인플루언서의 온라인 메시지 유형과 시청 만족도, 광고품질, 명품 브랜드 제품 구매의도와의 관계 연구

LI BOXIN,HUANG FEI 세명대학교 인문사회과학연구소 2024 人文 社會科學硏究 Vol.32 No.1

· 연구 주제: 본 연구에서는 온라인 상에서 볼 수 있는 인플루언서의 온라인 광고 메시지 유형이 소비자의 명품 브랜드 제품 구매의도를 자극하여 유의미한 효과가 있는지에 대해서 확인하였다. 그리고 인플루언서의 온라인 광고의 메세지 유형이 인플루언서의 광고 시청 만족도에 유의미한 효과가 있는지 확인하였다. 또한 인플루언서 광고의 시청 만족도가 소비자의 명품 브랜드 제품 구매의도 증가에 유의미한 효과가 있는지에 대해서도 실증분석을 통해 확인하였다. 게다가, 본 연구에서는 인플루언서 광고의 시청 만족도는 인플루언서의 온라인 광고 메시지 유형과 소비자의 명품 브랜드 제품 구매의도의 관계에서 매개효과가 존재하는지를 확인하였다. 그리고 본 논문에서는 인플루언서 광고 품질이 인플루언서 광고 시청 만족도와 소비자의 명품 브랜드 제품 구매의도 사이에서 조절효과가 있는지 및 인플루언서 광고 품질이 인플루언서 광고 시청 만족도와 소비자의 명품 브랜드 제품 구매의도 사이에서 조절효과가 있는지에 대해서도 확인하였다. · 연구 배경: 디지털 혁명으로 인하여 온라인으로 인한 거래가 활성화되고 있는 현재 상황에서, 우리는 하루 중 상당한 시간을 컴퓨터나 모바일폰을 통해 온라인 광고들을 접한다. 컴퓨터 그래픽 기술의 발전과 인간 인플루언서 대비 많은 장점들로 인하여 가상 인플루언서들을 중요한 디지털 마케팅 채널로서 활용하고자 하는 사례가 빠르게 늘고 있다. 온라인 광고 중 수많은 인플루언서의 광고들을 무의식 중에 보고 있지만 명품 브랜드 제품을 소비자들은 이에 대하여 어떤 생각을 하고 있고 어떻게 행동하는지에 대한 연구는 아직 활성화되어 있지 않은 실정이다. · 선행연구와의 차이점: 첫 번째, 마케팅 분야의 선행연구들을 조사한 결과, 온라인 광고 효과에 관한 연구들은 많이 있었지만, 인플루언서의 온라인 광고에 관한 연구는 아직 많지 않은 것을 파악되었다. 따라서 본 논문을 통해 마케팅 분야의 새로운 연구범위가 확장될 것으로 기대된다. 두 번째, 제품 구매의도에 유의한 영향을 미치는 요소에 관한 선행연구들은 많이 존재하였으나, 명품 브랜드 제품 구매의도에 관한 연구는 아직 활발하게 수행되지 않고 있었다. 본 논문은 구매의도 관련 마케팅 분야 발전에 기여할 수 있을 것으로 예상된다. · 연구방법: 본 논문의 가설을 실증분석하여 검증하고자 설문조사를 진행하였다. 오프라인 및 온라인으로 설문지를 직접 혹은 이메일 혹은 링크를 통한 문자 등을 통해 배포하고 회수하였다. 설문대상은 중국인과 한국인들을 대상으로 하였고, 회수 후에 정상적이지 않은 설문지를 배제하여 총 289부의 응답을 표본으로 사용해서 통계분석을 하였다. 동계분석은 수집한 표본의 인구통계학적 특성을 파악하기 위하여 빈도 분석과 기술통계분석을 실시하였다. 그리고 측정항목의 신뢰성과 타당성을 검정하기 위하여 탐색적 요인분석과 신뢰성 분석을 실시하였다. 또한 다중 회귀분석, 매개효과 검정, 조절효과 검정을 실시하였다. · 연구결과: 첫 번째, 인플루언서의 온라인 광고 메시지 유형은 소비자의 명품 브랜드 제품 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 두 번째, 인플루언서의 온라인 광고 메시지 유형은 인플루언서의 광고 시청 만족도에 긍정적인 영향을 미치는 것으로 나타났다. 세 번째, 인플루언서 광고 시 ... · Research topic: In this study, it was confirmed whether influencers' online advertising message types that can be seen online have a meaningful effect by stimulating consumers' intention to purchase luxury brand products. In addition, it was confirmed whether the message type of influencers' online advertisements had a significant effect on influencers' satisfaction with viewing advertisements. In addition, it was confirmed through empirical analysis whether the viewing satisfaction of influencer advertisements has a significant effect on the increase in consumers' intention to purchase luxury brand products. In addition, this study confirmed whether there is a mediating effect on the relationship between influencers' online advertising message types and consumers' intention to purchase luxury brand products. And in this paper, it was also confirmed whether influencer advertising quality has a moderating effect between influencer advertising viewing satisfaction and consumers' intention to purchase luxury brand products, and whether influencer advertising quality has a moderating effect between influencer advertising viewing satisfaction and consumers' intention to purchase luxury brand products. · Research Background: In the current situation where online transactions are revitalized due to the digital revolution, we encounter online advertisements through computers or mobile phones for a significant amount of time of the day. Due to the advancement of computer graphic technology and the many advantages over human influencer, the number of cases of using virtual influencers as an important digital marketing channel is rapidly increasing. Although many influencers of advertisements are unconsciously seen in online advertisements, research on how consumers think and behave about luxury brand products has not yet been activated. · Difference from previous studies: First, as a result of examining previous studies in the field of marketing, it was found that there were many studies on the effect of online advertising, but not many studies on online advertising of influencers. Therefore, it is expected that this paper will expand the scope of new research in the marketing field. Second, there were many preceding studies on the factors that significantly influenced the product purchase intention, but studies on the purchase intention of luxury brand products have not been actively conducted yet. This paper is expected to contribute to the development of the marketing field related to purchase intention. · Research method: A survey was conducted to verify the hypothesis of this paper by empirical analysis. The questionnaire was distributed and collected offline and online, either directly or through e-mail or through a link text. The survey targets Chinese and Koreans, and after collection, abnormal questionnaires were excluded and a total of 289 responses were used as a sample. In the winter analysis, frequency analysis and descriptive statistical analysis were conducted to understand the demographic characteristics of the collected samples. In addition, exploratory factor analysis and reliability analysis were conducted to test the reliability and validity of the measurement items. In addition, multiple regression analysis, mediating effect test, and moderating effect test were conducted. · Research Results: First, it was found that influencers' online advertising message types had a positive effect on consumers' intention to purchase luxury brand products. Second, it was found that influencers' online advertising message types had a positive effect on influencers' satisfaction with viewing advertisements. Third, it was found that influencer advertisement viewing satisfaction had a positive effect on consumers' intention to purchase luxury brand products. Fourth, it was found that influencer advertisement viewing satisfaction had a complete mediating effect on the influence relationship between influencers' online ad...

