• The Journal of the Korea Contents Association
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• v.18 no.12
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• pp.405-420
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• 2018

As the intelligent vehicle market continues to develop relevant technologies and services for consumers, it is necessary to understand the characteristics of potential consumers. The purpose of this study is to identify and understand the types of potential consumers of intelligent vehicle using the Q-methodology. A Q-frame was constructed using thirty six statements from intelligent vehicle related literature concerning core technology, technology acceptance and personal consumption value, legal system and policy and social awareness. Q-sorting and in-depth interviews were conducted using thirty nine P-samples snowballed. Analysis produced four types of potential consumers for intelligent vehicle: Smart Car Consumer, Reasonable Consumer, Safety Car Consumer, and Smart Device Consumer. Smart Car Consumer value the vehicle capability of intelligent vehicle as most important while Reasonable Consumer focus upon the economics of intelligent vehicle. Safety Car Consumer recognize the safety of intelligent vehicle as most important while Smart Device Consumer highly value the IT functions provided by intelligent vehicles. Across these four different types of consumers, preventing injuries of intelligent vehicle drivers turned out to be the most common critical factor in assessing intelligent vehicle. Implications for the intelligent vehicle market is discussed at the end with further studies needed.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.1
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• pp.147-159
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• 2021

After the 2020 Corona 19 pandemic, consumers' online consumption is increasing rapidly, and non-store online retail channels are showing high growth. In particular, social media is gaining its status as a social media market where direct transactions take place in the means of promoting companies' brands and products. In this study, changes in consumer behavior after the Corona 19 pandemic are different in choosing online shopping media such as existing online shopping malls and SNS markets that can be classified into open social media and closed social media when purchasing agri-food online. We tried to find out what type of product is preferred in the selection of agri-food products. For this study, demographic characteristics of consumers, perceived risk of consumers, and dietary lifestyle were set as independent variables to investigate the effect on online shopping media type and product selection. The summary of the empirical analysis results is as follows. When consumers purchase agri-food online, there are significant differences in demographic characteristics, consumer perception risks, and detailed factors of dietary lifestyle in selecting shopping channels such as online shopping malls, open social media, and closed social media. Appeared to be. The consumers who choose the open SNS market are higher in men than in women, with lower household income, and higher in consumers seeking health and taste. Consumers who choose the closed SNS market were analyzed as consumers who live in rural areas and have a high degree of risk perception for delivery. Consumers who choose existing online shopping malls have high educational background, high personal income, and high consumers seeking taste and economy. Through this study, we tried to provide practical assistance by providing a basis for judgment to farmers who have difficulty in selecting an online shopping medium suitable for their product characteristics. As a shopping channel for agri-food, social media is not a simple promotional channel, but a direct transaction. It can be differentiated from existing studies in that it is approached as a market that arises.

• Journal of Preventive Medicine and Public Health
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• v.28 no.4 s.51
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• pp.885-897
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• 1995

The objectives of this research are 1) to access different images held by three consumer groups (patients in university hospital, patients in corporation hospital, persons who are not currently visiting hospitals) on two types of hospitals(university hospitals and corporation hospitals), and 2) to investigate the personal factors affecting images of two types of hospitals. The data for this analysis were collected by questionnaire survey. A total of 403 interviews were conducted. Of these cases, 43 percent are male and 57 percent are female. The major statistical methods used for the analysis are paired t-test, factor analysis and multiple regression. The three consumer groups show a consensus that corporation hospitals are better than university hospitals in some aspects, such as kindness, facilities, and equipments. However, these groups disagree in certain images on two types of hospitals, such as popularity, credibility, and readiness for emergency. The images on two types of hospitals are varied by the respondents' sociodemographic characteristics such as age, sex, and by the type of hospital they are currently visiting.

• Journal of Distribution Science
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• v.21 no.1
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• pp.107-117
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• 2023

Purpose: This study attempted to confirm the mediating effect of brand experience and to travel brand community satisfaction in the relationship between the characteristics of brand community contents and travel product purchase intention. This study also investigated the moderating role of consumer characteristics. Research design, data and methodology: Based on a total of 381 bytes of data, hypothesis verification was conducted using Smart-PLS 3.2.8 statistical package programs. Results: First, the content community travel brand attributes, personal affordability and creativity are a lingering fragrances on the intended consumers ' shopping trip. Second, information provision, interaction, and creativity, which are the characteristics of travel brand community content, influenced consumers' intention to purchase travel products through brand community satisfaction. Third, playfulness, vitality, and creativity, which are the characteristics of travel brand community content, influenced consumers' intention to purchase travel products through double mediation of the experience and community satisfaction of brand. Conclusions: Tourism industry managers should be able to market content by forming their own brand community. It is necessary to create an environment in which tourism industry managers can use social media travel brand community content to give discounts to consumers, provide creative, playful and vivid travel information.

• Journal of the Korean Home Economics Association
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• v.49 no.4
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• pp.77-91
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• 2011

The purpose of this study was to find out the variables affecting the successful aging of the elderly. To achieve this purpose, a survey was conducted with 388 seniors living in the Jeonbuk area. The data were analyzed using multiple regressions and a path analysis. The major findings were as follows: First, statistically significantly different perception of successful aging was observed according to their marital status. Second, successful aging of the elderly with a spouse was influenced by personal variables, such as their own perception of economic status, gender, education level and physical condition. In contrast, successful aging of the elderly without a spouse was most influenced by social variables, such as family support. Third, the attitude towards aging directly affected successful aging. Various personal and social characteristics indirectly affected successful aging via attitudes towards aging according to the presence of a spouse.

