• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.19-45
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• 2008

This study is to empirically examine the primary dimensions of visual merchandising (VMD) of internet shopping mall, namely store design, merchandise, and merchandising cues, to be a attractive virtual store to the shoppers. The authors reviewed the literature related to the major components of VMD from the perspective of the AIDA model, which has been mainly applied to the offline store settings. The major purposes of the study are as follows; first, tries to derive the variables related with the components of visual merchandising through reviewing the existing literatures, establish the hypotheses, and test it empirically. Second, examines the relationships between the components of VMD and the attitude toward the VMD, however, putting more emphasis on finding out the component structure of the VMD. VMD needs to be examined with the perspective that an online shopping mall is a virtual self-service or clerkless store, which could reduce the number of employees, help the shoppers search, evaluate and purchase for themselves, and to be explored in terms of the in-store persuasion processes of customers. This study reviewed the literatures related to store design, merchandise, and merchandising cues which might be relevant to the store, product, and promotion respectively. VMD is a total communication tool, and AIDA model could explain the in-store consumer behavior of online shopping. Store design has to do with triggering a consumer attention to the online mall, merchandise with a product related interest, and merchandising cues with promotions such as recommendation and links that induce the desire to pruchase. These three steps might be seen as the processes for purchase actions. The theoretical rationale for the relationship between VMD and AIDA could be found in Tyagi(2005) that the three steps of consumer-oriented merchandising are a store, a product assortment, and placement, in Omar(1999) that three types of interior display are a architectural design display, commodity display, and point-of-sales(POS) display, and in Davies and Ward(2005) that the retail store interior image is related to an atmosphere, merchandise, and in-store promotion. Lee et al(2000) suggested as the web merchandising components a merchandising cues, a shopping metaphor which is an assistant tool for search, a store design, a layout(web design), and a product assortment. The store design which includes differentiation, simplicity and navigation is supposed to be related to the attention to the virtual store. Second, the merchandise dimensions comprising product assortments, visual information and product reputation have to do with the interest in the product offerings. Finally, the merchandising cues that refer to merchandiser(MD)'s recommendation of products and providing the hyperlinks to relevant goods for the shopper is concerned with attempt to induce the desire to purchase. The questionnaire survey was carried out to collect the data about the consumers who would shop at internet shopping malls frequently. To select the subject malls, the mall ranking data announced by a mall rating agency was used to differentiate the most popular and least popular five mall each. The subjects was instructed to answer the questions after navigating the designated mall for five minutes. The 300 questionnaire was distributed to the consumers, 166 samples were used in the final analysis. The empirical testing focused on identifying and confirming the dimensionality of VMD and its subdimensions using a structural equation modeling method. The confirmatory factor analysis for the endogeneous and exogeneous variables was carried out in four parts. The second-order factor analysis was done for a store design, a merchandise, and a merchandising cues, and first-order confirmatory factor analysis for the attitude toward the VMD. The model test results shows that the chi-square value of structural equation is 144.39(d.f 49), significant at 0.01 level which means the proposed model was rejected. But, judging from the ratio of chi-square value vs. degree of freedom, the ratio was 2.94 which smaller than an acceptable level of 3.0, RMR is 0.087 which is higher than a generally acceptable level of 0.08. GFI and AGFI is turned out to be 0.90 and 0.84 respectively. Both NFI and NNFI is 0.94, and CFI 0.95. The major test results are as