• 한국의류산업학회지
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• 제26권1호
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• pp.1-14
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• 2024

Virtual influencers, who are emerging as new players in digital marketing, impact consumers' purchase intentions. They promote positive perceptions and mimetic consumption of specific brands or products through interactions with followers. Therefore, this study aims to examine the effect of the characteristics of virtual influencers on the purchase intention for fashion products through the consumers' mimetic desire. As characteristics of virtual influencers, five factors were set: reality, attractiveness, professionalism, trustworthiness, and curiosity. Data for analysis were collected through an online questionnaire from the 8th to the 15th of August 2023, and 268 data points in total were analyzed using SPSS and Process Macro 4.3. The results of the study showed that the characteristics of virtual influencers all positively affected mimetic desire and purchase intention for fashion products. Moreover, it was found that mimetic desire has a mediating effect between the five characteristics of virtual influencers and the purchase intention for fashion products. Mimetic desire fully mediates the relationship between reality and the intention to purchase fashion products, and partially mediates the relationship between attractiveness, professionalism, trustworthiness, and curiosity and the purchase intention for fashion products. These findings further enhance the understanding of the relationship between virtual influencers and consumer behavior and identify the relationship between virtual influencers, mimetic desire, and fashion product purchase intentions. Consequently, leveraging virtual influencers strategically in digital marketing, the fashion industry can amplify positive brand perceptions, drive consumer engagement, and ultimately foster increased purchase intent.

• 문화기술의 융합
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• 제10권4호
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• pp.495-499
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• 2024

이 연구는 지속 가능한 포장 디자인의 중요성, 정의, 핵심 전략 및 향후 방향을 요약합니다. 현대 사회에서 지속 가능한 포장 디자인은 환경 보호와 자원 절약에 중점을 둘 뿐만 아니라 경제, 사회 및 문화의 지속 가능한 발전을 포함합니다. 이 연구에서는 환경 친화적인 재료의 사용, 포장 디자인의 최적화, 포장의 재활용성 및 재사용성을 향상 시켜 환경 부담을 줄이고 생태 균형을 촉진하기 위한 전략에 대해 자세히 설명합니다. 또한 이 연구는 단순화된 디자인 개념과 모듈식 시스템의 채택, 패키징의 다기능성 증가와 같은 디자인 혁신의 중요성을 강조합니다.또한 설계에서 폐기까지의 모든 단계가 환경에 미치는 영향을 최소화하기 위해 포장 설계에 수명 주기 평가를 적용하는 것에 대해 논의합니다. 마지막으로 지속 가능한 포장 디자인의 환경 및 사회적 이점에도 불구하고 실제로는 여전히 기술, 경제 및 규제의 도전에 직면해 있습니다.미래 디자인은 지속 가능한 포장의 광범위한 채택과 관행을 촉진하기 위해 학제 간 협력, 첨단 기술의 통합, 소비자 교육 및 참여, 강화된 정책 및 표준 제정이 필요합니다.

• Fashion, Industry and Education
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• 제14권1호
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• pp.59-68
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• 2016

This paper identified the source of inspiration to cooperatively design a fashion collection from US undergraduate clothing design students and addressed how to implement team-based learning strategy to conceptual clothing design in class. Data was collected from the total of 51 students in a senior clothing design course at a large 4-year university in the US. The assigned project for this class was to develop a group collection under a same theme. Each student worked with his/her team member(s) to create an outfit and the entire class worked as a group to create a cohesive collection. The study showed that the sources of inspiration for the themes/concepts came from 11categories: historic era/old Hollywood glamour, shape/line/structure/architectural, fairy tales movies, nature/abstract, circus/mysterious, occasion/place, object, designer/artist, futuristic, culture, and various movies. To implement cooperative learning strategies in the clothing design class, a total of five class presentation/discussion sessions were held for theme/concept decision, fabric decision, design decision, test garment evaluation and design modification, and final products. Throughout the design process, team-based learning strategy promoted students' engagement and participation and inspired their critical thinking skills for making decisions within a team.