• Journal of Family Resource Management and Policy Review
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• v.9 no.2
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• pp.41-57
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• 2005

The purpose of this study was to explore various types of couples' time use and to investigate the characteristics of each type. The subject of the study consisted of 96 employed wives and their husbands and 215 unemployed wives and their husbands living in Seoul. The data were analyzed by descriptive statistics and cluster analysis using SAS 8.2 program. The major findings were as follows: The time use of wives and their husbands both on one weekday and one holiday was classified as personal time, paid work time, housework time, and free time. These 4 categories of time were basic elements to classify the types of couples' time use in the cluster analysis. As a result of the cluster analysis, four types of time use of couples were yielded. These were called as 'personal time oriented type', 'paid work time oriented type', 'housework time oriented type' and 'free time oriented type'.

• Journal of Information Technology Services
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• v.19 no.6
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• pp.31-53
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• 2020

The traditional media ecosystem is facing major changes with the expansion of over-the-top (OTT) services. While the percentage of people cutting the cord has already exceeded the percentage of people subscribing to pay TV services in the United States, due to the unique characteristics of the Korean market, it is uncertain whether the cord-cutting trend will have an impact on the Korean media industry despite of the advantages of OTT services. Accordingly, this study has directly determined the beneficial and sacrificial factors of switching to OTT services, as well as the personal and external influences behind the Korean OTT service users' intention to switch. To achieve this, the Value-based Adoption Model (VAM) was used to measure the benefits of OTT services with regards to their content and systems, as well as measure the financial and procedural switching costs of cord-cutting; further, personal innovativeness and consumers' social image were added as external variables. The results of this study showed that consumers take the content and system quality of OTT services and procedural switching costs and into consideration, and that their intention to switch was based on social image. These results could serve as data for consumer analysis regarding the expansion of OTT services into the Korean media industry, and also provide the strategic basis for preparing for sudden changes that may occur in the media ecosystem due to cord-cutting.

• The Research Journal of the Costume Culture
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• v.31 no.3
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• pp.361-378
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• 2023

This research not only determined the preference of fashion brand distribution channels of active Korean and Chinese seniors who became major consumers in the fashion industry, but also analyzed the effect on these preferences and choices of distribution channels depending on personal consumption characteristics and differences between the two groups. Data was collected by a professional survey firm. SPSS 24.0 and AMOS 24.0 were used for empirical analysis, and frequency analysis, multiple response analysis, EFA, reliability analysis, CFA, SEM, and multiple-group comparison analysis were performed. As a result of multiple response analysis, the offline channel was revealed as the preferred fashion distribution channel for active Korean and Chinese seniors; the second most popular was the online channel. The results of multiple-group comparison analysis reveal differences between two groups in seeking emotional consumption via the offline channel; the effect was only evident for active Korean seniors. A difference in seeking emotional consumption via preference for online channel also existed, but only for active Chinese seniors. For these reasons, marketers targeting active Korean seniors will be effective to not only offer brand information by fashion display to let seniors understand the fashion brand, but also to have brand events to form positive emotions toward the fashion brand. Moreover, targeting active Chinese seniors will be necessary to transmit brand sensibility by utilizing metaverse marketing comprising various factors, so that consumers can enjoy the fashion brand.

• Journal of Distribution Research
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• v.12 no.2
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• pp.103-129
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• 2007

One of the most enduring concepts in the history of marketing thought relates to the classification of consumer goods. The product classification theory first proposed by Copeland(1923) has, with little modification, survived to the present day, and continues to be endorsed by the American Marketing Association and other related institutions some 80 years after it was first published. In truth, Copeland's classification is now outdated and bears little, if any, relevance to modern product advertising, retailing and consumption. In particular, it can not accommodate the fact that, in modern societies, consumer preoccupations with style, personal identity and status have meant that the social characteristics of goods, heavily promoted by brand managers who understand their markets, are key determinants of consumer choice and buyer behavior. In this respect, the author attempted to explore the reasons why product classification theory has been unresponsive to changes in market conditions over so many years and argue that its failure to embrace the many social influences on consumption and on consumer behavior is now its most serious weakness. And also, the author proposed the new categorization system of goods, based on the several existing literatures.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.555-568
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• 2018

This study has expanded the existing studies on the characteristics of consumers using the personal level of cultural dimensions and self-construal. As Korean are becoming more individualistic and independent, we have focused on consumer independence in self-construal. The purpose of this study was to investigate the effects of consumer independence on consumers' attitudes and purchase intention toward consensus claim in ads. We hypothesized that individuals with higher in independence are more likely to show negative attitudes and the purchase intention towards the ads focused on consensus claim. Two experiments revealed that consumers higher in independence, depicting consensus claim in ads reduces consumers' attitudes and purchase intention. Based on the results, we suggest that for individuals higher in independence, consensus claims in product advertisement are less effective advertising strategy which ultimately lower consumers' purchase intentions. Important theoretical and practical implications are discussed.