• 지능정보연구
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• 제24권4호
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• pp.197-217
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• 2018

음악은 인간의 감성을 소리로 표현하는 창조적 예술 행위이다. 음악은 사람들의 기분을 우울하게 혹은 기쁘게 변화시킬 수 있다. 따라서 음악을 감상하는 데 있어 감성은 소비자에게 적합한 음악을 찾고 들려주는 데 매우 중요한 요소인데, 다양한 음원 서비스에서 제공하는 추천 알고리즘은 사용자의 기본적인 정보(성별, 나이, 감상 횟수 등)와 사용자의 플레이 기록에 기반한 음악 추천 방식을 주로 사용하고 있다. 본 연구에서는 음악을 감상하는 개인의 감성을 고려하여 각 음원이 가지는 고유의 감성을 기본으로 한 음악 추천 알고리즘을 제안해 보고자 한다. 구체적으로, 사용자들이 자주 듣는 음악과 그렇지 않은 음악을 기준으로 '감정 패턴'을 추출 후 상관관계를 확인하고자 하며, 앞선 결과를 기반으로 사용자들이 원하는 노래에 대한 검색과 사용자 감성 기반 추천 방법을 도출해내보고자 한다. 이를 위해 본 연구에서는 사례기반추론 기법을 이용하여 사람들이 주로 듣는 음악과 비슷한 '감성 패턴'을 갖는 특정한 곡을 추천해주는 알고리즘을 개발하였다. 먼저, 분석에 필요한 감정 형용사를 정리하여 변수화 시키고, 의미 있는 것끼리 묶어 음악 감성지수를 개발하였고, 분석의 대상이 될 음원에 대해 고유의 감성지수 점수를 측정하였다. 마지막으로 도출된 점수의 결과를 통해 유사한 감정 패턴이 나오는 곡들을 유사 곡 리스트로 분류하고 사용자들에게 추천하는 과정을 거친다. 앞선 일련의 과정을 거처 도출된 결과는 음원 추천 시스템뿐만 아니라, 인기 있는 곡과 아닌 곡에 영향을 미치는 변수 도출 및 음원 출시 전, 해당 곡의 스트리밍 수 예측 모형 구축 등 다양한 용도로 사용될 수 있을 것으로 기대한다.

• 한국인구학
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• 제11권1호
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• pp.58-75
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• 1988

