• The Journal of the Korea Contents Association
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• v.14 no.11
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• pp.955-963
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• 2014

According to the "Population and Housing Census of 2010", announced by the National Statistical Office, "House Nomad group" was increased by more than 70% compared to 2005. Emergence of House Nomad tribe about the cause of the increase of influence and House Nomad tribe give the housing market, but prior to the discussion often, there is no place that still it became clearly evident in the research. The purpose of this study, are looking for the emergence and increasing cause of House Nomad group in terms of consumption behavior of the house. For this reason, We use the Population and Housing Census 1% of the data 2010. and Multinomial Logit Models., is a useful method that can be utilized when there is no rank and order the consumer choice. The results were as follows. House Nomad group was found to be higher probability of living place and good environmental characteristics of housing that has been expressed in the properties of the housing. Also appeared to have a relatively longer time commuting. And that residential mobility is high.

• Journal of the Korean Society of Costume
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• v.56 no.5 s.104
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• pp.118-131
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• 2006

Color is one of the most effective factor in visual aspect influencing consumer's choice. However, the color preference varies as time passes, society changes, new culture develops, that is variable in its nature. And the underlying meaning or accompanying color image differs in every area. We believe the study on the color preference is meaningful, especially on BRICs market, recently gathering attentions for their market competitiveness and growth potential. For this research, data collected from 5 countries(including Korea) by 1:1 interview during 3 weeks in Aug. 2005. Usable data from 923 adult urban residents were used for final data analysis. Color chart for research was categorized by using COS Color System into KS standard color 10grades plus 1 neutral, with 5 grades of tones. Through this empirical study, the data were analyzed by mean, ANOVA, Duncan-test of SPSS Win(ver.10.0). The result generated from this study are as follows : First, analysis through hue & tone system reveals that preference on principle colors (R, Y, G, B, P) is higher than intermediate colors and pale, light, vivid tones were preferred to dare and deep tones. Second, personal color preference is reflected in color preference in fashion items. Thus, we may conclude color preference in fashion item largely influenced by country characteristics. Third, biggest difference by country from hue analysis are neutral and PB colors. Neutral, widely preferred color in every county, more preferred in India, Russia, Brazil than China. We expect this result can be utilized as a basic material for developing BRICs market.

• Journal of the Korean Operations Research and Management Science Society
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• v.38 no.1
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• pp.123-138
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• 2013

Keyword advertising has been used as a promotion tool rather than the advertising itself to online retailers. This is because the online retailer expects the direct sales increase when they deploy the keyword sponsorship. In practice, many online sellers rely on keyword advertising to promote their sales in short term with limited budget. Most of the previous researches use direct revenue factors as dependent variables such as CTR (click through rate) and CVI (conversion per impression) in their researches on the keyword advertising[14, 16, 22, 25, 31, 32]. Previous studies were, however, conducted in the context of aggregate-level due to the limitations on the data availability. These researches cannot evaluate the performance of keyword advertising in the individual level. To overcome these limitations, our research focuses on conversion of keyword advertising in individual-level. Also, we consider manageable factors as independent variables in terms of online retailers (the costs of keyword by implementation methods and meanings of keyword). In our study we developed the keyword advertising conversion model in the individual-level. With our model, we can make some theoretical findings and managerial implications. Practically, in the case of a fixed cost plan, an increase of the number of clicks is revealed as an effective way. However, higher average CPC is not significantly effective in increasing probability of purchase conversion. When this type (fixed cost plan) of implementation could not generate a lot of clicks, it cannot significantly increase the probability of purchase choice. Theoretically, we consider the promotional attributes which influence consumer purchase behavior and conduct individuals-level research based on the actual data. Limitations and future direction of the study are discussed.

• Environmental and Resource Economics Review
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• v.23 no.3
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• pp.409-434
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• 2014

This paper estimates household demand for electricity using a micro-level household expenditure data set. A two-stage estimation method where the endogenous block price estimates are obtained from a discrete block choice model is used. This method successfully identifies a downward sloping conditional demand function with the data, while both the usual two-stage method with instrumental variable estimation and the Hewitt-Hanemann discrete-continuous model fail to do that. The paper simulates the impacts of two hypothetical pricing reforms that reduce the number of blocks and make the price gap smaller. It is shown that the reform may increase the overall consumer benefit, but is regressive.

• Journal of the Korean Operations Research and Management Science Society
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• v.42 no.2
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• pp.1-17
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• 2017

Based on increased popularity and use of social network services as a marketing tool, social commerce became an emerging trend in e-commerce platforms. Social commerce involves sellers offering potential consumers the products and services at a lower price in a limited time period. Through comparison of the performances of domestic social commerce websites, we found that the buying environment such as price, number of available products, and the remaining time period for sale has a significant difference influencing on the purchase decisions of consumers. This study aims to analyze the interaction effects and preference levels of four characteristics (price, discount rate, number of purchases and purchase time) by conducting choice-based conjoint analysis. Survey experiment was performed using a sample of 146 undergraduate and graduate students. The results showed that consumers importantly consider purchase time, discount rate, price, number of purchases in the order of their preference. Also, discount effect is more significant on purchase decisions than price effect and consumers distinguish less the differences among the buying environment characteristics in the closing days of purchase period. Customer segmentation using the preference levels of characteristics indicates that the preference levels have different effects in the purchase utility of each segment. The proposed customer segmentation and differences in feature utilities are expected to be valuable in forming future sales promotion strategies in social commerce.

