• Journal of Korean Society of Occupational and Environmental Hygiene
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• v.29 no.3
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• pp.298-309
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• 2019

Objectives: This study aimed to investigate stages of safety and health culture change through a reflection on 40 years of hearing conservation history at a multinational company. Methods: The target workplaces were multinational companies with more than 1,000 employees. The research used the clinical case study and system analysis methods based on direct observation of the research from 1994 to 2009. The latter method performed an analysis of the equilibrium state of the cross-section in the given period and the longitudinal profile of the change during the given period. Results: The stages of cultural change are divided into five stages and summarized as follows. In the first stage, workplace noise was not widely recognized as a hazard, while in the second stage, the measurement of noise levels and audiometric testing were conducted under the Korean Occupational Safety and Health Act (KOSHA). The driving force for change in the second stage was the amendment of the KOSHA. In the third stage, noise came to be recognized as a hazard factor through awareness training. The driving force of change during the third stage was the strong executive power exerted by the audit of the industrial hygiene program from the US head office. In the fourth step, there was a change to actually reduce noise. The driving force in this stage was a change in company executives' risk perception resulting from lawsuits over noise-induced hearing loss and the task force team activities for culture change based on the action learning protocol. At the fifth stage, a 'buy quiet policy' was institutionalized. The management's experience that noise reduction was difficult was the motivation to manage noise from the time of purchase of equipment. Conclusions: The activities of a hearing conservation program are determined by the improvement of the legal system and by the way it is enforced. Noise control activities to reduce noise areas may be possible through the shared risk perception of noise-induced hearing loss and by a change agent role as a facilitator to implement noise control.

• The Korean Journal of Vision Science
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• v.20 no.4
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• pp.431-442
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• 2018

Purpose : The purpose of this study was to investigate subjective symptoms according to the wearing, purchase and fitting status of soft contact lens wearers, and consumer perception of base curve. Methods : A survey was conducted for those who visited optical shops and lens shops in Seoul from June to August 2018. A total of 98 answer sheets they submitted were used for the analysis. The chi-square test and Fisher's exact test were used to compare subjective symptoms (dryness, glare, uncomfortable fitting, and decreased vision) according to whether fitting condition is screened (case history and push-up test, ect relevant to wearing sensation), and the odds ratio (OR) was obtained by the logistic regression analysis. Results : When the contact lenses were purchased, the rate of which the visual acuity test was performed was 86.6% at optical shop and 64.7% at lens shop. When purchasing contact lens and the contact lens was not tested for fitting, they more experienced dryness (OR 4.41, 95% CI 1.25-15.62) and uncomfortable fitting (OR 2.68, 95% CI 1.08-6.64) than testing for fitting. In addition, it was investigated that 87.8% of contact lens wearers did not know about the term base curve, 92.9% did not listen to an explanation related to the base curve when purchasing contact lenses, and 96.9% did not experience with base curve test. Conclusion : It would be thought that satisfaction of the contact lens fitting of existing consumers should be improved by changing a proper base curve by confirming the fitting condition when prescribing soft contact lens.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.205-213
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• 2019

A number of small and medium design companies in Korea are making efforts to develop distinguished products with an aim to survive and prosper. However, it is quite difficult to succeed due to insufficient experience in product planning and the challenges in applying known methodologies, which are based on a large amount of data presented as best practices in designing process, in the actual small and medium enterprise operations. To this end, this study suggested the usefulness of the user participation process as the methodology for small and medium design companies and chose the user FGD method implemented by Company P which is a small design company as an empirical case study. The following are the processes used in the case study; First, the problems of existing baby bath were derived through user FGD. Second, opinions were collected from various classes of users through in-depth interviews. Third, the ideas derived were analyzed with the KJ method and grouped based on similar elements, through which six design directions and detailed design concepts covering size, material, safety, purchase factors of existing product, direction of improvement, additional elements were derived. Through the case study, this study verified that the FGD method of Company P could improve the practical verification, integration and promptness of the product planning process in small and medium enterprises. This is valuable as a realistic process that small and medium enterprises with limited capital and manpower may adopt.

• KSCE Journal of Civil and Environmental Engineering Research
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• v.38 no.6
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• pp.887-894
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• 2018

An electric vehicle is emerging as an alternative to the response of global climate change and sustainability. However, an Electric vehicle has not been popular due to the constraints such as its price or technical limitations. In order to analyze the effect of purchasing electric vehicles, this study conducted a binary logistic regression model that demonstrates the relation between purchasing and influencing variables. Variables which have high correlation were excluded from the model through the correlation analysis to prevent multicollinearity. Socio-economic variables such as the number of owned vehicles, sex, ages are not significant. On the other hand, Variables related to prices, charging and policy are found to have a significant to effect on the purchase of electric vehicles. In accordance with the model estimated result, it seems to be necessary to improve the charging incentives, or to provide electric car information and to expand opportunities for experience electric vehicles. The result is also expected to be helpful for spreading electric vehicles and formulating policies.

• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.34-46
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• 2021

In the domestic data exchanging market, unreasonable pricing of purchase data is consistently mentioned as a major obstacle in data trading. This is a problem caused by the inability to properly evaluate the value of data products due to lack of product information and experience in using them. In order to activate trading, the data exchanges need to provide information that allows consumers to comprehensively judge the value of data products in addition to prices. The cost-based, income-based, and market-based methods, which are mainly applied to data valuation, are insufficient as data valuation methods to stimulate trading and distribution because only price information, a result of valuation from a supplier's point of view, can be shared with consumers. This study aims to develop a measurable valuation method that allows data trading stakeholders (exchanges, suppliers, and consumers) to judge and share the value of data products from a common perspective. To this end, we identified the value drivers of data products, which are considered important in overseas data exchanges and related research, and derived an evaluation method that can quantitatively measure each value driver. In addition, evaluation criteria in the form of a rating table were developed using data products for transactions, and a value evaluation index was developed through stratification analysis (AHP) to enable relative value comparison. As a result of applying the evaluation criteria to actual data products, it was found that the evaluation values were differentiated according to the characteristics of individual data products, so it could be used as a relative value comparison tool.

• The Korean Journal of Franchise Management
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• v.13 no.2
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• pp.17-31
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• 2022

Purpose: With the development of the Internet, consumers can quickly access the electronic word-of-mouth. Consumers seek to reduce uncertainty by referring to the opinions of other consumers about products and services when making purchase decisions. In the food service industry, evaluating a restaurant before an actual visitation is difficult. Therefore, electronic word-of-mouth is important to interact with the customer in restaurants. as it can be used as an exchange of information in which consumers participate and interact with other customers. This study was conducted to verify how online word-of-mouth characteristics (Consensus, Vividness, Neutrality) on attitudes and visit intention from the perspective of social exchange theory. And it was performed to verify the structural relationship between short-term visit intention, mid-term visit and long-term visit intention. Research design, data, and methodology: A survey was conducted on customers who have visited restaurants. Of a total of 312 responses, 306 responses were used, excluding insincere responses and missing values for factors analysis. SPSS 25.0 and AMOS 25.0 were used for statistical analysis, and hypothesis testing was conducted after verifying the validity and reliability of the questionnaire items. Result: The result of the analysis showed that, consensus and neutrality have a positive effect on attitude but not much on vividness. In addition, consensus, vividness, and neutrality have no effect on the short-term visit intention. Finally, the short-term visit intention has a positive effect on mid-term visit intention, and mid-term visit intention has a positive effect on long-term visit intention. Conclusions: Based on the results, this study suggested that it is necessary to have practical implications for marketing and monitoring restaurant reviews in consideration of the characteristics of electronic word-of-mouth. When managing electronic-word-of-mouth, it is necessary to manage the consensus and neutrality is essential to provide sufficient information about the restaurant. The focus should not only be on vividness, such as photos and videos. In addition, restaurants should also provide a good experience for first-time visitors as the short-term visit intention positively affects mid-term and long-term visit intention.

• Asia Marketing Journal
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• v.15 no.4
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• pp.33-49
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• 2014

