• The Korean Journal of Financial Management
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• v.20 no.1
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• pp.1-27
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• 2003

The purpose of this study is to empirically investigate the role of capitalized intangibles such as patents, copy rights and R&D and non-capitalized intangibles such as advertising expenses and labor-related expenses, which are considered to be important to generating future excess profits, on the valuation of IPO shares. This study examines 125 firms which went public during 1992 - 1998. The result suggests that advertising expenses do not have significant influence on the offer price and the market price of IPO shares. On the other hand, R&D and labor-related expenses play important role in determining the offer price and the market price of IPO shares. In case of capitalized intangible assets, they we important factors in determining the market price but not the of for price. This study suspects that the Securities and Exchange Law of the Korean Securities Exchange Commission potentially contribute to the result of no effect of capitalized intangibles (except R&D) on the offer price by underwriters. According to the Law, any intangible assets which are considered to be irrelevant to the valuation of IPO shares must be exclued. This is very ambiguous and potentially cause underwriters to exclude any intangibles difficult to measure their value. However the market considers capitalized intangibles to be important, as suggested by the result of this study. To reduce this valuation asymmetry, it is important to reveal detailed information regarding the valuation of assets, in particular, intangible assets to the public.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.12
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• pp.1772-1783
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• 2007

This study aimed to investigate differences in the purchasing patterns of and the levels of satisfaction with cosmetic products, and the method of disposing dissatisfied cosmetics for female university students among China, Japan and Korea. Survey was conducted with 1,200 female coeducational university students in Beijing, Tokyo and Seoul and 1,115 were used for the data analysis. Data were analysed by frequency analysis, Cronbach's ${\alpha}$, chi-square analysis, analysis of variance, Duncan's Multiple Range test. The results showed significant differences in purchasing behaviors in China, Japan and Korea. Japanese students mainly got information through objective sources, while Koreans did so through human network. Regrading the evaluative criteria for basic care items, function and effect were the most important criteria for Chinese and Korean consumers and skin compatibility for Japanese. For color make-up, Chinese, Japanese and Korean respondents respectively cared the most on brand image, convenience of purchase and the current trend. Chinese tended to shop cosmetics at department stores due to store reputation, Japanese preferred supermarkets and pharmacies and Koreans shopped at discount stores for low price. The most influential human sources were friends and colleagues for Chinese and Korean, and models on advertisements and magazines for Japanese. Korean respondents displayed the highest level of satisfaction with cosmetics followed by Japanese and Chinese. As for the methods of disposing dissatisfactory cosmetics, Chinese were the most active in exchanging for other product; Japanese and Korean were not likely to use or throw the products away.

• Journal of Korean Home Economics Education Association
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• v.18 no.4 s.42
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• pp.173-192
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• 2006

The purpose of this study was to provide basic data for developing nutrition education program focusing on the health-oriented food choice and purchase which affect the adolescents' health. The data was collected by means of questionnaire from the total of 273 students who were living in cities and myun district and final 253 questionnaires were analyzed by using the SPSS/WIN 10.0 program. The results are summarized as follows. First, the major source of information on food was mass media, especially advertisement and students spent $20{\sim}30%$ of allowance on food purchase. The students purchased cookies or ice cream mainly, once every 2-3 days at the store near house, after school, for appeasing hunger or thirst. The influence of gender, mother's education level, economic status of family, the amount of allowance, the period of receiving allowance, the details of allowance recording, school location on food purchasing behavior were significant(p<.05). Second, the price and taste were the most important factors when the students purchase food. Nutrition and food sanitation/safety were considered less important by the students. The factors considered when the students purchase food were significantly different between Sender, father and mother's education level, and the amount of allowance(p<.05). Third, middle school students' food purchase behavior were influenced by advertizement, friends, parents. The influence of advertisement, friends, parents when the students purchase food were significantly different between gender, mother's career, economic status of family, and the amount of allowance(p.<05). From tile result of this study, the middle school students consider price and taste more than the other factors related nutrition and health in purchasing foods. Therefore, it will be necessary to develope and enforce nutrition education program focusing on how to choose and purchase safe, nutritious, delicious and cheap foot for adolescents.

