• 한국정보디스플레이학회:학술대회논문집
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• 2008.10a
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• pp.4-4
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• 2008

The progress in flat panel displays over the last two decades has been astonishing. In just 20 years, the LCD-TV grew up from a 2-inch curiosity, to an industry that will sell about 120 million flat panel TV's this year, with viewing area up to 4000 times larger. That success is based on continuous innovation, especially in manufacturing processes. For the next decade to bring another doubling of the business, progress will need to continue in four major areas: Human factors, ecological impact, visual quality, and of course continued drive towards affordability. This talk will detail the technology advances that can allow this industry to meet those challenges. Human factors. Today, we adapt our lifestyle to our technology. People organize their offices, and their homes, around displays. We pass around mobile phones to share images, rather than experiencing them as a group. Billions of newspapers continue to be sold daily. Advances in flexible displays can lead to large portable displays. "New era projection" includes the handheld Pico Projectors that are already on the market, and will ultimately appear integrated in mobile phones the same way cameras do today. "Eco" impact. Today TV's are one of the top energy consumers in a U.S. home, and the fastest growing. Watching a large flat panel TV can cost twice as much as running a large refrigerator. With today's concern about energy consumption, regulations are starting to emerge worldwide to limit TV electrical use. Fortunately, good solutions exist in using light management films to eliminate bulbs, saving power without increasing cost. Going forward, LED backlights will drive another step downward. OLED displays might be the ultimate solution. Visual quality. The color of an LCD-TV is still often considered inferior to a far less expensive CRT. And almost all displays suffer from representing a three-dimensional world on a two dimensional surface. The technology to improve color is available today, and will likely move from premium sets into the mainstream as costs come down. 3D is now arriving in movie theaters worldwide, and that will drive up the demand for similar realistic images in home theaters. And the technology is emerging today for 3D representation to move beyond specialized applications into everyday use, on screens large and small. Affordability. The world takes cost-down miracles for granted in consumer electronics. Each of these other advances will be balanced with a drive for affordability, especially as the market grows in emerging countries. The other three challenges must be met without increasing cost. Putting this all together, the next few years will emphasize "eco friendly" designs, and enhanced images such as 3D. By 2013 we will start to see serious penetration by emissive technologies (OLED, high efficiency plasma, or other), with the "ultimate display" likely not in the market for a decade. Lots of opportunities for innovation remain ahead of us.

• International Journal of Human Ecology
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• v.2 no.1
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• pp.95-110
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• 2001

The purpose of this research is to analyze how appropriately the sizing of domestically produced children's wear compares to children's sizes; it is based on an anthropometric survey conducted in 1998. By discovering and understanding discrepancies between the sizing system of children s wear and the real size of children, this study aims to suggest solutions that will lead to increased comfort and more suitable fitting in children's clothes. This research analyzes and compares 'the extent of growth between age groups' with 'the difference in sizing system in use by manufacturers'. The study focused on aged 4 to 12 children, who are usually divided in two groups; primary students and toddlers. In total, seven sizes were selected: bust, waist, and hip (which are girth sizes), and height, back neck to waist (top length), sleeve length, and waist to ankle (slacks length) as representing length. The results of this research are analyzed by basing on the actual increments between the sizes of children's wear in certain basic items rather than sizes themselves because each size quite differed according to companies, items and designs. Significantly, the increase in the sizing was not as great as the average biennial growth rate of children. The consequences are poorer fit and unsuitable representative value for each age group because the actual sizes of children increasingly differ from the sample size. Observing the increments in several sizes, we found that 81.8% of the companies used the certain and equal increases for grading sizes in sleeve length, waist, and bust. In addition, 72.7% of the companies adopted the same increments between sizes in height and hip girth, and 63.6% also chose equal increments in T-shirt length for making smaller or bigger sizes from the sample size. However, sleeve length and pant length were the components that displayed the most varied sizing. Interestingly, the few companies that used different increments between size groups, adopted the change only between one or two size groups, instead of all sizes. In conclusion, this research reveals the unsuitability of the current sizing system and the necessity to increase consumer confidence in the size tags on children's wear by modifying the system to reflect the actual growth of children. The results can also contribute to future study on the development of a new and more accurate sizing system for children's wear.

