• KSCE Journal of Civil and Environmental Engineering Research
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• v.42 no.3
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• pp.391-398
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• 2022

The use rate of M-pass(transportation card for foreigners),developed and sold to provide convenience to foreign tourists, was only 0.0051 % of visitors to Seoul over the past five years. Even this poor sales fell to the 0.024 % level in 2020 due to COVID-19. The cause of the sluggish performance was that the Ministry of land, Transport and Maritime Affairs and the card issuer excluded transportation operating organizations, and problems such as poor public relation, irrationality in pricing, and limitied number of sales locations appeared. In order to solve this problem, the research result showed that business strategies such as the establishment of a digital marketing system, realistic pricing, and the establishment of a mobile sales system that fit the trend, as well as the development of new product that reflect the participation and opinions of all related organizations are necessary. It is expected that this study will not only provide convenience to foreign Seoul tourist in the age of Post Corona, but also help improve the management of subway operating organizations.

• Design Convergence Study
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• v.14 no.2
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• pp.67-87
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• 2015

With the development of cultural industries and technology, digital video marketing has grown immensely and 'Book Trailer' are now one of the main methods of promoting a title in publishing industry. The demands are growing, but the development lacks basic theoretical foundation and systematic structure. At this crucial moment, basic theoretical research on Book Trailer is necessary to establish a solid foundation for the medium to expand. In this study, I have focused on defining the basic concepts of Book Trailers and analyzing the classification of Book Trailers. In sorting the type of Book Trailers, content and formal appearance were used as standards. As a result, I was able to classify the content genre into message type, conflict type, character type using the elements of story. The formal appearance genre was classified into still photography type, motion typography type, interview type, story movie type and animation type.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.17 no.1
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• pp.249-263
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• 2006

The purpose of the study was to investigate the continuing education model desired by the academic librarians in the present digital environment. For this purpose the study undertook a questionnaire survey of academic librarians in Korea. As a result it was shown that 61.4% of the librarians participated more than once(average 2.6 times) in the continuing education program during the last one year. The most preferred program type was one week or 2-3 days workshop. The theme of the program was regarded the most important factor for the activation of the continuing education. and the preferred theme of the program was user instruction. information retrieval. electronic licensing. planning and strategy, library marketing, virtual reference service etc.

• Journal of Industrial Convergence
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• v.21 no.9
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• pp.133-142
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• 2023

The use of digital information technology has become important in order to effectively respond to changes in production conditions in Korean agriculture, which are continuously worsening due to a decrease in the rural population, deepening aging, and climate change. Accordingly, this study analyzed the factors affecting farmers' adoption of information devices use and the effect of information devices use on agricultural product sales using the propensity score matching method. As a result of the analysis, it was found that low-age farmers, high-education farmers, and leading farmers are highly likely to adopt use of information devices. For farms with similar characteristics such as age, management size, and farming type, it has been confirmed that farms that have adopted information devices use in agricultural management have higher sales of agricultural products. Therefore, increasing farmers' access to information and the ability to use information devices provides implications that farm income can be improved. The government's informatization support project in the agricultural and rural sectors is important so that farmers can have the ability to distribute informatization devices and utilize agricultural information, and active investment should also be made in information infrastructure.

• Smart Media Journal
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• v.12 no.11
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• pp.86-94
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• 2023

In recent years, advertisements and brand promotions using virtual influencer have been actively conducted, and this study focused on the characteristics of virtual influencer, including Attractiveness, to examine the Attractiveness of virtual influencer through previous studies and to test the hypothesis that Attractiveness has an effect on Brand attitude and Advertising attitude when mediated by Immersion. For this purpose, data were collected from university students who experienced marketing contents using virtual influencer, and Process macro was conducted to analyse the mediating effect. The results showed that virtual influencer Attractiveness partially mediated the relationship between Brand attitude and Advertising attitude. These results suggest that virtual influencer Attractiveness not only affects Brand attitude and Advertising attitude, but also positively increases consumer attitude when mediated by Immersion. This study has both academic and practical implications by examining the mediating effect of Immersion on the effect of virtual influencer Attractiveness on consumer attitudes.

• Fashion & Textile Research Journal
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• v.26 no.1
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• pp.1-14
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• 2024

Virtual influencers, who are emerging as new players in digital marketing, impact consumers' purchase intentions. They promote positive perceptions and mimetic consumption of specific brands or products through interactions with followers. Therefore, this study aims to examine the effect of the characteristics of virtual influencers on the purchase intention for fashion products through the consumers' mimetic desire. As characteristics of virtual influencers, five factors were set: reality, attractiveness, professionalism, trustworthiness, and curiosity. Data for analysis were collected through an online questionnaire from the 8th to the 15th of August 2023, and 268 data points in total were analyzed using SPSS and Process Macro 4.3. The results of the study showed that the characteristics of virtual influencers all positively affected mimetic desire and purchase intention for fashion products. Moreover, it was found that mimetic desire has a mediating effect between the five characteristics of virtual influencers and the purchase intention for fashion products. Mimetic desire fully mediates the relationship between reality and the intention to purchase fashion products, and partially mediates the relationship between attractiveness, professionalism, trustworthiness, and curiosity and the purchase intention for fashion products. These findings further enhance the understanding of the relationship between virtual influencers and consumer behavior and identify the relationship between virtual influencers, mimetic desire, and fashion product purchase intentions. Consequently, leveraging virtual influencers strategically in digital marketing, the fashion industry can amplify positive brand perceptions, drive consumer engagement, and ultimately foster increased purchase intent.

