• The Journal of the Korea Contents Association
• /
• v.16 no.4
• /
• pp.195-203
• /
• 2016

This study examined customer's purchase decision-making processes in a coffee chain context. We posit customer satisfaction, brand image, and perceive value as key drivers of forming customer's repurchase intention. From the perspective of multidimensional perceived value concept, the effects of utilitarian, hedonic, and social value on customer's decision-making processes were investigated. The proposed model was empirically tested by using survey data collected from 232 university students who often visit several coffee chains. LISREL has been used to perform these analysis. The proposed theoretical model accounts for 67% of the variance in repurchase intention and 73% of the variance in customer satisfaction. The analysis results indicate that customer satisfaction and brand image play an important role in forming customer's repurchase intention. Further, utilitarian and hedonic values significantly affect customer's repurchase intention, whereas social value negatively influences it.

• Journal of Korea Game Society
• /
• v.12 no.3
• /
• pp.11-24
• /
• 2012

Primarily working on SNS(Social Network Service) platform, the SNG(Social Network Game) utilizes friends and neighbors for invitation and play. Based on the value model of HCI, this paper purports to discover how functional, hedonic, social and personal values predict the continuous usage intention and satisfaction of SNG in a smartphone. Hypothesis testing through structural equation modeling shows that hedonic and functional values affect satisfaction and intention to use of SNG while social and personal values do not. This result implies that fun and easy interface are more important to the success of SNG service than social networking motivation.

• Management & Information Systems Review
• /
• v.38 no.3
• /
• pp.227-243
• /
• 2019

The purpose of this study was to examine the influence of experience characteristics of cosmetics brand stores on purchase intention through brand value and product in-store expectations. In addition, by identifying the effects of gender regulation, the study aimed to supplement theoretical studies and to provide practical implications on the experience of cosmetics brand stores. First, we presented educational experiences, aesthetic experiences, and playful experiences as experience characteristics in stores. And we assumed the effect of these experience characteristics on the brand value and the expectation of the product in the store, and the effect of the brand value and the expectation on the purchase intention of the product in the store. 279 data were collected from consumers who had visited cosmetics brand stores, and we analyzed them using structural equation analysis. As a result, both experience characteristics have positive effects on brand value and in-store product expectations, and brand value has positive effects on expectations. In addition, brand value and in-store product expectations have a positive effect on in-store product purchase intention. In moderating effects of gender, the effect of playful experience on brand value is greater in male group, and the impact of educational and aesthetic experience on product expectations is greater in female group. These results contribute to the theoretical expansion of experience research on cosmetic brand stores, and provide strategic implications for experience marketing of cosmetic stores.

• Journal of the Korea Convergence Society
• /
• v.12 no.12
• /
• pp.177-183
• /
• 2021

Unlike the value-oriented tendency of the older generation, the MZ generation, which is emerging as a new consumer, values individual happiness and satisfaction by recognizing consumption as a kind of play, and clearly reveals its playful characteristics compared to other generations. Therefore, this study identified users' needs for interaction elements that can give a playful stimulus to the music player UI, a key function of the music streaming app, one of the universal play activities of the MZ generation. Through previous studies, the concept and characteristics of microinteraction and gamification that can be used as play elements and the relationship between play and art as well as playful characteristics of the MZ generation were summarized. In addition, the current status was identified through case analysis of the existing music app's music player UI and user interviews were conducted through contextual inquiry methods. Afterwards, I was able to identify the positive need to apply playful elements to the music player UI through analysis of user behavior patterns, and based on this, I discovered the possibility of providing an immersive music listening experience through playful interaction.

• The Journal of Society for e-Business Studies
• /
• v.12 no.4
• /
• pp.53-69
• /
• 2007

The convergence of telecommunications and broadcasting is representative of many innovative technologies in the digital environment. It has recently been emphasized as an alternative solution to overcome the on-going saturation of the telecommunications and broadcasting markets. Despite this effort, however, growth of the market and its related services cannot reach prior expectations due to lack of understanding on the real user-end. Telecommunications technology used to serve its instrumental purpose and broadcasting services usually support entertainment functions which in themselves have an inherent value. Our research questions what factors influence users' attitude and decision-making when it comes to using telecommunications-broadcasting convergence services. The research model of this paper proposes intrinsic motivator focusing on hedonic value, extrinsic motivator having utilitarian values, and perceived control as internal and external conditions. To verify our model empirically, we selected the DMB technology which is a good example of distinctive telecommunications-broadcasting convergence service.

