• Journal of Global Scholars of Marketing Science
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• v.19 no.2
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• pp.68-79
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• 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.

• Journal of the Korean Society of Safety
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• v.35 no.1
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• pp.1-11
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• 2020

Article 325 (Prevention of Fire Explosion due to Electrostatic) of the Rule for Occupational Safety and Health Standard specifies that in order to prevent the risk of disasters caused by static electricity, fire, explosion and static electricity in the production process, However, in order to do this, it is absolutely necessary to use a pre-detection technology and a detector for antistatic discharge prediction, which is a precautionary measure by static electricity in a fire / explosion hazard place, but in Korea, And there is no technical standard for the application of the technology of the explosion proof structure of the related equipment. Research methods include domestic and overseas electrostatic discharge detection technology and literature investigation of related equipment explosion proofing technology, domestic and foreign electrostatic discharge detection device production and use situation investigation, advanced foreign technology data analysis and benchmarking. In particular, we sought to verify the results of empirical experiments using electrostatic discharge detection technology through sample purchase and analysis of related major products, development of optimization technology through prototype production, evaluation, and supplementation, and expert knowledge through expert consultation. The results of this study were developed and fabricated two prototypes of electrostatic discharge detector based on the technology / standard related to electrostatic discharge detection technology in Korea and abroad through development of electrostatic discharge detection technology and development and production of detector. In addition, based on the development of electrostatic discharge detection technology, we developed an intrinsic safety explosion proof ib class explosion proof technology applicable to the process of using and handling flammable gas and flammable liquid vapor and combustible dust. In the case of the over voltage and minimum voltage are supplied to the explosion-proof structure ESD detector, check the state of the circuit and the transient and transient currents generated by the coil and capacitor elements during the input and standby of the signal pulse voltage. Explosion-proof equipment-Part 11: Intrinsically safe explosion proof structure The comparative evaluation with the reference curve in Annex A of "i" confirms that the characteristics of the intrinsically safe explosion protection structure are met.

• Journal of the Economic Geographical Society of Korea
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• v.15 no.4
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• pp.534-549
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• 2012

This study analyzed the effects of housing wealth on the balance accounts of elderly households with an age of over 60 facing the asset decumulation period, capitalizing upon an ordered logit model for the 2011 household finance survey data. Out of some variables representing personal and social characteristics, the age and waged worker variables had a positive effect, but the number of household, low education level, living in the apartment and capital region variables negatively affected the balance accounts of elderly households. Some variables reflecting economic wealth and financial strategies such as the attitude of risk-taking, ordinary income and the ratio of financial assets had a positive impact, but other variables such as DSR did a negative one on the balance accounts of the elderly households. The ownership of housing wealth variable positively, but the ratio of housing assets variable negatively affected the balance accounts of the elderly households, which could be derived from the duality of housing as both consumption goods and assets. However, the ownership of other real estates and the ratio of them in the total assets variables had a negative impact on the balance accounts of the elderly households. Furthermore, since the financial asset-debt ratio worsened the balance accounts of the elderly households with both housing and other real estates, it is implied that the purchase of real estates with excessive bank loans could make them dangerous.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.5
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• pp.131-154
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• 2018

While strong investments on startup and venture ecosystem prosper worldwide, growing interest on nurturing startup ecosystem in Korea is also on its way. However, korean entrepreneurial ecosystem currently results few successful business models with those continuous development of itself compared to the one in China, which is breeding more than 50% of unicorns internationally. Accordingly, this study examined how people in the venture ecosystem, especially in IT industry feel about themselves and startup itself and compared startup ecosystem in Seoul, Korea to the one in Chengdu, China considering each of economic, social and administrational environment. The study tried to provide an implication about the future orientation of Korea's starup and venture ecosystem to policy makers and the ones inside the environment to make a better one. Therefore, the study choose Seoul, Korea and Chengdu, China as geological specimens of startup ecosystem and conduct qualitative study by interviewing selected ones who work in startup incubator, accelerator specified to IT industry and started their own business in IT industry funded by startup reward program. The study categorize the result in social, economic, and administrative parts and screens whether the interviewees from both Korea and China have similar opinions toward each of questions and can be translated to have tendency or not in each part of study. According to the study, the national recognition of startup should be moved from means of maintenance such as restaurants, franchise business to IT startup especially based on software business for the sustainable flourish in Korean venture ecosystem. Investors including accelerator, Angel investors and VCs should be less risk-aversion and therefore prefer stake purchase to solely giving subsidies. The role of governors should be limited to be a middleman of the network, connecting each people in need inside the ecosystem and their reward program should focus on nurturing the growing ones, not just multiplying the numbers of startups to expand the size of entrepreneurial ecosystem. Since this study indicated that entire revision of startup ecosystem should be applied to make a better one, it could be used to design future entrepreneurial infrastructure and the ways of activating startup ecosystem elsewhere in Korea.

