• Journal of Fashion Business
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• v.11 no.2
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• pp.76-91
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• 2007

The domestic market for scalp care and hair loss management reached 1 trillion won. The market for hair loss management is expected to expand further. Systematic scalp and hair care services, such as scalp scaling, scalp massage, equipment maintenance, scalp care products sale, and care program based on scalp and trichology are provided. This study examined the status of hair loss management and use of hair care products by people experiencing hair loss and the level of their satisfaction. In addition, this study presents basic data for the effective hair loss management and marketing strategies for scalp and hair loss clinics. The results are as follows. 41.2% of the study subjects were in their 20s, and 66.6% of the study subjects were women. As for the hair loss symptoms, 45.2%, the largest percentage, had thin and wispy hair and more women had thin hair than men. 80.0% of men had oily hair. As for the scalp condition, 39,3% had oily scalp. As more women experience hair loss, 39.6% had female pattern hair loss and 31.0% had male pattern hair loss. As the largest percentage of people experiencing hair loss was in their 20s, 33.4%, the largest percentage, had the onset of hair loss in their early 20s. 34.1%, the largest percentage, reported having used the clinic for less than 1 month. The older the subject, the longer the length of hair clinic use. As for the average number of monthly hair loss clinic visits, 28.2%, the largest percentage, said 3 times. As for the hair loss management product use, 61.9%, said they do not use it and 38.1% said they use it. 5.6%, the largest percentage, used Davines at home and 9.6%, the largest percentage, used Kerastase at the clinic. As for the experience of hair loss product previously, 84.5% said they had no experience and 15.5% said they had eThe following are related to the satisfaction level of hair loss management. xperience. 5.0%, the largest percentage, reported having used Daenggimeori. The following are related to the satisfaction level of hair loss management. 32.8%, the largest percentage, said the effect of hair loss management lasted less than 6 monthas. As for the satisfaction levels on hair loss management program, service, skill of the hair specialist, hygiene, and hair loss management products, most people indicated between average and somewhat satisfactory levels. As for the satisfaction level on the cost of hair loss management, most people indicated average satisfaction level. As for the element essential to hair loss management, 39.0%, the largest percentage, indicated development of effective and specialized programs, 28.2%, indicated low price, 25.1%, indicated systematic and professional education of the hair specialist, 4.6%, indicated marketing and promotion, 2.5%, indicated service quality, and 0.6% indicated others.

• Journal of the East Asian Society of Dietary Life
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• v.26 no.4
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• pp.334-345
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• 2016

This study conducted surveys on perception and utilization of Korean soybean paste targeting 493 women from their 20s to 60s residing in Daegu. Most subjects married (75.3%), were part of a nuclear family (84.8%), had more than a high school diploma (95.8%), had a career (47.9%), lived in an apartment (68.4%), had a total household income of 5 million won or more (38.1%), and had monthly food expenses more than 0.5 million won and less than 1 million won (42.2%). Regarding perception, 'rich nutrition' was the most commonly held perception in subjects in their 60s (4.4), followed by 'good taste' in subjects in their 40s (4.3). Regarding reasons for consumption 'healthy' was highest in subjects in their 60s (47.3%) and 40s (45.6%) and 'delicious' in subjects in their 20s (56.1%). Regarding how to make it, subjects in their 60s responded 'know for sure' (57.1%), while only 2% of 20s responded the same. Subjects in their 50s and 60s had a higher ratio of answering 'know' while 20s and 30s 'don't know', For preparation methods, subjects in their 20s (53.1%) and 30s (41.4%) answered 'buy at the market', subjects in their 40s (68.9%) 'get from family or relatives' and subjects in their 60s (47.3%) 'make by one's own'. For preservation method, subjects in their 20s and 30s answered 'preserve in refrigerator', the 60s tend to answer 'preserve in jangdokdae'. Buying at the market was most common in subjects in their 20s (36.1%) and 30s (28.5%) and the reason was 'convenient' (39.6%). The place of purchase was 'in large supermarket or department store' (78.5%). For the future consumption pattern, 'increase in consumption of commercialized product (44.0%)', subjects in their 60s answered 'keep making at home' while subjects in their 30s and 40s answered 'keep making at home or buying product half and half'. According to the above study results, women living in Daegu region were aware of excellence of traditional soybean paste. However, due to changes in residential circumstance and lack of knowledge about the recipe, they did not make. They receive soybean paste t from family, relatives or bought in the market, which indicates the continuous decrease in home-made soybean paste. Therefore, due to the expanding social participation of women, the product market is expected to increase. I think it is important to develop traditional commercial soybean paste in the traditional way to improve the traditional flavors.

