• Archives of design research
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• v.15 no.2
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• pp.115-124
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• 2002

There has been no enough consistency about the question of 'Is it possible for golden section to be applied to product design\ulcorner'In addition, There has been no near answer about 'What is proportion\ulcorner and 'How can proportion be approached\ulcorner About this matter, this study identified various types of proportion through experiment design and consumer surrey. According to the results of this study, various and different types of proportion exist in product design and therefore, proportion in product design couldn't be considered by one-dimensional aesthetic element. This kind of study about the types of proportion could give an good answer abort the matter of 'Is it possible for golden section to be applied to product design\ulcorner'and it's expected practically to give a useful insight to the approach of Product design in Which proportion is considered. In addition, preferred proportion structure is different according to the consumer characteristic, successful design strategy such as niche market penetration could be performed if designers classify consumer characteristic systematically.

• Informatization Policy
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• v.31 no.3
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• pp.48-71
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• 2024

In the modern era of digital sophistication, effective public administration warrants a citizen-centric approach that not only anticipates the needs of public service users but also comprehends their behaviors in undertaking proactive measures to deliver public services as needed. This study adopts a typological perspective by viewing e-government users as distinct consumer groups with individualized demands, behavioral tendencies, and perceptual attributes. Utilizing data from a 2021 survey on e-government service utilization, a two-step cluster analysis was conducted to delineate user typology through an empirical study. The analysis incorporated variables such as the purpose of using e-government, selected e-government channels, subjective perceptions of technological risk, and personal innovativeness. Accordingly, e-government users were classified into five distinct typological groups labeled "Unilateral Active Users Geared to Social Media," "Versatile Power Users," "Unilateral Pragmatic Active Users," "Occasional Passive Users," and "Minimal Users." This typological differentiation of e-government user groups is intended to help identify unique user demands and characteristics so as to facilitate the delivery of tailored e-government services and informed policy decisions catering to the diverse needs of users.

• Science of Emotion and Sensibility
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• v.7 no.1
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• pp.9-21
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• 2004

Among the factors of consumer preference, aesthetics has been importantly considered in competitive market environment. Generally, consumers' purchasing standard is influenced as their awareness increases relative to variations in their lifestyles and due to these changes in consumers' wishes, design techniques and methods are focused towards adapting to these changes. Thus, in order to satisfy consumers' needs, and markets characterized with the short durability cycle of products, a distinctive design should be developed with respect to the form of products. The proposed design should also support form as an important factor to attract consumers preference. This study attempts to understand typology based on a categorization theory, and the conceptual structure of aesthetics. Both are importantly considered simultaneously. In addition, the study proposes a new design process by extracting Rhythm affecting aesthetic. In conclusion, the result of this study aims at developing more consumer preferring design beyond the scope of the ordinary designer's idea and generation.

• The Journal of the Korea Contents Association
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• v.15 no.2
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• pp.444-454
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• 2015

The purpose of this study is to investigate factors related to use-diffusion of Nscreen service as well as consumers' lifestyle and media usage of Nscreen service, which is fundamentally changing both the competitive landscape for business and the daily lives of consumers. The data of 1,524 consumers used in this study were drawn from the first Korea Media Panel Study in 2012 of Korea Information Society Development Institute. This study categorized adopters depending on the usage rate of contents and the variety of media platforms they used. Consumers using various media platforms enjoyed more categories of contents provided by Nscreen services. The variety of media platforms was useful in grouping users to explain the difference between the groups in terms of lifestyle activities. Based on the factor analysis and cluster analysis based on the consumers' lifestyle to find out different characteristics of each clusters, the result elicited some implications.

• Journal of the Korean housing association
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• v.27 no.3
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• pp.11-22
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• 2016

In Germany, during the modern architectural movements diverse experiments for the propagation of modern housing solutions were conducted that succeeded to the spirit of Bauhaus. Therefore, the study traced how Walter Gropius adopted the trends of architectural style and aesthetic, the concept of production, the concept for new typology of housing, and issues in urban architecture. According to the results, processes to the 'sachlich' style could be seen in the cases of early and latter works of detached houses and further aesthetic changes of later works. Second, Gropius expanded his design field from detached houses to multiple dwelling and it was accompanied by typological transformation of buildings considering the industrialization and production of housing. Third, in the cases of multiple dwelling, it could be identified that site planning of housing complexes and building arrangement reflected a shift from traditional urban pattern to new alternatives suitable for mass housing supply. Thus, changes in the genealogy and propensity of German residential designs were partly summed up and their implications on modern housing architecture were discussed.

