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소비자가 인지하는 검색 대응형 네이티브 광고의 가치와 재사용 의도 : 파워콘텐츠 상품을 중심으로
권오윤,이은지,문장호,성용준 한국광고PR실학회 2018 광고PR실학연구 Vol.11 No.2
본 연구는 최근 업계와 학계의 많은 관심을 받고 있는 네이티브 광고인 파워콘텐츠 (Power Content)를 대상으로 소비자가 인지하는 파워콘텐츠의 가치에 영향을 미치는 요인을 조사하였다. 구체적으로 본 연구는 정보성을 세밀하게 구분하여 정보의 일치성, 정보의 유용성, 그리고 다른 두 요인으로 파워콘텐츠의 오락성과 기만성을 요인으로 설정 하여 가치에 대한 영향을 조사하고 인지된 가치의 파워콘텐츠 재사용 의도에 대한 영향을 조사하였다. 이번 조사의 결과는 정보의 일치성과 정보의 유용성을 소비자가 구분하고 소 비자가 평가하는 파워콘텐츠의 가치에 유의미한 영향을 미치는 요인임을 보여주고 있다. 오락성과 기만성은 반대로 유의미한 요인은 아니었다. 파워콘텐츠 재사용 의도는 종합적 으로 평가된 가치에 직접적인 영향을 받는 것으로 조사되었다. 본 연구의 결과는 정보성 을 세밀하게 구분하여 새로운 광고 유형인 네이티브 광고 상품의 가치에 대한 영향을 조사했다는 점에서 학문적 의미를 지닌다. 또한 이 연구 결과는 검색 대응형 네이티브 광고 를 운영하거나 운영 예정인 광고주와 실무자들에게 시사점을 제공한다. This research investigated factors influencing the perceived value of Naver’s Power Content, which is newly developed as a form of native advertising. In particular, the current study categoried the concept of informatinvess into the relevance of information and the usefulness of information. In addition, the current effort added entertainment and deceitfulness in order to explore the factors influencing the perceived value of Power Content as a native advertisement and examined the impact of the perceived value on consumers’ reuse intentions. The results showed that the relevance of information and the usefulness of information directly and positively influence the perceived value of Power Content while entertainment and deceitfulness are not sigfincant factors. Further, the relevance of information and the usefulness of information indirectly have an influence on consumers’ reuse intetions through the perceived value. This research provides advertisers and advertising practitioners with insights into how to construct native advertisemens focusing on consumers’ information search behavior.
편마비환자에서 앉은 자세의 체중지지면 경사와 상완이두근 활동전위 변화
권오윤,Kwon, Oh-Yun 대한물리치료과학회 1994 대한물리치료과학회지 Vol.1 No.1
The purpose of this study was to evaluate and compare the biceps muscles activity at the different angle and direction of the base of support on sitting position in hemiplegic patients. The biceps muscles activity was measured at the $0^{\circ},\;10^{\circ}$ of posterior tilt, $10^{\circ}$ of anterior tilt, $10^{\circ}$ of affected side tilt and $10^{\circ}$ of sound side tilt of the base of support by EMG biofeedback (MYOMED 432. ENLAF NONIUS CO.) In this study, 24 out-patients were evaluated who were treated at Yonsei University Medical College Rhabilitation Hospital. This study was carried out from December 5. 1993 to March 30. 1994. In order to determine the statistical significance of result, the ANOVA, and t-test were applied at the 0.05 level of significance. The results were as follows : 1. The biceps muscles activity of the sound side was no significantly difference at the different angle and direction of the base of support on sitting position(p>0.05). 2. The biceps muscles activity of the affected side was significantly increased at the 100 of sound side tilt and $10^{\circ}$ of posterior tilt of the base of support on sitting position(p<0.05). 3. There was no significantly difference in the change of the biceps muscles activity of the affected side between the affected group and the intact group of propriocetive sense(p>0.05). 4. The change of the biceps muscles activity of the affected side was significantly higer in the group of G 2 spasticity compared to that of G 1, G 1+ spasticity(p<0.05). These results showed that the biceps muscles activity of affected side was significantly increased when the base of support was tilted toward the sounde side and posterior direction on sitting position. In order to prevent the increment of biceps muscle activity, the patients must avoid to sit toward sound side and posterior tilt.
20대 연령에서 다양한 조건에 따른 슬관절의 고유수용성 감각 비교
권오윤,최흥식,Kwon, Oh-Yun,Choi, Houng-Sik 대한물리치료과학회 1996 대한물리치료과학회지 Vol.3 No.3
The purpose of this study to evaluate and compare the proprioception of the dominant knee joint at different conditions in normal 20 years of age. The pripriocption was measured at sitting, supine, prone position with the eyes opened and the eyes closed. All were assessed with and without a knee brace around the knee by reproduction the position to which a joint has previously been placed. In this study, 24 rehabilitation therapy major students were assessed at Hansoe University. In this study applied the paired t-test and 1-way ANOVA to determine the statistical significance of results at 0.05 level of significance. The error average of proprioception was $4.65{\pm}2.95^{\circ}$ with the eyes closed and $4.08{\pm}1.14^{\circ}$ with the eyes opened in sitting position, $5.56{\pm}3.18^{\circ}$ with the eyes closed and $4.98{\pm}2.99^{\circ}$ with the eyes opened in supine position and $5.60{\pm}1.64^{\circ}$ with the eyes closed and $4.87{\pm}2.16^{\circ}$ with the eyes opened in prone position. There was no significantly difference the error average between the eyes opened group and the eyes closed group. There was no significantly difference the error average among the three positions. The error average decreased significantly in knee brace group at all conditions.