SNS를 활용한 모바일 커뮤니케이션 효과요인

전종우(Jong Woo Jun),천용석(Yong Seok Cheon),고헌(Heon Ko) 한국OOH광고학회 2014 OOH광고학연구 Vol.11 No.1

본 연구는 최근 모바일 뉴미디어 서비스로 주목받고 있는 SNS의 마케팅 커뮤니케이션에서의 효과요인을 알아본 것이다. SNS 이용자의 이용행태를 지수화 한 SNS 이용지수와 이용자의 심리변인들을 통해 기업/브랜드 태도에 미치는 영향 관계를 연구 모델화하였다. 연구 결과 SNS 이용지수를 비롯한 자기표현성과 사회집단형성 변인은 매개변인인 이용자의 SNS 만족감을 통해 기업/브랜드 태도에 긍정적인 영향을 미쳤으며, 소비자 혁신성 변인은 매개변인인 브랜드집단형성을 통해 기업/브랜드 태도에 긍정적으로 연결되는 것으로 나타났다. 이러한 결과는 새로운 미디어 형식으로 충분한 학문적 연구가 되어있지 않은 SNS에 대해서 소비자와 기업/브랜드를 연결하는 종합적인 설명 모델을 제시하였다는 학문적인 시사점을 제공한다. 또한 소비자 타깃팅 관점에서 SNS 이용자를 이용행태와 심리변인을 통해 세분화하여 커뮤니케이션 메시지를 전달하는 과정에 있어 실무적인 시사점을 제공한다고 하겠다. This study explored strategic roles of SNS which drawing attentions as novel marketing communication media. We tried to find how SNS index and some psychological variables affect consumer attitudes toward companies or advertised brands. The results we found are that SNS index, Selfpresentation and Social Group Formation positively affected attitudes toward companies or brands mediated by SNS Satisfaction. We also found that Consumer Innovativeness positively influenced attitudes toward companies or brands mediated by Brand Group Formation. Those results could provide academic implications that suggest the comprehensive model describing hierarchy of variables. At the same time, those results could provide managerial implications of consumer segmentation to maximize strategic effectiveness of SNS marketing communication.

모브랜드 평가 및 준사회적 상호작용이 종합편성채널 브랜드 자산에 미치는 영향

전종우(Jong Woo Jun),이서용(Seo Yong Lee),고헌(Heon Ko) 한국광고홍보학회 2013 광고연구 Vol.0 No.96

본 연구는 채널 브랜드 자산 구성요인 간의 관계를 살펴보고 어떠한 요인들이 채널 브랜드 자산에 영향을 미치는 밝히고자 하였다. 구체적으로 종합편성채널 중 TV조선을 분석대상으로 설정하여, 모브랜드인조선일보에 대한 태도와 TV조선채널의 프로그램 내용과 수용자와의 준사회적 상호작용이 채널브랜드 자산에 어떠한 영향을 주는지 살펴보았다. 연구결과, 모브랜드에 대한 태도는 채널의 선호도에 긍정적인 영향을 주었으며, 다음으로 수용자들의 준사회적 상호작용은 채널의 전반적인 품질과 선호도에 유의미한 영향을 미치는 것으로 나타났다. 또한 채널 브랜드 자산 구성요인 간의 관계에서는 채널에 대한 전반적인 품질 평가가 채널 선호도에 긍정적인 영향을 주었으며, 채널에 대한 전반적 품질 평가와 채널 선호도는 모두 채널의 충성도에 유의미한 영향을 주었다. 본 연구의 결과는 채널 브랜드 자산의 구성요인을 도출하는데 있어서 보다 다각적인 접근을 통해 다양한 요인을 살펴보아야 한다는 것이다. The main purpose of this study is to explore antecedents of channel brand equity. Specifically, we chose the TV-Chosun channel as our main analysis subject among comprehensive programming channels. This study examines how viewers evaluate TV-Chosun, and how programs of the TV-Chosun channel and para-social interactions affected channel brand equity. The findings of this study shows that attitudes toward the parent brand are linked to affective attitudes toward the child brand, and audiences` para-social interactions significantly affected quality perceptions and affective attitudes. The result of channel assets showed that general quality perceptions positively influenced channel preference, and both quality assessment and channel preference significantly affected channel loyalty. In conclusion, it is suggested that more various factors should be studied, and multi-lateral approach is needed to investigate factors of channel brand equity.

