• 한국인쇄학회지
• /
• 제30권2호
• /
• pp.69-78
• /
• 2012

This research attempts to analyze how attributes of ad model influence on brand familiarity, personality, and preference among consumers. Attributes of ad model was classified into three; attractiveness, professionalism, and reliability. One hundred of consumers who lived in Daejeun City were selected as respondents for this research. The result of hypothesis I showed that attributes of ad model significantly influenced on brand familiarity. it was the result of hypothesis II that both Attractiveness and professionalism of ad model affected brand personality. It was also found that attractiveness and professionalism are significantly brand preference from the result of hypothesis III. In conclusion, findings showed that attractiveness of ad model mostly influenced on brand familiarity, personality, preference.

• 한국의류학회지
• /
• 제46권1호
• /
• pp.17-32
• /
• 2022

This study aimed to examine the effect of ad attributes on engagement, the mediating effect of engagement on the relationship between ad attributes and advertising effectiveness (attitudes toward ads, continuous intention to search, and e-WOM intention), and the differences in advertising effectiveness at different levels (low vs. high) of curiosity toward fashion video ads in the online context. For this purpose, a total of 408 responses were collected from consumers who were aged 20-40 years and had viewed fashion video ads via PC/mobile channels in the preceding six months. The results showed that three advertising attributes, namely informativeness, entertainment, and personalization, were significant predictors of engagement. Additionally, engagement had a significant mediating effect on the relationship between entertainment and ad effectiveness. Moreover, both informativeness and entertainment had a significant direct effect on the behavioral intention to search and engage in e-WOM. At the high-curiosity level, engagement had a significant influence on ad attitudes and e-WOM intention. In contrast, at the low-curiosity level, entertainment had a significant influence on e-WOM intention and continuous intention to search. These findings are meaningful in that they extend the advertising attitude model to fashion video ads in the online context.

• 디지털융복합연구
• /
• 제17권2호
• /
• pp.37-45
• /
• 2019

본 연구는 VR 광고 특성(입체감, 현실감, 역동감, 오락감)이 광고태도에 어떠한 영향을 미치는 가를 알아보았다. 또한 VR 광고 특성과 광고태도에 있어 소비자 혁신성이 매개 역할을 하는지 검증하였다. 본 연구는 VR 장비를 사용하여 실제 응답자에게 광고물 경험을 유도하였다. 분석은 공변량 구조분석을 통해 변인 간 인과관계를 알아보았다. 연구 결과 첫째, VR 광고 특성의 네 가지 구성요인 모두 소비자 혁신성에 정적인 영항을 미치는 것으로 나타났다. 둘째, VR 광고 특성의 입체감, 오락감은 광고태도에 정적인 영향을 미치는 것으로 나타났다. 셋째, VR 광고 특성과 광고태도에 관계에 있어 소비자 혁신성의 매개역할은 VR 광고 특성의 구성요인 모두 유의한 영항을 미치는 것으로 나타났다. 본 연구결과는 VR 광고를 제작할 때 광고 효과 과정을 이해하고 디지털 미디어 시장에 적합한 광고를 기획하는데 시사점을 제공할 것이다.

• 미래기술융합논문지
• /
• 제1권2호
• /
• pp.37-48
• /
• 2022

본 연구는 광고 모델의 속성이 OTT 이용자의 광고 인지, 구매 의도, 몰입과 중독에 미치는 영향에 대한 중국 소비자 대상의 실증적 연구로 진행되었다. 최근 중국의 화장품 시장이 성장하면서 광고 모델의 역할이 부각되고 있으며 과몰입에 따른 쇼핑 중독 현상이 사회문제화 되고 있다. 연구자들은 광고 모델의 어떠한 특성이 소비자를 구매, 몰입에 이르게 하며, 궁극적으로 중독으로 연결되는지 연구모형을 설정하여 검정하고자 하였다. 연구결과는 다음과 같다. 유명도, 매력도 등의 광고 모델 속성은 시청자의 광고 인지와 태도에 긍정적인 영향을 주며, 시청자의 인지된 유용성은 구매 의도와 몰입에 긍정적인 영향을 주는 것을 확인하였다. 또한 시청자의 구매 의도는 화장품에 대한 중독에 정의 영향을 주었다.

