• 한국식생활문화학회지
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• 제25권6호
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• pp.764-769
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• 2010

The aim of this study was to examine how customers perceive storytelling at a real local restaurant and to understand how consumption reflects their evaluation by understanding their values. Participants received information from a real local restaurant in the Gangneung area to examine the effects of storytelling and to evaluate their affective attitudes towards local restaurant stories, word-of-mouth intentions, and purchasing intentions using a seven-point Likert scale. A total of 310 consumers were used. A factor analysis was performed to identify consumption value characteristics and factor structure, which consisted economic value, emotional value, and epistemic value. To test whether local restaurant consumers could be classified into homogenous groups based on their consumption values, a three cluster solution was selected, and a Kmeans cluster analysis was performed. As a result, three groups were identified and labeled appropriate for their scores based on each of the consumption values; emotional value-oriented consumers to cluster 1, epistemic value-oriented consumers to cluster 2, and economic value-oriented consumers to cluster 3. An analysis of variance was used to examine the differences in the affective attitudes towards storytelling at the local restaurant, purchasing intentions, and word-of-mouth intentions across the three clusters. The epistemic value-oriented consumers had the highest score for all three variables. In contrast, economic value-oriented consumers had the lowest scores for the three variables. A regression analysis revealed that affective attitudes towards storytelling were significantly affected by these three consumption values. It also showed that positive affective attitudes towards storytelling were associated with higher purchasing intention and word-of-mouth. The significance of this study was to show how customers perceive storytelling at a real restaurant and reflect on their evaluation by understanding their consumption values. As a result, this study examined the potential power of storytelling as an effective marketing communication tool for local restaurants.

• International Journal of Advanced Culture Technology
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• 제6권2호
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• pp.65-71
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• 2018

In the digital era, news consumption is not confined in geological boundaries. Technological advances bring the instant dissemination of news into life and allow news audience to consume events that occur far away almost in real time. The transmission has blurred the boundary between traditional media and new media, and the one between physical and virtual world. That is, what if a journalist applies news framing to the news translation process? This paper aims to investigate the gap between the ST and the TT created when the source news texts undergo a translation process. To achieve this aim, the appraisal theory developed by White (2003) is employed to identify a difference between the ST and the TT. Furthermore, we have attempted to identify differences between soft news stories and hard news stories while the STs from both news stories are translated into the TTs. Two time-sensitive events, Hugh Grant's marriage and a U.S. and North Korea summit, were selected. The former (a soft news story) is extracted from the Telegraph and the latter (a hard news story) is from the Washington post. As a result, it was found that such strategies as attitude, engagement, and judgment were used when the source news texts from the hard news story are translated into the target news texts. Under the appraisal theory, the strategies involve evaluative language which refers to positive or negative language that judges the worth of entities. In general, it is said that a journalist frames the SS (especially from the hard news story) to convey his ideology to news consumers. Hypothetically, we assume that a similar framing process takes place in deriving the TT from the SS of the hard news story. Thus, we could conclude that the TT from the hard news story differs from the TT from the soft news story and that the difference can be explained within the framework of White's appraisal theory.

• 한국의류학회지
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• 제37권1호
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• pp.1-16
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• 2013

This study identified the effects of history length and brand legitimacy succession on Brand Historicity (BH) in Fashion Brand Stories and Brand Attitude (BA) with Consumer Orientation (CO). The study conducted an experiment where participants were surveyed after reading a manipulated brand story composed of 2 kinds of brand historicity, brand establishment year (150 years, 70 years, and 20 years) and legitimacy succession (legitimacy succession and legitimacy handover). The results are as follow. First, the sub-dimensions of Brand Historicity appeared to be brand uniqueness, traditionality, symbolism, and managerial traits. Second, brand legitimacy succession types influenced the perceptions of BH with CO. Third, brand legitimacy succession types influenced the perceptions of BA1 (rational brand attitude) and BH1 (brand uniqueness), BH2 (brand traditionality) with CO, which were BA's sub-dimension. Forth, the consumer orientations that influenced BH and BA appeared to be nostalgia orientation, conspicuous consumption orientation, and fashion orientation; however, uniqueness pursuit orientations influenced only BH.

