• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.6
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• pp.103-115
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• 2018

Recently, our interests are growing up the local food with global food's internationalization. Our interest about local food is increasing with agricultural crises and food safety. And this research will study how the local food cultural experience effect to local food's customer satisfaction and customer royalty. This study analyze customer who experienced the local food cultural experience. And we follow Pine & Gilmore's theory. They proposed the experience economic theory, which proposed 5 factors to analyze customer. Those are educational experience, emotional experience, entertaining experience, escaping experience, and physical experience. We select two factors, which are entertaining experience and physical experience. And we will study the customer satisfaction and royalty of the perceived customer by the two experienced factors. Especially, we analyze the local food policy, cultural factors related with local food, and customer's perceived value effect, and then, we will figure out the correlations among factors, propose the policy implications related with local food cultural experience and economic value creations of rural economy.

• Asia Marketing Journal
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• v.12 no.4
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• pp.27-54
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• 2011

This research attempted to present the efficiency of culture marketing to the organizations producing culture-art products and to the companies utilizing art and suggest the practical viewpoints to the culture and art policy agencies. The methodology used was to take an in-depth look at the consumer value cognition and benefits of culture-art products in contemporary consumption culture from a social context by conducting a total of 12 Focus Group Interviews, consisting of 58 males and females in their 10s~50s who can represent culture-art product consumers. The culture-art products refer to the artist's spiritual, actual act of creating or to the end products with economic exchange value. They are also sense goods and merit goods that affect the mental state of consumers. By looking at culture-art products as consumer merit goods, this research examined consumer value cognition of culture-art products based on the characteristics culture-art products. As a result, this research determined that consumers view culture-art products largely as 'aesthetic and sensuous merit goods', 'actual and individual merit goods', and 'social public property'. As 'aesthetic and sensuous merit goods', culture-art products are considered as the products of an artist's creative activities; as 'social public property', culture-art products have a public value in terms of ownership; and as 'actual and individual merit goods', culture-art products act on the spirit and reality of a consumer in terms of consumption. As a result of analyzing the benefits of culture-art products based on the above-mentioned consumer value cognition, it was observed that the benefits of culture-art-product consumption are chiefly divided into 'aesthetic character-oriented', 'social relationships-oriented', and 'individual benefits-oriented' depending on how consumers see culture-art products. A 3-conceptional structures model was constructed according to the relationship between consumer value cognition of culture-art products and the benefits. This research revealed that consumers who pursue the aesthetic value or sense of beauty as the central reason experience culture-art products themselves, enjoy intellectual quests, and pursue their satisfaction by expressing affection for and interests in culture-art products. On the other hand, consumers who pursue social value as the central reason as a means of communication by perceiving culture-art products as a public property of society, pursue sympathy with people close to them through the symbolic power of culture-art product consumption or the joy of self-display. Consumers who perceive art products as spiritual and actual merit goods and pursue consumer value as a central reason want to express their own personality, develop themselves, and differentiate themselves or identify themselves with others in the context of social relations for the ultimate goal of living a happy and satisfied life while pursuing to satisfy imminent and actual necessities as emotional stability and rest. The fact that culture-art product benefits could vary according to how a consumer perceives them implies that consumer value cognition of culture-art products and their benefits significant affect consumers' decision in choosing and consuming various culture-art products. It turned out that such benefits from the consumption of culture-art products reflect the complex contemporary consumption culture of rational consumption, symbolic consumption, experiential consumption, and social reflective consumption. This research identified conceptional structures of consumer value cognition on culture-art products and benefits that can be used for studying and understanding culture-art products consumers who pursue a variety of consumption values. They can also be used by private companies in utilizing art, as well as by national agencies in enhancing the population's quality of life. However, since this research could only conceptually grasp consumer perception of culture-art products and reveal the dimension of classification due to its own limitations arising from characteristic investigation, quantitative data on the benefits of culture-art product consumers should be measured in future studies through a quantitative investigation, while using the value cognition of culture-art products and the individual characteristics of consumers as variables based on this research.

• Journal of the Korean Society for Library and Information Science
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• v.40 no.2
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• pp.243-261
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• 2006

Variety methods are applied to estimating the value of a public library. This study explored the methods valuing of a public library focused on the consumer surplus and contingent valuation and measured the direct economic value of a public library by using these methods. 84% of the respondents are perceived that public library impact their life. And the users indicated that they are willing to pay 8,720 won per month to use a public library and 1,470 won to borrow a book from the library. Given reasonable assumptions about the cost of service, users place a value on the use of a public library is 1/3 times, the borrowing a book from the library is 3 times.

• Journal of Korean Library and Information Science Society
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• v.38 no.3
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• pp.321-334
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• 2007

Marketing techniques developed for private organizations are being widely used in libraries. The primary focus in marketing has shifted to maximizing user perceived value from the perspective of library users. This paper examines library as an industry as a way to establish the basis for library's overall value, applies the R-I-R model and its taxonomy of value in using library and information services, and proposes market orientation approach to systematically plan and coordinate academic library marketing activities.

