Introduction “In a world where mobile has become our primary device, marketers should think about mobile as a sound off environment, where users hate being interrupted with sound.” －Caroline Hugonenc (2019), Global VP Research & Insights at Teads.tv The soundless video ad is the new trend online ad that received little attention (Campbell & Pearson, 2019). Facing the new trend of soundless video ads, this research aims to explore how to improve consumers’ attitudes toward soundless video ads by manipulating subtitle. Drawn on process fluency theory (Reber et al., 2004), this research aims to answer three research questions to help practitioners design effective soundless video ads. RQ1: Can adding subtitle to a soundless video advertisement (ad) increase consumers’ positive attitude? RQ2: Does the font type of subtitle influence consumers’ attitude? RQ3: Does the interaction effect of font type and subtitle position influence consumers’ attitude?

This study aimed to identify whether or not four service situations varying according to positive and negative combinations of physical evidence and functional service influence store image and purchase behavioral intentions of customers at bulgogi restaurants. The video-scenario technique was used for the study. Data were analyzed with the SPSS (Window 19.0) package using frequency analysis, one-way ANOVA, 2 by 2 factorial ANOVA, exploratory factor analysis, and multiple regression analysis to confirm the hypotheses. The combined effect of functional service and physical evidence influenced store image and purchase intention. In terms of seperate effect of physical evidence and functional service, the effect of employee service on store image was more powerful than that of physical evidence, even though the effect differed depending on the situation. Purchase intention was only influenced by functional service quality from employees under the four different scenarios. Thus, when opening a Korean restaurant, proper management of tangible evidence suitable to service, and the prices expected from local customers should be determined. Additionally, extremely high or low levels of physical evidence management should be avoided.

The aim of this study to provide basic reference data for the development of video contents used in pattern drafting education and to explore the possibility of utilizing YouTube videos in such education. Subject videos were selected using the number of views. A total of 596 videos and 28 channels were analyzed for the period July to September 2019 and the results are as follows. With regard to content, there were 27 pattern drafting items, the majority being dress, pants, skirt, blouse and sleeve drafting, although high-level content such as cowl, bustier, corset patterns were also available. Therefore, there is a high likelihood that YouTube videos could be used as educational material, especially as supplementary references to provide specific examples and easy explanations for difficult concepts or method, for students majoring in this field. However, as most videos currently focus on a few items, expanding video content to features a wider variety of clothing items at different levels is necessary. With regard to video length, it mostly ranged from 10 to 15 minutes. It is not advisable to create lengthy lecture-style videos expounding on different principles or variations in pattern drafting when developing educational video material.

This study attempts to improve the understanding of the rapidly growing online video platform market such as Youtube and OTT, and to investigate the attributes and relative importance of them. For this purpose, the factors that influence the choice to use were derived through literature studies and the Focus Group Interview (FGI), and the priority of the factors was calculated through the analytic hierarchy process (AHP). The upper layer of the AHP structure was ‘Relationship’, ‘Entertainment’, ‘Informativity’, and ‘Convenience’, and the lower layer was structured into 13 elements. The importance priority analysis among the factors that influence the choice to use was done by teenagers, 20s, and 30s and the results are summarized as follows : First, Users consider the ‘Just for fun’ and ‘Satisfaction of interests’ as the most important factors, followed by ‘Easy accessibility to use’, ‘Vicarious satisfaction’, ‘Usefulness of Information’, and ‘Up-to-dateness of information’. Second, the ranking of the upper layer was in the order of ‘Entertainment’-‘Informativity’-‘Convenience’-‘Relationship’.As a result of AHP,‘Entertainment’ was 3.6 times more important than ‘Relationship’. In the comparison by age group, only teenagers regarded that ‘Convenience’ is more important than ‘Informativity’. According to the characteristics of the age group, the lower layer of teenagers consider ‘Convenient function’ to be important and ranked ‘Usefulness of information’ in 8th. While ‘Vicarious satisfaction’ ranked 4th out of 13 factors in the entire age group, those in their 20s and 30s ranked 8th, showing a difference. In the case of 20s, ‘Reasonable price’ was ranked 4th and the ‘Diversity of Information’ was ranked 5th, Otherwise 30s consider ‘Trustworthiness of Information’ to the third. Third, unlike ‘Convenience’ which was the lower-rank in the upper layer AHP analysis, ‘Easy accessibility to use’, the lower-layer of convenience, ranked third overall in the importance analysis among the 13 lower-layer factors, and showed a similar patterns in the age groups results. In the conclusion, this study demonstrates that ‘Convenience’ and ‘Vicarious satisfaction’ factors, which were not relatively well addressed in the previous studies, are the key factors to be considered in. By presenting the results of the importance analysis on each of the selected attributes, This study has a practical implication that Industries such as on-line video service platform provider can use the importance priority in establishing the directions of future strategy.

