• Journal of Fashion Business
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• v.8 no.4
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• pp.117-130
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• 2004

The purposes of this study were to find out highly market sharing young casual brands, to compare their trends of concept and competition, and to propose orientation of brand concept repositioning and marketing strategies on Department stores. Reference searching method and field searching method were used for this study. The results were as follows: 1. The brands which covered more than 50% market share included <96NY> . 2. Price range of these brands was from 130,000 to 220,000 won. The brands of upper-moderate price zone included <96NY> and they were very competitive each other. The brands of moderate price zone included and they were also very competitive between them. However, the brands of lower-moderate price zone had lower competition. This price zone might be a good point to launch new brands. 3. The main target-age of young casual zone was from 17 to 30 years. The most of brands focused on 21-25 years old, which were higher age targeted before. 4. The main concepts of these brands were 'luxury, girlish, sexy' and 'Sportism, lifestyle' were sub-concepts.

• Journal of Digital Convergence
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• v.16 no.6
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• pp.117-126
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• 2018

This study investigated the antecedents of VR(virtual reality) headsets acceptance and the causal relationships among self-efficacy, content diversity, the perceived usefulness, the perceived easy of use, the perceived playfulness and the adoption intention. We collected 238 survey responses and formed structural equation modeling with AMOS 23.0. The results of the analysis can be summarized as follows. The diversity of contents and self-efficacy had significant effects on perceived usefulness, perceived ease of use and perceived enjoyment, thus increasing the intention of acceptance. Perceived usefulness, perceived ease of use and perceived enjoyment had significant effects on the intention of acceptance. Perceived ease of use indirectly had an effect through increasing perceived enjoyment. The price did not affect the adoption intention and marketing communication increased the intention of acceptance. The results are expected to provide useful information to the companies related to VR.

• Journal of Convergence Society for SMB
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• v.5 no.4
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• pp.11-16
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• 2015

In recent years, small businesses are increasing attempt to create better value through a combination of benefits with small and flexible organization of big data. However, until now small businesses are lacking to secure sustainable competitiveness to match the ICT paradigm alteration to focus on improving productivity. This paper propose an efficient small businesses process model which can effectively take advantage of a low cost, identify customer needs, taget marketing, customer management for new product. Proposed model can retain the necessary competitiveness in generating new business for collaboration between companies inside and companies using a massive big data. Also, proposed model can be utilized the overall business activities such as the target customer selection, pricing strategies, public relations and promotional activities and enhanced new product development capabilities using big data.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2004.11a
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• pp.137-141
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• 2004

본 논문은 디지털방송 컨텐츠(드라마, 영화, 토크쇼)상에서 PPL(Product Placement) 간접광고를 보다 개인화 된 맞춤 광고로 구현한 어플리케이션을 기술한다. 이러한 애플리케이션은 개인의 취향에 최적화된 광고를 제공하고 방송사와 시청자간의 Interaction에 의해 전자상거래가 가능한 채널로 이동할 수 있는 기능을 제공한다. 다시 말해서 본 논문의 어플리케이션은 컨텐츠 시작 전에 개인이 선호하는 물품을 선택하여 컨텐츠 속에 나오는 PPL광고에서 시청자가 선택한 물품만이 컨텐츠 방영 중에 나타나고, 그 선택 물품의 상세 정보와 구매를 할 수 있는 DAL(Dedicated Advertisers Location)채널로 이동할 수 있도록 하였다. 따라서 시청자 측면에서는 개인화 된 방송 서비스를 이용하여 자신이 원하는 선별된 광고를 보는 효율적이고 능동적인 방송시청을 하게 되며, 방송 사업자 측면에서는 맞춤 방송 서비스로 효과적인 타겟 소비자를 정하여 효과적인 마케팅을 할 수 있다. 그리고 시청한 광고 물품들을 장바구니라는 일종의 북마크에 담을 수 있게 하였다. 시청자가 원할 때는 언제든지 광고된 물품의 T-Commerce채널로 이동 가능하도록 설계, 구현하였다. 이것은 개인화 된 맞춤형 방송과 쌍방향 Interaction이 가능한 새로운 데이터방송의 특성을 잘 보여주는 Interactive 광고로서 새로운 모델이 될 것이다. 본 논문의 어플리케이션(Xlet)은 우리나라 위성방송 데이터방송 표준인 MHP 미들웨어에 의해 구동되어지며, 데이터방송용 API인 JavaTV API, Havi & Davic API에 따라 구현되어졌다.

• Informatization Policy
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• v.29 no.1
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• pp.38-59
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• 2022

The development of IT technology and the spread of smartphones are having a great impact on businesses and consumers. Consumers have been able to acquire more diverse and larger amounts of information than in the past due to information provided through smartphones and information search on the internet, which has a significant influence on decision-making. Companies have also become sensitive to such changes in consumer behavior patterns, reflected in their marketing. In addition, among the various characteristics of smartphones, location-based technology has become an important factor in providing targeted marketing from a company's point of view. Such technological development and social change have led to the expansion of the mobile advertising market, which promotes products or services based on the location of consumers and provides benefits such as discount coupons. In this study, we have analyzed the influence of consumer characteristics on intention to use in mobile location-based advertising, which has become an important marketing method in the mobile advertising market. The effects of variables of personalization, engagement, coupon proneness, economic efficiency, and irritation on attitude and information privacy concerns were analyzed, and the effects of attitude and information privacy concerns on intention to use were analyzed. The results of this study are deemed to be able to suggest factors to consider when providing mobile location-based advertising to consumers in the future.

