• 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.

• The Journal of the Korea Contents Association
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• v.19 no.4
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• pp.91-101
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• 2019

With about 600 officially licensed food additives now living in modern people's lives, consumers' interest in the additives, food safety and harmfulness in food products is also increasing, and mobile services for consumers who want to properly recognize and purchase the safety of food they want to consume are being implemented at home and abroad. In this study, six major applications that provide food safety information were analyzed for functions and designs, evaluated by design experts and evaluated for usability to actual users. Through the function and design analysis results, three similar domestic applications were selected, and the design experts were evaluated for UI and usability, and two of the most similar applications were selected for usability testing. The test results showed that the two applications were similar in usability, but considering the overall results, it was found that the strictest available food safety application. After this study, we propose improvements in the design of food safety applications and existing designs and functions to help improve the convenience of food application developers and users, and thus to ensure the safe and correct eating habits of the people.

• The Journal of the Korea Contents Association
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• v.19 no.5
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• pp.363-370
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• 2019

The purpose of this paper is to investigate motivational factors and consequence of the herd behavior of adolescent consumers under the buying decision process in the connected era of internet. For such purpose, this study built a research model and examined how sensitivity to fads, interaction and inaccuracy affect the disequilibrium consumption of adolescents. We also examined the relationship between disequilibrium consumption and consumption happiness. The survey method was used for this paper, and data from a total of 142 students were used for the analysis. And structural equation model was used to analyze the data. The results of this empirical study is summarized as followings. First, sensitivity to fads and interaction have direct effect on the disequilibrium consumption of adolescents. Second, disequilibrium consumption has a positive effect on adolescents' consumption happiness. This implies that the importance of herd behavior in designing rational choice in adolescents' consumption behaviors.

• The Journal of the Korea Contents Association
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• v.20 no.12
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• pp.460-470
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• 2020

In modern life, interior decoration has been transformed into a psychological synergistic effect of space, greatly affecting human sensibility. The main point of view in this paper is to study the discovery of new decorative effects and the possibility of products that can replace imported tiles, which account for more than 60% of the walls of indoor spaces closely related to daily life. The solution is to create point tiles using color glass plaster techniques developed in 2018 and to explore the possibility of decorating art walls to meet consumers' purchasing needs using simulations. The four patterns applied to the a paintbrush, resist printing, cutting technique, and inlaid patterns, and the traditional color development effect of the medium color suited to our sensibilities was studied. In addition, through simulation, art walls and acrylic using color glass styles were also used in the kitchen, living room and empty space of the bathroom. Based on this research, ceramic point tiles with a new perspective will be explored and the interior using walls will be activated.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.561-571
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• 2021

As the game industry grows, the companies are promoting price discounts to increase game sales and profits. Consumers generally feel guilt when they are purchasing games. Previous studies argue that consumers feel less guilty and justify their consumption more easily when they are purchasing hedonic products at discounted price. In this study, we argue that there are different types of games; multi-game where consumers socialize each other and single games not supporting socializing. In the multi-game, consumers make social relationship which can provide substantial benefits. Since multi-games are promoting consumers' socializing expected to have those benefits. Although most of game consumptions bring a sense of guilty feeling, purchasing multi-game may not cause guilt much because the benefits of socializing justify the consumption. To support my hypothesis, we collect the data from global game platform Steam to analyze the relationship between price promotion and number of consumers. As a result, price promotion has significantly different relationship between multi-and single game. The results of this study suggest several managerial implications.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.138-154
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• 2021

'Live commerce', a brand new format of online shopping, is actively promoted in China recently. This research focused on 'Taobao-live', China's largest live commerce platform to investigate the relationships among para-social interaction, source characteristics (e.g., trustworthiness, attractiveness, and expertise), perceived ease of use, perceived usefulness, and shopping intention based on Technology Acceptance Model. A total of 536 Taobao live users were recruited through the Chinese research platform. The results showed that para-social interactivity positively affected perceived ease of use and usefulness, whereas the source characteristics had no significant effect on consumers' perceptions. Furthermore, higher perceived ease of use generated higher perceived usefulness, and both perceived ease of use and usefulness positively influenced consumers' intention to shop through Taobao live. This research can provide theoretical background for understanding the potential of live commerce platforms and help brands come up with effective online shopping strategies using live commerce platforms.

• The Korean Journal of Applied Statistics
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• v.33 no.6
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• pp.833-842
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• 2020

Global platforms such as Netflix, Amazon, and YouTube have developed a precise recommendation system based on various information from large set of customers and many of the items recommended here are leading to actual purchases. In this paper, a cluster analysis was conducted according to the attribute of the content, expecting that there would be a difference in user preferences according to the attribute of the recommended content. Gower distance was used for use regardless of the type of variables. In this paper, using the data of movie rating site 'The Movie Dataset', the users were grouped hierarchically and recommended movies based on genre, director and actor variables. To evaluate the recommended systems proposed, user group was divided into train set and test set to examine the precision. The results showed that proposed algorithms have far higher precision than UBCF.

• The Journal of the Korea Contents Association
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• v.21 no.8
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• pp.455-465
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• 2021

The current study investigated multiple dimensions of brand personality for kids' fashion brands according to the brand personality scale of Aaker (1997) through an online survey of 500 women in their 20s to 40s raising children. The extracted brand personality factors, such as sincerity, competence, and excitement, showed positive and direct effects on brand loyalty. However, while sincerity and excitement turned out to have indirect effects mediated by brand identification on brand loyalty, competence did not have significant indirect effect. However, as a result of examining the moderated mediating effect according to the child's gender on the brand personality's mediating effect, in case of daughters, the effect of competence was strengthened, whereas the effects of sincerity and excitement were turned out to be increased in case of sons.

• The Journal of the Convergence on Culture Technology
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• v.8 no.1
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• pp.597-603
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• 2022

With the continuation of the pandemic environment, digital transformation is being applied in various fields of the fashion industry. Augmented reality technology is a form of overlapping virtual images on the real world, and as online shopping expands in non-face-to-face environments, the use of augmented reality technology in fashion and beauty fields is affecting consumer satisfaction and sales growth. In this study, the characteristics of augmented reality contents used in the fashion industry following digital transformation were extended to the fields of clothing, accessories, virtual fashion stores, and AR fashion shows to analyze the case characteristics of augmented reality. Augmented reality technology in the fashion industry focuses on promoting clothing and accessory products through SNS or homepage through marketing activities. It is raising positive values such as raising awareness. The range of types of augmented reality used in the future digital fashion environment will continue to expand, and by deriving the usage characteristics of augmented reality technology, it is intended to contribute to presenting a future vision of the fashion industry.