• Journal of People, Plants, and Environment
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• v.23 no.2
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• pp.149-158
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• 2020

The purpose of this study was to establish the role of master gardener coordinators and develop an education program to enhance their job competencies. To analyze and develop the new job of master gardener coordinator, we used the CBC method for curriculum development. The research findings can be summarized as follows. The analysis result of need and importance of education based on the performance level and demand level revealed 20 core competencies, which were classified into organizational education, learning by experience, individual learning, low-priority competencies for program development, with focus on the importance and need for education. The 17 courses are comprised of Eastern and Western Garden History, Understanding of Community Garden, Garden Aesthetics and Environmental Design, Master Gardener's Mission & Management, Garden Plants, and Garden Design and Practice etc. and the curriculum is 33 hours in total. The master gardener coordinator education program was conducted on 73 rural extension workers and the curriculum was evaluated by those who completed the program. The overall satisfaction was 4.29 and 97.1% of the trainees decided that the program would help them perform their duties. The analysis result discovered that all 20 core competencies increased after the program. As a result of conducting contingent valuation to determine the value of the program, willingness to pay (WTP) per hour was KRW 33,223 and the total WTP was KRW 1.096 million, which, when multiplied by 73 participants, is approximately KRW 80.008 million. This is relatively higher than the budget used (KRW 22.943 million), indicating that the program is worth it.

• Asia Marketing Journal
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• v.14 no.3
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• pp.7-26
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• 2012

The success story of E-mart fascinated many academics and practitioners alike. Though E-mart began as a nameless discount store in Chang-dong, Seoul in 1993, it has transformed itself into a leading distribution company and one of the most powerful brands in Korea. Surprisingly, it achieved the great success against the two crises it met: the national economic crisis and the invasion of the global giant Walmart. The main objective of this case study is to formally examine how E-mart overcame the two crises. More specifically, this case study highlights the ways with which E-mart turned those difficulties into opportunities for growth. In our examination of the E-mart case, we could clearly see E-mart's competence and spirit that allowed it to turn crises into advantageous opportunities. E-mart attracted the customers who wanted value-oriented consumption by its positioning as the "Lowest price discount store", when consumer sentiment was frozen under the economic crisis. Furthermore, when a large-scale foreign discount store like Walmart entered the Korea market, E-mart built its core competencies as the 'Korean style discount store'. These ingenious positioning and efforts resulted in E-mart taking over their archrival, Walmart, and forced the global Goliath to exit the Korean market. The case of E-mart's effective crisis management teaches many important lessons and a few core lessons that apply to many companies. One such lesson is the importance of positioning which enabled E-mart to turn crises into opportunities. Granted, the strategy of positioning as the 'Korean style discount store', or 'Lowest price discount store' was possible due to overall support with cost reduction, development and management of their own system, an apprentice educate system, etc. based on an excellent selection of location of the store and efficient distribution systems. Still, the positioning strategy of E-mart was truly ground breaking in distancing itself from its competitors. The lessons from E-mart will help those companies currently in a stagnant situation or a crisis to turn their obstacles into great success.

• Journal of Distribution Science
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• v.14 no.5
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• pp.115-123
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• 2016

Purpose - Nowadays the competition between companies has been intensified in the aviation industry. It is hard to maintain successful market share in challenging managerial environment. Not long ago, a Korean major aviation company had faced social condemnation cause of managerial staff's immoral behaviors. That company suffers great losses in company brand value in terms of authenticity as an aviation company. This research tried to show the effect of brand authenticity in the aviation industry. First of all, this research tried to define the dimensions of the brand authenticities based on the former researches. This research suggested the airline brand authenticities as three kinds of dimensions. The dimensions of authenticities consist of performance aspects, symbolic aspects and moral aspects. And this research also tried to show the relationships between brand authenticities and consumers attitudes. Research design, data and methodology - The empirical research design is based on the experiments with six types of advertisement prototypes. The advertisement prototypes were based on three types of authenticities' characteristics. The prototypes were made of core statements about each authenticity. And the advertisement prototypes also were based on the aviation company types. The types of aviation companies could be divided into FSC(full service carrier)and LCC(low cost carrier). So the whole experiments were performed with six kinds of advertisement prototypes(3 brand authenticities X 2 aviation company types). The age of participants were from 20s to 40s. The proportion of participants' demographics are as follow. Age proportion is 50% of 20s and 50% of 30s and 40s. Gender proportion is 46% males and 54% females. The experiments performed through mobile devices. Advertisement prototypes were exposed to the participants through their mobile devices, and they answered the questionnaires. All the process of experiments were performed by a professional research firm to maintain the quality of data. Results - This research suggested some important outcomes as follow. First, brand authenticity had an important role to make a positive consumer attitude on the aviation company. All the three types advertisement of authenticities had a positive impact on the consumer attitude for the aviation company. Second, the three types of brand authenticities in the performance aspects, symbolic aspects, and moral aspects had a major impact on the consumers attitudes. The performance authenticity had the biggest effect on the consumer attitudes. Third, the types of aviation companies like FSC and LCC had a different correlation with types of authenticities. All the types of authenticities affected on the consumers attitudes in the FSC case. The symbolic authenticity had the biggest effect in the FSC case. But the performance authenticity showed the most striking effect in the LCC case. Conclusion - From this research, we can get a conclusion. The brand authenticity of aviation company should be managed carefully to maintain a positive brand image and consumers attitudes. And airline brand authenticities can be consist of three type dimensions. All the types of authenticities affects on the consumers attitudes positively. The symbolic authenticity affects more in the FSC case, and the performance authenticity influences more in the LCC case.

