디지털콘텐츠무역에 대한 통상법적 논의의 성과와 한계

권현호(KWON Hyun Ho) 국제법평론회 2011 국제법평론 Vol.0 No.34

This article is mainly based on unsolved problems concerning trade in digital products in the WTO and some FTAs. This article consisted of 3 separate chapters. Setting apart from Introduction, chapter Ⅰ and Conclusion, chapter Ⅴ, main body showed the following reasoning: Chapter Ⅱ mostly dealt with thc background issues between digital contents and trade liberalization. That is, this chapter firstly introduced the definition of "contents" and "digital contents," and more some issues raised by the character of the digital contents in terms of international trade law. As the result of this study, this chapter may show an important conflict between the U.S. and the EU based on a difference of viewpoint on "contents" itself. That is, the U.S. considers digital contents as an object of trade liberalization. However, the position of the EU is vice versa. And then secondly, chapter Ⅲ reviewed the outcomes and limitations of discussions on digital products in the WTO. The result of a variety of discussion in the WTO concerning digital products and/or electronic commerce is not clear. Nothing was agreed because of the differences on the way of trade liberalization in digital products between U.S. and EU. And the worse, the debate on trade in digital products in the WTO was interrupted and nobody knows when it will open again. After considering all these chapters, chapter Ⅳ gave several outcomes and features in some FTAs on trade in digital contents, especially KORUS FTA and Korea-EU FTA. This chapter wants to show the difference to get a way of trade liberalization on digital contents. That is, unlike the discussion in the WTO, the FTAs may try to regulate definitely a trade in digital contents in some ways. The former provides definite obligations concerning non-discrimination principles in trade in digital contents, but the latter FTA defines trade in digital contents as "cultural issues." The result of this different view on "contents" leads the problems in trade in digital contents to be unsolved again. However, as a "Model Law", the U.S. type of FTAs may show a possibility of regulating trade in digital contents in terms of trade liberalization, and the remaining is to narrow the gap with each Party.

디지털콘텐츠 공급계약에 대한 철회권 - 독일 및 유럽법상의 논의를 중심으로 -

황원재 한국외국어대학교 법학연구소 2020 외법논집 Vol.44 No.1

Concerning digital content, the “right of withdrawal, etc.” from E-Commerce Act in Korea may be compared with the right to withdraw from the Consumer Rights Directive in EU or the right to terminate the contract from the Digital Content Directive in EU. This is because the E-Commerce Act in Korea includes the right to withdraw and terminate through the expression “right of withdrawal, etc.”. In particular, the latter right is adventageous to the consumer in the matter of the period of right and the cost burden. This legislative approach, however, is likely to confuse concept. On the other hand, the E-Commerce Act needs a uniform discipline for digital content. The application of different laws according to the type of digital contents can lead to differentiation of legal approach and impair legal stability in the end. In particular, there seems to be a need for uniform discipline regarding the requirement to exclude withdrawal rights in digital content supply contracts. Specifically, the right to withdraw should be excluded if the seal of digital content is damaged or if the user agrees to exclude the withdrawal right in order to use the digital content. Before this, however, notice should be made clear and not misleading about the exclusion of the right to withdraw. Also, if digital content is not provided through tangible media such as streaming, it should be considered that the withdrawal right can be exercised when the consumer is offered the possibility to try the digital content online. Only in this case can the consumer agree to fulfill the contract through trial use, and accept the exclusion of the right to withdraw. Besides, in the case of digital contents, consumers who have excercised the right to withdraw can continue to use the digital contents free of charge without deleting them. Therefore, in addition to consumer protection, contents provider protection needs to be considered. 디지털콘텐츠와 관련하여 우리 전자상거래법상의 “철회권등”은 유럽연합의 소비자권리지침상의 철회권이나 디지털콘텐츠지침상의 계약종료에 관한 권리와 비견될 수 있다. 우리 전자상거래법은 “철회권등”이라는 표현을 통해 일반적인 철회권과 해제권에 가까운 철회권을 인정하고 있기 때문이다. 특히, 후자의 철회권은 권리의 행사기간이나 비용부담의 측면에서 소비자에게 유리하도록 규정되어 있다. 그러나 이러한 입법방식은 개념상 또는 담보책임법과의 관계에서 혼란을 야기할 우려가 있어 보인다. 또한, 우리 전자상거래법에도 디지털콘텐츠에 대한 통일적인 규율이 필요해 보인다. 디지털콘텐츠의 종류에 따라 서로 다른 법규를 적용하는 것은 법적용의 분화를 가져와 법적 안정성을 해칠 우려가 있기 때문이다. 특히, 디지털콘텐츠 공급계약에서 철회권 배제요건과 관련하여 통일적인 규율이 필요해 보인다. 구체적으로 계약을 체결하고 철회권의 행사기간이 개시된 후에 디지털콘텐츠의 봉인을 훼손하거나 디지털콘텐츠를 이용하기 위하여 철회권 배제에 동의하면 철회권이 배제된다고 규정하면서, 이러한 소비자의 행동에 앞서 철회권의 배제 가능성에 대하여 명확하고 오해하지 않도록 안내할 필요성이 있다. 또한 디지털콘텐츠가 스트리밍과 같이 유형의 매체를 통해 공급되지 않는 경우, 소비자가 해당 디지털콘텐츠를 온라인으로 시험해 볼 가능성이 제공된 때부터 철회권 행사기간이 개시된다고 보아야 한다. 이 경우에만 소비자는 시험사용을 통해 계약의 이행에 동의할 수 있고, 이를 통해 철회권을 배제 시킬 수 있기 때문이다. 그 외에도 디지털콘텐츠의 경우, 사업자는 소비자가 철회권을 행사한 후에 디지털콘텐츠를 삭제하지 않고 무상으로 계속하여 이용할 위험에 상시 노출되어 있으므로, 이러한 한도에서 소비자의 보호 외에도 사업자의 보호가 고려될 필요가 있다.

