호
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• pp.39-50
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• 2022

Live streaming has become one of the most important communication tools for influencers to synchronously interact with viewers. It is critical to understand the effect of the reciprocal and synchronously interactive relations built between influencers and viewers, so-called trans-parasocial relations, in the context of live streaming. In this study, we investigate how trans-parasocial relations impact viewers' stickiness and purchase intention on live streaming platforms. Furthermore, we investigate fanship as a mediating factor in the relationship between trans-parasocial relations and viewers' behaviors. Overall, the results reveal significant direct and indirect effects of trans-parasocial relations on viewers' stickiness and purchase intention. Higher trans-parasocial relations further lead to stronger viewers' fanship toward influencers and increases their willingness to stay longer or make purchases on live streaming platforms. These findings further the understanding of influencer-viewer relations and viewers' behavior on live streaming platforms and provide valuable insights into influencer marketing and live streaming.

• 한국멀티미디어학회논문지
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• 제18권1호
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• pp.88-96
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• 2015

The recent increase in the production of 3D contents allowed viewers to experience various 3D contents. However, some of the viewers did not experience 3D depth well. Several researches were done in past to measure viewers' 3D depth perception, but these researches were done with certain limitations. In this paper, we measured viewers' 3D depth perception and recovery rate in relation with the changes in binocular disparities, saturation, and brightness values after subjects' watching 2D/3D contents. The results showed that when viewers watched the 3D content with positive binocular disparities for 42 minutes, viewers felt that the object seemed to have moved further forward than it was before; with 3D content with negative binocular disparities, viewers felt that the object seemed to be moved backwards. We found that the locational differences of the object in positive disparities were greater than those in the negative binocular disparities. The recovery rate was computed by comparing two measured values of before and after watching 3D contents for 30 minutes. On average, after 30-minute break, viewers showed roughly 50 % of recovery rate.

• International journal of advanced smart convergence
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• 제6권4호
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• pp.9-18
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• 2017

In order to respond to the ever-changing media environments in the era of smart and mobile technology, KBS has introduced and partially applied PIE-TV and PIE-nonTV modes that monitor the average number of viewers among the national population group by means of the sample household extraction method which is a traditional way of rating investigation. This study analyzes the correlation between the number of viewers of premiere, re-air broadcasting, and MPP channel programs and the number of OTT-based VOD viewers in reference to the data extracted from PIE-TV survey results. KBS conducted a survey for 3 months between June and August 2017 to measure the PIE-TV Index, based on which the above-mentioned correlation was analyzed with programs classified to entertainment, drama, and cultural programs. For data analysis, SPSS (Ver. 18.0 for Window, SPSS Inc, Chicago, IL, USA) was utilized. It was assumed that when p<0.05 in the confidence interval of 95%, statistically significance would be secured. Among the 30 subjects in the simple correlation analysis, the parameter was determined by the Person correlation coefficient and the non-parameter by the Spearman correlation coefficient. Analysis results are as below: (1) As the number of viewers of premier entertainment, drama, and cultural programs was larger, the number of VOD viewers was larger accordingly. (2) As for entertainment and drama programs, as the number of re-air broadcasting viewers was larger, the number of VOD viewers decreased accordingly. (2) As for entertainment and drama programs, as the number of MPP viewers was larger, the number of VOD viewers decreased accordingly. It is expected that this statistical data can be utilized for strategic planning of MPP channel lineups including terrestrial TV broadcasting, cable TV, etc.

• International Journal of Internet, Broadcasting and Communication
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• 제15권4호
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• pp.342-350
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• 2023

The purpose of this study is to find out how the perceived waiting time of viewers of e-sports games affects negative emotions and how these negative emotions affect viewing satisfaction, viewing attitude, and continuous viewing intention. To achieve the purpose of this study, 200 viewers who watched e-sports games more than two to three times were targeted. 197 copies were selected as the final valid sample after excluding three of the collected questionnaires that showed unfaithful answers. For data processing methods, confirmatory factor analysis, reliability analysis, and structural equation model analysis were conducted using SPSS 27 and AMOS 25. Through this, the following results were obtained. First, it was found that the perceived waiting time of the viewer had a significant effect on the viewers' negative emotions in the event of a game pause. Second, viewers' negative emotions were found to have a significant effect on viewing attitudes, but not on viewing satisfaction. Third, it was found that viewing attitude had a significant effect on viewing satisfaction and continuous viewing intention. Fourth, it was found that viewing satisfaction had a significant effect on continuous viewing intention. In other words, the more acceptable and shorter the perceived waiting time due to the suspension of the game pause, the lower the negative emotions of the viewers, and the negative emotions of the viewers ultimately affect the intention to continue watching through viewing attitude and viewing satisfaction.

