• The Journal of the Korea Contents Association
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• v.22 no.8
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• pp.235-246
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• 2022

This study explored the effects of recent 'single life' media contents on the spread of singlehood culture for Korean youth. Extant research on the changing trends across present-centered vs. future-oriented lifestyles had focused mainly on demographic or sociological factors. "Lifestyle transforming (entertainment) reality contents" perspective suggests that reality contents revealing one's personal daily life provides not just entertaining enjoyment but also and more importantly meaningful life-changing experiences for viewers. Given the dependency of single household youth on media use, it is expected that 'singlehood life' media contents such as reality television and YouTube Vlog would have greater influence on viewers' own reality and lifestyles. Survey results indicate that viewership of 'singlehood life' contents showed significant impacts on youth viewers' identification and unmarriedness, as well as present-centered and future-oriented lifestyles. Theoretical and practical implications of these results were discussed.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.249-255
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• 2023

World Heritage is a very important heritage that is worth protecting and handing down to future generations. In Korea, which has a long history and culture of 5,000 years, Seowon is a great advantage in that it can develop tangible and intangible Neo-Confucian ideas shared in China and East Asia, and preserve and experience them as a unique cultural resource of Korea until the present day. In order to encourage the direct experience of this long-standing cultural heritage, the government supports the national treasury and seeks to expand the demand for tourism. Accordingly, in this study, an analysis was conducted on program satisfaction, participation, and activation plans. As a result, it was found that value to see and value to experience must coexist in order for our world heritage, which requires comprehensive and continuous management and operation, and lacks accessibility, to become a tourist attraction. Also, for this purpose, promotion and development of differentiated tourism experience contents should be carried out first.

• Knowledge Management Research
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• v.24 no.2
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• pp.137-159
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• 2023

This study focuses on consumers' perceptions of virtual influencers, which many companies recently used for marketing. This study uses the Q methodology to derive what kind of perception consumers have about virtual influencers who work with various appearances, background stories, and worldviews as components. In addition, we want to see how the expected value of virtual influencers differs by age group. To this end, 34 statements were produced through preliminary interviews and literature reviews. This study showed that some consumers preferred appearances similar to humans, despite recognizing that virtual influencers are fictional characters. Some other consumers preferred to feel like a fictional character by maintaining virtuality, confirming that there are both opposite consumers. In addition, consumers expect virtual influencers to have consistency and expertise in the content field covered, and some consumers do not prefer to show an overly commercial appearance. This study will likely provide implications for companies that want to utilize virtual influencers in considering which ones to use for target customers in marketing activities.

• Asia Marketing Journal
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• v.9 no.3
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• pp.209-232
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• 2007

두산은 2001년에 <산> 소주 제품으로 소주시장에 진입하였지만, 2002년도에 6.7%였던 <산> 소주의 시장 점유율이 2004년도 들어서서 5.4% 로 하락하였고, 선호도 역시 매우 낮은 수준으로 조사되어, 원인분석과 함께 새로운 소주에 대한 개발 필요성이 대두되었다. 당시 두산은 시장 선도 브랜드인 <참이슬>의 충성 고객층은 감소하면서 비호감 고객층이 증가하는 등 소주에 대한 고객의 욕구가 변화하고 있다는 시장조사 결과에서 성공의 기회를 엿볼 수 있었다. 그리고 1인당 알코올 소비량은 감소하였으나 소주의 소비량은 연간 70병으로 일정한 소비를 나타나고 있었기 때문에, 소주시장의 매력도는 아직 충분히 존재한다고 판단하였다. 그리하여 두산이 목표로 삼을 표적시장 선정을 위한 시장조사를 대대적으로 시작하였는데, 소주 음용 조사에서 30~40대의 남성들은 소비량이 감소하는 반면 여성들의 소주 소비량은 전 연령대에 걸쳐 증가하는 것으로 나타났다. 여기에서 두산은 새로운 소주시장에 대한 신제품 개발의 기회를 발견하고, 신제품 개발 프로젝트에 착수하게 되었다. 이를 위해 먼저 소주 트렌드의 변화와 소비자들의 라이프 스타일을 살펴보고, 이를 통해 '웰빙'을 신제품의 주요가치로 결정하게 된다. 이후 시장 세분화 조사를 통해 다량음용자(heavy user)가 많은 품질 중시 시장과 도수 및 숙취 중시 시장에 진입하기로 한다. 그 다음 소주에 대한 소비자들의 불만족 요인이 무엇인지 살펴보고 이를 해결하기 위한 대안들을 탐색한다. 그 결과 '목 넘김이 부드럽고, 몸의 산성화를 중화시키며, 숙취 해소'에 뛰어난 '알칼리수'를 신제품의 주원료로 사용한 <처음처럼>을 개발하게 된다. 소주의 주요 속성별 선호도 조사를 실시한 결과, 모든 속성에서 <처음처럼>이 경쟁사 제품보다 뛰어난 것으로 나타나 두산은 <처음처럼>을 시장에 출시하게 되었다. <처음처럼>은 24~35세를 목표 고객으로 설정하고, 유흥업소가 밀집한 중심상권을 집중적으로 공략하였다. 이를 위해 저가 정책을 실시하여 유통업체의 마진을 높였으며, 다양한 광고, 촉진 전략을 통해서 소비자 인지도를 향상시켰다. 그 결과 수도권 및 전국 지역에서 지속적으로 시장점유율이 증가하였으며, 소비자들에게 <참이슬>과 차별화된 이미지를 구축하게 되었다. <처음처럼>이 성공적으로 시장에 진입할 수 있었던 이유로는 알칼리수 사용, 감성적 브랜드명 채택, 차별화된 마케팅 전략 구사, 그리고 조직원의 강력한 성공 의지 등을 들 수 있다. 소주 시장의 독보적 존재였던 <참이슬>과의 경쟁에서 이루어진 결과라는 점에서 <처음처럼>의 사례는 많은 기업들에게 시사점을 제공할 수 있다. 하지만 현재 '대중성'이나 '친근감'같은 이미지가 <참이슬>에 비해 상대적으로 낮고, <참이슬 fresh>의 출시로 인해 목표 고객인 20대가 이탈되는 문제는 앞으로 <처음처럼>이 극복해야 할 과제이다. 이를 위해 <처음처럼>은 무엇보다 '웰빙 소주'로서의 이미지를 확고히 하기 위한 마케팅 전략을 실행하여야 할 것이다.

