• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.14 no.10
• /
• pp.5097-5104
• /
• 2013

To derive implication for marketing strategy for Korean cosmetic products in China, an analysis was conducted on the difference in quality perception and purchase behavior between two groups of Chinese women classified by their awareness of Korean Wave. Analytical methods including k-means clustering method, independent samples t-test, factor analysis were applied on the survey results of Chinese women residing in Guangzhou city. The positive impact of Korean Wave on quality perception and brand image is much stronger for higher awareness group, compared against for lower awareness group, that leads to higher product satisfaction and willingness to recommend purchases. Thus, marketing strategies need to be adjusted based on the difference in customers awareness of Korean Wave. However, the low price is the primary inducement for purchases for both groups, increased efforts to enhance brand image and product quality as premium products is strongly required, together with the utilization of Koran Wave.

• Journal of the HCI Society of Korea
• /
• v.4 no.1
• /
• pp.29-34
• /
• 2009

The food culture has been advanced with technical developments. The technical advances of food refrigeration and refrigerated transport system enable people to enjoy raw and fresh foods in the middle of dessert and in current days the development of information technology helps people to get variable information as like the information of food stuffs, freshness, the history of cooking, other useful information. We need to research the information architecture of food culture, which means Information technology grafts on the food culture, to provide diverse services that information technology utilized. As the first step of our research, we define the context of food culture for integration of food culture and Information technology, and find out the relationships between each factors. This research is considered the food culture as a medium between human to human relationships and the food, and redefined it with a relationship viewpoint. We've selected Yam cha that is one of the famous foods in southern China as a research item and referenced data that we researched with students in Guangzhou College of Art, China.

• International Area Studies Review
• /
• v.16 no.3
• /
• pp.181-207
• /
• 2012

This study explores and examines the impacts of the cultural characters on the brand attitude of Chinese regional consumers. This study used the 1,500 sample sized data collected from three major cities: Beijing, Shanghai and Guangzhou. We investigate that power distance, individualism/collectivism, uncertainty avoidance and long-orientation are statistically different across cities. The empirical studies show that individualism/collectivism and uncertainty avoidance have significant impacts on the brand attitude of Chinese regional consumers. We tested that the relationship between the brand power and the brand attitude is moderated by individualism/collectivism, the results indicate that the effect of the brand power on the brand attitude is moderated by uncertainty avoidance. These results imply that Chinese consumers' culture character of individualism/collectivism and uncertainty avoidance moderate their brand attitude. Based on this results, We suggested some implications for further market segmentation strategy, brand marketing strategy, and Chinese regional consumer culture research.

• Journal of Korean Society of Industrial and Systems Engineering
• /
• v.43 no.4
• /
• pp.15-22
• /
• 2020

Economic indicators are a factor that affects air cargo volume. This study analyzes the different factors affecting air cargo volume by each Chinese cities according to the main characteristics. The purpose of this study is to help companies related to China, airlines, and other stakeholders predict and prepare for the fluctuations in air cargo volume and make optimal decisions. To this end, 20 economic data were used, and the entire data was reduced to 5 dimensions through factor analysis to build a dataset necessary and evaluated the influencing factors by multi regression. The result shows that Macro-Economic Indicators, Production/Service indicators are significant for every cities and Chinese manufacture/Customer indicators, Korean manufacture/Oil Price indicators, Trade/Current indicators are significant for each other city. All adjusted R2 values are high enough to explain our model and the result showed excellent performance in terms of analyzing the different factors which affects air cargo volume. If companies that are currently doing business with China can identify factors affecting China's cargo volume, they can be flexible in response to changes in plans such as plans to enter China, production plans and inventory management, and marketing strategies, which can be of great help in terms of corporate operations.

• Journal of the Korea Convergence Society
• /
• v.11 no.12
• /
• pp.79-87
• /
• 2020

Under the background of regional cultural development and cities' diversity, various tourist destinations attract tourists' attention and visit by mining their unique folk culture. As a part of sustainable tourism, gastronomy tourism can provide residents and tourists services only by improving the residents' facilities without damaging the environment. However, the existing gastronomy tourism only makes tourists in the folk scene, and tourists can not overstep the cultural differences caused by intersubjectivity to experience the core of folk culture. This paper attempts to use the observation method, cross-subject study, and case study to study the role of food docent-guided tours in understanding folk culture. Moreover, the docent-guided tour studies how the docent can help tourists go deep into the core of folk culture better to realize the sustainable development goal of gastronomy tourism.

• International Area Studies Review
• /
• v.14 no.2
• /
• pp.159-180
• /
• 2010

The purpose of this study is to examine how perceived service quality, value congruence influences uncertainty avoidance, customer satisfaction and customer loyalty, and in turn, provides insight for Korean banks when they penetrate into the Chinese marketplace. In so doing, this study conducts a survey on participants who are using banking services in the Changchun, Jinan, Guangzhou of Jilin Province, Shandong Province and Guangdong Province. The findings are as followed. First, Uncertainty avoidance plays an important mediating role in the relationship between perceived service quality and customer satisfaction, between value congruence and customer satisfaction. Uncertainty avoidance has a direct effect on customer satisfaction, but is significantly negative. Second, value congruence has a direct effect on uncertainty avoidance, but is significantly negative. Third, customer satisfaction has a direct effect on attitudinal loyalty and behavioral loyalty.

