• The Journal of the Korea Contents Association
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• v.9 no.12
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• pp.154-163
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• 2009

A new advertising, unlike traditional advertising, has a unique characteristics as a consumer's life styles are changed. This study explores consumer attitude affected by personal value disposition of each advertising creative appeal types. Personal value disposition implies directions of creative and determines advertising effect. So, personal value disposition deserves special consideration of not only print media, but broadcast media and internet media. In the present study, Research has been performed for a diffusion analysis based upon a survey of 338 individuals who were selected randomly. Test advertisement of MP3 Player has been used because involvement of products takes a neutral attitude comparatively. Result from the experiment show that, individualism-rational appeal is the most effective for consumers attitude. Groupism-rational appeals affects consumer's attitude, either. Groupism-emotional appeal has a partial effect and individualism-emotional appeal has no statistical significance. This experiment can be a foundation stone of personal value disposition studies.

• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.515-535
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• 2001

This paper begins with investigation of the race to unlock human DNA, and investigates the emergent areas of bio-technological innovations. This paper draws upon basic ideas from the research traditions of the diffusion of innovations in the competitive situations. To achieve the succesful diffusion of bio-technological innovations, following issues are suggested; clusters, alliances competence, core competence, consumer resistance, chasm phenomena, qualitative research, social network, and cross-culture. The better understanding of the diffusion of bio-tech innovations with empirical studies can complement research on the diffusion of bio-technological innovations and help in the development of a universal model for diffusion of high technological innovations.

• Proceedings of the Technology Innovation Conference
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• 2003.02a
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• pp.81-100
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• 2003

최근 이동통신기술이 급속히 발달함에 따라 국내는 물론 전세계 이동통신업계는 제 3세대 이동통신서비스의 성공여부에 많은 관심을 쏟고 있다. 지금까지의 이동통신산업의 성장이 빠른 기술개발에 의존한 기술추동적(technology-push) 성격을 지녔다면, 이동통신시장이 포화상태에 근접하고 있는 최근에는 서비스 및 장비 양면에서의 경쟁이 치열해 짐으로써 소비자의 기술에 대한 선택이 더욱 중요해짐에 따라 수요견인적(demand-pull) 기술혁신이 예상된다. 따라서, 이동통신서비스의 확대에 따른 특정기술에 대한 소비자의 선호에 대한 올바른 판단이 향후 산업의 기술진화방향을 예측하는데 핵심적인 역할을 할 것으로 생각된다. 현재 이동통신기술의 진보의 키워드는 '멀티미디어화'이다 향후 VOD (Video On Demand) 등 비디오 스트리밍(video streaming) 기술을 이용한 동영상 서비스, 화상전화, 타 디지털기기(예를 들어 PDA, 디지털 카메라 등)와의 융합 등의 서비스가 본격화되고 차세대 이동통신망의 구축이 가시화됨에 따라 이동통신의 멀티미디어 기능은 더욱 주목받게 될 것이다. 따라서 이동전화 단말기 창의 컬러화는 이러한 이동통신기술의 새로운 패러다임을 떠받치고 있는 가장 중요한 이정표로서의 의미를 지니고 있다. 본 연구에서는 표시1창의 컬러화로 실현되는 기술혁신요소에 대해서 소비자가 부여하는 가치를 분석하고자 한다. 하지만, 컬러 단말기의 보급이 초기단계에 머무르고 있는 연구시점의 특성상 현시자료가 가용하지 않았기 때문에, 소비자에게 가상의 품질특성을 지닌 제품 조합을 제시하고 이에 대해 소비자가 순위를 매기게 함으로써 소비자의 선호를 측정하는 컨조인트(conjoint) 방법론을 사용하였으며, 소비자의 진술선호(stated preference)에 기초하여 이동통신단말기의 개별 특성에 대한 부분가치와 보상잉여를 측정하였다. 또한, 이를 통해 창의 컬러화로 인해 기대되는 초과이윤의 가능성 등 경제적인 효과들을 정량적으로 분석하고, 브랜드 가치 등 기존의 단말기 경쟁력 요소들과의 비교를 통하여 컬러화가 가져다 줄 경쟁요소들을 추정함으로서, 기술확산 메커니즘을 확인하고자 한다.

• Archives of design research
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• v.12 no.1
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• pp.97-106
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• 1999

As the Production technology Progresses, the necessity to consider consumers needs being complex and diverse in the phase of developing product is being more important. However, existing system of consumers needs being structured with the view of marketing is too abstractive and categorical to apply in the phase of developing product. So, the goal of this study is to establish method that structuralize customer's needs for applying practically in the phase of the product concept development and to suggest guidelines to needs structuralization with emphasis on the view of cognitive science/cognitive psychology. The major findings of this study is summerized as follows. First, to structuralize not only customer's needs category which being used as standard to assort needs in existing way but also practical needs features, it must contain the concept of emotion that is actual product's meaning to customers in its structure, and for this reason, the structuralized needs with emotions can be defined as emotional needs structure. Second, categorization of concept will be divided as essential concept and referential concept centering around symbolic concept, and from this supposition, emotional needs structure can be composed as benefit concept(essential concept), customer needs(referential concept) centering around emotion(symbolic concept).

