• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.6
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• pp.1096-1106
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• 1996

This study was to identify the dimensions of consumers' attitudes toward imported casual brands. Another objectives were to examine consumers' attitude according to the preference group, and to ascertain the imported casual brand images. The 55 Likert type questions were selected through the results of self-questionnaire analyses. 520 females aged between 20 to 29 in Pusan responded to the second questionnaire of consumers' attitudes and brand images toward imported casual brands. The results were as follows: 1. For final factor analysis, 56 selected from 85 questions were subjected to the principal component analyses with orthogonal rotation after extraction of 5 major factors. 2. Five dimensions are brand's uniqueness and good quality, high prestige, incongruity with native emotion and ethnocentrism, conspicuous consumption, and reasonable purchasing advantages. These factors explained 45.0% of total variance. 3. Five dimensions were different according to the degree of preference. For preference group, they purchased the imported casual brands by uniqueness, good quality and reasonable purchasing advantages. For non-preference group, they disliked the imported brands by incongruity with native emotion, ethnocentrism, and conspicuous consumption. 4. Preference group had 5.47, whereas non-preference group had 1.76 pieces of imported casual brands for this 2 years. This result suggests that to develop the domestic brands with international uniqueness, good quality, and high prestige, and to improve according to preference group are necessary.

• Journal of Oriental Neuropsychiatry
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• v.16 no.2
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• pp.125-133
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• 2005

Object : This paper is designed to inquire into the influence of eating habits on the emotion of modem people. Method : The methodology is used that searches for materials such as books and treatises on the relationship between eating habits and emotion. Result : Meat used for fast food comes from cows that are fed the feed containing growth hormone and antibiotic. Growth hormone extremely supplements fire or yang within the body while antibiotics undermines the process of yin, leading to an accumulation of damp-heat and inflammation of ministerial fire. Additives contained in instant foods also impinge on the process of yin, leading to poor digestion, damp-heat toxins and ministerial fire. Excessive consumption of meat results in incomplete combustion of fat and hinders the formation of essence. Subsequently, ministerial fire becomes hyperactive as a result of the lack of yin energy. Increased meat consumption in the human diet is coupled with unhealthy eating pattern in which people eat too much for dinner and too quickly. Eating too much disturbs digestion, making it slow and incomplete, leading to excess damp-heat conditions, insufficient amount of vital essence and eventually hyperactive ministerial fire. Milk is considered a catalyst of faster growth, making it suitable for calves. Milk intake rapidly increases the balance of yang and eventually cause hyperactivity of ministerial fire. Conclusion : It is estimated that the eating habits of modern people cause the process of yang, making them feel restless, impatient and aggressive.

• Journal of Fashion Business
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• v.10 no.2
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• pp.117-146
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• 2006

The brand equity is defined differently as each view of careers such as consumers, producers, distributors, however, the brand loyalty can be thought to be made from consumers, which means that it can be more reasonable to be looked into as part of consumer rather than financial affairs or account. The brand equity based on the customers' perception can be called the preference that it be made after the presence of brand. The value of the brand that consumers feel emotionally is as important as the value of the brand in the real market. It is possible to increase the brand loyalty in the future by the consumers' inclinable feeling to the brand. This inclinable feeling to the brand can be connected to the purchase, however, it shows that the importance of consumer's emotional attitude to the brand is less considered in the existing studies. This study showed that the brand awareness and the brand experience after using it, the identity as perceived quality, brand personality, consumption emotion, the brand image and how the consumer emotionally feel the brand, the brand loyalty for fashion brand. The purpose of this study was how to build the value of the fashion brand equity after investigating into those factors.

• Science of Emotion and Sensibility
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• v.15 no.1
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• pp.73-86
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• 2012

Consumers can have impression goals as well as defense goals. Those with impression goals could use social goals or opinions of others in a social context to determine their attitudes, and those with defense goals could maintain their existing attitudes and beliefs. Since people typically approach pleasure and avoid pain, there are two kinds of goal orientations depending on regulatory focus theory. Therefore, marketers could design advertisements for their products on the basis of two types of focus, promotion-focused and prevention-focused advertisements. This study aims to explore how consumers with different consumption goals evaluate an advertised product. The results of this study demonstrate that consumers with impression goals felt much more "right" about the product in a promotion-focused, rather than prevention-focused, advertisement, and those with defense goals, felt much more "right" about the product in a prevention-focused advertisement. Consumers with impression goals evaluated the product in the promotion-focused advertisement more favorably than in the prevention-focused advertisement, and those with defense goals evaluated the product in the prevention-focused advertisement more favorably.

