• Information Systems Review
• /
• v.18 no.2
• /
• pp.59-77
• /
• 2016

Although various recommendation techniques have been applied to the e-commerce market, few studies compare the intent to use these techniques from the customer's perspective. In this paper, we conduct a comparative analysis of customers' intention to use five recommendation techniques widely adapted by online shopping malls and focus on the differences in purchasing electronic goods and apparel products. The recommendation techniques are as follows: best-seller recommendation, merchandiser recommendation, content-based recommendation, collaborative filtering recommendation, and social recommendation. Additionally, we examine which factors influence customer intent to use the recommendation services. Data were collected through a survey administered to 220 e-commerce users with prior experience with recommendation services. Collected data were examined using analysis of variance and regression analysis. Results indicate statistically significant differences in customers' intention to use recommendation services according to the recommendation technique. In particular, the best-seller recommendation technique is preferred when purchasing electronic goods, whereas the content-based recommendation technique is preferred for apparel purchases. Factors such as personal characteristics and personality, purchasing tendency, as well as perception of the product or recommendation service affect a customer's intention to use a recommendation service. However, the influence of these factors varies depending on the recommendation technique. This study provides guidelines for companies to adopt appropriate recommendation techniques according to product categories and personal characteristics of customers.

• The Journal of the Korea Contents Association
• /
• v.20 no.5
• /
• pp.303-317
• /
• 2020

As the penetration rate of smart phones has spread and functions have been developed variously, a new advertising medium called mobile advertising has emerged. In addition, various mobile advertisements targeting teenagers, where most of their daily lives are conducted using smartphones, have been activated. Adolescents in the modern society called Generation Z have the longest time to use a smartphone among age groups. Even during the economic downturn, adolescent consumers are an important consumer group that can overcome the economic recession, so mobile advertisements targeting their purchasing power are being created like a flood. Therefore, in this study, the influence of mobile advertisement characteristics and personal characteristics on purchasing attitudes for adolescents using smartphones was identified, and how this was linked to purchasing behavior again. To conduct the research, a survey was conducted on 324 high school students using smartphones, and the results are as follows: First, the higher the recognition of convenience in mobile advertising characteristics and brand preferences, the higher the brand preference. Characteristics and brand trust had a positive effect on acceptance as the awareness of convenience, information, and entertainment increased. Third, the influence of adolescents' personal characteristics on purchasing attitudes had a positive effect on brand preferences by pursuit of fashion, pursuit of personality, and practical pursuit. Fourth, as a result of analyzing the relationship between purchase attitude and purchase behavior, it was verified that brand preference and brand trust among purchase attitude have a positive influence on purchase behavior. This study has significance in that it has grasped the influence of mobile advertising on purchasing behavior among teenagers who are rapidly growing as mobile consumers.

• Journal of Oriental Neuropsychiatry
• /
• v.26 no.2
• /
• pp.89-102
• /
• 2015

Objectives: To examine the medical effectiveness of meditation programs ($\alpha$ version) by psychological types. Methods: MBTI, which was created by Katharine Cook Briggs and Isabel Briggs Myers, was used as the Psychological Type test and to investigate psychological temperament and functions and psychological preferences. Heart rate variability was used to test the effectiveness of meditation by investigating time domains (mean HR, SDNN, PSI) and frequence domain parameters (TP, LF, HF, LF or HF norm, Ln (TP or VLF or LF or HF). Results: 1. The autonomic nervous system became active, and both time domains and frequency domains showed positive responses to meditation in heart rate variability tests, without distinction of Psychological Types. 2. In Psychological Types using sensing over intuition for perception, there were positive responses as well as an increase of the parasympathetic nervous system's activeness to meditation for heart rate variability tests, depending on psychological temperaments and psychological functions. 3. In heart rate variability tests by preferences, there was no difference. Extroversion and Introversion types, Sensing over Intuition Types, Thinking over Feeling Types, Judging over Perception Types had an increase of activeness of the parasympathetic nervous system. Therefore, meditation has a positive physical and psychological relaxing effect. Conclusions: A complex meditation program has a positive effect on overall meditation. Especially in the MBTI test, sensing was superior to intuition when people recognized objects. The Sensing, Thinking and Judging type was more advantageous than Intuition, Feeling and Perception, respectively. In the future, a well-designed control study is needed, to develop a suitable meditation for each personality type.

