• Journal of Distribution Science
• /
• v.10 no.4
• /
• pp.21-28
• /
• 2012

While recent economic stagnation has left consumers dispirited, rapid growth has been seen in the domestic coffee industry recently. With the growth in coffee consumption, a tremendous increase in the number of specialty coffee shops has been seen in the domestic coffee market. The expectation that markets specializing in coffee will continue to grow for a long time will cause existing enterprises to expand their shops and increase the rate of entry of new shops. Intense competition in the domestic coffee market will force companies to create a competitive advantage through differentiated marketing strategies. This paper focuses on how the shopping value and repatronage intention of customers using coffee shops is affected by service quality. Moreover, this paper intends to examine the service quality that is critical for the successful management of relationships and the values that are important to consumers. For these purposes, the discriminative effect of service quality on shopping value was analyzed and the effect of utilitarian and hedonic value on repatronage intention was reviewed. The results of this study are detailed below. First, interaction and outcome quality can positively affect the hedonic value, whereas environment quality is not meaningful for utilitarian value. Considering the relative effect on utilitarian value outcome, the effect of outcome quality is greater than that of interaction. This result shows that the role of outcome quality is most important for improving utilitarian value. Second, outcome and environment quality positively affect hedonic value; however, interaction quality does not meaningfully increase hedonic value. These results indicate that customers recognize hedonic value on the basis of their evaluation of the service outcomes and the background to delivery service. In particular, it was revealed that the relative effect of outcome quality on hedonic value is greater than that of environment quality. Third, both utilitarian value and hedonic value had a positive effect on repatronage intention. The relative influence of the hedonic value is that the shopping value affects the repatronage intention more than the utilitarian value. These results mean that customers recognize coffee shops as spaces for satisfying utilitarian and hedonic values, and they place more importance on the benefits of the emotional experience than functional needs. Finally, this study suggests that output quality is more important than other service factors, and the results of this paper give some implications to the coffee shop industry that customers seek utilitarian needs based on economic value and place more weight on hedonic value, such as that offered by relationship media.

• The Journal of Society for e-Business Studies
• /
• v.20 no.1
• /
• pp.117-135
• /
• 2015

Mobile wallet that can keep coupons and membership cards for mobile is one of rapidly growing services due to its usability and financial benefit. However, in spite of its rapid growth, the increase of users who do not use continuously it is an important consideration to service providers for making a profit. This study aims to test the effects of factors affecting the continuous use intention of mobile wallet based on VAM (Value-based Adoption Model) which can analyse them in both benefit and sacrifice aspects, so as to suggest considerations to increase the use period of mobile wallet for service providers. The research findings supported the hypotheses regarding to the effects of usefulness, value-expression, perceived security and enjoyment in the benefit aspect and technicality in the sacrifice aspect on perceived value. In addition, the causal path from perceived value to continuous use intention was significant. The study results are expected to be used in marketing or service improvement for short-term users by taking account of emotional factors as well as functional factors.

• The Journal of the Korea Contents Association
• /
• v.18 no.7
• /
• pp.362-374
• /
• 2018

The purpose of this study is to examine the effect of product quality and value of perfume on purchase intention, and, as an antecedent, an empirical analysis was conducted regarding the effect of image characteristics of a perfume on the quality and value of perfume perceived by consumers, in order to study consumer behaviors towards perfume as a product and find issues related to development and sales of perfumes. The result shows that refreshingness and modernity influence perceived quality and value of perfume, while stimulation and romantic quality did not have an effect. Also, the perceived quality and value had an effect on purchase intention, with the former being more influential than the latter. This study is meaningful in two aspects: First, it is an empirical study of consumers' quality perception based on image characteristics. Second, it verified through empirical analysis that perceived quality is more influential than perceived value on perfume purchase intention of consumers. These findings suggest that consumers today, unlike consumers in the past who purchased perfume based on the brand, focus on quality when choosing a perfume. This study can help perfume companies realize the importance of having consumers perceive good quality of the product rather than relying on brand power.

