• Journal of Distribution Science
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• v.12 no.11
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• pp.67-76
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• 2014

Purpose - PB (Private Brand) refers to the product for which the distribution company plans the production independently, consigns the production to the manufacturer, or attaches the self-developed trademark and sells it. To reinforce competitiveness in such a market environment, diverse products development, systematic management activities, and marketing efforts to analyze and understand the consumers' behavior regarding PB products are emphasized. Therefore, this study aims to investigate the relationships among PB product attributes, consumption emotion, brand attitude, and brand loyalty in general supermarkets. First, PB product attributes were defined using the five categories of perceived price, store image, familiarity, perceived service, and perceived quality, based on preceding studies. This study examined the influence of PB product attributes on consumption. Further, this study examined the relation among consumption emotion, brand attitude, and brand loyalty. This study provides more detailed and concentrated strategic implications. Research design, data, and methodology - In this study, the research model was designed to examine the relation among PB product attributes, consumption emotion, brand attitude, and brand loyalty. For the data collection method, the questionnaire survey comprised multiple items for each component and the direct interview method was employed. To collect data, the questionnaire survey was conducted for customers who personally visited the general supermarket after verifying the PB product purchase experience. The questionnaire survey was performed for one month, May 2014. A total of 300 questionnaires were distributed and 240 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0. Results - First, PB product attributes had a significantly positive effect on consumption emotion. The PB product attributes perceived by the customer at the point of service contact are important to form the positive consumption emotion. Second, consumption emotion had a significantly positive effect on brand attitude. Third, the consumption emotion had a significantly positive effect on brand loyalty. Such consumption emotion is an important factor in causing the positive evaluation on the brand attitude perceived by the customer. Fourth, brand attitude had a significantly positive effect on brand loyalty. The consumption emotion was positively represented to invoke the relational continuance behavior. The relational continuance behavior accompanies the repetition of purchase, word of mouth, and recommendation activities, and influences trust regarding the brand, for which the customer maintains the transaction continuously. Conclusions - The PB product attributes perceived by the customer at the point of service contact are important factors to form the positive consumption emotion. Based on this result, the discount store service provider would prepare the measures that can make the customer recognize the positive value, and make more detailed efforts. Consumption emotion is an important factor to cause the positive evaluation on the brand attitude perceived by the customer. Based on this result, the general supermarket must make efforts to provide fun or convenience in the purchase process for consumers.

• Journal of Korean Society of Rural Planning
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• v.13 no.1 s.34
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• pp.85-95
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• 2007

Hot springs development will be more activated with the five-day work week system than before. Nevertheless, investment and development achievement of hot springs has not resulted in a successful performance to foster townships, and this calls upon locals to build a guideline to develop hot springs. This study intends to analyze laws on hot springs, which influence mostly on the hot spring development, to gather up the information on the present state of the development, and to suggest considerations for further development plans. Features of the hot spring development are as follows: One is that metropolitan cities will discover hot spring resources more than small cities. Therefore the development will be twofold : one for resort tour and the other for one-day rest and recreation. In addition, Korean laws on hot springs are more site development-oriented to support tourism and recreation than to protect environment and discover unused resources. This makes hot spring development easier and efficient being supported by hot spring law, law on territory development and use, and tourism promotion law. On the other side, planned landscape trimming can be uniformized and unharmonized in terms of local identity and environment-friendliness. This is why careful considerations such as goods and bads of the local resources, local history and culture are needed in hot spring development. A long-term development project should include remodeling based on local identity and development trends. The third point indicates that Korean hot springs development has recorded relatively low performance due to difficult private capital attraction, and a high fence on land purchase and development approval. It is essential to release restrictions on the hot spring development-especially on those whose development performance has not been successful so that best practice can be supported by the government in remodeling and marketing. New plans on hot spring development should be also examined based on developer's capacity and local authorities' volition on the plan. Last point shows that most hot springs development plans have been designed only based on territory utilizing plan and facilities arrangement, not considering much on fund-raising, operational plan or feasibility analysis. Therefore the tourism promotion law should reinforce guidelines on tourist site approval system by supplementing criteria. At the same time, an education on tourism development planning is necessary to deepen developers' understanding, since most developers are experts more on city development, landscape architecture, designing, constructing and engineering than tourism development.