• Korean journal of communication and information
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• v.44
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• pp.7-43
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• 2008

This study aims to identify a new direction in the consumer-brand relationship by quantitatively approaching from the psychological aspect consumers' brand love, which is the most powerful strategic element in forming an emotional consumer-brand relationship. What significance does brand love have in a consumer-brand relationship? Brand love is the most fundamental in the emotional consumer-brand relationship. Through brand ownership, consumers add meaning to their lives, and love brands by expressing themselves. Love is a scale that understands consumer-brand relationship from the most interpersonal aspect and can be considered as the most essential element in an empathetic relationship. Consumers' brand love not only determines brand image and reliability but through brand loyalty, it also influences market competitiveness. In addition, as a medium that can overcome brand crisis, it serves as a turning point of the relationship and can enhance the strength of consumers' brand love. Under such generational and theoretical background, this study took a psychological approach on love in emotional consumer-brand relationship. Focusing on the most representative theory and classification of love, Sternberg's Triangular Theory of Love, types of brand love were examined. 552 questionnaires were distributed through a survey with mobile phone service and product brands, and a factor analysis was conducted. Types of brand love revealed through the results of this study were very similar to Sternberg's types of love, and it was found that the types of brand love varied based on product category. It can be suggested that the concept of brand love is an important strategic idea in brand communication.

• Journal of Service Research and Studies
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• v.5 no.2
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• pp.71-81
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• 2015

The RSA public key encryption algorithm, a few, key generation, factoring, the Euler function, key setup, a joint expression law, the application process are serial indexes. The foundation of such algorithms are mathematical principles. The first concept from mathematics principle is applied from how to obtain a minority. It is to obtain a product of two very large prime numbers, but readily tracking station the original two prime number, the product are used in a very hard principles. If a very large prime numbers p and q to obtain, then the product is the two $n=p{\times}q$ easy station, a method for tracking the number of p and q from n synthesis and it is substantially impossible. The RSA encryption algorithm, the number of digits in order to implement the inverse calculation is difficult mathematical one-way function and uses the integer factorization problem of a large amount. Factoring the concept of the calculation of the mod is difficult to use in addition to the problem in the reverse direction. But the interests of the encryption algorithm implementation usually are focused on introducing the film the first time you use encryption algorithm but we have to know how to go through some process applied to the field work This study presents a field force applied encryption process scheme based on public key algorithms attribute diagnosis.

• Culinary science and hospitality research
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• v.19 no.5
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• pp.206-224
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• 2013

The purpose of this study was to examine the formation of customer's repeated use that is real long-term commitment in franchise/chain coffee shops. 457 effective samples were analyzed using PASW 18.0 and AMOS 18.0. The results of the analysis of the relationships between user experience, customer satisfaction, customer commitment and repeated use are as follows. First, it was presented that atmosphere, price fairness and coffee product quality had a positive impact on customer satisfaction. Second, customer satisfaction had a positive impact on customer commitment and repeated use. Finally, there was the mediating effect of continuous commitment between customer satisfaction and repeated use. Based on the results of the above analysis, the managerial implications for increasing repeated use of coffee shops are as follows. First, the strategy for enhancing performance of user experience is to try to improve atmosphere(facilities, ambient/lighting), price fairness, coffee product quality(taste, flavor, temperature). Second, the strategy for forming repeated use is to enhance customer commitment(affective commitment, continuous/normative commitment).

