• Journal of the Korea Convergence Society
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• v.12 no.7
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• pp.133-142
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• 2021

This study aims to expand the effect of online education into the aspect of active exploration and sharing of class-related issues by learners. Based on theoretical discussions, Two types of motivation (personal and social) to explore issues, engagement, attitude toward issue content, and eWOM model were verified. As a result of the study, it was found that the impact of personal and social motivations that online education has on engagement on specific issues, and the positive(+) influence on attitudes toward issue content and word of mouth intentions on SNS, considering engagement as a parameter. In this study, the role of engagement in inducing the next learning by oneself was confirmed, and it can be seen that social and personal motives for issues and class content should be utilized to increase engagement.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.149-167
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• 2013

This study focuses how storytelling in advertising has introduced and determinated mobile telecommunication technology as a digital technology in the process of its rapid acceptance into our society. The objective of the study is to confirm the role of advertising in introducing technology into a society and the relation between advertising and technology by chasing the digital discourse produced by advertising while digital technology permeates through our society. This study uses content analysis for basic research and discourse analysis for exploring the change of digital discourse in the corporate ads of mobile telecommunication companies since 15 years. As a result, 1) 'digital' and 'analogue' discourses were found to be competing and contesting with each other across the years. Digital discourse mainly connected to a new mode of thinking and lifestyle appeared predominant in the early period, but eventually gave way to its alternative, analogue dialogue. The analogue discourse was brought with such values as humanity, slowness and happiness, which has been by and large undermined by the new, fancy digital technologies and their world, 2) whereas some mixed forms of these two discourses were also found. 3) In the meantime, digital-based mobile communication technologies were identified with people who think outside of box and have an innovative attitude toward their life in the ads. Through this signification process, the ads contribute to permeation of mobile communication technology into our daily life.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.1
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• pp.51-58
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• 2023

The purpose of this study is to identify various variables that affect the intention to use the metaverse, which has recently attracted attention. In particular, while previous studies have focused only on the variables that have a positive effect on the spread of the metaverse, this study tried to examine both the use and resistance perspectives by examining the psychological variables of consumers who reject specific changes, such as innovation resistance. By constructing consumer characteristics and innovation characteristic variables that affect innovation diffusion, the relationship between innovation resistance, attitude toward the metaverse, and intention to use the metaverse was examined. As a result of the study, it was found that innovation propensity, social image, and conformity had a negative effect on resistance to the metaverse. In addition, innovation propensity, social image, suitability, relative advantage, complexity, and observability mediate innovation resistance and attitudes toward the metaverse, and were finally revealed as variables that have positive or negative influences on the intention to use the metaverse.

• Cartoon and Animation Studies
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• s.18
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• pp.89-101
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• 2010

This paper examined the effect of long-term ad campaign for building of brand identity and the relationship between brand identity as a viewpoint of a company and brand image in a viewpoint of consumers. As a result, it was revealed that advertising played an important role to make brand identity. In specific, a long-term ad campaign with a consistent concept and message was more effective for consumers to imbue clear and differential brand traits. In addition, it is discovered that the consistency and durability of advertising message for the advertised brand are contributed to consumers' positive attitude toward the brand. This result was revealed from the comparison of print advertisements for two brands-'Chamisul fresh' and 'Chumchurum', which are alcoholic brands on an intense competition in the same soju market in Korea. While Chumchurum has been consistently focused on one core trait for the brand, Chamisul fresh has been concentrated on multiple brand traits in the advertising campaign for four years since the brand had been launched.

• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.59-65
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• 2024

This study sought to determine the influence of perceived benefits of subscription services on attitudes toward subscription services and continued use intention of them. For this purpose, the perceived benefits of the subscription service were composed of perceived enjoyment and perceived usefulness, and the personal variable, innovativeness, was set as a control variable to examine its influence. As a result of the study, perceived benefits, such as perceived enjoyment and perceived usefulness, both showed a positive influence on attitude toward subscription services and continued use intention of them. The moderating effect of innovativeness on perceived usefulness was also confirmed. The influence of perceived usefulness on attitudes toward subscription services was found to be greater in groups with low innovation propensity than in groups with high innovativeness. These results provide implications about the value of personal characteristics for the continued use of subscription services.

