• Asia Marketing Journal
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• v.9 no.3
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• pp.1-32
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• 2007

In this study, we investigate the relative effectiveness of the two types of brand extensions (sequential extensions vs. direct extensions) in dissimilar extensions and examine the moderating role of two key variables - brand concept(functional brand vs. symbolic brand) and price of target extension product(low vs. high). The results from two experiments show that consumers evaluate the target extension product more favorably when brand is extended sequentially to dissimilar categories than when it is extended directly. However, the difference of target extension product evaluation between sequential extensions and direct extensions decrease when brand is symbolic and price of target extension product is high. Theoretical and managerial implications of the finding are discussed and inplications for future research are suggested.

• Journal of the Korea Society of Computer and Information
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• v.29 no.4
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• pp.155-160
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• 2024

Weather indexes such as temperature, humidity, wind speed and air pressure have been studied for diverse life-related factors: Food poisoning, discomfort, and others. In that, the Korea Meteorological Administration(KMA) has been released indexes such as 'Life industrial weather information', 'Safety weather information', and even 'picnic weather information' that shows how an weather like to enjoy picnic. Those weather-life effects also reveal on shopping preference such as an weather affects offline shopping purchase behaviors especially big-marts because they have outside leisure activity attribute However, since online shopping has not physical attribute, weather factors may not affect on same way to offline. Although previous researches have focused on psychological factors that have been utilized in marketing criteria, this research utilize KMA weather dataset that affects psychological factors. This research utilize 1,033 online survey for SEM analysis to clarify relationships between weather factors and online shopping purchase behaviors. As a result, online purchase intention is affected by temperature and humidity.

• Asia Marketing Journal
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• v.12 no.1
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• pp.1-30
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• 2010

Customers often experience waiting for buying service. Managing customers' waiting time is important for service providers since customers who are dissatisfied with waiting, secede from a service place at last. Not a few studies have been done to solve waiting time problem and improve customers' waiting experience. Hui & Tse(1996) identify evaluation factors in customers' behavioral mechanism as customers wait. That is, customers experience perceived waiting time, waiting acceptability and emotional response to the wait when they wait. Since customers evaluate the wait using these factors, service provider should manage these factors in order to minimize customers' dissatisfaction. Therefore, this study explores that evaluation factors of waiting are influenced by customers' situational and experiential characteristics, which include customer loyalty, transaction importance for customer and waiting expectation level. Those situational and experiential characteristics are usually given to service providers so they can't control these at waiting point. The major findings derived from two exploratory studies can be summarized as follows. First, according to the result from the study 1 (restaurant setting), customers' transaction importance has the greatest positive influence on waiting experience. The results show restaurant service provider could prevent customers' separation effectively through strategies which raise customers' transaction importance, like giving special coupons for important events. Second, in study 2 (amusement part setting) customer loyalty has large positive impact on waiting experience as well as transaction importance. This results show that service provider could minimize customers' dissatisfaction using strategies which raise customer loyalty continuously. This results show customer perceives waiting experience differently according to characteristics of service place and service itself. Therefore, service provider should grasp the unique customers' situational and experiential characters for each service and service place. It could provide an effective strategy for waiting time management. Third, the study finds transaction importance and waiting expectation level have direct influence customers' waiting experience as independent variables, while existing studies treated them as moderators. Customer loyalty which has not been incorporated in previous waiting time research is known to affect waiting experience. It suggests that marketing strategy which builds up customer loyalty for long period of time is also quite effective, compared to short term tactics to help customers endure waiting time. Fourth, this study reveals the importance of actual waiting time along with perceived waiting time. So far most studies only focus on customers' perceived waiting time. Especially, this study incorporates the concept of patient limit on waiting time to investigate effect of actual waiting time. The results show that there were various responses to the wait depending on how actual waiting time exceeds individual's patent limit on waiting time or not, even though customers wait about the same period of time. Finally, using structural equation model, conceptual path between behavioral responses is verified. As customer perceives waiting time, then she decides whether she can endure it or not, and then her emotional response occurs. This result are somewhat different from Hui & Tse(1996)'s study. The study also includes theoretical contributions as well as practical implications.