• Health Policy and Management
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• v.16 no.1
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• pp.1-16
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• 2006

Recently, there has been prevailing of the combined utilization (CU) with herbs and prescribed drugs in medical therapies in the world. But the information about frequency, efficacy and safety of this CU has not well known in Korea, yet. This study aimed to identify the status of CU by Koreans, and to inquire which side effects of CU represent to those people. A self-completed questionnaire survey was performed through each health examination center in twenty general hospitals and one oriental hospital. Of the initial 2,100 health examinees, 1,851 were participated in this survey, resulting in a response rate of 88.1%. The proportion of CD was 26.3%. The most commonly mentioned reason of CD was 'to promote general health and well-being' (17l persons, 35.5%). The main route of taking CD was self-purchase at drugstore or at herbs market, followed by the prescription of (oriental)physicians. 33.0% (151 persons) of those who took the CD rated it as effective. 93 respondents (19.8%) were experienced several adverse effects including nausea, fatigue, and dizziness. The growing simultaneous use of herbal products and pharmaceutical drugs by Korean consumers may be continuously increased the risk of herb-drug interactions. The medical professionals should be provided with comprehensive and up-to-date information about potential benefits and risks of herbs and prescribed drugs. In the future studies it may be recommended to deal common cold, health promotion, indigestion, headache, and hypertension for the effect and safety of the CD by well-organized prospective study design.

• The Korean Journal of Community Living Science
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• v.16 no.2
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• pp.39-50
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• 2005

For the life quality improvement of rural elderly family placed in risk of frail, this study was investigated. Health habit, food habit, and dietary management were analyzed between elderly and middle aged family The subjects 1870 collected in 9 provinces 88 cities or guns by sampling with probability proportional to size(PPS). Questionnaire method was used. Survey was conducted by trained interviewers. Statistical analyses were performed using SAS(version 8.1). Chi-square tests and General Linear Models were used. The elderly families' characters were odd pair$(42.0\%)$, with patients$(17.6\%)$ and health examination per 1 or 2 years$(44.0\%)$. The elderly families' health habit: high of no-drink$(55.2\%)$ and low of smoke$(31.3\%)$ situation was better than those of middle aged families'. The states of diets of elderly family: having breakfast$(94.1\%)$ but 1-2 kinds$(17.7\%)$ or 3-4 kinds$(59.4\%)$ of side dishes allowed to guess lower status of food intake balance. Nutritional supplements$(27.5\%)$with tablets of vitamins$(63.5\%)$ were the most frequent states in elderly family. The aspects of dietary habit of elderly family: no instant foods$(72.6\%)$, no snack$(3.08\%)$ and no dine-out$(67.7\%)$ were significantly different with those of middle aged family. Dietary habit score(8.28/12 points) of elderly family was not significantly different with 8.22/12 points of middle aged family. Food purchase place of elderly family was mainly at traditional market$(43.6\%)$, but it was significantly different with super-market$(47.6\%)$ of middle aged family. In elderly family, traditional dish preparation was seldom$(49.8\%)$ except winter kimchi$(91.5\%)$, but significantly higher rate of in middle aged families' traditional dish preparation and winter kimchi$(94.5\%)$. From these results, more of snack, traditional dishes and dine-out were needed to improve quality of life for rural elderly.

• Nutrition Research and Practice
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• v.10 no.1
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• pp.56-66
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• 2016

BACKGROUND/OBJECTIVES: Despite successes recorded in combating iodine deficiency, more than 2 billion people are still at risk of iodine deficiency disorders. Rural landlocked and mountainous areas of developing countries are the hardest hit, hence the need to explore and advance novel strategies such as biofortification. SUBJECTS/METHODS: We evaluated adoption, purchase, and consumption of iodine biofortified vegetable legumes (IBVL) using the theory of protection motivations (PMT) integrated with an economic valuation technique. A total of 1,200 participants from three land-locked locations in East Africa were recruited via multi-stage cluster sampling, and data were collected using two, slightly distinct, questionnaires incorporating PMT constructs. The survey also elicited preferences for iodine biofortified foods when offered at a premium or discount. Determinants of protection motivations and preferences for iodine biofortified foods were assessed using path analysis modelling and two-limit Tobit regression, respectively. RESULTS: Knowledge of iodine, iodine-health link, salt iodization, and biofortification was very low, albeit lower at the household level. Iodine and biofortification were not recognized as nutrient and novel approaches, respectively. On the other hand, severity, fear, occupation, knowledge, iodine status, household composition, and self-efficacy predicted the intention to consume biofortified foods at the household level; only vulnerability, self-efficacy, and location were the most crucial elements at the school level. In addition, results demonstrated a positive willingness-to-pay a premium or acceptance of a lesser discount for biofortification. Furthermore, preference towards iodine biofortified foods was a function of protection motivations, severity, vulnerability, fear, response efficacy, response cost, knowledge, iodine status, gender, age. and household head. CONCLUSIONS: Results lend support for prevention of iodine deficiency in unprotected populations through biofortification; however 'threat' appraisal and socio-economic predictors are decisive in designing nutrition interventions and stimulating uptake of biofortification. In principle, the contribution is threefold: 1) Successful application of the integrated model to guide policy formulation; 2) Offer guidance to stakeholders to identify and tap niche markets; 3) stimulation of rural economic growth around school feeding programmes.

