• Journal of the Korea Society of Computer and Information
• /
• v.15 no.9
• /
• pp.77-85
• /
• 2010

As various convergency products have been actively developed, the study on user interface has been conducted a lot, and for more specific direction, users' experience-oriented user interface from user-oriented studies is recently developed. Such a tendency aiming to focus on product development to express users' emotion, the next step in the user-oriented development had difficulties in an objective approach, so the data based on previous users' experiences were presented as the basic data to establish user interface design process with grounds and design direction, and therefore it is available to show more specific and objective grounds. From this perspective, such psychological variables showing users' experiences like age and job are studied through surveys of users at the development of products, and products according to the variables are released. On the other hand, the products considering psychological difference distinguishing users' experiences as the cultural cap are not progressed yet. Despite the understanding of cultural difference, its decisive grounds are hard to distinguish like age, and job. Therefore, the cognitive concept about how to design menu information structure according to accident types that can be considered regarding user interface design among theoretical backgrounds about cultural difference. As the category according to the range of things among accident types, it is divided into analytical type and relational type to conduct a test on similarity and relations about the representative digital TV's menu information of the convergency product. As the result, analytical type and relational type showed difference and this study aims to use menu information concept considering this difference as explanatory variables of the users' experience-oriented development.

• Korean Association of Arts Management
• /
• no.60
• /
• pp.155-191
• /
• 2021

The purpose of this study is to analyze the effect of art and culture experience according to art and culture perception on art and culture consumption. Accordingly, the perception expressed through the experiences of consumers was defined as the delivery of art and culture marketing strategies, and the behavior of consumers enjoying art and culture was measured. The research data were analyzed through an online survey. As a result of the analysis, sense, relation had a significant effect on the hedonistic factor, and the act, sense, emotion and relation had significant effects on the other's consciousness, and the behavioral and emotional factors had a significant effect on the intentional factors. The implication from the experience of relationships with others was found to have a negative(-) effect on all factors, which means to be the result of consumers' anxiety in enjoying art due to the pandemic. It is necessary to develop an online business model for consumers who naturally avoid it, and to narrow the gap between online and offline art and culture. Second, it is thought that sponsorship from companies is necessary so that artists who provide art and culture can produce high-quality contents. In the future, if it was studied the relationship between not only consumers who enjoy art and culture, but also suppliers and artists who provide art and culture, it will be able to understand the culture in-depth.

• Culinary science and hospitality research
• /
• v.17 no.1
• /
• pp.124-141
• /
• 2011

The domestic food culture in Korea has gone through great changes, among which dining out is considered most prominent. These changes are caused by a number of factors: development of several related industries, increase in dining out chances, diversification of consumer needs, change in consumption awareness and quality, increase in disposable income, women's advance into the society, etc. Under these circumstances, the fast food industry has been experiencing slow growth, whereas family restaurants and take out coffee franchises are consistently increasing the number of restaurants and shops as a part of aggressive management to increase sales. This study aims, first, to examine the effects of consumer's brand individuality and satisfaction on brand trust, brand emotion, brand identification, and brand loyalty of specialty coffee shops. Subsequently, this study observes how consumer's brand individuality and satisfaction affect the formation of brand trust, brand emotion, brand identification, and brand loyalty in accordance with preferred type of specialty coffee shops, frequency of experience, and life style in order to establish relevant strategies. The results of this study are as follows. First, brand individuality had a positive effect on customer satisfaction. Second, customer satisfaction had a positive effect on brand trust. Third, customer satisfaction had a positive effect on brand loyalty. Fourth, customer satisfaction had a positive effect on brand emotion. Fifth, brand trust had a positive effect on brand loyalty. Sixth, brand emotion had a positive effect on brand loyalty. These results have the following implications. First, the dimensions of brand individuality are presented as a means to form brand loyalty, thereby demonstrating the significance of the effect. Accordingly, developing a proper brand individuality in forming brand loyalty is imperative. Second, consumers using specialty coffee shops had the greatest effect on the relation between dimensions of brand individuality and customer satisfaction in this study, while the interrelation between customer satisfaction and brand loyalty was not concretely supported in the preceding studies.

