Multi-dimensional Interactivity for Learners’ Satisfaction with e-Learning

Ji Eun Lee,Minsoo Shin 한국데이타베이스학회 2010 Journal of information technology applications & m Vol.17 No.3

Interactivity has been referred to as an important element promoting students’ active participation in virtual classes. Assuming that interactivity cannot be defined by a single dimension, this study proposes multi-dimensional interactivity. Multi-dimensional interactivity includes all types of interactivity in e-learning. This study explored multi-dimensional interactivity which affects learners’ satisfaction with e-learning. Data were collected from 132 students who had attended e-learning courses and the relationship between multi-dimensional interactivity and learners’ satisfaction levels were tested through regression analysis. The result of this study showed that mechanical, reactive, and creative interactivity were positively related to learners’ satisfaction. However, social interactivity seemed not to be related to learners’ satisfaction. This study provides new insights on interactivity and verifies the importance of the multi-dimensional interactivity. The result of this study is expected to provide practical implications for interactivity strategies in e-learning.

Multi-dimensional Interactivity for Learners' Satisfaction with e-Learning

Lee, Ji-Eun,Shin, Min-Soo Korea Data Strategy Society 2010 Journal of information technology applications & m Vol.17 No.3

Interactivity has been referred to as an important element promoting students' active participation in virtual classes. Assuming that interactivity cannot be defined by a single dimension, this study proposes multi-dimensional interactivity. Multi-dimensional interactivity includes all types of interactivity in e-learning. This study explored multi-dimensional interactivity which affects learners' satisfaction with e-learning. Data were collected from 132 students who had attended e-learning courses and the relationship between multi-dimensional interactivity and learners' satisfaction levels were tested through regression analysis. The result of this study showed that mechanical, reactive, and creative interactivity were positively related to learners' satisfaction. However, social interactivity seemed not to be related to learners' satisfaction. This study provides new insights on interactivity and verifies the importance of the multi-dimensional interactivity. The result of this study is expected to provide practical implications for interactivity strategies in e-learning.

Multi-dimensional Interactivity for Learners’ Satisfaction with e-Learning

이지은,신민수 한국데이터전략학회 2010 Journal of information technology applications & m Vol.17 No.3

Interactivity has been referred to as an important element promoting students’ active participation in virtual classes. Assuming that interactivity cannot be defined by a single dimension, this study proposes multi-dimensional interactivity. Multi-dimensional interactivity includes all types of interactivity in e-learning. This study explored multi-dimensional interactivity which affects learners’ satisfaction with e-learning. Data were collected from 132 students who had attended e-learning courses and the relationship between multi-dimensional interactivity and learners’ satisfaction levels were tested through regression analysis. The result of this study showed that mechanical, reactive, and creative interactivity were positively related to learners’ satisfaction. However, social interactivity seemed not to be related to learners’ satisfaction. This study provides new insights on interactivity and verifies the importance of the multi-dimensional interactivity. The result of this study is expected to provide practical implications for interactivity strategies in e-learning.

Influences of Motivations on Interactivity in the Live Streaming Commerce

Juran KIM 한국유통과학회 2021 The Journal of Industrial Distribution & Business( Vol.12 No.10

Purpose: This study focuses how motivations influence interactivity in the live streaming commerce context. Live streaming commerce involves the provision of e-commerce activities and transactions via a live streaming platform that offers real-time interaction, entertainment, social activities, and commerce. The purpose of study is to examine effects of motivations on perceived interactivity and the effects of perceived interactivity on attitude and intention to use the live streaming commerce. Research design, data and methodology: The study investigates key questions about consumers’ motivation to use live streaming commerce and perceived interactivity by surveying 300 users of live commerce. Participants were asked whether they were live streaming commerce users who had experienced live streaming commerce before participating in the survey. The full survey required live streaming commerce users to respond to all the questions. Results: The study uncovered motivations for using live streaming commerce by finding information, entertainment, pass time, fashion/status and real time and perceived interactivity in the live streaming commerce. The results indicated motivation to use live streaming commerce positively influenced perceived interactivity. Perceived interactivity had positive effects on attitude toward brand. Attitude toward brand had positive effects on intention to use. Conclusions: Live streaming commerce is getting increasing attention from marketers because live streaming commerce has seamlessly integrated commerce, social activities, and hedonic factors. This study clarifies motivations and perceived interactivity in the live streaming commerce context. The study uncovers the relationships between motivations, perceived interactivity, attitude, and intention to use that contributes to the theoretical foundation and practical implications for marketing and management in the live streaming commerce context. Specifically, the study develops the theoretical contributions to perceived interactivity in the in the live streaming commerce context. The results also contribute to the practical implications for new marketing strategies that provides dynamic real-time interaction, exact information, and social and hedonic factors to attract consumers to indulge in the consumption processes. Marketing practitioners will obtain insights that can help them develop and manage brand strategies by understanding the influence of motivation and perceived interactivity in the live commerce context, which offers opportunities for contactless marketing and management.

