• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.189-201
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• 2020

As communicating with friends by recording their daily lives in video clips has become a trend for the Z-generation or the Millennial generation, interest in the vlog is increasing. This study analyzed the effects of motivation and user characteristics on use satisfaction and intention to use vlog in 168 participants in their 20s and 30s who have experience using YouTube vlog. The results of the study showed all hypotheses established in this study were adopted. Specifically, habits and killing time, information-seeking, entertainment and relaxation, voyeurism, openness and emotional identification were found to have a positive effect on the use satisfaction. Also, satisfaction with the use of vlog has a significant impact on continuous use intention. Therefore, it can be seen that exploring the vlog will provide theoretical and practical implications.

• The Journal of Korean Association of Computer Education
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• v.23 no.2
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• pp.1-11
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• 2020

As software and artificial intelligence education became more and more important, in December 2019, the Ministry of Science and ICT announced plans to expand software and AI education to mandatory education in elementary and secondary schools by 2022. In addition to elementary and secondary schools, most universities are actively engaged in software education for computer non-majors, but research on coding education for computer non-majors is insufficient. The purpose of this paper is to find an efficient teaching and learning method for coding education for computer non-majors. Nowadays, college students, called Millennial and Generation Z, prefer visual information and are familiar with computers as digital natives. Based on these characteristics, this study examined the visual literacy and thinking styles of college students and then examined whether the students' visual literacy and thinking styles influenced coding-based problem solving in coding subjects. Based on this, this paper proposes an alternative to do programming education more efficiently for students who are new to coding.

• Journal of Digital Convergence
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• v.18 no.5
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• pp.383-389
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• 2020

The purpose of this study is to suggest consideration and direction of collaboration among different industrial field in Korea which has recently increased through the analysis of design collaboration case of cross-business in domestic. To do this, I did literature research followed with theoretical background of collaboration, and I analyzed case study of collaboration between different industries in domestic. In addition, I categorized as millennial targeting and brand premium positioning shifts. As a result, brand have to select a partner that is appropriate and would be an issue for purpose of collaboration and that the result should have a clear difference from existing product, including the design elements of the brand that they want to highlight. I expect this research will become a reference for collaboration between different industries.

• Fashion & Textile Research Journal
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• v.23 no.4
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• pp.458-468
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• 2021

In the context of Sustainable development, China, the world's second-largest apparel market, is also concerned about the environmental impact of fiber waste. Currently, there is a great interest in sustainable fashion in both supply and demand in China. Based on the theory of planned behavior(TPB), the determinants of sustainable fashion consumption(SFC) of Chinese consumers were evaluated in this study: man-nature orientation(MNO) and environmental knowledge(EK) as motivation and perceived online-store accessibility(POA) and perceived money availability(PMA) as barriers. Wenjuanxing, a Chinese professional survey collection agency, conducted an online survey of millennials in Shanghai, China. The final sample size for the survey was 215. Partial least squares structural equation modeling was employed to test the proposed hypotheses. The results indicated that attitudes, subjective norms, and perceived behavioral control significantly affected the purchase intention towards sustainable fashion products. MNO and EK influenced the attitude, whereas EK, POA, and PMA influenced perceived behavioral control. This study contributes to the TPB literature through the examination of four antecedents: MNO, EK, POA, and PMA. The findings provide valuable insights for retailers and markets based on the identification of the motivations and barriers that enhance the purchasing intention of Chinese millennials toward SFC.

• Journal of Digital Convergence
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• v.17 no.8
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• pp.407-413
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• 2019

The purpose of this study is to measure the shopping experience of a more specific SNS shopping service, limited to shopping through the Instagram of the Millennial Generation. Based on the AISAS purchasing phase, a qualitative study was conducted on the user experience of SNS shopping services in parallel with the survey and in-depth interviews. As a result of the study, the aesthetic experience appeared mainly in the Attention stage and the Interest stage, the emotional experience in the Action stage and the Share stage, and the cognitive experience in the Search stage. While there have been many empirical studies on the impact of SNS on consumer behavior to date, this study is meaningful in that it has led to a contextual study of the user experience on SNS shopping services. The research is expected to help establish a brand and service strategy differentiated from existing mobile shopping services when providing SNS shopping services in the future.