• Information Systems Review
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• v.22 no.2
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• pp.137-166
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• 2020

While South Koreans overseas travelling rate has been increased every year, domestic travelling rate has been at a standstill for several years. The purpose of this study is to analyze domestic traveling styles of Koreans according to their generations in order to provide generation-specific traveling services. For this purpose, we categorized the survey respondents into four different generations, which are Millennium (age 19~34), X generation (35~54), Baby Boomer (55~64) and senior by following the criterions of the Korea National Tourism Organization. After then, we analyze factors related to travel preparation process, the actual traveling activities and satisfaction after the travel. In this study, 16,713 data collected by the Ministry of Culture, Sports and Tourism are used. The results of this study show that Korean people tends to acquire domestic traveling information from their own or acquaintances past experiences. Also, they do not prefer the organized trip for domestic travels, thus do not buy package products a lot. In addition, natural scenery, rich in cultural heritage, and convenient accommodation are the most important determinant factors affecting the overall travel satisfaction of level for all generations. The traveling characteristics for each generation are as follows. Millennium get traveling information from the internet a lot, and more specifically, they refer portal sites and social network services (SNS) in many cases. Also, they tend to travel in summer peak season to popular destinations and pursues active traveling experiences. Generation X has similar traveling patterns with Millennium, however they major transportation method is using their own car. Also, transportation convenience and satisfactory leisure activity are important factors affecting the overall satisfaction level to Generation X. On the other hand, Baby boomer generation has a greater emphasis on appreciation of nature, visiting famous restaurants, and relaxation, rather than actively participating experiencing programs. They travel evenly in summer and spring/fall season to many different areas instead of focusing on popular tourist spots. In addition, shopping and eating delicious food are the important factors affecting the overall satisfaction level for them. Lastly, Senior generation has similar characteristics with Baby boomer in many ways, however, they travel a lot on the same day using public transportations or car rental service. They prefer spring and autumn trips rather than summer peak season, and tend to buy packaged travel products a lot compared with other generations. If these different traveling characteristics of each generation are considered for organizing and customizing tourism services, it is expected that domestic tourism satisfaction level will be ultimately increased.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.7
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• pp.284-289
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• 2017

This study examined Korean traditional dancing performances in small theaters as a phenomenological approach. Korean traditional dances, as cultural welfare, are expected to be attractive to the public and our cultural heritage is expected to be inherited from them. The purpose of this study was to provide basic data for Korean tradition dancing to be supplied to the public as a Traditional Cultural Welfare Program. A qualitative approach was taken to best achieve the aims of this study. The data used in this study were collected from July 10th to September 1st, 2016, using in-depth interviews. Seven Korean dance professionals with more than 15 years' experience in traditional dancing performance were enrolledin this study. The traditional dancing performance in small theaters is necessary in terms of providing concert halls to local cultural artists and high quality performances to audiences as traditional cultural welfare. The traditional dancing performance in small theaters as cultural welfare will provide a platform to enjoy various traditional cultures across all ages and all class levels of the society in auniversal dimension.

• Journal of Korea Port Economic Association
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• v.26 no.3
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• pp.114-129
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• 2010

Busan port's main function is handling container cargo compared to world major ports and the percentage of handling general cargo such as dirty bulk cargo is very low. In other words, although total cargo weight of Busan port that recorded the handling result of 13.29million TEU in 2008 reached 113.05million ton, total cargo weight of general cargo was 15.31million ton, so container cargo accounted for 88.1% of whole cargo weight. However, it is the time to create high added value by the increase of handling and marketing dirty bulk cargo. Originally, the dirty bulk cargo was not the avoided object from the first. Somehow, it is a very high added value cargo, and is surely essential strategic material to basic industries of nation. However, it becomes dirty bulk cargo as the companies are reluctant to handle it because of environmental problem, distinct characteristic in handling, uncertain break even point due to imbalance between supply and demand compared to container cargo. However, items that are classified as dirty bulk cargo now are certainly necessary strategic materials to national basic industries or national life. Besides it seems to be a high added value cargo here and now. Therefore, it is time that increasing of handling dirty bulk cargo by marketing it and the system for efficient handling such as constructing the exclusive use wharf in Busan port, modernizing of facilities and equipments, stable secure of place for holding and handling through development of distribution complex by item, efficient data processing and closer cooperation by setting up a SCM of related authorities are needful.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.12
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• pp.529-538
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• 2017

