• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.643-653
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• 2017

The purpose of this study is to analyze the influence of Trans Media Brand Experience on Brand Image, Brand Preference, and Purchase Intent. Trans Media experience refers the act of enjoying contents by crossing a number of different media. With the advance of digital convergence, brand experience communication has become more diverse. This study focuses on one particular Trans Media case, Bacchus Self-Scanner by using Smart PLS to analyze 119 participants on a structural equation model. The result shows that 1) brand experience has a positive impact(+) on brand image and purchase intent, 2) brand image has a positive impact(+) on Brand Preference and Purchase Intent, and 3) Brand Preference has a positive impact(+) on Purchase Intent. As the result shows, the empirical proof that Brand Experience affects not only the indirect-effect of Brand Image and Brand Preference but also Purchase Intent as the direct-effect, and that Brand Image can affect Brand Preference and Purchase Intent, will serve as strategic implications for Brand Experience and Brand Image.

• Science of Emotion and Sensibility
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• v.9 no.2
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• pp.101-109
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• 2006

If a salesperson is able to juage consumers' purchasing preferences by looking at their eyebrows shapes, he might be able to set up his sales strategies that will be helpful for the sales. In order to set up this kind of strategy, the difference of purchasing preferences in relation to the eyebrows shapes must be defined clearly. The purpose of this study is to analyze the difference of purchasing preferences according to eyebrows shapes. We group eyebrows shapes into five classes in physiognomy, and Analyze the difference of purchasing preferences according to eyebrows shapes. The result shows that compared with people with rising tails of eyebrows, people with declined ones prefer common, simple, gentle and noble clothing image.

• International Area Studies Review
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• v.12 no.2
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• pp.227-250
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• 2008

The purpose of this study is to compare the Korean consumers' global brand preference and purchase intension with Chinese consumers. Based on the literature review, we created structural correlation between consumer ethnocentrism, perceived quality, brand of origin image global brand preference and purchase intension. The survey polled 500 university students in Busan, Korea and Shanghai, China. SPSS ver.15.0과 AMOS ver.7.0 statistical package were used to analysis the questionnaire data. In order to examine the structural correlation between variables we operated structural equation modeling. The results of the study were as follows: in Korean case, perceived quality and brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. And global brand preference had no effect on purchase intension, either. in Chinese case, perceived quality, brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. while global brand preference had positive effect on purchase intension.

• International Area Studies Review
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• v.13 no.2
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• pp.475-504
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• 2009

The purpose of this thesis is to analyze and investigate why and how these 4 factors (the images of country of origin, imported luxury brand, objective products' characteristics and Projective consumer's peculiarity) impact product preferences & purchasing intention of consumers who plan to buy "Imported Luxury Branded goods". For this study the research directions are: 1. To find each impact of Country of Origin and Brand image which influence "the preference of imported luxury brand items". 2. To analyze the difference of "the effects of Country or Origin" which impacts product preference when consumers buy imported luxury branded goods, which have different purchasing risks. 3. To verify the difference of products' characteristics that have different purchasing risks through comparing the image of country of origin and brand. 4. To analyze and compare "the purchasing behavior of Korean consumers" for achieving research universality. In order to verify that those 4 factors (the images of country of origin, imported luxury brand, objective products' characteristics and prospective consumer's peculiarity) impact on product preferences & purchasing intention of consumers, the linear structural equation model was developed. According to this research model, 9 hypotheses were designed.

• Journal of the Korean Institute of Landscape Architecture
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• v.38 no.3
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• pp.1-14
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• 2010

Areas with negative images in cities can degrade the image of the city as a whole and slow the city's efforts to improve its image. The identification of such areas and the development of a city contour that charts the images of various areas in advance can help urban planners establish relevant strategies to ameliorate detrimental images of the city. This study intends to draw a contour of Seongnam City according to citizen's cognition levels of and preference for city area images and aim to shift the strategy of urban image planning from being results-oriented to being process-oriented. The results of this study are as follows: First, an analysis of the level of cognition of and preferences for Seongnam City's landmarks shows that the degree of cognition varies in different areas, whereas that of preferences remains similar; Second, the cognition and preference contour makes it easy to assess and diagnose city images; Third, the image management map, which merges the cognition contour with the preference contour, divides the city into four different areas. In order to manage city images, it follows that those areas with a high degree of cognition but low preference need to be classified and dealt with first. Further, this study shows that those areas with high cognition are the most populated and visited. Areas with high preference can become a strong candidate for being a landscape control point of a city, which adds to the usefulness of this study. The contour of Seongnam will contribute to networking sightseeing areas for visitors centered upon those places of high preference. It would appear that this type of networking will inspire a better image for the city.

