• Journal of Platform Technology
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• v.12 no.1
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• pp.106-118
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• 2024

In this study, the MZ generation's perceived motivations for using hotels were divided into room, cleanness, subsidiary facilities, employee, and price. In addition the impact of the MZ generation's motivation(facilities, cleanliness, convenience facilities, staff, price) for using hotels on user attitudes was analyzed. In the case of the MZ generation, this study also analyzed whether user attitudes toward hotels affect their intention to reuse. The results of this study are as follows. First, among the MZ generation's motivations for using hotels, room, cleanness, subsidiary facilities, employee, and price were found to have a positive effect on user attitudes. Next, the user attitude of the MZ generation was found to have a positive effect on reuse intention. Finally, this study suggests to provide theoretical and practical implications based on the research results to help develop hotel service strategies suitable for the MZ generation.

• Journal of Advanced Technology Convergence
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• v.3 no.1
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• pp.59-64
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• 2024

I believe that establishing the purpose of research on the MZ generation's communication is an important first step in understanding this generation's unique communication style and analyzing its influence. Research on the MZ generation's communication identifies the communication characteristics of the MZ generation and the communication tools and platforms used by the MZ generation, such as social media and messenger apps, and analyzes how they differ from the existing generation. I can understand. It has been shown that the MZ generation can live happily in modern society without a complicated philosophy or a clear philosophy of life. This does not mean that life is meaningless or confusing. The MZ generation can be satisfied with simple and concrete solutions to the meaning of life, and can live without the need to completely systematize everything. In other words, their lives are not as complicated as those of previous generations and can have a variety of meanings. In other words, it does not necessarily need to be defined as a philosophical system. Although this paper cannot clearly divide the lives of the MZ generation into one philosophical system, it was nevertheless possible to see that the lives of each member of the MZ generation can have many meanings, and this meaning includes the MZ generation's unique purposes, values, I could see that they were looking for a sense of ability and a sense of self-worth.

• Fashion & Textile Research Journal
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• v.24 no.1
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• pp.81-94
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• 2022

The purpose of this study is to analyze the trends of MZ generation's lifestyle-related research from 2010 to 2020. As a result of searching keywords such as MZ generation's and lifestyle using academic database search sites, a total of 218 cases were used as analysis data to conduct frequency and content analysis. First, research type was 74 dissertations(34.6%), 144 journals(65.4%). The study of MZ generation was relatively active in journals. Second, the current status of academic field was 85(39.7%) in the social field, followed by 66(30.8%) in the arts/physical education, 21(9.8%) in the complex studies, 16(7.5%) in education, 15(7.0%) in nature, 6(2.8%) in engineering, 4(1.9%) in humanities, 1(0.5%) in agriculture/marine. Third, the current status of MZ generation research topics is 54 social participations(25.3%), 35 fashion/beauty(16.3%), 31 social/organizational adaptations(14.5%), 25 cultural/leisure activities(11.7%), 24 design/development projects(11.2%), 21 economic/employment/job projects(9.8%), 11 educational/career/experiences(5.1%), 9 self-concepts(4.2%), 4 welfare services(1.9%). Fourth, the current status of MZ generation research methods was quantitative research(survey/experiment) 125(58.4%), qualitative research(depth interview/participant observation) 42(19.6%), theory/literature research 35(16.4%) and mixed research 12(5.6%). Fifth, the study on the lifestyle of the MZ generation was conducted in four cases, one in 2016, one in 2019, two in 2020. This study is meaningful in that it grasped the overall flow of data of information exchange that can share the research trends of the MZ generation and suggested the basic data on the direction of future research, the individual tendency, behavior, and lifestyle characteristics of the MZ generation.

• Journal of the Korean Society of Food Culture
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• v.36 no.3
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• pp.284-292
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• 2021

The food service industry has grown larger with changes in the economic and socio-cultural environment. In this saturated food service industry, generation X and MZ are the main consumer forces that demand attention. That is because a generation is the main psychographic factor that reflects personal values and lifestyle based on one's life cycle. From such a perspective, a generation in marketing has been used as a variable to predict a market by supplementing demographic factors. Accordingly, this study classified generations into generation X and generation MZ with the use of the 2019 consumer behavior survey for food by Korea Rural Economic Institute (KREI) and then investigated the factors influencing group and personal dining-out expenses. The analysis was carried out applying the Tobit model using SPSS and R. The positively influential variables on generation X's personal dining-out expenditure were male, single person, high income and simple lifestyle, whereas housewives, personal ethical consciousness, behavioral ethical consciousness, and safe dietary life were negatively influential variables. The positively influential variables on generation MZ's personal dining-out expenditures were male, dual-income, high education level, corporate and governmental ethical consciousness, while the number of family members and safe dietary life were negatively influential variables.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.33 no.1
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• pp.123-138
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• 2022

In order to improve ScienceON as a customized portal for MZ generation, this study investigated the characteristics of MZ generation's use of information portals and the demand for ScienceON to derive ways to improve ScienceON. To this end, a survey was conducted on Generation MZ who had experience using ScienceON, and the direction of improvement of ScienceON was derived. The ScienceON improvement plan proposed in this study is as follows. First, it is necessary to derive a plan to be familiar with the MZ generation for the MZ generation seeking familiarity and convenience. Second, it is necessary to improve the portal, such as arranging intuitive menus and providing convenient information, and various ways such as improving design and UI and reorganizing functions provided by ScienceON are needed. Third, it is necessary to promote the spread of Science ON by providing content through various platforms such as SNS and YouTube. In the future, as interest in the MZ generation continues to increase, analysis studies on the characteristics and demand of the MZ generation are expected to increase. Therefore, this study can be used as basic data for research on MZ generation, and it is expected that it can be used as a reference for the demand for information search and services of MZ generation.

