• The Journal of Information Systems
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• v.32 no.1
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• pp.23-51
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• 2023

Purpose: Live commerce is a new type of electronic commerce in combination with live streaming services. It is expected to increase virtual presence in the context of online shopping by overcoming a lack of social interactions between sellers and buyers which have been raised as a limitation in electronic commerce. Drawing on the studies of communication media, this study examines how live commerce contributes to the increase of virtual presence which consists of telepresence and social presence. Telepresence refers to a buyer's perception that he or she is present at the physical shopping mall during live shopping streaming whereas social presence refers to a buyer's perception of social interaction with a seller which is human warm, social, sensitive, and personal. In this study, we verify key determinants of virtual presence and its consequences. More specifically, this study proposes virtual presence contributes to the increase of buyers' trust in products and further purchase intentions. Furthermore, we verify influential factors of virtual presence from the technical and influencer perspectives of live commerce. Design/methodology/approach: To test the proposed hypotheses, the partial least squares (PLS) analysis is conducted with a total of 250 data collected on users with experience in the TaoBao live streaming shopping platform. Findings: The results show that first, telepresence and social presence are increased by visibility, media richness and attractiveness in the context of live shopping streaming. Second, buyers' trust in product trust and purchase intentions are positively influenced by telepresence and social presence. Finally, buyers' trust in product has a direct, positve effect on their purchase intentions. Overall, the findings offer new insights into the studies of electronic commerce by introducting the concepts of virtual presence and media richness from the literature of communication media in the field of live commerce.

• Proceedings of the Korean Information Science Society Conference
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• 2010.06a
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• pp.214-215
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• 2010

• Proceedings of the Korean Institute of Communication Sciences Conference
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• 2004.07a
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• pp.272-272
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• 2004

• Proceedings of the Korean Information Science Society Conference
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• 2007.10a
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• pp.5-6
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• 2007

• Proceedings of the Korean Institute of Communication Sciences Conference
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• 2004.11a
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• pp.294-294
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• 2004

• The KIPS Transactions:PartC
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• v.18C no.1
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• pp.51-60
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• 2011

In this paper, we propose a P4P based P2P system for live multimedia streaming services. In order to satisfy the strict requirement of delay in live multimedia streaming, in the proposed scheme, the P4P server of network provider provides the network status information related to delay and congestion links to P2P system in addition to the information to optimize the network resource utilization. The P2P system server, then, makes the peering suggestion based on the information from the network server. Also, we propose a playback synchronization mechanism that enable each peer to start the playback within the limited variation from the playback positions of source peer. Through the simulation results, it is shown that the proposed scheme not only deals with the original objective of the P4P framework, i.e., effective network utilization, but also the live multimedia streaming requirements. It enhances the playback continuity, and reduces the playback start-up latency and the control overhead. In addition, the proposed scheme reduces the variation in playback positions of the peers.

• Journal of Broadcast Engineering
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• v.24 no.6
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• pp.948-955
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• 2019

As interests in 360-degree VR (Virtual Reality) video services enormously grow, compression and streaming technologies for VR video data have been rapidly developed. Quality Emphasized Region (QER) based streaming scheme has been developed as a kind of viewport-adaptive 360-degree video streaming technology for maintaining immersive experience and reducing bandwidth waste. For selecting a QER corresponding to the user's gaze coordinate, QER-based streaming scheme requires the calculation of Quality Emphasis Center (QEC) distance and signaling message delivery for requesting QER switching. QEC distance calculations require high computational complexity because of repeated calculations as many times as the number of QERs. Furthermore, the signaling message interval results in a trade-off relationship between efficient bandwidth usage and flexible QER switching. In this paper, we propose an improved QER selection algorithm based on MMT protocol to solve this problem. The proposed algorithm could achieve computational complexity reduction by using preprocessed QER_ID_MAP. Also, flexible QER switching could be achieved, as well as efficient bandwidth utilization by an adaptive adjustment of the signaling interval.

• The Journal of the Korea Contents Association
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• v.8 no.10
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• pp.20-26
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• 2008

The quality of stream remaking is decided the load of a server and Jitter through the traffic of the transmission path between end to end. In order to improve these problems in this paper, I propose tree construction method of low-delay-level-multicast. In this case which the network congestion will be occurred by streaming quality, I also propose the technique which dynamically changes the transmission path. This technique first constructs the overlay structure for relaxing the overload of server. Secondly, in order to decrease Jitter of client, it makes upload bandwidth and low latency balanced. In the evaluation of the performance, this paper showed better enhancement of about $15%{\sim}24%$ than P2CAST[4] in the simulation about node average join count, average bandwidth, service request refusal ratio, RTT measurement of nodes, and node average join count by defect ratio.

• Journal of the Institute of Electronics and Information Engineers
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• v.49 no.12
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• pp.81-88
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• 2012

As the performance of the next-generation broadband wireless networks is dramatically enhanced, various services (i.e., education, Live video streaming, Live video conferencing, online games, etc.) have been provided to users through a smart mobile platform. Those services are usually provided by using the centralized communication server. However, since all multimedia traffic is exchanged through a communication server, it often has the scalability problem with regard to traffic management. Our main purpose is for group smart users to provide scalable live multimedia streaming service based on P2P network. To do this, we have designed an architecture of P2P-based service management for mobile group communication management and service management protocol. In order to verify the performance of the proposed scheme, we have mathematically analyzed the performance in terms of the average transmission delay and bandwid th utilization.

• The KIPS Transactions:PartA
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• v.12A no.5 s.95
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• pp.355-364
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• 2005

With fast advances in computing power and network technologies, online streaming services of continuous media (CM) have been popularly implemented on the Web. To implement such services, a variety of CM streams need to be processed efficiently, so that the Sweep scheme was proposed. This scheme has several advantages such as hiccup-free playbacks and seek-time optimization. In this scheme, however, the entire CM streams are scheduled with a single scheduling period, called a cycle. Since only one scheduling period is allowed in this scheme, a significant amount of disk time is usually wasted because of its inflexible disk schedules. To solve this, we propose a new dynamic Sweep scheme. For this, we devise an algorithm that is able to expand scheduling periods of serviced CM streams and propose a new admission control mechanism guaranteeing hiccup-free playbacks. To show performance gains, we execute various simulation experiments. From the experimental results, we can see that the proposed scheme outperforms the Sweep scheme in terms of disk utilization and scheduling flexibility.