• Journal of Korea Society of Digital Industry and Information Management
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• v.19 no.3
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• pp.117-128
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• 2023

For Korea which has long been highly dependent on international trade for economic growth, the importance of the Brazilian market is likely to increase in the future considering its huge size of 216 million people. Therefore, it would be imperative to analyze and understand Brazilian consumer behavior correctly. This study examines differences in consumer behavior between Brazil and Korea in purchasing luxury goods. According to previous cultural studies, Brazilian consumers are expected to focus on the intrinsic value of products and show a strong compensatory consumption tendency, while Korean consumers focus on symbolic benefits and show a weak compensatory consumption tendency. After conducting and analyzing a survey of young people in their 20s in Korea and in Brazil, all of the hypotheses above were supported. The results suggests that when designing marketing communication strategy in Brazil, it will be more effective when communication is focused on the pleasure of purchasing luxury goods rather than social or symbolic benefits. This study is of greatest significance in that it is one of the few studies comparing the characteristics of Brazilian and Korean consumers.

• Archives of design research
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• v.17 no.2
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• pp.147-156
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• 2004

An enterprise is a basic unit to constitute national economy and a unit of independent production economy to pursue profit based on separation between ownership of production means and labor. Even though price and quantity of production are decided by planned economy in order to survive in the mechanism of market economy, quantity of production and of demands can't be same at all because of consumers' different preferences. An enterprise uses audio-visual media like letters, pictures, and voice in order to grasp consumers' taste, to develop products and to advertise them. Advertising is communication that a company, a non-profit organization or an individual, that is shown in the message of an ad, makes through several media. It is time that a company should appeal its image, not only its products, to consumers as a salesman. Marketing strategy of company identity is to visualize a company's intentions, to formalize its motto, slogan or culture, to build up trust of products and the company in consumers, and then, to have the consumers forever. By the virtue of development of www in 1990s, the media has been expanded to online. Development of www has united the world into a network and the market has been changed to unlimited competition. This paper intends to define the concept and characteristics of web identity and investigates and analyzes how web sites of sports shoes express their identities. In addition, it analyzes influences of multinational companies' web identifies (in Korean version) and of local companies' web identities on local consumers. Through survey, it will analyze the effects of web identity and review its operation.

• Proceedings of the Korea Water Resources Association Conference
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• 2020.06a
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• pp.77-77
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• 2020

2019년 12월 발병한 코로나19(COVID-19)는 높은 전파력을 바탕으로 세계적으로 대유행하면서 사람들의 생명, 건강을 비롯하여 생산·소비활동까지 위협하고 있다. 코로나19는 치료제 개발 전까지 실물경제에 직접적으로 타격을 주면서 국내외 경제 전반에 악영향을 지속적으로 미칠 것으로 예상된다. 특히 외부활동 및 소비심리 위축으로 숙박, 음식, 관광, 문화, 여행 등의 대면서비스 업종의 심각한 매출 감소 및 고용악화가 발생하고 있으며, 이 외 대부분의 산업에서도 생산과 소비활동이 위축되고 있다. 이러한 소비·생산활동의 위축은 각 산업에 필요한 중간재 수요, 특히 필수재인 물이용에도 영향을 미치게 된다. 이에 본 연구에서는 코로나19 확산으로 소비가 감소할 경우 전산업과 물산업에 미치는 경제적 손실을 1년간의 모든 실물거래 관계를 행렬로 기록한 통계표인 산업연관표(input-output table)을 활용하여 분석해보았다. 이를 위해 전월대비 3월 소비자심리지수 하락 폭을 참고하여 소비 감소에 따른 시나리오 분석을 산업연관분석을 통해 실시하다. 분석결과, 5개월 동안 소비가 20% 감소하는 경우 전산업과 물산업에서 각각 48.3조원과 886억원의 생산감소가 발생하며, 부가가치는 각각 21.7조원과 451억원이 감소하는 것으로 분석되었다.

• Journal of Internet Computing and Services
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• v.20 no.2
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• pp.109-118
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• 2019

The purpose of this study is to deliver both market-practical and civil-centric political implication for sharing economy by investigating the nature of consumer-adoption for car-sharing service. With the global interest and market proliferation of the sharing economy, various service models for sharing idle resources have also been released in Korea. Particularly, in case of car sharing service, public - private partnership projects are spreading rapidly in various local governments including Seoul, along with the growing demand for alternative transportation system centering on the urban area. This study conducted an empirical study on the process of accepting the car sharing service by analyzing the data collected from users of the car sharing service "Sharing Car(Nanum Car)" of Seoul Metropolitan Government. A survey was conducted on 281 users in their twenties who are in the age of main use among the experienced users of the "Sharing Car(NaNum)" residing in Seoul. The result of analysis on the relationship between these users' perceived value and intention to use the vehicle sharing service would provide implications for establishing consumer(citizen)-centeric policies as well as market implications.

• Culinary science and hospitality research
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• v.18 no.3
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• pp.90-107
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• 2012

This research has been conducted to discover the consumer's behavior in the purchase and consumption of korean alcoholic beverages. The intent of these works are to contribute to the growth of the traditional alcoholic beverages markets by giving necessary data for the marketing strategies and the development of favorite beverage to meet the consumer's tastes. The surveys have been conducted against a group of people ranging from their 20's to 60's randomly picked from seoul. The duration of the surveys was from August 1st to September 30th, 2010. We also examined the relationship between the selection attributes of traditional liquor and purchase satisfaction by consumer's life-styles. SPSS 18.0 statistical package was used to process data. Frequency analysis, factor analysis, a reliability test, K-means cluster analysis, one-way ANOVA and multiple regression were executed. As a result, through factor analysis and cluster analysis, authors identified 6 factors in the selection attributes of traditional liquor(characteristics, taste & fragrance, popularity, design, harmony, interest), 4 consumer groups(expert, fan, beginner, indifference), 4 consuming lifestyles(social oriented consuming style, maniac consuming style, pursuit of knowledge consuming style, outsider consuming style). Among the selection attributes of traditional liquor, taste & fragrance and popularity had effects on purchase satisfaction.