• International Area Studies Review
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• v.12 no.3
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• pp.321-339
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• 2008

The purpose of this study to the analyze characteristics and purchasing activities of consumers by using the Multinomial Logit model, which is a well-known discrete selection model to explain and forecast consumers' selection activities(patterns). The study aims to determine the state of competition between National Brand and Private Band and how some demographic characters and marketing variables influence consumers' brand selections within the facial tissue market. Our analysis process includes reorganization of panel data(individuals' purchasing record at each point) to fit the purpose of our study as well as analysis of probability and influencing factors of consumers' brand selection at each point of purchases. The result showed that consumers at higher age and with higher income hold better probability to purchase National Brand. Likewise, locations also had considerable effect on selecting brand, and Private Brand was preferred in department store and discount stores. On the other hand, consumers loyal to National Brand reported higher probability to purchase if the product prices were higher while Private Brand buyers were more promoted the purchase under price discount.

• The Journal of the Korea Contents Association
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• v.19 no.6
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• pp.168-178
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• 2019

This study takes a close look at the recent success of independent documentaries to find its implications and a way to invigorate Korean documentary ecosystems. To this aim, this study performed in-depth interviews with independent documentary film makers and television documentary directors. Also, it analyzed the case of POV (Point Of View), which is television's longest-running showcase for independent documentary films in the USA. The results display that independent documentaries convey competitive edge of contents and expansion of distribution and funding through film industry systems, based on the producer systems, global distribution networks of overseas pitching and film festivals, marketing and audience strategy of film industry. Although this shows its molding of documentary industry ecosystems, there are great needs for various platforms other than film industrial outlet in order to make an advancement of the ecosystems under the digital environment. POV works on the basis of 'open sourcing' form when collaborating with independent film makers. Independent documentaries picked up by POV are aired on PBS, streamed via its online service, and distributed through community screenings; this three-outlet strategy makes POV a unique platform and has a relevance and feasibility to apply for Korean documentary ecosystems. Therefore, this study suggests to create a platform adopting POV system hoping that more studies and efforts would come for various and novel platform building so to make more advanced and invigorated ecosystems of Korean documentary.

• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.164-172
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• 2010

This study reviews the influence of culture in interpersonal servicescapes by examining the restaurant retail setting. Two cultures (Canada and France) are surveyed in order to better understand their retail expectations towards interpersonal servicescapes. Using Hofstede's (1991) cultural dimensions to explain some of the differences between Canadian and French restaurant patrons, this study demonstrates a potentially interesting research avenue in the field of cross-cultural interpersonal services marketing. It demonstrates that cultural dimensions do not operate independently but interdependently. Understanding this can help retailers better explain complex service interactions between countries that may appear similar in terms of various socio-demographic features. In this exploratory research, a measure via exploratory factor analysis was developed, one that encompasses both the physical and service aspects common to interpersonal servicescape by using personality traits. This measure was tested in order to better understand the service expectations between two cultures, Canada and France. Five dimensional structures were uncovered in both cultures but with different traits and groupings. The differences between the traits uncovered and the overall Canadian and French personality structures find some explanation using Hofstede's (1991) cultural dimensions. The results of this survey point to a possible explanation as to why when services are transferred between cultures, the perceptions of them can be different and sometimes even lead to service failure. There are clearly some cultural differences between the Canadian and French consumers and their overall expectations regarding their consumption experience. Reviewing the first factor of the French and Canadian personality structures shows that the individualist/collectivist differences are apparent between the Canadian and the French cultures. The second dimension also has quite a few traits in common, five, all of which have the personal treatment aspect of the restaurant experience that a service provider would be responsible for: polite, respectful, and dedicated. Notable is that the French dimension does not include the authenticity or the hospitable aspect of the experience but includes even more features that are inherent to the personal interaction, such as charming and courteous. The third dimension of the Canadian and French structures reflects completely different expectations. Whereas the French dimension centers around energy and enthusiasm, the Canadian version is more laid-back and relaxed. There is extroversion in the French dimension to introversion in the Canadian dimension. This could be explained by differences on the Uncertainty Avoidance dimension as outlined by Hofstede (1991). The fourth dimension seems to confirm previously outlined cultural differences. Whereas Canadians, being a bit lower on uncertainty avoidance and power distance, prefer an intimate and private experience, the French continue to expect extraversion and inclusive features to their experience. The fifth dimension is in the French personality structure a clear expression of the high power distance society, where the roles of the players in the restaurant experience are clearly defined and the rules of engagement preserved. This study demonstrates that different cultures clearly do relate to different expectations regarding interpersonal services. This is apparent in the dimensions that come up in both the French and the Canadian personality structures, not only in terms of how different they are but also in with which cultural dimensions these can be explained. For interpersonal servicescapes, the use of personality traits is interesting as it allows for both physical and service features to be accounted for. Furthermore, the social component inherent to interpersonal servicescapes surfaces in most of the dimensions of the service personality structures. The quality of social exchanges is extremely important, and this even more so in cross-cultural situations, where the expec tations regarding the service experience may vary. As demonstrated by this research and using Hofstede's (1991) paradigm, not all societies will have the same expectations pertaining to the interpersonal services. Furthermore, the traditions surrounding the type of service can also have an impact on the service evaluations and differ between countries and cultures. However, using personality traits may also allow for retailers to see which service traits are common to two or more cultures where they seek to be present, and focus on these in the offering. The findings demonstrate the importance of the individualist and collectivist dimension for interpersonal servicescapes. This difference between the French and the Canadian personality structure is apparent in the most dominant dimension as well as within others. The findings are a step in explaining how retailers can transfer and then measure interpersonal services across cultures.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.98-109
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• 2010