• The Journal of Asian Finance, Economics and Business
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• 제5권4호
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• pp.107-116
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• 2018

The aim of this study is to delve deeper into the online brand community study. This study tests (a) the effects of online brand community on its outcomes, (b) the impact of value creation practice construct as a whole, (c) the effects of value creating practice construct on the two types of loyalty, loyalty toward the brand and the community. Participants of this study (N=353) are members of four types of online brand communities (e.g., business-to-consumer virtual product support community, firm-hosted online community, user-generated online community, peer-to-peer problem-solving community, and social media based brand community). Data were collected online using Amazon Mechanical Turk from April 10, 2016 to May 10, 2016. The data were analyzed through structural equations modeling using AMOS 20. The three community markers (e.g., consciousness of kind, rituals and traditions, and moral responsibility) and the four value creation practices (e.g., social networking, impression management, community engagement, and brand use) are proved to be significant indicators of online brand community and value creation practice constructs, respectively. Test results showed that strong and effective online brand communities generate value creation practices, and value creation practices enhance brand loyalty. The mediating effects of community loyalty between value creation practices and brand loyalty were revealed.

• Fashion, Industry and Education
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• 제16권1호
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• pp.46-55
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• 2018

The purpose of this exploratory study was to enhance the understanding of how brands tilize emojis in their marketing practices. A content analysis was conducted utilizing Google News as a search tool to access articles containing information pertaining to the use of emojis by brands. The combination of keywords used for the search were "emoji", "business", and "marketing". The search was narrowed down to the period of January $1^{st}$, 2014 - November $29^{th}$, 2017. This method generated a total of 604 trade publications with 55 of them providing information pertaining to specific brands and their use of emojis in their marketing strategies. A content analysis of trade publications has revealed that a variety of marketers have utilized emojis in their brand marketing practices. The entertainment, service, and food/drink industries have predominantly utilized emojis in their marketing practices, and their primary purpose for using emojis was to increase consumer engagement. Brands applied most of these emoji marketing strategies to an online or digital setting, whether it was social media pages, mobile applications, or any other form of computer-based marketing. Although there are limitations to this exploratory research in terms of its methodology, the findings of this study provide interesting insights into the potential of emojis as a marketing tool.

• 식품보건융합연구
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• 제9권4호
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• pp.19-23
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• 2023

The integration of ChatGPT, an AI-powered language model, is causing a profound transformation within the food industry, impacting various domains. It offers novel capabilities in recipe creation, personalized dining, menu development, food safety, customer service, and culinary education. ChatGPT's vast culinary dataset analysis aids chefs in pushing flavor boundaries through innovative ingredient combinations. Its personalization potential caters to dietary preferences and cultural nuances, democratizing culinary knowledge. It functions as a virtual mentor, empowering enthusiasts to experiment creatively. For personalized dining, ChatGPT's language understanding enables customer interaction, dish recommendations based on preferences. In menu development, data-driven insights identify culinary trends, guiding chefs in crafting menus aligned with evolving tastes. It suggests inventive ingredient pairings, fostering innovation and inclusivity. AI-driven data analysis contributes to quality control, ensuring consistent taste and texture. Food writing and marketing benefit from ChatGPT's content generation, adapting to diverse strategies and consumer preferences. AI-powered chatbots revolutionize customer service, improving ordering experiences, and post-purchase engagement. In culinary education, ChatGPT acts as a virtual mentor, guiding learners through techniques and history. In food safety, data analysis prevents contamination and ensures compliance. Overall, ChatGPT reshapes the industry by uniting AI's analytics with culinary expertise, enhancing innovation, inclusivity, and efficiency in gastronomy.

• 식품보건융합연구
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• 제9권5호
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• pp.7-11
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• 2023

Purpose: The purpose of this study is to analyze current trends in the Korean ice cream industry and determine how these trends affect the competitiveness of each ice cream company. Method: This study was conducted by reviewing existing related literature and collecting and analyzing data from news articles, corporate reports, and existing researchers' studies related to the ice cream industry. Results: The Korean ice cream industry is growing and developing through the collaboration of fun marketing with taste, quality, and fun elements, and the young MZ generation can be said to be the main customer base. In terms of quality, premium ice cream made with high-quality domestic ingredients has recently been gaining popularity, and ice cream with reduced fat and sugar, such as plant-based substitutes, is also gaining popularity among consumers. Conclusions and Implications: The results of this study highlight the need for continued innovation in the Korean ice cream industry. The industry must also capitalize on the growth of online sales and the global appeal of Korean pop culture. Sustainability efforts, technology adoption, and strategic collaboration are key drivers for future industry success, and social media engagement must be integrated into marketing strategies to increase brand awareness and consumer loyalty.

