• Korean journal of communication and information
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• v.26
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• pp.105-134
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• 2004

This longitudinal study examines changing factors readers of online newspaper on 1999 and 2004. In terms of Users and Gratification approach, this survey explore changing what is motives of online newspaper readers, using and satisfying of online news during five years. The factor analysis of Online newspaper's reading motive statements yielded three interpretable factors: 'informativeness-convenience', 'inter-activity', 'entertainment'. First, 'informativeness-convenience' on 2004 was lower than '99 in online newspaper reading motives and satisfying, but factor of 'interactivity' and 'entertainment' measured thar 2004 was higher than '99 in chat of online newspaper. A level of reading online newspaper on 2004 is lower than '99, 'people' and 'opinion' is highest reading online newspaper item. Bur that of '99 is 'top news' and 'political news'. 'Top news', 'economics' and 'infor-mation/science' is highest satisfying level of online news item on '99, but that of order changed into 'people'. 'opinion' and 'broadcasting/enter-tainments' on 2004. In conclusion, this study shows online newspaper readers perceived interactive service and entertainment factor.

• Korean Institute of Interior Design Journal
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• v.18 no.4
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• pp.61-70
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• 2009

Rapid social changes and scientific advances of the $21^{th}c$ have brought on a major paradigm shift towards consilience, making boundaries more or less irrelevant. In the field of architecture, this is manifested in the emergence of colors that can be described as 'being aleatory', 'non-formal', 'non-deterministic' and 'perpetually evolving'. Contemporary architectural colors are not definitively fixed. They are rather liquid and metaphorical. Whereas the more traditional architectural colors have delivered clearly and precisely the intended symbolic meaning and visual information, those of today are less definitive and embody a more liquid and conceptual value system. This paper discusses the denoted signification and the meaning effect of the metaphorical color system found in contemporary architecture. This paper analyzes works of architecture from the late 20th century, when dramatic change sin architectural color system surfaced, to the more contemporary creations. Here, three categories of color are suggested, namely material color, spatial color and liquid color. Each categories considered in connection with deconstruction, holistic interactivity and the multiplicity of meanings that may result as information from the external world is perceived as stimulus to the inner mind. Contemporary architectural color scheme is characterized by its unpredictable vagueness of meaning, synesthetic engagement of imagination and chance, and expansion of the inner and outer world, all of which contribute to a metaphorical effect. The metaphorical color system of contemporary architecture can be classified into three dimensions, and it connects with human consciousness and amplifies itself through flexible and fluid communication. In this process non-physical colors materially serve as formal logic and room for varied interpretation of architectural space and our conceptual framework.

• Information Systems Review
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• v.6 no.2
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• pp.47-63
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• 2004

As Internet usages proliferate, the interests on cyber space and virtual community increase. The purpose of this study is to find the role of cognitive absorption as an intermediate variable. It is a variable that links factors that affect on members' usage of virtual community and cognitive absorption. The result of this study shows that challenges, skills, perceived reality, and needs affect the usage of virtual community through cognitive absorption, while only interactivity affects the usage of virtual community directly. This shows that cognitive absorption plays an important role in the usage of virtual community. The major contribution in this study is that cognitive absorption influences on the usage of virtual community greatly. If there is a way to increase the intensity of cognitive absorption, it will strongly help increase the performance of virtual community.

• The Journal of Society for e-Business Studies
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• v.15 no.4
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• pp.219-244
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• 2010

The charged broadcasting market has been becoming very competitive to get the limited media consumers since IPTV was introduced to the market. This research analyzed the competition among interactive broadcasting media. We employed the niche theory for comparing IPTV with Cable TV and Satellite TV, which are two major existing broadcasting media. For employing the niche theory, we focused on the gratification-opportunity features of the media caused by the consumers' gratification sought: ease of use, interactivity, variety of content, and economic feasibility. The results showed the extent to which media are utilized, the extent to which each pair of media are perceived as similar, and the competitive superiority between each pair of media on each dimensions. Finally, we examined the competition structure of IPTV and other broadcasting media, and proposed the competitive strategy for IPTV to get an advantages.

• (The) Korean Journal of Advertising
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• v.29 no.5
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• pp.127-160
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• 2018

Recently, virtual reality and augmented reality technology have been extensively utilized in brand communication. The purpose of this study is to investigate digital reality contents as branded entertainment and content-analyze its format and contents for brand communication. Coding categories were derived to examine marketing characteristics of 300 digital reality contents and key descriptive statistics were presented and interpreted. The results revealed that consumer responses(i.e., view count, like, and dislike) toward Branded Digital Reality contents vary according to types of storytelling. Moreover, perceived values of contents also varied by the types of digital reality(VR vs. AR). Based on the results, this paper discusses the academical and managerial implications of study findings.

• The Research Journal of the Costume Culture
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• v.30 no.2
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• pp.297-318
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• 2022

A growing number of fashion brands and retailers are actively adopting live streaming as a new marketing channel. In spite of the increasing use of live commerce, the effects of live streaming commerce on customer purchasing behavior for fashion products are not fully understood. The purpose of this study is to examine factors affecting consumers' attitudes toward a purchase via fashion live streaming commerce (FLSC) and intention to use FLSC. The study also investigated whether consumers' expenditure on fashion and time spent on mobile shopping moderate the relationships among research variables. A total of 230 questionnaires were analyzed through descriptive statistics, confirmatory factor analysis, and multiple-group comparison tests using SPSS and AMOS. A summary of the main results of this study is as follows. First, the perception of the attributes of FLSC (ease of use, economic efficiency, interactivity, and enjoyment) has a positive effect on attitude toward a purchase via FLSC. The ease of use and economic efficiency of FLSC, in particular, have greater impacts on attitudes than other factors. Secondly, attitudes toward FLSC positively impact the intention to use FLSC. Lastly, the results of group comparisons, by fashion expenditure and time spent on mobile shopping respectively, hold no significant moderation effects among the variables. These findings demonstrate that consumers are more likely to use FLSC as they form a positive attitude by the attributes of FLSC mentioned earlier. The study provides some insights on an exploration of live streaming commerce for fashion product sales.

