• The Journal of Society for e-Business Studies
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• v.14 no.1
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• pp.93-120
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• 2009

Content services on the Internet is getting attention as a new business model, selling digital content in real-time on the web. However, most of these content-based business is based on advertisement model rather than direct-payment-based business model. One of the difficulty in setting up charge-based content service is that the pricing paradigm of digital content is different from traditional pricing of products or services. The objective of this study is to empirically derive the feasible price response functions for these content services. Based on conjoint analysis of popular attributes of digital content, several price response function models were fitted against the conjoint data, using online movie viewers' preferences for different attributes of the service. Fitted function models were linear, multiplicative, exponential, attraction, and Gutenberg models. attraction model was found to be well-fit with the data for several specific combinations of attributes. Implications for pricing strategy is discussed at the end.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.10 no.2
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• pp.455-462
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• 2009

The present study focused on the status of functional use and demands for cellular phone in the aged. Through a survey of 206 aged people, we asked the present use of UI(User Interface) and problems in use of functions of cellular phone. The survey consist of questions about use of internet and mobil products, receptiveness of various mobil contents and machines, and marketable evaluation. The results showed that great part of elder people used only cellular phone as telephone. However, it appeared that relatively younger people in the participants In survey used more and more various functions of cellular phone such as digital camera. Moreover, according to the situations of health, economy, culture of participants, they demanded more various functions and UI in cellular phone.

• Journal of Korea Game Society
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• v.9 no.6
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• pp.11-20
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• 2009

When an online game is considered as a commercial product, now an online game should arouse the consumer's purchase desires as a service item. Most of all, the contents of an online game are important, but, on the other hand, beyond the online game services, it is also important to improve the accessibility of online games, which are developed through the specific testing processes. That is, it is necessary to develop comprehensive and systematic game testing processes considering even the aspects of the usability of the online games on the basis of the qualitative and measureable game tests. Therefore, this study is intended to suggest the proper scopes of the online game testing processes in a view that an online game is a commercial product.

• The Journal of the Korea Contents Association
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• v.13 no.6
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• pp.108-115
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• 2013

This study focused on whether the existence and type of originals have any effects on box-office performance of the movie. Cultural products have characteristics of experience goods of which consumers hardly know the value of the products before they actually experience the products. To reduce the uncertainty, movie producers may want to use existing contents already made for other type of cultural products, which is generally called of One Source Multi Use. Using 381 Korean box-office data during January 2010 and September 2012, this study found that, first, the existence of original affects positively the movie's box office performance, second, the fiction based original has a positive effect on the movie's box office performance while cartoon and movie/TV based originals do not, and third, the movie type(commercial movie) positively moderates the relationship between fiction based original and movie performance. This study showed that box-office performance is not only affected by the characteristics of the movie itself, but also affected by other conditions including the use of existing originals created for other purposes.

• The Journal of the Korea Contents Association
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• v.17 no.9
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• pp.672-680
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• 2017

Today the distribution of characters in the consumer market based on digital smart phones is expanding, and the characters themselves are sold with independent merchandise, also various application researches about character are being activated. However, depending on the style of worker 's work on the design process of Korea and China regarding characters, there are differences in design characteristics and the diversity of work. In this study, we attempted to investigate the implications of these designers on the development of creative character design through in-depth research and experiment. Therefore, previous researches of cognitive science were investigated and cognitive experiments were conducted on design process for experts. For this research experiment, the initial sketch stage in the character work of Korea and China was recorded by the method of the designer by the subject through the protocol analysis method which is the qualitative research method. We coded the collected language based on this recording experiment and analyzed the problem behavior. We examined how the cognitive acts are done by the designer to develop the characters. The behavior characteristics and the accidental characteristics. The differences of the behavioral characteristics and the accidental characteristics in each step of the character design process were identified. Through these cognitive experiments, we could examine the behavior analysis of the design thinking process in Korea and China. In the field of design practice, we can set the direction of the design work process of the two countries and help us to produce creative and individual results. I think. These studies are expected to contribute to practical application of product marketing and new cooperation development methods in terms of activation of character industry in the future.