The cable-based retractable membrane roof makes it impossible to maintain its shape and stiffness during driving process, unlike the hard-type retractable roof. Consequently, monitoring using a relatively simple wireless video transmission device is required. However, since video data has a bigger transmission rating than other monitoring data in terms of the structure velocity or acceleration, there is a need to develop transmission device that is easy to install and entails low maintenance cost. This paper studies on a real-time video transmission system for monitoring the cable-based retractable membrane roof while driving. A video transfer software, using the mobile network, is designed and the embedded system is constructed. Ultimately, the data transmission server is tested. Connecting a trolley to the system allows testing of the validity and efficiency of the developed system through the video data transmitted in the driving process. Result of the test shows that the developed system enables multi-device data transfer with monitoring via the mobile network.

목적 : 영상의 특성이 안구 움직임에 미치는 영향을 분석하기 위해 아이트래커를 이용하여 안구움직임을 측정 하였다. 방법 : 본 연구의 취지에 동의하는 성인남녀 64명(24.44±3.68세)을 대상으로 선정하였다. 재생시간이 30분인 4개의 영상물을 시청하도록 하고 아이트래커를 이용하여 눈깜박임 횟수, 동공직경, 주시 횟수 및 홱보기 횟수를 측정하였다. 피사체 움직임의 정도가 서로 다른 2개의 영상물(액션 및 토론)을 고화질 및 표준화질로 각각 제작하여 상대적 움직임 및 화질의 차이를 구분하였다. 결과 : 액션 영상을 시청할 때 토론 영상의 시청과 비교하여, 동공직경이 더 컸고(p<0.050), 눈깜박임 횟수는 더 적었고(p<0.050), 주시 횟수는 더 많았고(p<0.050), 홱보기 횟수는 더 많았다(p<0.050). 그러나 화질에 따른 안구 움직임은 유의한 차이가 없었다. 결론 : 영상의 종류에 따라서 눈깜박임, 동공직경, 주시 횟수 및 홱보기 횟수의 차이를 발견하였다. 따라서 영상의 특성이 안구운동 요소에 영향을 미치는 것으로 생각된다.

Purpose: The aim of this study was to examine the effect of prebriefing in the nursing process using video simulations on nurses’ critical thinking, simulation immersion, simulation confidence, clinical performance, and simulation satisfaction. Method: This study was a comparative survey between lectures and adoption of the nursing process with video in pre-briefing. The participants were 128 nursing students who had completed the Korean advanced life support program. Data were analyzed using χ2-test, independent t-test, and paired t-test using the SPSS 22.0 program. Results: Pre-briefing with Chmil’s concept, including theory, nursing process, and outcome, increased the clinical performance (t=2.03, p =.044) and critical thinking (t=2.48, p =.015) in this study. But there was no difference in simulation immersion, simulation confidence, or clinical satisfaction. Conclusion: The results indicate that simulation using Chmil’s concept was an effective educational method to increase critical thinking and clinical performance.

본 논문에서는 사람들이 비디오 게임 캐릭터로부터 감정을 읽는 것이 가능한지에 관하여 살펴보았다. 감정에 관한 기존 연구는 감정을 사람만이 느낄 수 있다는 제1종 감정과 사람뿐만 아니라 동물까지 느낄 수 있다는 제2종 감정으로 구분하고 있다. 게임 플레이어는 게임 캐릭터가 사람이 아닌 가상의 존재라는 사실을 알고 있지만, 동시에 플레이어는 캐릭터가 사람의 심리적 상태를 갖는 것으로 가정하고 게임에 임한다. 이에 본 연구에서는 사람들이 게임 캐릭터로부터 1종 감정과 2종 감정 모두를 인지하는지 조사하였고, 이 같은 감정 읽기가 사전 게임 경험과 관련되어 있는지, 게임 캐릭터의 평가와 연관되어 있는지 조사하였다. 온라인 조사 연구에서 참여자들은 게임 캐릭터의 그림을 보고 감정상태를 평가하였으며 캐릭터의 선호도를 보고 하였다.

본 논문은 골프 스윙 자세 학습자를 위하여 골프 스윙의 참조 모델인 3D 모델과 학습자의 골프 스윙을 촬영한 동영상을 대상으로 스윙 동작 시 각각의 위치 및 시간에서 각 동작을 정밀하게 비교 분석하기 위해 3D 모델의 골프 스윙 동작과 학습자의 스윙 동작을 동기화 시키는 방법을 제안하고 구현한 결과를 제시한다. 3D 모델과 학습자의 스윙 동영상을 동기화시켜 재생하기 위해서 먼저 학습자의 골프 스윙 동영상을 촬영하고, 촬영한 동영상으로부터 어드레스 자세부터 피니쉬 자세까지 골프 클럽의 위치에 따라 상대적 시간 정보를 추출한다. 고품질 모션 캡쳐 장비를 통해 초당 120프 레임으로 캡처된 골프 전문가의 움직임 정보를 3D 모델에 리깅한 3D 참조 모델에 학습자 스윙 동영상으로부터 추출한 골프 클럽의 위치별 시간 정보를 적용하여 3D 참조 모델과 학습자의 스윙 동 영상을 동기화시켜 재생함으로 학습자는 골프 스윙의 각 위치에서 참조 모델과 자신의 자세를 정밀 하게 비교함으로 자세를 교정하거나 학습할 수 있다. 동기화된 재생을 통하여 기존의 수동적으로 위치를 조정하며 참조 모델과 학습자의 스윙을 비교 분석하는 시스템의 기능을 편리하게 사용할 수 있도록 개선할 수 있으며, 골프 자세의 각 위치를 검출하는 영상 처리 기술을 적용한 부분을 제외 하고, 동기화시키기 위해 동영상에서 자동적으로 각 위치의 시간 정보를 추출하여 동기화시켜 재생 하는 방법은 일반적인 생활 스포츠 분야로 확대하여 활용할 수 있을 것으로 기대한다.

