• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.150-161
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• 2020

Generation Z(Gen Z), which is referred to people in their late teens to early 20s, becomes one of new major consumer groups in the society. More than 80 percent Gen Z use YouTube content as a main information channel. In this study, we investigate what kind of factors make Gen Z immersed when watching YouTube content. In the background study, we examined immersion and set the cognitive conditions of immersion as reality, fascination, control, and driving as a framework for analysis of case study. In the case study, we analyzed the most popular YouTube channels of each category among the Gen Z with the established framework and then identified 3 main factors: reality, 5 senses, and unpretentiousness and 8 characteristics of them. By conducting survey with Gen Z, we wanted to verify the validity of the characteristics and find out the difference among categories. Subjects answered on a five-point scale how the characteristics of each immersion factor corresponded to their favorite channels. As a result, seven characteristics: 1) familiarity of background, 2) reality of acting, 3)familiarity of material, 4)YouTubers' appearance and 5) voice, 6)multi-sensory, and 7)YouTuber's ability to resemble viewers influenced more than 50% of users' immersion. Although there was no significant difference among categories, the familiarity of the material and the five senses stimulus (YouTube's appearance, voice, audiovisual and surrogate taste) were the most important factors in the entertainment category.

• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.1
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• pp.50-65
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• 2024

By analyzing the style of creator avatars in the world of Metaverse, which is emerging as a fourth-generation social media platform, this study aims to identify the meta-fashion tastes of Generation Z (Gen Z) creators (born in the late 2010s and early 2020s) and to analyze the extent to which current trends in the fashion market are influencing meta-fashion. The research method uses a case study to compare meta-fashion and current fashion trends. First, five Gen Z fashion creators on ZEPETO were selected to analyze the meta-fashion styles presented by this group. In the end, a total of 100 fashion styles were analyzed by combining 50 items each from the current meta-fashion and real fashion trends. The fashion styles were found to be hip-hop, easy-casual, punk, lovely feminine, and sexy, and the main fashion items were analyzed as jeans, hip-hop style pants, sneakers, tight crop tops, dresses, tattoos, chain accessories, and dyeing. Meta-fashion is the emergence of items similar in shape to those popular in the current fashion market, but are more exaggerated or show off the human body than actual fashion items.

• Journal of Digital Convergence
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• v.19 no.1
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• pp.217-228
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• 2021

This study was to identify generational difference of values of life and factors influencing turnover of Korean nurses. Total 294 nurses of generation-X, Y, and Z participated. Analysis of variance(ANOVA) and Multiple Regression Analyse was conducted. The result of the study was that Gen-X and Y nurses considered family life as the most important thing in life and Importance of work was the next by Gen-X and leisure time by Gen-Y. However, Gen-Z nurses regarded leisure time as the most important. These findings indicate that influencing factors on turnover of Korean nurses were different by nurses generations. These results indicates that it is necessary to develop different strategies by generations in order to manage turnover issues for Korean nurses.

• The Research Journal of the Costume Culture
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• v.30 no.5
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• pp.656-674
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• 2022

The purpose of this study is to reveal and compare the differences in the types and characteristics of purchase channel journeys of MZ generation consumers. In this study a survey was conducted on the purchase channel journey of 20 women in the MZ generation using the ethnographic method of in-depth interviews and observations. As a result, three purchase channel journeys were identified: mobile, multi-channel, and offline. These were variously subdivided according to the characteristics of the MZ generations. Gen Z's journey was categorized into types: fashion platform app, Youtube, multi-channel supplement, multi-channel non-planned store visit, offline loyalty store, and impulsive offline store. Gen M's journey was categorized as: an online community bond, portal site, online loyalty store, multi-channel brand involvement, multi-channel efficiency, a multi-channel conversion, offline efficiency and offline task. The difference in mobile journey between generations was found in the time and length of the purchase. Gen M recognized both online and offline search processes to be tiring, while Gen Z enjoyed the search process using the online path. In the offline journey Gen Z began with their own intention to purchase, while Gen M sometimes recognized that purchasing fashion products necessary for work was a cumbersome task.

• Journal of Distribution Science
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• v.21 no.1
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• pp.85-93
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• 2023

Purpose: This research is intended to analyze how distribution of brand communication of a Soft Drink brand on brand image mediated through electronic word of mouth on packaged carbonated drink in Indonesian Gen-Z. This research also aims to find out how electronic word of mouth can have a role in creating a brand image for Indonesia Gen-Z. Research design, data and methodology: This research is using a quantitative approach with purposive sampling technique, a survey was conduct online and the number of samples being 384 responders who are spread all over Indonesia. The questionnaire construct was designed based on several variables, such as brand communication, brand image, and e-WOM. E-WOM was positioned as a mediating variable in this research. Brand Communication indicators consist of event and experience, public relation and publicity, direct marketing and personal selling. Meanwhile brand image consists of Attributes, Benefits, and Attitudes. E-WOM indicators consist of intensity, balance of opinion, and content. Results: The result of this research being (1) There is a significant influence between brand communication and brand image. (2) There is a significant influence between brand communication and electronic word-of-mouth. And (3) There is a significant influence between brand communication and brand image mediated through electronic word-of-mouth. Conclusion: The findings of this research prove that there is significant influence between brand communication, brand image and electronic word-of-mouth, this study also provide several information about how other factor affect the distribution of brand communication.

