• Journal of the Korea Society of Computer and Information
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• v.28 no.1
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• pp.129-136
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• 2023

In this paper, we propose the positive effects of Virtual Reality(VR) sports classes and the foundation for VR sports to become the basis of lifelong sports education through the application of physical education classes in sports virtual reality programs are to be provided. For this purpose, the effect of VR sports experience on sports satisfaction, sports immersion, and sports attitude factors was investigated for 281 elementary school students in Busan. Results It was found that VR sports experience had a significant effect on sports satisfaction, sports satisfaction had a significant effect on sports immersion and sports attitude, and sports immersion had a significant effect on sports attitude. The great advantage of sports virtual reality is that sports activities for items that are difficult to deal with in physical education classes and unpopular items will be easily performed. In addition, by using a program that links physical education classes with English and mathematics, physical education will be recognized as a convergence subject by elementary school students, and at the same time, it will become an integrated subject that can acquire fun elements and learning elements at the same time through play or games.

• Asia Marketing Journal
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• v.21 no.4
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• pp.25-43
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• 2020

Although ready meals have recently increased their market share in the Korean food industry, a literature review found that the use of ready meals triggers feelings of guilt in homemakers. Such guilt arises as a result of several factors apparently related to consumers' health. Consequently, levels of guilt might be expected to vary depending on consumers' perceived health locus. The present study aims to examine (a) how health locus affects guilty feelings about ready-meal consumption, (b) how the effect varies in relation to the consumption of different types of ready meal, and (c) the relationship between consumers' guilty feelings and willingness to buy ready meals. Three dimensions of health locus of control (HLC) -internal HLC (IHLC), powerful-others HLC (PHLC), and chance HLC (CHLC)- were presumed to influence consumers' feelings of guilt in association with ready meals. Data were collected via an online survey, and participants were randomly assigned to either of two groups: one group was instructed to heat meals in a microwave (ready-to-heat [RTH] group, n=104) and the other cooked using a pan with additional ingredients (ready-to-cook [RTC] group, n=101). The study found that guilty feelings about consuming RTH meals increased in line with increased external HLCs, namely, PHLC and CHLC. For the RTC group, guilt increased in line with increased PHLC. IHLC had no significant effect on guilty feelings in either group. Willingness to buy ready meals decreased for both groups as consumers' feelings of guilt increased. Even RTC meals, which require more time and energy in food preparation, did not reduce guilty feelings among consumers with higher PHLC. RTC meals are preferable for consumers with higher CHLC, since their sense of greater involvement in the cooking process alleviates their feelings of guilt. Cooking with already prepared and uncooked ingredients brought fun and joy, both for the participants and their significant others. This interpretation may be developed into a strategic plan by ready-meal producers to strengthen their marketing strategy.

• Asia Marketing Journal
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• v.15 no.1
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• pp.169-188
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• 2013

Established in 2006 as the forward integration effort by Taesung Industry, the major cosmetic packaging company, TONYMOLY has phenomenally grown to one of the major cosmetic brand companies in the submarket called, 'one brand-shop' of cosmetic market since 2008, after overcoming the crisis of 'going out of business' in a couple of early years. Within a relatively short period of time, TONYMOLY's performances have dramatically improved in terms of metrics such as growth in sales revenue, the number of stores, the average sales per store, transaction value per customer, the number of monthly transactions, the number of membership-based customers, and overseas sales. In this case study, we have examined TONYMOLY's recent marketing activities which may explain the plausible reasons behind the substantial growth of a small but smart cosmetic company. Above all, the first key success factor of TONYMOLY would be found in its adherence to the clear philosophy of the customer value proposition and/or the differentiated position of TONYMOLY as a brand of providing value. Second, this brand concept of value was first penetrated and welcomed among the foothold customer target group of mid and late teens with appropriate products, while the target groups were later expanded into the age group of twenties along with expansion of relevant products. Third, its differentiation efforts have been concrete and meaningful by utilizing unique ingredients in its product development and marketing efforts, unique fun packaging, and continuously introducing new hit-selling products as well as managing steady-selling products. Fourth, TONYMOLY has been smart enough to use its limited marketing money efficiently and effectively in its marketing communication activities. Viral marketing, PPL, and concentrated media planning and execution turned out to produce effective and efficient market-based performances such as awareness, word-of-mouth, and sales. Lastly, the marketing leadership of CEO and top management, emphasizing communications and interactions, was confirmed in the relationship quality with and trust level of its franchisees and internal employees. These key success factors may explain the recent phenomenal market performances of TONYMOLY. Despite recent successes, the major issues are presented for TONYMOLY to consider for maintaining its sustainable advantages and growth. The first issue concerns TONYMOLY's choice of growth philosophy between product/brand-centric marketing and customer-centric marketing. The second challenging issue relates to how TONYMOLY can cope with 'growing pains' plausibly accompanied with the rapid growth.

