• The Journal of the Convergence on Culture Technology
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• v.7 no.4
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• pp.659-665
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• 2021

Short video applications (e.g., TikTok, YouTube shorts) are growing quickly in terms of active users and usage time. Of course, advertising industry is utilizing the app as AD channel. The current study, however, argues that the effectiveness of ADs in short video apps are not articulated well and that precise research for measuring the effect is required. In this context, this study measured the effects of storytelling ad types(reality, parody, creative) and message sensation value(high vs. low level) on story transportation. The notable finding is that when creative storytelling ad type which requires more cognitive resources than other two types meets high level of message sensation value, ad viewers could reach cognitive overload state which induced low effectiveness of ad. As its result, the effectiveness of AD reduced. More specific theoretical discussion and suggestions for advertising producers are described.

• Journal of Global Scholars of Marketing Science
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• v.17 no.2
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• pp.111-131
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• 2007

As a brand becomes a core asset in creating a corporation's value, brand marketing has become one of core strategies that corporations pursue. Recently, for customer relationship management, possession and consumption of goods were centered on brand for the management. Thus, management related to this matter was developed. The main reason of the increased interest on the relationship between the brand and the consumer is due to acquisition of individual consumers and development of relationship with those consumers. Along with the development of relationship, a corporation is able to establish long-term relationships. This has become a competitive advantage for the corporation. All of these processes became the strategic assets of corporations. The importance and the increase of interest of a brand have also become a big issue academically. Brand equity, brand extension, brand identity, brand relationship, and brand community are the results derived from the interest of a brand. More specifically, in marketing, the study of brands has been led to the study of factors related to building of powerful brands and the process of building the brand. Recently, studies concentrated primarily on the consumer-brand relationship. The reason is that brand loyalty can not explain the dynamic quality aspects of loyalty, the consumer-brand relationship building process, and especially interactions between the brands and the consumers. In the studies of consumer-brand relationship, a brand is not just limited to possession or consumption objectives, but rather conceptualized as partners. Most of the studies from the past concentrated on the results of qualitative analysis of consumer-brand relationship to show the depth and width of the performance of consumer-brand relationship. Studies in Korea have been the same. Recently, studies of consumer-brand relationship started to concentrate on quantitative analysis rather than qualitative analysis or even go further with quantitative analysis to show effecting factors of consumer-brand relationship. Studies of new quantitative approaches show the possibilities of using the results as a new concept of viewing consumer-brand relationship and possibilities of applying these new concepts on marketing. Studies of consumer-brand relationship with quantitative approach already exist, but none of them include sub-dimensions of consumer-brand relationship, which presents theoretical proofs for measurement. In other words, most studies add up or average out the sub-dimensions of consumer-brand relationship. However, to do these kind of studies, precondition of sub-dimensions being in identical constructs is necessary. Therefore, most of the studies from the past do not meet conditions of sub-dimensions being as one dimension construct. From this, we question the validity of past studies and their limits. The main purpose of this paper is to overcome the limits shown from the past studies by practical use of previous studies on sub-dimensions in a one-dimensional construct (Naver & Slater, 1990; Cronin & Taylor, 1992; Chang & Chen, 1998). In this study, two arbitrary groups were classified to evaluate reliability of the measurements and reliability analyses were pursued on each group. For convergent validity, correlations, Cronbach's, one-factor solution exploratory analysis were used. For discriminant validity correlation of consumer-brand relationship was compared with that of an involvement, which is a similar concept with consumer-based relationship. It also indicated dependent correlations by Cohen and Cohen (1975, p.35) and results showed that it was different constructs from 6 sub-dimensions of consumer-brand relationship. Through the results of studies mentioned above, we were able to finalize that sub-dimensions of consumer-brand relationship can viewed from one-dimensional constructs. This means that the one-dimensional construct of consumer-brand relationship can be viewed with reliability and validity. The result of this research is theoretically meaningful in that it assumes consumer-brand relationship in a one-dimensional construct and provides the basis of methodologies which are previously preformed. It is thought that this research also provides the possibility of new research on consumer-brand relationship in that it gives root to the fact that it is possible to manipulate one-dimensional constructs consisting of consumer-brand relationship. In the case of previous research on consumer-brand relationship, consumer-brand relationship is classified into several types on the basis of components consisting of consumer-brand relationship and a number of studies have been performed with priority given to the types. However, as we can possibly manipulate a one-dimensional construct through this research, it is expected that various studies which make the level or strength of consumer-brand relationship practical application of construct will be performed, and not research focused on separate types of consumer-brand relationship. Additionally, we have the theoretical basis of probability in which to manipulate the consumer-brand relationship with one-dimensional constructs. It is anticipated that studies using this construct, which is consumer-brand relationship, practical use of dependent variables, parameters, mediators, and so on, will be performed.

