• The Journal of the Korea Contents Association
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• v.14 no.10
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• pp.741-753
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• 2014

The objective of the study is to explore how to influence SNS's characteristics on attitude formation toward jewelry product and online shopping mall. SNS's characteristics are contextuality, responsiveness, social presence, and interaction as independent variables. Consumer satisfaction, worth of mouth and purchase intention are considered as dependent variables. Data were collected from a survey of 317 consumers who have experience to purchase jewelry product to examine their attitude toward SNSs, jewelry product, and online shopping mall from November 1 to November 15 2013. In order to test hypotheses, CFA analysis with covariance structure analysis was conducted using EQS6b. SNS's users have a tendency to perceive SNSs as bridge to connect other people and to get new information as well as they are willing to feel familiarity on SNSs. Users, who have a higher contextuality, responsiveness, social presence, and interaction of SNS's characteristics, are willing to have word of mouth intention of jewelry product as well as have high satisfaction. The study found that interaction is not effect on consumer satisfaction because interaction factor is to evaluate SNSs as one of the media.

• Journal of Service Research and Studies
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• v.7 no.3
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• pp.93-104
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• 2017

The purpose of this study was to examine the effect of variables such as student participation and activities on university students' university satisfaction and loyalty. And the implications of this study are as follows. First, students' aptitude coincidence has a positive effect on students' activities in university. And also, the attitude of class is positively related to school activities, Second, the participation of college students in school events has a positive effect on friendship, job related behavior, and university satisfaction. The friendship of college students has a positive effect on the loyalty of university satisfaction university. and job related behavior also has positive effects on university satisfaction and university loyalty. Past marketing studies have proved that interactivity among consumers is an important factor for consumers to engage in service. In college, as well, it is found that positive interaction and friendship among students are important influences on school satisfaction. The higher satisfaction of the university, the higher the intention to recommend the school. Therefore, in order to enhance the recommendation of graduates or students, it is important to satisfy the students, and this can be accomplished by management of antecedent variables that this study suggested.

• Journal of Dairy Science and Biotechnology
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• v.33 no.1
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• pp.75-82
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• 2015

Chitosan provides beneficial effects such as decrease in cholesterol, weight loss, and antioxidative effects. The manufacture of Maribo cheese containing powdered chitosan (CP) or nanopowdered chitosan (NCP) is not yet established. Thus, this study was conducted to determine the effect of CP and NCP on Maribo cheese's physicochemical properties. The curd was added with 0.2 and 0.5% of CP and NCP, respectively, after the second whey drainage. The pH changed and the lactic acid bacterial population decreased in all treatments. Additionally, WSN and TBA gradually increased during the ripening of cheese. The TP of control cheese was higher than that of another group. On the basis of the obtained results, consumer preference test on overall acceptability of 0.2% NCP was good-41%, great good 13%. It was concluded that the quality of Maribo cheese was not affected by adding chitosan. Furthermore, 0.2% NCP was preferred during cheese ripening and observed the possibility of functional cheese than another group.

• 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 Distribution Science
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• v.13 no.12
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• pp.105-111
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• 2015

