• Information Systems Review
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• v.24 no.2
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• pp.1-20
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• 2022

Researchers are making contradictory claims through the concept of superstars and long tails about how the development of IT technology affects demand distribution. Unlike previous studies that focused on changes in demand from a macro point of view, this study explored whether the relationship between a company's marketing activities and consumer response differs depending on the product location (i.e., superstar vs. long tail) from a micro point of view. Based on the marketing mix framework, hypotheses were developed based on the relevant literature. In the case of empirical analysis, 2,835 daily data from 63 Korean films were tested using the quantile regression method. As a result of the analysis, it was found that the influence of marketing mix factors on sales varies depending on the location of the product. Specifically, the appeal breadth of the film and the effect of owned media are enhanced in superstar products, and the effect of acquisition media in long-tail products is enhanced and the negative effects of competition are mitigated. Unlike previous studies that focused on macroscopic changes in demand distribution, this study suggested marketing activities suitable for practitioners through microscopic analysis.

• Journal of the Korean Society for information Management
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• v.35 no.1
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• pp.157-182
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• 2018

As data management and processing techniques have been developed rapidly in the era of big data, nowadays a lot of business companies and researchers have been interested in long tail data which were ignored in the past. This study proposes methods for generating and controlling a network of technical terms based on text mining technique to enhance data utilization in the distribution of long tail theory. Especially, an edit distance technique of text mining has given us efficient methods to automatically create an interlinking network of technical terms in the scholarly field. We have also used linked open data system to gather experimental data to improve data utilization and proposed effective methods to use data of LOD systems and algorithm to recognize patterns of terms. Finally, the performance evaluation test of the network of technical terms has shown that the proposed methods were useful to enhance the rate of data utilization.

• The Journal of the Korea Contents Association
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• v.21 no.8
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• pp.69-78
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• 2021

With technological development including digitization, movie demand and supply in digital online movie market are increasing. This study aims to explore demand concentration of the digital online movie market, which is characterized by product variety compared to cinemas. Major findings of the empirical analysis on the TV VOD data during the recent seven years(2013 ~ 2019) are as follows. First, the analysis on 1,137 titles reveals that movie demand of theatrical market is more concentrated than that of TV VOD. Second, absolute long tail index of TV VOD, measured by the download number of indie & artistic movies(niche product), is increasing as more such movies are released in the market. However, both relative long tail index, measured by the share of indie & artistic movie demand, and top-ranked movies' share do not show consistent increase or decrease trend. Third, regression analysis exhibits that the relationship between demand concentration and market size is insignificant for TV VOD market. This study might have usefulness in that it provides empirical evidence for the nature of the Korean digital online movie market.

• Spatial Information Research
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• v.14 no.3 s.38
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• pp.261-270
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• 2006

With the development and invention of computer and internet, GIS (Geographic Information System) has provided diverse services to users. Web 2.0, the next generation web, has been developed to create a new business by accumulating and structuring information from many users. The characteristics of Web 2.0 are blog, longtail distribution, SNS, DCC, collective intelligence, and so on. This study proposes a GIS 2.0 service model to maximize the introduction effect and use of GIS by the method that two-way communication and the participation of consumer, characteristics of Web 2.0, are used to build more practical GIS rather than providing spatial information in one-way and simple inquiry oriented way.

• TTA Journal
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• s.111
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• pp.26-35
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• 2007

웹2.0 등으로 대표되는 전세계적인 인터넷 환경과 이에 따른 이용자 트렌드 변화에 발맞춰, 보다 차별화되고 확대된 가치를 제공하고자 하는 IT 산업체의 움직임이 활발하다. 또한 과거 소수 히트 상품 위주에서 틈새상품들이 획기적으로 늘어나 상품의 다양성이 급격히 증가하는 '롱테일' 현상은 2010년 경에는 휴대폰 사용자가 PC사용자의 3배 이상 많아질 것으로 예상되어 생산과 유통의 대중화를 더욱 확산시킬 것으로 보인다. 참여, 공유, 개방을 표방하며 사용자가 만들어가는 인터넷 환경을 실현시킴으로써 세상을 바꾸게 될 '웹2.0'은 "외부 역량 확보","자발적 참여를 통한 새로운 가치창조" 등의 산업적 효과를 이끌어 내게 될 것으로 전망된다. 이 번호는 '웹2.0' 서비스의 표준화 및 시장에 대한 현황과 전망 그리고 전략방안에 대해 알아본다.

• Journal of Korean Library and Information Science Society
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• v.50 no.4
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• pp.203-221
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• 2019

How has the use of academic journals changed since the academic library purchase policy changed from selective journals based on core journals to package purchases by big deal? The purpose of this study is to analyze the effect of supply and size of academic journals in university libraries on the use of journals. For this purpose, this study used the actual usage statistics of e-journals of K Academic Libraries during 2013-2015. The analysis shows that there is a so-called long-tail shape in which demand shifts to niche products that are effective in online platforms. Analysis of the use of academic journals by year for three years showed that the use of electronic journals in K Academic Libraries appeared to be a perfect Pareto shape, which is concentrated in the top 20% of journals. In particular, in 2015, the top 5% of journals accounted for nearly 80% of the total usage. Despite the changes in the supply method and size of academic journals, users' use of journals was still concentrated in core journals.

• KSCI Review
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• v.15 no.1
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• pp.91-98
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• 2007

본 논문은 Web 2.0과 UCC의 개념적 논리와 기술적 진화과정을 분석하고 이를 통하여 획득할 수 있는 경제적 효과와 경영정보측면에서의 전략적 활용방안에 대하여 분석하였다. 이를 위하여 웹서비스나 텔레코즘의 법칙, 네트워크 효과 등과 같은 기술적 개념은 물론 최근 자주 언급되고 있는 롱테일의 경제나 네트워크의 경제와 같은 경제적 원리까지를 상호 연관시켜 고루 검토하였다. 특히, 최근 UCC의 형태로 실현되고 있는 Web 2.0의 원리가 이른바 분산된 다수의 결집을 통하여 경제적 효과를 끌어낸다는 '결집의 경제'와는 어떠한 관계가 있는지를 여러 가지 사례를 통하여 다각도로 분석하였다. 아울러 이를 통하여 향후 발전추세를 예측하고 기업측면에서의 시사점을 도출함으로써 Web 2.0과 UCC의 구체적 적용방안을 제안하였다.