• The Journal of the Convergence on Culture Technology
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• v.6 no.4
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• pp.53-58
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• 2020

Many stars are delivering various contents such as real time talks through Internet personal broadcasting to communicate with fans. For stars and entertainment companies that expect the effect of communicating with fans through Internet broadcasting, it can be said that it is important to grasp viewers' viewing motivation and satisfaction. Thus, we analyzed the viewing motivation and satisfaction of Chinese viewers' Internet personal broadcasting of famous celebrities based on the uses and gratifications approach. To this end, an online survey was conducted, and as a result, 'emotional motivation' and 'functional motivation' were found as Chinese viewers' motivation for viewing Internet personal broadcasting of famous celebrities. In addition, it was found that viewers' satisfaction increased as the viewers' 'emotional viewing motivation' increased. From the results of this study, it seems that a strategy of subdividing programs by reflecting the audience characteristics such as age and occupation is needed. It can be a way to expand the number of viewers and the intended broadcasting effect by designing and producing programs for personalized celebrity internet broadcasting by segmenting audiences.

• Journal of Digital Contents Society
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• v.19 no.5
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• pp.907-916
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• 2018

This paper is an exploratory study on the acceptance of Chinese Internet entertainment personal broadcasting contents. After analyzing the factors affecting viewer satisfaction, we analyzed the relationship between these factors and viewer satisfaction on reuse intention. As a result of the survey, first, the information system quality has a significant effect on the viewer satisfaction of internet personal broadcasting. Second, indirect experience, entertainment pursuit, and social relationship have a significant effect on viewing satisfaction of internet personal broadcasting. Third, viewing satisfaction of internet personal broadcasting has a significant effect on reuse intention. These results are expected to help establish the marketing strategy of the company operating the Internet personal broadcasting and prepare the requirements to be provided by the host.

• The Journal of the Convergence on Culture Technology
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• v.8 no.4
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• pp.331-338
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• 2022

The purpose of this study is to examine the effect of Gratifications Obtained (GO) on behavioral intention targeting Over-the-Top (OTT). The study chooses quality of content, variety of content, leisure activity, entertainment, the convenience of watching, and reasonable rate ratio as factors of GO. The number of subjects for the research is 330 people aged from their twenties to thirties in Daegu and Gyeongbok province. This study employs multi-regression analysis to analyze the impacts of GO on behavioral intention. The analysis shows that quality of content and variety of content influence behavioral intention at a significance level of 0.01, and entertainment and the convenience of watching influence at a significance level of 0.05.

• Information Systems Review
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• v.18 no.4
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• pp.89-106
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• 2016

The latest movement in live video streaming service is mobile personal broadcasting (MPB), which refers to consumers accessing the service through social media with mobile devices, such as smartphones and tablet PCs. This service is possible through the advancements in mobile video technology and platforms. Features such as enhanced user interaction, personalization, and real-time broadcasting, combined with a greater variety of content, have led to the development of MPB. The increase in MPB users calls for research, including that on the hedonic motivational angle. This study aims to assess MPB users' intrinsic motives through the hedonic-motivation system adoption model (HMSAM) using seven factors: joy, temporal dissociation, escapism, focused immersion, perceived ease of use, perceived usefulness and intention to watch. Survey data collected from 154 samples were analyzed with statistical techniques, such as structural equation modeling. Results showed that time dissociation, escapism, and perceived ease of use have a positive relationship with heightened enjoyment. Joy significantly affects focused immersion and intention to watch. Escapism also had a statistically significant influence on focused immersion. This study contributes to the advancement of the MPB study under the HMSAM theoretical framework and offers practical suggestions to managers to enhance MPB content viewership.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2009.11a
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• pp.353-356
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• 2009

방송 콘텐츠의 소비 경로가 다양화되고 시청 습관이 개인화 되는 추세에 따라 광고주는 그들의 광고가 임의의 대중이 아닌 실제 고객이 될 가능성이 높은 시청자에게 전달되기를 원하며, 그 결과까지 알고 싶어한다. 시청자 개개인에 맞추어 최적의 광고를 선택하기 위해서는 고정된 가입자 정보의 참조에 그치지 않고 송출한 광고를 특정 시청자가 실제 시청하였는지, 추가로 제공되는 양방향 광고에 참여하였는지 여부를 매번 측정하여 스스로 보완되는 구조를 가질 필요가 있다. 본 논문은 이러한 피드백 알고리듬을 기반으로 프로그램 정보와 시청자 정보, 광고의 내용 및 송출 정보를 조합하여 광고주의 의도와 시청자 특성에 맞는 최적의 광고를 송출하는 시스템 구조를 제안한다.