• Journal of the Korean Society of Food Science and Nutrition
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• v.37 no.11
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• pp.1435-1442
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• 2008

The purpose of this study was to identify the influence of consumption value on healthy functional food choice. Also, this study explored the role of health motivation, health concern, and food involvement as a moderating variable in the relationship between consumption value and healthy functional food choice. A total of 281 responses were collected using on-site survey (response rate 96.0%) from college students in Daegu, Gyeoungbuk Province. The questionnaire contained questions on consumption value, health motivation, health concern, food involvement, and purchasing intention of healthy functional food. The respondents rated the items using a 5-point scale from 1 (strongly disagree) to 5 (strongly agree). According to the confirmatory factor analysis, item evaluating using factor loading resulted in the retention of 25 consumption value items loading on seven factors, four health motivation items loading one factor, six health concern items loading on one factor, and four food involvement items loading on one factor with an internal consistency. Results of stepwise regression found that social value-I, emotional, functional, epistemic, and conditional values among consumption value determined the purchasing intention of healthy functional food. Results of hierarchical regression showed that health concern had a positive effect on the relationship between social value-I and purchasing intention of healthy functional food.

• 한국노년학
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• v.36 no.3
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• pp.711-726
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• 2016

The purpose of this study was to analyze to 1) the differences according to demographic characteristics 2) select the type-specific communities online channels of the baby boomer customers group, who ever search for restaurant information through on-line for the previous three months. The study was based on a total of 280 samples obtained from on-line networking service users in a metropolitan area from April 15 to 30, 2016. The major findings are as follows. The data were analysed using frequency, factor analysis, cluster analysis and ${\chi}^2test$. According to the results of factor analysis, on-line utilizing attributes were separated into three factors: commitment of useful information, activity of leading on-line, and habit. The based on a factor analysis, cluster analysis was adopted to segment baby boomer customers. The identified four clusters showed in using on-line: type of active utilization, habit, seeking information and passive utilization. The clusters had significant differences in gender and monthly income by demographics. All of four clusters selected blog, face book, twitter in turn through the personal on-line channels. Cluster type of active utilization and habit selected restaurant home pages, restaurant blog, restaurant face book, restaurant twitter in turn through the public on-line channels. Cluster type of seeking information and passively utilization selected restaurant home pages, restaurant blog, restaurant twitter, restaurant face book in turn through the public on-line channels. Implications and future research were also discussed.

• Journal of Venture Innovation
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• v.4 no.3
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• pp.1-15
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• 2021

Due to long-term social distancing due to the spread of COVID-19, business trends of restaurant companies are being implemented in accordance with the changed environment such as packaging and subscription. However, even in this environment, upscale restaurants are generating high profits by trying to differentiate themselves from existing restaurants by providing high-quality services with the best facilities. Therefore, this study describes how customers' experience of upscale restaurant service influences behavioral loyalty. That is, the purpose of this study is to determine the effect of service experience on cognitive satisfaction and emotional attachment, and to examine the causal role of cognitive satisfaction and emotional attachment by confirming the relationship between these constructs and relationship commitment and behavioral loyalty. To verify this, data were collected through face-to-face interviews with 300 consumers who recently used a upscale restaurant. Of the collected data, 275 copies(91.6%) were used for the final analysis, and inaccurate or erroneous data among 25 response sheets were excluded. In this study, the validity and reliability of the data were checked and the research hypothesis was verified by using SPSS 21.0 and AMOS 20 statistical package. Frequency analysis was performed to confirm the demographic characteristics of the respondent. Structural equation model analysis(SEM) was used to confirm the fit of the research model and to verify the research hypothesis. As a result of the research hypothesis analysis, it was found that service experience had a positive effect on cognitive satisfaction, and cognitive satisfaction had a positive effect on emotional attachment, relationship commitment, and behavioral loyalty. Also, it was found that emotional attachment had a positive effect on relationship commitment and behavioral loyalty, and relationship commitment had a positive effect on behavioral loyalty. However, service experience did not affect emotional attachment. With this study, marketers and managers of upscale restaurants such as hotel restaurants need to accurately select their target audience, understand their service needs, and then present the appropriate service to them. In addition, they should not only induce cognitive satisfaction by providing excellent service to their customers, but also identify moments of truth and present appropriate services so that satisfied customers can strengthen their emotional attachment. In addition, it is necessary to strengthen the relationship with their firms by forming friendly relationships with customers who have high emotional attachment, and also to induce relationship commitment so that such customers have a strong sense of belonging and attachment to their firms.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2013.05a
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• pp.89-92
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• 2013

