• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

• Journal of KIISE:Information Networking
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• v.35 no.5
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• pp.437-452
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• 2008

IEEE 802.16j MR networks introduce RSs (Relay Stations) within the IEEE 802.16 system in order to enhance the data throughput and extend the coverage. However, the current standardization defines that the BS (Base Station) controls MS's (Mobile Station's) handover, not only it induces the large signaling overhead but also handover latency could increase. In this paper, we propose a handover protocol in the MR networks where the high capability RSs that can process the MS's control functions are deployed. First, we classify the handover scenarios for the MR networks with the high capability RSs. Then, we define the MAC handover procedure, corresponding MAC management messages and the transmission routes for the proposed messages so that an 802.16e MS can perform seamless handover without noticing it is attached to an MR network. The simulation results show that the proposed handover protocol not only reduces the MAC management message overhead transferred through the wireless links compared to IEEE 802.16j/D1, which is the current standard for MR networks, but also performs the rapider and more secure MS handover than IEEE 802.16e and IEEE 802.16j/D1.

• Journal of Distribution Science
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• v.12 no.4
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• pp.55-63
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• 2014

Purpose - Brands and products often play key roles in enabling consumers to experience a good attitude, resulting in mentally enacting a specific prototype and reliving the experience by retelling a specific story. Brand storytelling can function as an important tool for managing the brand. To successfully apply a firm's brand storytelling, it is important to prove the effectiveness of storytelling. Therefore, by utilizing the research of Escalas (1998) and Fog et al. (2005), a list of measurements for storytelling component quality (SCQ) was applied. In addition, customer attitudes toward brand storytelling were tested. In particular, if customers encounter a dynamic and interesting story, although the brand is not widely known, they can be in communion with the brand and establish an emotional connection (Hill, 2003). Thus, brand reputation was divided into two levels (high vs. low), and the difference in effectiveness between storytelling component quality and consumers' advertisement attitude, brand attitude, and purchasing intention was examined. Research design, data, and methodology - By using the measurement list used in Choi, Na, and Hwang (2013), 12 categories in the level of message quality, conflict quality, character quality, and plot quality were measured. In addition, categories of brand reputation, advertisement attitude, brand attitude, and purchasing intention were measured. The study was based on 181 final survey samples targeting undergraduate and graduate students in Gwangju Metropolitan City. Results - Consumer responses toward storytelling were researched in the context of brand characteristics or product attributes, such as brand reputation, differentiated from extant simple effects of storytelling. Some brands with high reputation enjoy a halo effect due to prior learning, while other brands with comparatively low reputation have trouble generating positive responses despite attempts to enhance the level of reputation or induce favorable attitudes. Although not all due to the component quality of storytelling, the case of brands with low reputation exerted more positive impact on consumer attitudes than did brands with high reputation. As mentioned earlier, consumer evaluation of the component quality of storytelling was categorized into advertising attitudes, brand attitudes, and purchase intention for this study; this provides managerial implications in other ways. The results imply that an effective application of storytelling could be an important emotional tool for the development of both brands with low brand awareness and of well-known brands. Finally, this study serves to increase consumers' understanding and ability in interpreting brand stories that marketers tell about themselves, as well as to highlight differential experiences with products by level of brand hierarchy. Conclusions - This research aimed to provide an objective guideline for storytelling component quality while considering brand awareness. Thus, brand reputation was considered for proving the baseline effectiveness of storytelling, and this study provided directions for strategic establishment of storytelling. Based on this, we conclude that in further studies, it will be necessary to systematically manage brand story by considering other situation variables and various story patterns, and studying their differences.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.39B no.11
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• pp.730-742
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• 2014

In the case of On-demand routing protocol in cognitive radio ad-hoc networks, broadcasting of control packets may occur common control channel overload and packet collisions during the routing procedure. This situation is to increase the overhead of path finding and also limited to find the accurate and reliable path. Since reliable channel and path finding is restricted, path life time is shorten and path reliability is reduced. In this paper, we propose a new routing algorithm that reduces control channel overhead and increases path life time by considering the probability of appearance of primary user and channel status of neighbor nodes. Each node performs periodic local sensing to detect primary user signal and to derive primary user activity patterns. The probability of primary appearance on the current channel and the channel status can be obtained based on the periodic sensing. In addition, each node identifies the quality of the channel by message exchange through a common channel with neighbor nodes, then determines Link_Levels with neighbor nodes. In the proposed method, the Link Level condition reduces the number of control messages that are generated during the route discovery process. The proposed method can improve path life time by choosing a path through Path_Reliability in which stability and quality are weighted depending on the location. Through simulation, we show that our proposed algorithm reduces packet collisions and increases path life time in comparison with the traditional algorithm.