헌화가에 대한 배경적 소고

고헌 군산교육대학 1970 論文集 Vol.3 No.-

韓ㆍ日語 疎通上의 障碍 小考

高憲,李圭昌 군산대학교 1980 論文集 Vol.1 No.-

Nowadays, not in an enforced way as in the past but in an autonomus way, we must learn and investigate as a foreign language like Chinese or English, Japanese which is in an intimate relation with us from the viewpoint of geography history, culture, politics and economics, so that our knowledge about Japan will widen to cover the rapidly changing international society. Japanese is now officially recognized as one of the secondary foreign language which should be learned in the course of study in our highschool or college.Most of the men in the age of over 40s in our country can speak Japanese on account of the Japanese enforcement upon them to learn it during their colonial rule of imperialism, especially due to the Japanese policy of the obliteration of Korean during the later period of World War II. But in more than a quater of centry since the 1945 Liberation, the eschewal of using Japanese due to their mind of Anti-Japanese makes them speak Japanese poorly or awkwadly, and moreover influnced by their Anti-Japanese.young generation in these days is liable to ignore the role of Japanese in the changed international situation. But this tendency is equal to living at ease and in idleness whether it is against Japan or not.Living at ease is the attitude of a man of narrow views who want to live by oneself disregarding others, and living in idleness means the way of life just scratching the surface of a situation which asks for long observation with an eye not seeking for immediate gain. These ways of life ore not following the first principle of strategist "Sun-Tz(孫子)" "One who knows not only the enemy but also himself wins all the war." Briefly, ill order to know about Korea and Japan, to get rid of language wall between them is the first thing to do.

實驗大學 國語國文學科 敎科課程 硏究

高憲 群山大學校 1983 論文集 Vol.5 No.-

The "course of study" or "subject matter curriculum" is the subconcept of the concept "curriculum". So we must begin to clarify the higher concept "curriculum". Because it is pointed out that "so far we have tried to reform textbook again and again in the viewpoint of coinciding "subject matter curriculum" with the "curriculum", but with such an effort of reformation only, the education of student's study of behavior resulted in success as purported in very few cases, it is not exaggeration, that until now, the attempt to reformation of the curriculum has failed, and it is said clearly, the course of study, which means the main subject matters of subject matter curriculum, is a study plan to gain knowledge of the subject, in contrast with that the "curriculum" contains in its proper meaning not only planning, constituting and organization of study also, the student's experience of study. Besides this, it can not be denied that, neglecting our educational reality, we imitated the curriculum of the well developed countries which was refined for a long time, so that we came to have the seperated subject curriculum concentrating to gain knowledges only. So to speak, in our country, which the basis orientation of our curriculum which is the background of the curriculum is not established, it cannot be expected that, with the reformation of course of study, we will have educated men as purported by our people. It is said that as a man who is used to go church has not always belief in God. A man who went to school is not always a learned man. This remark sounds like a blowing not only against all men whose job is concerned with education but also against the degradation of educational quality with the growth of people of education. In fact the result of education prospect the future of the country. Gunsan National College inaugurated in 1979, and the department of Korean language and literature opens its first lectures in 1981. Our college has plants to applicate the study course of experimental college to the all departments of Gunsan National College. This essay tried to constitute and experiment a new study course plan of the department of Korean language and literature in the background of the adjusted curriculum to our educational reality, with reference to the study course plan of various colleges.

