• Journal of Fashion Business
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• v.23 no.1
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• pp.74-88
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• 2019

The purpose of this study is to explore university students' Hanbok rental behavior and to examine factors that influence their intention to rent Hanbok. Questionnaires were distributed in Universities in the Seoul metropolitan area, and the final 202 responses were used for data analysis. For data analysis, descriptive statistics, factor analysis, cluster analysis, t-tests, and multiple regressions analysis were used. Sixty-one percent of those who have experienced Hanbok rental said they rented Hanboks to experience tourism and 22 percent said they rented Hanboks to take pictures, and the main rental places are tourist attractions such as Jeonju Hanok Village. Respondents indicated that the design and color of Hanbok were important product attributes when they consider renting a Hanbok. They also indicated that the opinions of other users posted on the Internet/Social Network were their main source of information for Hanbok rental. The result of cluster analysis showed that there were two groups of Hanbok rental consumers based on clothing consumption values: novelty-seeking group and practicality-seeking group. The two groups were different in terms of few factors of the benefit sought of Hanbok rental, product attributes, and information sources. Regression analysis revealed that traditional culture perception, purpose-built Hanbok pursuit benefit, pragmatic pursuit benefit, attitude toward Hanbok, and the previous Hanbok rental experience significantly affected respondents' intention to rent Hanbok. Based on the results, this study summarizes the key features of each group and provides suggestion for developing strategic marketing activities.

• Journal of the Economic Geographical Society of Korea
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• v.22 no.2
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• pp.141-159
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• 2019

Giving behavior promotes social solidarity and lessens social deprivations by voluntary practices to make better communities. Despite the increasing trend of giving in terms of participation and amount in Korean society, the giving culture has deeply rooted in charitable emotion based on compassion, still far from social solidarity. This paper attempts to identify giving behavior by investigating its characteristics and changes in its motives from the compassion-based social welfare to social responsibility and community solidarity, centering around 'Yellow envelope campaign' started in 2014 to support the living expenses and cost of litigation for the fired workers of Ssangyong Motors. By employing questionnaire survey and in-depth interview, it analyzes the horizontal relationships, reciprocal responsibility, social capital, and pursuit for conflict solution. Even though the campaign didn't change our society as a whole, but it cast the social questions on the birth of social empathy and solidarity.

• Journal of the Korea Fashion and Costume Design Association
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• v.21 no.3
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• pp.161-172
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• 2019

This study examines the characteristics and recent changes of the Hanbok industrial cluster in Gwangju Metropolitan City, in order to understand the problems in the activation of the Hanbok industry and to seek future policies. A total 32 companies comprise the 'Small Manufacturer Specialized Support Center of Hanbok' and were surveyed with a 41 questions with questions in four categories. The Gwangju Hanbok area has been in existence for more than 40 years and was composed of small groups of one or two manufacturers. They are experiencing the same difficulties as other Hanbok clusters, such as the aging of workers, the downturn of dress culture, and changing consumption paradigms. However, since 2015, various efforts have been made in order to seek countermeasures to cope with such difficulties, particularly with the foundation of the 'Small Manufacturer Specialized Support Center of Hanbok' with the support of the Ministry of Small Venture Business. This study focuses on the alterations in the current Hanbok industry due to the IT industrialization as well as the changes in the locations of the Hanbok clusters due to the revitalization of old towns by local governments., The results providing an opportunity to appreciate the problems therein and seek the solutions. Small manufacturers of the Hanbok cluster are trying to improve their entrepreneurship, digital technology application, and knowledge in accordance with the socio-economic trends, but they have limitations to practically apply it to business, barely keeping the minimum production base. The central government and the Gwangju should reinforce and expand the support for marketing and public relations for the Hanbok to foster the designer population, to establish mutual brands, to raise brand awareness, and to promote the technological perfection of the individual businesses, to allow them to cope with the current market trends, in order for the technological development and firm settlement of the local Hanbok industrial cluster.