• The Journal of Economics, Marketing and Management
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• v.12 no.1
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• pp.77-88
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• 2024

Purpose: By studying the effects of SNS advertising characteristics and SNS advertising music characteristics conducted by companies on advertising preference and advertising effects, we would like to suggest a plan for effective SNS advertising operation. Research design, data and methodology: In this study, a total of 483 surveys were collected for college student consumers in their 20s who had experience seeing advertisements on SNS, and 458 were used for the final analysis. In addition, the collected questionnaire data were analyzed using statistical programs SPSS 24.0 and AMOS 24.0, and Sobel Test was performed through structural equation modeling and regression analysis. Results: Advertising preference, purchase, and recommendation intentions increased as consumers who saw advertisements on SNS perceived the characteristics of advertisements (information, entertainment, individuality, and interactivity). However, advertising preference was not formed by SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity). In addition, the higher the perception of SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity), the more advertising effects such as purchase and recommendation intentions were linked, and the higher the perception of SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity), the more advertising effects such as purchase and recommendation intentions could be created. Finally, it was confirmed that advertising preference had a partial mediating effect between SNS advertising characteristics and advertising effects, and between SNS advertising music characteristics and advertising effects. Conclusions: Unlike previous studies that have investigated the causal relationship of advertising effects according to sub-factors such as SNS advertising characteristics and SNS advertising music characteristics, it is significant in that it analyzes the variables used in the study as secondary factors.

• Management & Information Systems Review
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• v.30 no.1
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• pp.211-226
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• 2011

This study was intended to investigate the attributes of the Internet shopping mall and to examine the effects of each attribute on the consumer purchase intention. 279 valid responses of total 300 questionnaire were used for the analysis of this study. Both the exploratory factor analysis and reliability analysis were conducted to evaluate the conceptual validity and internal coherence of the determining variables and the use intention. The factor analysis resulted in identifying the five factors of the Internet shopping mall and on the multiple regression analysis, three of the five identified factors were found to affect significantly the purchase intention. According to the verified results interactivity(t=4.384) was found to affect positively the use intention, while privacy risk(t=-2.985) and delivery risk(t=-2.257) were found to affect negatively the purchase intention. Managerial suggestions are recommended as the results of analysis. It is urgently necessary for decreasing countermeasures delivery risk and privacy risk to enhance purchase intention of customers in internet shopping malls. Especially obtaining more information on consumers gives short-term advantages to marketers, perceived slackness in privacy will hinder purchase intention in internet shopping malls in the long run by causing distrust of consumers. Other limitations and future research directions are also mentioned.

• The Journal of Society for e-Business Studies
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• v.18 no.1
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• pp.191-211
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• 2013

The deployment of social network service(SNS) makes the social network game(SNG) as the new value added service of SNS be popular. But, a few study had identified the reason of this popularity and the elements of SNG. Based on the social presence theory and media richness theory, we had tried to identify three community artifacts (i.e. persistent labeling, self presentation and deep profiling) and two media characteristics(i.e. vividness and interactivity) as the SNG elements in this research. Then we had empirically validated the effect of these elements on the SNGexperience (i.e. social presence, perceived enjoyment) and behavioral intentions (i.e. Continuous usage intention, willingness to pay and loyalty) of the users. We conducted a survey to the actual SNG users. 243 data were collected and analyzed by PLS algorism. The results indicated that the community artifacts mediated by the social presence and media characteristics could significantly affect on the experiences and behavioral intentions. These findings could contribute to identify what element could be the reason of social network game popularity and could also contribute to design more attractive social network game in practice.

• The Korean Journal of Franchise Management
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• v.10 no.1
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• pp.43-52
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• 2019

Purpose - Many companies use the Internet to conduct their business to maintain and acquire their customers. SNS is used as a site where users can create profiles, build personal networks, and then share and exchange information with others. Not only do people use SNS for their self-promotion, but they also promote their services by creating SNS pages. SNS is recognized as a medium for implementing effective advertising strategies and is being used as an important means of promoting the company. Therefore, in this study, we investigate the effect of SNS marketing characteristics of restaurant franchise firms on utilitarian value and hedonic value and examine their effects on purchase intention. Research design, data, and methodology - The data were collected from 20s-60s respondents who have used SNS for restaurant visit using Google survey. A total of 159 responses were collected and used for final analysis. Smart PLS 3.0 was used for the hypothesis test. Results - As a result of an analysis, it was shown that the influence of the playfulness and affordability of information on the utilitarian value had a significant positive effect. Interaction and up-to-date did not have a positive effect on utilitarian value. Interaction, affordability, and up-to-date have no significant positive effects on hedonic value. The playfulness of information has a positive effect on the hedonic value. Both utilitarian value and hedonic value had positive effects on purchase intention. Conclusions - The findings of this study suggest that the SNS marketers of restaurant franchisors should focus on the playfulness, affordability, and up-to-date rather than the interactivity of SNS. In marketing through SNS, the act of presenting the basis of information and enhancing the provision of information through objective criteria makes it possible to experience the practical value of information. It is necessary to develop differentiated contents which cause customers interest and fun and to induce many customers' purchase intent by providing objective and realistic information. In order to increase the customers' repurchase intentions toward the food service business, customers should maximize the hedonic value and practical value felt through information. It should also focus on providing information that customers are receptive to, rather than providing prompt information.