• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.753-765
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• 2012

This study tested the validity of the six-factor model of fashion savvy which was modified from the consumer savvy scale developed by Macdonald and Uncles(2007) and explored the relationship between fashion savvy and consumer propensity to observe. Regarding the relationship, it was hypothesized that consumer propensity to observe antecedes fashion savvy. Data were gathered by surveying university students in Seoul metropolitan area, using convenience sampling, and 311 questionnaires were used in the statistical analysis. In analyzing data, factor analysis and regression were conducted. The findings show the validity of the six factors of fashion savvy, which are fashion sophistication, interpersonal network competency, online network competency, marketing literacy, consumer self-efficacy, and consumer expectations. Tests of the hypothesized relationship show that two factors of consumer propensity to observe influence fashion savvy. More specifically, the 'observing shoppers' factor positively influences all six factors of fashion savvy, whereas the 'following what others buy' factor negatively influences four factors of fashion savvy, fashion sophistication, interpersonal network competency, marketing literacy, and consumer self-efficacy. The implications of these findings and suggestions for future study are also discussed.

• The Research Journal of the Costume Culture
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• v.21 no.4
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• pp.562-575
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• 2013

The purpose of this study was to test the determinants of fashion savvy. As determinants, this study examined fear of negative evaluation by others and self esteem as subject-related variables and consumer confidence in fashion decisions as the product-related variable. It was hypothesized that fear of negative evaluation and self esteem influence fashion savvy both directly and indirectly through consumer confidence in fashion decisions. Data were gathered by surveying university students in Seoul metropolitan area, using convenience sampling, and 311 questionnaires were used in the statistical analysis. In analyzing data, factor analysis and path analysis were conducted. Tests of the hypothesized path show that one factor of fear of negative evaluation and self esteem influence fashion savvy directly and indirectly through consumer confidence in fashion decisions. More specifically, 'fear of negative impression and judgment' factor negatively influences 'marketing literacy' and 'consumer selfefficacy' of fashion savvy, whereas self-esteem positively influences 'consumer self-efficacy' of fashion savvy. In addition, consumer confidence in fashion decisions influences all six factors of fashion savvy. The implications of these findings and suggestions for future study are also discussed.

• Agribusiness and Information Management
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• v.8 no.2
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• pp.9-15
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• 2016

In several industries, including the agriculture industry, information and communication technology (ICT) expenditure has been gradually increasing. This study explores the ICT investment of Korean agricultural corporations, and examines the effect of ICT investment on their profitability using an IT portfolio framework. As the organizational capabilities and environment in which ICT is used is critical in examining its impact, the IT-savvy level is used as a moderator. An increase in ICT investment size results in a significantly positive effect on profitability in organizations with higher IT-savvy levels, whereas there is no effect in organizations with lower IT-savvy levels. This study shows the necessity of understanding the structure of ICT investments in the agriculture industry, and suggests the importance of organizational capabilities and environment in making best use of ICT.

• Agribusiness and Information Management
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• v.13 no.1
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• pp.41-56
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• 2021

This study aims to understand the IT savvy degree and the keyword changes on the informatization issues in rural areas during the pandemic status of COVID-19. In the analysis result, we could understand that the informatization policies in rural areas have focused on reducing negative influences on the issues of university entrance exams and higher-level education and economic vulnerabilities. According to the sentiment analysis results on the keywords related to the informatization policies in rural areas, the IT-savvy performance - the improvement of the digital divide and IT utilization capabilities in rural areas - was positively understood. The study is one of the earlier studies considering the relationship between the pandemic of COVID-19 and informatization in rural areas. But still there are limitations of collecting more meaningful data and basic level keywords analysis because of the negative pandemic diffusion of COVID-19.

• International Journal of Human Ecology
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• v.16 no.2
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• pp.79-88
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• 2015

As information and communications technology (ICT) becomes increasingly integrated into the daily lives of people around the world, it is important to know how the technology is influencing the behaviors of individuals and families. This study looked at the ecology of families as it is related to ICT and the changes to processes that occur as ICT devices and services are integrated into the family. A survey of 1084 families was conducted. Five hundred of the families were from the United States and 584 families were from Korea. Significant differences were found in the use of ICT by Korean and American families although the source of this difference was not clearly identified in this study. Three clusters of families were identified based on their use of devices and services. These were labeled as; 'The Tech Savvy', 'The Wireless Users', 'The In-betweeners', 'The Wired', and 'The Just Mobile'. 'The Tech Savvy' used the greatest variety of ICT technologies and 'The Wired' used the fewest. Other clusters fell in the middle with families seemingly using the devices which met their particular needs. Two factors related to ICT integration into the family were identified. These were related to family intimacy and family relationship maintenance. The family cluster identified as 'Tech Savvy' made significantly greater use of ICT in these relationships and 'The Wired' made the least use of ICT in these areas. The other clusters tended to be between the two ends and tended not to be significantly different from each other in their use of ICT. Finally, models for ICT use by families showed that demographics, nation of origin, types of devices and services used, and attitude and interest in ICT all had a significant impact.

• The Journal of the Korea Contents Association
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• v.9 no.11
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• pp.120-129
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• 2009

It is now the digital and multi-media era. The DVD market is growing constantly. So is the capacity and quality of DVD players, In our research, we focused on the younger generation, who are now the greatest consumers. The results helped signify the most distinctive and popularized DVD player designs that satisfy young people's entertainment needs. Our new design is a large step ahead of older ones. Previous designs were uniform and standard. This new design has distinctive features and is uniquely user-friendly. It is focused primarily on easy usability. The interface is simple and straight forward. The user can use the system easily before consulting a manual. It is consistent in internal and external software and hardware, allowing the user to easily adapt to the product. DVD players have become a necessity in the current multi-media/digital era. So products need to be geared towards being available to not just those who are technologically savvy, but also those who rely on basic user-intuition. Our design takes into account these conditions, based on our statistical research, allowing us to expect our product to be a competitive force in the DVD market.