Understanding the Impact of Digital Content Characteristics on Usefulness, Concentration and Usage Intention

Hyun-Sook Ahn,Sang-Tae Kim,IN-Seok Lee 한국디지털융합학회 2020 IJICTDC Vol.5 No.2

With the emergence of Web 2.0 and growth of digital content users, this paper considers the effects of digital content characteristics (content, design, and technology) on the usefulness, concentration, and usage intention of digital content. Our results reveal that the aforementioned content characteristics do indeed affect both the usefulness and concentration of digital content. Whereas the technological characteristics of digital content positively affect both the usefulness and concentration of digital content, the design characteristic was associated solely with the usefulness of digital content. While of interest per se, the results provide both theoretical and practical insight. A theoretical foundation for future digital content-related studies is given in terms of understanding digital content characteristics and their effects on user behavior. Practically, valuable insights are provided for managers wishing to establish digital content business strategies and digital service plans based on the characteristics of digital content.

디지털콘텐츠 이용계약의 법적 성질에 관한 소고

구병문 경희대학교 법학연구소 2008 경희법학 Vol.43 No.2

The rapid development of digital technology and internet has changed not only the way of thinking but also the way of life. Especially as the information society has proceeded to be transformed to a contents-oriented society from an infra-oriented society, the demand of many kinds of digital contents like movie contents, music contents etc. has rapidly increased and digital contents transactions in mass-market also has prevailed. What is more, the thing which was regarded as only the accumulation of data until now, is treated as precious goods on the mass-market after the digitalization of it. Digital contents can be reproduced equally in quality and unlimitedly in quantity. They also can be transferred simultaneously anywhere and everywhere through the internet. That causes them to be vulnerable to the copyright infringement rather than any other things on the market. In this situation, it really makes a sense that digital contents providers reject the system of 'sale' like the sale of books, records, etc. in digital contents transactions but adopt the system of 'contract' for licensing of digital contents to effectively protect the digital contents by themselves. But licensing the digital contents has brought about new serious troubles, being caused from the fundamental characteristics of digital contents license contracts. At the same time, it has also increased the necessity of protecting consumers in digital contents transactions. For example, there are the fundamental problems, which are caused from license contract itself, like what the meaning of digital contents license contract in a legal aspect is, how we can understand the relationship between digital contents and the media, storing them, what the legal status of digital contents transferee is and how the consumer can be protected in relation to the transferee's right etc. There are also unique problems, which are caused from the conflict between copyright act and license contract, like making copyright act invalid through a license agreement or imposing the restriction on users' right which copyright act gives them. And there are consumer protection problems like warranty or self-help provisions on click-on or shrink-wrap license, which digital contents providers offer unilaterally. But the law and regulation for protecting digital contents in Korea are oriented to tangible things, so it makes serious troubles to regulate digital contents as intangible things. In the near future, we need to amend the civil law or make a new law relating to digital contents transactions, because the present law and regulation for protecting digital contents in Korea are just oriented to tangible things and cannot protect the digital contents as intangible things effectively. For that, we must review the legal nature of digital contents license above all things. The rapid development of digital technology and internet has changed not only the way of thinking but also the way of life. Especially as the information society has proceeded to be transformed to a contents-oriented society from an infra-oriented society, the demand of many kinds of digital contents like movie contents, music contents etc. has rapidly increased and digital contents transactions in mass-market also has prevailed. What is more, the thing which was regarded as only the accumulation of data until now, is treated as precious goods on