• 지능정보연구
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• 제19권4호
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• pp.147-157
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• 2013

디지털 환경의 도래와 언제 어디서나 접근할 수 있는 고속 네트워크의 도입으로 디지털 콘텐츠의 자유로운 유통과 이용이 가능해졌다. 이러한 환경은 역설적으로 다양한 저작권 침해를 불러 일으키고 있으며, 온라인 쇼핑몰에서 사용하는 상품 이미지의 도용이 빈번하게 발생하고 있다. 인터넷 쇼핑몰에 올라오는 상품 이미지와 관련해서는 저작물성에 대한 시비가 많이 일어나고 있다. 2001년 대법원 판결에 의하면 햄 광고를 위하여 촬영한 사진은 단순히 제품의 모습을 전달하는 사물의 복제에 불과할 뿐 창작적인 표현이 아니라고 적시하였다. 다만 촬영자의 손해액에 대해서는 인정함으로써 광고사진 촬영에 소요되는 통상적인 비용을 손해액으로 산정하게 하였다. 상품 사진 이외의 실내사진이라 하여도 '한정된 공간에서 촬영되어 누가 찍어도 동일한 사진'이 나올 수 밖에 없는 경우에는 창작성을 인정하지 않고 있다. 2003년 서울지방법원의 판례는 쇼핑몰에 사용된 사진에서 피사체의 선정, 구도의 설정, 빛의 방향과 양의 조절, 카메라 각도의 설정, 셔터의 속도, 셔터찬스의 포착 기타 촬영방법, 현상 및 인화 등의 과정에서 촬영자의 개성과 창조성이 인정되면 저작권법에 의하여 보호되는 저작물에 해당한다고 선고하여 손해를 인정하였다. 결국 쇼핑몰 이미지도 저작권법상의 보호를 받기 위해서는 단순한 제품의 상태를 전달하는 것이 아니라 촬영자의 개성과 창조성이 인정될 수 있는 노력이 필요하다는 것이며, 이에 따라 쇼핑몰 이미지를 제작하는 비용이 상승하고 저작권보호의 필요성은 더욱 높아지게 되었다. 온라인 쇼핑몰의 상품 이미지는 풍경사진이나 인물사진과 같은 일반 영상과 달리 매우 독특한 구성을 갖고 있으며, 따라서 일반 영상을 위한 이미지 워터마킹 기술로는 워터마킹 기술의 요구사항을 만족시킬 수 없다. 쇼핑몰에서 주로 사용되는 상품 이미지들은 배경이 흰색이거나 검은색, 또는 계조(gradient)색상으로 이루어져 있어서 워터마크를 삽입할 수 있는 공간으로 활용이 어렵고, 약간의 변화에도 민감하게 느껴지는 영역이다. 본 연구에서는 쇼핑몰에 사용되는 이미지의 특성을 분석하고 이에 적합한 이미지 워터마킹 기술을 제안하였다. 제안된 이미지 워터마킹 기술은 상품 이미지를 작은 블록으로 분할하고, 해당 블록에 대해서 DCT 양자화 처리를 함으로써 워터마크 정보를 삽입할 수 있도록 하였다. 균일한 DCT 계수 양자화 값의 처리는 시각적으로 영상에 블록화 현상을 불러오기 때문에 제안한 알고리즘에서는 블록의 경계 면에 붙어있는 영상 값에 대해서는 양자화 값의 분배를 작게 하고, 경계 면에서 멀리 떨어져있는 영상 값에 대해서는 양자화 값의 분배를 크게 함으로써 영상의 객관적 품질뿐 아니라 시각적으로 느끼는 주관적 품질도 향상 시켰다. 제안한 알고리즘에 의해서 워터마크가 삽입된 쇼핑몰 이미지의 PSNR(Peak Signal to Noise Ratio)은 40.7~48.5[dB]로 매우 우수한 품질을 보였으며, 일반 쇼핑몰 이미지에서 많이 사용되는 JPEG 압축은 QF가 70 이상인 경우에는 BER이 0이 나왔다.

• 마케팅과학연구
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• 제18권3호
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.