• Journal of the HCI Society of Korea
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• v.12 no.4
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• pp.27-35
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• 2017

This study aims to investigate the influence of engagement of augmented reality game on immersion. The relationship between engagement and flow was examined through the mediating effects of emotional attachment and focus of attention on presence and the mediating effects of presence on flow. In order to verify the research hypothesis, online questionnaire was conducted with the consent of $Pok\acute{e}mon$ Go game user group. The questionnaire items were translated from the Augmented Reality Immersion Questionnaire. A total of 200 questionnaires were collected and used for analysis. Using the SPSS 23.0 program and the Mplus 7.0 program, the reliability of the scale was confirmed through the Cronbach's coefficient and the causal relationship and the mediating effects were verified by path analysis. As a result, there was no direct causal relationship between engagement and flow. However, causal relationship was evident when emotional attachment and focus of attention were mediated in the process of engagement in augmented reality game. In conclusion, systematic explanations of participant's emotional attachment and attentional state as a main factor in the process of participating in the augmented reality game involvement, reveal the elements to be noticed by the augmented reality game.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.30 no.4
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• pp.235-254
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• 2019

According to the development of information technology, the paradigm of the archives is shifting from preservation management of past records to use-oriented services. In this regard, this study is conducted an empirical study on the effect of internal marketing factors of university archives on the customer orientation of employees in order to improve organizational satisfaction for users of records information service. Based on the previous research, the delegation of authority, internal communication, management support, and training are established as factors of internal marketing, and the parameters for this are job satisfaction, organizational commitment, customer orientation as dependent variables, and We set up hypothesis between research variables and attempted an analysis through statistical system. In summary, each element of internal marketing showed significant results on job satisfaction and organizational commitment, and management support was most closely related to job satisfaction, organizational commitment, and customer orientation of university archive staff.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.382-399
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• 2017

The purpose of this study is to identify the structural relationship between service experience, corporate image, service trust, affective commitment and service loyalty in leisure service environment, and explain the causal role of corporate image, service trust and affective commitment. To this end, hypothesis was verified by structural equation model analysis using SPSS 23.0 and AMOS 20.0 statistical package. The result of the study as follows: First, service experience influenced corporate image and service trust but not affective commitment. Second, corporate image influenced service trust and service loyalty but not affective commitment. Third, service trust influenced affective commitment and service loyalty, Finally, affective commitment affected service loyalty. Therefore, service providers should raise corporate image and build the service loyalty by following the user to experience excellent service in a cognitive and affective aspects. Also, by motivating the customer to have affective commitment to the service trust, You need to plan and implement a marketing strategy that can increase loyalty.

• Journal of Korea Game Society
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• v.13 no.3
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• pp.55-68
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• 2013

This study examined the factors determining experience of flow in mobile social network games. Built upon the literature on flow experience in the Internet and online games, this study classified the determining factors into three categories. The first category is the content factor which includes graphic design, challenge, and incentive; the second is the device factor including ease of access and ease of control; the third is the social factor including social interaction and community activities. A correlation analysis was conducted to examine the association between each of the seven determining factors and flow experience. Additionally, a hierarchical regression analysis was performed to evaluate which of the selected factors would exert a relatively strong influence on experience of flow. Both analyses reached the same conclusions as follows: Graphic design, incentive, and community activities increase flow experience while challenge and ease of control exert little influence on flow experience. In addition, graphic design was the most influential element in determining flow experience, followed by community activities and incentive, respectively.

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.665-676
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• 2013

The present study analyzed the KOCCA's Game Immersion data to explore the relationship between psychological traits and game immersion. Psychological traits were classified into four categories; emotional stability, self-esteem, willpower, and happiness. These were put into the multiple regression analysis as the dependent variables with age, sex (dummy), economic status of the homes, variety of leisure activities, friend and family relationship, and time to play games. Four types of immersion (psychological unstability, bad relationship, interrupted daily lives, and failure to control game time and desire) were put into the multiple regression analysis as the independent variables. The multiple regression analysis indicated that the dependent variables predicted the game immersion. Among the psychological traits emotional stability was the strongest factor (negative) that influences the game immersion. Next powerful indicator (negative) among the psychological traits was self-esteem. Based on the findings, measures to alleviate the problems of game immersion and ideas for further research were suggested.