• Asia Marketing Journal
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• v.10 no.2
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• pp.99-123
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• 2008

Consumer satisfaction/dissatisfaction is key determinant of brand loyalty and store patronage behavior. But the results of many customer satisfaction surveys implemented by department stores show that consumer satisfactions do not predict the actual patronage behaviors well. The main reason of these surprising results would be that the consumer satisfaction indexes do not include some important determinants of consumer satisfaction. Many customer satisfaction surveys mainly focus on the evaluation of functional benefits including product assortments, merchandise prices and locational convenience. Recent studies indicate that emotional/hedonic benefits strongly influence the consumer satisfaction, intention to repurchase and intention to revisit. Our study suggests that both functional values and hedonic values should be included in developing the index of consumer satisfactions. The purpose of our study is to investigate the relationship between shopping value and consumer satisfaction, and actual patronage behavior. Shopping values is defined as the difference between total benefits and total shopping costs. Total benefits include the dimensions of product quality, service quality, and hedonic benefits. Total costs are classified as the monetary costs and non-monetary cost. The conceptual framework developed for this empirical study is as follows.

• Information Systems Review
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• v.18 no.4
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• pp.121-140
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• 2016

Today, consumers are interested in branded apps as new marketing channels. Consumers do not have ready access to information that will enable them to judge the quality of a particular product or service before purchase, but they will gain such information with branded apps. As they need to be actively chosen and downloaded to users' smartphone by the users themselves, branded apps have greater marketing effectiveness and influence than traditional channels. Therefore, corporations that place emphasis on interactions with customers anticipate a new marketing effect with their branded apps. With previous research on smartphone applications as a background, this research finds key factors in branded apps that influence users' satisfaction. Additionally, the study centers on the relationship in which satisfaction in the branded app significantly influences the purchase intention for the branded product/service.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

• International Journal of Contents
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• v.10 no.4
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• pp.38-47
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• 2014

Recently, with the development of technology, social network service (SNS) has become a hot topic. Lots of companies are now making online marketing strategy to promote their products and brand identities using SNS. Through these strategies, companies can produce more profit as well as make better brand images by performing online public relations. Among the SNSs, Facebook has a lot of users, it has been regarded by companies as a suitable platform with respect to online marketing for latent customers. The companies of today typically have at least one account and a Facebook page, and constantly make relationships with customers. However, companies have been thoughtless in this process, and usually provide information to customers through one-way communication. Based on this phenomenon, a study was conducted herein on how to use Facebook pages for promoting products and brand identities, keeping good relationships between companies and customers. This study assumed that the types of interaction on Facebook pages and user involvement are the key factors affecting decision making of purchase. Four types of Facebook pages which were made virtually were used in analysis with 56 participants who were selected for the experiment. The results indicated partial verification of the hypothesis. Particularly, product involvement had an effect on decision making of purchase in all conditions. According to these results, it can be explained that there are close relationships between the psychological status of online behaviors and Facebook corporate pages. In addition, through linear tendency of this phenomenon, this can infer how to setup a positive relationship with latent customers and make improve brand images of products.

• Journal of the Korea Society of Computer and Information
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• v.25 no.1
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• pp.199-206
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• 2020

In this study, the factors affecting consumers' intention to use AI speakers were focused on the perceived value of the product and the perceived necessity of the product. Factors affectationist consumers' perceived value of the product were divided into benefits and costs. Reflecting the characteristics of information technology products, I included perceptions of usefulness of products. Empirical results show that consumers' perceptions of perceived benefits and usefulness of AI speaker products have a positive effect on perceived value and perceived necessity. Perception of necessity had a positive (+) significant effect on perception of value. Perception of necessity and perception of value had a positive(+) and positive effect on each intention of use. However, the cost perceived by consumers did not have a significant effect on perception of value.