• Science of Emotion and Sensibility
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• v.24 no.3
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• pp.41-60
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• 2021

The purpose of this research was to determine whether multimodal cues in an online shopping environment could enhance tactile consumer mental imagery, purchase intentions, and attitudes towards an apparel product. One limitation of online retail is that consumers are unable to physically touch the items. However, as tactile information plays an important role in consumer decisions especially for apparel products, this study investigated the effects of multimodal cues on overcoming the lack of tactile stimuli. In experiment 1, to explore the product, the participants were randomly assigned to four conditions; picture only, video without sound, video with corresponding sound, and video with discordant sound; after which tactile mental imagery vividness, ease of imagination, attitude, and purchase intentions were measured. It was found that the video with discordant sound had the lowest average scores of all dependent variables. A within-participants design was used in experiment 2, in which all participants explored the same product in the four conditions in a random order. They were told that they were visiting four different brands on a price comparison web site. After the same variables as in experiment 1, including the need for touch, were measured, the repeated measures ANCOVA results revealed that compared to the other conditions, the video with the corresponding sound significantly enhanced tactile mental imagery vividness, attitude, and purchase intentions. However, the discordant condition had significantly lower attitudes and purchase intentions. The dual mediation analysis also revealed that the multimodal cue conditions significantly predicted attitudes and purchase intentions by sequentially mediating the imagery vividness and ease of imagination. In sum, vivid tactile mental imagery triggered using audio-visual stimuli could have a positive effect on consumer decision making by making it easier to imagine a situation where consumers could touch and use the product.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.667-684
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• 2022

This study analyzed the problems of skin beauty textbooks used in high school based on the NCS ability unit, and was to improve them. By the NCS standard, it focuses on the contents which can be learned during the high school course. The main results are as follows. First, the revision of textbooks is to contain NCS competency unit, which is excluded in spite of being taught. Second, Replacement is required for NCS 5 level beyond the high school. Third, the illustrated and photographic materials is revised to improve the understanding by maintaining consistency and visibility. Fourth, the contents on the practical skill need specific explanations and instructional materials. Fifth, to revise terminology and the notation system is needed in skin care. The results of this study can be used as basic data to develop an NCS learning module in the skin care field and high school textbooks.

• (The) Research of the performance art and culture
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• no.35
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• pp.203-227
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• 2017

In this thesis, I examined the characteristics of modernism in this work, focusing on the melodrama "Sarang ye soggo donye wulgo(means 'Crying in Love and Crying for Money')", which was popular in the 30s when the consciousness of modernity was overflowing. There has never been an example of a connection between modernism and drama in the 1930s. The characteristic of modernism is clearly embedded in the representative drama of "Sarang ye soggo donye wulgo(means 'Crying in Love and Crying for Money')" at that time. In the title "Sarang ye soggo donye wulgo(means 'Crying in Love and Crying for Money')". 'Don' reveals modern elements. 'Love' can be seen as revealing melodramatic elements. The flair of modern art, which is a background to reveal modern elements, is spread throughout the works. Hongdo fails to complete the relationship with his family, as well as with the couple. It became a person who accepted the modernistic phenomenon by showing the domination of matter. While the typical method of constructing conflicts in the pre-modern narrative works is horizontal and sequential, it can be said that it was in the form of a train station, while the post-modern era of narrative conflict formation from the 30s forms a plurality of conflicts simultaneously, can do. The fear of the ordinary people who see the reality that urban and western values are already rampant by attempting new contents that lead the change of values in "Sarang ye soggo donye wulgo(means 'Crying in Love and Crying for Money')" became a factor to transfer into internal conflict again.

• 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.