• 한국산학경영학회:학술대회논문집
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• 한국산학경영학회 2004년도 추계학술연구발표회
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• pp.4-22
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• 2004

과거에는 많은 온라인 컨텐츠 회사들이 자신의 컨텐츠 서비스에 대하여 무료로 제공하는 경향이 있었다. 그러나 최근 수익모델의 한계에 부딪히며, 특히 온라인 광고수입에 대한 한계를 느끼기 시작하면서 자신들의 서비스에 요금을 부과하기 시작했다. 이 논문은 이론적인 모델을 통하여 온라인 컨텐츠 회사들이 왜 자신의 컨텐츠 서비스에 요금을 부과하게 되었는지를 광고수익과 시장변수에 따른 조건에 따라 살펴본다. 또한 기존의 오프라인 컨텐츠 회사들이 온라인시장에 진입할 때의 조건들과 균형가격을 살펴보면서, 온라인 컨텐츠 시장에서의 가격전략과 비즈니스모델에 관련된 시사점을 논의한다.

• 한국경영과학회지
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• 제31권3호
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• pp.53-62
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• 2006

Many information providers in the electronic market struggle to attain revenue from their information goods including contents or other services and they tend to charge for their contents or services since they are confronted with difficulties in attaining revenue from online advertising. This study examines why they begin to charge for their contents or services and explores Pricing strategies for their contents. Also, this paper explores business strategies when conventional offline contents firms enter the online contents market and draws some implications for the condition of entry of offline contents providers into the online market.

• 한국경영과학회지
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• 제38권1호
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• pp.123-138
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• 2013

Keyword advertising has been used as a promotion tool rather than the advertising itself to online retailers. This is because the online retailer expects the direct sales increase when they deploy the keyword sponsorship. In practice, many online sellers rely on keyword advertising to promote their sales in short term with limited budget. Most of the previous researches use direct revenue factors as dependent variables such as CTR (click through rate) and CVI (conversion per impression) in their researches on the keyword advertising[14, 16, 22, 25, 31, 32]. Previous studies were, however, conducted in the context of aggregate-level due to the limitations on the data availability. These researches cannot evaluate the performance of keyword advertising in the individual level. To overcome these limitations, our research focuses on conversion of keyword advertising in individual-level. Also, we consider manageable factors as independent variables in terms of online retailers (the costs of keyword by implementation methods and meanings of keyword). In our study we developed the keyword advertising conversion model in the individual-level. With our model, we can make some theoretical findings and managerial implications. Practically, in the case of a fixed cost plan, an increase of the number of clicks is revealed as an effective way. However, higher average CPC is not significantly effective in increasing probability of purchase conversion. When this type (fixed cost plan) of implementation could not generate a lot of clicks, it cannot significantly increase the probability of purchase choice. Theoretically, we consider the promotional attributes which influence consumer purchase behavior and conduct individuals-level research based on the actual data. Limitations and future direction of the study are discussed.

• Asia pacific journal of information systems
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• 제31권4호
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• pp.606-632
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• 2021

With many consumers being exposed to news via social media platforms, news organizations are challenged to attract visitors and generate revenue during visits to their websites. They therefore need detailed information on how to write articles and headlines to increase visitors' engagement with the content to drive advertising revenues. For those news organizations whose business model depends mainly on advertisements, rather than subscriptions, it is particularly crucial to understand what makes the website attractive to their visitors, what drives users to stay on the website, and what factors affect a user's exit decision. The current research examines individual news consumers' choices to find patterns of increase or decrease in user engagement relative to a variety of topics, as well as to the mood or tone of the content. Using clickstream data from a major news organization, the authors develop a user-level dynamic model of clickstream behavior that takes into account the content of both headlines and stories that visitors read. The authors find that readers appear to exhibit state dependence in the tone of the articles that they read. They also show how the topics expressed in headlines can affect the amount of content readers consume when visiting the news organization to a much larger degree than the topics expressed in the content of the article. Online publishers can make use of such findings to present visitors with content that is likely to maintain and/or increase their engagement and consequently drive advertising revenue.