• Smart Media Journal
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• v.1 no.3
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• pp.36-42
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• 2012

Recently, the smart applications, such as smart phone and smart TV, become a hot issue in IT consumer markets. In particular, the smart TV provides 3D video services, hence efficient coding methods for 3D video data are required. Three-dimensional (3D) video involves stereoscopic or multi-view images to provide depth experience through 3D display systems. Binocular cues are perceived by rendering proper viewpoint images obtained at slightly different view angles. Since the number of viewpoints of the multi-view video is limited, 3D display devices should generate arbitrary viewpoint images using available adjacent view images. In this paper, after we explain a view synthesis method briefly, we propose a new algorithm to compensate view synthesis errors around object boundaries. We describe a 3D warping technique exploiting the depth map for viewpoint shifting and a hole filling method using multi-view images. Then, we propose an algorithm to remove boundary noises that are generated due to mismatches of object edges in the color and depth images. The proposed method reduces annoying boundary noises near object edges by replacing erroneous textures with alternative textures from the other reference image. Using the proposed method, we can generate perceptually inproved images for 3D video systems.

• Hwankyungkyoyuk
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• v.4 no.1
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• pp.89-211
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• 1993

The Korean government embarked upon ambitious economic development plans in the 1960's the goals of development policy at that time were the elimination of absolute poverty and the alleviation of unemployment. With scant natural resources, the government had to push for industrialization based upon borrowed foreign raw materials with surplus local labor. Preoccupation with the economic goals of industrialization and export expansion left little room for considering environmental protection. It is evident that Korea's exported industrialization strategy of the past three decades has been a success in terms of income, production, and other macroeconomic indicators, but it cannot be denied that a host of undesirable side-effects have been created. These include environmental problems. congestion in several large cities, poor wealth distribution, and regional disparities. The environmental problems were recognized even in the early stage of development, but preoccupation with the pending economic goals of industrialization and export expansion left little room for considering environment protection. The perceived and actual seriousness of the problems, however, has reached such a level that further negligence may imperil political stability and developmental problems facing the world arise from a world economic order characterized by ever expanding consumption and production, which exhausts and contaminates natural resources and creates and perpetuates gross inequalities between and within nations. It will be necessary to develop new culture and ethical values, transform economic structures, and reorient, our lifestyles. Changing lifestyles can not be promoted by government policy initiative alone but through self=generated educational efforts and mutual training by people themselves. The citizens group for environment (NGOs) should assume these educational and training responsibilities starting from grass-root level of people. It must be reawakened to the reality that the environmental preservation for better quality of life is based on the development of human relationships, creativity, spirituality, reverance for the natural world and celebration of life, and is not dependent upon increased consumption of non-basic material goods. To carry on such environment education social movements and NGOs should (1) provides educational methodologies, which focus on values clarification and moving beyond clarification and moving beyond blame to constructive action. (2) provide training for leaders of business and industry, government, union and others on consumption and production. (3) initiate and support the training and work of environmental counselor who encourage responsible consumption. (4) cooperative with media to initiate and strengthen educational programs on the social environmental programs on the social environmental impacts of consumption and production and to build awareness of consumer responsibility and potential. Economic and social development can be compatible with environment protection : both can be achieved simultaneously. Effective environmental management depends on the various factors : political will, institutional arrangements, appropriate legislation, and availability of the requistite financial and technological resources, which is possible with a strong public awareness of the importance of environmental preservation.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.59-68
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• 2019