• Journal of Digital Convergence
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• v.12 no.4
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• pp.157-170
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• 2014

Professional coffee shops are trying to increase customers' satisfaction and to invite more customers by providing the differentiated services. The existing researches show that the effects which the physical environment in shops has on customers' satisfaction and word of mouth intention are appealing to people's attention. In comprehensively examining the studies related to the physical environment, they can be summarized into two main perspectives, that is, the direct effect that the physical environment has on customers' satisfaction, quality perception, and other customers' responses (purchase desire, revisit intention, etc.) and the indirect effect that the physical environment has on customers' responses by means of customers' emotion or value perception. This research established 4 hypotheses by sampling 321 customers of those who have visited professional coffee shops, and empirically analyzed them. The empirical analysis carried out the structure analysis of covariance by using SPSS 17.0 statistics package and AMOS 17.0. As a result of the hypothesis qualification, the other hypotheses excluding one little hypothesis were adopted. The one refused hypothesis is that the only symbolism of the environmental elements in shops doesn't influence the customers' emotion positively (+). This is considered as a very unexpected result, and yet many customers who visit coffee shops express the symbols of professional coffee shops using the expressions such as 'bean coffee shop' or 'star coffee shop', but these expressions seem not to influence customers' mind positively in practice.

• Journal of Digital Convergence
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• v.14 no.5
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• pp.21-37
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• 2016

The purpose of study was to examine the entrepreneurial supporting policy and the entrepreneurship which can affect the entrepreneurial intention, and to prove the moderating effect of the business failure burden and the self-efficacy on the relationship of the entrepreneurial supporting policy, entrepreneurship and the entrepreneurial intention through the empirical study in the fusion of industries. We used data from 321 survey participants by using structured questionnaires, excluding dishonest respondents, and statistical analysis was conducted using SPSS 18.0 statistic package. We used hierarchical regression technique to prove our hypothesis. The results showed that education and marketing support which are part of the entrepreneurial supporting policy in the fusion of industries will have positive influence on innovativeness, pro-activeness and risk acceptability which are part of entrepreneurship. It has been reported that only funding support has positive influence on entrepreneurship pro-activeness. The results also indicated that the entrepreneurial supporting policy will have positive influence on the entrepreneurial intention, but business failure burden and self-efficacy will have no moderating effect in the relation between the entrepreneurial supporting policy and the entrepreneurship. The theoretical and practical implications of the findings were discussed and the directions for future research were presented.

• Journal of Digital Convergence
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• v.13 no.11
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• pp.63-70
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• 2015

The fierce competition of mobile messenger services (MMS) allows MMS providers to perform a variety of marketing campaigns and business activities to enhance user loyalty. The applied model in this study is based on Oliver's four-stage loyalty model for the formation processes of user loyalty about MMS. While social network formation and service quality are the key elements of cognitive loyalty, positive mood and negative mood are the key components of affective loyalty in the study. Conative loyalty is captured by commitment. The data of 249 KakaoTalk users at least five times for three months is empirically tested based on the research model using partial least squares. The analysis of test identifies that positive feeling and commitment significantly influences behavioral loyalty, whereas negative feeling plays a significant role in inhibiting behavioral loyalty. The findings of this study show that social network formation and service quality significantly affect only positive feeling. The analysis results reveal several insights that can help MMS managers understand the roles of cognitive, affective, conative, and behavioral loyalty in the MMS environment.

• Journal of Digital Convergence
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• v.10 no.9
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• pp.281-287
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• 2012

This study covered the Korean consumers' Luxury Purchase Motivation and benefit factors associated with the consumption behavior. Causal structural relationships between these variables were examined. Examined for the preceding literature on the basis of an analysis of the factor structure of Korean luxury purchase motivation factors and use benefits for Luxury of purchasing to help any relationship whether these factors were confirmed. Firstly, the results confirm the relevance luxury purchase motivations and benefits among the factors, materialistic motives, the economic benefits and practical benefits factors had a positive impact. Personal benefits and social benefits, and cost-benefit factors had a positive impact on the psychological motives. Secondly, the luxury of buying does not have a significant effect on the material motives. The other hand, had a positive effect on psychological motives. Third, the benefits of relevant factors on the purchase of luxury used. Personal factors, economic and practical benefits, they did not have a significant impact. Social benefit factors had a negative impact. Finally mediated side effects among these factors was confirmed. Only psychological motives mediating effects on factors of social benefits through the purchase of crazy. The results of this study to describe the consumer luxury purchasing behavior on buying behavior, as well as a simple linear relationship between the factors for the benefits to be gained by using luxury purchase motivation indirectly explained the process for luxury marketers in the future, and psychological characteristics offered to consider the implications.