The objectives of this study are to examine and propose a method for establishing a seed story regarding residents of Yongdam 1-dong and to utilize storytelling in establishing town development strategies. Globally, major cities seek urban restoration based on their regional culture and history. Yongdam 1-dong is a downtown area located in Jeju City, South Korea. This study attempts an innovative approach to town-making by storytelling about the residents' lives. The storytelling method may be utilized to establish town development plans in the following ways: 1) To make use of the storytelling method in the town to be introduced in various ways; 2) As an important reference in establishing town development plans; 3) To establish various town-making plans. For example, the method may be used to decide the direction, prepare program contents, plan related festivals, and conduct regional facilitator education programs; and 4) To help experts who participate in voluntary work in the region to understand the town. Using these contents, we can create one of various fields in town development.

• The Journal of the Korea Contents Association
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• v.12 no.7
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• pp.323-335
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• 2012

The purpose of this study is to clarify the impact of information contents at online purchase sites of movie merchandise. The results of this study are as follows: 1) Movie-understanding information(synopsis, actors, reviews) has a meaningful influence on information service satisfaction irrespective of consumer involvement; 2) Movie-understanding and movie-going information(time, place, price, purchasing method) are alike in having a meaningful influence on online purchasing intention. However, movie-going information has a meaningful influence in case of lower consumer involvement, while movie-understanding information has a meaningful influence in case of higher consumer involvement.; 3) Information service satisfaction gives a strong influence on online purchasing intention irrespective of the level of consumer involvement. In conclusion, there is a need to improve diversity and quality of movie-understanding information to enhance consumer satisfaction. Also, it will be necessary to improve movie-understanding and movie-going information in order to enhance online purchasing intention. These results are expected to give an insight to build a creative marketing strategy of online purchase sites of movie merchandise.

• Culinary science and hospitality research
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• v.15 no.1
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• pp.137-148
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• 2009

This research aims at supplying the basic data for getting the opportunity to understand and take interest in native local foods, seeking the plans for the succession, development and popularization of such foods. It also presents the efficient development direction of native local foods by researching the attitude to native local foods and their importance among the university students living in Busan and Gyeongnam areas. As the results of conducting a cross analysis on the basis of the characters of sex, age, department, and residence periods of demographic characters to survey university students' attitude to native local foods, 38.5% of the respondents said that they have experience of having been interested in them. And the media were the most influential medium to make them get interested in native local foods, and special restaurants for native local foods were most frequently visited to have them. As for the succession and development of native local foods, public relations was the most important factor for promoting them. For the popularization of native local foods, various cultural events and public relations were most needed. As the results of analyzing the importance of native local foods by the demographic characters, there were statistically significant differences according to sex, age, residence period in Busan and Gyeongnam areas.

• Culinary science and hospitality research
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• v.20 no.3
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• pp.64-79
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• 2014

This study was conducted to examine changes in coffee intake according to the sociodemographic characteristics of the people over 50 and the elderly living in Korea. The data of 2,316 and 3,170 people were extracted respectively from the 2001 and 2011 Korea National Health and Nutrition Examination Surveys. The data were analyzed by gender, age, region area, marital status, educational level, household income, economic activity, and subjective health status. They were also analyzed according to gender and age by average daily intake of coffee, coffee type, place, cups of coffee a day and amount of coffee intake per serving. All statistical analyses were performed with IBM PASW Statistics (SPSS) 21.0 which is capable of complex sample design by frequency analysis, chi-square test, t-test, and logistic regression analysis. The results of the study showed that coffee consumption of the elderly was influenced by their economic activity. In 2011, elderly men ingested averagely more coffee than elderly women, and they also consumed brewed coffee mostly at workplace. Moreover, age groups of over 75 tended to consume a lot of brewed coffee. In this respect, the coffee industry should be aware of the elderly as a new consumption group. Also, this study provides a variety of coffee shops with basic data for product development and marketing activities.