• Proceedings of the Korea Inteligent Information System Society Conference
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• 2007.05a
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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..

• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.855-863
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• 2020

The purpose of this study is to investigate the impacts of two different kinds of interactivity, such as user-to-user and user-to-media interaction, on the relationship between SNS motivation and online word of mouth (WOM). An online survey was conducted with SNS users in Korea. Using the convenience-sampling method, 300 surveys were collected and 295 were used in the actual analysis after excluding data with careless responses or missing values. Hypotheses were tested using Structure Equation Model (SEM) and path analysis by using AMOS22. The results indicate that four different SNS motivations (self-expression, relational, fun, and browsing motivation) have a partially significant positive effect on perceived user-to-user and user-to-media interaction in SNS. Although both user-to-user interactivity and user-to-media interactivity were found to have a significant effect on online word of mouth, by comparing the standardized regression coefficients in these relationships, it was found that user-to-user interactivity has a greater effect on online WOM than user-to-media interactivity. These results show that the motivated SNS users want to express their desire to communicate with other users in contrast than their desire to learn media functions when motivated SNS users reveal their personalities, knowledge, and abilities. Theoretical and managerial implications are discussed.

• Journal of Internet Computing and Services
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• v.19 no.4
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• pp.15-26
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• 2018

This study focused on the difference of the volume of sanitory pad issue and The aim of this study is to explore the relationship between the characteristics of SNS and the diffusion of issue in the process of crisis issue. SNS is categorized into communication diffusion, communication restriction,, diffusion, restriction base on the media interactivity and the user interactivity, In case of Twitter, media interactivity is low and user interactivity is low. In case of Youtube, media interactivity and user interactivity are all high. Crisiss issue is interactively diffused via Youtube compared to via Twitter. There was a negative public opinion in social media even if the government and the manufacturer said that there was no harm in the sanitary goods. In conclusion, this study highlights the importance of social media environment in the diffusion of information. The government prepared for the use of SNS in crisis because there was a negative opinion on the government and the manufacturer via SNS.

• Journal of Digital Convergence
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• v.17 no.4
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• pp.299-307
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• 2019

In this study, we experimented with experience of digital signage using Virtual Reality technology, and the difference between presence and interactivity in brand experience and digital signage attitude. We conducted a two-way MANOVA analysis with cognitive presence, emotional presence, and media presence as the independent variable and interactivity level(high vs low) as dependent variables and the brand experience and attitude as dependent variables. First, cognitive presence was found to be most effective through behavioral experience when low interactivity. Second, emotional presence also has a positive effect on emotional experience when the level of interactivity is low. Third, media presence has a positive effect on emotional experience if the level of interactivity is low. This study suggests a communication strategy to communicate presence according to the characteristics of media strategy and technology through appropriate level of interactivity when using digital technology. Future research requires a qualitative approach rather than a quantitative one in terms of interactivity.

• International Journal of Contents
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• v.12 no.3
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• pp.59-68
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• 2016

This study investigates perceived social presence, perceived interactivity, perceived enjoyment, and perceived trust as antecedents of consumer engagement. We measured the attitudinal and behavioral brand loyalty as consequences of consumer engagement in social media. Our findings suggest that perceptions of social presence, enjoyment, and trust are significantly related to consumer engagement. Conversely, perceived interactivity has no positive influence on consumer engagement. In addition, consumer engagement is found to have a significant impact on both attitudinal and behavioral brand loyalty. The study revealed that, in the modified model, covariance paths among the proposed antecedents of consumer engagement (namely the perceived social presence, interactivity, enjoyment, and trust) are statistically significant. In this paper, we also discuss limitations of the study and future research.

• The Journal of Information Systems
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• v.27 no.3
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• pp.103-121
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• 2018

Purpose As web 2.0 has taken root in the Internet environment, people began to create specific values to produce and disseminate contents on their own. In order to emphasize the personalized media attributes, the concept of self media was derived. In this paradigm shift, self media has emerged that succeeded in commercializing themselves in social media. Taking advantage of the influence of self media will have a tremendous positive impact on management activities such as marketing strategy, brand promotion, customer retention, and profit growth. This study examines the factors affecting the loyalty of self media in Korea and China because the studies in the area of selfmedia is not enough. Design/methodology/approach This study analyzed what factors influenced the loyalty of self-media in terms of Korea-China comparison. The research model was proposed on the basis of previous research papers. Content value, interactivity, ease of access, self-congruity, sympathy, and reputation were used as independent variables. Trust and satisfaction are used as mediating variables, nationality as moderator variables, and loyalty to self-media as a dependent variable. Results As a result, it was found that all independent variables directly influence the loyalty of self-media except interactivity, and interactivity indirectly influence loyalty through trust and satisfaction. There was a moderating effect of nationality between satisfaction and loyalty, but was not a moderating effect between trust and loyalty.

