• Journal of Global Scholars of Marketing Science
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• v.19 no.2
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• pp.68-79
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• 2009

The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.

• International Journal of Computer Science & Network Security
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• v.21 no.5
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• pp.57-68
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• 2021

Successfully adapting to digital and customer-oriented transformation, the concept of lean manufacturing professes the philosophy of creating greater benefit while minimizing losses. These losses are operations that do not add value in the production process to ensure the efficiency, flexibility, and profitability of projects. In the context of broad automation and digitalization of all sectors of the economy, mechanisms for combining automation technologies and lean production are becoming available. Moreover, when it comes to the efficient use of financial, human, or material resources, it is clear that the use of Industry 4.0 technologies can be an effective tool for achieving the goals of lean production, as many of them pursue the same goal. In this context, this article aims to study the effectiveness of the implementation of project management concepts at the global level and identify the main factors influencing its effectiveness to ensure the achievement of lean production through LEAN technologies and Industry 4.0 technologies. To achieve this goal, several statistical indicators were selected and several statistical methods of analysis were used: pairwise correlation, regression analysis, methods of comparison, synthesis, and generalization. Statistical analysis was conducted according to a survey conducted by the Project Management Institute (PMI) in 2020. An economic-mathematical model of dependence of project effectiveness in different regions of the world on the level of implementation of project management approaches is built, which shows that the increase in project effectiveness by 85% is due to financial losses, technical training, and consumer orientation. These results allow project managers to develop appropriate strategies to improve project management approaches at all levels. It is established that LEAN technologies and technologies of Industry 4.0 have several tools that have a positive effect on minimizing losses following the concept of lean production. Besides, given that the technology of Industry 4.0 is focused on the automation of Lean Production technology, a mechanism for the introduction of lean production using these technologies and methods.

• Knowledge Management Research
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• v.23 no.1
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• pp.1-26
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• 2022

With the spread of social networks, platform-based social commerce has grown rapidly with the use of multiple smart devices. Given the rapid growth of social commerce sites such as Coupang and Ticket Monster, it is very important to understand the user's purchase decision-making process in a social commerce environment. The purpose of this study is to develop a richer understanding of the goals of users using social commerce. Second, a methodological alternative for analyzing the user's goals is introduced. In this study, laddering interview and means-end chain analysis were used. As a result of interview conducted on 40 users who have more than 6 months of purchasing experience using social commerce, a hierarchical goal map showing the user's goal structure was derived. This map contains 22 ultimate goals of social commerce, including warm relationships with others, fun and enjoyment of shopping, accomplishment, satisfaction, financial saving, and convenience. In addition, there are various paths from activities to ultimate goals, so investigating the goals pursued by users can give us insight into understanding user.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.6
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• pp.79-88
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• 2017

Personal time perspective is a factor influencing motivation and goal-oriented behavior. The start-up process is a preparatory process for the future rather than the present. There will be a difference in entrepreneurial decision making depending on the level of time perspective. This study verified the relationship between individual 's time perspective and entrepreneurial self-efficacy. For this study, a survey was conducted with 190 students in college. To test the hypothesis, t-test, one-way analysis of variance and correlation analysis were used. The results of the study are as follows. First, we analyzed the difference of individual 's time by past-negative, past-positive, present-fatalistic, present-hedonistic, and future-oriented time. As a result of analysis, the more experience of entrepreneurship education, the higher the present-fatalistic, present-hedonistic, and future-oriented level. Second, the effect of individual's time perspective on entrepreneurial self-efficacy was analyzed. The past-negative and present-fatalistic level influenced negative on entrepreneurial self-efficacy. The present-hedonistic and future-oriented level influenced positive on entrepreneurial self-efficacy. Finally, based on the above results, academic significance, implications and limitations are suggested.

• Journal of Industrial Technology
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• v.19
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• pp.293-300
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• 1999

This paper is aimed at the development of comprehensive environmental management system, which can be operated on the basis of world wide web. This study has been initiated as a topic of G7 project in 1988, and will be accomplished in 2001. Even thought there should be lots of works remaining to achieve this goal, preliminary products can be summarized as follows : 1) integrated environments information management system, 2) web based control engine, 3) surface water environment management system, 4) subsurface water environment management system, 5) sewer and waterworks management system. The core methodology of the engine is the generalized multidimensional finite element matrices to depict the terms in the analysis of various partial differential equations. Spatial information management system (ArcView) and Visual Basic were extensively employed to construct GUI oriented web based engine. Developed systems were consist with very intense computer codes due to the necessity of combinatory management of environmental problems. The web based engine could be served as a decision tool for the integrated management of environmental projects in Korea.