• The monthly packaging world
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• s.276
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• pp.98-101
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• 2016

월간 포장계에서는 금번 4월호부터 12월호에 걸쳐, 패키지디자인에 있어서의 심리학의 중요성을 피력해 보고자 한다. 본 지는 이를 통해 패키지디자이너는 물론 경영자, 패키지 관련 용기, 기계, 재료 등 전 분야의 종사자들이 패키지디자인을 하는데 있어서 마케팅적 사고의 범주에서 벗어나 소비자 심리를 이해하고 공감하기를 기대해 본다. 본 고에서는 '포장디자인은 소비자 기억을 촉진시키도록 디자인되어야 한다'는 명제 아래, 패키지디자인은 기업의 일방적인 메시지에 앞서 소비자가 원하는 정보를 소비자 가치 기준에 맞춰 디자인해야 할 것을 강조해 보고, 소비자의 기억을 촉진시켜 구매로 유도하기 위해 전략적으로 디자인 해야할 것을 제시해보도록 한다.

• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.624-628
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• 2008

The purpose of this study is to investigate the "map of mind" or subjectivity regarding consumption behaviors of consumers in the digital environment. This study investigated the values and psychological and behavioral characteristics that motivate consumption for each types of consumers in digital environment. 76 Statements were selected from literature review and popular press articles that introduced consumption related phenomena. A total of 33 participants included experts on digital consumption and lay person, The results indicated that there are 6 groups representing Korean consumption patterns in digital environment: Digital Modernist, Digital Boomer, Digital Chic, Digital Ludens, Digital Conservative, and Digital Renaissance. This research is meaningful in that it provides a framework to view the diverse consumption behaviors in a more holistic rather than independent perspective, considering psychological aspects such as personal values and lifestyles.

• Archives of design research
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• v.19 no.4 s.66
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• pp.5-16
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• 2006

This research premises that design failure in the market can stem partially from the gap between designer's communication intension through design and consumer's signification for design. Therefore, it's necessary that designers should examine and understand consumer's signification process for design factors or overall design images that they consider in the design process. For this, this research suggests that understanding consumer's signification process is possible by performing value categorization, consumer segmentation, value identification of main target consumers and relationship examination between value of target consumers and design attributes based on Means-End model by reviewing various theoretical backgrounds. In addition, this research suggests contents and methods for performing each step of understanding consumer's signification process. Also, Laddering was suggested as a method for the study and a case study was performed by it. Finally this research claims that understanding consumer's signification process can be one of the methods that decrease failure possibility rather increase success possibility of design in the market.

• The Journal of the Korea Contents Association
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• v.14 no.12
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• pp.924-934
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• 2014

In the last 10 years the digital music contents market has grown rapidly. However digital music contents product and services are not managed with product planning and price policy considered customer attitude and digital music contents values. This study is to define the value properties of digital music contents services based on streaming and download as genre, price, sound quality, and usage appliance, and suggest the strategic market price and service composition of digital music contents service by customer attitudes about the value properties. The research used the conjoint analysis methodology based on the hedonic price model and collected 405 questionaries by users of Korean digital music contents services to the analysis. Hence 'sound quality' in download platform, and 'appliance' in streaming platform were the elements to evaluate the customer attitude. The results present the music contents productions and companies have to provide the differentiated services and price by the value properties of user preference in the market.

• The Journal of the Korea Contents Association
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• v.17 no.1
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• pp.532-549
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• 2017

This study identifies the pet-name using the celebrity's endorser and the pet-naming effect by the subject of creating brand identity. For this study, pet-naming types are made up of 3 types(non pet-named/pet-naming by company intention/pet-naming by customer's word of mouth). As the results of this study, pet-naming types affects the perceived value. The perceived value has a perfect mediating effect between pet-naming types and consumer response. Also, the level of informative interpersonal influence has significant interaction effect between pet-naming types and perceived value. The research, therefore, reaches several important conclusions. First, when the pet-naming types were consisted, customer's brand identity creating phenomenon was included. Second, pet-naming types affects the confirmed perceived value which is the customer's view. Third, susceptibility to interpersonal influence was differently identified with normative interpersonal influences and informative interpersonal influences. Furthermore, this study analyzes the market's behavior trends, and in extend the progression of pet-name marketing.

• Journal of Distribution Research
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• v.8 no.2
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• pp.1-18
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• 2003

This study has tried an integrated approach toward consumer response difference between the online internet shopping mall and the off-line department store focusing on the moderating role of shopping value according to shopping situation. This study has analyzed consumer behavior differences between online and off-line channel formats in one framework and identified differences in consumer behaviors between the two channel formats. Managerial implications of this paper include measuring the effects of the integration of online and off-line channel and developing multichannel strategy. This paper suggests marketers to develop channel strategies based on customer segmentation criteria reflecting different consumer shopping value between online and off-line channel formats rather than developing strategies based only on the conventional marketing mix.