인터넷미디어의 상호작용성이 라디오방송 제작방식에 미치는 영향 연구

권상희(Sang Hee Kwon),강영희(Young Hee Kang) 사이버커뮤니케이션학회 2003 사이버 커뮤니케이션 학보 Vol.- No.11

본 논문은 인터넷의 상호작용성이 라디오방송제작에 미치는 영향에 관한 연구이다. 지존 지상파라디오방송이 인터넷방송을 실시하면서 청취자와의 상호작용성을 극대화시킴으로써, 프로그램 제작자의 인식, 프로그램 제작방식, 프로그램 포맷 등에도 많은 영향을 미치고 있다. 본 논문에서는 지상파라디오방송국이 면서 인터넷방송을 병행하는 라디오방송국을 대상으로 인터넷이 라디오방송프로그램 제작방식에 미친 영향에 관해 알아보는데 목적이 있다. 분석대상으로는 성인대상 방송프로그램과 청소년대상 방송프로그램의 상호작용성 유형에 차이가 있을 것으로 판단, 주청취층이 30대 이상인 교통방송 ‘김현주의 LIVE-FM’과 10대가 주청취층인 SBS ‘FLY TO THE SKY의 1010클럽’ 을 분석대상 프로그램으로 선정하였다. 연구결과에 따르면, 교통방송 ‘김현주의 LIVE-FM’홈페이지는 제작진이 청취자들에게 알리는 ‘공지사항’과 ‘시청자참여’ 항목이 있었다. 한편 SBS ‘FLY TO THE SKY의 1010클럽’ 홈페이지에도 ‘선곡공지(선곡표)’, ‘공지사항 (알립니다)’, 그리고 방송요일에 따라 다양한 코너를 마련하고 있는 것으로 나타났다. 이 같이 홈페이지에 나타난 상호작용 기제에 대해 청취자들은 ‘김현주의 LIVE-FM’의 경우 주로 방송프로그램 청취 후 자신의 느낌을 소개하거나 각종 신청곡, 선물요청 등의 내용이 게시되어 있었다. 또한, SBS-FM ‘FLY TO THE SKY의 1010클럽’에는 사연 및 신청곡과 더불어 각 코너별 주제에 따라 청취자들이 자신의 의견이나 사연을 게재하고 있는 것으로 나타났다. 이 간은 결과를 볼 때, 인터넷라디오방송에서의 상호작용성 유형은 ‘선택성 부여 유형’, ‘방송제작 참여유형’, ‘쌍방향 커뮤니케이션 유형’등으로 구분될 수 있으며, 이들은 청취자들이 라디오방송에 더욱 활발하게 참여할 수 있는 것을 가능케 해주고 있다. 본 연구는 라디오방송에 있어서 상호작용성의 유형을 구체적으로 살펴본 연구에서는 보다 다양한 프로그램을 대상으로 제작진의 상호작용 기제 마련을 위한노력, 청취자의 참여형태, 제작진의 인식조사 등에 대해 다각적인 연구를 진행시킬 필요가 있을 것으로 생각된다. 또한 이 같은 연구는 디지털시대를 맞아 라디오방송의 발전방향을 논의하는데 많은 도움이 될 것으로 판단된다. This paper explores the changes of radio program production style by Internet's interactivity. This study asked the following questions: to what degree are there relationships between program producer's and audience's interactivity types in radio program? To what degree are the recognition of interactivity in producers when they create a program, and what are the effect from internet's interactivity? To provide data, this study designed two different data collection levels: First, the researcher select two different radio programs including TBS and SBS to define the styles of interactivity works and styles. Second, the researcher conducted an interview to the producers of the radio programs ot measure the degree of interactivity affection in program creation. The syudy shows that the different programs have defferent types of interactivity. TBS's Kim Hyun Joo LIVE-FM has bulletin and audience participation, while SBS's FLY TO THE SKY's 1010 club has music selection and notice bulletin through weekly schedule. There are different contents on the Internet's interactivity. TBS's Live FM has program responses, request songs, wish lists of gifts, while SBS' s 1010 club has opinions, personal story, and request songs. The interactivity types are classified as l)"selectivity of choices." 2)"participation to the program," and 3) "two-way communication types." In the program production, the opinion interactivity has more affection in adult programs such as TBS's live FM than teen-age programs such SBS's 1010 club. Personal stories provided a small segmentation without fluctuation in the program. production. In addition, the personal opinion on the air also was introduced on the programs. Teen ages did actively participated on the comer's theme story. The sytudy finds that the producers in the radio program realized the audience's participations are a key point in the radio program, and they want to use the Internernet's interactivity. therefore, they re-design related home pate to effectively use the Internet's interactivity. This study provides the degree of audience participation using Internet's interactivity in the radio program production.

