• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.5
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• pp.159-175
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• 2021

This study attempted to analyze the relationship between influencer's characteristic factors such as professionalism, authenticity, and interactivity and content quality factors consisting of accuracy, completeness, and diversity on brand attitude and purchase attitude through trust and self-consistency. To reveal the structural relationship between main variables, a survey was conducted on 201 users. An EFA, CFA, and reliability analysis were performed to confirm reliability and validity. And structural equation was conducted to verify hypothesis. The main results are as follows. First, it was found that professionalism and interactivity had a significant positive effect on trust. And, accuracy, completeness, and variety were all found to have a significant positive effect on trust. Second, in the relationship between individual characteristic factors and self-consistency, it was found that professionalism and authenticity had a significant positive effect on self-consistency. In addition, in the relationship between content quality and self-consistency, accuracy, completeness, and diversity were found to have a positive effect on self-consistency along with trust. Third, in the relationship between trust and self-consistency on brand attitude and purchase intention, both trust and self-consistency were found to have a statistically significant positive effect on brand attitude. It was found that only self-consistency and brand attitude had a statistically significant positive effect on purchase intention. These findings showed that when users perceive professionalism and interaction with influencer, trust increases, and professionalism and progress increase self-consistency with influencer. In addition, in the case of content quality, it was found that trust and self-consistency responded positively when perceived content quality through content accuracy, completeness, and diversity. Also, trust and self-consistency increased attitudes toward brands and could influence consumption behavior such as purchase intention. Therefore, for effective marketing performance using influencer's influence in the field of influencer marketing, which has a strong information delivery on products and brands, not only personal characteristics such as professionalism, authenticity, and interactivity, but also quality of content should be considered. The above research results are expected to suggest implications for marketing strategies and practices as one available basic data to exert the expected effect of marketing using influencer.

• The Journal of the Korea Contents Association
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• v.18 no.5
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• pp.420-431
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• 2018

This study approaches the subject of satisfaction and persistent use intention based on presence based on virtual reality (VR). VR presence, user characteristic, and VR sickness, content satisfaction and system satisfaction, and continued use intention through this of 569 men and women commissioned by the survey agency were investigated. In the content of the study, the constituent factors of VR presence, an independent variable, were set as realism, immersion, and interaction. The user characteristics were set as the individual 's propensity to innovate, the degree of immersion, and the experience of using VR. VR Presence, User Characteristics, VR Sickness of Intention of Continuous Usage were set as research problems and models. Eight hypotheses were adopted in the analysis of the research problem applying the structural equation modeling (SEM) model. In conclusion, this study suggests that content satisfaction, which has the greatest influence on VR content satisfaction and persistent intention, is suggested.

• The Journal of the Korea Contents Association
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• v.19 no.5
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• pp.542-552
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• 2019

This study aimed to analyze characteristics of employment and factors affecting of employment of person with Brain disorder. Participants were 317 individuals with brain disorders. Data were analyzed using Chi-square test, regression analyses. according to the Panel Survey of Employment for the Disabled in Korea. These factors were classified into disability and health factors, employment related factors, and household related factors. First, The employment group showed significantly severe disorder, higher health status, absent of daily life helper, absent of assistive devices, higher level education, licenses, public employment service, job arrangement of acquaintance, find a job oneself, married, absent of basic living security assistance, greater supports of family compared to the unemployed group. Second, Factors affecting employment of individuals with brain disorders included daily life helper, education level, job arrangement of acquaintance, married, basic living security assistance. Base on these results, developing dailylife and education system and social supported system and modifying the benefit system can promote employment acquisition of individuals with brain disorder.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.553-562
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• 2016

Then, it investigated the investment preference through the previous studies to analyze the influence factor of investment satisfaction and demonstrated the effects through the PLS (Partial Least Squares) regression. In addition, it separated the target type to institutional investors and retail investors and carried out the survey for comparing the investment preference of investor type. The result of analysis found out that institutional investors emphasis on investment preference such as the Inflation hedge, Early payback, Financial stability, Leverage risk and etc. Then, general investors emphasis on investment preference such as the Rental income, Facilities and Equipment, Business area and population, Ease of use, Leverage risk, Early payback and etc. In addition, common investment preferences are the Leverage risk, Early payback and Facility accessibility.

