• 식품보건융합연구
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• 제7권3호
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• pp.1-11
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• 2021

Purpose of the research: This study aims to explain the state of marketing using fun among recent popular marketing strategies. Although companies are using various differentiated marketing strategies to gain a competitive edge, among them, fun marketing has constituted the most effective area of interest recently. Research design and methodology: To extract the customer selection attributes of fun marketing, after reviewing the literature, six optional attributes were selected from the factors of fun marketing towards consumers such as funny design, language play, celebrity use, funny taste, how to eat, and newtro (new + retro). Out of 300 questionnaires, 276 were used for analysis, excluding unscrupulous or incomplete questionnaires. The results were reviewed for validity and reliability using SPSS andAMOS, and the hypothesis was verified using structural equation modelling (SEM). Principal results: The results showed that funny design, language play, and newtro statistically significantly affected customer satisfaction, but celebrity use, funny taste, and eating methods had no significant effect. It was also confirmed that satisfaction had a statistically significant effect on repurchase intention. Major conclusions: This study can serve as basic data to enhance the marketing strategy of the food service industry, and it provides theoretical and practical implications.

• 한국의류산업학회지
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• 제25권6호
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• pp.690-703
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• 2023

With the emergence of digitalization and environmental changes, such as those caused by COVID-19 and high-speed networks, online video platforms have changed how people communicate and created new marketing opportunities. The unique characteristics of mobile short-form videos are causing more people to consume and produce diverse content in the digital environment. The study focuses on two story types (product essential and relative information) to examine the effectiveness of short-form videos for fashion marketing. This study verified the influence of the common traits of short-form video content (informativeness, expertise, familiarity, and playfulness) on fun, e-WOM, and purchase intention and the mediation effect of fun using video samples categorized by story type. In this study, 300 Gen Z men and women responded to a survey after watching a 30-second short-form video sample. All the traits of short-form video content were found to have a positive effect on fun. Moreover, all the traits excluding playfulness had a positive effect on e-WOM and purchase intention as well. Fun had a positive effect on both e-WOM and purchase intention as well as a partial mediating effect. These findings are expected to provide insight and reference for planning short-form video marketing from the perspective of the fashion industry.

• 패션비즈니스
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• 제18권5호
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• pp.171-183
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• 2014

In general, the idea of fun is understood to be associated with interesting things, playfulnesses, joy, pleasure, etc. The "fun culture," which seeks enjoyment and pleasure through life, is a characteristic of elements observed in today's society and culture. This exerts a powerful impacts on the business operation, marketing, and product manufacturing. Moreover, it is accepted as one of remarkable phenomena representing the changing trends of fashion in the 21st century. The objectives of this study were to analyze and categorize the fun motifs observed in fashion designer Walter Van Beirendonck 's collections, to examine their formative characteristics, and to establish academic approaches and analytic framework in studying the fun phenomenon emerging in fashion. As to research methods, this study laid a theoretical ground by reviewing the related literature and previous studies, and conducted a positive case study using the data on Walter Van Beirendonck's collections and exhibitions. According to the results of this study, the fun motifs represented in Walter Van Beirendonck's collections are largely categorized into "deviation from rules," "humorous and obscene graphic images," "introduction and transformation of heterogeneous elements," "women with male gender' etc. On the other side of Walter Van Beirendonck's fashion are sex, sexual humors, sexuality, fetishism, love, form, body, language, social phenomena, harmony between nature and life, consumerism, race, shamanism, tribal rituals, nation, cultural collision, transcendent things, science fictions, cyber Space, dream, alien, future, fairytale, fantasy etc. which are expressed by using fun motifs. Moreover, these themes are led to masculinity and fantasy.

• Journal of Information Technology Applications and Management
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• 제17권1호
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• pp.107-125
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• 2010

The purpose of this research is to identify the critical factors influencing on the continuous use of video telephony service for mobile devices. An empirical analysis has been performed by using service quality, brand image, price, fun as influencing factors, and satisfaction and commitment as mediating factors. The partial least squares(PLS) methodology with 228 questionnaires has been conducted. The results indicated that brand image, price, and fun were mediated by satisfaction and commitment to have a statistically significant influence on continuous use of video telephony service. Service quality showed a significant effect on continuous use mediated by satisfaction while it did not show any influence through commitment. Based on the results, companies in the communication service industry should consider and focus on the improved brand image, appropriate fees, and individual preferences for fun for the successful marketing activities, and should also maintain amicable relations with their customers.

• 한국멀티미디어학회논문지
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• 제25권7호
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• pp.973-982
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• 2022

As a new marketing tool, gamification design has been used in marketing practice by e-commerce platforms, aiming to motivate consumers to participate. Based on this, by sorting out relevant domestic and foreign literature, analysis of actual business cases, in-depth interviews with users, experiments and data analysis, this study extracts and describes in detail the elements of the e-commerce platform gamification incentive mechanism. Draw conclusions through research: (1) The incentive mechanism of gamification design of e-commerce platform contains four main dimensions : The richness of symbols, The fun of gamification, The contagiousness of Social and The seduction of achievement. (2) The four elements are closely related, and these can work on a system at the same time and have significant mutual effects. (3) Achievement and fun can bring intrinsic motivation to consumers, while sociability and symbols can bring external motivation to consumers and promote internal motivation through external motivation. (4) The seduction of achievement and the richness of symbol are most closely related.