• 한국HCI학회:학술대회논문집
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• 한국HCI학회 2009년도 학술대회
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• pp.1279-1286
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• 2009

"Interactivity refers to the possibility of an audience actively participating in the control of an artwork or representation." Andy Cameron, Dissimulations Interaction can be described as a way or function that improves the participation of audiences/viewers to being immersed into the medium itself. Until now, however, in terms of interactive cinema, interaction has not shown a sufficient participation for audiences. Specifically, audiences/viewers described that the structure of storytelling has failed to satisfy their requirements, in order to participate in the structure of storytelling. The aim of the research itself, therefore, began to ask and wonder why audiences/viewers criticised the participation which audiences/viewers are able to control storytelling, in interactive cinema, could not satisfied them in order to control and follow a storyline of interaction. In general idea, in interactive cinema, the function which allows audiences/viewers to be immersed into the storylines, must allow the immediacies of interaction. Audiences/viewers must therefore be able to satisfy the general idea of interactive cinema through controlling the directions of every choice offered. They must also be able to be immersed in the interactive storylines. Which of the prime causes can be improved or re-considered, to satisfy the participation requirements of audiences/viewers? The intention of this research also began to investigate a suitable method of storytelling within a narrative structure of interactive medium (interactive cinema). Through questioning the matter (it will be described in a later chapter), this research will be focused on the relationship between narrative structured interaction and audiences/viewers, which is of prime importance in relation to interaction. To further the research, Pilot study (experiment with the basic interactive narrative structure) was offered in order to understand and maintain a suitable method of storytelling within a narrative structure of interactive cinema and it also was explored to understand how the aim of the research would be maintained for further qualitative research.

• 한국언론정보학보
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• 제43권
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• pp.282-313
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• 2008

본 연구는 현재 논의되고 있는 중간광고에 관해 고찰하였다. 지상파 TV의 중간광고 재도입 논쟁과 관련된 문제의 핵심을 시청자들에 맞추어 시청자들의 입장에서 중간광고에 관한 반응을 살펴보고자 하였다. 이러한 중간광고에 대한 반응을 좀 더 구체적으로 살펴보기 위하여 프로그램의 유형에 따른 반응의 차이를 고찰하였다. 분석결과, 전체적으로 중간광고를 집행하는 경우 프로그램 전, 후 광고만을 집행하는 경우보다 시청자 반응, 방송사에 대한 태도, 그리고 중간광고를 집행하는 광고주에 대한 태도가 부정적으로 나타났다. 또한 본 연구에서는 중간광고의 도입에서 제외되어야 한다고 제안된 뉴스와 교양 프로그램을 포함하여 드라마와 오락 프로그램에 중간광고를 도입하여 그 반응을 살펴보았다. 분석결과, 이들 프로그램의 유형에 따른 반응 차이는 나타나지 않았고, 중간광고를 실시하는 경우 실시하지 않는 경우보다 프로그램에 대한 반응이 전체적으로 모두 낮게 나타났다.

• 가족자원경영과 정책
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• 제10권4호
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• pp.163-177
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• 2006

The main purpose of this study was to examine TV viewers' behavior on receiving family-related images reflected in soap operas and find the relationship between TV viewers' family-related value and TV viewers' behavior on receiving family-related images reflected in soap operas with empirical data. The data were collected from 500 adults aged 20-49 living in Seoul area for 3 days(January 17 to 19 of 2006). Statistical methods used were frequency, percentage, regression analysis. The results showed that TV viewer's family-related values and socio-economic characteristics influenced the family-related image reception behavior. Especially viewers' values about child was the most significant variable affecting TV viewers' receptions of family-related images reflected in soap operas.

• 서비스연구
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• 제10권2호
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• pp.59-76
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• 2020

본 연구는 뉴스를 전달하는 데 있어 선정적인 앵커 멘트가 부정적 감정과 뉴스 신뢰도, 방송사 태도에 어떤 영향을 미치는지 알아보고, 앵커 매력성과 시청자 성별의 조절 효과를 검증하고자 하는데 목적이 있다. 가설 검증 결과 첫째, 뉴스 보도에서 앵커 멘트가 선정적일수록 시청자들의 부정적인 감정은 증가하는 것으로 나타났다. 둘째, 뉴스 보도에서 앵커 멘트의 선정적인 표현이 강할수록 뉴스 신뢰도는 떨어지는 것으로 나타났다. 셋째, 앵커가 매력적이라고 생각한 집단의 경우 앵커 멘트가 선정적이든 아니든 부정적 감정과 뉴스 신뢰도, 방송사 태도에 대한 차이가 없었지만, 앵커가 매력적이라고 생각하지 않은 집단은 앵커가 선정적인 멘트를 사용하면 부정적 감정이 커지고 뉴스 신뢰도는 떨어지며 방송사 태도가 안 좋아지는 것으로 나타났다. 넷째, 앵커 멘트가 선정적이지 않은 경우 여성과 남성 시청자의 부정적 감정과 방송사 태도에 대한 차이는 거의 없었지만, 앵커 멘트가 선정적인 경우 남성 시청자보다 여성 시청자의 부정적 감정이 증가하고 방송사 태도가 안 좋아지는 것으로 나타났다. 본 연구를 통해 지금까지 거의 연구되지 않았던 앵커 멘트의 선정성과 앵커 매력성 등의 분야를 분석하면서 학문적이고 실무적인 관점에서 시사점을 제공하였다. 또한 뉴스 보도와 앵커 등 언론 관련 분야와 매력성, 신뢰도 등 마케팅 분야의 연구를 접목해 새로운 시도를 하면서 언론과 마케팅 분야 모두에 의미 있는 시사점을 제공하였다.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2002년도 춘계학술발표대회 논문집
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• pp.77-81
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• 2002

Today, local museums as well as international museums are varied with scale, foundation purpose and function. Children's museum is particularly designed for special viewers. Therefore, the expression design factors such as plane, cubic side, illuminator, line of flow, color, material and the characteristics of viewers should be considered in planning. A couple of sample museums are selected for this study in order to study the characteristics of viewers. I hope the result of this study will be the basic information for the display design of children's museum.