• 디지털융복합연구
• /
• 제17권2호
• /
• pp.81-89
• /
• 2019

본 연구는 페이스북 광고의 구성요인이 광고적절성 인식과 구전의도에 미치는 영향을 알아보았다. 부가적으로 광고 적절성 인식의 매개효과를 확인하였다. 이를 위해 페이스북 사용자를 대상으로 371개 자료를 수집하였다. 연구방법은 요인 분석과 공변량구조분석을 활용하였다. 연구결과 첫째, 페이스북 광고의 광고흥미성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 둘째, 페이스북 광고의 맞춤정보성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 셋째, 주변인반응성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 넷째, 페이스북 광고적절성 인식은 구전 의도에 유의미한 영향을 미쳤다. 따라서 광고흥미성과 맞춤정보성 및 주변인반응성 속성은 완전매개효과를 나타냈다. 이러한 연구결과는 소비자들에게 페이스북 광고로서 정체감이 있는 광고와 효과적인 광고를 제작할 때 고려해야할 속성이 무엇인가에 대한 자료를 제공할 것이다.

• 한국콘텐츠학회논문지
• /
• 제18권1호
• /
• pp.452-464
• /
• 2018

본 연구에서는 SNS 이용 소비자를 대상으로 SNS의 브랜드 성격 요인을 규명하고 이러한 SNS 브랜드 성격 요인이 SNS 내에서 접할 수 있는 모바일 네이티브 광고의 속성 인식에 어떠한 영향을 미치는지 살펴보고자 하였다. 이를 위해 SNS 브랜드 성격과 모바일 네이티브 광고의 속성으로 정보성, 신뢰성, 오락성, 방해성, 상호작용성을 연구변수로 도입하여 연구모형을 제시하고 SNS 이용자를 대상으로 하여 설문조사를 수행하였다. 온라인 설문조사를 통해 최종 341부를 분석에 사용하였으며, 수집된 데이터는 SPSS 22.0과 AMOS 18.0을 통해 분석하였다. 분석결과에 의하면 SNS 브랜드 성격 요인으로 '성실', '열정', '매력', '실용', '공동체'의 5가지 성격이 도출되었다. 이 가운데 '성실', '열정', '공동체' 브랜드 성격이 대부분의 모바일 네이티브 광고 속성에 대해 긍정적 영향을 주지만 '실용' 브랜드 성격은 부정적 영향을 주는 것으로 나타났다. 매력 브랜드 성격은 모바일 네이티브 광고 속성과 상관이 없는 브랜드 성격으로 나타났다. 또한 모바일 네이티브 광고 속성 가운데 정보성과 신뢰성이 광고태도에 긍정적 영향을 주는 것으로 나타났다.

• 한국컴퓨터정보학회논문지
• /
• 제24권4호
• /
• pp.83-90
• /
• 2019

Is this paper, We propose to examined the relationship between advertising attributes and brand preference, consumer psychological repulsion, and consumer happiness. Due to the infinite competition between the companies, they are experiencing significant difficulties in operation. In this situation, effective advertising is obviously a very important means to overcome the difficulties of operation. Therefore, in order to maximize the advertising effect, sufficient awareness of the advertisement property and the production and exposure of the advertisement based on it can be very important. As such, the purpose of this study is to verify the effect of indirect advertising appearing on entertainment programs on consumers' preference for brands and their psychological resistance, and to verify the effect of consumers' preference for brands and psychological backlash on consumer happiness. In addition, the exposure pattern of indirect advertisement is intended to verify whether there is a control effect between the nature of the advertisement and the brand preference and psychological backlash. A total of 209 questionnaires were distributed to consumers who viewed program in order to achieve the purpose of this study. For empirical analysis, exploratory factor analysis, confirmatory factor analysis, frequency analysis, reliability analysis, structural equation model, and multimodal simultaneous comparison analysis were performed using SPSS V. 22.0 and AMOS V. 22.0. The results of the empirical analysis of this study are as follows. First, advertising attributes have a significant effect on brand preference. Second, the hypothesis that advertising attributes have a significant effect on psychological repulsiveness of consumers is partially adopted. Third, brand preference and psychological repulsion have a significant effect on consumer happiness. Fourth, we confirmed the moderating effect of PPL expression form in ad property, brand preference, and psychological repulsion. Based on these findings, we presented the implications, limitations and future research directions of the study.

