• The Journal of the Korea Contents Association
• /
• v.19 no.2
• /
• pp.328-339
• /
• 2019

Shopping information contents shown on online shopping sites represent online retailer's intention to draw potential consumers' visual attention. However, unfortunately, previous studies in literature show that most of the shopping information contents are naively designed just to appeal to consumers' visual attention without systematic and logical analysis of consumers' possible different visual reactions depending on gender. To fill in the research void like this, this study proposes eye-tracking approach to investigating the research issue of how gender affects consumers' visual attention towards human brand image contents on the online shopping sites. For the sake of conducting related eye-tracking experiments, we adopted two types of products - notebook computer as a utilitarian product, and perfume as a hedonic product. Results revealed that female consumers show higher visual attention to human brand image contents than male consumers. Besides, significant gender difference exists on the human brand image contents more highly when they are attached with a hedonic product like perfume, than a utilitarian product like notebook computer. From the eye-tracking-based experiment results like this, this study suggested theoretical backgrounds about gender differences towards online shopping information contents and related human brand image contents as well.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.18 no.5
• /
• pp.1-16
• /
• 2023

Due to imbalances in supply and demand within the labor market, start-ups have emerged as crucial players in the generation of high-quality employment opportunities, particularly in stagnant job markets. In response to this trend, governments are allocating substantial financial and human resources to initiatives that support start-up development. This has led to an increasing rate of engagement in start-up ventures across diverse age groups, not limited to younger individuals. Start-ups are enterprises focused on the commercialization of innovative ideas with the aim of achieving profitability in the marketplace. Research concerning the successful market integration of new products and the attainment of sustainable growth is pivotal. Such research is instrumental not only for the success of start-ups but also for realizing the broader social functions and contributions that these enterprises can offer. Previous research has often examined new product market-entry strategies, often referred to as new product marketing, particularly for large companies and SMEs. However, there is a gap in studies focusing on prototype marketing strategies specific to start-ups. Thus, this study aims to examine the impact of Pre-announcing marketing strategies on the market attention garnered by start-ups with low recognition and limited infrastructure, and how such attention contributes to their sustainable growth. Specifically, the study aims to uncover the causal relationship between information attributes like relevance, vividness, and novelty in building customer relationships, and their impact on purchase intentions influenced by performance expectations and hedonic motivations. In terms of Pre-announcing information attributes, relevance, vividness, and novelty positively influence performance expectations and hedonic motivations as outlined in the extended Unified Theory of Acceptance and Use of Technology (UTAUT2). These factors, in turn, positively impact the purchase intention for pre-announced new products from start-ups. These findings are expected to provide both theory and practical insights into the factors influencing market entry through the use of Pre-announcing marketing strategies for start-up new products.

• Archives of design research
• /
• v.18 no.3 s.61
• /
• pp.5-14
• /
• 2005

In the past, consumers sought utilitarian and defensive consumption in an attempt to move to a balanced state. However, today's consumers go beyond this to consume more for hedonic and creative reasons if not for sheer pleasure. There is an obvious shift from the type of consumption that satisfies basic desires through the characteristics, convenience and quality of goods and services to an era of 'experiential consumption,' in which consumers pursue distinctive value systems and way of life along with a total 'experience' provided by such goods and services. Such a sign of the times has given birth to the experience design that aims at maximizing the strategic use of experiences in design. Research on this subject is gradually increasing. The research and application peformed even without the proper understanding about the concepts and purposes of experience design, however, is likely to deviate from the true nature in its process or method. Also, they are likely to cause rather than solve problems. Accordingly, this study examined the meaning of experience from a spatial aspect, focusing on areas that recognize the experience as economically valuable, making the most of it substantively. The main concept of experience practical used on-line is enhancement of the usability of a medium by reflecting the experience of users accustomed to both off-line and on-line environments and materializing the environment doser to and more familiar with the users, thus allowing them to comfortably use the medium. This is to allow the users to feel more comfortable. The experience practical used pertaining to off-line is a tool to fulfill the sensitivity of users, with efforts to create new, future-oriented consumer values. This, based on the understanding of consumer behavior, seeks to maximize the consumption experience of consumers by providing a combination of sensual and sensitive experiences as well as to enhance the existing experiences by permitting users to create new, extended experiences from the fixed characteristics of products. Furthermore, it aims to provide consumers with the hedonic experience of play through the joy, fun and uniqueness of alternate experiences.