follows; first, the second-order factor analysis and structural equational modeling reveals that the differentiation, simplicity and ease of identifying current status of the transaction are confirmed to be subdimensions of store design and to be a significant predictors of the dependent variable. This result implies that when designing an online shopping mall, it is necessary to differentiate visually from other malls to improve the effectiveness of the communications of store design. That is, the differentiated store design raise the contrast stimulus to sensory organs to promote the memory of the store and to have a favorable attitude toward the VMD of a store. The results that navigation which means the easiness of identifying current status of shopping affects the attitude to VMD could be interpreted that the navigating processes via the hyperlinks which is characteristics of an internet shopping is a complex and cognitive process and shoppers are likely to lack the sense of overall structure of the store. Consequently, shoppers are likely to be alost amid shopping not knowing where to go. The orientation tool enhance the accessibility of information to raise the perceptive power about the store environment.(Titus & Everett 1995) Second, the primary dimension of merchandise and its subdimensions was confirmed to be unidimensional respectively, have a construct validity, and nomological validity which the VMD dimensions supposed to have a positive correlation with the dependent variable. The subdimensions of product assortment, brand fame and information provision proved to have a positive effect on the attitude toward the VMD. It could be interpreted that the more plentiful the product and brand assortment of the mall is, the more likely the shoppers to favor it. Brand fame and information provision as well affect the VMD attitude, which means that the more famous the brand, the more likely the shoppers would trust and feel familiar with the mall, and the plentifully and visually presented information could have the shopper have a favorable attitude toward the store VMD. Third, it turned out to be that merchandising cue of product recommendation and hyperlinks affect the VMD attitude. This could be interpreted that recommended products could reduce the uncertainty related with the purchase decision, and the hyperlinks to relevant products would help the shopper save the cognitive effort exerted into the information search and gathering, which could lead to a favorable attitude to the VMD. This study tried to sheds some new light on the VMD of online store by reviewing the variables mentioned to be relevant with offline VMD in the existing literatures, and tried to link the VMD components from the perspective of AIDA model. The effect size of the VMD dimensions on the attitude was in the order of the merchandise, the store design and the merchandising cues.It is said that an internet has an unlimited place for display, however, the virtual store is not unlimited since the consumer has a limited amount of cognitive ability to process the external information and internal memory. Particularly, the shoppers are likely to face some difficulties in decision making on account of too many alternative and information overloads. Therefore, the internet shopping mall manager should take into consideration the cost of information search on the part of the consumer, to establish the optimal product placements and search routes. An efficient store composition would be possible by reducing the psychological burdens and cognitive efforts exerted to information search and alternatives evaluation. The store image is in most part determined by the product category and its brand it deals in. The results of this study support this proposition that the merchandise is most important to the VMD attitude than other components, the manager is required to take a strategic approach to VMD. The internet users are getting more accustomed and more knowledgeable about the internet media and more likely to accept the internet as a shopping channel as the period of time during which they use the internet to shop become longer. The web merchandiser should be aware that the product introduction using a moving pictures and a bulletin board become more important in order to present the interactive product information visually and communicate with customers more actively, therefore leading to making the quantity and quality of product information more rich.