• The Journal of the Korea Contents Association
• /
• v.19 no.10
• /
• pp.59-68
• /
• 2019

To continue the growth of use of 5-star hotels by Koreans, who have recently shown the consumption trends pursuing the empirical value of a consumption process, and have turned into core customers of 5-star hotels in Seoul, it is necessary to study factors of experience value pursued by Koreans. As a result, fantasy is identified as a major leading factor in usage satisfaction among experiencial values. So it is important to reflect special concepts and atmospheres for emotional values, such as other world experience, new experience, and high-quality experience. And consumer return on investment was identified as a leading factor in positively affecting usage satisfaction. So it is important to develope a proper products that can enough benefits with reasonable prices. In the relationship between usage satisfaction and continuous usage intention, gender characteristics and occupational characteristics were found to play a moderating role. Male customers, and those with professional and self-employed occupations, were found to have higher continuous usage intention than females and other occupational customers. This is a result of the fact that customers with an economical power are likely to be continuous repeat customers of 5-star hotels, so the necessity of strengthening marketing activities such as research on the development of more differentiated and specialized products, service creation and atmosphere production for excellent consumers group.

• Journal of Digital Convergence
• /
• v.17 no.1
• /
• pp.159-168
• /
• 2019

The purpose of this study is to propose a strategy for creating an advertisement for Corporate Social Responsibility(CSR) based on the strategy of selecting an advertisement model in order to efficiently execute the advertisement of CSR. Data were analyzed by regression analysis. The results of this study are as follows: First, it is found that the value-relevance factors of the model are important regardless of the theme of CSR. In the economic field, the reliability of the model is important. But, the attractiveness of the model was more important in the environmental field. Second, it is effective to select a model with high value-relevance when selecting CSR advertising model. But, in the case of an expert, it is effective to select not only value addition, but also attractive and reliable models. Third, when producing CSR ads using emotional messages, it is important to consider the value and reliability of the advertising model. But, it is important to select the model considering the importance of the value and attractiveness of the advertisement model when producing the CSR advertisement using the informational message. It was found that it is very important to select a model that has a high relevance to the image of the social responsibility subject and the advertisement model when producing the social responsibility advertisement.

• Journal of Service Research and Studies
• /
• v.13 no.2
• /
• pp.181-203
• /
• 2023

YouTube exhibits a hybrid personality, incorporating traits of both over-the-top (OTT) and personal broadcasting platforms. However, limited research has investigated these hybrid characteristics, particularly in the context of paid YouTube channel memberships. Therefore, building upon consumption value theory and prior literature, this study examines the influence of consumption value factors associated with paid YouTube channel memberships on usage satisfaction and continuance intention. Specifically, the study identifies four perceived consumption value factors (functional, social, emotional, and epistemic values) within the paid YouTube channel membership context and assesses their impact on usage satisfaction and continuance intention. Additionally, the study explores the moderating role of conditional value (the experience of watching live streams on paid YouTube channels) in these relationships. Data was collected via an online survey from Korean adults who subscribed to multiple paid YouTube channel memberships, resulting in 274 responses. The proposed hypotheses were tested using structural equation modeling (SEM). The SEM results indicate that all four consumption value factors significantly influence usage satisfaction, with usage satisfaction in turn positively affecting continuance intention. Furthermore, the study reveals that conditional value moderates the relationships between functional/emotional values and usage satisfaction, as well as between usage satisfaction and continuance intention. This study is the first to focus on YouTube channel paid memberships, which encompass characteristics from both OTT and personal broadcasting platforms. It is anticipated that this research will offer insights to personal broadcasters and stakeholders regarding the motivational factors that impact user satisfaction and encourage subscriptions to channel memberships.