• Human Ecology Research
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• v.54 no.2
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• pp.207-225
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• 2016

This study investigated a conceptual framework of fashion consumers' purchase decision-making styles related to behavioral typology of personality. In response to critiques on fragmented and varied use of personality measurements, this study selectively tested and verified an alternative typological model of Enneagram value systems and self-construal levels that could explain the fashion consumers' typological propensities in purchase decision-making. One hundred-item measurement scale for the fashion consumers' purchase decision-making styles was developed based on the extensive literature. Three groups of fashion major students, a total of 107 participants, who respectively participated in 2-hour-long Enneagrams seminars from spring 2013 to fall 2014, were asked to re-sentence the question items to clearly reflect their Enneagram personality to make purchase decisions. Participants described their propensities in their own words about the most comfortable state during the 5-step processes of the purchase decision making process. The revised scale was distributed to 423 participants in January 2016, and the results verified the group differences in various styles in the process of purchase decision-making corresponding to the typological variables discussed in Enneagram. The correlation between Enneagram core values embodied by fashion consumers during the stages of purchase decision-making in extensive levels of self-construal were verified in the context of their fashion decision making. This study found the possibility of the typological approach toward Enneagram types of personality to be applicable to explain and predict peculiar facets of fashion consumers' purchase decision-making styles.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.503-515
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• 2016

The branded contents include various advertisements showing brand storytelling. A new mobile application service market for food delivery uses branded contents to become familiar with consumer in the beginning and built unique brand image in comparison with a rival company in the time of elaboration. This study analyzed the narrative type and structure of brand storytelling in branded contents of the three representative applications, 'Baedal Tong', 'The ethnic of Baedal', and 'Yogiyo'. Still a few study has researched the narrative type and structure of brand storytelling though different effects as narrative type. This paper divided four types of brand storytelling as the roll of brand through typology of Northrop Frye, romance, comedy, tragedy, and irony & satire. And it analyzed the narrative type and structure of branded contents of the three applications using these types and researched strategy in each time. The various narrative types beyond classical romance type are effective for brand positioning though market enter moment. This study will be helpful for the research about narrative strategy of branded contents.

• Journal of Distribution Science
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• v.13 no.11
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• pp.93-100
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• 2015

Purpose - The objective of this research is to investigate whether national culture influences consumers' service evaluations. The services industry is receiving increasing attention from academia and practitioners as its position grows in global markets. Standardization or localization is a traditional managerial decision in global business. As the boundaries of services expand across national borders, firms are required to decide whether to standardize services or adjust to local needs. Though it is imperative to reflect global perspectives in marketing theories, these perspectives are mostly based on Western conceptualization of the world. Through a comparison of consumer groups from two culturally remote countries, service quality evaluation mechanisms are examined based on similar stimuli. The study tries to expand service marketing perspectives across national borders. Research design, data, and methodology - Eastern and Western countries are known to be culturally distinct. One Eastern and one Western country were chosen: an Anglo-Saxon country (the U.S., England, and Australia) and South Korea. In Hofstede's cultural dimensions, the differences between the two are pronounced. The Anglo-Saxon based countries share many similarities. Samples of the same sites are targeted. Questionnaires using a service quality scale (SERVQUAL) and a customer satisfaction scale were distributed. Utilizing Hofstede's typology of culture, the service evaluation mechanisms of the respondents from the two groups are evaluated. Three hypotheses are proposed from the review of the literature. These are service evaluation habits, importance of service quality dimensions for the individualistic/collectivistic countries, and strong/weak uncertainty avoidance cultures. Consumers from the individualistic countries are considered to care about themselves and demand a higher level of responsiveness and assurance. On the other hand, consumers from high uncertainty avoidance cultures are assumed to rely more on tangible questions of service quality, as these are the only predictable service quality indicators. A t-test and regression analysis are applied to validate the constructs. Results - The respondents from the Anglo-Saxon countries are more generous on service evaluations than Koreans. Researchers have indicated that Americans tend to give higher service evolution scores than European, Mexican, and Korean counterparts. The tendency is the same here. The sample from Anglo-Saxon countries demonstrated higher service evaluation scores on every dimension of SERVQUAL. For the second hypothesis, the respondents from the collectivistic culture rely less on core service dimensions (assurance and responsiveness) due to their tendency to place more value on group harmony than individual interest. However, the third hypothesis was not validated. Conclusions - The study attempted to expand the scope of service marketing to reflect cross-national perspectives. Service quality is known to have a strong influence on customer satisfaction and loyalty behavior. However, this research demonstrated that individuals from different cultural territories respond heterogeneously to the same stimuli. Scholars argue that national cultures are main factors in such deviated behavior. Scholars and global managers should be aware of differences in consumer value judgment mechanisms such as satisfaction, expectations, and perceptions.

