• Journal of Intelligence and Information Systems
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• v.24 no.1
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• pp.75-100
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• 2018

Mobile devices have become an important channel for news content usage in our daily life. However, online news content readers' resistance to online news monetization is more serious than other digital content businesses, such as webtoons, music sources, videos, and games. Since major portal sites distribute online news content free of charge to increase their traffics, customers have been accustomed to free news content; hence this makes online news providers more difficult to switch their policies on business models (i.e., monetization policy). As a result, most online news providers are highly dependent on the advertising business model, which can lead to increasing number of false, exaggerated, or sensational advertisements inside the news website to maximize their advertising revenue. To reduce this advertising dependencies, many online news providers had attempted to switch their 'free' readers to 'paid' users, but most of them failed. However, recently, some online news media have been successfully applying the Pay-What-You-Want (PWYW) payment model, which allows readers to voluntarily pay fees for their favorite news content. These successful cases shed some lights to the managers of online news content provider regarding that the PWYW model can serve as an alternative business model. In this study, therefore, we collected 379 online news articles from Ohmynews.com that has been successfully employing the PWYW model, and analyzed the comparative importance of systematic attributes of online news content on readers' voluntary payment. More specifically, we derived the six systematic attributes (i.e., Type of Article Title, Image Stimulation, Article Readability, Article Type, Dominant Emotion, and Article-Image Similarity) and three or four levels within each attribute based on previous studies. Then, we conducted content analysis to measure five attributes except Article Readability attribute, measured by Flesch readability score. Before conducting main content analysis, the face reliabilities of chosen attributes were measured by three doctoral level researchers with 37 sample articles, and inter-coder reliabilities of the three coders were verified. Then, the main content analysis was conducted for two months from March 2017 with 379 online news articles. All 379 articles were reviewed by the same three coders, and 65 articles that showed inconsistency among coders were excluded before employing conjoint analysis. Finally, we examined the comparative importance of those six systematic attributes (Study 1), and levels within each of the six attributes (Study 2) through conjoint analysis with 314 online news articles. From the results of conjoint analysis, we found that Article Readability, Article-Image Similarity, and Type of Article Title are the most significant factors affecting online news readers' voluntary payment. First, it can be interpreted that if the level of readability of an online news article is in line with the readers' level of readership, the readers will voluntarily pay more. Second, the similarity between the content of the article and the image within it enables the readers to increase the information acceptance and to transmit the message of the article more effectively. Third, readers expect that the article title would reveal the content of the article, and the expectation influences the understanding and satisfaction of the article. Therefore, it is necessary to write an article with an appropriate readability level, and use images and title well matched with the content to make readers voluntarily pay more. We also examined the comparative importance of levels within each attribute in more details. Based on findings of two studies, two major and nine minor propositions are suggested for future empirical research. This study has academic implications in that it is one of the first studies applying both content analysis and conjoint analysis together to examine readers' voluntary payment behavior, rather than their intention to pay. In addition, online news content creators, providers, and managers could find some practical insights from this research in terms of how they should produce news content to make readers voluntarily pay more for their online news content.

• The Journal of Industrial Distribution & Business
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• v.7 no.2
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• pp.25-32
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• 2016

Purpose - The objective of this study is to investigate the differences and interaction effects on the perceived financial risk between Korean and Thai consumers according to the types of product(utilitarian and hedonic) and price discount (bundle and 50%off). Research design, Data and Methodology - This paper sets up 6 research subjects. Data collection was carried out in Korea and Thailand. Data was made of 154 Korean and 147 Thai consumers. As for the independent variables for this study, consumer types are composed of Korean and Thai consumers, price discount types were bundle(1+1) and 50% off price, and product types consist of utilitarian and hedonic product. The dependent variable is perceived as a financial risk. Each question is measured as a Likert-type five-point scale. Results - According to the price discount and product type, perceived financial risk of Thai consumers is confirmed to be a larger one than that of Korean consumers. Also, there are interaction effects in the perceived financial risk. Conclusion - Our findings can be used as useful information for global retail markets as marketing strategies in future Korean enterprise through a comparative study on Korean and Thai consumers.

