• Journal of the Korea Fashion and Costume Design Association
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• v.24 no.1
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• pp.1-14
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• 2022

In the past 10 years, the luxury goods market growth has significantly outpaced other consumer goods categories. Its market value exceeded US $1.2 trillion globally in 2018. In response to this significant consumer demand, the product portfolio of luxury brands has been modified, as several products that previously were exclusive have now released lower-priced versions. This phenomenon is called new luxury. These new luxury products, however, have caused the democratization of the luxury that threatens the exclusivity of luxury brands. In this circumstance, luxury consumers are becoming disillusioned with the vulgarization of luxury goods and prefer exclusive luxury experiences. In order to keep pace with the changes in the luxury consumer needs and promote the brand image with a creative and luxurious connotation, luxury brands are increasingly associating with contemporary art through diverse channels. However, there is a lack of theoretical research investigating the main points to be considered when applying contemporary art to luxury brands and attempting effective brand communication. Therefore, this study aims to provide insights into the key issues for luxury brands when applying contemporary art for effective brand communication. An in-depth case study with the luxury fashion brand, Louis Vuitton, was carried out to better understand contemporary art applications and obtain analytical insights. Through the research, key insights were identified as follows: 1) setting a clear objective for art application based on an in-depth understanding for both the art and the luxury brand, 2) sending harmonized and coherent messages from all perspectives by using a variety of different communication channels, 3) providing a meaningful customer experience by considering the characteristics of contemporary art.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.386-398
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• 2022

This study was conducted to corroborate the factors that influence consumer characteristics and technology acceptance on online luxury platforms, which are rapidly emerging as distribution channels for luxury brands. To this end, the relationship between the degree of technology acceptance and behavioral intention of fashion consumers on online luxury platforms and the effect on specific factors such as age and gender was investigated to see if there was a difference in behavior and use behavior. A survey was conducted on Korean consumers between the age of 20 and 40 who have used online luxury platforms and then, a statistical analysis was conducted. As a result of the study, performance expectancy and facilitating conditions, hedonic motivation, price value, and habit were found to have a significant effect on platform behavioral intention, but effort expectancy and social influence did not have a significant effect. Additionally, both facilitating conditions and habit were found to have a directly significant effect on the platform use behavior, and it was confirmed that the platform behavior intention also had a significant effect on the use behavior. As a result of confirming the moderating effect of gender and age, there was no difference based on gender, but only the relationship between price value and behavioral intention was found to have a moderating effect. It is hoped that domestic online luxury platforms will grow into channels with distinct characteristics and continue to develop in the luxury market by utilizing specific affect factors of this study.

• Information Systems Review
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• v.25 no.3
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• pp.121-138
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• 2023

The advancement in mobile technology brought disruptive innovation in media industry. The introduction of mobile devices broke spatial and temporal restrictions in media consumption. This study investigates the impact of mobile channel adoption on video viewing behavior, using real-world dataset obtained from a particular on-demand service provider in South Korea. We find that the adoption of a mobile channel significantly increases the total viewing time of video-on-demand via TV and the number of contents viewed. Our results suggest that the mobile channels act as a complement channel to conventional TV channels. We provide theoretical and practical insights on consumer usage in the emerging over-the-top market.

• Journal of Venture Innovation
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• v.6 no.4
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• pp.23-40
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• 2023

This study examines the customer value factors affecting the intention to continue using the mobile app of department stores, which are traditional offline retailers, in the retail industry that is rapidly digitalizing and becoming mobile. This study clarifies multidimensional customer value in three dimensions; functional, convenience, and social. Functional value refers to the integrated channel, and consistent customer experience provided between channels in the omnichannel retail environment, while convenience value is the convenience of saving time and effort save while customers use a mobile app. Social value refers to the improvement of social approval or social self-concept occurring due to the use of products or services related to green marketing within the mobile app of the department store. The influence of each on the dependent variable, the mobile app's continuous use intention, was analyzed by using the three dimensions of customer value as independent variables. Data was collected from customers who have a history of using the mobile app of Shinsegae Department Store in Korea, and a confirmatory analysis was conducted using Smart PLS 4.0. The analysis results showed that all three dimensions of customer value; functional value, convenience value, and social value, had a positive (+) influence on customers' intention to continue using the mobile app, and the influence of functional value had the greatest impact. As functional value appears to be the most important influencing factor due to the omnichannel retail trend by advancement of technology, it suggests that it is important for department stores, and offline retailers, to provide integrated channels. This provides insights into the direction of customer-centered strategy formulation for activating department store mobile apps and suggests basic analytical data for customized services and marketing activities that department stores can effectively meet the changing expectations and demands of customers through new mobile channels rather than existing offline channels.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.4
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• pp.422-431
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• 2012