1.Objectives of the Study It is a well known fact that a prompt and reliable data on demographic information is essential in a proper planning and evaluation of any program of national or community level. Especially vital statistics are an important demographic component among demographic information. Realizing the importance of vital statistics, the government has made some efforts for years to improve the vital registration system which has a close relationship with the production of vital statistics. However, it is still observed that there are some limitations in utilizing vital registration data due to considerable amount of vital events which are never registered and registered but not in time or inaccurately, even though vital registration system in Korea has sound legal basis. In this connection, the objectives of the study is as follows :(1) To examine some problems of the vital registration system in various aspects, (2) To make improvement programme of continuous Demographic Survey as a supplementary source of vital statistics, and (3) To find out some alternatives for making it possible to produce and utilize the reliable vital statistics by developing analytical methodologies on that. 2. Current Situation of Vital Registration System All the vital events, i.e. births, deaths, marriages and divorces, are to be registered in time under the Civil Registration Law, Statistics Law and Regulation on Vital Statstics as a duty of people. Some recent tendencies in each of recent registration are summarized as below: (1) The completeness of vital registration .Out of all births which are occurred during a year, around 75% of those compared to the estimates are registered in the year of occurrence. .In case of death registration, the percentage of registration in the year of occurrene has been gradually increased from 86.2% in the year of 1980, but it is still below the level of 90% compared to the estimates. .The percentage of registration for marriages and divorces in the year of occurrence out of total registered numbers was revealed to be 69% and 73% respectively in 1985. (2) Continuous Demographic Survey .It is a kind of sample survey for the purpose of producing reliable vital statistics which could not be provided by the vital registration. .It covers about 17, 000 sample households at national level and important information for vital events are collected in every month by 323 expertized enumerators who are regular staff of the government. .Although the result of the survey seems to be more reliable than of vital registration, the reliability of the data is still bellow the acceptable level if compared with relevant information from other sources such as population census or special surveys. 3. Problems of Vital Registration System There are four major obstacles in improving vital registration system in Korea; (1) In general, policy priority is not given on any programme of improving vital registration system. It is, therefore, very difficult to formulate comprehensive programme through having cooperation from related authorities and sufficient financial assistance. (2) In all the laws related and system itself, there is substantial degree of overlap and irrationality. Registration of each vital event is maintained according to several laws and regulation such as Civil Registration Law, Statistics Law, Resident Registration Law and Regulation on Vital Statistics. However they are mutually overlapped and overall supervision can not be done systematically due to lack of co-operation among the authorities concerned. (3) The administration of vital registration system seems to be working inefficiently, because of most of civil servants who are in charge of vital registration are lacking of conception on vital statistics and also there is a certain extent of regidity in handling the works. Therefore, they are doing their jobs in a passive way. (4) A substantial proportion of vital events occurred is not registered within the legal time limit (i.e. within one month after the occurrence in case of birth and death) or not registered forever. Some of social customs and superstitution seem to be the potential causes especially in case of births and deaths. 4. Recommendations for the Improvement of Vital Statistics (1) Reporting systems such as civil registration, vital statistics and resident registration should be integrated under the single law. Also, administrative supervision, personnel and budget with regard to the registration system should be under the control of a single ministry. (2) It is necessary to simplify the procedures and methods of reporting vital events, i.e., reducing number of sheets of the form, making corrections easily, reducing registration items, etc. (3) Continuous Demographic Survey as a supplementary source of vital registration should be improved and special ad-hoc surveys should be conducted wth regular interval. (4) In-depth analysis should be done using various sources of data on vital statistics. 5. Concluding Remarks From this study, we can notice that temporary campaign and motivation programs are not sufficient to improve the quality of vital statistics. Strong intentions and continuous efforts of the government are needed for the improvement of the vital registration system. Furthermore, most of the data collected through the registration are not properly analyzed and utilized, partly due to the lack of appreciation among high-level governmental officials of the need for vital statistics. It is, therefore, requested that long-term improvement programs of vital statistics be implemented with policy priority and continuous efforts be given to this purpose as a long-term goal of development in Korea.

• 무역상무연구
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• 제13권
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• pp.869-895
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• 2000

