• Korea Science and Art Forum
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• v.23
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• pp.17-26
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• 2016

This study was to segment The 2014 Korean Medicine-Bio Fair visitors based on fair quality factors. From the on-site survey at the destination, a total of 308 useful sample were collected and analyzed in SPSS 21.0. From factor analysis, the result shows 5 quality types of 'fair product', 'convenient facilities', 'accessibility', 'promotional information' and 'contents.' Also Three different segmented groups were derived form clusters analysis, which are 'accessibility preference group', 'promotion preference group', and 'high quality preference group.' The result of this study indicated that there were significant differences in demographic, satisfaction and behavioral variables between these three segments. More theoretical and practical implication were discussed in the conclusion section.

• Archives of design research
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• v.18 no.1 s.59
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• pp.195-204
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• 2005

Due to the of evolution of digital technology, trends are moving toward personalization and customization in design (art), media, science. Existing mass media has been broadcasting to the general public due to technical and economic limitation and art works also communicate one-sidedly with spectators in the gallery or stage. But nowaday, it is possible for spectators to participate directly. We can make different products depending on the tastes of individuals who demand media or art. The essence of technology which makes it possible is 'interactive technology'. A goal of this research is to find out the true nature of the interactive design in multimedia contents and find the course of interactive communication design research. In this paper, we pass through two stages to solve this kind of problem. At first, we studied the concept of multimedia contents from the aspect of information revolution. Next, we decided our research topic to be 'visual reacting with audio' and made audio-visual art work as graphic designers. Through this research we can find the possibility to promote 'communication' in a broad sense, with appropriate interactive design.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.2
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• pp.456-464
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• 2017

These days, the sports industry and related industries are growing very fast due to active sports participation. Recently, tourism products that integrate tourism with sport have already appeared. The products include tourism behavior, such as sports activities, sports spectating, and visiting sports memorial halls and museums, etc. This study examined the relationship among the tourist behavior, sports spectating factors, and team association components. Based on the theoretical study, a field survey was performed by questionnaires. The sports spectating factors and team association components have a slight influence on the tourist behavior after analysis using the SPSS program. The implications are as follows. First, sports teams should make efforts not only on the team's win at the sports game, but also to develop marketing strategies about the sports complex, and star players of their team. Second, sports teams have to develop tourist products that collaborate with the local tourism industry linked to tourist attractions, accommodations, souvenir shop, and entertainment facilities for sports spectators.

• Journal of Intelligence and Information Systems
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• v.18 no.3
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• pp.153-169
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• 2012

Exhibitions have played a key role of effective marketing activity which directly informs services and products to current and potential customers. Through participating in exhibitions, exhibitors have got the opportunity to make face-to-face contact so that they can secure the market share and improve their corporate images. According to this economic importance of exhibitions, show organizers try to adopt a new IT technology for improving their performance, and researchers have also studied services which can improve the satisfaction of visitors through analyzing visit patterns of visitors. Especially, as smart technologies make them monitor activities of visitors in real-time, they have considered booth recommender systems which infer preference of visitors and recommender proper service to them like on-line environment. However, while there are many studies which can improve their performance in the side of new technological development, they have not considered the choice factor of visitors for booth recommender systems. That is, studies for factors which can influence the development direction and effective diffusion of these systems are insufficient. Most of prior studies for the acceptance of new technologies and the continuous intention of use have adopted Technology Acceptance Model (TAM) and Extended Technology Acceptance Model (ETAM). Booth recommender systems may not be new technology because they are similar with commercial recommender systems such as book recommender systems, in the smart exhibition environment, they can be considered new technology. However, for considering the smart exhibition environment beyond TAM, measurements for the intention of reuse should focus on how booth recommender systems can provide correct information to visitors. In this study, through literature reviews, we draw factors which can influence the satisfaction and reuse intention of visitors for booth recommender systems, and design a model to forecast adaptation of visitors for booth recommendation in the exhibition environment. For these purposes, we conduct a survey for visitors who attended DMC Culture Open in November 2011 and experienced booth recommender systems using own smart phone, and examine hypothesis by regression analysis. As a result, factors which can influence the satisfaction of visitors for booth recommender systems are the effectiveness, perceived ease of use, argument quality, serendipity, and so on. Moreover, the satisfaction for booth recommender systems has a positive relationship with the development of reuse intention. For these results, we have some insights for booth recommender systems in the smart exhibition environment. First, this study gives shape to important factors which are considered when they establish strategies which induce visitors to consistently use booth recommender systems. Recently, although show organizers try to improve their performances using new IT technologies, their visitors have not felt the satisfaction from these efforts. At this point, this study can help them to provide services which can improve the satisfaction of visitors and make them last relationship with visitors. On the other hands, this study suggests that they managers along the using time of booth recommender systems. For example, in the early stage of the adoption, they should focus on the argument quality, perceived ease of use, and serendipity, so that improve the acceptance of booth recommender systems. After these stages, they should bridge the differences between expectation and perception for booth recommender systems, and lead continuous uses of visitors. However, this study has some limitations. We only use four factors which can influence the satisfaction of visitors. Therefore, we should development our model to consider important additional factors. And the exhibition in our experiments has small number of booths so that visitors may not need to booth recommender systems. In the future study, we will conduct experiments in the exhibition environment which has a larger scale.