• Journal of Intelligence and Information Systems
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• v.26 no.1
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• pp.75-95
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• 2020

With the growth of social networks, various forms of SNS have emerged. Based on various motivations for use such as interactivity, information exchange, and entertainment, SNS users are also on the fast-growing trend. Facebook is the main SNS channel, and companies have started using Facebook pages as a public relations channel. To this end, in the early stages of operation, companies began to secure a number of fans, and as a result, the number of corporate Facebook fans has recently increased to as many as millions. from a corporate perspective, Facebook is attracting attention because it makes it easier for you to meet the customers you want. Facebook provides an efficient advertising platform based on the numerous data it has. Advertising targeting can be conducted using their demographic characteristics, behavior, or contact information. It is optimized for advertisements that can expose information to a desired target, so that results can be obtained more effectively. it rethink and communicate corporate brand image to customers through contents. The study was conducted through Facebook advertising data, and could be of great help to business people working in the online advertising industry. For this reason, the independent variables used in the research were selected based on the characteristics of the content that the actual business is concerned with. Recently, the company's Facebook page operation goal is to go beyond securing the number of fan pages, branding to promote its brand, and further aiming to communicate with major customers. the main figures for this assessment are Facebook's 'OK', 'Attachment', 'Share', and 'Number of Click' which are the dependent variables of this study. in order to measure the outcome of the target, the consumer's response is set as a key measurable key performance indicator (KPI), and a strategy is set and executed to achieve this. Here, KPI uses Facebook's ad numbers 'reach', 'exposure', 'like', 'share', 'comment', 'clicks', and 'CPC' depending on the situation. in order to achieve the corresponding figures, the consideration of content production must be prior, and in this study, the independent variables were organized by dividing into three considerations for content production into three. The effects of content material, content structure, and message styles on Facebook's user behavior were analyzed using regression analysis. Content materials are related to the content's difficulty, company relevance, and daily involvement. According to existing research, it was very important how the content would attract users' interest. Content could be divided into informative content and interesting content. Informational content is content related to the brand, and information exchange with users is important. Interesting content is defined as posts that are not related to brands related to interesting movies or anecdotes. Based on this, this study started with the assumption that the difficulty, company relevance, and daily involvement have an effect on the dependent variable. In addition, previous studies have found that content types affect Facebook user activity. I think it depends on the combination of photos and text used in the content. Based on this study, the actual photos were used and the hashtag and independent variables were also examined. Finally, we focused on the advertising message. In the previous studies, the effect of advertising messages on users was different depending on whether they were narrative or non-narrative, and furthermore, the influence on message intimacy was different. In this study, we conducted research on the behavior that Facebook users' behavior would be different depending on the language and formality. For dependent variables, 'OK' and 'Full Click Count' are set by every user's action on the content. In this study, we defined each independent variable in the existing study literature and analyzed the effect on the dependent variable, and found that 'good' factors such as 'self association', 'actual use', and 'hidden' are important. Could. Material difficulties', 'actual participation' and 'large scale * difficulties'. In addition, variables such as 'Self Connect', 'Actual Engagement' and 'Sexual Sexual Attention' have been shown to have a significant impact on 'Full Click'. It is expected that through research results, it is possible to contribute to the operation and production strategy of company Facebook operators and content creators by presenting a content strategy optimized for the purpose of the content. In this study, we defined each independent variable in the existing research literature and analyzed its effect on the dependent variable, and we could see that factors on 'good' were significant such as 'self-association', 'reality use', 'concernal material difficulty', 'real-life involvement' and 'massive*difficulty'. In addition, variables such as 'self-connection', 'real-life involvement' and 'formative*attention' were shown to have significant effects for 'full-click'. Through the research results, it is expected that by presenting an optimized content strategy for content purposes, it can contribute to the operation and production strategy of corporate Facebook operators and content producers.

• Journal of the HCI Society of Korea
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• v.9 no.1
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• pp.11-21
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• 2014

We present an experimental framework to analyze the physical reactions and causal factors of Visually Induced Motion Sickness (VIMS) using electroencephalography (EEG) signals and vital signs. We studied eleven subjects who are voluntarily participated in the experiments and conducted online and offline surveys. In order to simulate videos including global motions that could cause the motion sickness, we extracted global motions by optical flow estimation method from hand-held captured video recordings containing intense motions. Then, we applied the extracted global motions to our test videos with action movies and texts. Each genre of video includes three levels of different motions depending on its intensity. EEG signal and vital sign that were measured by a portable electrocorticography device and an electronic monometer in real time while the subjects watch the videos including ones with the extracted motions. We perform an analysis of the EEG signals using Distance Map(DM) calculated by correlation among each channel of brain signal. Analysis using the vital signs and the survey results is also performed to obtain relationship between the VIMS and causal factors. As a result, we clustered subjects into three groups based on the analysis of the physical reaction using the DM and the correlation between vital sign and survey results, which shows high relationships between the VIMS and the intensity of motions.

• Korean journal of communication and information
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• v.43
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• pp.359-384
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• 2008

Nowadays, newspaper industry faces a crisis in terms of two aspects: First, in this multi-channel era, it has competed with the online journalism appearing in many digital media. Second, with the decrease of numbers of readers and political participation, the roles of newspaper has to be changed accordingly. The concept of civic journalism emerged as a solution in this context. The purpose of the study is to explore the factors in how journalists perceive the civic journalism. The Q-methodology was adapted to identify the factors composing of the belief, values, attitudes, ideas, and opinions toward the civic journalism. Total of 24 Q-sample (statements) were sorted by 27 P-sample (journalists) who were selected by their gender, years of service, and the like. The Quanl program finally produced 3 factors that were interpreted and named as follows: Factor I, the Complimentary Journalism, the civic journalism would fulfill the functions that traditional journalism has neglected. Factor II, the Alternative Journalism inducing the citizen's participation in the public areas. Factor III, the Functional Journalism, emphasizing dysfunction of the civic journalism.

