• The Journal of the Korea Contents Association
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• v.16 no.1
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• pp.382-390
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• 2016

This study has investigated the status and overview of design characteristics of customized shoes, which receives much recognition at domestic and overseas markets. Based on the market research on current consumer lifestyle and needs of the custom-shoes(which is an abbreviation of customized shoes), this study has provided its development directions, views and demands. The design types of custom-shoes have been broadly divide into two: firstly 'style centered custom-shoes'; secondly 'function centered custom-shoes'. Style centered custom-shoes are specifically divided into 3 types; first, formal custom-shoes; second, sports and casual custom-shoes; and lastly, bespoke shoes. Function centered custom-shoes design refers to enhancing the function of personal soleprint which has to be designed by delicately detailed insole and outsole, rather than alignment of exterior parts of the shoes. These are used in professional sports shoes and also include orthopedics footwear and grafted footwear for people who have disabled on foot. Custom footwear market has been highly expanded and has entered value-added market according to increasing interest in foot health and shopping trends on shoes buying like taking shoes as personal expression in accordance with a variety of places and situations. In the near future, custom-shoes can be produced in a couple of days due to the technological advance of 3D scanners and 3D printers. This phenomenon will wants more demands of specific shoes experts such as custom-design consultants or shoes fitting experts, who can overcome limitations of online custom-shoes stores.

• Journal of Technology Innovation
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• v.22 no.3
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• pp.135-166
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• 2014

'Creative Economy' has been announced as the new paradigm of socio-economic development strategy of newly elected President Geun-Hye Park's administration. By explicitly defining people as a major player in creative activity, it seems to depart from expert-driven or science & technology-focused development paradigms of previous administrations. Yet, its interpretation and operation in terms of government policy does not seem to show any differences. This study aims to explicate the nature of Creative Economy as a development paradigm by clarifying the differences between people's creativity and that of scientists and engineers through extensive literature review. People can contribute to the creative activity not just as users but also as living persons who make everyday yet independent choices based on their humanistic, philosophical, ethical and experiential capabilities which are clearly different from the sources of scientists' & engineers' creativity. People's creative activity does involve value judgement about life and can often accelerate the system innovation or transition by changing consumer behaviour and lifestyle, and hence destruct technological lock-in user lock-in of the existing system. People's creativity can thus present 'User/Field-driven Innovation Paradigm which clearly differs from existing expert- or science & technology-driven innovation paradigm. The Creative Economy with focus on people's creativity therefore faces new socio-economic development challenges of fulfilling the User/Field-driven Innovation Paradigm.

• The Journal of Industrial Distribution & Business
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• v.9 no.11
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• pp.67-76
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• 2018

Purpose - Electrical energy saving is one of the practical virtues relating to sustainable living. Therefore, policy-makers has tried to find a way to change the behaviors of individuals to encourage them to actively practice electrical energy saving, even if they have never had this concern or have only passively practiced electrical energy saving to this point. Prior research related to electrical energy saving can be categorized into several types. The first is focused on consumer characteristics linked to electrical energy saving. These studies are based on individual or household socio-demographic variables (e.g., age, gender, household income, education level, occupants, marital status, number of households), and psycho-graphics (e.g., environmental consciousness, value, attitude, motivation, lifestyle). The second is focused on policies (e.g., monetary incentives, information sharing, social comparison, feedback), and technologies (e.g., energy-efficiency home appliances, energy-reduced products, renewable resources). People generally have a favorable attitude towards electrical energy saving, while electrical energy saving practices tend to be less favorable. Therefore, it is necessary for policy-makers to seek out gaps between attitudes and behaviors and find alternatives to reduce these gaps. This study investigates the influence of authenticity on the behavioral intention of electrical energy saving. It is supposed that electrical energy saving practices are likely to be stronger as authenticity of individual or household becomes stronger. This study reviews prior literature and examines various studies to provide an understanding of the relationships between authenticity and electrical energy saving behavioral intention. Research design, data, and methodology - Hypothesis was drawn from analysis based on previous research. The items related to authenticity and electrical energy saving were selected from items found in previous research. To verify this hypothesis, data were collected via experimental survey method and the resulting data were analyzed using reliability analysis, correlation analysis, and hierarchical regression analysis. Results - This study found that authenticity had a positive impact on the behavioral intention of electrical energy saving. The higher the perceived degree of authenticity, the higher the behavioral intention of electrical energy saving. Conclusions - This study assesses the impact of authenticity on the behavioral intention of electrical energy saving. In order to enhance the practice of electrical energy saving, it is efficient strategy for policy-maker to improve the perceived authenticity of individuals.

