• Journal of Digital Convergence
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• v.17 no.5
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• pp.361-367
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• 2019

The purpose of this study is to examine the high-emotional quality in the design perceived by the Chinese millennials. To do this, we summarized the theoretical concepts of high-emotional quality in design based on the understanding of the characteristics of the millennials. Second, we collected and analyzed the high-emotional quality images thought by 50 millennials living in Beijing, China. Research results showed that high-emotional quality in the design perceived by the Chinese millennials was the innovation of the technology with the change of times, the social superiority that distinguishes me from other groups, and the cultural excellence taking more pride in own culture. This study are expected to be used as the basic data to understand the emotions of the Chinese millennials and to establish a design strategy for them.

• The monthly packaging world
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• s.306
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• pp.110-112
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• 2018

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.172-181
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• 2022

This study aims to find out the design needs of millennials for flower services amid changes in the environment in which flowers are purchased online. To this end, first, the consumption tendency of millennials and online flower purchase trends were examined. In addition, focusing on flower bouquet products, the market status of flower delivery shopping malls, which are online flower product services, and regular flower subscription services, a new trend in the flower market, were investigated. Based on this, a survey was conducted to improve online flower services. As a result of the survey, it was found that millennials trusted branded products, preferred eco-friendly products, and tended to have strong design openness in improving online flower service design. In addition, millennials prefer natural bouquet designs mixed with large and small flowers to large and colorful roses, which are currently mainly sold at flower delivery shopping malls. Therefore, we hope that this study will improve the design of online flower services that meet the needs of millennial consumers, revitalizing flower purchases, and expanding to new online flower service design research.

• Korean Journal of Forensic Psychology
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• v.13 no.2
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• pp.147-167
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• 2022

This study was conducted to find out the difference in judgment of murder cases by participants' generation according to the type of murder. 196 adults in their 20s and older were randomly assigned to one of the scenarios of parricide, filicide, and murder, then responded to the judgment(ex. judgment of the perpetrator, degree of deviation from social norms, and judgment of victim responsibility). Finally, 128 responses were used in the analysis. As a result, it was found that the main effect of the murder type and the interaction effect of the generation and the murder type were not shown in all dependent variables. However, the difference between generations was statistically significant in the judgment of the perpetrator (e.g., perpetrator blame, perpetrator responsibility, intentional crime, etc.), indicating that millennials made unfavorable judgments to the perpetrator. Especially, in the case of parricide, it was found that millennials made unfavorable judgments to perpetrators than older generations. Also, it was found that the participants of the older generation tended to make unfavorable judgments toward the perpetrator of murder rather than the perpetrator of parricide. Finally, based on these results, this study proposed the need to reconsider the 'victim of survivors' factor, which is considered as a weighing of an offense for special sentencing factors.

• The Journal of the Convergence on Culture Technology
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• v.7 no.1
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• pp.99-104
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• 2021

The purpose of the study is to examine the impact of self-esteem and unstable adult attachment on compensatory consumption among millennials. The survey was conducted on millennials (19~34) in June, 2018. The results revealed the static relationship between self-esteem and compliment-type compensatory consumption, while the relationship of self-esteem with consolation-type compensation consumption become insignificant when unstable adult attachment was controlled. Unstable adult attachment(anxiety/avoidance) showed significant impace on both compliment-type and consolation-type compensatory consumption. The research findings imply that compensatory consumption behaviors can be explained with psychological and relational factors among consumers in their early adulthood.

• Journal of Digital Convergence
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• v.19 no.3
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• pp.47-54
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• 2021

This study shows that consumers' attitudes and behaviors are rapidly changing due to the COVID-19 outbreak in a situation where consumption patterns are already changing due to demographic changes such as an increase in the number of single-person households and dual-income couples. To this end, the results of an online survey conducted on 500 panels of Nielsen Korea were used in this study. In particular, consumers were divided into two generation groups (Generation Z vs. Millennial) and analyzed and presented changes in consumption activities and food purchasing behaviors changed by COVID-19. As a result, the existing online distribution trend has been strengthened, and its impact has been amplified by COVID-19. These changes also resulted in different consumption behaviors depending on the degree of concern for COVID-19 by generation. Based on the results of this study, it turns consumers' behavioral changes into new opportunities, focusing on the accelerating a new 'contactless' lifestyle, which will provide managerial implications for the food industry's response strategies in relation to the theoretical significance and in practice.

• Journal of Digital Convergence
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• v.18 no.10
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• pp.459-467
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• 2020

The number of SNS false and exaggerative advertising has been consistently increasing nowadays. Among others, millennials who use SNS most frequently and enjoy e-commerce have become victims of false and exaggerative advertising. Thus, this study is designed to examine millennial consumers' attitude toward SNS false and exaggerative advertising through in-depth interview. Study findings suggest that millennials have very negative attitude toward SNS false and exaggerative advertising regardless of if they are victims or not. In particular, millennials who are victims of SNS false and exaggerative advertising have negative attitude toward SNS companies as well as advertised brands on SNS. Millennial consumers think that SNS companies need to come up with guidelines to regulate SNS false and exaggerative advertising, and government also needs to apply proper measures. Since SNS false and exaggerative advertising may have negative impacts on millennials' purchase intentions as well as brand loyalty, companies need to consider millennial consumers' characteristics when it comes to launching SNS advertising targeting millennials. This finding provides practical implications for marketers.

• Korean Journal of Legislative Studies
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• v.25 no.2
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• pp.217-222
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• 2019

• Journal of Digital Convergence
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• v.18 no.7
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• pp.375-381
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• 2020

The purpose of this study is to observe the meaning of the movement recognized by the millennials to derive the direction of the future mobility service strategy according to the change in the mobility paradigm. To do this, the concept of mobility was understood and related cases were analyzed. The characteristics of the millennials were theoretically summarized, and an in-depth interviews were carried out with 25 Korean millennials to analyze the emotion. As a result, it was observed that mobility is not just a movement, but a movement with a pleasant experience for them, and its meaning is being extending as an experiencing good that satisfied emotions, which makes life luxurious. To establish a mobility service strategy that satisfies them First, it is necessary to make an effort to curate a mobility life suited to different emotions. Second, a strategy is required to show the language and image with emotion as a service. Third, it is necessary to play the role of an expert leading the future mobility life to be realized through connection with various fields. We expect that this study will be used as fundamental data for establishing a future mobility service strategy.

• Journal of Internet Computing and Services
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• v.19 no.4
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• pp.123-133
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• 2018

This paper examined how the millennial generation consumes mobile news through social networking sites with regards to user patterns, preference topics and news values, and whether news topics and news values may influence their overall mobile SNS news consumption and interactivity. The findings show that more than 2/3 of respondents consumed mobile SNS news at least once everyday for 30minutes to one-hour. Male millennials tended to use Facebook and Kakao-talk more than female. While the portal site was the most accessed channel for consuming mobile news, SNS was the second, more than the combined use of national daily papers, TV, and internet newspapers. The respondents' demographic characteristics and news topics also affect the form and degree of news interactivity. With regards to their preferences and prioritization of news values, millennials tend to perceive 'impact' and 'usefulness' as being most important, despite the differences of their demographic characteristics. They also preferred those news values most. There were significant differences in terms of preferred news topics according to the demographics' characteristics.