音聲言語의 構造

高憲 群山敎育大學 1977 論文集 Vol.11 No.-

國語敎育 및 國語科敎育에 대한 側面的 散考

高憲 群山敎育大學 1973 論文集 Vol.6 No.-

It is long time since we have said that we had to establish the nation with education emphasizing the revival of racial development and to have the productive education forgetting the shame, past days. But the inner frames or details to be established or practiced are inferior to those of outer ones. I think it caused by the following that we had been lived the lives without philosophy or literature and then had not had the critcal, spiritual posture for us trying to find out the faults. In this paper I have intended to make a field of dialogues among the teachers, scholars, thinkers and parents who were interested in the Korean language education. Consequently I have avoided specialization which was likely to fall into ideality and also avoided the banal common sense far from creativity. We have been so much hasty to the trifle matters facing the Korean language education which we could not have deep-rooted philosophy. Now our national strength is to be increased. We, all and each, begin to feel earnestly the need of having directions to proceed hereafter and the great refoms in individual, home and social life. The national unity can not be accomplished without the awakening sense of "I" and cooperation with others. If we want to harmony with group and individual, we should rely on the education. The very essence of education is, I think, the mutual lunderstading and coincidence in the way of thinking, and persuits of view points in value. The school ebucation of the Korean language should be taken an important role in giving them the generative power. We are on the verge of the works of organizing the Korean language education. I have merely taken some examples to preceded by them in this paper. There are broad fields of learning subjects, such as many educational theories, linguistics, literature, logics and philosophy which should be related to and support it. Not only humanities but also social sciences such as history, geography, politics and economics should help it at the side and background. The social positions of woman and dialogues between the older and younger generations are to be given the important materials in organizing the school education of the Korea language.

國語科敎育의 專門性과 思考力伸張

高憲 군산대학교 1976 論文集 Vol.9 No.2

蔡萬植의 小設 「四號一段」에 對한 小考

高憲 군산대학교 1979 論文集 Vol.1 No.1

蔡萬植文學의 背景에 對한 硏究

高憲 群山大學校 1982 論文集 Vol.3 No.-

All men have several turning points of crossroads in life and they have three decisive critical moments as follows: The first is the period of three years after birth. Language, intelligence and custom are formed decisively through the period without using linguists' words. There is a saying that "A habit acquired at three will persist to eighty" in Korean, which means that "as the twig is bent, the tree will grow" in English. It means that emotion, rest and nature of man are formed through these three years' period. The second is the period of three years throughout centering around 14 years old that a secondary body gets born, which is a little difference according to persons. We call the period adolescence, resistance without reason, whose character formation is a Hamlet on the whole. Chai graduated from Chungang high school at his age of 20, calculating his age in opposition, he entered Impi primary school at his age of 12, and graduated from that school in his age of 16. He, that is to say, underwent the adolescence through his primary school days. I think that adult and minority days lived together at that time. The third is the period of three years throughout centering around 20 years old. Everybody through the period has a decisive physical strength, thought and volition which preserves his life time. Chai man-shic got married at his age of 19 at the time and he went to Japan at his age of 20. He entered Jeil Junior college attached to Waseda university and came home on account of an earthquake in November, 1923. His period of studying abroad in Japan was only 18 months. He, that is to say, came home 21 years old and could not but get a job with a newspaper, the political department of Dong-A Ilbo, because he can not study any more for convenience's sake. "We should catch the public eye in that he published his works", Segilo "upon the literary circles," Chosunmundan in December, 1924, which he made his debut. From the standpoint of the above-mentioned three crossroads Chai man-shic also belongs to the domain and these three turning points decided his emotion, thought, volition and the like. That word, custom, vision is described with certainly in his all works. As the result of them such works of his are published. There fore I am going to concentrate on Chai man-shic's three critical moments and study this thesis with the view of accomodating his a lot of works at their face value. I expatiate that this study only is a non-essential side of literature. The works of Chai man-shic's style were published on the basis of his experience which was from the above several crossroads.