• 마케팅과학연구
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• 제17권2호
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• pp.99-110
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• 2007

The widespread use of self-service concepts in retailing has resulted in increased attention to the design of retail environments and to stimuli operating at the point of sale. One such merchandising technique, the "bundled presentation", i.e., related products are presented in close proximity to each other, is widely used by retailers but has rarely been investigated by academic consumer researchers. This study presents the results of a field experiment into the effects of presenting products in their usage context. Customers' attitudes towards the same product displayed in different ways are compared with each other. The results show that related products, i.e., products that are used together, should be presented in a coordinated display. Furthermore, the bundled presentation enhanced consumers' attitudes of the product when they saw it first in a bundled presentation and then evaluated it in front of a traditional presentation.

• Asia Marketing Journal
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• 제15권1호
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• pp.83-105
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• 2013

During recent decades, the number of mixed attribute products (henceforth mixed products), which have both utilitarian and hedonic benefits, has increased dramatically. Despite these products' growing popularity, academic research has paid little attention to them, and there remains a gap between theory and the real world. Hence, our study was undertaken to understand consumers' perceptions about and behaviors toward mixed products, as well as factors affecting the evaluation and choice of these products. We divided mixed attribute products into two categories: mixed utilitarian products (utilitarian products adding hedonic attributes) and mixed hedonic products (hedonic products adding utilitarian attributes). We then showed how adding different attributes affects consumers' perception, willingness to pay (WTP), and the choice of mixed attribute products compared to pure utilitarian or pure hedonic products. We conducted an experiment using a within-subject design. A total of 160 office workers and college students participated in the study. The pure utilitarian product used in the study was orange juice, and the mixed utilitarian product was carbonated orange juice. The pure hedonic product was chocolate, and the mixed hedonic product was polyphenol enriched chocolate. Results showed that consumers perceived a mixed utilitarian product to be less utilitarian, less pleasurable and more guilty than a pure utilitarian product. On the other hand, a mixed hedonic product was perceived to be more utilitarian, less pleasurable and less guilty than a pure hedonic product. Also, WTP for a mixed hedonic product was higher than WTP for a pure hedonic product, but WTP was lower for a mixed utilitarian product than for a pure utilitarian product. Furthermore, mixed hedonic products were likely to be evaluated more favorably when they were presented together with pure hedonic products, more so than when they were presented alone. Finally, when compared to low self-control participants, high self-control participants chose mixed hedonic products more frequently. The present study contributes to the existing literature on utilitarian and hedonic consumption by adding to the sparse literature on the consumption of products that have both utilitarian and hedonic purposes. Also, our research findings provide several useful implications for practitioners in related fields. First, the current study provides marketers with a useful guide for understanding consumers' perceptions of these types of products, and helps to predict how adding different attributes influences these products. Second, this study has examined the conditions that may moderate the evaluation and choice of hedonic base products and this finding will serve as a good reference for marketers of mixed hedonic products in marketing communication strategy, in-store marketing and targeting. Specifically, comparative advertising with a pure hedonic product will be beneficial for a mixed hedonic product. Also, displaying mixed hedonic products near pure hedonic products may enhance the effectiveness of in-store marketing of mixed hedonic products.

• 한국생활과학회지
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• 제21권3호
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• pp.527-537
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• 2012

Green consumption refers to a variety of activities including use and purchase of eco-friendly products and services and disposing of products in an eco-friendly manner. The goal of this research was to evaluate the effects of a green consumption education and awareness program offered to young children in a university-sponsored daycare. The education and awareness program was designed to improve young children's knowledge and behaviors toward the environment through green consumption education. The program was presented to 22 5-year old children in 15-20 minutes sessions, once a week for 4 weeks. Evaluation of the program was carried out through individual interviews with the children and their mothers. Upon the completion of the green consumption education program, there were noticeable changes in children's knowledge and behavior toward the environment. Mothers of participating children reported that children's environmental behaviors changed significantly, displaying a stronger green consumption attitude. This study suggests that environmental educational program during early childhood educational is an effective way of improving children's perceptions of environmental and conservation practices.

• 한국의류학회지
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• 제39권6호
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• pp.789-798
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• 2015

This research analyzes trends of fashion show window displays, regarding it as a new form of installation art that has the characteristics of contemporary art. Fashion show window displays are more than a physical space for displaying and have emerged as a new space in which creative expressions of arts take place. This research presents the characteristics of contemporary fashion show window displays by analyzing the characteristics of contemporary art. First, recent show window displays have shown "decentralization": various themes, forms, and mediums that are accepted without discrimination. Recent show window displays deviate from conventional methods, constantly pursuing experimental and progressive ideas and also include categories of current art, body art, and live art. Second, show window display has "interactiveness" that enables two-way communication between audiences and art, rather than fixing audiences as receptive viewers. Third, "textuality" can be found in show window displays. Recent show windows are use "objects" to show products as well as to express the meaning and symbols of products. A new directionality and effective strategies are shown to be imperative for the future development of fashion show window displays.