• Proceedings of the Korea Inteligent Information System Society Conference
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• 2002.11a
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• pp.379-384
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• 2002

개발적인 측면에서 온라인 게임 환경에서의 NPC(Non Playable Character)들은 환경인식능력, 이동능력, 특수 능력 및 아이템의 소유 배분 등을 원활히 하기 위한 능력들을 소유해야 하며, 게임 환경을 인식, 저장하기 위한 데이터구조와 자신만의 독특한 임무(mission)를 달성하기 위한 계획을 갖고 행위를 해야 한다. 이런 의미에서 NPC는 자신만의 고유한 규칙과 행동 패턴, 그리고 목표(Goal)와 이를 실행하기 위한 계획(plan)을 소유하는 에이전트로 인식되어야 할 것이다. 그러나, 기존 게임의 NPC 제어 구조나 구현 방법은 이러한 요구조건에 부합되지 못한 부분이 많았다. C/C++ 같은 컴퓨터 언어들을 이용한 구현은 NPC의 유연성이나, 행위에 많은 문제점이 있었다. 이들 언어의 switch 문법은 NPC의 몇몇 특정 상태를 묘사하고, 그에 대한 행위를 지정하는 방법으로 사용되었으나, 게임 환경이 복잡해지면서, 더욱더 방대한 코드를 만들어야 했고, 해석하는데 많은 어려움을 주었으며, 동일한 NPC에 다른 행동패턴을 적용시키기도 어려웠다. 또한, 대부분의 제어권을 게임 서버 폭에서 도맡아 함으로써, 서버측에 많은 과부하 요인이 되기도 하였다. 이러한 어려움을 제거하기 위해서 게임 스크립트를 사용하기도 하였지만, 그 또한 단순 반복적인 패턴에 사용되거나, 캐릭터의 속성적인 측면만을 기술 할 수 있을 뿐이었다 이러한 어려움을 해소하기 위해서는 NPC들의 작업에 필요한 지식의 계층적 분화를 해야 하고, 현재 상황과 목표 변화에 적합한 반응을 표현할 수 있는 스크립트의 개발이 필수 적이라 할 수 있다 또한 스크립트의 실행도 게임 서버 측이 아닌 클라이언트 측에서 수행됨으로써, 서버에 걸리는 많은 부하를 줄일 수 있어야 할 것이다. 본 논문에서는, 대표적인 반응형 에이전트 시스템인 UMPRS/JAM을 이용하여, 에이전트 기반의 게임 캐릭터 구현 방법론에 대해 알아본다.퓨터 부품조립을 사용해서 Template-based reasoning 예를 보인다 본 방법론은 검색노력을 줄이고, 검색에 있어 Feasibility와 Admissibility를 보장한다.매김할 수 있는 중요한 계기가 될 것이다.재무/비재무적 지표를 고려한 인공신경망기법의 예측적중률이 높은 것으로 나타났다. 즉, 로지스틱회귀 분석의 재무적 지표모형은 훈련, 시험용이 84.45%, 85.10%인 반면, 재무/비재무적 지표모형은 84.45%, 85.08%로서 거의 동일한 예측적중률을 가졌으나 인공신경망기법 분석에서는 재무적 지표모형이 92.23%, 85.10%인 반면, 재무/비재무적 지표모형에서는 91.12%, 88.06%로서 향상된 예측적중률을 나타내었다.ting LMS according to increasing the step-size parameter $\mu$ in the experimentally computed. learning curve. Also we find that convergence speed of proposed algorithm is increased by (B+1) time proportional to B which B is the number of recycled data buffer without complexity of computation. Adaptive transversal filter with proposed data recycling buffer algorithm could efficiently reject ISI of channel and increase speed of convergence in avoidance burden of computational complexity in reality when it was experimented having