the mass-market after the digitalization of it. Digital contents can be reproduced equally in quality and unlimitedly in quantity. They also can be transferred simultaneously anywhere and everywhere through the internet. That causes them to be vulnerable to the copyright infringement rather than any other things on the market. In this situation, it really makes a sense that digital contents providers reject the system of 'sale' like the sale of books, records, etc. in digital contents transactions but adopt the system of 'contract' for licensing of digital contents to effectively protect the digital contents by themselves. But licensing the digital contents has brought about new serious troubles, being caused from the fundamental characteristics of digital contents license contracts. At the same time, it has also increased the necessity of protecting consumers in digital contents transactions. For example, there are the fundamental problems, which are caused from license contract itself, like what the meaning of digital contents license contract in a legal aspect is, how we can understand the relationship between digital contents and the media, storing them, what the legal status of digital contents transferee is and how the consumer can be protected in relation to the transferee's right etc. There are also unique problems, which are caused from the conflict between copyright act and license contract, like making copyright act invalid through a license agreement or imposing the restriction on users' right which copyright act gives them. And there are consumer protection problems like warranty or self-help provisions on click-on or shrink-wrap license, which digital contents providers offer unilaterally. But the law and regulation for protecting digital contents in Korea are oriented to tangible things, so it makes serious troubles to regulate digital contents as intangible things. In the near future, we need to amend the civil law or make a new law relating to digital contents transactions, because the present law and regulation for protecting digital contents in Korea are just oriented to tangible things and cannot protect the digital contents as intangible things effectively. For that, we must review the legal nature of digital contents license above all things.

디지털콘텐츠 및 디지털 서비스 공급의 불이행과 구제 - EU디지털콘텐츠지침 제13조를 중심으로 -

성준호 한국외국어대학교 법학연구소 2024 외법논집 Vol.48 No.1

디지털콘텐츠는 이를 구성하는 유형의 저장매체와 별도의 그 내용만으로 재화로서의 가치를 가지는 것이 되었다. 오늘날에 이르러서는 디지털 콘텐츠의 저장과 공급의 방식이 종래의 유형매체 만을고집하지 않고 전송방식을 포함한 다양한 형태의 공급이 이루어지고 있다. 이러한 공급방식은 종래의지역적 한계를 뛰어넘고 네트워크를 통해 언제든 어디든지 급부가 가능하게 되었으며, 이에 대한 유럽연합 규율은 국내법으로의 전환을 통해 유럽연합과 그 회원국에 직접 영향을 미치게 되는 것으로 끝나지 않고, 전 세계의 디지털콘텐츠 거래에 관한 규율상의 근거를 제공한다. 디지털콘텐츠 및 디지털서비스의 거래에 있어서 급부의 불이행과 그에 대한 구제수단은 거래법에있어서 중대한 규율쟁점이다. ‘EU디지털콘텐츠지침’은 디지털콘텐츠의 공급불이행에 있어서 구제방법에 관한 규정을 마련하는 것이 지침의 특별한 목적으로 한다. 즉, ‘EU디지털콘텐츠지침’ 제5조는 디지털콘텐츠 또는 디지털 서비스의 공급의 의미와 내용을 규정하고 있으며, 사업자가 그에 따른 디지털콘텐츠 또는 디지털서비스의 공급을 하지 못하는 경우 소비자는 ‘EU디지털콘텐츠지침’ 제13조에 따라 특정 조건 하에서 계약을 해제할 수 있다. 이때의 불이행은 동 지침 제14조의 계약 이행상 합치성과 구별되는 것으로, 제13조의 공급 불이행은 디지털콘텐츠가 전혀 공급되지 않는 상황에 대한 규정이라고 할 수 있다. 이러한 관계에서 불이행에 관한 제14조의 규정은 동 지침 제13조는 제1조 제2행및 제5조와 조화를 이루어야 한다. Digital content has become a commodity in its own right, independent of tangible storage media. Today, there are various ways to store and supply digital content, including transmission methods, in addition to conventional tangible media. These supply methods transcend traditional geographical limits and can be delivered anywhere at any time through networks. ‘EU content directive’ of this does not end with the direct impact on the EU and its Member States through transposition into national law, but provides the basis for the regulation of digital content trade around the world. The failure to supply and remedies for themselves in the supply of digital content and digital services is a significant issue in trade law. The ‘EU Digital Content Directive’ specifically aims to provide rules on the remedies for failure to supply of digital content. In other words, Article 5 of the Directive defines the meaning of the supply of digital content or digital services. And if the provider fails to supply digital content or digital services within the meaning of Article 5, the consumer can terminate the contract under certain conditions according to Article 13 of the EU Digital Content Directive. This failure to supply is different from a failure to perform in accordance with Article 14 of the Directive. Failure to supply under Article 13 covers situations where digital content is not supplied at all. In this context, the provisions of Article 14 on the failure to supply must be harmonized with Article 13(1)(2) and Article 5 of the Directive.

