웹툰 기반 OSMU 영상 콘텐츠의 만듦새에 관한 이용자들의 인식 연구: OSMU 태도와 만족도를 중심으로

홍세민,이상우 한국비즈니스학회 2023 비즈니스융복합연구 Vol.8 No.6

With the ongoing expansion of webtoons, there is a growing trend in the creation of OSMU(One Source Multi Use) dramas and films based on successful webtoons. This trend is driven by the consistent success of OSMU content, capitalizing on the popularity of well-received original works. While understanding user reaction is crucial for the success of OSMU, existing research has predominantly focused on case studies and business strategies, resulting in a lack of emphasis on user-oriented studies. Thus, this study aims to identify the factors influencing users’ perception of OSMU compared to webtoons, particularly in terms of story, character, and direction. Additionally, the study investigates whether these factors influence users’ attitudes toward OSMU and their satisfaction with the original webtoon. As a result, user perception of OSMU was categorized into resembling webtoons(story compatibility, character compatibility, directing compatibility) and differentiation from webtoons(fun, probability, empathy, attractiveness, liveliness). Interestingly, the OSMU aspects resembling webtoons were found to have no significant impact on attitudes toward OSMU, but story compatibility had a meaningful positive influence on webtoon satisfaction. Among the distinctive factors of OSMU, fun and probability positively affected OSMU attitudes, while fun and attractiveness positively influenced webtoon satisfaction. However, probability had a negative impact to webtoon satisfaction. Lastly, it was confirmed that the more positive attitude toward OSMU content, the greater satisfaction with the original webtoon. This study, leveraging the concept of brand extension, conceptualized user perception of OSMU compared to webtoons and explored how user perception of OSMU content impacts original webtoon satisfaction

근대 더블린과 경성의 신여성에 대한 욕망과 혐오: 조이스의 『율리시스』의 「나우시카」와 박태원의 「소설가 구보 씨의 일일」 비교연구

홍세민 ( Saymin Hong ) 한국제임스조이스학회 2023 제임스조이스저널 Vol.29 No.1

In both Ulysses and A Day in the Life of the Novelist Gubo, Leopold Bloom and Mr. Gubo show similarities as the middle-class gentlemen venturing into the capital city as colonized subjects. Bloom is an Irish middle class male of a Jewish heritage who saunters through Dublin for the entire day. Mr. Gubo is a Korean middle-class male who also accounts his brief amble in the capital city of colonized Korea, Kyungsung. The selection of “Nausicaa” is due to the similar use of point-of-view, imagery, and characterization of young women’s bodies in Joyce’s chapter and Park’s medium-length novella. “Nausicaa” describes the encounter between Bloom and a young Irish woman Gerty McDowell in the Sandymount Beach. Critics have earlier dismissed “Nausicaa” and A Day in the Life of the Novelist Gubo as misogynistic commentaries about what the authors perceive as unthinking and passive female consumers of the empire’s ladies’ magazines and romantic fiction. This essay instead contends that the young women were active agents of modernization because they use the empire’s latest imports like transparent stockings to deviate from traditional gender rules. Gerty and the colonized Korean women professing their desires and consumer acts dismantle binaries between empire/colonized, healthy/diseased, desire/disgust and men/women. Bloom and Gubo’s duality, their disgust intertwined with desire, has more to do with their questions about existing as the colonized subject with an ambivalent love-hate relationship with the empire, rather than what they perceive as the ‘diseased’ ‘flawed’ or ‘lacking’ qualities of the women’s bodies.

