광고효과 요인으로서의 시기심에 관한 탐색적 연구

윤일기 ( Yoon Il-ki ) 한국디자인트렌드학회 2008 한국디자인포럼 Vol.18 No.-

본 연구는 새로운 광고 전략으로 부상하고 있는 시기심 유발 광고를 본격 연구하기 위한 전단계로 시기심의 심리특성을 알아보기 위해 탐색적 연구 차원으로 수행되었다. 연구방법으로는 FGI를 사용했으며 시기할 때는 다양한 감정들이 복합적으로 나타나는 것을 발견할 수 있었다. 즉, 합리화, 도피, 평가절하, 부정 등이 나타나 시기할 때는 방어기제가 작동될 가능성이 높음을 알 수 있었으며 화, 분노, 고통, 흥분, 적대감 등의 부적 감정과 호감이 생김, 새로운 의욕이 생김, 속이 시원해짐 등의 정적 감정반응이 나타났다. 또한 시기심은 상대방의 외모, 물질, 능력적인 측면 등 다양한 차원에서 유발되었으며, 시기심을 느끼는 대상의 소유물은 여자는 주로 명품 패션류(가방, 액세서리, 화장품, 머리관련 상품, 신발, 옷)나 성형수술 등이었으며 남자는 신형 노트북 컴퓨터, 자동차, 잘 생긴 애인, 능력, 비싼 술 등으로 나타나 남녀 간에 차이가 있음을 알 수 있었다. 본 연구에서는 시기심이 일어날 때는 그동안 광고 감정 연구에서 나타나지 않은 또 다른 감정 등이 나타남을 알 수 있었다. 이것은 시기심 유발 광고 전략이 광고혼잡현상의 시대에 광고 크리에이티브 차원이나 차별화, 또한 소비자의 심리에 깊이 파고들 수 있는 전략으로서의 가능성을 간접적으로 증명한 셈이라고 볼 수 있으며 아울러 본 연구는 시기심 유발광고의 후속 연구에 기초를 제공할 수 있었다는 점에 의의가 있다고 하겠다. This study aims to find out the psychological characteristics of envious feeling in terms of the exploratory preliminary study, before entering the main study on the envy-provoking ads that is emerging as new advertising strategy. In the result of applying FGI as the research method, it was found people felt the combination of a variety of emotion along with their envious feeling. That is, it was noted that, with envious feeling, there was high possibility of defense mechanism working along with rationalization, escape, devaluation and denial. In this case, the emotional reaction includes the negative feeling such as fury, anger, pain, excitement and hostility, as well as positive feeling such as affinity, new willingness and unburdened feeling. In addition, the envious feeling was caused by a variety of factors such as others` appearance, material resources and ability. It was noted that there was difference between the female and male subjects. The former felt envious mainly of luxury fashion brand(bag, accessories, cosmetics, hair products, foot wear, clothes) or cosmetic surgery operation, while the latter subjects felt envious of new notebook computers, cars, others` good-looking girl friend, ability and expensive liquor and so on. In this study, it was noted that the envious feeling accompanies another types of emotion that has not proved in the previous studies on advertising. It means this study indirectly proved that the envy-provoking ads strategy can be used to make more creative, differentiative and customer-appealing ads among many other ones. In addition, the purport of this study is to provide the basis for the next studies on the envy-provoking ads.

시너지 극대화를 위한 소셜미디어 믹스 홍보전략 사례

윤일기(Il Ki Yoon) 국제e-비즈니스학회 2020 e-비즈니스 연구 Vol.21 No.5

빅데이터 특성이 의사결정 만족도와 이용행동에 영향을 미치는 요인에 관한 연구

김병곤(Byung-Gon Kim),윤일기(Il-Ki Yoon),김기원(Ki-Won Kim) 한국데이타베이스학회 2021 Journal of information technology applications & m Vol.28 No.1

SNS 사용자의 개인적ㆍ사회적 특성이 지속적 사용의도에 영향을 미치는 요인

김병곤(Byung-Gon Kim),윤일기(Il-Ki Yoon),박흥순(Heung-Soon Park) 한국데이타베이스학회 2016 Journal of information technology applications & m Vol.23 No.2

