• Journal of Broadcast Engineering
• /
• v.11 no.1 s.30
• /
• pp.130-137
• /
• 2006

In this paper. we introduce technologies that service multimedia contents (in brief, we call it UCA (Ubiquitous Contents Access)) to end consumer that have various communication terminal on communication & broadcasting convergence environment and propose system that this technologies are applied. Also, we analyzed relative advantage and playfulness of service technology that is looked in consumer side about proposed service technology. When analyzed relative advantage and playfulness in consumer's view point, proposed communication & broadcasting convergence service model could see that is worth service that consumer can prefer.

• The Journal of the Korea Contents Association
• /
• v.10 no.5
• /
• pp.210-219
• /
• 2010

Consumers differ in both horizontally and vertically. Market segmentation aims to divide horizontally different (or heterogeneous) consumers into more similar (or homogeneous) small segments. A specific consumer, however, may differ in vertically. He (or she) may belong to a different market segment from another one where he (or she) belonged to before. In consumer panel data, the vertical difference can be observed by his (or her) choice among brand alternatives are changing over time. The consumer's vertical difference has been defined as 'dynamics'. In this research, we have developed a binary probit model with random-walk coefficients to capture the consumer's dynamics. With an application to a consumer panel data, we have examined how have the random-walk coefficients changed over time.

• The Research Journal of the Costume Culture
• /
• v.21 no.2
• /
• pp.272-286
• /
• 2013

Mass customization is a marketing strategy to meet consumer needs for variation and uniqueness of products. Although there are quite a few studies quantitatively investigated the options provided by mass customization process, scholarly work related to mass customization has provided mixed results on consumer perception of complexity and their responses. The purpose of the study is to derive the factors that influence consumer complexity perception in online apparel mass customization process and consumers' needs to enhance mass customization services. Data were collected by conducting focus group interviews of which 29 participations in 4 groups. The results of the study suggested that consumers perceived complexity through mass customization process due to too many choice options. However, the effect of number of options on respondents' complexity perception was different depending on consumer characteristics such as consumer expertise and fashion involvement, and the characteristics of consumer preference development. Shopping context such as shopping purpose is another moderating factor. This study also suggests that a variety of marketing strategies which can enhance mass customization services affect the relationship between the number of options and consumers' complexity perception. The findings of the study provide academic and managerial implications.

• Smart Media Journal
• /
• v.9 no.4
• /
• pp.73-80
• /
• 2020

With the advent of the Internet era, consumer lifestyles have been changed tremendously, and mobile payment has carried out an increasingly extensive coverage of the people's life trajectory. Taking the design of the mobile payment interface as an example, we use a conjoint analysis method to survey college students in Guangxi, where questionnaires are collected from 270 people in different groups according to gender. The method separates the attributes that affect consumer choice of mobile payment interface design and the utility value of the attribute level to analyze consumer needs and preferences, and then obtains consumers' potential evaluation criteria for mobile payment interface design. The results of the study show that the attributes that influence consumers' choice of mobile payment interface design are, in order of preference: page layout, identification convenience, verification, module distribution, entertainment, and information encryption. Consumer groups of different genders show differences in their preferences in the mobile payment interface design and Consumer needs reflect consumer psychology. Several findings are obtained on the consumers' preferences on the mobile payment interface design, which may be used to improve future design processes.

• Culinary science and hospitality research
• /
• v.12 no.2 s.29
• /
• pp.88-105
• /
• 2006

Entering into the new millennium, the Korean wine market has recorded the highest growth rate among the domestic alcoholic beverage market and been recognized as a rapidly emerging market with further escalation potential. Responding to the current drastic escalation of Korean wine market in terms of its volume, the present study scrutinizes the considerable wine-selection attributes that are related to individual wine consumer‘s characteristics including demographic variables. These attributes are also expected to be precursors of wine consumers‘ satisfaction. ANOVA results suggest that each demographical variable-gender, age, income level, and the frequency of wine consumption-pertains to specific wine-selection attribute(s). Likewise, wine consumers‘ characteristics are also associated with those attributes. As wine consumers are experienced, they rely less on information; rather, their selections tend to be dependent upon quality, value, contexts, and preferences. The subsequent multiple-regression investigating the relationship between wine-selection attributes and satisfaction signifies that quality, contexts, and preference attributes are the substantial antecedents of wine consumers‘ satisfaction. When consumers purchase a wine, "information on purchase" was the most important criterion for the Newcomers and the Outsiders, while the Connoisseurs mainly depended on "marketability", "wine values" and "viticulture environment". "Preference" attributes influenced the Aspirants the most in buying decision. The Newcomers and the Outsiders need more information before deciding to purchase as their wine knowledge was very limited. The Connoisseurs were likely to consider the quality as a more important factor than the price and it is necessary to develop high quality wine at a reasonable price in order to attract this group.