메타버스 크리에이터 특성에 관한 탐색적 연구: 제페토 크리에이터의 창작동기와 플랫폼 특성, 몰입을 중심으로

김하연,홍세민,이상우 한국혁신학회 2023 한국혁신학회지 Vol.18 No.1

As the metaverse market expands, so do metaverse creators, who engage in activities for creating within the metaverse platform. Although consumers and companies have grown increasingly interested in metaverse creators, related academic studies have not yet been actively conducted. Therefore, this study explored the motivations of metaverse creators and investigated the effect of motivation for creating and platform characteristics on flow and intention to use. To this end, this study derived the motivation for creating ZEPETO creators through literature research and in-depth interviews and examined the effect of motivation for creating and platform characteristics on creators' flow and intention to use. The results show that intrinsic motivation (entertainment motivation, self-expression motivation, achievement motivation), and extrinsic motivation (economic motivation, relationship-building motivation) were derived as the creators' motivations. As a result of the structural model verification, creators with strong intrinsic motivation (entertainment motivation and achievement motivation) were more immersed in creative activities. Creators who perceived interactivity, telepresence, and convenience of use on the platform were more immersed in ZEPETO. Furthermore, flow in creative activities is positively associated with flow in ZEPETO, and flow in ZEPETO also significantly influences the intention to use. This study is the first exploratory study on metaverse creators and is meaningful in that it conceptualized metaverse creators and identified their creative behavior and platform use behavior. 메타버스 시장이 성장하면서 메타버스 플랫폼 내에서 창작행위를 하는 이용자인 메타버스 크리에이터가 주목받고 있다. 메타버스 크리에이터에 대한 소비자와 기업의 관심이 증가하고 있는 것과 달리, 아직까지 이와 관련된 학술 연구는 활발히 진행되지 않고 있다. 이에 본 연구는 메타버스 크리에이터의 창작동기를 탐색하고 창작동기와 메타버스 플랫폼의 특성이 크리에이터의 몰입과 플랫폼 이용 행위에 미치는 영향을 살펴보았다. 이를 위해 본 연구는 문헌연구와 심층인터뷰를 통해 제페토 크리에이터의 창작동기를 도출하고, 창작동기와 플랫폼 특성이 크리에이터의 몰입과 지속이용의도에 미치는 영향을 알아보았다. 연구 결과, 크리에이터의 창작동기로 내재적 동기(오락적 동기, 자기표현 동기, 성취적 동기)와 외재적 동기(경제적 동기, 관계 맺기 동기)가 도출되었다. 구조모형 검증 결과, 내재적 동기(오락적 동기, 성취적 동기)가 강한 크리에이터일수록 창작활동에 더욱 몰입하였다. 또 플랫폼에서 상호작용성, 원격실재감, 이용편리성을 높게 인식하는 크리에이터일수록 제페토에 더욱 몰입하였다. 마지막으로 창작활동에 몰입하는 크리에이터일수록 제페토에 몰입하는 경향이 높았고, 이러한 크리에이터들은 제페토를 지속적으로 이용하려는 의도가 높게 나타났다. 본 연구는 메타버스 크리에이터에 대한 최초의 탐색적 연구로, 메타버스 크리에이터를 개념화하고, 이들의 창작행위와 플랫폼 이용행위를 파악하였다는 점에서 의의가 있다.

