• 한국콘텐츠학회논문지
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• 제11권2호
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• pp.312-321
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• 2011

현재 신제품 출시전에 인터넷 상에서 출시 전 제품에 대한 커뮤니케이션 활동인 프리어나운싱 활동이 활발하게 시행되고 있다. 특히 이러한 프리어나운싱 관련 정보들은 제품 관련 인터넷 커뮤니티에서 확산 되어지는 상황이다. 이에 본 연구는 신제품의 프리어나운싱 맥락에서 인터넷상에서의 신제품의 프리어나운싱 활동이 인터넷 유저들의 e-WOM(electronic word-of-mouth)에 미치는 영향을 살펴보고자 한다. 더욱이 현재 인터넷 커뮤니티 상에서 e-WOM 활동은 블로그, 트위터 등으로의 포스팅으로 연계되어 구전활동이 가속화되고 있는 상황에서 이러한 인터넷상에서의 포스팅 의도에 대한 신제품정보의 생동감의 영향을 살펴보면서, 특히 정보의 생동감을 외적인 생동감과 내적인 생동감의 차원으로 그 영향을 고찰하고자 한다. 연구 결과 신제품 정보의 외적인 생동감과 내적인 생동감이 인터넷 커뮤니티 e-WOM에 긍정적으로 영향을 미치고 있으며, 또한 인터넷 커뮤니티 내 e-WOM는 유저들의 웹포스팅의도에 긍정적인 영향을 미치는 것으로 나타났다.

• 유통과학연구
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• 제15권7호
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• pp.25-33
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• 2017

Purpose - This study aims to explore how a combination of the advertisement presentation vividness and consumers' regulatory focus affects choice. In addition, it seeks to the understanding for the psychological process by using consumers' response with experimental designs. Research design, data, and methodology - This research conducted two experiments based on the scenario. Specifically, Experiment 1 used a 2 (vividness of advertisement presentation: picture vs. word) × 2 (regulatory focus: prevention focus vs. promotion focus) between-subjects design. Experiment 2 used a 2 (vividness of advertisement presentation: detailed description vs. less detailed description) × 2 (regulatory focus: prevention focus vs. promotion focus) between-subjects design. Results - Two studies showed that prevention-focused individuals, when presented with a vivid presentation, were more likely to choose the advertised option compared with advertisements presented less vividly appearance. In contrast, promotion-focused individuals showed no difference in choice shares regardless of advertisement presentation vividness. In addition, these effects were mediated by the imagery toward the advertised information. Conclusions - The current research found how consumers' inherent motivation affects the extent of imagery in a purchase decision and a new perspective to previous studies with regards to regulatory focus. Further, this research suggested new advertisement strategies to corporations.

• 대한인간공학회지
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• 제30권1호
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• pp.221-227
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• 2011

Objective: The aim of this study is to investigate the quantitative effects of various emotions and retention periods on the color vividness of visual memory. Background: Although numerous studies have focused on the effects of emotions on memory such as visual detail and vividness of emotional events compared to neutral events, the relationship between emotion and visual memory is ambiguous yet. Furthermore, there were few studies on the effect of emotion on vividness of visual memory. Method: A total of 68 subjects were participated in serial experiments proceed on online and the experiments had two phases: recognition phase and reproduction phase. The 15 photographs were used as visual stimuli and all experiments were conducted over the internet(experiment website) and the results were collected on the web database. Results: The retention period, sleep-arousal emotion and subjective saturation of visual stimuli had a significant effect on the color vividness of visual memory. Conclusion: The results suggested that the color of visual stimulus might be more vividly remembered when it is arousing, the subjective saturation is higher and the retention period is longer. Application: The findings of this study may help clarify the relationship between human emotions and visual memory.

