• 디자인학연구
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• 제17권3호
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• pp.303-312
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• 2004

본 연구는 광고와 영화의 겹합 즉 무버셜(movercial)에 관한 연구에 대한 논의를 이끌어내고자 하는데 목적을 두고 있다. 이를 위한 본 연구의 연구목표는 다음의 두 가지로 정리된다. 첫째는 영화와 광고의 결합(movercial)은 기존의 제품배치와 어떻게 달리 경험되는가를 살펴보는 것이며, 둘째는 무버셜에 대한 수용자의 경험은 영화주제와 소비관련 주제별로 어떤 특성을 나타내는가를 살펴보는 것이다. 이 연구는 인터넷문화의 확산과 모바일 커뮤니케이션 환경속에서 새로운 크리에이티브 포맷으로 부각되고 있는 무버셜이 수용자에게 어떻게 경험되는지에 대해 영화중심 주제와 소비관련 주제로 구성된 분석유목을 통해 질적인 접근을 시도했다. 이를 위하여 영화속 브랜드 배치에 관한 선행연구에 사용된 분류방법을 활용하여 무버셜 수용자를 아마추어와 매니아 집단으로 구분하여 핵심집단 면접과 개인별 심층면접을 실시함으로써 무버셜에 대한 수용자의 경험을 살펴보고자 하였다. 본 연구의 분석결과를 통한 주요 함의는 다음과 같다. 첫째, 무버셜을 통한 브랜드의 사전노출은 실제생활에서 광고의 사전친숙도를 높여주는 것으로 나타났다. 둘째, 무버셜이 광고와 PPL과 함께 구매결정단계에 영향을 미칠 수 있는 도구로 활용되어질 수 있다는 것이다. 셋째, 응답자들은 문화, 예술전반에 까지 침투한 무버셜이라는 상업적 하이브리드 포맷에 위화감과 불편함을 경험하고 있음을 알 수 있었다.

• 유통과학연구
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• 제14권4호
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• pp.47-53
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• 2016

Purpose - The objective of this study is to investigate the dynamic relationships among Advertising Cost (AD), Newly Registered Users(NRU), and Buying Users(BU) of Social Network Game(SNG). SNG is getting pervasive mainly due to the rapid growth of mobile game and Social Network Service(SNS). It would be helpful for marketing researchers interested in SNG and related practitioners to understand the changes in AD, NRU, and BU with time as well as the effects on one another in mutual and dynamic way. Research Design, Data, and Methodology - Necessary data were collected from Social Network Game(SNG) company. AD, NRU, and BU are endogenous variables, but new event such as launching (event) and holidays(holiday) are exogenous dummy variables. Vector Auto regression (VAR) model is generally used to examine and capture the dynamic relationships among endogenous variables. VAR model can easily capture dynamic and endogenous relationships among time-series variables. Vector Auto regression with Exogenous variables(VARX) is a model in which exogenous variables are added to VAR. To investigate this study, VARX is applied. Result - By estimating the VARX model, the author finds that the past periods' NRU affect negatively and significantly the present AD, and past periods' BU have a positive and significant impact on the increase of AD. In addition, the author shows that the past periods' AD and BU have a positive and significant effect on the increase of NRU, and the past periods' AD affect positively and significantly BU. While the impact of AD on NRU happens after 3 or 4 days (carryover effect), that of AD on BU comes about within just 1 or 2 days (immediate effect). The effect of BU on NRU can be considered as word of mouth (WOM effect). Therefore, SNG companies can obtain not only the growth of revenue but also the increase of NRU by increasing BU. Through those results, the author can also find that there are significant interactions between endogenous variables. Conclusion - This study intends to investigate endogenous and dynamic relationships between AD, NRU, and BU. They also give managerial implications to practitioners for SNS and SNG firms. Through this study, it is found that there exist significant interactions and dynamic relationships between those three endogenous variables. The results of this study can have meaningful implications for practitioners and researchers of SNG. This research is unique in that it deals with "actual" field data and intend to find "actual" relationships among variables unlike other related existing studies which intend to investigate psychological factors affecting the intention of game usage and the intention of purchasing game items. This study is also meaningful by showing that the increase of BU can be a good strategy for "killing birds with one stone" (i.e., revenue growth and NRU increase). Although there are some limitations related with future research topics, this research contributes to the current research on SNG marketing in the above mentioned ways.