• The Journal of Asian Finance, Economics and Business
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• v.10 no.2
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• pp.281-300
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• 2023

Recently, the call for better accountability and social responsibility from corporations has been regularly voiced, both in the academic literature and in public discussions. This poses a challenge to the existing literature in understanding consumption behaviors to direct them toward sustainable development. This study investigates the purchase intention of Gen Z consumers in Vietnam with green packaging products. Data were collected from 914 respondents by online questionnaire and then analyzed using OLS. The results suggest the significant influence of customers' income and packaging in driving customers' intention to use environmentally-friendly products. Specifically, consumers in a higher income class participate more actively in green purchases. However, problems associated with inadequate packaging are also illustrated, resulting in the poor perception of green messages and poor practice of ecological actions. Besides, subjective norms and green trust are found to be adversely related to green consumer intention. In addition, gender disparity in green behavior is reported, where female consumers show a higher tendency to ecological consumption than their male counterparts. Other demographic factors are also included in the model as control variables, which are age, education, price, environmental literacy, environmental concern, and psychological awareness, but they do not have a significant impact on green purchase intention.

• Journal of Distribution Science
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• v.21 no.2
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• pp.21-34
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• 2023

Purpose: The goal of this study is to examine what makes young people more likely to use digital banking. This is because digital banking services and their distribution channels are technologically advanced, which can be a double-edged sword between ease of use and resistance to technology. Research design, data and methodology: This study included 320 participants from generation Z in Jakarta who use digital bank and used a quantitative method with PLS-SEM. Results: This study explains how, in addition to usefulness, costs, and self-efficacy, resistance to technology has a direct effect on usage attitudes. Meanwhile, if the attitude of use is preceded by aspects of usefulness, self-efficacy, and awareness, resistance to technology will be felt indirectly. Conclusions: This demonstrated that most discussed factors, such as Ease-of-Use and security of use, are important for Generation Z users but no longer a major consideration in accepting digital banking. Aside from being more open to the use of technology in digital banks, Generation Z also desires a balance of technology services and benefits. The limitations of this study are that it excludes social variables, uses certain generations, and limits the research area to one large city, which can be expanded in future studies.

• Korean Journal of Microbiology
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• v.42 no.1
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• pp.77-81
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• 2006

Degenerate primers corresponding to the sequences of the N-terminal regions of Mn-peroxidase isozymes were used to isolate the genomic fragments encoding the isozymes of Mn-peroxidase, CVMP1, CVMP2, CVMP3 and CVMP5 from the white-rot fungus Trametes versicolor KN9522. Three isozymes except one gave the expected PCR products (cmp1, cmp2 and cmp5) of about 900 base pairs, respectively. DNA sequence data obtained from each PCR products were used to analyze the BLAST program search on the National Center for Biotechnology Information. cmp1, cmp2 and cmp5 were similar to MPG-I (GenBank accession number Z30668) and PGV-II (GenBank accession number, Z54279) gene T. versicolor PRL572. PCR products of cmp1 and cmp2 showed 77%, 95% base sequence similarities to MPG-I gene and cmp5 showed about 88% similarity to PGV-II gene from T. versicolor PRL572. From this experiment, we could isolate genomic DNA fragments with degenerate primers designed from the N-terminal amino acid sequences of Mn-peroxidase isozyme family.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.12
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• pp.509-518
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• 2021

Amid the Covid pandemic surge last year, customers and businesses started embracing digital transactions. Digital banking, as an answer to the cash-less-contact-less way of doing financial transactions, was highly convenient during the pandemic, especially in the Philippines. This position examines the Gen Y and Gen Z in the Philippine case and its willingness to encourage digitalization of the financial sector. This study aimed at evaluating the intention to use digital banking services using the factors (1) ease of use; (2) perceived usefulness; (3) perceived risk; (4) trust; (5) convenience. A total of 226 respondents were selected by random sampling method and linear regression was used to analyse the collected data. Analysis of the results show that the components (1) perceived ease of use; (2) perceived usefulness; (3) perceived risk; (4) trust; (5) convenience had a significant effect on intention to use digital banking while the demographics - gender, age, monthly income, and educational attainment do not have any significance on the intention to use digital banking. The relevance of the study can be used for marketing and financial strategies to increase the intention to use digital banking and to contribute to the enhancement of technology acceptance concerning digital banking.

• Journal of Distribution Science
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• v.20 no.5
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• pp.13-22
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• 2022

Purpose: This study aimed to identify factors affecting attitudes and intentions toward online purchasing of millennials and gen z in Indonesia by considering distribution capabilities factors. Research design, data and methodology: This study used a non-probability sampling technique. The questionnaire was distributed through an online platform and obtained 225 respondents. The data acquired from the respondents used SPSS 23 and AMOSS 21 to process the Structural Equation Model (SEM). Results: The results of this study stated that attitudes and intentions toward online purchases were influenced by delivery speed and trust. The results also stated that the perception of web quality positively influenced trust. On the other hand, shipping tracking, people's importance to consumers, and online reviews had no significant effects on online purchasing attitudes. Conclusions: This research has made an essential contribution to increasing and expanding our understanding of factors that affect attitudes and intentions toward online shopping in a developing market, Indonesia. From a practical perspective, this research examined the integrated consumer model of millennials and Gen Z online shopping in Indonesia that considers distribution capability, trust, and perceived website quality factors. Therefore, e-commerce business actors can design e-marketing strategies and programs to achieve the company's long-term goals.