• International Journal of Highway Engineering
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• v.13 no.1
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• pp.1-11
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• 2011

This study is aimed at suggesting a plan for creating a landscape environment by grasping a landscape preference according to the change of middle span and sag ratio which is a consideration factor when designing the suspension bridge representing long-span bridges and image property of the bridge while applying SD method to a relation between landscape preference and image factor, and a connection of design element with image factor. An analysis on landscape preference about the bridge landscape showed from what the longer the length of middle span, the extent of sag ratio of preference decreased, the longer the middle span low sag ratio was preferred and the higher the landscape preference became. In landscape preference and image factor, the attribute of sag ratio with high landscape preference was all positively correlated with "stability", "plasticity", and "aesthetic" but an influence of "plasticity" was insignificant. In the relation between design element and image factor, the factor of middle span and sag ratio was more related to the factor of "stability" and the lower the sag ratio and the longer the middle span, the higher the "stability" was rated. This result showed the image property of "plasticity" was insignificant among the one of preference in landscape and to highlight the one of "plasticity" a complementary experiment was done with a change in balance and symmetry elements not in proportional element of middle span and sag ratio. The result showed the image property of "plasticity" was more highlighted in the suspension bridge of 3-tower and different bilateral symmetry at sag, and when designing the landscape of suspension bridge later on, the elements of balance and symmetry as well as the proportional element should be considered and reflected in the design.

• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.157-158
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• 2012

본 연구는 온라인 채널상에서 소비자의 구매의사결정이 어떠한 영향을 미치고 있는지 알아보기 위한 실증적인 연구조사이다. 온라인 채널의 가치를 담고 있는 채널자산에는 소비자의 이성적요인과 감성적요인이 영향을 미치고 있다. 이러한 요인들이 소비자의 브랜드 선호도와 브랜드이미지에 영향을 주어 궁극적으로 구매의도를 형성한다는 것을 규명하고자 하였다. 따라서 감성적인 요인이 온라인에 대한 애호도와 선호도에 유의적인 영향을 주는 것으로 밝혀졌고 온라인 이용자가 정보 수집을 추구하면서 단순히 정보탐색자체를 즐기기도 한다는 기존 연구결과를 재확인하였다. 또한 소비자의 감성적 요인이 브랜드 선호도와 이미지에 유의한 결과를 갖게 되어 인지-태도의 순도 가능하다는 것이 규명되었다.

• Science of Emotion and Sensibility
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• v.11 no.3
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• pp.375-385
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• 2008

This study intended to grasp image association on human's product and cognition response characteristic, and analyze their correlation with product preference. For this, photos of mobile phones and proposal-type products were selected for experiment stimuli, and an experiment expressing associated word and an experiment evaluating preference of each product's photo were made. With the experiments, two results were derived. First, in linguistic cognition response on product with use experience, application of emotional expression increased as the level of preference increased by mixing expressions of metaphor languages and emotional image. Second, non-use experience of product induces response corresponding to understanding on the object of cognition only perceptually and considering similarities with general experience information.

• Proceedings of the Korean Information Science Society Conference
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• 2005.07a
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• pp.709-711
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• 2005

