• 유통과학연구
• /
• 제17권12호
• /
• pp.13-21
• /
• 2019

Purpose - It is very important to examine customer's behavior about AR shopping either practically or academically. Thus, it will be worthwhile to discuss more in details about AR utility which is even in early stage of distribution industry now. Research design, data, and methodology - This study has designed in consideration of control effects of perceived complexity based on customer's flow as dependent variable, and on AR characteristics and technology readiness as independent variables. Study data has been collected from questionnaires after using AR shopping service directly by those who are 20-30 years old of male and female respondents, which has been analyzed with 167 questionnaires. Hypothesis is verified using by hierarchical regression analysis. Results - After results of hypothesis verified, positive influence has been shown in terms of sensory immersion, manipulation, and optimism, however, it is rejected in relation to navigation and innovativeness. Control effect of perceived complexity has not been appeared. Conclusions - Implications of this study are as follows. First, AR shopping service has to provide an informational value. Second, by providing AR service to customer group, marketing activities will be in effects. Third, recognized complexity is not connected with significant control effect in terms of customer's devotion of service.

• 대한건축학회논문집:계획계
• /
• 제36권2호
• /
• pp.43-52
• /
• 2020

With the advent of the Fourth Industrial Revolution, people need healing. Research in neuroarchitecture shows that people feel happy and stable when working with nature, and patients heal quickly. Therefore, This study aims to quantitatively analyze the colors that help psychological healing in the painting images depicting nature by setting 'Natural Colors' of Biophilic Design as the subject of research. So the purpose of this study was to measure Biophilic Color and to develop Biophilic Color Palette. We extracted Biophilic colors using Impressionist Monet's Landscape painting. After extracting colors using Photoshop Color Picker, we converted RGB color code to NCS color code and Munsell color code. The results of this study were as follows; The ratio of Y was high in the GY-series and YR-series. This is due to the characteristic of impressionism that expresses the change of color by light in close relationship with light. Y is universally considered to be pleasant, representing happiness, sunshine and optimism. Therefore, it is possible to create an environment that helps psychological healing by utilizing the Y-series color palette. Average Blackness was 28. Average Chromaticness was 34.61. The significance of this study is to propose a biophilic color palette that is useful for psychological healing by quantifying the color code of biophilic colors depicted and expressed with adjective images and idiomatic color names. Quantitative and empirical studies on healing colors are needed continuously and should be actively utilized in healing environment planning.

• 산경연구논집
• /
• 제8권5호
• /
• pp.87-93
• /
• 2017

Purpose - This paper investigates whether managerial overconfidence is associated with firm-specific crash risk. Overconfidence leads managers to overestimate the returns of their investment projects, and misperceive negative net present value projects as value creating. They even use voluntary disclosures to convey their optimistic beliefs about the firms' long-term prospects to the stock market. Thus, the overconfidence bias can lead to managerial bad news hoarding behavior. When bad news accumulates and crosses some tipping point, it will come out all at once, resulting in a stock price crash. Research design, data and methodology - 7,385 firm-years used for the main analysis are from the KIS Value database between 2006 and 2013. This database covers KOSPI-listed and KOSDAQ-listed firms in Korea. The proxy for overconfidence is based on excess investment in assets. A residual from the regression of total asset growth on sales growth run by industry-year is used as an independent variable. If a firm has at least one crash week during a year, it is referred to as a high crash risk firm. The dependant variable is a dummy variable that equals 1 if a firm is a high crash risk firm, and zero otherwise. After explaining the relationship between managerial overconfidence and crash risk, the total sample was divided into two sub-samples; chaebol firms and non-chaebol firms. The relation between how I overconfidence and crash risk varies with business group affiliation was investigated. Results - The results showed that managerial overconfidence is positively related to crash risk. Specifically, the coefficient of OVERC is significantly positive, supporting the prediction. The results are strong and robust in non-chaebol firms. Conclusions - The results show that firms with overconfident managers are likely to experience stock price crashes. This study is related to past literature that examines the impact of managerial overconfidence on the stock market. This study contributes to the literature by examining whether overconfidence can explain a firm's future crashes.

