• Journal of the Korean Society of Costume
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• v.64 no.1
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• pp.18-30
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• 2014

As economy is growing and income level is increasing, more people are pursuing relaxation and leisure in their life. As the sports market in Korea is flourishing, sports wear companies have begun to focus marketing their brand by carefully selecting advertising models in order to get more exposure for their brands. The purpose of this study was to analyze, the effects of the advertising model types had on the company's brand recognition, and consumer subjectivity on consumer's preference and purchasing intention were studied. The subjects for the study were 260 men and women in their 20~30s living in Seoul and Gyunggi province. Three-way ANOVA was conducted for the data analysis. The results showed significant interactions between the three independent variables on preference. Although there were various advertising model types due to the improvement of media, (brand advertisement employing) the well known celebrity model was more effective for raising consumer brand awareness compared to non-celebrity models.

• Journal of Internet Computing and Services
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• v.19 no.4
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• pp.107-121
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• 2018

The purpose of this study is to explore the present US consumer behavioral trends and various cognitive schema types for sharing economy frame and shared service. For this, by applying Q methodology, this paper theoretically defines three differentiated typologies of US consumer in a interpretive perspective. This study is in-depth focused on discovering and categorizing characteristics of a respondent's thinking structure called 'schemata'. According to the entire procedures of Q methodology, this paper analyzed Q-sorted data from twenty-four people in the basis of forty Q-samples (statements). Consequently, we discovered four consumer groups named as Type 1 'Socialsumer', Type 2 'Smarsumer', Type 3 'Researsumer'.

• Journal of Internet Computing and Services
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• v.15 no.4
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• pp.91-102
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• 2014

The purpose of this research is to perform the consumer typological study of integrated emerging digital advertisement, where IT and advertisement industry were fused, and to propose the theoretical definition about consumer characteristic which is in need for collection of related market subdivision strategy in perspective of business marketing. For this, the Q methodology, the 'subjectivity' research of qualitative perspective, which discovers new theory by interpreting subjective system of thinking, preference, opinion, and recognition of inner side of respondents, was applied and analyzed. Compared to previous quantitative research that pursues hypothesis verification, this Q methodology is not dependent on operational definition proposed by researcher but pursues for analytic study completely reflecting objective testimony of respondents. For this reason, Q study analyzes in-depth the actual consumer type, which can be found at the initial market formation stage of new service, therefore this study is applicable for theorizing the consumer character as a mean of advanced research. This study extracted thirty 'IT integrated digital advertisement type (Q sample)' from thorough literature research and interviews, and eventually discovered a total four consumer types from analyzing each Q sorting research data of 40 respondents (P sample). Moreover, by interpreting subdivided intrinsic characteristic of each group, the four types were named as 'multi-channel digital advertisement pursuit type', 'emotional advertisement pursuit type', 'new media advertisement pursuit type', and Web 2.0 advertisement pursuit type'. The analysis result of this study is being expected for its value of usage as advanced research of academic and industrial research with the emerging digital advertisement industry as a subject, and as basic research in the field of R&D, Marketing program and the field of designing the advertisement creative strategy and related policy.

• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.624-628
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• 2008

The purpose of this study is to investigate the "map of mind" or subjectivity regarding consumption behaviors of consumers in the digital environment. This study investigated the values and psychological and behavioral characteristics that motivate consumption for each types of consumers in digital environment. 76 Statements were selected from literature review and popular press articles that introduced consumption related phenomena. A total of 33 participants included experts on digital consumption and lay person, The results indicated that there are 6 groups representing Korean consumption patterns in digital environment: Digital Modernist, Digital Boomer, Digital Chic, Digital Ludens, Digital Conservative, and Digital Renaissance. This research is meaningful in that it provides a framework to view the diverse consumption behaviors in a more holistic rather than independent perspective, considering psychological aspects such as personal values and lifestyles.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.89-101
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• 2022

COVID-19 is significantly changing consumers' demand and habits. In order to understand consumer characteristics and find effective advertising directions in the post-COVID-19 era, this study set young consumers who are more sensitive to market changes and technological transformation from a subjective perspective of advertising audiences. Through the Q methodology, the advertising development model in the post-COVID-19 era was derived exploratively by examining their cognitive status of advertisements in the post-COVID-19 era. The model consists of three types of advertisements: "demand mining online ads" that value consumer demand and adapt to online shopping paths, "added value creation experiential ads" that value derived value and consumer experiences, and "practical and sentimental value creative ads" based on pragmatism and emotional values. In addition, this study also suggested for the sustainable practice of advertising in the post-COVID-19 era in various aspects, such as "seeking multidimensional values," "expanding consumer experience," and "mining and leading demand.

