• Journal of the Korea Society of Computer and Information
• /
• v.27 no.4
• /
• pp.169-181
• /
• 2022

Currently, due to the activation of SNS live broadcasting, online services based on influencer live broadcasting are becoming a major consumption trend around the world. This study aims to verify the relationship between service quality, customer satisfaction, product characteristics, and acceptance intention for influencer broadcasting based on nfluencer broadcasting experiences in an Internet environment. This study conducted a survey of users who experienced live broadcasting on social media in Taiwan from June 29 to August 30, 2020, and a total of 253 copies were used for empirical analysis. The collected data were analyzed through SPSS 25.0. The results of the empirical analysis are summarized as follows. First, it was found that the service quality factors (reliability, tangibility, responsiveness, certainty, and empathy) of Taiwan's influencer live broadcast had a significant effect on live broadcast satisfaction. Second, it was found that the product characteristics of Taiwan's influencer live broadcasting had a significant effect on product satisfaction. Third, it was found that live broadcasting satisfaction and product satisfaction had a significant effect on the acceptance intention of new brands in Taiwan's influencer live broadcasting. This study will provide useful data for establishing efficient marketing strategies to improve live and product satisfaction and increase acceptance of new brands by identifying service quality factors and product characteristics of Taiwan's influencer Live Broadcasting.

• Journal of Korea Entertainment Industry Association
• /
• v.15 no.3
• /
• pp.13-26
• /
• 2021

The purpose of this study is to understand the relationship between the subfactors(economic benefits, customized benefits, psychological benefits) of tourism SNS benefits and the intention to reuse tourism SNS values, and propose measures to revitalize the tourism industry through marketing strategies that can continuously provide differentiated services from customers through long-term relationship formation, increase profits, maintain and secure customers. This study conducted an empirical analysis of 326 people aged 19 or older. The results of the study are as follows. First, in the relationship between tourism SNS benefits(Economic benefits, customized benefits, psychological benefits) and tourism SNS values(economic value, functional value, emotional value), it was confirmed that tourism SNS benefits have a positive impact on all of the tourism SNS values. Second, in the relationship between the sub-factors of tourism SNS values and the intention of reuse, it was analyzed that all sub-factors of SNS values have a positive effect on the intention of reuse. Based on result of this study, developing contents such as mobility apps to strengthen long-term relationships with customers to maximize the value of tourism SNS and tourism SNS will improve the reuse of tourism service.

• Korean Association of Arts Management
• /
• no.58
• /
• pp.121-152
• /
• 2021

This study attempted to analyze the effect of the color series of artworks installed as environmental stimuli in commercial spaces on the satisfaction of visitors and the moderating effect of the relationship. To this end, based on the SOR model of Stimulate-Organism-Response applied to burial environment research in the field of environmental psychology, and the preceding research using the SOR model, artwork color series(S)-mood and spaace amenity(O)-A research framework for satisfaction(R) was developed. In the experiment, an online questionnaire was conducted for domestic college students and graduate students by producing images with two conditions depending on the case where warm colors and cold colors were installed for the color series of artworks. As a result of verifying the difference in satisfaction of respondents corresponding to the two conditions through regression analysis, it was found that the warm color(vs. cold color) of the artwork color series induces higher visitor satisfaction. In addition, as a result of verifying the controlling factors of mood and space amenity variables in this relationship of influence, a significant moderating effect was found when the positive mood of warm colors(vs. cold colors) in the artwork color series was felt higher than the average. And, of the four types of space amenity, it was found that a significant moderating effect appeared when only comfort and aesthetics were measured as moderating variables. The result of this study proves that the warm color series of artworks that stimulate the physical environment of commercial spaces has a more positive effect on the satisfaction of visitors than the cold color series, and this is reinforced by positive mood, comfort, and aesthetics. It adds understanding and provides useful implications for marketing strategies for building an effective spatial image.

• Journal of Korea Entertainment Industry Association
• /
• v.14 no.7
• /
• pp.27-41
• /
• 2020

The purpose of the project is to identify the relationship between the sub-factors of SNS information characteristics (information quality, information reliability) and the impact of immersion on social capital (connected capital) on word of mouth intention, and to present measures to revitalize the tourism industry using the results obtained. The study conducted empirical analysis on 326 adults aged 19 and older. The results of the study are as follows: First, it has been confirmed that the sub-factors of SNS utilization (information quality, information reliability) have a positive effect on immersion. Second, immersion has been verified to have a significant influence relationship on the degree of word of mouth intention. Third, it was analyzed that social capital has positive interrelationships with immersion and word of mouth intention. Based on these findings, social network services (SNS) in the tourism industry can be used as basic data to attract potential tourism customers in the future by providing efficient information on tourism products by utilizing social network services (SNS) in the development of tourism contents and marketing strategies, and it is meaningful in that it is intended to help the tourism industry in practice.