• Science of Emotion and Sensibility
• /
• v.18 no.1
• /
• pp.3-14
• /
• 2015

An ad endorser's gaze direction is a salient nonverbal cue that consumers use in responding to advertisements. The gaze direction influences consumers' social perceptions (e.g., attractiveness, credibility) of the endorser and advertising effectiveness (e.g., advertising attitudes, brand attitudes). Especially, the cerebral emotional asymmetry hypothesis suggests that an ad endorser's left-averted gaze can produce more positive social perceptions and advertising effectiveness than the right-averted gaze for right-handed consumers. This study examined the effects of three gaze directions (direct, left-averted and right-averted gaze directions) of unknown female ad endorser on Korean males' advertising responses (attractiveness-, credibility- and ad-effectiveness-related responses), using online experimental method. The results indicated that the ad endorser's direct gaze was more likely to increase both positive (correspondence bias) and negative (suspicion, deceptiveness) social perceptions of her than the right-averted gaze. The direct gaze also created more positive advertising effectiveness (advertising attitudes) than the right-averted gaze. However, the study failed to find consistent differences in responses between left-averted gaze and either direct or right-averted gaze.

• Science of Emotion and Sensibility
• /
• v.20 no.2
• /
• pp.73-86
• /
• 2017

The purpose of this study was to investigate the influence of consumers' shopping value(SV), ease of use(EOU), and usefulness(U) on their purchase intention(PI) in mobile shopping mall. Path hypotheses in structural equation model which was constructed for this purpose were verified. In addition, the research model was analyzed according to the groups classified by the level of purchase experience in mobile shopping mall. The survey was limited to the respondents in their 20s and 30s living in Seoul and other metropolitan areas who had purchased fashion products in mobile shopping mall. 411 useful data collected from on-line survey were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and pearson's correlation analysis using SPSS 21 and AMOS 19. The results of verifying the hypotheses were as follows: First, SV was composed of two factors which included hedonic shopping value(HSV) and utilitarian shopping value(USV). Second, the research model was verified as an acceptable model in explaining the influence of consumers' SV, EOU, and U on PI. Third, seven hypotheses among nine hypotheses were accepted in high purchasers. HSV did not have a significant influence on PI, and EOU did not affect PI significantly. Fourth, five hypotheses were accepted in light purchasers. HSV affected U significantly while USV had a significant impact on EOU and PI. EOU affected U, and U affected PI significantly. In conclusion, USV was proven to be the factor affecting PI directly as well as indirectly. Eou and U also had a significant influnce on PI in mobile fashion shopping. These results will provide mobile marketers with the differentiated strategies to make consumers lead to mobile purchase.

• Science of Emotion and Sensibility
• /
• v.20 no.2
• /
• pp.59-72
• /
• 2017

In the flood of information, many consumers want to choose the style that is suitable for their sensibility, which is usefulness and need for personalized services have been steadily increasing. This study made a video of personalized internet shopping mall and then university students (N=170) who have been using the internet shopping mall were asked to experience this and the change in consumer response was measured. According to level of personalization, this study found difference of web-site evaluation, satisfaction/internet behavior and quality evaluations of products. With regard to preferred types of internet shopping malls and the number of access, the difference was investigated. The results are as follows. First, subjects who experienced internet shopping mall of active personalization showed higher level of active personalization. Level of passive personalization differed depending on preferred types of internet shopping malls, for example, people who prefer online apparel shopping mall were low but people who prefer complex big shopping mall and social commerce were high. Second, after experiencing internet shopping mall of active personalization, satisfaction/internet behavior and quality evaluations of products did not change but passive personalization decreased and active personalization and web-site evaluation increased. Third, the number of access to internet shopping mall positively correlated with satisfaction/internet behavior and web-site evaluation, on the other hand, active personalization negatively correlated with satisfaction/internet behavior and web-site evaluation.