INTRODUCTION Online marketing has grown rapidly over the past years and has become a key component when making marketing mix decisions. Over 2014, internet advertising revenues in the U.S. increased 16% from the previous year to a total of $49.5 billion (IAB 2015). In addition, according to Online Publisher Association, video advertisements have reached the majority of the Internet users (66%), and have resulted in an action from almost half of the users. The significant business opportunities provided by the online environment are reflected as the increasing amount of attention for online advertising in academic research (Mei et al. 2008). It is yet to be researched how online videos and the accompanied online video advertisements interact and how advertisement customization can play a role to possibly optimize user experience and therefore the effectiveness of online video advertisements. Particularly, congruity forms a key opportunity for customization in embedded online video advertising. Congruity is defined as consistency between the ad and video or the advertised product and video (Moore et al. 2005). Evidences in extent literature have shown the positive effects of congruity on, for example, the processing fluency of the ad, the consumer attitudes towards the ad and the persuasiveness of the ad (Moore et al. 2005). However, in the context of online video advertising, limited research has been conducted on this topic. The main goal of this research is to explore the effect of online video advertising congruity on consumer attitudes towards the online video, advertisement and advertised product. Therefore, this research attempts to examine the information processing of a consumer and how congruity acts in this process to affect consumer's preferences. Due to the nature of this research question, an online experiment is used to test the hypothesized relationships of the conceptual model. The collected data in this study were examined using partial least squares (PLS). CONGRUITY AND PROCESSING FLUENCY Congruity can be defined in terms of similarity. The perceived similarity between two given stimuli of equal importance, determines their congruity (Rokeach & Rothman, 1965). Extensive research has been conducted on the effects of congruity in advertising. For example, studies have focused on congruity between involvement types of ads and TV programs (Sharma, 2000), viewer's mood-ad content congruity (Kamins, Marks, & Skinner, 1991), and program context- advertised product congruity (De Pelsmacker, Geuens, & Anckaert, 2002). Previous research from (Moore, Stammerjohan, & Coulter, 2005) has shown that congruity has a positive effect on consumer attitudes. Research on online banner advertisements on websites has indicated that advertisements should be consistent with the website brand (Newman, Stem Jr, & Sprott, 2004). Appeal congruity can then be achieved when the appeal of the online video and the appeal of the embedded ad are similar: an emotional (affective) video paired with an emotional ad can be deemed congruent. Similarly, an informational ad will be more effective when embedded in an informational video. In this study, Ad-and-Video congruity represents such type of congruity. Based on extent research on processing fluency, it can be assumed that online video advertising congruity, either in terms of appeal or content, will result in more processing ease of the ad as the information provided by the video and ad is similar. The following hypotheses are formulated: Hypothesis 1: Congruity between the appeal of the online video and the appeal of the advertisement has a positive effect on processing fluency. Hypothesis 2: Congruity between content of the online video and the advertised product has a positive effect on processing fluency. We further propose that the above process is influenced by ad/video appeal or execution format (emotional vs. informational). An informational ad format is defined as an ad execution designed to appeal to the rationality of the receiver by using objective information describing a brand’s attributes or benefits, while an emotional ad format as an ad execution designed to appeal to the receiver’s emotions by using drama, mood, music and other emotion-eliciting strategies (Yoo & MacInnis, 2005). When an individual is watching an emotional ad or video, the possible effect of Ad-video or Product-video congruity on a consumer's processing fluency will be attenuated. The following hypotheses are formulated: Hypothesis 3a: Congruity between the appeal of online video and the appeal of embedded advertisement has a stronger effect on processing fluency for informational appeals than for emotional appeals. Hypothesis 3b: Congruity between content of the online video and the advertised product has a stronger effect on processing fluency for informational contents than for emotional contents. Involvement and processing fluency With regards to online advertising, research has shown that the degree to which a consumer is involved with the topic of a website also affects the processing of online advertising. It can be argued that when an individual is not involved in watching an online video, its effect on a consumer's processing fluency will be absent. On the other hand, when a consumer is highly involved in watching an online video, it is more likely that the viewer experiences processing fluency. As a result, in this situation, involvement may actually affect processing fluency of the viewer. Based on these findings, the following hypothesis is formulated: Hypothesis 4: Involvement has a positive effect on the processing fluency of consumers. Post-viewing attitudes Research has also indicated the mediating role of an individual’s affective response from processing fluency to its evaluation (Winkielman & Cacioppo, 2001). A viewer of an online video is shown an ad that has the same appeal as the video, making it rather easy to process. The viewer appreciates this as it takes less effort to view the ad and to relate to advertised product to the content of the video and the viewer's interests. As a result the viewer is more likely to generate a positive attitude towards the ad, the advertised product and the video. The insights lead to the formulation of the following three hypotheses: Hypothesis 5: Processing fluency has a positive effect on the attitude towards the online video. Hypothesis 6: Processing fluency has a positive effect on the attitude towards the advertisement. Hypothesis 7: Processing fluency has a positive effect on the attitude towards the advertised product. Figure 1 shows the conceptual model, which summarises the hypothesized relationships. <Insert Figure 1 about here> METHODOLOGY We conducted an experiment in the form of a 2 (type of appeal: informational vs. emotional) × 2 (Ad-Video congruity: congruent vs. incongruent) × 2 (Product-Video congruity: congruent vs. incongruent) full-factorial between-subject design. Video and advertisement appeal are each measured by the three items derived from the study by Moore et al. (1995) on the individual difference in response to advertising appeal. Processing fluency is measured by two items of the study by Lee and Aker (2004). Three items of the study from Zaichowsky (1985) are used to measure the involvement of the participants. The three items related to the attitude towards the video, advertisement and product are derived from the respective studies from Russell et al. (2004) and Kozup, Creyer and Burton (2003). Returned questionnaires numbered 276 responses with 24 incomplete data, resulting in 252 valid responses for data analysis. The collected data in this study were analyzed using partial least squares (PLS). Measurement model A measurement model was used to evaluate reliability, convergent validity, and discriminate validity. A structural model was used to determine the significance and association of each hypothesized path, and the explained variance. Reliability was examined by composite reliability values above the 0.70 benchmark (Fornell and Larcker 1981). Results show all values above 0.70, indicating satisfactory reliability. Convergent validity was examined by all indicator loadings that were significant and exceeding 0.7 and average variance extracted (AVE) by each construct exceeding 0.50 (Fornell and Larcker 1981). Results shows all indicator loadings above 0.70 and all AVEs exceeding 0.50, indicating satisfactory convergent validity. Discriminant validity is demonstrated by the square root of the AVE for each construct exceeding the correlations between the constructs (Chin 1998). These results indicate that the proposed models have good reliability and validity. Structure model Figure 2 shows the standardized path coefficient, the significance of each hypothesized path and the variance explained (R²). H1 and H2 investigate the effect of Ad-Video congruity and Product-Video congruity on processing fluency. Results show that Product-Video congruity is positively related to processing fluency (β=0.115, t-value=2.131, p<0.05), supporting H2. However, the effect of Ad-Video congruity on processing fluency is not significant ((β=0.022, t-value=0.377, p>0.05). Thus, H1 is not supported. H3a and H3b examine the moderating effect of the type of appeal. The hypothesis testing of H3a and H3b is discussed under the multi-group analysis (PLS-MGA). H4 proposes that involvement has a positive effect on the processing fluency of consumers, which is supported by the results (β=0.399, tvalue= 6.778, p<0.05). H5, H6, and H7 investigate the effects of processing fluency on post-viewing attitudes. Processing fluency is positively related to attitude towards the video (β=0.192, t-value=2.838, p<0.05), advertisement (β=0.426, t-value=7.607, p<0.05) and the focal product (β=0.422, t-value=7.171, p<0.05). These results support H5, H6 and H7. <Insert Figure 2 about here> We hypothesize that the type of appeal (informational or emotional) moderates the effects of Ad-Video congruity and Product-Video congruity on processing fluency in H3a and H3b. Specifically, the effects on under informational appeal condition are stronger. To test for group differences, we applied a multi-group analysis (PLS-MGA) approach. The PLS-MGA results for both informational and emotional groups, show that that the positive effect of Ad-Video congruity on processing fluency is only significant for informational appeals (β=.150, t-value=1.99, p<.05) but not emotional appeal (β=-.010, t-value=.15, p>.05), supporting H3a. Similarly, results show that that the positive effects of Product-Video congruity on processing fluency is only significant for informational appeals (β=.170, t-value=2.27, p<.05) but not emotional appeal (β=.050, t-value=.57, p>.05), supporting H3b. CONCLUSION Results show that congruity is related to the improvement of processing fluency only for informational ads/videos. This finding provides some support to the processing fluency theory which holds that less discrepant information should result in a higher processing fluency and extends the existing literature by investigating the appeal/execution format as a boundary condition. Involvement itself has been found to be positively related to processing fluency. Thus, when a consumer is initially more involved in watching a video, the processing fluency increases. This is in line with previous research that proved that involvement positively affects the attention that is given to advertisements and ultimately also the attitude of consumers.