• Journal of Digital Convergence
• /
• v.20 no.5
• /
• pp.411-422
• /
• 2022

The purpose of this study was to identify factors that affect the characteristics and intentions of the elderly to use digital wealth management services. The subjects of this study were 312 elderly people over 50 years old. Based on the Value-based Adoption Model(VAM), the research model added price value, social influence, and perceived risk as research variables. As a result of empirical analysis, it was found that usefulness, enjoyment, price value, and social influence all had a significant positive (+) effect on perceived value. It was found that technicality had a significant negative (-) effect. On the other hand, no significant effect relationship was tested on perceived risk. The perceived value had a significant positive (+) effect on the intention to use. This study was meaningful in the academic research that it applied a research model that reflected the characteristics of the elderly who were not treated as mainstream in the technology acceptance model for digital wealth management services. In addition, it provided practical implications for providers' marketing strategies and government/public institution policy establishment to increase the use of digital wealth management services for the elderly.

• Journal of Digital Convergence
• /
• v.20 no.5
• /
• pp.525-535
• /
• 2022

The purpose of this study is to identify the factors influencing the user's continuous usage intention of computer games. A research model was developed which shows that the independent variables of value, expectation confirmation, perceived enjoyment affect user satisfaction and continuous usage intention. To test the six hypotheses, survey data were collected from 104 respondents, and hypotheses tests as well as a confirmatory factor analysis were conducted using a partial least square analysis tool. The statistical analysis result showed that expectation confirmation had a significant positive effect on satisfaction, and satisfaction also had a strong positive effect on the game user's continuous usage intention. Perceived enjoyment showed a highly strong positive effect on satisfaction. In addition, satisfaction was found to have full mediation effects in the relationship between expectation confirmation and continuous usage intention, and perceived enjoyment and continuous usage intention respectively. This result provides an important implication that continuous usage intention occurs through user satisfaction, and also indicates the contribution of this study for the game industry. Another contribution of this study is to introduce critical independent variables from the marketing and information technology domains in order to explain continuous usage intention of computer games.

• Journal of Industrial Convergence
• /
• v.20 no.8
• /
• pp.1-13
• /
• 2022

Although the number of venture start-ups has increased significantly, it is difficult to judge the success or failure based on short-term performance alone. The survival of a company cannot be guaranteed if it does not show sustainable growth prospects. As a growth factor for venture companies, the level of technology commercialization capability and competitive strategies are considered important. Recently, the emergence of innovative business models is creating new opportunities and driving the growth of numerous venture start-ups. This study tried to investigate the mediating effect of business model innovation in the relationship between technology commercialization capability, competitive strategy and the growth prospects of venture companies. For this, empirical analysis was conducted using the original data of the Research on the Precision Status of Venture Firms 2021. As a result, production, manufacturing, marketing capability, cost leadership and product differentiation had a positive(+) effect on growth prospects. The mediating effect of business model innovation between all factors except for manufacturing capacity and growth prospects was verified. This study expanded the scope of research by shedding new light on the factors influencing the long-term growth prospects of venture companies and revealing business model innovation as a new mediating variable. In future research, it is necessary to develop an objective measurement tool and to identify differences according to industrial characteristics.

• Knowledge Management Research
• /
• v.23 no.2
• /
• pp.253-276
• /
• 2022

Online reviews attract much attention because they play an essential role in consumer decision-making. Therefore, it is necessary to investigate the review attributes that affect the perceived helpfulness of consumers. However, most previous studies on the helpfulness of online reviews mainly focus on quantitative factors such as review volume and reviewer attributes. Recently, some studies have investigated the impact of review content and linguistic style matching on consumers' purchase decision-making. Those studies show that consumers consider additional review attributes when evaluating reviews in decision-making. To fill the research gap with existing literature, we investigated the impact of review content and linguistic style matching on review helpfulness. Moreover, this study investigated how the reviewers' expertise moderates the effect of the review content and linguistic style matching on the review helpfulness. The empirical results show that positive affective content has a negative effect on the review helpfulness. The negative affective content and linguistic style matching positively affect review helpfulness. Review expertise relieved the impact of negative affective content and linguistic style matching on review helpfulness. According to the mechanism confirmed in this study, online e-commerce companies can achieve corporate sales growth by identifying factors affecting review helpfulness and reflecting them in their marketing strategies.

