• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.7 no.9
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• pp.141-149
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• 2017

Numerous products are on the market every day and consumption is becoming increasingly polarized. Some products have been introduced to the market for the first time and others are the existing products that have upgraded performance. For companies, new products must be released constantly to prevent losing existing customers and to increase loyalty. However, when companies released new product, they communicate consumer brand name and core benefits of the new product. Moreover, if a new product fails, the amount that the company has to pay is bound to grow. So companies often use brand extension strategies that use the names of famous brands that are already loved by their customers for new products. In this study, the effect of extension similarity, time of release, and message type on brand extension was investigated. Result shows that using abstract messages rather than specific messages is more effective when similarities with existing brands are poor. In particular, the closer the release period is, the more effective these effects are. However, in case of extending the brand with high similarity products, it is effective to focus on concrete messages when the release time is near, and to communicate abstract messages when the release time is long. This result suggests that companies should take into consideration not only the similarity of extension but also the timing and characteristics of messages when extending the brand.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.9 no.1
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• pp.845-858
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• 2019

The most serious problem company facing in today's business environment is the failure of new product development outcomes. Statistically, almost half of the new products released each year failed. Despite the innovative technological advances, consumers' expectation level become much higher and global competition is intensifying. In addition, the new product life cycle is becoming shorter and shorter. It is difficult for a company to survive without developing long-lived products. The most important issue in a company's success and failure is the successful development and introduction of new products. Previous research has presented many determinants to achieve a successful new product development. This study focuses on dynamic competence as an important determinant, and identifies the constituting elements. Enterprises need to acquire, absorb, integrate and reconfigure their resources to survive and develop continuously. It is necessary to hold a dynamic ability switching resource bases in order to adapt to changing environments. The results of this study are as follows: First, the effect of learning, reconfiguration, and alliance capabilities on the new product development of small and medium-sized manufacturing enterprises seems to be positive. Second, the integrative and reconfiguration capabilities positively affect a new product development under high environmental turbulence.

• Asia Marketing Journal
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• v.12 no.2
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• pp.83-110
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• 2010

Dissatisfied customers may express their dissatisfaction behaviorally. These behavioral responses may impact the firms' profitability. How do we model the impact of self regulatory orientation on emotions and subsequent customer behaviors? Obviously, the positive and negative emotions experienced in these situations will influence the overall degree of satisfaction or dissatisfaction with the service(Zeelenberg and Pieters 1999). Most likely, these specific emotions will also partly determine the subsequent behavior in relation to the service and service provider, such as the likelihood of complaining, the degree to which customers will switch or repurchase, and the extent of word of mouth communication they will engage in(Zeelenberg and Pieters 2004). This study investigates the antecedents, consequences of negative consumption emotion and the moderate effect of attribution processing in an integrated model(self regulatory mode → specific emotions → behavioral responses). We focused on the fact that regret and disappointment have effects on consumer behavior. Especially, There are essentially two approaches in this research: the valence based approach and the specific emotions approach. The authors indicate theoretically and show empirically that it matters to distinguish these approaches in services research. and The present studies examined the influence of two regulatory mode concerns(Locomotion orientation and Assessment orientation) with making comparisons on experiencing post decisional regret and disappointment(Pierro, Kruglanski, and Higgins 2006; Pierro et al. 2008). When contemplating a decision with a negative outcome, it was predicted that high (vs low) locomotion would induce more disappointment than regret, whereas high (vs low) assessment would induce more regret than disappointment. The validity of the measurement scales was also confirmed by evaluations provided by the participating respondents and an independent advisory panel; samples provided recommendations throughout the primary, exploratory phases of the study. The resulting goodness of fit statistics were RMR or RMSEA of 0.05, GFI and AGFI greater than 0.9, and a chi-square with a 175.11. The indicators of the each constructs were very good measures of variables and had high convergent validity as evidenced by the reliability with a more than 0.9. Some items were deleted leaving those that reflected the cognitive dimension of importance rather than the dimension. The indicators were very good measures and had convergent validity as evidenced by the reliability of 0.9. These results for all constructs indicate the measurement fits the sample data well and is adequate for use. The scale for each factor was set by fixing the factor loading to one of its indicator variables and then applying the maximum likelihood estimation method. The results of the analysis showed that directions of the effects in the model are ultimately supported by the theory underpinning the causal linkages of the model. This research proposed 6 hypotheses on 6 latent variables and tested through structural equation modeling. 6 alternative measurements were compared through statistical significance test of the paths of research model and the overall fitting level of structural equation model and the result was successful. Also, Locomotion orientation more positively influences disappointment when internal attribution is high than low and Assessment orientation more positively influences regret when external attribution is high than low. In sum, The results of our studies suggest that assessment and locomotion concerns, both as chronic individual predispositions and as situationally induced states, influence the amount of people's experienced regret and disappointment. These findings contribute to our understanding of regulatory mode, regret, and disappointment. In previous studies of regulatory mode, relatively little attention has been paid to the post actional evaluative phase of self regulation. The present findings indicate that assessment concerns and locomotion concerns are clearly distinct in this phase, with individuals higher in assessment delving more into possible alternatives to past actions and individuals higher in locomotion engaging less in such reflective thought. What this suggests is that, separate from decreasing the amount of counterfactual thinking per se, individuals with locomotion concerns want to move on, to get on with it. Regret is about the past and not the future. Thus, individuals with locomotion concerns are less likely to experience regret. The results supported our predictions. We discuss the implications of these findings for the nature of regret and disappointment from the perspective of their relation to regulatory mode. Also, self regulatory mode and the specific emotions(disappointment and regret) were assessed and their influence on customers' behavioral responses(inaction, word of mouth) was examined, using a sample of 275 customers. It was found that emotions have a direct impact on behavior over and above the effects of negative emotions and customer behavior. Hence, We argue against incorporating emotions such as regret and disappointment into a specific response measure and in favor of a specific emotions approach on self regulation. Implications for services marketing practice and theory are discussed.