• 한국게임학회 논문지
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• 제16권1호
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• pp.73-82
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• 2016

스마트디바이스의 급속한 발전과 함께 디지털미디어적인 콘텐츠 소비속도가 매우 빨라지고 있다. 그로 인하여 다양한 이야기가 필요하게 되었고, 이야기를 창작하기 위해 문화 원형들의 재현이 많아지고 있다. 원형은 집단적 무의식 안에 내재된 행동이며, 상상과 경험에서 오는 전형적인 본보기인 만큼, 콘텐츠에 재현되는 원형이 왜곡되거나 변질되는 현상들은 민족 전통의 정체성까지도 위협할 수 있다. 본 논문은 원형 재현에 성공한 서양 콘텐츠와 원형재현에 실패한 국내 콘텐츠를 분석하고, 문화원형 재현의 실패에 따른 양상들을 파악하여, 향후의 스토리텔링 방법론을 고찰해 보았다.

• 한국콘텐츠학회논문지
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• 제20권5호
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• pp.665-680
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• 2020

본 연구에서는 국내 온라인게임시장이 RPG 장르에서 MOBA와 FPS/TPS 장르로 바뀐 현상을 아즈마 히로키의 데이터베이스 소비론을 바탕으로 분석하였다. 장르별 대표적인 게임인 World of Warcraft, League of Legends, Overwatch를 대상으로 선정하여 게임 속 스토리, 캐릭터, 진행방식 그리고 소비자가 게임 후 제작한 시뮬라크르를 분석하였다. 본 연구에서는 장르의 유행 변화는 소비자가 데이터베이스 소비에 보다 더 가까워졌기 때문이라는 것을 확인하였다. 게임 소비자들은 데이터베이스를 바탕으로 만들어진 더 작은 이야기와 캐릭터 소비를 선호하는 것으로 나타났으며, 소비자들은 다른 콘텐츠에 비해 보다 철저한 시뮬라크르를 생산하고 이를 다시 데이터베이스화하는 것을 확인하였다. 본 연구는 국내 온라인게임시장 변화에 대해서 분석한 국내 첫 번째 연구이자, 아즈마 히로키의 소비론을 게임에 접목시켰다는 점에서 차별성을 가지고 있다.

• 인터넷정보학회논문지
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• 제19권2호
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• pp.49-56
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• 2018

Internet news consumption is rapidly growing in Korea, and majority of that is being done through Naver, Korea's primary search engine. Naver is also the go-to search engine for smartphone use. This study analyzed 824 most popular news accessed via mobile gears; the news items were selected from Naver's 'Daily Top 10 Stories,' dating from March 2016 to December 2016. The results indicate that entertainment news were the most viewed, while political and social issue news were the most liked and commented by mobile users. With regard to news value, 'prominence' and 'impact' were the two most important factors that influenced a user's news selection process in a mobile environment. The degree of a news' 'prominence' was the most important factor that determined the number of views, while 'impact' was critical to determining "the most commented-upon" and "the most liked" news. The results also indicate that mobile news consumers prefer more dramatic storylines and events that incite public anger or grief, threaten the safety of citizens, or evoke emotional sympathy rather than 'hard news' about such subjects as politics and economics.

