• The Journal of the Korea Contents Association
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• v.10 no.1
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• pp.239-246
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• 2010

This research sees that even interactivities have differences by the types of internet shopping malls and compared and analyzed the interactivities by classifying them into open market and special malls. The research survey was conducted aiming at those who purchased products in Internet shopping malls within the latest 6 months, and, then, a statistical analysis was carried out. The analysis result showed the interactivity in internet shopping malls was deduced as 2 perspectives while it was confirmed that there are differences according to shopping mall types. For open markets, interactivities of both 'between company and customers' and 'between customers and customers' have significant influences on the satisfaction degree. Especially, the interactivity of 'between company and customers' have higher influences on the satisfaction degree. However, for the specialty malls, it was shown that only the interactivity of 'between company and customers' have significant influences on the customer satisfaction degree. Additionally, it was confirmed that the satisfaction degree toward a shopping mall has positive influence even on future recommendation intentions. Such research results confirmed that distinctive strategies which consider the patterns of shopping malls should be applied in order for a company to effectively utilize the interactivity in internet shopping mall markets.

• The Journal of the Korea Contents Association
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• v.5 no.6
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• pp.273-282
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• 2005

The purpose of this study is how to apply to e-Commerce of parts procurement system in the Japanese Automobile Industry and examine the influence of that through the case studies of automobile makers. In the Japanese automobile industry, B2B e-Commerce of parts procurement system have a shifted from closed circuits through VAN to opened IP-VPN and eventually to the JNX of internet environment. The Japanese automobile industry depends mainly on IP-VPN and JNX, especially EDI on a one to one basis with parts procurement suppliers. As to the future direction of B2B e-Commerce of parts procurement in the Japanese automobile industry, many of commodity parts will be traded among established participants on internet websites owned by automobile maker groups. Finally, for improvement of B2B e-Commerce of parts procurement in the Japanese automobile industry I suggested that there are 'revitalize of e-Marketplace', 'improvement of IT and business process', 'extension of B2B e-Commerce among small and medium sized suppliers'.

• Journal of Digital Contents Society
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• v.15 no.1
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• pp.61-68
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• 2014

In the past, to stimulate customers' rationality were used as a marketing methods but the storytelling marketing is appealing to consumers by showing product or brand value. Storytelling marketing attracts clients favorable attitude. In this research, I tried to figure out how emotional storytelling and humor advertising affects to brand attitude a quality of products according to advertising types, brand image, trust, interest, message, advertising model, intension of purchase and recommendation requisite to impact on brand attitude. As a result emotional storytelling was more effective than the humor advertising method when forming the brand attitude and brand image. Also, among the types of advertisement, emotional storytelling tended to bring a significant difference between men and women. Emotional storytelling advertisement are increasing and being competitive. Therefore, we need notable advertisement. It is a significant research to understand how advertising type affects to consumers.

• The Journal of the Korea Contents Association
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• v.17 no.9
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• pp.523-535
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• 2017

Despite consumers' increasing awareness and interests in innovative wearable devices, the sales growth has been stagnant. To analyze this phenomenon, we investigate consumer preferences for various innovative features embedded in wearable devices. Conducting conjoint analysis on smartwatches, we empirically show that the curse of innovation can occur when the consumer's expected utility from the smartwatch falls short of his/her psychological cost associated with behavior change from smartwatch usage. Therefore, our findings provide managerial implications on the R&D strategy for new technologies and more importantly on the marketing strategy easing consumers' resistance to highly innovative products.

• Proceedings of the Korea Contents Association Conference
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• 2008.05a
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• pp.84-86
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• 2008

The customer relation marketing in which companies can utilize to control and to get the filtered information efficiently has appeared. It is applying data mining to build the management that can even predict and recommend products to customers. In this paper, we proposed the adaptive customer relation management strategies using the association rules of data mining. The proposed method uses the association rules composes frequent customers with occurrence of candidate customer set creates the rules of associative customers. We analyzed the efficient feature of purchase customers using the hyper graph partition according to the lift of creative association rules. Therefore, we discovered strategies of the cross-selling and the up-selling about customers.

