• Product Safety
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• s.200
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• pp.68-71
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• 2010

세상이 빠르게 변화하고 있지만 역설적으로 느림과 여유도 중요한 가치로 부상하며 '속도의 경제'와 '느림의 미학'이 공존하고 있다. 소비자는 무조건 시간효율을 추구하는 것이 아니라, 오히려 속도를 줄이거나 정지, 때로는 과거로 회귀하는데서 즐거움을 느끼고 있다. 또한 변화 속도가 빠른 도심 공간을 벗어나 자연친화적 공간에서 생활함으로써 여유를 찾고 있으며, 경쟁에 지친 자신의 마음을 돌아보는 것은 물론, 우열의 비교대상으로 여기던 타인의 마음까지 돌아보려는 경향이 있다. 이와 아울러 편의성을 쫓는 과정에서 소홀히 했던 건강을 돌보고 궁극적으로 건강에 도움이 되는 생활방식을 실천하고자 한다. 이러한 슬로 트렌드의 부상을 기업에 있어 새로운 비즈니스의 기회인 동시에 기존 경영관행에 변화를 요구하는 위협 요인으로 작용한다. 따라서 느림의 가치를 기존산업과 비즈니스에 접목해 신(新)사업 기회를 탐색해야 한다.

• 한국IT서비스학회:학술대회논문집
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• 2006.11a
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• pp.151-160
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• 2006

본 연구는 국내 SW기업의 해외진출을 체계적으로 분석한 최초의 연구로서 연구결과는 매우 탐색적이다. 본 연구에서 일본과 중국 진출에 성공한 국내 SW 기업의 해외담당자들의 의견을 분석하여서 해외진출 방법, 해외진출 과정 및 해외진출 시 발생하는 캐즘을 분석하고 미국, 일본, 중국 시장별로 국내 SW제품의 해외 진출 모델을 도출하였다. 본 연구에서 해외 진출 패턴이 국가마다 다르며, 캐즘의 위치와 원인 및 대응방안도 국가마다 다르다는 점을 밝혔다.

• Asia Marketing Journal
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• v.2 no.1
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• pp.83-98
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• 2000

본 논문은 국내소비자들을 대상으로 상표애호도를 측정하고 고객의 애호도 수준과 가격판촉에 대한 반응간의 관계를 분석하려는 탐색적 연구의 하나이다. 이를 위해 국내시장에서 수집된 비내구소비재에 대한 패널자료 중 탄산음료와 씨리얼제품을 대상으로 분석을 실시하였다. 실증분석 결과 각 제품에 높은 애호도를 보이는 고객의 인구통계적 특성은 다소 차이가 있는 것으로 밝혀졌다. 상표애호도와 가격판촉간의 관계에 있어서 상표애호도가 높은 고객집단이 낮은 집단에 비해 선호하는 상표에 대해 높은 가격을 지불하며 가격판촉에 덜 민감하게 반응하는 것으로 나타났다.

• Science of Emotion and Sensibility
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• v.14 no.2
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• pp.279-292
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• 2011

This research explores the differences of two consumption behaviors from the thinking style they elicit. Specifically, we predict that more utilitarian attributes(vs. hedonic attributes) may be used when evaluating utilitarian products whereas more hedonic attributes(vs. utilitarian attributes) may be used when evaluating hedonic products. In addition, this research considered two different thinking styles: rational thinking style and experiential thinking style, and try to find out whether different product attribute information could elicit different thinking style and whether the thinking style has any effect on product evaluation. The data reported in this research demonstrates the following results. Firstly, people use different criteria when judging different types of product. That is, when judging utilitarian product, they are more likely to use utilitarian attribute as evaluation criteria, on the contrary they inclined to use hedonic attribute as evaluation criteria when choosing hedonic product. Secondly, different types of attribute informations could elicit different thinking style. Utilitarian attribute informations elicit rational thinking style whereas hedonic attribute informations elicit experiential thinking style. Finally, if people engage in rational thinking elicited in processing utilitarian attribute informations, the evaluation of utilitarian product is enhanced. But even though people engage in experiential thinking in processing hedonic attribute informations, the evaluation of hedonic product is not improved.

• Journal of Intelligence and Information Systems
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• v.25 no.1
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• pp.85-107
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• 2019

Online consumers browse products belonging to a particular product line or brand for purchase, or simply leave a wide range of navigation without making purchase. The research on the behavior and purchase of online consumers has been steadily progressed, and related services and applications based on behavior data of consumers have been developed in practice. In recent years, customization strategies and recommendation systems of consumers have been utilized due to the development of big data technology, and attempts are being made to optimize users' shopping experience. However, even in such an attempt, it is very unlikely that online consumers will actually be able to visit the website and switch to the purchase stage. This is because online consumers do not just visit the website to purchase products but use and browse the websites differently according to their shopping motives and purposes. Therefore, it is important to analyze various types of visits as well as visits to purchase, which is important for understanding the behaviors of online consumers. In this study, we explored the clustering analysis of session based on click stream data of e-commerce company in order to explain diversity and complexity of search behavior of online consumers and typified search behavior. For the analysis, we converted data points of more than 8 million pages units into visit units' sessions, resulting in a total of over 500,000 website visit sessions. For each visit session, 12 characteristics such as page view, duration, search diversity, and page type concentration were extracted for clustering analysis. Considering the size of the data set, we performed the analysis using the Mini-Batch K-means algorithm, which has advantages in terms of learning speed and efficiency while maintaining the clustering performance similar to that of the clustering algorithm K-means. The most optimized number of clusters was derived from four, and the differences in session unit characteristics and purchasing rates were identified for each cluster. The online consumer visits the website several times and learns about the product and decides the purchase. In order to analyze the purchasing process over several visits of the online consumer, we constructed the visiting sequence data of the consumer based on the navigation patterns in the web site derived clustering analysis. The visit sequence data includes a series of visiting sequences until one purchase is made, and the items constituting one sequence become cluster labels derived from the foregoing. We have separately established a sequence data for consumers who have made purchases and data on visits for consumers who have only explored products without making purchases during the same period of time. And then sequential pattern mining was applied to extract frequent patterns from each sequence data. The minimum support is set to 10%, and frequent patterns consist of a sequence of cluster labels. While there are common derived patterns in both sequence data, there are also frequent patterns derived only from one side of sequence data. We found that the consumers who made purchases through the comparative analysis of the extracted frequent patterns showed the visiting pattern to decide to purchase the product repeatedly while searching for the specific product. The implication of this study is that we analyze the search type of online consumers by using large - scale click stream data and analyze the patterns of them to explain the behavior of purchasing process with data-driven point. Most studies that typology of online consumers have focused on the characteristics of the type and what factors are key in distinguishing that type. In this study, we carried out an analysis to type the behavior of online consumers, and further analyzed what order the types could be organized into one another and become a series of search patterns. In addition, online retailers will be able to try to improve their purchasing conversion through marketing strategies and recommendations for various types of visit and will be able to evaluate the effect of the strategy through changes in consumers' visit patterns.