• Journal of Digital Convergence
• /
• v.16 no.8
• /
• pp.89-98
• /
• 2018

The emergence of the mobile commerce market as a new megatrend, mobile shopping is becoming an important distribution channel in the domestic online shopping market. The purpose of this study is to classify shopping values perceived by mobile social commerce users into a utilitarian value and a hedonic value explained and to empirically examine the effects of social commerce characteristics on the purchase intention and shopping values in mobile social commerce. conclusion, this implies that site providers and sellers need to try to supply cheaper and more economical products than those offline and provide the most effective and optimum information and service so sellers and consumers can exchange messages with each other and create meanings.

• Journal of the Korean Society of Food Culture
• /
• v.31 no.3
• /
• pp.250-260
• /
• 2016

This study was conducted to determine the reasonable soaking period of glutinous rice for laver Bugak (Korean traditional fried dishes) processing and to identify the sensory characteristics of three kinds of laver Bugak made with different starch pastes: GRice_1d using glutinous rice soaked for 1 day; GRice_7d using glutinous rice fermented for 7 days; and Wheat using flour. Descriptive analysis was performed by 10 trained panelists, and the 92 consumers evaluated the overall acceptance (OL), acceptance of appearance (APPL), odor (ODL), flavor (FLL), and texture (TXTL) of the samples using a 9-point hedonic scale. From the measurement result by scanning electron microscope (SEM), there were differences in the surface characteristics among soaking period for 1 day and 7 days. Ten panelists were trained, and they evaluated the appearance, odor/aroma, flavor/taste, texture/mouth feel, and after taste attributes of these samples. 36 attributes were generated by panelists and 12 attribute were significantly different across products (p<0.05). It was found that the Grice_7d sample was characterized by mouthfeel of crispiness and uniformity of bubbles, and the Wheat sample was characterized by surface of roughness, mouthfeel of crispiness and adhesiveness, relatively. And the Grice_1d sample was characterized by surface of roughness, mouthfeel of roughness, hardness, cohesiveness, toughness, and adhesiveness.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.41 no.5
• /
• pp.796-808
• /
• 2017

This research shows how fashion curation service consumers (both fashion and image consultants) reveal different aspects towards a preferred image type among the correlation of fashion curation service usage motivation and fashion shopping propensity. These preferences also included the purchase intentions for fashion display service products. This study surveyed 300 men and women between the ages of 20-30 who were the main consumers of fashion curation services. 'Convenience, fashion trend, and exploratory' increased purchase intentions for fashion shopping propensity, 'information search for utility, entertainment, and personal expression' increased purchase intentions for fashion curation services and 'brand identity, consumer lifestyle, and product information' increased factors for the fashion curation service preferred image type. Consumer preferences varied according to different fashion curation service image type; however, all consumer group syndicated a difference in fashion curation service actions. For instance, fashion curation service consumers preferred a consumer lifestyle image, convenience, hedonic shopping orientation, and personal expression motivation had a positive influence on product purchase intention. However, the shopping orientation of 'fashion trend, practical information exploration, and entertainment motivation' had an optimistic influence on product purchase intentions for fashion curation service consumers who preferred a brand identity image and a product information image.

• Asian-Australasian Journal of Animal Sciences
• /
• v.24 no.10
• /
• pp.1399-1406
• /
• 2011

