• Title, Summary, Keyword: 채널유형

Search Result 147, Processing Time 0.037 seconds

Type and strategy of storytelling in mobile video contents about science and technology : focused on activity-centered video on YouTube (모바일 과학기술 영상 콘텐츠의 유형과 스토리텔링 전략 : 활동형 유튜브 채널을 중심으로)

  • Kim, hye-yung;Yoo, dong-hwan
    • Proceedings of the Korea Contents Association Conference
    • /
    • /
    • pp.177-178
    • /
    • 2019
  • 논문은 국내 모바일 과학기술 영상 콘텐츠의 활성화를 위해 과학기술 관련 유튜브 채널의 글로벌 선도그룹의 유형과 스토리텔링 전략을 분석하였다. 구독자 순위를 기준으로 상위 22개의 채널을 맥락과 활동에 따라 3개 유형으로 분류하고, 이 중 언어사용이 적고 역동적 볼거리를 제공하는 활동 중심의 채널들을 다시 4개의 세부 유형으로 나누었다. 4개 유형을 중점으로 스토리텔링 전략을 분석하여 킬러콘텐츠 제작 시 고려할 시사점을 도출하였다.

  • PDF

The Effects of Word-of-Mouth Channel Types on Product Attitude (구전정보 채널유형이 소비자 제품태도에 미치는 영향)

  • Yu, Jiaohui;Park, Yoonseo;Kim, Yongsik
    • The Journal of the Korea Contents Association
    • /
    • v.16 no.12
    • /
    • pp.707-723
    • /
    • 2016
  • The purpose of this study is to focus on the effects of different channel types of Word-of-Mouth on the product attitude. Additionally, the product involvement and gender are considered as moderating variables. The results of this study show that different word-of-mouth channel types have different effects on the product attitude, that is, off-line has more influence than on-line does. Also the product involvement moderates the relationship between the channel types of word-of-mouth and the product attitude, while the gender does not. The results imply that while building the word-of-mouth marketing strategy, companies should not only pay attention to the on-line media channel, but lay importance on the off-line communication channel.

Study on Relationship of Channel-Selection-Type & Audiences in TV News (TV 뉴스 콘텐츠의 채널 선택 유형에 따른 수용자 특성)

  • Kim, Seung-Hwan
    • The Journal of the Korea Contents Association
    • /
    • v.7 no.6
    • /
    • pp.99-106
    • /
    • 2007
  • This study aimed at finding out news viewership composition of the major 5 broadcasting companies in Korea and analysing the reasons behind their channel choice as we live in so-called the 'multi-channel era'. To figure out demographic features and channel preferences of viewers, the study focused on the 4 watcher types; channel loyalty type, brief news type, central watcher type and peripheral watcher type. The result shows that most viewers fall into the 'brief new type', which means that there is a close relation between life style changes and TV news-contents viewership. Channel preferences were found to differ according to demographic features of viewers like gender, age and professions.'Central Watcher' type was found to prefer KBS1; 'channel loyalty' type, MBC; 'peripheral watcher', SBS; and 'brief news' type, YTN, while only KBS2 has no distinctive viewership of its own.

