• Journal of Global Scholars of Marketing Science
• /
• v.20 no.2
• /
• pp.219-230
• /
• 2010

Digital content makes big changes to our daily lives while bringing opportunities and challenges for companies. Creative firms integrate pictures, texts, videos, audios, and data by digitalization to develop new products or services and create digital experiences to promote their brands. Most articles on digital content contribute to the basic concept or development of marketing it in literature. Actually, compared with traditional value chains for common products or services, the digital content industry seems to have more potential value. Because quite a bit of digital content is free to the consumer, price is not necessarily perceived as an indicator of the quality or value of information (Rowley 2008). It becomes evident that a current theme in digital content is the issue of "value," and research on customers' perceived value of digital content is a necessity. This article argues that experiential value has an advantage in customers' evaluations of digital content. Two different but related contributions to the understanding of "value" of digital content are made here. First, based on the comparison of digital content with products and services, the article proposes two key characteristics that make experiential strategy available for digital content: intangibility and near-zero reproduction cost. On top of that, based on the discussion of the gap between company's idealized value and customer's perceived value, this article emphasizes that digital content prices and pricing of digital content is different from products and services. As a result of intangibility, prices may not reflect customer value. Moreover, the cost of digital content in the development stage may be very high while reproduction costs shrink dramatically. Moreover, because of the value gap mentioned before, the pricing polices vary for different digital contents. For example, flat price policy is generally used for movies and music (Magiera 2001; Netherby 2002), while for continuous demand, digital content such as online games and anti-virus programs involves a more complicated matter of utility and competitive price levels. Digital content companies have to explore various kinds of strategies to overcome this gap. Rethinking marketing solutions such as advertisements, images, and word-of-mouth and their effect on customers' perceived value becomes essential. China's digital content industry is becoming more and more globalized and drawing special attention from different countries and regions that have respective competitive advantages. The 2008-2009 Annual Report on the Development of China's Digital Content Industry (CCIDConsulting 2009) indicates that, with the driven power of domestic demand and governmental policy support, the country's digital content industry maintained a fast growth of some 30 percent in 2008, obviously indicating the initial stage of industry expansion. In China, anti-virus programs and other software programs which need to be updated use a quarter-based pricing policy. Customers can download a trial version for free and use it for six months or a year. If they want to use it longer, continuous payment is needed. They examine the excellence of the digital content during this trial period and decide whether to pay for continued usage. For China’s music and movie industries, as a result of initial development, experiential strategy has not been much applied, even though firms in other countries find the trial experience and explore important strategies(such as customers listening to music for several seconds for free before downloading it). For the above reasons, anti-virus program may be a representative for digital content industry in China and an exploratory study of the advantage of experiential value in customer's perceived value of digital content is done in the anti-virus market of China. In order to enhance the reliability of the survey data, this study focused on people who were experienced users of anti-virus programs. The empirical results revealed that experiential value has a positive effect on customers' perceived value of digital content. In other words, because digital content is intangible and the reproduction costs are nearly zero, customers' evaluations are based heavily on their experience. Moreover, image and word-of-mouth do not have a positive effect on perceived value, only on experiential value. That is to say, a digital content value chain is different from that of a general product or service. Experiential value has a notable advantage and mediates the effect of image and word-of-mouth on perceived value. The results of this study help provide an understanding of why free digital content downloads exist in developing countries. Customers can perceive the value of digital content only by using and experiencing it. This is also why such governments support the development of digital content. Other developing countries whose digital content business is also in the beginning stage can make use of the suggestions here. Moreover, based on the advantage of experiential strategy, companies should make more of an effort to invest in customers' experience. As a result of the characteristics and value gap of digital content, customers perceive more value in the intangible digital content only by experiencing what they really want. Moreover, because of the near-zero reproduction costs, companies can perhaps use experiential strategy to enhance customer understanding of digital content.

• Proceedings of the Korea Inteligent Information System Society Conference
• /
• 2007.05a
• /
• pp.229-238
• /
• 2007

This study was intended to point out the limit of existing digital content-centered studies, or approaches from the viewpoint of the supplier and in the aspect of business profit model and find ways to assess the quality of digital content, considering the characteristics of digital content. For this, the study is to apply value innovation strategy to digital content assessment, to analyze the applicability, and to propose a new and practical framework for digital content assessment method. To this end, this study selected the global No. 1 search service provider Google and local portal site Naver search service. The study on assessment factors by value innovation strategy was based on existing literature, while user-value elements in that respect were confined to information quality, interactivity, communication, interactive storytelling, and usability. This study objectified the relation with the value innovation strategic analysis, through qualitative and quantitative analyses on value elements of search service users.

• Journal of Information Technology Services
• /
• v.21 no.5
• /
• pp.1-13
• /
• 2022

With the rapid development of computer technology and communication networks in modern society, human economic activities in the almost every field of our society depend on various electronic devices. The huge amount of digital data generated in these circumstances is refined by technologies such as artificial intelligence and big data, and its value has become larger and larger. However, until now, it is the reality that the digital data has not been clearly defined as an economic asset, and the institutional criteria for expressing its value are unclear. Therefore, this study organizes the definition and characteristics of digital data, and examines the matters to be considered when considering digital data in terms of accounting assets. In addition, a method that can objectively measure the value of digital data was presented as a quantitative calculation model considering the time value of profits and costs.

