• Journal of Distribution Science
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• v.10 no.1
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• pp.33-42
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• 2012

This study is focused on traditional market's competitiveness in Korea. Ever since the Korean retail industry had been opened to the big conglomerates, the traditional markets have faced very serious competition from various types of distribution channels. In particular, this study has been conducted to find another way to help the Korean traditional market from the perspective of college students who are consumers of the future. This study examines the relationships among store choice attributions, consumption emotion, consumer's value, and relationship quality from the perspective of college students. In order to verify the relationship, and moderating and mediating effects, data were collected from 126 college students in Whasung, Gyeonggi Province to test the theoretical model and its hypotheses. The results of this study are as follows: First, service (= .263, p < .01) and advertising (= .188, p < .05) are significantly positively related to relationship quality. However, store atmosphere (= .176, p = .052) is not statistically significantly related to relationship quality. The result that students have stereotypes about the atmosphere of traditional markets and are therefore excluded from their store choice attributions can be expected. Second, college students selected service division (= .230, p < .05) as the most important factor among the traditional market's store choice attributions. This result reflected that enhancing service strategy would strengthen the traditional market against discount stores. The process of product selection by customers in discount stores is based on the concept of self-service. However, traditional market traders can make various contacts with their customers. If traditional market traders can enhance various service factors just like in the process of product selection, it will effect strong competitive advantages. Third, it is also revealed that consumer's value exhibit complete mediation effect in the relationships between service and advertising. These results showed that traditional markets must be considered for consumer value. Because previous studies showed that values refer to "enduring belief that … specific mode of conduct or end-stat of existence … personally or socially preferable to an opposite of converse mode of conduct or end-state of existence" (Rokeach, 1973; George and Jones, 1996). Furthermore, Schwartz (1994) defined values as desirable trans-situational goals, varying in importance, that serve as guiding principles in the life of a person or other social entity. As conceptions of desirable end-states of existence or modes of conduct, values help people choose, evaluate, and give meaning to their experiences (Rokeach, 1973). Efforts (e.g. promote the consumers value) of the traditional market traders will improve the preferences for the traditional market of consumers and college students. Implications and future research directions are also discussed.

• Science of Emotion and Sensibility
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• v.9 no.spc3
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• pp.287-297
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• 2006

Human-being's craving for wealthy life and a change of a culture to consume have created mega discount, stores. Therefore, a convenience for use has been required when people shop at the stores. There is tome inconvenience that customers have to find out goods and to purchase them by themselves. This is the fundamental elements for this study about a Robot design which is able to resolve that kinds of problems when shopping at mega discount stores. This study proposes guidelines for Robot design to help shopping business service. It is based on research material by analysis of consumer behavior and its questionnaire.

• Science of Emotion and Sensibility
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• v.9 no.spc3
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• pp.225-234
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• 2006

Car Navigation market is rapidly emerging in Korea recently. And it adds the multiple functions which are various traffic and travel information, DMB(Digital Multimedia Broadcasting) TV, game, movie and music. It is evolving as a killer application device of Car Infotainment (Information & Entertainment). On the other hand, the technical barrier which is pushing into the market is low and the competition is intense in process of time. In the market situation, the design differentiation is embossed with important element. In this case study, focused on inkel which specialized in Audio/Video launching into the Car Navigation market with the new brand 'WideTouch', we tried to provide successful product design strategy based on proactive research on the market for the design differentiation through the target segmentation of the new generation, middle-aged and a woman consumer.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2000.04a
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• pp.212-217
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• 2000

The purpose of this study was to develop a design process for a functional and sensible brassiere for muddle - aged women. As a methodology, an engineering design process QFD (Quality Function Deployment) was adopted to translate the consumer's needs into product design parameters. the customer needs for the wear comfort of brassieres were extracted from a survey of 100 women aged 30 - 40. To select which items were critical and which could be traded off for other attributed or benefits. the importance ratings for the customer needs were determined. Customer needs were translated into technical language by various physical test methods and wear tests. The customer competitive assessment was generated by wear tests of 10 commercial brassieres under controlled environmental conditions of 28${\pm}$1$^{\circ}C$, 65${\pm}$3% RH. The relationship matrix between the customer needs and the means of delivering the needs was developed. Using the QFD methodology, design elements for developing a brassiere for middle-aged women could be analyzed and organized efficiently.

• The Korean Journal of Community Living Science
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• v.23 no.3
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• pp.329-338
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• 2012

The purpose of this study was to explore consumers' perceptions and satisfaction of Makgeolli in Daejeon. The study examined the perceptions of consumers of a number of Makgeolli characteristics. A total of 199 respondents provided information regarding their perceptions of Makgeolli. Exploratory factor analysis showed that six factors of consumers' perceptions toward Makgeolli were: delight, harmony with food, atmosphere, health /tradition-related, self-fulfillment, and emotion. Examining the effect of each factor on Makgeolli satisfaction showed that delight had a negative relationship with satisfaction while harmony with food and health/tradition-related showed positive relationships. Atmosphere, self-fulfillment, and emotion did not impact satisfaction. Comparisons of the eleven attributes using t-test between Makgeolli and alcoholic beverages showed significant differences in six attributes: creating a special dining ambience(p<0.001), socializing(p<0.001), enhancing the taste of food(p<0.001), satisfying thirst(p<0.01), esthetic(p<0.01), and stylish(p<0.001). Most of the places where Makgeolli was consumed were traditional bars(53.4%) and Korean restaurants(29.1%). In order to make Makeolli as a global beverage further studies regarding Makgeolli purchasing motivation, satisfaction, consumer characteristics should be studied.

