• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.2
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• pp.79-92
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• 2016

The purpose of this study was to examine the effect of Indonesian's Korean national image and product evaluation on purchase intension of Korean fashion products. The survey was carried out on November, 2014 through online. And the subjects of this study were living in Indonesia. The results of this study were as follows. First, in Indonesia customers showed favorable attitudes towards Korean national image and the assessment of Korean fashion products. Also their purchase intension of products was comparatively high. The customers who purchased more Korean fashion products were more likely to have high purchase intension of them. Second, among the three factors of Korean national image, the advancement and national character had positive influence on the intrinsic attributes of Korean fashion products. Also, the product competitiveness and national character had positive effect on the extrinsic attributes. Third, the product competitiveness and extrinsic attributes had positive influence on the purchase intension on them. In conclusion, Korean national image affects evaluation and purchase intension of Korean fashion products. It is necessary to improve Korea national image within Indonesia fashion market. And it will be a good way of marketing to promote product power of Korea fashion product to Indonesian.

• Fashion & Textile Research Journal
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• v.19 no.6
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• pp.701-711
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• 2017

This research aimed to understand selfie behavior in social networking sites (SNSs). The research was conducted on the basis of the functional theories of attitude, verified self-presentation attitude, and self-expression attitude that affect selfie behaviors (i.e., taking selfies, posting selfies, and taking selfies for fashion product exposure). The moderating effect of satisfaction toward one's appearance was identified. The participants of the study were SNS users aged 20-30 years who had posted selfies in the past month. A survey was performed using an online panel of an international survey firm. The data were analyzed using hierarchical regression analysis on SPSS 22.0. Results corroborated that self-expression attitude affected the number of selfies taken but not the number of selfies posted and those uploaded for fashion product exposure. Self-presentation attitude exerted a significant effect on the number of selfies posted and those uploaded for fashion product exposure. When satisfaction toward one's appearance was high, self-presentation attitude increased the influence of the behaviors of posting selfies and uploading selfies for fashion product exposure. Self-expression attitude also significantly influenced the number of selfies taken due to the moderating effect of satisfaction toward one's appearance. This research was made meaningful by its quantitative analysis of selfie behavior in SNSs. The results confirmed the different functions of attitudes affecting selfie behavior. With the improved understanding of selfie behavior obtained from this research, Social Media marketing may be carried out in various industrial fields in the future.

• Journal of Digital Convergence
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• v.13 no.10
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• pp.185-194
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• 2015

We are living in big data. Specially, female consumers are the hottest issue. Female consumers have a great effected on consumer culture as comparing male consumers. Therefore, this study analysis characteristics of female consumers through case study and literature review. The summarized results of research are as follows. First, percentage of economically active population of unmarried female of 20s is high, so they actively spend lots of money on buying goods and so on. Second, they are ahead of the curve and follow entertainers. Third, domestic case studies(SD online buz marketing, C.S.I. Shinsegaemall project, Service center only for female consumers of Shinhan Card, Travel Service of Lotte Tour) and international case studies(Big data service of Target, ZARA, and Walmart) show that if we utilize big data, we can raise re-purchasing desire and analysis needs of female consumers and create new female consumers.

• Journal of Digital Convergence
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• v.13 no.10
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• pp.483-490
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• 2015

The purpose of this study was to systematically organize the information for the regional resources from the agricultural management entities of convergence industry in Chungcheongnam-do. The target was the Sixth Agricultural Industry Association in Chungcheongnam-do; total 70 kinds of resources were investigated. The content was organized by name of regional source, introduction, photo, company and product information, feature of product, introduction of experience program, and etc., containing the value and meaning of products in stories of the regional sources and images. The material was organized in order of grains, fruits and vegetables, marine products, livestock, Korean sauces Kimchi, fermented broth concentrates, beverages tea, and other. It was saved as pdf file to distribute to the members; it may be utilized for online promotion, product promotion in exhibition festival sales promotion, posts for bulletin board hall, and etc. but also for promotional material in overseas marketing after translating to each language.

• The Research Journal of the Costume Culture
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• v.24 no.2
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• pp.263-272
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• 2016

Using the extended technology acceptance model (TAM), the study aimed to understand consumers' adoption process for smart fashion products. The research model was designed to examine the impacts of perceived ease of use and usefulness on attitude and behavior intention toward smart fashion products based on the technology innovativeness, enjoyment, and subjective norm variables. An online survey was conducted on consumers by employing a marketing research company. A total of 230 useable responses were obtained. Confirmatory Factor Analysis (CFA) was performed to test the measurement model. The proposed hypotheses were tested by employing the Structural Equation Model (SEM). The results found a positive impact of perceived ease of use on usefulness and a positive influence of usefulness on attitude and behavior intention. Attitude had a positive effect on behavior intention. In addition, technology innovativeness was found to have a positive influence on perceived ease of use and enjoyment had a positive influence on usefulness and attitude. Subjective norm predicted behavior intention. The findings of the study contribute to smart fashion literature and have important implications for smart fashion product developers and marketers, as they offer insights into the important role of technology innovativeness, enjoyment, and subjective norms perceived by consumers in improving attitudes and behavior intentions toward the products. Limitations and future research directions are discussed.

• International Commerce and Information Review
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• v.19 no.1
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• pp.213-234
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• 2017

This study analyzed valid samples of 707 units collected by conducting paper and online surveys on the Korean, the Chinese, the American, and the Japanese. The result showed that a significant causal relationship exists between power distance and pull motivation as well as collectivism and push motivation, which led to a conclusion that developing travel packages that can strengthen bonding of fraternal societies through various events and attractions is effective for respondents from Asian countries. On the other hand, Americans turned out to prefer practical plans, which could provide individual's needs and preferences, for example, a self-healing package. This study, using a simple survey, may have a limitation in that it does not allow the participants to express their opinions. However, the study is meaningful that it made a theoretical contribution utilizing Hofstede's cultural dimensions index, two types of motivation, and theories of customer satisfaction and revisit intention. It also has a practical implication in that it proposes the most optimal and applicable overseas travel marketing strategy by comparing cultural traits of each country.

