• Korean Association of Arts Management
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• no.52
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• pp.107-133
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• 2019

This article is aimed at exploring what factors influence the perception change of the consumers for the cultural heritage values in the case of the cultural heritage policy program entitled with the cultural heritage Yahaeng. The consumers is considered as a key factor in the value creation system of the cultural heritage Yahaeng. It is necessary that the priority of the cultural heritage Yahaeng should be shifted from the supplies to the consumers. The consumer-based model of cultural heritage utilization is used as a theoretical framework. This study examines the influence of cultural heritage authenticity, cultural motivation, management system, loyalty on the perception change of the consumers for the cultural heritage values. This study is empirically examined by the means of a survey conducted on 205 visitors in the case of the Suncheon Yahaeng. The results indicate that the cultural heritage Yahaeng positively influences the perception change of the consumers for the cultural heritage values. In addition, the results indicate that cultural heritage authenticity is the most important factor which positively influences the perception change of the consumers for the cultural heritage values. In addition, the results indicate that cultural motivation positively influences on the perception change of the consumer for the cultural heritage values through the mediating variable of the loyalty. In line with its results, the article recommends that the significance based management system, evaluation system focused on the perception of the consumers for the cultural heritage should be established in the future. The article concludes that the local residents should be importantly considered as consumers and the collaborative partners in the cultural heritage Yahaeng.

• Journal of the Korean Society of Costume
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• v.59 no.4
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• pp.54-66
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• 2009

An empirical study was conducted on fashion cultural products with Korean image, targeting Korean and American consumers. Its purpose was to identify Korean and English consumers' attitude and purchase intention and to compare difference of its influence factor toward fashion cultural products of which design sources were derived from the Korean culture. The quantitative research using on-line questionnaires was targeted at American and Korean consumers. A total of 400 responses were used in the analysis. Results of data analyses using SPSS 13.0, are as following. First, for American consumers, uniqueness-seeking had a positive effect on attitude toward of cultural product with Korean image, followed by service of salespersons, change-seeking, and appearance of salespersons. For Korean consumers, easy accessibility was significantly related to attitude. Second, for American consumers, uniqueness-seeking and appearance of salespersons had a significant influence on the purchase intention of the cultural product with Korean image. For Korean consumers, no attributes were related to purchase intention. This research about fashion cultural products that will compete in the global market presents exploratory information targeting domestic and foreign consumers and will contribute to the strategic aspect of newly growing high-added-value industries.

• Journal of the Korean Society of Food Culture
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• v.32 no.1
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• pp.1-9
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• 2017

The objective of this study was to explore the role of familiarity in cross-cultural product perception and perception changes according to food systems (hot sauce and spicy-chicken) in Korean and US consumers. Free choice profiling was conducted by Korean and US consumers on four spicy-chicken samples made using four hot sauce samples. Half of the hot sauce samples were selected to be more familiar to US consumers and vice versa to Korean consumers. A previous study that investigated cross-cultural perceptions of the same four hot sauce samples in US and Korean consumers was incorporated in this study. For distinct sample differences, US and Korean consumers perceived products similarly. However, for less obvious differences, flavor familiarity seemed to affect consumers' product perceptions. In addition, product perceptions changed more dramatically according to food systems for familiar samples in each country. The findings of this study show that consumers' product perception can be affected by flavor familiarities.

• Journal of the Korean housing association
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• v.18 no.5
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• pp.113-120
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• 2007

The purpose of this study is an analysis about space of housing cultural center with the marketing based on experience. By changing housing market, housing cultural center is a place to give an information, added value, image of housing. Consumers who experience a housing cultural center have an effect on purchase an apartment. The image of enterprise is important to select commodities to consumers. Today, company's brand image and concept include womanish, worthy and, sensual those. Under these views, housing cultural center should have continuous culture spaces that provide various experiential chance for consumers. The methods of this study are an analysis of brand image, analysis and application of experiential elements for housing cultural center. The results of this study have five parts. First, in Sense part, there are presented the sense of sight, smell and touch include material's color, finishing material, sound and etc. Second, in Feel part, consumers feel friendly and comfortable to brand through synesthesia. And they have a liberal mind about brand. Third, in Think part, consumers can experience a brand's image as a subject of event or space. Forth, in Act part, consumer is acted to scale of a space and aim of exhibition. Finally, in Relation part, consumers can have relation each other who visit Housing cultural center. And they can joint for interchange of information, culture enjoyment. In conclusion, this study has a great value of graft marketing view on the planning of Housing cultural center.

• The Journal of the Convergence on Culture Technology
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• v.10 no.6
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• pp.789-797
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• 2024

The study of cultural consumers plays an important role in selecting actors, location selection, marketing, and scenarios in movies and series, and in box office factors. In particular, the study of cultural consumers of OTT original contents can produce viewer-tailored works by utilizing massive viewing data, social media user analysis, and location-based information. The research method analyzed the emotional vocabulary of text mining N-gram, CONCOR, and Bayesian classifier machine learning. Through the Netflix work 'Parasyte: The Gray' based on a comic book, the analysis of cultural consumption patterns of cultural consumers, actor selection, implications of genre change, complex human emotional narrative, location selection, and the effects of VFX were analyzed. In addition, the changed story development and storytelling structure were examined through Dan Harmon's 8 stages of hero storytelling. This study will save costs and time in cultural content development and the entertainment industry through the response factors of cultural consumers in OTT original contents and considerations for production.

