목적: 본 연구는 역동적 신체 활동 상황에서 HMD 기반 가상현실 기기 내부의 온·습도 및 열지수를 실시간 측정하 고, 이러한 환경 변화가 안구건조증과 시각적 불편감에 미치는 영향을 규명하는 데 목적이 있다. 이를 통해 활동형 VR 사용 시 안전성 확보와 열·습도 관리 기반의 최적화된 VR 환경 설계의 근거를 제시하고자 한다. 방법 : 체육계열 대학생 28명을 대상으로 수행되었으며, Oculus Quest2를 이용한 역동적 VR 복싱 콘텐츠 수 행 중 HMD 내부 온도·습도 및 열파지수를 Arduino–DHT11 기반 센서로 2.5초 간격으로 실시간 측정하였다. 참 가자는 안정 상태, 운동 상태, 회복 상태 각 15분씩 총 45분간 실험에 참여하였고, 심박수는 스마트밴드를 통해 목 표 운동 강도 범위(30~50% HRR)로 유지되었다. 안구건조증 평가는 실험 전·후 비침습적 눈물막 파괴시간(NI BUT), Schirmer 검사, OSDI 설문을 통해 객관·주관 지표를 모두 수집하였다. 통계 분석은 대응표본 t-검정과 카이제곱 검정을 사용하였으며 유의수준은 p>0.050로 설정하였다. 결과 : 연구 대상자(평균 23.44세)는 VR 사용 전후 NI BUT과 Schirmer 검사에서 유의한 변화가 나타나지 않았으나(p>0.050), OSDI 점수는 실험 후 유의하게 증가하여 주관적 안구 불편감이 상승한 것으로 확인되었다 (p>0.050). HMD 내부 환경 분석에서는 운동 직후 초기 구간(15~18분)에서 온도, 습도, 열지수의 변화율이 가 장 크게 증가하여(p<0.001) 역동적 신체 활동이 VR 장치 내부 미세환경에 즉각적이고 급격한 변화를 유발함을 보여주었다. 이후 구간에서는 환경 변화 속도가 완만해지며 점차 안정화되는 경향을 보였다. 종합하면, 단기간의 고강도 VR 사용은 내부 열·습도 환경의 급격한 변동과 더불어 사용자의 주관적 시각적 피로 증가와 관련됨을 시사한다. 결론 : 고강도 신체 활동 시 VR HMD 내부의 온·습도 및 열파지수는 급격히 상승하여 열적 불편감과 시각적 피로를 더욱 유발한다. 운동 종료 후에는 빠르게 회복되는 가역적 특성을 보였음으로 이러한 결과는 활동형 VR 사 용 시 휴식·환기 전략의 필요성과 안전성 기반의 HMD 설계 및 사용자 관리 지침 마련의 중요성을 제시한다.

This study explores the transformative impact of artificial intelligence (AI) on the structure of the music industry and the evolving patterns of digital music consumption. The research aims to investigate how AI-driven music platforms foster new forms of user engagement, leading to a paradigm shift from passive listening to active participation and co-creation. Traditionally, digital music consumption has centered on streaming and algorithmic recommendations. However, with the advent of AI technologies, users are increasingly engaging in personalized experiences, interactive creation, and collaborative musical expression. Drawing upon theoretical frameworks of digital consumption and user engagement, this study reviews the evolution of music consumption behaviors and examines key AI music platforms such as Spotify’s AI DJ, Boomy, and Mubert. Through case analysis, the research identifies how personalized recommendations, generative AI music composition, and interactive interfaces enhance user motivation, emotional involvement, and behavioral participation. The findings reveal that AI music platforms not only provide tailored listening experiences but also empower users to take part in music creation, transforming their role from passive consumers to active co-creators. This shift signifies a broader transformation in the digital music ecosystem, where consumption becomes a participatory and expressive act. Ultimately, the study highlights how the integration of AI and user engagement is redefining the meaning of music consumption, generating new cultural and economic value within platform-based ecosystems. The results provide theoretical and practical implications for future music industry strategies and platform business models.

Even though Mod is a cutting-edge business model that benefits a variety of multi-sided market participants, empirical research on Mod, the value co-creation activity of game users and game developers, is hard to come by. This study intends to look into how the combination of the Mod and the IP from the prior game affects user engagement. An experiment was carried out with Korean university students to examine the hypotheses. User engagement was found to increase with the use of the Mod and the IP from the previous games. On the other side, it was discovered that the impact of mod games on user engagement did not differ significantly from non-mod games when the previous game's IP was absent. The study's findings help establish the framework for afterwards empirical research by showing the effect of mod on user engagement.

Social media have emerged as one of the most important tools for firms to engage customers (e.g., Chandrasekaran et al., 2022; Cheng & Edwards, 2015; Lee et al., 2018; Wedel & Kannan, 2016). Within the tourism industry, scholars have investigated the role of social media communication in various contexts, such as online travel information search (Xiang & Gretzel, 2010), sharing travel experiences (So et al., 2018; Wang et al., 2022) and establishing positive customer relationships (Jamshidi et al., 2021). Insights into which social media content makes for generating positive engagement are, however, still largely based on marketers’ intuitions or focusing on message factors of social media posts such as message appeals (e.g., Wang & Lehto, 2020). It also often neglects the importance of the visual component of social media posts, and only a few research have investigated the effects of the image in social media on the travel industry (e.g., Fusté-Forné, 2022). The objective of this research is, therefore, to understand how textual features and image features generate user engagement in social media utilizing cutting-edge transfer learning techniques and to propose how these features should be customized to maximize user engagement for online travel shopping companies. We collect and analyze more than 10,000 Instagram posts from three online travel shopping companies, including Expedia, Priceline, and Kayak. The results from transfer learning algorithms utilizing 24 features, such as the number of people in the image, emotions expressed in the people in the image, hue, and RGB value, successfully predict the level of engagement measured by the number of likes and comments.