Research on the construction, measurement, and management of brand equity has been extensive since David A. Aaker(1991) and Kevin Lane Keller(1993) first advanced the concept. Recently, much attention has been devoted to the components of brand equity: brand awareness, perceived quality, brand image, and brand loyalty. This study explores the relationships among these components, focusing particularly on the moderating role of product type (utilitarian vs. hedonic) in their causal relationships. A model to study the relationship among components of brand equity, particularly the moderating role of product type, is featured in Figure 1. The hypotheses of the study are proposed as follows: that consumers' brand awareness has a positive influence on brand loyalty and brand image; that consumers' perceived quality has a positive influence on brand loyalty and brand image; that consumers' brand image influences brand loyalty positively; and that relationships among components of brand equity will be moderated by product type. That is, in the case of utilitarian products, the impact of perceived quality on brand loyalty will be relatively stronger, whereas with hedonic products the impact of brand image on brand loyalty will be relatively stronger. To determine the products for the study, a pre-test of 58 college students in the Seoul metropolitan area was conducted based on the product type scale. As a result, computers were selected as the utilitarian product and blue jeans became the hedonic product. For each product type, two brands were selected: Samsung and HP for computers, and Levis and Nix for blue jeans. In the main study, 237 college students in the metropolitan area were surveyed to measure their brand awareness, perceived quality, brand image, and brand loyalty toward the selected two brands of each product type. The subjects were divided into two groups: one group (121 subjects) for computers, the other (116 subjects) for blue jeans. The survey questionnaires for the study included four parts: five questions on brand awareness and four questions each on perceived quality, brand image, and brand loyalty. All questions were to be answered using 7-point Likert scales. The data collected by the survey were processed to assess reliability and validity, and the causal relationships were analyzed to verify the hypotheses using the AMOS 7 program, a tool for analyzing structural equation modeling. A confirmatory factor analysis assessed the appropriateness of the measurement model, and the fit indices denoted that the model was satisfactory. The relationships among the components of brand equity were also analyzed using AMOS 7. The fit indices of the structural model denoted that it was also satisfactory. The paths in the structural model as will be seen in Figure 2 show that perceived quality affects brand image positively, but that brand awareness does not affect brand image. Moreover, it shows that brand awareness, perceived quality, and brand image are positively related with brand loyalty, and that this relationship is moderated by product type. In the case of utilitarian products, perceived quality has relatively more influence on brand loyalty. Conversely, in the case of hedonic products, brand image has relatively more influence on brand loyalty. The results of this empirical study contribute toward the advancement of our understanding of the relationships among the components of brand equity and expand the theoretical underpinnings for brand equity measurement. It also helps further our understanding of the effect of product type on customer-based brand equity. In a marketing management practice perspective, these results may provide managerial implications for building and maintaining brand equity effectively.