The US supports the Information and Communication (IC) industry as a strategic one to wield a complete power over the World Market. However, several other countries are also eager to have the support for the IC industry because the industry produces a high added value and has a significant effect on other industries. Korea is not an exception. Korea recently succeeded in the commercialization of CDMA for the first time in the world, after the successful development of TDX. Hence, it is highly likely to get tracked by the US. Although the IC industry is a specific sector of IT, there is a concern that there might be a trade friction between the US and Korea due to a possible competition. It will be very important to prepare a solution in advance so that Korea could prevent the friction and at the same time increase its share domestically and globally. It will be our important task to solve the problem with the minimum cost if the conflict arises unfortunately in the IT area. The parties that have a strong influence on the US trade policy are the think tank group and the IT-related interest group. Therefore, it would be important to have a close relationship with them. We found some implications by analyzing the case of Japan, which has experienced trade frictions with the US over the long period of time in the high tech industry. In order to get rid of those conflicts with the US, the Japanese did the following things : (1) The Japanese government developed supporting theories and also resorted to international support so that the world could support the Japanese theories. (2) Through continual dialogue with the US business people, the Japanese business people sought after solutions to share profits among the Japanese and the US both in the domestic and in the worldwide markets. They focused on lobbying activities to influence the US public opinion to support the Japanese. The specific implementation plan was first to open culture lobby toward opinion leaders who were leaders about the US opinion. The institution, Japan Society, were formed to deliver a high quality lobbying activities. The second plan is economic lobby. They have established Japanese Economic Institute at Washington. They provide information about Japan regularly or irregularly to the US government, research institution, universities, etc., that are interested in Japan. The main objective behind these activities though is to advertise the validity of Japanese policy. Japanese top executives, practical interest groups on international trade, are trying to justify their position by direct contact with the US policy makers. The third one is political lobby. Japan is very careful about this political lobby. It is doing its best not to give impression that Japan is trying to shape the US policy making. It is collecting a vast amount of information to make a correct judgment on situation. It is not tilted toward one political party or the other, and is rather developing a long-term network of people who understand and support the Japanese policy. The following implications were drawn from the experience of Japan. First, the Korean government should develop a long-term plan and execute it to improve the Korean image perceived by American people. Second, the Korean government should begin public relation activities toward the US elite group. It is inevitable to make an effort to advertise Korea to this elite group because this group leads public opinion in the USA. Third, the Korean government needs the development of a relevant policy to elevate the positive atmosphere for advertising toward the US. For example, we need information about to whom and how to about lobbying activities, personnel network who immediately respond to wrong articles about Korea in the US press, and lastly the most recent data bank of Korean support group inside the USA. Fourth, the Korean government should create an atmosphere to facilitate the advertising toward the US. Examples include provision of incentives in tax on the expenses for the advertising toward the US and provision of rewards to those who significantly contribute to the advertising activities. Fifth, the Korean government should perform the role of a bridge between Korean and the US business people. Sixth, the government should promptly analyze the policy of IT industry, a strategic area, and timely distribute information to industries in Korea. Since the Korean government is the only institution that has formal contact with the US government, it is highly likely to provide information of a high quality. The followings are some implications for business institutions. First, Korean business organization should carefully analyze and observe the business policy and managerial conditions of US companies. It is very important to do so because all the trade frictions arise at the business level. Second, it is also very important that the top management of Korean firms contact the opinion leaders of the US. Third, it is critically needed that Korean business people sent to the USA do their part for PR activities. Fourth, it is very important to advertise to American employees in Korean companies. If we cannot convince our American employees, it would be a lot harder to convince regular American. Therefore, it is very important to make the American employees the support group for Korean ways. Fifth, it should try to get much information as early as possible about the US firms policy in the IT area. It should give an enormous effort on early collection of information because by doing so it has more time to respond. Sixth, it should research on the PR cases of foreign enterprise or non-American companies inside the USA. The research needs to identify the success factors and the failure factors. Finally, the business firm will get more valuable information if it analyzes and responds to, according to each medium.