• Asia pacific journal of information systems
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• 제17권4호
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• pp.97-112
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• 2007

Most traditional newspaper publishers provide online editions to counter the competition of online news providers. However, the relationship between the online and print editions of the same newspaper has not been clearly defined. Some see the online newspaper as a substitute, while others consider it a complement. A 2002 NAA online newspaper consumer survey indicated that one-third of its respondents said they were now using the print newspaper less. Others have argued that the online edition will not wipe out print consumption, and may even complement it. While the print edition offers particular advantages such as portability, less eye strain, and the tactile experience of a printed page, the online edition also offers specific advantages such as access to breaking news, continually updated information, access to old archives, etc. All these factors would tend to lower the degree of interchangeability between the products. However, recent empirical studies show that the online edition is a substitute for rather than a complement of the print edition. Still, to some print readers, the online edition provides additional value. In this paper, by capturing the two different aspects of online editions the substitute aspect and the additional value added aspect as well as other available online alternatives, we develop an analytical model to derive the optimal production and distribution strategies of both online and print editions. Confronting the "free versus fee" issue, we show that it is optimal to provide an online version of the print newspaper for free to non-print subscribers. However, the amount of free news content that the publishers need to put on the Web depends on the available alternatives on the online market. The "fee" and "free" options both have merits and demerits as well. If the publisher charges for the online version of the print newspaper, she can generate revenue from the fee charged to online readers. However, doing so will limit the size of the online audience and further reduce online advertising revenue. At the same time, by providing a high-quality online version and charging for it, the price of the print newspaper must stay low in order to lure high valued readers. On the contrary, if the publisher provides an online version of the print newspaper for free, she can obtain a larger audience for the online version. At the same time, by providing a low-quality online newspaper, the publisher can increase the print newspaper price to get more revenue from high valued offline readers, although no revenue is incoming from online version readers. Through systematic measuring of all the pros and cons, our analysis shows that the optimal option is not "fee" but "free."

• Asia pacific journal of information systems
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• 제18권1호
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• pp.117-144
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• 2008

Lots of virtual communities and online businesses presently derive their primary sources of revenues through advertising, but nevertheless are plagued with marginal profitability though they might possess a significant user base. In the light of the need for an efficacious business model, there have been recent insights of an online community in particular reaping profits through an innovative and lucrative revenue generation method that earns by selling digital items. There have been some obvious evidences (e.g., Cyworld, SecondLife, Habo Hotel, etc.) that online communities can be profitable through their unique business model of selling digital items. However, there is lack of understanding about the motivation of purchasing digital items. This study tries to identify the main motivators of digital item purchases based on social/individual identity theory and self-presentation theory. "Digital items", otherwise known as "virtual assets", may include online avatars, accessories for the avatars, decorative ornaments like furniture, digital wallpapers, skins, background music and virtual weapons used for Internet games. These digital items are employed by users for representation and articulation in the online space, especially to create and enhance their online profiles in web pages and games. Prices for digital items typically range from a few cents to a few dollars each. Based on the theoretical framework like social identity theory and self-presentation theory, we developed the research model and proposed seven hypotheses. An analysis of 225 members of Cyworld found that digital item purchase intention in virtual world is affected by both members' need for self-presentation and need for affiliation. We also found that the need for self-presentation is significantly increased by innovativeness of members, community group norm, and community involvement. We concluded that the need for self-presentation could be a key variable for profitable business model in online community service industry. However, neither individual self-efficacy nor the need for affiliation significantly influenced the need for self-presentation which triggers purchase intention of digital items. In term of the theoretical and practical contribution, this study can be a pioneering empirical research that investigates the purchase intention of digital items based on social identity theory and self-presentation theory in the online context. Also, the findings of our study are valuable and practical for practitioners in the market who wish to adopt or improve the business model of selling digital items in an online community. From the findings, it can be seen that innovativeness of users, community group norm, and community involvement are three significant factors that influence need for self-presentation of users which ultimately leads to their intentions to buy digital items. These findings put forth that virtual community providers and online businesses selling digital items should prioritize their efforts and focus on these three factors if they want to increase the sales of these digital items and generate greater revenues. This study provides important implications for academic researchers and practitioners to understand why the community members pay money for their digital items in virtual world and how the practitioners can increase the sales of digital items in an online community. A couple of limitations of the study and future research directions are also discussed.