Investments in information and communication technologies (ICT) around the world have grown at an enormous rate over the past two decades, which reflects a new emphasis on consumer mobile devices. A social network service (SNS) is an online service that aims to build social relations among people who share interests and activities. The role of SNS is enormous for communicating ideas and opinions among social participants. The use of SNS has recently become one of the most popular social activities worldwide. This research investigated relation between personal characteristics, social characteristics and user satisfaction on SNS then, analyzed how these factors affecting continuance usage intention on SNS users. The conclusion is summarized as below. The study results show that informativeness, pleasure, innovativeness, relationship and empathy of SNS are having positive impact to some degree on the user satisfaction. Further, the user satisfaction of SNS users and quality of life have a positive impact on the continuance usage intention of SNS users. This results show that various SNS qualities are necessary to actively explore and obtain further information that users intend to find, while they are insufficient in function to provide the information other users require or exchange information with other users through the SNS.

통합기술수용이론 관점에서 블록체인기술의 사용자 수용과 이용 행동에 관한 연구

김병곤(Byung-Gon Kim),이병길(Byeong-Gil Lee),윤일기(Il-Ki Yoon) 한국데이타베이스학회 2020 Journal of information technology applications & m Vol.27 No.3

Recently, following the development of FinTech technology that combines finance and information and communication technology, the need and social demands for a block chain technology-based trading system have increased significantly. In this study, a research model was developed and hypothesized through literature research on the concept of block chain technology, the technology acceptance model, and the unified theory of acceptance and use of technology. The research theories were tested by collecting data through surveys and analyzing the collected data. This study conducted empirical research to identify the factors influencing the user acceptance intention and utilization behavior of the block chain technology in introducing the block chain technology. First, factors affecting the acceptance intention of the blockchain user were performance expectation, effort expectation, social impact, and blockchain transparency variables. Second, the facilitation conditions and stakeholder confidence variables were analyzed as factors that did not affect the acceptability of the blockchain users. Third, variables such as blockchain transparency, stakeholder trust and intention of acceptance are factors that affect the usage behavior of the blockchain. Fourth, it was confirmed that the acceptance intention had a very high explanatory power on usage behavior of Blockchain technology.

미국, 영국, 독일의 퀴즈쇼 열풍과 한국의 퀴즈쇼 반응 저변에 깔려있는 문화적 차이

윤일기 남서울대학교 경영연구센타 2002 경영연구 Vol.4 No.-

This research is to examine the underlying cultural difference between the frenzy of the quiz show of the US, the UK, the German, and the reaction to the quiz show of Korea. Although its hard to directly compare the two in the situation where the amount of prize money is different, the content that I am trying to research is judged to be discoverable even in the current situation only. As a result, the reasons that the quiz shows of the US, the UK, the German got so much frenzy are, the strong tendency of materialism; fondness of games and gambling and the individual and independent tendency; challenging disposition; plus the value that the Power Distance is shorter than that of the Orient; and also the fact that the programs are currently at the peak of popularity. The reasons that the frenzy is relatively weaker in Korea are, the scholar spirit thats been hardened by dignity and Confucian spirit; the tendency that does not acknowledge the gain without labor; and the respect for the benefit of the organization rather than the individuals. The reasons also include the fact that Koreans are concessive and well mannered; the passive tendency in self-expressions; and the fact that the Power Distance is far; and also much less prize money. Although I cannot conclude all the cultural differences from this research, I put a meaning on this research in the respect that I could find the cultural differences even from a small phenomenon.

광고메시지의 존칭 사용유무에 따른 커뮤니케이션 효과

윤일기 남서울대학교 2002 남서울대학교 논문집 Vol.8 No.-

The purpose of this research lies in the identification of the effects inflicted on the consumer attitude toward the advertisement by the product involvement and ad headline expression forms in the printed advertisements. Research finding indicate that the repelling expression has a higher brand name recall than the honorific expression in the ad headline however, the repelling expression in the low involvement products ad headline has reflected a significantly higher rate than the honorific expression. In the preference rate of the advertised product brand, he consumer prefers the brand with repelling expression in the ad headline to the brand with honorific expression. The repelling expression ad revealed to more preferable in case of the high involvement product than the low involvement product. Also in the buying intention, the repelling expression showed the meaningfully high significance in both the high and low involvement. The application of the repelling expression in the ad headlines has positive effect on the buying intention and brand preference as well asthe brand name recall.