• Journal of Digital Convergence
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• v.13 no.6
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• pp.81-89
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• 2015

Recently, according to rapid technological development trend of mobile devices revolutionary transforming our lives in various fields, thereby combining the latest in communications technology. These mobile devices to celebrate the digital convergence era are now created a new business model due to mobility. The mobile business operators obtains a user's location information using the smart phone. The mobile business operators provide users with the area or building-related information for the user on. The mobile business operators provide users profiles to advertisers and product sellers. In this study, I propose the mobile business model and that there are no technical problems design a conceptual framework on mobile agents for mobile operators.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.1
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• pp.147-158
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• 2011

This study analyzed the effective and suitable promotion method to increase visitors on the internet fashion soho shopping mall by surveying of female university students. The methods were in-depth interviews for 20 students and questionnaires for 363 students. The results indicated that the main routes of visiting the internet fashion shopping mall were keyword search window, banner advertisement window, and open market. Others were price comparison sites, the rank shop, fashion magazines or internet news, information in e-mail, broadcasting sponsor advertisements, name cards, and leaflets. So the effective methods to increase the number of visitors is to implement keyword advertisements, banner advertisements, and enter the open market to expose the brand names and item information. Being on price comparison sites or rank shops, advertisements in the fashion magazines, internet news or e-mail, broadcast sponsorships, and distribution of leaflets or name cards were also effective methods.

• Journal of Distribution Science
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• v.9 no.4
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• pp.5-13
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• 2011

This study provides analysis of the effectiveness of domestic marketing strategies of the Korean coffee shop "Caffe Bene". It bases its evaluation on statistical outputs of 'choice attributes,' "market segmentation," demographic characteristics," and "satisfaction differences." The results are summarized in four points. First, five choice attributes were extracted from factor analysis: price, atmosphere, comfort, taste, and location; these are related to coffee shop selection behavior. Based on these five factors, cluster analysis was conducted, with statistical results classifying customers into three major groups: atmosphere oriented; comfort oriented; and taste oriented. Second, discriminant analysis tested cluster analysis and showed two discriminant functions: location and atmosphere. Third, cross-tabulation analysis based on demographic characteristics showed distinctive demographic characteristics within the three groups. Atmosphere oriented group, early-20s, as women of all ages was found to be 'walking down the street 'and 'through acquaintances' in many cases, as the cognitive path, and mostly found the store through 'outdoor advertising', and 'introduction'. Comfort oriented group was mainly women who are students in their early twenties or professionals, and appeared as a group to be very loyal because of high recommendation to other customers compared to other groups. Taste oriented group, unlike the other group, was mainly late-20s' college graduates, and was confirmed, as low loyalty, with lower recommendation activity. Fourth, to analyze satisfaction differences, one-way ANOVA was conducted. It shows that groups which show high satisfaction in the five main factors also show high menu satisfaction and high overall satisfaction. This results show that segmented marketing strategies are necessary because customers are considering price, atmosphere, comfort, taste, location when they choose coffee shop and demographics show different attributes based on segmented groups. For example, atmosphere oriented group is satisfied with shop interior and comfort while dissatisfied with price because most of the customers in this group are early 20s and do not have great financial capability. Thus, price discounting marketing strategies based on individual situations through CRM system is critical. Comfort oriented group shows high satisfaction level about location and shop comfort. Also, in this group, there are many early 20s female customers, students, and self-employed people. This group customers show high word of mouth tendency, hence providing positive brand image to the customers would be important. In case of taste oriented group, while the scores of taste and location are high, word of mouth score is low. This group is mainly composed of educated and professional many late 20s customers, therefore, menu differentiation, increasing quality of coffee taste and price discrimination is critical to increase customers' satisfaction. However, it is hard to generalize the results of study to other coffee shop brand, because this study have researched only one domestic coffee shop, Caffe Bene. Thus if future study expand the scope of locations, brands, and occupations, the results of the study would provide more generalizable results. Finally, research of customer satisfactions of menu, trust, loyalty, and switching cost would be critical in the future study.