• Journal of Distribution Science
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• v.14 no.7
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• pp.83-90
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• 2016

Purpose - This study focuses on new type distribution channel that named as Omnichannel. Omnichannel is developed from Multichannel which is used in many distribution channels to buy or selling goods. Omnichannel basically needs an Information and Communications Technologies(ICT) to use, so researcher conduct a Technology Acceptance Model(TAM) to research model. Customer-brand relationship was used as dependent variable to focus on the role of Omnichannel. Research design, data, and methodology - The subject of this study is customer who purchase goods or service through omnichannel. Based on the literature from the preceding research analysis of TAM and customer-brand relationship, this study was constructed by the reference to previous studies, final research model design for figure out casual relationship among perceived ease of use, perceived usefulness, omnichannel use and customer-brand relationship. From 2016 February 3 to March 17, questionnaire survey targeted customers who use online and offline channels. 273 questionnaire survey had conducted, then, 252 survey data were available for empirical analysis. Researcher provide descriptive statistics for checking generality. Cronbach's alpha value was used to check the reliability of data. Exploratory factor analysis was used for purification of values and eigenvalue checking. After EFA, Confirmatory factor analysis was used to prepare structural equation modeling with executing structural equation modeling for confirming hypothesis which developed by researcher. Results - The main results of this empirical study are as follows. First, omnichannel's perceived ease of use has positive significant effect on perceived usefulness(estimate: 0.579). Moreover, omnichannel's perceived ease of use and perceived usefulness has positive significant effect on omnichannel use(estimate: 0.325,0.648). Second, using omnichannel has positive significant effect on brand-customer relationship(estimate: 0.521). Every hypothesis adopted as researcher designed. This study found out the intermediate relationship between perceived ease of use and omnichannel use by investigating hypothesis. Conclusions - Base on the empirical result, this study confirmed that TAM theory perceived has relation with omnichannel. First, factors of TAM has positive effect on omnichannel use, so it highlights the important role of customer based interface and usefulness. Especially, perceived usefulness has high indirect influence on ease of use and use of omnichannel. It seems that when customers try to decide use or not use omnichannel, customers focus on percept benefits from omnichannel. Thus, a provider should applicate attractive price table, accurate product or service information and high switching cost strategy to emphasize the usefulness of omnichannel. Second, using omnichannel enhances the relationship between customers and brand, because there are more time and frequency to serve customers. It is important because good relationship between customers can increase the future's financial performance through word of mouse, positive brand image and loyalty to brand or company. Finally, despite of empirical result and implications, this study has limitations. First, there are only a few previous studies about omnicahnnel, so literature reviews are restricted. While set up the factors which can affect the use of omnichannel, next study should be considered with broader theories or models(ex: contingency theory). Second, omnichannel has developed from multichannel, so comparative analysis is needed between these methods because there is a possibility about different forte character of each distribution system on customer's consuming patterns.

• The Journal of the Korea Contents Association
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• v.15 no.6
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• pp.24-32
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• 2015

The global success of PSY's Gangnam Style was mediated through combination of YouTube and SNS. PSY's success led into some communication scholars' consideration of new international circulation of Korean pop culture (Korean Trend 2.0). In terms of global circulation of pop culture, it is noticeable how users appropriate YouTube channel beyond mere watching music videos and mere international circulation of Korean pop culture. The mode of fan's activity and appropriation contributes to the expansion of the width and amplification of the volume of Korean popular culture as well. The circulation of pop culture was considered in the level of exchange of tangible commodities such as CD, DVD, and so on until the adoption of digital media and Internet. YouTube has brought new mode in which the international circulation of pop culture is mediated without exchange of tangible commodities but was amplified with the diffusion of network. This study grasps how the mode of users' appropriation contributes to international circulation of pop culture through case studies of some K-pop music videos and international K-pop fans' tribute activities. In terms of theoretical perspective, fandom studies will be examined. In terms of research method, the researcher adopts netnography, a participatory observation on network, to find the feature of fandom and its contribution to the international circulation of pop cultures.