Environmental concern has been an important issue for a few decades, and the extent of consumer demand for eco-friendly consumption has been increased. This study seeks to investigate consumers' willingness to pay (WTP) a premium for eco-friendly cosmetics. This study evaluates how much more a consumer is willing to pay for eco-friendly cosmetics and examines significant factors influencing consumers' WTP for eco-friendly cosmetics. Consumers' WTP is measured using four different ecofriendly cosmetics: low-priced skin care cosmetics, low-priced makeup cosmetics, high-priced skin care cosmetics, and high-priced makeup cosmetics. This study uses the contingent valuation method (CVM) to estimate consumer's WTP for eco-friendly cosmetics. Survey questions were designed using both dichotomous choice and payment card method of CVM. Through face to face interviews and on-line surveys, the data were collected from women between 20 and 49 years old residing in Seoul and Kyeonggi area, Korea, in May 2010. A total of 226 questionnaires (132 from interviews and 94 from on-line) were included for the analytical sample in this study. The data were analyzed using descriptive analysis, T-test and Log-Logit analysis. The findings are as follows: First, the WTP measured by dichotomous choice method was estimated using the Log-Logit analysis. The results showed that the estimated WTP for low-priced skin care cosmetics was 19,152 won, which was 27.7% higher than the reference price, 15,000 won. For low-priced makeup cosmetics, the estimated WTP was 18,524 won, and its green premium was 21.0%. The estimated WTP for high-priced skin care cosmetics was 59,128 won, which was 18.3% higher than the reference price, 50,000 won. For high-priced makeup cosmetics was 57,666 won, and its green premium was 15.3%. Second, the WTP measure by payment card method was estimated using descriptive analysis. The results showed that the respondents were willing to pay 17,955 won for low-priced skin care cosmetics, which was 19.7% higher than the reference price, 15,000 won and 17,595 won for low-priced makeup cosmetics, which was 17.3% higher than the reference price. For high-priced skin care cosmetics, the average WTP was 56,950 won which was 13.9% higher than the reference price, 50,000 won. For high-priced makeup cosmetics, the average WTP was 55,650 won, which was 11.3% higher than the reference price. Overall, the WTP was higher in order of low-priced skin care, low-priced makeup, high-priced skin care, and high-priced makeup. It means that consumers decide degree of premium based on the price and the attributes of eco-friendly products. Third, the findings showed that age, monthly income, and having children or not were statistically significant factors that influenced consumers' willingness to pay for eco-friendly cosmetics. Other explanatory variables such as education, marital status, job, purchase experience of eco-friendly products, and environmental concerns did not show any statistical significance. The major contribution of this study is the investigation of the value of green attributes of the products by using CVM. Unlike most previous researches, this research used two methods of CVM, the dichotomous choice and the payment card, so it enhanced the reliability of research. According to this study, consumers showed price sensitivity when they pay green premium. These findings can be used as useful information to establish marketing strategies for green cosmetics.

• Information Systems Review
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• v.20 no.1
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• pp.1-16
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• 2018

The development and generalization of the Internet increased the popularity of food delivery service applications in Korea. The food delivery market based on online-to-offline service is growing rapidly. This study compares the usability of Korean food delivery service application between that of Chinese food delivery service application. This study suggests improvement points for Korean food delivery service applications. To conduct this study, we explore the status of various food delivery service applications and conduct interviews and surveys based on the honeycomb model developed by Peter Morville. This study obtained the following results. First, all restaurants participating in the Korean food delivery service must be able to accept order through the application. Second, the shopping cart function must be able to accept order of all restaurants simultaneously. Third, when users look for menu recommendation, their purchase history and shopping cart functions should appear at the first page of the website. Users should be able to perceive the improved usability of the website using those functions. Fourth, when the search window is fixed on the top of each page, users should be able to find the information they need. Fifth, the application must allow users to find the exact location of the delivery person and the estimated delivery time. Finally, the restaurants'address should be disclosed and fast delivery time should be confirmed to enhance users'trust on the application. This study contributes to academia and industry by suggesting useful insight into food delivery service applications and improving the point of food delivery service application in Korea.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

• Journal of the Korean Society of Food Culture
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• v.11 no.4
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• pp.487-495
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• 1996

The consumer perception on health and food habit, the experience of health food use and the discrimination between health food and drug of Korean consumer were surveyed by using a questionnaire containing 20 items in order to obtain the basic data for the assessment of the benefit and risk of health foods in Korea. A total of 1,000 people over 20 years of age living in Seoul and the vicinities were interviewed and asked to fill out the questionnaire during the period from the October 1995 to the February 1996. Among the 882 answers collected 23 was incomplete data, and 859 answers were used for the statistical analysis by using SAS program. The survey revealed a strong interest of the consumer on health food by showing that more than a half of the subjects (58.8%) had the experience of actual use of health food, and 68.2% believed the effectiveness. What the consumer expect most from health food was to have beneficial effect to maintain overall health condition (59.8%), and the most negative aspect of health food was the overstatement on the effectiveness by the producers (52.1%). The most important source of information for the purchase of health food was the suggestion of friends and relatives (30.6%). Among the health foods registered and regulated by the food law, royal jelly (22.7%), squalene (16.0%), refined fish oil (15.1%), lactic acid bacteria (10.6%) and aloe (8.8%) were relatively well aware. Although 84% of the subjects perceived that health food is different from drug or traditional medicine, the largest percentage of the subject selected ginseng as the most well known type of health food (22.7%) as well as the most well known drug (or traditional medicine) (41.7%). Ginseng was also chosen as the most frequently used health food (17.0%), and vitamin tablets the third (13.0%). The vague definition of health food and unambiguous discrimination of it from medicine by the consumers were problematic for the correct use and reasonable purchasing behavior. The clear definition and proper regulation on the manufacture and distribution of health food, more strict control of labelling and advertisement, and a wide consumer education on health food were recommended.