• (The) Korean Journal of Advertising
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• v.28 no.6
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• pp.35-54
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• 2017

The importance of utilizing an effective reward program has been emphasized as a tool for promotional strategies to acquire and retain customers. When consumers participate in a reward frequency program, they tend to focus more on points or mileage than the actual reward itself. This phenomenon is what Hsee, Yu, Zhang, and Zhang (2003) called "medium maximization." In this article, we hypopthesize that the medium effect may disappear when there is a close relationship between the product and the reward as it evokes the correlation of the two directly. The results of the current research show that the medium effect disappears in a strong relation condition while it does exist in a weak relation condition. Furthermore, we found that these results cannot be explained under an alternative "evaluability hypothesis" as Hsee, Loewenstein, Blount, and Bazerman (1999) and Hsee (1996) claimed. Even when we provided price range information as well as medium information, the medium effect still occurred. In this article, we explored boundary conditions for the medium effect and demonstrated the moderating effect of the relationship between products and rewards. Practical implications of the findings were also discussed for designing separate reward programs.

• Journal of KIISE:Software and Applications
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• v.28 no.2
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• pp.179-191
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• 2001

Comparison shopping is a merchant brokering process that finds the best price for the desired product from several Web-based online stores. To get a scalable comparison shopper, we need an agent that automatically constructs a simple information extraction procedure, called a wrapper, for each semi-structured store. Automatic construction of wrappers for HTML-based Web stores is difficult because HTML only defines how information is to be displayed, not what it means, and different stores employ different ways of manipulating customer queries and different presentation formats for displaying product descriptions. Wrapper induction has been suggested as a promising strategy for overcoming this heterogeneity. However, previous scalable comparison-shoppers such as ShopBot rely on a strong bias in the product descriptions, and as a result, many stores that do not confirm to this bias were unable to be recognized. This paper proposes a more scalable comparison-shopping agent named MORPHEUS. MORPHEUS presents a simple but robust inductive learning algorithm that antomatically constructs wrappers. The main idea of the proposed algorithm is to recognize the position and the structure of a product description unit by finding the most frequent pattern from the sequence of logical line information in output HTML pages. MORPHEUS successfully constructs correct wtappers for most stores by weakening a bias assumed in previous systems. It also tolerates some noises that might be present in production descriptions such as missing attributes. MORPHEUS generates the wrappers rapidly by excluding the pre-processing phase of removing redundant fragments in a page such as a header, a tailer, and advertisements. Eventually, MORPHEUS provides a framework from which a customized comparison-shopping agent can be organized for a user by facilitating the dynamic addition of new stores.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.15 no.1
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• pp.291-298
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• 2015

It is pretty hard to sell the kids' furniture online because of the characteristics of the consumers that they will like to make purchases after looking at the actual objects and then considering purchasing them. In this paper, we made the scheme to boost the on-line malls of the kids' furniture market by collecting the consumers' intention to buy before purchasing with questionnaire survey, comparing it with the real data of purchasing, and analyzing the differences. We analyzed the visit number of shopping mall, the page number of views, page duration time per visit, and customer's shopping path by using log data from the children's furniture online shopping mall server. In addition, we analyzed where the customer's influx route is among online advertising. We found that there are requirements for the designs, prices, brand names, and practicalities by the consumers purchasing the kids' furniture online. To strengthen competitiveness of the online kids' furniture malls, we proposed that reinforcing the on-line experiences of furniture, the differential strategies for the products, ensuring the fixed customers are needed.

• Culinary science and hospitality research
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• v.17 no.3
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• pp.1-19
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• 2011

This study aims to analyze importance and performance factors on the quality of food service event attributes in participants and organizers, so that it could provide helpful information to build up a detailed marketing strategy and present considerations for revisit increase and more efficient business results as well. Importance on food service event attributes scored a higher level than performance on the whole. Notably, in regard to the attributes of food service event, it was found that respondents put higher stress on vessel(4.10 points), natural seasoning(4.06 points), reservation service(4.04 points), parking service(3.95 points), customer level(3.85 points), organizer's service (3.84 points), polished atmosphere (3.83 points) and taste of food (3.83 points) than anything else. In terms of IPA analysis on food service event attributes, it was important to continuously maintain 'vessel', 'reservation service', customer level', 'sauce taste', 'recency', price', 'chefs fame', etc. Some items such as 'parking service', 'natural seasoning', 'polished atmosphere', 'taste of food', 'see off service', 'cleanliness' are in need of intensive care and operation.