To continue the growth of use of 5-star hotels by Koreans, who have recently shown the consumption trends pursuing the empirical value of a consumption process, and have turned into core customers of 5-star hotels in Seoul, it is necessary to study factors of experience value pursued by Koreans. As a result, fantasy is identified as a major leading factor in usage satisfaction among experiencial values. So it is important to reflect special concepts and atmospheres for emotional values, such as other world experience, new experience, and high-quality experience. And consumer return on investment was identified as a leading factor in positively affecting usage satisfaction. So it is important to develope a proper products that can enough benefits with reasonable prices. In the relationship between usage satisfaction and continuous usage intention, gender characteristics and occupational characteristics were found to play a moderating role. Male customers, and those with professional and self-employed occupations, were found to have higher continuous usage intention than females and other occupational customers. This is a result of the fact that customers with an economical power are likely to be continuous repeat customers of 5-star hotels, so the necessity of strengthening marketing activities such as research on the development of more differentiated and specialized products, service creation and atmosphere production for excellent consumers group.

• Science of Emotion and Sensibility
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• v.26 no.3
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• pp.69-82
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• 2023

High-tech sensibility textile and fashion, in which consumers' emotions and various textile and fashion technologies are converged, is an important industrial group. It is important to develop the ability to apply in practice by gathering the creative by understanding other fields and exchanging ideas through interdisciplinary collaboration in the field of emotional engineering. Through interdisciplinary research and collaboration, talent must be nurtured of individuals who would lead the era of the 4^th Industrial Revolution with the ability to empathize with others as well as the creative convergence-type intellectual ability necessary for the rapidly changing society. To determine content-creation methods, basic research is conducted. Additionally, this study investigates on the current status and educational process of the emotional textile-fashion industry worldwide. To nurture talents in the textile and fashion sensibility science, the basic contents are created to manage the knowledge that delivers sensibility science and the ICT related to this field, as well as in the intensive, PB-style conceptual design based on sensibility. The process from derivation of consumer emotion analysis and product development can be experienced through smart kit practice. Moreover, various methods are developed to set up intellectual property rights generated while developing ICT convergence products as start-ups. The study also covers new knowledge rights to develop emotional textile fashion.

• Food Science and Preservation
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• v.21 no.2
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• pp.276-285
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• 2014

The purpose of this study was to develop a new fermented product (named as Cheonggeumjang) using Sigumjang, Cheonggukjang and Oak mushroom. This study was conducted to evaluate the effects of Sigumjang, Cheonggukjang, and Cheonggeumjang, which were mixed in a different ratio as A (Sigumjang: Cheonggukjang = 1:2), B (Sigumjang: Cheonggukjang = 1:1) and C (Sigumjang: Cheonggukjang = 2 : 1). Then, the functions and physicochemical properties of products were investigated. We found that the crude protein content in Cheonggeumjang was higher than in Sigumjang whereas fat and calories content was less than that of Cheonggukjang. Free sugar content in Cheonggeumjang C 5.8681 g/100g was the highest. Moroever, Cheonggeumjang C and Sigumjang has an antioxidant activities. The electron donating capacity, SOD like activity and the inhibitory effect on xanthine oxidase of these two were significantly high than other group. Fat rancidity is promoted in the presence of metal ion, Cheonggeumjang group has higher inhibitory effect on $Fe^{2+}$ion than on $Cu^{2+}$ ion. The rancidity of fat is also increased by reactive oxygens species, Cheonggeumjang group inhibited $H_2O_2$ in higher extent than $KO_2$. Also, ${\alpha}$-glucosidase inhibition activity of Cheonggeumjang C in all of the concentrations (300 ppm, 500 ppm and 700 ppm) is higher than other groups. In sensory evaluation, Cheonggeumjang C groups is ranked significantly higher than the other groups while considering color, flavor, taste and the overall acceptability. Taken together, the results of this study suggest that Cheonggeumjang is best ingredient for increasing the consumer acceptability and functionality.