• The Journal of the Korea Contents Association
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• v.9 no.10
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• pp.349-359
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• 2009

This study analyzed the structural correlation between parent brand attitude, including attitude toward the advertisement, attitude toward the store and brand attitude, and brand extension evaluation, relationships among which are conceived as a brand extension evaluation process. The result of analysis, revealed statistical significances of the differences in the effect levels between attitude toward store and brand attitude, between brand attitude and brand extension evaluation level, and between brand extension evaluation level and purchase intention of an extended product depending on the choice of distribution channel type. Therefore the evaluation level of brand extension should be analyzed by structural relationship model based on the consumer behavior's viewpoint with distribution channel type and it can provide the important information for restructuring distribution channel and increase the level of the successful brand extension.

• The Journal of Fisheries Business Administration
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• v.26 no.1
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• pp.9-27
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• 1995

From now on, the direction of fishery products circulation measure should be improved the system to give just the right of free choice of sale route like retail, direct sale, direct dealings and direct shipping only for fishermen to produce them diversifing the function and the role of current fish market in the production to prepare the fishery internationalization, to improve the competitiveness of coastal and off-shore fishery. Practically wholesale market in land and fish market in the production have the different function and role, the organization of wholesale market in land can't substitute the essential function and role which fish market in the production should perform. So far, fisheries cooperatives as a managing subject of fish market in the production have depended on the consignment sales and purchases of fishery products but, from now on, it should be explore the widespread supply way of fishery products by producing value - added fishery products that should bring higher demand from the consumers, producer - consumer direct marketing system through not only consignment sales but also direct sales that common processing and manufacturing system of fishery products under the management of FC has been established. The direction of the idealest structural improvement of fishery production circulation organization is to establish the the position of the fishery retail price leader based on the standard of market in the fisheries production due to existing characteristics of fisheries, accordingly, to harmony the market organization of direct transportation, direct sales and direct dealings form by producer and group of producers with market organization in the fisheries production, and to make the condition to do the appropriate distributive function.

• Journal of Agricultural Extension & Community Development
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• v.24 no.4
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• pp.249-264
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• 2017

Modeling the consumer demand of fresh meat requires its distinct feature which other types of food product does not have. Most of the fresh meat products are likely to be unbranded, bought on a weight basis and affected by macro shocks such as seasonality, holiday effect and the disease incidence. Furthermore, consumers tend to purchase multiple categories of fresh meat in a week. Therefore, we apply a multiple discrete/continuous model on fresh meat consumption data to study the effect of macro shocks on fresh meat sales as well as of price change. As a result shows, Each fresh meat is relatively more likely to be bought in peak season of each fresh meat compared with imported pork which is set as a 'reference category' in this analysis. For clarity of the effect of disease incidence, we perform further analysis regarding the effect of livestock disease on fresh meat purchase probability. It shows that the avian flu in 2014 has strong negative impact on the purchase probability of chicken and the foot-and-mouth disease has negative impact on the purchase probability of pork and beef for part of outbreak periods.

• Journal of the Korean Society of Food Culture
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• v.9 no.4
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• pp.369-378
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• 1994

This study was surveyed by 319 male and 336 female college students in Seoul for food behavior and effect of Western food on food life. The results were summarized as follows; 1. The recognition of Korean folk food was higher in female than male students. 2. Eating type of college students appeared that they prefered to cooked rice at breakfast, lunch, and dinner because of a general food type of their family. 3. The favorite food items in college students showed fruits in female and meat in male. 4. Eating out type with family appeared mainly Korean food, because of their preference. 5. The 29% of college students visited fast food restaurants more than $1{\sim}2$ times per week. 6. In compared to Western food, the Korean food were favored by college students but cooking process of food were complicated. 7. The preference of Korean food against Western food was mostly higher in male than female. 8. The standard of food choice were taste and convenience of food. 9. Main factor of food habit change appeared convenience of buying easily. 10. The influence of the Western food in our food behavior were easy to buying but not fit our preference. 11. Opinion of students in order to keep Korean food were follows; Various food development, enlargement of consumption market, correct education about Korean food and change of people consciousness through consumer campaign.

• Journal of Family Resource Management and Policy Review
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• v.18 no.1
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• pp.1-28
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• 2014

The purpose of this study is to suggest how the first birthday rite, a practice in Korean culture, has changed over the time. A survey of 250 mothers was undertaken from October 11th to November 6th, 2012. The research questions asked in this study are as follows. What general and expert views are held about the first birthday rite? What type of awareness and knowledge do mothers have about the first birthday rite? Is there any correlation between mothers' awareness and knowledge about first birthday rite? What is the importance of the components of the baby's first birthday rite and the importance of choosing first birthday rite goods? The data were analyzed using SPSS 17.0. Frequency, F-test, correlation were also employed. The results of this study are as follows: The first birthday rite shows a clear link to socializing. It is a family event, but is also seen as an opportunity to enhance relationships with relatives, colleagues, and friends. A banquet hall is chosen as preferred first birthday rite location, and participants are served a meal and receive gifts. The banquet information on first birthday rites was initially collected from the internet, blog cafes, and an experienced. However, it has become gradually more common to hire a consultant to organize the first birthday rite. Awareness of the first birthday rite is high, but knowledge is relatively low. In addition, there is a positive relationship between awareness and knowledge about the first birthday rite. When mothers are preparing for their baby's first birthday, they consider food for the guests' banquet, space and time. Finally, individual positive relationships were found between choosing first birthday rite goods and employee services, contract pricing for goods, and food for guests.