소셜미디어 채널별 특성이 소비자 만족도에 미치는 영향에 관한 연구: 콘텐츠 유형과 개인특성을 중심으로

  • Kim, Ga-Yeong;Lee, U-Jin
    • 한국벤처창업학회:학술대회논문집
    • /
    • /
    • pp.49-54
    • /
    • 2017
  • 웹 기술의 발전과 스마트폰 이용자 수의 증가는 소비자와 기업 간의 관계를 혁신적으로 변화시키고 있다. 기업이나 공공기관들은 고객들과 커뮤니케이션 효과를 극대화 하기 위해 새로운 크로스미디어 플랫폼으로 등장한 소셜미디어를 적극적으로 활용하고 있다. 블로그, 페이스북, 인스타그램 등 더욱 다양하지고 변화의 속도가 빨라지는 소셜미디어 트렌드 속에서 기업들은 채널의 특성에 따라 어떠한 콘텐츠가 소비자에게 만족과 구매에 중요한 영향을 미치는지 체계적인 분석과 운영전략이 필요한 실정이다. 본 연구에서는 기업 마케팅의 활용 관점에서 블로그와 SNS 채널 특징에 따라 콘텐츠 유형의 만족도를 비교 분석하고, 이용자의 개인 특성에 따라 채널별로 어떠한 차이가 있는지에 관한 전략적 틀과 시사점을 제시하고자 한다. 이를 위해 소비자와 판매자 간의 커뮤니케이션 방법에 따라 소셜미디어 콘텐츠를 홍보성, 정보성, 소통성 유형으로 구분하여 블로그 페이스북, 인스타그램의 소셜미디어 채널별로 소비자 만족도를 조사하고자 한다. 또한, 인터넷 이용자의 개인 특성에 따라 선호하는 SNS 콘텐츠 유형이 다를 수 있음에 착안하여 SNS를 이용하는 사용자의 특성을 네 가지 형태로 분류하고 특성에 따른 만족도의 영향관계를 분석하였다. 본 연구 결과를 통해 다양한 소셜미디어 채널을 활용하고자 하는 기업들에게 효율적인 SNS 마케팅 전략구축 방안과 인터넷 이용자 특성을 고려한 콘텐츠 활용 방안에 대한 시사점을 제시하였다.

  • PDF

Service Failure, Service Recovery Activity and Satisfaction with Online Shopping Channel of Apparel Products (온라인 의류쇼핑에서 서비스 실패 경험 후 쇼핑채널의 회복노력에 따른 채널만족도)

  • Kang, Eun Jung;Lee, Kyu-Hye
    • Journal of Digital Convergence
    • /
    • v.11 no.2
    • /
    • pp.115-125
    • /
    • 2013
  • Unexpected consumer dissatisfaction emerges through rapid growth and expansion of on-line shopping channel. This research focused on the fashion online retail channels' negative aspect caused by service failure which possibly disappointed consumers. We also tried to seek for appropriate service recovery types based on frequently offered recovery types on-line. Data from college students were analyzed. Results indicate that fitting problem, insufficient information, product defect, inventory problem and slow delivery were the main service failure types in apparel e-shopping. Regression analysis identified that among these types, insufficient information, product defect, and slow delivery had significant influence on channel satisfaction after post recovery effort. Results also confirmed significant relationships between channel satisfaction and channel switching. Consumers perceived benefit level causes overall channel satisfaction level to rise while perceived risk leads to lower level of channel satisfaction. Choosing desirable service recovery activities in each service failure situations is necessary in order to raise consumer's channel satisfaction in online apparel shopping.

The Determinants of Switching On·Off-Line Channels for Consumers (소비자의 온·오프라인 채널이동 유형의 결정요인에 대한 연구)

  • Jun, Sangmin
    • Journal of Digital Convergence
    • /
    • v.11 no.12
    • /
    • pp.245-256
    • /
    • 2013
  • This study illustrates factors that determine consumer types based on ways in which they alternate between online and offline channels for searching and eventually buying their desired products. This study conducted an online survey targeting 1,040 consumers. As per the study, consumer types fall into five groups: 1) on-on type(online search${\rightarrow}$online buying), 2) off-off type(offline search${\rightarrow}$offline buying), 3) on-off type(online search${\rightarrow}$offline buying), 4) off-on type(offline search${\rightarrow}$online buying), and, 5) on-off-on type(online search${\rightarrow}$ offline search${\rightarrow}$nline buying). The primary factors that determine how the different consumer types switch between online and offline channels are price orientation, convenience orientation,, risk-aversion orientation, and channel familiarity. Although they feel cross-channel shopping can be cumbersome, the findings show that cross-channel consumers would gladly switch channels to buy cheaper and proven products. The findings of this study will be useful for businesses that have both online and offline channels and point out the theoretical aspects of the decision-making process as consumers switch between channels.

A Study on Channel Integration of Wired and Wireless Internet (유무선 인터넷 채널통합에 관한 연구)

  • Kim, Dae-Seong;Leem, Choon-Seong
    • 한국IT서비스학회:학술대회논문집
    • /
    • /
    • pp.117-123
    • /
    • 2003
  • 인터넷 접속채널과 접속망이 다양해지고 채널활용이 다차원적으로 가능함에 따라 유무선의 다중 채널통합에 대한 관심이 고조되고 있다. 이는 유무선 인터넷 채널통합에 관한 방향이 필요하며, 유선과 무선인터넷의 채널통합 이슈에 대한 분석이 필요한 시점이라 할 수 있다. 본 연구에서는 유무선 인터넷 채널통합과 관련된 문제점 및 이슈를 분류하였으며, 유무선 채널통합을 크게 Interface 통합관점과Business Model 간의 통합관점으로 살펴보았다. 인터페이스 관점에서는 디스플레이, 입출력장치, 컨텐츠로 구분하여 채널통합 문제를 유형별로 분류하였다. 그리고 비즈니스 모델 관점에서는 무선인터넷 서비스 유형 및 특성을 분석하여 비즈니스의 채널통합 방향성을 제시하였다.