• Journal of Global Scholars of Marketing Science
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• v.12
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• pp.99-119
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• 2003

A model is proposed for the role of emotional intensity of a web site, and the moderating influence of product involvement, in the Integrative Framework of persuasion (Meyers-Levy and Malvaiya 1999). The model also appropriately operationalizes the constructs emotional intensity of a web site and product involvement The three routes to persuasion, Central, Peripheral, and Experiential correspond to high, moderate, and low involvement (Meyers-Levy and Malaviya 1999). The involvement construct is measured from message recipients using the Personal Product Inventory (Pill, which was developed to capture the concept of product involvement (Zaichkowsky 1985). The conceptualization of the Personal Product Inventory is a contextrree measure that also has robust psychometric properties when applied to advertisements (Zaichkowsky 1994). The propositions highlight the expected importance of emotional intensity of a web site. The moderating influence of product involvement is also proposed. Specifically, what this work proposes is that the emotional intensity of a product site has a larger impact on attitude change under low product involvement, as opposed to moderate product involvement. Support for this reasoning can be found in the persuasion literature (Petty et al 1986). The Petty et al (1986) frame work is a dual process descriptive and predictive frame work in the area of altitude formation and change. Recently, Myers Levy and Malaviya (1999) have proposed a tri-process framework. This is in tum based on the dual process model of Petty et al. (1986). The study outlined in this paper aims to deepen the Meyers Levy and Malaviya (1999) and frame work. The propositions outlined in the model are empirically tested using a repeated measures experimental design. The emotional intensity is measured using a scale that is based on experts judgments. Using a paired comparison t-test two sites are determined to be of high and low emotional intensity. The model is tested using a repeated measures experimental design. The first independent variable Emotional Intensity of the site is manipulated. The Second independent variable, Personal Product Inventory is measured. While, the dependent variable, product altitude change will also be measured. Utilizing Analysis of Variance (ANOVA) the data is analyzed using SPSS. The results suggest that besides the rational content of messages their emotional content can also influence attitude change. Specifically, it is proposed that the manipulation of emotional intensity of a product Web site has a greater impact on product altitudes under high and low product involvement conditions, rather than moderate product involvement. However, the results for product involvement as a continuous variable has a p value of 0.09. Further, the results for three levels of product involvement were far from significant. For two levels of product involvement also, the results were insignificant, the p value approached 0.20. This evidence indicates that it is premature to conclude that there are three routes to persuasion. A caveat, however, must be added, in that the manipulations may not have been strong enough to test the proposed hypotheses. Further, undoubtedly, there is unequivocal evidence the emotional intensity of a product Web site, as measured here, has a direct impact on product attitudes.

• The KIPS Transactions:PartD
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• v.10D no.4
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• pp.591-602
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• 2003

Delay and discontinuance phenomenon of service are cause by sudden increase of the network communication amount and the quantity consumed of resources when Internet users are driven excessively to a conventional single large database sewer. To solve these problems, spatial database cluster consisted of several single nodes on high-speed network to offer high-performance is risen. But, research about spatial join operation that can reduce the performance of whole system in case process at single node is not achieved. So, in this paper, we propose efficient parallel spatial join processing method in a spatial database cluster system that uses data partitions and replications method that considers the characteristics of space data. Since proposed method does not need the creation step and the assignment step of tasks, and does not occur additional message transmission between cluster nodes that appear in existent parallel spatial join method, it shows performance improvement of 23% than the conventional parallel R-tree spatial join for a shared-nothing architecture about expensive spatial join queries. Also, It can minimize the response time to user because it removes redundant refinement operation at each cluster node.