• 경영과정보연구
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• 제35권1호
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• pp.189-206
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• 2016

2014년도 회계감사보고서부터 외감법의 개정에 따라 감사보고서에 관한 7조의 2의 외부감사 참여인원 수, 감사내용 및 소요시간 등 외부감사 실시내용을 적은 서류를 첨부하도록 되었다. 본 연구에서는 개정된 외부감사 실시내용을 반영하여 정부출연기관의 용역예정원가계산에 의하여 감사보수를 산정한다. 본 연구에서는 대상기업(전기 적정의견, 직전년도 자산총액 1,000억원, 제조업, 사전의 의뢰인 수임에서 내부통제위험 및 유의적인 감사위험이 없는 것으로 가정한 상장기업)을 국가계약법의 용역원가계산 체계에 따라 인건비, 경비, 일반관리비, 이윤의 4가지 비목을 합계하여 감사보수를 산출한다. 그리고 회계감사의 참여자와 감사투입시간을 확인하기 위하여 Big-4 회계법인에 예정원가 산정 대상기업에 대한 견적을 의뢰하여 계정된 외부감사 실시내용을 적은 서류에 따라 수집한 결과를 이용하였다. 인건비는 2014년 학술연구용역비 인건비기준단가의 참여율 150% 적용, 경비는 한국은행의 기업경영분석(2013년)의 회계법인등의 평균을 사용, 일반관리비는 국가를 당사자로 하는 계약에 관한 법률 시행규칙 7조1항 용역업의 일반관리비율 5%를 적용, 이윤은 국가를 당사자로 하는 계약에 관한 법률 시행규칙 7조2항 용역업의 이윤율 10%가 적용되었다. 이를 적용한 예정원가 계산에 의한 감사보수는 50,617,769원이 산출되었다. 본 연구의 결과가 최적의 적정감사보수는 아니다 할지라도 기준이 없는 기업의 감사보수를 비교할 수 있는 기본 척도로 사용 할 수 있을 것이다. 그리고 이러한 외감법의 개정은 이전의 총 투입 감사시간만을 공시한 것보다 감사인의 독립성과 회계제도의 투명성을 제고할 수 있을 것이다.

