• Title/Summary/Keyword: Audience Interaction

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A Study on the Relationships among Audience Motivation, Viewing Flow, Satisfaction, and Loyalty in Watching Interactive Drama: Focused on Chinese Audience (인터랙티브 드라마의 시청동기, 몰입, 시청만족도, 시청충성도 간 관계에 관한 연구: 중국 시청자를 중심으로)

  • Du, Zhen;Kim, Sung-Kyung;Limb, Seong-Joon
    • Asia-Pacific Journal of Business
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    • v.13 no.3
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    • pp.157-170
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    • 2022
  • Purpose - The purpose of this study is to understand the motivating factors of Chinese audience who watch the interactive drama, and suggest the effects of audience' motivation on viewing flow, satisfaction, and loyalty. Design/methodology/approach - To achieve the purpose of the study, a questionnaire survey on the Internet was conducted from September 26, 2021 to October 14, 2021, and data from 332 Chinese respondents were collected. Findings - Findings of this study are 1) audience motivation of watching the interactive drama is composed of 6 factors including the pursuit of entertainment and information, curiosity, interaction, sense of control and indirect experience; 2) the pursuit of entertainment and information, interaction and indirect experience have positive effects on viewing flow; 3) all six factors of audience motivation have positive effects on audience satisfaction; 4) four motivating factors including the pursuit of entertainment, curiosity, interaction and indirect experience have positive effects on audience loyalty. 5) viewing flow and audience satisfaction respectively has some partial mediating effects on the relationship between audience motivation and audience loyalty. Research implications or Originality - Results of this study suggest that in order to increase audience loyalty to interactive dramas, in addition to fulfilling the pursuit of entertainment, which is the basic motive for watching any drama, it is important to fulfill motivating factors related to the unique characteristics of interactive dramas such as curiosity, interaction, and indirect experience. In order for these motivating factors to lead to audience loyalty, it is more effective when viewing flow and audience satisfaction are accompanied.

Audience Interaction for Virtual Reality Theater (VR 극장을 위한 관객인터랙션)

  • 안상철;김익재;김형곤
    • Journal of the Institute of Electronics Engineers of Korea CI
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    • v.40 no.1
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    • pp.50-58
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    • 2003
  • Recently we have built a VR(Virtual Reality) theater in Kyongju, Korea, which combines the advantages of VR and IMAX theater. The VR theater provides a virtual environment for several hundreds of people at the same time. The VR theater can be characterized by a single shared screen and by multiple inputs from several hundreds of people. In this case, multi-user interaction is different from that of networked VR systems and must be reconsidered. This paper defines the multi-user interaction in such a VR theater as Audience Interaction, and discusses key issues for the implementation of the Audience Interaction. This paper also presents a real implementation example in the Kyongju VR theater.

A Study on the Interactive Television Advertisement's Effect through the Involvement of and Interaction with Audience (수용자의 상호작용성과 제품관여도에 따른 양방향 TV광고 효과)

  • Yang, Young-Jong
    • Journal of Digital Convergence
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    • v.6 no.4
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    • pp.63-71
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    • 2008
  • This study researches the effectiveness of interactive TV advertising focusing on the factors of audience involvement and interaction. The study began with the effective measurement of interactive television advertisements. Interactive television advertisements have different concepts than existing television advertisements. This study mainly focuses on the characteristics of audience interaction and experiments based on the data of 78 persons for measurement. In the experiments, the characteristics were categorized according to search time, specifically the number of searched pages about interactive television advertisement. Hypothesis 1 reveals that the interaction of the audience increases when the advertising attitude, brand attitude, and purchase intentions also increase. Hypothesis 2 finds that the involvement of the audience increases when the advertising attitude, brand attitude, and purchase intentions also increase. By studying these consumer characteristics and behavior, a new method of effective measurement for interactive television advertisement is uncovered. The new method includes not only existing measurement elements of television advertisement which include attitude about advertising and brand, and customer purpose, but also the features of interactive television advertisement like customer search time. According to this research on interactive television advertisement, the interaction with and involvement of the audience are highly influential variables.

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The Mediating Role of Interaction in the Relationship between IWOM and Purchase Intention E-commerce Live Broadcast (전자상거래 생방송에서 IWOM과 구매의도의 관계에서 상호작용의 매개역할)

  • Zou, ChangYun;Kim, Chee-Yong
    • Journal of Korea Multimedia Society
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    • v.25 no.2
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    • pp.382-389
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    • 2022
  • In China, E-commerce live broadcast has emerged as the most popular and innovative online shopping form for today's consumers, and its "real-time interactive" feature can compensate for the communication delays of general online shopping. Based on the author's previous research it has been demonstrated that, in the E-commerce live broadcast environment, Internet Word of Mouth (IWOM) has become an important reference for consumers when making purchases. In this paper, we reconstructed the "IWOM-Purchase Intentions" model and use interaction (Auchor-Audience and Audience-Audience) as a mediating variable to empirically investigate the impact of IWOM on purchase intentions in E-commerce live broadcast. The data were collected through a questionnaire survey of individuals who had experience in E-commerce live broadcast and 250 valid data were obtained and analyzed by SPSS21.0. The results show that: the interaction (Auchor-Audience) acts as a mediator between IWOM (strength of relationship; word-of-mouth quality and word-of-mouth timeliness) and purchase intention; And the interaction (Audience-Audience) acts as a mediator between word-of-mouth timeliness on purchase intention, but has no significant mediation on the impact on the strength of relationship and word-of-mouth quality to purchase intention. On this basis, recommendations are made for the implementation of IWOM marketing strategies for E-commerce live broadcast platforms and anchors.

