• Journal of the Ergonomics Society of Korea
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• v.29 no.4
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• pp.527-532
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• 2010

Product developers nowadays must consider not only the technological satisfaction of consumers but their affective needs as well. These affective needs are greatly affected by the appearance and performance functions of the product, which are simply called in this study appearance-based affection and performance-based affection. This study examined these two affective factors that must be considered while designing mobile phones. Extracted relationship between the two factors was processed in five steps. The first step includes gathering potential affective expressions that are needed to evaluate the levels of consumer's affection for mobile phone design in the pool of adjectives. In the second step, a simple frequency analysis was done from a consumer survey to extract frequently used affective expression. The third step was to extract primary tasks for mobile phones and to perform an experiment or a survey for the evaluation of mobile phones using those tasks. Representative affective factors were then extracted in the fourth step based on factor analysis. Finally, using ANOVA, the extracted representative affective factors were prioritized to draw a relationship between appearance-based affection and performance-based affection. The result of this study suggests each of appearance-based affections and performance-based affections that should be considered in designing mobile phones.

• Journal of the Ergonomics Society of Korea
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• v.33 no.6
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• pp.515-532
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• 2014

Objective: The purpose of this study is to define consumers' affection on the interior design of commercial cars in terms of its design factors: color, embossing and gloss as independent factors. Background: Existing affective studies related to interior of vehicle focus on just sedans. However, there is no affective study about the interior of commercial cars. In addition, it is hard to change levels to which manufactures want. Method: Representative design factors were drawn using ANOVA and SNK analysis and definitive affective vocabularies were drawn using factor analysis. Furthermore, the results of 3D experiment were analyzed using ANOVA and LSD analysis. 3D images for the experiment were made using 3D max program. The experiment revealed that consumers discerned the differences in levels of each design factor and affective vocabulary. Results: The ANOVA revealed that beige color "A" type and non-gloss were the most preferred design in terms of the affective vocabularies and total preference. Conclusion: The result of the experiment may help manufactures to design the interior of commercial cars in the near future. Furthermore, the ANOVA result of affective vocabularies evaluation is expected to suggest a meaningful guideline. Application: The study results may be utilized as a guideline for interior design of commercial cars.

• Journal of Korean Institute of Industrial Engineers
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• v.29 no.4
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• pp.259-270
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• 2003

In order to properly design warning sounds that are affectively suitable to computer users, warning sounds used in Windows operating system were analyzed in terms of their sound properties; frequency band, spectral characteristics and physical intensity. A total of 36 warning sounds (3*4*3) were generated and tested with respect to three experimental variables. Among 178 collected affective adjectives that are related to hearing and sounds, seven representative affective adjectives were abstracted by statistical grouping techniques. In the experiment, subjective preference tests were performed for the 36 warning sounds according to the seven affective factors. From the result, the affective factors were again grouped into three major factors and the 60dB boost-type warning sounds at the low frequency band were, in general, the most preferred. followed by the 70dB cut-type sounds at the middle frequency band. These warning sounds have a characteristic of boost power spectrum below 1000Hz frequency band and received good scores on simplicity, clarity and accurateness.

• Journal of the Korean housing association
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• v.8 no.1
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• pp.37-48
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• 1997

The purpose of this study supply data that can make a living room a more comfortable space by using a plan of furniture usage, that is to say more affective to human's mental and physical character. For this purpose made experiment with slide film on 39 representative descriptions. The object of this research was female university students and to analyze the data. factor analysis. One-way ANOVA and scheffe-test were used by running SPSS PC+ program. The major results are as follows. In experiment with slide film for grasping spatial effect and evaluation on the 39 representative descriptions, three dimensions(clearness. openness. variety) extracted as the result of factor analysis. Especially the result of this study - sizes of space put independent valuables and each demotion put dependent valuables - shows differences according to space’ size.

• Journal of the Ergonomics Society of Korea
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• v.36 no.2
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• pp.123-144
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• 2017

