• Korean Institute of Interior Design Journal
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• v.15 no.3 s.56
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• pp.173-183
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• 2006

Design is inseparably related to aesthetics. In spite of that, it is difficult to explain the precise aesthetic variables that affect the aesthetic value of space or environment. Therefore, this study intended to find the relationships between aesthetic variables by perceptual and affective judgement for space design with focus on complexity and preference variables. The research found low level of 'arousing' as well as high levels of affective dimension variables 'pleasant' and 'relaxing' evoked high preference. High preference also appeared in space design cases with high unity, order, and clarity with low contrast and complexity, which are variables of perceptual dimension. Complexity, one variables of preference by Kaplan, is in an inverse proportion to space preference. Thus, space design with high complexity has high level of 'exciting' and 'arousing' affective responses and relatively low level of 'relaxing' response. Additionally, it was confirmed that the most importantly influential factor on complexity was diverse components rather than visual richness and ornamentation.

• Journal of the Korean Society of Food Culture
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• v.3 no.2
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• pp.177-185
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• 1988

This study was surveyed the preference for the regional food and food choices according to Region, Age, Sex. The subjects were 943 residing in Seoul and Cheon Nam region. The summarized result are as follows; The survey about the preference for the regional food showed that subjects in Cheon Nam has higher preference for the Cheon Nam food and subjects in Seoul for the Seoul food respectively. The most subjects marked very high preference scores about familiar food. The preference for the regional food and food choices were effected by main growth region. Subjects brought up in Cheon Nam like Cheon Nam food especially fresh raw fishes(WHOI) and fermented fishes(CHOT GAL) more than those brought up in Seoul, although both of them reside in Seoul now. But they were brought up in Cheon Nam, subjects residing in Cheon Nam or Seoul now showed no difference in preference for Cheon Nam food. Subjects in Cheon Nam showed higher preperence for fresh raw fishes(WHOI), fermented fishes(CHOT GAL), especially in older men.

• Fashion & Textile Research Journal
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• v.21 no.2
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• pp.163-170
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• 2019

This study utilized the wearing test of subjects and a preference survey to determine wearing preference on types of blouses according to shoulder angle. The shoulder angles of the subjects were set as average shoulder, slopping shoulder, and square shoulder. The blouse sleeves were set as set-in, raglan, and kimono according to five domestic clothing construction books. A total of 15 blouses were made and tested by different bodices and sleeve types. The wearing test of subjects had the human subjects evaluate the appearance of the subject looking at the mirror while standing as well as evaluated the sensation test while not looking at the mirror. The preference survey was given to 100 females and was conducted using photos with combinations of three types of sleeves and shoulder angles in a survey under the same conditions. The average shoulder showed that set-in with the highest score in the wearing test was also preferred in the preference survey. The slopping shoulder evaluated the highest score in the wearing test by mirror; however, the preference survey showed that raglan was the most preferred choice. The squared shoulder showed that raglan with a high score in the wearing test by mirror was also preferred in the preference survey.

• The Journal of Industrial Distribution & Business
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• v.12 no.10
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• pp.7-17
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• 2021

Purpose: Studies on social exclusion from a sensory perspective are rather limited in state-of-the-art literature, especially in exploring the relationship between social exclusion and shape preference from a sensory marketing perspective. The present study aims to explore the effect of social exclusion on consumers' shape preference (angular vs. rounded) and the underlying mechanism. Research design, data and methodology: The relationship between social exclusion and consumers' shape preference was investigated in Study 1 using a one-way between-subject design (being excluded vs. being included), and the mediation effect of sense of control has been examined in Study 2 via a between-subjects design (being excluded vs. being included) ×2 (angular vs. rounded). Both studies were conducted on the Credamo data platform in China, and evaluated by one-way ANOVA. Results: The results showed socially excluded consumers prefer the product with angular design rather than socially included consumers, and this effect can be mediated by sense of control. Conclusions: This paper contributes academically for investigating the research area of the sense of control and explores the influence of the control needs of humans on consumer behaviors. Furthermore, it also clarifies new potential psychological role of shape preference - the recovery of the sense of control - to enrich the psychological mechanisms of shape preference.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.1
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• pp.33-48
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• 2022

This study was performed to compare the color emotion and preference of Koreans and Chinese for a two-color combination by dyeing cotton fabric with persimmon and indigo and to establish prediction models of color preference. Nine specimens prepared by combining two different colored fabrics (persimmon and indigo) were evaluated for color emotion and preference by Korean and Chinese groups of female college students. Koreans described most specimens as natural and traditional, whereas the Chinese described them as more pleasant and elegant as well as warmer and lighter than Koreans did. The contrast tone was the most preferred combination by both groups, whereas it was perceived as more modern and less warm by Koreans. Relationships between physical color variables and color emotions were quantified; these relationships were applied to establish a prediction model of color preference with tone combination types for each group. These results could help in making the design of fashion textiles more preference- and emotion-oriented for Korean and Chinese consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.2
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• pp.349-366
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• 2022

The purpose of this study was to reveal the influence of consumers' Hanbok involvement and arousal seeking tendency on their Hanbok preference and purchasing behavior. The survey subjects were male and female consumers ranging in age from teens to those in their fifties. An online survey was conducted, and 627 people were analyzed. Version 26.0 of SPSS was used to perform a t-test as well as frequency, correlation, factor, reliability, and regression analyses. As a result, both Hanbok involvement and arousal seeking tendency derived four factors each. All four factors of Hanbok involvement had a significant effect on Hanbok preference. Two factors of arousal seeking tendency had a significant effect on Hanbok preference. Hanbok preference had a partially significant effect on Hanbok purchasing behavior. Hanbok involvement and arousal seeking tendency had a partially significant impact on Hanbok purchasing behavior. In conclusion, this study is meaningful in that it, for the first time, derived the factor of Hanbok involvement by considering the concept of involvement as it relates to Hanbok and identified that involvement and arousal seeking tendency are variables that affect Hanbok preference and purchasing behavior.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.6
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• pp.987-1003
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• 2022