라이브커머스와 TV홈쇼핑 간의 경쟁관계에 관한 적소분석

이승엽,홍세민,박효명,이상우 한국정보사회학회 2023 정보사회와 미디어 Vol.24 No.3

인터넷망의 고도화와 스마트기기의 확산으로 PC 또는 모바일 기기를 통해 스트리밍 동영상을 시청하고 바로 제품을 구매하는 라이브커머스 이용이 늘게 되었다. 그리고 코로나19 감염병의 확산으로 사회적 거리두기가 일상화되면서 상품을 비대면으로 구매할 수 있는 라이브커머스가 더 주목을 받게 되었다. 이와 같이 라이브커머스 이용이 늘면서 라이브커머스가 TV홈쇼핑과 어떤 경쟁관계를 형성하는지에 대한 관심도 늘게 되었다. 본 연구에서는 이용자 측면에서 두 서비스의 기능적 경쟁관계를 분석하였으며, 이를 위한 방법론으로 미디어 적소이론을 적용하였다. 이용자가 라이브커머스와 TV홈쇼핑을 통해 얻게 되는 충족을 자원으로 설정하여, 라이브커머스와 TV홈쇼핑의 충족요인들을 도출하고, 각 충족요인별로 적소폭, 적소중복, 경쟁적 우위를 분석하였다. 적소분석 결과, 두 미디어의 이용자 충족요인은 시간보내기, 현장성, 경제성, 편의성, 상품신뢰성, 상호작용성으로 도출되었다. 두 미디어는 모든 충족요인에 대해서 적소중복의 정도가 높았으며, 특히 상품신뢰성, 경제성에서 적소중복의 정도가 매우 높았다. 경쟁적 우위 측면에서는 라이브커머스가 TV홈쇼핑에 비해 현장성, 경제성, 상호작용성에서 더 우위에 있었으며, TV홈쇼핑은 라이브커머스에 비해 시간보내기에서 상대적으로 우위에 있었다. 그러나 상품신뢰성과 편의성 측면에서는 두 미디어의 경쟁적 우위를 가리기 어려웠다. 라이브커머스의 지속이용의도에는 충족요인 중에 현장성, 경제성, 편의성, 상품신뢰성, 상호작용성이 긍정적인 영향을 미쳤으나, TV홈쇼핑의 지속이용의도에는 경제성, 편의성, 상품신뢰성이 긍정적인 영향을 미쳤다. 이상의 결과에서, 향후 상품신뢰성과 편의성이 두 미디어의 경쟁 양상과 이용자들의 두 미디어에 대한 이용의 증감에 영향을 미칠 수 있는 중요한 충족요인이 될 것이라고 예상할 수 있다. With the spread of the Internet, the use of PCs and mobile devices has increased rapidly. People are now using various devices for consuming media, including live streaming. Additionally, live streaming has evolved into a popular platform for online shopping. The concept of 'live-commerce' saw a significant surge in users during the Covid-19 pandemic. With a growing number of people turning to online shopping from the comfort of their homes, live-commerce has gained substantial attention. As both consumers and sellers embrace live-commerce, its market share has expanded to the point where it can compete with traditional TV cable shopping, known as ‘'TV home shopping’ in Korea. Many studies in South Korea have claimed that live-commerce and TV home shopping have similarities. However, there is a lack of academic research analyzing the competitive relationship between these two media formats. This study will be able to verify whether users perceive live-commerce and TV home shopping as similar media in terms of media functionality. This study employs niche theory to examine the functional connection between live-commerce and TV home shopping, with a specific focus on competitive advantages. Niche theory has been used in many studies as a methodology for analyzing functional displacement of media. Additionally, beyond the niche theory comparison, this research seeks to uncover how gratification factors impact user satisfaction and their intentions to continue using these services. Niche theory can be analyzed by applying the following three types of measures: niche breadth, niche overlap, and competitive superiority. The niche breadth, niche overlap, and competitive superiority value were calculated using the following formulas. The findings revealed common gratification factors for both TV home shopping and live commerce, including time-passing, on-site experience, economy, convenience, product reliability, and interactivity. These factors showed substantial overlap between the two platforms, particularly in product reliability and price economy. Regarding competitive strengths, live commerce excelled in on-site experience, price economy, and interactivity, whereas TV home shopping demonstrated a relative advantage in time-passing compared to live commerce. However, distinguishing clear superiority between the two in terms of product reliability and convenience proved challenging. For the continuance intention in live commerce, gratification factors like on-site experience, economy, convenience, product reliability, and interactivity positively influenced users. In contrast, in TV home shopping, factors like price economy, convenience, and product reliability had a positive impact on continuance intention. However, on-site experience and interactivity that live commerce excelled in didn't have a positive impact on continuance intention in TV home shopping. Moreover, time-passing that TV home shopping demonstrated a relative advantage didn't have a positive impact on continuance intention in live commerce. These results indicate that product reliability and convenience might play significant roles in shaping the competitive landscape and influencing user usage trends for these two media platforms in the future. Moreover, these results suggest that live-commerce providers should strengthen their on-site experience and interactivity functions in preparation for the future technology environment.

비정시 군인용 다목적 안경의 호환성 연구

구본엽,진용갑,이우철,윤문수,박진태,이항석,이교은,임현성,장재영,홍세민,마기중 대한시과학회 2018 대한시과학회지 학술대회 Vol.2018 No.10