온라인디지털콘텐츠 이용과 소비자보호

정진명(Chung, Jin-Myung) 한국재산법학회 2010 재산법연구 Vol.26 No.3

In december 2005, the Online Digital Contents Industry Promotion Act was amended to protect the users in online contents transactions. The original purpose of the act was aimed at promotion of the online digital contents industry by protecting online digital contents producers from competitors' unauthorized reproducing or transmitting the online digital contents. This amendment may maximize the business profits of online digital contents producers by facilitating the lawful use of online digital contents. And the users can also use online digital contents in the stable environment with concrete standard like damages compensation in real transactions. Notwithstanding all those merits, the act are focusing on governments' supporting the promotion of online digital contents industry. And it had no concerning about how to regulate online digital contents transactions. Online contents transactions need to be regulated differently from general transactions because they are fulfilled without facing each other. The Online Digital Contents Industry Promotion Act also needs to have a concrete scheme to protect consumers' right because it has a purpose for the promotion of the industry concerned. Therefore, this paper investigate the protecting system of the digital contents use for the order establishment of digital contents transactions and for protecting users, and then try to suggest the modifying scheme for the Online Digital Contents Industry Promotion Act.

디지털콘텐츠의 특허법적 보호에 관한 연구

송대종 한국지식재산연구원 2011 지식재산연구 Vol.6 No.1

The appropriate and effective protection of digital contents is essential for the development of digital contents. In Korea as well as around world, copyright is the main legal system of protecting digital contents. In addition, the Contents Industry Development Act(CIDA) may protect also protect digital contents. While copyright protects digital contents by awarding copyright owner exclusive rights, the CIDA does from the perspective of unfair competition. This research argues that there are serious limits in protecting digital contents through copyright or the CIDA, and therefore, patent protection of digital contents is inevitable. Copyright and the CIDA cannot protect some elements of idea inherent in the digital content itself. This research is focused on the subject matter of the digital contents itself. In order to meet with the subject matter of the KIPO's patent law, the digital contents itself must be the product as the sort of the category of patent invention. Accordingly, this thesis investigates the definition of the product and goods in the civil law and the value add tax law. In the end, this thesis study the applicable possibility for the digital contents to conform to the subject matter of the patent law. This research aims to provide a means for the digital contents to be efficiently protected by the KIPO's patent law. For this purpose, this research analyzes the meaning and classification of digital contents, what is going on the protection of digital contents around the world and Korea, what are problems in protecting digital contents through copyright and the CIDA, what industry needs, and what the ripple effect would be when digital content is protected by patent. 디지털콘텐츠의 저작권에 의한 보호는 디지털콘텐츠의 창작성 있는 표현 부분만을 보호하므로 디지털콘텐츠에 내재해 있는 발명적인 요소, 곧 아이디어를 복제한 경우에는 저작권에 의하여 보호할 수 없는 한계에 직면하게 된다. 게다가 디지털콘텐츠는 컴퓨터나 네트워크 등의 하드웨어를 통해서만 생성․사용되는 기술기반의 성질을 띠고 있음에도 불구하고, 인쇄매체를 통한 서적의 출판을 보호하는 것으로부터 출발한 저작권에 의해 보호가 이루어져 왔다는 것 자체가 저작권의 본질적인 한계일 것이다. 여기로부터 저작권법 및 콘텐츠산업 진흥법 외에 디지털콘텐츠를 보호할 수 있는 특허의 필요성이 나타나게 되고, 특허법에 의한 보호의 논의도 디지털콘텐츠를 생성, 서비스, 사용하는데 있어서 기술적인 부분의 특허보호방법론에 머물러 있다. 그러나, 디지털콘텐츠는 정보처리장치나 정보처리시스템으로 제작되어 물체의 형식으로 존재하거나 비물체의 형식으로 존재한다. 물체의 형식을 가지는 디지털콘텐츠는 관리가능한 물체이고, 독립적이고, 사람의 신체가 아니므로 물건에 명백히 해당하므로 별도의 특허법적인 성립요건을 검토가 필요 없을듯하다. 반면에 비물체형의 디지털콘텐츠인 경우 물건인지 여부에 따라 특허법상 발명의 대상에 포함될 수도 있고, 없을 수도 있으므로 비물체형의 디지털콘텐츠가 물건인지 여부를 따지는 것은 특허법적 보호의 선결문제로서 중요한 의의가 있다. 비물체형의 디지털콘텐츠는 민법 제98조의 물건 해당성 중에서 ‘관리가능성’이 핵심적인 요소이다. 디지털콘텐츠는 컴퓨터상에서 파일의 형태로 존재하며, 컴퓨터하드웨어 조작기술에 의해 사용자가 사용 수익을 하는 데 있어서 기술적인 관리가 가능하고, 또한 거래의 대상이 되며 디지털콘텐츠를 사용 수익 처분하는 데 있어서 법률적으로 통제도 가능하고, 새로운 법률들이 속속 등장하고 있다. 따라서 비물체형의 디지털콘텐츠는 민법상 요구되는 ‘관리가능성’요건을 만족하고 있으므로 민법상의 물건에 해당됨에는 별 무리가 없는 듯하다. 비물체형의 디지털콘텐츠가 민법상의 물건에 해당한다면, 우선적으로 특허법상의 실시양태인 물건에 해당됨은 당연한 귀결이고, 특허법상의 보호대상에 진입할 수 있는 강력한 근거가 마련된다고 보아야 할 것이다.

