• Journal of Digital Convergence
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• v.12 no.1
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• pp.295-303
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• 2014

This exploratory study deals with the digital policy proposal through emotional perception of real name SNS and WOM effect. Research was based on the audience trends analysis of the movies having official SNS sites and the movies not having official SNS sites among the opened 90 movies in Korea from 2012 to 2013. Therefore, researchers confirmed that the representative real SNS, facebook was utilized as emotional marketing tools and tried to analyze the effectiveness of SNS critically. The research results are the follows. First, the movies to actively utilize facebook showed statistically significant differences in terms of daily, weekly audience and seat share (occupancy ratio). It is indirectly confirmed that real name SNS such as facebook is much effective in WOM marketing. Second, in the daily trends and weekly trends, the movies showed a similar pattern and above all, the movies to actively take advantage of facebook maintained their audience trends. Thus the government and the corporation have to understand the emotional WOM effect of real name SNS for policy effectiveness. Therefore this study gives the contribution practically for boost up the policy effectiveness through emotional ripple WOM effect of the strength of weak tie of real name SNS.

• Journal of Digital Convergence
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• v.13 no.12
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• pp.151-160
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• 2015

As a lexical meaning, casino is defined as "a certified gambling house, equipped with recreational facilities such as dance and music, etc., where people play roulette or cards." Casinos started from 17th to 18th century for European nobility and their social meetings and established a casino industry framework in the United States in the 1930s. The success of the casino business leads to the increase of sales; it became very helpful for the local and national government revenues and also for the related incidental tasks. Casino operations include a variety of fields, such as general customer management, dealer game management, security, account management, currency exchange, re-exchange management, marketing management, comp management and placement management, etc. These operations should be organically connected to each other by information systems such as a groupware, ERP and Customer Relationship Management (CRM), etc. In addition, in order to effectively manage comprehensive entertainment service, including accommodation and tourism, it is necessary to develop an information system which supports casino business and collateral entertainment service, collects the data generated throughout the business and provides information about the situations of management. Thus, this study will propose a casino information system designed and implemented, considering these details.

• Journal of Digital Convergence
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• v.18 no.11
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• pp.73-79
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• 2020

With the recent strengthening of local autonomy and the recognition of the culture and tourism industry as a driving force for the fourth industrial revolution, the importance of research on the revitalization of the local culture and tourism industry is further emphasized. Thus, in this paper, the concept and type of local culture and tourism products were summarized and the research direction was presented through this. As a research method, the internal and external factors of the culture and tourism industry in Korea were used as the SWOT analysis method. In the text, three representative sites were selected and analyzed for the development of local cultural and tourism products, and Seoul, Jeju Island, and Gyeongju all found that they lacked local cultural and tourism products. It also found another value through its role of cultural development as well as the economic aspect of the development of cultural tourism products. In order to revitalize the local culture and tourism industry, which has become more important, the government proposed measures to promote differentiated creative products, efficient marketing, and legal security in various ways. In order for this study to be better data for researchers in the culture and tourism industry and related industries, research should be conducted with detailed surveys that could not be conducted due to various restrictions in the future.

• Journal of Distribution Science
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• v.13 no.5
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• pp.91-102
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• 2015

Purpose - This study aims to build a systematic frame for effective marketing performances by prioritizing product type and pertinent channel that are appropriate for digital channel characteristics. FCB grid model was used to define a product type, and Internet communication satisfaction index was considered as a marketing performance measuring tool for digital channel. Research design, data, and methodology - As systematic understanding for Digital marketing is still unfamiliar to even professional marketer, the hypothesis was established based on preliminary research by conducting a qualitative survey of marketing experts who already experienced digital marketing in the fields as well as existing related study literature. Through a preliminary research, the degree for understanding for digital marketing, current digital marketing (including product/channel mix) execution status, and difficulties for marketers who had experienced digital marketing were figured out. Based on preliminary research, the main part of survey was designed to examine which type of product would be effective for digital marketing and which digital channel would be effective to achieve marketing performance in line with marketing objectives. To collect data, the questionnaire survey was conducted for professional marketers who had experienced digital marketing in 10 different fields including FMCG, cosmetics, distribution industry for one month (July, 10, 2014~Aug, 10, 2014). A total of 90 questionnaire were distributed and 66 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analysed using SPSS ver.18.0. Results - The analysis for product type which is pertinent to digital marketing and prioritization for digital channel per digital marketing performance type could be summarized as followings. First, high involvement buying decision type of product and rational purchasing decision type of product in FCB grid are more effective for digital marketing in terms of marketing performance. Therefore, marketers in field would prioritize considering product type before executing digital marketing. Second, factor for sales increase, potential consumer creation and brand awareness was represented respectively 31.25%, 21.9%, and 20.8% as a result of factor analysis in terms of digital marketing channel performance. Third, effective major digital channel per digital marketing performance factor was differently identified as each digital channel has its own peculiarity. For instance, search engine is more effective for increasing sales while social media such as facebook and Kakaotalk is more effective for encouraging consumer participation. Conclusions - As a result of this study, product type and peculiarity which were pertinently fit to digital marketing were identified by using FCB grid model, and also suggested framework for decision making of digital channel selection in line with marketing objectives for effective marketing performance. It also provided insight to professional marketer which type of product could be effective for digital marketing execution as well as which factors should be measured for digital marketing performance.