Introduction Social media continues to grow and presents in our everyday lives. Consumers can even know about celebrities’ personal lives and hear directly from celebrities through social media, such as Facebook and Instagram. Chung and Cho (2017) point out that social media provides a platform for a more open, close and frequent interaction between consumers and celebrities. According to Lee and Watkins (2016), by using social media, consumers can easily and quickly access user generated content which includes product information and reviews. People create video blog (vlog) and some have attracted a large number of followers, video bloggers (vloggers) upload videos about their personal life or reviews of product they use, therefore increasing browsing traffic from followers and other viewers. As a result, vloggers become vlog celebrities or key opinion leaders on social media nowadays. According to Horton and Wohl (1956), parasocial interaction (PSI) explains the relationship between media persona and media user, and it is referred to a media user’s reaction to a media persona, in a way that the media persona is perceived as an intimate conversational partner by the media user. The media persona may be considered by his/her audience as a friend, counselor, comforter and model, and PSI is considered as a “friendship” with a media persona (Perse & Rubin, 1989). As this “friendship” continues to grow, the media user will gradually treat the media persona as a trustworthy friend and rely on their suggestions as a trusted source of information (Rubin et al., 1985). According to Stever and Lawson (2013), PSI is an appropriate theoretical framework for studying the one-sided relationship between celebrities and fans; so the same argument can be extended to vlogger as suggested by Lee and Watkins (2016). As there is limited studies investigating the link between vlogger and marketing results in the literature, and researches examining the relationships between PSI and perceived brand quality, brand affect as well as brand preference are rare and lack empirical support, therefore, some research gaps need to be bridged. This study develops an integrated model according to the literature review. It is expected to help marketers to understand the influence of vlogger, and to develop efficient social media marketing tactics and branding strategies by using PSI as a brand management tool. Literature review and hypothesis development Parasocial interaction (PSI) explains the relationship between media persona and media user, and it is referred to a media user’s reaction to a media persona, in a way that the media persona is perceived as an intimate conversational partner by the media user. Previous studies indicate that PSI develops in ways similar to interpersonal relationships with friends (Horton & Wohl, 1956; Rubin & McHugh, 1987; Perse & Rubin, 1989), so the media persona may be considered by his/her audience as a friend, counselor, comforter and model, and PSI is considered as a “friendship” with a media persona (Perse & Rubin, 1989). Labrecque (2014) suggests that the development of PSI is not restricted to traditional media but also in an online environment. Labrecque (2014) points out that the higher the perceived level of openness and interaction in communication between consumers and brands on social media, the stronger their PSI with the brands. A direct relationship is also found to exist between social media interaction and parasocial behavior (Chung & Cho, 2017). Vloggers emerge as vlog celebrities or key opinion leaders who are active on social media, nowadays the media users can share their own thoughts with the celebrities and even comment the celebrities’ lives on Twitter, Facebook and Instagram freely, as if they have established a “friendship” with the celebrities (Chung & Cho, 2017), PSI is found to exist between vloggers and media users and is therefore fostered (Lee & Watkins, 2016). Attraction to a media persona results in enhancement of interaction or repeat viewing (Rubin & McHugh, 1987). If a person's physical appearance is considered to be aesthetically beautiful or pleasing, the degree of physical attractiveness is thus higher. Till and Busler (2000) suggest that physically attractive people are considered to possess more favorable personality traits such as intellectual competence, social competence and integrity. Both social and physical attractiveness to a media persona have been found to be predictors of PSI (Lee & Watkins, 2016; Perse & Rubin, 1989). This study thus postulates that: H1: The physical attractiveness of vlogger has a positive effect on PSI. Social attractiveness is referred to a media persona’s likability (McCroskey & McCain, 1974) and considering the media persona as a viable friend (Frederick et al., 2012). Media persona who is socially attractive leads to a stronger PSI, in both social and work context (Rubin & McHugh, 1987). Social attractiveness has been found to be a predictor of PSI (Lee & Watkins, 2016; Perse & Rubin, 1989). This study thus postulates that: H2: The social attractiveness of vlogger has a positive effect on PSI. According to Rubin and Step (2000), motivation is central to communication processes, and different motivations would lead to different behavior and communication choices. In the video sharing platform such as YouTube, YouTube users engage with YouTube for entertainment purposes (Haridakis & Hanson, 2009). Entertainment refers to any activities that provide diversions and amusements to fill time, gain pleasure, relax and have fun (Yuan et al., 2016). People not only watch vlogs for entertainment but are also widely influenced by the content of vlogs (Chung & Cho, 2017), as vloggers are viewed as more authentic and true-to-life (Lee & Watkins, 2016). This study postulates that: H3: Viewing motive with vlogger for entertainment has a positive effect on PSI. People use media not only for entertainment, but also for satisfying interpersonal needs (Armstrong & Rubin, 1989; Madianou & Miller, 2013; Rubin et al., 1985). As media user’s motivations for using media correlate with the development of PSI positively (Rubin et al., 1985) and the motivation of individuals to undertake relationship building by using social network service is found to be positivly correlated with parasocial behavior (Yuan et al., 2016), it is proposed that the more the media user’s motive to use social media involving vlog for relationship building, the stronger their PSI with vlogger. This study thus postulates that: H4: Viewing motive with vlogger for building relationship has a positive effect on PSI. More time spent with the medium encourages a participative and active culture, and higher online traffic implies more opportunities for online advertising and promotions (Hung et al., 2011). When media user is exposed with frequent messages enriched with personal information from a media persona, psychological familiarity and intimacy are enhanced, resulting in further development of friendship over time (Chung & Cho, 2017). This study thus postulates that: H5: The time spent with the medium has a positive effect on PSI. Mediating effect of PSI PSI explains the relationship between media user and media persona (Horton & Wohl, 1956) and is considered as a “friendship” with a media persona (Perse & Rubin, 1989). Previous study implicitly addresses the mediating role of PSI between the antecedents of PSI and brand perception (Lee & Watkins, 2016), however, the mediating role of PSI between the relationship of the antecedents of PSI and perceived brand quality, brand affect as well as brand preference has not been investigated. Specifically, PSI decreases uncertainty (Perse & Rubin, 1989) and consumer’s confidence has been shown to be a key component of forming positive perceived brand quality (Kayaman & Arasli, 2007). Moreover, social media strategies are often used to build positive brand attitude through enhanced consumer engagement and consumer likeability towards a brand, making brand affect metric relevant to social media marketers. Finally, Grimm (2005) suggests that attitude can predict preference and preference is influenced by emotional and personality responses to the brand. Feelings of bonding with brands are fostered by PSI, as a result positive brand attitude is enhanced (Knoll et al., 2015). Moreover, evidences show that celebrity endorsement can help to positively influence consumer’s brand preference (e.g. Kamins et al., 1989). Thus, it is predicted that PSI mediates the effects of the antecedents of PSI: physical attractiveness, social attractiveness, viewing motive for entertainment, view motive for building relationship and time spent with the medium on perceived brand quality, brand affect and brand preference, and has the following direct effects on perceived brand quality brand affect, and brand preference. H6: PSI has a positive effect on perceived brand quality H7: PSI has a positive effect on brand affect. H8: PSI has a positive effect on brand preference. H9: PSI mediates the relationship between antecedents of PSI and a) perceived brand quality; b) brand affect; and c) brand preference Methodology In this study, the measurements are adopted from well-established scales of previous literatures. Physical attractiveness was measured using a three-item scale based on McCroskey and McCain (1974), which has been applied by Lee and Watkins (2016). As homophily, or the belief that two parties share similar beliefs, is grounded in social attractiveness between the parties (Turner, 1993), attitude homophily, and social attractiveness are similar constructs. Based on the measurement scale from Lee and Watkins (2016), attitude homophily and social attractiveness were merged into one factor and was measured using a ten-item scale in this study. Viewing motive for entertainment and viewing motive for building relationships were measured using the motivation scale proposed by Yuan et al. (2016). Viewing motive for entertainment was measured using a seven-item scale while viewing motive for building relationships was measured using a six-item scale. Time spent with the medium was measured using a two-item scale from Hung et al. (2011), which assesses the average weekly frequency and the average weekly duration of browsing vlogs. Parasocial interaction was measured using an eight-item scale relating to vloggers from Lee and Watkins (2016). Perceived brand quality was measured using a six-item scale from Yoo et al. (2000). Brand affect was measured using a three-item scale from Chaudhuri and Holbrook (2001). Brand preference was defined as the relative preference for selecting and using a particular brand (Yoo et al., 2000), brand preference was measured using a four-item scale based on Yoo et al.’s (2000) overall brand equity scale which was adopted by Liu et al. (2014). Besides time spent with the medium, each item was assessed on a five-point Likert-type scale. The wording of each item was altered to better suit the context of using vloggers for social media marketing. Only female and those who have watched beauty vlog previously were qualified to participate in the survey. Respondents were shown a beauty product review video by the selected vlogger from YouTube, the brand name of the beauty product in the video was eliminated so as to prevent brand bias. In the online questionnaire, the qualified respondents were only allowed to start filling in the next part of the questionnaire after watching the whole video. Data for this study were collected via online survey to simulate the environment of vlogs and social media. Convenience sampling method was utilized in this study due to its non-probability sampling technique and convenience accessibility. The online questionnaires were distributed through social media platforms, including Facebook and WeChat etc. The data collection process was conducted from August to September of 2017 in Macau, a total of 756 samples were collected. After removing the incomplete and disqualified questionnaires, 401 questionnaires were identified as eligible for formal analysis. Pearson’s correlation test was employed to test the relationships between all variables. Multiple regressions with the ordinary-least-squares (OSL) estimation was used to test the relationship between antecedents of PSI and PSI (i.e. H1, H2, H3, H4, and H5), and the relationship between PSI and brand evaluations (i.e. H6, H7, H8). To investigate the mediating effect of PSI between each antecedent of PSI and perceived brand quality, brand affect, and brand preference (i.e. H9a, H9b, H9c), the PROCESS macro bootstrapping procedure (n = 5000, model 4; Preacher et al., 2007) was performed for each variable. Bootstrapping is a nonparametric resampling procedure for testing mediation that does not impose the assumption of normality of the sampling distribution (Preacher & Hayes, 2008). Moreover, a Sobel test was used to further demonstrate the significance of the mediation effect of PSI. Results Multiple regression analysis is performed to tests relationships between PSI and the antecedents of PSI. PSI as a dependent variable, the main effects of the antecedents of PSI on PSI are all significant (F (5, 395) = 87.25, p < 0.001). Specifically, physical attractiveness (β = 0.271, p < 0.001), attitude homophily/social attractiveness (β= 0.335, p < 0.001), viewing motive for entertainment (β = 0.194, p < 0.001), viewing motive for building relationship (β = 0.163, p < 0.001) and time spent with the medium (β = 0.062, p < 0.001) are positively related to PSI. Results support H1, H2, H3, H4, and H5. Moreover, results found (1) PSI fully mediates the effect of physical attractiveness (β = 0.052, p < 0.001) on perceived brand quality; PSI partially mediates the effects of attitude homophily/social attractiveness (β = 0.064, p < 0.001), viewing motive for entertainment (β = 0.037, p < 0.01), viewing motive for building relationship (β = 0.031, p < 0.01) as well as time spent with the medium (β = 0.012, p < 0.05) on perceived brand quality. (2) PSI mediates the effect of physical attractiveness (β = 0.079, p < 0.001), attitude homophily/social attractiveness (β = 0.098, p < 0.001) and time spent with the medium (β = 0.018, p < 0.05) on brand affect, while partially mediates the effects of viewing motive for entertainment (β = 0.057, p < 0.01), viewing motive for building relationship (β = 0.047, p < 0.01) on brand affect. (3) PSI mediates the effect of physical attractiveness (β = 0.110, p < 0.001), attitude homophily/social attractiveness (β = 0.136, p < 0.001), viewing motive for building relationship (β = 0.066, p < 0.001) and time spent with the medium (β = 0.025, p < 0.01) on brand preference. And PSI partially mediates the effects of viewing motive for entertainment (β = 0.079, p < 0.001) on brand preference. In this sense, H6, H7, and H8 are supported. Discussion The results of this study provide recommendations that customers’ perceived brand quality, brand affect and brand preference could be enhanced by social media marketing practices by using vlogger. Various antecedents of PSI have been proven effectively influencing PSI and the findings of this study consistently demonstrate that physical attractiveness, attitude homophily, social attractiveness, viewing motive for entertainment, viewing motive for building relationship as well as time spent with the medium are influential elements to build a stronger PSI, which are essential to foster the “friendship” between media user and vlogger. This study confirms the mediating role of PSI between the antecedents of PSI and the brand variables. Long-term relationships with consumers is a viable marketing strategy (Berry, 1995), and the overall result supports that PSI can be used as a brand management tool to establish connections with consumers. Establishing a relationship with consumers via online brand ambassadors could eventually enhance perceived brand quality, brand affect and brand preference, and may lead to increase of the likelihood of future purchases.