• KDI Journal of Economic Policy
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• 제31권1호
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• pp.105-138
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• 2009

지난 20여 년간의 지속적인 출산율 감소 현상에 대응한 최근의 정책논의에서 출산율 감소에 대한 이론적 논의는 많이 이루어진데 반해 실증적 연구 결과의 양은 아직 빈약한 수준이다. 본 연구는 출산율 감소의 가장 중요한 원인 중의 하나로 이해되는 여성의 임금수준이 1980년대 이후의 출산율에 미친 영향을 실증적으로 분석한다. 기간모형을 이용하여 출산율의 한 구성요소인 출산 간격을 분석한 결과, 1980년부터 2005년까지의 두 번째 출산확률의 감소 중 여성 임금의 변화가 약 17%를 설명하는 것으로 나타났다. 자료의 한계로 인해 통제되지 못한 변수가 존재하나, 최소한 여성의 임금수준이 출산에 미치는 총체적 효과의 크기를 제시하는 하나의 추정치로서 의미가 있다. 임금으로 표현되는 여성의 노동시장에서의 기회비용 상승이 자녀에 대한 수요를 감소시킨다는 사실은 출산율 저하가 경제발전에 따르는 현상임을 암시한다. 따라서 출산율 제고와 여성의 고용 증진은 동시에 추구해야 할 정책목표로 보이고, 이를 달성하기 위해 정부는 자녀양육에 대한 여성의 노동시장에서의 기회비용을 줄이는 포괄적인 가족친화정책을 고려할 필요가 있다.

• 대한간호학회지
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• 제25권4호
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• pp.709-728
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• 1995

The job related activities of sixty nine nurses, working in the emergency rooms of three university hospitals, were analyzed for six days according to preestablished checklist of nursing activities ; the frequency of these activities and the amount of time spent in each specific nursing activity. The established checklist was monitored every five minutes for the duration of the duty autu, thus producing 414 items of data. The data were not gathered on consecutive days but over the period of one month from May 6, 1994 to June 5, 1994. The following conclusions are derived from analysis of the data : 1. Twelve categories of nursing activities were obtained : The primary activity was communication related to the patient and all information pertaining to the patient. Other activities included maintaining the patient's record, observation and assessment of the patient, cooperation with other medical personnel, management of equipment and drugs, procedure and treatment, specimen collection, consultation and education for the patient, including drug management and personal hygiene and any other relevant education to the patient's condition. 2. The average frequency of categorized nursing activity can be classified as follows : communication related to patient was the highest at 17.6 times. The next was maintaining the patient's record at 17.3 times. The observation and assessment occurred 16.9 times. Consultation and education for patients and family, 8 times, medication, 5.7 times, and procedures and treatments, 6 times. 3. The average time required for each activity was as follows : 230.1 minutes (or maintaining the patient's record, 204.9 minutes for communication related to the patient, 199.2 minutes for observation and assessment, 71.2 minutes for medication, 66 minutes for consultation and education of the patient and family, and 51.8 minutes for procedures and treatment. 4. The most demanding nursing activity in the emergency room for the nurse was answering questions from the patient's family, maintaining communication between the medical staff, maintaining and reviewing the patient's charts, writing prescriptions and monitoring 1. V. infusion rates. 5. The most time consuming nursing activities for the emergency room nurse include maintaining and following the patient's charts, communication between the medical staff, answering questions from the patient's family, observation of the patient and relaying all of the appropriate patient information to the incoming nurses during a shift change. 6. The F-test was administered to measure the required time for the categorized nursing activities according to day, evening, and night-shift nurses. There were significant differences (p<.05) in specimen collection, observation and assessment, cooperation between medical staffs, personal hygiene, communication related to patient, education and re-search. Posterior multiple comparison test showed that specimen collection, cooperation between medical staffs and personal hygiene were mostly done by the evening-shift nurses. Also most observations and assessments were done by the night-shift nurses. Education and communication to patients were done by day-shift nurses. Thus there were significant difference between shifts for the main nursing activities. So there should considev a reallocation of the duty of nurses on each shift. 7. The F-test also indicated that there wes a similarity in time duration for procedures and treatments and for cooperation between medical staff and nurses in all three hospitals. However, the remaining categories of nursing activities also showed a significant difference between the three hospitals. This indicated that there were differences in each emergency room that influence time for each categorized nursing activities and this should be given more consideration. Recommendations : 1. A seasonal difference should be considered in the activities of nurses in the emergency room and a comparative analysis should be carried out to deter-mine seasonal differentiation. 2. A study on more objectively measurable nursing activities should be administered as well as one determining the subjective responds towards nursing activities in the emergency room.