• Asia Marketing Journal
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• v.14 no.2
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• pp.157-176
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• 2012

Brand switching data frequently used in market structure analysis is adequate to analyze non- durable goods, because it can capture competition between specific two brands. But brand switching data sometimes can not be used to analyze goods like automobiles having long term duration because one of main assumptions that consumer preference toward brand attributes is not changed against time can be violated. Therefore a new type of data which can precisely capture competition among durable goods is needed. Another problem of using brand switching data collected from actual purchase behavior is short of explanation why consumers consider different set of brands. Considering above problems, main purpose of this study is to analyze market structure for durable goods with consideration set. The author uses exploratory approach and latent class clustering to identify market structure based on heterogeneous consideration set among consumers. Then the relationship between some factors and consideration set formation is analyzed. Some benefits and two demographic variables - age and income - are selected as factors based on consumer behavior theory. The author analyzed USA automotive market with top 11 brands using exploratory approach and latent class clustering. 2,500 respondents are randomly selected from the total sample and used for analysis. Six models concerning market structure are established to test. Model 1 means non-structured market and model 6 means market structure composed of six sub-markets. It is exploratory approach because any hypothetical market structure is not defined. The result showed that model 1 is insufficient to fit data. It implies that USA automotive market is a structured market. Model 3 with three market structures is significant and identified as the optimal market structure in USA automotive market. Three sub markets are named as USA brands, Asian Brands, and European Brands. And it implies that country of origin effect may exist in USA automotive market. Comparison between modal classification by derived market structures and probabilistic classification by research model was conducted to test how model 3 can correctly classify respondents. The model classify 97% of respondents exactly. The result of this study is different from those of previous research. Previous research used confirmatory approach. Car type and price were chosen as criteria for market structuring and car type-price structure was revealed as the optimal structure for USA automotive market. But this research used exploratory approach without hypothetical market structures. It is not concluded yet which approach is superior. For confirmatory approach, hypothetical market structures should be established exhaustively, because the optimal market structure is selected among hypothetical structures. On the other hand, exploratory approach has a potential problem that validity for derived optimal market structure is somewhat difficult to verify. There also exist market boundary difference between this research and previous research. While previous research analyzed seven car brands, this research analyzed eleven car brands. Both researches seemed to represent entire car market, because cumulative market shares for analyzed brands exceeds 50%. But market boundary difference might affect the different results. Though both researches showed different results, it is obvious that country of origin effect among brands should be considered as important criteria to analyze USA automotive market structure. This research tried to explain heterogeneity of consideration sets among consumers using benefits and two demographic factors, sex and income. Benefit works as a key variable for consumer decision process, and also works as an important criterion in market segmentation. Three factors - trust/safety, image/fun to drive, and economy - are identified among nine benefit related measure. Then the relationship between market structures and independent variables is analyzed using multinomial regression. Independent variables are three benefit factors and two demographic factors. The result showed that all independent variables can be used to explain why there exist different market structures in USA automotive market. For example, a male consumer who perceives all benefits important and has lower income tends to consider domestic brands more than European brands. And the result also showed benefits, sex, and income have an effect to consideration set formation. Though it is generally perceived that a consumer who has higher income is likely to purchase a high priced car, it is notable that American consumers perceived benefits of domestic brands much positive regardless of income. Male consumers especially showed higher loyalty for domestic brands. Managerial implications of this research are as follow. Though implication may be confined to the USA automotive market, the effect of sex on automotive buying behavior should be analyzed. The automotive market is traditionally conceived as male consumers oriented market. But the proportion of female consumers has grown over the years in the automotive market. It is natural outcome that Volvo and Hyundai motors recently developed new cars which are targeted for women market. Secondly, the model used in this research can be applied easier than that of previous researches. Exploratory approach has many advantages except difficulty to apply for practice, because it tends to accompany with complicated model and to require various types of data. The data needed for the model in this research are a few items such as purchased brands, consideration set, some benefits, and some demographic factors and easy to collect from consumers.

