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The Effect of OTT Service Characteristics on Flow, Satisfaction, and Brand Loyalty of MZ Generation Users : Focusing on Netflix Users in South Korea (OTT 서비스의 특성이 MZ세대 이용자의 몰입 및 만족도와 브랜드 충성도에 미치는 영향 - 국내 넷플릭스 이용자를 중심으로)

  • SeonYoung Jhee;Sang-Lin Han
    • Journal of Service Research and Studies
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    • v.12 no.4
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    • pp.30-49
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    • 2022
  • Recently, as the transition to the untact era due to COVID-19 accelerates, non-face-to-face and non-contact practices have become commonplace, and the OTT (Over-The-Top) service market that provides media content such as movies and broadcast programs through the open Internet is largely expanded and it is receiving great attention from the MZ generation, who are familiar with digital devices and environments. In this study, the effects of OTT service characteristics on MZ generation users' flow, satisfaction and brand loyalty were examined, focusing on Netflix users, one of the representative OTT service brands. In order to carry out this study, a total of 216 people who have used the Netflix OTT service platform were empirically verified by using the survey data of those who have used it for analysis. As a result of the analysis, it was found that among the characteristics of OTT service, contents diversity, convenience, and reliability had a positive (+) effect on flow. Also, flow has a positive (+) effect on satisfaction, and satisfaction has a positive (+) effect on brand loyalty. However, among the characteristics of the OTT service, the recommended service did not have a positive (+) effect on the flow, and the flow did not have a direct positive (+) effect on the brand loyalty. Flow had a positive (+) effect on the brand loyalty through satisfaction. Through this study, it is expected that the market revitalization of the OTT service-related industry and the increasing number of OTT service brands will be able to contribute to the establishment of marketing strategies for the MZ generation consumers, and to provide practical implications.

Emergence and Growth of Weeds in Paddy Fields as Affected by Cropping Pattern (수도(水稻) 재배양식(栽培樣式) 차이(差異)에 따른 잡초(雜草) 발생특성(發生特性) 연구(硏究))

  • Guh, J.O.;Kwon, S.L.
    • Korean Journal of Weed Science
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    • v.1 no.1
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    • pp.30-43
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    • 1981
  • On unwedded paddy fields, six cropping patterns of rice cultivation, namely direct broadcast seeding, direct row seeding, machine transplanting, early season hand transplanting, standard season hand transplanting, and late season hand transplanting, were detected with two representative rice cultivars (Milyang 23 and Sadominori) to estimate the comparative fluctuation patterns of weed flora. As a result, number of emerged weed species, most crowding stages, differences of weed growth among cropping patterns, possible tendencies of competition in plant heights among plant groups, variations in Importance Values, and Simpson's Index analysis were discussed, respectively.

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Effect of Seeding Depth on the Growth, Mesocotyl Elongation and Herbicidal Response of Rice and Barnyardgrass (파종심도(播種深度)에 따른 벼와 피의 생장(生長), 중경(中莖) 신장(伸長) 및 제초제반응(除草劑反應) 차이(差異))

