• Title, Summary, Keyword: Interactivity

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Korean vs. American Corporate Websites: Interactivity, Comparative Appeals and Use of Technology

  • Cho, Chang-Hoan;Cheon, Hong-Sik
    • Journal of Global Academy of Marketing Science
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    • v.11
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    • pp.79-101
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    • 2003
  • This study is a cross cultural examination of interactivity, comparative advertising, and technology use in Korean and U.S. corporate websites. Utilizing cultural analysis criteria of high vs. low context, power distance and individualism-collectivism, we compared interactivity in U.S. and Korean websites. Our findings indicate that U.S. corporate websites tend to emphasize customer-message and customer-advertiser interactivity, while Korean websites highlight customer-customer interactivity. Findings on comparative advertising strategy indicate that cultural bias represented in U.S. individualism and Korean collectivism leads U.S. web advertisers to utilize direct and indirect comparative advertising more frequently than their Korean counterparts. The results of our technology analysis unexpectedly show that there is no significant difference between the two countries.

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Study On Factors Affecting Intention to Use AR Tourism Application (AR관광 어플리케이션 사용의도에 영향을 미치는 요인에 관한 연구)

  • Ryu, Junghye
    • Journal of the Korea Society of Digital Industry and Information Management
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    • v.14 no.4
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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.

Preference of Women Cosmetics Consumption Value on SNS Features of Cosmetics Brands (여성의 화장품 소비가치에 따른 화장품 브랜드의 SNS 특성 선호도)

  • Kim, Cho-Rong;Kwak, Tai-Gi
    • Journal of the Korea Fashion and Costume Design Association
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    • v.18 no.3
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    • pp.99-111
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    • 2016
  • In order to use cosmetics brands SNS effectively and establish strategy, the purpose of this study is to provide consumer date. According to cosmetics consumption value groups, this study examined each cosmetics consumption value group's level of concern of three cosmetics brands SNS features, informativity, enjoyment and interactivity. For the data, questionnaire was collected by 198 women, and the data were measured by ANOVA, factor analysis, cluster analysis and Ducan test. According to cluster analysis cosmetics consumption value groups were divided into four groups, unconcern group, hedonic value pursuit group, function of brand value pursuit group, high concern group. The results of the study are as follows: First, high concern group thought highly of all cosmetics brands SNS features, including informativity, enjoyment and interactivity. In addition all consumer groups were concerned informativity rather then enjoyment and interactivity. Second, comparing with high concern group, other groups which include unconcern group, hedonic value pursuit group and function of brand value pursuit group were not concerned about cosmetics brands SNS features' enjoyment and interactivity. Except informativity, hedonic value pursuit group and unconcern group were more concerned interactivity than enjoyment. While, high concern group and function of brand value pursuit group were more concerned enjoyment than interactivity.

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Interactivity and Rhizomatic Art Systems: Focusing on the Digital Images (상호작용성(Interactivity)과 리좀(Rhizome)적 작품체계: 디지털 이미지를 중심으로)

