• The Journal of the Korea Contents Association
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• v.22 no.9
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• pp.322-327
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• 2022

Based on goal-achievement and embodied cognition theories, this research investigates how goal-achievement status, which is specified into goal under-achievement, achievement, and over-achievement, influences one's preference for the degree of hardness (vs. softness) in products. The results reveal that consumers who have not yet reached or who just met their goals compared to those who over-achieved their goals want their products (e.g., pillows, mattresses, chairs) to be firm rather than soft. Existing embodied cognition studies have mostly focused on how physical experiences affect consumers' judgments and product preferences, whereas this research shows that consumers can automatically pursue physical experiences according to their goal achievement status.

• Asia Marketing Journal
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• v.2 no.2
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• pp.39-62
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• 2000

많은 소비자 행동은 목표 지향적 행동으로 볼 수 있다. 이처럼 목표가 소비행동에서 차지하는 비중이 높다보니 최근 들어 목표자체에 대한 연구와, 목표의 추구와 성취에 있어 태도의 역할에 대한 연구에 상당한 관심이 집중되고 있다. 그런데 지금까지의 태도연구는 주로 이성적인 행동에 그 초점이 맞추어져 왔으며 그 대표적 모델은 Fishbein과 Ajzen의 이성적 행동이론이다. 이성적 행동이론이 소비행동을 설명하는데 많은 기여를 했으나 목표지향적 행동을 설명하는데는 어느 정도 한계가 있다고 지적된다. 이 논문에서는 이성적 행동과 목표지향적 행동과의 차이점들을 살펴보고 목표지향적 행동을 설명하는 새로운 연구모형으로서 시도이론을 소개하였다. 또한 시도이론에 대한 실증 분석의 결과들을 제시하고 있다.

• Journal of Venture Innovation
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• v.6 no.4
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• pp.83-97
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• 2023

The growth of the live commerce market allows you to conveniently and simply start live commerce anytime, anywhere with a smartphone. The use of smartphone services provides continuous communication and is used while feeling psychological attachment, and it leads to psychological attachment, self-consistency with consumers themselves, and self-identity. This study focuses on the motives and perceptions of consumers using live commerce. In other words, we will examine the relationship with service attachment through the moderating effect of self-efficacy and control focus tendency as consumers' personal and psychological characteristics. In other words, the tendency of regulatory focus, which determines the direction of behavior of consumers according to their motives and goals, affects the service attachment of live commerce. We believe that self-efficacy, which is personal confidence and belief that you can plan and execute on your own for the desired outcome in a given situation or task, will control this relationship. As a result of this research, consumers who highly perceive prevention focus were more likely to avoid negative consequences and pursue safety and obligations. Their attachment to live commerce services was stronger, offsetting their confidence and self-efficacy. When using live commerce services, the more they perceive that information acquisition is beneficial, the higher their belief, and self-efficacy, so service attachment, which is an emotional experience as well as a cognitive experience, is strongly formed for consumers with a preventive focus to avoid safety-seeking and negative consequences. Through the present research results, we believe that it will be helpful in operating strategies and management for companies and small business owners who want to understand the psychological behavior of consumers in using live commerce services.

• Journal of the KSME
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• v.35 no.8
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• pp.709-715
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• 1995

날로 그 중요성이 대두되고 있는 환경보존 문제에 능동적으로 대응하고 여러 계층 소비자의 안 전도, 쾌적성 등에 관련된 요구, 성능의 수준향상에 효과적으로 대처하기 위해서는 차량의 경량화 기술이 가장 먼저 선행되어야 할 과제이다. 경량화를 추구하는 방법은 최적설계 개념을 이용한 구조합리화에 의한 방법과 알루미늄, 강화 플라스틱 등 신소재 대체에 의한 방법이 병행 연구 되고 있다. 이 글에서는 구조합리화를 통한 경량화 목표를 달성하기 위해 설계 초기 단계에 활용 가능한 단순 보 모델 개발의 필요성에 관해 언급하고 실차의 도어 측면 붕괴강도(door side intrusion strength), 루프 붕괴강도 (roof crush strength) 해석을 위한 단순 보 모델 개발에 관해 소개하고자 한다.