• Journal of Nutrition and Health
• /
• v.55 no.4
• /
• pp.492-505
• /
• 2022

Purpose: This study was undertaken to examine the perception of Korean consumers regarding soybean meat. Using the Dietary Identify Questionnaire (DIQ), the data obtained were analyzed to identify various factors related to a plant-based diet. Methods: A consumer survey was conducted from June 1^st to 30^th, 2021, targeting 260 Korean consumers over the age of 20 years. Subjects were asked to answer six questions related to the perception of soybean meat. Of the 52 items present in the DIQ, 33 items were verified and reconstructed. All data were analyzed using the SPSS statistics (ver.25). Results: The subjects were divided into two groups, 'passive consuming group' and 'active consuming group', based on their perception of soybean meat. Demographic analysis according to the perception of soybean meat showed significant differences in age, marital status, academic background, and family members. The DIQ was categorized into 7 types: prosocial motivation, out-group regard, centrality, public regard, personal motivation, strictness, and private regard. Comparing by perception about soybean meat, significant differences were obtained between both groups for 'prosocial motivation (p < 0.01)', 'centrality (p < 0.01)', 'private norm (p < 0.05)', and 'personal motivation (p < 0.001)'. The 'passive consuming group' showed relatively low scores in all 4 factors. Conclusion: In the future, the results of this study can be applied to define the meaning of vegan in Korea. We believe our results will provide basic marketing data for the plant-based meat market. This will help expand the soybean meat market for a sustainable life for consumers, which is based on various needs such as health and the environment.

• Proceedings of the Korean Society of Near Infrared Spectroscopy Conference
• /
• 2001.06a
• /
• pp.1210-1210
• /
• 2001

On farm analysis of protein, moisture and oil in cereals and oil seeds is quickly being adopted by Australian farmers. The benefits of being able to measure protein and oil in grains and oil seeds are several : $\square$ Optimize crop payments $\square$ Monitor effects of fertilization $\square$ Blend on farm to meet market requirements $\square$ Off farm marketing - sell crop with load by load analysis However farmers are not NIR spectroscopists and the process of calibrating instruments has to the duty of the supplier. With the potential number of On Farm analyser being in the thousands, then the task of calibrating each instrument would be impossible, let alone the problems encountered with updating calibrations from season to season. As such, NIR technology Australia has developed a mechanism for \ulcorner\ulcorner\ulcorner their range of Cropscan 2000G NIR analysers so that a single calibration can be transferred from the master instrument to every slave instrument. Whole grain analysis has been developed over the last 10 years using Near Infrared Transmission through a sample of grain with a pathlength varying from 5-30mm. A continuous spectrum from 800-1100nm is the optimal wavelength coverage fro these applications and a grating based spectrophotometer has proven to provide the best means of producing this spectrum. The most important aspect of standardizing NIB instruments is to duplicate the spectral information. The task is to align spectrum from the slave instruments to the master instrument in terms of wavelength positioning and then to adjust the spectral response at each wavelength in order that the slave instruments mimic the master instrument. The Cropscan 2000G and 2000B Whole Grain Analyser use flat field spectrographs to produce a spectrum from 720-1100nm and a silicon photodiode array detector to collect the spectrum at approximately 10nm intervals. The concave holographic gratings used in the flat field spectrographs are produced by a process of photo lithography. As such each grating is an exact replica of the original. To align wavelengths in these instruments, NIR wheat sample scanned on the master and the slave instruments provides three check points in the spectrum to make a more exact alignment. Once the wavelengths are matched then many samples of wheat, approximately 10, exhibiting absorbances from 2 to 4.5 Abu, are scanned on the master and then on each slave. Using a simple linear regression technique, a slope and bias adjustment is made for each pixel of the detector. This process corrects the spectral response at each wavelength so that the slave instruments produce the same spectra as the master instrument. It is important to use as broad a range of absorbances in the samples so that a good slope and bias estimate can be calculated. These Slope and Bias (S'||'&'||'B) factors are then downloaded into the slave instruments. Calibrations developed on the master instrument can then be downloaded onto the slave instruments and perform similarly to the master instrument. The data shown in this paper illustrates the process of calculating these S'||'&'||'B factors and the transfer of calibrations for wheat, barley and sorghum between several instruments.