• Science of Emotion and Sensibility
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• v.10 no.1
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• pp.23-36
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• 2007

This research focused on eliciting and analyzing mental models of mobile device purchasing consumers who are distinguished by their familiarity with information technology. Mental model elicitation processes proceeded by critical decision method. And Pathfinder algorithm and Social Network Analysis were used to analyze the mental models. The results show that IT-familiar consumers have mental models of which elements are more organized and distinctive while IT-unfamiliar consumers have vague and socially affected mental models.

• The Research Journal of the Costume Culture
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• v.28 no.3
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• pp.313-329
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• 2020

Social Network Services (SNS) have become a vital means of shopping, significantly influencing consumers' purchases of fashion products. The aim of this study was to identify bandwagon consumption among fashion consumers and to analyze the effects of bandwagon consumption on negative emotions, purchase discontinuation, and switching intention. A survey questionnaire was developed, and data were obtained from 285 female consumers in Korea aged in their 20s and 30s who had experienced guilt, regret, or disappointment after purchasing fashion products using SNS during the previous six months. The survey results indicated four different types of band- wagon consumption: intentional, impulsive, unintentional, and planned. The presence of negative emotions such as guilt, disappointment, and regret were affected by different types of bandwagon consumption. Intentional bandwagon consumption only affected guilt, while unintentional bandwagon consumption affected both guilt and disappointment. Impulsive bandwagon consumption affected guilt and regret; however, planned bandwagon consumption only affected regret. Furthermore, negative emotions affected purchase discontinuation and switching intention. Planned bandwagon con- sumption had an effect on both purchase discontinuation and switching intention, while both impulsive and unintentional bandwagon consumption influenced switching intention only. Intentional bandwagon consumption had no effect on either purchase discontinuation or switching intention. The results of this study indicate that SNS consumers' bandwagon consumption causes different negative emotions, purchase discontinuation, and switching intention.

• Science of Emotion and Sensibility
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• v.9 no.2
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• pp.101-109
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• 2006

If a salesperson is able to juage consumers' purchasing preferences by looking at their eyebrows shapes, he might be able to set up his sales strategies that will be helpful for the sales. In order to set up this kind of strategy, the difference of purchasing preferences in relation to the eyebrows shapes must be defined clearly. The purpose of this study is to analyze the difference of purchasing preferences according to eyebrows shapes. We group eyebrows shapes into five classes in physiognomy, and Analyze the difference of purchasing preferences according to eyebrows shapes. The result shows that compared with people with rising tails of eyebrows, people with declined ones prefer common, simple, gentle and noble clothing image.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 1999.11a
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• pp.162-166
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• 1999

30-40대 중년 여성 100명을 대상으로 Brassiere착용 상황, 요구사항을 조사, 분석하고 시판 Brassiere의 착용실험을 통해 착용감을 평가함으로써 Brassiere에 대한 소비자 요구와 착용감 평가차원을 추출하였다. 주관적 착용감 평가실험은 25명이 참여 하였으며, 실험은 온도 28$^{\circ}C$, 습도 65%RH의 인공기후실에서 실시하였다. Brassiere 착용감의 구성차원을 추출하기 위해 평가용어를 이용하여 평정한 값들을 요인분석한 결과, fit성 및 체형보정성, 심미성, 압박감, 동작에 의한 브라의 착용위치 변화의 4가지 요인으로 이루어졌음을 확인하였다. Brassiere 착용감을 예측하기 위해 평가용어를 회귀변수로 하여 회귀분석한 결과, Y=3.262+0.723X$_1$-0.646X$_2$ (Y: 착용감, X$_1$: 가슴과 컵모양이 잘 맞는다, X$_2$: 와이어 부분이 불편하다)로 나타났다. Brassiere 착용감에 대한 소비자의 정성적인 요구사항을 정량적으로 측정하기 위한 제품 디자인 요소중, 와이어와 주소재의 신축성이 착용감에 중요하게 작용하는 것으로 나타났다.

• Journal of Information Technology Applications and Management
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• v.29 no.1
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• pp.71-82
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• 2022

Mukbang, which has established itself as a popular content, is now enjoying a sensational popularity not only in Korea but also around the world. This study investigated the effects of mukbang on consumers' vicarious satisfaction and desire increase in different emotional aspects. In addition, we analyzed how the positive and negative emotions of consumers affect the vicarious satisfaction and desire increase of mukbang. According to this purpose, 120 participants in their 20s and 30s who had experienced watching mukbang were encouraged to watch mukbang videos after inducing positive, negative, and neutral emotions, and the effects of vicarious satisfaction and increased desire depending on emotions were examined. As a result of the experiment, it was confirmed that vicarious satisfaction through mukbang was high in positive emotional states, and desire through mukbang was high in negative emotional states. This study has a theoretical contribution that empirically investigates the different effects of mukbang according to positive and negative emotions, and is expected to help derive marketing measures using consumer emotional states that have not been received enough attention in using mukbang as a marketing tool.