• Journal of Community Nutrition
• /
• v.7 no.3
• /
• pp.121-129
• /
• 2005

Food neophobia, unwillingness to try novel foods, is a personality trait that can influence children's food preferences and consequently their food acceptance and consumption. The purpose of this study was to determine whether children with food neophobia have poor dietary and growth outcomes compared to non-neophobic children. Subjects were 332 primary school children from 6 randomly selected schools in the district of Hulu Selangor, Selangor. Parents and children were interviewed to obtain demographic, socio-economic, food neophobia and dietary intake information. The children were also measured for weights and heights. One-way ANOVA and Chi-square procedures were utilized for statistical data analysis. Children with food neophobia had higher intakes of energy and most nutrients than average and neophilic children. However, only the mean intakes of protein (p < 0.05) , fat (p < 0.05), vitamin A (p < 0.01) and iron (p < 0.01) were significantly higher in neophobic than average or neophilic children. Compared to neophilic and average groups, a higher percentage of neophobic children met 2/3 of the RNIs for energy $(85.2\%)$, protein $(98.4\%)$ and vitamin A $(72.1\%)$. Mean percentage of carbohydrate energy was lowest$(54.8\pm6.6\%)$ while fat energy $(31.8\pm6.2\%)$ was highest among neophobic children. Neophobic group had the lowest percentage of children $(49.2\%)$ with carbohydrate energy > $55\%$ but highest percentage $(50.8\%)$ with fat energy > $30\%$. For the three study groups, the mean number of servings for all food groups, except grain and cereal, did not meet the Food Pyramid recommendations. Neophobic children consumed significantly more numbers of servings from the meat group than average and neophilic groups (p < 0.01). All study groups had relatively low mean dietary diversity scores but neophobic children had the lowest score $(0.67\pm0.73)$ compared to the average $(0.97\pm0.72)$ and neophilic $(1.98\pm0.81)$ groups. Significant difference in mean dietary diversity scores were only observed between neophobic and neophilic children (p<0.05). Higher percentages of neo-phobic children had low weight-for-height and were at-risk of overweight(p < 0.05). Nutrition practitioners need to understand children's food preferences in their efforts to promote healthful diets for children. To improve children's eating behaviors, parents may need the guidance and support from nutritionists and dietitians that are specific to their needs and their child's situation.

• Journal of the Korea Convergence Society
• /
• v.12 no.5
• /
• pp.197-205
• /
• 2021

TV home shopping companies are not limited to TV channels and phone-ordering channels, but are making efforts to expand their channels through mobile phones. Beyond its interaction and ubiquity using the web, it is expanding its contact point with consumers through mobile live broadcasting. Interacting, ordering, doing their own broadcasts within mobile App, and interacting and enjoying them are likely to differ depending on consumers' personality, such as playfulness and impulsivity. In this study, the effects of Two-way communication, Synchronicity and Ubiquity, which are the characteristics of mobile home shopping, on consumers' flow, and the effect on consumers' flow on mobile home shopping will vary depending on individual preferences. Interacting, ordering, doing their own broadcasts within mobile devices, and interacting and enjoying them are likely to differ depending on consumers' personal preferences, such as play and impulsive tendencies. As a result of the study, Two-way communication was found to have not significant on flow, and Synchronicity was also found to have no significant effect on flow. It was found that ubiquity had a significant effect on flow. Among the individuality, people with high playfulness have a positive effect on flow, and people with high impulsivity also have a significant effect on flow. Flow has been shown to have a positive effect on the intention to using mobile home shopping.

