Earticle

This study examines users' attitudes and emotions toward Melon and Spotify, which lead the domestic streaming market, through using semantic network analysis. This study strived to find out the emotions of users according to the company's strategy. As a result of the study, MelOn was used in a user’s daily life. Based on Melon's advantages of providing various contents, the advantage is judged to have considerable competitiveness beyond the limits of streaming apps. However, the users of MelOn’s had negative emotions such as anger, repulsion, and pressure. In the case of Spotify, users were highly interested in the music content provided by Spotify. In particular, interest in foreign music was high, and users were also interest in stock investment. In addition, positive emotions such as interest and pleasure were higher than melon users, which could be interpreted as providing attractive services to domestic users.

본 논문은 정보통신기술, 특히 인터넷 스트리밍의 등장이 미디어산업에 어떠한 영향을 미치며 이를 어떻게 재편해오고 있는가라는 측면에서 최근 디즈니사의 폭스사 인수를 고찰한다. 이를 통해 디즈니가 점증하는 스트리 밍 서비스의 도전과 변화하는 미디어 환경에 어떻게 대응하는지 살펴본다. 논문은 먼저 디즈니의 폭스 인수와 스 트리밍 서비스가 영화 및 미디어 산업에 가져온 변화와 도전을 고찰한다. 그리고 이에 대응하여 2019년 말에 시작 될 디즈니의 자체 스트리밍 서비스를 고찰한다. 마지막으로 디즈니의 스트리밍 서비스 진출이 한편으로는 소비자 들에게 직접 콘텐츠를 제공함으로써 커다란 이윤을 약속하지만 다른 한편으로는 현재 디즈니가 기반을 둔 기존 미디어 산업의 변화를 더욱 가속화시킬 것임을 지적한다.

This paper intends to examine the recent acquisition of 21st Century Fox by Walt Disney Co. in terms of how information communication technology, especially the internet, has been reshaping the media industry. In particular, it looks at the deal as Disney’s attempt to adapt to the rapidly shifting media environment and strike back at the challenges from online streaming services. After looking at the overview of the deal and some of the major changes and challenges the rise of streaming services has brought to film and media landscape, the paper looks at Disney responded to them by launching its own streaming services and how its acquisition of Fox assets factors in this. It also examines the implications of Disney’s move as well as the opportunity and challenges it faces.

이 연구는 모바일 라이브 스트리밍 서비스의 불법·유해방송 근절을 목적으로 모바일 라이브 스트리밍 서비스의 특성과 불법·유해정보의 특성을 분석하고 모바일 라이브 스트리밍 서비스상의 불법·유해방송 실태를 고려한 근절 방안을 제시하고자 하였다. 1차로 문헌 연구를 통하여 모바일 라이브 스트리밍 서비스와 불법·유해방송에 대해 고찰하고 2차로 모바일 라이브 스트리밍 서비스의 불법·유해방송 실태와 인식 및 대응방안에 대해 설문조사를 진행하였다. 그 결과 모바일 라이브 스트리밍 서비스의 불법·유해방송 노출 빈도가 높으며 불법·유해방송 노출이 사용자의 자의보다 실시간 방송이라는 특성에서 비롯한 원인이 큰 것임을 확인했다. 모바일 라이브 스트리밍 서비스의 불법·유해 정보를 근절하기 위해서는 서비스의 불법·유해방송 자체의 신고체계 정비도 필요하지만 정부의 규제 방안 마련에 대한 요구사항을 확인했다. 향후 미시적인 관점에서 모바일 라이브 스트리밍 서비스의 불법·유해정보 근절에 관해 연구가 필요할 것이다.

This study analyzes the characteristics of mobile live streaming service, the illegal and harmful information characteristics of mobile live streaming service for the purpose of eradicating illegal and harmful broadcasting, and shows illegal and harmful broadcast on the mobile live streaming service and eradication plan. First, we reviewed the mobile live streaming service, illegal and harmful broadcasts through literature review, and secondly surveyed illegal and harmful broadcasts of mobile live streaming services and their awareness and countermeasures. As a result, it is confirmed that the mobile live streaming service is illegal, harmful broadcasting exposure frequency is high, illegal, and harmful broadcasting exposure is caused by characteristics of real time broadcasting rather than user's. In order to eradicate the illegal and mobile information about the mobile live streaming service, it is necessary to fix the illegal service and harmful broadcasting reporting system, but the government has confirmed the requirements for regulatory measures. From a microscopic point of view, it will be necessary to investigate the illegal use of mobile live streaming services and the eradication of harmful information.