• Science of Emotion and Sensibility
• /
• v.20 no.2
• /
• pp.3-10
• /
• 2017

This research investigated the cross-modal correspondence between the turbidity and taste of beverages. For an empirical study, we employed two types of achromatic beverages: rice wine and a soft drink. The turbidity of each drink varied between 0.0625~32 g/L, and 0.0078~4 g/L, respectively, and the stimuli were prepared in ten levels according to cognitive turbidity. In the study, participants (N=35) rated each drink stimulus using a 3-point Likert scale with regard to five basic tastes: sweet, salty, bitter, sour, and preferred. In addition, six specific tastes were included that deliberately describe rice wine and the soft drink. Three were yeasty, alcoholic, and astringent for the rice wine, and the other three were creamy, bubbly, and syrupy for the soft drink. Based on participants' assessments, the turbidity of rice wine is highly positively correlated with all five basic tastes. In contrast, the turbidity of the soft drink was positively correlated with sour only. Concerning preference, the most preferred turbidity of rice wine was 4.6~20 g/L, which is close to the turbidity of existing products on the market. Furthermore, except for astringent and syrupy, all tastes were influenced by the turbidity, which implies the potential of turbidity as a new visual parameter to communicate the taste experience of beverages.

• Science of Emotion and Sensibility
• /
• v.11 no.2
• /
• pp.153-172
• /
• 2008

Products can maintain a high level of market share for many years by succeeding early in the development of a market. To overcome the benefit of pioneering a market, late entrants to the market can use differentiation strategies: developing novel attributes or enhancing preexisted attributes. In general, preexisted attributes are more memorable, but novel attributes can be weighted as heavily as preexisted attributes by contextual constraints. Based on the research of appraisal-congruent judgement, certainty appraisal dimension may affect the degree to which people engage in systematic or heuristic processing. This study examines the effects of alignability (the ease with which the attributes of one object can be aligned or mapped onto another object) of product attributes and certainty on consumer preferences for late entrants. Participants were induced to experience certainty and then completed a questionnaire. As predicted, participants induced certainty were likely to engage in heuristic processing, while participants induced uncertainty were likely to engage in systematic processing. This study provides an implication that companies should additionally consider consumers' feeling of certainty when launching a new brand.

• Science of Emotion and Sensibility
• /
• v.13 no.3
• /
• pp.459-466
• /
• 2010

Recently, UCC, which stands for User Created Content, has emerged in various media industries including Internet. However, there exists little research regarding interaction to overcome the drawback of UCC, one way superficial form. In particular, little research has been done on the creation and effect of experiential UCC type. In the existing research, the interactive feature shows to bring the effectiveness in the field of education or promotion. So, in this study, we examine the problem of provider-centered UCC and to solve this problem, we propose a new experiential UCC form with interactive functionality by adapting the product test between UCCs. From the results of the analysis on the effectiveness of UCC after users experience the proposed UCC related to water industry, watching the interactive UCC represented the values of the higher levels in the aspect of recognition change than watching the existing UCCs. Also, the outcome showed that if this interactive UCC invigorates, UCC application will be very useful in eduction, industry, and promotion. From the analysis of the question instrument on whether an interactive UCC would be helpful or not, the positive response ratios was 84% in promotion, 70% in education, and 52% in industry, respectively.

• Science of Emotion and Sensibility
• /
• v.12 no.4
• /
• pp.471-480
• /
• 2009

According to former studies, people can imagine the specific taste by the specific color, not every color. Besides, studies also say that the relation between colors and tastes is decided by personal experience and frequency about the color of food. So the authors supposed that there is the specific color related the taste. To find the relation, we selected 24 colors and 24 taste adjectives mainly used by people. Then, we examined taste imagined on color with questionnaires of 20 college students who are sensitive to colors and able to use all 24 taste adjectives. Then we analyzed the result by MDS. Finally we could find 5 definite relations between colors and tastes. The result suggested that the number of colors which can be associated with tastes are quite limited. Also, only limited colors can be associated with tastes and it is different by sex. This study shows not only the relation between the color and the taste but also how closely the taste is related to other colors. This study can be used for effective food package design, advertising and so on.