• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.511-521
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• 2020

The purpose of this study is to research the effects of the same brand item sold online at different prices. To that end, the exploratory study is focused on four factors that influence price dispersion online is suggested. First, the products are divided into utilitarian products and hedonic products in line with the product concept, and laptops, washing machines are included in the utility concept products. Also the backpacks and sneakers are included in the hedonic concept products. A total of 400 effective objectives were selected and analyzed for each concept products, 200 objectives. The research analysis revealed that the price dispersion is significant relationship with an average price, the highest price, the lowest price, the year of release, the number of retailers, and the number of reviews in case of the utility concept product. On the contrary, in case of hedonic concept products, average price, highest price, lowest price, year of release, retailer, and reviews and ratings is found to be positively related to price dispersion. Based on these results, theoretical and practical implications are discussed about the influence price dispersion on marketing.

• Journal of Digital Convergence
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• v.10 no.9
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• pp.253-262
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• 2012

This study tries to find the differences in attitude towards advertisement and corporate image according to the context of article in web contents, banner advertisement exposure and news type. The findings of this study are as follows. First, interaction effect between the context of Internet article on social contribution activity and attitude towards advertisement was confirmed. When the context of Internet article was negative, the news type that provides a photo with the article was more effective for the attitude towards advertisement. It is estimated that when a photo is provided with an Internet article for social contribution activity, the level of crowdedness increases and accordingly the negative context of the Internet article is cancelled out. Second, interaction effect between news type and advertisement type of social contribution activity article and attitude towards advertisement was confirmed. In the news type that provides a photo with an Internet article, corporate advertisement was more effective for attitude towards advertisement than product advertisement. Third, interaction effect between the news type of social contribution activity and corporate image according to advertisement type was confirmed. In the news type that provides a photo with an Internet article, product advertisement was more effective for corporate image than corporate advertisement.

• Journal of Digital Convergence
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• v.11 no.5
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• pp.169-178
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• 2013

How do Korean and Chinese consumers to use counterfeit behavior? Began to research the question. Among consumers in Korea and China, Counterfeiting Usage and counterfeit attitude, counterfeit satisfaction and dissatisfaction factors were investigated. Differences in perception and for each what was confirmed. The results of this study are as follows. First, it showed significant difference for the Korean and Chinese consumers prefer to counterfeit brand, high preference, Louis Vuitton for consumers, while consumers in China also showed high preference for Chanel. Second, Korean and Chinese consumers prefer to counterfeit brand clothing and shoes there was a significant difference. In particular, The North Face brand of high preference, while Korean consumers, Chinese consumers a higher preference for the Converse brand. Third, the Korean consumer counterfeit compared to the Chinese consumer attitudes to higher moral awareness is interpreted. Fourth, South Korea and China all counterfeit consumer satisfaction factors showed the highest response rate of the price will be cheaper. Finally, South Korea and China all counterfeit consumer dissatisfaction factors showed the highest response rate of quality is not good enough. Future through an in-depth understanding of Korea and China of counterfeit consumer behavior, these findings will be useful to formulate a campaign strategy, to reduce the use of counterfeit.

• Journal of Digital Convergence
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• v.13 no.6
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• pp.69-79
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• 2015

The purpose of this study is to investigate the effect of national image, brand image, and country of origin on Chinese consumer's purchase attitude and purchase intention of Korean cosmetic products which applied a high and/or convergence technology. The survey was completed by chinese customers and the data is analysis with SPSS 21.0. The results show that national image, brand image, and country of origin image have a positive impact on Chinese consumer's purchase attitude and purchase intention. This results imply that when Korean companies enter into chinese markets, if they perform very aggressive promotion activities on national image, brand image, and country of origin image, they can be successful by transforming positively chinese consumer's purchase attitude and purchase intention of Korean products.

• Journal of Digital Convergence
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• v.10 no.7
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• pp.115-121
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• 2012

This study was to investigated why consumers buy counterfeit luxury goods, and to address questions about what was used. To this end, benefits consumers experience using counterfeit or what is profit? In addition, experience using counterfeit what is lost or dissatisfied? Based on the results of previous studies on the use counterfeit motivation, loss of use, benefits, and behavioral factors associated with motivation to learn using these counterfeit goods, benefits, and loss factor, each counterfeit product attitude and purchase intention was affects. First, the motivation for using counterfeit display, economics, satisfaction, usefulness, respectively. Counterfeiting in the attitude demonstrated motivation and quality had a significant impact. The economics of buying a counterfeit, satisfaction and quality significantly affected the motivation. Second, counterfeit benefits and economic benefits, personal benefits factor, respectively. Counterfeit goods on the attitude factor has significant effect personal benefit. Purchase of counterfeit goods, the economic and personal benefits also had a significant impact. Third, the loss factor counterfeit personal loss, quality loss, material loss, and social factors were lost. Attitude toward counterfeits were no significant factors that affect. The social cost of buying a factor had a significant impact. These findings on the behavior of consumers with counterfeit deep understanding helps. In addition, to reduce the future use of counterfeit campaign gives data that can be exploited.