디지털 시대, 소셜미디어 환경에서 디지털 콘텐츠 마케팅의 전략 제안

김다영 유럽문화예술학회 2017 유럽문화예술학논집 Vol.8 No.2

21세기 다양한 매체, 콘텐츠가 예술과 융합되고, 예술과 일상생활의 경계가 허물어진 현 시대에서범람하는 콘텐츠는 대중들이 잘 해석하고 선별할 수 있는 ‘창의적 감성’과 ‘상상력’이 중요한 키워드로 대두된다. 즉, 우리는 기존의 지식에 상상력이 융합된 ‘개념의 시대(Conceptual Age)’를 살아가고있다.1) 정보의 시대를 넘어선 고도의 ‘개념’이 중요해진 현 시대에서 소셜미디어 콘텐츠란 무엇인가? 인공지능에 의해 인간의 두뇌가 대체되어 가고 자동화와 연결성이 극대화되는 4차 산업혁명이라고 일컫는 디지털 시대에서 마케팅의 방식 또한 달라지고 있다. 이러한 디지털 혁명 시대에 소셜미디어는 이미 일상생활에 필수불가결한 것이 되었다. 소셜미디어(Social Media)는 개방, 참여, 공유의 가치로 요약되는 웹(web)상의 소셜 네트워크의 기반 위에서 개인의 생각이나 의견, 경험, 정보등을 서로 공유하고 타인과의 관계를 생성 또는 확장시킬 수 있는 개방화된 온라인 플랫폼이다. 소셜미디어는 디지털 시대의 유동성에 기인해 급속도로 확산되었는데 그것은 소셜미디어가 가지고 있는 사용자들의 자발적 참여에 의한 콘텐츠(contents) 생성과 자체적인 창발 시스템에 희한 파급에 그 이유가 있다고 본다. 사용자들의 참여에 의한 콘텐츠에는 상호작용적(interactive) 특성이 내재하는데, 그것은 모든 예술작품에서 일어나는 것과 같다. 아서 단토의 예술의 종말 이전의 거대 내러티브 시대의 모더니즘적예술을 경험할 때 상호작용성은 관람자의 정신적 영역에서 일어나는 반응에 국한되었다면, 디지털소셜 환경에서의 상호작용적 특성은 향유자(관람자)의 예술작품에 대한 새로운 방식의 접근과 적극적인 기여를 가능하게 한다. 따라서 소셜미디어 환경에서 범람하는 마케팅 콘텐츠 또한 상상력과 창의적인 아이디어로 그것을 만들어내는 기본 원리에 따라 예술, 특히 미디어 작품에 내재하는 특성인 상호작용성과 관객의 참여라는 작품의 구성 원리가 작동한다는 점에서 그 구분이 모호하다고 본다. 이러한 점에서 앞으로의 디지털 세상에서 상상력이 기반으로 한 마케팅 콘텐츠의 전략 또한 예술작품이 그러하듯 인간만이 느낄 수 있는 감성영역에 기반하는 사람의 마음을 움직일 수 있는 전략이필요할 것이다. 또한 4차 산업혁명시대 소셜미디어 환경의 마케팅 플랫폼이 성공하기 위해서는 디지털 변화를 적극적으로 읽어내고, 그것들을 사용자에게 유리한 방향으로 흡수하는 것이 중요하다. 시대의 변화에 따라 개방적이고 누구나 참여 가능한 플랫폼으로 변화되어야 한다고 본다. 소셜미디어 환경에서 커뮤니티 플랫폼을 만들고, 그들이 브랜드나 콘텐츠 관련 이야기들을 나눌 수 있는장치들을 만드는 것이 좋다. 디지털 세상의 사용자들의 심리 특성은 콘텐츠 사용자에게 특정행위를지나치게 강요할 경우, 사람들은 기업이 원하는 행동에 정확히 반대되는 행동을 보인다. 억지로 무언가를 강요하면 그 반대로 행동하고 싶어 하는 것이 바로 청개구리 심리다. 현 시대 대중에게 사랑받고 있는 기업들은 독특한 진정성을 담은 가치를 보여주고 있다. 즉, 디지털 시대에는 진정성만이 고객들의 영혼을 감동시키고 그들의 마음을 움직여 제품이나 콘텐츠를 사게 할 수 있다. 그렇다면 사람들의 마음을 움직이도록 진정성을 얻는 방식은 무엇인가? 첫째, 소비자들이 진정성을 느낄 수 있는 요소들을 기 ... Humans communicate, study, shop, spend leisure time, and spend much of their lives in the digital world on digital webs such as smartphones, tablet PCs, and PCs. As a new world created by the digital environment, cyberspace is increasingly becoming the driving force of our daily lives. In the cultural arts, the boundaries of the arts are lowered as the artists communicate directly with the spectators through the social media platform. As a result, the audience who received only the artwork became able to share the process of work, the story, the intention to be created, the emotion of the artist, and share the process of reinterpreting with the audience. The social media based environment outside the geographical and time limits has had a great influence on the daily life including the ways of human relations, the way of thinking, and the way