This study explores the effect of experiential value of AR fashion platform on platform preference. Based on the SOR theory, the effects of visual appeals, entertainment, service excellence, and efficiency on platform attitudes, mediated by intrinsic enjoyment and escapism, are tested. The participants respond to the questions after watching the video clip, using an AR fashion platform. A total of 252 data is analyzed using SPSS 26.0 for descriptive statistics and reliability analysis and AMOS 26.0 for confirmatory factor analysis and structural equation modeling. The results show visual appeals, entertainment, and efficiency influence platform preference, mediated by intrinsic enjoyment. Entertainment also influences platform preference, mediated by escapism. The moderating effect of the AR service pre-experience is also explored. For the group with the AR service experience, entertainment and efficiency has a positive effect on intrinsic enjoyment, leading to AR platform preference. For the group without an AR service experience, only entertainment influences the AR platform preference, mediated by intrinsic enjoyment; however, there are no factors which increase escapism. The findings of this study contribute to find the marketing directions for the AR service users, by offering appropriate experiential values based on their prior AR experience.

• Asia Marketing Journal
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• v.16 no.2
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• pp.15-38
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• 2014

This paper explores the influence of pursuing goals on customer channel preference in Chinese rural market. With the rapid change in distribution channels and increase in multi-channels, it is necessary to understand the preference for channel choice as well as product choice. This study empirically validated the conceptual framework of the relationship between the pursuing goals and customer channel choice proposed by Balasubramanian, Raghunathan, and Mahajan (2005). Based on the survey data of 232 fertilizer customers in Chinese rural market, this study explores how economic, social, and psychological pursuing goals can impact customer channel preference by mediating variables of product utility and process utility. The results indicate that pursuing goals positively related with product utility and process utility, and product / process utility can mediate the relationship between pursuing goals and customer channel preference positively. Consequently, we can conclude that customers' economic-social-psychological pursuing goals can directly influence customer channel preference via their purchase process utility and product utility. This result also implies that product utility is effective on process utility during consumer's buying decision making, and process utility and product utility are not mutually independent. Therefore, purchase process utility is a "latent driving force" on customer's channel choice decision.

• East Asian Economic Review
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• v.27 no.3
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• pp.179-211
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• 2023

This paper investigates the relationship between the spread of COVID-19 and time preference. In contrast to previous studies that compared time preferences before and during the pandemic, this study estimates time preferences during the COVID-19 period using eight surveys conducted over two years. Additionally, a regression analysis was conducted on the number of new COVID-19 cases and the time elapsed since the outbreak, with estimated time preference as the dependent variable. Despite a small sample size, statistically significant results were obtained, showing that as the number of new cases increased, time preference also increased. However, this effect diminished over time and disappeared by the end of 2021 in Japan. This may be due to the public's growing familiarity with the risks of COVID-19 and the availability of vaccines and treatments. Despite a significant increase in new cases in 2022, time preference was lower than immediately after the outbreak, and this was reflected in private investments. Immediately after the outbreak of COVID-19, private investments decreased by 12% compared to the previous year, but the investments are returning in 2022 despite the surge in the number of cases. The trend of time preference explains the trend of Japanese private investments very well.

• Korean Journal of Community Nutrition
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• v.19 no.5
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• pp.415-424
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• 2014

Objectives: Vegetables are the most left over side dishes in school lunch programs. This study intended to analyze the differences in preference for vegetables among the students of different age groups in order to determine potential ways of increasing vegetable consumption in this study group. Methods: A total of 308 primary to university students in Gyeongbuk area were recruited and a questionnaire-based survey was conducted. The preference score (7-Likert scale: very much dislike (1)~so-so (4)~like very much (7)) and intake frequency (5-Likert scale) of 48 kinds of vegetables in 4 vegetable groups, such as vegetable (fruit-, root-, leaf-, and stalk-vegetable), seaweeds, mushrooms, and kimchi were investigated, and data were analyzed by SPSS WIN (ver 12.0). Results: The preference scores of vegetables except for seaweeds were significantly different among school groups, university was the highest, followed by high school. Primary and middle school students showed the lowest preference score, especially for leaf- and stalk- vegetables. The preference score for seaweeds was the highest of 5.28, followed by kimchi of 4.99. With regard to kimchis, the preference score was the highest in university', followed by high school, middle school, and primary school' was the lowest. The number of vegetables with < 4.0 preference score was the highest in primary school of 16, 15 in middle school, 11 in high school, and 7, the lowest in university. The vegetable with preference score of < 4.0 in all 4 school groups were mallow, chard, bud, radish leaf, mugwort, butterbur and sweet potato stalk. With regard to the intake frequency of vegetables, kimchis, an indispensable part of the Korean diet, was the highest of 2 times/day, followed by cooked vegetables of 1.5 times/day. The correlation coefficients between preference scores and intake frequencies were statistically significant in all groups of vegetables. As for the coefficient of variation (CV) of preference score, primary school' was the highest and university' was the lowest. The number of vegetables with high CV and high inexperience were highest in primary school students. Conclusions: Providing more opportunities for consuming a variety of vegetables, such as leaf- and stalk-vegetable, it may be possible to increase vegetable consumption, especially for the primary school students.