Prediction of Undisturbed Clay Rebound Index Based on Soil Microstructure Parameters and PSO-SVM Model

Jiaqi Dong,Boxin Wang,Xuexin Yan,Xinchuan Xu,Guangping Xiao,Qingbo Yu,Meng Yao,Qing Wang 대한토목학회 2022 KSCE JOURNAL OF CIVIL ENGINEERING Vol.26 No.5

The rebound index Cr is an important design parameter in engineering construction, and its determination is cumbersome and susceptible to errors. Explaining the macroscopic rebound characteristic parameter Cr from the perspective of microscopic mechanism is an important research area that is addressed in this study. In this paper, the different soil parameters, including the Cr parameter and the physical parameters (void ratio e, liquid limit water contentwL, and plasticity index Ip), have been determined through experiments for the undisturbed clay of Chongming East Shoal (CES), Shanghai. Further, scanning electron microscopy (SEM) imaging was used to analyze the microstructural features. Through SEM, the grey correlation degree, the average abundance of structural units ACp and the average equivalent diameter of pores ADv were determined as the soil microstructure parameters with the most significant correlation with Cr. The predictive analysis model of Cr was then carried out combined with the PSO-SVM algorithm. In order to evaluate the influence of microscopic parameters of soil on the prediction accuracy, four sets of input parameter combinations were used. The results indicate the high prediction accuracy of the developed model. Sensitivity analysis was also carried out, which showed that the sensitivity of Cr to ACp and ADv was significantly lower than e; however, the difference from wL and Ip was small, indicating that it is imperative to consider microscopic parameters while predicting Cr. This study, thus, provides a basis and method for predicting the rebound index of soil from the microstructure perspective.

Radiometric Calibration by Rank Minimization

Joon-Young Lee,Matsushita, Y.,Boxin Shi,In So Kweon,Ikeuchi, K. IEEE 2013 IEEE transactions on pattern analysis and machine Vol.35 No.1

<P>We present a robust radiometric calibration framework that capitalizes on the transform invariant low-rank structure in the various types of observations, such as sensor irradiances recorded from a static scene with different exposure times, or linear structure of irradiance color mixtures around edges. We show that various radiometric calibration problems can be treated in a principled framework that uses a rank minimization approach. This framework provides a principled way of solving radiometric calibration problems in various settings. The proposed approach is evaluated using both simulation and real-world datasets and shows superior performance to previous approaches.</P>

West African Sorghum bicolor Leaf Sheaths Have Anti-Inflammatory and Immune-Modulating Properties In Vitro

Kathleen F. Benson,Joni L. Beaman,Boxin Ou,Ademola Okubena,Olajuwon Okubena,Gitte S. Jensen 한국식품영양과학회 2013 Journal of medicinal food Vol.16 No.3