• Cartoon and Animation Studies
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• s.46
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• pp.23-61
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• 2017

This study aims to understand the using characteristics of TV animation and web-based animation of children and investigate the effects of change in viewing process on the purchase of character goods. For this purpose, an online survey was conducted for parents who have children as animation viewers. The results show that there was no difference by age or gender in using both TV and web animation. When parents get animation information on TV, they had their children watch animation through the same TV channel, but the web has no significant relationship between information acquisition path and main service they use. In addition, it is found that parent' perception of TV animation superiority is influenced by respondents' income and children's watching time of animation has no effect on it. Finally, monthly income of households, payment amount of web animation, watching time of TV animation, and perception of quality of TV animation have a significant effect on parents' active purchase of character goods. On the other hand, the purchase intention of the recommended goods is influenced by children's age, the parent's perception about the web animation quality, and the payments of the web animation.

• Management & Information Systems Review
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• v.30 no.4
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• pp.195-227
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• 2011

There is no doubt that distribution channels and services greatly satisfy consumers' desires. Lots of products and services, stimulate consumers to purchase products to relieve their depressed feeling/stress temporarily, leading them gradually to a shopping addiction. Shopping addiction generates lots of problems, damaging not only consumers themselves but also other consumers and the entire society. Therefore, the purposes of this study were 1) to examine psychological factors that affected addictive shopping orientation of consumers, 2) to explore the effects addictive shopping orientation on the post-purchase emotions(positive emotion/negative emotion), 3) to examine the effect of post-purchase emotions on post-purchase behaviors (repurchasing/refund and exchange/negative word of mouth). 4) the study explored the differences in terms of effects of addictive shopping orientations on post-purchase emotions and behaviors, depending on the retailing channel (online and off line). The study performed a questionnaire survey for female adults older than 18 years old, living Seoul and Pusan areas. By using 404 copies for questionnaires, factor analysis, reliability analysis, and Amos 7.0 were used for the data analysis. It was found that psychological variables, self-esteem, compensatory buying and impulsiveness, had significant effects on addictive shopping orientations. Addictive shopping orientations affect both positive and negative post-purchase emotions in case of off-line shopping. Negative post-purchase emotions have higher impact on the postpurchase behaviors than positive post-purchase emotions.

• Archives of design research
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• v.17 no.1
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• pp.153-162
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• 2004

This paper focused on the effect of Kansei design on the web in branding as well as its influence factors. As a key of this research, it classified web users' Kansei into five categories; 1) functional Kansei, 2) sensoryKansei, 3) psychological Kansei, 4) relational Kansei and 5) cultural Kansei, and organized relevant factors. Online surveys were conducted on seven websites of the fast food brands in Korea (Lotteria, Mcdonald, BurgerKing, Popeyes, KFC, Pizza Hut, Domino's) which are targeting 463 male and females in 20s. As a result, an average of 58% responded that they had a positive Kansei experience and could enhanceits brand preference. Of the sensory Kansei, visual design factors were the one that gave the greatest effect on brand preference enhancement. Regarding the functional Kansei satisfaction, such as user convenience and access speed were also one of the most crucial variables for the whole Kansei satisfaction. Moreover, the preference enhancement brought not only a positive effect on its reliability but also its brand image and consumers' purchasing desire. Based on the survey results, the additional FGI (Focus Group Interview) had been conducted and determined \circled1 what kind of major Kansei that users wanted to have satisfied, \circled2 what type of design can give strong Kansei appeal to its users, and \circled3what design factors gave an effect on sensory emotion. In the course of this research, Itried to renew the awareness of the web importance as a major channel in non-mass interactive marketing, and suggest the effect and its possibility of emotional branding through Kansei design in the web as well as design principles of strategic Kansei design.