본 연구의 목적은 ‘라이브 스트리밍(live streaming)’ 무용공연의 서비스품질이 시청만족과 현장공연 구매의도에 미치는 영향을 규명하는 것이다. 연구대상은 2020년 5월 25일부터 8월 24일까지 약 3개월동안 라이브 스트리 밍 공연을 시청한 사람을 대상으로 구글 폼으로 설문지를 배포하여 유목적 표집 방법으로 선정한 270명이다. 자 료 분석은 SPSS 25.0 program을 이용하여 독립 t-test와 일원변량분석, 중다회귀분석을 하였으며 결과는 다음과 같다. 첫째, 개인적 특성에 따른 스트리밍 무용공연 서비스품질, 시청만족, 현장구매의도는 성별, 연령, 거주지역에 서만 일부 유의한 차이가 나타났다. 둘째, 라이브 스트리밍 무용공연 서비스품질 하위변인 중 ‘편리성’, ‘실시간성 및 상호작용성’과 ‘무용정보 및 기술성’이 시청만족에 유의한 영향을 미치는 것으로 나타났다. 셋째, 라이브 스트 리밍 무용공연 서비스품질 하위변인 중 ‘편리성, ‘실시간성 및 상호작용성’과 ‘무용정보 및 기술성’이 현장공연 구 매의도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 라이브 스트리밍 무용공연 시청만족이 현장공연 구매의 도에 유의한 영향을 미치는 것으로 나타났다. 이에 유료 관객을 확보하기 위해서 수준 높은 라이브 스트리밍 무 용공연이 절실하며, 시공간을 초월한 최첨단 기술을 결합하여 새로운 언택트 무용공연을 면밀하게 준비한다면 스 트리밍 무용공연 구매의도 뿐만 아니라 현장 무용공연 구매의도에도 직접적인 영향이 있을 것으로 기대된다.

The purpose of this study is to investigate the effect of service quality of “live streaming” dance performances on viewing satisfaction and on-site performance purchase intentions. The subject of this study was from May 25 to August 24, 2020, among those who watched live streaming performances for about 3 months, using a Google form questionnaire, and 270 people using the purposive sampling method. For data analysis, t-test, one-way variance analysis, and multiple regression analysis were performed using the SPSS 25.0 program, and the results are as follows. First, there were some meaningful differences in streaming dance performance service quality, viewing sat-isfaction, and on-site purchase intention according to personal characteristics only in gender, age, and residential area. Second, among the sub-variables of the service quality of live streaming dance performances, 'convenience', 'real-time and interactivity' and 'dance information and technology' were found to have a significant effect on viewers’ satisfaction. Third, among the sub-variants of the service quality of live streaming dance performances, it was found that 'convenience’, 'real-time and interactivity' and 'dance information and technology' had a significant effect on the intention to purchase on-site performances. Fourth, it was found that the satisfaction of viewing live streaming dance performances had a significant effect on the intention to purchase on-site performances. In order to secure a paid audience, high-quality live streaming dance performances are urgently needed, and if new untact dance performances are carefully prepared by combining state-of-the-art technologies that transcend time and space, it is expected that there will be a direct impact not only on the purchase intention of streaming dance performances, but also on the intention to purchase on-site performances.

In order to provide the Mobile Stations operating in IEEE 802.11 Wireless LAN network with seamless handover, a comprehensive study on the functions of handover considering various networking environments and characteristics of Mobile Stations is required. Note that the channel scan process finding a new AP takes the major portion of handover time, and this is the most significant issue with seamless handover for real-time multimedia service in WLAN environment. In this paper the functions required to provide seamless handover in IEEE 802.11 WLAN network are identified, and a new scanning technique is proposed with which the Mobile Stations can selectively scan the channels to reduce the channel scan time in various network environments. Here each Mobile Station awares of the channels the neighbor APs are using by scanning them in advance according to the proposed technique. Afterwards, when handover is actually required, the optimal AP is decided quickly by scanning only the predetemined group of channels and order of scan without unnecessary scan of all the channels.

