• 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 Preventive Medicine and Public Health
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• v.37 no.4
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• pp.312-320
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• 2004

Objectives : An outbreak of acute hemorrhagic conjunctivitis (AHC) caused by coxsackie A24 (CA24) virus occurred in South Korea in 2002. CA24 was isolated for the first time from patients with AHC. Therefore, this study was conducted to understand the transmission routes and prevent another AHC outbreaks. Methods : The authors conducted a questionnaire survey among 1,730 students from 2 middle schools and 1 technical high school in Gyeongju city. For statistical analysis the chi-square test was used, and chi-square for trend method showing a level of significance less than p<0.05 was proven to be significant. Variables which were proven to be significant in univariate analysis were analysed by multiple logistic regression. Results : The attack rate was 57.1%. The student groups with rubbing one s own eyes, computer usage, and sharing cellular phone had a significantly higher AHC attack rate (p<0.05). According to the multiple logistic regression, the odds ratios for male, high school, computer use, sharing cellular phone, and rubbing one s own eyes were significant (p<0.05). Conclusion : The most significant feature of this outbreak was that many students rubbed their own eyes following contact with AHC patients in a deliberate attempt to avoid going to school. Other transmission methods were computer usage and sharing cellular phone. In the future, health and school authorities must plan new strategies for the prevention of AHC.

• Journal of Korean Home Economics Education Association
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• v.24 no.2
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• pp.87-99
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• 2012

The purpose of this study is to investigate the relation among adolescents' school consumer education, cell phone consumption behavior and satisfaction with cell phone consumption life. Finally, this study aims to find right ways for leading to adolescents' reasonable consumption life and improving the school consumer education. A survey was conducted to the second grade students 430 of middle school residing in Seoul and the Capital area. As the result of examining the relation among school consumer education, consumption behavior, and consumption life satisfaction, the learning of 'information analysis and decision making process' has a positive effect on 'reasonable purchase and active problem-solving' behavior, and the learning of 'consumption culture' on 'active problem-solving and ethic use' behavior, the learning of 'problem-solving and rights and responsibilities' on 'ethic use' behavior. In addition, it shows that 'ethic usage behavior' in consumption behavior has a positive influence on 'relation satisfaction', and 'reasonable purchase' behavior and 'active problem-solving' behavior on 'practical usage satisfaction'.

• The Journal of the Korea Contents Association
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• v.8 no.11
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• pp.65-73
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• 2008

In this study, we have looked into the cellular phone consumption behavior of seniors who are 50-65 years old because of the prediction that senior cellular phone market will be expanded. Therefore, we made up a questionnaire which is based on theoretical study about silver consumer and marketing, and we also analyzed main features and differences of senior and active senior after split by lifestyle analysis. Through the analysis result, we found out the practical approaching way for the items that seniors' dissatisfaction was high and inquired whether it's possible turning into interface's direct input system or not. As a result, we discovered the change of a pattern of behavior by the increase of seniors's experience, differences of consumption behavior factors by lifestyle, and the possibility of market value of new interface.

• Journal of the Korean Society of Safety
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• v.24 no.4
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• pp.104-110
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• 2009

In this driving simulation study, the impairing effects of various types of electronic devices usage(i. e., destination search by using in-vehicle navigation system, TV watching and dialing cellular phone) during driving on front-to-rear-end collision avoidance were investigated. Percentage of collisions, driving speeds when the drivers collided, and initial reaction time for collision avoidance were analyzed and compared as the dependent measures. The results indicated that (1) any types of electronic devices usage during driving induced more serious collision-related impairment than control condition where no additional task was required, and (2) in general, destination search task appeared to impair drivers collision avoidance performance more than the other task requirements in terms of percentage of collisions and initial reaction time for collision avoidance, but TV watching induced most serious collision impact. These results suggested that any types of electronic device usage could distract drivers attention from the primary task of driving, and be resulted in serious outcome in potentially risky situation of front-to-rear-end collision. In particular, mandatory use of eye-hand coordination and receiving feedback seemed to one of essential factor leading the drivers visual attentional distraction.

• The Journal of Asian Finance, Economics and Business
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• v.4 no.2
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• pp.75-80
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• 2017

Hand phones are standard paraphernalia among university students. Factors that motivate them to own the gadget would be of interest to both the students as well as marketers. Hand phone usage is an unexamined field in academic literature, this exploratory study attempts to investigate student purchasing motives in cellular phone markets. It also intends to know the student's satisfaction with the different services and its future impact on socio economic changes. In this study, undergraduates (n=336) were requested to specify their purchase criteria of hand phone. The instrument used in the study to collect feedback from the respondents contains a combination of open-ended and scaled questions, and some background demographics. The study employed content analysis, Pearson's correlation, and t-tests as the primary tools to analyze the responses. Results show that brand was rated as the most important factor in student purchase decisions. Other factors, arranged in decreasing order of importance comprise price, product quality, features, durability, availability, promotion, and post purchase service. Brand and price correlated significantly. It is also observed that there is very little difference regarding preference between brand and price in purchasing a hand phone. Marketers may formulate suitable strategies out of the findings to promote hand phones to university undergraduates in Malaysia by emphasizing at brands and price.