• 직업교육연구
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• 제37권4호
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• pp.45-66
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• 2018

본 연구는 청년층의 사회적 자본 형성에 영향을 미치는 요인들을 탐색하고, 이러한 분석 결과를 통해 청년층의 사회적 자본 축적과 관련된 정책적 시사점을 도출하는데 목적이 있다. 이를 위해 한국교육고용패널(KEEP)의 중학교 3학년 코호트, 12차년도 자료에 대하여 통상최소자승회귀모형(Ordinary least squre) 및 분위회귀모형(Quantile regression)을 활용하여 사회적 자본의 구성 요소 중 '신뢰'와 '네트워크'에 영향을 미치는 영향 요인들을 각각 분석하였다. 사회적 자본의 구성 요소 중 하나인 '신뢰'에 미치는 영향을 미치는 요인은 결혼 여부, 아버지와 본인의 학력, 자산규모, 자존감 및 경제상황에 대한 만족도, 도서 구입 비용, SNS 사용 여부인 것으로 나타났다. 한편, 사회적 자본의 또 다른 구성 요소 중 하나인 '네트워크'에 영향을 미치는 요인은 남성 여부, 자녀 유무, 특별시 거주 여부, 취업 여부, 자산 규모 및 행복감, 도서 구입 비용, SNS 사용 여부인 것으로 나타났다. 그리고 신뢰와 네트워크의 축적 수준에 따라 이에 영향을 미치는 요인들의 영향력은 다르게 나타남을 확인하였다. 이러한 분석 결과를 토대로 우리나라 청년들의 사회적 자본 축적을 지원하기 위해서는 청소년들의 심리적인 만족감을 높이는 한편, 문화적인 측면에서의 정책적 지원이 이루어질 필요가 있음을 제언하였다. 이와 함께 사회적 자본의 보유 수준에 따라 적합한 맞춤형 사회적 자본 축적 프로그램 개발 및 지원이 이루어질 필요가 있음을 정책적 시사점으로 제안하였다.

• Journal of Biosystems Engineering
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• 제39권4호
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• pp.261-266
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• 2014

Purpose: This study was conducted to serve as a basis for strengthening policy support and R&D to improve the domestic and international competitiveness of domestic agricultural machinery. Levels of satisfaction among farmers and service engineers were analyzed regarding the current quality of agricultural machinery and the primary consumers' propensity for replacement purchases. Methods: A survey was carried out targeting farmers in over 150 townships and 300 villages in South Korea who collectively used 711 tractors, 286 rice transplanters, and 221 combine harvesters. Furthermore, agricultural machinery service engineers from 20 different after-services were surveyed regarding the quality of main components in domestic agricultural machinery versus those in imported agricultural machinery. Results: The farmers' overall quality satisfaction ratings for tractors, rice transplanters, and combine harvesters ranged from 57.1% to 62.6% in consideration of operating performance, failure rate, and durability. Compared with imports, satisfaction ratings for domestic agricultural machinery were 19.1%p to 38.1%p lower for quality. Regarding engines, transmissions, hydraulics, planters, reapers, threshers, and electrical components, only 5.3% to 25.0% of service engineers indicated that domestic agricultural machinery was higher in quality compared with imports. By contrast, 33.3% to 78.9% of those surveyed indicated that domestic components were lower in quality compared with imports. Intent to purchase replacement agricultural machinery at the end of their respective products' lifecycles was indicated that they planned to purchase imported tractors, rice transplanters, and combine harvesters comprised 25.2%, 46.9%, and 43.9%, respectively. This clearly shows that a very high percentage of farmers were satisfied, particularly for transplanters and combine harvesters. Conclusions: The level of desire for purchasing imported agricultural machinery was very high among those who expressed intent to purchase replacement machinery. Therefore, strong policy support and R&D for domestic agricultural machinery is critical for improving competitiveness on the domestic and foreign markets.

