• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.232-246
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• 2024

This study examines options to revitalize a B2B textile trading platform, exploring user satisfaction and perceptions of the importance of several website features. Between June 8 and June 21, 2023, fashion studies majors and domestic fashion brand product planners were asked to use the website of an open B2B textile platform for 30 minutes and then evaluate its features by responding to a survey. The final sample for analysis wad comprised of 150 questionnaires. To analyze the key textile website features, a paired t-test, Importance-Performance Analysis (IPA), and multiple regression analysis were utilized. The analysis classified the key textile website features related to user importance and satisfaction into the following categories: convenience, appearance, product information, and uniqueness. An analysis investigation of the differences in importance and satisfaction for each website evaluation attribute found significant differences in 12 attributes. The IPA analysis revealed that attributes such as product reliability, quality, a convenient search function, and convenient page movement are highly important to users and garner high user satisfaction; these findings demonstrate the importance of maintaining these elements. Images on the main screen, the latest trend information, and product prominence attributes also garner high importance ratings, but result in low user satisfaction, which signifies extensive revision is required. Finally, user evaluation of the convenience, appearance, and product information of the website was found to affect user recommendation intention.

• Journal of Digital Convergence
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• v.14 no.5
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• pp.157-163
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• 2016

With the rapid expansion of smart-phone based brand app and its marketing implementations, the marketers stake much resources in the success of brand apps so that they are able to reinforce the user satisfaction and intention for repeat use. The purpose of this paper is to understand the characteristics underlying the brand applications and to analyze the usage and attitudes of the users. Self-administered survey on the research variables for respondents of 20-49 age group was conducted and the results as follow. The results are as follows the consumers are more satisfied with its usefulness, entertainment, and design attributes of the brand app. They tend to keep using a brand app that contains useful contents and great entertainment elements. Marketers thus need to reflect those elements when developing and distributing a brand app in order to meet the needs of their customers. The study results would help marketing firms find new competitive edges by providing basic insight for new competition strategies for brand app development.

• Culinary science and hospitality research
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• v.17 no.4
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• pp.59-73
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• 2011

The purpose of this study is to establish a marketing strategy for the makgeolli manufacturing industry. We fractionized cousumer types depending on motives for purchase of customers who had bought makeolli or drunk it for the last six months. We also examined the relationship between makgeolli selection attributes and customer satisfaction by the cousumer types. SPSS 15.0 statistical package was used to process data. Frequency analysis, factor analysis, a reliability test, K-means cluster analysis, one-way ANOVA, and multiple regression were executed. As a result, the motives to purchase and drink were divided into four factors - marketing, effect on health, self-desires, outside environment; consumers into three types - dependent type, loving type, indifferent type; makgeolli selection attributes into five factors - health characteristics, visual elements, brand characteristics, drinking characteristics, purchase characteristics. It was shown that the makgeolli loving type considered all the makgeolli selection attributes as most important; the dependent type considered the health characteristics and visual elements as less important than the loving type did. The indifferent type considered all the makgeolli selection attributes as less important compared with the other types. Among the makgeolli selection attributes, drinking characteristics and the purchase characteristics had effects on customer satisfaction.

• Korean Institute of Interior Design Journal
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• v.23 no.1
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• pp.61-68
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• 2014

Recently, there have been increasing attempts to pursue and express feelings such as sensibilities, emotions, and impressiveness in commercial spaces. One of such methods is to apply 'storytelling' to space designs. Applicability of storytelling to a space suggests that the contents of a space can be expressed through various mediums. Portraying events and situations through a single time continuity of a story is referred to as 'narrative'. The movement of users and sequence of contents are determined by a narrative. It provides different storytelling and a sense of place to each space through various roles, such as wide association, engraving, and image formation. A narrative can lead users to engage in different perceptions and behaviors even in spaces with the same content. Thus, this study is intended to examine the impact of space marketing in line with design narratives, assuming that narratives of commercial space designs will influence the formation of brand identity. The research methods are as follows. First, the definition of narratives in space design was established by examining narrative architectures. Second, design analysis tools for commercial spaces were established from the perspective of narratives through preceding studies. Third, the design narratives of different shops under the same brand were comparatively analyzed through a case study. To carry out a case study, a commercial space of 'O'sulloc' was selected, and its brand identity was studied from the narrative standpoint. The case study involved interior designs of 7 road shops of 'O'sulloc.' Among the 7 road shops, two of them with the biggest difference in design narratives were selected, and an observation survey was done on the users as a second analysis. Through the observation survey, actual design narrative experience was analyzed in 4 steps of introduction, development, turn, and conclusion. The findings are as follows. The design method of each shop varied, and different design elements were emphasized. Among various elements, the ones that reflect the brand identity of 'O'sulloc' the best were logo, product, and shape. During the process of narratives, the characteristics of each shop and user recognition and behavior varied depending on the degree of emphasis on a particular element. It suggests that space design narratives can influence the formation of brand identity. This study provides ideal directions of developing space designs necessary for forming brand identity from the standpoint of Korean traditional culture modernization. Future studies could discuss the economic feasibility of such designs.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.4
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• pp.63-73
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• 2019

