This paper introduces the implementation of runtime synchronization method when mobile network is broken during the game play. In case of network failure, the game is restored using the saved play record. Before the network failure, the previous game play is recorded in the server. The runtime synchronization is performed using the recorded game play in 2-times, 4-times, 8-times and 12-times according to the paused time and the game is played continuously. Using the proposed method, the user can play the mobile game uninterrupted. The project mobile game is implemented, and shows the effectiveness of the proposed method.

본 연구에서는 모바일 환경에서 패션제품을 구매할 때 소비자의 구매의도에 영향을 미치는 영향 변수로 쇼핑가치와 새로운 기술을 수용하는데 영향을 주는 신념 변수로 알려진 사용용이성과 유용성을 채택하여 경로모형을 구성하여 검정하였고, 구매경험에 따른 집단 별(중구매/경구매 집단)로 경로모형을 비교분석하였다. 온라인 설문 전문업체를 통해 스마트 폰을 통해 패션제품을 구매한 경험이 있는 20-30 대 성인을 대상으로 설문지 분석을 시행하였고, 총 411부의 유효한 데이터를 SPSS 21과 AMOS 19 프로그램을 이용하여 분석하였다. 쇼핑가치는 감성적인 차원의 쾌락적 쇼핑가치와 실용적인 차원의 실용적 쇼핑가치로 분류되었고 구성변수의 신뢰성이 확인되었다. 경로모형의 적합성은 적합한 것으로 입증되었으며, 최근 1년 동안 스마트폰을 통해 패션제품을 구매한 횟수에 따라 중구매 집단과 경구매 집단으로 분류하여 경로모형을 비교분석한 결과는 다음과 같다. 두 집단 모두 공통적으로 쾌락적 가치보다는 실용적 가치가 모바일 구매의도에 미치는 직접적인 영향력이 유의한 것으로 나타났고, 사용용이성은 직접적으로 구매의도에 영향을 미치기보다는 유용성을 거쳐 구매의도에 영향을 미치는 것으로 나타났다. 구체적으로 중구매 집단의 경우, 쾌락적 쇼핑가치가 구매의도에 주는 영향과 사용용이성이 구매의도에 주는 영향을 제외하고는 모든 경로가 유의한 것으로 나타났다. 경구매 집단에서는 쾌락적 쇼핑가치가 사용용이성에 주는 영향, 실용적 쇼핑가치가 유용성에 주는 영향, 쾌락적 쇼핑가치가 구매의도에 주는 영향, 사용용이성이 구매의도에 주는 영향의 경로가 유의하지 않은 것으로 밝혀졌다. 본 분석 결과는 다양한 유통채널을 사용하여 제품을 구매하는 현대 소비자들을 모바일 구매로 유도하기 위한 차별화된 모바일 마케팅 전략을 수립하는데 근거가 될 것이다.

This study was conducted to analyze the effect of message frame on Exercise Interest and User Experience including Fitness App Fun, Fitness App Satisfaction, and Fitness App Use Intention in the mobile fitness app game. ‘Enjoy Your Fitness’, a fitness app game developed by Healthcare Media Research Institute, was used for this study and Repeated Measure Design and Playtest methodologies were used for the experiment. The results showed that the persuasive effect of gain messages were higher than loss messages in all factors. This results implies that exercise, as a preventive health behavior, can be promoted more effectively when messages are presented in the frame of gain message rather than loss message. Therefore, messages in the fitness app game need to be presented by emphasizing the positive outcome and benefit of exercise.

This study shows the content production of mobile baseball games. In 2013, mobile games accounted for 23.9% of domestic games, and the global mobile game market is expected to grow to $30.3 billion by 2015. This study examines trends and characteristics of the mobile game industry. Also, this study intends to show mobile game rankings, reproduce the enthusiasm of professional baseball games through mobile games, participate in games to utilize leisure, and contribute to the mobile game industry. Currently, there is Magu magu of Netrnarble as a mobile baseball game. By differentiating with mobile Magu magu, this study attempts to produce various and interesting short plays of AI, UI, and FSM from webtoon contents to engage in the realism of mobile baseball games, and to improve the productivity of the mobile game industry. Therefore, we intend to promote the game industry and activate game production contents.

The mobile device users have been increasing significantly because of the development of social network system. Mobile educational serious games are occupying a large portion of the serious game market but there is a lack of the quality evaluation elements for providing useful quality evaluation information about educational serious game to user or developer. This study conducted prioritizing the quality elements of mobile educational serious game contents. Then, these elements are decomposed into sub-elements and resulted into a hierarchical model with three levels. To evaluate the priorities among elements, AHP(Analytic Hierarchy Process) is adopted. Additionally, if the evaluation element of this study would be applied into other game contents, it can provide the fundamental information for quality improvement of total mobile educational serious game contents.

Recently, with development of city traffic network planning, there are various effects with living space from vibration of railway. But, study which about effect from vertical vibration in floor slab in nearing structure is lack in nowadays. This thesis have analysed result from acceleration response per distance as well as proceed with serviceability evaluation and extracted natural frequency from measuring vibration of railway using mobile phone application which is oriented for building which have distances about 5m to 22m from railway.