지식 공유 라이브 방송의 출현은 라이브 방송 플랫폼에 더 많은 다원화적인 내용을 제공하였다. 지식 공유 라이브 방송 사용자의 사용 의향에 대한 영향 요인을 분석하면 인터넷 라이브 방송 플랫폼으로 하여금 이러한 내용에 관심을 가지는 사용자의 사용 특징을 더 잘 이해하게 할 수 있다. 또한 플랫폼 운영업체에 더 좋은 서비스를 제공 하여 라이브 방송 플랫폼의 혁신에 도움을 줄 수 있다. 본 연구는 TAM모델을 기반으로 설문조사와 구조방정식 모형을 이용해 지식 공유 라이브 방송 중 사용자 의향에 대한 영향 요인에 관한 개념 모형을 구축하고 지식 사용자의 영향 요인 모형에 대해 실증 분석을 진행한다. 데이터 분석 결과에 따르면, 사용자가 지식 공유 라이브 방송 태도에 미치는 유의한 영향은 지각된 유용성이고 다음은 몰입 체험이며, 지각된 가치는 사용자 태도와 사용 의향에 긍정적 영향을 미치고 사용자 태도의 긍정적 영향은 사용자의 사용 의향에 유의한 영향을 미치는 것으로 나타났다.

The emergence of knowledge-sharing live streamers provides more diversified content to the live streaming platform. Analysis of the factors affecting the intention to use knowledge sharing live streaming users can allow the live streaming platform to understand better the adoption characteristics of users who follow this type of content. Help platform operators provide better services and help live streaming platforms innovate. Based on the TAM model, this research uses questionnaire surveys and structural equation models to construct a conceptual model of the influencing factors of users' intentions in the knowledge sharing live streaming and conduct an empirical analysis on the influencing factor models. The results of data analysis show that a significant influence of users' attitudes of knowledge sharing live streaming is perceived usefulness, followed by flow experience; perceived value has a positive impact on users' attitudes and intention to use, and the positive influence of users attitude significantly affect the user's intention.

Since the formal establishment of diplomatic relations between China and South Korea in 1992, there has been a trend of warm exchanges between the two sides. However, the advent of COVID-19 spread suddenly across the world and brought an unprecedented infectious disaster to human society and had a huge impact on the exchanges between two countries. With the prolonged outbreak, the "coexistence" with human beings during the COVID-19 has become a "new normal". Under the background of the normalization of the pandemic, people from all walks of life have begun to try to open new ways of people-to-people exchange, one of such attempts is the live-streaming of Korean courses. Some Korean language education institutes in South Korea’s Universities are offering live-streaming Korean courses to Chinese college students, hoping to boost their interest in the language and culture. If more and more Chinese college students are interested in the Korean language, Korea’s Universities can continue the exchange and cooperation with Chinese Universities and help them realize their desire to study in Korea, thereby promoting international exchanges between the Universities. From a national perspective, people-to-people exchanges between the two countries can thus be continued in the context of the pandemic, and bilateral relations can continue to move forward. However, there is no relevant explanation in academic circles as to whether online Korean courses will help to cultivate Chinese college students' interest in Korean. The data collected using questionnaires was subjected to statistical analysis using the SPSS 26.0 platform. It was observed that the live streaming of Korean language courses to Chinese college students, which were carried out by a Korean local University language institute, improved the students’ Korean level and understanding of Korean culture. They remained interested in the Korean language. With regards to interest intensity, more than half of the students' interest intensity in the Korean language remained unchanged, about 10% of the students' interest intensity increased, while about 30% decreased. Therefore, live streaming of Korean courses did not achieve the purpose of improving college students' interest in Korean.