• Information Systems Review
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• v.22 no.3
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• pp.143-156
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• 2020

Price promotion is one of the most frequently marketing strategies with a long history. According to various studies, the effect of price promotion is controversial. Some studies have argued that price promotion has a positive effect, while others have found that it has no effect or rather has a negative effect. This study aims to examine the effect of price promotion in a subscription-based service. First, we check the effect of price promotion on the repurchase of the consumer. And we investigate how this effect varies depending on the characteristics of the consumer. Using the data from one of the music streaming service in South Korea, the effect of consumers' price promotion experience, demographic characteristics, and behavioral characteristics on their repurchase is analyzed through logistic regression analysis. As a result of the study, it is found that consumers' experience of price promotion has a positive effect on repurchase. In addition, the positive effect of price promotion is relatively greater in younger and female consumers. This study has implications in that it not only confirmed the positive effect of price promotion in a subscription-based environment but also empirically confirmed that the characteristics of consumers should be considered when performing price promotion.

• The KIPS Transactions:PartD
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• v.11D no.4
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• pp.991-1002
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• 2004

Online game business has emerged as the most lucrative entertainment industry, with over 20 million platers. The popularity of online games can be attributed to the presence of numerous PC Bangs around the country, which have pushed online games into the mainstream culture while broadband internet services facilitated online game play. The age distribution of online game players is expanding and a variety of new games are under development to target certain age groups. While the online game market continues to expand, with many new online game publishers entering the market, relatively little is known about which factors are strategically important for successful development of online games. A conceptual framework is proposed, and a structural equation modeling, for Identifying the factors affecting the market success of online games, is developed. The concept of online game community, idea generation, systematic development strategy, flexible development process, utilizing demo-version, outsourcing, etc, are ail introduced into the model, as the independent variables affecting the success level of online games directly and indirectly. Based on data collected from questionnaire survey, the validity of the model has been tested and interesting conclusions have been developed concerning the relationships between these variables. Statistical results show that utilizing online game community and system atic development strategy is the key for successful online game development. Other interesting results concerning game development strategy are also provided. It is hoped that this result might provide the useful guidelines for developing the successful online game contents. With a better understanding of key success factors, online game developers should be able to make adjustments in their development and marketing plans, providing them with a sustainable advantage over their competition.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.17 no.1
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• pp.281-290
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• 2017

This study aims to determine how demographic characteristics and SNS use traits of audiences are different depending on preferred performance types such as pop music concert, musical; play, dancing and ballet. SNS use traits are as follows: duration of SNS use, average number of access to SNS account, average time of SNS use, SNS activity type, motivation for SNS use, preferable type of SNS, annual total number of performance watched, and method to gain performance information. Also, the study was conducted to get significant insights in designing marketing strategy using social network services. The results are as follows. First, the result of examining audience's demographic factors depending on preferred performance type showed meaningful differences in sex, age, marital status, form of family, academic level, job and monthly income of the audiences. Second, SNS use traits of the audiences according to preferred performance genres vary in duration of SNS use, average number of access to SNS account, average time of SNS use, SNS activity type, motivation for SNS use, method to gain performance information. These findings showed that demographic characteristics and SNS use traits needed to be classified more specifically based on genres. Additionally, marketing strategy using performance information, traits of contents and customers' patterns through SNS should be specifically developed based on specified target.

• Knowledge Management Research
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• v.24 no.2
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• pp.137-159
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• 2023

This study focuses on consumers' perceptions of virtual influencers, which many companies recently used for marketing. This study uses the Q methodology to derive what kind of perception consumers have about virtual influencers who work with various appearances, background stories, and worldviews as components. In addition, we want to see how the expected value of virtual influencers differs by age group. To this end, 34 statements were produced through preliminary interviews and literature reviews. This study showed that some consumers preferred appearances similar to humans, despite recognizing that virtual influencers are fictional characters. Some other consumers preferred to feel like a fictional character by maintaining virtuality, confirming that there are both opposite consumers. In addition, consumers expect virtual influencers to have consistency and expertise in the content field covered, and some consumers do not prefer to show an overly commercial appearance. This study will likely provide implications for companies that want to utilize virtual influencers in considering which ones to use for target customers in marketing activities.

• Journal of Digital Convergence
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• v.13 no.10
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• pp.185-194
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• 2015

We are living in big data. Specially, female consumers are the hottest issue. Female consumers have a great effected on consumer culture as comparing male consumers. Therefore, this study analysis characteristics of female consumers through case study and literature review. The summarized results of research are as follows. First, percentage of economically active population of unmarried female of 20s is high, so they actively spend lots of money on buying goods and so on. Second, they are ahead of the curve and follow entertainers. Third, domestic case studies(SD online buz marketing, C.S.I. Shinsegaemall project, Service center only for female consumers of Shinhan Card, Travel Service of Lotte Tour) and international case studies(Big data service of Target, ZARA, and Walmart) show that if we utilize big data, we can raise re-purchasing desire and analysis needs of female consumers and create new female consumers.