Mobile phone market, a market of the device leading the digital convergence as well as positioning itself as one of the national growth driving industry and as a daily necessity, is led globally by companies that have been actively responding to changes in the so-called Smart Revolution environment. Lately, however, the Smart Phone market is prospected to move from growth phase to mature phase by the scholars. In order for a company to proactively respond to the change in such market condition, it is imperative that they ensure absolute advantage in customer loyalty over their competitors by revolutionising the after-sales service(A/S) quality that will lead to service satisfaction. This study aims to configure what dimensions make up for mobile phone A/S quality, and how this quality affects customer satisfaction and loyalty as well as proposing directions for A/S quality improvement by identifying them case by case to see what dimensions have more impact on customer satisfaction.

This study aimed to investigate the influence of consumers' innovativeness, perceived benefits of home shopping mobile apps, and satisfaction with telephone orders on switching to and satisfaction with such apps (for those who have used these apps). This study also investigated the influence of the aforementioned factors on the intention to switch to home shopping mobile apps (for those who have not used these apps). Data were collected from 546 customers ranging in age from 18 to 59 with experience purchasing fashion goods from home shopping networks, and 502 of the questionnaires were used in the statistical analyses. Structure equation models were employed using AMOS 23.0. The results were as follows: for consumers experienced with home shopping mobile apps, their innovativeness and perceived benefits of such apps (convenience, usefulness) influenced their switching behavior. Additionally, consumers' innovativeness and perceived benefits of these apps (usefulness, accessibility, interactiveness) affected their satisfaction with the apps. For those not experienced with home shopping mobile apps, consumers' innovativeness and perceived benefits of the apps (interactiveness, security, enjoyment) influenced their intention to switch to these apps. These results indicate that different strategies should be developed for home shopping consumers experienced and inexperienced with these apps for the improvement of app satisfaction.

The proliferation of the Internet and related technologies has led to a new form of distribution channels, namely online retailers. The conventional offline and the new online retailers have different transaction costs perceived by the consumers in the following perspectives: the accessibility to the product information, the traffic cost and the opportunity cost for the time to visit the store, the delivery time and the possibility of ‘touch and feel’ to test the quality of the product. In particular, the online retailers have lower distribution cost structure in that they do not have physical stores, which results in lower selling price. Thus they continuously offer price competition against offline retailers using the lower selling cost as competitive weapon. Moreover the emergence of the social commerce is likely to intensify the competition between the online and offline retailers. To survive in this fierce competition, the offline retailers are trying to defend their business interests by sticking to offline transaction in anticipation of increased customer loyalty, customer’s preference for ‘touch and feel’ style shopping, and others. Despite of these efforts, customers who touch and feel a product in an offline store but purchase the product through an online retailer are increasing. To protect such customers, recently, some of the offline retailers began to provide the mobile discount service (MDS) which enables the offline customers to purchase a product at a discounted price through the mobile applications. In business competitions, the price discount strategy is usually considered to secure more market share at the cost of lower profit. In this study, however, we analyze the effect of MDS as a weapon for securing more profit. To do this, we set up a game model between the online and offline retailers which incorporates the effect of the MDS. By numerically analyzing the Nash equilibrium of the game, some managerial implications for using the MDS for more profit are discussed.

All games support the meaningful play, and each mechanism producing meaning is various. In mobile role-playing game, automation of in-game action standardizes movements of avatars and diversify combat challenges. Thereby players reinforce their avatars and make various repertoires so as to cope with different contents. Players predict the result of their own actions based on short-term, juicy feedbacks. In conclusion, mobile role-playing game has 'strategy' as its action mode while the unit time required for meaningful play is highly reduced. This analysis is significant in the sense that it was the first step toward integrated change of game play experiences.

The importance of marketing on mobile platforms as well as mobile commerce is increasing dramatically in fashion industry. The purpose of this study was to categorize mobile fashion marketing strategies and to examine application usage motivations that influence brand attitude, purchase decisions, and post-purchase evaluation. Qualitative research methods, in particular focus-groups and in-depth interviews, were conducted to examine the typology of mobile marketing and fashion application usage motivations. Then, a modified survey was used to quantitatively examine what content consumers expect from fashion applications. Results of the qualitative study indicated that consumers perceive sensory (visual, tactile, auditory), relationship, information and practical marketing strategies through motives. Survey result from 229 consumers revealed four fashion application usage motives: sensory, relationship, information and practical. Based on these motives consumers were segmented into three groups: the experience/relationship-conscious, the product informationconscious, and the lifestyle information-conscious. The product information-conscious group showed higher level of monthly income and clothing expenses but lower level of mobile device usages. Lifestyle information-conscious group and experience/ relationship-conscious group had higher level of attitude, and post-purchase evaluation. It was experience-relationship conscious consumers who spent more time in mobile use. This study shows a better understanding of mobile marketing environment of fashion applications.