상호작용적 미디어를 통한 정치인의 이미지 형성-정치인 웹사이트를 중심으로

송인덕 한국정치커뮤니케이션학회 2011 정치커뮤니케이션 연구 Vol.23 No.-

본 연구는 상호작용성의 효과를 체계적으로 설명하고자 하는 목적으로 상호작용성의 개념을 미디어의 기술적 측면과 이용자 인식의 주관적 측면 간의 관계 속에 위치하는 것으로 정의하였다. 그리고 객관적 상호작용성과 이용자가 주관적으로 인식한 상호작용성의 효과를 상호 비교함으로써 선행 연구들의 제한점을 일부 극복하고자 하였다. 구체적으로, 본 연구는 정치 커뮤니케이션 상황에서 미디어 시스템의 상호작용적 기술이 초래하는 효과뿐만 아니라 그 시스템을 통해 전달되는 콘텐츠에 의해 복합적으로 형성될 수 있는 상호작용성에 대한 이용자의 인식이 정치인에 대한 이미지 또는 태도 형성에 미치는 효과를 검토하고자 하였다. 이러한 연구 목적을 달성하기 위해 본 연구에서는 상호작용적 기술의 수준을 달리하는 3개의 정치인 웹사이트를 자극물로 제시하는 집단 간 비교 실험을 진행하였다. 연구 결과, 정치인 웹사이트에 포함된 상호작용적 기술들, 즉 웹사이트의 객관적 상호작용성 수준은 이용자들이 정치인에 대한 긍정적 이미지를 형성하는 데 있어 직접적으로 영향을 주지 못하는 것으로 나타났다. 그러나 웹사이트의 상호작용적 기술들은 이용자의 상호작용 인식을 긍정적인 방향으로 유도하고, 이러한 주관적 경험은 다시 정치인을 긍정적으로 평가하여 그 정치인에 대한 호의적 이미지를 형성한다는 사실이 통계분석 결과를 통해 제시되었다. 이는 웹사이트의 객관적 상호작용성은 이미지나 태도 형성에 직접적으로 영향을 미치기 보다는 이용자의 상호작용성 인식을 통해 그 효과가 매개되는 것으로 이해해야 한다는 것을 제시해 주는 결과이다. For the purpose of systematic explanation of the effects of interactivity, the present study conceptually defines interactivity as being reside in the relationship between media's interactive technologies and users' perceptions of them. And, this study intends to overcome some of the limitations in the previous research by measuring the effects of objective interactivity against the effects of users' perceived interactivity. Specifically, this study examines not only the effects caused by interactive technologies of media system in the context of political communication but also the effects of users' perceptions of interactivity, which may be influenced by the content delivered through the media system, on the formation of politician's image or attitudes toward the politician. To achieve the research purpose, a between-group experiment was conducted by utilizing three versions of stimulus websites designed to have different levels of technological interactivity. The results show that the interactive technologies included in the politician’s Website have not directly affected formation of positive images of the politician. However, interactive technologies on the Website have led users’ perceptions of interactivity to the positive direction, then users’ subjective experiences have resulted in positive evaluations and finally favorable images of the politician. These results suggest that the effects of objective interactivity of Websites on image building or attitude formation may be mediated through users’ perceptions of interactivity. The theoretical implications of this mediation process are discussed.

상호작용적 미디어를 통한 정치인의 이미지 형성-정치인 웹사이트를 중심으로

송인덕 한국정치커뮤니케이션학회 2011 정치커뮤니케이션 연구 Vol. No.