• Asia Marketing Journal
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• v.15 no.1
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• pp.1-22
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• 2013

This case focuses on Shanghai Tang, the first truly Chinese luxury brand that appeals to both Westerners and, more recently, to Chinese consumers worldwide. A visionary and wealthy businessman Sir David Tang created this company from scratch in 1994 in Hong Kong. Its story, spanned over almost two decades, has been fascinating. It went from what best a Chinese brand could be in the eyes of Westerners who love the Chinese culture, to a nearly-bankrupted company in 1998, before being acquired by Richemont, the second largest luxury group in the world. Since then, its turnaround has been spectacular with a growing appeal among Chinese luxury consumers who represent the core segment of the luxury industry today. The main objective of this case study is to formally examine how Shanghai Tang overcame its downfall and re-emerged as one the very few well- known Chinese luxury brands. More specifically, this case highlights the ways with which Shanghai Tang made a transitional change from a brand for Westerners who love the Chinese culture, to a brand for both, Westerners who love the Chinese culture and Chinese who love luxury. A close examination reveals that Shanghai Tang has followed the brand identity concept that consists of two major components: functional and emotional. The functional component for developing a luxury brand concerns all product characteristics that will make a product 'luxurious' in the eyes of the consumer, such as premium quality of cachemire from Mongolia, Chinese silk, lacquer, finest leather, porcelain, and jade in the case of Shanghai Tang. The emotional component consists of non-functional symbolic meanings of a brand. The symbolic meaning marks the major difference between a premium and a luxury brand. In the case of Shanghai Tang, its symbolic meaning refers to the Chinese culture and the brand aims to represent the best of Chinese traditions and establish itself as "the ambassador of modern Chinese style". It touches the Chinese heritage and emotions. Shanghai Tang has reinvented the modern Chinese chic by drawing back to the stylish decadence of Shanghai in the 1930s, which was then called the "Paris of the East", and this is where the brand finds inspiration to create its own myth. Once the functional and emotional components assured, Shanghai Tang has gone through a four-stage development to become the first global Chinese luxury brand: introduction, deepening, expansion, and revitalization. Introduction: David Tang discovered a market gap and had a vision to launch the first Chinese luxury brand to the world. The key success drivers for the introduction and management of a Chinese luxury brand are a solid brand identity and, above all, a creative mind, an inspired person. This was David Tang then, and this is now Raphael Le Masne de Chermont, the current Executive Chairman. Shanghai Tang combines Chinese and Western elements, which it finds to be the most sustainable platform for drawing consumers. Deepening: A major objective of the next phase is to become recognized as a luxury brand and a fashion or design authority. For this purpose, Shanghai Tang has cooperated with other well-regarded luxury and lifestyle brands such as Puma and Swarovski. It also expanded its product lines from high-end custom-made garments to music CDs and restaurant. Expansion: After the opening of his first store in Hong Kong in 1994, David Tang went on to open his second store in New York City three years later. However this New York retail operation was a financial disaster. Barely nineteen months after the opening, the store was shut down and quietly relocated to a cheaper location of Madison Avenue. Despite this failure, Shanghai Tang products found numerous followers especially among Western tourists and became "souvenir-like" must-haves. However, despite its strong brand DNA, the brand did not generate enough repeated sales and over the years the company cumulated heavy debts and became unprofitable. Revitalizing: After its purchase by Richemont in 1998, Le Masne de Chermont was appointed to lead the company, reposition the brand and undertake some major strategic changes such as revising the "Shanghai Tang" designs to appeal not only to Westerners but also to Chinese consumers, and to open new stores around the world. Since then, Shanghai Tang has become synonymous to a modern Chinese luxury lifestyle brand.

• Asia pacific journal of information systems
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• v.24 no.2
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• pp.211-232
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• 2014