The purposes of this study were to: 1) identify sub-factors of fashion shopping orientation (FSO) in adults aged 20 through 39, and analyze the differences among those FSO factors according to classified groups, which were based on gender and purchase frequency in a mobile shopping mall, and 2) to investigate the effects of FSO factors on mobile purchase intention according to the same classified groups. The questionnaire was conducted from November 10, 2015 to November 20, 2015 and its 432 respondents were classified into four groups, which were male/heavy purchaser, male/light purchaser, female/heavy purchaser, and female/light purchaser. The results of this study were as follows: First, fashion shopping orientation consisted of five sub-factors, which included “conspicuous brand pursuit”, “economic pursuit”, “pleasure/trend pursuit”, “impulse shopping”, and “convenience pursuit”. Second, There were significant differences in three factors of FSO between male purchasers and female purchasers. Male purchasers showed higher tendency than female purchasers in “conspicuous brand pursuit”, while female purchasers showed higher tendency than male purchasers in “economic pursuit” and “convenience pursuit”. All the factors of FSO showed significant differences among the classified groups. Third, “economic pursuit”, “pleasure/trend pursuit” and “convenience pursuit” affected mobile purchase intention in the case of male purchasers while “economic pursuit” and “conspicuous brand pursuit” had a influence on mobile purchase intention in the case of female purchasers. Fourth, the factors of FSO affected mobile purchase intention partly in each group. In conclusion. “economic pursuit” was proven to be the main influential factor to induce consumers to have a mobile purchase intention.

This paper investigates how pricing actions of base and multiple add-on products sequentially offered in the marketplace affect their sales with a consideration of the interactive price relationships between base and add-on products and among multiple add-on products, as well as a moderating role of product characteristics.

There is a variety of mobile beauty application specialized services providing information, such as reports on the advantages and disadvantages of a product, as well as tips and recommendations, based on consumers' comments for products that demand much consultation on the part of the consumers to critique the products. From goods purchased through mobile shopping apps, beauty-related products come right after fashion/retail and food/health-related goods, while promotions, followed by review/comments, are known as influential factors when selecting mobile shopping apps. Consumer reviews about a product are seen as important instruments for obtaining a variety of information about a product for those consumers who have not yet used it. Moreover, there is an increasing interest in authentic information instead of purely advertised narrations, while studies are actively in progress to verify the effectiveness of consumer reviews according to their nature and direction. The results vary with each researcher and since online consumer reviews differ, there is a need to research dynamically blended reviews and the forms that they take. Accordingly, this study attempts to observe and identify the factors that affect the perceived authenticity of the information, brand attitude, purchase intention and electronic word-of-mouth (e-WOM). The sample consists of 110 respondents in their twenties and thirties who have purchased beauty products online. The respondents were given online and offline questionnaires, and the collected information was analyzed with SPSS 21.0 and AMOS 18.0 using factor analysis, reliability analysis, t-tests, structural equation modeling (SEM) and multi-group analysis. The results show that perceived information authenticity has a significant influence on brand attitude, purchase intention and e-WOM. Positive, negative and subjective evaluations have more significant impact on information authenticity than did only positive and negative reviews, while perceived authenticity has significant relevance to brand attitude, purchase intention and online word-of-mouth. The implications of these findings

It is important to learn consumers’ motivation or goal in order to understand consumer behaviors to choose specific retail stores. Likewise, we need to consider consumers’ motivation to use shopping platform in order to understand consumer behaviors to use online or mobile shopping platforms. Research on shopping motivations has been studied based on shopping value categories- utilitarian vs. hedonic one. While utilitarian motivation is associated with planned purchase behavior for a cognitive value, Hedonic motivation is involved to in compulsive purchase behavior or impulse buying for an affective value. There are two constructs, emotion and mood, in the affection. Research on hedonic motivation has focused on the regulation of emotion which has its clear cause and continues shortly. Thus the motivation of emotion regulation has a negative influence on consumer behavior such compulsive buying or impulse buying. On the other hand, mood, which has no clear awareness of its cause and continue long-term, may have different effect on consumer behaviors. The motivation of mood management is the theory applied in media consumption such as movies, music or video or online games. In the study, we suggest mobile shopping app can be one of media stimulus which improve bad mood or maintain good mood. We explore whether mood management is one of motivations to use shopping platforms and how mobile shopping platforms affect mood management behavior using Netnography, online enthnography. We gather data from observation of shopping platform and in-depth interviews of the users. The results are the following. First of all, there are four types of mood management motivation in using mobile shopping platforms. They are hedonic information searching, information building, escaping from daily routine, and self-gifting. Next, the shopping goals affect consumer perceptions toward shopping environment and context. The contexts are initial screen page and its information, payment method, product categories and so on. Finally purchase decision depends on the fit between consumers’motivation and shopping context.

Present study propose a dual-route perspective on emoticon usage in mobile instant messaging. One is the utility route where emoticons familiarity and perceived synchronicity of emoticons influence perceived ease of use. The other route is the affection route in which self-image congruity between emoticons and individuals drives psychological ownership.

Personalization and privacy issues are the most important factors in the online context. To reveal how these factors affect on users’ acceptance of mobile apps, we performed structural equation modeling using 337 respondents in Japan. Our findings suggested that adaption behaviour of mobile apps can be explained by privacy paradox.