• Journal of Digital Convergence
• /
• v.18 no.1
• /
• pp.83-92
• /
• 2020

Establishing a financial independence is essential for sustainable growth of social enterprises. In this vein, this study investigated the key factors that affect customer loyalty about the products or services provided by social enterprises. Commitment and trust in social enterprises were considered as main factors affecting customer loyalty. We also examined the effects of functional, hedonic and social value about the products or services of social enterprises on purchasing decision-making processes. The research model analysis was conducted on 204 consumers using social enterprises in Dong-gu, Daegu. The analysis of research model has shown that commitment and trust had a significant impact on customer loyalty about the product or service of those enterprises. Functional value did not have a significant effect on commitment, while it had a significant effect on trust. Hedonic value had a significant impact on both commitment and trust. Social value had a significant effect on commitment, but not on trust. Value congruence had a significant effect on both commitment and trust. Based on the our findings, it is expected that it would help establish operational and marketing strategies to improve competitiveness in products and services of social enterprises.

• Journal of the Korea Society of Computer and Information
• /
• v.27 no.12
• /
• pp.101-110
• /
• 2022

This study sheds light on the Instagrammable features and viewing experiences of . A research model and hypotheses are formulated using variables including Experience Quality (EQ), Perceived Value (PV), Attitude toward AWA (ATAWA) and Behavioral Intention toward AWA (BITAWA). Although AWA has strong the Instagrammable features in terms of PV, it provides aesthetic or healing experience rather than a pleasure. PV has a significant correlation with DOS and DOI, but it does not influence on BITAWA. In addition, DOS has a positive impact on the increase in DOI, length of viewing time and intention to upload and share photos on Instagram.

• The Journal of the Korea Contents Association
• /
• v.20 no.4
• /
• pp.230-243
• /
• 2020

The purpose of this study is to identify the effect of package tour motivation(harmony, amusement, and convenience) on satisfaction through its attitude and perceived value(emotional value and functional value). This study was conducted an empirical analysis of 297 people aged 19 years or older who experienced package tours. The results of the study are as follows. Firstly, all of the sub-factor like tourism motivation -amusement, convenience- had a positive influence on the attitude. but the harmony which is one of the sub-factor of tourism motivation did not have any influence on the attitude. Secondly, harmony, a sub-factor of tourism motivation, did not positively affect the perceived value sub-factor of emotional value. Thirdly, the character of attitude had a positive effect on satisfaction. Finally, both emotional and functional value factors, a sub-factor of perceived value, were found to have a positive effect on satisfaction. Through these research results, the competitiveness of package tours should be secured and expanded to research on efficient marketing strategies so that package tours can be activated.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2022.05a
• /
• pp.137-139
• /
• 2022

Dementia is known as the most feared disease by the elderly. As Korea becomes an elderly society, the importance of preventing dementia has increased. However, most games to prevent dementia focus only on the function of prevention. Therefore, this study proposes a mobile dementia prevention game focusing on the user's entertainment experience by selecting those in their 60s as the user class. A survey of user interests and related literature was conducted, and based on the survey, a prototype was produced by applying the theme of barista job experience. As a result, users can experience the entertainment value according to their interests while improving four cognitive abilities effective in preventing dementia through games. Through this, this study expects an entertainment experience of preventing dementia for users in their 60s.

• Journal of the Korea Convergence Society
• /
• v.13 no.1
• /
• pp.201-213
• /
• 2022

This study attempted to identify the influencing factors of Taobao Online Live Commerce influencer's attributes on Taobao Live Platform users' post-purchase satisfaction, repurchase intention and flow, and addiction. Through previous studies, researchers set the live commerce influencer attributes into four categories: expertise, attractiveness, interactivity, and aesthetics, and examined the effects of these attributes on consumers' repurchase intentions, flow and addiction. As a result of the study, it was confirmed that among the attributes of Live Commerce influencer, professionalism, interactivity, and aesthetics had a significant effect on the utilitarian shopping value in consumer satisfaction, and four attributes, including attractiveness, had a positive effect on the hedonic shopping value. In consumer satisfaction, hedonic shopping value had a positive effect on utilitarian shopping value satisfaction. In addition, it was found that consumers' satisfaction after purchase affects repurchase intention and immersion. The effect of flow on repurchase intention and addiction was also confirmed. It is hoped that this study will help revitalize influencer marketing in the growing live commerce market and provide basic data to contribute to establishing marketing strategies.