• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.3_4
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• pp.527-538
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• 2004

Despite the importance of and the vast empirical research attention devoted to commitment in channel relationships, several unresolved issues remain. First, although the term commitment is often measured as a single trait, measuring commitment as a single dimension, is problematic for the epistemological depth and methodological sophistication of the instrument. Second, consumer research has seldom considered the complex nature of commitment in consumer markets. This study hypothesized that the multidimensionality of commitment can be separately identified and that the multidimensional factors-LY(Loyalty), ID(Identity), INT(Internalization)-interact differently from those in inter-fun relationships. A conceptualization of commitment holds LY as a central mediator between ID and INT in this study. The data was collected from 491 retail consumers. For the measurement model test, the three-factor model was selected as representing the underlying factor structure in the sample data and the multidimensionality of commitment was confirmed. The conceptualized model, holding LY as a mediator of ID and INT, performed better than the competing model with INT as mediator of ID and LY. The results provide a theoretical contribution in furthering the research on relationship marketing with consumers by suggesting that the consumer commitment structure be presented differently from the organizational commitment.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.1
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• pp.88-98
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• 2008

The purpose of this study were to examine the effect of fashion brand personality on the consumer's brand loyalty and to investigate the role of brand identification as mediator. The questionnaire data from 218 women who had purchase experience of fashion luxury brands were collected. Factor analysis and multiple regression analysis were used in data analysis. The results of this study were as follows. First, the consumer's fashion brand personality was composed of eight factors; Status-oriented, appearance-oriented, trend-oriented, leisure-oriented, physical activity-oriented, self achievement-oriented, fun-oriented and relation-oriented factor. Second, brand identification had significantly influence on brand loyalty. Third, fashion brand personality significantly influenced on brand loyalty and brand identification. Especially, the status-oriented, appearance-oriented, trend-oriented and self achievement-oriented fashion brand personality was proved to have a crucial role in brand identification and brand loyalty. Fourth, the status-oriented, appearance- oriented, trend-oriented and self achievement-oriented fashion brand personality had both direct and indirect effects on brand loyalty mediated by brand identification.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.6
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• pp.1021-1032
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• 2010

This study explores the perceptions of fashion consumers on entertaining shopping experiences and investigates the factors important to the creation of these experiences. A convenient sample of 100 was used for the exploratory survey. Respondents were asked to complete open-ended questions (e.g., describe a recent store shopping trip that you remember as being pleasurable and entertaining) on a standardized form. A total of 97 questionnaires were completed and used for further analysis. Six entertaining shopping factors were identified: store-related factors were merchandise, service, the store environment, and events; customer-related factors were customer resources and social aspects. Five non-entertaining shopping factors were identified: the store-related factors were merchandise, service, and the store environment factor; customer-related factors included customer resources and social aspects. A survey with a convenient sample of 200 college students was administered to examine the importance of entertaining and non-entertaining factors. The merchandise factor (which includes products assortments and price-related items) were rated as the most important part of the entertaining store-shopping experience, followed by service factors in the store category, and customer resources in the customer category.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.3
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• pp.84-91
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• 2021

The purpose of this study is to investigate the structural relationship between resort selection attributes, emotional responses, and empirical values of scuba diving participants. The general population who enjoys scuba diving in Korea was selected as the population. Using the convenience sampling method, 553 of the 600 questionnaire samples were extracted as the final valid sample. For data processing, frequency analysis, exploratory factor analysis, and Cronbach's α test were performed using SPSS 23, and confirmatory factor analysis and structural equation model analysis were performed with AMOS 18. The results are as follows: First, among the sub-factors of selection attributes, equipment, facility environment, and diving point showed a positive effect on emotional response, but staff service did not have any significant effect. Second, the emotional response positively affected by the selection attribute showed a positive effect on all factors of service excellence, consumer utility, fun value, and aesthetic value of empirical value. Therefore, scuba diving resort managers must recognize the importance of equipment, facility environment, and diving point among these selection attributes of customers. And to satisfy the customer needs the resort must accurately identify the needs for diving equipment, facility environment and diving point. Various methods for this should be explored through the needs of the identified customers, and efforts should be made to provide safe equipment, comfortable facilities, and various diving points.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.12
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• pp.5083-5088
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• 2010

An implementation of NPC AI(artifical intelligence) is similar with real world's flocking can increase fun factor of game. To this end, we design fish flocking patten of analyzed real world, implement using Ogre engine in this paper. To determine the usefulness of implemented fish flocking, we compare fish flocking in real world with implemented fish flocking. Implemented behavioral patterns of fish flocking show similar behavioral patterns of fish flocking in real world.

• Journal of Korea Multimedia Society
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• v.20 no.7
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• pp.1148-1155
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• 2017

This study examined the storytelling characteristics of the super-compressed web drama "72 seconds". By analyzing all seasonal episodes of "72 seconds" and applying the various storytelling methodologies and related theories, this paper derived the main storytelling characteristics of "72 seconds" as follows. First, through the composition of the microscopic non-plot, the story value of empathy and fun is maximized, even though there is no dramatic composition compared to the general movie or drama. Second, by the specialization of everyday life, it leads to the transition from everyday experience to the new context. In other words, it provides a consensus through the cognitive expansion and interest by unfamiliarity of the ordinary experience to the audience. Third, based on the characteristics of super-compression and short theme, it utilizes fully stylistic narration like rapping. This makes the audience feel novel and further enhances the branding effect of content. And finally, based on various hybridity and variation, it uses remediation actively in all respects, especially comedy genre and comic factor.

