MCE LAB

The paper titled "Factors Influencing Purchase Intention for Bundled Roaming and Travel Insurance Products: Focusing on Individual Product Attitudes, Bundle Product Perceptions, and the Moderating Effect of Risk Aversion" authored by Hong, S., Jang, Y., & Lee, S.  has been accepted in Journal of Business Convergence

The paper titled "The Effect of Chatbot Conversation Initiation Style on Perceived Usefulness, Trust, and Purchase Intention: Focusing on the Moderating Role of Consumer Income Level" authored by Kim, S. I., & Lee, S. W. has been accepted in the Journal of Information Systems

The paper titled "Telepresence and Viewers’ Related Content Viewing Intention in Live Streaming: The Role of Co-Viewing Types" authored by Seo, S., & Lee, S. has been accepted in Journal of Business Convergence

The paper titled “Sustainable Human-AI Collaboration in Creative Contexts: An Integrated Approach of CASA, UTAUT, Psychological Ownership, and Self-Determination Theory.” authored by Hong, S., & Lee, S. presented at Proceedings of the 2026 CHI Conference on Human Factors in Computing Systems

, Barcelona, Spain

The paper titled "A Study on the Factors Influencing Netflix's International Market Entry : Focusing on Geo-cultural, Business Environment, Demographic and Macroeconomic Factors" authored by Kwak, K. T., Hong, S. M., & Lee, S. W. has been accepted in the Journal of Contents and Industry

Our master’s students, Chulmin Lee and Juyeon Lee, won the Honorary prize out of 187 teams in the Fintech Idea Contest hosted by the Financial Services Commission with their project “Autonomous Vehicle Insurance Service.” Congratulations!

The paper titled "Multihoming strategies in e-commerce: An exploratory study of seller characteristics, marketing resources, and business performance" authored by Kwak, K., Jeong, D., Hong, S., & Lee, S. has been accepted in the Telecommunications Policy

The paper titled "Sorry, it's my fault: Politeness, attribution, and anthropomorphism in managing generative AI hallucinations" authored by Kim, H., & Lee, S. has been accepted in the International Journal of Information Management 

The paper titled "A Study on Consumer Preference for Bundled Products of Travel Insurance and Roaming Services: Focusing on Conjoint Analysis" authored by Hong, S., & Lee, S. has been accepted in the Journal of Business Convergence

The paper titled "Impact of Prompt Completeness on the Generative AI Response Quality: Empirical Insights from Experiential Learning-Based Education" authored by Jeong, D., & Lee, S. has been accepted in the Journal of Korea Society for Innovation

The paper titled "When generative AI messes up:How politeness and attribution shape user reactions to hallucinations" authored by Kim, H., Seo, S., & Lee, S. has been accepted in the International Journal of Information Management 

The paper titled “When Gen AI messes up: How politeness and attribution shape user reactions to hallucinations” authored by Kim, H., & Lee, S. W. presented at the 75th Annual Conference of the International Communication Association, Denver, CO.

The paper titled “Why Do OTT Multi-Homing Users Unsubscribe? The Impact of Subscription Fatigue and Mental Accounting” authored by Jeong, D., & Lee, S. presented at the 75th Annual Conference of the International Communication Association, Denver, CO.

The paper titled “Development and validation of a Webtoon Motives Scale (WMS)” authored by Ham, M., Hong, S., Park, S., & Lee, S. presented at the 75th Annual Conference of the International Communication Association, Denver, CO.

The paper titled 'Webtoon user segmentation and marketing strategy: focusing on the paid experience' authored by Lee, J., & Lee, C., & Lee, S.  has been accepted in the Information Society & Media

The paper titled "A study on factors affecting the activation of AI chatbot services for corporate business: Focusing on the Unified Technology Acceptance Model (UTAUT)" authored by Jin,D. & Park,P. &Youn,Y. & Lee,S. has been accepted in the Korea Association For Telecommunications Policies.