  • Chon, Sang-Uk;Guh, Ja-Ock
    • Korean Journal of Weed Science
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    • v.15 no.1
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    • pp.19-29
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    • 1995
  • The effect of seeding depth on the growth, mesocotyl elongation and herbicidal response of rice(Oryza sativa L., Japonica type, cv. "Tongjin") and barnyardgrass(Echinochloa crus-galli Beauv. var orizicola Ohwi.) were studied in greenhouse experiments. Barnyardgrass growth as affected by different water depths was briefly tested. Rice and barnyardgrass were broadcast in soil into Oem, 1cm, 2cm and 3cm in seeding depth under dry direct-seeded condition. Butachlor(N-(buthoxymethyl)-2-chloro-N-(2,6-diethylphenyl) acetamide) at dose rate of 1800g ai/ha and thiobencarb(S-[(4-chlorophenyl)methyl] diethyl carbamothioate) at dose rate of 2100g and 4200g ai/ha were soil applied to them at 5 days after seeding. At 10 days after seeding, plants harvested to examine their growth as affected by seeding depth. Root length and shoot fresh weight of rice untreated was greatest in 1cm- and 3cm-seeding depth, respectively, however, mesocotyl did not elongate. While plant height of barnyardgrass grew regardless of seeding depth and water depth, but root length was greatest in 1cm-seeding depth of dry condition and reduced with increased water depth. And mesocotyl was elongated in only dry condition and its length increased with increased seeding depth. At 10 days after application thiobencarb applied pre-emergence inhibited plant height, and shoot fresh weight of rice in only 0cm-seeding depth under dry condition whereas was unaffected in above 1cm-seeding depth, similar to untreated control, and ever increased root length and root fresh weight of rice. On the other hand, shoot, root and leaf growth of barnyardgrass was, severely inhibited regardless of application rates and seeding depths. Reduction of shoot growth by treatment of herbicide was significantly greater than that of root growth. Consequently, reduction of barnyardgrass growth by treatment of thiobencarb did not be associated with seeding depth and mesocotyl elongation as affected by different seeding depth.

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Studies on the Weed Competition 1. Interpretation of Weed Competition of Paddy Rice Under Various Cultural Patterns (잡초경합에 관한 연구 제1보 수도 재배양식에 따른 잡초 경합 구조 해석)

  • Guh, J.O.;Chung, S.T.;Chung, B.H.
    • KOREAN JOURNAL OF CROP SCIENCE
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    • v.25 no.1
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    • pp.77-86
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    • 1980
  • Asking to change the cropping patterns to save the labor and capitals in paddy rice cultivation, the study was intended to know the weed problems under the various possible cultural systems; namely, direct seeding (in broadcast and row), machine transplanting and hand transplanting. Under the conditions as weedy check plots, paddy yields were significantly variated among cropping systems, and the functions of panicle No. and spikelet No. to the yield were neglected, among others. However, the yield and yield components were narrowed among cropping systems, and the function of spikelets number per area was comparatively improved to the others.

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Research on Archive Opening and Sharing Projects of Korean Terrestrial Broadcasters and External Users of Shared Archives : Focusing on the Case of the 5.18 Footage Video Sharing Project 〈May Story(Owol-Iyagi)〉 Contest Organized by KBS (국내 지상파 방송사의 아카이브 개방·공유 사업과 아카이브 이용자 연구 KBS 5.18 아카이브 시민공유 프로젝트 <5월이야기> 공모전 사례를 중심으로)

  • Choi, Hyojin
    • The Korean Journal of Archival Studies
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    • no.78
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    • pp.197-249
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    • 2023
  • This paper focus on the demand for broadcast and video archive contents by users outside broadcasters as the archive openness and sharing projects of terrestrial broadcasters have become more active in recent years. In the process of creating works using broadcasters' released video footage, the study examined the criteria by which video footage is selected and the methods and processes utilized for editing. To this end, the study analyzed the the case of the 5.18 footage video sharing project 〈May Story(Owol-Iyagi)〉 contest organized by KBS in 2022, in which KBS released its footage about the May 18 Democratic Uprising and invited external users to create new content using them. Analyzing the works that were selected as the winners of the contest, the research conducts in-depth interviews with the creators of each work. As a result, the following points are identified. Among the submitted works, many works deal with the direct or indirect experience of the May 18 Democratic Uprising and focus on the impact of this historical event on individuals and our current society. The study also examined the ways in which broadcasters' footage is used in secondary works. We found ways to use video as a means to share historical events, or to present video as evidence or metaphor. It is found that the need for broadcasters to provide a wider range of public video materials such as the May 18 Democratic Uprising, describing more metadata including copyright information before releasing selected footage, ensuring high-definition and high-fidelity videos that can be used for editing, and strengthening streaming or downloading functions for user friendliness. Through this, the study explores the future direction of broadcasters' video data openness and sharing business, and confirms that broadcasters' archival projects can be an alternative to fulfill public responsibilities such as strengthening social integration between regions, generations, and classes through moving images.

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