• Journal of Korea Society of Digital Industry and Information Management
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• v.19 no.3
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• pp.45-60
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• 2023

The purpose of this study is to explore factors that affect millennials and generation Z customers' perception on intention to recommend to use the digital payment services and invesetigate factors that affect perception on sustainable growth of the digital payment services. This study applied the following research questions: i) how perceived brand value, easy to use, personalization, open to public, and social value affect intention to recommend to use the digital payment services and ii) how perceived public policy, promotional strategy, and prspects affect intention to recommend to use the digital payment services to others. This study conducted an online survey. This study applied factor, ANOVA, and regression analysis to test hypotheses. The results of this study found that effects of personalization, open to public, and social value on intention to recommend the service showed significance in the case of millennials, while effects of brand value, easy to use, and open to publis on intention to recommend the service showed significance in the case of generation Z. The results provide managerial and policy implications on how to apply better strategies and pepare policies to enhance adoption of the digital payment service in cases of millennials and generation Z.

• Journal of Arbitration Studies
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• v.31 no.2
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• pp.99-118
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• 2021

The participants in this study were university students, who are millennials and familiar with various devices and SNS enabling hyper connection, such as smartphones, the Internet, and the Internet of Things. People are sustaining their relationships with others by using the latest technology and cutting-edge devices at will. Some purchases are made at offline stores through online information, but products are checked through offline stores and purchased online. The MZ generation, which does not always have a fixed and constant behavioral response pattern, was considered a participant in this study because the response pattern may vary depending on one's tendency to avoid uncertainty. As a result of experimenting with the MZ generation, similar results were found in all dependent variables. Advertorial and general ads treated as independent variables affected the participants' tendency to avoid uncertainty. In other words, uncertainty avoidance tendency and interaction effect were found as a result of verifying the effects on the dependent variable of ads type. In an advertorial, the group with low uncertainty avoidance tendencies showed higher dependent variable effects than the group with high uncertainty avoidance tendencies; in general ads, uncertainty avoidance tendencies were higher. The higher group showed higher dependent variable effects than the lower group. Therefore, the group with a low tendency to avoid uncertainty has a high level of dependent variable effects in the advertorial, and the group with high uncertainty avoidance tendency performs self-interpretation in general ads.

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.4
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• pp.133-148
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• 2021

Due to the COVID-19 pandemic, many people started working from home while avoiding unnecessary going-outs. As the 'stay-at-home life' becomes standard daily life, the pajamas market is absorbing young consumers, especially targeting Generation MZ, by using one-mile fashion that breaks down the boundary with everyday clothes. Also, owing to the demand for environmentally-friendly textiles, based on the strengthened environmental regulations, the development of textiles considering the environment is expanding. Thus, the purpose of this study is to develop fashion pajamas using environmentally-friendly textiles targeting Generation MZ. After theoretically considering the current status of recycled PETs and the pajama market by referring to preceding research, relevant books, and Internet data, this study performed the process setting up the design concepts, developing textiles, developing textile designs, and developing pajamas designs. As a result, this study wove two kinds of mixed textiles using recycled PETs and silk with the concept of 'Going out pajamas', and designed a total four patterns to be applied to those textiles, then digitally printed them. Using the developed textiles, this study produced a total four kinds of pajamas that were practical, trendy, and also good to be used as clothes for going-out. The consumers who are exhausted from the limited environment of the COVID-19 pandemic, are requesting comfortable and trendy in & out door fashion. For this reason, the results of this study are significant in the aspect of suggesting the new-normal fashion trend for pajamas designs.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.347-353
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• 2023

Currently, soldiers enlisted in the military (Army) are receiving measurements (automatic, manual) of body parts and trying on sample clothing at boot training centers, and then receiving clothing in the desired size. Due to the low accuracy of the measured size during the measurement process, in the military, which uses a relatively more detailed sizing system than civilian casual clothes, the supplied clothes do not fit properly, so the frequency of changing the clothes is very frequent. In addition, there is a problem in that inventory is managed inefficiently by applying the measurement system based on the old generation body shape data collected more than a decade ago without reflecting the western-changed body type change of the MZ generation. That is, military uniforms of the necessary size are insufficient, and many unnecessary-sized military uniforms are in stock. Therefore, in order to reduce the frequency of clothing replacement and improve the efficiency of stock management, deep learning-based automatic measurement of body size, big data analysis, and machine learning-based "Personalized Combat Uniform Automatic Recommendation System for Enlisted Soldiers" is proposed.