The paper titled 'The effects of enterprise AI chatbot characteristics on employee’s intention to continue use: Focusing on Socio-Technical Systems Theory and the Technology Acceptance Model(TAM)' authored by Hong, S., & Kim, H., & Lee, S.  has been accepted in the Korea Society of Innovation.

The paper titled 'The impact of creative outputs of image-generating AI on continuance intention: From the perspectives of perceived intelligence.' authored by Jeong, D., & Lee, S.  has been accepted in the ICMCF-25.

The paper titled 'Impact of intimacy with webtoon creators on attitudes toward illegal usage: Moderating message effects' authored by Hong, S., & Lee, S.  has been accepted in the ICMCF-25.

The paper titled 'When mobile advertisements become personal: The privacy calculus, advertising value, and persuasion knowledge influencing Instagram users' click and purchase behaviors.' authored by Kim, H., & Lee, S.  has been accepted in the ICMCF-25.

Our master's students, Chulmin Lee and Juyeon Lee, won second place out of 110 teams at the 'Ildong Pharmaceutical' New platform business planning contest. Congratulations!

The paper titled 'The impact of creative outputs of image-generating AI on continuance intention: From the perspectives of perceived intelligence' authored by Jeong, D. A., & Lee, S. W. presented at the International Conference on Media, Communication & Film, Kowloon City, Hong Kong.

The paper titled 'Impact of intimacy with webtoon creators on attitudes toward illegal usage: Moderating message effects.' authored by Hong, S., & Lee, S. W. presented at the International Conference on Media, Communication & Film, Kowloon City, Hong Kong.

The paper titled 'When mobile advertisements become personal: The privacy calculus, advertising value, and persuasion knowledge influencing Instagram users' click and purchase behaviors' authored by Kim, H., & Lee, S. W presented at the International Conference on Media, Communication & Film, Kowloon City, Hong Kong.

The research titled 'Developing a zero-shot harmful video content detection model using video captioning and LLM' which Juyeon Lee is one of the team member, was presented at the 2024 Management Science Fall Conference.

The paper titled 'How does OTT social viewing relieve pandemic-related depressive symptoms? Investigating the moderated mediation model of social connectedness and network types' authored by Ham, M., & Lee, S. W has been accepted in the The Communication Review journals.

The paper titled 'SVOD Multi-Homing Users in Six Countries: Analyzing Legacy Media Usage, Demographics, Lifestyle, Expectations, and Usage Habits' authored by Kim, H., & Lee, S. W has been accepted in the SAGE Open journals.

The paper titled 'The effect of generative AI intervention level on webtoon content quality perceptions: focusing on the moderating effect of the presence or absence of AI-enabled labels' authored by Min, C. & Lee, S. has been accepted in the Journal of Korea Spatial Information System Society.

The paper titled 'A study of OTT consumption based on multilevel modelling: Focusing on OTT genre and subscription preferences, multihoming, and household environment' authored by Jeong, D. & Lee, S. has been accepted in the Journal of Korea Spatial Information System Society.

The paper titled 'A Study on the Intention to Cancel Subscriptions Among OTT Multihoming Users: Focusing on the Mediating Effect of Subscription Fatigue' authored by Jeong, D. & Lee, S. has been accepted in the Korea Society of Innovation.

The paper titled 'Research on Preventive Measure Against Illegal Webtoon Use by Paid Webtoon Users: Focusing on Message Framing, Perceived Risk, Attitudes Toward Illegal Webtoons, and Intention to Use Legal Webtoons' authored by Hong, S. & Lee, S. has been accepted in the Journal of Business Convergence.

The paper titled 'What makes people stay with and pay for celebrity live-streaming service? A mixed-methods approach' authored by Kwak, K. & Ham, M & Lee, S. has been accepted in the Korea Society of Innovation.

The paper titled 'The Impact of Online Gift-Giving Behavior on Social Capital: Focusing on Network Size' authored by Kim, H. & Lee, S. has been accepted in the Information Society & Media.