• 한국정보시스템학회지:정보시스템연구
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• 제27권2호
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• pp.157-173
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• 2018

Purpose Product characteristics and price value in website have strongly effects on customer satisfaction. Especially, in the online shopping site, the scarcity limits the customer's opportunity to purchase the product. Thus scarcity has been proposed as a important factor that makes the customer highly aware of the merchantability of the product. The scarcity in the web store is used as an important variable to make purchasing decisions of users easier by psychological pressure. In the case of scarce products with price discounts in online commerce, advertising formats that highlight scarcity value in the web commerce market are very effective in enhancing purchase intentions of consumers. Unlike offline stores, the importance of scarcity becomes more important when reflecting the characteristics of online commerce. Therefore, this study intends to confirm the influence of the degree of price discounts and scarcity information presented by Web sites on consumer purchase behavior in Web purchase behavior. Design/methodology/approach This study conducted a web-based experimental study on price sensitivity and price discount. Therefore, we created experimental web-sites that offer two stimuli according to the discount rate. The 200 respondents were randomly assigned. The stimuli were fictitious based on tourism products. The first stimulus presented the price discount(15% discount) with basic explanation about the package of the tourist package. The stimuli assigned to the second group were used for groups with high price discount intensity(65% discount). In this way, the two stimuli clearly distinguished the level of price discount intensity. This paper conducted t-test analysis and structural equation to analyze the experiemental results after confirming the reliability and validity. Findings The results of this study are as follows. The difference in price discount intensity (15% vs 65%) with scarcity showed the mean difference among all the variables. Therefore, this study concluded that there is a significant difference between the price discount of 15% and 65% for the acquisition value and transaction value of users. In particular, consumers' purchase intention is greater and product recommendation intensity is stronger when the price discount is 65%. As a result, the high degree of the price discount intensity with scarcity exerts a greater influence on consumers' purchase intentions. Product scarcity also have a significant impact on perceived value of users. Therefore, purchase intention of customers increases when perceived value increases their profit and pleasure feeling.

• 복식문화연구
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• 제12권4호
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• pp.648-662
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• 2004

These days fashion market is overflown with many brands and their identities are not so clear that the advertisement emphasizing the characteristics of the products don＇t seem to be adequate in appealing the customers. Therefore it is required that the sensible image advertisement which appeals to the customers by stimulating their feeling and sensitivity to attract customer＇s interest. At that point, VMD especially of POP advertisement that can be attract direct purchasing plays an important part to build up the accurate image of brand to consumers. Even thought today＇s individualized consumers take much interested in the fresh and original expressions, the visual expressions of fashion advertisements still focus on using photographs. The most advertisement of photograph has a limit that it shows only an immediate fraction, so it can＇t present whole image It can deliver more- imaginations and message than photograph if fashion illustration is used in advertisement. Therefore the purpose of this study was to present the application of fashion illustration for the POP advertisement Twelve pieces of fashion illustrations were produced and classified three parts according to their images and expression techniques. Paper sculpture techniques were applied for fashion image expression, for paper is easily meet daily life and ecological materials. For study procedure and contents, the concept and useful functions of fashion illustration and the concept of paper sculpture were examined as a theoretical background, and various uses and techniques of paper sculpture by analysing a number of paper sculpture art works were also studied. Also the concept, roles and functions of POP advertisement were discussed, and then the examples that the fashion illustration applied in the advertisement were analyzed through case study. The theme of my works was jean fashion brand whose brand image is significant, Twelve pieces of fashion illustrations using paper sculpture techniques were produced and various kinds of paper were used in expressing the paper sculpture technique. Each works were cut out the forms and used a pertinent light for making cubic effect shadow when displayed them. In my works Ⅰand Ⅱ, Ⅰ illustrated jeans in two images of sexy and casual, these were created slightly bigger than actual body size in order to attract consumer＇s gaze at show window or store. In my works Ⅲ, Ⅰ illustrated part or model of a jean product so that it could be used as addition to main display.