• Korean Journal of Food Science and Technology
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• v.40 no.2
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• pp.160-165
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• 2008

This study was conducted to analyze sensory profiles of commercial sojues using a standardized sensory evaluation procedure, and to investigate the effects of sensory characteristics and brands on consumer liking for soju. Descriptive analysis and consumer taste testing were conducted for seven commercial sojues. For the descriptive analysis, eight panelists generated and evaluated 12 flavor and one pain-sensation attributes for the soju, and there were significant differences among the soju samples for all the 13 sensory attributes. For the descriptive data, principal component analysis was performed to summarize the sensory characteristics of the sojues. For the consumer testing, 224 soju drinkers (20-29 year-olds) were recruited and randomly divided into two groups; a blind group and a group with the knowledge of brand. While the hedonic ratings obtained from the blind group didn't indicate significant differences among the sojues, the ratings obtained from the brand-informed group showed significant differences. Finally, the individual preferences of the 112 consumers in each group were investigated by preference mapping techniques.

• Korean Journal of Human Ecology
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• v.19 no.1
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• pp.103-117
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• 2010

The purpose of this study was broken down into four sections. First, this study identified both single workers' lifestyles and their motives for going to restaurants. The study classified the consumers and then confirmed the attributes of selection that the consumers considered important when eating out at family restaurants. Second, the study analyzed the consumers' lifestyles, motives for going to restaurants (user motive), and the attributes of selection for the restaurant. Third, the study analyzed how the attributes of selection toward the family restaurant affect the consumer's satisfaction and the consumer's intention of revisiting the restaurant. Fourth, the study analyzed how consumer satisfaction affects the intention to revisit the family restaurant. After the execution of the aforementioned four steps, the study was successful in meeting its purpose: to provide information to enhance the satisfaction of the consumer and to provide foundation material for consumer policy. In regards to the analytical method, this study performed a Frequency Analysis, Factor Analysis, Reliability Analysis, Cluster Analysis, ANOVA Analysis, and Multiple Regression Analysis. The analytical results from the study are as follows. Lifestyle was categorized into 4 factors and 4 clusters. User motive was grouped into 3 factors and 4 clusters. The attributes of selection for family restaurants were categorized into 4 factors. Based on the lifestyle cluster, the attributes of selection for family restaurants showed a statistically significant difference. In addition, based on the cluster of user motive, the attributes of selection for family restaurants showed a statistically significant difference. Lastly, the attributes of selection for family restaurants were found to affect both the intention of revisiting the restaurant and consumer satisfaction after the consumers used the restaurants.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.1-18
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• 2020

Fine dust is one of the top ten causes of deaths globally. More than 95% of the world's population are endangered by it. However, as the fine dust problem is difficult to address immediately, people should be informed of its risk and prepared to deal with it. This study explores the methods used to define, efficiently provide, and manage the complementary relationships between various types of media providing risk information utilizing the competitive characteristics of media in niche theory. A survey consisting of 348 Korean university students was conducted over 12 days, to analyze three factors: consumer perception of fine dust, media usage, and media use gratification. The response value for media gratification was substituted in the equation to derive the niche breadth, niche overlap, and competitive superiority. It was found that 1) for providing fine dust forecast and fine dust response guidance information, a smartphone application was the most effective; 2) smartphone applications were limited in providing additional information such as the severity and origin of fine dust, and hence, it is necessary to establish the functionality of the Internet and TV to complement smartphone applications. Thus, a system considering the above should be developed.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.1
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• pp.125-137
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• 2019

This study determined the impact of 'Fashion Augmented Reality (FAR)' acceptance factors based on the model of acceptance and use of technology (UTAUT) on consumer attitudes, intention to use technology, and fashion product purchase intention. A survey asked participants to have an AR experience using a FAR app to understand FAR in advance. Data were analyzed factor analysis and stepwise regression using SPSS. The results are as follows. First, the factor analysis classified the acceptance variables of FAR technology into 'social relations', 'shopping effectiveness', and 'easy to use FAR'. Second, among the three factors of FAR acceptance, 'shopping effectiveness' is statistically more influential on positive attitudes towards FAR. However, 'easy to use' factor was more influential on 'the intention to use technology' as well as 'purchase intention'. Third, 'social relations' were identified as an important factor affecting 'consumer attitudes', 'intention to use technology' and 'purchase intention' which are not well covered in fashion technology research. In addition, 'the intention to use technology' was found to be influential on 'purchase intention' and indicated the importance of easiness of FAR to enhance purchase intention.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.409-421
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• 2021

The purpose of this study is to verify the effects of innovative technology characteristics of beauty care remote-manufacturing system on resistance and acceptance intentions to innovative technology in the era of the Fourth Industrial Revolution. A survey of 567 female consumers in their 20s and older was conducted. The collected survey data were analyzed for hypotheses verification through structural equation model analysis. First, the perceived usefulness and perceived ease to use of beauty care remote-manufacturing systems have negative effects on resistance to innovative technology. Second, resistance to beauty care remote-manufacturing systems has been shown to negatively affect acceptance intention. Third, perceived risk to beauty care remote-manufacturing systems have been shown to negatively affect acceptance intention. Through this study, it can be found that the significance of this study in that it derived factors that affect consumer' resistance and acceptance of innovative technologies and presented new trends and directions of the cosmetics manufacturing industry.