• Journal of Digital Convergence
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• v.18 no.2
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• pp.385-393
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• 2020

Focusing on the Chinese market of MSNG (Mobile Social Network Game), perceived flow and satisfaction were designed as parameters, purchasing intention was set up as dependent variables, the purpose of present research is to analyze the factors influencing purchase intention of the paid items in mobile social games by studying the game and personal characteristics in terms of interoperability, accessibility, interesting, operability, innovativeness and challenge. Data was collected by questionnaires, Amos was employed to analyze the relationship between purchase intention and target influencing factors. Results showed that characteristics of game and consumers of MSNG have positive effects on the flow and satisfaction of paid items. Moreover, the flow of paid items in MSNG has a positive effect on satisfaction; the flow and satisfaction of paid items in MSNG have a positive effect on purchase intention. more samples and references should be involved in the further study in order to acheive an comprehensive result on comparative study of the social and cultural characteristics between Chinese MSNG and Korean counterpart.

• Journal of Digital Convergence
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• v.18 no.2
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• pp.163-174
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• 2020

The market for electric vehicles is growing due to the public's interest in the environment and the expansion of electric vehicle support projects in terms of government policy. This study surveyed 2,332 people in Jeju, one of the nation's representative areas of electric vehicles, and the higher the perceived value in terms of the total cost of automobile ownership for electric vehicles, the higher the intention to purchase electric vehicles. The higher the level of knowledge and attachment, the higher the intention to purchase electric vehicles. While many previous studies considered economic value mainly as price, the study was conducted to approach economic value in terms of total cost of ownership. Marketing practitioners also look for practical contributions in that they can propose price framing so that customers can judge the economic value of the electric vehicle as a strategic way to increase the intention to purchase the electric vehicle, rather than just the purchase price. can see. In addition, the same research should be conducted in various regions besides Jeju, so that the research results can be generalized.

• Journal of Digital Convergence
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• v.13 no.2
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• pp.73-81
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• 2015

SNS is in the process of fast evolution as well. This study is about influence of authenticity and interactivity among Facebook Fan Page users. Authenticity is something people form in the process of expressing and sharing information thru SNS Facebook Fan Page. Interactivity is a level of participation of users in the process of expressing and sharing information thru SNS Facebook Fan Page. The focus of this paper is to see the power of authenticity and interactivity of SNS Facebook Fan Page users in a time of crisis. Authenticity is proven as a valuable asset for corporations for it showed a sturdy characteristic even when something terrible happened. When a crisis attacked, high authenticity user group was not willing to change their evaluation on a company reputation and image as much as low authenticity user group. Interestingly enough, the meaning interactivity level was strikingly different from what we expected. The more their level of interactivity, was the more they were likely to change their evaluation on a company in a time of crisis. A serious discussion is necessary for this contraty results.

• Journal of Digital Convergence
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• v.14 no.1
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• pp.371-377
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• 2016

In the area of mobile game, the job of data analysis is very important. As the mobile game market is being expanded, the characteristics of the market have been so much changed, that the contents updating and marketing strategy should be built on thorough understanding and analysis result of the gamers' needs and their play pattern. Thus the importance of the mobile game management system can not be overemphasized. However, in practice, most of the mobile game companies are small scale, and they have intrinsic problem to provide successful game service to user with a dedicated operating team. To overcome these problems, this paper suggests an efficient mobile game management system based on our already developed mobile game. And the effectiveness of our system is illustrated by our case examples such as prompt response to user question or refund request. Our proposed system also played an important role to plan additional contents update, providing scientific data analysis result on user's play pattern and purchase trend.

• Journal of Digital Convergence
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• v.14 no.6
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• pp.237-244
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• 2016

The purpose of this study examines the influence of anchoring and adjustment according to regularity of snack's shape. Especially this study choose 'choco chip' as a snack with regularity to compare with 2012's study. The results of this study are as follows. 1) The anchoring and adjustment also appears in 'choco chip' with regularity. But statistical meaning is different from the result of prior study. 2) The difference of anchoring effect reduced according to additional verbal information in 'choco chip' with regularity. but has no statistical meaning of interaction effect. However the causes of two results are different. 3) The interaction effect of cognitive load(without vs. moderate vs. high) is meaningful statistically. difference of anchoring effect reduced according to additional verbal information in 'choco chip' with regularity in 'choco chip' with regularity. This study provides strategic implication that it overcomes the limitation of the prior resuarch and may reinforce the biased judgement by cognitive overload.

• Journal of Digital Contents Society
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• v.19 no.7
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• pp.1365-1372
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• 2018

The purpose of this study is to analyze the importance of the determinants of housing sales agency's role in the sale of apartment housing. For this purpose, a hierarchical decision model was constructed to understand the role and importance of the sales agency. The analytical variable items structured by the research model were set up through literature review, precedent research, and expert brainstorming. The questionnaire consisted of two comparisons for AHP analysis and the importance of absolute importance for fuzzy analysis. Afterwards, the work of correcting the importance was carried out. As a result of the analysis, it was found that the contractor prioritized the sale conditions and the sales agency had priority over the planning for the sale. As a result of analysis, planning of customer pre-sale counseling data, planning of client subscription and contract maximization plan, planning method of advertisement public media method were found to be the most important factors. The results of measurement of absolute importance(fuzzy) & relative importance(,AHP) showed similar tendency. Therefore, it can be seen that the timing of the model house operation is an important period in which the subscription rate depends on the role of the sales agency and the marketing strategy.