• Journal of Digital Convergence
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• v.15 no.9
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• pp.479-486
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• 2017

The purpose of this study is to analyze the preference and value of consumers through the package design of cosmetics with the concept of cause branding, and to propose a package design that can satisfy consumers' needs. I have recruited an experimental group that emphasizes the importance of package design in purchasing cosmetics. And Survey and in-depth interviews were conducted by comparing cause brand's product with general brand's product. In the first experiment, the items were classified into cognitive, emotional, and behavioral responses and a total of 31 subjects were surveyed. In the second experiment, six interviewees were interviewed through a questionnaire prepared by extracting 4 items from Sheth 's consumption value standard. As a result of the experiment, consumers preferred a design that can quickly and accurately grasp the information of the product. Especially, it is not easy to know whether it is a cause brand's product. So It should be stated in the package how it will be socially beneficial.

• Journal of Digital Convergence
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• v.15 no.9
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• pp.415-425
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• 2017

The purpose of this study is to examine the effect of perceived enjoyment and user's characteristics on the intention of continuous use when users play social network games on a mobile device. In addition, the study empirically investigated the mediating effect of flow experience in this process. To fulfill the purpose, this study conducted a survey on 244 college students and collected data. When the collected data was analyzed, the followings were known. First, perceived enjoyment, and both self-efficacy and innovation propensity of user's characteristics turned out to have a positive (+) effect on the intention of continuous use in mobile social network game. Second, in the process, it was known that flow experience played a mediating role. These findings are expected to be useful data in developing game contents of high quality or making a marketing strategy for continuous improvement of online social network game industry. In addition, future studies are expected to generalize the research to various age groups.

• Journal of Digital Convergence
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• v.15 no.1
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• pp.181-189
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• 2017

The purpose of this research is to set a standard for deciding competitive marketing prices of new supplying apartment houses and to analyze decision factors in sale price of supplying apartment houses with Analytic Hierarchy Process; the resulted model does not use the method that joins the land cost and the cost of construction together, but the method that compares the sales prices of surrounding apartments. This research tries to set a standard for decision of the prices of newly supplying apartment houses by classifying the determinants into the $1^{st}$ step(4 factors), the $2^{nd}$ step(9 factors), and the $3^{rd}$ step(25 factors). According to the process, the relative importance of decision factors in the sale prices is determined and this should be used as the index of sale prices for newly supplying apartment houses when the houses are provided. In addition, through the $2^{nd}$ step including 9 factors, the comparative model for sale prices is defined and the model is presented to be applied in the real business. Subsequent study additionally considering the factors apart from marketing which tries to find a generalized standard needs to be conducted.

• Journal of Digital Convergence
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• v.16 no.1
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• pp.311-316
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• 2018

Projection mapping is one of the convergence contents combined with digital technology. After entering the Chinese market, with its fantastic shock of visual impact, it becomes China's most shocking, most popular, and most commercial value of marketing means, to be widely used in advertising, construction, tourism and other fields. But in China, the lack of projection mapping professionals and professional will affect the development of the entire industry. The study analysed the case of projection mapping in China, and discovered the future direction development of projection mapping. Projection mapping will keep going based on local cultural environment, and combined with other intelligent technologies, and spreading to daily life, also expanding the using area, creating the manifestation pattern then contributing greatly to the entertainment content industry.

• Journal of Digital Contents Society
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• v.15 no.6
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• pp.711-719
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• 2014

Along with the advent of ubiquitous computing environment, it is becoming a part of our common life style that the demands for enjoying the wireless internet using intelligent portable device such as smart phone and iPad, are increasing anytime or anyplace without any restriction of time and place. The recommending service becomes a very important technology which can find exact information to present users, then is easy for customers to reduce their searching effort to find out the items with high purchasability in e-commerce. Traditional mining association rule ignores the difference among the transactions. In order to do that, it is considered the importance of type of merchandise or service and then, we suggest a new recommending service using mining sequential pattern based on weight to reflect frequently changing trends of purchase pattern as time goes by and as often as customers need different merchandises on e-commerce being extremely diverse. To verify improved better performance of proposing system than the previous systems, we carry out the experiments in the same dataset collected in a cosmetic internet shopping mall.

