• Science of Emotion and Sensibility
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• v.9 no.2
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• pp.101-109
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• 2006

If a salesperson is able to juage consumers' purchasing preferences by looking at their eyebrows shapes, he might be able to set up his sales strategies that will be helpful for the sales. In order to set up this kind of strategy, the difference of purchasing preferences in relation to the eyebrows shapes must be defined clearly. The purpose of this study is to analyze the difference of purchasing preferences according to eyebrows shapes. We group eyebrows shapes into five classes in physiognomy, and Analyze the difference of purchasing preferences according to eyebrows shapes. The result shows that compared with people with rising tails of eyebrows, people with declined ones prefer common, simple, gentle and noble clothing image.

• International Area Studies Review
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• v.13 no.2
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• pp.475-504
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• 2009

The purpose of this thesis is to analyze and investigate why and how these 4 factors (the images of country of origin, imported luxury brand, objective products' characteristics and Projective consumer's peculiarity) impact product preferences & purchasing intention of consumers who plan to buy "Imported Luxury Branded goods". For this study the research directions are: 1. To find each impact of Country of Origin and Brand image which influence "the preference of imported luxury brand items". 2. To analyze the difference of "the effects of Country or Origin" which impacts product preference when consumers buy imported luxury branded goods, which have different purchasing risks. 3. To verify the difference of products' characteristics that have different purchasing risks through comparing the image of country of origin and brand. 4. To analyze and compare "the purchasing behavior of Korean consumers" for achieving research universality. In order to verify that those 4 factors (the images of country of origin, imported luxury brand, objective products' characteristics and prospective consumer's peculiarity) impact on product preferences & purchasing intention of consumers, the linear structural equation model was developed. According to this research model, 9 hypotheses were designed.

• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.157-158
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• 2012

본 연구는 온라인 채널상에서 소비자의 구매의사결정이 어떠한 영향을 미치고 있는지 알아보기 위한 실증적인 연구조사이다. 온라인 채널의 가치를 담고 있는 채널자산에는 소비자의 이성적요인과 감성적요인이 영향을 미치고 있다. 이러한 요인들이 소비자의 브랜드 선호도와 브랜드이미지에 영향을 주어 궁극적으로 구매의도를 형성한다는 것을 규명하고자 하였다. 따라서 감성적인 요인이 온라인에 대한 애호도와 선호도에 유의적인 영향을 주는 것으로 밝혀졌고 온라인 이용자가 정보 수집을 추구하면서 단순히 정보탐색자체를 즐기기도 한다는 기존 연구결과를 재확인하였다. 또한 소비자의 감성적 요인이 브랜드 선호도와 이미지에 유의한 결과를 갖게 되어 인지-태도의 순도 가능하다는 것이 규명되었다.

• Proceedings of the Korean Information Science Society Conference
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• 1999.10b
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• pp.90-92
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• 1999

최근 전자상거래를 위해 개발되는 대부분의 쇼핑에이전트들은 고객의 선호도를 고려하지 않은 일차원적인 비교, 예를 들어 가격비교 기능만을 가지고 있다. 이러한 일차원적 비교는 다양한 상품 특성을 고려할 수가 없다. 고객이 상품을 구매할 때 만족을 얻지 못하는 것은 그들이 서로 다른 성향을 가지고 있기 때문이다. 따라서 고객에게 가치 있는 상품 정보를 제공할 수 있는 지능형 쇼핑에이전트의 개발이 전자상거래에서 요구된다. 본 논문에서 우리는 다차원 비교쇼핑을 지원하는 지능형 쇼핑에이전트를 제안한다. 이것은 다양한 고객 선호도에 따른 고객의 요구에 부합되도록 한다. 고객의 선호도를 예측하기 위해서 쇼핑에이전트는 고객으로부터의 피드백과 트랜잭션 정보를 분석한다. 그리고 다음 구매를 위해 고객 선호도를 재 산정한다. 이러한 지능형 쇼핑에이전트는 고객 선호도의 변화에 능동적으로 적응해야 한다. 본 연구의 대상 상품은 책이다. 본 논문에서 제안하는 쇼핑에이전트는 서로 다른 선호도를 가진 각각의 고객에 대해서 유용한 결과를 보인다. 이러한 실험을 통해 우리는 고객 선호도의 변화를 확인할 수 있다.