• The Journal of the Korea Contents Association
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• v.19 no.6
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• pp.481-490
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• 2019

The purpose of this paper is to recognize and embody the implications of the concept of interactivity. Among the many types of interactivity already proposed, this paper sheds light especially on the so-called contingent interactivity. The contingency means a condition in which a particular performance or selection of a subject is considered neither necessary nor conclusive, and also the potential for various activities of this subject. The contingent interaction comes into being when the involvements of users in dealing with a message or content are experimental or creative. The interaction does not orient toward the completion of content or the immersion to a particular reality. Rather, the results of a user's contingent performance are not the finalized content and have characteristics that lead to the continuous modification. In order to embody this meaning of contingent interactivity, the paper examined the two example, the film re-cut and game modding. In both cases, it is comprehensive that the user of these two new media activities lies in the contingent situation.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.357-362
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• 2022

This study classified the characteristics of one-person media into two factors: interactivity and entertainment, and investigated the effect on intention of usage and the mediating effect of perceived value. In order to confirm this, this study conducted an empirical analysis targeting Chinese people who have experience watching one-person media real-time broadcasting and Chinese students studying in South Korea. As a result of the analysis, it was found that the interactivity and entertainment of one-person media had a positive (+) effect on intention of usage, and the partial mediating role of the perceived value was also verified in the relationship between the characteristics of one-person media and the intention of usage. Based on the above results, characteristics such as interactivity and entertainment of one-person media were identified as important factors that can increase users' intention to use. In addition, it also introduces the significance of this study, and reviews the limitations of the study and the direction of follow-up research.

• Knowledge Management Research
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• v.10 no.2
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• pp.15-33
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• 2009

Telecommunications-broadcasting convergence in the domain of IT is a representative phenomenon that is expected to provide the saturated existing markets with a new source of profit. Especially, T-Commerce combines familiarity of TV and immediacy of the Internet which are expected to cover all the users familiar with each media and expand the existing commercial transactions. Telecommunications-broadcasting convergence in Korea, however, is focusing on technical and regulatory aspects so that research on the real users is not up to the mark yet. This is the most fundamental problem in hampering growth in the corresponding service and market. Thus, we are proposing an adoption model on T-Commerce to rapidly expand the convergence service through understanding the potential users. Perceived utilitarian and hedonic values, perceived interactivity, media substitution and personal innovativeness have been examined as the factors influencing the users' intention to adopt a new convergence service. As a result of empirical analysis, it is verified that perceived utilitarian and hedonic values and personal innovativeness directly influenced the users' intention to adopt whereas perceived interactivity had indirect affect on them. T-Commerce service providers should not only emphasize on the benefit that the older media could not provide the users with, but also provide them with more pleasure and entertaining experience during the course of satisfying the users' needs to distinguish T-Commerce from the other existing media.

• Journal of Fashion Business
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• v.17 no.5
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• pp.101-119
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• 2013

The purpose of this study is to consider the interactivity which appeared on the fashion media that focus on Showstudio's fashion projects. Showstudio is a famous fashion site that was founded by the famous photographer, Nick Knight, which has displayed interactive projects with fashion designers and artists. The methods of this study are undertaken by theoretical studies and project analysis. The 38 projects under the 'interactive' category are being chosen among archive data and the project explanations, photos and videos provided from the site are studied. Interactivity of fashion projects in Showstudio is considered by main factors such as two-way communication, participation, user control, and responsiveness. Two-way communication appears as transactional communication in the creation process and feedbacks from contents of users. The characteristic of participation appears as participation in the creation process and the practical use of contents. User control appears as control of contents, user interface and streaming media systems. The characteristic of responsiveness appears as real time and synesthesia responsiveness between the user and contents. Showstudio show free communication through digital information transmit system and also indicate the opportunity of innovative interactions among users, media, and contents.