• 한국디지털정책학회:학술대회논문집
• /
• 2004.11a
• /
• pp.99-109
• /
• 2004

Key goal of the study is to analyze the economical ripple effect by the digital contents industry. In this study, the results of analysis of multiplier effects of digital contents industry can be summaries as follows: (1) Output multiplier for the manufacturing sector was the highest with value of 3.0509 while that of digital contents industry is the lowest at 1.6511. (2) Employment multiplier is the lowest for the manufacturing sector with value of 4.2895, while that of digital contents industry is the lowest with value of 1.0238. (3) Income multiplier is the lowest for the manufacturing sector with value of 5.3331, while that of digital contents industry is the lowest with value of 1.0081. Therefore, digital contents industry is clearly a new-growth power industry in the future rather than in the present.

• The Journal of the Korea Contents Association
• /
• v.16 no.11
• /
• pp.456-463
• /
• 2016

This study investigates the relationship between the digital music service acceptance factors on the Perceived value, and Customer Satisfaction. Remarkable points of this study are as follows. First, according to the result of the analysis of relationship between digital music service acceptance factors and perceived value, diversity of digital music products and quality of digital music system affects significantly on the perceived value. but, usability of digital music service use does not have an effect on the perceived value. Second, as the result of analysis of the relationship between digital music service acceptance factors and customer satisfaction, diversity of digital music products, usability of digital music service and quality of digital music system affects significantly on the perceived value. These finding should assist digital music marketers and academics in their understanding of building loyalty on digital music service.

• International Journal of Contents
• /
• v.15 no.4
• /
• pp.107-112
• /
• 2019

With the development of AI (artificial intelligence), animation digital publishing has been integrated with intellectualization. This paper adopts the theory of the global value chain, and analyzes the basic structure of the animation publishing value chain. Then focuses on the analysis of digital technology and artificial intelligence technology to play an active role in the topic selection and content customization of animation digital publishing products, optimization of publishing platforms, and user experience of publishing products. Finally, it proposes the use of artificial intelligence data analysis and deep learning technology. The purpose of this paper is to realize the upgrading of animation digital publishing, product upgrading, industrial chain upgrading, and identify some promotion methods for the value chain, such as copyright protection.

• Journal of the Korea Society of Computer and Information
• /
• v.18 no.6
• /
• pp.47-54
• /
• 2013

In this paper, we proposed an efficient digital authentication service system for the vehicle data collected from digital tachograph. In domestic, There is no method available to verify that information has not been forged and reliable information for collected vehicle data. The proposed method in this paper can prove transmitted vehicle data that have not been forged using the signature value. The signature value of digital authentication is produced with the digital signature generation key after obtaining the hash value of vehicle data. It is achieved through checking the stored hash value and the hash value match that is obtained with the digital signature verification key from the digital signature value. We confirmed the proposed system can ensure reliability of vehicle data through the system implementation and experiment.

• International Journal of Knowledge Content Development & Technology
• /
• v.3 no.2
• /
• pp.67-94
• /
• 2013

This exploratory research explores the concept of a digital legacy as a general concept and as a collection of digital possessions with unique characteristics. The results reported in this article are part of a larger study. In Cushing (2013), the author identified the characteristics of a digital possession. In this study, these characteristics of a digital possession were utilized to explore how the characteristics of several digital possessions could form a collection, or a digital legacy. In addition to being explored as a collection of digital possessions, data was collected about the general concept of a digital legacy. In part I of the study, 23 participants from three age groups were interviewed about their general concept of a digital legacy. Five general characteristics describing a digital legacy were identified. In part II of the study, interview data from Cushing (2013) was used to create statements describing digital possessions. The statements were classified utilizing the archival concept of primary and secondary values, as well as the consumer behavior concepts of self extension to possessions and possession attachment. Primary value refers to the purpose for which the item was created, while secondary value refers to an additional value that the participants can perceive the item to hold, such as a perception that an item can represent one's identity. Using standard Q method procedure, 48 participants were directed to rank their agreement with 60 statements (written on cards), along a distribution of -5 to +5, according to the characteristics of the digital possession they would most like to maintain for a digital legacy. The ranked statements were analyzed using Q factor analysis, in order to perceive the most common statements associated with maintaining digital possessions for a digital legacy. Q method results suggested that most individuals described the digital possessions they wanted to maintain for a digital legacy using various combinations of characteristics associated with primary and secondary values. This suggests that while some participants will respond to personal archiving based on the concept of preserving identity (a perceived secondary value), this will not appeal to everyone. Information professional could consider this difference in appeal when marketing personal archiving assistance to patrons.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.19 no.3
• /
• pp.45-60
• /
• 2023

The purpose of this study is to explore factors that affect millennials and generation Z customers' perception on intention to recommend to use the digital payment services and invesetigate factors that affect perception on sustainable growth of the digital payment services. This study applied the following research questions: i) how perceived brand value, easy to use, personalization, open to public, and social value affect intention to recommend to use the digital payment services and ii) how perceived public policy, promotional strategy, and prspects affect intention to recommend to use the digital payment services to others. This study conducted an online survey. This study applied factor, ANOVA, and regression analysis to test hypotheses. The results of this study found that effects of personalization, open to public, and social value on intention to recommend the service showed significance in the case of millennials, while effects of brand value, easy to use, and open to publis on intention to recommend the service showed significance in the case of generation Z. The results provide managerial and policy implications on how to apply better strategies and pepare policies to enhance adoption of the digital payment service in cases of millennials and generation Z.

• Proceedings of the Korea Society of Design Studies Conference
• /
• 2002.05b
• /
• pp.198-199
• /
• 2002