• Science of Emotion and Sensibility
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• v.13 no.2
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• pp.337-346
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• 2010

The purposes of this research were to evaluate the color sensibility and preferences, and to analyze the effect of the tactile preferences and purchasing preference on structural properties, color characteristics and color sensibility for the black color fabrics. Male and female university students were asked to evaluate the color sensibility, tactile preference and purchasing preference to the nine different black fabrics which were selected on the basis of the previous research results. Data were analyzed by using frequency analysis, mean, factor analysis, t-test, Kruskal-Wallis test, correlation and regression analysis. The color sensibility for black color fabrics was classified into four factors: simplicity/classic, elegance, modernity and dignity. This color sensibility factors showed a significant correlative relationship to the structural properties and color characteristics of black color fabrics. On the other hand, fabrics which were evaluated with good tactile preference among the black color fabrics tended to show higher purchasing preference. Also, among the color sensibility, the structural properties and color characteristics of black color fabrics, major variable factor of influencing on the tactile preference and the purchasing preference was turned out to be the color sensibility.

• Journal of the Korean Data and Information Science Society
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• v.26 no.4
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• pp.875-883
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• 2015

The purpose of this study was to examine the differences by gender in influence recognition, usage, convenience and preference on purchase intention for traditional Korean rice cake. For this study, the effect of the gender-based consumption patterns-degree of recognition, usage, convenience, and preference towards the traditional Korean rice cake-on purchasing intention was investigated among the university students in Busan area. Of the entire students, 47.5% were male and 52.5% female; 51.0% had less than \5,000,000 and 49.0% had \5,000,000 or more in household income level per month; and 46.0% live with parent(s) whereas 54.0% by themselves. The findings showed that consumption patterns lie between 4.0 and 6.0 in Likert-type 7-point scale. It showed differences by gender in all of the degree of recognition, usage, convenience, and preference.

• The Journal of the Korea Contents Association
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• v.16 no.11
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• pp.91-102
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• 2016

This paper investigates the relationship between the Pay TV subscriber's genre preference and VOD purchase by analyzing actual purchase data of movie VOD of IPTV subscribers for 8 months. The result shows as follows. First, in case of purchasing movie contents below 4000 won, user's genre preference was higher than that of using contents over 4,000 won. This means the subscribers tend to follow their genre preference when the mass-typed recommendation is limited. Second, those who purchase foreign contents show higher genre preference than those who purchase domestic movies. Third, subscribers who purchase more frequently and much more tend to use more diverse genres. Heavy users or those who have higher willingness to pay would consume more diverse contents. It implies that VOD use would increase by supplying the personal recommendation service based on the subscriber's genre preference.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.189-201
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• 2002

Objectives of this study were: First, the purpose of this study is to develope the factors affecting private brand based on past researches and to review effects of the consumer perception factors affecting private brand preference. Second, to set up research model specifying relationships among price perception, information search and experience, Quality perception and private brand preference. Third, to test hypotheses derived from the research model of this study and to attempts to explain how to have the effect the private brand preference. Marketing implications of this study were: As a result LISREL analysis, price perception, informations search and experience, quality perception increase and enhance private brand preference. Limitations of this study were: Data collection methods used in this study were questionable for the lack of general analysis in the difference of preference between characteristics of purchaser and characteristics of non-purchaser exactly because our sample was only limited to Changwon, Masan and Jinhae. So future study has to include samples in other regions.

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

• Proceedings of the Korean Society of Computer Information Conference
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• 2013.07a
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• pp.185-187
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• 2013

유비쿼터스 컴퓨팅이 생활의 일부가 되어가면서 정보의 양도 급속도로 늘어나고 있으며, 이로 인해 많은 데이터 속에서 정보를 찾아내는 기술이 부각되고 있다. 고객 기반의 협력적 필터링을 이용한 고객 선호도 예측 방법에서는 아이템에 대한 사용자의 선호도를 기반으로 이웃 선정 방법을 사용하므로 아이템에 대한 내용을 반영하지 못할 뿐만 아니라 희박성 문제를 해결하지 못하고 있다. 그리고 비슷한 선호도를 가진 일부 아이템의 정보를 바탕으로 하기 때문에 아이템의 속성은 무시하는 경향이 있다. 본 논문에서는 유비쿼터스 상거래에서 RFM(Recency, Frequency, Monetary) 분석 기반의 SOM을 이용한 군집방법을 제안한다. 제안 방법은 고객의 구매 데이터 기반의 유사한 속성의 데이터끼리의 클러스터링을 통해 보다 빠른 시간 내에 고객 성향에 맞는 추천이 가능한 구매 패턴 추출이 가능하다.