• 한국벤처창업학회:학술대회논문집
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• 2017.04a
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• pp.21-21
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• 2017

귀농귀촌 문화가 유행하고 농업의 미래 가치에 대한 인식이 변화되면서 농산업으로의 새로운 진출을 계획하는 인구가 늘고 있다. 우리의 농업은 자급자족경제로부터 상업경제로 발전되어 왔고, 글로벌 시장 개방 및 생산 기술의 지속적 발전으로 공급이 수요를 초과하며 가격이 점점하락하는 추세를 보이고 있다. 농업 현장의 여러 어려움에도 불구하고 농산업의 긍정적인 여건들도 형성되고 있다. 올바른 먹거리를 추구하는 식품 소비패턴의 변화, 환 생태 치유 자연에 대한 소비자의 관심고조, 스마트 팜과 같은 생산환경의 자동화, 지역 자원을 근거한 공동경영체 운영 등과 같은 현상이 두드러지게 나타나고 있다. 이러한 시점에 농산업분야에 새로이 진출하고자 하는 개인 또는 소규모 사업주체들은 자신의 사업에 대한 정체성을 이해하고, 효율적인 사업운영을 위한 차별화 전략을 확보할 필요가 있다. 본 연구는 개별 또는 소규모 조직의 농업인과 예비농업인들이 자신의 사업에 대한 정체성을 이해하고, 사업운영을 위한 전략 선택을 돕는 비즈니스모델 템플릿 개발을 목표로 하였다. 이를 위해 농업 전문가, 창업 전문가, 비즈니스모델 전문가 풀을 구성하여 농산업 특성을 이해하고 최근 농업 농촌에서 이슈가 되고 있는 농업비즈니스 트랜드를 분석하였다. 근거 자료 및 전문가 토론을 통해 농산업 비즈니스를 '시장가치 추구형', '사회적가치 추구형', '연대하는 시장가치 추구형', '연대하는 사회적가치 추구형'의 4가지 유형으로 구분하고, 각 유형별 사례기업을 조사하여 비즈니스모델을 분석하였다. 비즈니스모델은 비즈니스모델 젠 캔버스를 이용하여 표현하였다. 비즈니스모델 젠은 비즈니스 유형에 따라 일반 창업형, 협동조합형, 임팩트비즈니스형 등 차별화된 캔버스 모델을 제공하고 있으며, 고객중심의 비즈니스 관점을 보다 세밀히 제공하는 툴이다. 본 연구에서는 비즈니스모델 젠을 통해 4가지 유형의 농산업 비즈니스 모델을 분석하였다. 본 연구의 결과는 농산업에 진출하는 사업주체의 사업진행 방향 및 전략선택을 위한 교육 컨설팅 현장에서 널리 이용될 수 있을 것으로 판단된다.

• Journal of Service Research and Studies
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• v.13 no.2
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• pp.130-145
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• 2023

The digital transformation of finance is accelerating, and digital banking has already become a major banking channel. Banks have traditionally placed importance on CRM(Customer Relationship Management) and have tried to retain their loyal customers, who contribute significantly to the bank, such as long-term transactions, holding accounts with a certain balance or more, and holding loans. In this situation, this study exploratorily analyzed the consumer behavior of digital banking deposits in a major bank of Korea(1,145 samples). Statistical analysis was performed using SPSS. The main findings of the study are summarized as follows. It was found that there were differences of consumer behavior in digital banking deposits by generation, and the MZ generation used digital banking more on holidays than other generations. As a result of analyzing the behavior of existing loyal customers and regular customers of digital banking deposit, there was a significant difference in both the amount and period of the deposit. It was confirmed that the existing loyal customers of the bank also engage in consumer behavior that contributes to the bank in digital banking. In addition, the interaction between the customer type and the date of sign up for the deposit period, which is the goal setting of financial consumers, it was found that there was a significant effect. This study empirically analyzed the consumer behavior of digital banking in a situation where decrease of bank branches and encounters with digital banking. The major concepts of the consumer behavior theory are Loyal Customer, Goal Pursuit, and Habit, which were confirmed in an example of digital banking. The results of this study can suggest practical implications for existing banks and Internet-only banks, including the importance of customer management in digital banking.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.303-317
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• 2020

As the penetration rate of smart phones has spread and functions have been developed variously, a new advertising medium called mobile advertising has emerged. In addition, various mobile advertisements targeting teenagers, where most of their daily lives are conducted using smartphones, have been activated. Adolescents in the modern society called Generation Z have the longest time to use a smartphone among age groups. Even during the economic downturn, adolescent consumers are an important consumer group that can overcome the economic recession, so mobile advertisements targeting their purchasing power are being created like a flood. Therefore, in this study, the influence of mobile advertisement characteristics and personal characteristics on purchasing attitudes for adolescents using smartphones was identified, and how this was linked to purchasing behavior again. To conduct the research, a survey was conducted on 324 high school students using smartphones, and the results are as follows: First, the higher the recognition of convenience in mobile advertising characteristics and brand preferences, the higher the brand preference. Characteristics and brand trust had a positive effect on acceptance as the awareness of convenience, information, and entertainment increased. Third, the influence of adolescents' personal characteristics on purchasing attitudes had a positive effect on brand preferences by pursuit of fashion, pursuit of personality, and practical pursuit. Fourth, as a result of analyzing the relationship between purchase attitude and purchase behavior, it was verified that brand preference and brand trust among purchase attitude have a positive influence on purchase behavior. This study has significance in that it has grasped the influence of mobile advertising on purchasing behavior among teenagers who are rapidly growing as mobile consumers.