• 한국의류학회지
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• 제45권3호
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• pp.559-572
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• 2021

This study explores the effects of VR (Virtual Reality) store vividness, which is one of VR shopping environmental features used in previous research, on user satisfaction. In addition, the mediating role of immersion between VR store vividness and user satisfaction is investigated. The moderating role of self-efficacy is also explored since the effects of vividness and immersion on user satisfaction may depend on a consumer's perceived shopping self-efficacy. A total of 58 participants experienced a VR store with the Oculus Go VR headset. To test the hypotheses, model 14 of Process Macro 3.4 is used (95% Confidence Interval). According to the results, immersion mediated between VR store vividness and user satisfaction. Additionally, there was a significant interaction effect between immersion and self-efficacy on user satisfaction. When a consumer experiences high immersion at a VR store, consumers may have a strongly positive experience, especially among those who have a perceived low shopping self-efficacy.

• 산경연구논집
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• 제8권5호
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• pp.15-21
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• 2017

Purpose - This research aims to examine the effects of 3D online products presentation by comparing it with general presentation. Research design, data, and methodology - To rigorously investigate the differences of effects between 3D presentation and general presentation, this study examines the differences of the two presentations in vividness, informedness, entertainment, product trust, and purchase intention. This research designed two different forms of online product presentations, 3D and general presentation for an experiment. Results - The research findings indicate that 1) the vividness of online product presentation has a positive impact on the informedness and entertainment. While both vividness and informedness product presentation have a positive impact on product trust, the entertainment of online product presentation has no significant impact. 2) Vividness, informedness, entertainment, product trust, and purchasing intention showed significant differences between 3D and general product presentations. 3) Overall, 3D product presentation showed a stronger impact on purchasing intention than the general product presentation. Conclusions - This research expands the area of business presentation by comparing the differences of 3D and general presentation methods. This study made a great contribution to theory development, and also to guidelines for practice. These insights could be used by organizations in developing realistic environments for business presentations.

• 감성과학
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• 제13권1호
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• pp.251-258
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• 2010

'Naturalness'의 경우 화질 평가에 있어서 중요한 요인으로 여겨진다. 'Naturalness'는 다른 감성이 부여되는 이미지의 컨텐츠에 의존하는 중요한 요인이다. The Image Quality Circle은 한 단계에 해당하는 'ness' 단계를 두 가지로 나누었다. 두 단계 중 하나는 lightness, colourfulness, hue and contrast와 같은 지각 속성을 예측하는 단계이다. 다음 단계는 이미지의 컨텐츠에 따른 SSE를 찾는 단계이다. 이 연구에서 이미지들은 TV장르로 분류해 놓았다. 각각의 이미지들은 lightness, colourfulness, hue and contrast를 단계별로 변형시켰다. 각 변형된 이미지의 화질 점수와 SSE의 점수를 실험 참가자들에게 물었다. 정성적 항목에 7 점 단계의 정량적 평가를 실시하였다. 각 장르에 따른 세 가지 SSE를 변수로 이용하여 화질 평가 모델을 수립하였다. 생생함 (vividness)은 모든 장르에 공통으로 존재하는 SSE이고 나머지 SSE들은 모두 모델에서 독립변수로 취급하였다. 그 후 색 속성을 이용하여 각 장르에 따른 생생함을 예측하는 모델을 수립하였다. 생생함은 각 장르에 따라 의미가 다르며 화질 평가와 자연스러움(Naturalness)룰 연결하는 중요한 요인이다. 각 장르마다 생생함이 다른 의미로 여겨지기 때문에 각 장르에 생생함을 최적으로 표현하는 색 속성 또한 장르마다 다를 것이다.

• International Journal of Advanced Culture Technology
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• 제8권4호
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• pp.89-94
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• 2020

