• The Journal of the Korea Contents Association
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• v.11 no.10
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• pp.416-424
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• 2011

This study aimed to look into the Korean food consumption behavior, satisfaction, and loyalty between segmented groups through Korean food market segmentation in accordance with brand personality. A survey was conducted to the Japanese residing in Korea and also Japanese tourists in Korea. For the statistic analysis, frequency analysis, factor analysis, anova, $x^2$ and cluster analysis were conducted with Hangul SPSSWIN 19.0. The results of an empirical analysis include the following. First, the brand personality of Korean food was deduced into the following five levels: sincerity, ruggedness, competence, sophistication, and excitement. As a result of stereotyping based on the above, it was classified into three groups involving an excitement pursuing group (18.7%), a sophistication pursuing group (59.7%), and a competence sincerity pursuing group (21.6%). Second, it was found that there was a significant difference in the demographic characteristics and Korean food consumption behavior between segmented groups. Third, there was a significant difference also in satisfaction with and loyalty to Korean food between segmented groups. Specifically, competence and sincerity pursuing groups were discovered to exhibit the highest satisfaction and loyalty when compared with any other of the groups. Accordingly, it would be necessary to conduct a Korean food marketing strategy appropriate for each segmented group.

• The Journal of the Korea Contents Association
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• v.11 no.10
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• pp.405-415
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• 2011

The primary purpose of this paper is to identify the influencing factors on the new products adoption between countries and generations. For this purpose, a research is developed based on the relevant literature reviews. Data have been collected from 524 persons and were tested by t-test and various statistical methods. The results of this empirical study are summarized as follows. In the cultural factors, the groupism has high discretion in China old generation. The materialism and shopping preference have high discretion in two young generations. There is no difference between the two groups in the distance of power. In innovativeness of personality, Korea and China young generation have high discretion. Innovativeness has high discretion in Korea and China youngs. Cognition and sensory innovativeness are has low discretion in Korea old. In the social risk perception, physiological, functional general and financial risk has high discretion in China old. In risk reducing behavior, the normative taking level and ad, new product adoption has high discretion in Korea and China youngs. But, the influence of others has high discretion in China old generation. The safety and brand reputation are no influences. The findings have a several marketing strategies in generation and countries.

• The Journal of the Korea Contents Association
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• v.12 no.1
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• pp.308-317
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• 2012

In this study, we searched for ways of the demand, the building up of strategic, collaborative networks plan activation of the local area network status by the current social enterprise and the direction of the future resources rinks, conducted by a case study of the (preliminary) social enterprise network-building activities based in Gwangju Metropolitan City and Jeju Special Self-Governing Province. By the study findings, local resources that the two regions social enterprise wants to connect are the most numerous in enterprise, public agencies and local media, followed by professionals' pro bo no, private organizations, volunteer groups. Hope for Information in conjunction is revealed in order by purchasing items, labor and financial support, public relations, purchasing service, marketing and a joint venture. For the conjunction, participating related events, the assistance of government agencies and related organizations joined, the role of chief engineer are emerged in order while they are performing work. By the findings, for the activation of local resources links of the social enterprises, it is necessary to impelled cooperation system between activating local profit companies, universities and one company ; a social enterprise and to uncovered volunteer activities of the community. Also, sparking, solidarity and building trust for social enterprises are derived as a ethical and alternative consumer movement.

• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.511-521
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• 2020

The purpose of this study is to research the effects of the same brand item sold online at different prices. To that end, the exploratory study is focused on four factors that influence price dispersion online is suggested. First, the products are divided into utilitarian products and hedonic products in line with the product concept, and laptops, washing machines are included in the utility concept products. Also the backpacks and sneakers are included in the hedonic concept products. A total of 400 effective objectives were selected and analyzed for each concept products, 200 objectives. The research analysis revealed that the price dispersion is significant relationship with an average price, the highest price, the lowest price, the year of release, the number of retailers, and the number of reviews in case of the utility concept product. On the contrary, in case of hedonic concept products, average price, highest price, lowest price, year of release, retailer, and reviews and ratings is found to be positively related to price dispersion. Based on these results, theoretical and practical implications are discussed about the influence price dispersion on marketing.

• The Journal of the Korea Contents Association
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• v.10 no.3
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• pp.241-249
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• 2010

The purpose of this study is to provide basic information for marketing strategy for hospitals in Busan Metropolitan area by investigating of the web-site management and effect on hospital management about the web-sites managers. Survey of 53 web-site managers was taken between May 1st and May 25th 2008. The survey was carried out to gather information about characteristics of web-site managers and creating, managing and operating process of web-sites and web-sites' effect and information sharing abilities. The results of survey are as follows. First, most of hospitals' web-sites were launched between 2001 to 2005 via outsourcing. Most of hospitals spent about one to three million won for their web-sites and renew web-sites every year. Most of these web-sites have hospital PR, Q&A, and on-line support functions. Second, most of whom participated in survey have agreed that a hospital web-site has influence in hospital management in various categories such as introducing hospital to medical examination, making doctor's appointment, providing patient guidance, providing medical information, and patient counselling. This study shows that effects of web-sites are closely related to web-site satisfaction level. Therefore, to raise the hospital satisfaction level, it is necessary for hospitals to put more efforts in creating web-site that provides more medical information and improved on-line services.