• Management & Information Systems Review
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• v.38 no.3
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• pp.21-34
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• 2019

It is a very important task for managers to motivate employees who work at service encounters where interaction with customers is important. The purpose of this study is to propose the trust of supervisor and supervisor's expressions as factors that can enhance or strengthen employees' prosocial behavior. Hierarchical regression analysis was used for this purpose. The results and implications are as follows. First, trust toward supervisors appeared to be a factor to improve employees'engagement. Second, job engagement has a positive effect on prosocial behavior of employees, that is, customer oriented behavior and organizational citizenship behavior. Finally, this work confirmed the moderating effect of the supervisor's gratitude expressions in the relationship between trust toward supervisor and job engagement. Research on gratitude in the marketing field is still in its infancy, and previous researches are focused on business and consumer relations. Expressing gratitude can be a natural tendency. This study suggests that gratitude expression should be introduced as part of organizational culture.

• Knowledge Management Research
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• v.20 no.3
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• pp.173-193
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• 2019

Reward-based crowdfunding is a funding platform that allows funds to be raised to early operators who have lack of funds, and is seen as an outstanding infrastructure that is going to lead the fourth industrial revolution in that it is a field of realization of new technologies and creative ideas by start-ups. Reward-based crowdfunding has grown in line with the trend of the fourth industrial revolution, and funding success cases are taking place in various industries that culture/art to technology/IT, including as a new means of knowledge management in a rapidly changing industrial environment. The study focused on the fact that consumer's donation purposes may also vary depending on the category of projects classified as reward-based crowdfunding. Because consumer payment decisions and motivation of consumer purchasing behavior are classified according to the purpose of purchase, the previous papers that the goal gradient effect that the main motivation of consumer donation for reward-based crowdfunding introduced vary depending on project category of utilitarian and hedonic. In this study, consumer's daily donation data is collected by Indiegogo which is a leading reward-based crowdfunding company using web-crawling and the model was defined as propensity score matching (PSM) and random effect model. The results showed that the goal gradient effect occurred in utilitarian project category, but no goal gradient effect for the hedonic project category. Furthermore, this paper developed the study of motivation of consumer donation and contributes theoretical foundation by the results consumer donation may vary depending on the project category; also, this paper has implications for an effective marketing strategy depending on the project category leaves real meaning to the projector.

• Cross-Cultural Studies
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• v.42
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• pp.241-260
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• 2016

The purpose of this article is to represent the types of advertising in the modern Russian language as 'Play of Words' (игра слов). The causal reason for this phenomenon is studied from the result of certain characteristics of advertising. The definition and characteristics of the language of the advertisement are analyzed in achieving the goal, as these factors reveal how language is used to maximize the effectiveness of the advertising. Academic research is needed in the collaborative fields of linguistics, psychology, economics, sociology, marketing, literature, art, and music. Modern advertisement is mixed with semiotic objects that consist of display, sound, and texts. While this study is not complete, the acknowledgement of the phenomenon 'Play of Words' between the creators of advertising and the consumer is undeniable. On one hand, advertising is recognized by linguists as the main factor that destroys the literary language. It represents the distortion of a standard language norm, as opposed to formal linguistic means used in advertising. In this research, we pay attention to the frequent use of foreign language borrowings and incorrect representation of foreign words, slang and jargon, that occur in misspelled usage of literary norms. The features that are revealed in this article are helpful to understand the purpose of advertising.

• Journal of Convergence for Information Technology
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• v.10 no.12
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• pp.156-165
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• 2020

330 Korean adult women were examined the correlation between degree of makeup and makeup satisfaction before/after wearing masks due to COVID-19 and the moderating effect of mandatory/voluntary goal-oriented attitude toward makeup. The study found that lip makeup(p<.001) was significant variable in makeup satisfaction before COVID-19, and eyebrow makeup(0<.002) was significant after COVID-19. Although moderating effect of mandatory goal-oriented attitude, which works between degree of makeup before/after COVID-19 and makeup satisfaction was not significant, but moderating effect of voluntary goal-oriented attitude appeared to be significant before(p<.000) and after(p<.000) COVID-19. And the degree of makeup after COVID-19 was lower than before(p<.000). If one believe that makeup is for one's own satisfaction, degree of makeup can be significant effect on the makeup satisfaction, but actual behavior has shown that degree of makeup has decreased since wearing masks because of COVID-19. I hope this research will be used as marketing material for beauty and cosmetics industry.