• Proceedings of the Korea Inteligent Information System Society Conference
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• 2002.11a
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• pp.411-422
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• 2002

비교구매는 e-Marketplace의 매출에 큰 영향력을 미치고 있으나 운영 수익은 대부분 광고에 의존한다. 하지만 인터넷 광고의 수익률은 열악한 상태이며, 종량제 기반 광고 방법의 확대로 소비자에게 덜 알려진 판매자의 제품 정보 노출 기회는 더욱 줄어들고 있다. 따라서 비교구매 사업자의 광고 수익을 높이면서 판매자 입장에서는 예산 및 제약 조건 범위 내에서 광고 노출의 효율성을 최적화하는 방법 및 시스템에 대한 연구가 필요하다. 본 연구에서는 비교도전을 이용한 비교광고 방법을 제안하고 그 실행 방법으로 판매자의 비교 도전 계획 모델을 사용하는 e-Marketplace기반 비교구매 사업자의 비교광고 시스템을 설계하고 구현하였다. 비교도전 계획 모델은 경쟁사(Competitor), 경쟁 제품(Product) 그리고 제품의 사양(Specification)에 대한 수준별 도전 정책을 적용하며, 양 사의 제품 사양 속성값들 간의 기능적 거리를 양적 수치화하여 판매자 제품이 경쟁사 제품에 가장 유사하지만 우세한(Similar but Superior) 쌍들에 대한 비교광고 포트폴리오를 구성함을 목적으로 한다. 비교도전 계획 시스템은 비교가치의 생성과 최적화의 단계로 이뤄진다 주요 5개 PC제조사의 데스크탑 제품자료를 사용하여 프로토타입을 구축하였으며, 타 비교광고 방법과 대비한 성능 평가를 수행하였다. 또한 e-Marketplace기반 비교구매 사업자의 비교도전에 의한 비교광고 표시 방법을 예시하였다.

• Management & Information Systems Review
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• v.19
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• pp.17-48
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• 2006

While the existing research took approach method that uniformly divided the cultural difference between specific countries into individualism - collectivism in the dimension of comparative culture, this research defines the cultural sense of value of domestic university students and company employees in accordance with horizontalism-verticalism pattern within it to corroboratively define the diverse effects of advertisements of standardization and localization of global enterprises. Researching the difference of cultural sense of value owing to this generation of Korean university students and company employees, Korean university students showed prominent propensity of vertical-individualism value and company employees, propensity of horizontal-collectivism value. Researching comparatively the effect of advertisements for standardization and localization of global enterprises in connection with Korean university students and company employees, it turned out Korean university students prominently prefer localization advertisement in the TV advertisement of global enterprises and company employees, standardization advertisement. Especially, the difference between standardization advertisement and localization advertisement of university students and company employees was very remarkable in trademark attitude and advertisement information rather than advertisement attitude. With respect to model appearing in the advertisement, it turned out university students prefer localization advertisement where domestic models appear and company employees prefer standardization advertisement where foreign models appear.

• The Journal of Information Systems
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• v.29 no.1
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• pp.113-136
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• 2020

Purpose In recent years, "Internet + " is a new social form. Has already brought the vitality of social and economic entities. The rapid development of Internet globalization, promote the development of an emerging network interaction, "Live broadcast". Viewers from all over the world can watch various types of live programs by connecting to the Internet. Viewers and live broadcasters can generate instant and efficient interactions. Design Many companies have taken advantage of the advantages of the live broadcast platform. Use live broadcasts for brand marketing activities. Branding compared to offline, online advertising is cheaper, Spread more quickly, get feedback from consumers more realistic. Merchants are also aware that this type of interaction creates a closer connection between consumers and businesses. This article will deduce a unique research model through lots of prior studies. Establish independent variables from two aspects of live software features and consumer features, and from the seven hypotheses derived, summarize how to make consumers more loyal to the same brand. The audience of Korean and Chinese live broadcast software is also growing. In order compare the differences between the consumer groups in Korea and China, this article uses the same research model, analysis of consumers in Korea and China. Findings Finally based on the results of the study. Proposal for rationalization of companies that use Korean-Chinese live broadcast platforms for brand marketing.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.42 no.3
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• pp.167-175
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• 2019

The purpose of this study is to analyze the factors influencing consumers purchasing of domestic, imported and craft beer through AHP analysis and to provide implications for marketing for each beer market. In this study, theories and calculations related to AHP analysis were thoroughly examined and selection attributes were determined by referring to existing theories. A total of 164 consumers who have purchased beer were the target of the survey. The results were analyzed by AHP analysis and the differences were analyzed. It was confirmed that the domestic, imported, and craft beer had the highest weight in the taste in the first layer. At this time, we can confirm that imported, and craft beer has a relatively high weight on taste and domestic beer has a relatively high weight on brand image. We also found that design and advertising images do not have a significant impact on beer selection. Even though it is study on beer, we can find people have different preference between their orgin. In this study, it is possible to show what type of factors does the beer manufacturing and distribution company should concentrate on by analyzing factors that consumers consider, unlike other studies focusing on consumption status of existing beer.