• Knowledge Management Research
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• v.23 no.2
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• pp.169-192
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• 2022

With the spread of Internet personal broadcasting service, the number of personal broadcasting hosts (BJs: Broadcasting Jockeys) and viewers is increasing, and immediate communication between them is also actively taking place. This study examines whether the mechanism to suppress deviant behavior of BJ works effectively and how viewers interacting with BJs affect the intentions of deviant behaviors of BJs. Through the structural equation model, the effect of formal and informal sanctions of deterrence theory on BJs' intention of deviant broadcasting through their policy compliance attitude was investigated. The moderating effect of social pressure on the relationship between BJs' policy compliance attitude and their deviant broadcasting intention was confirmed. A total of 234 data were analyzed by surveying Africa TV BJs. As a result of the analysis, it was found that informal as well as formal sanctions increased the BJs' attitude toward policy compliance. However, it was confirmed that the social pressure perceived by BJs from Internet personal broadcasting viewers reduced the effect of policy compliance attitudes on reducing deviant broadcasting intentions.

• Informatization Policy
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• v.30 no.2
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• pp.68-85
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• 2023

In this study, we collected data from live commerce streaming. Streamimg data were then categorized based on the degree of chatting activation, with the distribution of text responses generated by consumers analyzed. From a total of 2,282 streaming data on NAVER Shopping Live -which has the largest share in the domestic live commerce market- we selected 200 streaming data with the most active viewer responses and finally chose the streams that had steep increase or decrease in viewer responses. We synthesized variables from the existing literature on live commerce viewing intentions and participation motivations to create a table of variables for the purpose of the study. Then we applied them with events in the broadcast. Through this study, we identified which components of the broadcast stimulate the variables of consumer response found in previous studies, moreover, we empirically identified the motivations of consumers to participate in live commerce through data.

• Proceedings of the Korea Information Processing Society Conference
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• 2020.11a
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• pp.651-654
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• 2020

유튜브 등의 1인 미디어 플랫폼 열풍과 반대로, 이에 대한 엄격한 방송 규약은 존재하지 않아 생기는 여러 사회적 문제가 대두되고 있다. 이러한 1인 미디어 시청자는 원하는 정보를 찾기 위해 영상 제공자가 제공하는 정보에만 의존하여 영상을 선택하고 내용을 확인하여야 한다. 그 결과 의도한 주제와 맞지 않은 영상을 시청하게 되는 비효율성을 해결하기 위해, 본 연구에서는 용어 신뢰도 기반 유튜브 영상 필터링 웹 서비스(YouChoose)를 제안한다. YouChoose는 유튜브 리뷰 영상의 음성을 자연어 처리 기법을 이용하여 사전 처리하고 신뢰도를 도출해 사용자에게 제공함으로써 검색 시 의도와 일치하는 영상을 직접 시청 전에 추천 받을 수 있도록 한다.

• Journal of KIISE:Computing Practices and Letters
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• v.16 no.12
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• pp.1244-1248
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• 2010

The previous study of Digital Broadcasting Recommendation system is based on user explicit profiling information. But user profile is always changing and the exact extraction of user profile is very important in recommendation system like Digital TV using many user interactions. This paper is studied of realtime user profiles aggregation through user remote controller input and matching this profiles with contents meta-data like contents genre information, event information, content viewing time. It is not used commercial database system and network communication solution considering embedded system hardware restriction. And it is considered people want different content genre based on watching time. From the results of this paper, there are improvement of user satisfaction of contents recommendation.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2011.07a
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• pp.539-540
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• 2011

IPTV와 같은 양방향성을 가지는 방송 시청 환경에서 시청자들이 다수의 카메라로 획득된 다양한 시점의 방송 콘텐츠를 능동적으로 소비할 수 있도록 시점제어 서비스 플랫폼을 개발하였다. 시점제어 서비스 플랫폼은 사용자의 인터랙션에 따라 변화가 일어나는 장면을 저작하기 위한 시점제어형 장면 저작도구와 사용자의 인터랙션에 따라 장면을 재생하는 시점제어형 콘텐츠 재생기로 구성된다. 상기 장면 구성을 위해서 본 논문에서는 MPEG-4 LASeR 표준을 이용하였으며, 장면 정보와 AV 엘리먼트리 스트림을 포함하는 파일 포맷으로 ISO 베이스 미디어 파일 포맷을 사용하였다. 한편 저작자의 의도에 따라 장면을 자유롭게 구성할 수 있는 시점제어형 콘텐츠를 기존 TV 리모콘으로 제어하기 불편한 점이 있으므로, 사용자의 시선으로 장면을 제어할 수 있도록 시선추적 기술을 개발하였다.