• Journal of Korean Society of Rural Planning
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• v.27 no.2
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• pp.23-34
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• 2021

This study aims to understand why the sales volume and the number of visitors are different in each rural tourism village. The study considered that the management and operation of rural tourism villages is one of the major influencing factors. To prove this, the study determined what factors were related to the management and operation of villages and derived detailed items to evaluate them. In the study, the researchers conducted an in-depth interview and a literature review on the management and operation of rural tourism villages in Yangpyeong-gun. They also performed a case study on the Sumi village, one of the successfully managed and operated villages in Yangpyeong-gun, to determine the detailed items. As a result, seven factors were identified. These factors comprise operation entity, governance, shared vision, leadership, efficient role-playing, marketing efforts, and equity in profit distribution. Based on these seven factors, 85 of the evaluation items were developed. The management and operation scores of 85 items were measured and summed for each of the 21 rural tourism villages. First, 21 villages were divided into two groups by the sales figures to derive items to determine the difference in the mean value of the evaluation scores. Second, an independent sample t-test was conducted for each village at YangPyeong-gun. Third, the study divided the 21 villages into four groups using 46 evaluation items. Finally, the study's researchers clarified some challenges to solve and appropriate management and operation plans considering each type of rural tourism village.

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.2
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• pp.17-28
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• 2021

The baby-tech industry, which combines IT with existing parenting product, is attracting increasing amounts of attention. Consequently various types of baby products incorporating functionality and design are being launched. In recent years, particularly as the market segments increases for babywearing products, parenting products that account for the child's comfort and parents' convenience are required. Therefore, this study examines the characteristics and consumer perception of babywear products, which are important for the emotional stability, development, and rearing of children. The study utilizes text mining and a network analysis by collecting unstructured text data. An examination of the network, based on the frequency of keywords for each babywear product and the degree of the connection to the centering index, revealed that consumers value convenience and price when purchasing products. The consumer perception and consideration factors that appear individually according to the product were also identified. In addition, studying body parts with high TF-IDF values revealed a difference in the body parts considered by consumers for each product. Lastly, through the visualization data based on the keywords that appeared in public, commonly appearing keywords, and those that appeared individually were examined. Through SNS, product characteristics as well as a new parenting culture that shared child-rearing routines were confirmed. This study suggests planning and marketing directions for the development of babywear products that meet consumer needs.

• Journal of Ginseng Culture
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• v.4
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• pp.1-12
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• 2022

Ginseng and ginseng products are distributed in approximately 190 countries around the world. The size of the ginseng market varies by country and there are no accurate statistics on production and distribution amounts per country. Therefore, it is difficult to make predictions about the global ginseng market. Governments and ginseng trading companies are in need of comprehensive data that shows the current status of the ginseng market to help them establish effective import, export, and sales and marketing policies. To addressthis need, this study examines the approximate size of the world ginseng market based on estimates of recent quantities of ginseng distributed in specific country as well as production by major ginseng producing countries. In 2018, global ginseng production was about 86,223 tons based on fresh ginseng. China produced 50,164 tons, South Korea 23,265 tons, Canada 11,367 tons, the US 1,285 tons, Japan 30 tons, and other countries a combined 112 tons. The value of global ginseng production is estimated to be approximately $5,900 million, with $2,870 million (48.6%) in China, $2,489 million (42.2%) in South Korea, $478 million (8.1%) in Canada, $54 million (0.9%) in the USA, $4 million (0.1%) in Japan, and $5 million (0.1%) in other countries. The value of ginseng products consumed for the last five yearsin South Korea was $1,162 million in 2014, $1,280 million in 2015, $1,548 million in 2016, $1,638 million in 2017, and $1,762 million in 2018, showing that the market has been increasing in recent years. In particular, the Korea Ginseng Corporation (KGC), the biggest global ginseng company in South Korea, recorded sales of $1,207 million in 2018. This represents about 69% of the South Korean ginseng market, and about 20% of global production. Since interest in alternative medicine and health food among consumers is increasing globally, the market for ginseng is expected to expand into the future.