• Journal of Nutrition and Health
• /
• v.38 no.2
• /
• pp.125-143
• /
• 2005

The purposes of this study were to investigate the characteristics of lifestyle and dietary habits of the colorectal cancer patients in Daegu and Kyungpook areas and to collect the data useful for nutrition education for the prevention of colorectal cancer in this community. The case subjects of the study were 123 patients diagnosed recently as colorectal cancer at Kyungpook National University Hospital. The control subjects were 182 persons who did not have any gastrointestinal diseases, including the patients from the department of orthopedic surgery and healthy volunteers. The survey covering general characteristics, life style, dietary habits, eating behaviors, and food intake frequency was administered by individual interviews using questionnaires. The results of the study suggest that high BMI, daily life stress, pessimistic personality, lack of physical activities, and familial cancer history might be the possible risk factors for the incidence of colorectal cancer. Dietary factors suspected as risk factors for colorectal cancer in the present study included strong preferences to meats, salty and fatty taste foods, low intake of water, alcohol drinking, smoking, coffee intake and irregular eating habits. A high consumption of seaweeds, green-yellow vegetables, light-colored vegetables, and green tea was suggested as a preventive factor for colorectal cancer. It is recommended to conduct more extensive and systematic surveys in the near future to reconfirm the risk factors of colorectal cancer in consideration of the characteristic food culture in this community. The results of the present study may be applied to nutritional education for the prevention of colorectal cancer for the local residents. (Korean J Nutrition 38(2): 125～143, 2005)

• Journal of the Korea Fashion and Costume Design Association
• /
• v.14 no.3
• /
• pp.51-65
• /
• 2012

This research was conducted to provide basic data for the formulation of marketing strategies suitable to the increasingly globalizing clothing market for the elderly in the fashion industry, by comparing the clothing behavior and preferences of elderly women aged over 70 years in Korea with those of women in the U.S. The 106 questionnaire responses that were collected in the U.S. and the 235 responses that were collected in Korea were used for the analysis, The major objectives of this study were as follow; 1. It was found that the elderly women of Korea utilize mostly human information as information source when purchasing clothing, whereas women of U.S. utilize mostly media information. Comfort was found to be most important factor both countries, but the Korean women considered the aesthetic aspect of clothing more important than did American women. 2. The clothing preference of Korean elderly women aged over 70 years was concentrated in young and feminine images regardless of items, so it could be seen that they had strong desire for looking young. But American elderly women showed different preference depending on items, so it could be seen that they pursue diverse images depending on clothing items and personality without concentrating in one image. The comparison of the preference style by item of elderly women over 70 years of age between Korea and the U,S. showed significant difference. Accordingly, the designs of the clothes of the Korean and American women should be differentiated and developed according to the clothes item and country.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.9 no.1
• /
• pp.189-201
• /
• 2007

Contemporary young people reveal their own personal values through the fashion that creates visual looks. Since 2000s began, young generations who are self-centered, value their own personality and constantly seek for changes form the main axis of fashion. In particular, the lower half of the body that has begun to be exposed outward has become the region that they want to expose as more ideal region than the upper half of the body. Further, young generations always have interest in fashion, and female college students in their early 20s are regarded as the group that values the aspects of pleasure that involve clothes and tends to seek sensibility when purchasing clothes. With this background, this study aims to examine how the styles that apply to modern fashion and recent vogues are evaluated with a focus on skinny jean from jean pants styles preferred by female college students. Materials regarding theoretical background and photos were collected from fashion related magazines at home and abroad and from the Internet websites. Questionnaires were surveyed for 160 female college students aged 20 or 25 who live in Seoul, and the results show as follows: Many female college students enjoy skinny jean and follow the fashion. However there are consumers who cling to their own styles even in the fashion of skinny jen. Ironically, some consumers wear it although they consider it as an item that does not fit Koreans: they tend to consider perspectives from others rather than their own preferences. For example, they wear it in order to show it to their boy friends or because they want themselves to look slim. In addition consumers seem to use Dongdaemun Shopping Mall or Internet shopping malls that provide various and low-priced items rather than to use high-priced famous products. It is considered that this result is shown as above because the scope of the study was restricted to female college students in their 20s. Accordingly, it is suggested that further studies should extend their subjects to wider range of ages.

• Journal of Global Scholars of Marketing Science
• /
• v.20 no.2
• /
• pp.179-187
• /
• 2010