• 통상정보연구
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• 제1권2호
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• pp.145-165
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• 1999

본 연구는 B to EC에서의 쇼핑시 나타나는 소비자의 구매행태를 Physical Goods(물리적 상)와 Digital Goods(디지털 상품)로 구분하여 구매결정 및 지연 요인을 실증분석하여 B to C EC가 활성화될 수 있도록 도모함을 목적으로 한다. 연구의 결과를 종합하면 다음과 같다. 첫째로, B to C EC에서의 구매를 결정하는 요인과 구매를 지연(기피)하는 요인 다섯가지 중 제1순위 요인과 구매한 제품유형과의 교차분석 결과, 어떠한 제품유형을 구매하느냐에 따라 구매결정 요인이 달라짐을 알 수 있었다. 둘째로는, 성별, 연령별, 학력별, 직업별 등 인구통계적 특성에 따라 B to C EC에서의 행동에 차이가 나타났으며, 이는 Cyber-marketing을 구축하는데 시장세분화 전략에 중요한 시사점을 주고 있다. 이와 같은 연구결과는 Cyber-marketing을 촉진시키기 위해서 상품서비스의 개선전략과 고객 시장세분화전략 수립에 적지 않은 도움을 줄 수 있을 것이다. 상품서비스 개선 전략의 측면에서는 상품서비스의 신뢰성을 높이는 기능적 측면 즉 성능, 기술, 품질 등에 대해서 보다 많은 관심을 기울여야 할 것이다. 또한, 인구통계적 특성에 따라 쇼핑행동상에 있어서 많은 차이를 보이고 있으므로 이에 대한 적절한 대응책을 마련해야 할 것이다.

• 복식
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• 제62권2호
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• pp.103-121
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• 2012

The purpose of this study is to provide basic information to improve competitiveness of Korean fashion brands in the Chinese fashion market by taking photos of street styles in Seoul that is the hub of Korean fashion and in Dalian, the northeastern district where Korean fashion brands are launched as a test market China to compare and analyze the clothing colors preferred mostly by young women in their twenties and thirties who have the highest purchasing power. The study methods used literature review and empirical study simultaneously. Dalian and Seoul are two fashion cities in northeast of China and Korea where street fashion was photographed. Clothing colors that were mainly worn by young women in their twenties and thirties were qualitatively analyzed using the photos taken. Color analysis was based on the Munsell Color Order System to grasp general preferences of colors on the basis of previous researches, and color tones were based on the ISCC-NBS System. In order to grasp the basic materials on Seoul, the Korean fashion city and Dalian, the northeastern fashion city in China, street fashion styles of 2010/11 F/W season were compared and analyzed. As a result, black and deep tone PB color appeared most frequently. The vivid and strong tone of R, YR, Y color showed high frequency of clothing colors. For the top wear, women in both areas preferred similar tones in the YR color category and Dalian women preferred vivider and brighter S tones in the R color category. For the bottom wear, women in both areas highly preferred achromatic colors and colors in the PB color category. For bags, women in both areas preferred black and colors in the YR color category. Finally, for the shoes, while women in both areas preferred black in the achromatic color category, they showed different color preferences in the chromatic color category. R color categories were preferred by the women in Seoul and the YR color categories were preferred by the women in Dalian. Conclusively, women in both cities highly preferred achromatic colors especially black for the top and bottom wear, bags, and shoes. It may reflect their desire to look refined and slender through colors. Moreover, continuous and steady research on fashion trends in Seoul and Dalian may have positive effects on Korean fashion businesses that plan to be launched in China, the area of competition for global brands.