• Journal of the Korean Society of Clothing and Textiles
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• v.17 no.4
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• pp.638-647
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• 1993

현재 미국에서 컴퓨터 디자인(Computer aided design)은 의류산업과 의류학 교육에 중요한 역할을 하고 있다. 그러나 한국내 의류학관련 학과에서의 CAD의 도입은 아직 초기 단계에 불과하다. 이에 본 연구는 미국내 대학을 중심으로 의류학관련 학과에서의 전반적인 CAD 교육 경향을 조사 분석하여 실질적인 자료와 국내 의류학관련 학과의 CAD 교육의 나아갈 방향을 제시하는데 그 목적이 있다. 1993년 5월, 총 19문항의 질문지가 124개 대학 의류학관련 학과에 우편으로 배포되었으며 71부가 회수되어 57%의 회수율을 나타내었다. 그 결과는 다음과 같다. 조사 대상(71개 학교)중 56%가 CAD를 커리큘럼에 포함시켰다. 특히 의상디자인 전공을 가진 학과의 79%가 CAD를 도입하여, 의상디자인 전공이 없는 학과(28%가 CAD를 도입)보다 그 비율이 훨씬 높았다. 의류학 교육에서 CAD의 도입은 1988년 이후 급격한 증가 추세를 보였으며, 대부분의 강의는 의류학분야 교수진에 의해, 의류학과 시설물내에서 이루어졌다. CAD를 독립된 과목으로 강의하는 경우 대부분 필수과목으로서 한 학기 코오스가 많았으며 3학년부터 시작되었다. CAD를 다른 의류학 과목에 포함시켜 일부분으로 강의할 경우 영역 별로는 복식 의장학 분야의 과목에, 시간 별로는 한 학기 중 "몇 주" 정도로 가르치는 경우가 가장 많았다. 전체 CAD 강의에서 다루는 주제로는 패턴 메이킹이 가장 많이 차지하였으며 그 다음에는 패턴 그레이딩, 마커 메이킹, 직물/패턴 디자인, 패션 일러스트레이션, 의상디자인 순이며 스토어 레이아웃 상품전시 및 디스플레이 계획이 가장 적었다. 본 연구 결과는 현재 CAD를 강의하고 있거나 앞으로 CAD를 커리큘럼에 도입하려는 한국 의류학 분야 교육자에게 유용한 정보를 제공할 수 있을 것으로 기대된다.

• Journal of Intelligence and Information Systems
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• v.16 no.4
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• pp.195-211
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• 2010

An exhibition is defined as market events for specific duration to present exhibitors' main product range to either business or private visitors, and it also plays a key role as effective marketing channels. Especially, as the effect of the opinions of the visitors after the exhibition impacts directly on sales or the image of companies, exhibition organizers must consider various needs of visitors. To meet needs of visitors, ubiquitous technologies have been applied in some exhibitions. However, despite of the development of the ubiquitous technologies, their services cannot always reflect visitors' preferences as they only generate information when visitors request. As a result, they have reached their limit to meet needs of visitors, which consequently might lead them to loss of marketing opportunity. Recommendation systems can be the right type to overcome these limitations. They can recommend the booths to coincide with visitors' preferences, so that they help visitors who are in difficulty for choices in exhibition environment. One of the most successful and widely used technologies for building recommender systems is called Collaborative Filtering. Traditional recommender systems, however, only use neighbors' evaluations or behaviors for a personalized prediction. Therefore, they can not reflect visitors' dynamic preference, and also lack of accuracy in exhibition environment. Although there is much useful information to infer visitors' preference in ubiquitous environment (e.g., visitors' current location, booth visit path, and so on), they use only limited information for recommendation. In this study, we propose a booth recommendation methodology using Sequential Association Rule which considers the sequence of visiting. Recent studies of Sequential Association Rule use the constraints to improve the performance. However, since traditional Sequential Association Rule considers the whole rules to recommendation, they have a scalability problem when they are adapted to a large exhibition scale. To solve this problem, our methodology composes the confidence database before recommendation process. To compose the confidence database, we first search preceding rules which have the frequency above threshold. Next, we compute the confidences of each preceding rules to each booth which is not contained in preceding rules. Therefore, the confidence database has two kinds of information which are preceding rules and their confidence to each booth. In recommendation process, we just generate preceding rules of the target visitors based on the records of the visits, and recommend booths according to the confidence database. Throughout these steps, we expect reduction of time spent on recommendation process. To evaluate proposed methodology, we use real booth visit records which are collected by RFID technology in IT exhibition. Booth visit records also contain the visit sequence of each visitor. We compare the performance of proposed methodology with traditional Collaborative Filtering system. As a result, our proposed methodology generally shows higher performance than traditional Collaborative Filtering. We can also see some features of it in experimental results. First, it shows the highest performance at one booth recommendation. It detects preceding rules with some portions of visitors. Therefore, if there is a visitor who moved with very a different pattern compared to the whole visitors, it cannot give a correct recommendation for him/her even though we increase the number of recommendation. Trained by the whole visitors, it cannot correctly give recommendation to visitors who have a unique path. Second, the performance of general recommendation systems increase as time expands. However, our methodology shows higher performance with limited information like one or two time periods. Therefore, not only can it recommend even if there is not much information of the target visitors' booth visit records, but also it uses only small amount of information in recommendation process. We expect that it can give real?time recommendations in exhibition environment. Overall, our methodology shows higher performance ability than traditional Collaborative Filtering systems, we expect it could be applied in booth recommendation system to satisfy visitors in exhibition environment.

