• Design Convergence Study
• /
• v.15 no.2
• /
• pp.333-345
• /
• 2016

Recently, an intelligent product in which information and robotic technologies are applied to an existing common product, called a mother product has been developed. In order to develop intelligent products which could be accepted by users, various intelligent product design methods have been introduced considering various interaction aspects or intelligent parts to be made. However, as an intelligent product is originated in a mother product, intelligent product design methods based on product attributes need to be explored. In this study, the impact of intelligent product types by product attributes on users' acceptance was investigated by comparing hedonic intelligent products and utilitarian intelligent products. An experiment was executed with child slippers as a case. As a result, participants evaluated utilitarian intelligent products more positively than hedonic intelligent products. They showed higher purchase intention and willingness to pay toward utilitarian intelligent products than hedonic intelligent products. In the case of child slippers, even though the hedonic attributes could be expected as they are child products, utilitarian attributes were perceived as much more important than hedonic attributes as the child slippers are related to the floor noise which is a severe social problem.

• Asia Marketing Journal
• /
• v.13 no.2
• /
• pp.99-130
• /
• 2011

In recent years, a new way of differentiating product design has emerged -better known as 'masterpiece marketing,' this is a strategy where famous art pieces are borrowed on to product designs. Because the recent trends of well-being and LOHAS have encouraged the consumers' desires to enjoy culture and live a more opulent lifestyle, famous and notable paintings have grown to be more of "approachable masterpieces" to the public. As a strategy intended to develop a new consumerism, while still prioritizing customers' values and their satisfaction, companies have been drawn to this new type of marketing. The current consumption society has converted renowned art pieces from simply works of 'high culture' to a further way of marketing, aimed to differentiate products and dominate the market. Though many products have had masterpieces applied to their designs and have been noticed for their marketability, there has been less systematic research done on the scientific background behind this marketing approach. This research focused on the art pieces' fundamental nature of inducing emotions in the viewer, and hypothesized about how the evaluation of a product may be influenced by the affect provoked by the art piece used. To be more specific, if art pieces with different levels of pleasure and arousal -the two axis of emotion suggested by existing research on emotion -were used on each product, the goal was to see how the different levels influenced the consumer's assessment of the products, focusing on product's type as well as the evaluation of their attributes. First, a pretest was done to verify the relationship between the emotion provoked by the art piece and the consumer's preference. There were two types of surveys, each with five drawings from the ten that were assumed to differ in levels of the two axis of emotion. The survey was composed of questions asking for positive emotion, negative emotion, level of arousal, and preference. The correlation between the measurements of positive and negative emotions was -0.792, so an integrated entry was used in the analysis by subtracting the measurement of negative emotions from that of positive emotions. The first hypothesis that paintings that provoke positive emotions will be more preferred than paintings that bring out negative emotions was supported; and through this research, paintings that were to be used for the products were selected. The second pretest was conducted to settle on an item that would be used in the research. Items meant to measure utilitarian and hedonic attributes of milk and chocolate, the two products to be used in the research, were extracted. Because milk is a utilitarian product with strong practical attributes while chocolate is a hedonic product with strong hedonic attributes, these two were selected to be used in this research. The first study was executed to see if there is a difference in attitude about products that have different painting on their designs, which either induces positive or negative emotions. It was also to verify whether this difference in attitude was mediated by the viewer's preference for the art piece. This study showed that when positive emotion inducing painting was used, the product was better evaluated compared to the product with a painting that provokes a negative emotion, thus supporting the second hypothesis. It was also supported that the effect of affect on product evaluation was mediated by preference for the art piece. The second study was done to see the influence of the level of arousal on the evaluation of the product's attributes. Art pieces that differ in the level of arousal were selected through the pretest, and later it verified the hypothesis that the level of arousal has an effect on the assessment of the attributes of the product. In the case of milk, a utilitarian product, the fourth hypothesis that a high-arousal painting will better evaluated for its hedonic attributes was supported, as well as the fifth, which hypothesized that a low-arousal painting will receive a higher assessment for its utilitarian attributes. However, for chocolate, a hedonic product, both fourth and fifth hypotheses were not supported. This study is significant for the following basis: first, it verified the importance of the emotion induced by the painting on the evaluation of the product's attributes, by applying a systematic and scientific method. Second, it expanded from the existing research on positive/negative emotions to confirm the additional influence of the state of arousal on product evaluation.

• Journal of Distribution Research
• /
• v.13 no.4
• /
• pp.47-70
• /
• 2008

The purpose of this study is to find out characteristic of a product which has the most influence when consumer makes a purchase, and analyze if actual consumers make a purchase with recognition of the brand difference between PB and NB brands using conjoint analysis. As a result, the main factor which consumers consider when they purchase a product is the quality but the factor for brands (NB or PB) do not have an effect on their purchasing. The reason why consumers little consider a factor for PB or NB is that they do not have much knowledge of PB and they recognize the PB as a "me-too" product of NB. Therefore, retailers should develop more differentiated product in order to be recognized by consumers.

• Journal of Distribution Science
• /
• v.4 no.1
• /
• pp.103-120
• /
• 2006

This study is composed of analyses about whether intensifying the attribute level of alternatives presented to consumers makes the effect of intensifying attributes and there is any significant difference among effects of the intensified attributes. For this, the most favorite alternative is extracted from each group of computers and jeans through conjoint analysis, which is used as a standard alternative during the process of experimentation. In conclusion, this research suggests that in terms of business, by intensifying the latter attribute of products rather than the early attribute, an enterprise acquire distinct and competitive superiority over similar competing products (esp. functional products), and theoretically, by expanding and analyzing decision models it can predict consumers' behaviors more correctly.