• The Research Journal of the Costume Culture
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• v.14 no.3 s.62
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• pp.353-365
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• 2006

Modern consumers seek various pleasure and fun through shopping. Retailing are offering apparel products with entertainment services to customers such as movie theaters, restaurants and so on. The purposes of this study was investigate the effect of entertainment service on impulse buying behavior. Data were obtained from shoppers (N=684) randomly selected department stores and shopping malls located in Seoul and Busan. They were analyzed by factor analysis, t-test and cross analysis. The results showed that entertainment service users showed likely to be more recreational orientation, to be more pleasure, and better mood in retailing environment than entertainment service non-users. That is entertainment service users were more likely to buy impulsively during shopping than entertainment service non-users. Implication and future research directions discussed.

• Proceedings of the Korean Society of Computer Information Conference
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• 2020.07a
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• pp.653-656
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• 2020

최근 새롭게 만들어진 게임 장르 중의 하나인 오토배틀러 장르는 인기가 뜨겁게 끓어오른 만큼 식는 속도 역시 빠르게 진행되었다. 침체된 오토배틀러 장르의 현 상황에서 출시 초기 유저들을 끌어들였던 오토배틀러 장르만의 특징과 차별화 된 재미요소, 흥행의 이유를 되새기고 불완전한 게임 시스템을 보완하여 유저들에게 차별화된 재미를 전달하기 위한 새로운 발전 방향에 대해 분석하고, 유저들이 해당 장르의 게임을 플레이 하면서 느낀 오토배틀러 만의 특징과 재미요소를 설문조사를 통해 파악하여 향후 오토배틀러 장르의 발전을 위하여 새로운 방향을 제시한다.

• Journal of Internet Computing and Services
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• v.14 no.5
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• pp.101-117
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• 2013

As the number of online game user has been rapidly increased thanks to the recent vitalization of online contents market, not only new business opportunity but also the opportunity to create high profits have been provided as well. However, the increase of the number of online game user and the rapid expansion of the market evoke a cutthroat completion among online game service providers, and also high barriers to entry to online game market have been erected. Thus, what kinds of efforts need for the business success and sales increase in online game market? In lots of researches regarding online contents business, the deepening of loyalty was considered as a critical factor for the business success. According to the study on user's behavior in online environment, users would experience the Flow while using online service, and then, if they were in state of the Flow, they would use the service constantly. High customer loyalty to online game means high will to use the online game too. The purpose of this research was i) to examine what factors enable users to be naturally immersed in online game while playing it, ii) to examine what properties of online game can make game more interesting and exciting, iii) to verify that such factors are critical in deepening customer loyalty, and iv) to suggest some essential factors to be fun and exciting games, on where the focus should be put, and the directionality for the development for sales expansion of online game developer or online game service provider. The research results are as below: First, the involvement and the perceived quality which were characteristics of brand appeared to be factors most affecting Flow. This shows that once game user get interested in online game that user has played frequently, even though new games are released, user will continuously flow the game not moving to new games, and also shows that users not only get more interested but also put more trust in games in the site to where users are frequently going than games in other sites, and consequently user can increasingly flow the game. Second, the compensation and graphics which are the characteristics of contents appeared to be factors affecting Flow. Proper compensation which is given to game users triggers fun and interests in game and makes them flow more and more. And graphics make users to feel game space as if real space and let them flow in game with more reality. Third, challenges, support, and the stability which are technical characteristics appeared to be factors affecting Flow. Challenges enable users to not only experience new virtual world but also solve various difficulties and obstacles. Once users feel fun and interests through this challenge, they can naturally flow games. In addition, the stability of network provides reliability in security and hacking. By doing so, it can induce users to flow more and more. Lastly, when aforementioned characteristics including contents characteristics, technical characteristics, and brand characteristics are organically combined each other, game users feel fun and total minutes are naturally increased, so that game users experience Flow, and consequently the customer loyalty will be deepened as well.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.9_10 s.157
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• pp.1333-1343
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• 2006

Consumers seek the pleasure, fun and satisfaction in shopping. Retailing environments of apparel products are rapidly changing than ever before. One of there changes are offered apparel products with entertainment service, such as theaters, restaurants and so on. The purpose of this study was to investigate the effects of entertainment service, shopping orientation and emotion on impulse buying behavior in department stores an shopping malls. A self-administrated questionaire was developed based on the results of previous researches and pre-test. Data were obtained from shoppers(N=684) randomly selected in department stores and shopping malls located in Seoul and Busan. Data were analyzed by factor analysis, t-test, cross analysis, and path analysis. The results showed that; impulse buying behavior was directly or indirectly affected by shopping orientation in both of two store types. In department stores, consumers were affected to make a good mood by entertainment service while, in the shopping malls, consumers were influenced directly by entertainment service to be a good mood and to purchase impulsively apparel products. Therefore, the impulse buying behavior was influenced differently by entertainment service in store types. From the retailer's perspective, they give insights into the development of strategies utilized to marketing planning of entertainment service in each store types.