• Proceedings of the Korean Society of Computer Information Conference
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• 2020.07a
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• pp.685-688
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• 2020

본 논문에서는 게임 개발의 한 형태이자 새로 도입된 개발 형태 중에 가장 떠오르고 있는 얼리액세스 개발 형태에 대해 서술하며, 얼리액세스 개발 방식의 공통적인 성격과 성공했던 게임들의 사례를 통해 앞으로 게임 개발자들에게 지양해야 할 부분과 반영해야 할 부분을 통해 소비자들에게 어떤 방식으로 접근해야 효과적으로 다가갈 수 있으며, 어떤 방향의 개발을 거쳤던 게임이 흥행하지 못했는지를 연구, 분석을 통해 얼리액세스 만의 방식을 통해 개발자, 소비자 모두를 충족시킬 수 있는 전략을 제시하고자 한다.

• Venture DIGEST
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• s.118
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• pp.16-19
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• 2008

한국인들의 먹을거리 사랑, 특히 건강식에 대한 관심은 남다르다. 특히 최근 생활수준 향상과 일련의 식품 안전성 사고로 인해 안전한 기능성 식품에 대한 관심이 높아 지고 있다. 이에 따라 웰빙식품, 슬로우푸드, 로하스 등 소비자욕구와 사회적 책임론에 따라 식품산업에 변화가 일어나고 있다. 그렇다면 기능성 식품이란 무엇일까? 이는 식품과 의약품의 성격을 동시에 가지고 있으며 맛도 좋고 영양도 풍부하며 안전성도 뛰어난 것들이다. 이러한 기능성 식품 산업의 기술과 동향에 대해 살펴본다.

• Proceedings of the CALSEC Conference
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• 2003.09a
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• pp.184-189
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• 2003

Usually offline sales depend on the promotion strategy to the consumer-type. But e-commerce has some difficulties in analysing the consumer-type. And providing products and services with differential approaches to the type. Therefore, this study is a kind of explore information to the consumer character-type.

• Management & Information Systems Review
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• v.39 no.1
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• pp.75-91
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• 2020

The purpose of this study is to examine the application of in-depth interviews in terms of exploration on the basis of the theoretical basis of various aspects of consumer empathy, and the question of whether the consumer can expand to the process of self empathy. Most studies related to consumer empathy divide the responsive dimension of consumer empathy into rational and emotional dimension based on empathy theory, and look at the empathic response perceived by consumers to the stimulus presented from the current point of view. In this study, however, we want to go one step further and confirm that the consumers themselves can ultimately go to the self-empathy stage by forming a creative street of reproduction and redevelopment. As a result of exploratory research through in-depth interviews, it was indirectly confirmed that consumer's empathetic response to specific marketing stimulus exists at the level of creative and self-empathetic as well as the emphasis of previous studies. Based on these findings, this study confirmed that consumer empathetic responses could go beyond a single dimension to form a multidimensional structure and move toward an expanded structure of empathic self-creation. This suggests that consumers' empathic responses should be grasped in terms of continuity of empathic responses rather than explained in a specific dimension. Although this study is meaningful as an early research of exploratory nature, it is necessary to supplement various content validity and refine the research method through subsequent studies. This study is expected to expand the understanding that consumer's empathy can be extended to other people's empathy and to be self-empathy.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.23 no.8
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• pp.950-958
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• 2019

Digital Social Innovation, social innovation utilizing digital technology, is gaining attenntion as an innovative new way of solving pressing social problems such as ageing, traffic, unemployment etc. while some raise concerns as to the negative impact of digital technology on society associated with Share-the-Scraps-economy and On-demand-economy. The paper aims to address these concerns by examining the nature and source of business values generated in digital social innovation. Donation, cooperation/solidarity and sharing are identified as sources of business value from social innovation. Digitization, Platform may present infrastructure upon which efficiency of economic transaction can be elevated. The participation of consumers/users in the value chain and value network enabled by digital technology is identified and discussed as the critical source of business value in digital social innovation. The business model of Docksan-dong Happy Parking Street living lab project is analysed to illuminate the realization of business vaules in real life setting. Policy recommendations and future research directions are suggested.

• Journal of Digital Convergence
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• v.19 no.2
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• pp.143-150
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• 2021

Prior research on consumer psychology has primarily focused on when and why consumers exhibit impulsive behavior, such as impulse buying. This study focuses on physical stimulation during an impulse purchase as another meaningful factor. Specifically, this study examines whether thirst depletes cognitive resources. The results of two experiments show that impulse purchase tendency increases when consumers are thirsty (Exp. 1), and that the loss of self-control is based on the relationship between thirst and impulse purchase tendency (Exp. 2). These findings suggest that physical stimulation, such as thirst, may be a useful indicator of impulsive behavior in consumers.