• Journal of the Korea Convergence Society
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• v.11 no.9
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• pp.99-107
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• 2020

The new characteristic of Millennial High-Tech Media is breaking the existing standardized creative grammar. The destructive form of high-tech media is differently accommodated according to the consumer's tendency or characteristics. The purpose of this study is to explore guidelines for effective creative strategy creation of high-tech media. In consumer psychology, consumer innovation is a key factor in evaluating the creativeness of high-tech media. The results of finding out the effect of persuasive communication on consumer innovation and advertising creative type are as follows. Informative(image) creative type showed higher attitude toward advertisement, brand attitude, purchase intention, and prior intention to consumers with high innovation than consumers with low innovation.

• Journal of Fashion Business
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• v.25 no.4
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• pp.109-124
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• 2021

The millennial generation, which has emerged as one of the strongest influence and consumption power, pursues happiness of the present centering on "I"; consumes luxury products for themselves. The purpose of this study was to evaluate how the narcissism and materialism of the millennial generation affect the compensatory consumption of luxury products in negative situations and the moderating effect of self-control. This study included 315 millennial males and females living in Seoul and Gyeonggi area. Frequency analysis, reliability analysis, multiple regression analysis, and hierarchical regression analysis were conducted using SPSS 25.0 statistical program. Based on our findings, narcissism and materialism had a statistically significant effect on compensatory consumption under positive situations. However, while materialism had a statistically significant effect on compensatory consumption under negative situations, narcissism did not have a statistically significant effect on compensatory consumption under negative situations. Notably, self-control had a moderating effect in the influence of materialism on compensatory consumption under negative situations; narcissism did not. This study holds academic significance as the concept of compensatory consumption and self-control can be applied to the apparel study. Moreover, this study provides practically significant ideas on compensatory consumption and therefore marketing of luxury brands, based on consumers' characteristics.

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.2
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• pp.1-15
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• 2021

The purposes of this study was to investigate the effects of materialism value on the clothing shopping orientation and impulse buying behaviors of Chinese female consumers. The subjects were 417 female millennials in Gillim-province, China. The research method was a survey, and the questionnaire consisted of questions to ascertain materialism value, clothing shopping orientation, impulse buying behaviors, and the subjects' demographic characteristics. For data analysis, descriptive statistics, Cronbach's α, factor analysis, and regression analysis were performed. The results of this study were as follows: First, materialism value was derived with 3 factors (happiness pursuit, possession-oriented, and success judgement). Second, the clothing shopping orientation was derived with 5 factors (trend pursuit, pleasure pursuit, brand pursuit, economic pursuit, and convenience pursuit). Third, the impulse buying behavior was derived with 4 factors (pure, planned, reminder, and implicit impulse buying). Forth, materialism value had significant effects on clothing shopping orientation. The higher the value of materialism, the more the brand pursuit, pleasure pursuit, and trend pursuit shopping orientation increased, while the economic pursuit and convenience pursuit shopping orientation decreased. Fifth, materialism value had significant effect on pure and planned impulse buying behaviors. As the value of materialism increased, pure and planned impulsive buying behaviors increased. This study suggested that materialism value is an effective variable to understand the clothing shopping orientation and clothing impulse buying behavior.

• Journal of Internet Computing and Services
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• v.16 no.6
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• pp.109-121
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• 2015

The purpose of this qualitative study is to explore consumer behavioral trends, psychological characteristics and various cognitive types of Millennial Generation consumers, primarily in their 20s, who are familiar with sharing economy services based on the emerging social networking technology. Using Q methodology, this paper theoretically defines four and interprets via a social science perspective four different types of these young consumers who are skilled at state-of-the-art ICT equipment, devices or online networking services. Sharing economy services in Korea's academic and industrial services are influenced by government policy, and related research is relatively new. This study is focused on discovering unique psychographic characteristics called 'schemata' that include personal interest, preference, attitude, and opinion. On the basis of 40 Q-sorted data samples, the analysis examined 180 collected statements from meta-studies and interviews with 35 individuals born between 1997 and 1992. As a result, four consumer groups were identifies: Type 1 'Early majority', Type 2 'Laggard', Type 3 'Opinion leader', and Type 4 'Late majority'. The results of this research can be used to explore to study in greater detail the behavior and psychological aspects of Millennial General consumers'.