Voice assistance (VA) has been widely adopted in the tourism and hospitality industry to interact and communicate with tourists and provide useful travel recommendations. Although more companies in tourism have adopted environmental sustainability practices and tourists have increased their sustainability awareness, lack of research has been conducted to investigate the effectiveness of VA in promoting sustainable consumption of tourism products or services. This study proposes that customising environmental sustainability messages for tourists with different cultural orientations and VA use purposes can enhance their engagement with the VA, which can affect their consumption decision. The results from a scenario-based experiment demonstrate that tourists with interdependent/independent cultural orientation have higher engagement with the environmental sustainability messages communicated by the VA when they are with a non-transactional/transactional purpose. Implications for tourism marketing strategies are discussed.

AR (Augmented Reality; 증강현실)은 가상의 이미지를 현실 세계에 덧붙이는 기술이다. 본 연구는 온라인으로 활발히 소비되는 품목인 음식을 AR로 제시했을 때의 효과를 살펴보고자 한다. 본 연구에서는 AR 음식 이미지가 구매 의사와 사용자 참여에 미치는 영향을 정적인 음식 이미지와 비교하여 알아보았고, 이미지 제시 방식과 구매 의사와의 관계를 사용자 참여가 매개하는지도 살펴보았다. 참가자는 두 조건 중 하나로 무선할당되어 AR 조건은 AR로 음식 이미지를 보고 정적 조건은 정적인 음식 이미지를 보았다. 그 후 참가자들은 사용자 참여와 구매 의사를 묻는 설문에 응답했다. 실험 결과, AR로 음식을 본 조건이 정적인 이미지를 본 조건보다 사용자 참여가 더 높았고, 구매 의사 또한 더 높은 것으로 나타났다. 매개 분석 결과, 사용자 참여의 간접효과는 통계적으로 유의했으며, 사용자 참여는 이미지 제시 방법과 구매 의사 간의 관계를 완전매개하는 것으로 나타났다. 하위요인별로 매개 분석을 진행한 결과, 사용자 참여의 하위 척도 중에서도 심미성의 완전매개 효과가 나타났다. 연구 결과를 정리하면, AR로 음식 이미지를 보게 되면 심미성이 높아지며, 높은 심미성은 음식에 대한 높은 구매 의사로 이어진다. 따라서 본 연구는 음식 이미지를 제시하는 방법으로 AR 기술이 효과적으로 사용될 수 있음을 밝히고 있다.

An increasing number of Internet users use hotel booking websites and online travel agencies to arrange trips and search for information related to their travels. This study investigates the impact of customer engagement on user perceptions of the quality and value of an online hotel-booking website, as well as whether such perceptions further influence user trust in online websites (eTrust) and result in behavioral intention of eLoyalty. The empirical results of structural equation modeling analysis of 400 questionnaire results collected in Taiwan reveal that customer engagement has a positive impact on perceived website quality (i.e., usability, ease of use, entertainment, and complementarity), which in turn influences perceived value. The results do not show a direct impact from customer engagement on perceived value. Finally, the results verify that eTrust mediates the relationship between consumers’ perceived website quality and behavioral intention of eLoyalty toward an online hotel-booking website; eTrust also mediates the relationship between consumers’ perceived value and behavioral intention of eLoyalty toward an online hotel-booking website. The findings provide both academic researchers and practitioners with a better understanding of customer engagement and facilitate development of more effective customer engagement strategies for online booking platforms.

For better understanding user behavior, especially exploring what factors would motivate user engagement in sharing economy and whether there are some differences between people behaviors in sharing economy and conventional economy, this research developed a conceptual framework of user engagement (UE) in sharing economy on the basis of customer engagement and related literature and tested it through empirical analysis.

Festival branding is undergoing a revolution based on the consolidation of new communicative behaviours in virtual brand communities (VBC), above all channelled through social media platforms (Hudson & Hudson, 2013; MacKay, Barbe, Van Winkle, & Halpenny, 2017). Although generic literature (Dessart, Veloutsou, & Morgan-Thomas, 2015) has highlighted the role of user engagement in VBC, there are no in-depth analyses of how users modulate engagement attributes and behaviours and how they are related to festival branding, as well as other possible and sometimes interrelated drivers (social capital creation, place making). Thus, this paper aims to characterise these elements in festivals’ VBC to cover these shortcomings. This proposal performs a multi-platform, multi-period, multi-user and mixed-method analysis of nearly 2,150 references in the Twitter and Facebook VBC of one of the most prominent music festivals in Europe, Sónar (Barcelona). Results show the benefits for organisers (and other relevant users) of jointly understanding these elements (and their mutual relationships) with the aim of retaining various positive economic and social impacts.

In order to identify effective approaches for creating more viral Facebook posts, this research conducted an empirical content analysis of leading Korean brands' Facebook fan-pages (Samsung Mobile, SK Telecom, Kia Motors, and POSCO). Their distinctive visual storytelling and communication patterns were investigated as effective user engagement triggers. Through analysis of the research results, it was statistically proved that the different industrial attributes of the four brands, which are primarily characterized by their product (or service) types, affect their Facebook posting patterns by showing different engaging rates (measured by like, comment, and share metrics). In addition, the user engagement rates of the posts were influenced by their visual storytelling factors (i.e. ad objective, value scale, and visual media types). In line with these statistical findings, the distinctive visual storytelling strategies of the four brands were identified. Moreover, competitive and uncompetitive visual storytelling tactics were suggested according to the ad objectives and visual media types on Facebook.