• 한국의류학회지
• /
• 제40권6호
• /
• pp.1045-1061
• /
• 2016

This study clarifies differences in attitudes toward the Omni-Channel service (Pintech service, Beacon service, and Click and Collect service) and fashion consumption behavior among four clusters grouped by level of technology readiness. An online survey was conducted; 572 individuals between 20 and 30 years of age were collected, but only 539 were used. Factor analysis, cluster analysis, descriptive statistics, ANOVA, and frequency analysis were adopted to analyze data using SPSS 20.0. The results are as follows. Technology readiness was divided into four factors: optimism, innovativeness, discomfort, and insecurity. Participants were divided into four groups according to four sub-factors of technology readiness: brave adopters, optimistic laggards, indifferent adopters, and critical adopters. These groups showed significant differences in attitudes toward the Omni-Channel service and fashion consumption behavior. Critical adopters and brave adopters recognized the value of the Omni-Channel service and had more positive attitudes toward it than other groups. Critical adopters also better perceived the risk of service with new technology that showed higher fashion innovativeness and monthly consumption of fashion products than other groups. We inferred that the indifferent adopters did not use the Omni-Channel service or services offered by fashion retailers as much as other groups because indifferent adopters were less interested in both the Omni-Channel service and fashion consumption behavior than other groups. Optimistic laggards viewed the Omni-Channel service optimistically, despite perceptions of high risks to accompanying it and a low intent to use it. The results of this study assisted in the formation of a theoretical framework of consumer behavior associated with the Omni-Channel, which is an emerging issue in research related to distribution. The results can help fashion industries that operate consumer-oriented marketing based on Omni-Channel strategies.

• 만화애니메이션 연구
• /
• 통권46호
• /
• pp.63-84
• /
• 2017

파란 하늘을 나는 선명한 색의 비행체와 거대한 기계에서 뿜어져 나오는 증기의 압도적 이미지는 일본 애니메이션을 대표하는 미야자키 하야오 감독의 작품을 떠올리게 한다. 감독은 과거를 상징하는 산업시대의 기계장치인 증기기관과 미래의 장치인 비행체를 함께 제시하여 모호한 시공간을 구축한다. 이 특별한 시공간은 증기기관을 매개로 한 과거에 대한 향수(鄕愁)이며 비행체로 대표되는 과학과 미래를 향한 동경이다. 이는 현재의 시간이 아닌 과거와 미래의 혼재된 이미지를 기반으로 하는 스팀펑크(Steam Punk) 장르의 특성을 공유한다. 스팀펑크는 공상과학(Science Fiction)의 하위 장르로써 인간이 제어할 수 없는 방향으로 발전하고 있는 과학기술과 기계문명에 대한 근본적 회의와 미래 세계에 대한 낙관을 동시에 담고 있다. 또한 현재를 바라보는 인간의 기대와 실망, 이상과 미련이 투영되어 있다. 미야자키 하야오 감독의 작품 중 <바람계곡의 나우시카>(Nausicaa Of The Valley Of Wind, 風の谷の ナウシカ)와 <천공의 성 라퓨타>(Laputa: Castle In The Sky, 天空の城ラピュタ) 등은 이러한 특성을 분명히 보여준다. 이들 작품은 자연과 인간, 그리고 환경과 파괴에 대한 서사를 증기기관과 비행체로 시각화하여 과거와 미래가 동시에 존재하는 가상의 시공간을 스펙터클하게 구현함으로써 전 세계 팬들을 매혹한다. 그런데 자연과 환경, 공동체의 이상을 매력적으로 표현해 온 미야자키 하야오 감독의 작품에는 기묘하게도 전쟁과 세계 멸망의 이미지가 어김없이 등장한다. <붉은 돼지>(Crimson Pig, 紅の豚)에서는 실제 전쟁 시기를 시대배경으로 설정함으로써 현실세계의 서술로 나아가며, 심지어 <바람이 분다>(The Wind Rises, 風立ちぬ)에서는 일본의 제국주의 침략전쟁을 그리면서도 감독 자신의 존재론적 정체성과 주관적 관점을 낭만적 태도로 투사함으로써 다수의 관객을 당혹시킨다. 그리고 이러한 문제는 정도의 차이는 있으나 그의 작품 전반에서 발견된다. 이는 스팀펑크 장르가 현재의 문제를 마주하기보다 인간이 제어 가능했던 과거와 낙관적인 미래를 혼종하여 모호한 시공간을 그려내는 것과 마찬가지로 애매한 상태로 제시하고 있는 것이라 할 수 있다.