• The Journal of the Korea Contents Association
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• v.9 no.5
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• pp.189-196
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• 2009

We analyzed 53 representative Korea oriental medicine web sites to measure the credibility and satisfaction using objective valuation basis. First we analyzed qualitatively the general sites' characteristics composed of operational status, kernel service, organization and payment. Secondly we calculated the sites' credibility categorized as expertise factors, trustworthiness factors, sponsorship factors and other factors to deduce the key factor. we expect the result can be used as the indicator for developer to improve the Korea oriental medicine web sites. And we expect the result can be used as the objective credibility for the web user to confirm the contents of Korea oriental medicine web sites.

• The Journal of the Korea Contents Association
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• v.11 no.10
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• pp.234-241
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• 2011

The recent technology boom has created a new digital age. With the help of information technology consumers can have more power than ever and they use digital contents more than ever. This study relates consumer attitude to the recent digital contents using behavior about digital file-sharing. Through the use of the multimethod approach, we identify four characteristics can affect illegal digital contents using behavior. The methodology used was to take in depth look at the consumer with phenomenology as a qualitative research. We select 6 participants who have experience of digital content using. We also examine the structural configurations of the relationship between digital contents characteristics and illegal downloading intention. We surveyed 200 people who also had experience of digital content. This research gives theoretical and practical implication to the marketers related to online communication.

• Korean Association of Arts Management
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• no.57
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• pp.59-84
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• 2021

This study examined the structure of YouTube video network and the factors for the diffusion of Chinese creator's videos through the case of famous Chinese creator Fengtimo. There is few interest to the diffusion of Chinese contents among Korean researchers, while they have been studied the consumption of Hallyu(Korean wave) contents overseas. Using the data that YouTube Data API offers, this study analysed the video network that the comments of which are same users with NodeXL tools and the regression model with JASP tools. The study found that there are three groups of the YouTube channels of that network. They are domestic official accounts of Fengtimo, foreign officail accounts of Fengtimo and individual creators' accounts. The official accounts share the videos of Fengtimo's songs and entertainment contents for the fans, where the individual creators share their own meme videos(UGC). The significant factors for the diffusion in the YouTube video network are comments, likes, out-degree, dislikes, in-degree and betweenness centrality. There are significant difference between official channel and indivisual groups on the views. And degree and betweenness centrality have mediating effect. It is necessary to conduct more research on that subject with many other cases if we want to get to know the generalized explanation.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.210-221
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• 2018

The purpose of this study was to analyze how much demographic and disability-related characteristics influence the quality of life that employed and unemployed disabled people, and determine difference in the influence of those factors between the two disabled groups. For this purpose, the study utilized 1st-year(2016) data from the 2nd wave of the Korean Panel Study on Employment for the Disabled. The findings of this study can be summarized as follows. First, employment is a critical factor that influences the disabled's quality of life. Besides, there are some financial, socio-relational and physical factors on which that quality is heavily dependent. Second, employed disabled people's quality of life is even more influenced by financial factors, socio-relational factors and health state than demographic factors. Third, unemployed disabled people's quality of life is significantly influenced by some demographic factors like gender and age and some physical factors like disability grade and disability period as well as by factors found influencing employed disabled people's quality of life. Thus, the two disabled groups are different from each other in which factors influence their quality of life. Based on these findings, this study made suggestions for the disabled's better quality of life.

• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.405-406
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• 2012

이 연구는 여자 창던지기 선수들의 투사요인, 창 각의 특성과 기록과의 관계를 통해서 기록에 미치는 영향을 분석한 것이다. 투사요인 중 투사높이와 투사속도가 기록과 정적 관계를 보이면서 릴리즈순간 투사높이가 높고, 투사속도가 클수록 기록이 좋은 것으로 나타났다. 특히 창 각과 관련된 자세각과 공격각의 경우 기록과 낮은 관계를 보인 반면에 요 각은 기록과 정적 관계를 보여 릴리즈 순간 0보다 큰 각도에서 릴리즈가 이루어져야하는 것으로 나타났다.

• The Journal of the Korea Contents Association
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• v.10 no.9
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• pp.487-495
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• 2010

Online content evaluation standards were suggested in order to improve quality of education for informatics gifted students in this paper. This evaluation standards were developed by thinking and learning style and characteristics of gifted students which were presented in preceding research. The evaluation standards were reviewed through reliability analysis as well as analysis of the characteristics of items and validity analysis by experts of informatics gifted student education sector. In the result of analysis, reliability of items has been very reliable. Level of difficulty and discrimination about the characteristics of items has also shown satisfactory value. Developed the evaluation standards has 5 evaluation categories such as "talent development", "Interaction", and others. It also has 11 evaluation factors and 40 evaluation items. The online content evaluation standards can be helpful and useful in order to develop qualitative online contents and select online contents for informatics gifted student.