• Proceedings of the Korean DIstribution Association Conference
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• 2006.05a
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• pp.141-164
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• 2006

오늘날 새로운 마케팅 기법으로서 고객중심적인 체험마케팅의 중요성이 증대되고 있다. 본 연구는 여성화장품 소비자의 체험마케팅이 브랜드 인식에 미치는 영향을 파악하는데 목적을 두고 있다. 연구는 설문조사를 통해 수행하였으며 설문조사는 국내 한 화장품회사의 체험행사에 참여한 여성으로 하였다. 설문은 체험마케팅 참여 전과 후로 나누어 두 차례 동일한 상대를 조사하여 그 결과를 비교하였으며, 연구결과 첫째, 체험마케팅 행사 참여 후 브랜드인지도의 향상은 유의한 것으로 나타났고. 둘째, 체험마케팅 행사 참여 후 브랜드 신뢰도도 유의하게 향상된 것으로 나타났다, 셋째, 체험마케팅 행사 참여 후 브랜드충성도도 유의하게 향상된 것으로 나타났고 넷째, 체험마케팅 행사 참여 후 브랜드이미지도 유의하게 향상된 것으로 나타났다. 따라서 본 연구는 소비자의 브랜드 인식을 향상하는데 있어 체험마케팅의 효과가 입증되었다.

• Knowledge Management Research
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• v.25 no.1
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• pp.89-109
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• 2024

The development of digital technology has given rise to a new service model: self-service. This model introduces the concept of "digital shadow work", in which consumers conduct unpaid behind-the-scenes digital tasks instead of employees. While consumers are engaging in increasingly more digital shadow work in self-service environments, they are unaware of their unpaid labor. This raises concerns about consumer rights and businesses' long-term sustainability and health. This study aims to reveal the psychological awareness factors that influence consumers' decisions to engage in digital shadow work in self-service environments. This exploratory qualitative study utilizes a grounded theory approach and semi-structured interviews to reveal the psychological awareness factors that contribute to consumers' decision to engage in digital shadow work. By revealing the psychological awareness of decision-making factors, this study enhances consumer's understanding and awareness of digital shadow work, which helps increase their awareness of self-protection in the context of self-service technologies. Additionally, understanding consumers' decision-making psychology is crucial for non-face-to-face self-service technology companies and provides a theoretical basis for sustainable and healthy business development.

• Journal of Digital Convergence
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• v.11 no.3
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• pp.85-93
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• 2013

This study were investigated in Korean and Chinese consumers' awareness about the controversial ads expressions. Any ethical evaluation and consumers about the issue of the type of ad that is examined, and also the difference between Korea and China, the consumer perception of advertising ethics evaluation is confirmed. Korean and Chinese consumers consumerism to promote awareness and relevance is analyzed. Firstly, the negative role of advertising in terms of positive perceptions of Chinese consumers significantly higher. The other hand, recognize the positive role in the Korean consumer awareness was high. Second, the Korean consumer advertising that targets children positive response compared to Chinese consumers higher. Third, Sexual Appeal for Chinese consumers think that is very generous compared to Korean consumers were Fourth, Korea and China consumers about tobacco advertising for all tobacco advertising was negative ethical perception. Fifth, obnoxious ad, ads, such as racial discrimination and acts for all bilateral consumers very negative comments were, for the spread of AIDS, bilateral consumers allow condom ads for all the positive responses demonstrated. The results of this study advance into China and the Korean company's executives and advertising agency advertising practitioners to formulate a strategy to accommodate an effective message.

• Journal of Digital Convergence
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• v.13 no.9
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• pp.105-114
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• 2015

This study aims 1) to identify distinctive consumer groups according to their perception of benefits and costs of Online Behavioral Advertising(OBA), 2) to explore differences among them, and 3) to investigate antecedent variables that affect the consumers' perception of OBA. Online survey data collected from 1,000 online users. The findings of this study are as follows. First, the result of cluster analysis identified four distinctive consumer groups according to the levels of perceived benefits and costs of OBA: 'Indifferent group', 'cost-centered group', 'benefit-centered group', and 'Benefit-cost balanced group'. Second, four consumer groups showed differences in their demographics, advertising related variables, privacy related variables, and technology related variables. Third, according to multinomial logistic analysis, it was found that there were different factors affecting consumers' perception of benefits and costs of OBA.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2002.05a
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• pp.366-372
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• 2002

본 연구는 제 1보와 2보로 구성되었으며, 본 연구의 목적은 1) 동작 인식형 입력기술에 기반한 디지털웨어(이하, DMDI로 약칭함)의 의류상품화 가능성을 탐색하고, 2) 소비자의 잠재적 수요에 기초하여 DMDI의 디자인을 개발하는 것이다. 제 1 보에서는 소비자의 DMDI 에 대한 잠재수요를 고찰하기 위하여, 디자인 에스노 그래피적 견지에 기초하여 개발된 심층면접 방식 및 범주분석 방식을 취하였다 그 분석 결과를 토대로 하여, DMDI를 위한 7가지의 가능성있는 애플리케이션 영역과 DMDI의 6가지 디자인 방향이 제안되었으며, 이를 토대로 디자인 프로토타입 개발을 위한 기본형 디자인을 제시하였다. 제 2보에서는 제 1보의 결과를 토대로 하여 DMDI의 디자인 프로토타입을 개발하였다. 본 학술발표는 제 1보의 내용을 중심으로 하여 DMDI에 대한 소비자 수요의 분석결과와 DMDI를 위한 기본형 디자인을 주요 내용으로 구성하였다.