Purpose - Many global companies across industries are paying significant attention to co-creation activities, which enable consumers to participate in firms' value creation process, as a main model of new product development processes. In this study, we aim to examine different types of co-creation activities and their effects on consumer attitudes. We focus on upstream co-creation, downstream co-creation, autonomous co-creation, and sponsored co-creation. Upstream co-creation includes firms' control and management in the initial stage of new product development and prototype testing. Downstream co-creation indicates that consumers participate in firms-initiative activities at a later stage in new product development, such as public relations and marketing communications. Autonomous co-creation includes consumers' commitment activities in the absence of firms' rewards. However, under the sponsored co-creation, consumers can return monetary and social rewards from firms through their co-creation activities. The hypotheses regarding the effect of co-creation on consumer attitudes are as follows. (H1, H2, H3, H4) Upstream, downward, autonomous, and sponsored co-creation has positive effects on consumer attitude. (H5, H6) As intrinsic motivation increases, the positive effect of upstream and autonomous co-creation increases. (H7, H8) As extrinsic motivation increases, the positive effect of downward and sponsored co-creation increases. Research design, data, and methodology - To achieve our research goals, we analyzed responses from 246 samples from Korean consumers and verified the proposed hypotheses using a linear regression model. The samples include Korean consumers who experienced upstream, downstream, autonomous, and sponsored co-creation by firms. Results - First, both upstream co-creation and downstream co-creation with firms and consumers are found to have positive effects on consumer attitudes. Second, autonomous co-creation and sponsored co-creation are found to positively affect consumer attitudes. Third, consumers' intrinsic motivation has a fit-effect between upstream co-creation and autonomous co-creation, and their extrinsic motivation has a fit-effect between downstream co-creation and sponsored co-creation. Consumers who have strong intrinsic motivation are affected by upstream co-creation and autonomous co-creation. However, consumers who have strong extrinsic motivation are affected by downstream co-creation and sponsored co-creation. Conclusion - These results indicate that the fit between consumers' co-creation participation types and consumers'motivations is a significant factor in determining consumer attitudes. The results of this study imply that various types of consumer participation actually improve consumers' attitudes toward products and brands. In addition, our study also suggests that firms should consider the fit between co-creation types and consumers' motivations when they initiate co-creation activities. In this study, we survey consumers who participated in firms' co-creation activities. Future studies can compare different types of consumers. For instance, we can examine the different in different test by comparing experienced versus inexperienced consumers. Finally, we expand this research to user-generated content topics. This attending issue focuses on the mechanism that breaks down the boundaries and barriers between consumers and producers.

• Culinary science and hospitality research
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• v.21 no.5
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• pp.98-108
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• 2015

The provincial education office considers providing school lunch as a foodservice and intends to improve consumer satisfaction. This study investigates the effect of student food habits and perceived food quality on satisfaction with school lunch based on Oliver's expectancy disconfirmation theory. We test the moderating effect of student gender and school conditions, such as the location of the school, job positon of the nutrition teacher, renovating kitchen and food distributing place. Questionnaires were collected from 240 sixth graders in the eight elementary schools in Gyeonggi province from August to September 2014. Excluding inadequate questionnaires, 208 were analyzed. PLS (Partial Least Square) and bootstrap t-tests were conducted for this study. The results showed food habits affected satisfaction directly (p<0.01). The perceived food quality of the school lunch service mediated this relationship in part (p<0.01). Moderating effects identified were gender (p<0.1), nutrition teacher's position(p<0.05), and renovating kitchen (p<0.1), but not location of school or distributing place. The study revealed the importance of student food habits and perceived food quality, which had an influence on satisfaction. We make a distinction between the concepts of satisfaction and quality so as to improve student satisfaction. When it comes to offering education program about food habits, the schools with old-fashion kitchen is given priority to than renovating one.

• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.1-12
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• 2019

According to a survey on the frequency of access to medical ads by the Korea Press Foundation in 2017, the most commonly exposed ads among adult men and women are advertising about beauty, plasticity and obesity. As of 2011, South Korea had the largest number of cosmetic surgeries in the world, with 131 cosmetic surgeries per 10,000 people. As a result, as many as 1,414 plastic surgery clinics are operating in South Korea, and the number is also on the rise. Although there are various standards for evaluating people's appearance, the desire to pursue a better look is growing day by day. Then, one might wonder what factors influence consumers' choices among the numerous advertisements for plastic surgery clinics. Based on these questions, this study identified the examples of plastic surgery advertisements, analyzed their type, and identified the types of advertisements with the high visual appeal of the advertising consumer through eye tracking experiment. In total, seven eye-tracking tests of plastic surgery social media advertisements were conducted on 10 subjects. The results showed that the commercial model was the biggest factor that caught the attraction and attention of the ad recipient first and that the most focused and long-standing factor was the treatment contents. Therefore, it is important to select proper commercial models for hospital and clinic contents and to specify factual treatment contents when producing social media advertisements for plastic surgeons. We hope these findings will help create online advertising for plastic surgery clinics effectively.

