• International journal of advanced smart convergence
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• v.11 no.3
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• pp.79-84
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• 2022

Due to a series of online sex crimes cases and online class conversions caused by the spread of the coronavirus, alternatives to sex education in schools are urgently required. As a result of this study, the metaverse sex education platform was designed. Using this platform, learners are expected to cultivate correct adult awareness and digital citizenship. Within the metaverse platform, learners can participate more actively in learning. Instead of exposing one's name and face in a place dealing with sensitive gender issues, one can participate in education through his or her decorated avatar and participate in education much more actively than face-to-face education and express one's opinion through chat. In addition, education by level can be received regardless of time and place, which can have the effect of bridging the educational gap between urban and rural areas. In this paper, we propose a new sex education platform without time and space constraints by utilizing metaverse.

• Knowledge Management Research
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• v.23 no.4
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• pp.233-250
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• 2022

This paper aims to verify how the knowledge sharing culture of hotel companies affects psychological ownership awareness and organization citizenship behavior through knowledge sharing of millennials and generation Z employees. It also assumed that two types of knowledge, such as tacit knowledge and explicit knowledge, would have the effect of controlling knowledge sharing culture and knowledge sharing. This paper collected data from 138 employees working in hotels in the metropolitan area. As a result of the empirical analysis, it was found that the knowledge sharing culture of hotel companies influenced knowledge sharing. In addition, it was confirmed that it had a positive effect on psychological ownership and organizational citizenship behavior. In the case of hotel companies, it was found that the tacit knowledge was more effective in inducing knowledge sharing among employees that the explicit knowledge. If a company provides a knowledge-sharing culture using various forms of tacit knowledge strategies, it is expected to increase the organizational citizenship behavior and psychological ownership of MZ generation employees.

• The Research Journal of the Costume Culture
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• v.31 no.4
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• pp.558-571
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• 2023

In recent years, young Chinese consumers have become more favorably inclined toward products relating to traditional culture. Therefore, this study aimed to develop a textile design that incorporates traditional Chinese patterns and cultural symbolism that will appeal to consumers from the MZ generation (millennials and Generation Z). Through a literature search for traditional Chinese patterns and symbols regarded as auspicious, our design concept and motives were established. We selected peony, lotus, and frog motifs as representative of a "wealth and eternal prosperity" design theme. In textile design work 1, we used hand drawing and watercolor techniques, color transformation with Adobe Photoshop, and colorway and end-use 3D simulation with TexPro. The 3D simulation work suggests that this textile pattern is suitable for women's outerwear, mufflers, and tote bags. Textile design work 2 conveyed the 'wealth and eternal prosperity' design theme and had a graceful mood that embodied the nobility of the lotus flower whilst also encompassing the symbolism of money and status. The end design is a modern reinterpretation of traditional Chinese patterns and motifs. As such, it is hoped that it will satisfy the needs of young consumers for cultural values yet offer a unique new aesthetic distinct from existing textile designs. These qualities can be expected to enhance the competitive market value of textiles bearing this design.

• Journal of Digital Convergence
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• v.19 no.2
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• pp.397-402
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• 2021

The purpose of this study is to measure the satisfaction level of user experience of athlesure brand community by generation through surveys, and to derive satisfaction level according to consumption taste by generation. As a tool for measuring brand community, a questionnaire written Creating Pleasurable Interfaces Model of Stephen P. Anderson was used and was conducted focusing on women in their 10s-40s, which are the main consumers. As a result of the survey, the community participation rate and satisfaction level are significantly different depending on the consumption tendency of each generation. In addition, focused on task satisfaction was high, but focused on experience satisfaction was relatively low. It was found that there is a need for a plan to improve satisfaction based on experience for revitalization of online and offline communities in the future. Through this study, we expect the use of consumer-centered brand communities and brand communities according to the satisfaction level of consumption demand by generation and consumption preference by demand.

• Journal of Digital Convergence
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• v.19 no.3
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• pp.47-54
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• 2021

This study shows that consumers' attitudes and behaviors are rapidly changing due to the COVID-19 outbreak in a situation where consumption patterns are already changing due to demographic changes such as an increase in the number of single-person households and dual-income couples. To this end, the results of an online survey conducted on 500 panels of Nielsen Korea were used in this study. In particular, consumers were divided into two generation groups (Generation Z vs. Millennial) and analyzed and presented changes in consumption activities and food purchasing behaviors changed by COVID-19. As a result, the existing online distribution trend has been strengthened, and its impact has been amplified by COVID-19. These changes also resulted in different consumption behaviors depending on the degree of concern for COVID-19 by generation. Based on the results of this study, it turns consumers' behavioral changes into new opportunities, focusing on the accelerating a new 'contactless' lifestyle, which will provide managerial implications for the food industry's response strategies in relation to the theoretical significance and in practice.

• Journal of the Korea Society of Computer and Information
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• v.27 no.3
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• pp.53-61
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• 2022

Recent years have drawn a great attention to generation MZ and Metaverse, due to 4th industrial revolution and the development of digital environment that blurs the boundary between reality and virtual reality. Generation MZ approaches the information very differently from the existing generations and uses distinguished communication methods. In terms of learning, they have different motivations, types, skills and build relationships differently. Meanwhile, Metaverse is drawing a great attention as a teaching method that fits traits of gen MZ. Thus, the current research aimed to investigate how to increase the use of Metaverse in Educational Technology. Specifically, this research examined the antecedents of popularity of Gather Town, a platform of Metaverse. Big data of news articles have been collected and analyzed using the Bigkinds system provided by Korea Press Foundation. The analysis revealed, first, a rapid increasing trend of media exposure of Gather Town since July 2021. This suggests a greater utilization of Gather Town in the field of education after the COVID-19 pandemic. Second, Word Association Analysis and Word Cloud Analysis showed high weights on education related words such as 'remote', 'university', and 'freshman', while words like 'Metaverse', 'Metaverse platform', 'Covid19', and 'Avatar' were also emphasized. Third, Network Analysis extracted 'COVID19', 'Avatar', 'University student', 'career', 'YouTube' as keywords. The findings also suggest potential value of Gather Town as an educational tool under COVID19 pandemic. Therefore, this research will contribute to the application and utilization of Gather Town in the field of education.