of collaboration. Social media redefines the relationship between social media environment, art, consumers, and creators in the process of proposing new art forms. Social media and arts clearly point out different things, but one works in conceptual social media content. The distinction between original and duplication in painting disappears with the repetition of the same thing in the image of the media environment. In the digital image stage, the original and duplication can be constantly superimposed, reinterpreted and re-created through the process of transformation. With the advent of the digital world, everyone can produce images, and anyone can easily create and market content on a daily basis. There is a need for a strategy that frees content users and attracts a lot of interest and participation from users who enjoy the content. If you give users more freedom in a digital environment, they will be more loyal. By passing the option to the user, users can get a favorable feeling. The more interest and affinity you get, the more positive the positive word-of-mouth effect you get. When control and choice are passed to content users, users are more likely to be satisfied with the results they choose, and authenticity is naturally achieved through interaction with users rather than being forced. In a digital environment, a strategy with authenticity is more important. If the development of artificial intelligence coexists with humans and machines, and the era when the human realm becomes a machine replacement becomes important, securing a unique realm that only humans can do will become important. The real emotional and emotional realm that only human beings can see is that artificial intelligence can’t penetrate. Therefore, I think that it is important to move the mind of users who consume the human mind and contents, and the authenticity to gain empathy naturally. Self-organizing and emergence, which is the complexity principle of the characteristics of the digital environment, is more prominent in the SNS platform. In the social media age contents, it is necessary to make devices that utilize the principles of self-organization and emergence principle in the social marketing platform in that the distinction between producers and consumers of contents is blurred and created together. It is time for a smart marketing strategy that will lead to genuine support of content users who utilize nudge, authenticity and UGC (User Generated Contents) by understanding and analyzing characteristics of content users in the digital age.