본 논문은 비디오 게임 캐릭터의 마음귀인에 관한 실증적 연구이다. 최근 커뮤니케이션과 심리학 연구에 따르면 사람들은 사람의 특성을 사람이 아닌 사물에 귀인하는 성향이 있고, 사람이 아닌 존재를 사람으로 생각하는 의인화의 경향이 있다고 한다. 이러한 성향은 가상 존재에 대한 지식이 깊지 않을 때 더욱 강하게 관찰되는데, 대상에 대한 지식이 충분하지 않을 때 손쉽게 적용 할 수 있는 사람에 관한 지식을 활용하여 대상의 속성을 판단하기 때문이다. 이 같은 이론화를 바탕으로 본 연구에서는 비디오 게임의 경험과 게임 캐릭터의 마음 귀인의 관계를 분석하였고, 마음 귀인이 게임 캐릭터의 선호에 어떤 영향을 미치는지 분석하였다. 온라 인 설문 결과 게임을 오래 한 응답자일수록 캐릭터에 대한 마음 귀인 성향이 낮아지는 것을 발견했고, 이 같은 관계는 남성 응답자에게서 더욱 강하게 관찰되었다. 또한 마음 귀인을 강하게 한 응답자일수록 캐릭터에 대한 강한 선호를 갖고 있음을 알 수 있었다.