• KSII Transactions on Internet and Information Systems (TIIS)
• /
• 제17권10호
• /
• pp.2658-2681
• /
• 2023

In edge computing scenarios, IoT end devices play a crucial role in relaying and forwarding data to significantly improve IoT network performance. However, traditional routing mechanisms are not applicable to this scenario due to differences in network size and environment. Therefore, it becomes crucial to establish an effective and reliable data transmission path to ensure secure communication between devices. In this paper, we propose a trusted path selection strategy that comprehensively considers multiple attributes, such as link stability and edge cooperation, and selects a stable and secure data transmission path based on the link life cycle, energy level, trust level, and authentication status. In addition, we propose the Stability-based On-demand Multipath Distance Vector (STAOMDV) protocol based on the Ad hoc AOMDV protocol. The STAOMDV protocol implements the collection and updating of link stability attributes during the route discovery and maintenance process. By integrating the STAOMDV protocol with the proposed path selection strategy, a dependable and efficient routing mechanism is established for IoT networks in edge computing scenarios. Simulation results validate that the proposed STAOMDV model achieves a balance in network energy consumption and extends the overall network lifespan.

• 한국정보시스템학회지:정보시스템연구
• /
• 제14권1호
• /
• pp.41-65
• /
• 2005

The credit ration is a significant area of financial management which is of major interest to practitioners, financial and credit analysts. The components of credit rating are identified decision models are developed to assess credit rating an the corresponding creditworthiness of firms an accurately ad possble. Although many early studies demonstrate a priori which of these techniques will be most effective to solve a specific classification problem. Recently, a number of studies have demonstrate that a hybrid model integration artificial intelligence approaches with other feature selection algorthms can be alternative methodologies for business classification problems. In this article, we propose a hybrid approach using rough set theory as an alternative methodology to select appropriate attributes for case-based reasoning. This model uses rough specific interest lies in lthe stable combining of both rough set theory to extract knowledge that can guide dffective retrevals of useful cases. Our specific interest lies in the stable combining of both rough set theory and case-based reasoning in the problem of corporate credit rating. In addition, we summarize backgrounds of applying integrated model in the field of corporate credit rating with a brief description of various credit rating methodologies.

• 한국통신학회논문지
• /
• 제7권3호
• /
• pp.87-111
• /
• 1982

The education system is the communication field should be based on the characteristics of communication science and the function of manpower. However, the current education system at the level of college is insufficient and irrational to meet the requirements of the telecommunication field in our country. The main reasons are as follows: 1. Misunderstanding the characteristics of communication science. 2. Indiscretion of the categories of communication manpower due to lack of coordination between academic circles and communication industrial field. Telecommunication function could be performed only by combining the engineering and the suitable operational control. The communication engineering is similar to the electronic engineering, but the former should follow the miscellaneous international protocol and the domestic regulations, being only a means for the telecommunication function. In order to improve the education system of communiation, we aim to identify the principle of communication science, orthodoxy of the education, the categories of communication industrial field and manpower. The present system has been formed on the basis of ignoring the attributes of manpower and historical background of communication science. Therefore, this paper proposes to set up new departmental organizations for educating communication manpower as the following: In addition, this paper proposes a new curriculum model of the above twodept, and we believe that it well turn out more scientific, effective and reasonable education for the communication science. 1. Modification of the present formation, designated Electronic Communication Department. 2. New formation model: A. The best future model such as establishing ad independent telecommunication college which is composed of : Dept. of Radiocommunication Dept. of Telecommunication Enginnering Dept. of Communication Industrial management Dept. of Transmission Engineering Dept. of Telecommunication Law B. An immediately practicable proposal model instead of the existin Dept.. which is composed of the first two Dept. of the above five Dept. In addition, this paper proposes a new curriculum model of the above two dept. and we believe that it will turn out the education for the communication science to be more scientific, effective and reasonable.