• Management & Information Systems Review
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• v.38 no.4
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• pp.1-24
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• 2019

This study confirms the responses of consumers when the composition of emoticon bundles can be selected by individuals in MIM service. This aims to verify that customized bundling is a valid marketing strategy in the MIM emoticon market. Currently, the emoticon bundling used in Korean MIM services is in the form of pure bundling. As a result, Consumers must purchase an entire bundle even though he/she doesn't need to use all the emoticons contained in it. Some researches(e.g. Hitt & Chen, 2005; Wu & Anandalingam, 2002) show that when consumers value only part of the products or services included in pure bundling, customized bundling is much more profitable. In their works, customized bundling is appropriate when marginal costs are near zero. Information goods, such as emoticons, meet the condition. On the other hand, customized bundling increase the choosable options, so it can pose a problem of complexity (Blecker et al., 2004). And consumers may experience information overload(Huffman & Kahn, 1998). Thus, judgement on the necessity to introduce customized bundling needs to be made through empirical analyses in the light of characteristics of the product and the reaction of consumers. Results show that when customized bundling was introduced, consumers' purchase intention and willingness to pay significantly increased. Purchase intention for customized bundles has increased by 0.44 based on the five point Likert scale than the purchase intention for existing pure bundles. The increase in purchase intention for customized bundles was statistically independent of the existing purchasing experience. In addition, the willingness to pay was increased by about 2.8% compared to the price of the existing emoticon bundles in the whole group. The group with experience in purchasing pure bundles were willing to pay 5.9% more than pure bundles. The other group without experience in purchasing pure bundles were willing to buy if they were about 5% cheaper than the existing price. Overall, introducing customized bundling into emoticon bundles can lead to positive consumers responses and be a viable marketing strategy.

• Journal of Bio-Environment Control
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• v.20 no.4
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• pp.399-405
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• 2011

In this study, we evaluated the fruit quality indices and the incidence of physiological disorders of Korean new pear cultivar 'Whasan' to determine appropriate harvest time for exportation and to enhance storability and shelf-life of the fruits during simulated exportation and extending market environment under different temperature conditions. In the experiment of simulated exportation headed for North America including Canada and U.S.A., the fruits transported at $1^{\circ}C$ showed less weight loss than those of $5^{\circ}C$. Market temperature appeared as a key factor for keeping freshness of exported pear fruits rather than transportation temperature. Quality factors such as high flesh firmness and low incidence of fruit rot and physiological disorders including core breakdown and pithiness were attained at the fruits maintained at $18^{\circ}C$ when we compared with $25^{\circ}C$. The fruits of harvested early maturity at 135 day after full bloom showed 28.6 N of flesh firmness when the fruits stored at $1^{\circ}C$ of transportation and $18^{\circ}C$ of market temperature, while the fruits progressed $5^{\circ}C$ of transportation and $25^{\circ}C$ of market temperature dropped to 24.2 N during 30 days of shelf life. Also, a high incidences of physiological disorders and of fruit decay rates were obvious in the fruits distributed at $25^{\circ}C$ were observed approximately two times higher than the those of $18^{\circ}C$. Therefore, temperature management during marketing resulted as an important point for maintaining fruits quality in the process of pear fruit exportation.

• Journal of Intelligence and Information Systems
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• v.24 no.4
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• pp.33-49
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• 2018

The impact of TV Drama success on TV Rating and the channel promotion effectiveness is very high. The cultural and business impact has been also demonstrated through the Korean Wave. Therefore, the early prediction of the blockbuster success of TV Drama is very important from the strategic perspective of the media industry. Previous studies have tried to predict the audience ratings and success of drama based on various methods. However, most of the studies have made simple predictions using intuitive methods such as the main actor and time zone. These studies have limitations in predicting. In this study, we propose a model for predicting the popularity of drama by analyzing the customer's viewing pattern based on various theories. This is not only a theoretical contribution but also has a contribution from the practical point of view that can be used in actual broadcasting companies. In this study, we collected data of 280 TV mini-series dramas, broadcasted over the terrestrial channels for 10 years from 2003 to 2012. From the data, we selected the most highly ranked and the least highly ranked 45 TV drama and analyzed the viewing patterns of them by 11-step. The various assumptions and conditions for modeling are based on existing studies, or by the opinions of actual broadcasters and by data mining techniques. Then, we developed a prediction model by measuring the viewing-time distance (difference) using Euclidean and Correlation method, which is termed in our study similarity (the sum of distance). Through the similarity measure, we predicted the success of dramas from the viewer's initial viewing-time pattern distribution using 1~5 episodes. In order to confirm that the model is shaken according to the measurement method, various distance measurement methods were applied and the model was checked for its dryness. And when the model was established, we could make a more predictive model using a grid search. Furthermore, we classified the viewers who had watched TV drama more than 70% of the total airtime as the "passionate viewer" when a new drama is broadcasted. Then we compared the drama's passionate viewer percentage the most highly ranked and the least highly ranked dramas. So that we can determine the possibility of blockbuster TV mini-series. We find that the initial viewing-time pattern is the key factor for the prediction of blockbuster dramas. From our model, block-buster dramas were correctly classified with the 75.47% accuracy with the initial viewing-time pattern analysis. This paper shows high prediction rate while suggesting audience rating method different from existing ones. Currently, broadcasters rely heavily on some famous actors called so-called star systems, so they are in more severe competition than ever due to rising production costs of broadcasting programs, long-term recession, aggressive investment in comprehensive programming channels and large corporations. Everyone is in a financially difficult situation. The basic revenue model of these broadcasters is advertising, and the execution of advertising is based on audience rating as a basic index. In the drama, there is uncertainty in the drama market that it is difficult to forecast the demand due to the nature of the commodity, while the drama market has a high financial contribution in the success of various contents of the broadcasting company. Therefore, to minimize the risk of failure. Thus, by analyzing the distribution of the first-time viewing time, it can be a practical help to establish a response strategy (organization/ marketing/story change, etc.) of the related company. Also, in this paper, we found that the behavior of the audience is crucial to the success of the program. In this paper, we define TV viewing as a measure of how enthusiastically watching TV is watched. We can predict the success of the program successfully by calculating the loyalty of the customer with the hot blood. This way of calculating loyalty can also be used to calculate loyalty to various platforms. It can also be used for marketing programs such as highlights, script previews, making movies, characters, games, and other marketing projects.