• The Journal of Industrial Distribution & Business
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• v.10 no.5
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• pp.37-47
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• 2019

Purpose - It is well known that chemyon, referred to by Westerners as face, naturally penetrates the daily life of Asians and influences their cognition, emotion, and behavior. Studies related to chemyon have been conducted in marketing and consumer behavior fields (e.g., luxury products or brands, service failure and recovery, brand preferences, consumer decision making, wedding ceremony, gift giving). A bulk of studies demonstrate that chemyon influences consumption behavior in Asian consumers. Although chemyon significantly influences consumption behavior of Asian consumers, it is also a cultural phenomenon that is not completely explained within the Western viewpoint. Whereas a number of researchers have approached cross-cultural studies of Asian and Western consumers, a limited number of studies have examined it from the perspective of chemyom. The purpose of this study is to compare the phenomenon that chemyon (face) not only affects the consumption behavior of Asia and the West universally (pan-culturally), but also distinctively (culture-specifically). That is, the purpose of this study is to describe that chemyon (face) is not only a culture-specific phenomenon but also a universal phenomenon in the consumption behavior of Asian and Western consumers, even though the extent that chemyon (face) impacts consumption behavior is differentiated. This study aims to understand commonalities and differences between Asian and Western consumption behavior in terms of chemyon (face), and to suggest how to enhance marketing effectiveness in a global market based on understanding the consumption behavior of Asia and the West. Research design, data, and methodology - Using systematic literature review and meta-analysis, this study investigates consumption behavior of Asian and Western consumers from the perspective of chemyon (face). Systematic literature review was used to compare face (chemyon) consumption of Western consumers with that of Asian consumers. To verify systematic literature review, meta-analysis was also accomplished. Results - First, the influence of face (chemyon) on consumption behavior is observed in Western consumers as well as Asian consumers. Second, Asian consumers are more influenced by face (chemyon) than Western consumers. Conclusions - Overall, chemyon (face) can affect the consumption behavior of Asians as well as the consumption behavior of Westerners.

• Journal of the Korea Fashion and Costume Design Association
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• v.9 no.3
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• pp.133-149
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• 2007

Amid a wave of informatization, the world is allowing diverse exchanges and cooperations in the global village to be promoted. And, a change in the life environment and the consumption pattern allows the key word in distribution revolution called 'online' and 'emotion' to be recalled. As the emotion is being positioned as the trend of the new era, this study has its significance in that even the fashion industry desperately requires the emotion marketing aiming at the artistic value and practicality in fashion and the creation in value-added, and requires the development and utilization plan for diverse VMD programs on the rational dress shop, like the successful case of the trendy shop such as America's large bookstore 'Barnes & Noble.' Accordingly, the purpose of this study is to design and suggest the virtually trendy dress shop as one plan of utilizing VMD, by examining about the fashion business environment and about 'emotion trend' according to the consumer purchase needs, and through researching into the cases of the trendy dress shops with the emotion marketing. The virtual trendy dress shop 'Muse,' which was proposed as its research result, was designed with having the main concept as urban naturalism, which points to the urban and sophisticated coordination, and to the simple personality and rational value, as one method of utilizing VMD in the differentiated dress shop. And, it is desired to be performed the researches on the development and the utilization plan for diverse VMD programs in the dress shop down the road.

• Journal of Digital Convergence
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• v.12 no.4
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• pp.157-170
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• 2014

Professional coffee shops are trying to increase customers' satisfaction and to invite more customers by providing the differentiated services. The existing researches show that the effects which the physical environment in shops has on customers' satisfaction and word of mouth intention are appealing to people's attention. In comprehensively examining the studies related to the physical environment, they can be summarized into two main perspectives, that is, the direct effect that the physical environment has on customers' satisfaction, quality perception, and other customers' responses (purchase desire, revisit intention, etc.) and the indirect effect that the physical environment has on customers' responses by means of customers' emotion or value perception. This research established 4 hypotheses by sampling 321 customers of those who have visited professional coffee shops, and empirically analyzed them. The empirical analysis carried out the structure analysis of covariance by using SPSS 17.0 statistics package and AMOS 17.0. As a result of the hypothesis qualification, the other hypotheses excluding one little hypothesis were adopted. The one refused hypothesis is that the only symbolism of the environmental elements in shops doesn't influence the customers' emotion positively (+). This is considered as a very unexpected result, and yet many customers who visit coffee shops express the symbols of professional coffee shops using the expressions such as 'bean coffee shop' or 'star coffee shop', but these expressions seem not to influence customers' mind positively in practice.