  • PDF

Effect of the Terrestrial TV's Channel Brand Equity in the Multi-Platforms Environment: Focusing on the Choice and Use of the Terrestrial TV Contents (멀티플랫폼 환경에서 지상파TV 채널브랜드자산의 효과: 지상파TV 콘텐츠 선택과 이용에 미치는 영향을 중심으로)

  • Oh, Mi-Young
    • The Journal of the Korea Contents Association
    • /
    • v.20 no.6
    • /
    • pp.279-292
    • /
    • 2020
  • The purpose of this study is to suggest what the effect of channel brand equity is in the environment of multi-platform and to raise how channel brand equity is important by investigating how terrestrial TV's channel brand equity influences viewers' choice and use of the terrestrial TV contents on the multi-platform. The findings showed that the terrestrial TV's channel brand equity partially had a significant effect on the degree of use of Terrestrial TV contents on multi-platforms, but it did not on the diversity of media for viewing the terrestrial TV contents. In addition, it partially had an influence on the use of platform and service for viewing terrestrial TV contents by type. Finally, it also partially had impacts on the diversity of genre and the genre use by type. The findings suggest that the channel brand equity can have effects on the viewers' choice and use of broadcasting contents on the multi-platforms, and thus this study provides significant insights on what strategies are required for the competitiveness of broadcasting channels.

Study on the types of portfolio of MPP(multiple program provider) -Focused on the affiliates of free TV- (지상파 계열 MPP의 브랜드 포트폴리오 유형에 대한 연구)

  • Lee, Moon-Haeng
    • Korean journal of communication and information
    • /
    • v.42
    • /
    • pp.107-139
    • /
    • 2008
  • With the rapid change of broadcasting industry, the dominant market power of Korean free TV is going down. The purpose of this study is to estimate what is their strategy to recover the actual difficulties as for advertising media and production company. We will focus on mainly their horizontal diversification, MPP(multiple program provider). They will be classified and analysed by 5 portfolio types of Aaker: Cashcow Brand, flanker Brand, Strategic Brand, Silver Bullet Brands and Branded Energizer. For this, we will study the data from Korean Broadcasting Committee, home page of each channels, etc. At result, since MPP(multiple program provider), affiliates of Korean free TV have the stable advertising revenues compared with other cable channels, there are many cases of Cashcow brands which need few supplementary investment from the parental company and influence positively for the other channel brands.

  • PDF

Design and Fabrication of DWDM Multiplexer Using Optical Fiber Biconical Tapered Couplers (광섬유 용융인장 방법에 의한 DWDM용 광다중화기의 제작)

  • Chang, Jin-Hyeon;Kim, Myoung-Saeng;Kang, Duk-Keun
    • Journal of The Institute of Information and Telecommunication Facilities Engineering
    • /
    • v.3 no.2
    • /
    • pp.51-60
    • /
    • 2004
  • In this paper, 8-channel multiplexer with 100GHz channel spacing is fabricated. The 8-channel multiplexer is fabricated by connecting three cascaded Mach Zehnder Interferometer (MZI) of optical fiber type, and each interferometer has the wavelength interval of 100GHz, 200GHz and 400GHz, respectively. furthermore, to acquire uniform insertion loss, it is fabricated by using Wavelength Flatten Coupler (WFC) in which the variation of insertion loss is low. Especially, the variation of wavelength interval in the output is explicitly simulated as a function of optical path difference, and the wavelength coupling process along with cascaded connection is discussed. $CO_2$ laser to adjust precisely the wavelength. In summary, The prototype composed by eight cascaded MZI has an insertion loss of 2.1dB, the bandwidth of 0.8nm at 5.5dB point, and channel crosstalk of 25dB Furthermore, the loss dependent on polarization is measured as 0.06dB.

  • PDF