• Journal of Digital Convergence
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• v.20 no.2
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• pp.383-388
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• 2022

This study is about the elements of cosmetic's package design which MZ generation prefer and the effect on purchase. Naming, brand logo, color, typography, layout, illustration, matter & finish, and meaningful are classified 8 visual elements through the pilot study. After that this study analyzes specific visual elements which MZ generation prefer through online survey and In-depth interview based on the 8 visual elements. As a result of study, MZ generation prefer tidy and neat design to decorated style, and they feel brand logo is the most important thing of all 8 visual elements. In additional, meaningful of brand is barley able to compare with price, although it is significant visual element. This study may help to develop the way of the cosmetic's package design for MZ generation.

• Journal of the Korea Convergence Society
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• v.12 no.8
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• pp.123-129
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• 2021

MZ Generation has multipersona and characteristics that create various egos depending on the situation, and fashion styling is also expressed differently by each persona. Thus, this study investigates how to provide a multipersona or characteristic user experience to fashion shopping applications. Traditional fashion shopping apps, which focus on items, colors, and advertisements, have difficulty solving the problems of MZ generation fashion, so it is necessary to actively utilize their characteristics. We investigate the definitions and characteristics of multipersona and generation MZ, and identify the shopping behavior of generation MZ through prior research. We also analyze cases and improvements that indirectly utilize multipersona in fashion shopping apps. Four UX elements were derived through user interviews to identify needs and It was possible to derive positive effects, such as providing a shopping experience by forming one's own fashion characters in a personalized fashion beyond the existing fashion recommendation frame, which helps to worry about styling and gives a different experience.

• The Research Journal of the Costume Culture
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• v.30 no.5
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• pp.656-674
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• 2022

The purpose of this study is to reveal and compare the differences in the types and characteristics of purchase channel journeys of MZ generation consumers. In this study a survey was conducted on the purchase channel journey of 20 women in the MZ generation using the ethnographic method of in-depth interviews and observations. As a result, three purchase channel journeys were identified: mobile, multi-channel, and offline. These were variously subdivided according to the characteristics of the MZ generations. Gen Z's journey was categorized into types: fashion platform app, Youtube, multi-channel supplement, multi-channel non-planned store visit, offline loyalty store, and impulsive offline store. Gen M's journey was categorized as: an online community bond, portal site, online loyalty store, multi-channel brand involvement, multi-channel efficiency, a multi-channel conversion, offline efficiency and offline task. The difference in mobile journey between generations was found in the time and length of the purchase. Gen M recognized both online and offline search processes to be tiring, while Gen Z enjoyed the search process using the online path. In the offline journey Gen Z began with their own intention to purchase, while Gen M sometimes recognized that purchasing fashion products necessary for work was a cumbersome task.

• Knowledge Management Research
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• v.23 no.1
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• pp.27-46
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• 2022

The current era's focus is on the surge in real estate prices triggered by the global economic downturn. This study advocated STO-based dispersed investment for the MZ generation, who has less capital than earlier generations. Existing real estate investment methods were categorized into online, offline, and hybrid formats and the effectiveness of the suggested STO was given in this study through case analysis domestically and overseas. The entry of STO into the financial industry was positively proved, and the efficacy of blockchain technology was validated, through the investigation of the STO framework. The findings of this study are projected to revitalize the new real estate sector by actively supporting the access of the MZ generation into the current inflexible real estate investment market by the application of blockchain and reflecting MZ generation's investment propensity.

• The Journal of Economics, Marketing and Management
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• v.11 no.1
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• pp.13-19
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• 2023

Purpose: This study aims to determine which optional attributes are more important for the MZ generation when purchasing luxury fashion goods. Although sales are slowing down in all industries due to COVID-9, sales of luxury fashion goods are instead increasing, centered on the MZ generation. Companies are expanding online sales channels and transforming to gain more attention. Research design, data and methodology: Selection attributes are considered to be more crucial, when customers select luxury fashion products such as prestige image, brand awareness, reasonable price, and product quality, were researched and also find the correlation between satisfaction and purchase intention were analyzed. A survey was conducted focusing on the MZ generation, and the contents of the survey were analyzed using the SPSS 22.0 program and the Amos 26.0 program. Results: As a result of the study, selection attributes as prestige image, brand awareness, and product quality were proved to influence significantly on satisfaction. Moreover, the path of satisfaction to purchase intention proved significant. But reasonable price did not influence on MZ generations satisfaction. Conclusions: The research results present the selection attributes of luxury fashion products and provide significant implications when the MZ generation selects the attributes of luxury fashion products.