E-commerce has grown to be perceived as an integral component of modern customers’ lives. Fast innovation enables businesses to implement new business ideas that enhance customers’ shopping experiences. The motive is to study the allurement of unrestrained buying behaviors resulting from Live Streaming Commerce in the presence of Emotional imagery. The conceptual model and hypotheses for the study have been framed based on the SOR model. A survey was conducted in north India, where data was collected from 577 consumers experiencing live streaming and analyzed with the help of AMOS and SPSS software. The repulsive behavior scale has been developed by using qualitative research. The findings revealed that there is a significant relationship between the stimulus of livestreaming and unrestrained buying behaviors with the mediating role of emotional imagination. Two crucial mediating factors, pleasure, and arousal (fervent imagination), have successfully predicted experiential shopping behavior. The study has implications for online marketers and policymakers, as marketers can use our developed model to understand consumers’ different buying behaviors, and policymakers can select and design specific features for the social presence of live streaming. Integrating three different types of unrestrained buying behavior influenced by live streaming would add to the literature. The study adds value to the literature by developing a scale to measure repulsive behavior after testing and validating with experts.

Recently many content consumers watch professionally produced video/TV content over mobile-based streaming services using the Over-the-Top (OTT) platforms. The current study is aimed to understand the users’ perception of mobile TV streaming services through the lens of the sociocognitive method. Using cognitive mapping stemmed from social representation theory, our study explores the core and peripheral user perceptions toward mobile TV streaming services. We collected words or short phrases that best describe the mobile TV streaming services from 432 users. Then, the data were coded and analyzed to create a cognitive map through the similarities calculation and identifying the core/peripheral perceptions. Finally, we interpret the structure of the cognitive map that reflects the mobile TV users’ perceptions. The findings of this study reveals certain aspects of the mobile TV streaming services are more or less appreciated through which we provide a strategic guide to the industry.

최근의 모바일 장치에서의 진보는 사용자들로 하여금 영상 스트리밍 서비스를 보다 중요한 것으로 만들고 있다. 하지만 지형적 특성에 의한 음영지역의 존재는 이를 어렵게 하고 있다. 이러한 문제점을 극복하기 위해서 음영지역을 위해 콘텐츠를 버퍼링하는 수단이 필요하다. 본 논문에서는 음영지역에서도 끊임없는 영상 스트리밍 서비스를 제공하기 위해 화질 절충 기법을 포함한 방송 시스템을 제안한다. 이 시스템에서는 GPS 신호와 전자지도를 이용한 길안내 시스템을 사용하여 모바일 장치가 음영지역을 예측하여 콘텐츠를 미리 내려받으며 화질의 절충을 통해 음영지역까지 남은 시간 내에 필요한 재생 시간을 확보한다. 결과적으로 사용자는 끊이지 않는 영상을 시청할 수 있다. 시뮬레이션 결과는 이러한 화질 절충 방법이 충분히 적용 가능함을 보여준다.

Recent advance in mobile devices makes seamless video streaming service important for mobile users. However, a user is hard to get contents in the shaded area because of the geographical reasons. To realize the seamless streaming service, a user need to buffer video contents to play before the user enters the shaded area. In this paper, we propose a simple broadcasting system including a quality negotiation scheme of streaming video to provide seamless service even in the shaded area. With the aid of the GPS signal and the digital map, the mobile device predicts a user’s entrance to the shaded area and requests download of contents before the user enters the area. In addition, a negotiation scheme of the video quality and the contents play time makes the mobile device download enough contents to play within the shaded area even the remaining time to download is short. Consequently, the mobile users can seamlessly watch whole stories wherever they are. Simulation results show that our negotiation scheme is adaptable because of the contents’ acceptable quality.

A new trend has been emerging in recent years, with video game live streaming becoming a meeting ground for gamers, as well as a marketing strategy for game developers. In line with this trend, the emergence of the “Let’s Play” culture has significantly changed the manner in which people enjoyed video games. In order to academically explore this new experience, this study seeks to answer the following research questions: (1) Does engaging in video game streaming offer the same feeling as playing the game? (2) If so, what are the factors that affect the feeling of telepresence from viewers’ perspective? and (3) How does the feeling of telepresence affect viewers’ learning experience of the streamed game? We generated and empirically tested a comprehensive research model based on the telepresence and consumer learning theories. The research findings revealed that the authenticity and pleasantness of the streamer and the interaction of viewers positively affect telepresence, which in turn is positively associated with the gained knowledge and a positive attitude toward the streamed game. Based on the research findings, various practical implications are discussed for game developers as well as platform providers.