• Fashion & Textile Research Journal
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• v.21 no.5
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• pp.574-585
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• 2019

The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K-beauty products. This study analyzes how K-beauty SNS influencers are related to Chinese consumers. A survey was conducted among Chinese millennial consumers after watching videos provided by K-beauty SNS influencer; subsequently, 456 responses were used for data analysis. As a result, the analysis based on the Elaboration Likelihood Model (ELM) distinguishes the central route and the peripheral route in the process of Chinese consumers accepting new SNS products. The study findings suggested that information quality, credibility, accuracy, and usefulness had significant effects on acceptance intention for new products among central route factors, and similarity, trustworthiness, pleasure, expertise, and attractiveness also had significant effects on the acceptance intention of new product among peripheral route factors. It was found that variables of the central route, rather than those of peripheral route, had stronger effects on the acceptance intention for new products. Consequently, the central route of K-beauty SNS influencer is more important to Chinese consumers' acceptance of new products. It is expected that this study will offer beauty influencer marketing-based cosmetics brands efficient consumer management suggestions.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.127-137
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• 2021

YouTube beauty content channels that utilize various topics and formats are undergoing quantitative and qualitative expansion. This study selected the top five channels represeting major domestic and foreign beauty brands, fashion magazines and beauty influencers through Statista and conducted a case study focusing on them. It will connect to a strategy for increasing beauty-related content by comparing content characteristics according to content producers. Also, it will help to reveal what types of content will be appealing more attractive to consumer. The result has shown that the growth of YouTube platforms has transformed passive consumers into new communicators by diversifying sources of product information. In addition, as content of different type was consumed by different producers, producer-oriented content was produced rather than objective journalistic gaze. Therefore, it was found that the delivery of 'brand values' that can strengthen the relationship between consumers and brands along with various entertainment elements that are effective for millennial in the future.

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.1
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• pp.87-102
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• 2021

The purpose of this study is to consider effective digital marketing strategies through analysis of luxury fashion brands. This study conducted both quantitative analysis and case studies of the brands Louis Vuitton, Gucci, Burberry, and Chanel. To measure the brand image of the luxury fashion brands, the survey was distributed to Millennials, and total of 277 responses were used for the final analysis by using SPSS 25.0 statistical program. Other than survey, this paper analyzed digital marketing strategies of luxury fashion brands through brand-related papers, website and social media of each brand, Samsung Designnet's database, and news posted on search engines. The results of this study are as follows: First, according to the result of examining brand image of luxury fashion brands, there was no significant difference between brands, except Gucci. Second, this study analyzed each luxury fashion brand to understand the characteristics of digital marketing, and common characteristics were identified. Third, by analyzing the brand image and digital marketing strategies of luxury fashion brands, it was confirmed that Gucci's brand image and digital marketing strategies were consistent, while there was a difference between Burberry's brand image and digital marketing strategy. Therefore, this article proposes the following digital marketing strategies that are suitable for luxury fashion brands. First, is the connection of on/offline channels. Second, is the use of AI technology. Third, is a blockchain-based platform.

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.2
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• pp.17-28
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• 2021

The baby-tech industry, which combines IT with existing parenting product, is attracting increasing amounts of attention. Consequently various types of baby products incorporating functionality and design are being launched. In recent years, particularly as the market segments increases for babywearing products, parenting products that account for the child's comfort and parents' convenience are required. Therefore, this study examines the characteristics and consumer perception of babywear products, which are important for the emotional stability, development, and rearing of children. The study utilizes text mining and a network analysis by collecting unstructured text data. An examination of the network, based on the frequency of keywords for each babywear product and the degree of the connection to the centering index, revealed that consumers value convenience and price when purchasing products. The consumer perception and consideration factors that appear individually according to the product were also identified. In addition, studying body parts with high TF-IDF values revealed a difference in the body parts considered by consumers for each product. Lastly, through the visualization data based on the keywords that appeared in public, commonly appearing keywords, and those that appeared individually were examined. Through SNS, product characteristics as well as a new parenting culture that shared child-rearing routines were confirmed. This study suggests planning and marketing directions for the development of babywear products that meet consumer needs.

• Journal of the Korea Society of Computer and Information
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• v.26 no.1
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• pp.231-238
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• 2021

In this paper, we suggest a method of analysis for daily food delivery & consumption trends through big data of the post-Covid-19 era. Through analysis of big data and the database system, four analyzed factors, excluding weather, was proved to have significant correlation with delivery sales for 'Baedarui Minjok' of a catering delivery application. The research found that KBS, MBC and SBS Media showed remarkable results in food delivery & consumption sales soaring up to about 60 percent increase on the day after the Covid-19 related new article was issued. In addition, it proved that mobile media and web surfing were the main factors in increasing sales of food delivery & consumption applications, suggesting that viral marketing and emotional analysis by crawling data from SNS used by Millennials might be an important factor in sales growth. It can contribute the companies in the economic recession era to survive by providing the method for analyzing the big data and increasing their sales.