미디어의 구성 요소 중 하나인 사운드는 인간의 청각은 물론 인지와 지각을 자극하여 사용자가 상황이나 공간에 대해 보다 쉽게 이해할 수 있도록 하고 미디어가 전하고자 하는 정보를 효과적으로 전달하는 역할을 한다. 그러한 측면에서, 게임에서의 효과음은 콘텐츠를 전달하는데 중요한 역할을 한다. 게임이 플레이되는 동안 연출되는 다양한 효과음은 사용자에게 밝은 분위기를 조성하고 게임 진행의 긴장감을 놓치지 않게 하며 사용자가 자연스럽게 게임에 집중하게 만든다. 특히 게임에서의 자연스러운 효과음은 게임의 배경음악과 더불어 사용자의 몰입과 사실성을 증대시킨다. 본 연구는 게임 효과음의 사실성 정도에 따른 공간적 실재감, 몰입, 정서적 자기조절, 공격적 태도 및 공격 행동을 측정하기 위해 플레이테스트 실험 방법론을 수행하였다. 실험에 사용된 FPS 게임은 'Left 4 Dead 2'이며, 무기 효과음을 다르게 처치하여 남녀 각각 40명씩 총 80명을 대상으 로 실험을 수행하였다. 연구결과, 공간적실재감, 몰입, 그리고 정서적 자기조절은 실재음을 사용한 게임에서 더 높은 수준을 보였다. 또한 공격적 태도 역시 사실적인 무기 효과음을 사용한 게임에서 더 높은 수준을 나타냈다. 본 연구는 게임 효과음의 사실성이 사용자의 게임 경험과 감정, 그리고 공격성에 영향을 미칠 수 있다는 점에서 향후 게임 효과음 디자인에 대한 이론적 함의를 제공한다.