• 한국측량학회지
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• 제33권4호
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• pp.317-324
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• 2015

GNSS 기상학은 1980년 중반 기상 분야에 활용 가능성이 제기된 후, 전 세계적으로 실용화 가능성이 입증되고 있으며, 현재 기상현업에 활용하기 위한 연구가 활발히 진행되고 있다. GNSS 신호의 대류권 지연오차에 기반하여 산출한 가강수량은 대기 중 수증기량을 나타낸 것으로, 기후 모니터링, 기후의 변화 탐지 등 다양한 기상현상 분석에 많이 사용되고 있다. 본 연구에서는 2014년 2월 울산에 내린 폭설현상 분석을 위해 GNSS 상시관측소와 자동기상관측장치에서 제공하는 기상관측 정보를 이용하여 가강수량을 산출하였다. 산출 과정 중 중요한 파라미터인 가중 평균 기온식은 송동섭의 모델을 적용하였다(Song, 2009a). 연구기간은 폭설이 발생한 2014년 2월과 폭설이 발생하지 않은 2013년 2월의 총 56일이다. 2014년 2월 가강수량의 평균은 11.29mm로 산출 되었으며, 폭설이 발생한 2월 9일부터 12일까지 평균 가강수량은 10.14mm로 전체 평균값보다 11.34% 낮은 값을 보였다. 폭설이 내리지 않은 2013년 2월 가강수량의 평균은 10.34mm로 2014년 평균보다 8.41% 낮은 값을 보였다. 또한 가강수량 외 AWS에서 제공하는 다른 기상인자들과 비교하여 폭설 현상에 대한 분석을 수행하였다. 그 결과 Magnus 경험식을 통해 산출한 포화수증기압 경우 GNSS 가강수량과 0.29의 낮은 상관성을 나타내었다. 또한 기상인자의 종류(강설, 강우)에 따라 가강수량의 증감패턴이 다르게 나타났으며, 강수량이 발생하기 평균 6.5시간 전에 가강수량 값이 급격히 증가한 후 감소하는 경향을 확인할 수 있었다. 이를 통해 GNSS 가강수량 패턴분석이 강수량 전조현상 분석에 유효할 것으로 판단된다.

• 한국가정과교육학회지
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• 제21권2호
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• pp.23-43
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• 2009