The Mediating Effect of Experiential Value on Customers' Perceived Value of Digital Content

Weiwei Jia,Saebum Kim 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.2

电子内容在给公司带来机遇和挑战的同时也极大的改变了我们的生活。创意企业整合视频、图片、文本和数据进行数字化过的音频,开发新产品或服务,创作数位经验推广自己的品牌。大多数有关电子内容的文献是关于基本概念或者营销的发展。其实,比起普通产品或服务的传统价值链, 数字内容产业似乎有更多的潜在价值。因为相当大的数字内容是免费的,价格,作为信息的质量或价值的指标,不是必须被感知的(Rowley 2008)。这是显而易见的,当前数字内容主题的问题是“价值”和关于消费者对电子内容的感知价值是需要的研究。本文讨论了经验价值在消费者评估电子内容时的优势。本文贡献了两个不同但是相关的 电子内容“价值”的理解。第一,基于电子内容产品和服务的比较,本文提出了两个关键特点使得体验战略适合电子内容:无形和接近于零的再造成本。最重要的是,基于对公司的理想化的价值和客户的感知价值之间的差异的讨论,本文强调了数字内容的价格和定价根据不同的产品和服务而不同。无形的结果是, 价格可能并不反映顾客价值。另外,数字内容的成本处在发展阶段可能非常高但再造会大幅缩水。而且,由于前面提到的价值差距,这个价格政策改变因不同的数字内容而不同。例如,扁平的价格政策通常用于电影和音乐(Magiera 2001;Netherby 2002),而持续的需求,数字内容如在线游戏和杀毒软件的问题牵涉到一个更复杂的效用和极具竞争力的价格水平。数字内容企业必须探索各种各样的策略来克服这个缺口。反思的行销方案,如广告、图像、口碑和他们对顾客感知价值的影响变得至关重要。中国信息内容产业正变得越来越国际化,并引起了具有各自竞争优势的国家和地区的关注。2008-2009中国信息内容产业年度发展报告(CCIDConsulting 2009)表明,在国内需求和政府政策的大力支持下,中国信息内容产业在2008年保持了大约30%的快速增长, 表明了这个产业在明显的初期扩张阶段。在中国, 需要更新的杀毒软件和其他软件程序使用季度定价政策。用户可以免费下载试用版,用6个月或一年。如果他们更久的使用,连续的付款方式是必要的。他们在试用阶段检测数字内容的优良度, 决定是否要付继续使用。对于中国的音乐和电影工业的发展战略,体验最初没有被广泛的应用,虽然公司在其他国家找到试验经验,探索重要战略(如客户在下载前有好几秒可以免费听听音乐)。由于上述原因,杀毒软件在中国可以代表数字内容产业而且在中国杀毒市场探索了体验价值在顾客的电子内容感知价值中的优势。为了提高调查数据的可靠性,该研究集中在那些有使用杀毒软件经验的人群。实证结果显示,体验的价值对顾客的数字内容的感知价值有积极的影Ù Digital content makes big changes to our daily lives while bringing opportunities and challenges for companies. Creative firms integrate pictures, texts, videos, audios, and data by digitalization to develop new products or services and create digital experiences to promote their brands. Most articles on digital content contribute to the basic concept or development of marketing it in literature. Actually, compared with traditional value chains for common products or services, the digital content industry seems to have more potential value. Because quite a bit of digital content is free to the consumer, price is not necessarily perceived as an indicator of the quality or value of information (Rowley 2008). It becomes evident that a current theme in digital content is the issue of "value," and research on customers' perceived value of digital content is a necessity. This article argues that experiential value has an advantage in customers’ evaluations of digital content. Two different but related contributions to the understanding of "value" of digital content are made here. First, based on the comparison of digital content with products and services, the article proposes two key characteristics that make experiential strategy available for digital content: intangibility and near-zero reproduction cost. On top of that, based on the discussion of the gap between company's idealized value and customer's perceived value, this article emphasizes that digital content prices and pricing of digital content is different from products and services. As a result of intangibility, prices may not reflect customer value. Moreover, the cost of digital content in the development stage may be very high while reproduction costs shrink dramatically. Moreover, because of the value gap mentioned before, the pricing polices vary for different digital contents. For example, flat price policy is generally used for movies and music (Magiera 2001; Netherby 2002), while for continuous demand, digital content such as online games and anti-virus programs involves a more complicated matter of utility and competitive price levels. Digital content companies have to explore various kinds of strategies to overcome this gap. Rethinking marketing solutions such as advertisements, images, and word-of-mouth and their effect on customers' perceived value becomes essential.China’s digital content industry is becoming more and more globalized and drawing special attention from different countries and regions that have respective competitive advantages. The 2008-2009 Annual Report on the Development of China's Digital Content Industry (CCIDConsulting 2009) indicates that, with the driven power of domestic demand and governmental policy support, the country’s digital content industry maintained a fast growth of some 30 percent in 2008, obviously indicating the initial stage of industry expansion. In China, anti-virus programs and other software programs which need to be updated use a quarter-based pricing policy. Customers can download a trial version for free and use it for six months or a year. If they want to use it longer, continuous payment is needed. They examine the excellence of the digital content during this trial period and decide whether to pay for continued usage. For China’s music and movie industries, as a result of initial development, experiential strategy has not been much applied, even though firms in other countries find the trial experience and explore important strategies(such as customers listening to music for several seconds for free before downloading it). For the above reasons, anti-virus program may be a representative for digital content industry in China and an exploratory study of the advantage of experiential value in customer’s perceived value of digital content is done in the anti-virus market of China.