This study aimed to establish the optimum level of palm kernel meal in the diet of Santa Ines lambs based on the sensorial characteristics and fatty acid profile of the meat. We used 32 lambs with a starting age of 4 to 6 months and mean weight of $22{\pm}2.75kg$, kept in individual stalls. The animals were fed with Tifton-85 hay and a concentrate mixed with 0.0, 6.5, 13.0 or 19.5% of palm kernel meal based on the dry mass of the complete diet. These levels formed the treatments. Confinement lasted 80 days and on the last day the animals were fasted and slaughtered. After slaughter, carcasses were weighed and sectioned longitudinally, along the median line, into two antimeres. Half-carcasses were then sliced between the 12th and 13th ribs to collect the loin (longissimus dorsi), which was used to determine the sensorial characteristics and fatty acid profile of the meat. For sensorial evaluation, samples of meat were given to 54 judges who evaluated the tenderness, juiciness, appearance, aroma and flavor of the meat using a hedonic scale. Fatty acids were determined by gas chromatography. The addition of palm kernel meal to the diet had no effect on the sensorial characteristics of meat juiciness, appearance, aroma or flavor. However, tenderness showed a quadratic relationship with the addition of the meal to the diet. The concentration of fatty acids C12:0, C14:0 and C16:0 increased with the addition of palm kernel meal, as did the sum of medium-chain fatty acids and the atherogenicity index. Up to of 19.5% of the diet of Santa Ines lambs can be made up of palm kernel meal without causing significant changes in sensorial characteristics. However, the fatty acid profile of the meat was altered.

• International Journal of Quality Innovation
• /
• v.6 no.3
• /
• pp.38-55
• /
• 2005

Consumption has generally become more fragmented, hedonic and individual specific, satisfying not only functional but also emotional needs. In parallel, customer satisfaction is now thought to be both a cognitive and affective response, and the closely related concept of job satisfaction is commonly seen as an emotional reaction. The reasoning within quality management does, however, still lean heavily toward cognitive judgements (i.e. performance ratings), the emotional component clearly being under explored. Further, performance variables have shown not to be significant in predicting satisfaction for certain 'experience products', the effect fully mediated by emotions. As a consequence a cognitive judgement based quality concept has lost its ability to predict satisfaction, which clearly contradicts with the modem quality definition, stressing quality as the ability to satisfy the customer. Emotions have however entered the quality discourse and it has been proposed that having customers that are merely feeling satisfied will not suffice. Instead, there has been a plethora of executive exhortations in the trade press calling on business to 'delight the customer'. Strategies for doing so have however usually been imprecise and unclear, and the different drivers of delight and satisfaction are not well explored. This paper aims to complement the previous cognitive dominance by exploring the multiple emotional responses involved in customer satisfaction. A conclusion being that we currently are measuring something, in terms of satisfied, that is more or less independent of what we aim for, in terms of delight. It is also most likely that - depending on the situation, product, and person - other positive and negative emotions are more important outcomes of purchase and usage than merely satisfaction. It is questioned whether a single, summary response such as satisfaction is feasible or even desirable.

• Journal of Digital Convergence
• /
• v.18 no.10
• /
• pp.195-206
• /
• 2020

This study aims to analyze the effect of consumer characteristics such as consumer innovativeness on using popular social media in Korea. Social media usage is estimated by probit and multinomial probit model with user characteristics using Korea media panel data of 2019. According to the analysis, users with hedonoc innovativeness are likely to use social media, while users with cognitive innovativeness are not likely to use it. Regarding individual social media usage, functional innovativeness increases the probability of using Kakaostory, and hedonic innovativeness increases the likelihood of using Instagram. However, cognitive innovativeness decreases the probability of using Kakaosotry and Naver Band. This study gives insights into finding out specific social media for marketing certain products with innovativeness. In future research, it may be worthwhile to analyze under the assumption that a social media user is using several social media simultaneously.

• Korean Journal of Food Science and Technology
• /
• v.46 no.3
• /
• pp.352-357
• /
• 2014

In this study, 100 consumers (men, 50; women, 50; age group, 20-50 years) rated their overall preferences for 24 Korean raspberry wines by using a 9-point hedonic scale. The analysis of variance was constructed to evaluate the effect of gender, age, and samples on the preference scores of the wine products. Significant differences were observed in overall preferences for the 24 samples; however, no interactions based on preferences by age and gender groups were noted. Cluster analysis was performed to determine sample clustering based on the frequencies from the preference data. Three clusters were obtained; these three clusters were well separated based on the mean overall preference scores for the samples. Discriminant analysis based on the three clusters also confirmed the same grouping of samples with 100% accuracy.