• Title, Summary, Keyword: 동일시

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Structural Relationship of Content Trait, Identification, Loyalty on Online Brand Community (온라인 브랜드 커뮤니티에서 콘텐츠 특성, 동일시, 충성도간의 구조적 관계)

  • Lee, Jong-Ho;Ock, Jung-Won;Yun, Dae-Hong
    • The Journal of the Korea Contents Association
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    • v.11 no.2
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    • pp.385-396
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    • 2011
  • The purpose of this study was to investigate contents identification and brand community identification on the brand community. Analysis was performed for the empirical study where important variables of this framework included attractiveness, similarity, intimacy, information quality, contents identification, and community identification, loyalty. I collected the 184 data through survey and analyzed them. The data were recorded and analyzed using the SPSS 14.0 and LSREL 8.30. The brief findings of the study were as below: Given the finding of the study, users who have contents identification directly don't affect on purchase loyalty. Therefore, company intensifies users' visiting community. Users who consistently visit community have purchase loyalty. Existing studies on online brand community is a study for the identification. This study identified the dimensions of the content attribute of the content identification and brand community identification were examined by questionnaires. Accordingly, the company operating the brand community to provide more useful suggestions.

Identification with the Point of Views and the Characters in Game (게임에서의 시점과 캐릭터 동일시)

  • Lee, Sul-Hi;Sung, Yong-Hee
    • The Journal of the Korea Contents Association
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    • v.8 no.3
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    • pp.117-126
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    • 2008
  • Lacan's Identification theory has been applied to various cultural genres such as literature, film, media so on. Especially, Identification theory in Film Theory gives game researchers who try to apply identification theory to the game, a concrete base. This paper aims to explain the gamer's action through identification theory. Thus, we divide identification into the level of the gamer's point of view and that of the character in game text. While point-on-view of identification, the primary identification, in film has been explained that the audience identifies with camera's point-of view, in game one identifies with various point-of-views. There are two aspects of Identification of characters in game. First, gamers identify themselves with moving images on screen. Second, They identify with the roles given to themselves. The factors which allow them identification are suppression of false statement system, interpolation and process of selection, arrangement, a cursor, colours on screen.

MMORPG에서 길드 구성원들의 사회적 지지를 통한 심리적 요인들이 플로우 및 충성도에 미치는 영향

  • Kang, Ju-Seon;Go, Il-Sang;Go, Yun-Jeong
    • 한국경영정보학회:학술대회논문집
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    • pp.897-902
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    • 2008
  • 이 연구에서는 MMORPG 게임의 길드 내에서 사회적 지지가 캐릭터와 길드를 통해 플로우 및 충성도에 미치는 영향을 검증하고자 한다. 이를 위하여 MMORPG 게이머들을 대상으로 포커스그룹인터뷰를 한 결과 사회적지지 요인을 발견하였고, 인터뷰 결과와 선행연구를 토대로 캐릭터통제력, 사회적 지지를 독립변수로 제시하였고, 매개변수로 캐릭터 동일시, 길드 동일시, 자아존중감을, 종속변수로 플로우, 충성도를 도출하여 연구모형을 개발하였다. WoW(WorldofWarcraft) 이용자 244 명의 자료를 수집하여 전체적인 연구모형의 구조적 적합도를 검증하기 위해 구조방정식모델(SEM)분석을 이용하였다. 분석을 통해 다음과 같은 주요 연구결과를 밝혀냈다. 첫째, 사회적지지는 캐릭터 통제력, 캐릭터 동일시, 길드 동일시, 자아존중감에 통계적으로 유의하게 나타났으며, 캐릭터 통제력은 캐릭터 동일시, 길드 동일시, 자아존중감을 향상시키는 것으로 나타났다. 둘째, 캐릭터 동일시는 자아존중감과 충성도에 긍정적인 영향을 미치는 것으로 나타났으며, 길드 동일시는 자아존중감과 플로우, 충성도에 유의한 영향을 미치는 것으로 나타났으며, 자아존중감은 플로우에 유의한 영향을 미치는 것으로 밝혀졌다.

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A Study on Level of Company-Consumer Identification on Company Rumor Impact and Effectiveness of Refutation countered the effect of the difference (기업-소비자 동일시 수준에 따른 기업루머에 대한 반박효과의 차이)

  • Choi, Tae-Ho;Hwang, Ji-MIn;Oh, Dae-Yang
    • Management & Information Systems Review
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    • v.31 no.4
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    • pp.261-286
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    • 2012
  • Rumors are widely prevalent in marketplace and It can be problematic and dangerous for the company's reputation and damages their image. Recently, many companies are given trouble by rumors. As getting invigorates the social media, there is high possibility to shape the vicious rumors without any confirmation whether information is true or not. It affects the companies' reputation and trust they have built for long time, also sales drop off. Despite numerous denials, the rumor persisted, keeping occur again and again all the times. Refutation purposes to decrease levels of belief in a rumor. First, establish Study 1 that a variation in identification influences the impact of a rumor on individuals' beliefs. Furthermore, we analyze the effectiveness of a refutation under varying degree of one's level of identification with the rumor object. According to research result, the response pattern of identification and disidentificaion consumers are very different. Disidentifiers, who engaged in systematic processing, believed the rumor less only when the refutation contained strong arguments. Identifiers, processing heuristically, remained unbelieving in the rumor. Study found that identification is an important moderator of consumer response to negative rumors. These defensive processes alleviate the bad influence of that information, and also can reduce the likelihood of attitude degradation.

