• Information Systems Review
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• v.22 no.3
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• pp.119-142
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• 2020

This study aims to examine the role of IT features as heuristic cues in choosing a content on YouTube. According to the heuristic-systematic model, people tend to rely on heuristic cues when they have to choose and process useful information quickly so that they could save time and reduce demands for thinking. Based on this line of reasoning, this study posits that YouTube users rely on certain IT features as heuristic cues in choosing contents before they actually watch them. Based on the prior literature and interviews with YouTube users, we develop a research model in which social endorsement, self-presentation, and interactivity are identified as potential determinants of users' attitude toward contents, which in turn influence their intention to watch them. To empirically test the research model, we conduct a laboratory experiment and a follow-up survey. The results of data analysis show that social endorsement for the content, YouTube creator's self-presentation, and interactivity have significant and positive effects on their attitude toward the content, leading to their intention to watch it. This study suggests that IT features on YouTube could be wisely utilized to increase the chance that users choose a particular content out of many competing contents when they search certain information on YouTube.

• Korean journal of communication and information
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• v.71
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• pp.194-223
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• 2015

This study explores a value chain structure of TV program including news, drama, and comedy. The purpose of this research focused on factor analysis and the relationship among viewer's program selection motivations. This research explores correlation between personal value and viewing motivation. This study was to identify the value structure of respondent on TV program(news, drama, comedy) based on means-end chain theory. The research used structured APT laddering questions and 251 data was analysed. Through such analysis, category difference by stage and relationship difference were identified and hierarchical value map was compared. There are four different value ladders: first is attributes, functional consequences, psychological consequences, and final value. The result shows that on news program the basic function is viewers are want to visual factor and quickly acquire social news and they pursue a value of personal social relationship. Whereas, on drama program, the viewers are reflected by around person, and they selected a program based on closed related person. In addition, the viewers are influenced by program's social nomination, production's brand in drama, and performer's nomination, producer and program prominence on comedy. The program selection is highly correlated on program selection's credibility, vital energetic life, and social relationship. The results shows that there was no significant difference between low involvement group and high involvement group for main category involvement group respondents.

• The Journal of the Convergence on Culture Technology
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• v.8 no.4
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• pp.277-287
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• 2022

Recent trends in sharing online video contents show that vlogging on everyday life can cause meaningful changes in viewers' perception of mediated characters and their own lifestyles. We explored that flourishing everyday life video contents online are intertwined with viewers' psychological engagement such as empathy and social presence, let alone self-enhancing motivations such as self-reflection and psychological empowerment. Survey analysis results suggest that between contents types of vlog (everyday life vs. in-depth information), watching in-depth information videos significantly affected viewers' psychological engagement and self-enhancing motivations. Compared to celebrity's online videos, daily videos starring laypeople showed significantly positive impacts on viewers' engagement such as empathy, social presence, and self-enhancement such as self-reflection, psychological empowerment.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.42 no.4
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• pp.831-837
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• 2017

The development of various electronic media such as the Internet and smart phones, each kinds of media informations has been accompanied by the fact that various types of media information are provided from one media, and on the other hand, various dysfunctions including smart phone addiction are also caused by a very large social problem. Especially, one of the biggest dysfunctions is the social crime problem such as sex crime caused by increased sexual desire according to watch the phonography, and even if it is not a social crime, watching the phonography has influenced bad mental and physical on human body. In this paper, we try to analyze what kind of change occurs in the voice in order to investigate what kind of bad influence it has on the human body after watching the phonography. In other words, the voice in the human body is the place where the human body signal is most expressed with the face. Therefore, the purpose of this study is to investigate the effects on the organs of the human body by comparing the change of voice before and after watching phonography. Experimental results showed that the stress hormone was increased by the inability to resolve sexual desire after watching the phonography, which resulted in an increase in the bandwidth of the 3rd formant frequency.

• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.67-72
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• 2007

본 연구는 최근 이슈가 되고 있는 UCC를 네티즌들이 올리는 동기와 내려보는 동기를 분석하였다. UCC생산자와 소비자의 동기를 파악하면 UCC서비스 사이트의 마케팅 전략과 UCC를 마케팅에 활용하고자 하는 기업들에게 시사점을 줄 수 있을 것이다. UCC를 시청하고 게시하는 동기에는 각각 사회적인 측면, 개인적인 측면, 정보추구 측면, 오락적인 측면, 경제적인 측면 등 이상 다섯 가지 동기로 분류되었고 이들의 특성에 대해 분석해 봄으로써 이런 동기가 UCC마케팅 전략에 어떻게 적용될 수 있는지 제시하였다.