Recently, as young and senior entrepreneurs are getting interested in starting a business, the domestic startup rate is gradually increasing. However, the survival rate of start-ups is so low. In this regard, this study empirically examines how the entrepreneurial intention affects both financial and non-financial start-up performances through the intermediation effects of experiential competence, financing competency, marketing competence and differentiated competitive advantage. In doing so, the purpose of this study is to find out the key elements to successful start-ups. To this end, the survey results of 200 start-ups in Pohang from January 21 to February 1, 2019 were used to test the research hypotheses. The results of the study are summarized as follows. First, it is shown that the entrepreneurial intention have a positive effect on the experiential competence, financing competence and marketing competence. Second, it is found that both experiential competence and marketing competence have significant positive effects on the differentiated competitive advantage. On the other hand, the financing competence has not been shown to have a significant effect on the differentiated competitive advantage, which might result from the characteristic of the data that most of the respondents are from new businesses. Third, it is shown that the differentiated competitive advantage has a positive effect on both financial and non-financial performances. In conclusion, the results of this study suggest a theoretical basis for the successful start-up performance. Namely, it is necessary for the founders of start-ups to secure differentiated competitive advantage through the entrepreneurial intention and the entrepreneurial competences such as financing competence and marketing competence because the differentiated competitive advantage leads to the successful financial and non-financial start-up performances. In addition, the results of this study suggest to both entrepreneurs and managers that for the successful business performance, it is important for them to make continuous efforts to come up with new ideas and to reinforce financing and marketing activities in order to achieve the differentiated competitive advantage.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.3
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• pp.147-159
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• 2015

One of the most important factors for the consumers to select a coffee shop is a visual factor. The analysis results of interior pale face image of the coffee house doesn't show significant differences on all the categories. It is recognized that the items affected by symbolized color are supplies and interior design. If a respondent choose a coffee house by the symbolized color, 'Starbucks' is the most memorable or want to visit place, and only one category, pocket money shows significant difference in choosing coffee houses. The investigation results say that the most memorable or want to visit coffee house by the visual icon color are 'Starbucks', 'Angelinus' and 'Caffebene', and that 'Ediya's icon color marks the characteristics of the shop very well, and 'Hollys' has the most characterful color. Resultingly, visual elements and icon colors of the shop seriously affect consumer's choice in visiting a coffee house. This study is to understand the influence of visual elements in choosing a coffee house for general customers, and it is considered that the importance of visual elements and color marketing must be recognized and developed.

• The Journal of the Korea Contents Association
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• v.11 no.5
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• pp.449-465
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• 2011

The purpose was to contribute substantially in terms of marketing strategic planning and implementation of coffee shops. Additionally, the target was set as the favorite coffee shops on the basis of the young people. Through the IPA Matrix, subdividion variable was derived and by using the variables in each quadrant, tested the variables that have significant effect on satisfaction, reuse, and recommendation intentions. The study results showed that there was a significant difference in the importance performance (IPA) difference analysis of coffee shop service quality elements and this proved that empirically, the expectations were different. Additionally, it was evident that there were statistically significant and not statistically significant elements in the relationship between service quality element and the overall satisfaction rate in each elements shown in the IPA. Through this, it was possible to provide the information on what service quality elements to focus and distribute. It was possible to understand that the ultimate goal should be satisfaction since the overall satisfaction positively affects the reuse and intention of recommendation and it was possible to re-confirm the previous studies which stated that overall satisfaction, reuse, and recommendation intentions have a positive influence.