• Proceedings of the Korea Information Processing Society Conference
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• 2011.11a
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• pp.1418-1421
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• 2011

본 연구는 스마트폰과 스마트패드 이용자의 차별적인 특성을 규명하고, 모바일광고의 선호 유형에서 어떠한 차이를 보이는지 검증하고자 한다. 아직까지 스마트 디바이스 기반 모바일광고의 이론적 범위가 정형화되지 않은 시점이기 때문에, 광고수용자 관점의 광고인식이나 선호에 관한 연구는 미비하다. 모바일기기 이용자의 특성을 비교하기 위해, Jacques Attali(1992)의 노마드 이론을 토대로 개인정황관련성, 변화지향성, 속전속결성 변인과 성별, 연령, 학력, 직업, 생활방식의 인구통계학적 변인을 분석 기준으로 선정하였다. 또한, 선행연구에서 Q이론을 통해 발견한 바 있는 이용자 인식에 기인한 모바일광고 유형 분류체계를 양적 연구에 적용하여, 스마트폰 이용자 317명과 스마트패드 이용자 107명을 대상으로 서베이 조사를 수행하였다. 본 연구의 결과는 이동통신이나 광고 산업에서 이용자 세분화 및 모바일광고의 마케팅 전략 프레임워크나 이론적인 틀로서 활용가치를 기대할 수 있다.

• Archives of design research
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• v.18 no.2 s.60
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• pp.27-36
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• 2005

Illustrations in advertisement uses various social and cultural codes to stimulate the desire to buy in consumers in the first place, since this is an economic phenomenon orchestrated to sell a product. Hence, factors outside the product per se, such as tradition, social issues and class consciousness are introduced. Especially, in modern advertisement a strategy is adopted to differentiate standard products produced by mass production. In order to do so, such factors as mentioned above become as important as physical characteristics of the product per se and its usage value. As a result, phrases or images used for advertisement can have independent influences on the society irrespective of the sales effects on the product. In this respect, it is fair to state that advertisement reflects the phases and consciousness of a given period as a cultural phenomenon. Therefore, based on the premise of characteristics and roles attributed to the advertisement, this thesis proposes to make a comparative study on the images of women in commercial advertisement in Korea during Japanese Imperialism and China during Cultural Colonial period dating from 1900 to 1945. The starting point of this research will cover the period of foreign trade and Japanese Imperialism in Korea and interference of Western Power in China. It will also investigate on the birth of Korean advertisement by Japanese Imperialists and Chinese modern advertisement along with the modernization of Shanghai. Then, I propose to present the illustrations of women in advertisements based on comparative study of their characteristics and expressions as observed in several case studies both in Korea and China. Connotative meanings in such advertisement will be investigated in the context of political, economic and cultural dominance.

• The Journal of the Korea Contents Association
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• v.17 no.10
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• pp.503-517
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• 2017

After a few recent documentary films had commercial success, factors for their success are getting attention. This paper explores the factors of the financial success of two documentary films. "My Love, Don't Cross That River" gained extended popularity with its universal message, and "Two Doors" conveyed a poweful political message. This paper conducted a case study by inteviewing production directors and distribution managers. Analysis was based on the three categories suggested by Litman and Kohl(1989): creative sphere, distribution-scheduling release pattern, and marketing efforts. Findings present the common factors of the two movies' success in the following areas: persons and events showing a powerful reality, a message with new and fresh insight, artistic quality, distribution strategy with timely scheduling, release time (period), public relations, and advertising.. In addition, "My Love, Don't Cross That River" was helped by a sufficient budget for scheduling/releasing and advertising. Its wide-release stratergy worked as well. "Two Doors" was aided by the government support for release and by the special factor called 'Participating viewer'. By examining the factors of documentary films' commercial success, this study has an implication for the popularization of documentary movies by indicating how to strategically apply relevant factors.

• Archives of design research
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• v.17 no.3
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• pp.303-312
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• 2004

The purpose of this study is to activate the study on movercial. To accomplish of this, the objectives of this study are two-fold. First, this study attempts to find out how movercial are interpreted and experienced compared to product placement; and secondly, to delineate experience and interpretation in terms of the themes of movie centrality and consumption-specific relevance. This study attempted qualitative approach comparing to the criteria consisted of the themes of movie centrality and consumption-specific relevance to gain in-depth understanding of how movercial which is popped up and regarded as a newly creative format in the diffusion of internet culture and mobile communication environment is experienced and interpreted. For this aim, the moviegoer informants were classified into frequent and infrequent based on the classification method of previous product placement study of Delorme & Reid(1999) and Focus Group Interviews and In-depth Interviews were executed for understanding of how are experienced. Major implications of this study were as follows. First, prior experience of brand exposure from movercial enhanced familiarity for advertising in real-life. Second, movercial can be used to influential tools for purchasing decision with advertising and product placement. Third, informants experienced uncomfortable feeling of change and discomfort against the format of hybrid commercial message such as movercial and PPL which is penetrating into the culture and art at large.