South Korea's advertising market in 2012, growing at a standard 10 trillion, but most advertising is in the form of one-way communication by advertisers. In this paper, at the time they are attracting the interest of consumers, more recent placement by Facebook or Youtube propose an advertising platform using the Kinect motion-sensitive controller that can communicate with consumers. In the proposed platform, by the simple enjoyment of the game accept ads without resistance, and can deliver content more effectively than advertising indirectly passing. Had occurred in the existing Windows forms drawing problem was solved by using the XNA game engine using the Facebook API was designed so that it can be integrated with SNS.The scored elements to attract the interest of the users with the introduction of the ranking system and the user's face image to extract added to the story line, and increased immersive.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.7
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• pp.410-416
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• 2017

The silver generation in our aging society will rapidly emergeas a new consumer group and the service industry used by silver customers will develop going forward. The beauty service sector is one of the most needed ones for the qualitative improvement of life for the silver generation. In this research, ananalysis was conducted on 244 persons of the silver generation living in Seoul, in order to examine the factors affecting the quality of the beauty service for the silver generation and their relationships with customer loyalty. For the statistical treatment of the empirical analysis, the SPSS 23.0 and AMOS 23.0 statistical programs were used. The results of the analysis showed that the service quality perceived by the silver customers who used the beauty service had significant effects on trust and flow, which are the relationship qualities, and that trust and flow had positive effects on customer loyalty. Also, it was found that, in the relationship between service quality and customer loyalty, trust had mediating effects on reliability, responsiveness, empathy, and assurance, and that flow had mediating effects on reliability, responsiveness, empathy, assurance, and tangibility. The results of this research are significant in that they present the basic data enabling the beauty industry to play an important role for the silver generation, under the present circumstances in which the beauty service industry has minimal educational programs exclusively available for the silver generation.

• Cartoon and Animation Studies
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• s.41
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• pp.357-378
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• 2015

The recent domestic toy market is filled with the fever of 'Turning Mecard' produced as a character product of units showing in . The toy market of the domestic character licensing industry has shown such rapidly changing trends during the period of broadcasting contents like animation or special films targeting children. Through these contents, the characters are cognized, and also the immersion and loyalty can be increased depending on the progress of the story, on top of marketing effect while the animation is broadcasted. This effect is called gamification meaning that consumers voluntarily participate in the contents after receiving fun. Through the purchase of character products, the immersion and loyalty participate in the animation. Thus, this study analyzed the gamification elements by examining the animation and toy products of currently gaining popularity in the toy market. In the results of the study, the story structure of has the sustainment just like game, which is connected to its character product. Therefore, the users who have watched build up the relationship with each other, and the competition and reward can be done through the game using the character products, which is connected to such high immersion and loyalty.

• The Journal of the Korea Contents Association
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• v.13 no.7
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• pp.350-360
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• 2013

The satisfaction of customers, who are in a servicescape, will be subject to many environment stimulations. In particularly, in the hospitality industry such as restaurants service experience for customer is very important. Thus, not only the stylistic elements but also the social and socially symbolic elements. So this paper expands Bitner's servicescape framework by conceptualizing the existence of a expanded servicescape. The expanded servicescape has three important dimensions, which is the physical, the social and the socially symbolic. Structural modeling largely supports the hypothesized framework and the results about the relationship between expanded servicescape factors, relationship quality(satisfaction, trust, commitment) and repurchase are summarized as follows. And this study utilizes a questionnaire survey to gather data regarding consumers' perceptions by using expanded servicescape. First, the analysis proved that except comfort the physical dimensions which including comfort, convenience, aesthetics caused a positive impact on customer satisfaction. Second, social dimensions which including appearance, etiquette and professionalism caused a positive impact on customer trust. Third, except community symbolic dimensions which including nostalgia, connection to culture caused a positive impact on customer commitment. Forth, it proved that expected relationship quality(customer satisfaction, trust, commitment) caused a positive impact on repurchase behavior.

• Management & Information Systems Review
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• v.35 no.4
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• pp.57-77
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• 2016

The purpose of this study is to analyzing the DISC behavioral styles of deluxe hotel employees, that Dominance(D), Influence(I), Steadiness(S), Consciousness(C) on the organizational culture and the organizational effectiveness of the hotel employees and is to presenting the influence of DISC behavioral patterns on the organizational culture and the organizational effectiveness. To accomplish the aim, the study conducted literature investigations and positive analysis. The results were as in the followings. Employees with a dominant and influencing behavior style adapt themselves to innovative culture and collusive culture. also, organizational commitment and job satisfaction were affected by dominant and influencing behavioral employees. and employees with a steady style adapt themselves to rationality culture. so, organizational commitment and job satisfaction were affected by steady style. furthermore, the result shows that it can be reduced turnover rate when the conscious behavioral employees adapt to the collusive culture. Customer's needs and wants are changed fastly. In addition, there is a keen competition between a five-star hotel. Because the number of five-star hotel are increased. Lastly I suggest that the DISC behavioral style is using at recruit.