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가상 인플루언서의 특성과 추천의도 및 재방문의도와의 관계에서 친근감이 미치는 매개효과 연구
장성복 ( Chang Sung Bok ) 한국상품문화디자인학회 2023 상품문화디자인학연구 Vol.72 No.-
In recent years, with the advent of virtual influencers, the academic approach to this is still in its early stages, with the expansion of activities throughout the cultural industry, including advertisements, dramas, and records. Accordingly, this study examines the characteristics of virtual influencers based on previous studies and tests the relationship between the characteristics of virtual influencers (Authenticity, Attractiveness, and Curiosity) on Recommendation Intention and Revisit Intention. In addition, the hypothesis was tested through regression analysis to see if Friendliness had a mediating effect in the relationship between the Recommendation Intention and the Revisit Intention. As a result of the study, first, it was found that the characteristics of virtual influencers (Authenticity, Attractiveness, and Curiosity) had a positive (+) effect on Recommendation and Revisit Intention, and secondly, the mediating effect of Familiarity was confirmed in both the characteristics of virtual influencers and the relationship between Recommendation and Revisit Intention. Through the above research results, it provides theoretical and practical implications in that understanding human's unique emotion of Friendliness and properly transferring it to virtual influencers affects user behavior reinforcement.
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장성복 ( Sung-bok Chang ),성열홍 ( Youl-hong Sung ) 한국디자인트렌드학회 2017 한국디자인포럼 Vol.57 No.-
performing arts in South Korea and the new Korean Wave, this study investigated online public opinions among people who enjoy performing arts and proposed a way to utilize the online public opinion through social big data analysis. Methods For the study, 5.72million data collected from blogs, news, forums, and web documents from January 2013 until December 2015 were analyzed by using the social data analysis solution TIBUZZ, and the difference in satisfaction with the performance was compared based on the number of relevant posts, views, and number of references to performers by show. Result The result showed that the most frequently mentioned type of performance was concert, followed by musical, play, ballet, and opera in the order and the amount of references to performing arts by channel was largest in blogs, followed by news, forums, and Q&A site. And larger-scale performances like Concert had higher amounts of references (interest) and positive feedback(satisfaction). In addition, the sentiment analysis related to the performance showed higher percentages of satisfaction and joy, and there was a correlation between the number of tickets sold according to the amount of mentioned. Conclusion Findings in this study provide basic data related to online public opinion on performing arts and propose practical and policy-related implications as well as new criteria for evaluating online public opinion related to performing arts through social big data.
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가상 인플루언서의 매력성과 소비자 태도의 관계: 몰입의 매개효과 검증
장성복(Sung Bok Chang) 한국스마트미디어학회 2023 스마트미디어저널 Vol.12 No.11
In recent years, advertisements and brand promotions using virtual influencer have been actively conducted, and this study focused on the characteristics of virtual influencer, including Attractiveness, to examine the Attractiveness of virtual influencer through previous studies and to test the hypothesis that Attractiveness has an effect on Brand attitude and Advertising attitude when mediated by Immersion. For this purpose, data were collected from university students who experienced marketing contents using virtual influencer, and Process macro was conducted to analyse the mediating effect. The results showed that virtual influencer Attractiveness partially mediated the relationship between Brand attitude and Advertising attitude. These results suggest that virtual influencer Attractiveness not only affects Brand attitude and Advertising attitude, but also positively increases consumer attitude when mediated by Immersion. This study has both academic and practical implications by examining the mediating effect of Immersion on the effect of virtual influencer Attractiveness on consumer attitudes.
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브랜드 경험의 매개역할에 따른 스마트폰 사용자 경험(UX)이 사용자 만족과 태도에 미치는 영향
장성복 ( Chang Sung Bok ) 한국상품문화디자인학회 2018 상품문화디자인학연구 Vol.55 No.-
The smartphone manufacturing brands are differentiating their own products from competitors' by showing the upgraded UI(User Interface) whenever new smartphones are released every year. Thus, the users accumulate diverse experiences in the process of performing the purposes through new smartphone UI. The user experience plays a crucial role in the cognitive process in accordance with the consumers' stimulation. Through new experiences, the experience of used brands is formed, which could have effects on users' attitude in accordance with the degree of satisfaction after use. Thus, this study aimed to verify the relations of smartphone user experience, user satisfaction and attitude, and also to verify the effects of user experience on the user satisfaction and user attitude with the mediation of brand experience. The research hypothesis was verified by regression analysis. In the results of this study, first, all the user experience factors such as user satisfactory experience, useful experience, design satisfactory experience, and A/S satisfactory experience had positive(+) effects on the user satisfaction and user attitude. Second, the smartphone user satisfaction had positive(+) effects on the user attitude. Third, the smartphone user experience had effects on the user satisfaction and user attitude with the mediation of brand experience. The results of this study imply the necessity of strategies considering the smartphone user experience factors for the design of smartphone UI in the future, and the importance of providing the brand experience differentiated from other brands to increase the smartphone users' satisfaction, and also establishing the marketing strategies and researches on users' experience for increasing the user satisfaction to raise users' positive attitude.
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