• Journal of Fashion Business
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• v.27 no.3
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• pp.132-149
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• 2023

This study aims to analyze Instagram hashtags based on big data to investigate changes in consumer trends and perceptions of vegan fashion, and to derive strategies for revitalizing vegan fashion brands based on derived results. Among social media, Instagram was selected as a collection channel, and Instagram hashtags for 'Vegan Fashion' were collected from July 1, 2021 to December 31, 2021. After conducting semantic network analysis with the Ucinet 6 program based on the collected data, the CONCOR analysis on vegan fashion showed the following four clusters: 'Veganism practiced with fashion', 'Bag type of vegan fashion brand', 'Sharing vegan fashion', and 'Diversification of eco-friendly products'. Analysis results showed that the Instagram hashtag for vegan fashion confirmed the MZ generation's increased interest in vegan fashion and their thoughts to recommend and share frequently used items or brand products to people around them. CONCOR analysis of vegan fashion brands showed the following four groups: 'Differentiating the material of vegan bags', 'Eco-friendly products of vegan fashion brands', 'Interest in vegan shoes', and 'Donation campaign of vegan fashion brands'. CONCOR analysis on Meaningout showed the following four clusters: 'MZ Generation's Meaningout Start-up', 'Recommendation Platform for Skin Products', 'Value Consumption Trend for Eco-friendly Clothing', and 'Interest in Eco-friendly Packaging'. The results of this study on vegan fashion, a practical eco-friendly movement that can require changes in social responsibility and perception as issues that directly affect animals, the environment, and humans, are expected to provide basic data to help domestic vegan fashion brands develop marketing strategies.

• The Korean Journal of Franchise Management
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• v.11 no.2
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• pp.41-51
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• 2020

Purpose: Fast food franchise companies are trying a variety of innovative services to increase their competitiveness in response to changes in population composition in the fast food market and rapid changes in consumption trends due to technological development. From this point of view, franchise companies that have focused on offline store operations are providing O2O (offline to online) service as a core service for customer convenience. This new attempt is a strategy to increase loyalty by applying an interaction method based on understanding the characteristics of new generation consumers. However, existing studies are focused on the relationship between O2O service and acceptance, so very little is known about how O2O service affects customer loyalty. Therefore, this study examines the impacts of customer involvement and relative advantages of fast food O2O service on customer brand engagement (cognitive and affective engagement) and store loyalty for MZ(Millennials - Z) generations. Research design, data, and methodology: In order to achieve the purposes of this research, several hypotheses were developed. The data were collected from 247 questionnaires in their 16-30s and were analyzed using SPSS 22.0 and SmartPLS 3.0 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses was tested using structural equation modeling. Result: First, involvement has a positive effect on cognitive and affective engagement. Second, relative advantages have has a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: In the process of consumer-brand interaction, it was confirmed that store loyalty was influenced by cognitive and affective engagement sequentially. However, the results show that affective engagement has a relatively stronger on store loyalty than cognitive engagement. Therefore, it is necessary to establish an O2O service strategy to maintain long-term loyal customers by inducing cognitive participation with high-involved consumer, as well as affective interaction, in order to obtain new customers and increase customer loyalty.

• Journal of the Korea Convergence Society
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• v.13 no.2
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• pp.167-176
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• 2022

In this paper, the metaverse is viewed as a future space for the living environment of Homo Culturalis. Although the metaverse is perceived as a digital 'virtual' space, it should be understood as an extension of the real space. A human dreams of a reincarnation in the digital space, but a human has a body that cannot be completely separated from the physical environment. This means that human activities are not disconnected from reality and more specifically the human existence ought to be found in the socio-cultural context of reality. If the way of life in Metaverse becomes increasingly common, humans should be able to access this metaverse as a reality. Therefore, in this paper, the metaverse that creates the world of creation, play, and empathy, becomes considered as the world of human life of Homo Culturalis, where the realization of human desires and desires in that world are made.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.1
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• pp.203-207
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• 2023

Recently, real-time streaming services are gaining popularity among the MZ generation and the market size is continuously growing. Pre-recorded and edited videos only show one-way communication, but real-time streaming services have the advantage of responding immediately to questions and requests from users, as they enable two-way communication. With the transition from face-to-face culture to non-face-to-face culture due to the COVID-19 pandemic, the number of users communicating in real-time video for activities such as classes, meetings, and leisure has dramatically increased. However, as real-time streaming services become more active and diverse generations participate, there is a problem of conflicts arising from language differences, including the use of neologisms. To address this issue, this paper proposes a method of collecting the meaning of neologisms through the Wikipedia API and presenting them to each other, so that they can understand each other's intentions.

• Knowledge Management Research
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• v.23 no.2
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• pp.99-122
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• 2022

Due to the social distancing in the Corona era, people are looking for an alternative online. As 'eXtended Reality' including various technologies, AR, VR and so on, is also on the rise, and the 'MZ' generation is growing to a new consumer group, the Meta-Verse is again in the spotlight. However, existing studies related to the Meta-Verse were mostly listing fragments of definition and classification or focused on eXtended Reality technologies and a subordinate concept. Hence, this study wold like to conduct an empirical analysis to verify influences of Metaverse's characteristic factors over word-of-mouth intention through flow and satisfaction.

• Journal of Digital Convergence
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• v.20 no.3
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• pp.447-457
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• 2022

Form design for information registration should consider and classify various possible cases and each user case and reflect it in the design. In this paper, I analyzed the visual and emotional factors of information design that elicit positive emotions from the user experience point of view, focusing on the birth certificate of among other public documents issued by the government. In order to derive problems and supplements from the user's overall writing experience point of view, Keller's Motivational Behavior Construction Model was used. The process of writing the birth registration form creates recognition, reasoning, relationship, establishment, achievement, expectation. In order to more actively draw an emotional point of view, it is essential to set of information and to materialize the information experience. It is hoped that this will be a good guideline in the process of presenting a new perspective on information design and improving the experience.