• The Journal of the Korea Contents Association
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• v.10 no.2
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• pp.165-175
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• 2010

This paper claims the argument that the taste of own is not the intrinsic value but is determined by the environment or habitus, based on Bourdieu's theory. This concept of taste leads up to a natural stream of imitation and alignment. We conclude that the stream is the fashion which be justified by the major agreement. But the nature of fashion exists in hegemony and determines a sense of kinship or a point of difference. In this regard, popular cultures as a window circulated fashion have a negative consequence that can be method of discriminating the minority and justifying vested rights. Accordingly, we have to become wary of the strategy of control using fashion and popular cultures, and need to recognize the prior paradigm about fashion. In the process, we can expect that fandom or counter cultures based on digital high technology constitute subjectivity and dynamics of popular by interaction between the objects.

• Archives of design research
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• v.18 no.4 s.62
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• pp.267-276
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• 2005

Advertisement is a creation. However, it is not a sort of self-sufficient creation as can be found in the fine arts that start from and end with an artist's personal sense but an inter-subjective creation formed from the dose relationship between the inner senses of other persons as social factor and the meanings of symbols. In this respect, how to systematically express the cultural aspects seen from the convergence of 'words' and ‘images' that are coexisting within the ads expression depends on the inter-subjective mutual sensitivity between ads creator and consumer. Therefore, it is assumed that the quality of impact the ads expression has is not a personal sense of ads creator based on a consumer survey but an intuitive judgement made by both of them who share their lifestyles. In conclusion, the finding of the quality of impact of ads expression through the lifestyle of ads creator is to make sure that, by directly applying the lifestyle exposed from within the prerequisites of customer to that of ads creator, the inter-subjective ads creation needs to be formulated.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.576-584
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• 2020

The effect of conducted using Q research method, which is one of qualitative analysis methods that can approach in-depth and essential meaning of Spanish restaurant's perception of dining out consumers. The purpose of this study is to classify Spanish restaurant's perceptions of catering consumers by type, to find out the characteristics among them, and to suggest future improvement directions. An exploratory study was conducted using Q-methodology to analyze the subjective perceptions of restaurant customers in Spanish restaurants. To this end, the Q-sort, which consists of a statement card, a P-sample, and a classification process, was analyzed through Q factor analysis using the PC QUANL program. The results were classified into two types. Type 1 (N=10): Spanish restaurant preference, Type 2 (N=7): The name of the factor was set as the type of professionalism in Spanish restaurants. Each type was found to have different characteristics. Each subjective perception detected through this analysis can be used as basic data for various studies.

• Journal of Digital Convergence
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• v.15 no.4
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• pp.181-190
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• 2017

Recently, safety accidents of daily necessities such as humidifier disinfectant, mobile phones, and infant diapers, have occurred frequently. To protect consumers from these accidents, product safety management is required, and a product risk assessment tool is needed to evaluate the degree of safety of the product. In this paper, we have constructed RAS, which is a system that can evaluate product risk based on injury information of product accident in Korea Consumer Agency. RAS consists of an injury information analysis system for analyzing accident-related information and a risk assessment system for assessing risk using information derived from the system. The Bayesian network - based probabilistic method is applied to reflect the causal relationships that affect product risk in the risk assessment process. We used RAS to evaluate 33 children's products and compared them with the results of EU RAPEX RAG. Subsequent tasks include reducing the subjectivity of the input of the accident impact scale, and linking the above two systems.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.404-412
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• 2021

This study was conducted by using the Q research method, one of the qualitative analysis methods, in order to approach consumers' perceptions of processed meat food in an essential and in-depth approach. To this end, Q-sort, which goes through the task of distributing responses by setting P samples by creating a question-and-answer table of positive and negative, was analyzed by using the PC QUANL program and analyzing the Q factor. As a result of the analysis, it was divided into three single types. Type 1 (N= 10) : Preferred types of processed meat food, Type 2 (N= 7) : Types of Pursuing Functionality of Processed Meat Food, Type 3 (N= 4) : The name of the factor was set as the non-preferred type of processed meat food. Each type has different characteristics, and the subjective perception of each factor detected through this analysis can be used as various basic research data in the future, and for the purpose of the study, the perceptions of consumers who use processed meat foods were classified and classified by type. It is to suggest future improvement directions by checking the characteristics of the variables.