• Journal of Global Scholars of Marketing Science
• /
• v.9
• /
• pp.47-75
• /
• 2002

The purpose of this study is to identify the effects of reference price, price rationale and price-quality inference of consumer on the evaluation of apparel quality. The experimental materials developed for this study were a set of stimulus and response sheet. The stimuli were six print ads, which was manipulated by reference price and price rationale for a jacket of national brand. This study used a 2(reference price: offer and non offer)$\times$3(price rationale: non offer, stock disposal, sales promotion) $\times$2(price-quality inference of consumer: high and low level) between-subjects experiment. Subjects were 371 female university students. The data were analyzed by factor analysis, ANOVA and t-test. The results were as follows. First, three apparel attributes were identified: sewing/fabrics and label by factor analysis. Second, the significant interaction effects of reference price, price rationale and price-quality inference of consumer were found on evaluating quality of sewing/fabrics and label of apparel. So, reference price effect differed to depending on type of price rationale and levels of price-quality inference. Third, the significant main effect of price-quality inference of consumer existed on evaluating construction quality of apparel.

• The Research Journal of the Costume Culture
• /
• v.22 no.1
• /
• pp.143-157
• /
• 2014

The aims of this study were to identify the dimensions of both store and PB apparel product attributes at large discount stores, and to empirically examine the effects of each dimension of store and PB apparel product attributes on satisfaction with PB apparel products and on repurchase intension. Questionnaires were given to 264 large discount store customers, who have experienced buying PB apparel products at large discount stores. The results were as follows. First, purchased PB items and image, improvement of PB apparel products showed differences by gender. Second, the dimensions for store attributes were categorized as convenient of shopping environment, product quality, customer service, advertising reach, convenient location, and reasonable prices. The PB apparel product attributes were categorized as material handling management, quality, fashion ability, and brand power. Third, generally, both store and PB apparel product attributes at large discount stores are significantly related to PB apparel satisfaction and repurchase intention. PB satisfaction and repurchase intention of males were partly affected by store attributes and PB apparel product attributes. PB satisfaction and repurchasing intention of females, however, were partly affected by only PB apparel product attributes, not store attributes.

• The Journal of the Korea Contents Association
• /
• v.19 no.8
• /
• pp.58-68
• /
• 2019

Recently SNS product reviews are excessively increasing. However, many SNS reviews are under feeble regulation than how big and powerful that their awarenesses are. This problem leads to consumers' discontentment on product reviews on online. This study aims to analyze how SNS product reviews characteristics: informativeness, entertainment, reliability and familiarity attribute on consumers' purchase intent and brand attitude. However, at this time, consumers' high discontents (stored-knowledge) expect to have negative affect on product reviews thus I put this as a regulation effect. This study is consisted of 240 examinee who check SNS product reviews before buying products.

• Journal of Digital Convergence
• /
• v.16 no.12
• /
• pp.257-266
• /
• 2018

The implication of this study is that the development and market participation of the next generation eco - friendly vehicles is accelerating, and consumers 'interest is increasing. Also, the product attributes of environment - friendly vehicles and the government's policy support for the next generation eco - friendly vehicles. The purpose of this study is to investigate the effect of purchasing behavior of eco-friendly vehicles on the product attributes of eco-friendly vehicles. Economic, image, functionality, and service convenience have positive effects on consumers' purchase intention. As a result of examining the moderating effect of the government support policy between the product attributes of environment - friendly vehicles and the purchase intentions of environment - friendly vehicles, the government or municipal government has no control effect such as vehicle price subsidy, vehicle tax subsidy, Carbon tax support to prevent emissions was found to have a moderating effect of supporting 10,000 won per ton, even if 5,000 won per ton was supported. This suggests that consumers who prefer to buy eco-friendly vehicles are more likely to have environmental factors.

• The KIPS Transactions:PartD
• /
• v.13D no.7 s.110
• /
• pp.1017-1026
• /
• 2006

Recently, distributed collaborative development environment has been recognized an alternative environment for product development in which multidisciplinary participants are naturally involving. Reuse of Product design information has long been recognized as one of core requirements for efficient product development. This paper addresses an image-based retrieval system to support product design information reuse. In the system, product images obtained from multi-modal devices are utilized to reuse design information. The proposed system conducts the segmentation of a product image by using a labeling method and generates an attributed relational graph (ARG) that represents properties of segmented regions and their relationships. The generated ARG is extended by integrating corresponding part/assembly information. In this manner, the reuse of assembly design information using a product image has been realized. The main advantages of the presented system are following. First, the system is not dependent to specific design tools, because it utilizes multimedia images that can be obtained easily from peripheral devices. Second ratio-based features extracted from images enable image retrievals that contain various sizes of parts. Third, the system has shown outstanding search performance, because we applied various information of segmented part regions and their relationships between parts.

• The Journal of Society for e-Business Studies
• /
• v.16 no.4
• /
• pp.283-299
• /
• 2011

In this paper, we draw upon Task-Technology Fit theory to investigate the fit attributes which impacted on customer preference over three virtual shopping channels which included TV home shopping, Internet shopping, and broadband applications, i.e. IPTV. The fit attributes also reflected the product category contingency, which is classified based on the degree of quality assessing difficulty on the web, such as quasi-commodity, look and feel goods, and look and feel with variable quality goods. Using the collected survey data, we employed stepwise regression analysis to validate the fit attributes in the context of performing virtual shopping task via those three distinctive media technologies. Furthermore, through ANOVA test with Duncan statistics, we reported comparative intensity of the valid fit attributes across the product categories and distinct media technologies. The results validated four critical fit attributes and significant distinctions among product categories and three virtual shopping channels. The findings provide practical insights in distribution channel design exploiting digital convergence technologies.