• Korea Science and Art Forum
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• v.31
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• pp.105-118
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• 2017

The purpose of study is to examine the effectiveness of exhibition sales promotions and purchase intention for reasonable visitors. Perceived behavior control determining moderating effects on the relationship among their sales promotions and purchase intention is used as a predictive variable of unexpected impulsive purchases or negative purchase intention contrary to business intention. A total of 315 visitors who experienced the sales promotions of G-Star 2016 in Busan respond to the questionnaire and 259 forms are used to analyze the data. The main results of this study were as follows. First, except to value-added sales promotion, all of sales promotions positively impact on visitors' purchase intention. Second, as a result of analyzing the moderating effects of the perceived behavioral control consisting of control belief and perceived power on the relationships among the sales promotions and purchase intention, the control belief moderated the sales promotions such as price-off and education on purchase intention. In addition, the perceived power moderated the sales promotions such as escape and entertainment on purchase intention. In a nutshell, the degree of perceived behavior control makes critically impact on the effectiveness of exhibition sales promotions. Based on this results, it yields new insights into the way of developing various sales promotion strategies according to different features of visitors.

• Industry Promotion Research
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• v.8 no.3
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• pp.181-199
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• 2023

E-commerce is gradually upgrading from traditional text and image formats to short video and livestreaming formats. Livestreaming e-commerce enriches the content and forms of information dissemination and product display, enhances the consumer's shopping experience, and gradually becomes the mainstream new consumer scene. However, there are many negative phenomena in the development of livestreaming e-commerce, such as false propaganda, counterfeit goods, and various negative events, which seriously affect the level of consumer trust in livestreaming e-commerce. Trust is the core competitive factor of livestreaming e-commerce. Based on previous research on trust theory and combined with the characteristic elements of "people, goods, and scenes" of livestreaming e-commerce, this article constructs a trust model for livestreaming e-commerce, proposes hypotheses, and proves through empirical research that factors such as store characteristics, livestream host characteristics, brand image, product information, platform reputation, livestreaming situation, and trust tendency have a significant positive impact on consumer trust. Based on the research conclusions, this article provides insights and management suggestions, such as emphasizing the construction of store characteristic indicators, creating desirable livestream host characteristics, focusing on product brand building and selection, maintaining the display of product information, selecting suitable livestreaming platforms, and creating rich content for livestreaming situations.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.8
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• pp.2926-2934
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• 2010

The purpose of this study was to examine the satisfaction level and behavioral intention of visitors in a health care and medical equipment fair in consideration of their benefits sought. The purpose is basically meant to identify the relationship of variables related to the satisfaction level of the visitors, their satisfaction level with benefits sought and behavioral intention to provide useful information to hosts of health care and medical equipment fairs and related people. The subjects in this study were 250 people who were selected from among the visitors in a health care and medical equipment fair in Wonju. After a survey was conducted, the collected data were analyzed by SPSS 14.0 and AMOS 16.0 programs, and descriptive statistics, factor analysis, reliability analysis and structural equation modelling were utilized. The findings of the study were as follows: Benefits sought had a significant impact on satisfaction level and behavioral intention, and satisfaction level affected behavioral intention in a significant manner as well. So all the hypotheses formulated in the study were accepted, and those who hosted a health care and medical equipment fair should try to address the needs of participants in the light of their characteristics and provide appropriate event products and services to stir up their satisfaction level and behavioral intention.

• The Journal of the Korea Contents Association
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• v.19 no.1
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• pp.163-173
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• 2019

The purpose of this study is to analyze the influence relationship of spectators' evaluation, perceived value, overall satisfaction, and loyalty on the service quality of Goyang International Flower Exhibition. As a result of analysis, first, it turned out that the higher the quality of the fair service, the higher the perceived value, overall satisfaction and loyalty. Especially, fair service quality showed a greater influence on overall satisfaction than on perceived value. Therefore, in order to improve the quality of the fair service, careful planning and operation of event content, accessibility, and convenience are required. Second, perceived value did not have a positive (+) effect on overall satisfaction, but it had a positive (+) effect on loyalty. The reason for this is that the spectators' evaluation of the perceived factors that can induce the interest of the flower product and the increase of the purchase, such as the quality problem of the product, the design problem, the exhibition and display problem, was low. Third, both perceived value and overall satisfaction had a positive (+) effect on loyalty, but the effect of overall satisfaction was greater than that of perceived value. Therefore, a strategy for enhancing the perceived value is required.