• 산경연구논집
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• 제15권9호
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• pp.1-9
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• 2024

Purpose: This study examines the impact of YouTube mukbang content characteristics on viewer satisfaction and word-of-mouth behavior. Drawing from theories in media psychology, consumer behavior, and communication studies, we investigate five key content characteristics: credibility, entertainment value, informativeness, visual appeal, and auditory quality. Research design, data and methodology: Using structural equation modeling with data from 206 mukbang viewers, we test hypothesized relationships between these characteristics, viewer satisfaction, and word-of-mouth behavior. Results: Research reveal that credibility and informativeness significantly and positively influence viewer satisfaction, while entertainment value, visual appeal, and auditory quality show no significant effect. Viewer satisfaction positively impacts word-of-mouth behavior. These findings challenge conventional assumptions about video content consumption and highlight the unique nature of mukbang viewing. Conclusions: The study contributes to digital content consumption literature by providing empirical evidence of factors influencing viewer engagement in the mukbang context. It offers practical insights for content creators, marketers, and platform developers, emphasizing the importance of informative and credible content in driving viewer satisfaction and promoting positive word-of-mouth. By extending established media theories to this emerging form of digital entertainment, our research paves the way for future studies. The study's limitations, including its cross-sectional nature and specific cultural context, suggest directions for future research.

• Journal of Sport and Applied Science
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• 제8권3호
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• pp.13-19
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• 2024

Purpose: This study aims to investigate the consumption patterns of the MZ generation in relation to eSports and traditional professional sports, focusing on the similarities and differences in spending behavior on game items and professional sports viewing. Research design, data, and methodology: The research utilizes a comparative analysis of eSports and professional sports consumption trends within the MZ generation. Data was collected through surveys targeting MZ generation consumers and analyzed using statistical methods to assess the impact of consumption behaviors on spending. The study particularly focuses on the expenditure behaviors in game items (eSports) versus traditional sports viewing expenses. Results: The analysis revealed that the MZ generation displays distinct consumption behaviors between eSports and traditional sports. eSports consumption is characterized by higher spending on in-game items, driven by personalization and competitive advantages, whereas spending on professional sports viewing is influenced by fan loyalty and event participation. Conclusions: The findings underscore the growing economic significance of eSports, driven by the unique consumption behaviors of the MZ generation. These insights suggest that the eSports industry should continue to adapt its strategies to capitalize on this trend, while traditional sports organizations may need to innovate in engagement strategies to maintain consumer interest and expenditure.

• 한국진공학회지
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• 제19권6호
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• pp.442-452
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• 2010

본 연구의 목적은 나노기술에 대한 일반인의 인식과 참여를 제고하기 위해 '소비자 모니터링'이라는 대중참여모델을 고안하고 그 실행결과를 검토하는데 있다. 모니터 요원은 서울과 부산 지역에 거주하는 30~40대 여성 22명이었다. 이들은 모두 대학 시절 이공계를 전공했기 때문에 과학기술에 대한 일반 지식을 갖추고 있었다. 모니터 대상은 일상생활에 사용되는 나노제품 167개였고, 모니터 기간은 약 1개월이었다. 주요 결과는 다음과 같다. 제품에 '나노'라는 용어의 정의와 나노물질의 크기를 적시한 수는 2개(1.2%)였다. 제품에 적용된 나노기술의 내용을 충분히 설명한 수는 15개(9/0%)였다. 제품의 기능이 향상된 이유를 충분히 설명한 수는 14개(8.4%)였으며, 과장이나 잘못된 지식이 표현됐다고 의심되는 수는 27개(16.2%)였다. 또한 인체와 환경에 대한 위해 가능성이 의심되는 수가 88개(52.7%)였으며, 안전성과 관련한 설명을 명시해야 한다고 지적된 수는 84개(50.3%)였다. 모니터 요원들은 이번 경험을 토대로, 정부가 나노제품의 안전성을 입증해주는 인증제도를 조속히 도입할 것을 촉구했으며, 기업이 나노제품의 설명서에 상세하고 신뢰감 있는 내용을 담을 것을 요구했다.