• Journal of Advanced Marine Engineering and Technology
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• v.37 no.4
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• pp.409-417
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• 2013

Mu-communication board supported by multi-communication is designed with Atxmega 128A1 which is a low power energy consuming of 8-bit microcontroller. ATxmega128A1 microcontroller consists of 8 UART(Universal asynchronous receiver/transmitter) ports which can be setting appropriate user interface having command line interpreter(CLI) program with each port, 2 kbytes EEPROM, 128 kbytes flash memory, 8 kbytes SRAM. 8 URAT ports are used for the multi communication modem, GPS module, etc. and EEPROM is used for saving a configuration for program running, and flash memory of 128 kbytes is used for storing a Firm Ware, and 8 kbytes SRAM is used for stack, storing memory of global variables while program running. If we uses the hybrid communication of path optimization of VHF, TRS and CDMA to remote control AtoN(aid to navigation), it is able to remove the communication shadow area. Even though there is a shadow area for individual communication method, we can select an optimum communication method. The compatibility of data has been enhanced as using of same data frame per communication devices. For the test, 8640 of data has been collected from the each buoy during 30 days in every 5 minutes and the receiving rate of the data has shown more than 99.4 %.

• Journal of Intelligence and Information Systems
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• v.10 no.2
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• pp.147-163
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• 2004

For the purchase of a cheaper product on the Internet, many customers have been trying to search online shopping mall sites and visit comparison-pricing shops that compare prices and other criteria of the product. Others have been participating into online auction markets or group-buying markets. However, a lot of online shopping malls, auction markets, and group-buying markets provide the same product with different prices. Since these marketplaces have different price settlement mechanism, it is very difficult for the customers to determine marketplace to purchase, considering different kinds of marketplaces at the same time. To overcome such limitations, decision rules and solution procedures for purchase decision making are necessary, which can cover multiple marketplaces simultaneously. For this purpose, purchase decision making in each market must be conducted to maximize customer's utility, and conflicts with other marketplaces must be resolved. Therefore, we have developed the rules and methods that can negotiate cooperatively the purchase decision making in several marketplaces, and designed an architecture of Intelligent Buyer Agent and a message structure to support the idea.

• Cartoon and Animation Studies
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• s.34
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• pp.167-195
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• 2014

A handwritten poster named "How are you, really?" appeared on December 10, 2013. And other handwritten posters sympathizing with it followed in places and are on everyone's lips hotly through internet and SNS. Such a social phenomenon is delivered to readers as a form of article in different meanings according to the viewpoint of each press. It is also delivered to readers as a material for delivering a meaning of a specific case in four panel comics strips and satirical cartoon of newspaper. This is because that comic strips of the press are now having a power to enlighten readers on the key point of a case easily and intuitively together with catharsis from the position of meditating the world. Notwithstanding differences depending on the viewpoints of the press or cartoonist, four panel comics strips and satirical cartoon on the newspaper are fulfilling their social role having their own voice. Of the genres of comic strips, social role of the comics of the press can be divided largely into two things. First, they actively intervene in social phenomena. In other words, comics of the press make their position and insistence on social phenomena clearly by exaggeration and emphasis. Second, they persuade or enlighten readers by concrete directions, which means that comics of the press make reader with similar viewpoint emphasize by delivering a clear message. This study aims to assert that comic strips are the most important medium with social role and responsibility. As part of studies on the social role of comics, this study wish that comic strips can be able to deviate from vicious circle of being socially condemned for reason of negative portion.

• Journal of KIISE:Databases
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• v.34 no.6
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• pp.528-545
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• 2007

Recently ontology has been an attractive technology along with the business strategy of providing a plenty of more intelligent services. The essential problem in application domains using ontology is that all members, agents, and application programs in the domains must share the same ontology concepts. However, a variety of mobile devices, sensing devices, and network components manufactured by various companies, a variety of common carriers, and a variety of contents providers make multiple heterogeneous ontologies more likely to coexist. We can see many past researches fallen into resolving this semantic interoperability. Such methods can be broadly classified into by-mapping, by-merging, and by-translation. In this research, we focus on by-translation among them which uses a translation rule directly made between two heterogeneous ontology data like OntoMorph. However, the manual composition of the direct translation rule is not convenient by itself and if there are N ontologies, the direct method has the rule composition complexity of $O(N^2)$ in the worst case. Therefore, in this paper we introduce the cascade composition of translation rules based on web openness in order to improve the complexity. The research result made us recognize some important factors in an ontology translation system, that is speediness of translation, and conveniency of translation rule composition, and some experiments and comparing analysis with existing methods showed that our cascade method has more conveniency with insuring the speediness and the correctness.