• Journal of Digital Convergence
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• v.20 no.5
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• pp.357-362
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• 2022

This study classified the characteristics of one-person media into two factors: interactivity and entertainment, and investigated the effect on intention of usage and the mediating effect of perceived value. In order to confirm this, this study conducted an empirical analysis targeting Chinese people who have experience watching one-person media real-time broadcasting and Chinese students studying in South Korea. As a result of the analysis, it was found that the interactivity and entertainment of one-person media had a positive (+) effect on intention of usage, and the partial mediating role of the perceived value was also verified in the relationship between the characteristics of one-person media and the intention of usage. Based on the above results, characteristics such as interactivity and entertainment of one-person media were identified as important factors that can increase users' intention to use. In addition, it also introduces the significance of this study, and reviews the limitations of the study and the direction of follow-up research.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.4
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• pp.155-164
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• 2020

This study measured the effect of PPL(Product Placement: PPL) in OTT(Over The Top) to search a new advertising revenue model according to the change of viewers' video content consumption patterns. On the first, by two research steps, the experiment was carried out using an eye-tracker and then a survey as the second step was administered asking subjects about their attitude about advertising messages, attitude about brand, and intention to purchase the brands used in the experiments. Specifically, the PPL materials used in the experiments were classified with three parts. This study has the meaning as approaching to the PPL research with new methodology by quantitatively access through the eye tracking of the subjects beyond the conventional qualitative measure that depends only on the memory of them. This research aims to find the possibility of indirect advertising as a new revenue model in the OTT environment.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.241-249
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• 2011

This study takes a uses and gratification theory based approach to identifying the relation between TV home-shopping channel use motivation and purchase intention. The results are summarized as follows. First, in respect of TV home-shopping channel use motivation, the analysis results reveal three factors: convenience, information seeking, and entertainment. Among these, the factor of convenience was the first in the order of importance. Secondly, 1)It is found that use motivation also has some limited influence on purchase intention. 2)Selectivity and involvement degree, the sub-categories of audience activity, are found to be the variables with the highest prediction ability, suggesting a need to give a particular attention to them. 3)In addition, viewing amount, a variable of use behavior, is shown to have a significant influence on purchase intention. The followings are the implications of the study results. First, marketing strategies that enable maximization of shopping convenience are required. Second, there is a need to approach the delivery of TV home-shopping contents as a kind of broadcasting contents on their own rather than merely a medium for selling goods.

• Journal of Service Research and Studies
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• v.13 no.2
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• pp.181-203
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• 2023

YouTube exhibits a hybrid personality, incorporating traits of both over-the-top (OTT) and personal broadcasting platforms. However, limited research has investigated these hybrid characteristics, particularly in the context of paid YouTube channel memberships. Therefore, building upon consumption value theory and prior literature, this study examines the influence of consumption value factors associated with paid YouTube channel memberships on usage satisfaction and continuance intention. Specifically, the study identifies four perceived consumption value factors (functional, social, emotional, and epistemic values) within the paid YouTube channel membership context and assesses their impact on usage satisfaction and continuance intention. Additionally, the study explores the moderating role of conditional value (the experience of watching live streams on paid YouTube channels) in these relationships. Data was collected via an online survey from Korean adults who subscribed to multiple paid YouTube channel memberships, resulting in 274 responses. The proposed hypotheses were tested using structural equation modeling (SEM). The SEM results indicate that all four consumption value factors significantly influence usage satisfaction, with usage satisfaction in turn positively affecting continuance intention. Furthermore, the study reveals that conditional value moderates the relationships between functional/emotional values and usage satisfaction, as well as between usage satisfaction and continuance intention. This study is the first to focus on YouTube channel paid memberships, which encompass characteristics from both OTT and personal broadcasting platforms. It is anticipated that this research will offer insights to personal broadcasters and stakeholders regarding the motivational factors that impact user satisfaction and encourage subscriptions to channel memberships.

• Journal of Broadcast Engineering
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• v.13 no.3
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• pp.319-327
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• 2008

The purpose of study is to investigate the customer oriented transaction environment for the customers' convenience, the plan of public policy in regard to the customer oriented T-Commerce, and the consumption pattern of customers' commercial transaction, necessary for the marketing strategy by analyzing the demand for the T-Commerce with the purchase intention and maximum willingness to pay according to the demographic factors, the pattern of commercial transaction, and the technology innovation types. The results showed that there were statistically significant relations between consumer's willingness price to pay for the T-commerce and the consumer's technology adoption types, monthly internet shopping amounts, and weekly TV-home shopping hours. The simulations on a basis of multiple regression analysis for the T-commerce were illustrated by those factors.