Recently, there is a growing interest toward social commerce using SNS(Social Networking Service), and the size of its market is also expanding due to popularization of smart phones, tablet PCs and other smart devices. Accordingly, various studies have been attempted but it is shown that most of the previous studies have been conducted from perspectives of the users. The purpose of this study is to derive user-centered CSF(Critical Success Factor) of social commerce from the previous studies and analyze the CSF perception gap between social commerce service providers and users. The CSF perception gap between two groups shows that there is a difference between ideal images the service providers hope for and the actual image the service users have on social commerce companies. This study provides effective improvement directions for social commerce companies by presenting current business problems and its solution plans. For this, This study selected Korea's representative social commerce business Ticket Monster, which is dominant in sales and staff size together with its excellent funding power through M&A by stock exchange with the US social commerce business Living Social with Amazon.com as a shareholder in August, 2011, as a target group of social commerce service provider. we have gathered questionnaires from both service providers and the users from October 22, 2012 until October 31, 2012 to conduct an empirical analysis. We surveyed 160 service providers of Ticket Monster We also surveyed 160 social commerce users who have experienced in using Ticket Monster service. Out of 320 surveys, 20 questionaries which were unfit or undependable were discarded. Consequently the remaining 300(service provider 150, user 150)were used for this empirical study. The statistics were analyzed using SPSS 12.0. Implications of the empirical analysis result of this study are as follows: First of all, There are order differences in the importance of social commerce CSF between two groups. While service providers regard Price Economic as the most important CSF influencing purchasing intention, the users regard 'Trust' as the most important CSF influencing purchasing intention. This means that the service providers have to utilize the unique strong point of social commerce which make the customers be trusted rathe than just focusing on selling product at a discounted price. It means that service Providers need to enhance effective communication skills by using SNS and play a vital role as a trusted adviser who provides curation services and explains the value of products through information filtering. Also, they need to pay attention to preventing consumer damages from deceptive and false advertising. service providers have to create the detailed reward system in case of a consumer damages caused by above problems. It can make strong ties with customers. Second, both service providers and users tend to consider that social commerce CSF influencing purchasing intention are Price Economic, Utility, Trust, and Word of Mouth Effect. Accordingly, it can be learned that users are expecting the benefit from the aspect of prices and economy when using social commerce, and service providers should be able to suggest the individualized discount benefit through diverse methods using social network service. Looking into it from the aspect of usefulness, service providers are required to get users to be cognizant of time-saving, efficiency, and convenience when they are using social commerce. Therefore, it is necessary to increase the usefulness of social commerce through the introduction of a new management strategy, such as intensification of search engine of the Website, facilitation in payment through shopping basket, and package distribution. Trust, as mentioned before, is the most important variable in consumers' mind, so it should definitely be managed for sustainable management. If the trust in social commerce should fall due to consumers' damage case due to false and puffery advertising forgeries, it could have a negative influence on the image of the social commerce industry in general. Instead of advertising with famous celebrities and using a bombastic amount of money on marketing expenses, the social commerce industry should be able to use the word of mouth effect between users by making use of the social network service, the major marketing method of initial social commerce. The word of mouth effect occurring from consumers' spontaneous self-marketer's duty performance can bring not only reduction effect in advertising cost to a service provider but it can also prepare the basis of discounted price suggestion to consumers; in this context, the word of mouth effect should be managed as the CSF of social commerce. Third, Trade safety was not derived as one of the CSF. Recently, with e-commerce like social commerce and Internet shopping increasing in a variety of methods, the importance of trade safety on the Internet also increases, but in this study result, trade safety wasn't evaluated as CSF of social commerce by both groups. This study judges that it's because both service provider groups and user group are perceiving that there is a reliable PG(Payment Gateway) which acts for e-payment of Internet transaction. Accordingly, it is understood that both two groups feel that social commerce can have a corporate identity by website and differentiation in products and services in sales, but don't feel a big difference by business in case of e-payment system. In other words, trade safety should be perceived as natural, basic universal service. Fourth, it's necessary that service providers should intensify the communication with users by making use of social network service which is the major marketing method of social commerce and should be able to use the word of mouth effect between users. The word of mouth effect occurring from consumers' spontaneous self- marketer's duty performance can bring not only reduction effect in advertising cost to a service provider but it can also prepare the basis of discounted price suggestion to consumers. in this context, it is judged that the word of mouth effect should be managed as CSF of social commerce. In this paper, the characteristics of social commerce are limited as five independent variables, however, if an additional study is proceeded with more various independent variables, more in-depth study results will be derived. In addition, this research targets social commerce service providers and the users, however, in the consideration of the fact that social commerce is a two-sided market, drawing CSF through an analysis of perception gap between social commerce service providers and its advertisement clients would be worth to be dealt with in a follow-up study.

