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Digital Platforms, Generative AI, and User Behavior
Digital Platforms, Generative AI, and User Behavior
M.C.E. Lab은 OTT, 웹툰, 뉴스추천, 디지털 광고, 이커머스, 생성형 AI 서비스에서 이용자 행동과 플랫폼 전략을 데이터 기반으로 연구합니다.
우리는 사람들이 왜 여러 플랫폼을 동시에 이용하고, 왜 구독을 해지하며, 어떻게 개인화 추천과 생성형 AI를 신뢰하거나 거부하는지 분석합니다.
M.C.E. Lab은 커뮤니케이션, 경영학, 정보시스템, 데이터 분석을 결합하여 디지털 콘텐츠 산업과 AI 플랫폼 비즈니스의 변화를 설명합니다
MCE 연구실에 관심이 있는 분들은 아래의 주소로 연락 바랍니다. 감사합니다.
Contact Information 📫
E-mail: 이상우 교수님 (leesw726@yonsei.ac.kr)
홍세민 연구원 (hsemin97@gmail.com)Office: 연세대학교 새천년관 404호
Phone: (02) 2123 - 4531
Address: 서울 서대문구 연세로 50 (03722)
MCE ISSUE
🔊 Paper Accepted (26.07)
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
Keywords
bundling, roaming service, travel insurance , individual product attitud
🔊 Paper Accepted (26.04)
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
Keywords
Chatbot, Conversation Initiation Style, Perceived Usefulness , Purchase Intention
🎉 이상우 교수님 정보대학원 14대 원장 취임을 축하드립니다!
🔊 Paper Accepted (26.03)
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
Keywords
live streaming, co-viewing, telepresence , parasocial relationship
🔊 Conference (26.04)
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
Keywords
Human-AI Collaboration , Psychological Ownership, UTAUT , Self-Determination Theory
🔊 Paper Accepted (25.12)
Keywords
international market entry , geographical and cultural distance, Netflix , OTT
🔊 Awards (25.11)
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!
Keywords
Fintech, Idea Contest, Autonomous Vehicle , Insurance Service
🔊 Paper Accepted (25.10)
Keywords
e-commerce , Platform business, Multihoming , Seller performance
🔊 Paper Accepted (25.10)
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
Keywords
Generative Artificial Intelligence , Anthropomorphism, Satisfaction , Tolerance
🔊 Paper Accepted (25.08)
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
Keywords
Bundling , Travel Insurance, Roaming Services , Conjoint Analysis
🔊 Paper Accepted (25.08)
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
Keywords
Generative AI , Prompt Design, AI Literacy Education , AI Response Quality
🔊 Paper Accepted (25.08)
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
Keywords
Generative AI hallucination , Politeness theory, Authenticity , Tolerance
🔊 Conference (25.06)
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.
Keywords
Generative AI hallucination , Politeness theory, Authenticity , Tolerance
🔊 Conference (25.06)
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.
Keywords
OTT Multihoming, Subscription Fatigue, Intention to stop multihoming, Coupling
🔊 Conference (25.06)
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.
Keywords
Webtoon, Motives Scale, Development, validation
🔊 Paper Accepted (25.03)
🔊 교수님 칼럼 (한국일보, 2025.04.02) www.hankookilbo.com/News/Read/A2025040113400004015 ← 기사 바로 보기 🗞️
🔊 Paper Accepted (25.02)
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.
Keywords
AI, Enterprise chatbot, Technology acceptance model, Continuance intention
🔊 Paper Accepted (25.02)
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.
🔊 Paper Accepted (25.02)
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.
Keywords
🔊 Paper Accepted (25.02)
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.
Keywords
mobile, advertisements, privacy persuasion, purchase behaviors
🔊 Awards (25.02)
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!
Keywords
Contest, Platform Business, Ildong Pharmaceutical
🔊 Conference (25.02)
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.
Keywords
Image-Generating AI, Continuance Intention, Perceived Intelligence
🔊 Conference (25.02)
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.
Keywords
Webtoon, Attitude, Creator, Illegal usage, Moderating Message
🔊 Conference (25.02)
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.
Keywords
Advertisement, Personal, Influence, User Behaviors
🔊 Conference (24.11)
Keywords
LLM, Video captioning, Zero shot, Harmful contents, User Evaluation
🔊 Paper Accepted (24.11)
Keywords
COVID-19, Moderated mediation model, Over-the-top, Social connectedness
🔊 News (24.10)
Congratulations to Dr. Minjeong Ham on her appointment as Assistant Professor at Nagoya University of Commerce and Business.
🔊 News (24.09)
Congratulations to MS students Minchae Lee and Inho Lee on their graduation.
🔊 Paper Accepted (24.09)
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.
Keywords
Media usage, Multi-homming,
Cross-Country Comparative Study, Seemingly Unrelated Analysis (SUR)
🔊 Paper Accepted (24.09)
Keywords
Generative-AI, AI webtoon,
Human-AI collaboration,
IS sucess model
🔊 Paper Accepted (24.09)
Keywords
OTT consumption, Digital subscription economy,
Multilevel modeling, Family systems theory
🔊 Paper Accepted (24.08)
Keywords
Multihoming, Subscription,
Fatigue, Cognitive Load Theory
🔊 Paper Accepted (24.08)
Keywords
Illegal Webtoon Use, Message framing
perceived risk, Preventive measure
🔊 Paper Accepted (24.08)
Keywords
Live-streaming service, Celebrity
V-live, Mixed-methods
🔊 Paper Accepted (24.08)
Keywords
Online Gift-Giving, Social Capital,
Network Size, Online Networking
🔊 News (24.08)
We will be holding a joint seminar with Startup Alliance at the Digital Economy Forum, chaired by Prof. Sang Woo Lee.
🔊 Paper Accepted (24.06)
The paper titled 'Subscription Cancellation in OTT Multihoming Users: An Exploratory Study Based on Experienced Benefits and Behavioral Costs.' authored by Jeong, D. & Lee, S. has been accepted in the 24th Biennial Conference of the International Telecommunication Society.
🔊 Paper Accepted (24.06)
The paper titled 'Influence of Intimacy for Webtoon Creators on Attitudes Toward Illegal Webtoon Consumption: Focusing on the Moderating Effects of Message Framing and Message Subject.' authored by Hong, S, Kang, H., & Lee, S. has been accepted in the 24th Biennial Conference of the International Telecommunication Society.
🔊 Paper Accepted (24.06)
The paper titled 'Strategies for Addressing Hallucinations in Generative AI: Exploring the Roles of Politeness, Attribution, and Anthropomorphism.' authored by Kim, H., Seo, S., & Lee, S. has been accepted in the 24th Biennial Conference of the International Telecommunication Society.
🔊 News (24.04)
Congratulations to Dr. Sang Woo Lee for receiving the 2023 Outstanding Achievement Professor Award.
📍 연구실 위치
교수님 연구실:
서울시 서대문구 신촌동 134
연세대학교 새천년관 404호
MCE 연구실:
연세대학교 새천년관 B118호
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