전자상거래 생방송에서 IWOM과 구매의도의 관계에서 상호작용의 매개역할

추장운,김치용 한국멀티미디어학회 2022 멀티미디어학회논문지 Vol.25 No.2

In China, E-commerce live broadcast has emerged as the most popular and innovative online shopping form for today's consumers, and its "real-time interactive" feature can compensate for the communication delays of general online shopping. Based on the author's previous research it has been demonstrated that, in the E-commerce live broadcast environment, Internet Word of Mouth (IWOM) has become an important reference for consumers when making purchases. In this paper, we reconstructed the "IWOM-Purchase Intentions" model and use interaction (Auchor-Audience and Audience-Audience) as a mediating variable to empirically investigate the impact of IWOM on purchase intentions in E-commerce live broadcast. The data were collected through a questionnaire survey of individuals who had experience in E-commerce live broadcast and 250 valid data were obtained and analyzed by SPSS21.0. The results show that: the interaction (Auchor-Audience) acts as a mediator between IWOM (strength of relationship; word-of-mouth quality and word-of-mouth timeliness) and purchase intention; And the interaction (Audience-Audience) acts as a mediator between word-of-mouth timeliness on purchase intention, but has no significant mediation on the impact on the strength of relationship and word-of-mouth quality to purchase intention. On this basis, recommendations are made for the implementation of IWOM marketing strategies for E-commerce live broadcast platforms and anchors.

전자상거래 생방송에서 IWOM 전보와 구전 의도의 영향: 제품 관여도의 조절 역할

추장운,왕서일,김치용 한국멀티미디어학회 2022 멀티미디어학회논문지 Vol.25 No.5

The pandemic of COVID-19 has led “E-commerce+ Live streaming", the new form of retail business, development rapidly. And more and more consumers choose to buy commodities in E-commerce live streaming. According to the related investigation at home and abroad, the purchase intention and WOM intention are two important measuring factors of the effect of the direct transmission of e-commerce. In previous research, the author proved that IWOM has become an important reference for consumers to make online purchases. In this study, the author mainly focus on the impact of online WOM on consumer intention. Based on the Involvement Theory, this paper proposes a model of the influence of IWOM on WOM intention in e-commerce live broadcast which is adjusted by the product involvement degree. The results show that the characteristics of anchor, the quantity and quality of IWOM, the prescription of IWOM, the difference of IWOM and the intention of WOM are positively regulated by the product involvement. However, product involvement did not play a moderating role between relationship strength and WOM intention.

전자상거래 생방송에서 IWOM이 소비자 구전 의도에 미치는 영향 연구

추장운,장온,김치용,Zou, ChangYun,Zhang, Yun,Kim, CheeYong 한국멀티미디어학회 2022 멀티미디어학회논문지 Vol.25 No.9

This study will be an exploratory study from the perspective of IWOM on the intention of word-of-mouth transmission. And based on 256 questionnaire survey data of E-Commerce live broadcast consumers, structural equation modeling is used to explore the paths and mechanisms of influence of consumers' perceived IWOM and perceived value on oral transmission intention in China's E-Commerce live broadcast. The results found that consumers' perceived IWOM had a positive effect on perceived usefulness and perceived entertainment, and that perceived usefulness had a positive effect on purchase intention while perceived entertainment had no direct effect on word-of-mouth transmission intention. Perceived IWOM also indirectly influences willingness to pass on word-of-mouth by affecting perceived value. Among them, the mediating effect of perceived usefulness in the path of perceived network influence on word-of-mouth transmission intention is greater than that of perceived entertainment.

인터넷 구전 정보가 전자상거래 생방송에서 소비자 구매 의도에 미치는 영향

추장운,왕서일,김치용 한국멀티미디어학회 2022 멀티미디어학회논문지 Vol.25 No.2

In recent years, Internet Word of Mouth (IWOM) as an important way for internet consumers to obtain product information, it has become a key factor influencing consumers purchase intention. However, does IWOM also affect consumers’ willingness to buy in the E-commerce live broadcast environment? What online IWOM can make a difference? And how? This study establishes a theoretical model of the impact of IWOM on consumer purchase intention in Chinese E-commerce live broadcast. Questionnaire data were collected from 204 people through the internet, with the model and the hypotheses are tested by SPSS 21.0 software. The research results show that: Firstly, the influencing factors of IWOM in the E-commerce live broadcast are different from those in general E-commerce. Secondly, anchor traits, word of mouth quantity, and product involvement have a positive impact on consumers purchase intentions, but the strength of relationship, word of mouth quality and Word of mouth timeliness do not have significantly direct effect on consumers’ purchase intentions. Finally, conclusion with theoretical references and practical suggestions for E-commerce live broadcast merchants that may enter the Chinese market.

공공예술의 기본 특성에 따른 이용자 만족도 영향요인 연구-공항 공공예술을 중심으로

장온,추장운,김치용,Zhang, Yun,Zou, ChangYun,Kim, CheeYong 한국멀티미디어학회 2022 멀티미디어학회논문지 Vol.25 No.8

With the sustainable development and transformation of the city, public art as a business card of the famous city of culture has become a hot topic of research. The intervention of public art in public space not only brings users a sense of space experience, but also becomes a unique carrier of urban and rural image making. Although there is much research on the classification, aesthetics and function of public art, there is few quantitative research on user satisfaction. This paper takes the basic features of airport public art as a research object and the basic features of airport public art as the theoretical basis to study the impact of the basic characteristics of airport public art on user satisfaction. Research methods were based on questionnaire data of 247 people, in which models and hypotheses were tested using SPSS 21.0 software, based on the induction and extraction of nine influential factors in the basic characteristics of public art. The study found that public interpretation, media patterns, color perception, modeling form, place perception, city image and memory have significant positive effects on user satisfaction. The sharedness of public art, cognition and communication in public culture and spatial relations do not affect satisfaction. Conclusion, inspiration and prospect provide suggestions for designers and reference data and theoretical support for public art evaluation.

빅데이터 감성분석에 따른 공항 공공예술 디자인 요소 및 선호도 연구

장온(Yun Zhang),추장운(ChangYun Zou),김치용(CheeYong Kim) 한국멀티미디어학회 2022 멀티미디어학회논문지 Vol.25 No.10

In the context of globalization, circulation between cities has become more frequent. The airport is no longer just a place for boarding, disembarking, and transportation, but a public place that serves as the communication function of the aviation city. The intervention of public art in the airport space not only gives users a sense of space experience, but also becomes a unique carrier for city and country image shaping. The purpose of this paper is to study the emotional value brought by airport public art to users, and to investigate the correlation analysis of public art design elements and user preferences based on this premise. The research methods are machine learning method and SPSS 21.0. The users emotional value is introduced in the big data evaluation, and the preference and inclination of airport users to various elements of public art are analyzed by questionnaire. Through the research conclusion, the preference and main contradiction of users in the airport for the four dimensions of public art design elements are obtained. Opinions and optimization methods to provide reference data and theoretical support for public art design.

소셜 미디어 사용자가 제작한 광고 효과: 정보형과 오락형 동영상 비교를 중심으로

장녕(Ning Zhang),추장운(Chang-Yun Zou),김치용(Chee-Yong KIM) 한국멀티미디어학회 2022 멀티미디어학회논문지 Vol.25 No.4