• The Journal of the Korea Contents Association
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• 제18권9호
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• pp.1-13
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• 2018

Creating shared value (CSV) is a strategic approach connected to social value by moving away from a corporation's profit and competition oriented strategies. This study attempted to analyze consumers' perception and intention to participate in corporation's CSV practices. The results are as follows. First, consumers tend to have positive perception toward the practicability of CSV strategy. Second, a structural equation model was established and verified to analyze the relationship among the perceived practicability of CSV, perceived benefits for corporations and consumers and consumers' intention to participate in CSV strategy. Specifically, the result showed that consumers' perception on the practicability of CSV has positive effect on the perceived benefit for corporations. Also, consumers' perception on the benefits they may receive through CSV was positively affected by the perception on the benefits for corporations. The result indicated that consumers' perceptions on benefits of CSV have positive influence on consumers' intention to participate in CSV strategy.

• The Journal of the Korea Contents Association
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• 제19권9호
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• pp.162-180
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• 2019

This study examined the effects of value-in-behavior toward pro-social consumption behavior on consumers' pro-social practices and the moderating effects of consumer's social capital based on trust and reciprocity that enhances collective actions to seek socially common values. The result showed that the value-in-behavior toward pro-social consumption was positive in general, and altruistic value was the highest, followed by emotional value, social value, and functional value. The pro-social behaviors of age groups were significantly different. In all pro-social behaviors, the older group was more active, except for the rejection of the unfair business. The result also showed that the functional value and emotional value have significant effects on consumer's pro-social practices. The interaction effects between trust and emotional value and between reciprocity and functional value were significant. Based on these results, the theoretical and practical implications for facilitating the transition to the direction of consumer's role in making positive social impacts.

• Korean Association of Arts Management
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• 제52호
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• pp.107-133
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• 2019

This article is aimed at exploring what factors influence the perception change of the consumers for the cultural heritage values in the case of the cultural heritage policy program entitled with the cultural heritage Yahaeng. The consumers is considered as a key factor in the value creation system of the cultural heritage Yahaeng. It is necessary that the priority of the cultural heritage Yahaeng should be shifted from the supplies to the consumers. The consumer-based model of cultural heritage utilization is used as a theoretical framework. This study examines the influence of cultural heritage authenticity, cultural motivation, management system, loyalty on the perception change of the consumers for the cultural heritage values. This study is empirically examined by the means of a survey conducted on 205 visitors in the case of the Suncheon Yahaeng. The results indicate that the cultural heritage Yahaeng positively influences the perception change of the consumers for the cultural heritage values. In addition, the results indicate that cultural heritage authenticity is the most important factor which positively influences the perception change of the consumers for the cultural heritage values. In addition, the results indicate that cultural motivation positively influences on the perception change of the consumer for the cultural heritage values through the mediating variable of the loyalty. In line with its results, the article recommends that the significance based management system, evaluation system focused on the perception of the consumers for the cultural heritage should be established in the future. The article concludes that the local residents should be importantly considered as consumers and the collaborative partners in the cultural heritage Yahaeng.

• The Journal of Society for e-Business Studies
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• 제22권1호
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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 Distribution Research
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• 제11권1호
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• pp.21-40
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• 2006

The purpose of this paper is to investigate how evaluation of sales promotion is affected by consumer's perception on sale promotion tools(SP). Perception on SP is supposed to be classified into reduced loss and separate gain according to characteristics of SP, that are benefit realization period(immediate vs. remote), easy to calculate cash value(easy vs. difficult), and purchase occasion(concurrent vs. different). Hypothesis testing using ANOVA and structural equation model about data that is collected from college students based on experimental design, reveals that immediate realization and easy calculation make SP tool perceived as reduced loss. And perception as reduced loss is more effective to be evaluated as high value and lead to purchase intention.