• Journal of Digital Convergence
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• v.12 no.4
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• pp.51-68
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• 2014

Today's public sector information is considered an important national asset that has social and economic value. Hence, developed countries are competitively promoting various policies to actively promote access to public sector information and the use of such information for private purposes. The Korean government is also boosting the Government 3.0 policy as a new governmental management paradigm that supports the creative economy. Despite these governmental efforts, since open public sector information is only classified from the supplier's perspective, it is difficult to have access to information for private application from the consumer's perspective and expand private applications because of the problems in identifying the information source. In this study, the concept of data from the user's perspective for the activation of private applications was defined by focusing on public sector information obtained by affiliated organizations of the Ministry of Science, ICT and Future Planning(MSIP). The new classification system was designed by analyzing the classification system of conventional open services of public sector information through investigation.

• Journal of Intelligence and Information Systems
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• v.25 no.1
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• pp.85-107
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• 2019

Online consumers browse products belonging to a particular product line or brand for purchase, or simply leave a wide range of navigation without making purchase. The research on the behavior and purchase of online consumers has been steadily progressed, and related services and applications based on behavior data of consumers have been developed in practice. In recent years, customization strategies and recommendation systems of consumers have been utilized due to the development of big data technology, and attempts are being made to optimize users' shopping experience. However, even in such an attempt, it is very unlikely that online consumers will actually be able to visit the website and switch to the purchase stage. This is because online consumers do not just visit the website to purchase products but use and browse the websites differently according to their shopping motives and purposes. Therefore, it is important to analyze various types of visits as well as visits to purchase, which is important for understanding the behaviors of online consumers. In this study, we explored the clustering analysis of session based on click stream data of e-commerce company in order to explain diversity and complexity of search behavior of online consumers and typified search behavior. For the analysis, we converted data points of more than 8 million pages units into visit units' sessions, resulting in a total of over 500,000 website visit sessions. For each visit session, 12 characteristics such as page view, duration, search diversity, and page type concentration were extracted for clustering analysis. Considering the size of the data set, we performed the analysis using the Mini-Batch K-means algorithm, which has advantages in terms of learning speed and efficiency while maintaining the clustering performance similar to that of the clustering algorithm K-means. The most optimized number of clusters was derived from four, and the differences in session unit characteristics and purchasing rates were identified for each cluster. The online consumer visits the website several times and learns about the product and decides the purchase. In order to analyze the purchasing process over several visits of the online consumer, we constructed the visiting sequence data of the consumer based on the navigation patterns in the web site derived clustering analysis. The visit sequence data includes a series of visiting sequences until one purchase is made, and the items constituting one sequence become cluster labels derived from the foregoing. We have separately established a sequence data for consumers who have made purchases and data on visits for consumers who have only explored products without making purchases during the same period of time. And then sequential pattern mining was applied to extract frequent patterns from each sequence data. The minimum support is set to 10%, and frequent patterns consist of a sequence of cluster labels. While there are common derived patterns in both sequence data, there are also frequent patterns derived only from one side of sequence data. We found that the consumers who made purchases through the comparative analysis of the extracted frequent patterns showed the visiting pattern to decide to purchase the product repeatedly while searching for the specific product. The implication of this study is that we analyze the search type of online consumers by using large - scale click stream data and analyze the patterns of them to explain the behavior of purchasing process with data-driven point. Most studies that typology of online consumers have focused on the characteristics of the type and what factors are key in distinguishing that type. In this study, we carried out an analysis to type the behavior of online consumers, and further analyzed what order the types could be organized into one another and become a series of search patterns. In addition, online retailers will be able to try to improve their purchasing conversion through marketing strategies and recommendations for various types of visit and will be able to evaluate the effect of the strategy through changes in consumers' visit patterns.