• Journal of the Korea Society of Computer and Information
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• v.24 no.8
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• pp.51-58
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• 2019

In this paper, we propose to characteristics of mobile phone dance live broadcast platform and the second-generation technology acceptance model TAM2, this paper established the user acceptance model of mobile phone dance live broadcast platform, aiming to study the influencing factors of users' acceptance on mobile phone dance live broadcast platform. Based on the empirical analysis of user survey, the model is validated, and the relationship between variables in the model is clarified. It is also confirmed that human-computer interaction, scene interaction, relationship interaction and other factors will affect the user's acceptance on mobile phone dance live broadcast platform. At the same time, based on the relationship among variables obtained in the research, this paper tries to analyze how the variables affect each other based on the actual practice of mobile phone dance live broadcast platform. In addition, the video design strategy and marketing strategy for further development of mobile phone dance live broadcast platform are given to help the platform and dance creators to carry out better promotion on the mobile side. In the end, this paper summarizes the shortcomings of this study and points out further research directions in the future, providing a reference for researchers in the field of mobile phone dance live broadcast platform acceptance.

• Journal of Korean Society of Rural Planning
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• v.24 no.4
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• pp.89-97
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• 2018

This is a comparative study on the policy of Korea and Japan for improving upland farming mechanization. Purpose of the study is to set a policy direction of improving efficiency of farm management by using agricultural machinery. Research topic is the agricultural mechanization policy at the national level. The research attempts to classify mechanization policies into framework plan, R&D, rent and lease program, upland farm promotion policies. Major features of the comparative analysis are followed. First, there is a similarity between policies of Korea and Japan in terms of the aim of framework plan and other policies settings. However, Japanese policies focus more on the joint management of farming than Korean policies. Japanese policies take an entire system covering from farm to market into account. Second, Japanese policies have much attention to the agricultural organizations such as corporate, cooperatives that are eligible for using agricultural machinery. This is different from Korean policy. Thus, upland farming mechanization policy needs to set priority, and to have systemic approach. Also, upland farming mechanization policy has to be facilitated in accordance with producer organizations and their marketing strategies.

• Journal of the Korean Society for Library and Information Science
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• v.53 no.1
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• pp.133-157
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• 2019

The purpose of this study was to figure out requirements and considerations of guidelines for libraries serving active older adults in Korea. The research data were collected by examining domestic laws and policies, foreign library guidelines and service practices. Two focus group interviews were also conducted with 10 librarians of Seoul metropolitan area. The research findings were the following: Specific guidelines should be set up including sections of information resources, human resources, facilities, service & programs, and promotion & marketing. The guideline should also include not only solutions for improving digital literacy of old adults but solving librarians' difficulties with serving old adults.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.3
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• pp.427-439
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• 2019

This study investigated the semantic network based on the focus of the fashion image and SNS text utilized by global SPA brands on the last seven years in terms of the quantity and quality of data generated by the fast-changing fashion trends and fashion content-based media environment. The research method relocated frequency, density and repetitive key words as well as visualized algorithms using the UCINET 6.347 program and the overall classification of the text related to fashion images on social networks used by global SPA brands. The conclusions of the study are as follows. A common aspect of global SPA brands is that by looking at the basis of text extraction on SNS, exposure through image of products is considered important for sales. The following is a discriminatory aspect of global SPA brands. First, ZARA consistently exposes marketing using a variety of professions and nationalities to SNS. Second, UNIQLO's correlation exposes its collaboration promotion to SNS while steadily exposing basic items. Third, in the case of H&M, some discriminatory results were found with other brands in connectivity with each cluster category that showed remarkably independent results.

• Journal of Fashion Business
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• v.23 no.2
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• pp.34-47
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• 2019

Fashion can be regarded as an effective marketing tool for the promotion of urban tourism. Since fashion is attractive in itself, it can work as a resource which fascinates people and attracts many tourists to the city. This study examines fashion tourism based on the close relationship between fashion and tourism. This study focuses on analyzing the positive effect of the existence of a fashion museum on the advent of fashion tourism, in particular. A fashion museum can be classified in the same category as an art museum, whereby the museum exists as specializing in fashion and is considered a fashion brand museum. Thus, this study examines the current trends and characteristics of fashion museums and analyzes roles of fashion museums in fashion tourism by types, which are based on advanced researches of general tourism including trends in the fashion tourism industry. The results of this study are as follows: First, a fashion museum can help spread the word and educate tourists about fashion culture. Second, a fashion museum can increase the value of its brand by strengthening the city's identity. Lastly, the presence of a fashion museum would encourage tourists to spend more money in the city, which causes a ripple effect on the city's economy such as creating more jobs within the fashion.