• Journal of Distribution Research
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• v.15 no.3
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• pp.111-137
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• 2010

The basic purpose of this study is to investigate perceived quality and service personal value affecting the result of long-term relationship between service buyers and suppliers. This research presented a constructive model(perceived quality affecting the service personal value and the moderate effect of NFC) in the on off line and then propose the research model base on prior researches and studies about relationships among components of service. Data were gathered from respondents who visit at the education service market. For this study, Data were analyzed by AMOS 7.0. We integrate the literature on services marketing with researches on personal values and perceived quality. The SERPVAL scale presented here allows for the creation of a common ground for assessing service personal values, giving a clear understanding of the key value dimensions behind service choice and usage. It will lead to a focus of future research in services marketing, extending knowledge in the field and stimulating further empirical research on service personal values. At the managerial level, as a tool the SERPVAL scale should allow practitioners to evaluate and improve the value of a service, and consequently, to define strategies and actions to address services for customers based on their fundamental personal values. Through qualitative and empirical research, we find that the service quality construct conforms to the structure of a second-order factor model that ties service quality perceptions to distinct and actionable dimensions: outcome, interaction, and environmental quality. In turn, each has two subdimensions that define the basis of service quality perceptions. The authors further suggest that for each of these subdimensions to contribute to improved service quality perceptions, the quality received by consumers must be perceived to be reliable, responsive, and empathetic. Although the service personal value may be found in researches that explore individual values and their consequences for consumer behavior, there is no established operationalization of a SERPVAL scale. The inexistence of an established scale, duly adapted in order to understand and analyze personal values behind services usage, exposes the need of a measurement scale with such a purpose. This need has to be rooted, however, in a conceptualization of the construct being scaled. Service personal values can be defined as a customer's overall assessment of the use of a service based on the perception of what is achieved in terms of his own personal values. As consumer behaviors serve to show an individual's values, the use of a service can also be a way to fulfill and demonstrate consumers'personal values. In this sense, a service can provide more to the customer than its concrete and abstract attributes at both the attribute and the quality levels, and more than its functional consequences at the value level. Both values and services literatures agree, that personal value is the highest-level concept, followed by instrumental values, attitudes and finally by product attributes. Purchasing behaviors are agreed to be the end result of these concepts' interaction, with personal values taking a major role in the final decision process. From both consumers' and practitioners' perspectives, values are extremely relevant, as they are desirable goals that serve as guiding principles in people's lives. While building on previous research, we propose to assess service personal values through three broad groups of individual dimensions; at the self-oriented level, we use (1) service value to peaceful life (SVPL) and, at the social-oriented level, we use (2) service value to social recognition (SVSR), and (3) service value to social integration (SVSI). Service value to peaceful life is our first dimension. This dimension emerged as a combination of values coming from the RVS scale, a scale built specifically to assess general individual values. If a service promotes a pleasurable life, brings or improves tranquility, safety and harmony, then its user recognizes the value of this service. Generally, this service can improve the user's pleasure of life, since it protects or defends the consumer from threats to life or pressures on it. While building upon both the LOV scale, a scale built specifically to assess consumer values, and the RVS scale for individual values, we develop the other two dimensions: SVSR and SVSI. The roles of social recognition and social integration to improve service personal value have been seriously neglected. Social recognition derives its outcome utility from its predictive utility. When applying this underlying belief to our second dimension, SVSR, we assume that people use a service while taking into consideration the content of what is delivered. Individuals consider whether the service aids in gaining respect from others, social recognition and status, as well as whether it allows achieving a more fulfilled and stimulating life, which might then be revealed to others. People also tend to engage in behavior that receives social recognition and to avoid behavior that leads to social disapproval, and this contributes to an individual's social integration. This leads us to the third dimension, SVSI, which is based on the fact that if the consumer perceives that a service strengthens friendships, provides the possibility of becoming more integrated in the group, or promotes better relationships at the social, professional or family levels, then