The impact of chronic inflammatory conditions on immune function is substantial, and the simultaneous application of anti-inflammatory and immune modulating modalities has potential for reducing inflammation-induced immune suppression. Sorghum-based foods, teas, beers, and extracts are used in traditional medicine, placing an importance on obtaining an increased understanding of the biological effects of sorghum. This study examined selected anti-inflammatory and immune-modulating properties in vitro of Jobelyn™, containing the polyphenol-rich leaf sheaths from a West African variant of Sorghum bicolor (SBLS). Freshly isolated primary human polymorphonuclear (PMN) and mononuclear cell subsets were used to test selected cellular functions in the absence versus presence of aqueous and ethanol extracts of SBLS. Both aqueous and nonaqueous compounds contributed to reduced reactive oxygen species formation by inflammatory PMN cells, and reduced the migration of these cells in response to the inflammatory chemoattractant leukotriene B4. Distinct effects were seen on lymphocyte and monocyte subsets in cultures of peripheral blood mononuclear cells. The aqueous extract of SBLS triggered robust upregulation of the CD69 activation marker on CD3− CD56+ natural killer (NK) cells, whereas the ethanol extract of SBLS triggered similar upregulation of CD69 on CD3+ CD56+ NKT cells, CD3+ T lymphocytes, and monocytes. This was accompanied by many-fold increases in the chemokines RANTES/CCL5, Mip-1α/CCL3, and MIP-1β/CCL4. Both aqueous and nonaqueous compounds contribute to anti-inflammatory effects, combined with multiple effects on immune cell activation status. These observations may help suggest mechanisms of action that contribute to the traditional use of sorghum-based products, beverages, and extracts for immune support.

Effect of a Mangosteen Dietary Supplement on Human Immune Function: A Randomized, Double-Blind, Placebo-Controlled Trial

Yu-Ping Tang,Peng-Gao Li,Miwako Kondo,Hong-Ping Ji,Yan Kou,Boxin Ou 한국식품영양과학회 2009 Journal of medicinal food Vol.12 No.4

The effect of a mangosteen product containing multivitamins and essential minerals was tested on immune function and well-being in healthy adults. A randomized, double blinded, placebo-controlled study was conducted in 59 healthy human subjects (40–60 years old). Changes from baseline immune function were measured after a 30-day consumption of the mangosteen product and the placebo. The subjects' self-appraisal of their health status was also surveyed. A xanthone-rich mangosteen product intake increased mean values for peripheral T-helper cell frequency (P=.020) and reduced the serum C-reactive protein concentration (P=.014). Increases in peripheral CD4/CD8 double-positive (DP) T-cell frequency and serum complement C3, C4, and interleukin (IL)-1α concentrations were significantly higher in the experimental group than in the placebo group (DP, P=.038; C3, P=.017; C4, P=.031; IL-1α, P=.006). At the end of study, serum IL-1α and IL-1β concentrations in the study group were significantly higher than that in the placebo group (IL-1α, P=.033; IL-1β, P=.04). Furthermore, more participants in the experimental group reported greatly improved overall health status compared with participants receiving placebo (P=.001). The results indicated that the intake of an antioxidant-rich product significantly enhanced immune responses and improved the subject's self-appraisal on his or her overall health status.

Effect of a Mangosteen Dietary Supplement on Human Immune Function: A Randomized, Double-Blind, Placebo-Controlled Trial

Tang, Yu-Ping,Li, Peng-Gao,Kondo, Miwako,Ji, Hong-Ping,Kou, Yan,Ou, Boxin The Korean Society of Food Science and Nutrition 2009 Journal of medicinal food Vol.12 No.4

The effect of a mangosteen product containing multivitamins and essential minerals was tested on immune function and well-being in healthy adults. A randomized, double blinded, placebo-controlled study was conducted in 59 healthy human subjects (40.60 years old). Changes from baseline immune function were measured after a 30-day consumption of the mangosteen product and the placebo. The subjects' self-appraisal of their health status was also surveyed. A xanthone-rich mangosteen product intake increased mean values for peripheral T-helper cell frequency (P=.020) and reduced the serum C-reactive protein concentration (P=.014). Increases in peripheral CD4/CD8 double-positive (DP) T-cell frequency and serum complement C3, C4, and interleukin (IL)-$1{\alpha}$ concentrations were significantly higher in the experimental group than in the placebo group (DP, P=.038; C3, P=.017; C4, P=.031; IL-$1{\alpha}$, P=.006). At the end of study, serum IL-$1{\alpha}$ and IL-$1{\beta}$ concentrations in the study group were significantly higher than that in the placebo group (IL-$1{\alpha}$, P=.033; IL-$1{\beta}$, P=.04). Furthermore, more participants in the experimental group reported greatly improved overall health status compared with participants receiving placebo (P=.001). The results indicated that the intake of an antioxidant-rich product significantly enhanced immune responses and improved the subject's self-appraisal on his or her overall health status.