  • Park, Yeon-Sook
    • The Journal of Art Theory & Practice
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    • no.9
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    • pp.33-57
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    • 2010
  • Focused on the performance of interactivity in the appreciation of media art, this study is associated with the continually changed art texts and a participator's physical reactions to savor the art. Digital works of art emphasizing interactivity usually decentralize and disperse the responsibility and the central role for creating and producing the art works. Proper procedure of the work is generated by actions such as clicking the mouse, controlling the joy stick or actual movement of anticipators' bodies. The art works are influenced by participators' interactivity, which makes the leading roles and the responsibility for creating art scattered and divided. These features are similar with those of the 'Rhizome' which Gilles Deleuze(1925~1995) and Felix Guattari(1930~1992) have discussed. In their argument, 'Rhizome' is an interval or being 'between', which keeps changing. 'Rhizome' is a state in which the individual and the work of art never reach the conclusion, only a phenomenon of eternally altering. Like 'Rhizome', this sort of art work has the decentralized system, opens for several directions, and activates the system which is changeable as linked items increased or decreased. These works stimulate the individual to perform and act while appreciating the art piece. In terms of processing and preceeding, interactivity is the important equipment and catalyzer. Through these procedures, the pieces can be the 'floating work of art' combined and condensed with the whole participators' reactions. The 'floating work of art' is neither the expression of an individual nor that of one particular group. Multidimensional influence of the web is the web which is constantly reorganizing and producing in its connective state. This connective state is activated by interactivity. The Rhizomatic system embodies the floating work of art process. Due to each individual perceiving art in individualistic terms, there is no dominating powers or central points. I regard this art works possessing above traits as the work of art with Rhizomatic system. The work of art with the Rhizomatic system is embodied through interactivity and because physical action activates the process of appreciation, a participator can actually experience and practice the philosophy. Ultimately the Rhizomatic speculation occurs during the interactivity of appreciating the Rhizomatic art pieces. The Rhizomatic system penetrates into the intuitive area beyond our recognition and thoughts, as we are engaged in the connective process. With the methods and manners of interactive art, we can possibly reconsider the system as a tool in which the participator is directly able to link experience and theory to the philosophies of Deleuze and Guattari.

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Contingent Interactivity of New Media Contents: Film Re-cut and Game Modding (뉴미디어 콘텐츠의 우연적 상호작용성: 영화 리컷과 게임 모딩)

  • Kim, Mookyu
    • 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.

The Effects of Interactivity on Consumer-Internet Brand Relationship and Repurchase Intention According to Relationship Tendency with Internet Brand (인터넷 브랜드와의 관계정도에 따라 상호작용성이 소비자-인터넷 브랜드 관계, 재구매 의도에 미치는 영향)

  • Chae, Jin-Mie
    • Journal of the Korea Fashion and Costume Design Association
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    • v.14 no.4
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    • pp.191-204
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    • 2012
  • The purpose of this study is to investigate the effect of interactivity on consumer-internet brand relationship and consumer's repurchase intention according to relationship tendency with internet brand. The survey was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaire was collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed using Amos 19. The results of this study were as follows: First, after respondents were divided into the strong relationship group and the weak relationship group, the path model was verified according to each group. All the paths except 'affective commitment${\rightarrow}$ repurchase intention' were accepted for the strong relationship group, while three paths were accepted for the weak relationship group. As for the weak relationship group, people-people interactivity dimension had a significantly positive effect on consumer-internet brand relationship. Also it showed stronger effect on each consumer-internet brand relationship dimension for both groups compared with contents-people interactivity. Second, respondents were divided into 'more than one year' group and 'less than one year' group according to relationship period. All the paths were accepted for 'more than one year' group, while three paths were accepted for 'less than one year' group. Both interactivity dimensions showed stronger effect on 'trust' than on 'affective commitment'.

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Effects of SNS Users' Perceived Interactivity on Using Reluctant Intention Using Modified Prototype/willingness Model (수정된 원형/행동경향 모형을 통한 SNS이용자들의 상호작용성이 이용저하에 미치는 영향)

  • Park, Soo-Hong;Cho, Hee-Young;Yang, Hoe-Chang
    • International Commerce and Information Review
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    • v.16 no.3
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    • pp.3-23
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    • 2014
  • This study focused on causes of use reluctant intention because closed SNS was more active than open SNS was despite tremendous growth of SNS to have negative influence upon not only SNS contents suppliers but also marketing business using SNS. The survey were conducted a total of 205 participants with adult over colleague student, 197 copies that excluded questionnaire with unfaithful answer were used in the analysis, and we used path analysis of structural equation modeling. The results of modified path model showed that interactivity was influenced by value, and then affecting "trust ${\rightarrow}$ satisfaction ${\rightarrow}$ using reluctant intention" path and "satisfaction ${\rightarrow}$ using reluctant intention" path. These result reflected that interactivity have a double-edged sword and value is very important standard to make a positive of negative role of interactivity. These results suggested that interactivity was found to have influence upon not only behavioral willingness that took actions depending upon either improvisation or situation but also behavioral intention path that thought and took actions in reasonable way. The interactivity had double-edged sword to help develop SNS and to produce negative results.

