• 한국전자거래학회지
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• 제8권4호
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• pp.33-51
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• 2003

본 연구의 목적은 한국의 인터넷 사용자데이터를 통해 인터넷 광고의 시각적 모습만이 아니라, 내용적 차이에 따른 사용자 선호도를 제품 관여도를 포함해 분석하고자 한 것이다. 인터넷을 활용한 실험연구에 의하면 이미지 위주의 인터넷 배너광고가 텍스트 위주의 광고에 비해 사용자 선호도가 높았으며 관여도 또한 광고의 선호도에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 이미지 위주의 광고는 제품과 관련된 관여도의 여부와 관계없이 전반적으로 텍스트 위주의 광고에 비해 사용자들의 호감을 얻고 있었다. 또한 전반적으로 정보 지향적 인 광고보다는 경품위주의 광고의 효과가 높았다. 본 연구는 배너광고를 활용하는 마케팅 의사 결정에 있어서 배너광고와 광고의 시각적 형태 외에도 광고에 포함되는 내용, 소비자와 제품의 관여도 그리고 그 상호효과에 대해 철저한 사전 분석이 있어야 기대하는 마케팅 목표를 이루 수 있음을 시사하고 있다.

• 한국정보시스템학회지:정보시스템연구
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• 제21권3호
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• pp.1-22
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• 2012

This study aims to investigate the effects of UCC parody content trait on user attitude and e-word of mouth. The conventional methods had two identified factors: UCC content factors - trust, usefulness, and information, and parody content factors - humor, satire, and mockery. It also analyzes the impacts gap in UCC attitude between a high-involvement user and a low-involvement user in UCC contents. In this study, our findings are broadly summarized as follows: first, both trust and information, of UCC content factors, showed a positive impact on UCC attitude; second, both humor and satire, of parody content factors, showed a positive impact on UCC attitude; third, UCC attitude showed a positive impact on e-word of mouth, and both humor and satire were highly correlated to UCC attitude in UCC involvement user groups. In conclusion, this study is expected to give useful suggestions on selecting variables for further studies on UCC parody contents.

• 한국콘텐츠학회논문지
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• 제13권5호
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• pp.493-505
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• 2013

사용자 참여(User involvement)를 통한 신제품 또는 신규 서비스 개발이 내부 직원이나 외부 전문가 활용의 대안으로 각광받고 있다. 그러나 이러한 사용자 참여 방식이 궁극적으로 기업 성과에 긍정적인 영향을 주는지에 대한 정량적 연구는 미흡하며, 기존 연구들도 사용자 참여의 효과성에 대해 상충되는 결론을 내리고 있다. 본 연구는 최근 급성장하고 있는 국내 디지털 콘텐츠 산업에서의 신규 서비스 개발 시 사용자 참여 효과를 실증적으로 분석하고, 이를 바탕으로 세부 활용 전략을 제시하고자 한다. 사용자 활용 현황 및 성과 창출 효과를 다각적으로 분석하기 위해 사용자 군을 선도 사용자와 일반 사용자로 구분하였고, 급진적 서비스와 점진적 서비스로 서비스 유형을 분류하였다. 서비스 개발 단계 또한 아이디어 발굴, 개발, 마케팅으로 나누어, 실제 사용자를 활용하고자 하는 기업들이 서비스 유형 및 개발 단계를 조합하여 적절한 사용자 활용 전략을 수립할 수 있도록 사용자 활용 전략 매트릭스를 제안하였다.

• 한국콘텐츠학회논문지
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• 제17권7호
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• pp.12-21
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• 2017

이 연구는 주목 행동을 노출과 관여의 두 차원으로 구분하여 모바일 콘텐츠에 대한 주목 행동의 특징을 살펴보고, 주목 행동들 간에 어떤 관계를 갖는지 피키캐스트의 콘텐츠 데이터를 이용하여 탐구하였다. 우선, 이 연구는 이중위험효과(double-jeopardy)가 모바일 콘텐츠에서도 나타나는지 알아보기 위해 노출과 관여의 상관관계를 검증했다. 또한 플랫폼별, 주제 속성별(연성 및 경성)로 주목 행동이 어떻게 다른 양상을 띠는지 살펴보았다. 그 결과, 모바일 플랫폼에서도 노출과 관여 간에 긍정적인 상관관계가 존재하는 것을 확인하였다. 또한 플랫폼별로 주목 행동, 특히 공유 행동이 다른 양상을 띠는 것을 발견할 수 있었다. 주제 속성별로는, 연성 콘텐츠에 대해서는 즉각적인 반응인 댓글 수, 공유 등의 주목 지표들이 연관되어 있는 반면, 인지적인 노력이 필요한 경성 콘텐츠에 대해서는 소비시간과 완독률 같은 주목 지표들이 연관되어 있었다. 본 연구는 이용자 중심의 관점에 치중했던 기존 연구에서 벗어나 콘텐츠 중심의 관점으로 모바일 환경에서의 주목 행동의 본질을 새롭게 이해했다는 데 의의가 있다.