• Journal of Intelligence and Information Systems
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• v.25 no.1
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• pp.179-196
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• 2019

Recently, the "Smart Consumer" has been emerging. He or she is increasingly inclined to search for and purchase products by taking into account personal judgment or expert reviews rather than by relying on information delivered through manufacturers' advertising. This is especially true when purchasing cosmetics. Because cosmetics act directly on the skin, consumers respond seriously to dangerous chemical elements they contain or to skin problems they may cause. Above all, cosmetics should fit well with the purchaser's skin type. In addition, changes in global cosmetics consumer trends make it necessary to study this field. The desire to find one's own individualized cosmetics is being revealed to consumers around the world and is known as "Finding the Holy Grail." Many consumers show a deep interest in customized cosmetics with the cultural boom known as "K-Beauty" (an aspect of "Han-Ryu"), the growth of personal grooming, and the emergence of "self-culture" that includes "self-beauty" and "self-interior." These trends have led to the explosive popularity of cosmetics made in Korea in the Chinese and Southeast Asian markets. In order to meet the customized cosmetics needs of consumers, cosmetics manufacturers and related companies are responding by concentrating on delivering premium services through the convergence of ICT(Information, Communication and Technology). Despite the evolution of companies' responses regarding market trends toward customized cosmetics, there is no "Intelligent Data Platform" that deals holistically with consumers' skin condition experience and thus attaches emotions to products and services. To find the Holy Grail of customized cosmetics, it is important to acquire and analyze consumer data on what they want in order to address their experiences and emotions. The emotions consumers are addressing when purchasing cosmetics varies by their age, sex, skin type, and specific skin issues and influences what price is considered reasonable. Therefore, it is necessary to classify emotions regarding cosmetics by individual consumer. Because of its importance, consumer emotion analysis has been used for both services and products. Given the trends identified above, we judge that consumer emotion analysis can be used in our study. Therefore, we collected and indexed data on consumers' emotions regarding their cosmetics experiences focusing on consumers' language. We crawled the cosmetics emotion data from SNS (blog and Twitter) according to sales ranking ($1^{st}$ to $99^{th}$), focusing on the ample/serum category. A total of 357 emotional adjectives were collected, and we combined and abstracted similar or duplicate emotional adjectives. We conducted a "Consumer Sentiment Journey" workshop to build a "Consumer Sentiment Dictionary," and this resulted in a total of 76 emotional adjectives regarding cosmetics consumer experience. Using these 76 emotional adjectives, we performed clustering with the Self-Organizing Map (SOM) method. As a result of the analysis, we derived eight final clusters of cosmetics consumer sentiments. Using the vector values of each node for each cluster, the characteristics of each cluster were derived based on the top ten most frequently appearing consumer sentiments. Different characteristics were found in consumer sentiments in each cluster. We also developed a cosmetics experience pattern map. The study results confirmed that recommendation and classification systems that consider consumer emotions and sentiments are needed because each consumer differs in what he or she pursues and prefers. Furthermore, this study reaffirms that the application of emotion and sentiment analysis can be extended to various fields other than cosmetics, and it implies that consumer insights can be derived using these methods. They can be used not only to build a specialized sentiment dictionary using scientific processes and "Design Thinking Methodology," but we also expect that these methods can help us to understand consumers' psychological reactions and cognitive behaviors. If this study is further developed, we believe that it will be able to provide solutions based on consumer experience, and therefore that it can be developed as an aspect of marketing intelligence.