• Journal of Venture Innovation
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• v.2 no.1
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• pp.119-130
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• 2019

In this study, we intend to test whether experience variables such as sense, feel, think, relate, and action experiential activities of farming village can be usefully applied to revisit intention. As a result, we found that the sense, relate, and action experiences were adopted, while the feel and think variables were rejected, leading to the conclusion that Schmitt's (1999) experiential marketing theory was also applied to 6th industry experience marketing activities in rural areas. Therefore, the significant effect of rural experience activities on revisiting intention is thought to be related to the fact that they stimulated sensitivities by drawing attention and interest of consumers during the 6th industrial experience configuration, and to the environmental facilities connected to the experience site. The Feel experience has been rejected due to limitation of development of emotional element from the 6th industry certification business experience program, leading to the necessicity for development of a program that can stimulate the consumer's emotions. The reason why the Think experience was rejected is that the experience of the rural area 6th industry did not create surprises or curiosity, and thus does not meet the expectations of consumers. In case of relational experience, experiential marketing through social organizational relationship formation is expanding, and in case of behavioral experience, experience of 6th industry constitutes experience related to interaction with others and lifestyle.

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

• Management & Information Systems Review
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• v.29 no.4
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• pp.143-167
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• 2010

Diverse research topics relating to Social Network Services (SNS) such as, social affective factors in relationships among internet users, social capital value of SNS, comparing attributes why users are intending to participate in SNS, user's lifestyle and their preferences, and the exploratory seeking potential of SNS as a social capital need to be focused on. However, these researches that have been undertaken only consider facts at a particular period of the changing computing environment. In accordance with this indispensability, the integrated view on what technical, social and business characteristics and attributes need to be acknowledged. The purpose of this study is to analyze the evolving attributes and characteristics of SNS from Web 1.0 to Mobile web 2.0 through the Web 2.0 and Mobile 1.0 period. Based on the relevant literature, the attributes that drive the changing technological, social and business aspects of SNS have been developed and analyzed. This exploratory study analyzed major attributes and relationships between SNS and users by changing the paradigms which represented each period. It classified and chronicled each period by representing paradigms and deducted the attributes by considering three aspects such as technological, social and business administration. The major findings of this study are, firstly, the web based computing environment has been changed into the platform attribute for users in the aspect of technology. Users can only read, listen and view information through the web site in the early stages, but now it is possible that users can create, modify and distribute all kinds of information. Secondly, the few knowledge producers of web services have been changed into a collective intelligence by groups of people in the aspect of society. Information authority has been distributed and there is no limit to its spread. Many businesses recognized the potential of the SNS and they are considering how to utilize these advantages toward channel of promotion and marketing. Thirdly, the conventional marketing channel has been changed into oral transmission by using SNS. The market of innovative mobile technology such as smart phones, which provide convenience and access-ability toward customers, has been enlarged. New opportunities to build friendly relationship between business and customers as a new marketing chance have been created. Finally, the role of the consumer has been changed into the leading role of a prosumer. Users can create, modify and distribute information, and are performing the dual role of customer and producer.

• Journal of Global Scholars of Marketing Science
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• v.19 no.1
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• pp.47-58
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• 2009

The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer's attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers' loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers' brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.

• Journal of Global Scholars of Marketing Science
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• v.19 no.2
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• pp.17-26
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• 2009

As the lifestyle of consumers changes and the need for various products increases, new products are being developed in the market. Each household owns various home appliances which are purchased through the choice of a decision maker. These appliances include not only large-sized products such as TV, refrigerator, and washing machine, but also small-sized products such as microwave oven and air cleaner. There exists latent correlation among possession of home appliances, even though they are purchased independently. The purpose of this research is to analyze the effect of demographic factors on the purchase and possession of each home appliances, and to derive some relationships among various appliances. To achieve this purpose, the present status on the possession of each home appliances are investigated through consumer survey data on the electric and energy product. And a multivariate probit(MVP) model is applied for the empirical analysis. From the estimation results, some appliances show a substitutive or complementary pattern as expected, while others which look apparently unrelated have correlation by co-incidence. This research has several advantages compared to previous literatures on home appliances. First, this research focuses on the various products which are purchased by each household, while previous researches such as Matsukawa and Ito(1998) and Yoon(2007) focus just on a particular product. Second, the methodology of this research can consider a choice process of each product and correlation among products simultaneously. Lastly, this research can analyze not only a substitutive or complementary relationship in the same category, but also the correlation among products in the different categories. As the data on the possession of home appliances in each household has a characteristic of multiple choice, not a single choice, a MVP model are used for the empirical analysis. A MVP model is derived from a random utility model, and has an advantage compared to a multinomial logit model in that correlation among error terms can be derive(Manchanda et al., 1999; Edwards and Allenby, 2003). It is assumed that the error term has a normal distribution with zero mean and variance-covariance matrix ${\Omega}$. Hence, the sign and value of correlation coefficients means the relationship between two alternatives(Manchanda et al., 1999). This research uses the data of 'TEMEP Household ICT/Energy Survey (THIES) 2008' which is conducted by Technology Management, Economics and Policy Program in Seoul National University. The empirical analysis of this research is accomplished in two steps. First, a MVP model with demographic variables is estimated to analyze the effect of the characteristics of household on the purchase of each home appliances. In this research, some variables such as education level, region, size of family, average income, type of house are considered. Second, a MVP model excluding demographic variables is estimated to analyze the correlation among each home appliances. According to the estimation results of variance-covariance matrix, each households tend to own some appliances such as washing machine-refrigerator-cleaner-microwave oven, and air conditioner-dish washer-washing machine and so on. On the other hand, several products such as analog braun tube TV-digital braun tube TV and desktop PC-portable PC show a substitutive pattern. Lastly, the correlation map of home appliances are derived using multi-dimensional scaling(MDS) method based on the result of variance-covariance matrix. This research can provide significant implications for the firm's marketing strategies such as bundling, pricing, display and so on. In addition, this research can provide significant information for the development of convergence products and related technologies. A convergence product can decrease its market uncertainty, if two products which consumers tend to purchase together are integrated into it. The results of this research are more meaningful because it is based on the possession status of each household through the survey data.