• Journal of Digital Convergence
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• v.18 no.5
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• pp.205-220
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• 2020

This study investigated whether there was a difference in off-line consumption behavior on and off-line. Online surveys were conducted on 218 people aged 20 to 59 who live in the country actively using Instagram, and the results of analysis through technical statistical analysis, logistic regression analysis, and linear regression analysis are as follows. There are some differences in the consumption items and expenditures of showing consumption behavior on Instagram and showing consumption in real space. In addition, there were different factors influencing the behavior of showing off in Instagram and the factors affecting the showing of consumption in real space. Age, education, and narcissism have an effect on show off behavior in Instagram, whereas age, materialism, and narcissism have been identified as factors influencing in real space. Whether on Instagram or in the real space, the positive emotions felt by consumers after showing off consumption had a statistically significant effect on consumer happiness. This study has significance in that it has empirically verified the difference between Instagram and actual consumption behaviors, and sought the direction of healthy consumption behaviors for consumer happiness.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.14 no.6
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• pp.207-213
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• 2014

In this paper, we propose Bluetooth based on efficient indoor-emotion-lighting control system. The proposed Bluetooth based on indoor-emotion-lighting control system was designed to be automatically controlled by the motion sensor light and using a Bluetooth module may be controlled to light up or mobile PC, wall pad. In addition, It was designed the LED lighting On/Off control the environment according to Humidity, the temperature, illumination, motion sensors. System based on the bluetooth is automatic control possible using the illumination sensor, and by selecting the desired lighting partial control can be designed. The experimental efficiency results of the proposed indoor-emotion-lighting control system were designed to provide an internal environment adapted to a resident, were able to maximize the energy savings, have reduced power consumption than the traditional simple On/Off control system.

• The Journal of Industrial Distribution & Business
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• v.10 no.10
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• pp.53-65
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• 2019

Purpose - Current study aimed at investigating the effects of the choice easiness as a thought triggered at the time of making decision and the goal achievement emotion as a prediction of how consumers feel in the state of achieving consumption goal on brand purchase intention. And It also explored moderation role of incidental pride type such as ambient hubris pride and ambient authentic pride felt before the event in the effects of message type such as self-verifying message and self-enhancing message on the choice easiness and the goal achievement emotion. Research design, data, and methodology - Message type was divided into self-verifying message and self-enhancing message. Incidental pride type was divided into hubris and authentic pride. Smart mobile phone was selected for empirical study. And the experiment was performed with 2(pride type: hubristic versus authentic) × 2(message type: self-verifying message versus self-enhancing message) between-subjects design. Questionnaires from 215 undergraduate students were used to test hypotheses by Macro process model 7. The hypotheses were tested at each of self-verifying message group and self-enhancing message group. Results - First, both choice easiness and goal achievement emotion positively influenced on the purchase intention at both self-verifying message group and self-enhancing message group. Second, at self-verifying message group, the positive effects of self verification on both choice easiness and goal achievement emotion were higher to the customers under incidental hubris pride than to those under incidental authentic pride customers. Third, at self-enhancing message group, the positive effects of self enhancement on goal achievement emotion were higher to the customers under incidental authentic pride than to those under incidental hubris pride. However, at self-enhancing message group, the positive effects of self enhancement on choice easiness (goal achievement emotion) were not higher (higher) to the customers under incidental authentic pride than to those under incidental hubris pride. Conclusions - Focusing on the results of this study, to promote their brand purchase intention, brand managers should use self-enhancing message to induce goal achievement emotion from incidental authentic pride customers. And the brand managers should develop and use self-verifying message to induce choice easiness as well as goal achievement emotion from hubris pride customers, which in turn, promote their brand purchase intention.