• 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.

• Asia Marketing Journal
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• v.26 no.3
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• pp.201-212
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• 2024

Online Behavioral Advertising (OBA), a recently emerging format of internet advertising, targets users based on their past online behaviors. This study examines the impact of OBA on consumer attitudes and impulse buying behavior, while exploring the moderating influence of privacy concerns, a crucial factor given that OBA relies on personal data collection. To test our conceptual model, we conducted surveys in Korea and France, to further analyze the potential cultural distinctions. Our findings, derived from a series of linear regression models, reveal that OBA significantly affects consumers' impulse buying, with this effect mediated by consumers' attitudes toward OBA. Moreover, consumers' privacy concerns weaken the positive effect of OBA on attitudes. Notably, we observe significant cultural differences, with these effects primarily manifesting in the Korean sample. Our study provides valuable insights for creating effective online advertising strategies that contribute to consumers' purchase funnel, ultimately leading to purchases, while addressing privacy concerns and cultural variations.

• The Korean Fashion and Textile Research Journal
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• v.15 no.4
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• pp.565-573
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• 2013

This study focused on the cultural differences between South Korea and the U.S. in terms of male consumers' sex role attitude and its influence on grooming and apparel shopping behavior. Purposive samples of American and South Korean males aged between 20 and 40 years were surveyed. The sample sizes were 219 and 233 for American and South Korean consumers, respectively. The data were analyzed by structural equation modeling and ANOVA using SPSS 12.0 and AMOS 14.0. The results indicated that only grooming was influenced by the perceived femininity in the case of South Korean men; however, the model for American men indicated a significant positive influence of femininity on grooming and recreational apparel shopping behavior. In other words, American male consumers who perceive themselves feminine were more likely to be engaged in grooming and recreational apparel shopping behavior. On the other hand, for South Korean men, recreational apparel shopping behavior was not influenced by their sex role attitude, or whether they considered themselves feminine or masculine. This means that recreational apparel shopping behavior is a gender-specific behavior in the U.S., but not in South Korea. The findings of this study indicated that culture has influence on consumers' approach to shopping and appearance. South Korean male consumers were more likely to acknowledge themselves as being feminine, enjoy apparel shopping and grooming compared to American male consumers.

• International Journal of Costume and Fashion
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• v.10 no.2
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• pp.15-36
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• 2010

This study aims to examine if a consumer's evaluations of and purchase intentions towards textiles and apparel-related cultural products are influenced by their culture, as indicated by their nationalities. Additionally, several psychological variables, such as novelty-seeking tendency, world-mindedness, and familiarity with Northeast Asian culture were included in the analyses to compare the relative importance of cultural influences with the importance of individual characteristics. To conduct a quantitative analysis, we collected data from 400 female consumers in two countries: 200 from the USA and 200 from China. Key findings showed that, nationality and novelty-seeking were found to have a strong influence on purchase intention when product evaluation variables were not included. Evaluation of appearance and Northeast Asian design emerged highly significant predictors of purchase intention for Korean cultural products, regardless of the product type. Cross cultural comparative research on cultural product evaluations is extremely rare. This study focused on groups of consumers residing in the US and China and asked them to evaluate a series of textiles and apparel-related cultural products produced in Korea.

• Korean Institute of Interior Design Journal
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• v.14 no.1
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• pp.168-176
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• 2005

As the pluralistic value in which various cultures and trends exist develops the world at large, development of interior design is required to examine consumers by group. This requirement purports to set up a strategic model of operating interior design organizations under cross-cultural (past and present) enviroment, not to express new researches of interior design following the direction of the developed media service. Based on the educational and complex cultural approach to design matters - the key issue in solving the cross-cultural design matters, this paper has suggested the structure of semi-centralized design process and the system for finding out consumers' trends under the new media-based cultural design environment. This study presents some expected effects. First, it will be able to enhance the consumer-oriented design mind by providing the information on the interior design system and design trend. Through analyzing the lifestyle in the 21st century and providing the relevant information, it will lead irrlprovement in living environment. And further, by using the program of searching consumers' new preference, the system of grasping consumers' propensity and making decisions will be materialized. Secondly, based on the background database of forecasted consumers' trends, marketing strategies can be established. Thirdly, through the better technology of designing living environment, efficiency will be increased and the economic foundations through use of new database will be constructed. Fourth, systematic interior design can be developed. Strategic correspondence to consumers' desires and reinforcement of competitiveness will become possible with development of database. By encouraging consumers' participation under digital environment, their trends can be forecasted, and by efficiently using information and new technology, resources can be saved and further, additional costs for promotion and sales will be reduced.