The influence of a marketing mix on the consumer purchasing process is well documented in academic fields; however, studies of when consumers purchase fashion brands or products in terms of the day-of-the-week effect and 10-days-of-the-month effect on various channels to a given brand in practice are limited in the fashion industry. This study empirically describes the purchase timing behavior for athletic shoes using daily sales data from a domestic brand in Korea from January in 2006 to December in 2010. The results show that Saturday and Sunday have significantly higher sales than weekdays. In addition, the first and third 10-days-of-the-month yield a higher sales volume than the second 10-days-of-the-month. The department store's sales volume (compared with discount and franchised stores) was higher in the first 10-days-of-the-month; however, the discount and franchised stores have a higher sales volume in the second 10-days-of-the-month. Three store types have no significant differences in sales volume for the third 10-days-of-the-month. Based on the results, in practice, marketers for a specific domestic brand can develop a new marketing expenditure plan, store supply plan, and cash-in and cash-out plan to maximize profits. This research can introduce constructs such as purchase timing distribution, the day-of-the-week effect, and the ten-days-of-the-month effect for the fashion industry.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2008.10a
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• pp.464-486
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• 2008

Purpose. Electronic intermediaries (e-intermediaries) are gaining significance in international marketing with the rapid development of e-commerce. The goal of this study is to explain empirically what leads to a higher use of this relatively new exportation alternative. Relying on a resource-based view as our research foundation, we focus on information technology (IT) and non-IT factors as possible determinants. Further, this study brings arguments offered by transaction cost theorists to explain the other non-IT determinants. Methodology/Approach. Data are collected from small and medium-sized enterprises (SMEs) in the electronic industry in Korea and the U.S to ensure generalizability. Ordinary least square (OLS) regression is utilized to analyze the data. Findings. This study raises new issues regarding a relatively new type of exporting channel, e-intermediary. Exporting is regarded as the most appropriate strategy for SMEs in international commerce. A number of SMEs stay away from exporting due to limited resources or lack of knowledge regarding foreign markets. The findings in this study should help SMEs use e-intermediaries more widely by developing appropriate IT-related resources (IT-related human and relationship assets) and dealing with non-IT factors (international competence, environmental uncertainty, and duration of relationship) effectively. Originality/Value/Contribution. This study illustrates the significant role of e-intermediaries, which may help SMEs to penetrate the global market effectively. Finding relevant sources in the global e-marketplace is a challenge for non-experienced users like SMEs. This study proposes e-intermediaries as an effective alternative for them. Another contribution of this study is to show how the use of indirect exporting channels, e-intermediaries, decrease costs in exporting transactions. This study suggests an e-intermediary as a hybrid exporting channel to balance risk and profit.

• Korean Journal of Health Education and Promotion
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• v.24 no.3
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• pp.73-86
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• 2007

Objective: The purposes of this study are to understand the characteristics of the participants in a community walking campaign and to analyze the factors related to their participation based on the Transtheoretical Model (TTM). Methods: The study composed of the description of participant characteristics and comparison of them with non-participant characteristics in a walking campaign in K province. The data were collected through a survey of 2,590 participants and 258 non-participants from the same community. The survey instrument included questions about stages of walking and exercise, knowledge and attitude toward walking, and environmental condition for walking. Results: A majority of the walking campaign participants were in the action(24.8%) and maintenance(43.6%) stages of walking and exercise behavior. The non-participant group was split between maintenance(51.6%) and precontemplation (30.6%) stages. Among the participants, effective campaign promotion channels differed by age group while motivation for participation and participation patterns were associated with both age and gender. Favorable physical environment was a significant factor of participating in walking campaign(OR=1.396, CI=1.149-1.696). Although the campaign participants scored higher than the non-participants in most attitude toward walking questions, differences in knowledge scores between two groups were less significant. Conclusion: In conclusion, further social marketing to increase the awareness and to increase the concern of population in the community is needed based on the survey result. Transtheoretical model seems appropriate to apply to the evaluation and the planning the program of the behavior change in the community. Also, more organized and sustainable support in need to maintain the good habit of walking for the participants in walking campaign.