• Korean journal of communication and information
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• v.34
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• pp.306-340
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• 2006

Mobile communications is argued to reshape and activate the existing space by increasing 'mobile communicability en route' and 'real time interaction.' This study is designed to make an empirical analysis on how different the use of a cellular phone is in each different space. In this study, the space is divided into three distinct parts including the private, social and public space. First, spatial micro-coordination and experience of polysemy of place are widely observed in the use of a mobile phone in the private space. Secondly, it is found that a mobile phone contributes to extending the scope of social contacts which in turn compliments the existing social relationship. Moreover, a full-time intimate community that is connected via a mobile phone results in reshaping the social space. Lastly, the study shows that the usage pattern of a mobile phone varies depending on the type of public space. The technological development is envisaged to lead to more demand for the public space while facilitating the use of the public space.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.13 no.7
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• pp.1247-1254
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• 2009

The purpose of the present study was to compare and analyze the differential effects of in-vehicle electronic device usage types(searching for targeted destinations in navigational purpose, watching TV in entertain purpose, and dialing a cellular-phone in phone-usage purpose) on driver's front-to-rear-end collision avoidance behavior, and to find effective collision warning format for this behavior. The result indicated that (1) the drivers showed more impaired collision avoidance performances when they were asked to search the name of targeted destination than the other task requirements, and (2) auditory warning appeared to be most effective among the other types of warning. In particular, it was suggested that the "Visual-Only" collision warning could induce most undesirable result when the drivers were engaged in both visual and auditory information processing.

• Asia pacific journal of information systems
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• v.17 no.2
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• pp.97-122
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• 2007

Conventional networking and telecommunications infrastructure characterized by wires, fixed location, and inflexibility is giving way to mobile technologies. Numerous research reports point to the ultimate domination of wireless communication. With the increasing prevalence of advanced cell-phones, various mobile data services (hereafter MDS) are gaining popularity. Although cellular networks were originally introduced for voice communications, statistics indicate that data services are replacing the matured voice service as the growth engine for telecom service providers. For example, SK Telecom, the Korea's largest mobile service provider, reported that 25.6% of revenue and 28.5% of profit came from MDS in 2006 and the share is growing. Statistics also indicate that, in 2006, the average revenue per user (ARPU) for voice didn't change but MDS grew seven percents from the previous year, further highlighting its growth potential. MDS is defined "as an assortment of digital data services that can be accessed using a mobile device over a wide geographic area." A variety of MDS have been deployed, with a few reaching the status of killer applications. Many of them need to access the Internet through the cellular-phone infrastructure. In the past, when the cellular network didn't have acceptable bandwidth for data services, SMS (short messaging service) dominated MDS. Now, Internet-ready, next-generation cell-phones are driving rich digital data services into the fabric of everyday life, These include news on various topics, Internet search, mapping and location-based information, mobile banking and gaming, downloading (i.e., screen savers), multimedia streaming, and various communication services (i.e., email, short messaging, messenger, and chaffing). The huge economic stake MDS has on its stakeholders warrants focused research to understand associated dynamics behind its adoption. Lyytinen and Yoo(2002) pointed out the limitation of traditional adoption models in explaining the rapid diffusion of innovations such as P2P or mobile services. Also, despite the increasing popularity of MDS, unexpected drop in its usage is observed among some people. Intrigued by these observations, an exploratory study was conducted to examine decision factors of MDS usage. Data analysis revealed that the increase and decrease of MDS use was influenced by different forces. The findings of the exploratory study triggered our confirmatory research effort to validate the uni-directionality of studied factors in affecting MDS usage. This differs from extant studies of IS/IT adoption that are largely grounded on the assumption of bi-directionality of explanatory variables in determining the level of dependent variables (i.e., user satisfaction, service usage). The research goal is, therefore, to examine if increase and decrease in the usage of MDS are explained by two separate groups of variables pertaining to information quality and system quality. For this, we investigate following research questions: (1) Does the information quality of MDS increase service usage?; (2) Does the system quality of MDS decrease service usage?; and (3) Does user motivation for subscribing MDS moderate the effect information and system quality have on service usage? The research questions and subsequent analysis are grounded on the two factor theory pioneered by Hertzberg et al(1959). To answer the research questions, in the first, an exploratory study based on 378 survey responses was conducted to learn about important decision factors of MDS usage. It revealed discrepancy between the influencing forces of usage increase and those of usage decrease. Based on the findings from the exploratory study and the two-factor theory, we postulated information quality as the motivator and system quality as the de-motivator (or hygiene) of MDS. Then, a confirmative study was undertaken on their respective role in encouraging and discouraging the usage of mobile data service.

• Journal of Korea Society of Industrial Information Systems
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• v.17 no.1
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• pp.31-38
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• 2012

Next generation cellular applications and smart phone usage generate very heavy wireless data traffic. It becomes ineluctable for mobile network operators to have multiple core network entities such as Serving Gateway and Packet Data Network Gateway in 4G-LTE to share this high traffic generated. A typical configuration consists of multiple serving gateways behind a load-balancer which would determine which serving gateway would service a end-users'request. Such hardware is expensive, has a rigid policy set, and is a single point of failure. Another perspective of today's increasingly high data traffic is that besides it is being widely accepted that the high bandwidth L TE provides is creating bottlenecks for service providers by the increasing user bandwidth demands without creating any corresponding revenue improvements, a hidden problem that is also passively advancing on the newly emerging 4G-LTE that may need more immediate attention is the network signaling traffic, also known as the control-plane traffic that is generated by the applications developed for smartphones and tablets. With this as starting point, in this paper, we propose a solution, by a new approach considering OpenFlow switch connected to a controller, which gains flexibility in policy, costs less, and has the potential to be more robust to failure with future generations of switches. This also solves the problem of scaling the control-plane traffic that is imperative to preserve revenue and ensure customer satisfaction. Thus, with the proposed architecture with OpenFlow, mobile network operators could manipulate the traffic generated by the control-plane signaling separated from the data-plane, besides also reducing the cost in installing multiple core-network entities.