본 연구는 한국 회사에서 개발된 보드 게임 장르의 주사위 게임 “디즈니 매지컬 다이스”에서 나타나는 미 국의 디즈니 캐릭터들의 성별 분석을 실시한다. 한국의 게임 회사 넷마블이 디즈니 캐릭터들의 판권을 구입한 뒤, 모바일 플랫폼으로 디즈니 캐릭터들이 있는 주사위 게임을 출시하였다. 게임을 하면서, 플레이어들은 특정 디즈니 캐릭터들을 선택하고 주사위 게임 내에서 다른 플레이어들과 경쟁을 하며, 플레이가 파산하면 게임을 이기게 된다. 이 게임의 특징은 전 세계 사람들과 같이 할 수 있는 장점이 있다. 구체적으로, 본 연구는 디즈 니 매지컬 다이스의 디즈니 캐릭터들을 비판적으로 성별 분석을 하는데 1) 출연 (어떻게 캐릭터들이 다르게 출연하는지) 2) 능력치 (어떻게 캐릭터들이 다른 능력치를 가지고 있는지) 3) 랭킹 (순위표에서 어떻게 캐릭터 들이 순위 되어있는지)로 분석한다. 이를 통해, 현실 세계처럼 중요한 이슈인 성별 분석을 비디오 게임에서 할 뿐만 아니라, 성별, 나이, 지역 등과 상관없이 인기 있는 장르인 보드 게임의 다양한 특징들을 탐구한다.