• Journal of the Korean Society of Food Science and Nutrition
• /
• v.44 no.2
• /
• pp.296-301
• /
• 2015

The effects of pine needle powder (PNP) on the physicochemical characteristics of tofu were investigated, and consumer acceptance test was conducted. The pH, moisture content, and lightness and yellowness significantly decreased with increasing PNP concentration from 0 to 0.8% (P<0.05). Hardness increased significantly with increasing PNP concentration (P<0.05). Antimicrobial effects of PNP incorporated into tofu were also investigated. Antioxidant activities of control and produced tofu were compared based on 1,1-diphenyl-2-picrylhydrazyl (DPPH) radical scavenging activity and total polyphenol contents. DPPH radical scavenging activity and total polyphenol contents increased significantly (P<0.05) and were well-correlated. Tofu with 0.2% PNP is recommended (with respect to overall preference score) for taking advantage of the functional properties of PNP without sacrificing consumer acceptability.

• Journal of Distribution Research
• /
• v.11 no.2
• /
• pp.97-122
• /
• 2006

A common assumption in marketing channel is that assortment benefits consumers. Recent research, however, has suggested that increasing the size of the choice set may have adverse consequences on the consumer choice. This research is to identify several factors that could affect the consumer choice in the context of product assortment. Especially, this research focus on the influence of the number of alternatives on the likelihood of purchase from the choice set. The preference for the no-choice option decreases as the number of alternatives increases. And it becomes higher when a dominating alternatives is present. And familiarity are considered as a factor affecting consumer's preference for a no-choice option. When a dominating alternatives is present, there is a positive and significant interaction between familarity and choice set size. It concludes with a discussion of the implications of the research findings and directions for future research.

• Asia Marketing Journal
• /
• v.6 no.2
• /
• pp.3-22
• /
• 2004

Prior researches related to private brands have mainly focused on the competition between private brands and national brands. But private brands can be allied with national brands to overcome its weak points such as low perceived quality. The purpose of this study is to investigate the consumer responses to the alliance between private brands and national brands. Especially this paper focused on the situation in which national brands are used as ingredient brands to improve the consumers' preference toward private brands. We hypothesized that using national brands as ingredient brands would improved the consumers' perceived quality and buying intention toward private brands. Also we supposed that when national brands had moderate congruity with product category, consumers' preference would be most positive. And this study examined the moderating effects of functional risk. Factorial experimental design and scenario method were employed to test the hypotheses. Also we classified the products as utilitarian-hedonic products and compared the effects of ingredient brands on utilitarian products with hedonic products. Empirical results show that when private brands use national brands as ingredient brands, consumer responses become positive. Also when ingredient brands have moderate congruity with products, consumer responses are most positive. But moderate congruity effect is significant only when functional risk is low.

• Journal of the Korean Society of Costume
• /
• v.56 no.5 s.104
• /
• pp.118-131
• /
• 2006

Color is one of the most effective factor in visual aspect influencing consumer's choice. However, the color preference varies as time passes, society changes, new culture develops, that is variable in its nature. And the underlying meaning or accompanying color image differs in every area. We believe the study on the color preference is meaningful, especially on BRICs market, recently gathering attentions for their market competitiveness and growth potential. For this research, data collected from 5 countries(including Korea) by 1:1 interview during 3 weeks in Aug. 2005. Usable data from 923 adult urban residents were used for final data analysis. Color chart for research was categorized by using COS Color System into KS standard color 10grades plus 1 neutral, with 5 grades of tones. Through this empirical study, the data were analyzed by mean, ANOVA, Duncan-test of SPSS Win(ver.10.0). The result generated from this study are as follows : First, analysis through hue & tone system reveals that preference on principle colors (R, Y, G, B, P) is higher than intermediate colors and pale, light, vivid tones were preferred to dare and deep tones. Second, personal color preference is reflected in color preference in fashion items. Thus, we may conclude color preference in fashion item largely influenced by country characteristics. Third, biggest difference by country from hue analysis are neutral and PB colors. Neutral, widely preferred color in every county, more preferred in India, Russia, Brazil than China. We expect this result can be utilized as a basic material for developing BRICs market.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.7
• /
• pp.1053-1064
• /
• 2010

This study investigates the Korean loungewear market and the traditional culture values of consumers related to loungewear to examine the preference of Korean traditional details, sewing techniques in loungewear design, and purchasing intentions. A survey method was used in this study. A total of 230 self-administered questionnaires were obtained from female consumers and 214 data sets were used for analysis. For the analysis, factor analysis, cluster analysis, and ANOVA were executed with PASW Statistics 18.0 and a structural equation model was estimated by Amos 18.0. The results are as follows. Traditional culture values were classified into two dimensions, traditional succession value and traditional design preference value. In the structure equation model, the traditional design preference value had a significant effect on the preference and the traditional culture succession value had significant effect on purchase intention. The results proved that the preference on loungewear with Korean traditional elements is closely related to purchase intention. Consumer groups were divided into three groups by traditional culture values factor; traditional culture succession group, traditional design preference group, and traditional culture indifference group. Style preference images showed significant differences in relation to traditional culture groups. This study is for use as fundamental knowledge on traditional loungewear brand development and strategy planning by offering specific traditional culture aspects associated with preference and purchase intentions.