• Journal of the Korean Institute of Traditional Landscape Architecture
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• v.29 no.4
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• pp.70-77
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• 2011

This study takes road landscape of traditional Chinese Kangnam gardens in Suzhou as the object. It compares the relations and differences between preferences of Korean and Chinese on road landscapes with different rockery ratios, and studies the differences between Korean and Chinese's adjective visual characteristics of road landscape of traditional gardens and impacts of visual characteristics on preference. The following is the research process: Firstly, the theoretical survey of road landscape of traditional Chinese Kangnam gardens is conducted, pictures of the road landscape of gardens in Suzhou are taken, and 15 pictures are selected based on rockery ratio. Secondly, in order to grasp the visual preference and landscape characteristics of road landscape of garden in Suzhou, 15 pictures and 21 pairs of adjectives are adopted for the questionnaire survey. Thirdly, in order to grasp the differences between preferences of Korean and Chinese on road landscape of traditional Chinese Kangnam gardens, thet-test analysis is conducted. In order to grasp the impacts of rockery ratio on preference, and after the classification of landscape pictures based on rockery occupancy, the average analysis, factor analysis of results of questionnaire survey for Korean and Chinese are conducted respectively. In order to grasp the differences of incentives of landscape preference, the incentive analysis of results of questionnaire survey for Korean and Chinese is carried out. In order to grasp the impacts of various factors on the preference, The results are as follows: The results of analysis of differences between Korean and Chinese's preference on road landscape of traditional Chinese Kangnam gardens show that the overall preference of Chinese is higher than that of Korean. The results of the landscape preference analysis show that the ranking order of average value of Korean and Chinese's preference on rockery ratio categories is: medium ratio, very small ratio, small ratio, large ratio, very large ratio. The results of analysis of relations between rockery ratio of traditional Chinese Kangnam gardens and preference show that the preference increases as the rockery ratio decreases, and the rockery ratio variation causes greater impacts on Korean. Results of the analysis of visual characteristics, factors of visual characteristics of Koreans are "aesthetic factor", "comfort factor", "neat(orderly) factor", and "fun factor". The visual characteristics of Chinese has three factors, namely "psychological factor", "comfort factor", and "neat factor".

• Cartoon and Animation Studies
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• s.37
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• pp.393-411
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• 2014

The volume of world market for serious game in year 2015 is expected to be about 9.6 trillion, and the volume of educational serious game market is expected to surpass half of the whole serious game market. In Korea, the development of game for educational purpose has dominated around the education enterprises since late 90s. In 2008, 'Serious Game Forum' was founded led by the Ministry of Culture, Sports, and Tourism with experts from many fields in the society and there were progressing of making policies and plans for potential development of the serious game industry, but the effects were not successful than expected. In 2012, the Ministry of Education, Science, and Technology announced commercialization policy of digital textbook by 2015 and the serious game for educational purpose got attention again. Then, the serious game market became more vigorous with the dispersion of smart devices.13) As a result, the serious games on the smart devices or interlocking between the online and smart devices became an important issue in development rather than the online only serious games. Math field has international competitive power through export in the educational serious game market which takes more than half of the serious game market. Therefore, developing serious game for math education is a good area to raise competitiveness in domestic and international game industries. Moreover, it has no received preferences from students and parents although it has high potential for positive change of individuals and society. The reason is that students recognize it as educational content rather than a game and they avoid it, while parents recognize it as game but not an education. This phenomenon happens because the game elements and educational elements are not properly mixed but focused only on education or emphasized only the fun factors of game when it was developed. Therefore, the purpose of this research is to suggest a direction of developing serious games effectively combining with elementary math for elementary students to get interested in math while playing games. The research will analyze the current elementary math textbooks and find contents which may be combined with the game genre that elementary students enjoy playing these days. This research received advice from serious game developers and math education expert group to reflect the inclination of elementary school students, and respond to the demands from parents and educational institutions, and suggested a direction of developing serious games for effective math education.