• Journal of the Korean Society of Safety
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• v.34 no.1
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• pp.115-121
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• 2019

Background: Due to the diversification and advancement of research, researchers have become to deal with a variety of chemical and biological harmful materials in the laboratories of universities and research institutes and the risk has increased as well. Therefore, it is necessary to strengthen the social safety net for laboratory accidents by strengthening the compensation to the level comparable to that of Korean Workers' Compensation & Welfare Service, when the researchers become physically disabled by laboratory accidents. The purpose of this study is to secure researchers' health rights and to create a research environment where researchers can work with confidence by strengthening the compensation to the level comparable to that of Korean Workers' Compensation & Welfare Service. Method: We analyzed the laboratory accidents by year, injury type, severity of accident and disability grade with the 6 year data from 2011 to 2016, provided by Laboratory Safety Insurance. Based on the analysis result, we predicted the financial impact on Laboratory Safety Insurance if we introduce a compensation annuity by disability grade which is similar to Injury-Disease Compensation Annuity of Korean Workers' Compensation & Welfare Service. Result :As of 2011, the insured number of Laboratory Safety Insurance was approximately 700,000. The Average premium per insured was KRW 3,339 and there were 158 claims. Total claim amount was KRW 130 million, whereas the premium was about KRW 2.3 billion. The loss ratio was very low at 5.75%. If we introduce a compensation annuity by disability grade similar to Injury-Disease Compensation Annuity of Korean Workers' Compensation & Welfare Service, the expected benefit amount for 1 case of disability grade 1 would be KRW 1.6 billion, assuming 2% of interest rate. Given current premium, the loss ratio, the ratio of premium income to claim payment, is expected 41.4% in 2017 and 151.6% in 2026. The increased loss ratio due to the introduce of the compensation annuity by disability grade is estimated to be 11.0% in 2017 and 40.4% in 2026. Conclusion: Currently, laboratories can purchase insurance companies' laboratory safety insurance that meets the standards prescribed by Act on the Establishment of Safe Laboratory Environment. However, if a compensation annuity is introduced, it would be difficult for insurance companies to operate the laboratory safety insurance due to financial losses from a large-scale accident. Therefore, it is desirable that one or designated entities operate laboratory safety insurance. We think that it is more desirable for laboratory safety insurance to be operated by a public entity rather than private entities.

• Journal of Convergence for Information Technology
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• v.9 no.4
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• pp.59-67
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• 2019

Most of the prior researches in brand extension evaluation have utilized purchase intention as a n effective variable to assess the effectiveness of brand extensions. In contrast, the author proposes that trial intention is to better predict consumers' behavioral response in the newly launched brand extension markets where relate to high risk and uncertainty. Furthermore, the study explores the effects of attitude toward parent brand and consumers' characteristics (perceived similarity and consumption experience) on trial intention of brand extensions. In order to achieve the purpose of the study, the data collection was conducted for actual consumers who had experience using parent brand products. This study employed experiment and questionnaire survey and collected data of 186 was analyzed using clustering analysis and regression analysis. The main results are as follows. First, attitude toward parent brand has a positive effect on trial intention of the extensions. Second, perceived similarity and consumption experience of parent brand have moderating effects on the relation of attitude toward parent brand and trial intention of brand extensions. The results provide that both industry and academic researchers with a guide to process trial intention of brand extension from a comprehensive perspective.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.22 no.2
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• pp.83-88
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• 2022

The purpose of this study is to present an analysis and implications for the metaverse-based virtual real estate transaction service. Through blockchain-based technology and metaverse, the world we live in is expanding naturally. Therefore, changes in the environment and perceptions of market participants are also very important factors. The concept and thinking about the existing asset value change and investment are also changing. This means that you can generate profits through value and investment in intangible assets. The service user aspect is a case of investing in the future value of virtual real estate that if more users participate rather than the present value, the principle of supply and demand will be applied to increase the number of consumers and the price will naturally rise according to the principle of scarcity. The service provider provides a technical platform for the service to directly transact the portion of the virtual area considered of interest directly through the virtual real estate purchase business. As the number of participants increases as well as funds and transaction fees, various revenue models such as advertisements can be discovered and provided. It plays the role of providing jobs and information through new services. As a stakeholder, governments can exploit the emergence of new technologies and products to create people and services and secure economic benefits. Of course, various institutional supports should be provided so that new services can settle in the market while mitigating risk factors. This study is meaningful in that it contributes to the establishment of a domestic metaverse-based environment and related research and is utilized in the study of virtual space real estate services.