• Trans-
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• v.10
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• pp.73-113
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• 2021

Previous studies show that VR images can influence consumers' attitudes and behaviors by evoking imagination. In this study, we introduce a reality-based closed-loop 3D image (hereafter Virtualgraph). Then we try to see whether such image would increase evocativeness in a mobile commerce environment and whether higher telepresence of the visual image of a product can increase the purchase intention of that product. In order to find the above, we developed a model comprised of constructs containing telepresence, perceived value price, perceived food quality, and vividness of visual imagery questionnaire (VVIQ). We used Virtualgraph application to conduct an experiment, and then conducted an interview as well as a survey. As results of the experiment, survey and interview, we found the followings. First, users evoke imagination better with Virtualgraph than with still images. Second, increased evocativeness affects purchase intention if the perceived quality of fresh food product is satif actory. Third, increased evocativeness makes users value products higher and do even much higher when the perceived quality of fresh food product is good. From the interview, we could find that the experimental group had higher purchase intentions and perceived products as more expensive ones. Also, they perceived images of products clearer and more vivid than did the control group. We also discuss the strategic implications of using Virtualgraph in mobile shopping malls.

• The Journal of the Korea Contents Association
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• v.21 no.5
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• pp.918-940
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• 2021

In this study, the concept of eXtended Reality Devices(XR) is defined, how it is applied by industry and how it will develop in the future, and based on the expanded integrated technology acceptance theory and innovation resistance, We tried to confirm through empirical analysis how the influencing variables affect. We carry out the analysis of the hypotheses using PLS Structural Equation Modeling. According to the empirical analysis results, this study confirms that innovativeness has a significant effect on UTAUT2's acceptance variables(performance expectation, effort expectation, hedonic motivation, price value) for XR devices, and these variables affect attitudes and acceptance of XR. and the pace of change of XR has a significant effect on perceived risk, and the perceived risk perceived by consumers mediates the pace of change and innovation resistance, and has a significant effect on innovation resistance. and innovation resistance to XR devices had a significant negative effect on acceptance. This study has its meaning because it found out that it deals expansively and comprehensively with personal innovation, the UTAUT2's acceptance variables, and the effects of perceived risk factors mediating the pace of change and resistance to innovation. In addition, it suggests that in order for innovative technologies such as XR to advance to the stage of market expansion, it is important to present strategies to reduce resistance to new technologies as much as the value to be provided to consumers.

• Journal of Service Research and Studies
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• v.11 no.2
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• pp.79-93
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• 2021

The size of the domestic art market has increased 21.9% over the past five years as of 2018 to KRW 448.2 billion and the number of transactions has also increased 31.6% to 39,367 points maintaining growth for the fifth consecutive year. Art distribution platforms are diversifying from galleries and auction-style offline to online auctions. The art market consists of three areas: production (creation), distribution (trade), and consumption (buying) of works and as the perception of artistic value as well as economic value spreads interest is also increasing as a means of investment. Consumers who purchase works and think of them as a means of investment technology have an increased need for objective information about their works, but there is a limit to collecting and analyzing objective and reliable statistics because information provision in the art market distribution area is closed and unbalanced. This paper identifies objective and reliable art distribution status and status through big data collection and structured and unstructured data analysis on art market distribution areas. Through this, we want to implement a system that can objectively provide analysis of authors in the current market. This study collected author information from art distribution sites and calculated the frequency of associated words by writer by collecting and analyzing the author's articles from Maeil Business, a daily newspaper. It aims to provide consumers with objective and reliable information.