• Information Systems Review
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• v.22 no.2
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• pp.137-166
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• 2020

While South Koreans overseas travelling rate has been increased every year, domestic travelling rate has been at a standstill for several years. The purpose of this study is to analyze domestic traveling styles of Koreans according to their generations in order to provide generation-specific traveling services. For this purpose, we categorized the survey respondents into four different generations, which are Millennium (age 19~34), X generation (35~54), Baby Boomer (55~64) and senior by following the criterions of the Korea National Tourism Organization. After then, we analyze factors related to travel preparation process, the actual traveling activities and satisfaction after the travel. In this study, 16,713 data collected by the Ministry of Culture, Sports and Tourism are used. The results of this study show that Korean people tends to acquire domestic traveling information from their own or acquaintances past experiences. Also, they do not prefer the organized trip for domestic travels, thus do not buy package products a lot. In addition, natural scenery, rich in cultural heritage, and convenient accommodation are the most important determinant factors affecting the overall travel satisfaction of level for all generations. The traveling characteristics for each generation are as follows. Millennium get traveling information from the internet a lot, and more specifically, they refer portal sites and social network services (SNS) in many cases. Also, they tend to travel in summer peak season to popular destinations and pursues active traveling experiences. Generation X has similar traveling patterns with Millennium, however they major transportation method is using their own car. Also, transportation convenience and satisfactory leisure activity are important factors affecting the overall satisfaction level to Generation X. On the other hand, Baby boomer generation has a greater emphasis on appreciation of nature, visiting famous restaurants, and relaxation, rather than actively participating experiencing programs. They travel evenly in summer and spring/fall season to many different areas instead of focusing on popular tourist spots. In addition, shopping and eating delicious food are the important factors affecting the overall satisfaction level for them. Lastly, Senior generation has similar characteristics with Baby boomer in many ways, however, they travel a lot on the same day using public transportations or car rental service. They prefer spring and autumn trips rather than summer peak season, and tend to buy packaged travel products a lot compared with other generations. If these different traveling characteristics of each generation are considered for organizing and customizing tourism services, it is expected that domestic tourism satisfaction level will be ultimately increased.

• Maritime Security
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• v.4 no.1
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• pp.57-82
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• 2022

The objective of this treatise is to explore the limitations of the current navy manpower utilization system and the ways to improve it from the perspective of Generation Z. As Generation Z, following Millennials, has finally come of age, this new group is constituting a gradually greater proportion of military personnel. Due to the typical characteristics of naval operations, the harmony between Millennials and Generation Z, which is differentiated from Generation X in view of dispositions and traits, is one of the essential issues to be discussed. Generally, in a naval vessel, there are numerous pieces of equipment necessary to carry out a wide range of missions and a large number of crew members who operate them with consistent levels of fighting power. This is all while members are living together within the narrow space throughout the 24 hours of each day. Under such particular circumstances, any inter-generational conflicts may have a disruptive effect on the successful accomplishment of naval missions. Currently, new generations of military personnel are facing social difficulties in different aspects compared with the previous generations, and also have different viewpoints on the military. In this regard, in order to foster true harmony between generations, it is considered necessary to take a closer look at the inter-generational differences from their respective standpoints and to examine whether the military organization has taken adequate steps to respond to such changes. Accordingly, Chapters 1 and 2 cover the environments in which Millennials and Generation Z were raised during their childhood to young adulthood, which are distinct from those of older generations, their viewpoints formed based on such backgrounds, and the need to resolve various conflicts between generations. In Chapter 3, the current actions taken by overseas military powers to enhance the coexistence with Generation MZ are analyzed to find the significant implications they had. Chapter 4 examines the operation environments specific to the navy; identifies the potential barriers to achieving harmony between generations by assessing the current status of personnel utilization in the Korean navy in terms of the seaman, petty officer, and the officer, as well as policy; and outlines the solutions to drive harmony. Finally, Chapter 5 emphasizes the need to establish a genuine empathy between generations based on the understanding of unique inter-generational characteristics. This section also discusses the importance of addressing difficulties in utilizing technology-centered naval manpower, and forecasts a scenario of a naval organization that resolves the problem of utilizing naval personnel and the inter-generational conflicts in the future.