• Journal of the Korean Applied Science and Technology
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• 제40권5호
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• pp.1043-1054
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• 2023

Amidst the rapid growth of the vegan cosmetics market, consumer orientation towards environmental and ethical values has been intensifying. However, research on this subject remains limited. This study delves into the relationship between consumer value perception, environmental motivations, and perceived barriers influencing the purchase intentions of vegan cosmetics. Conducting a PLS-SEM analysis on a sample of 300 women with experience using vegan cosmetics, it was discerned that monetary value, social value, brand value, emotional value, quality value, and environmental knowledge play significant roles in influencing purchase intentions. The moderating effect analysis highlighted image barriers and value barriers as crucial factors. Through Importance-Performance Map Analysis, emotional value emerged as a pivotal element in strategizing to strengthen the purchasing intentions for vegan cosmetics. This research contributes both theoretically and practically to enhancing the competitive edge of the vegan cosmetics market and promoting sustainable consumption behavior.

• Journal of the Korea Institute of Information and Communication Engineering
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• 제23권6호
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• pp.697-703
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• 2019

This study looked at what the perceived recognition and user characteristics of 3D printers have to do with perceived value and intention of continuing use. The data collection was conducted by 300 people, including employees who lived in Korea and used 3D printers. Research has shown that firstly, perceptual perception affects perceived values and intended use. Second, user characteristics have been shown to affect perceived value and intended use. Third, it appears to have a positive effect on perceived values and the intention of continuous use. Therefore, by fully recognizing the usefulness and ease of 3D printers to consumers, and by making them aware of the convenience and reliability of consumers, it will be effective if a strategy is established that has put a lot of interest and effort into making 3D printers more popular and active by enhancing consumers' intention to continuously use 3D printers.

• Journal of Korea Technology Innovation Society
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• 제21권2호
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• pp.684-714
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• 2018

Contrary to predictions, the market diffusion of smartwatch is proceeding slowly. Smartwatch companies should pursue new strategies to overcome this so-called chasm; however, little is known about smartwatch attributes valuable for target consumers. This study investigates beneficial and sacrificial features influencing overall perceived value of smartwatch, which in turn affects usage intention, and considers moderating effect of personal innovativeness. A total of 323 usable data were analysed using partial least squares. The results show that two benefits (utilitarian and hedonic) and three sacrifices (usability, performance, and finance) significantly impact on usage intention via perceived value. A significant effect of personal innovativeness as a moderator is also observed. Interestingly, the influence of social benefits on perceived value is not supported, which means strengthening image improvement strategies might not be appropriate for the diffusion. In order to overcome the chasm, suitable strategies should be used, and focusing on consumers who are highly innovative are strongly recommended.

• The Journal of the Korea Contents Association
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• 제17권8호
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• pp.551-559
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• 2017

This study was to find out recognition of customers on association between necessity of Hospital Brand Identity and service value, to suggest efficiency contents of public relations(PR) for give shape to positive emotion or emotional empathy about hospital. The result of study, necessity of Brand Identity in hospital PR contents was recognized to order facility environment specialized sector of medical service scale of hospital reputation of doctor, recognized to higher necessity of Hospital Brand Identity in case lower to use of practical hospital. In association between necessity of Brand Identity and service value of Hospital Brand Identity was confirmed to be higher recognize service value if more higher recognize necessity about scale and reputation of doctor. Accordingly, to suggest PR contents for give shape to positive and emotional empathy in relation of customers, small and medium hospitals will important finding process a specific character in each other hospitals, the value will be consider for efficiency marketing to reflect opinions of customers.

• Journal of Korean Home Economics Education Association
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• 제27권1호
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• pp.67-83
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• 2015

The purpose of this study was to explore the levels of ethical consumptions and related variables on ethics of adolescents as consumers. This subjects were 552 middle and high school students. The research results are summarized as follows. 1. The scores to measure ethical consumptions level of the adolescents was ranged from 2.87 to 3.08, which were relatively low. 2. The ethical consumptions(fair-trade product consumption, donation and giving, local consumption and eco-friendly consumption) in demographic variables were found to have significant differences depending on their religion, perceived social class, father's education and mother's education. 3. The result of hierarchical regression analysis indicated that consumer education experience, the eco-friendly values, materialism, saving, experiencing mass media on affecting the fair-trade product consumption. The major variables affecting the ethical consumptions in the donation and giving were materialism, consumer education experience, experiencing mass media and the eco-friendly values. The significant variables affecting the local consumption were the eco-friendly values, consumer education experience, materialism, experiencing mass media and saving. The major variables affecting the eco-friendly consumption were the eco-friendly values materialism.