• 수산해양교육연구
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• 제24권2호
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• pp.246-262
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• 2012

This study analyzed the trend of researches regarding parenting involvement of fathers with early childhood children in terms of research period, research content and research method. Forty master's thesis and doctoral dissertation and 22 articles were selected for final analysis. Collected data were analyzed using frequency and percentage ratio. The results of this study showed that research on the parenting involvement of fathers has been rapidly increased since 2005. From the perspective of research content, studies dealing with parenting involvement of fathers as an independent variable focused on early children and social and emotional variables. Most of studies dealing with parenting involvement of fathers as an dependent variable consistently dealt with demographic variables. From the perspective of research method, most researches were quantitative and non-experimental. No research was done using qualitative method and all researches except one were done using non-experimental method. The number of participants in most researches were over 100 and less than 400. Most researches used participants from one particular district. Research instruments validated in Korea were used in most researches. These results were discussed with suggestions for further study.

• International Journal of Advanced Culture Technology
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• 제8권2호
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• pp.116-128
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• 2020

In this study, we introduce a multi-modal mixed reality (MR) application for advertising the main touristic landmarks on Jeju Island, and evaluate its effectiveness based on the Technology Acceptance Model (TAM) with a focus on the user's involvement in Korean culture (K-Culture). Specifically, we deployed several stimuli to enable users to retrieve information, visualize a variety of heritage content such as text, images, videos, virtual artifacts, and immerse in a VR environment to experience the heritage locations. The results of the online survey with 436 participants showed that for consumers with low K-Culture involvement, Perceived Usefulness and Perceived Ease-of-Use did not affect their Intention to Visit the island. Still, it had a significant impact on their Intention to Use the application. On the other hand, for the group with high K-Culture involvement, Perceived Usefulness had no effect on the Intention to Use and Intention to Visit. However, Perceived Ease-of-Use had a significant impact on their Intention to Use the application and Intention to Visit Jeju Island. Therefore, when user involvement in K-Culture is high, convenience of use has played a significant role in sensory media usage and the intention to visit, regardless of the usefulness of the mixed reality content. In contrast, users with low K-Culture involvement primarily focused on the functional aspects of the application. These findings open the path for follow-up studies on K-Culture involvement and immersive media tourism marketing, which will benefit digital tourism marketing and Korea's tourism industry.

• 마케팅과학연구
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• 제12권
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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.

• 한국콘텐츠학회논문지
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• 제13권6호
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• pp.137-147
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• 2013

본 연구에서는 타인의 트윗을 볼 때 어떠한 변인이 트윗 신뢰도와 태도에 영향을 주는지 살펴보고자 내용(정보/의견), 기능(없음/URL/RT) 그리고 관여도(저/고)를 독립변인으로 하여 실험연구를 했다. 설문지, 인터뷰 그리고 유저빌리티 테스팅 소프트웨어 등 세 가지 연구방법을 이용한 결과, 유저빌리티 소프트웨어를 통한 직접관찰에서는 실험 참여자들이 트윗 내용, 기능 그리고 관여도가 읽는 순서, URL 클릭여부, RT시 원래 트윗 작성자 확인여부 등에 영향을 주지 않음을 확인하였고, 트윗 신뢰도에서는 내용에서만 유의미한 차이를 그리고 트윗 태도에서는 트윗 내용, 기능 그리고 관여도 간에 유의미한 상호작용 효과가 있는 것으로 나타났다. 마지막으로 인터뷰를 통해서 의견 보다는 정보가, 그리고 URL>RT>아무 것도 없는 정보나 의견 순으로 더 신뢰할 만하다는 결과가 나왔는데, 그 이유는 개인 의견에 대한 한계와 URL과 RT 등을 통한 정보원에 대한 신뢰 때문인 것으로 보인다. 수많은 트윗 가운데 제한된 트윗에 노출될 수밖에 없는 상황에서 이러한 결과는 트윗 송신자들의 메시지 작성 형태에 대한 중요한 함의를 보여준다.

• Asia pacific journal of information systems
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• 제28권3호
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• pp.183-203
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• 2018

In the era of Web 2.0, social media advertising can simultaneously stimulate consumers' brand purchase intention and brand information sharing intention. Product sales and brand information diffusion are equally important for a company that conducts advertising. This study investigates how features of brand content influence social media advertising effectiveness by integrating the stimulus-organism-response model and classic advertising effectiveness models. An analysis of 267 survey questionnaires shows that brand content-related cues, including perceived uniqueness, perceived vividness, and perceived interactivity have significant effects on consumers' affective and cognitive involvement, which then affect their attitude toward brand content. As a result, the consumers' attitude toward the brand and their brand purchase intention, as well as their brand content sharing intention, are positively affected by attitude toward brand content. This study contributes to a better understanding of how social advertising works, which suggests that managers should effectively use social media to conduct advertising.

• 한국의류학회지
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• 제19권1호
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• pp.149-160
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• 1995

Consumer satisfaction and dissatisfaction is a important concept which composes the quality of life. It is especially important for fashion marketers to know the content of consumer dissatisfaction, because they can eliminate or minimize the sources of dissatisfaction to promote marketing efforts. The purpose of the study is to find out the content of dissatisfaction that consumers experience in buying process, and to see if the content of dissatisfaction differ according to consumers' buying practices and consumer charateristics. A questionaire was developed to measure consumer dissatisfaction, clothing buying behavior, clothing involvement and demographic characteristics. The questionaire was administered to 469 female adults during the spring of 1994. Social wear was selected as a clothing item for this study. The results of the study were as follows; 1. Consumer dissatisfaction in clothing buying process was analyzed into seven factors, such as sales personnel, quality and size, information and service, buying decision, product variety, shopping environment, and discounts sale. 2. According to consumers' clothing buying behavior, clothing involvement and demo- graphic characteristics, there were significant difference in consumer dissatisfaction.