• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.587-594
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• 2023

The purpose of this study is to examine the factors influencing the intention to use the Metaverse from various angles based on the Extended Technology Acceptance Model and Value-based Adoption Model. Specifically, we examined whether there is a difference in perception of the Metaverse and in factors affecting the intention to use the Metaverse between the Metaverse experienced and non-experienced. For this purpose, the variables were classified into the technical characteristics of the Metaverse (interactivity, content quality), perceived benefits (perceived usefulness, perceived enjoyment), and perceived sacrifices (perceived risk, perceived complexity) and a survey was conducted with university students. The findings of this study indicate that the perceived interactivity, usefulness, and enjoyment of the Metaverse had a major impact on the intention to use the Metaverse for those without Metaverse experience, whereas enjoyment of the Metaverse had the greatest impact on the intention to use the Metaverse for those with Metaverse experience. Based on the study results, we provided marketing strategy implications for continuous growth and development of the Metaverse industry.

• Journal of Korea Trade
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• v.26 no.5
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• pp.106-124
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• 2022

Purpose - The increasing share of Korean private label products (PLPs) in the domestic market helped generate lucrative revenue. In recent years, major South Korean retailers have begun to cast their sights on overseas markets and actively export their PLPs. In China, the proportion of private label fresh food (PLFF) is gradually expanding amid the development of the new retailing model. A profound understanding of the relationship between private label fresh produce and purchase intention may be the answer to helping Chinese retailer private labels expand supply chains in Korea. This study, taking Chinese retailers as an example, examines the impacts of selection factors of private label fresh food and perceived value on purchase intention. Apart from that, the relationship between the selection factors and purchase intention will be analyzed with perceived value as a mediator. Design/methodology - This work aims to empirically analyze the purchase intention of private label fresh food using statistical analysis. In this study, a hypothetical causal model consisting of 6 latent variables and 24 measured variables is developed based on the literature review. To validate the research hypotheses and the research model, SPSS23.0/AMOS23.0 is used to analyze factors such as validity and reliability, as well as structural equation modeling. Findings - The hypothetical model established in this study is of general applicability. In respect to PLFF, perceived value, while significantly influencing purchase intention in combination with four selection factors (perceived quality, perceived price, brand trust, and store image), mediates partially between the first three factors and purchase intention, which rules out the impact and mediating effect of store image on purchase intention. Originality/value - These research results, as helpful insights into the present circumstances of Chinese PLFF in the domestic market, provide useful information and guidance for Korean retailers and service providers to innovate production and service, as well as develop marketing and promotion strategies, so that they can shift private label goods with advantages from domestic demand to export, thus increasing overseas profitability. Further, this work will also contribute to relevant research.

• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.13-22
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• 2023

Recently, global luxury fashion brands such as Gucci, Saint Laurent, and Louis Vuitton have been showing special interest in Korean contemporary artists and actively collaborating with them. This can be said to be a new change that is distinguished from previous collaborations of fashion brands. Therefore, this study investigated the cases of collaboration between global luxury fashion brands and Korean contemporary artists, and analyzed the types and characteristics to examine the trends and characteristics and draw meaning. As a result, fashion brands combine the characteristics of Korean art works of various genres with the brand concept and pursued values to create new sensibility and high value-added products. It can be seen that the intention was to prepare a place to draw out. In addition, it was found that collaboration was also utilized in terms of marketing so that domestic customers could visit the brand store with a sense of familiarity by utilizing Korea's artistic and cultural sentiments. Based on the results of this study, we intend to provide basic data for the development of creative contents for various collaborations between fashion and art that can help develop the modern fashion industry.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.81-94
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• 2023

The study aims to compare and analyze the social network structures of Qatar Airways,s Singapore Airlines, Emirates Airlines, and ANA Airlines, recording the top 1 to 4, and Korean Air in ninth by Skytrax's airline evaluations in 2022. This study uses NodeXL, a social network analysis program, to analyze the social networks of 5 airlines, Vertex, Unique Edges, Single-Vertex Connected Components, Maximum Geodesic Distance, Average Geodesic Distance, Average Degree Centrality, Average Closeness Centrality, and Average Betweenness Centrality as indicators to compare the differences in these social networks of the airlines. As a result, Singapore's social network has a better network structure than the other airlines' social networks in terms of sharing information and transmitting resources. In addition, Qatar Airways and Singapore Airlines are superior to the other airlines in playing roles and powers of influencers who affect the flow of information and resources and the interaction within the airline's social network. The study suggests some implications to enhance the usefulness of social networks for marketing.

• Journal of the Korean Society of Food Culture
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• v.21 no.5
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• pp.507-515
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• 2006

This study was to analyse the eating out behaviors of customers who visit a Koran restaurant especially focused on CNR(cold noodle: naengmyun restaurant) and to find out the marketing promotion points. Through the snowball sampling, 423 customers data were surveyed in summer and winter as respects of seasonal variation. The collecting data were analysed descriptive data and statistical different using the Statistical Package for the Social Science(SPSS version 10.0). The results were as follows; The participants of the study were composed of 209 man(49.4%) and 204 woman(50.6%). Most customers were 30's(36.2%), office worker(27.5%) and spend 5,000${\sim}$10,000 won(46.3%) for eating out. The consumer more preferred a specialty restaurant, the reason was to expect better taste(37.1%). In visiting CNR, the customer frequently ordered complement menu(90.1%) with cold noodle, complement menu should be developed periodically. The important factor to visiting CNR was the accessing convenience for the shop and desirable taking time was within 15 minutes. The buckwheat noodle in broth(mulnaengmyun) was the most favorite selecting menu. And the noodle texture was key evaluation factor in all types of cold noodle and the other factor was different according to the types of cold noodle. The visiting frequencies of CNR were not significantly different according to seasonal variation and sociodemographic variable. Above the half of customers visited at CNR with his/her family. This study find out the suggestion that consumer eating concepts about CNR was family eating therefore the cold noodle. specialty restaurant should be create more delight atmosphere and developed menu for families' eating out place.