• The Journal of Asian Finance, Economics and Business
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• 제7권9호
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• pp.455-466
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• 2020

The purpose of the paper is to explore the country-of-origin (COO) influence on the buying decisions of the United Arab Emirates (UAE) consumers. The collected data from 370 consumers were summarized and coded by using Software R Studio and Microsoft Excel. The independent variables were analyzed and tested for their significant impact on the dependent variable, final buying decision of the product/service based on its country of origin. The selected hypotheses tested by administering the Kruskal-Wallis (K-W) hypothesis testing technique. The researchers identified that UAE consumers buying decisions influenced mainly by the country of origin of the products and services. The demographic variables like age, education, country of origin influential factors, country of choice was not displaying any significant impact on the buying decisions of consumers. The survey is limited to cover the general consumers of the country who are randomly selected from Dubai and Sharjah emirates. The study is beneficial to all the types of marketers, including domestic and international companies, who have plans to know the exact influence on consumers' buying decisions. The present research paper is original and provides empirical evidence on the country of origin's impact on the buying decisions of different products/services in the UAE.

• 한국멀티미디어학회논문지
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• 제13권3호
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• pp.467-474
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• 2010

인터넷을 이용하는 패션/코디 쇼핑몰은 그 시장이 매년 큰 폭으로 증가하고 있다. 온라인 패션 쇼핑몰들은 매출을 증가시키기 위하여 신상품을 눈에 잘 띄는 곳에 배치하거나, 모델을 도입하여 상품을 돋보이게 표시하는 등 많은 노력을 기울이고 있다. 그러나, 온라인 패션 쇼핑몰에서 판매하는 다양한 상품들에 대하여 상의와 하의의 어울리는 정도를 자동으로 계산하여 표기할 수 있다면, 오프라인에서의 점원에 의한 추천을 대신하여 사용자들의 연계 구매가 한층 편리할 것으로 기대된다. 본 연구에서는 여성복의 패션 코디네이션 쇼핑몰 구축 시, 내용 기반 필터링 방식(Content-based filtering)의 기계학습을 이용하여 상의와 하의의 어울리는 정도를 자동 계산하여 추천해주는 시스템을 설계하고 구현하였다.

• Asian Pacific Journal of Cancer Prevention
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• 제15권24호
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• pp.10637-10642
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• 2015

Background: Section 5 of India's tobacco control legislation "Cigarettes and Other Tobacco Products Act (COTPA), 2003"comprehensively prohibits all kinds of tobacco advertisement, promotion and sponsorship (TAPS), but permits advertisments at the point-of-sale (POS) under certain conditions. This provision has been exploited by the tobacco companies to promote their products. Objective: To measure compliance with the provisions of Section 5 of Indian tobacco control legislation (COTPA, 2003) at point of sale. Materials and Methods: A cross-sectional survey using an observation checklist was conducted in 1860 POS across three jurisdictions (Chennai city, District Vadodara and District Mohali) in India. Results: The most common mode of advertisement of tobacco products was product showcasing (51.1%), followed by dangles (49.6%), stickers (33.8%) and boards (27.1%). More than one fourth of POS were found violating legal provisions for displaying advertisement boards in one or other forms (oversized, extended to full body lenth of POS, displayed brandname/packshot and promotional messages). Advertisement boards (16.3%) without health warnings were also found and wherever found, more than 90% health warning were not as per the specification in respect to size, font and background color. Conclusions: Point of sale advertising is aggressively used by the tobacco industry to promote their products. There is an urgent need of effective implementation of a comprehensive ban on tobacco product advertisement, promotion and sponsorship at point of sale.

• 한국실내디자인학회논문집
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• 제14호
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• pp.99-106
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• 1998

Today's consumers have the behavior of purchasing that is self-value-centered and distinctly goal-conscious. Because of this trend the new shops that sell well have the characteristics that effectely transfers strong store-image. The starting point of selling is showing. To appeal to the sense of more consumers and to facilitate the act of consumption you should express more surely store and image of merchandise in the limited space of sales room. Especially in the compound living goods store which sell various items of products the role of presenting the whole merchandises attractive and organized is of utmost importance and the interior planning of show rooms and displaying the room according to the actual sales. According to this the goal of this study is to create not only the convenience of purchasing but also distinguished store image through organizing show rooms according to themes as a part of VMD strategy.

• 한국정밀공학회:학술대회논문집
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• 한국정밀공학회 2003년도 춘계학술대회 논문집
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• pp.885-889
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• 2003

The e-catalog system consists of e-catalog database. e-catalog manager. and a web server, and provides e-catalog web service by displaying e-catalog documents that contain web 3D images. product specifications and manuals. Various web contents such as the 3D images of products, which offer basic viewpoints/movement handles and function simulations, product specifications, product manuals and product features, can be integrated into e-catalog documents in XML format through image manipulation and database connection by using the e-catalog manager tool. By reducing time and cost for publication and management of an e-catalog web service, the competitiveness of companies is expected to be intensified in the perspective of e-business activities.

• 한국정밀공학회지
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• 제21권10호
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• pp.94-101
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• 2004

This paper presents the development of a keypad test system for the improvement of working environment and productivity using PTC 16F877 microprocessor. In order to detect the fault of keypad products, hardware and software design is performed in this system. Keypad fault detection system is controlled by the 8 bit one chip PIC microcontroller for the exactness and speed. Developed panel of the keypad test system is comprised of the sub-panel for selecting in the inspected keypad types and the main panel f3r displaying the working order and fault position. Furthermore, all data from keypad inspection are stored in main memory of personal computer for the database. All these functions lead to the improvement of working speed and environment.