the service will contribute to social integration, and naturally the individual will recognize personal value in the service. Most of the research in business values deals with individual values. However, to our knowledge, no study has dealt with assessing overall personal values as well as their dimensions in a service context. Our final results show that the scales adapted from the Schwartz list were excluded. A possible explanation is that although Schwartz builds on Rokeach work in order to explore individual values, its dimensions might be especially focused on analyzing societal values. As we are looking for individual dimensions, this might explain why the values inspired by the Schwartz list were excluded from the model. The hierarchical structure of the final scale presented in this paper also presents theoretical implications. Although we cannot claim to definitively capture the dimensions of service personal values, we believe that we come close to capturing these overall evaluations because the second-order factor extracts the underlying commonality among dimensions. In addition to obtaining respondents' evaluations of the dimensions, the second-order factor model captures the common variance among these dimensions, reflecting the respondents' overall assessment of service personal values. Towards this fact, we expect that the service personal values conceptualization and measurement scale presented here contributes to both business values literature and the service marketing field, allowing for the delineation of strategies for adding value to services. This new scale also presents managerial implications. The SERPVAL dimensions give some guidance on how to better pursue a highly service-oriented business strategy. Indeed, the SERPVAL scale can be used for benchmarking purposes, as this scale can be used to identify whether or not a firms' marketing strategies are consistent with consumers' expectations. Managerial assessment of the personal values of a service might be extremely important because it allows managers to better understand what customers want or value. Thus, this scale allows us to identify what services are really valuable to the final consumer; providing knowledge for making choices regarding which services to include. Traditional approaches have focused their attention on service attributes (as quality) and service consequences(as service value), but personal values may be an important set of variables to be considered in understanding what attracts consumers to a certain service. By using the SERPVAL scale to assess the personal values associated with a services usage, managers may better understand the reasons behind services' usage, so that they may handle them more efficiently. While testing nomological validity, our empirical findings demonstrate that the three SERPVAL dimensions are positively and significantly associated with satisfaction. Additionally, while service value to social integration is related only with loyalty, service value to peaceful life is associated with both loyalty and repurchase intent. It is also interesting and surprising that service value to social recognition appears not to be significantly linked with loyalty and repurchase intent. A possible explanation is that no mobile service provider has yet emerged in the market as a luxury provider. All of the Portuguese providers are still trying to capture market share by means of low-end pricing. This research has implications for consumers as well. As more companies seek to build relationships with their customers, consumers are easily able to examine whether these relationships provide real value or not to their own lives. The selection of a strategy for a particular service depends on its customers' personal values. Being highly customer-oriented means having a strong commitment to customers, trying to create customer value and understanding customer needs. Enhancing service distinctiveness in order to provide a peaceful life, increase social recognition and gain a better social integration are all possible strategies that companies may pursue, but the one to pursue depends on the outstanding personal values held by the service customers. Data were gathered from 284 respondents in the korean discount store and online shopping mall market. This research proposed 3 hypotheses on 6 latent variables and tested through structural equation modeling. 6 alternative measurements were compared through statistical significance test of the 6 paths of research model and the overall fitting level of structural equation model. and the result was successful. and Perceived quality more positively influences service personal value when NFC is high than when no NFC is low in the off-line market. The results of the study indicate that service quality is properly modeled as an antecedent of service personal value. We consider the research and managerial implications of the study and its limitations. In sum, by knowing the dimensions a consumer takes into account when choosing a service, a better understanding of purchasing behaviors may be realized, guiding managers toward customers expectations. By defining strategies and actions that address potential problems with the service personal values, managers might ultimately influence their firm's performance. we expect to contribute to both business values and service marketing literatures through the development of the service personal value. At a time when marketing researchers are challenged to provide research with practical implications, it is also believed that this framework may be used by managers to pursue service-oriented business strategies while taking into consideration what customers value.