• Korean Institute of Interior Design Journal
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• v.22 no.6
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• pp.119-129
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• 2013

For commercial inner space, studies about brand communication and VMD to inform brand identity to customers are very important. Accordingly, the study conducted questionnaire survey about 'emotional reaction, brand recognition, brand communication and satisfaction on VMD expressional elements' of customers and brand-related personnel on the ZARA flagship store. Through analysis of difference of evaluation on surveyed items between customers and brand personnels, importance of direction of VMD design applying brand communication which can satisfy customers and application of brand communication was verified. Specific results of the research are as follows: First, comparing brand personnel's expectation of recognition of their brand from customers, substantial level of recognition of brand by customers was lower. It is necessary for improvement through consumer analysis in order to raise brand recognition. Second, as the result of analysis of emotional reaction on VMD, it needs to lead customers to positive emotional reaction close to the brand plan intention by inducing 'exciting and sensational' brand concept to emotional reactions through comprehensive VMD image management and leading to 'free and convenient' emotional reaction and then communications with customers and minimizing emotional differences. Third, for brand communication and creation of 'interest', intention of ZARA, it needs to get maximum communicative effects with 'young' VMD design. Fourth, for satisfaction survey on VMD expressional elements, customers was less satisfied than brand personnel. Accordingly, in order to raise customers' satisfaction, show windows, entry, mannequins and objets should be planned with priority and it should also satisfy customers through communications with customers including advertisement and marketing.

• Korean Institute of Interior Design Journal
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• v.26 no.3
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• pp.91-100
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• 2017

The rapid growth of Korean-style buffet in recent years has increased the size of corporate investment. Under this circumstance, businesses make various marketing efforts while highlighting the features and advantages of their brands. Against this backdrop, this study aims to understand which space branding has been applied to the Korean-style buffet through case studies and to propose a method of application of space branding to increase sales in an effective manner in the future. First, the research is theoretical examination and case studies with focus on the characteristics of expressions of Korean-style buffet space branding. Basically, upon completion of examining the concept and the characteristics of expressions of the Korean-style buffet and analyzing the concept of space branding, the components of space branding have been reconstructed based on preceding studies on space branding and then have been applied to each brand space. Also, the hands-on experience of the characteristics of expression of the Korean-style buffet with space branding incorporated in it and prepared a checklist via visual inspections. And then, the field surveys based on these examinations and took approach of drawing a conclusion based on the results analysis conducted by using the SPSS statistical program. Through preceding studies, the three components of space branding, that is, sensory element, emotional element, and cognitive element have been reconstructed before proceeding with this study, which has obtained five major findings as a conclusion. First, the sensory element should be given elements differentiated enough to attract consumers' attention along with a sustainable effort to have brand image imprinted in their mind. Second, in terms of emotional element, the study has found that the brand experience oriented toward interest and participation results in higher utility frequency. Third, the study has found that the cognitive element should seek consistency in communicating with consumers with focus on face-to-face contact on the display in space. Fourth, it has been found that arranging independent spaces is necessary to attract consumers' participation. Finally, the study has identified in which location area of buffet the sensory, emotional, and cognitive elements have placed a significant weight.

• Journal of Fashion Business
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• v.20 no.1
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• pp.142-156
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• 2016

Convergence of IT devices and fashion is enabling the industry to take fully different approaches in various areas including product planning, fabric selecting, distributing, and marketing. At the same time, it also transforms the definition of clothing itself. Convergence of IT technologies in the realm of fashion and textiles industries can create a powerful synergy through connection digital devices, such as mobile phone. In this context, this study attempts to suggest how IT technology can be efficiently harnessed through the usage of mobile devices in the planning stage of fashion materials, where the initial production plan of a clothing item is mapped out. This study ultimately aims to enhance the effectiveness of databases on fashion material information by using mobile devices to utilize NFC, an RFID technology having as much revolutionary power as Internet - which can be the convergence between IT and fashion across the software dimensions. To pursue this research, data on fashion material information regarding 200 woven fabric specimens were provided by textile companies. The information includes elements such as its composition, weight, width, yarn, density and sales report. These pieces of information were organized into a database. Drawing on this data, Android-based applications that allow smart phones to read off fabric information from NFC tags were developed for this study using two methods. The system works as follows: 1. NFC tag stickers are attached onto the hangers where 200 fabric samples are hanging. 2. The NFC tag stickers are tagged, or read off from a smart phone that support NFC functions. 3. Upon tagging, the Smart phone swiftly displays all information available on its screen - not only the aforementioned six elements, but also the image of the clothing item from the fabric in its finalized product form, and the video of the model wearing the item - for convenient view. The method harbors immense potential for the fashion industry in general, and will also be useful in those fields inside the industry that harness NFC technology.