• Journal of Internet Computing and Services
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• v.20 no.4
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• pp.103-111
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• 2019

Due tothe popularity of personal web-casting 'Food Web Casting' program, the present study aims to examine its effects on real life. The study conducted a survey with Korean college students. Results from a survey of 256 participants showed that first, the most salient reason for watching 'Food Web Casting' was gratification for killing time and gratifications for food entertainment, information, vicarious, and para social interaction are followed. Second, vicarious gratification, killing time gratification, and vicarious gourmandism gratification had a positive effect on Food Wed Casting programs viewing time, while it is not found for effects of gratifications for information and pro-social interaction. Third, it is found that Food Wed Casting programs viewing had effects on viewing happiness and negative perception of fat people. However, it did not have an effect on frequency of food delivery service. Based on these findings,implication, limitations, and topics for future research are discussed.

• The Journal of the Korea Contents Association
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• v.18 no.12
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• pp.394-404
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• 2018

The purpose of this study is to examine the effects of watching TV on employees' stress and communication levels. We developed a 30 minutes-long TV watching program for this study. Participating employees were asked to watch the 30 minutes-long TV programs during their lunch hours for 20 weeks. The stress and communication levels were measured before and after the experiment. The results show that in general, both the average stress level and communication level were statically significantly improved for all the participated employees except those in the 20s. The biggest improvement in stress and communication levels was made in those in the 30s. In sum, the 'Watching TV programs' had a positive impact on the reduction of stress and the increase of communication abilities for the employees. This is believed to be the first employer initiated attempt in Korea to tackle employees' stress and communication problems with the implementation of the TV watching program concept.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.205-214
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• 2018

As the paradigm of the Fourth Industrial Revolution is expanding, VR devices and their contents industry are drawing more and more attention as the digital devices of the next generation. Of the realms of VR contents, $360^{\circ}$ 3D videos are receiving the most attention in the field of media, and they are being utilized by Google as educational contents. As such, this research analyzes actual condition of use and motivation of using corresponding contents through survey of $360^{\circ}$ 3D video users. Results show that the most utilized platform is Youtube, and the genres which the respondents have used or are willing to use turned out to be Games and Movies.

• The Journal of the Korea Contents Association
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• v.21 no.4
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• pp.762-772
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• 2021

This study examined the influence of viewing motivation of the Korean wave video content on viewing attitude, national image of Korea, and behavioral intention among users of the Chinese online video platform, 'bilibili.' Using an online questionnaire, a total of 355 copies were collected. The data were analyzed using structural equation modeling. The findings indicate that the four items of viewing motivation (i.e., entertainment, information, relationships, and vicarious satisfaction) exerted a positive impact on the viewing attitude, while real-time discussion showed no significant impact on it. In addition, viewing attitude exerted a significant positive impact on the national image of Korea, which in turn showed positive influences on the behavioral intention (i.e., visit intention, WOM intention). This study contributed to expand the literature by discussing the Chinese major online content platform, Korean culture, and visit intention to Korea focusing on the Korea wave content. A series of theoretical and practical implications were discussed along with the directions for future research.

• Knowledge Management Research
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• v.23 no.3
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• pp.285-311
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• 2022

In this study, based on the S-O-R framework, how individual's stimuli (i.e., video characteristics, YouTuber characteristics, real-time broadcasting characteristics of YouTube channel) form organisms (i.e., perceived usefulness, perceived pleasure, social presence), leading to viewers' responses (i.e., continuous watching intention, paid sponsorship intention) on real-time YouTube channels. For this purpose, a research model and hypotheses were constructed, and 369 questionnaire data collected from users of real-time broadcasting channel services on the YouTube platform were analyzed. Result findings confirmed that some video/YouTuber/real-time broadcasting characteristics significantly affect viewers' perceived usefulness/perceived pleasure/social presence, and further influence continuous watching/paid sponsorship intentions. Theoretical and practical implications of the findings are discussed in conclusion.