• Journal of Korea Game Society
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• v.5 no.2
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• pp.29-36
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• 2005

Determining the price of a newly developed game product is a substantial matter affecting many aspects of corporate management. An appropriate pricing based on the proper data encourages consumers to purchase products repeatedly Yet presently most game companies prefer to set a price according to the cost including developing expense, advertising expense and law materials. As a result that price does not reveal the rue value of the product, many corporations face the demerits in the corporate management including the low sales, the loss of client and the poor promotion. This study has emphasis on the evaluating the price according to the consumer view rather than either corporate or industrial view. The price preference research analysis shows that Korean gamers prefer the price ranging around 30 thousand won in the simulation game, RPG game, and arcade game. In the online game, around 20 thousand won is the preferred price. This difference explains well the features of each game categories.

• International Journal of Costume and Fashion
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• v.11 no.2
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• pp.13-24
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• 2011

This study explores the opportunities for new market of traditional Korean costumes, Hanbok, following not only the consumer's needs and wants, but marketing trends of fashion industry. This paper is the exploratory consumer research of fusion Hanbok, it aims at examining how consumers wear fusion Hanbok. Study participants were limited to mothers who wore Korean-fusion Hanbok to their baby's first birthday party once or more. A total of 221 respondents completed online questionnaires. The results of this study are as follows. First, regarding the reasons of wearing fusion Hanbok is a beautiful and traditional dress although traditional Hanbok is uncomfortable and inconvenient. Second, the most satisfactory aspect of fusion Hanbok was found to be its design. Satisfaction with the color, size and length was also high. Third, most female consumers in their 20s and 30s have stronger preferences for and intentions of purchasing fusion Hanbok. Some people criticize that as fusion Hanbok is westernized in its designs and materials, it has lost the classical beauty and impression of traditional Hanbok. However, if no one routinely wears Hanbok, Hanbok will never be popularized or globalized. This study suggest that traditional Hanbok should be improved by developing effective merchandising strategies based on consumer needs for traditional Hanbok such as various product assortment and promotion strategies using traditional Korean beauty. So, traditional Hanbok could be retained and succeeded in the future by improving consumers' dissatisfactions of traditional Hanbok and creating the new market of traditional Hanbok in which fusion Hanbok are produced focused on consumers' needs and market environments.

• Journal of Fashion Business
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• v.20 no.6
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• pp.32-51
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• 2016

KakaoTalk has become a reputed mobile social network and an inseparable part of people's lives by leading the mobile industry in South Korea. However, there is a lack of studies in academia regarding perception of the consumers and assessment toward the mobile marketing and services by KakaoTalk. Based on the theoretical orientation of Elaboration Likelihood Model (ELM: Petty & Cacioppo, 1986) and electronic service quality (E-S-QUAL: Parasuraman, Zeithaml, & Malhotra, 2005), this study investigates the effects of information sources (Charles & Richard, 1988), and examines the consumer perception toward the service quality of KakaoTalk. A total of 209 responses were collected, using a self-administered survey in Seoul and Gyeonggi province, South Korea from March 2015 to June 2015. A seven-point Likert scale survey was developed to measure the information sources (i.e., argument quality, post popularity, and post attractiveness), electronic service quality (i.e., efficiency, fulfillment, privacy, and system availability), attitude (i.e., usefulness, preference, and overall attitude), and behavioral intention (i.e., like intention, share intention, and purchase intention). This study reveals a consensus that an online environment is different from the traditional retail context in terms of information source and service quality. Specifically, the results indicate that argument quality greatly impacts the attitudes of the individuals and their behavioral intention toward mobile shopping via social media channel. The most powerful factor among E-S-QUAL is "efficiency." This dimension of service quality influences the customer perception of usefulness and preference as well as share and like intention toward mobile shopping on KakaoTalk.

• The Journal of Internal Korean Medicine
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• v.35 no.3
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• pp.354-365
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• 2014

Objectives: Recently, the utility rate of Korean-Medical service has been a 6 percent of the domestic market share in medical service, so there is a lot of effort to increase utility rate of Korean medical service. However, in spite of the importance of image to promotion, there are still few studies about image of Korean medicine. Thus, the purpose of this study was to suggest ways to increase utility rate of Korean medical service by surveying and analysing recognition of image of Korean Medicine. Methods: People aged between 20s and 40s were targets of investigation. We divided respondents into three groups depending on relation approximation with Korean medicine (weak-related group, normal-related group, strong-related group). The questionnaire consisted of questions about images of Korean medicine, conducted through online and personal interviews. Results: In total, 282 members responded to the survey and the results of the analysis were as follows. The more a person was related to Korean medicine, the greater the tendency to experience Korean medical service. The most associated taste about Korean medical institutions was Bitterness, smell was smell of Korean medicine, color was yellow, feeling was warm, sound (instrument) was drum, and treatment pattern was Acupuncture, respectively. The most associated image of acupuncture was painful, and the most associated age of Korean medical doctors was 40s. The most associated general term of Korean medicine was physical constitution, and most associated pathological term was extravasated blood. Conclusions: This study can be very useful for future image marketing of Korean medicine because there have been no other studies about image on Korean medicine before now. But this study has also some limits like area, respondent selection, etc., so a more detailed and comprehensive survey is needed.