• The Journal of the Korea Contents Association
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• v.14 no.12
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• pp.935-949
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• 2014

Today, companies are facing business environments that are changing rapidly compared to the business environments of the past. These rapid changes can be observed in areas such as technology and market structure. To compete in rapidly changing business environments, companies are consistently releasing new innovative products to meet consumers' satisfaction. However, compared to the products that have already been successful in the past, innovative products have higher uncertainty in terms of meeting consumer's technical and emotional needs. Therefore, marketers of the companies put lots of efforts to reduce the risks of new innovative products' failure. In this study, we conducted 2(process simulation / outcome simulation) ${\times}2$ (hedonic / utilitarian) experiment to analyze the effect of mental simulation and product type on innovative new product evaluation. The results of this study are following. In process simulation, evaluation of utilitarian innovative new product was higher, but hedonic innovation showed higher evaluation in the outcome simulation. Based on research result, we recommend proper application of mental simulation.

• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.352-365
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• 2010

Most of studies concerned with on-line Brand community show that it makes users to increase their brand loyalty and brand attachment. But it wouldn't be explained that on-line brand community could be the field of consumer's public complaining in service failure. So, this study tried to focus the dimensions of negative emotions and customer characteristics that may cause relationship dissolutions in on-line brand community. The findings of the present study following as, high relationship quality of on-line brand community user directly effects negative emotions, especially, disappointment and betrayal. second, disappointment and betrayal influences the desire of revenge. Third, customer's negative reactions (for example, negative replies about the brand or public complaining in community) are mediated by customer's desire of revenge. The analysis was held with brand community customers who has been experienced service recently by using SPSS14K and Smart PLS 2.0. The study verified the structural equation model hypothesizing the between emotional factors and negative reactions. In conclusion, this article provides implications into understanding of customer's negative emotions and user's characteristics that cause negative reactions in on-line brand community. thus, this may allow marketers to have managerial insights on handling of on-line brand community independently operated by consumers.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.19 no.3
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• pp.493-499
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• 2015

In Korea mobile phone subscribers exceeded 1 million people in 1995, and ten million people in 1998. Prevalence of the mobile phone increased dramatically over 110% compared to the population. Almost every family members including children uses more than one mobile terminal. Mobile phone is obviously more necessary good than washer, vacuum cleaner and passenger car. Our daily life are conveniently positioned with mobile communication, but communication related costs including the price of the device and service charges become a big burden on the household. But the government does not seem to do the right role at the right time to prevent the market failure to maximize consumer welfare and social welfare through supporting fair competition. This principal-agent problem issues of mobile communication policies will be understood in perspective of public choice against joint use of the mobile communication network, number portability, separation of phone distribution and phone service, network neutrality, mobile phone subsidy since the early 1990s when mobile phone service was introduced in Korea.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.409-420
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• 2018

The decision to actively reveal oneself as a consumer on social media depends on whether the focus is more on positive rewards than negative threats associated with self-presentation, that is, who the other party is in that relationship. The audience of self-presentation could also be divided into expressive and instrumental ties: work partners can be classified as an audience of instrumental ties, whereas school friends can be regarded as an audience of expressive ties. This study accordingly predicted that people would focus more on prevention of negative threats than positive reward, exhibiting defensive self-presentation in relationships with strong instrumental ties because the fallout from negative threats due to failed self-presentation have a more detrimental effect than a positive reward from successful self-presentation. The empirical findings thereby indicated that as the proportion of coworkers increased among Facebook friends, the mediation effect through defensive self-presentation increased, whereas such effect through acquisitive self-presentation decreased.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.12
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• pp.1694-1700
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• 2002

