• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.624-628
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• 2008

The purpose of this study is to investigate the "map of mind" or subjectivity regarding consumption behaviors of consumers in the digital environment. This study investigated the values and psychological and behavioral characteristics that motivate consumption for each types of consumers in digital environment. 76 Statements were selected from literature review and popular press articles that introduced consumption related phenomena. A total of 33 participants included experts on digital consumption and lay person, The results indicated that there are 6 groups representing Korean consumption patterns in digital environment: Digital Modernist, Digital Boomer, Digital Chic, Digital Ludens, Digital Conservative, and Digital Renaissance. This research is meaningful in that it provides a framework to view the diverse consumption behaviors in a more holistic rather than independent perspective, considering psychological aspects such as personal values and lifestyles.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2009.05a
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• pp.231-234
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• 2009

남성 속옷은 신체 보호의 기능이 중요하지만 운동이나 거실 생활에서 속옷노출이 일반화됨에 따라 개성과 이미지를 표현할 수 있는 패션 아이템으로 변화되고 있는 실정이다. 따라서 남성 속옷 시장에서 소비자가 원하는 감성과 이미지를 파악하고 소비자가 선호하는 감성요구에 부합하는 소재 특성이 데이터베이스로 만들어져 소비자가 원하는 속옷 제품개발이 이루어지는 시스템의 구축이 필요하다. 본 연구에서는 남성용 속옷 문양디자인 개발을 위한 목적으로 남성 트렁크 팬티용 문양의 감성 이미지를 파악하고자 하였다. 본 연구를 위하여 시판하는 트렁크 팬티 중 문양의 형태 및 크기, 색상을 달리한 50 종을 수집하였고, 이중 25 종의 트렁크 팬티용 문양 이미지에 대한 주관적 감성평가를 2009년 4 월 부산지역에 거주하는 20 대 남녀 22 명을 대상으로 실시하였다. 주관적 감성평가를 위해 직물 문양 선호도에 관한 선행연구를 바탕으로 빈번하게 출현되는 26 개의 감성 형용어를 추출하였다. 감성 형용어를 7 점 척도로 문항화하여 설문지를 구성하고 설문지와 함께 25 종의 팬티 자극물을 보고 평가하도록 하였다. 수집한 자료의 통계분석을 위해 SPSS Win 12.0을 사용하여 빈도분석, 카이제곱 검정, 요인분석 분간분석 사후분석을 실시하였다. 본 연구결과 남성용 트렁크 팬티의 문양에 관한 감성 형용에는 '고급성', '활동성', '단순성', '호화성', '성숙성'의 요인으로 요약되었으며, 문양의 고급 감성 및 활동적 스타일이 트렁크 팬티 선호도에 영향을 주는 것으로 나타났다. 또한 트렁크 팬티의 색상 및 문양 유형이 선호도에 중요한 영향을 미치는 변수로 나타났는데, 남성 트렁크 팬티에 사용될 수 있는 무채색 계열의 고급스러우면서 단순한 도형 문양 디자인의 개발이 필요하다고 하겠다.

• The Journal of the Korea Contents Association
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• v.16 no.10
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• pp.130-139
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• 2016

This study is intended to investigate what impact consumption value and subjective norm by consumers with regard to the social commerce for the foodservice to affect on the behavior of consumers. The result were as follows: first consumption value and subjective norm has positive effect on perceived usefulness, except for monetary value. Second, consumption value have positive effect on perceived ease of use, except for emotional value and subjective norm. Third, perceived ease of use has positive effects on usefulness. The last, perceived ease of use and usefulness has positive effects on reuse intention. It is to be hoped that this study provides foodservice social commerce service practitioners with guideline for establishing methodical strategies.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.89-101
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• 2022

COVID-19 is significantly changing consumers' demand and habits. In order to understand consumer characteristics and find effective advertising directions in the post-COVID-19 era, this study set young consumers who are more sensitive to market changes and technological transformation from a subjective perspective of advertising audiences. Through the Q methodology, the advertising development model in the post-COVID-19 era was derived exploratively by examining their cognitive status of advertisements in the post-COVID-19 era. The model consists of three types of advertisements: "demand mining online ads" that value consumer demand and adapt to online shopping paths, "added value creation experiential ads" that value derived value and consumer experiences, and "practical and sentimental value creative ads" based on pragmatism and emotional values. In addition, this study also suggested for the sustainable practice of advertising in the post-COVID-19 era in various aspects, such as "seeking multidimensional values," "expanding consumer experience," and "mining and leading demand.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.404-412
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• 2021

This study was conducted by using the Q research method, one of the qualitative analysis methods, in order to approach consumers' perceptions of processed meat food in an essential and in-depth approach. To this end, Q-sort, which goes through the task of distributing responses by setting P samples by creating a question-and-answer table of positive and negative, was analyzed by using the PC QUANL program and analyzing the Q factor. As a result of the analysis, it was divided into three single types. Type 1 (N= 10) : Preferred types of processed meat food, Type 2 (N= 7) : Types of Pursuing Functionality of Processed Meat Food, Type 3 (N= 4) : The name of the factor was set as the non-preferred type of processed meat food. Each type has different characteristics, and the subjective perception of each factor detected through this analysis can be used as various basic research data in the future, and for the purpose of the study, the perceptions of consumers who use processed meat foods were classified and classified by type. It is to suggest future improvement directions by checking the characteristics of the variables.

