Tiktok 서비스 이용자의 몰입과 중독에 미치는 영향요인 연구

주이모,이상호 한국융합학회 2021 한국융합학회논문지 Vol.12 No.3

본 연구는 소셜미디어 OTT의 중간영역에서 시장을 확대하고 있는 SFV 플랫폼인 Tiktok 서비스의 이용자가 인식하는 몰입과 중독에 미치는 영향요인을 확인하고자 하였다. 연구자들은 Tiktok 이용자가 증가하면서 중독에 이르 는 경로에 대한 연구가 필요할 것으로 보았다. 미디어 소비 시간이 부족한 이용자는 긴영상보다 짧은 영상을 제작하고 공유하며 외생변인에 의해 애착에 영향을 받는다. 또한 애착은 대인관계 및 서비스에 대한 애착으로 구분되는데, 애착 의 경로는 몰입과 중독으로 연결되는 것으로 확인되었다. 연구자들은 본 연구를 통해 동영상 미디어서비스의 중독에 이르는 경로를 자기노출과 애착, 몰입과 중독 등으로 설정하여 검증하였다는 점에서 이론적, 실무적 공헌점이 있다고 보았다. 이러한 연구결과는 더욱 다양화되고 있는 동영상 중심의 미디어 서비스에 적용이 가능하며, 향후 출현하는 새 로운 미디어에 활용가능하다는 측면에서 후학의 연구를 기대할 수 있을 것으로 본다. This study deals with the influencing factors on flow and addiction perceived by users of Tiktok service, an SFV service platform that is expanding the market in the middle area between social media and OTT. As the number of Tiktok users increases, researchers thought that research on the cause of addiction would be necessary. Since media users lack media consumption time, they produce and share SFVs rather than long videos, and are affected by exogenous variables. In addition, attachment is divided into interpersonal relationships and attachment to services, and the path of attachment was confirmed to be connected to flow and addiction. Through this study, the researchers considered that there were theoretical and practical contributions in that the path leading to addiction of video media services was set and verified as self-exposure and attachment, flow and addiction. These research results can be applied to more diversified video-centered media services, and can be expected to be used for new media emerging in the future.

인공지능 음성사용자 인터페이스 사용성 평가 기준 검증 : 중국 내비게이션 VUI를 중심으로

주이모(Yi Mou Zhou),상님여(Lin Rru Shang),임현찬(Hyun Chan Lim),황미경(Mi Kyung Hwang) 한국멀티미디어학회 2021 멀티미디어학회논문지 Vol.24 No.7

시선추적장치(Eye Tracking)를 활용한 인공지능(AI) 창작물과 사람의 창작물에 대한 시지각 비교 연구

황미경,주이모,박민희,권만우 한국멀티미디어학회 2022 멀티미디어학회논문지 Vol.25 No.2

This study analyzes the visual perceptual difference of observers in the artworks created by human artists and artificial intelligence(AI) through eye-tracking. More specifically, the study analyzes the degree of visual attention through a fixation experiment on non-linguistic sources such as the formation and expression of artworks. As a result of this study, the subjects had guessed that one out of four artworks were created by AI (in actuality, 61.1% of the artworks were created by The Next Rembrandt). This demonstrates that most of the subjects hardly recognized the difference between the artwork of human artists and AI. From the comparative analysis of visual perceptual differences found through eye-tracking, more visual attention was found to be demanded for catching details of more stimulating visuals compared to less stimulating visuals. In the gender difference analysis, both of the female and male subjects were likely to stare more intently at the flowers of still-life paintings (Deep Dream & Vincent Van Gogh) while the eyes of a portrait painting (Rembrandt & The Next Rembrandt); this demonstrates no significant differences in gender. Various opinions on AI and art creation from different perspectives arose, therefore, this research is meaningful in a way that it suggests an objective examination through experiments with an artistic perspective.

The Relationship between Visual Perception and Emotion from Fear Appeals and Size of Warning Images on Cigarette Packages

황미경,Xin Jin,주이모,권만우 한국멀티미디어학회 2022 The journal of multimedia information system Vol.9 No.2

This research aims to identify the relationship between visual perception and emotion by the types of fear responses elicited from warning images on cigarette packages as well as the effectiveness of the size of such images through questionnaires and eye-tracking experiments with twenty university students from the colleges based in Busan. The research distinguished and analyzed the warning images as rational appeals and emotional appeals by the degree of fear and disgust and the result concurred with the research conclusions of Maynard that people would naturally avoid eye contact when presented with a warning image on cigarette packages. Also, eye avoidance was highly identified with larger (75%) warning images. While the previous research mostly adopted the self-rated validation method, this research tried to make the methodology more objective by adopting both questionnaires and eye-tracking experiments. Through this research, authors contribute to finding effective warning images on cigarette packages in a way to increase public awareness of the dangers of smoking and discourage smoking. Further research is recommended to explore the effectiveness of using explicit images on cigarette packages by the types of smokers such as heavy smokers, normal smokers, and non-smokers.

Eye Perception and Preference Difference between Different Emotional Content on TikTok and Twitter Platforms

Mei Juan Guo,권만우,황미경,주이모 한국멀티미디어학회 2023 The journal of multimedia information system Vol.10 No.2

Emotions are essential in today's complex social media information environments. Emotions can catch readers' attention and affect how users process information. This study explored the effect of emotional content on attention on different social media through an eye-tracking experiment. Participants (N=40) in this study read different emotional content. We measured the effects of emotions on visual attention by comparing the fixation times and counts of participants of two experimental groups: TikTok and Twitter. As a result of this study, the study found that the emotional and negative contents would draw more visual attention than their opposed contents (non-emotional, positive). Emotional content on social media attracted more attention, especially text with negative emotions. Negative information attracted more attention (compared to neutral and positive information). Our results revealed differences in visual attention towards contents with emotional contents. The study also suggested that the relationship between emotional and cognitive attention has little to do with social platforms. These findings have great implications for the study of emotional messages on social media. Therefore, this research is meaningful in a way that it suggests an objective examination through experiments with emotional content on social media.

A Study on Transnational Media Coverage of Sino-US Trade through Semantic Network Analysis

Mei Juan Guo,황미경,PengFei Zhu,주이모 한국멀티미디어학회 2023 The journal of multimedia information system Vol.10 No.2

This study was conducted to analyze the perspectives of transnational media reporting on Sino-US trade. News reports from Associated Press and Xinhua News Agency were collected from March 20, 2018, to October 31, 2018. Text mining and frequency analysis was performed by Python to examine significant keywords from the news reports. Eigenvector centralities and Modularity analysis were conducted by Gephi. QAP correlation analyses were conducted by Ucinet. As a result, Associated Press and Xinhua News Agency had different clusters. There was a significant correlation between the Xinhua News Agency Semantic Network and the Associated Press Semantic Network. This study supports the two perspectives of reporting from different aspects. Xinhua News Agency involved four sub-topics when reporting Sino-US trade frictions, namely China-related clusters, US-related clusters, trade-related clusters, and tariff-related clusters. The Associated Press involved three sub-topics, namely China-US Trade-related clusters, global economy-related clusters, and tariff-related clusters. Xinhua News Agency focused on China-related clusters, while Associated Press focused on Sino-US trade-related clusters. The network structure of Xinhua News Agency and AP shows a positive correlation, which to some extent indicates the global perspectives of Chinese and American media reporting. The division of the two network clusters and the difference in the choice and prominence of the words in the network indicates that the Chinese and American media are still affected by the political stance and culture when constructing the framework strategy. Based on these results, valuable implications are provided for media reporting across countries.