A Study on the Interaction between Jazz Musicians and Audiences in Jazz Club (재즈클럽의 재즈 뮤지션과 관객 간 상호작용에 관한 연구)

  • Jeong, Woo Sik
    • Korean Association of Arts Management
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    • no.57
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    • pp.85-126
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    • 2021
  • This study aims to examine the interaction between jazz musicians playing in domestic jazz clubs and audiences visiting jazz clubs in depth. This study conducted an in-depth interview, a qualitative research methodology, to find out the subjective views of jazz club musicians and audiences about jazz club performances, and analyzed the contents and presented the results. The results of this study are as follows: First, jazz musicians perceived jazz clubs as the center point of their musician careers, and from the perspective of the audience, jazz clubs were a place where jazz lovers gathered voluntarily, and where they could enjoy musical communication in a comfortable atmosphere. Second, jazz club performances gave jazz musicians the autonomy to play and considered them suitable for creating optimized sounds, and the audience recognized that jazz musicians could experience performances vividly on stage close to the audience. Third, the way jazz musicians interacted with the audience was active for musical communication with the audience, and the audience preferred the way that interaction could contribute to their performance, and the audience recognized the interaction through musical communication with the musician and the musician's consideration for the audience. Fourth, jazz musicians played a major role in realizing a performance in which interaction with the audience was complete, and audiences perceived interaction as a joy of improvisation, a bond with jazz musicians, and a special experience. This study confirmed the jazz club's status as a cultural space for the public's jazz enjoyment as well as a performance base that ultimately promotes the development and spread of jazz gods in Korea, and it is meaningful that it can serve as a guideline for jazz performance planning and jazz club operation from an art management perspective.

A study on the Emotional Communication of Interactive Media Art and Audience -a focus on the affects of exhibition interpretation medium- (인터랙티브 미디어 아트와 관객과의 감성 커뮤니케이션에 관한 연구 -전시 해석매체가 미치는 영향을 중심으로-)

  • Jung, Myun-Joo;Son, Ju-Young
    • Science of Emotion and Sensibility
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    • v.14 no.3
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    • pp.415-424
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    • 2011
  • Interactive media art can be said to be art in which audience participation and communication through interaction is considered to be most important Previously the role of the audience is to unilately accepted the artist's message, whereas the role of the audience observing interaction media has been changed to the point of the producer, actively participating in completing the artwork through interaction. This study analyzed the interaction and communication between the audience and interactive media artworks from the audience's point of view (in the view of reception theory) by the investigation of the case of the artworks that were on exhibition. Employing the exhibition interpretation medium with docent explanation and wall text was experienced how to improve audience's communication when they watched the artworks. The docent explained the intention of artists and their artworks in the manner of storytelling and induced the audience to focus naturally on the artworks. As the result, the role of the exhibition interpretation medium was found to be significantly high in enhancing the degree of emotional communication with the artworks, so in this study I attempted to present that the role of the docent is an important factor for enhancing the audience participation and emotional communication through interaction with the artworks.

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Understanding Motivations and Engagement Outcomes of Social Media Television Coviewing

  • Wu, Di;Kim, Eunice Eun-Sil
    • International journal of advanced smart convergence
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    • v.10 no.4
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    • pp.1-13
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    • 2021
  • In today's media environment, TV programmers and advertisers must strive ever harder to attract the attention of audiences. Yet what may be even more crucial is engaging audiences in conversations on social media and nourishing stronger relationships. To provide insights into how to improve audience experiences through social media television coviewing (STVC) behaviors, this study investigates audience motivations for using social networking sites (SNSs) while watching sports program (i.e., social media television coviewing-STVC) and examines relationships between identified motivations and key audience engagement outcomes. The results reveal four motivations for STVC behaviors: sports-related interaction seeking, information seeking, convenience seeking, and socializing. Further, results reveal that sports-related interaction seeking, information seeking, and socializing motivations are significant predictors of satisfaction, investment, and commitment to the program. Audience engagement outcomes are not predicted, however, by convenience seeking or by variables pertaining to SNS-use regarding STVC behaviors.