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The study about influencing factors on the member's identification in online community (온라인 커뮤니티 회원의 동일시에 영향을 미치는 요인에 관한 연구)

  • Suh, Mun-Shik;Kim, Yu-Kyung
    • Journal of Global Scholars of Marketing Science
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    • v.10
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    • pp.111-137
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    • 2002
  • The purpose of the current study was to examined the effect of the perceived membership and social support on the members' identification in online community. The sample consisted of 189 college students in pusan, korea. The results of the study were as follows. First, the effects of perceived memberships on the online community members' identification was influenced significantly. Second, perceived social support was found to be significantly influenced on the online community members' identification. Third, community members' identification in the online was found to be significantly influenced on relationship-oriented behavior. Finally, perceived membership and social support was found to be significantly influenced on relationship-oriented behavior mediating community identification.

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Identification Patterns for Immersion of Visual Storytelling -Based on Disney Animation- (비주얼스토리텔링의 몰입을 위한 동일시 패턴 -디즈니 애니메이션을 중심으로-)

  • Kim, Young-A;Shin, Seung-Yun;Kim, Jae-Ho
    • The Journal of the Korea Contents Association
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    • v.12 no.7
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    • pp.54-64
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    • 2012
  • This thesis is on the identification pattern for immersion of visual storytelling and studied identification which is psychological action in the visual aspect. Shots which the audience were identified with character's eyes in animation were classified and connection structures of shot and shot were coded through semiological analysis. In shot's coded combination regularly organized, identification patterns which have characteristic meanings were discovered. These patterns which have characteristic meanings can be used by choice following the narrative situation. Therefore identification visual patterns which can be used in real production environment are to be suggested.

Verification of the Effectiveness of the Identification Directing in Animation (애니메이션에서의 동일시 효과 검증)

  • Kim, Young-A;Shin, Seung-Yun;Lee, Un-Hee;Kim, Jae-Ho
    • The Journal of the Korea Contents Association
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    • v.12 no.10
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    • pp.43-53
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    • 2012
  • It is well known, with many researches, that identification is an important element for inducing audiences' emersion. If the director makes the audience to see with the eyes of characters, be identified, and understand the movie situations, the narrative can be transferred more effectively. The directing method of identification for visually connecting the characters and the audiences is studied. The effectiveness is verified by comparing animations and analyzing the responses of audiences. The authors want to establish the basis of directing the identification for real production.

The Effects of Pro-Sport Spectator on Team Identification, Inspection Intention, Brand Attitude (프로스포츠 관람동기가 팀 동일시, 관람의도 및 브랜드 태도에 미치는 영향)

  • Lee, Jong-Ho;Kim, Moon-Tae;Ock, Jung-Won
    • Journal of Global Scholars of Marketing Science
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    • v.15 no.2
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    • pp.99-122
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    • 2005
  • This study intends to divide consumer's psychological attachment of pro-sport into the identification of attitudinal dimension and the identification of behavioral dimension. And then intends to examine the relationship effect between motivation variables associated with pro-sport team(concern with the team's ranking, ability of players, attraction of players) and inspection intention, sponsorship effect(sponsor brand attitude). Almost all previous studies measured such relationship at the fragmented level, then there were no previous studies on the complicated relationship between sport team and sponsorship. Because of mentioned facts, this study used structure equation model to verify such relationship. Briefly, verifying hypothesis is as follows. First, almost all motivations related to the team are connected behavioral identification through attitudinal identification. Second, when examining the relationship between psychological attachment and inspection intention, sponsorship brand attitude, psychological attachment had positive effect on inspection intention and sponsor brand attitude in the case of attitudinal identification, but it had positive effect on only inspection intention in the case of behavioral identification. Findings and corresponding implications are discussed & future research directions.

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The Effect of Ethical Leadership on Leader Identification, Regulatory Focus, and Task Performance (윤리적 리더십이 리더동일시, 조절초점 및 업무성과에 미치는 영향에 관한 연구)

  • Ryou, Ki-Dong;Kim, Jeong-Sik
    • The Journal of the Korea Contents Association
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    • v.18 no.1
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    • pp.607-622
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    • 2018
  • In this study, we investigated path that influence task performance through mediation of leader identification, regulatory focus (promotion focus and prevention focus). The results of this study are summarized as follows. First, ethical leadership has a positive effect on leader identification. Second, leader identification has played a crucial role in the relationship between ethical leadership and regulatory focus, and regulatory focus also have an important mediating effect on the relationship between leader identification and task performance. These results show that leader identification, regulatory focus play as an important mediator in relationship between ethical leadership and task performance.

The Influence of Korea's National Image on Intention to Use Korean Wave Contents and Mediating Effect of the Korean Wave Fandom Identification :Focusing on Asian Consumers (한국 국가 이미지가 한류 콘텐츠 이용의도에 미치는 영향관계 및 한류 팬덤 동일시의 매개 효과 : 아시아권 소비자를 중심으로)

  • Han, Ga-Young;Jo, Seong-Chan
    • The Journal of the Korea Contents Association
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    • v.19 no.5
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    • pp.296-305
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    • 2019
  • With the growth of the Korean Wave and the importance of the fandom economy, it is necessary to consider the competitiveness of the Korean Wave with its fandom viewpoint. Particularly, the fandom phenomenon shows the characteristics of identifying the favorite star and actively acquiring and sharing related information in the fan community. Therefore, in this study, we examined the influence of Korean national image on consumers' intention to use Korean contents, and examined the mediating effects of fandom identification among Chinese, Japanese and Vietnamese consumers. As a result of the empirical analysis, cultural image, corporate image, and product image were found to have statistically significant influence on the intention to use Korean Wave contents. In addition, star identification and pan community identification showed partial mediation in the effect of cultural images on the intention to use Korean contents. The results of this study suggest that the Korean Wave is a leading factor for the continuous development of Korean Wave, not the halo effect point for improving the national image, and the mediating effect of the fandom phenomenon is tested empirically.