• Journal of Distribution Science
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• v.11 no.5
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• pp.63-76
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• 2013

Purpose - For the past several decades, behavioral economics or behavioral decision theory has undergone rapid development. This study provides a critical review of the development of behavioral economics with a focus on what are deemed to be core theories in the field. Starting from the utility function proposed by Daniel Bernoulli in the 18th century, the development history of utility functions until the emergence of the prospect theory is thoroughly reviewed. Some of the experimental results violating the traditionally assumed utility function and supporting the prospect theory value function are summarized. The most representative principles of rational choice are transitivity, independence from irrelevant alternatives (IIA), and regularity. The development of behavioral economics has been triggered by finding counter-examples to these principles. Some of the choice behaviors discussed in this study as counter-examples to the traditional theories of rational choice are the St. Petersburg paradox; the Allais paradox; gambling behavior; and the various context effects including the similarity effect, attraction effect, and the compromise effect. The Elimination-by-Aspects (EBA) model, which was proposed as an explanation for the similarity effect, is discussed in detail as well. Based on the literature review and further analysis, this study summarizes the relationship between the context effects, prospect theory, and EBA model. Research design, data, and methodology - This study provides an extensive literature review on several important theories in the field of behavioral decision theory and adds some critical comments to the theories and the relationships among them. This study first reviews the development of utility functions. Daniel Bernoulli introduced the concept of utility function to solve the St. Petersburg paradox. In the mid-20th century, Herbert Simon proposed the "satisficing" heuristic and presented a value function with a shape different from traditional utility functions. This study highlights the strengths and weaknesses of several utility functions proposed until the emergence of the prospect theory value function. Results - This study posits that prospect theory and EBA model are the two most important theories in the field of behavioral decision theory. They can explain various choice behaviors that traditional utility maximization analysis has been unable to. The application of these models to various fields is further increasing nowadays. This study explains how prospect theory and the EBA model can be used to explain the context effects. Conclusions - The traditional economic theory relies on a single variable called "utility" in explaining consumer choice. However, this study argues that, in investigating consumer choice, several other variables should also be considered. These are the similarity among alternatives, an alternative's prototypicality within the category, the dominance relationship between alternatives, and the reference point in evaluating alternatives. Due to the development of behavioral economics, we are now closer to a more complete understanding of consumer choice behavior than in the past when we had only a single tool called utility.

• Journal of Popular Narrative
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• v.25 no.4
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• pp.223-261
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• 2019

This article is a reexamination of the feminist criminal narrative I wish for what is forbidden by Yang Gui-ja in the context of the rise of the women's movement and consumer culture of the middle class in Gangnam in the 1980s and 1990s. At this time, the explosive media culture served to strengthen the ideology that placed the middle-class family at the center as well as the consumption culture. The combination of consumer media culture, women's movement and democratization created a soft and domestic male image while visualizing the material foundation of the middle class in the 1990s of South Korea. In this novel, the domestic male image transforms the feminist criminal narrative into the narrative of the femme fatale attacking the stability and dignity of the middle class family, and at the moment of the transformation, the feminist woman Kang Min-ju is killed by a lower class man who has admired and loved her. This novel is not only current but also signifying as a text that overlaps sociocultural reproduction and feminist issues of the middle class based on Gangnam in the 1990s. This is because it shows the sociocultural context of femicide, such as serial murder of targeting women, as a core code of criminal narrative to be held in Korea since the late 1990s.

