• 한국지능정보시스템학회:학술대회논문집
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• 한국지능정보시스템학회 2007년도 한국지능정보시스템학회
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• pp.208-217
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• 2007

The media industry influenced by digital convergence is developing in the direction which the media consumers change their passive attitudes for positive participation on the base of the interactivity of convergence media of telecommunication and broadcasting. And content is progressing toward on-demand service which is customer-oriented and open. In light of these findings, interactivity is the most important feature which is able to shift the paradigm of the media industry and critical success factors which should be considered in order to plan the media strategy. This study is aimed at shedding light on the effects of interactivity factors, which are main factors of ubiquitous environment, on consumer's acceptance intention and describing the role of perceived interactivity and awareness of media substitution in the process of formation of acceptance intention..

• 한국콘텐츠학회논문지
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• 제10권5호
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• pp.152-164
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• 2010

현대에 주요하게 부각되고 있는 상호작용 공간을 효과적으로 디자인하기 위해서는 상호작용성 영향요인들을 이해하고 이를 수용하는 사용자 중심적인 공간디자인 방법론이 필요하다. 본고는 이를 위한 기반을 마련하고자 하였으며 이 연구주제로 수행될 3편의 연계논문 중 첫번째 연구이다. 디자인의 기본 관련영역을 기반으로 설정한 분석지표(시스템영역, 사용자영역, 관계영역)에 의거하여 상호작용성 영향요인에 대해 분석한 결과, 상호작용성의 첫번째 영향요인은 상호작용성을 위한 접속의 장인 인터페이스로 분석되었다. 이의 세부유형 분석은 연계연구 II 편의 연구과제이다. 두번째 영향요인은 상호작용성의 발생 주체인 인터서브젝트이다. 이의 세부유형은 사용자의 상호작용 욕구의 측면에서 파악되어 기능적 & 조형적욕구, 외현 & 잠재 욕구, 정보커뮤니케이션 & 공감 욕구의 6개 세부유형이 분석되었다. 세번째 영향요인은 상호작용성의 실제 수행과정인 인터랙션이다. 이의 세부유형은 상호작용 행태 프로세스의 측면에서 파악되었고 접속, 몰입, 심성모형 형성, 상호작용 행위, 변형, 경험적 발생의 여섯 단계로 분석되었다.

• 산경연구논집
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• 제12권10호
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• pp.43-57
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• 2021

Purpose: This study focuses how motivations influence interactivity in the live streaming commerce context. Live streaming commerce involves the provision of e-commerce activities and transactions via a live streaming platform that offers real-time interaction, entertainment, social activities, and commerce. The purpose of study is to examine effects of motivations on perceived interactivity and the effects of perceived interactivity on attitude and intention to use the live streaming commerce. Research design, data and methodology: The study investigates key questions about consumers' motivation to use live streaming commerce and perceived interactivity by surveying 300 users of live commerce. Participants were asked whether they were live streaming commerce users who had experienced live streaming commerce before participating in the survey. The full survey required live streaming commerce users to respond to all the questions. Results: The study uncovered motivations for using live streaming commerce by finding information, entertainment, pass time, fashion/status and real time and perceived interactivity in the live streaming commerce. The results indicated motivation to use live streaming commerce positively influenced perceived interactivity. Perceived interactivity had positive effects on attitude toward brand. Attitude toward brand had positive effects on intention to use. Conclusions: Live streaming commerce is getting increasing attention from marketers because live streaming commerce has seamlessly integrated commerce, social activities, and hedonic factors. This study clarifies motivations and perceived interactivity in the live streaming commerce context. The study uncovers the relationships between motivations, perceived interactivity, attitude, and intention to use that contributes to the theoretical foundation and practical implications for marketing and management in the live streaming commerce context. Specifically, the study develops the theoretical contributions to perceived interactivity in the in the live streaming commerce context. The results also contribute to the practical implications for new marketing strategies that provides dynamic real-time interaction, exact information, and social and hedonic factors to attract consumers to indulge in the consumption processes. Marketing practitioners will obtain insights that can help them develop and manage brand strategies by understanding the influence of motivation and perceived interactivity in the live commerce context, which offers opportunities for contactless marketing and management.

• ETRI Journal
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• 제32권4호
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• pp.566-576
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• 2010

In a multiview video system, interactivity is important for users and should be considered in the design of multiview video coding (MVC). In this paper, we present an interactivity evaluation model for MVC schemes by using both weighted random graph and Markov approaches. The main factors that affect both the interactivity and rate-distortion (RD) performances of MVC schemes are analyzed and discussed in detail. By taking these factors into consideration, a new MVC scheme is proposed for high interactivity and RD gains. Experimental results show that the proposed scheme has a significant interactivity gain with little coding loss, compared to the state-of-the-art benchmark. As an extension to RD performance analysis, the interactivity evaluation model can be used as a design tool of alternative schemes for a future interactive multiview video system.