Live streaming shopping, providing an entertaining and shopping way, has attracted attention from the world. This study is based on the integrated model of consumption impulse formation enactment (CIFE) combining with live streaming shopping features. Promotion stimuli, lack of selfcontrol, social presence, platform ease of use, and streamers features are used to study consumption impulse and transfer of likeliness of impulse buying. It explores the moderating effects of economic and time unavailabilities. The theoretical framework is tested using SEM based on survey data collected in China. We found promotion stimuli, lack of selfcontrol, social presence, and streamers feature have significant influences on consumption impulse in live streaming shopping, which in turn lead to transfer of likeliness of impulse buying, and time unavailable plays a positive moderating role. This is one of the first empirical studies based on CIFE in the context of live streaming shopping. This would provide a new marketing direction to managers involved in live streaming shopping.

Live-streaming commerce has gained popularity in recent years, shifting users’ shopping patterns from traditional experiences to real-time interactions, by delivering information and entertainment to users. Drawing upon the stimulus–organism–response (SOR) framework, this study investigates the influence of perceived live-streaming affordance and perceived streamer characteristics on users’ cognitive and emotional states (enjoyment, psychological distance, trust) and behavioral response (purchase intention) from a live-streaming commerce perspective. The data were collected through a survey administered to South Korean respondents with prior experience in using live-streaming commerce. The partial least squares structural equation modeling (PLS-SEM) method was used to verify the relationships proposed in the model. The results showed that perceived live-streaming affordance and perceived streamer characteristics have a positive impact on enjoyment and trusting the seller, reducing psychological distance and promoting users’ purchase behavior. The results provide theoretical and practical insights into the psychological mechanisms of live-streaming commerce that influence the psychological distance felt by users towards the products. Relevant managerial implications are discussed.

Live streaming commerce has gained popularity over the recent years, shifting users’ shopping patterns from traditional shopping experiences to the users’ striving towards real-time interactions. Drawing upon the stimulus–organism–response (SOR) framework, this study investigates environmental stimuli effects, with the focus on environment-consumer and streamer-consumer interactions, from a live streaming commerce context on viewers’ internal states (enjoyment, psychological distance, trust) and the response (purchase intention). The data were collected through a survey for the respondents that have used the live streaming commerce before. The PLS SEM method was used to verify the relationships proposed in the model. The theoretical and managerial implications are discussed.

Live video streaming becomes one of the most popular internet activities in the recent years. Along with its popularity, the problems such as scalability, availability and low-latency are still the main drawbacks of the peer-to-peer (P2P) live video streaming. The DHT-aided chunk-driven overlay (DCO) [3] tried to overcome these problems by using the Distributed Hash Table (DHT) in live video streaming. Even the performance of DCO is better than other traditional works such as tree-based system, in terms of vulnerability to churn, and mesh-based system, in terms of high delay and message overhead, there are some problems in DCO which need to be solved. The coordinator is easy to get overloaded by many requests because one coordinator is responsible for storing the chunk index of several segments. Moreover, the number of nodes that the video server is responsible for sending the video segment to are not clearly defined. To solve these problems, in this paper, a more efficient approach of using the coordinator nodes is proposed. Furthermore, the threshold is carefully calculated in order to use the server capacity efficiently. The server is only responsible for sending the video segment to the threshold nodes. After that, the video segment will be shared among nodes in the network until every node receives the video segment. The performance evaluation results show that our work is more efficient than DCO, and the server capacity can be used efficiently if the threshold is careful defined.

The widespread use of media streaming services has resulted in a radical surge in network traffic, triggering debates on network usage fees between internet service providers (ISPs) and content providers (CPs). As a response to network usage fees imposed by ISPs, CPs can opt to provide discriminatory service quality as a means of mitigating costs associated with high traffic volume. In 2022, a leading Korean ISP charged discriminatory network usage fees to Twitch TV, the world’s largest media streaming platform, due to its excessive network traffic. In response, Twitch implemented a service quality reduction policy for Korean viewers. Our study exploits this event as our treatment and examines the impact of this service quality reduction policy on the streaming platform ecosystem. Our results indicate that the implementation of this service quality policy led to a remarkable decline in the number of viewers, which then resulted in adverse effects for streamers. This study contributes to the literature on network neutrality violation by offering empirical evidence.