• The Journal of the Korea Contents Association
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• v.21 no.8
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• pp.315-328
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• 2021

The study identified 1,500 adult consumers aged 25-54 years with life insurance within the last year as three groups, top, middle and bottom of need recognition, and demonstrated differences in insurance and finance perception and socioeconomic value perception. In particular, the study sought to identify the influence of socioeconomic value recognition factors in addition to overall recognition factors related to insurance and finance, the number of insurance held and insurance satisfaction. Overall recognition factors related to insurance and finance were classified as 'recognition of insurance as a means of professional management and finance', 'self-directed insurance design and contract' and 'recognition of economic burden on insurance'. Socioeconomic value recognition factors were divided into 'socioeconomic self-sufficiency', 'work-life value pursuit' and 'economic value pursuit'. We identified factors that affect the recognition of a higher need for insurance needs as a higher recognition of need for insurance needs. In particular, the most influential factor for the median group was the recognition of insurance as a professional management asset-tech product, and the upper group was found to be a work-life balance factor. The second influential factor was self-directed insurance design and contract factors for both groups. In order to increase the rate of insurance subscription in the future, insurance should be recognized as an essential product to pursue work-life value, and continuous improvement in information exploration conditions for consumers to explore information and compare products will be important to revitalize the insurance market.

• Smart Media Journal
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• v.12 no.8
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• pp.37-44
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• 2023

This study investigated the influence of travel-related content on the popular short-form platform TikTok in China on users' intentions to visit travel destinations and purchase travel products. Conducted in July 2023, amidst the rising consumption of short-form content through mobile devices due to the COVID-19 pandemic, the research surveyed 337 participants using an online survey platform in China. The findings revealed that the entertainment factor within TikTok's content did not significantly impact the perception of travel destinations, whereas informativeness and trustworthiness had positive effects. Moreover, expertise and interactivity also had positive effects. The study demonstrated that the image of travel destinations formed through short-form content on TikTok positively and significantly influenced visitors' intentions. These results provide valuable insights for crafting effective strategies in the tourism industry and marketing efforts.

• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.254-266
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• 2020

The purpose of this study is to analyze the influence of the type of recommender system on consumer's perceived benefit and privacy risk. The result showed that the perceived usefulness and intension to click was high in the order of Hybrid-filtering, Bestseller, and SNS-based system. Privacy concern was high in order of SNS-based system, Hybrid-filtering, and Bestseller. Moderating effects of perceived personalization on the type of recommender system and perceived usefulness were significant. Finally perceived usefulness had positive effect, and privacy concern had negative effect on consumer's intension to click. This study has significant implications for digital marketing bt comparing consumer responses according to the type of recommended service. The result of this study can be helpful for providing and developing future recommender service.

• The Journal of the Korea Contents Association
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• v.8 no.1
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• pp.27-38
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• 2008

Since the current mobile web market is already in its maturity, a research concerning the continued behavior of mobile Internet users should be carried out. The purpose of this research is to understand user's continued behaviors by theoretically constructing and empirically testing a continued model using real usage data. The model consists of four post-expectation factors (usefulness, ease of use, enjoyment, and perceived value) as well as user satisfaction, continuance intention, and the actual usage amount. To test the model, an on-line survey had been conducted, and we collected the actual usage data of survey respondents via the support of telecommunication companies. The study results indicate that post expectation variables were found to influence satisfaction, continuance intention, and actual usage amount of mobile web users. This paper ends with study limitations and implications on mobile web industry.

• The Journal of the Korea Contents Association
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• v.21 no.1
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• pp.383-393
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• 2021

This paper analyzed the marketing success factors of the Chinese musical , which entered the world musical market for the first time in the history of Chinese musicals, and investigated the positive effects of the success of on the development of Chinese musicals. First, five important elements of musical marketing were determined as the analysis criteria and through this, we were able to derive that the marketing promotion was achieved by establishing a systematic strategy in the techniques of 'positioning', 'ticket promotion', 'PR strategy', 'producer', 'OSMU' as the success factors of the musical . The case of in Chinese musicals can be regarded as the first successful case by professional marketing. Due to the results of these achievements, the Chinese government and local musical support systems were established, and in recent years, Chinese musicals have been qualitative. It has been confirmed that Chinese musicals are growing rapidly in recent years in terms of quality and industry. It is expected that more academic studies related to Chinese musicals will be conducted through this study, and it is the purpose of this study to be used as a material that can contribute to the creation of Chinese musical with evenly high workability and productability in the future.