• The Journal of the Korea Contents Association
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• v.18 no.10
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• pp.1-10
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• 2018

This study investigates Chinese consumers who have recently purchased products through internet personal broadcasting of Wang Hong and explores how factors related to Wang Hong, broadcasting contents, and products affect purchasing satisfaction of consumers. The present study also examines whether this satisfaction affects the consumer loyalty to the shopping through the Wang Hong in the future. The results indicated that consumers' perception of the informational level rather than entertainment level of broadcasting contents had significant effects on the product satisfaction. The perceived uniqueness and credibility of Wang Hong were found to have positive impacts. In terms of products, the more consumers perceived the product to fit their images or values, and the higher the fit between the images of Wang Hong and the endorsed product, the higher the satisfaction with the product. Product satisfaction increased the customer loyalty, including the intention of repurchasing products endorsed by the Wang Hong.

• International Area Studies Review
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• v.12 no.2
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• pp.175-201
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• 2008

From near and far, Koren wave(Hallyu) become a familiar term. In Japan, Bae Yong-joon, hero of the phenomenally popular drama "Winter Sonata", "Yonsama", a nickname coined by Japanese fans. So, we research about relationship of attitude on Korean wave, image on Korean product, an attitude on Korean product and purchase intention of Korean product in Japanese market. The results are summarized as follows: First, attitude on Korean wave positive impact on Korean product image. Second, attitude on Korean wave positive impact on attitude on Korean product. Third, image on Korean product significant impact on attitude on Korean product. Fourth, image on Korean product significant impact on purchase intention of Korean product. Finally, attitude on Korean product positive impact on purchase intention of Korean product.

• Journal of Distribution Research
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• v.10 no.2
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• pp.73-97
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• 2005

The importance of emotional factors like as product aesthetics, branding strategies and service quality is increasing in today's marketplace. At the point of fashion product purchases, emotional factor is mainly related to personal selling. Rasearches related to job aptitudity of fashion salesperson are necessary as their role becoming more serious. This study was designed (1) to determine factors of job aptitudity of fashion salesperson; and (2) to examine relations between job aptitudity of fashion salesperson and other variables: demographics, job statistics, fashion involvement fashion innovativeness, ongoing information searching and job satisfaction. As a result, job aptitudty of fashion salesperson was determined into six dimensions by factor analysis: product knowledge, professionalism, involvement to the present profession, marketing cooperator, customer orientation and self management. Marketing cooperator and product knowledge was relatively !ow compared to other aptitudity factors. This finding suggests that the special education programs including textile/fashion product knowledge and value of field information for fashion salesperson is needed to enhance the integrated fashion marketing. The job aptitudity of salesperson was correlated with fashion involvement, fashion innovativeness, ongoing information searching, and job satisfaction. The job aptitudity-related scales which showed significant relation to job aptitudity in this study could be used as the index to examine the job aptitudity of potential employees of fashion retail company.

• The Journal of the Korea Contents Association
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• v.8 no.3
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• pp.173-181
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• 2008

This study aims to prove the connection between satisfaction and re-visit intention of customers by examining shopping value and store image depending on product types purchased at Internet shopping malls. The finding of this study revealed that shopping value could be classified into hedonic and utilitarian value, while store image could be extracted into six dimensions such as reputation, product and information service, customer service after purchase, atmosphere, convenience, and safety. Both search goods and experience goods among store image factors were found to have stronger effect on utilitarian shopping value than hedonic shopping one. In addition, it was found that store image and shopping value had an effect on customer satisfaction and re-visit intention depending on product types, with a significant difference. These findings are expected to provide marketing complications for the understanding of differentiated market segments in the Internet shopping mall market, which is facing ever-growing market.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.26 no.9
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• pp.1293-1304
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• 2022

The personalization recommendation system means analyzing each individual's interests or preferences and recommending information or products accordingly. These personalized recommendations can reduce the time consumers spend searching for information by accessing the products they need more quickly, and companies can increase corporate profits by recommending appropriate products that meet their needs. In this study, products are recommended to consumers using collaborative filtering, matrix factorization, and deep learning, which are representative personalization recommendation techniques. To this end, the data set after purchasing shopping mall products, which is raw data, is pre-processed in the form of transmitting the data set to the input of the recommended system, and the pre-processed data set is analyzed from various angles. In addition, each model performs verification and performance comparison on the recommended results, and explores the model with optimal performance, suggesting which model should be used when building the recommendation system at the mall.