• The Journal of Economics, Marketing and Management
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• v.8 no.4
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• pp.13-25
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• 2020

Purpose - This study is aiming to provide policy makers with new insights to promote the consumption of locally-grown produces in the HMR industry by exploring what kinds of policies Japan, UK and Italy have developed. Research design - After introduction, the research starts to review the existing literature related to the promotion of local produce consumption, and then, compares the policies introduced by the above countries. Finally, the authors draw conclusions on the basis of research findings. Results - Firstly, central government has to collaborate with local authorities to promote local food consumption in the HMR industry. Secondly, countries have strengthened food label system to enhance local food consumption, in terms of country of origin. Thirdly, all of nations has highlighted food safety to protect customers. Fourthly, the government has created the business environment forcing HMR operators and retailers to follow the government's policy. Fifthly, it is necessary to support the social communities to enhance their social responsibility, from the government's point of view. Lastly, the social responsibility and the ethical administration of retailers should be sustainably strengthened by social atmosphere. Conclusions - In line with the growth of HMR products, governments have to make a considerable effort to develop innovative methods to promote local food consumption in the HMR industry.

• International Journal of Advanced Culture Technology
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• v.8 no.4
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• pp.212-219
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• 2020

We conducted this study to identify the accommodation applications users' lifestyle types and the composition factors for consumers' accommodation applications selection attributes and to identify the difference in the selection attributes perception of accommodation applications between groups classified by user's lifestyle types. According to the study, 6 factors were derived as the accommodation applications users' lifestyle types and were named social/leisure-oriented type, fashion-seeking type, culture-seeking type, self-examining type, self-centered type, family-oriented type. Also 6 factors were derived as the accommodation applications selection attributes and were named convenience, interactivity, economic efficiency, transaction reliability, product reliability and informativeness. Valid clusters were divided into four groups and were named culture/tourism group, self-examining group, passive and cautious group and Social and practicality-seeking group. Most of the selection attributes perception of accommodation applications between groups had statistically significant differences(p<.05), except for some items of transaction reliability. Based on the results of this study, we should strive to establish effective marketing strategies that reflect differences in the selection attributes perception of the accommodation application between groups classified by users' lifestyle types.

• Journal of Distribution Science
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• v.19 no.4
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• pp.25-35
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• 2021

Purpose: This study aims to analyze the factors affecting customer satisfaction in the customer reviews of omni-channel, posted on Internet blogs, cafes, and YouTube using text mining analysis. Research, data, and Methodology: In this study, frequency analysis is performed and the LDA (Latent Dirichlet Allocation) is used to analyze social big data to respond to reviewers' reaction to the recently opened omni-channel shopping reviews by L Shopping Company. Additionally, based on the topic analysis, we conduct a sentiment analysis on purchase reviews and analyze the characteristics of each topic on the positive or negative sentiments of omni-channel app users. Results: As a result of a topic analysis, four main topics are derived: delivery and events, economic value, recommendations and convenience, and product quality and brand awareness. The emotional analysis reveals that the reviewers have many positive evaluations for price policy and product promotion, but negative evaluations for app use, delivery, and product quality. Conclusions: Retailers can establish customized marketing strategies by identifying the customer's major interests through text mining analysis. Additionally, the analysis of sentiment by subject becomes an important indicator for developing products and services that customers want by identifying areas that satisfy customers and areas that evoke negative reactions.

• Korean Journal of Organic Agriculture
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• v.30 no.2
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• pp.191-206
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• 2022

Rice has prevailed as a staple food in South Korea. Rice consumption has sharply shrunk nowadays. In the wake of COVID-19 Shock and the "untact" era, the instant rice market has significantly grown, and there is a possibility of solving the shrinking consumption of domestic rice. This study contributes to the development of rice consumption promotion strategies by examining the factors of purchasing instant rice based on the Hedonic Price Methodology. In particular, given the increase in online market, this study compares attribute values of product characteristics between online and offline markets. The empirical results show that calorie, brand, organic and functional products have positive effects on instant rice prices. The rate of carbohydrate, the PB and bundle attributes have negative effects on instant rice prices. The results also show that the magnitude of brand, bundle and PB attribute values are bigger in offline market while that of the number of multigrain attribute value is relatively bigger in online market. The organic attribute value is important regardless of marketing channels.

• Journal of Korea Society of Digital Industry and Information Management
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• v.18 no.3
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• pp.97-110
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• 2022

The case study looks into the case of the "extreme" market segmentation strategy of company L with its top luxury windows and door brand "Lonchel". Company L has long enjoyed a leading position in the Korean windows and doors mass market. However, it went against their already well-established flagship brand and created a completely new one called "Lonchel", pursuing an extreme market segmentation strategy focusing on the small niche market of highest-income customers exclusively. The strategy has turned out to be successful and the company has gained long-lasting competitive advantages. In this vein this study analyzes the market environment in which the top-tier brand "Lonchel" appeared, the concept of the extreme positioning and the smallest viable market, the characteristics of target customers, the company's analysis of and response to them, and the analysis of products to meet their needs. The brand operation plan and promotion will be also reviewed. Through this, we intend to draw implications related to the extreme positioning strategy that a company may pursue in a target market of small groups of people.