• The Journal of the Korea Contents Association
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• v.16 no.1
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• pp.541-557
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• 2016

The purpose of this study is to identifies services characteristics such as service customization, service ability, service empathy impacts on trust, affective commitment and calculative commitment, and explains causal role of affective commitment and calculative commitment by verifies relationships between trust and affective commitment and calculative commitment and customer loyalty in dental service setting. Analysis of structural equation modeling with SPSS 20.0 and AMOS 16.0 were performed to test the research hypothesis. The result of the study as follows: First, it was found that service customization had effect on affective commitment, and service ability had influence on trust, and service empathy impacts on both trust and affective commitment, but calculative commitment was not found to significant path coefficients in relationships with service characteristics. Second, trust had effects on calculative commitment, but not affective commitment. Third, affective commitment and calculative commitment positively had influence on customer loyalty. Therefore, Dental service providers should be increase user confidence by showing empathy and the ability to service. Customer who had formed trust is to build customer loyalty by inducing loyalty directly or by presents a variety of benefits indirectly. The high emotional attachment customer will have to present a suitable marketing strategies to build strong customer loyalty.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.2
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• pp.548-553
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• 2012

The purpose of this study is to explore how use motivation of SNS influences communication activity and SNS media engagement. The major findings are as follows. First, three Factors are identified from the result of scale purification through exploratory factor analysis(EFA) on use motivation of SNS. Three factors of SNS use motivation are information/knowledge acquisition motivation (IKAM), communication/relationship maintaining motivation(CRMM), opinion/information presenting motivation(OIPM). It is found that a significant difference on CRMM between sex. Second, CRMM and OIPM are statistically significant to communication activity. Third, IKAM and CRMM are statistically significant to SNS media engagement.

• Journal of Korea Game Society
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• v.15 no.4
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• pp.133-144
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• 2015

This study aims to establish the concepts of overindulgence and addiction and present proposals on game policies and marketing for game companies by identifying relationship among game product loyalty, game company loyalty, and game company profitability from the psychological viewpoint (game overindulgence and addiction) of online and mobile gamers. Accordingly, this study has the following implications. First, government should realize the fact even gamers are confused over differences in such concepts concerning game and have processes to reestablish game overindulgence and game addiction and follow policies to establish such images. Second, loyalty to game products should be enhanced by highlighting the features to buy items and additional contents through game networks as well as features to share contents and records generated within games for those with overindulgence. Moreover, companies should strengthen publicity to increase loyalty to game companies. Conversely, the focus should be on game product image rather than corporate image. Third, game companies should engage in strategies for the game's direction, development, and marketing to establish positive brand based on game products and help become the brand of the corporation itself. Fourth, there is a necessity to increase gamers and study their satisfaction rate based on game development and efficient marketing.

• Journal of Korean Society of Forest Science
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• v.103 no.4
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• pp.655-663
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• 2014

Currently forest interpreter has become one of occupations, and the demand for forest interpretation has been increasing. For that reason, it is important to achieve the goal of forest interpretation and to satisfy its customers. Therefore, this research examined the relationship between organizational commitment and job motivation and analyzed the effects of job motivation on organizational commitment. Firstly, the mean value for interpreters' job motivation was classified into three factors, which were social relationship, affection for forest, and self-development. Secondly, organizational commitment was classified into two factors of goal-oriented and relation-oriented commitments. Thirdly, gender and number of participation made significance differences in job motivation. In addition, organizational commitment of interpreters was different in accordance to their age and affiliated organization. Finally, job motivation had positive impacts on organizational commitment, and especially social relationship influenced positively to general organizational commitment and goal-oriented commitment.

• Journal of Korea Game Society
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• v.15 no.3
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• pp.31-40
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• 2015

In this study, the effect of amount of use of mobile game (time of use, consumption cost) on the perceived satisfaction level (perceived enjoyment, service quality, and price) of game and commitment is to be observed. If the amount of game use is high, are the satisfaction level and commitment of game high as well? Is there any factor of negative effect on game commitment? As a result of study, among the mobile game use behaviors subjected in this study, higher the amount of use and consumption cost, more the level of satisfaction level and commitment on game. This study is to verify and analyze the high level of perceived satisfaction and commitment on mobile game by users with high amount of use to expand and to discuss the base of study of heavy mobile game user and heavy digital game user.