• Journal of the Korea Convergence Society
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• v.13 no.5
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• pp.463-471
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• 2022

Purposes of this study were to identify the factors associated with behavioral Intention to social distancing (BItSD) in a loss versus gain advertising context. This study is a secondary analysis of data surveyed after randomly allocating one of the loss and gain message framing advertisements for the prevention of coronavirus disease-2019 (COVID-19) infection to 379 adults aged 19 and over living in Korea in early March 2021. Attitude toward advertisement (𝛽=.03, p<.001), involvement in COVID-19 (𝛽=.14, p=.006) and emotional stigma (𝛽=-0.17, p<.001) were associated with BItSD, and the explanatory power of these variables was 19% (Adjusted R²=.19). Therefore, when health care professionals communicate with the public, they should develop the strategies to increase public people's involvement in the information and to induce positive advertising attitudes, and provide the effective messages to prevent stigma by accurate information.

• Science of Emotion and Sensibility
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• v.23 no.4
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• pp.93-104
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• 2020

In today's affluent food environment, investigating factors that facilitate resistance in the face of barriers to health goals may be vital for achieving successful promotion and regulation of health. This study was implemented to investigate the effect of self-compassion on the evaluation and choice of healthy vs. unhealthy food. In Study 1, participants (N = 101) primed with self-compassion evaluated unhealthy food more negatively than those primed with self-esteem. As predicted, however, there was no difference in attitude toward healthy food between the two priming conditions. In Study 2, participants (N = 54) were asked to choose between healthy and unhealthy food and then their self-compassion was measured. Results show that participants with high self-compassion chose healthy food more often than unhealthy food, while those with low self-compassion chose unhealthy food more than healthy food. The implications of the findings are discussed in terms of health campaign strategies and further research into the relation between self-compassion and health behaviors.

• Journal of the Korea Convergence Society
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• v.11 no.9
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• pp.117-123
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• 2020

This study analyzed the role of University-Student Relationship(USR) was analyzed in the university PR perspectives. The teaching and communication competence of professors were selected as antecedent variables of University-Student Relationship(USR), and attitudes toward university was selected as the outcome variables. In the results, the teaching and communication competence of professors were found to have significantly positive(+) effects on the USR. In addition, the USR had significantly positive(+) effects on attitudes toward university. The theoretical and practical implications of these findings suggest that the USR should be considered in university PR perspectives. It also shows that the role of professors is not limited to educational activity and research, but important in the long-term university PR.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.2
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• pp.112-122
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• 2016

In line with the increase in consumer demand for mobile games, game companies face stiff competition. For a more successful marketing strategy, many game companies actively adopt Cross Promotion. The Cross Promotion marketing strategy in the mobile game is regarded as a low cost and high efficiency marketing method because the game companies provide new experiences to game users by utilizing existing game infrastructure and absorbing current users of game companies. Despite the advantages of Cross Promotion, there has been little practical study on the relationship between Cross Promotion and mobile game acceptance. Accordingly, the aim of this study was to determine the influential factors of Cross Promotion on the acceptance of mobile games. After reviewing previous research, a structural model was established, a survey was performed and the model was analyzed. The managerial implications are suggested along with the concluding remarks.

• The Journal of the Korea Contents Association
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• v.5 no.2
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• pp.69-77
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• 2005

This study made a comparison of two different websites in characteristics of their users and advertising effects. Both websites have the same contents but in different forms. Especially this study examined the technographic, demographic and psychographic characteristics of users of an website which offers services only online and another website which offers services both online and offline. Also the advertising effects of both websites were studied. The analysis of the data was done by SPSSWIN, mainly $x^2$ and t-test. In addition, the data was collected online. The website, feelpost.com collected total 432 copies, and cardkorea.com collected 210 copies. Also among those collected copies, the ones from people in the 20's were selected again in order to rule out the special characters that both websites have in their users age group. Finally 308 copies were selected for the analysis. In result, it was proved that the users of both websites have a very similar lifestyle. Also there was only a little difference in the users' values and social consciousness. Regarding the advertising effect, Feelpost got the highest score in usefulness while Cardkorea got the highest score in positive acceptance of new products. Regarding the attitude toward advertisements and products, the advertising preference and brand preference was higher in Feelpost than in Cardkorea.