본 연구는 2007년 11월에서 12월 중에 전라북도 소재 4개교의 남녀 중 고등학생 898명을 대상으로 설문지법에 의해 교복행동(교복에 대한 태도, 교복만족도, 교복변형)을 알아보고 외모에 대한 태도와의 관련성 등 변인들의 영향력을 파악함으로써 학교현장에 청소년기 의생활 연구의 기초자료를 제공하고자 하였다. SPSS 11.5 for Windows Program을 이용하여 요인분석, Cronbach's $\alpha$, $x^2$ 검증, t 검증, 일원변량분석(One-way ANOVA), Duncan의 다중비교검증, Pearson의 적률상관관계를 실시하였다. 본 연구 결과, 첫째, 교복에 대한 태도는 유행성, 과시성, 관리성, 변형성 4개 요인이 선택되었다. 교복에 대한 태도에서는 여학생이 남학생보다 변형에 대한 태도가 높았으며, 중학생이 교복에 대한 태도 중 유행성이 높았고, 관리성과 변형성에서는 고등학생이 높게 나타났다. 교복착용실태를 살펴보면, 현재 착용하고 있는 교복의 디자인, 색상, 옷감에 대해 전체적으로 만족하지 못하는 것으로 나타났다. 대부분의 청소년들이 교복변형의 경험을 가지고 있었으며, 남학생 보다는 여학생이 교복 변형 경험이 많았다. 교복변형실태에서 스커트(바지) 길이를 줄인 학생이 가장 많았고, 대부분의 청소년들은 외모를 돋보이기 위해 교복의 길이, 옆선 등 교복을 줄여서 몸에 밀착된 형태로 변형시키고 있는 것을 알 수 있었다. 교복변형의 가장 중요한 요인으로 '체형보정', '유행', '활동성', '무난함'의 순으로 나타났다. 둘째, 청소년의 외모에 대한 차원을 알아보기 위해 요인분석결과, 외모에 대한 동조 가치 욕구 3개 요인이 선택되었다. 여학생이 남학생보다, 고등학생이 중학생에 비하여 욕구 가치 동조 의식이 높게 나타났다. 아버지의 학력이 고졸 이상 일수록 욕구 가치 동조 의식이 높게 나타났으며, 가정의 월수입이 300만원 이상인 학생들이 욕구와 동조 의식이 높게 나타났다. 한 달 용돈을 3만원 이상 받는 학생들이 1만원에서 2만원 이하로 용돈을 받는 학생들보다 외모에 대한 욕구와 가치 의식이 높게 나타났다. 셋째, 조사대상 청소년의 교복변형유무에 따른 외모에 대한 태도, 교복에 대한 태도, 교복만족도의 차이에서 교복변형을 경험한 학생일수록 외모를 변화시키고자 하며 매력적인 외모에 가치를 두고 추구하는 태도를 지니고 있었고, 교복변형을 하지 않는 학생들은 교복에 대한 태도 중 유행성, 상징성, 관리성에서 유의하게 높게 평가하였으며, 교복변형을 한 학생들은 변형성만에서 유의하게 높게 평가하였다. 교복에 대한 태도의 하위영역인 유행성은 외모에 대한 태도와 부적 상관관계를 보였고, 변형성은 외모에 대한 태도와 정적 상관관계를 보였으며, 현재 착용하고 있는 교복의 디자인, 색상, 옷감에 대한 만족도와 외모에 대한 태도는 부적 상관관계를 나타냈다. 결론적으로 청소년들의 교복행동과 외모에 대한 태도는 관련이 있었으며, 청소년기 외모에 대한 관심은 하루 일과 중 가장 많이 접하는 교복행동 즉, 교복에 대한 태도, 교복만족도, 교복변형으로 이어지고 있었다.

• Asia pacific journal of information systems
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• 제20권1호
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• pp.141-170
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• 2010

User created content (UCC) is created and shared by common users on line. From the user's perspective, the increase of UCCs has led to an expansion of alternative means of communications, while from the business perspective UCCs have formed an environment in which an abundant amount of new contents can be produced. Despite outward quantitative growth, however, many aspects of UCCs do not meet the expectations of general users in terms of quality, and this can be observed through pirated contents and user-copied contents. The purpose of this research is to investigate effective methods for fostering production of creative user-generated content. This study proposes two core elements, namely, reward and motivation, which are believed to enhance content creativity as well as the mediating factor and users' committement, which will be effective for bridging the increasing motivation and content creativity. Based on this perspective, this research takes an in-depth look at issues related to constructing the dimensions of reward and motivation in UCC services for creative content product, which are identified in three phases. First, three dimensions of rewards have been proposed: task dimension, social dimension, and organizational dimention. The task dimension rewards are related to the inherent characteristics of a task such as writing blog articles and pasting photos. Four concrete ways of providing task-related rewards in UCC environments are suggested in this study, which include skill variety, task significance, task identity, and autonomy. The social dimensioni rewards are related to the connected relationships among users. The organizational dimension consists of monetary payoff and recognition from others. Second, the two types of motivations are suggested to be affected by the diverse rewards schemes: intrinsic motivation and extrinsic motivation. Intrinsic motivation occurs when people create new UCC contents for its' own sake, whereas extrinsic motivation occurs when people create new contents for other purposes such as fame and money. Third, commitments are suggested to work as important mediating variables between motivation and content creativity. We believe commitments are especially important in online environments because they have been found to exert stronger impacts on the Internet users than other relevant factors do. Two types of commitments are suggested in this study: emotional commitment and continuity commitment. Finally, content creativity is proposed as the final dependent variable in this study. We provide a systematic method to measure the creativity of UCC content based on the prior studies in creativity measurement. The method includes expert evaluation of blog pages posted by the Internet users. In order to test the theoretical model of our study, 133 active blog users were recruited to participate in a group discussion as well as a survey. They were asked to fill out a questionnaire on their commitment, motivation and rewards of creating UCC contents. At the same time, their creativity was measured by independent experts using Torrance Tests of Creative Thinking. Finally, two independent users visited the study participants' blog pages and evaluated their content creativity using the Creative Products Semantic Scale. All the data were compiled and analyzed through structural equation modeling. We first conducted a confirmatory factor analysis to validate the measurement model of our research. It was found that measures used in our study satisfied the requirement of reliability, convergent validity as well as discriminant validity. Given the fact that our measurement model is valid and reliable, we proceeded to conduct a structural model analysis. The results indicated that all the variables in our model had higher than necessary explanatory powers in terms of R-square values. The study results identified several important reward shemes. First of all, skill variety, task importance, task identity, and automony were all found to have significant influences on the intrinsic motivation of creating UCC contents. Also, the relationship with other users was found to have strong influences upon both intrinsic and extrinsic motivation. Finally, the opportunity to get recognition for their UCC work was found to have a significant impact on the extrinsic motivation of UCC users. However, different from our expectation, monetary compensation was found not to have a significant impact on the extrinsic motivation. It was also found that commitment was an important mediating factor in UCC environment between motivation and content creativity. A more fully mediating model was found to have the highest explanation power compared to no-mediation or partially mediated models. This paper ends with implications of the study results. First, from the theoretical perspective this study proposes and empirically validates the commitment as an important mediating factor between motivation and content creativity. This result reflects the characteristics of online environment in which the UCC creation activities occur voluntarily. Second, from the practical perspective this study proposes several concrete reward factors that are germane to the UCC environment, and their effectiveness to the content creativity is estimated. In addition to the quantitive results of relative importance of the reward factrs, this study also proposes concrete ways to provide the rewards in the UCC environment based on the FGI data that are collected after our participants finish asnwering survey questions. Finally, from the methodological perspective, this study suggests and implements a way to measure the UCC content creativity independently from the content generators' creativity, which can be used later by future research on UCC creativity. In sum, this study proposes and validates important reward features and their relations to the motivation, commitment, and the content creativity in UCC environment, which is believed to be one of the most important factors for the success of UCC and Web 2.0. As such, this study can provide significant theoretical as well as practical bases for fostering creativity in UCC contents.

