- E-ISSN2288-7709
- KCI Candidate
13권 6호
초록
Abstract
Purpose: This study investigates how SNS branded webtoons distributed through personal Instagram accounts affect user satisfaction, purchase intention, and electronic word of mouth (eWOM). Specifically, it examines how webtoon characteristics such as informativeness, entertainment, diversity, and reliability, and influencer characteristics such as attractiveness, credibility, and expertise, shape user satisfaction and behavioral intentions. Data and methodology: An online survey was conducted with 294 Korean Instagram users (119 male, 175 female), mostly aged 20–39 years with experience viewing branded webtoons. 39 measurement items adapted from validated studies were assessed using a 5 point Likert scale. Data were analyzed using SPSS and SmartPLS with structural equation modeling. Results: The model showed good fit (SRMR = 0.071; R² = 0.755 for satisfaction, 0.427 for purchase intention, 0.455 for eWOM). Informativeness (β = 0.15, p < 0.05), entertainment (β = 0.13, p < 0.05), reliability (β = 0.24, p < 0.001), attractiveness (β = 0.24, p < 0.001), and expertise (β = 0.15, p < 0.05) increased satisfaction. Satisfaction influenced purchase intention (β = 0.65, p < 0.001) and eWOM (β = 0.28, p < 0.001), and purchase intention affected eWOM (β = 0.46, p < 0.001). Conclusions: Users value informative, reliable, and expertise crafted webtoon content more than influencer credibility or content diversity. The findings extend the Uses and Gratifications theory by showing that cognitive and emotional gratifications jointly drive satisfaction. Enhancing content quality and creator expertise can satisfaction and engagement in SNS-based brand communication.
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Purpose: This study analyzes the determinants of young people's intention to live in purchasing public rental housing by integrating policy, economic, and behavioral factors. Methodology: A structured survey was conducted on 306 people aged 19 to 39, and exploratory factor analysis (EFA) and multiple regression analysis were used. Through EFA, four key factors were derived: housing environment, economic conditions, policy awareness, and home ownership plan, and statistical validity was confirmed through the Kaiser-Meier-Olkin (KMO) value of 0.772 and the significant Bartlett test (p<.001). Results: The regression model showed statistical significance (F = 2.075, p = 0.006). Among the variables, economic conditions (β = .121, p < .05) and home ownership plans (β = .119, p < .05) had a significant effect on housing intention. However, the residential environment and policy perception did not have a significant effect. Conclusion: The results of this study suggest that young people prioritize economic factors such as rent and maintenance costs and long-term plans such as savings or home subscription. This is the reasonable and psychological factors of housing decisions It provides empirical insight into and suggests that housing policies for young people should support economic feasibility and strategic planning.
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Purpose: This paper aims to analyze the startup support programs of global universities and explore ways to revitalize the public technology startup ecosystem at domestic universities. Research design, data, and methodology: In this study, we analyzed the entrepreneurial capacity of domestic universities and conducted a literature review to diagnose the capacity of entrepreneurship programs at overseas universities. Results: Through this study, we diagnosed the shortcomings of the domestic startup ecosystem utilizing public technology, analyzed the key performance factors of overseas startup programs, and presented policy recommendations to revitalize the domestic startup ecosystem and strengthen the usability of public technology. Conclusions : The domestic startup ecosystem aspires to enter the global market, but many limitations exist in terms of startup products and technologies. To strengthen the competitiveness of domestic universities and compete in the global market, a support system must be activated to establish diverse startup support programs.
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Purpose: This study examines how entertainment characteristics influence consumer engagement, viewing habits, and purchase intent in the expanding live streaming commerce sector. Research Design, Data, and Methodology: This study investigates the effects of five entertainment characteristics (enjoyment, storytelling, comfort, quality, and interactivity) on consumer viewing frequency, acting as mediators of purchase intent. We gathered data from 325 participants via a structured survey, capturing demographic details, user behaviors, and perceptions of live streaming attributes. Results: Enjoyment, comfort, and interactivity increase viewing frequency, reinforcing purchase behavior. While quality was generally valued, its direct and mediating effects varied depending on contextual factors. Conclusions: This study contributes to the theoretical discourse on consumer behavior in live streaming commerce by clarifying the influence of entertainment characteristics such as enjoyment, storytelling, comfort, quality, and interactivity on viewing frequency and purchase intention. The findings provide practical insights for developing engagement strategies that enhance consumer viewing frequency and stimulate purchase behavior.
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Purpose: This study examines how the U.S.–China trade conflict during the first Trump administration (2017–2020) reshaped the structure of East Asian production networks from a trade-in-value-added (TiVA) perspective. Research design, data and methodology: Using the Asian Development Bank’s multiregional input–output tables (MRIOT, 2007–2023, constant 2010 USD), the paper constructs a six-economy framework—China, Japan, Korea, Taiwan, Vietnam, and the Rest of the World—and reclassifies 35 industries into six technology-based sectors (PP, RB, LT, MT, HT, Services). The analysis measures each country’s domestic value-added share (DVA) and value-added exports (VAX) ratios. Results: Results show that, while DVA remained stable overall, Korea and Taiwan experienced a sharp rise during the Trump years, whereas China’s share declined modestly. Bilateral VAX ratios reveal declining interdependence among China, Japan, and Korea but rising linkages with Vietnam. Conclusions: These findings suggest a transition from a hub-and-spoke to a multi-hub network structure in East Asia’s manufacturing value chains.
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Purpose: Through this study, First, to examine how the key quality attributes of online sports streaming platforms—presence, convenience, interactivity, information richness, and stability—affect users’ perceived value and use satisfaction. Second, to identify the structural relationships through which perceived value and use satisfaction influence users’ intention to continue using online sports streaming platforms. Research design, data and methodology: To analyze the 198 questionnaires collected, the SPSS and AMOS statistical programs were used, and after examining the reliability and validity of the responses, the quality attributes of the online sports streaming platform were reclassified. Results: It was confirmed that all quality attributes of online sports streaming platforms (presence, convenience, interactivity, information richness, and stability) positively influence perceived value and use satisfaction, that perceived value positively affects both use satisfaction and intention to continue use, and that use satisfaction positively affects intention to continue use. Conclusions: The findings show that the key quality attributes of online sports streaming platforms significantly enhance users’ perceived value and satisfaction, which subsequently lead to a stronger intention to continue using the service, underscoring the importance of effective platform quality management for long-term user retention.
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Purpose This study aimed to establish a foundation for developing a reasonable fee calculation system that accounts for the unique characteristics of each apartment complex by empirically examing the impact of various features of Seoul's sale and public rental apartment complexes on the commissioned management fee. Research design, data and methodology: This study targeted 1,547 private apartment complexes and 550 public rental apartment complexes using K-apt and SH Corporation data, with key variables including the number of units, building age, heating system type, and corridor type. Results: The findings indicate that, in the case of condominium apartments, the number of units and the building age are significantly negatively associated with commission fees. As the number of units and the building age increase, the commissioned management fee tends to decrease, indicating the combined effects of ‘economies of scale’ and reduced management efficiency due to after equipment aging. In terms of corridor type, the corridor -style layouts were associated with significantly higher fees than staircase-style. In contrast, in the case of public rental apartments, the number of units did not show a significant effect on the commisioned management fee, while only building age showed a statistically significant negative relationship. Additionally, variables such as heating system type, rental type, and corridor type were not found to be significant, suggesting that the physical and opertational characteristics of the complex have a limited influence on the calculations in the context of public rental housing.