• 문화기술의 융합
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• 제6권3호
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• pp.57-65
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• 2020

본 연구는 언택트 시대에 건강과 안전을 중요시하고 있는 가운데 비대면 중심의 헬스케어 영역이 증가하고 있다. 헬스어플리케이션 이용자들의 재미요소와 몰입이 만족에 미치는 영향을 알아보기 위한 연구로 총 235명 분석대상을 통해 헬스 어플리케이션을 사용하고 있는 표본을 대상으로 연구를 진행하였다. 첫 번째 요인분석을 통하여 이용자들의 재미요소(즐거움, 흥미, 사교)와 몰입요소를 찾아내었다. 두 번째로 재미요소와 몰입이 만족(구전의도, 사용 지속)에 미치는 영향을 살펴보았다. 마지막으로 이용자의 특성에 따라 만족에 영향을 미치는가를 살펴보았다. 본 연구의 결과 성별에 따라 헬스 어플리케이션 사용자들의 재미요소와 만족에 미치는 영향이 다르게 나타나고 있었다. 남, 녀모두 즐거움에 따른 구전의도가 유의미한 결과를 나타내고 있었으며, 여성의 경우 즐거움과 심리적 보상의 요소가 사용지속에 영향을 미치는 것으로 나타나고 있었다. 이는 헬스어플리케이션을 통한 이용자들의 재미요소중 즐거움의 요소를 강화하여 지속적으로 사용지속이나 구전에 영향을 줄 수 있도록 마케팅 차원에서 이를 고려하는 것이 중요할 것으로 보여진다.

• 한국콘텐츠학회논문지
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• 제22권7호
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• pp.202-215
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• 2022

본 연구는 현재 소비 그룹인 MZ세대의 주요 정보 소통 및 학습과 놀이 등의 배경이 되는 게이미피케이션 기법과 이에 기반한 디지털 마케팅의 특징을 파악하고, 국내외의 게이미피케이션을 활용한 디지털 마케팅 사례들의 특징과 요소들의 비교 분석을 시도하여 효과적인 MZ세대를 겨냥한 게이미피케이션 디지털 마케팅 방안을 제시하는데 그 목적이 있다. 연구 과정의 요약은 다음과 같다. 첫째, MZ세대와 게이미피케이션의 특징과 정의를 기술하고, 개념을 명확히 하였다. 둘째, 국내외의 게이미피케이션 사례를 비교 분석하였다. 연구 결과, 눈에 보이는 요소들, 예를 들어, PBL(Point, Badge, Leaderboard)에만 초점을 맞춰 게이미피케이션의 메커니즘과 구조들의 유기적 연결에 실패하여 재미를 추구하는 MZ세대의 특성을 반영하지 못하는 게이미피케이션 디지털 마케팅을 경계해야 한다. 또한, 제공하는 보상(포인트, 배지, 리더보드 등)이 아무 가치가 없다고 느껴 보상을 얻는 재미를 잃고 이탈하는 고객들을 방지해야 한다.

• International Journal of Advanced Culture Technology
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• 제8권1호
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• pp.13-18
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• 2020

Going shopping would be a very reasoned and well-planned activity, however, at the same time, it would not. People may go shopping just for fun and as their leisure. The motivations for going shopping and their experiences cannot be fully explained with the economic utility or the information-processing model. Thus, this study explored the hedonic aspect of the experiences of shopping as an alternative explanation to consumers' motivations of shopping and discussed retail advertising and marketing plans. An in-depth interview was conducted to obtain a better understanding about hedonic value, and it was found that hedonic value affects a consumer's shopping experience and that understanding consumers' motivations for shopping and establishing competitive advertising and marketing plans is important in drawing more consumers. Strategic implications for establishing further retail advertising and marketing plans obtained from the findings were also suggested.

• 식품보건융합연구
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• 제9권5호
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• pp.7-11
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• 2023

Purpose: The purpose of this study is to analyze current trends in the Korean ice cream industry and determine how these trends affect the competitiveness of each ice cream company. Method: This study was conducted by reviewing existing related literature and collecting and analyzing data from news articles, corporate reports, and existing researchers' studies related to the ice cream industry. Results: The Korean ice cream industry is growing and developing through the collaboration of fun marketing with taste, quality, and fun elements, and the young MZ generation can be said to be the main customer base. In terms of quality, premium ice cream made with high-quality domestic ingredients has recently been gaining popularity, and ice cream with reduced fat and sugar, such as plant-based substitutes, is also gaining popularity among consumers. Conclusions and Implications: The results of this study highlight the need for continued innovation in the Korean ice cream industry. The industry must also capitalize on the growth of online sales and the global appeal of Korean pop culture. Sustainability efforts, technology adoption, and strategic collaboration are key drivers for future industry success, and social media engagement must be integrated into marketing strategies to increase brand awareness and consumer loyalty.

• 한국생활과학회지
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• 제16권1호
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• pp.89-101
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• 2007

This study deals with classification of various approaches regarding consumer experience, core characteristics, and contribution of experiential marketing. This study classifies seven approaches regarding consumer experience into 4 broad views (1)experience as experiential brand concept, 2)experience as a behavior, 3)experience as a behavior focusing on an affect, 4)experience as a holistic experience. Each of these 4 views of experience as well as the seven approaches is further explained in details. Five core characteristics of experiential marketing are suggested: l)forming a deep relationship between a customer and a brand, 2)being related to personal final values, 3)holistic experience with a brand, 4)fun, pleasure, and immersion, and 5)keeping customers through customer satisfaction and giving impression to a customer. Five propositions based on these core characteristics are suggested. The contribution of experiential marketing is suggested.