This study attempted to investigate cognitive load, vividness, and cybersickness in nursing students, in the last year of nursing college, who used a 360-degree video content for studying intravenous fluid infusion, one of the core fundamental nursing skills. The aim was to determine the correlation between the variables, and to decide whether the 360-degree video content can be used as an effective supplementary educational material in the regular curricula. This study, a descriptive research, was conducted from October 31, 2019 to November 14, 2019. The participants in this study were 64 students in the 4th year of nursing college at a university located in B City, South Korea. They were instructed to watch a 360-degree video content for intravenous infusion using a Samsung Head Mounted Display (HMD) while ensuring the safety of the students. The results showed that the scores, out of 7 points, for material design, self-evaluation, and physical effort for cognitive load in nursing students were 5.93±0.71, 5.92±0.71, and 5.64±0.74 points, respectively. In addition, the scores, out of 7 points, for mental effort and task difficulty were 2.55±1.08 and 1.94±0.75 points, respectively, and the scores for vividness and cybersickness in the participants were 5.82±0.84, and 2.57±0.98 points, respectively. Physical effort, self-evaluation, and material design for cognitive load in the participants were positively correlated with vividness (r=.379, r=.458, r=.507). In addition, mental effort for cognitive load was positively correlated with cybersickness (r=.684), whereas self-evaluation and material design were negatively correlated with cybersickness (r=-.388, r=-.343). Based on the results of this study, we believe that the 360-degree video content for intravenous fluid infusion can be used as an educational medium in regular and non-regular curricula. In addition, future studies are needed to specifically develop and verify teaching and learning methods on how to apply 360-degree video contents..

• 한국의류학회지
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• 제43권5호
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• pp.725-741
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• 2019

Virtual Reality (VR) represents a key technology for future shopping platforms. This study examined the effect of vividness and interactivity, the two technological characteristics of VR, and fashion involvement, a consumer characteristic, on a consumer's intent to use VR stores under the framework of the Technology Acceptance Model (TAM). The study explained consumers' belief in a new technology and the process underlying the use behavior. The survey was conducted on 200 people between the ages of 20s and 30s via an online survey firm. Data are analyzed using confirmatory factor analysis and structural equation modeling. The results showed that a greater level of perceived vividness had a positive effect on ease of use and playfulness, while perceived interactivity had a significant impact on usefulness and playfulness. The findings also indicated that consumers with a high degree of fashion involvement tend to perceive a higher level of playfulness through VR shopping. Regarding the effects of consumer beliefs, perceived ease of use had a positive influence on usefulness perception. A higher level of perceived usefulness and playfulness meant a higher consumer intention to adopt a VR shopping platform.

• 한국경영과학회지
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• 제32권2호
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• pp.53-69
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• 2007

Internet shopping websites have offered comfort to consumers in shopping and built trust relationships with them by providing electronic agents for recommendation, escrow services, and customer centers etc. But as there is little big difference among the shopping websites in terms of technical competence, website design, operational policy, they recognize online feedback (reviews or recommendation of consumers or experts) and online feedback mechanism as important marketing tools. Based on online feedback related studies, this study explores antecedents (consensus, vividness of reviews, interactions in review boards) of the perceived effectiveness of review boards which are text-based feedback mechanisms and its consequences such as trust, satisfaction, and intention to use. The results show that the perceived effectiveness of review boards is significantly affected by vividness of reviews and interactions in review boards, and the impact of interaction in review boards on the perceived effectiveness of review boards is stronger than that of vividness of reviews. The results also show that the perceived effectiveness of review boards has a significant influence on trust and satisfaction with the shopping websites, and intention to use is influenced by both trust and satisfaction.

• 유통과학연구
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• 제17권8호
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• pp.99-106
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• 2019

Purpose - Marketing has shifted towards communicating tailored messages and brand contents to consumers with the rise of the Internet and smartphones. These technologies and the brand contents provide the e-tailers with opportunities for brand loyalty and online shopping via SNS, especially Facebook. Thus, this study attempts to scrutinize the effects of the characteristics of brand contents on consumers' engagements. As well, Facebook allows global communication, and yet, Eastern and Western people still live under different cultures. Therefore, this study attempts to compare Germans and Koreans on Facebook. Research design, data, and methodology - 225 survey data were collected from Germany and Korea. The effects of Vividness, Entertainment, Credibility, and Relevance on Engagement in brand contents and the moderating effect of nationality were examined with the hierarchical multiple regression analysis. Results - Vividness and Entertainment are the most important characteristics to engage consumers in the brand contents regardless of nationality. However, Relevance is more important to Germans while Entertaining and Vividness are to Koreans. Conclusions - To engage young Facebook users and let them shop online, entertaining and vivid brand contents will be effective. Tailored brand contents are essential for users from different cultures on Facebook.