• Journal of Digital Contents Society
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• v.19 no.5
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• pp.907-916
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• 2018

This paper is an exploratory study on the acceptance of Chinese Internet entertainment personal broadcasting contents. After analyzing the factors affecting viewer satisfaction, we analyzed the relationship between these factors and viewer satisfaction on reuse intention. As a result of the survey, first, the information system quality has a significant effect on the viewer satisfaction of internet personal broadcasting. Second, indirect experience, entertainment pursuit, and social relationship have a significant effect on viewing satisfaction of internet personal broadcasting. Third, viewing satisfaction of internet personal broadcasting has a significant effect on reuse intention. These results are expected to help establish the marketing strategy of the company operating the Internet personal broadcasting and prepare the requirements to be provided by the host.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.307-313
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• 2012

The purpose of this study is to suggest a research for hotels' expected service quality which influences reservation intention of hotel services. And we checked that these relations are formed by mediating of customer value on the basis of temporal construal theory. The result of our studies is as follows: 1) An abstract hotels' expected service quality(a concrete hotels' expected service quality) influence more on the customer's the social psychological value(the functional value) than the functional value(the social psychological value). 2) The customer's functional value(the social psychological value) influence more on the reservation intention of hotel service near(distant) in time than distant(near) in time. This research provides a theoretical-practical implications to the marketing staffs like packaging designers as well as scholars to study hotel services.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.323-329
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• 2012

This study examines the anchoring effect and the adjustment process of two variables(verbal information, cognition load) with snack products. In the results of this study, 1) we found the anchoring effect because the respondents predicted more the number of real units(goraebap) on the packaging painted 25 units than 5 ones. 2) We confirmed the moderating effect of verbal information. The difference of the number of real units predicted between the two packaging was decreased when the visual information was in company with verbal information. And 3) the moderating effect of cognitive load appeared because the more cognitive load was, the less the difference of the number of real units predicted was. This study has shown that we can reduce the errors and biases by adjusting the information frame or the cognitive load. This research provides a theoretical-practical implications to the marketing staffs like packaging designers as well as scholars to study consumer psychology.

• Journal of Digital Convergence
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• v.12 no.5
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• pp.149-157
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• 2014

The purpose of this study is to test the effects of articulation and sponsorship according to the native fit level. Especially this study is focused on the moderating effect of articulation type and thinking style. The results of this study are as follows. 1) An articulation effect appears more in the low native fit than the high one. 2), 3) The moderating effect appears in articulation type, but partially in thinking style. Namely, the difference in the articulation effect appears between commercial and non commercial articulation, but it does partially between holistic thinkers and analytic thinkers. 3) The higher articulation effect is, the more sponsorship effect(attitude toward sponsor and sponsor brand) is. The results of this study contribute theoretical and managerial implications about articulation and its effect as an effective means in marketing communications.

• Journal of Digital Convergence
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• v.14 no.9
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• pp.317-323
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• 2016

Big Data is now seen as a major asset in the company's competitiveness, its influence in the future is expected to grow. Companies that recognize the importance are already actively engaged with Big Data in product development and marketing, which are increasingly applied across sectors of society, including politics, sports. However, lack of knowledge of the system implementation and high costs are still a big obstacles to the introduction of Big Data and systems. It is an objective in this study to build a Big Data system, which is based on open source Hadoop and Hive among Big Data systems, utilizing POS sales data of small and medium-sized offline markets. This approach of convergence is expected to improve existing sales systems that have been simply focusing on profit and loss analysis. It will also be able to use it as the basis for the decisions of the executive to enable prediction of the consumption patterns of customer preference and demand in advance.