• 지능정보연구
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• 제24권1호
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• pp.75-100
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• 2018

최근 웹툰, 음원, 동영상, 게임, 교육, 앱 등 많은 콘텐츠 기업에서 콘텐츠 유료화 정책을 추진하고 있으나, 무료 콘텐츠에 익숙한 독자들의 문화적 관성이 온라인 콘텐츠의 유료화 전환에 많은 어려움을 주고 있다. 특히 온라인 뉴스 콘텐츠는 포털 사이트를 통해 무료로 배포되고 있어 유료화에 대한 독자들의 거부감이 다른 온라인 콘텐츠 보다 더욱 심한 실정이다. 이러한 문제 해결을 위해 학계 및 산업계에서 온라인 콘텐츠의 유료화 방안에 대한 연구가 다양한 차원에서 진행되었다. 최근에는 일부 온라인 뉴스 매체를 중심으로 독자들이 자발적으로 마음에 드는 뉴스 콘텐츠에 대해 원하는 만큼의 구독료를 지불하게 하는 Pay-What-You-Want (PWYW) 지불모델을 적용하는 시도가 이뤄지고 있다. 이에 본 연구는 PWYW 모델의 성공적인 정착을 위한 선결요인으로 독자의 자발적 독자구독료 지불행위에 영향을 미치는 온라인 뉴스 콘텐츠의 체계적 속성을 도출하고, 각 속성 및 하위 속성의 상대적 중요도를 비교 분석하였다. 좀 더 구체적으로, 선행연구 분석을 통해 기사제목 유형, 기사 이미지 자극성, 기사 가독성, 기사 유형, 기사 지배적 정서, 기사 내용-이미지 유사성 등 총 여섯 가지의 온라인 뉴스 콘텐츠의 체계적 속성을 도출하였으며, 내용분석(content analysis)을 통해 각 기사의 속성값을 측정하고 이를 기반으로 컨조인트 분석(conjoint analysis)을 실시하여 속성 간 상대적 중요도를 계산 및 검증하였다. PWYW 모델이 적용된 온라인 뉴스 콘텐츠 379개에 대한 컨조인트 분석 결과, 기사 가독성, 기사 내용-이미지 유사성, 기사제목 유형 등의 순으로 자발적 독자구독료에 큰 영향을 주는 것으로 분석된 반면, 기사 유형, 기사 지배적 정서, 기사 이미지 자극성 등은 상대적으로 낮은 중요도를 보이는 것으로 조사되었다. 본 연구는 내용분석과 컨조인트 분석을 동시에 실시하여 온라인 뉴스 콘텐츠에 대한 자발적 지불의도에 영향을 미치는 체계적 요인을 도출하고, 그 상대적 중요도까지 살펴보았다는 점에서 학술적 의의가 있으며, 온라인 뉴스 콘텐츠 제작자 및 사이트 운영자들로 하여금 독자들의 자발적 지불을 유도할 수 있는 가이드라인을 제시하였다는 점에서 그 실무적 의의가 있다.

• 한국경영과학회지
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• 제39권1호
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• pp.29-48
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• 2014

The recent keyword advertising does not reflect the individual customer searching pattern because it is focused on each keyword at the aggregate level. The purpose of this research is to observe processes of customer searching patterns. To be specific, individual deal-proneness is mainly concerned. This study incorporates location as a control variable. This paper examines the relationship between customers' searching patterns and probability of purchase. A customer searching session, which is the collection of sequence of keyword queries, is utilized as the unit of analysis. The degree of deal-proneness is measured using customer behavior which is revealed by customer searching keywords in the session. Deal-proneness measuring function calculates the discount of deal prone keyword leverage in accordance with customer searching order. Location searching specificity function is also calculated by the same logic. The analyzed data is narrowed down to the customer query session which has more than two keyword queries. The number of the data is 218,305 by session, which is derived from Internet advertising agency's (COMAS) advertisement managing data and the travel business advertisement revenue data from advertiser's. As a research result, there are three types of the deal-prone customer. At first, there is an unconditional active deal-proneness customer. It is the customer who has lower deal-proneness which means that he/she utilizes deal-prone keywords in the last phase. He/she starts searching a keyword like general ones and then finally purchased appropriate products by utilizing deal-prone keywords in the last time. Those two types of customers have the similar rates of purchase. However, the last type of the customer has middle deal-proneness; who utilizes deal-prone keywords in the middle of the process. This type of a customer closely gets into the information by employing deal-prone keywords but he/she could not find out appropriate alternative then would modify other keywords to look for other alternatives. That is the reason why the purchase probability in this case would be decreased Also, this research confirmed that there is a loyalty effect using location searching specificity. The customer who has higher trip loyalty for specificity location responds to selected promotion rather than general promotion. So, this customer has a lower probability to purchase.

