• 복식문화연구
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• 제20권5호
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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.

• 복식문화연구
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• 제21권4호
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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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• 제8권2호
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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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• 제13권1호
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• pp.41-56
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• 2021

본 연구는 코로나19의 확산을 기점으로 농어촌 정보화에 대한 긍정적/부정적 인식과 연관 키워드가 어떻게 변화하였는지를 분석하고, 이를 통하여 농어촌 지역에 대해 외부에서 인식하는 IT Savvy 수준을 간접적으로 이해하고자 빅데이터 분석을 수행하였다. 농어촌 정보화와의 관련 키워드로 코로나19 이후 농촌 지역 학생들의 대입이나 교육과 같이 비대면으로 인한 악영향을 최소화하고, 비대면 상황에서 경제적, 사회적인 약점을 완화하기 위한 정책을 우선 추진하고 있음을 알 수 있다. 또한, 농어촌 지역의 정보화와 관련된 키워드의 감성 분석 결과, 농어촌 정보화의 IT Savvy 성과, 즉 농어촌 지역의 디지털 격차 감소, IT활용 역량 개선 등에 대한 외부 인식은 긍정적인 것으로 나타났다. 이것은 정보화 관련 정책이 코로나19 확산에 긍정적으로 대응한 것으로 인식하는 것임을 보여준다. 본 연구는 코로나19와 농어촌 정보화라는 키워드를 중심으로 분석하였다는 희소성을 가지고 있다. 그러나, 농어촌 거주민을 대상으로 하는 직접 조사 자료를 확보하기 어려운 시점이기 때문에 데이터의 수집과 분석에게 한계가 있었으며, 이러한 한계에 따라 불가피하게 빅데이터 툴을 활용한 기초적 연구를 수행할 수 밖에 없다. 향후에는 이러한 한계를 개선하고 다각적인 학제 연구를 수행할 필요가 있다.

• International Journal of Human Ecology
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• 제16권2호
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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.

• 한국콘텐츠학회논문지
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• 제9권11호
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• pp.120-129
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• 2009

디지털시대와 영상시대가 도래하면서 DVD 시장의 성장에 힘입어 DVD 플레이어 시장 또한 지속적으로 성장하고 있으며 이의 보급 또한 지속적으로 확대되고 있는 실정이다. 이에 본 연구에서는 영상시대의 주된 소비자라고 할 수 있는 신세대의 니즈를 충족시킬 수 있는 차별화 된 형태의 DVD 플레이어를 디자인하여 제시하였다. 기존의 획일적인 형태의 DVD 플레이어 디자인을 벗어나서 개성이 뚜렷하고 차별화 된 디자인의 DVD 플레이어 형태를 제안하였고, 사용편의성을 극대화하여 사용자 중심 디자인을 제시하였다. 단순하고 직관적인 디자인으로 사용자가 시스템에 대해 쉽게 배우고 활용할 수 있도록 하였다. 제품의 내부와 외부 그리고 하드웨어와 소프트웨어사이에 일관된 연계를 가지도록 해서 사용자가 별도의 학습과정 없이 쉽게 적응할 수 있도록 디자인하였다. 영상세대를 위한 필수적인 제품이라고 할 수 있는 DVD 플레이어 디자인 진행 시 고려해야 하는 여러 가지 항목들을 이해함으로써 향후 영상관련 제품의 디자인 작업에 대한 경쟁력을 확보할 수 있으리라 기대한다.

• Asia Marketing Journal
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• 제14권3호
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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.

• 복식문화연구
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• 제17권5호
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• pp.878-885
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• 2009

Y세대는 시장연구에 있어서 많은 흥미를 갖는 세대이다. 이 세대는 1981년에서 1995년에 태어난 사람들로 미국의 역사상 가장 큰 소비자 집단을 이루고 있다. 본 연구의 목적은 미국에 있어서 Y세대들이 청바지를 구입할 때 고려하는 결정 요인들과 맞음새 문제에 대한 그들의 관심을 잘 이해하는 것이며, 연구 결과를 통해 미국 의류업체들이 소비자들의 요구를 잘 반영할 수 있도록 기초자료를 제공하려는 것이다. 본 연구 결과, 미국의 Y세대들은 인터넷이나 미디어에 영향을 받기 보다는 또래집단이나 자신들의 직감능력에 더 의존하는 것으로 나타났다. 쇼핑 방법에 있어서는 리테일 스토아를 백화점이나 디스카운트 스토아보다 더 선호하였다. 또한, 청바지 구매시 맞음새를 브랜드나 색상보다 더 중요한 결정 요소로 생각했으며 87%가 그런 생각을 갖고 있었다. 맞음새 문제에 있어서 대부분 젊은층인데도 불구하고 바지 길이, 엉덩이앞뒤길이, 허리둘레에 문제가 있다고 하였다. 이 맞음새 문제는 가격대와 사이즈와도 관련이 있는 것으로 나타났으므로 의류 생산 업체들이 다양한 신체 형태와 대상 소비자들의 이해에 관심을 갖을 필요가 있는 것으로 사료된다.

• 마케팅과학연구
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• 제15권2호
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• pp.1-25
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• 2005

전통적인 오프라인 시장과 달리, 온라인 환경은 웹 사이트 신뢰에 영향을 주는 몇몇 독특한 요인들을 포함한다. 소비자들이 인터넷에 대해 점점 더 정통해 짐에 따라, 소비자들은 그들이 신뢰하는 기업과 비즈니스를 거래할 것이다. 이에 따라, 본 연구는 1) 어떻게 웹 사이트 신뢰가 다음의 웹 구매 관련 요인-안전성, 프라이버시, 브랜드, 구전, 온라인경험, 전보의 질들에 의해 영향을 받는지를 조사하고 2)어떻게 웹 사이트 신뢰가 결과변수에 영향을 미치는가에 대하여 조사한다.Urban과 그 동료들의 연구결과 (2000)와 달리, 본 연구는 모든 e-신뢰 구축 프로그램들이 성공적인 웹 사이트 신뢰 구축을 보장하는 것은 아니라고 주장한다. 특별한 프로그램에 의존하는 매카니즘 이외에, 웹 사이트 신뢰는 소비자와 웹 사이트와의 체계적인 관계구축을 요구한다. 본 연구의 결과는 웹 사이트 신뢰는 단지 한 두 가지의 요인의 의해 구축되어지는 것이 아니라, 여러 구성요인들의 내부 상호작용에 의해 구축되어 진다. 실질적인 마케팅 전략개발과정에서 이들 변수들의 주의 깊은 조사를 통해, 마케터들은 웹 로얄티 육성과 강력한 경쟁력을 얻을 수 있다.

• 영미문화
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• 제14권1호
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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.