• Journal of Environmental Science International
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• v.32 no.12
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• pp.915-923
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• 2023

The purpose of the study is to explore strategies to revitalize the distribution of landscaping plants in Gangwon State (hereinafter referred to as Gangwon-do). To understand the current distribution status and perception of landscape materials in Gangwon-do, a survey was conducted on producers and consumers focusing on cultivation area and method, cultivated species and quantity, purchase species and quantity, and purchase area. Producers often cultivated open land, and in the case of trees and shrubs, most of them cultivated <5 species. On the other hand, consumers preferred field cultivation products when purchasing trees and shrubs. Approximately 6-10 species of trees and shrubs were preferred for a single purchase, confirming an imbalance in the supply and demand of landscaping plants. In addition, both producers and consumers had a positive perception of landscape plant transactions in Gangwon-do; however, the dissatisfaction factors for producers included a small consumer base and difficulties for them in securing standards and quantities. Based on these results, it is necessary to establish a platform that can interconnect producers' landscape plant cultivation information with consumers' requirements to rejuvenate the landscape plant distribution market and enhance competitiveness in Gangwon-do. In addition, this platform is expected to have a positive impact on improving the quality of landscaping plants, setting reasonable prices, and increasing domestic demand in Gangwon-do by providing opportunities for cultivation, promotion, and marketing education through producer support projects.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.257-262
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• 2023

As part of their marketing policy, some suppliers allow retailers a period of credit in anticipation of increasing demand for the products they supply. The opportunity to defer payments on products through credit transactions has the effect of reducing retailers' inventory investment costs, and as a result, retailers determine selling prices in anticipation of increased demand from buyers. This study aims to analyze the inventory model that determines the retailer's selling price and EOQ(Economic Order Quantity) under the assumption that the buyer's demand is an exponentially decreasing function of the retailer's selling price in the credit transaction supply chain consisting of suppliers, retailers, and buyers. The products supplied for problem analysis include the case of deteriorating products that deteriorate over time, and the effect of the credit transaction period, the index of price elasticity and the degree of deterioration on the retailer's selling price and EOQ is analyzed.

• The Journal of Economics, Marketing and Management
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• v.11 no.5
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• pp.69-80
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• 2023

Purpose: The purpose of this study is to identify factors that affect decision-making for e-commerce users and to present ecommerce companies with the company's strategic directions for consumer purchases. Research design, data, and methodology: In this study, a structured research model was derived to confirm the relationship between brand image, product liking, heuristic and purchase intention and the difference according to psychological power. For analysis a total of 212 valid questionnaires from e-commerce users were used. confirmatory factor analysis, correlation analysis, and structural equations were conducted to verify. Results: Both brand image and product liking had a significant effect on purchase intention as well as heuristics. However, heuristics did not affect the purchase intention. It was found that the relationship between brand image, product liking, heuristic, and purchase intention differed depending on the psychological power. Conclusions: Companies should seek ways to increase the positive brand image and likability of products so that consumers can quickly purchase products. In the relationship between brand image and heuristic, the low-psychological group has more influence on heuristic, and in case of product liking, the high-psychological group has more influence on heuristic. In the relationship between brand image and product liking for purchase intention, both in the high psychological power group affect more influence on purchase intention. Since the process of purchasing products varies depending on the consumer psychological power tendency, it is necessary to identify the characteristics of consumers and establish strategies for purchasing promotion measures.

• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.11-16
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• 2024

Recently, the health-pleasure trend, which means enjoying health care through exercise or diet and certifying it on SNS is spreading to the MZ generation. This study examined the effect of personality traits on SNS upload behavior and subjective well-being related to health care. As a result, 1) parallel comparison and narcissism had a positive effect on the SNS upload attitude and intention, and the downward comparison had a negative effect on both SNS upload variable. Self-esteem had a positive effect only on the attitude of uploading SNS. Next, 2) self-esteem had a positive effect on both subjective well-being, while narcissism had a negative effect on stress, and parallel comparisons had a positive effect on life satisfaction. In other words, it was confirmed that comparisons with similar people had a positive effect on SNS upload behavior and their subjective well-being, while health care for self-show or recognition of others had a negative effect on their subjective well-being. The results of this study should be actively reflected not only for the marketing market but also for a media and cultural environment in which the MZ generation can lead a healthy life.

• The Journal of the Convergence on Culture Technology
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• v.10 no.6
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• pp.789-797
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• 2024

The study of cultural consumers plays an important role in selecting actors, location selection, marketing, and scenarios in movies and series, and in box office factors. In particular, the study of cultural consumers of OTT original contents can produce viewer-tailored works by utilizing massive viewing data, social media user analysis, and location-based information. The research method analyzed the emotional vocabulary of text mining N-gram, CONCOR, and Bayesian classifier machine learning. Through the Netflix work 'Parasyte: The Gray' based on a comic book, the analysis of cultural consumption patterns of cultural consumers, actor selection, implications of genre change, complex human emotional narrative, location selection, and the effects of VFX were analyzed. In addition, the changed story development and storytelling structure were examined through Dan Harmon's 8 stages of hero storytelling. This study will save costs and time in cultural content development and the entertainment industry through the response factors of cultural consumers in OTT original contents and considerations for production.