컴퓨터 그래픽스 분야의 발전으로 3D 모델의 수가 기하급수적으로 늘고 있다. 기존의 텍스트나 2D 이미지만을 검색하는 시스템으로는 정확한 3D 모델의 검색이 힘들다. 따라서 3D 모델 검색 시스템의 필요성이 대두되고 많은 분야에서 그 정확도와 속도향상을 위한 3D 모델 검색 연산자(Descriptor)와 검색 알고리즘을 개발하기 위한 연구가 진행 중이다. 본 논문에서는 VRML 모델을 XML 데이터로 변환하여 3D 모델 검색에 사용하는 것이 주요 목표이다. 검색 방법은 크게 VRML의 노드 분류화를 통한 기본 도형에 대한 검색과 XML로 변환하면서 생성하는 무게중심(Mass-Center)을 이용한 검색 두 가지이다. 즉, 3D 모델 데이터베이스를 구축함으로써 VRML 노드를 통한 분류화와 라벨화된 3D 모델 데이터베이스 지원 등의 장점을 활용한다. 3D 모델을 Key값(Descriptor)을 생성하여 분류화된 XML 데이터로 저장하고, 처리하여 유사도 비교의 대상과 횟수가 많아질수록, 3D 모델을 바로 데이터베이스에서 검색에 사용할 수 있어 검색의 속도와 성능을 보다 증가시킬 수 있다. 보다 복잡한 3D 모델의 유사도 비교에 있어서는 Princeton Shape Benchmark(PSB)[1]에서 정확도가 가장 높게 평가된 방법인 LFD(Light Field Descriptor)[6] 검색 연산자를 사용한다. 이 방법은 3D 모델에서 2D 이미지를 얻어 검색하는 방법으로 많은 2D 이미지 관측점(View-Point)과 관측된 2D 이미지의 적합도를 비교하는 계산량이 많은 단점이 있다. 그래서 3D 모델 검색을 위한 2D 이미지 관측에 있어 x, y, z축 방향의 관측점을 얻는 방법을 제안함으로써 2D 이미지의 관측점을 줄여 계산량을 대폭 감소시키는 장점을 갖는다.것으로 조사되었으며 40대 이상의 연령층은 점심비용으로 더 많은 지출을 하고 있는 것으로 나타났다. 4) 끼니별 한식에 대한 선호도는 아침식사의 경우가 가장 높았으며, 이는 40대와 50대에서 높게 나타났다. 점심 식사로 가장 선호되는 음식은 중식, 일식이었으며 저녁 식사에서 가장 선호되는 메뉴는 전 연령층에서 일식, 분식류 이었으며, 한식에 대한 선택 정도는 전 연령층에서 매우 낮게 나타났다. 5) 각 연령층에서 선호하는 한식에 대한 조사에서는 된장찌개가 전 연령층에서 가장 높은 선호도를 나타내었고, 김치는 40대 이상의 선호도가 30대보다 높게 나타났으며, 흥미롭게도 30세 이하의 선호도는 30대보다 높게 나타났다. 그 외에도 떡과 죽에 대한 선호도는 전 연령층에서 낮게 조사되었다. 장아찌류의 선호도는 전 연령대에서 낮았으며 특히 30세 이하에서 매우 낮게 조사되었다. 한식의 맛에 대한 만족도 조사에서는 연령이 올라갈수록 한식의 맛에 대한 만족도는 낮아지고 있었으나, 한식의 맛에 대한 만족도가 높을수록 양과 가격에 대한 만족도는 높은 경향을 나타내었다. 전반적으로 한식에 대한 선호도는 식사 때와 식사 목적에 따라 연령대 별로 다르게 나타나고 있으나, 선호도는 성별이나 세대에 관계없이 폭 넓은 선호도를 반영하고 있으며, 이는 대학생들을 대상으로 하는 연구 등에서도 나타난바 같다. 주 5일 근무제의 확산과 초 중 고생들의 토요일 휴무와 더불어 여행과 엔터테인먼트산업은 더욱 더 발전을 거듭하고 있으며, 외식은 여행과 여가 활동의 필수적인 요소로써 그 역할을 일조하고 있다. 이와 같은 여가시간의 증가는 독신자들에게는 좀더 많은 여유시간을 가족을 이루고 있는 가족구성원들에게는 가족과의 유대를 강화하는 휴식과 오락의 소비 트렌드를 창출시켰다. 이와 더불어 외식은 식사를 해결하기 위한

• The Journal of the Korea Contents Association
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• v.8 no.8
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• pp.111-118
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• 2008

Nowadays, people get images from various media like TV, magazines, newspaper, internet. Such images directly influence people's thoughts and lives, either consciously or unconsciously. In the past, reproduction devices have been mainly used in reproducing an original scene accurately. Lately, the cognitive preference became a key value in the scene reproduction, and it was affected by the surrounding media. Recently, the most commonly used device in reproducing an original scene is the camera. The core of an image is the light, in other words, the exposure. Most digital cameras are set to adjust exposure automatically in order to reproduce a scene physically as identical as possible. However, physically right exposure does not always give images that people prefers. Numbers of tests were done to find the exposure value that makes an image cognitively more preferred. Skin tones which are highly sensitive to color and changes in density has been used in the tests. A male and a female model have been used to classify changes in cognitive preference due to gender differences.