• 유통과학연구
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• 제8권3호
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• pp.49-56
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• 2010

At the initial stage of Internet advertising, banner advertising came into fashion. As the Internet developed into a central part of daily lives and the competition in the on-line advertising market was getting fierce, there was not enough space for banner advertising, which rushed to portal sites only. All these factors was responsible for an upsurge in advertising prices. Consequently, the high-cost and low-efficiency problems with banner advertising were raised, which led to an emergence of keyword advertising as a new type of Internet advertising to replace its predecessor. In the beginning of 2000s, when Internet advertising came to be activated, display advertisement including banner advertising dominated the Net. However, display advertising showed signs of gradual decline, and registered minus growth in the year 2009, whereas keyword advertising showed rapid growth and started to outdo display advertising as of the year 2005. Keyword advertising refers to the advertising technique that exposes relevant advertisements on the top of research sites when one searches for a keyword. Instead of exposing advertisements to unspecified individuals like banner advertising, keyword advertising, or targeted advertising technique, shows advertisements only when customers search for a desired keyword so that only highly prospective customers are given a chance to see them. In this context, it is also referred to as search advertising. It is regarded as more aggressive advertising with a high hit rate than previous advertising in that, instead of the seller discovering customers and running an advertisement for them like TV, radios or banner advertising, it exposes advertisements to visiting customers. Keyword advertising makes it possible for a company to seek publicity on line simply by making use of a single word and to achieve a maximum of efficiency at a minimum cost. The strong point of keyword advertising is that customers are allowed to directly contact the products in question through its more efficient advertising when compared to the advertisements of mass media such as TV and radio, etc. The weak point of keyword advertising is that a company should have its advertisement registered on each and every portal site and finds it hard to exercise substantial supervision over its advertisement, there being a possibility of its advertising expenses exceeding its profits. Keyword advertising severs as the most appropriate methods of advertising for the sales and publicity of small and medium enterprises which are in need of a maximum of advertising effect at a low advertising cost. At present, keyword advertising is divided into CPC advertising and CPM advertising. The former is known as the most efficient technique, which is also referred to as advertising based on the meter rate system; A company is supposed to pay for the number of clicks on a searched keyword which users have searched. This is representatively adopted by Overture, Google's Adwords, Naver's Clickchoice, and Daum's Clicks, etc. CPM advertising is dependent upon the flat rate payment system, making a company pay for its advertisement on the basis of the number of exposure, not on the basis of the number of clicks. This method fixes a price for advertisement on the basis of 1,000-time exposure, and is mainly adopted by Naver's Timechoice, Daum's Speciallink, and Nate's Speedup, etc, At present, the CPC method is most frequently adopted. The weak point of the CPC method is that advertising cost can rise through constant clicks from the same IP. If a company makes good use of strategies for maximizing the strong points of keyword advertising and complementing its weak points, it is highly likely to turn its visitors into prospective customers. Accordingly, an advertiser should make an analysis of customers' behavior and approach them in a variety of ways, trying hard to find out what they want. With this in mind, her or she has to put multiple keywords into use when running for ads. When he or she first runs an ad, he or she should first give priority to which keyword to select. The advertiser should consider how many individuals using a search engine will click the keyword in question and how much money he or she has to pay for the advertisement. As the popular keywords that the users of search engines are frequently using are expensive in terms of a unit cost per click, the advertisers without much money for advertising at the initial phrase should pay attention to detailed keywords suitable to their budget. Detailed keywords are also referred to as peripheral keywords or extension keywords, which can be called a combination of major keywords. Most keywords are in the form of texts. The biggest strong point of text-based advertising is that it looks like search results, causing little antipathy to it. But it fails to attract much attention because of the fact that most keyword advertising is in the form of texts. Image-embedded advertising is easy to notice due to images, but it is exposed on the lower part of a web page and regarded as an advertisement, which leads to a low click through rate. However, its strong point is that its prices are lower than those of text-based advertising. If a company owns a logo or a product that is easy enough for people to recognize, the company is well advised to make good use of image-embedded advertising so as to attract Internet users' attention. Advertisers should make an analysis of their logos and examine customers' responses based on the events of sites in question and the composition of products as a vehicle for monitoring their behavior in detail. Besides, keyword advertising allows them to analyze the advertising effects of exposed keywords through the analysis of logos. The logo analysis refers to a close analysis of the current situation of a site by making an analysis of information about visitors on the basis of the analysis of the number of visitors and page view, and that of cookie values. It is in the log files generated through each Web server that a user's IP, used pages, the time when he or she uses it, and cookie values are stored. The log files contain a huge amount of data. As it is almost impossible to make a direct analysis of these log files, one is supposed to make an analysis of them by using solutions for a log analysis. The generic information that can be extracted from tools for each logo analysis includes the number of viewing the total pages, the number of average page view per day, the number of basic page view, the number of page view per visit, the total number of hits, the number of average hits per day, the number of hits per visit, the number of visits, the number of average visits per day, the net number of visitors, average visitors per day, one-time visitors, visitors who have come more than twice, and average using hours, etc. These sites are deemed to be useful for utilizing data for the analysis of the situation and current status of rival companies as well as benchmarking. As keyword advertising exposes advertisements exclusively on search-result pages, competition among advertisers attempting to preoccupy popular keywords is very fierce. Some portal sites keep on giving priority to the existing advertisers, whereas others provide chances to purchase keywords in question to all the advertisers after the advertising contract is over. If an advertiser tries to rely on keywords sensitive to seasons and timeliness in case of sites providing priority to the established advertisers, he or she may as well make a purchase of a vacant place for advertising lest he or she should miss appropriate timing for advertising. However, Naver doesn't provide priority to the existing advertisers as far as all the keyword advertisements are concerned. In this case, one can preoccupy keywords if he or she enters into a contract after confirming the contract period for advertising. This study is designed to take a look at marketing for keyword advertising and to present effective strategies for keyword advertising marketing. At present, the Korean CPC advertising market is virtually monopolized by Overture. Its strong points are that Overture is based on the CPC charging model and that advertisements are registered on the top of the most representative portal sites in Korea. These advantages serve as the most appropriate medium for small and medium enterprises to use. However, the CPC method of Overture has its weak points, too. That is, the CPC method is not the only perfect advertising model among the search advertisements in the on-line market. So it is absolutely necessary that small and medium enterprises including independent shopping malls should complement the weaknesses of the CPC method and make good use of strategies for maximizing its strengths so as to increase their sales and to create a point of contact with customers.