• Archives of design research
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• v.4 no.1
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• pp.39-50
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• 1991

Recently, the society is being, developed physically and technically and the desire for the better equipped office environment has been required. Due to the change of recognition about the information-oriented office and the rapid progress ot the office automation many conventional office environment are changing to the new phase, the intelligent building. Unfortunately, because of the lack of the harmony between our business operating characteristics and the western office space planning, there are some severe problems in improving the business ability. To create the efficent office environment design, we have to understand the function of the western office space and our current phenomenon, appearing in the company. Thus, the goal of this study is to present the methodology for improving the office environmental design by analizing the following elements. - The concept of the office space - The historical frame of the office development - The consideration of the office characteristics - The Analysis of the business working Characteristics, organizing characteristics, and operating characteristics

• Proceedings of the Korean Society of Agricultural Engineers Conference
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• 2000.10a
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• pp.519-524
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• 2000

The goal of this research is the establishment of a connection of an existing water quality model to GIS. The water quality model investigated was the Water Quality Analysis Simulation Program (WASP5), while the actual linkage was performed using object-oriented programming. The runoff and the non-point source loadings into the Channel were determined using a grid-based model developed in GIS. Afterwards, scripts were written in the ArcView programming language, Avenue, in order for ArcView to perform the following tasks : 1) write the input file informations, 2) format the input information into the proper WASP5 file, 3) execute the WASP5 subprogram for modeling.

• Research in Mathematical Education
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• v.6 no.2
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• pp.123-133
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• 2002

The authors examined a college mathematics professor's change process in teaching practice by analyzing the teacher's reflective journal. Her change engaged cooperative learning method in a college Algebra course and was geared toward the reform-oriented methods. The change processes were revealed as a bumpy road that was full of struggles and challenges to both the teacher and students. The analysis also showed that a reflective journey needed a proper means and support system from a teacher's environment such as institution. This research clearly showed that brining a genuine change in teaching practice toward a broad educational goal was a combined effort among the participants of education.

• KIEAE Journal
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• v.15 no.2
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• pp.5-17
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• 2015

Purpose: The goal of this research is to identify the planning techniques of Smart Green City with Ubiquitous method and carbon-neutral city planning techniques and to induce the main planning techniques through the analysis of relative importance and practical adaptation. Method: First of all, eighteen planning techniques were derived and categorized into three organization systems and six sectors through literature review and FGI analysis considering the applicability of Ubiquitous service for carbon-neutral city planning techniques. Secondly, based on expert surveys and AHP analysis, the importance of Smart Green City planning techniques was evaluated. Thirdly, using case study, six cases related to Smart Green City were analyzed for the current status of application of planning techniques. Lastly, considering the importance of planning techniques and practical aspects, the characteristics of Smart Green City and its implication were estimated. Result: Energy, Resource and Waste and Transportation sector were identified as important sectors for Smart Green City. In addition, 'Construction of Smart Grid', 'System for Utilization of New & Renewable Energy', 'Smart Resource Circulation Management System', 'Establishment of Public Transportation Information System basis', 'Construction of Pedestrian / Bicycle oriented Road Environment' are essential planning techniques to create Smart Green City.

• International journal of advanced smart convergence
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• v.9 no.2
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• pp.195-202
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• 2020

The ultimate goal of CSV activities is to increase consumer loyalty to the company, brand or organization concerned. Thus, for a professional sports club, CSV activities will ultimately aim to enhance the loyalty of spectators who are consumers of the club. Subjects of this study are the spectators of professional volleyball. We distributed 300 survey to people who were aware of the club's CSV activities among the home spectators of Hyundai Capital SkyWalkers. Data processing was performed using SPSS 23 and AMOS 18 for the analysis of confirmed factors, correlation analysis, reliability analysis, and structural equation model analysis. From these results, we were able to come up with the social problem resolution and long-term orientation among the CSV activities of professional volleyball clubs which affect the club identification. And the identification formed within the spectators of the clubs through CSV affects the club loyalty directly or through the medium of club emotion. Professional volleyball clubs need to identify the problems the community has in planning and proceeding with CSV activities and seek strategies to address them together, and approach them from a long-term oriented perspective.