• The Journal of the Korea Contents Association
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• v.16 no.7
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• pp.19-30
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• 2016

This study analyzed relative importance among business model factors for improving business performance of Knowledge Service Enterprises using the Business Model methodology. It also compares and analyzes the relative importance of manufacturing enterprises by using the previous research conclusion. This study finds Product & Service factor(0.361) is the most important among Marketing(0.251), Financial aspects(0.234), and Infrastructure(0.154) are follows. For the sub factors, Value Proposition(0.254) is the most importance factors and Revenue Streams(0.154), and Key Activities(0.107), and Key Resources(0.100), and Channels(0.086) are follows. Also, The Marketing has higher relative importance for Manufacturing enterprises, whereas the Product&Service has higher relative importance for Knowledge Service Enterprises. It proves that there is a difference in the relative importance between Manufacturing Enterprises and Knowledge Service Enterprises. This study concludes the importance of business model factor is different for each respective industry. Therefore, it suggests to consider different industrial aspects when build the business model for each industry.

• Korean Journal of Agricultural Science
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• v.45 no.2
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• pp.298-307
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• 2018

The aim of this study was to enhance the value of the chestnut industry by analyzing the value chain structure. Based on the value chain theory, it is divided into primary activities and support activities. Thus, in total, 27 subjects from Gongju, Buyeo, and Cheongyang were interviewed and self-administered questionnaire. Regarding the value chain structure of the chestnut industry, the primary activities consisted of production followed by cultivation and storing, sorting and packaging, transportation and marketing sales. The support activities were divided into production infrastructure, policy, R&D, and systematization. The primary activities are able to maximize profits through cost reductions. The production was divided into general and environmentally friendly cultivation. Depending on the labor force, it is family-centered labor. However, the installation of harvest nets depends on a hired labor force (40 - 60%) such that it would be necessary to have a mechanized harvest to replace the manpower for the cost reduction. Transportation, marketing sales, and backdoor selling (38.1%) were higher than the existing channels (31.0%) using the National Agricultural Cooperative Federation. The enhancement of value could be created by maximizing profits through the reinforcement of the links between each subject. The production showed strong connections with cultivation/storing, sorting/packing, and backdoor selling and the National Forestry Cooperative Federation. The processing stage is a very simple structure, it would be necessary to have R&D and to support promotions, infrastructure, machines, and sales increases, which should be expanded by connections with other industries like the food industry.

• Journal of Distribution Science
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• v.16 no.9
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• pp.59-63
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• 2018

Purpose - It has already been proved that 'mood' as the physical environment of shopping affects consumers' main sensory channels such as sight, hearing, smell, touch. However, there is no consensus on how the olfactory cue influences the customers in the shopping environment. In this study, we examine the previous studies on how the olfactory cue affects the customers in the shopping environment and present a clear direction as a suggestion for progressive research. Research design, data, and methodology - It is not important to use a lot of unconditional fragrance, but it should be exposed to the environment that suits the proper fragrance. In recent years, meaningful research on store fragrance has been slowly increasing. As a result, studies on the fragrance effects of retail stores have been conducted to verify the relevance of fragrance suitability in stores and consumer spending scale. Results - The fragrance appropriate for each store can not be uniformly specified as any fragrance. This is because external variables such as time, season, temperature, lighting, density of shoppers, and music in the store also affect customer evaluation. For example, using an unsuitable fragrance may encourage customers to leave the store quickly by restraining impulsive purchases or by disturbing concentration. The store manager should also be interested in using fragrances that are proven and effective in the store environment, but they should also have the ability to easily manipulate and manage the fragrances very appropriately according to changes in the store environment. Store managers should observe consumer preferences and responses according to their goals and strategies, and then systematically manage and store information about the fragrance appropriate to the store. Conclusions - In the future, the fragrance marketing researcher needs to consider the spatial form and density of the customer. In practice, managers operating a retail store should check the most appropriate store density(congestion) according to the size and spatial characteristics of the store and maintain the ideal conditions. To do this, it is necessary to pay attention to how to select and control sensory elements such as fragrance(olfactory), music(auditory), and lighting(visual).