• 마케팅과학연구
• /
• 제20권1호
• /
• pp.89-97
• /
• 2010

本文研究共同特性对于无选择权的影响, 并涉及到了调节焦点理论. 本文主要着眼于这三个因子以及他们之间的关系. 之前的研究已经广泛涉及到这三个方面. 第一, 共同特性影响已经被广为研究. Tversky (1972) 开创了这个理论, EBA 模型: 通过消除方面. 根据这个理论, 消费者在比较的过程中更易于注意特殊的特性, 而忽略共同特性. 最近, 更多的研究开始针对于此模型对于消费者行为的影响. Chernev (1997) 认为增加共同特性可以减少选择距离. 但是, 随后Chernev (2001) 的研究指出共同特性可能是消费者认知上的负担, 所以他们更喜欢启发式的过程而不是系统式的过程. 这些研究提出了一系列问题: 共同特性是否影响顾客选择? 如果是的话, 这些影响是什么样子的? 第二, 一些研究指出没有选择的状况是消费者最好的选择, 他们在犹豫不决时用这种方法回避选择. 其他关于这一理论的研究是时间的压力, 消费者自信, 以及可供选择的数量. 第三, 调节聚焦理论在目前非常流行. 消费者有两个焦点目标: 促进和制止. 促进聚焦主要和希望, 野心, 成功, 获得等有关; 而制止聚焦和责任, 职责, 安全, 规避等有关. 调节聚焦理论预测了顾客的感情, 创造, 态度, 记忆, 表现, 和判断. 而这些都是市场营销研究的领域这些文献为本文的研究提供了一些理论支持. 特别是增加共同特征而不是忽略他们可以增加选择过程中克制消费者的没有选择状况的比重, 其对于促进消费者的作用确实相反的. 本文通过两个试验进行验证. 第一个是2 X 2 组间的设计(共同特性X调节聚焦), 数码相机作为相关的客体. 特别的是, 调节聚焦变量是从11个问题中取得的. 共同特性包括焦距, 重量, 记忆卡, 电池, 而像素和价格作为独特特性. 结果证明了我们的假设, 那就是增加共同特性增加了克制消费者的无选择比重, 而对促进消费者没有作用. 第二个试验被用来复制第一个实验的结果. 这个实验和之前的基本相同, 只有两个方面不同—主要控制和研究客体. 在促进的前提下, 研究对象必须一些词例如: 利润, 野心, 高兴, 成功, 发展等. 在克制的前提下, 他们必学写下坚持, 安全, 保护, 规避, 损失, 责任等词. 实验证明我们假设是成立的. 本研究说明了共同特性对于顾客选择的二重效果. 增加共同特性可以提高或者降低无选择状况. 本文对于理论研究和实践上都有着贡献. 对于市场营销人员来说, 他们可能需要根据顾客的划分来考虑产品的共同特性. 理论上, 研究结果支持共同特性和无选择状况的调节变量. 最后, 本文也有一些不足, 例如过于强调态度的重要性等. 我们希望本文能够为未来的研究做出抛砖引玉的作用.