• The Journal of Society for e-Business Studies
• /
• v.17 no.1
• /
• pp.1-21
• /
• 2012

Conventional studies on technology acceptance have focused on information technology for utilitarian value and hence based on 'theory of reasoned action'. Correspondingly, the studies depend on perceived usefulness and perceived ease of use as rational decision making elements. However, in ubiquitous society, innovative technologies are applied to non-task area, as well as task-oriented area. Therefore, users are more influenced by affective factors than cognitive factors in causing their usage intention. In line with those discussions, we cannot make sure that the conventional technology acceptance model could fully explain the current u-service acceptance phenomenon. Hence, to overcome the limitations of the prior technology acceptance studies, we propose an amended TAM which includes one hedonic factor and two factors on ubiquitous computing technology : ubiquity and intelligence.

• 한국HCI학회:학술대회논문집
• /
• 2008.02b
• /
• pp.185-192
• /
• 2008

지난 몇 년간 HCI 분야에서 사용자 경험 (User Experience)이라는 용어는 전통적 의미의 사용성부터 심미적, 유희적, 감성적 그리고 기술 사용을 포함하는 사용의 전반적인 경험을 일컫게 되었다. 기술 성숙과 더불어 제품의 빈번한 상호작용으로 인해, 사용자는 제품의 도구적 의미의 유용성과 사용성에 대한 기대 충족 뿐만 아니라, 심미성, 감성 등 사용자의 내재적 가치까지 만족시켜주길 원한다. 본 연구는 사용자의 실용적인 목적 뿐만 아니라, 내재적 가치까지도 고려한 전체 사용자 경험 연구를 위해, 제품의 '도구적 요구 관점' 과 '비도구적 요구 관점' 을 함께 고려하고자 한다. 비인간 대상을 사람으로 간주하는 의인화 (Anthropomorphism) 연구에서는 대상을 도구적임과 동시에 비도구적으로 대하려는 현상을 보여준다. 이런 의인화 연구들을 착안하여, 본 연구는 의인화의 의의와 도출 과정을 살펴보고 HCI 분야에서 왜 의인화 관점의 연구가 중요한지, 사용자들은 언제 어떻게 사용하는 제품을 의인화하려는지 다른 분야의 의인화와 비교 설명하려 한다. [연구 1]에서는 2 개국 (독일, 인도) 에서 4 개의 디지털 기기 (핸드폰, MP3 플레이어, TV, 냉장고) 사용자를 대상으로 Contextual Interview 를 실시 후, 분석하여 국가별 디지털 기기 별 주요 의인화 요소들을 도출하였다. [연구 2]에서는 의인화 관점의 분석 결과가 문화적 차이에 따라 어떤 영향을 받는지를 검증하기 위해 [연구 1]의 통일 2 개국에 문화적 성향 측정을 위한 설문을 실시하였다. [연구 1]과 [연구 2]의 결과를 통해 HCI 분야에서의 의인화 관점 연구의 의의와 프레임웍을 설명하고, 문화적 차이를 반영한 제품의 의인화 가이드라인을 제시하고자 한다.

• (The) Korean Journal of Advertising
• /
• v.29 no.5
• /
• pp.127-160
• /
• 2018

Recently, virtual reality and augmented reality technology have been extensively utilized in brand communication. The purpose of this study is to investigate digital reality contents as branded entertainment and content-analyze its format and contents for brand communication. Coding categories were derived to examine marketing characteristics of 300 digital reality contents and key descriptive statistics were presented and interpreted. The results revealed that consumer responses(i.e., view count, like, and dislike) toward Branded Digital Reality contents vary according to types of storytelling. Moreover, perceived values of contents also varied by the types of digital reality(VR vs. AR). Based on the results, this paper discusses the academical and managerial implications of study findings.

• Journal of KIISE:Databases
• /
• v.37 no.5
• /
• pp.267-274
• /
• 2010

Recently, color harmony that decides the value of design is becoming important. In the paper, we propose a method that allows us to easily use harmonious colors in computer systems. Since existing work has focused on finding new color harmony rules or rules that translate emotional words into colors, a method that models these rules in the computer system has not been discussed in depth. In this paper, we model a color system and color harmony rules as a relational database and queries on this database, respectively.