디지털 에듀테인먼트 콘텐츠 설계를 위한 기초 연구: 개념과 발전방향

송상호 ( Sang Ho Song ) 한국교육정보미디어학회(구 한국교육정보방송학회) 2008 교육정보미디어연구 Vol.14 No.2

본 연구는 디지털 에듀테인먼트 콘텐츠를 설계하고자할 때 토대가 될 수 있는 개념적 틀을 찾기 위한 기초연구이다. 본 연구에서는 첫째, 교육용 콘텐츠의 개념을 ``컴퓨터 네트워크에서 활용될 수 있으며 교육 목적을 달성하기 위해 가공의 과정을 거쳐 디지털화, 멀티미디어화한 교육내용물``로 구체적으로 정의하였다. 둘째, 에듀테인먼트의 개념 정립 시 고려사항들로서 ``페다고지와 학습동기``, ``엔터테인먼트적 교육``에 대한 논의를 통하여 에듀테인먼트 설계에서 교육과 엔터테인먼트의 화학적 결합의 필요성을 제시하였다. 셋째, 디지털 에듀테인먼트 콘텐츠의 개념으로서 ``디지털 에듀테인먼트 콘텐츠란 컴퓨터 네트워크에서 활용될 수 있으며 교육 목적을 달성하고 동시에 즐거움을 제공하기 위하여 교육활동과 엔터테인먼트활동을 가공하여 디지털화, 멀티미디어화한 교육내용물로서 형식적으로는 교육주의를 표방하지만 내용적으로는 학습주의를 반영하는 콘텐츠이다.``라는 정의를 제안하였다. 넷째, 디지털 에듀테인먼트 콘텐츠의 유형 파악을 시도하고 디지털 에듀테인먼트 콘텐츠 발전을 위한 전제조건과 방향을 제시하였다. 전제조건으로서 첫째, 디지털 에듀테인먼트 콘텐츠는 교육활동 자체로부터 발생하는 재미와 학습동기의 발생가능성을 무시하거나 저하시키지 않아야 한다는 점을 제시하였으며, 둘째, 학습과정 그 자체는 재미있지 않더라도 의미 있다고 생각하는 입장도 고려할 필요가 있다는 점을 제시하였다. 그리고 발전방향으로서는 교육주의적 형식요건 속에서 학습주의적 내용 요건과의 조화, 교육목적과 엔터테인먼트 맛의 조화, 엔터테인먼트의 맛과 학습동기의 관계, 디지털 에듀테인먼트 콘텐츠와 아날로그 에듀테인먼트 콘텐츠의 비교 및 융합적 활용, 디지털 에듀테인먼트 콘텐츠의 특징과 구현 방법에 대해 논의하였다. The purpose of the study is to explore the concept of digital edutainment content and to suggest future directions. Edutainment seems to be regarded as an alternative educational program to accomplish educational goals while entertaining learners. Furthermore, recently, digital edutainment content, such as game-based digital content, is gaining attention as a research topic. The study is an initial effort to provide a solid foundation for the design of digital edutainment content that is effective, efficient, and appealing. Although, edutainment has been suggested as a solution that may solve motivational problems of learners, many designers have had difficulties in designing edutainment because of rare theoretical framework for design. The following is discussed and several perspectives are suggested: the concept of digital content, the concept of educational digital content, linkage between education and entertainment, educational meaning of edutainment, learner motivation in Pedagogy, the concept and type of digital edutainment content, and future directions of digital edutaiment content. Digital edutainment content can be a strong solution to educational problems. However, without a solid theoretical foundation, a good content can not be designed. This study reviews main issues regarding the foundation of digital edutainment content and suggests following studies.