• 한국융합학회논문지
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• 제8권7호
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• pp.315-321
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• 2017

아이스크림 색채는 소비자들의 시각적 감각을 자극하며 연상을 통해 브랜드 스토리를 전달한다. 이러한 색채 활용의 마케팅은 뷰티영역에서도 활용되고 있다. 이에 본 연구는 이론적 고찰과 실증적 연구를 기반으로 스토리를 구현의 뷰티디자인 도출을 목적으로 하며 'B' 브랜드 아이스크림 스토리 컬러를 네일 디자인으로 나타내었다. 이론적 고찰을 통하여 아이스크림 'B' 브랜드에 활용된 색채 및 브랜드 스토리를 고찰하였으며 실증적 연구를 통하여 도출된 네일 디자인을 네일 팁 위에 나타내었다. 이에 따라 본 연구는 아이스크림 색채와 네일아트의 융합을 특정 브랜드의 색채를 반영한 뷰티디자인 및 색채 이미지 연출의 기초 자료로 활용될 수 있다고 사료된다.

• 한국지열·수열에너지학회논문집
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• 제8권3호
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• pp.12-18
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• 2012

The purpose of this study is to make an economic analysis(Life cycle cost) of selecting optimal air conditioning system for a research building which is 8 stories with a total floor area of $32,010m^2$. Energy consumptions of three proposed air-conditioning systems(Alt-1,2,3) that reflect the government green-growth policy are calculated and compared. The results show that life cycle cost of Alt-3(Ventilation DX AHU+EHP) is less than Alt-1(EHP+ventilation DX AHU) by 5.1%, and Alt-2(Absorption chiller/heater+EHP) by 34.3%. Annual energy consumption of Alt-3 is less than Alt-1 by 9.9%, and Alt-2 by 37.4%. Annual $CO_2$ emission of Alt-3 is less than Alt-1 by 9.9%, and Alt-2 by 0.2%.

• 설비공학논문집
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• 제22권11호
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• pp.812-819
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• 2010

Recently residential buildings are characterized with high-rise and high density. Under this circumstance, achieving comfortable and healthy indoor environment with minimized energy consumption becomes a very challenging engineering and societal issue. Along this the increased size and transparency of window as well as light surface caused by high stories lowers the heat shield efficiency of building. Since glass that constitutes building surface has low heat efficiency, it aggravates heat loss of all building considerably, thereby resulting in extreme heating load and cooling load in the country where temperature varies much in summer and winter. The research will check whether experiment can be effectively done by overcoming the limit of existing artificial solar laboratory constructed in the country and properly adjusting controlled variables with simplified function through construction of this experimental set.

• 한국실내디자인학회논문집
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• 제25권6호
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• pp.116-126
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• 2016

In modern society which changes from quantity-seeking society to value-seeking one, people's various lifestyles have great effect on consumption patterns and work as an important factor in choosing hotels. The fact that design hotels, which provide unique experiences with differentiated and sensitive designs by reflecting various lifestyles, recently attract attention can be understood in the same context. As a matter of fact, design hotels recently serve as destinations as they become cultural and artistic icons which reflect customer lifestyles. Especially, the designs of lobby spaces in hotels play deciding role in customers' choices while representing the nature of hotels. In this respect, under the premise that the kinds of accumulated experiences are different depending on lifestyles and preferences for specific interior spaces are influenced by association mechanism formed by experiences, this study analyzed lobby spaces of design hotels which focus on specific lifestyles from the perspective of association mechanism based on experiences. As the method of analysis, this study classified the types of lifestyles and conducted case analysis to investigate what association mechanism works to enhance the preference of design hotels by types. Study classified lifestyles into experiential activity type, social meeting type, fashion-pursuing type and hideout-preferring type and analyzed cases of lobby designs in design hotels. The results of this case analysis are as follows; First, experiential activity type mainly utilized quasi-association and approach association through senses and social meeting type utilized quasi-association and memory association through emotions while fashion-pursuing type utilized quasi-association and presumption association through intuition and hideout-preferring type utilized quasi-association and approach association through thoughts. Second, it was found that most lobby designs are characterized by association mechanism in visual formative nature and that in temporal spatial nature working in complex way, and, through such process of association expansion, space stories are created. Stories of spaces created this way become unique identities of design hotels that provide new experiences for customers.