본 연구는 염색 과정 중에 발생하는 수질오염을 줄이고 또한 홀치기 염색기법에 의해 제작된 패턴을 모티브로 하여 수작업에서 얻지 못한 다색 의 사용을 가능케 함으로써 새로운 느낌 의 홀치기 문양 표현과 3D 모델링을 통하여 텍스타일디자인이 상품화 되었을 때의 효과를 CAD를 이용하여 살펴보고자 한 것이다. 연구방법으로는 가장 일반적인 실로 묶기, 전통적인 손바느질 느낌이 나는 시침질, 현대적 느낌이 강한 깡통에 의한 묶기와 기하학적 효과가 나는 접기 등의 홀치기염색 기법으로 수작업 한 다음 CAD를 이용하였다 연구의 결과는 다음과 같다. 첫째, 홀치기염색기법에 의해 제작된 패턴을 모티브로 하여 수작업에서 얻지 못하는 다색사용가능성이 주메뉴의 색정리, 색4전개, 색 바꾸기를 사용함으로써 가능하였다 둘째, 다양한 색을 얻기 위해서 홀치기염색의 수작업에서는 상당한 시간과 노력을 필요로 하지 만 CAD를 사용함으로써 이러한 작업 이 몇 가지 메뉴의 사용으로 짧은 시간 내에 쉽게 이루어질 수 있었다. 셋째, CAD를 통한 홀치기 염색패턴의 새로운 이미지 효과를 얻기 위해 Solarize와 Intensity Direct, Effect/Emboss를 사용함으로써 다양한 질감과 새로운 이 미지 의 홀치기염색패턴을 얻을 수 있었다. 넷째, 위의 작업 과정을 통하여 수작업에서 발생 하는 수질오염을 줄일 수 있었다. 다섯째, 이상에서 얻어진 염색패턴을 3D모델링을 통하여 상품의 제작과정과 소비자에게 착용되었을 때의 효과를 미리 볼 수 있음으로 인해서 생산자의 실패율을 줄여줄 수 있을 것으로 본다 여섯째, CAD를 이용한 이러한 일련의 과정들이 텍스타일산업 분야에 충분히 기여 할 수 있을 것으로 기대 된다.

• Journal of the korean veterinary medical association
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• v.46 no.9
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• pp.816-821
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• 2010

일반적으로 알려져 있는 소에 있어서의 제각은 화학적인 소락제, 송아지 제각기 (tube calf dehorner), 전기인두, 톱 및 선거(線鋸; wire saw) 등을 이용하고 있으나, 제각 처치시 소에 많은 스트레스를 주고 있는 실정에 있다. 2001년도에 일본의 요우카이치시(四日市) 소재 냉동 및 냉장창고업을 하는 일신냉장고(주)에 근무하는 직원이 현내의 비육농장에서 제각하는 것을 보고, 생산자나 소비자로부터 이야기를 나누던 중, 점차적으로 소 사육농장에서 다두사육화가 되면서 우군 무리중에서 순위싸움으로 인해 외상을 입거나, 경쟁에 밀린 소는 사료를 제대로 먹지 못하여 스트레스를 받는 다는 것에 착안하여, 끝이 뾰쪽한 뿔에 복싱 글러브(boxing glove)와 같은 커버를 장착하면 제각을 하지 않고 소 본래의 자연체형을 유지한 체로 안심, 안전, 위험방지가 가능한 소의 뿔 커버를 연구개발하게 되었다. 최초로 제작된 소의 뿔 커버는 고무 특유의 수축작용을 이용해서 소의 뿔에 장착하였으나, 소의 큰 압력에 눌려 하루도 못가 각상피(角上皮)와 같이 탈락하였으며, 그 후 약 3년간은 실패를 거듭한 끝에 4년째인 2005년 봄에 의외의 장소에서 힌트를 얻었는 데, 귀가시 가족중 우연히 이가 빠졌는 것을 보고, 소의 각돌기(角突起)의 각첨부(角尖部)에 고정하는 방법을 생각하게 되었다. 연구를 시작하면서부터 NOSAI 수의사들, JA 동일본조합사료 수의사, 전농축산 서비스 등의 도움을 받았으며, 이후 오리온기업육성기술개발지원사업에 채택되어 4년여간의 연구를 한 끝에 약 30초의 부착시간이 걸리는 1회성의 영구적인 소의 뿔 커버를 특허개발(2005년)하여 2008년도부터 판매하기 시작하여 거세 화우, 교잡종 화우암소, 화우 암소 등에 일본 전역에서 보급되어 시술되고 있다. 최근 수개월전에 제가 아는 지인이 일본서 뿔 커버 2두분을 직접 구입하여 왔는 바, 직접 한우 경산우 암소 2두에 극히 간편하고 쉽게 시술하였기에 소개하여 도움을 주고 저 한다.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2014.10a
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• pp.917-920
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• 2014

In Korea mobile phone subscribers exceeded 1 million people in 1995, and ten million people in 1998. Prevalence of the mobile phone increased dramatically over 110% compared to the population. And all family members including children and students use one or two mobile terminal. Mobile phone is obviously necessary good more than washer, vacuum cleaner, passenger car. Our daily life with mobile communication are conveniently positioned, but communication related costs including the price of the device has become a big burden on the household. But the government does not seem to do the right role at the right time to prevent the failure of the market to further maximize consumer welfare and social welfare through fair competition. This principal-agent problems exist especially in perspective of joint use of the mobile communication network, number portability, separation of phone distribution and phone service and network neutrality among in mobile communication policies since the early 1990s up to now.