Understanding consumers' preferences and use of media types is imperative for marketing and advertising managers, especially in today's fragmented market. A clear understanding assists managers in making more effective selections of appropriate media outlets, yet individuals' choices of type and use of media are based on a variety of characteristics. This paper examines one personality trait, sensation seeking, which has not appeared in the literature examining "new" media preferences and use. Sensation seeking is a personality trait defined as "the need for varied, novel, and complex sensations and experiences and the willingness to take physical and social risks for the sake of such experiences" (Zuckerman 1979). Six hypotheses were developed from a review of the literature. Particular attention was given to the Uses and Gratification theory (Katz 1959), which explains various reasons why people choose media types and their motivations for using the different types of media. Current theory suggests that High Sensation Seekers (HSS), due to their needs for novelty, arousal and unconventional content and imagery, would exhibit higher frequency of use of new media. Specifically, we hypothesize that HSS will use the internet more than broadcast (H1a) or print media (H1b) and more than low (LSS) (H2a) or medium sensation seekers (MSS) (H2b). In addition, HSS have been found to be more social and have higher numbers of friends therefore are expected to use social networking websites such as Facebook/MySpace (H3) and chat rooms (H4) more than LSS (a) and MSS (b). Sensation seekers can manifest into a range of behaviors including disinhibition,. It is expected that alternative social networks such as Facebook/MySpace (H5) and chat rooms (H6) will be used more often for those who have higher levels of disinhibition than low (a) or medium (b) levels. Data were collected using an online survey of participants in extreme sports. In order to reach this group, an improved version of a snowball sampling technique, chain-referral method, was used to select respondents for this study. This method was chosen as it is regarded as being effective to reach otherwise hidden population groups (Heckathorn, 1997). A final usable sample of 1108 respondents, which was mainly young (56.36% under 34), male (86.1%) and middle class (58.7% with household incomes over USD 50,000) was consistent with previous studies on sensation seeking. Sensation seeking was captured using an existing measure, the Brief Sensation Seeking Scale (Hoyle et al., 2002). Media usage was captured by measuring the self reported usage of various media types. Results did not support H1a and b. HSS did not show higher levels of usage of alternative media such as the internet showing in fact lower mean levels of usage than all the other types of media. The highest media type used by HSS was print media, suggesting that there is a revolt against the mainstream. Results support H2a and b that HSS are more frequent users of the internet than LSS or MSS. Further analysis revealed that there are significant differences in the use of print media between HSS and LSS, suggesting that HSS may seek out more specialized print publications in their respective extreme sport activity. Hypothesis 3a and b showed that HSS use Facebook/MySpace more frequently than either LSS or MSS. There were no significant differences in the use of chat rooms between LSS and HSS, so as a consequence no support for H4a, although significant for MSS H4b. Respondents with varying levels of disinhibition were expected to have different levels of use of Facebook/MySpace and chat-rooms. There was support for the higher levels of use of Facebook/MySpace for those with high levels of disinhibition than low or medium levels, supporting H5a and b. Similarly there was support for H6b, Those with high levels of disinhibition use chat-rooms significantly more than those with medium levels but not for low levels (H6a). The findings are counterintuitive and give some interesting insights for managers. First, although HSS use online media more frequently than LSS or MSS, this groups use of online media is less than either print or broadcast media. The advertising executive should not place too much emphasis on online media for this important market segment. Second, social media, such as facebook/Myspace and chatrooms should be examined by managers as potential ways to reach this group. Finally, there is some implication for public policy by the higher levels of use of social media by those who are disinhibited. These individuals are more inclined to engage in more socially risky behavior which may have some dire implications, e.g. by internet predators or future employers. There is a limitation in the study in that only those who engage in extreme sports are included. This is by nature a HSS activity. A broader population is therefore needed to test if these results hold.

• Archives of design research
• /
• v.19 no.5 s.67
• /
• pp.313-322
• /
• 2006

Among many modelling factors which consist of a screen, a form brings a child's psychological response, according to its being drawn and expressed shape, and would be defined as a visual descriptive method which transmits the relation between the subject and background by a story content and the circumstance and emotion of characters in the story. In this study, to analyze how an expressed form on a screen works to a child visually and psychologically, I, first have examined how differently a child's perception development and its experience to the form is come out by the age of a child, and have found that it influences on a child's originality and creativity development, visual and psychological thinking development, and the stimulation on dream and imagination. And I have examined each characteristic by discriminating the expressive style of the form into a reproductive, a simplified, an exaggerated and a distorted form expression, and by utilizing it as substantiative data through the 1st and 2nd stage, have analyzed responses and preferences according to a style of a child's expression form. In conclusion, I have considered that the analysis result through the substantiative study would be a help not only to the form expression which is based on an illustrator's personality and creativity, and also would be utilized in the effective expression method study and experiment of students who learns the illustration.