The Individual Discrimination Location Tracking Technology for Multimodal Interaction at the Exhibition (전시 공간에서 다중 인터랙션을 위한 개인식별 위치 측위 기술 연구)

  • Jung, Hyun-Chul;Kim, Nam-Jin;Choi, Lee-Kwon
    • Journal of Intelligence and Information Systems
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    • v.18 no.2
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    • pp.19-28
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    • 2012
  • After the internet era, we are moving to the ubiquitous society. Nowadays the people are interested in the multimodal interaction technology, which enables audience to naturally interact with the computing environment at the exhibitions such as gallery, museum, and park. Also, there are other attempts to provide additional service based on the location information of the audience, or to improve and deploy interaction between subjects and audience by analyzing the using pattern of the people. In order to provide multimodal interaction service to the audience at the exhibition, it is important to distinguish the individuals and trace their location and route. For the location tracking on the outside, GPS is widely used nowadays. GPS is able to get the real time location of the subjects moving fast, so this is one of the important technologies in the field requiring location tracking service. However, as GPS uses the location tracking method using satellites, the service cannot be used on the inside, because it cannot catch the satellite signal. For this reason, the studies about inside location tracking are going on using very short range communication service such as ZigBee, UWB, RFID, as well as using mobile communication network and wireless lan service. However these technologies have shortcomings in that the audience needs to use additional sensor device and it becomes difficult and expensive as the density of the target area gets higher. In addition, the usual exhibition environment has many obstacles for the network, which makes the performance of the system to fall. Above all these things, the biggest problem is that the interaction method using the devices based on the old technologies cannot provide natural service to the users. Plus the system uses sensor recognition method, so multiple users should equip the devices. Therefore, there is the limitation in the number of the users that can use the system simultaneously. In order to make up for these shortcomings, in this study we suggest a technology that gets the exact location information of the users through the location mapping technology using Wi-Fi and 3d camera of the smartphones. We applied the signal amplitude of access point using wireless lan, to develop inside location tracking system with lower price. AP is cheaper than other devices used in other tracking techniques, and by installing the software to the user's mobile device it can be directly used as the tracking system device. We used the Microsoft Kinect sensor for the 3D Camera. Kinect is equippedwith the function discriminating the depth and human information inside the shooting area. Therefore it is appropriate to extract user's body, vector, and acceleration information with low price. We confirm the location of the audience using the cell ID obtained from the Wi-Fi signal. By using smartphones as the basic device for the location service, we solve the problems of additional tagging device and provide environment that multiple users can get the interaction service simultaneously. 3d cameras located at each cell areas get the exact location and status information of the users. The 3d cameras are connected to the Camera Client, calculate the mapping information aligned to each cells, get the exact information of the users, and get the status and pattern information of the audience. The location mapping technique of Camera Client decreases the error rate that occurs on the inside location service, increases accuracy of individual discrimination in the area through the individual discrimination based on body information, and establishes the foundation of the multimodal interaction technology at the exhibition. Calculated data and information enables the users to get the appropriate interaction service through the main server.

Real-time Interactive Particle-art with Human Motion Based on Computer Vision Techniques (컴퓨터 비전 기술을 활용한 관객의 움직임과 상호작용이 가능한 실시간 파티클 아트)

  • Jo, Ik Hyun;Park, Geo Tae;Jung, Soon Ki
    • Journal of Korea Multimedia Society
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    • v.21 no.1
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    • pp.51-60
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    • 2018
  • We present a real-time interactive particle-art with human motion based on computer vision techniques. We used computer vision techniques to reduce the number of equipments that required for media art appreciations. We analyze pros and cons of various computer vision methods that can adapted to interactive digital media art. In our system, background subtraction is applied to search an audience. The audience image is changed into particles with grid cells. Optical flow is used to detect the motion of the audience and create particle effects. Also we define a virtual button for interaction. This paper introduces a series of computer vision modules to build the interactive digital media art contents which can be easily configurated with a camera sensor.

SignalR-based Audience Response System for e-Learning Implementation (이러닝 구현을 위한 SignalR 기반 청중 응답 시스템)

  • Do, Byung-Hak;Kwon, Seong-Geun
    • Journal of Korea Multimedia Society
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    • v.23 no.9
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    • pp.1139-1146
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    • 2020
  • Recently, as e-learning technology advances, interaction and data exchange between lecturers and learners have become very important. In addition, accuracy of data delivery and efficiency of system implementation should be ensured. Considering these aspects, SignalR is the most suitable communication method for constructing an audience response system in e-learning. Existing audience response systems require separate wireless devices and have problems with system compatibility. SignalR, on the other hand, is capable of operating in all environments including PC programs, web, Android, and iOS, and has an advantage of being easy to develop applications. As such, SignalR is widely used in chatting functions for small scale, real-time communication system, and it has never been used to implement an audience response system. Thus, for the first time in this paper, an audience response system using SignalR was proposed and an experiment was conducted on whether it was applicable at the e-learning education field. Therefore, from the results fo an experiment, a variety of e-learning environments can be built through the audience response system using SignalR proposed in this paper.