• Journal of Intelligence and Information Systems
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• v.25 no.2
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• pp.1-23
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• 2019

Big data refers to data that is difficult to store, manage, and analyze by existing software. As the lifestyle changes of consumers increase the size and types of needs that consumers desire, they are investing a lot of time and money to understand the needs of consumers. Companies in various industries utilize Big Data to improve their products and services to meet their needs, analyze unstructured data, and respond to real-time responses to products and services. The financial industry operates a decision support system that uses financial data to develop financial products and manage customer risks. The use of big data by financial institutions can effectively create added value of the value chain, and it is possible to develop a more advanced customer relationship management strategy. Financial institutions can utilize the purchase data and unstructured data generated by the credit card, and it becomes possible to confirm and satisfy the customer's desire. CRM has a granular process that can be measured in real time as it grows with information knowledge systems. With the development of information service and CRM, the platform has change and it has become possible to meet consumer needs in various environments. Recently, as the needs of consumers have diversified, more companies are providing systematic marketing services using data mining and advanced CRM (Customer Relationship Management) techniques. KB Kookmin Card, which started as a credit card business in 1980, introduced early stabilization of processes and computer systems, and actively participated in introducing new technologies and systems. In 2011, the bank and credit card companies separated, leading the 'Hye-dam Card' and 'One Card' markets, which were deviated from the existing concept. In 2017, the total use of domestic credit cards and check cards grew by 5.6% year-on-year to 886 trillion won. In 2018, we received a long-term rating of AA + as a result of our credit card evaluation. We confirmed that our credit rating was at the top of the list through effective marketing strategies and services. At present, Kookmin Card emphasizes strategies to meet the individual needs of customers and to maximize the lifetime value of consumers by utilizing payment data of customers. KB Kookmin Card combines internal and external big data and conducts marketing in real time or builds a system for monitoring. KB Kookmin Card has built a marketing system that detects realtime behavior using big data such as visiting the homepage and purchasing history by using the customer card information. It is designed to enable customers to capture action events in real time and execute marketing by utilizing the stores, locations, amounts, usage pattern, etc. of the card transactions. We have created more than 280 different scenarios based on the customer's life cycle and are conducting marketing plans to accommodate various customer groups in real time. We operate a smart offering system, which is a highly efficient marketing management system that detects customers' card usage, customer behavior, and location information in real time, and provides further refinement services by combining with various apps. This study aims to identify the traditional CRM to the current CRM strategy through the process of changing the CRM strategy. Finally, I will confirm the current CRM strategy through KB Kookmin card's big data utilization strategy and marketing activities and propose a marketing plan for KB Kookmin card's future CRM strategy. KB Kookmin Card should invest in securing ICT technology and human resources, which are becoming more sophisticated for the success and continuous growth of smart offering system. It is necessary to establish a strategy for securing profit from a long-term perspective and systematically proceed. Especially, in the current situation where privacy violation and personal information leakage issues are being addressed, efforts should be made to induce customers' recognition of marketing using customer information and to form corporate image emphasizing security.

• The Journal of Bigdata
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• v.6 no.1
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• pp.83-89
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• 2021

Lifestyle is changing rapidly, and food consumption patterns vary widely among households as dietary and food processing technologies evolve. This paper reclassified the food group of consumer panel data established by the Rural Development Administration, which contains information on purchasing agricultural products by household unit, and compared the consumption characteristics of agricultural products by age group. The criteria for age classification were divided into groups in their 60s and older with a prevalence of 20% or more metabolic diseases and groups in their 30s and 40s with less than 10%. Using the LightGBM algorithm, we classified the differences in food consumption patterns in their 30s and 50s and 60s and found that the precision was 0.85, the reproducibility was 0.71, and F1_score was 0.77. The results of variable importance were confectionery, folio, seasoned vegetables, fruit vegetables, and marine products, followed by the top five values of the SHAP indicator: confectionery, marine products, seasoned vegetables, fruit vegetables, and folio vegetables. As a result of binary classification of consumption patterns as a median instead of the average sensitive to outliers, confectionery showed that those in their 30s and 40s were more than twice as high as those in their 60s. Other variables also showed significant differences between those in their 30s and 40s and those in their 60s and older. According to the study, people in their 30s and 40s consumed more than twice as much confectionery as those in their 60s, while those in their 60s consumed more than twice as much marine products, seasoned vegetables, fruit vegetables, and folioce or logistics as much as those in their 30s and 40s. In addition to the top five items, consumption of 30s and 40s in wheat-processed snacks, breads and noodles was high, which differed from food consumption patterns in their 60s.