• Proceedings of the Korea Contents Association Conference
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• 2006.11a
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• pp.443-446
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• 2006

RFID is the core of realizing ubiquitous environment. This is expected to improve economical effect through related industry revitalization, make-work, and so on, in the future, and to be linked to social see-through enhancement via national life change. However unchecked RFID use lets retailers collect unprecedented huge information and they link it to customer information database, so the voice of worry to bring about a result of trampling down consumer privacy doesn't make a negligible situation. Although RFID system is spreaded out socially, the servicing of law and system is not accomplished to protect individuals from personal information violation threat. At the same time, in ubiquitous computing environment, to protect individual information efficiently, from the step of planning and deciding this technology system, constitutional law, norm, the basic legal rights of the people, and so forth is to be considered. The objective of the research is to persent the privacy protection from the viewpoints of law on RFID.

• Proceedings of the Korean Society of Organic Agriculture Conference
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• 2009.07a
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• pp.185-197
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• 2009

Eco-friendly agricultural products(EFAPs) are on an increasing trend of supply, but not much enhancing the rate of consumption due to higher price premiums and safety concerns among core consumers. Recently, the overall domestic market is rapidly changing from supplier's into a consumer-oriented one with increasing preferences for well-known branded produce, large retailers, and e-commerce. To cope with marketing shifts and develop eco-friendly farming, marketing strategies should be properly prepared on the basis of consumption trends, purchase patterns, and the specific needs which is interlinked sectors of productions, distributions, and general process of consumption. The key factors for stimulating the demand for EFAPs are outlined as follows : classification of buyers(segmentation of markets), provision of more information and safety assurance, labeling of brands and reference prices, shopping convenience for consumers and more appropriate pricing. In order to motivate consumers to buy more EFAPs, the products' safety should be verified and they should be made to sell at specialty store such as Chorokmaul, It is necessary that government, producers, consumers, and distributors play their respective roles in developing feasible programs for marketing EFAPs. Consequently, the specialty store will greatly contribute to the development of domestic environmentally-friendly farming and to raising their standings and prospects as well.

• Journal of the Korean Society of Food Culture
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• v.26 no.5
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• pp.437-444
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• 2011

This study was performed to approach the 2004 case of inferior quality mandu stuffing from the stance of food ethics. The court convicted the producers of inferior quality mandu stuffing and also decided against the plaintiffs who filed a damage suit. The core of the mandu stuffing case was not safety, but the wholesomeness. The principles of food ethics include a respect for life, justice, environmental preservation, and the priority of safety. The virtues of food professionals include wisdom, honesty, faithfulness, courage, moderation, and integrity. A food producer should possess not only the ability but also the morality to make food. The consumer should urge the producers to strengthen their morality and be conscious of responsibility and fairness. The government should organize a system to establish food ethics, and make efforts to reduce wasteful law enforcement. The media should lead public opinion toward justice by doing an unbiased and in-depth report and help establish the idea of food ethics. The necessity of food ethics and the spread of the ethical mind are the most important points of all.

• Journal of Korea Multimedia Society
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• v.13 no.9
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• pp.1399-1411
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• 2010

Mobile media have become independent media formats in a current media environment. This study explores mobile media uses of metropolitan Korean teenagers focusing on demographic elements and socio-cultural dimensions. The findings of this study show that demographic variables and socio-cultural variables influenced mobile media purchases and mobile content uses. Specifically, demographic variables explain mobile media purchases more, and socio-cultural variables explain mobile content uses of Korean teenagers. Among significant variables, conformity and self demonstration are core elements explaining teenagers' consumer behaviors. These findings could provide implications to both academicians and practitioners.

• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.175-199
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• 2007

The linear regression method was used to model the relationship among a set of perceptions regarding to the importance of physical exercise and the perceived value of physical exercise (as a leisure activity) for aging baby boomers. In terms of a pilot study, we developed two alternative models tested at two different convenience samples. The first sample consisted of 82 aging baby boomers aged 55.65 (sample 1) and the second one consisted of 458 citizens aged 18.45 (sample 2). Through this research approach, we intended to lead to a better understanding of perceived value of physical exercise in the sporting goods marketing context for aging baby boomers. We addressed the core research themes of our study using a convenience survey. Data was collected by means of face to face interviews during the seven week period. The research results showed that the "model 2" better predicts perceived value of physical exercise as a leisure activity for aging baby boomers. We believe that the final findings of our research try can recognize the differences in buying behaviors between aging baby boomers and other target markets and advance marketers of sporting goods strategic tries regarding to consumer strategy management at a store level.