• 마케팅과학연구
• /
• 제19권2호
• /
• pp.68-79
• /
• 2009

The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.

• 통상정보연구
• /
• 제9권3호
• /
• pp.3-22
• /
• 2007

The purpose of this study is to gain a better understanding of the relationships between job satisfaction and organizational commitment of employees at the Chinese employees in Korean company. This study also focuses on revealing homogeneous demographic characteristics these employees exhibit that affect their satisfaction level. This paper analyzes the job satisfaction and turnover intention of the Chinese employees in Korean Businesses based on a great deal of questionnaire research. The research found that individual's characteristics, such as gender, age, education and marital status, as well as duty variables like salary, position, length of service, number of turnover times, probability and number of promotion, made influence on the employees about their job satisfaction and turnover tendency. The result of this research is helpful in studying how to improve the Chinese employees' job satisfaction and impair their turnover intention in Korean businesses.

• International Journal of Advanced Culture Technology
• /
• 제10권3호
• /
• pp.25-32
• /
• 2022

This study analyzes the impact of occupational accidents on economic growth and labor productivty losses in Korea between January 2008 and July 2018, using the Vector Error-Correction Model (VECM). According to the analysis, the occurrence of occupational accidents was revealed to reduce the number of employed workers and also hinder economic growth. This can be reinterpreted as the reduction of occupational accidents does not cause labor losses in the industry, rather may induce economic growth. Also, the findings discovered that an increase in the number of workers may lead to increase in the probability of occupational accidents in the short term. This suggests that greater number of work-related accidents may occur during the early stages- due to new employees' lack of knowledge related to safety at workplace.

• International Journal of Advanced Culture Technology
• /
• 제10권4호
• /
• pp.86-93
• /
• 2022

To combine the science and technology creativity necessary in the era of the 4th Industrial Revolution, it is necessary to cultivate talents who can discover new knowledge and create new values by combining various knowledge with self-directed mathematical competencies. This research attempted to lay the foundation for the curriculum for fostering future creative convergence talent by preparing, executing, and reflecting on the learning plan after learners themselves understand their level and status through self-directed learning. Firstly, We would like to present a teaching-learning plan based on the essential capabilities of the future society, where the development of a curriculum based on mathematics curriculum and intelligent informatization are accelerated. Secondly, an educational design model system diagram was presented to strengthen the self-directed learning ability of mathematics subjects in the electronic engineering curriculum. Consequently, through a survey, we would like to propose the establishment of an educational system necessary for the 4th industry by analyzing learning ability through self-directed learning teaching methods of subjects related to mathematics, probability, and statistics.

• 천문학회보
• /
• 제46권2호
• /
• pp.57.2-57.2
• /
• 2021

An asteroid is important for understanding the condition of our solar system in early-stage because an asteroid, considered as a building block of the solar system, preserves the information when our solar system was formed. It has been continuously flowing into the near-Earth space, and then some asteroids have a probability of impacting Earth. Some asteroids have valuable minerals and volatiles for future resources in space activity. Korean government clarified, in the 3rd promotion plan for space activity, an asteroid sample return mission by the mid-2030s. However, it is almost impossible to do so based on only a single experience of an exploration mission to the Moon, Korea Pathfinder Lunar Orbiter, which will be launched in mid-2022. We propose a Rendezvous Mission to Apophis(RMA), beneficial in terms of science, impact hazardous, resource, and technical readiness for the space exploration of Korea.

• 한국환경기술학회지
• /
• 제19권6호
• /
• pp.586-599
• /
• 2018

산업단지의 배출시설관리와 배수로 수질오염물질의 배출 특성을 파악하기 위하여 하남산업단지와 첨단과학산업단지의 배출업체 16개 업체와 산업단지 배수로 4개를 포함한 11개 지점을 선정하여 조사하였다. 그 결과 배출업체 16개 업체 중 12개(75 %)의 업체에서 폐수배출시설 설치 허가 및 신고 시 등록한 항목이외의 특정수질유해물질이 검출되었고, 기타오염물질은 16개 업체 중 11개(약 69 %)의 업체에서 허가 및 신고 항목과 다른 오염항목이 검출된 것으로 조사되었다. 그리고 Formaldehyde, Mn, Zn, Ba 항목이 16개 업체 중 11개 업체에서 배출되는 것으로 나타났다. 특히, 특정수질유해물질 중 Cu는 0.029 ~ 0.929 mg/L로 모든 배출시설에서 검출 되는 것으로 나타났고, 영산강수계 주요 산단 배수로 및 본류에서도 As, Dichloromethane, Chloroform 등이 검출되었으나, 제한적인 범위(1종 ~ 3종)에서 수행되어 배출업체에서 배출되었다고 개연성을 평가하는 것은 한계가 있기 때문에 보다 많은 연구가 필요할 것으로 보인다. 향후 배출업체의 범위를 확대 조사하여 수질오염물질 DB를 구축하고, 허가 및 신고사항을 배출물질에 맞게 개선하는 것이 필요하다.