For the purpose of systematic explanation of the effects of interactivity, the present study conceptually defines interactivity as being reside in the relationship between media's interactive technologies and users' perceptions of them. And, this study intends to overcome some of the limitations in the previous research by measuring the effects of objective interactivity against the effects of users' perceived interactivity. Specifically, this study examines not only the effects caused by interactive technologies of media system in the context of political communication but also the effects of users' perceptions of interactivity, which may be influenced by the content delivered through the media system, on the formation of politician's image or attitudes toward the politician. To achieve the research purpose, a between-group experiment was conducted by utilizing three versions of stimulus websites designed to have different levels of technological interactivity. The results show that the interactive technologies included in the politician’s Website have not directly affected formation of positive images of the politician. However, interactive technologies on the Website have led users’ perceptions of interactivity to the positive direction, then users’ subjective experiences have resulted in positive evaluations and finally favorable images of the politician. These results suggest that the effects of objective interactivity of Websites on image building or attitude formation may be mediated through users’ perceptions of interactivity. The theoretical implications of this mediation process are discussed. 본 연구는 상호작용성의 효과를 체계적으로 설명하고자 하는 목적으로 상호작용성의 개념을 미디어의 기술적 측면과 이용자 인식의 주관적 측면 간의 관계 속에 위치하는 것으로 정의하였다. 그리고 객관적 상호작용성과 이용자가 주관적으로 인식한 상호작용성의 효과를 상호 비교함으로써 선행 연구들의 제한점을 일부 극복하고자 하였다. 구체적으로, 본 연구는 정치 커뮤니케이션 상황에서 미디어 시스템의 상호작용적 기술이 초래하는 효과뿐만 아니라 그 시스템을 통해 전달되는 콘텐츠에 의해 복합적으로 형성될 수 있는 상호작용성에 대한 이용자의 인식이 정치인에 대한 이미지 또는 태도 형성에 미치는 효과를 검토하고자 하였다. 이러한 연구 목적을 달성하기 위해 본 연구에서는 상호작용적 기술의 수준을 달리하는 3개의 정치인 웹사이트를 자극물로 제시하는 집단 간 비교 실험을 진행하였다. 연구 결과, 정치인 웹사이트에 포함된 상호작용적 기술들, 즉 웹사이트의 객관적 상호작용성 수준은 이용자들이 정치인에 대한 긍정적 이미지를 형성하는 데 있어 직접적으로 영향을 주지 못하는 것으로 나타났다. 그러나 웹사이트의 상호작용적 기술들은 이용자의 상호작용 인식을 긍정적인 방향으로 유도하고, 이러한 주관적 경험은 다시 정치인을 긍정적으로 평가하여 그 정치인에 대한 호의적 이미지를 형성한다는 사실이 통계분석 결과를 통해 제시되었다. 이는 웹사이트의 객관적 상호작용성은 이미지나 태도 형성에 직접적으로 영향을 미치기 보다는 이용자의 상호작용성 인식을 통해 그 효과가 매개되는 것으로 이해해야 한다는 것을 제시해 주는 결과이다.

Relationship Between Interactivity and Popularity in ESL Websites

이은희 한국멀티미디어언어교육학회 2008 멀티미디어 언어교육 Vol.11 No.2

There are several non-commercial English websites with varying degrees of popularity. This study examines whether interactivity contributes to the degree of popularity and what kinds of interactivity dimensions are used most frequently in language learning websites. Ten popular ESL websites and ten less popular ESL websites were examined using several interactivity evaluation rubric in cyberspace. The results show that a percentage of interactivity positively correlated to the popularity of websites and that ‘playfulness’ is the most frequently used category of interactivity. Other variables that have influence on the degree of popularity are discussed as well. Even though interactivity is an essential element of language learning in cyberspace, only a few studies have examined the effectiveness of interactivity and the relationship between interactivity and popularity in ESL websites. Therefore, this study is expected to give teachers and web designers of ESL websites a better understanding about interactivity in cyberspace.