• Information Display
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• v.22 no.1
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• pp.19-27
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• 2021

디스플레이 업계에서 그 중요성이 커지고 있는 HDR에 대한 개략적인 개념과, 그와 관련된 국제 표준화 동향을 언급하였다. 또한 HDR 기술이 추구하는 실감 화질 구현을 위한 디스플레이 기술에서 중요한 화질 인자에 대해서도 살펴보았다. 대부분의 기술 개발 과정이 그렇듯이, 새로운 기술의 출현하면 해당 기술의 성능 향상 혹은 artifact 저감을 위해서는 해당 성능이나 artifact의 정도를 측정하는 새로운 방법이 필요하다. 그와 더불어, 새로운 측정 방법이 개발된 이후에는 그 방법의 측정치를 기준으로 성능 향상과 artifact 저감의 목표를 설정해야 한다. 이러한 과정들을 통해서 비로소 소비자들이 제대로 된 실감 화질을 디스플레이를 통해서 체험, 경험할 수 있을 것이다. 현재 진행 중인 다양한 기관의 HDR 관련 표준화가 명확히 정의되고 올바른 화질 측정항목과 방법들이 표준화된다면, 현재 진행 중인 각 디스플레이 기술의 HDR 기반의 실감 화질 성능 및 기술 적용에 따른 artifact도 올바른 방향을 전개되리라 생각된다.

• Archives of design research
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• v.13 no.4
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• pp.225-231
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• 2000

Forcasting the future is a very important task in design situation analysis. To do this, the reduction of life style, the tendency of product differentiation and individuality should be considered along with such changes as cultural, economical and social trends. At the moment, industrial structure is being reorganized from centering around the manufacturing industry to the distribution industry and consumers. Consumers show the attitude of expressing their individualities on the basis of various tastes rather than standardization. The flow of information also has been changing rapidly from the former types of information provided by producers to the age when consumers pursue the objective and model of information. Therefore, we are able to say that picking up the trends around the streets becomes more important than ever. Accordingly, the objective of this study is to establish a system which is able to effectively carry out the trend analysis by a town watching method, the construction of a database with collected data, and its practical application on the web.

• The Journal of Natural Sciences
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• v.10 no.1
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• pp.209-216
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• 1998

The results of the study of diving the 21st century's Korea fashion market into consumer market, fashion market, and a new marketing strategy are as follows. The 21st consumer market is First, a fashion democracy phenomenon. As many people try to leave unconditional fashion following, consumer show a phenomenon to choose and create their own fashion by subjective judgements. Second, a phenomenon of total fashion pursuit. Consumer in the future are likely to put their goals not in differentiating small item products, but considering various fashion elements based on their individuality and sense of value. Third, world quality-oriented. With the improvement of life level, it accomplishes to emphasize consumers' fashion mind on the world wide popular use of materials, quality, design and brand image. Fourth, with the entrance of neo-rationalism, consumers show increasing trends to emphasize wisdom, solidity in goods strategy pursuing high quality fashion and to demand resonable prices. Fifth, concept-oriented. Consumers are changing into pursuing concept appropriate to individual life scene. Prospecting the composition of the 21st century's fashion market, First, sportive casual zone will draw attention more than any other zone. This is because interest in sports will grow according to the increase of leisure time and the expasion of time and space in the 21st century, and also ecology will become the important issue of sports sense because of human beings's natural habit toward nature. Second, the down aging phenomenon will accelerate its speed as a big trend. Third, a retro phenomenon, a concept contrary to digital and high-tech, will become another big trend for its remake, antique, and classic concept in fashion market with ecology trend. New marketing strategy to cope with changing fashion market is as follows. First, with the trend of borderless concept, borders between apparels are becoming vague, for example, they offer custom-made products to consumers. Second, as more enterprises take the way of gorilla and guerrilla where guerrillas who aim at niche market show up will develop. Basically, they think highly of individual creative study, and pursue the scene adherence with high sensitiveness. However this polarization becomes mutually-supplementing relationship showing gorilla's guerilla movement, and guerilla's gorilla high-tech. Third with the development of value retailing, enterprises pursuing mass merchandising of groups called category killers are expanded and amplified to new product fields, and expand business' share. Fourth, using outsourcing, the trend to use exterior function leaving each enterprise's strength by inspecting its own work is gradually strong. Fifth, with the expansion of none store sale, the entrance of the internet and the CD-ROM sales added to communication sales such as catalogues are specified. An eminent American think tank expect that 5-5% of the total sale of clothes and home goods in 2010 will be done by none store sale. Accordingly, to overcome the problems, First international, global level marketing, Second, the improvement of technology, Third, knowledge-creating marketing are needed.