• The Journal of the Korea Contents Association
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• v.22 no.2
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• pp.198-210
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• 2022

Recently, research on environmental sustainable fashion design has been conducted, but various studies on preference and purchase intention for environmental sustainable fashion products have not yet been conducted. Therefore, this paper studied the effect of the characteristics of environmental sustainable fashion products on purchase intention with preference as a mediating effect. This study focused on Generation MZ attending universities in Hubei Province, China, and a total of 350 online surveys were conducted from August 15, 2021 to August 20, 2021. Among them, 335 copies were used for the final analysis, excluding invalid questionnaires. SPSS26 and AMOS26 were used for analysis. First, the results of the analysis showed that environmental protection characteristics among the characteristics of environmental sustainable fashion products had a positive effect on preference. At the same time, environmental sustainability had a positive effect on purchase intention. Second, environmental protection and sustainability have a significant positive effect on preference. At the same time, environmental sustainability has a significant positive effect on purchase intention. Third, preference plays a significant mediating role in the relationship between the purchase intention of environmental protection.

• Journal of Service Research and Studies
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• v.13 no.1
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• pp.26-47
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• 2023

In the age of digital media transformation, the rapid rise of social media has changed the paradigm of traditional marketing techniques by leveraging the influence of influencers. However, the influence of influencers cannot be freed from ethical issues that arise as individuals, so virtual influencers are emerging as a countermeasure. This study is a study on how to increase the influencer effect of virtual models with a focus on the MZ generation in medical service. This study investigated whether respondents in their 40s or younger were aware of 'Rosy', a virtual influencer, and then conducted a survey on those who recognized 'Rosy'. As a result of this study, first, both cognitive and emotional motivation had a positive influence on fanship and attractiveness for virtual influencer. In addition, it was found that there was a difference in follow motive according to gender. Second, in order to lead to the intention of visiting hospitals, which is the medical service industry, only the cognitive motives with useful and reliable information and useful information for the virtual influencer were found to be significant in intention to visit.

• The Korean Journal of Franchise Management
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• v.13 no.1
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• pp.47-57
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• 2022

Purpose: Recently, it is common to see cases where an amount similar to the cost of a meal is spent on dessert, or an amount greater than the cost of a meal is spent on dessert. The generation MZ is showing a tendency of 'value consumption' by consuming values and beliefs in consideration of the recent impact on society and the environment. Therefore, this study aims to analyze the effect of dessert cafe quality and eco-friendly behavior on customer trust and loyalty targeting the generation MZ who have visited desert cafés. This study examined the mediating role of customer trust in the relationships between desert café quality, eco-friendly behavior and customer loyalty, and also the moderating effect of and eco-friendly behavior on customer trust and customer loyalty. Research design, data, and methodology: To achieve purposes of this study, 229 data were collected from respondents who visited desert café and analyzed using measurement model (reliability test and correlation analysis), Fornell-Larcker Criterion and Heterotrait-Monotrait Ratio (HTMT) assessment, and structural equation model (PLS-SEM) with SPSS 22.0 and SmartPLS 3.3.7. Results: The research results are as follows. First, desert cafes' quality positively influenced customer trust but did not customer loyalty. Second, desert cafes' eco-friendly behavior positively influenced customer trust and customer loyalty. Fourth, the interaction term of dessert cafe quality and eco-friendly behavior did not influence customer trust and customer loyalty. Conclusions: This study emphasized the necessity of service quality and eco-friendly behavior of dessert cafes by examining the relationship between the quality of dessert cafes and eco-friendly behaviors, customer trust and loyalty. It also found the importance of the role of trust in securing loyal customers. In order to secure and retain loyal customers, the owners of dessert cafes should make effortsto improve the quality of the cafes' products and services so that customers can feel a sense of trust, and actively publicize that they are practicing eco-friendly management. As a result of this study, it is intended to provide practical implications for the management of dessert cafes by understand ing the effects of product and service quality and eco-friendly behaviors of companies to bakery industry workers and start-ups.

• Knowledge Management Research
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• v.24 no.2
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• pp.117-135
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• 2023

With the spread of COVID-19 and the preference for untact services, kiosks, which is one of self-service technologies, have been expanding into various service fields. Kiosks have some advantages of reducing labor costs and increasing work efficiency, but they often cause difficulties in the process of using kiosks. In this vein, this study examines the key antecedents affecting consumer's continuance intention toward kiosks by integrating technology anxiety and innovativeness into the expanded expectation-confirmation model. The research model was verified for the MZ generation to examine the perceptions of MZ generation about Kiosks. This is because if the MZ generation feels technical anxiety or difficualty about using kiosks, customers of other generations can expect to feel even more uncomfortable. As a result of the analysis of this study, it was confirmed that technical anxiety has a significantly negative effect on consumer's continuance intention toward kiosks. However, among the characteristic factors of customers, innovativeness did not significantly consumer's continuance intention toward kiosks. Based on our findings, it is expected that service companies will be able to understand the mechanism of forming consumer's continuance intention toward kiosks and pursuit several management activities for successfully adopting kiosks.