• The Journal of the Korea Contents Association
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• v.15 no.10
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• pp.495-503
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• 2015

This study attempts to reveal that the connection between consumers' self enhancement and consumer-brand relationship can be formed from brand experiences not only through a direct use of products or brands but also through companies' marketing activities including advertising or promotion, in that consumers' sensual, affective, cognitive, and behavioral response to brands are included in brand experiences. After experiencing the Samsung Galaxy S brand with manipulated stimulus, 248 respondents' positive emotion and self-enhancement were increased. Also the positive emotion induced by brand experience increase self-enhancement. This study also shows that brand experience and self-enhancement can significantly affect consumer-brand relationship which in turn affects brand loyalty such as satisfaction, recommendation intention, and repurchase intention. Experiencing strong, favorable, and attractive brand personalities may help consumers to increase positive emotions with self-enhancement and help companies to have brand loyalty through consumer-brand relationship.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.386-403
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• 2021

Preannouncing a new product to its target audiences has been more and more prevalent in a wealth of industries, particularly industries that attach great importance to the speed of entry. Grounded in market signaling theory, the current research advances a theoretical model that takes full cognizance of the relation between preannounced information about an upcoming product and individual customers' behavioral intentions as well as significant moderating effects of prior product knowledge and new product innovativeness. In response, a web-based survey is conducted for data collection and the structural equation model is utilized for data analysis. Results of this study demonstrate that preannounced new product information attributes (i.e., quantity, clarity) may positively influence consumers' attitudes, in turn, lead to a favorable purchase intention. Moreover, the moderating effects of product knowledge and product innovativeness are also confirmed. Specifically, product knowledge moderates the quantity-attitude relation positively and moderates the clarity-attitude relation negatively, whereas product innovativeness does opposite. Both implications and limitations are also described.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.123-136
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• 2019

This paper is a study on the development and consumer preference of the soup stew HMR new products, and the main contents are as follows. A total of nine products were studied, including three developed products and six market products. For this study, the demographic characteristics, the awareness and attitude of HMR products were investigated. In addition, the consumer panel evaluated overall liking, appearance, color, flavor, and taste using the nine-point recertification scale, while the strength assessed viscosity, sweetness, saltiness, sourness, and Umami. Familiarity, health degree, Purchase intention and Recommendation intention were investigated and the reasons for preference and non preference were analyzed by multi-response method. The consumer preference analysis indicates that the product is competitive among existing products and that it would be desirable to improve after identifying the causes of non-preferred factors.

• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.120-129
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• 2019

Mooncakes are an important traditional food for the Mid-Autumn festival in many Asian countries, especially China. With the development of Chinese design, people pay more attention to the packaging design of mooncakes. Therefore, starting from the packaging design of mooncakes, this paper aims to study and analyze the preference of Chinese consumers for the packaging design of mooncakes and propose directional Suggestions for the packaging design of mooncakes. According to the market report of CNPP, the ten most popular mooncake brands in China are taken as the object, and four elements of packaging design, including brand, color, shape and material, are derived through preliminary research, and a questionnaire survey on the preferences of Chinese consumers is conducted. It is hoped that this paper can become the basic material for moon cake packaging design to improve consumers' preference, which will be helpful for specific packaging design schemes in the future.

• The Journal of the Korea Contents Association
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• v.19 no.3
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• pp.183-196
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• 2019

Economy is transforming from the ownership of goods and services to the use or sharing of ideas, goods and services these days. This is called as 'sharing economy', it has attracted as a economic paradigm a great deal of attention in recent years. The purpose of this study is to find out the influencing factors of the intention of using the sharing economy services. This study defined the success factors of the sharing economy services as the intention of using it, and presented usefulness, enjoyment, and risk as influencing factors. The attitude and trust are also the important intervening variables of using the sharing economy services. This study proposed 8 hypothesis on the relationships of these variables. The data were collected through an internet survey. The sample size is 250. The data obtained were analyzed using SPSS, AMOS for windows. The results showed that usefulness has a significant effect on attitudes, enjoyment has a significant influence on attitude and trust, risk has a significant effect on trust. However, it was confirmed that usefulness does not affect trust, and that risk does not affect attitudes.