외부교통권은 교정･교화, 가족관계회복에 많은 영향을 미치고 있지만 다양한 이유로 활성화가 되지 못하고 있는 실정이다. 이로 인해 교정･교화, 가족관계회복, 사회부 적응으로 또 다시 재범으로 이어지는 악순환의 연결고리가 끊어지지 않고 있으므로 이를 해결할 필요가 있다. 외부교통권 중 가장 실시율이 낮은 귀휴제도는 도주 가능성 때문에 실시를 꺼려하고 있는 실정이다. 화상상담은 현재 수용자들의 스트레스나 애로사항에 필수적인데도 불구하고 실시하지 않고 있다. 화상의료는 설비가 갖추어지지 않은 교정시설도 많고, 시간적 제약 때문에 활성화가 되지 못하고 있는 실정이다. 화상접견(스마트 접견)은 현 실시방법상 문제점이 많고, 이로 인해 다수의 수형자가 불만을 토로하고 있는 실정 이다. 따라서 기존의 이론적 연구와 남자수형자 270명, 여자 수형자 85명 총 355명의 설문조사를 통한 실증적 선행연구를 바탕으로 해결방안을 모색하고, 이에 대한 종합적인 검토를 통해 위치추적시스템(Global Positioning System: GPS)를 통한 귀휴제도, 스마트 폰을 이용한 화상상담, 화상의료의 실천가능성 여부와 스마트 접견의 방법을 좀 더 진보적인 방법으로 변경 가능성 여부를 제언하는 것이다. 종합적인 검토 결과 GPS를 이용한 귀휴제도 및 스마트 폰을 이용한 화상제도 실시 에 대해 대다수의 남녀수형자가 긍정적인 답변을 하고 있으므로 현 시점에서 교정당 국이 실시를 검토해 볼 필요가 있다. 만약 교정당국에서 실시를 한다면 많은 수형자가 혜택을 볼 수 있으며, 교정의 궁극적 목표인 교정･교화 및 가족관계회복에도 많은 도 움을 줄 수 있을 것이다.

본 연구의 목적은 웹드라마를 중심으로 영상 매체를 활용한 한국어 교육의 효과를 살펴보는 데 있다. 이를 위해 외국인 유학생 30명을 대상으로 24차시 동안 웹드라마를 활용한 수업을 실시하였다. 그리고 영상 매체를 활용한 한국어 교육의 효과를 검증한 11편의 연 구를 메타분석하고 결과를 비교하여 논의하였다. 본 연구의 주요 연구 결과는 다음과 같다. 첫째, 영상 매체 전체의 효과크기는 .733, 웹 드라마를 활용한 한국어 교육의 효과크기는 1.437로 나타났다. 이를 통해 웹드라마의 효과가 매우 크다는 사실을 알 수 있었다. 둘째, 숙 달도에 따른 효과크기를 분석한 결과 중·고급 학습자보다 초급 학습 자들에게 더 효과적이라고 나타났다(초급: 2.585, 중·고급: 1.188). 셋째, 매체 유형에 따른 효과크기를 분석한 결과 웹드라마의 효과크기가 가장 크고 드라마, 영화, 뉴스 순으로 효과크기가 큰 것으로 분석 되었다(웹드라마: 1.437, 드라마: .878, 영화: .881, 뉴스: .577). 본 연구는 웹드라마를 활용한 한국어 교육의 효과가 매우 크다는 사실을 검증한 데 의의가 있다. 또한 본 연구에서 제시된 메타분석 결과는 향후 수행될 효과성 검증 연구의 기초자료로 활용될 수 있을 것으로 기대된다.