• The Journal of the Korea Contents Association
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• v.16 no.1
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• pp.541-557
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• 2016

The purpose of this study is to identifies services characteristics such as service customization, service ability, service empathy impacts on trust, affective commitment and calculative commitment, and explains causal role of affective commitment and calculative commitment by verifies relationships between trust and affective commitment and calculative commitment and customer loyalty in dental service setting. Analysis of structural equation modeling with SPSS 20.0 and AMOS 16.0 were performed to test the research hypothesis. The result of the study as follows: First, it was found that service customization had effect on affective commitment, and service ability had influence on trust, and service empathy impacts on both trust and affective commitment, but calculative commitment was not found to significant path coefficients in relationships with service characteristics. Second, trust had effects on calculative commitment, but not affective commitment. Third, affective commitment and calculative commitment positively had influence on customer loyalty. Therefore, Dental service providers should be increase user confidence by showing empathy and the ability to service. Customer who had formed trust is to build customer loyalty by inducing loyalty directly or by presents a variety of benefits indirectly. The high emotional attachment customer will have to present a suitable marketing strategies to build strong customer loyalty.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.742-759
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• 2016

This study aims to examine effects of service authenticity and service quality on the customer satisfaction and customer loyalty in mediation of customer trust in financial investment company. This research model was validated by the statistical tool of SPSS18.0 and AMOS18.0 using survey data collected from the experienced of financial investment company. The results of this study are summarized as follows. First, service process authenticity has a significant effect with customer satisfaction and customer oriented authenticity has a significant effect with customer satisfaction in mediation of customer trust. Second, service quality(tangibility, reliability, assurance, empathy, except responsiveness) has a positive effect(empathy is the highest of all) with customer satisfaction and the importance of service authenticity and service quality can be confirmed from customer satisfaction and customer loyalty. Third, customer satisfaction and customer loyalty as well as trust and satisfaction have significant effects between them, but there have no significance between trust and loyalty. Finally, this study suggests directions of marketing strategy through build up trust in a strong relationship with the existing loyal customer in financial investment company.

• The Journal of the Korea Contents Association
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• v.13 no.1
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• pp.156-163
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• 2013

In the past, the enlargement of perception through media was 'information'. From now on, however, the primary objective of media is to consist not in conveying information but in sharing the values of 'emotion' and 'experience' that are perceived through information. Individual emotional becomes an issue due to the limitations of the ideology of modernism and the pervasiveness of the autonomous perception in the human thinking that started in postmodernism. If we once again talk about a function-focused, sensible approach for the sake of marketing in the current era that has impinged on the limits of mammonism, we must keep in mind that 'emotion,' presently retaken as the originary, human value and the value of new communication, may come to an end any time. Therefore, th current thesis is designed to examine John Dewey's 'transaction' as a method for figuring out the concept of emotion, the perceptional function latent in humans. Dewey's 'transaction,' which is a term that refers to the reciprocal relationships between humans and environment and the accompanying totality of perceptive process, interprets human emotion, user experience and environment as the organic, circular relationships. For such understanding, one must break out of the boundary of the past, dichotomous communication between the subject and the object to expand into the perceptional relations in a wider environment, in order to seek design methods that would help dismantle the borderline that has so far separated the developer from the user, share sensibilities, and express experiences.

• The Journal of the Korea Contents Association
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• v.13 no.1
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• pp.417-424
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• 2013

The purpose of this study is to find out the effect of macroeconomic variables on the hotel profitability and suggest the reasonable way to handle them. To achieve this purpose, seven macroeconomic variables were used as an independent variable. These were the index of industrial production, West Texas Intermediate, the consumer price index, the unemployment rate, the money supply, the trade balance and the exchange rate. And ROA and ROE of total hotels were used as a dependant variable respectively. As the result of regression, it was found that the index of industrial production and the exchange rate had a significant and positive effect on ROA. And West Texas Intermediate, the consumer price index and the unemployment rate had a significant and negative effect on ROA. Also the consumer price index and the unemployment rate had a significant and negative effect on ROE and the exchange rate had a significant and positive effect on ROE. Through the analysis two key variables were found to be very important ones. These were the unemployment rate and the exchange rate. So the hotel managers need to emphasize on the good price of domestic hotel products and supply the various productions and services to the guests when the exchange rate is increased. But when the unemployment rate is increased, the hotel managers should consider to supply the middle price products with the hight price products.

• The Journal of the Korea Contents Association
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• v.19 no.11
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• pp.46-56
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• 2019

This study aimed to understand the value pursued when consuming performances for classical music performance audiences, to identify the difference in influence by type, and to expand into the base of academic research focusing on audiences who are consumers in classical music performances, which was the existing supplier-centered. Also, this study tried to verify the effect of consumption value on flow and satisfaction. and we aimed to prove whether consumption value leads to re-spectating intention through structural relationship. For this purpose, a survey was conducted on the audience who watched classical music performances within one year by applying consumption value theory, and the analysis was conducted using smartPLS 3.0. As a result, functional value and emotional value had an effect on flow. The second one is that functional value had a positive effect on satisfaction. The third fact is that social value had a negative effect. Overall, the structural relationship between flow, satisfaction, and re-spectating intention had a strong effect on each other. Implications of this study are that the market characteristics and current status of classical music performances were examined, and that an effective marketing strategy to increase the re-spectator rate was sought by finding out the factors of audience's consumption value that affect viewing satisfaction.