• Journal of the Korea Convergence Society
• /
• v.12 no.5
• /
• pp.157-166
• /
• 2021

With the rising of the middle-class in China, the garage reserve has become an important element considered by the high-end community in improving user's experience. Taking Oak Bay, China as an example, this study aims to present a new system of storage service that can help companies achieve sustainable development of storage services. In order to achieve this goal, a customized service process is made by investigating user's need with sample visits and in-depth interviews, and finding user's key points with journey maps. The final analysis shows that this storage service system helps to expand the space and improve user's satisfaction. Therefore, this paper provides theoretical support and practical basis of garage services for other construction companies, and greatly improves the service system of community.

• Korea Trade Review
• /
• v.42 no.3
• /
• pp.143-172
• /
• 2017

Chinese consumers get more interests in the brands which show the consumers with th trust rather than the those which provide consumers with excessive information on brand. Accordingly, this study aimed to find out that the antecedents of brand authenticity such as brand consistency, continuity, individuality, authority, ethics affect the brand aura through brand authenticity and surveyed data from a total 400 Chinese consumers for the analysis. As a result, this article is summarized as followings. First, brand continuity, individuality, authority affected brand authenticity but brand consistency and ethics did not have a direct effect on brand authenticity. Second, brand authenticity had positive effect on brand aura. This study provides information on the antecedents of brand authenticity of Chinese consumers. Further, it will provide meaning suggestion point of the importance of brand authenticity in establishing of brand aura.

• Journal of Korea Port Economic Association
• /
• v.33 no.2
• /
• pp.53-82
• /
• 2017

The purpose of this study is to show the clustering trend and compare empirical results, as well as to choose the clustering ports for 3 Korean ports (Busan, Incheon, and Gwangyang) by using meta-frontier DEA (Data Envelopment Analysis) and integer models on 38 Asian container ports over the period 2005-2014. The models consider 4 input variables (birth length, depth, total area, and number of cranes) and 1 output variable (container TEU). The main empirical results of the study are as follows. First, the meta-frontier DEA for Chinese seaports identifies as most efficient ports (in decreasing order) Shanghai, Hongkong, Ningbo, Qingdao, and Guangzhou, while efficient Korean seaports are Busan, Incheon, and Gwangyang. Second, the clustering results of the integer model show that the Busan port should cluster with Dubai, Hongkong, Shanghai, Guangzhou, Ningbo, Qingdao, Singapore, and Kaosiung, while Incheon and Gwangyang should cluster with Shahid Rajaee, Haifa, Khor Fakkan, Tanjung Perak, Osaka, Keelong, and Bangkok ports. Third, clustering through the integer model sharply increases the group efficiency of Incheon (401.84%) and Gwangyang (354.25%), but not that of the Busan port. Fourth, the efficiency ranking comparison between the two models before and after the clustering using the Wilcoxon signed-rank test is matched with the average level of group efficiency (57.88 %) and the technology gap ratio (80.93%). The policy implication of this study is that Korean port policy planners should employ meta-frontier DEA, as well as integer models when clustering is needed among Asian container ports for enhancing the efficiency. In addition Korean seaport managers and port authorities should introduce port development and management plans accounting for the reference and clustered seaports after careful analysis.

• Asia Marketing Journal
• /
• v.13 no.2
• /
• pp.71-97
• /
• 2011

Over the last twenty years, sponsorship has been used very widely as an important marketing tool that enhances corporate image. Since it has proven to be effective in creating positive perceptions of the company, many marketers have sponsored a variety of consumer-related activities. However, sponsorship has also been criticized as it can be related to ambush marketing and excessive commercialism which trigger negative consumer responses. Unlike the existing study on the sponsorship marketing, this study intends to investigate its negative effects. The study was conducted based on the persuasion knowledge model which was proposed by Fristed and Wright (1994) and investigated consumer responses to ulterior motive of sponsorship marketing. According to the persuasion knowledge model, consumers activate their persuasion knowledge to see the agent's commercial motive; there are several antecedents to the persuasion knowledge activation such as the source familiarity, the marketer's effort and the appropriateness of persuasion. Also, existing studies have pointed out the sponsor-event fit and the sponsor's integrity as crucial factors which influence consumer attitude. By taking a survey of people who watched the 2010 Guangzhou Asian Games, we tried to examine how the sponsor familiarity and the sponsor-event fit as pre-existing variables which have been formed based on the prior consumer knowledges/memories as well as the sponsor effort and the sponsor integrity as situational variables activated based on the specific persuasion episode influenced persuasion knowledge. We also tried to test the potential moderating role of sponsorship type (i.e., official sponsorship versus marketing focused) on the causal path from the persuasion knowledge and the consumer attitude from the perspective of the appropriateness of persuasion. The results show that the sponsor familiarity, the sponsor-event fit, and the marketer's effort have significant effects on the persuasion knowledge activation, and the sponsorship type has moderating role in the sponsorship effectiveness. The theoretical and practical implications of the results are discussed.