• Management & Information Systems Review
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• v.33 no.1
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• pp.99-118
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• 2014

This study is a product launch strategy Preannouncing companies associated with temporal distance( in the near future/ distant future) and prior knowledge level(high knowledge/ low knowledge), the memory - based judgments(Global product judgment/ Discrete product judgment) and the purchase intention appears, the difference between the empirical verification of what was discriminatory. The study, first, Preannouncing main effect of temporal distance on judgments remember the difference between the purchase intention and consistent global product judgment is more discrete product judgment were higher awareness, purchase intention is higher. Second, Preannouncing high level of product knowledge in global product judgment showed that compared to discrete product judgment. In addition, low levels of knowledge than a discrete product judgment that global product judgment and purchase intention shown that a high level of consumer knowledge through systematic information processing and the road leads to higher purchase attitude. Third, Preannouncing according to the temporal distance and level of knowledge about the interaction effect results in the near future in terms of the high level of knowledge consumers global product judgment was higher than the discrete product judgment. On the other hand, a low level of knowledge of conditions in the distant future, consumers are more discrete product judgment recognized global product judgment showed that high.

• Information Systems Review
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• v.22 no.4
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• pp.75-92
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• 2020

As population and generation structures change, more and more customers tend to avoid facing relation due to the development of information technology and spread of smart phones. This phenomenon consists with efficiency and immediacy, which are the consumption patterns of modern customers who are used to information technology, so offline network-oriented distribution companies actively try to switch their sales and services to untact patterns. Recently, untact services are boosted in various fields, but beauty products are not easy to be recommended through untact services due to many options depending on skin types and conditions. There have been many studies on recommendations and development of recommendation systems in the online beauty field, but most of them are the ones that develop recommendation algorithm using survey or social data. In other words, there were not enough studies that classify segments based on user information such as skin types and product preference. Therefore, this study classifies customer segments using machine learning technique K-prototypesalgorithm based on customer information and search log data of mobile application, which is one of untact services in the beauty field, based on which, untact marketing strategy is suggested. This study expands the scope of the previous literature by classifying customer segments using the machine learning technique. This study is practically meaningful in that it classifies customer segments by reflecting new consumption trend of untact service, and based on this, it suggests a specific plan that can be used in untact services of the beauty field.

• The Journal of the Korea Contents Association
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• v.17 no.1
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• pp.532-549
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• 2017

This study identifies the pet-name using the celebrity's endorser and the pet-naming effect by the subject of creating brand identity. For this study, pet-naming types are made up of 3 types(non pet-named/pet-naming by company intention/pet-naming by customer's word of mouth). As the results of this study, pet-naming types affects the perceived value. The perceived value has a perfect mediating effect between pet-naming types and consumer response. Also, the level of informative interpersonal influence has significant interaction effect between pet-naming types and perceived value. The research, therefore, reaches several important conclusions. First, when the pet-naming types were consisted, customer's brand identity creating phenomenon was included. Second, pet-naming types affects the confirmed perceived value which is the customer's view. Third, susceptibility to interpersonal influence was differently identified with normative interpersonal influences and informative interpersonal influences. Furthermore, this study analyzes the market's behavior trends, and in extend the progression of pet-name marketing.

• Korean Journal of Fisheries and Aquatic Sciences
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• v.34 no.4
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• pp.309-314
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• 2001

In order to promote the consumption of small red muscle fish, such as saury, sardine, herring, etc., a new conditioning technique to soften backbone and small bones was investigated by using kimchi seasoning ingredients and organic acids. In the conditioning process, various chemical changes were examined during 60 days at 15 days intervals, The decrease of moisture content and the increase of salt concentration in seasoned fish meat were good correlated respectively. In the dry salt conditioning, the moisture content was more rapidly decreased than wet salt conditioning. The pH of fish meat during conditioning were more slowly decreased in dry salting than in wet salting. The VBN contents were suppressed under 30 mg/100 g in dry salt conditioning during 60 days at $5^{\circ}C$. The addition of rice bran in dry salting was effective on retarding lipid oxidation because the TBA value was most effectively retarded.

• Journal of Digital Convergence
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• v.12 no.12
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• pp.233-241
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• 2014

This study explore how framing affects the consumer's attitude toward the bundle products. On the basis of the framing theory, response compatibility hypothesis and regulatory focus theory, this study examine the impact of framing on the consumer's choice in multi-alternative set and analyzes the manner in which he/she selects or rejects an alternative. The data obtained from experiment shows that : 1. Consumers focus on the positive attributes of in selection task, however, in rejection task he/she will focus on negative attributes. 2. Consumers are not influenced by prevention framing when he/she selects an alternative however, he/she is not influenced by promotion framing when reject an alternative. Understanding the underlying cognitive process of choosing abd rejecting in multiple alernatives can help marketers to create effective framing strategies for the bundle product.