• 한국가정과교육학회지
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• 제21권2호
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• pp.61-81
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• 2009

본 연구는 2007년 개정 기술 가정 교육과정에서 중학교 2학년 '식단과 식품 선택' 단원의 교육내용요소를 추출하고 이를 바탕으로 도식자를 개발하는데 목적이 있다. 내용요소를 추출하는 과정은 3차에 걸쳐서 이루어졌다. 1차 내용요소는 2007년 개정 교육과정 해설서의 5학년부터 10학년까지 식생활영역 성취기준에서 교육내용요소로 제시하는 문장이나 개념을 분석하여 추출하였다. 본 연구 단원에서는 4개의 1차 내용요소가 추출되었는데 '우리나라 전통 식사의 건강적 측면의 우수성, 영양적 식품적 문화가치', '균형잡힌 가족의 식단 작성', '식단에 따른 식품의 계획적 구입', '다양한 식품표시정보를 통한 식품 선택'이다. 2차 내용요소는 본 연구 단원의 1차 내용요소를 구체화하여 다른 학년의 1차 내용요소에서 발생한 중복성을 해결하고 학년간 연계성을 이루도록 하여 추출하였다. 3차 내용요소는 2차에 추출된 내용요소를 더욱 세분화하여 추출하였는데 이를 위해 7차 교육과정 교과서, 전문기관에서 발행하는 자료, 관련전문서적 등을 분석 참고하였다. 이어서 추출한 내용요소를 바탕으로 기술 가정 8학년 '식단과 식품선택' 단원의 도식자를 개발하였다. 도식자는 허인숙(2000)의 개념도 작성방법의 순서를 따라서 개발되었다. 개발된 도식자는 총 10개로 '계절음식의 영양적 가치', '식품의 조화와 배합', '천연양념과 고명', '조리법', '발효식품', '전통도구와 그릇', '식품구입목록표 작성', '식품위해요소', '식품표시', '식품품질인증'으로 구성된다.

• 한국의류학회지
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• 제33권2호
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• pp.276-287
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• 2009

Apparel professionals need to understand the customer to effectively develop, select, and promote apparel products. Analysis of consumer preferences can help in the creative design process. Therefore the purpose of this study was to identify consumer preference by gender in two segmented group; $20{\sim}34$ aged group and $35{\sim}49$ aged group toward men's apparel consumers, considering target customers and female influences on men's wear purchasing. We used questionnaires that were distributed to 600 males and females aged in their 20s to 40s, using stratified sampling method. Only 547 reliable questionnaires were selected for statistical analysis. Chi-Square and t-test were used to analyze the data, using SPSS program. We obtained the following results: 1. We found that there was a significant association between segmented age group and the preference of men's jacket style. Specially $20{\sim}34$ aged group had a significant association with styles of formal jacket, casual t-shirts, casual pants, but $35{\sim}49$ aged group had formal pants style. Looking at the general percentage, semi-formal jacket, slim fit t shirt, straight casual pants were the most favored styles. 2. Age has an significant effect on the preferences of formal menswear fabric patterns and shirt patterns. The results of t-test showed that there found to be significant by gender in character and check pattern of shirts. 3. In design details, the number of button had not significance by gender, and 2 buttons was th most favored by both age groups. The number of gather at the waist had an significant association in $34{\sim}49$ age group. $20{\sim}34$ age group prefer high waist of pants, while $35{\sim}49$ age group prefer low waist of pants. 4. For on time outfit, formal wear and tie ensemble was the most favored with significant difference by age and gender. Formal wear and no tie ensemble favored by about one third of respondents, and more favored by the younger group. For off time outfit, casual jacket and casual pants ensemble was the most favored.