• Asia pacific journal of information systems
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• 제16권3호
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• pp.205-227
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• 2006

This study suggests major characteristics of the ubiquitous environment, which include pervasive connectivity, context awareness, and playfulness, by surveying mobile contents users. Also, this empirical study attempts to validate nine hypotheses and all the ubiquitous factors of mobile contents have positive effect on perceived interactivity. It is revealed that perceived interactivity is an intermediary factor which positively affects users' perceived performance, satisfaction and continuous use intention. Hypotheses of positive relationships among users' behavioral outcome factors are also accepted. Results show that ubiquitous characteristics of mobile contents influence the users' attitude and behavior through the intermediary role of perceived interactivity among users and messages and devices. This study contributes to the literature by presenting and empirically verifying the effect of ubiquitous factors of mobile contents and perceived interactivity on uses' attitude and behavior intention. Based on study results, user-oriented theoretical bases are provided for various mobile contents service, the issue of policy-making and business planning are addressed, and managerial implications are discussed.

• 디지털산업정보학회논문지
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• 제14권4호
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• pp.135-148
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• 2018

The purpose of this study is to investigate the effect of perceived interactivity on intention to use augmented reality tourism application in mobile environment. The analysis results revealed that perceived interactivity has a positive (+) effect on perceived usefulness and ease, perceived ease has a significant effect on perceived usefulness, perceived usefulness and perceived ease are related to perceived ease of use (+) Effect on the growth rate. This study attempted to expand the theoretical aspects from an integrated point of view as the existing interactions studies have been studied with an intolerant perspective in the online or mobile environment. The results of this study can be summarized as follows: First, the constructivist factors of perceived interactivity are derived through a comprehensive study of previous studies, and the second-order and reflective constructs are measured to confirm that the perceived interactivity consists of five sub-dimensions. Through such verification, the structure of perceived interactivity was systemized by clarifying the relationship between the factors. In addition, the four components of the perceived interactivity derived from the present study have differentiated effects on the TAM, respectively.

• Asia pacific journal of information systems
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• 제12권4호
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• pp.55-75
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• 2002

The purposes of this study are in threefold; to explain the interactivity in web site, to extend the Technology Acceptance Model(TAM) in the WWW context, and to examine its relationship with the existing TAM components. We proposed that the WWW is not just web systems but interactive spaces for virtual community. Web interactivity is represented by the two constructs: system interactivity and social interactivity. We extended and empirically examined the TAM for the web context. An individual's attitude toward the use of the web site is significantly affected by the individual's perception about ease of use, usefulness, and system interactivity. At the same time, behavioral intentions to use the web site is highly related to the social interactivity. The results showed that the system interactivity and social interactivity of a web site are important factors in affecting the user's beliefs and behavior intention of such a web site, So web page providers not only have to make the web site useful and easy to use, but also need to design an interactive web page by putting both systemic aspects and social aspects.

• 복식문화연구
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• 제21권6호
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• pp.891-906
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• 2013

In this study, we identified the factors of perceived interactivity and verified the path model of effects of these factors on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. To develop the conceptual model, we consulted the related precedent studies and searched various kinds of literatures. To verify the conceptual model, we conducted the survey targeting smartphone users in their 20s~30s and analyzed the structural equation model using AMOS 16.0. The results were as follows. Control, responsiveness and two-way communication, and contextual offer were identified as the factors of perceived interactivity. Perceived interactivity and perceived ease of use had positive effect on perceived usefulness. Perceived usefulness affected attitude toward purchase, and attitude toward purchase influenced positively on purchase intention. Perceived usefulness affected purchase intention directly as well as indirectly through attitude toward purchase. Based on the results, we proposed the marketing strategies for mobile fashion shopping businesses.

• 한국멀티미디어학회논문지
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• 제21권8호
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• pp.1002-1020
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• 2018

Virtual reality (VR) technologies, which have been improved of late, offer experiences closer to reality than before. While VR technologies are expected to be an effective medium if used in learning content that cannot be offered in real life, distraction factors in VR technologies may prevent the users' presence and flow, making these technologies ineffective. Therefore, this study, through experiment and observation, analyzed the effect of distraction factors on the user's experience perception and learning effect when using HMD-based immersive VR. Experimental results revealed that the distraction factors were shown to have a negative, albeit not generally significant (except for tactile interactivity), effect on vividness, tactile interactivity, locomotive interactivity, presence, and flow. Ultimately, they were shown to have a negative effect on learning.

• 한국정보시스템학회지:정보시스템연구
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• 제21권1호
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• pp.117-152
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• 2012

The purpose of this study was to identify the negative factors affecting personnel u-Learning acceptance and to analyze the interrelation among the factors in this research model. The two independent variables avoidable convenience and reliant convenience, based on pilot test results, and learning performance and perceived interactivity, based on the relevant literature, are used to examine the research model. The research problem was tested with data collected from 577 respondents in 23 universities. This study developed and empirically analyzed a model representing the relationship by using the Structural Equation Model. The major findings of this study are, firstly, that the higher reliant convenience is negatively affecting the degree of system use and learner’s satisfaction, whereas avoidable convenience is only affecting the learner’s satisfaction. Secondly, the higher learning performance and stronger perceived interactivity affects the degree of system use as well as learner’s satisfaction. Finally, the degree of system use affects the learner’s satisfaction.