• Culinary science and hospitality research
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• v.21 no.4
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• pp.309-324
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• 2015

The foodservice industry is applying new marketing strategies, and advertisements are the best way to convey their distinctive brand images. The foodservice companies have been choosing a type of advertising called Product Placement(PPL) because it is unconsciously shown more often than other types of advertisements while customers are watching a movie or TV drama. Therefore, the aims of this research were to investigate the influence of the customers' perception of PPL inserted into TV dramas on brand image and purchasing intention. Additionally, present study performed to identify the differences between Korean and Chinese customers. For the survey, the study used both offline and online sampling methods, and the analyzed data was from 150 Korean and 150 Chinese respondents. As results, the more respondents were positive and familiar about PPL, the higher the brand image and purchasing intention. Chinese consumers had positive perception of PPL, which positively influenced the brand image and purchasing intention while Korean consumers' ethical awareness about PPL had a negative influence. Therefore, the Korean foodservice industry needs to differentiate the strategies for the PPL marketing between the Korean and Chinese market.

• Korean journal of communication and information
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• v.48
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• pp.46-62
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• 2009

The current study attempted to review the standards of retransmisison consent and arbitration for the terrestrial broadcasting signal. The standards are based upon the principles encouraged by the MIAC(Ministry of Internal Affairs and Communications). It has been criticized that the standards of judgement for the retransimission consent and arbitration are ambiguous and arbitrary in Japan. In 2009, MIAC announced five decisions regarding the retransmission of over-the-air. The result of the current study found that the regulations of compulsory over-the-air signal retransmission have been sustained until now. The retransmission policy of the Japan government based upon three principles; localism, proper cause and copyright act. The judgment is dependent on the intrepretation of MIAC's standard about these three principles.

• Korean journal of communication and information
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• v.35
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• pp.250-291
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• 2006

This study examines the regulatory issues and introduction problems of TV-betting data broadcasts in Korea by in-depth interview with a panel group. TV-betting data broadcast services of card games and horse racing games are widely in use in Europe and other parts of the world. In order to carry out the study, a demo program of TV-betting data broadcast in the OCAP(OpenCableTM Application Platform Specification) system environment, which is the data broadcasting standard for digital cable broadcasts in Korea was exposed to the panel group and then they were interviewed after watching and using the program. The results could be summarized as below. First of all, while TV-betting data broadcasts have many elements of entertainment, the respondents thought that it would be difficult to introduce TV-betting in data broadcasts as in overseas countries largely due to social factors. In addition, in order to introduce TV-betting data broadcasts, they suggested that excessive speculativeness must be suppressed through a series of regulatory system devices, such as by guaranteeing credibility of the media based on safe security systems for transactions, scheduling programs with effective time constraints to prevent the games from running too frequently, limiting the betting values, and by prohibiting access to games through set-top boxes of other data broadcast subscribers. The general consensus was that TV-betting could be considered for gradual introduction within the governmental laws and regulations that would minimize its ill effects. Therefore, the government should formulate long-term regulations and policies for data broadcasts. Once the groundwork is laid for safe introduction of TV-betting on data broadcasts within the boundary of laws and regulations, interactive TV games are expected to be introduced in Korea not only for added functionality of entertainment but also for far-ranging development of data broadcast and new media industries.

• Journal of the Korea Society of Computer and Information
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• v.19 no.12
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• pp.257-266
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• 2014

In this paper, we propose the development of an eBook Service System based on VOD Broadcasting Contents(eBSS-VOD) which protects the illegal copy through the effective DRM strategy. Here, eBSS-VOD is composed of three sub-systems - eBook server management system, ePub Builder, and eBook App - according to the functional points of view. The eBook server management system operates to manage the eBooks, the encription keys, the VOD contents, the membership and the history of users' viewing log. The ePub Builder assists to produce eBooks by DRM strategy. The eBook App provides users with the utility services of VOD viewing and eBook purchase processing. The proposed eBSS-VOD, differently from the current eBook systems, helps to increase the users' interests in reading books and to motivate the users' purchasing needs and it also makes new distribution channel for eBooks based on VOD broadcasting contents through smart applications. We provides the differentiated eBook builder which are based on ePub3.0 and DRM strategy. Through empirical survey results on users' interests and purchase intention for eBooks, we show that the proposed eBSS-VOD has the comparative effects compared to the current systems.

• Cartoon and Animation Studies
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• s.33
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• pp.363-382
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• 2013

Up until about ten years ago, the use of typography played only an auxiliary role on broadcast television programs, primarily by transmitting information in order to facilitate a basic understanding of content. Recently, however, kinetic typography has become an important component in broadcast production. In fact, kinetic typography has developed into a visual language and a means of artistic expression, one that is increasingly used in the production of entertainment programs on television. This paper analyzes six aspects of kinetic typography: manner of development, location, intent, expressive techniques, color and font selection. Particular attention is placed on their use in three highly rated television entertainment programs: "2 Days & 1 Night", "Running Man", and "Infinite Challenge". The development way consists of the technique : starts off with cut and ends with cut. While, other techniques show conversation and situation representation using Z axis : zoom-in, zoom-out in , X axis : pan in <2 Days & 1 Night>. and Y axis : tilt in . Typographic design elements, expression technique, color, font are shown up according to the feature of each program. The resulting analysis suggests new ways for motion arts designers and the broadcast media to use kinetic typography in the development of television programs.