• 한국사회정책
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• v.24 no.2
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• pp.245-275
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• 2017

It is attempted here to explain change in welfare attitudes for two decades in 10 countries with the cohort effect, especially differences in societal values between generations. It was found that for the last 20 years pro-welfare attitudes of the public has been strengthened, on which the generation has impact, more by the cohort effect than by the age effect, and that the Millennials/Y-generation are the strongest supporters for the state welfare. Value-differences between cohorts, as a background factor for the cohort effect on welfare attitudes, are clear but show a kind of linear trend from the older to the younger cohorts. As for the cohort effect on welfare attitudes, it is expected, at least for the short-term future, in the direction toward supporting the expansion of the state welfare. Korean welfare attitudes show an exceptional pattern - preferring income inequality as incentives, and at the same time, the expansion of governmental welfare responsibility, which echoes recent arguments of contradictoriness and non-class-orientedness of Korean welfare attitudes. Especially, Korean Millennials/Y-G shows this contradictory welfare attitudes the most strongly, which is unique between 10 countries in this study, implying their fierce competition is being internalized. It is expected that the contradictoriness of Korean welfare attitudes may limit its possibility to back up welfare expansion in Korea.

• Journal of the Korea Safety Management & Science
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• v.23 no.2
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• pp.1-8
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• 2021

The purpose of this study is to understand the impact of the nursing work environment, job embeddedness, and job esteem on the retention intention in the millennial generation nurses. The subjects of this study are nurses working in general hospitals with more than 300 beds. Among nurses born in the 1980s and early 2000s, 97 agreed to study. As a result of the study, there was a significant difference in academic background.(F=6.74, p=.002) In terms of final education, those with graduate or higher were higher than those with three-year graduation and four-year graduation Retention intention is the degree of job placement (r=.319, p=.001), job respect (r=.331, p=.001) had a positive relationship with the nursing working environment (r=-.252, p=.013) was negatively correlated. Factors affecting the retention intention is 12.9% explanatory skills as a result of the introduction of job embeddedness, nursing work environment, and job esteem. It is necessary to understand the characteristics of the generation in order to increase the retention intention as a millennial generation nurse.

• Journal of Digital Convergence
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• v.19 no.11
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• pp.135-144
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• 2021

This study investigates the underlying mechanism of YOLO in millennial consumer, especially the influence of perceived economic recession on the present-biased preference. In addition, it was attempted to expand the implicit theory by proposing the individual's entity belief as a mediator for the effect of perceived economic situation on consumers' present-biased seeking behavior. In three experimental studies, undergraduate students who both highly primed and measured negative economic situation showed more favorable attitudes towards present-biased persuasive message and related products. The results of this research provides practical implication for marketers especially in the current situation experiencing economic slowdown due to low economic growth and COVID 19.

• Journal of Digital Convergence
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• v.18 no.6
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• pp.287-295
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• 2020

This study defined the characteristics of micro-learning emerging by mobile learning and micro-contents in the e-learning field, and analyzed the satisfaction of application, to see if micro-learning could become a new learning type in the future. To this end, the characteristics of micro-learning were defined through preliminary literature analysis, the characteristic satisfaction was verified in the well-equipped micro-learning site, and any other technical functions were suggested through expert opinion gathering. It was suggested that the future technology of e-learning should be linked to technical functions such as learning analysis and performance measurement. According to the results of this study, if micro-learning reflects its functional characteristics well, it will become an effective learning type in the e-learning field and will greatly contribute to education, learning, and training for the new millennial.