• The Journal of Society for e-Business Studies
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• v.22 no.1
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• pp.123-146
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• 2017

The information that consumers share in the SNS (Social Networking Service) has a great influence on the purchase of consumers. Therefore, it is necessary to pay attention to new research methodology and advertising strategy using Social Big Data. In this context, the purpose of this study is to quantitatively analyze customer value through Social Big Data. In this study, we analyzed the value structure of consumers for the three smartphone brands through text mining and positive/negative image analysis. Analysis result, it was possible to distinguish the emotional aspects (sensitivity) and rational aspects (rationality) for customer value per brand. In the case of the Galaxy S7 and iPhone 6S, emotional aspects were important before the launch, but the rational aspects was important after release date. On the other hand, in the case of the LG G5, emotional aspects were important before and after launch. We can propose two core advertising strategies based on analyzed consumer value. When developing advertising strategy in the case of the Galaxy S7, there is a need to emphasize the rational aspects of product attributes and differentiated functions. In the case of the LG G5, it is necessary to consider the emotional aspects of happiness, excitement, pleasure, and fun that are felt by using products in advertising strategy. As a result, this study will provide a good standard for actual advertising strategy through consumer value analysis. Advertising strategies are primarily driven by intuition or experience. Therefore, it is important to develop advertising strategies by analyzing consumer value through social big data analysis.

• Journal of the Korea Society of Computer and Information
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• v.27 no.5
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• pp.225-232
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• 2022

This study aims to empirically examine whether consumers' perceptions of Chinese e-commerce firms's CSR activities, along with psychological construct of company-consumer identification, and corporate trust affect their purchase intention based on theory of reasoned action. The study used a survey method for data collection to confirm research hypotheses with a total of 240 respondents used for final analysis. The results showed that economic responsibility, ethical responsibility, and legal responsibility have a positive effect on consumers' purchase intention. In addition, corporate trust and company-consumer identification were found to mediate the relationship between consumers' CSR perceptions and purchase intention. The result of this study is expected to provide useful theoretical as well as practical implications to advance the current understanding on the effects of consumers' CSR perception on business performance.

• Journal of Digital Convergence
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• v.12 no.8
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• pp.187-196
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• 2014

Most Consumers don't pay attention the process of giving consent for the provision of personal information. The terms of giving consent of personal information provision including 3rd party provision related contents. Although personal information leakage were related 3rd party sharing, consumers can't recognize the details. Therefore, this study focused on the perception of 3rd party provision of personal information. Consumers recognized 3rd party as who are related the service offer or not. Consumers want to know the cases of personal information sharing to the 3rd party, and if the business operators got benefit to share personal information with 3rd party, consumers want to know the facts. To understand the terms easily, the format have to be revised and to be standardized. Standardization of consent forms is very important for consumers to understand the difficult documents and the development of the business system to collect and use consumer's personal information to guarantee the right to self-determination of personal information.

• Journal of Nutrition and Health
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• v.55 no.4
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• pp.492-505
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• 2022

Purpose: This study was undertaken to examine the perception of Korean consumers regarding soybean meat. Using the Dietary Identify Questionnaire (DIQ), the data obtained were analyzed to identify various factors related to a plant-based diet. Methods: A consumer survey was conducted from June 1^st to 30^th, 2021, targeting 260 Korean consumers over the age of 20 years. Subjects were asked to answer six questions related to the perception of soybean meat. Of the 52 items present in the DIQ, 33 items were verified and reconstructed. All data were analyzed using the SPSS statistics (ver.25). Results: The subjects were divided into two groups, 'passive consuming group' and 'active consuming group', based on their perception of soybean meat. Demographic analysis according to the perception of soybean meat showed significant differences in age, marital status, academic background, and family members. The DIQ was categorized into 7 types: prosocial motivation, out-group regard, centrality, public regard, personal motivation, strictness, and private regard. Comparing by perception about soybean meat, significant differences were obtained between both groups for 'prosocial motivation (p < 0.01)', 'centrality (p < 0.01)', 'private norm (p < 0.05)', and 'personal motivation (p < 0.001)'. The 'passive consuming group' showed relatively low scores in all 4 factors. Conclusion: In the future, the results of this study can be applied to define the meaning of vegan in Korea. We believe our results will provide basic marketing data for the plant-based meat market. This will help expand the soybean meat market for a sustainable life for consumers, which is based on various needs such as health and the environment.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.576-584
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• 2020

The effect of conducted using Q research method, which is one of qualitative analysis methods that can approach in-depth and essential meaning of Spanish restaurant's perception of dining out consumers. The purpose of this study is to classify Spanish restaurant's perceptions of catering consumers by type, to find out the characteristics among them, and to suggest future improvement directions. An exploratory study was conducted using Q-methodology to analyze the subjective perceptions of restaurant customers in Spanish restaurants. To this end, the Q-sort, which consists of a statement card, a P-sample, and a classification process, was analyzed through Q factor analysis using the PC QUANL program. The results were classified into two types. Type 1 (N=10): Spanish restaurant preference, Type 2 (N=7): The name of the factor was set as the type of professionalism in Spanish restaurants. Each type was found to have different characteristics. Each subjective perception detected through this analysis can be used as basic data for various studies.