• Journal of Intelligence and Information Systems
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• v.25 no.3
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• pp.179-200
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• 2019

Word-of-mouth (WoM) is defined by consumer activities that share information concerning consumption. WoM activities have long been recognized as important in corporate marketing processes and have received much attention, especially in the marketing field. Recently, according to the development of the Internet, the way in which people exchange information in online news and online communities has been expanded, and WoM is diversified in terms of word of mouth, score, rating, and liking. Social media makes online users easy access to information and online WoM is considered a key source of information. Although various studies on WoM have been preceded by this phenomenon, there is no meta-analysis study that comprehensively analyzes them. This study proposed a method to extract major researches by applying text mining techniques and to grasp the main issues of researches in order to find the trend of WoM research using scholarly big data. To this end, a total of 4389 documents were collected by the keyword 'Word-of-mouth' from 1941 to 2018 in Scopus (www.scopus.com), a citation database, and the data were refined through preprocessing such as English morphological analysis, stopwords removal, and noun extraction. To carry out this study, we adopted main path analysis (MPA) and word co-occurrence network analysis. MPA detects key researches and is used to track the development trajectory of academic field, and presents the research trend from a macro perspective. For this, we constructed a citation network based on the collected data. The node means a document and the link means a citation relation in citation network. We then detected the key-route main path by applying SPC (Search Path Count) weights. As a result, the main path composed of 30 documents extracted from a citation network. The main path was able to confirm the change of the academic area which was developing along with the change of the times reflecting the industrial change such as various industrial groups. The results of MPA revealed that WoM research was distinguished by five periods: (1) establishment of aspects and critical elements of WoM, (2) relationship analysis between WoM variables, (3) beginning of researches of online WoM, (4) relationship analysis between WoM and purchase, and (5) broadening of topics. It was found that changes within the industry was reflected in the results such as online development and social media. Very recent studies showed that the topics and approaches related WoM were being diversified to circumstantial changes. However, the results showed that even though WoM was used in diverse fields, the main stream of the researches of WoM from the start to the end, was related to marketing and figuring out the influential factors that proliferate WoM. By applying word co-occurrence network analysis, the research trend is presented from a microscopic point of view. Word co-occurrence network was constructed to analyze the relationship between keywords and social network analysis (SNA) was utilized. We divided the data into three periods to investigate the periodic changes and trends in discussion of WoM. SNA showed that Period 1 (1941~2008) consisted of clusters regarding relationship, source, and consumers. Period 2 (2009~2013) contained clusters of satisfaction, community, social networks, review, and internet. Clusters of period 3 (2014~2018) involved satisfaction, medium, review, and interview. The periodic changes of clusters showed transition from offline to online WoM. Media of WoM have become an important factor in spreading the words. This study conducted a quantitative meta-analysis based on scholarly big data regarding WoM. The main contribution of this study is that it provides a micro perspective on the research trend of WoM as well as the macro perspective. The limitation of this study is that the citation network constructed in this study is a network based on the direct citation relation of the collected documents for MPA.