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http://dx.doi.org/10.5392/JKCA.2018.18.01.403

Study on the Attitude toward Innovative New Product on Movie "Sanguiwon(the Royal Tailor)"  

Seo, Yong-Mo (유원대학교 교양융합학부)
Oh, Chi-Gyu (충남대학교 디자인창의학과)
Publication Information
The Journal of the Korea Contents Association / v.18, no.1, 2018 , pp. 403-411 More about this Journal
Abstract
This study analyzes the attitude toward new products through case studies. The contents of the case study applied to the study were analyzed about the attitude of the new product to the recently screened movie "Sanguiwon(the royal tailor)". The court was an institution that oversees the clothes of the royal family in the Chosun Dynasty. In a conservative and closed market environment, attitudes toward acceptance of new products are strongly influenced by internal and external factors. Authoritative and conservative attitudes to secure competitive advantage in existing markets ultimately hamper the acceptance of new products or cause externalities. Eventually, innovative resistance to new products emerges. On the other hand, the acceptance of new products in an open market will form an attitude toward new products, once they form a respectful attitude towards their own benefit or attitude. These market leaders, depending on the way they pursue their values, form an attitude to adhere to their products or accept innovation. The validity of this study was verified through other cases. Ultimately, success in the market for new products suggests that success can only be achieved by understanding the delivery of value to consumers.
Keywords
New Product; Disruptive Design; Attitude; Innovation Resistance; Sanguiwon;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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