• Journal of The Korean Association For Science Education
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• v.38 no.5
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• pp.705-720
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• 2018

The purpose of this study is to shed light on the meaning and value of interest (in Korean 'Jae-mi') in science education through literature analysis. Literature analyses were conducted on literature related to interest in various fields such as Korean language, psychology, philosophy, and education. Specifically, this study discussed the meaning of interest, the characteristics of the context of experiencing interest, the educational value of interest in science education, and the direction of science education to realize the value of interest. First, it was found that interest is an experience of emotional activation that can be felt through interaction with a specific object, and it is an emotional experience caused by the complex combination of various psychological factors, which is oriented sense, relationship, self, and object. Second, to understand the context of experience of interest, we conducted a topic modeling analysis with 1173 research articles related to interest. As a result of the analysis, it was confirmed that the context of interest is closely related with playfulness. And we addressed that this kind of playfulness is also found in science. Third, the educational values of interest in science education were discussed. In science education, fun is not only an instrumental value to induce science learning behavior, it is also one of the universal experiences that learners feel lively in science teaching-learning, and driving force of individual students' emotional development related to science. The students' active attitude to feel interest lead to creative thinking and action. Finally, we argued that the interest that should be aimed in science education should be active interest and experienced at trial and error, not passive interest induced by external stimuli. And science education culture should be encouraged to respect those who enjoy science. In particular, this study discussed the importance of each student's unique interest experience based on the philosophy of philosopher Deleuze (1976).

• Cartoon and Animation Studies
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• s.36
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• pp.375-391
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• 2014

Animation movie is a non-photorealistic animated art that consists of formative language forming a frame based on a story and cuts describing frames that form the cuts. Therefore, in expressing an image, artistic expression methods and devices for a formative space are should be provided in a frame while cuts have the images between frames faithfully. Short animation movie is produced by various image experiments with unique image expressions rather than narration for expressing subjective discourse of a writer. Therefore, image style that forms unique images and various image directions are important factors. This study compared the experimental image directions of and , both of which showed a production method of film manipulation. First, while uses pixilation that produces images obtained from live images through painting and many optical disclosure process on a cell mat, was made with diverse collage techniques such as tearing, cutting, pasting, and folding hundreds of scenes from action movies. Second, expresses non-causal relationship of characters by their repetitive behaviors and circulatory image structure through a fixed camera angle, resisting typical scene transition. On the other hand, has an advancing structure that progresses antagonistic relationship of characters through diverse camera angles and scene transition of unique images. Third, in terms of editing, uses a long-take short cut technique in which the whole image consists of one short cut, though it seems to be many scenes with the appearance of various characters. On the other hand, maximizes visual fun and commitment by image reconstruction with hundreds of various short cuts. That is, both works have common features of an experimental work that shows expansion of animated image expressions through film manipulation that is different form general animation productions. On top of that, delivers routine life of diverse human beings without clear narration through image of conceptualized spaces. expresses it in a new image space through image reconstruction with collage technique and speedy progress, setting a binary opposition structure.

• (The)Study of the Eastern Classic
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• no.68
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• pp.509-538
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• 2017

After 20thcentury, digital game has placed very important aspect in modern culture and industries. Thus, digital game industries have utilized ancient stories for themes and ideas. This trial is not only spotted in industrial sectors but also in liberal arts. This paper has a purpose to look at factors that can convert components from classic novels into digital games. Especially, it will focus on how researchers of classical literature can affect in different industrial sectors. Current analysis shows that stories, fantasies, items of classic novel can essentially help to create new games. However, a game consists of just more than the previous stated components; it requires rules, outcome, conflicts and voluntary to make the games much more interesting. It is often misunderstood that plot and fantasies in games may be the most significant aspects but they are actually not. Classic novel can help to make the rule of the four standards in creating a fun game. Here are rules that Taewonji suggests. First, gamers need to save the bleak world from a turbulent age. Second, The will of the absolute has the ultimate power, so those who have achieved god's will can raise a new country. Thirdly, the sinocentrism and the outskirts of the country are not imperative but they are adjustable notions. The first and second aspects are commonly found in Samkukjiyeonui. Hence, the pattern is very familiar. The most significant rule is the third determinant since the idea purely came from Taewonji. The main character Im Seong from the story was the center of his home country, but he later becomes the outskirt or the barbarian of the new country. Therefore, the players should maintain the three rules when they are following the plot and using different items in the digital game world. The researchers of classic literature should find rules that are suitable for the game from the classic novels. This way, there is no need to discover a separate field for digital games out of classical literature.

• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.