• Asia Marketing Journal
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• v.14 no.3
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• pp.185-197
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• 2012

Caffe Bene, one of the most notable coffeehouse chain brands in Republic of Korea, gives us some thought-provoking issues in terms of sustainable success. Despite harsh competition among various coffeehouse brands, Caffe Bene has been accomplished astonishing outcomes in domestic market and now ranked 2^nd place in sales among the global coffeehouse franchise in 2010 and 2011. These achievements were possible mainly because Caffe Bene adopted distinctive shop design, maintained aggressive marketing strategy, developed new menu, and combined the unique Korean culture with ordinary concept of café to make its place attractive. However, since Korean coffeehouse market is getting saturated and consumers are becoming savvy about coffee, Caffe Bene needs to find a new solution to overcome growth stagnation. Besides, many experts pointed out that irrational increase in the number of stores might hurt its business in the aspect of managing distribution channel and providing consistent services. Also, customers of Caffe Bene have shown that it has to complement its critical weaknesses: inferior coffee taste and relatively high price for a cup of coffee. Especially, some people view that the company is shifting its high rental fee, interior cost and PPL marketing cost to consumers by charging high price for coffee. To get over the problems, Caffe Bene is currently using C/S Consumer Management System though experts are questioning about the efficacy because of the conflict between purpose of the system and the headquarters' plan. Present CEO Kim also announced that the company will complete its logistics system in the latter half of 2012 to provide stores with more high quality coffee beans to improve taste of coffee. Thus, in this case, we describe how Caffe Bene succeeded in Korean market and enumerate its key success factors. Also, we specify the long-term goals of Caffe Bene and introduce the current policies and strategies to show how the company is working on to achieve its ultimate goal. By reading and analyzing this business case, students could get useful insights regarding franchise management and think about issues on competing in a saturated market. Also, it would be worthwhile to generate creative solutions for the problems that Caffe Bene is now facing to broaden the practical perspective.

• The Research Journal of the Costume Culture
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• v.17 no.5
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• pp.878-885
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• 2009

The Y generation born between 1981 and 1995 is the largest consumer group in the United States. This study is to provide an insight of understanding Y generation's decision factors of purchasing Jeans and the fit issues. This study investigated their purchasing decisions factors, including fit, cost, brand, color, and the media/internet influences. It is revealed that the Y generation might have access to the internet, but they still rely more on their peers and savvy skills to decide what they purchase. They preferred to shop from the land based retail stores rather than the internet. The fit was the most important factor of their purchasing decision, but less concerns of the brand. In this study, 87% of them chose "fit" as the reason to buy a pair of jeans. Fit problems were related to the price category. This study suggests apparel manufacturers should understand Y generation's fit issues in the global market.

• Journal of Global Scholars of Marketing Science
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• v.15 no.2
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• pp.1-25
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• 2005

Unlike the traditional bricks-and-mortar marketplace, the online environment includes several distinct factors that influence Web site trust. As consumers become more savvy about the Internet, the author contends they will insist on doing business with web companies they trust. This study examines 1) how Web site trust is affected by the following web purchase-related factors: security, privacy, brand name, word-of-mouth, good online experience, and quality of information, and 2) how it influences outcomes. Unlike Urban and colleagues' study (2000), the author argues that not all e-trust bUilding programs guarantee success in building Web site trust. In addition to the mechanism depending on a program, building e-brand trust requires a systematic relationship between a consumer and a particular web site. The findings show that Web site trust does not build one or two components but are established by the interrelationships of complex components. By carefully investigating these variables in formulating marketing strategies, marketers can cultivate brand loyalty and gain a formidable competitive edge.

• English & American cultural studies
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• v.14 no.1
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• pp.219-239
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• 2014

Arjun Appadurai contends that "the new global cultural economy has to be seen as a complex, overlapping, disjunctive order that cannot any longer be understood in terms of existing center-periphery models" (32); though discerning and perhaps becoming more and more apt, Appadurai's observation of the breakdown of the "center-periphery" binary appears as mere "academic jargon" in the lives of new immigrants, tackling the murky waters of identity politics in the transcultural technoscape of modern America in Kunzru's Transmission. Kunzru's antihero is Arjun Mehta, a software technician, who comes to America with high hopes of realizing the "American Dream." To a certain extent, Arjun himself is culpable of resurrecting the "center" as he prioritizes America and its values over all else. Despite his best efforts, Arjun cannot prevail in the perilous politics of exclusion/inclusion, and is relegated into a "high-tech coolie," exploited for his technological savvy. Even as the "center-periphery" binary stays intact in the production of an (Asian) American identity, it becomes undone in the hands of this "would-be" American; ultimately denied inclusion into America, Arjun unleashes a destructive virus that has major global consequences. In a sense, the boundary that separates the center and the periphery comes down as both collectively become victims to Arjun's retributive malfeasance. Arjun seems to rely on the "American" promise that old allegiances (to a national identity) are now defunct and new ones can be easily forged; as Kunzru's Transmission demonstrates with the tragic story of Arjun, the complex politics of identity production in America does not necessarily deliver on this promise. This essay hence aims to examine the politics of (national) belonging in the age of transnationalism.