상호작용성과 상호작용, 태도, 관여도: 새로운 광고 효과 측정방법에 대한 제언

원우현,이주현 한국광고홍보학회 2007 한국광고홍보학보 Vol.9 No.1

Online advertising became instantly popular when first introduced in the 90s. One of the major reasons was that online communication environment enabled marketers to directly measure the consumer’s responses to ad messages. However, long after the online ad has been implemented, most ad effectiveness is being measured by impressions and page views which represent how many people were exposed to the ad. This is primarily because most previous studies on media strategies focused on “reach and frequency” – which is about maximizing ad exposure, thus few studies are available to apply to behavior‐based ad effectiveness measure. Another important reason is that current click‐through rate is so low (i.e., under 0.1% in Korea) that it is not highly practical to use click‐through rate as a main measure. The current study examines the impact of consumer interactions (i.e., clicks). First, it addresses the various definitions of interactivity, and sees the difference between the two popular interactivity constructs – feature‐oriented interactivity and perceived interactivity. Specifically, it examines the pros and cons of those two interactivity constructs to figure out how each construct is insufficient to measure online ad effectiveness. Second, the current study presents a new definition of “interaction,” which would complement existing interactivity constructs. Third, the current study examines how two interactivity constructs are interrelated, and how they are effective in generating consumers’ actual interactions. Finally, this study explores the impact of interactions on consumer evaluations on their attitude and involvement. It is expected that the definition of interaction and various findings presented in this study would help developing useful measures of consumer interactions for future studies. Detailed results along with the limitation of this study are also discussed. 인터넷 광고는 처음 출현했을 때부터 쌍방향적인 커뮤니케이션의 특성상 많은 혜택을 가져다 줄 것으로 기대되어 왔다. 그리고 그 중점에는 광고에 대한 소비자의 반응을 즉각적으로 측정할 수 있으며, 소비자가 제공한 개인 정보와의 연계를 통해 오프라인 광고보다 훨씬 효율적인 일대일 광고 (혹은 맞춤광고)의 제공이 가능하다는 기대가 있다. 그러나 인터넷 광고가 활성화 되고 있는 현재에 와서도 대부분의 광고효과는 여전히 광고의 노출 중심으로 이루어지고 있다. 이는 그동안 이루어져 온 광고효과 관련 연구가 노출 위주로 되어 있어 마땅히 참고할 만한 측정 기준이 적다는 데에도 원인이 있지만 소비자의 광고 클릭률(click‐through rate)이 기대보다 현저히 낮게 나타나는 데에도 원인이 있다. 광고에 대한 노출을 기반으로 한 측정은 소비자의 실제 ‘반응’을 측정하고 있지 못하다는 점에서 인터넷의 가능성을 충분히 살리지 못하는 아쉬움이 있다. 따라서, 본 연구는 기존의 노출 중심 광고효과 측정에 소비자의 광고에 대한 상호작용(interaction)이라는 변수를 더하고 그 효과를 알아보는데 중점을 두고 있다. 이를 위하여 많은 선행연구에서 사용되고 있는 상호작용성의 정의들을 정리하고, 소비자와 매체 사이의 커뮤니케이션이라는 측면에 초점을 맞추어 상호작용의 새로운 정의를 제시하고 있다. 구체적으로 본 연구는 기존의 상호작용성(interactivity)이 광고효과의 측정에 어떤 경우에 적합하지 않을 수 있는지를 알아보고, 상호작용(interaction)이라는 행동 중심의 측정이 왜 더 적합한 측정 대상인지를 설명한다. 또한 소비자의 상호작용이 매체와 브랜드에 대한 소비자의 여러 평가에 어떤 영향을 미치게 되는지 알아보고 있다. 본 연구가 제시하는 상호작용에 대한 명확한 정의와 연구 결과는 앞으로 소비자 행동에 기반한 다양한 측정방법을 개발하는데 도움을 줄 수 있을 것으로 기대된다.

제이콥 콜리어 공연의 인터랙티비티 분석

김소임,장민호 한국문화산업학회 2023 문화산업연구 Vol.23 No.3

Jacob Collier is a multi-instrumentalist who has been gaining a lot of attention in the music world lately for his effective use of differential and negative harmonies, and his performances are highly interactive from an interactivity perspective. An important recent trend in music performance is the use of various digital technologies to maximize interactivity. Traditionally, interactivity in musical performances has often meant only performer-machine interaction, often referred to as "interactive music," but it is now expanding to include performer-to-stage and performer-to-audience interaction. In this regard, Jacob Collier shows the interactivity between performers, musical interfaces, various multimedia devices, and audiences. Thus, this paper examines the meaning and content of interactivity utilized in various artistic performances, and then studies the content and history of interaction between performer and machine (interactive music system), performer and stage device (interactive media), and performer and audience (audience participation performance) that have been applied in music performance so far. Based on this, we analyzed the interactivity in the three aspects as seen in the music performances of Jacob Collier. This paper provides a comprehensive review of existing studies on artistic performance from the perspective of interactivity and theoretical studies in various social sciences and humanities, and suggests implications for the increasing number of solo performers through the analysis of interactivity in Jacob Collier's performances.