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Study of Social Network Site Interactivity to Identify and Avert Usability Flaws for Effective User's Experience

  • Abduljalil, Sami;Hwang, Gi-Hyun;Kang, Dae-Ki
    • Journal of information and communication convergence engineering
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    • v.9 no.3
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    • pp.325-330
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    • 2011
  • Due to the wide growth and popularity of social network website, large numbers of users discover these social network sites are a place where they can be able to spend their leisure time sharing interests, sharing ideas freely, sharing personal experience, and also to search for new friends or partners. These websites give an opportunity for its users to socialize with new people and to keep in touch or reconnect with current or old friends and families across disperse continents, which traditionally replace the common traditional methods. These social network websites need accurate and careful investigations and findings on the usability issues for effective interactivity and more usability. However, little research might have previously invested on the usability of these social network websites. Therefore, we propose a new framework to study and test the usability of these social network sites. We namely call our framework "Interactivity". This framework will enable developers to assess the usability of the social network sites. It will provide an overview of the user's behavior while interacting in these social network websites. Performance of the framework will be performed using Camtasia software. This software will entirely capture the interactivity of users including the screen and the movements, which the screen and the motion of the user action will undergo to analysis at the end of our research.

An Exploratory Study on the Classification of Digital Game Genre based on the Degree of Interactivity (상호작용성 정도에 따른 게임 장르 유형의 탐색적 연구)

  • Kim, Yong-Young;Kim, Mi-Hye
    • Journal of Korea Game Society
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    • v.10 no.5
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    • pp.39-49
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    • 2010
  • The fundamental characteristic that digital games have is interactivity. Digital games need to be systematically categorized so that similarities and differences can be identified and analyzed. Research in the past, however, has not established common criteria for categorizing digital games. This paper resolves that gap by identifying the fundamental characteristic of games, interactivity, and develops a conceptual framework consisting of primary and corresponding participants, and controlling characters. Through an empirical analysis on some digital games, this study shows that the framework could be comprehensive covering all of interactivity during the game. Future research topics are presented based on this framework.

The Effect of the Perceived Interactivity, Trust, and Flow by on the Purchase Intention of the Fashion Merchandise between Different Internet Shopping Mall Types (인터넷 쇼핑몰 유형에 따른 지각된 상호작용성, 신뢰, Flow가 패션상품 구매의도에 미치는 영향)

  • Na, Youn-Kue;Suh, Hyun-Suk
    • Fashion & Textile Research Journal
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    • v.11 no.5
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    • pp.720-731
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    • 2009
  • The current study investigates the customer's perceived interactivity, perceived trust, and flow of the Internet shopping-mall. The TAM(Technology Acceptance Model) was applied to see the effect on the individual's attitude toward the shopping-mall via purchase intention. To fulfill the study objectives, a total of 806 questionnaires were distributed to the customers with first-hand experience with fashion merchandise in Internet shopping-mall. The judgement sampling method was employed on sample population ages from 20's to 40's over one month period. The result showed the following. First, the perceived interactivity had an effect on perceived trust, usefulness, Flow in all shopping mall types. but there was no effect in the relationship between the two-way Interactivity and the perceived usefulness in the Specialty Internet Shopping-mall model. Second, perceived trust and Flow had an effect on perceived usefulness in all shopping mall types. Third, perceived trust, usefulness and Flow had an effect on the attitude toward shopping-mall in all shopping mall types. Forth, perceived trust, usefulness, Flow and attitude toward shopping-mall had an effect on purchase intention of fashion merchandise in all shopping mall types.