• 한국콘텐츠학회논문지
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• 제20권7호
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• pp.331-341
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• 2020

최근 정부가 대표적인 불법 저작물 사이트의 운영자를 구속하여 사이트를 폐쇄했지만, 곧 유사한 사이트가 만들어지고 이용자들이 고스란히 이동하는 '풍선효과'가 나타나고 있다. 이에 저작권 침해 방지 대책을 보완할 수 있는 '자금 추적 기반 접근 방식'이 주목받고 있다. 이 방식은 불법 저작물 사이트의 상업화 체계와 자금흐름을 추적하고 주 수익원이 되는 광고의 공급 및 게재를 차단함으로써 수익원을 차단해 불법 저작물 사이트의 운영을 악화시켜 자진 폐쇄를 목표로 한다. 본 연구에서는 자금 추적 기반 접근 방식을 도입한 해외 사례를 중심으로 살펴보았다. 분석 결과, 국가마다 세부 정책과 캠페인 방식이 다르지만, 비형벌적 조치, 관련 업계의 자발적 참여를 바탕으로 한 파트너십, 저작권 산업 보호만을 목적으로 하지 않는다는 공통점이 발견되었다. 그간 국내에서 민·관 합동 대응 체계가 제대로 구축되지 못한 것은 정책 추진 단계에서 양측의 견해차가 발생했기 때문이다. 광고주와 대행사에 불법 사이트 광고 집행이 브랜드 이미지 손상 등의 역효과와 막대한 경제적 손실을 줄 수 있다는 인식 제고가 필요하다. 더불어 관련 연구 및 세미나를 통해 상호 이해와 협력을 바탕으로한 저작권 침해 방지가 이루어져야 한다.

• 경영정보학연구
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• 제15권3호
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• pp.89-110
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• 2013

제휴마케팅으로 웹에서의 콘텐트 제공자가 수익을 창출할 수 있게 되었다. 그러나 콘텐트 제공자는 웹 사이트를 구축하여 일정 수준 이상의 고객을 끌어들이는데 어려움을 겪어왔다. 최근 SNS가 활성화되면서 누구나 쉽게 콘텐트 제공자가 될 수 있게 되었고, 자신의 SNS에 광고를 게재하고 제휴마케팅을 통해 수익을 창출하는 것이 용이하게 되었다. 본 연구에서는 트위터와 같은 마이크로블로그 기반 SNS에서 제휴마케팅에 영향을 주는 요인을 분석하였으며, 구성원들간의 연대관계가 이들 영향변수와 제휴마케팅 간에 조절역할을 하는지를 조사하였다. 실증분석에서는 제휴마케팅의 대용 변수로 클릭의도를 사용하였다. 실증분석을 통한 연구결과는 다음과 같다: 첫째, 마이크로블로그 기반 SNS의 보안 서비스, 커뮤니티 소통지원 서비스, 내비게이션 서비스, 콘텐트 품질은 클릭의도에 긍정적 영향을 미친다. 둘째, 마이크로블로그 기반 SNS에서 구성원들 간의 연대(연결강도)는 콘텐트 품질과 클릭의도간의 관계에서 조절역할을 한다. 약한 연대 그룹일수록 콘텐트 품질이 클릭의도에 긍정적 영향을 미친다. 끝으로 본 연구에서는 이들 연구결과가 주는 함의를 연구자와 실무자 관점에서 제시하였다.