• Journal of Internet Computing and Services
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• v.15 no.4
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• pp.91-102
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• 2014

The purpose of this research is to perform the consumer typological study of integrated emerging digital advertisement, where IT and advertisement industry were fused, and to propose the theoretical definition about consumer characteristic which is in need for collection of related market subdivision strategy in perspective of business marketing. For this, the Q methodology, the 'subjectivity' research of qualitative perspective, which discovers new theory by interpreting subjective system of thinking, preference, opinion, and recognition of inner side of respondents, was applied and analyzed. Compared to previous quantitative research that pursues hypothesis verification, this Q methodology is not dependent on operational definition proposed by researcher but pursues for analytic study completely reflecting objective testimony of respondents. For this reason, Q study analyzes in-depth the actual consumer type, which can be found at the initial market formation stage of new service, therefore this study is applicable for theorizing the consumer character as a mean of advanced research. This study extracted thirty 'IT integrated digital advertisement type (Q sample)' from thorough literature research and interviews, and eventually discovered a total four consumer types from analyzing each Q sorting research data of 40 respondents (P sample). Moreover, by interpreting subdivided intrinsic characteristic of each group, the four types were named as 'multi-channel digital advertisement pursuit type', 'emotional advertisement pursuit type', 'new media advertisement pursuit type', and Web 2.0 advertisement pursuit type'. The analysis result of this study is being expected for its value of usage as advanced research of academic and industrial research with the emerging digital advertisement industry as a subject, and as basic research in the field of R&D, Marketing program and the field of designing the advertisement creative strategy and related policy.

• Journal of Digital Convergence
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• v.16 no.4
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• pp.1-10
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• 2018

In Korea, the number of recalled products is steadily increasing annually, but the recall participation rate of consumers is very low. This study looked at recall competency as a necessary factor for active recall participation by consumers. And identify the components of the recall competency and identify the recall competence factors that influence recall experience. To this end, we examined the recall experience and recall capacity of 1,626 adult consumers in Korea. As a result, five factors of recall participation will, recall related skill, recall policy recognition, subjective knowledge and objective knowledge were derived. As a result of comparing recall competencies among recall experience and non-recall experience, there were statistically significant differences in all competency factors. Recall related skill and subjective knowledge competency were significant factors for recall experience. In order to improve the effectiveness of the recall system, it is important to improve the recall information and increase access to information retrieval in order to increase the recall participation rate by strengthening the recall capacity of consumers.

• Asia Marketing Journal
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• v.8 no.3
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• pp.41-74
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• 2006

It is frequently observed that consumers' behavior and performance in their weight control are greatly affected by the degree of self-control by the consumers themselves. In other words, effective weight control behavior is only possible when the consumers invest a substantial amount of endeavors and self-control. The present study empirically investigated the effect of the self-image congruence and subjective norm formed by self- concept reflected in weight control behavior on weight control attitude formation, actual behavior, and performance. For more in-depth research, rather than simply showing differences in performance based on self-control, the present study divided the subjects into high and low self-control groups for a comparative purpose. Based on empirical research employing general consumers and those who were engaged in an actual weight loss program at professional weight control centers as subjects, the study found the following results: First, for both high and low self-control groups, self-image congruence significantly affected attitude toward weight control, but not the actual weight control behavior. The results indicate that in weight control, the actual behavior must be preceded by the attitude. Second, subjective norm directly affected both attitude toward weight control, and behavior for the low self-control group while it affected the behavior only for the high self-control group. The results show that the lower self-control is, the more powerful the effect of referents is. Third, weight control attitude positively affected weight control behavior only for the high self-control group. Fourth, weight control behavior significantly affected the performance for both high and low self-control groups. Compared to the low group, the high self-control group showed more powerful effect of behavior, suggesting the crucial role of self-control in successful weight control. The results also imply that the role of referents is relatively more important for the low self-control group.

• The Journal of the Korea Contents Association
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• v.12 no.1
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• pp.386-399
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• 2012

This study was carried out by practical method in a subjectivity study accessible in-depth, in sloughing off old habit of functional quantity analysis about policy of dental treatment. The perception pattern come out in this study were divided into four types in Q-methodology. The result is as follows ; it is divided into 1[(N=11) : Extension Policy Type], 2[(N=13) : Institutional Improvement Type], 3[(N=5) : Image Improvement Type], 4[(N=14) : Treatment Focus Type], 5[(N=5) : Efficient Access Type], 6[(N=10) : Developmental Demand Type]. There are four types of fire fighter images. In conclusion, this study is to ascertain acceptance behavior about Reception Type on policy of dental treatment ; to offer a developmental suggestion about it.

• The Journal of the Korea Contents Association
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• v.18 no.2
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• pp.396-404
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• 2018

The purpose of this study is to do the subjective research on how the designation of reasonable price restaurants has an influence on customers' visits to those places and to find out how much the government support policy affects the customers. For these, researchers chose and conducted Q methodology known as Q sort for the analysis of the subjective views of customers to visit the restaurants with a designated resonable price. The analysis work will be conducted in the way that the respondents sort the statement cards. In this process, P samples will be chosen among the statements written by Q target population. Q-sort produced among classified samples is going to be analyzed through Q factor analysis using PC QUANL program. The results can be summarized as follows. customers divide into 4 types. Firstly, type 1 (N=5) is the people who pursue the quantity on value for money. Secondly, type 2 customers (N=2) prefer foods with good taste on value for money. Thirdly, type 3 ones (N=2) put a great value on cleanliness. Finally, type 4 ones (N=1) pursue foods with certification mark. The result shows that each has the unique features, respectively. Each subjective opinion derived from the research looks forward to becoming the foundation for further and various study and being applied to restaurants support policy that the government leads to.