• 한국경영과학회지
• /
• 제38권1호
• /
• pp.123-138
• /
• 2013

Keyword advertising has been used as a promotion tool rather than the advertising itself to online retailers. This is because the online retailer expects the direct sales increase when they deploy the keyword sponsorship. In practice, many online sellers rely on keyword advertising to promote their sales in short term with limited budget. Most of the previous researches use direct revenue factors as dependent variables such as CTR (click through rate) and CVI (conversion per impression) in their researches on the keyword advertising[14, 16, 22, 25, 31, 32]. Previous studies were, however, conducted in the context of aggregate-level due to the limitations on the data availability. These researches cannot evaluate the performance of keyword advertising in the individual level. To overcome these limitations, our research focuses on conversion of keyword advertising in individual-level. Also, we consider manageable factors as independent variables in terms of online retailers (the costs of keyword by implementation methods and meanings of keyword). In our study we developed the keyword advertising conversion model in the individual-level. With our model, we can make some theoretical findings and managerial implications. Practically, in the case of a fixed cost plan, an increase of the number of clicks is revealed as an effective way. However, higher average CPC is not significantly effective in increasing probability of purchase conversion. When this type (fixed cost plan) of implementation could not generate a lot of clicks, it cannot significantly increase the probability of purchase choice. Theoretically, we consider the promotional attributes which influence consumer purchase behavior and conduct individuals-level research based on the actual data. Limitations and future direction of the study are discussed.

• 한국통신학회논문지
• /
• 제29권7B호
• /
• pp.711-721
• /
• 2004

To provide the end-to-end service differentiation for assured services, the random early demotion and promotion (REDP) marker in the edge router at each domain boundary monitors the aggregate flow of the incoming in-profile packets and demotes in-profile packets or promotes the previously demoted in-profile packets at the aggregate flow level according to the negotiated interdomain service level agreement (SLA). The REDP marker achieves UDP fairness in demoting and promoting packets through random and early marking decisions on packets. But, TCP fairness of the REDP marker is not obvious as fur UDP sources. In this paper, to improve TCP fairness of the REDP marker, we combine a dropper with the REDP marker. To make packet transmission rates of TCP flows more fair, at the aggregate flow level the combined dropper drops incoming excessive in-profile packets randomly with a constant probability when the token level in the leaky bucket stays In demotion region without incoming demoted in-profile packets. It performs a dropping in the demotion at a domain boundary only if there is no prior demotion. The concatenate dropping at multiple domains is avoided to manifest the effect of a dropping at a domain boundary on TCP fairness. We experiment with the REDP marker with the combined dropper using ns2 simulator for TCP sources. The simulation results show that the REDP marker with the combined dropper improves TCP fairness in demoting and promoting packets by generating fair demoted in-profile traffic compared to the REDP marker. The effectiveness of the selected drop probability is also investigated with showing its impact on the performance of the REDP marker with the combined dropper.

• Asian Pacific Journal of Cancer Prevention
• /
• 제15권2호
• /
• pp.663-669
• /
• 2014

Background: With recent progress in health science administration, a huge amount of data has been collected from thousands of subjects. Statistical and computational techniques are very necessary to understand such data and to make valid scientific conclusions. The purpose of this paper was to develop a statistical probability model and to predict future survival times for male breast cancer patients who were diagnosed in the USA during 1973-2009. Materials and Methods: A random sample of 500 male patients was selected from the Surveillance Epidemiology and End Results (SEER) database. The survival times for the male patients were used to derive the statistical probability model. To measure the goodness of fit tests, the model building criterions: Akaike Information Criteria (AIC), Bayesian Information Criteria (BIC), and Deviance Information Criteria (DIC) were employed. A novel Bayesian method was used to derive the posterior density function for the parameters and the predictive inference for future survival times from the exponentiated Weibull model, assuming that the observed breast cancer survival data follow such type of model. The Markov chain Monte Carlo method was used to determine the inference for the parameters. Results: The summary results of certain demographic and socio-economic variables are reported. It was found that the exponentiated Weibull model fits the male survival data. Statistical inferences of the posterior parameters are presented. Mean predictive survival times, 95% predictive intervals, predictive skewness and kurtosis were obtained. Conclusions: The findings will hopefully be useful in treatment planning, healthcare resource allocation, and may motivate future research on breast cancer related survival issues.

• 한국콘텐츠학회논문지
• /
• 제12권11호
• /
• pp.236-245
• /
• 2012

본 연구는 한국과 일본 여자 간호대학생들의 음주행위와 건강증진 생활양식을 파악하고, 과음과 관련있는 건강증진 생활양식을 파악하고자 수행하였다. 연구대상은 한국 간호대학생 304명과 일본 간호대학생 244명이었고, 분석은 건강증진 생활양식 프로파일 II의 차이를 비교했고, 과음과 관련있는 건강증진 생활양식의 하부영역을 분석하였다. 연구 결과 일본학생이 영양습관, 대인관계, 스트레스 관리영역에서 높았고, 영적성장은 한국학생이 높았다. 신체활동은 양국 모두 가장 낮은 점수를 나타냈다. 음주는 한국이 일본에 비해 더 많이, 더 자주 했으며, 과음 여부에 따라 건강증진 생활양식에는 유의한 차이가 없었다. 한국 학생 중 과음의 가능성이 있는 경우는 대인관계점수가 높은 경우와 영적성장점수가 낮은 경우이며, 일본 학생 중에는 건강책임감이 높은 경우였다. 결론적으로 한국에서는 영양습관과 스트레스 관리 교육을, 일본에서는 영적성장영역 강화, 양국 모두 신체활동 영역 강화와 건전한 음주 교육이 필요하다.