Objective: The objective of this study is to evaluate affection on how users perceive colors viewed from an automotive visual display according to cultural and radical differences including North America, Europe, and Southeast Asia. This study especially aims to identify effects of the variation of tone and chroma of representative color groups by analyzing affection differences depending on cultural and racial differences targeting the colors constituted through variation of tone and chroma, centered on representative colors. Background: The colors of the menu, information display or background viewed through an automotive visual display are an important factor stimulating consumer's affection, and therefore an effort to express the vehicle's brand and product image through colors is made. The studies on colors focus only on the research on unique characteristics of colors, but an affective approach lacks according to cultural and racial differences on colors considering tone and chroma variation within a color from the currently used automotive visual displays. Method: To grasp the visual affection felt by users, this study extracted affective adjectives related with colors through existing literature and a dictionary for adjectives, and presented human affection dimensions on colors through evaluation of various colors. Prior to carrying out affection evaluation, the basic light sources, red (R), green (G), and blue (B) constituting the colors used for automotive visual displays were defined as a representative color group, respectively. When colors in a color group are constituted, the evaluation target of each color group consisted of the colors considering the variation of tone and chroma by changing color sense through RGB values of the remaining two light sources. And then, this study carried out affection evaluation on the constituted colors targeting the subjects with cultural and racial differences. Results: As a result of evaluating the constituted colors with representative affections, there were statistically significant differences between the groups having cultural and racial differences. As a result of S-N-K post-hoc analysis on the colors showing significant differences, North America and Europe were classified as heterogeneous groups. In some cases, Korea was classified as the homogeneous group with North America, but Korea was mainly classified as the homogenous group with Europe. Conclusion: The representative affections on colors from an automotive visual display was drawn as three affective dimensions: passionate, neat, and masculine. Based on these, the affection of Korea and Europe on the constituted colors showed significant differences from that of North America, as a result of affection evaluation on the constituted colors viewed through the visual display by reflecting cultural and racial factors. Regarding representative color groups, bigger cultural and racial differences were revealed in terms of affection on red and green colors than on blue color, and variation of affection was the biggest in the red color. Application: This study analyzed correlations of affection considering the colors constituted through variation of tone and chroma, and the culture and race in the representative color groups constituting a visual display. The results of this study are predicted to be utilized in coordination and selection of colors viewed from an automotive visual display taking into account culture and race.

• Science of Emotion and Sensibility
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• v.7 no.1
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• pp.41-49
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• 2004

The affective words on photographic images were analyzed and a model was structured. Based on this model, the effects of color on the affections were studied. In study 1, the photographic images with various materials and techniques were presented and the affective responses are collected. The factor analysis using principal axing method showed that the variance of the affective words could be explained about 42％ by the three factors. These are named positive-negative, dynamic-static, light-heavy, respectively. In study 2, the effects of color on the affections were evaluated on three basic dimensions. Ninety representative color images were converged black-and-white images, and each of 180 images was rated on the three affective scales. The t-test showed that the effects of color are statistically significant on the three affective scales, respectively. The achromatic images were felt more negative, more static, and heavier than chromatic images.

• Journal of the Ergonomics Society of Korea
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• v.29 no.1
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• pp.25-31
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• 2010

It is known from consumer surveys that the interior design of cars greatly influences on consumers' affection. Most notably, the instrument panel which occupies the driver's attention while driving would be one of the main components that affect consumer's affection, but the designer does not often put due importance to this design component. The purpose of this study is to define consumers' affection on the instrument cluster panel in terms of its design factors: color of panel lighting and layout of meters as independent factors. Semantic differentials or affective adjectives that are related to the instrument panel were first derived from surveys, existing studies and the available literature. Then, representative affective factors were drawn using factor analysis and multi-dimensional scaling (MDS). Evaluation of the instrument panel was performed and analyzed by Taguchi's robust design to provide more robust results under various noise factors which are color and material of car interior. Experiment revealed that consumers had five affective factors on the instrument panel and luxurious, charming, and visible affections are grouped into a factor and unique and dynamic affections in another factor. Evaluation of the instrument panel by Taguchi's robust design found that the white color of panel lighting and the panel with four meters was the most preferred design in terms of both the affection of luxury and uniqueness.

• The Korean Journal of Franchise Management
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• v.8 no.4
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• pp.33-43
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• 2017

Purpose - Previous studies about corporate image generally explore how corporate image affects a company's effectiveness from the consumer view. However this study attempts to explore the impacts of corporate image (reliability, friendly, corporate social responsibility, and innovation) on employees' altruistic behaviors in the franchise industry context. This study also examine whether organizational trust and affective commitment play a mediating role in the relationship between corporate image and employees' altruistic behaviors. The authors developed several hypotheses to achieve these purposes. Research design, data, and methodology - The data were collected from employees in food-service franchise companies located in Seoul, Korea. Among a total of 363 questionnaires distributed, 294(response rate of 81%) questionnaires were returned. After excluding 18 invalid respondent questionnaires, 276 valid questionnaires(response rate of 76%) were coded and analyzed using frequency, confirmatory factor analysis, correlations analysis, and structural equation modeling with SPSS 21 and SmartPLS 3.0. Result - The findings of the study are as follows: First, friendly, CSR, and innovation had positive effects on organizational trust, but reliability did not have a significant effect on organizational trust. Second, reliability and friendly of corporate image had positive effects on affective commitment, but CSR and innovation did have a significant effect on affective commitment. Third, organizational trust and affective commitment had positive effects on employees' altruistic behaviors. Conclusions - The aim of this study is to investigate the franchise corporate image as a significant influencing factor of employees' altruistic behaviors. The data were collected from only employees from franchising companies. The findings might vary from position to position. Future studies need to collect and compare data from managers. Future studies need to consider other variables that affect employees' altruistic behaviors. For example, leadership and market orientation might influence employees' attitude and behaviors. Also, future research should include other variables and it may have limitations in sample representative because of sampling franchise corporate in Seoul. Future studies will include franchise corporate all over the country. Future studies can also consider other variables (e.g., job performance and turnover intentions) to measure employee performance at the level of individuals and identify the impact of employee performance on business performance at the level of corporate.

• Journal of Distribution Science
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• v.18 no.10
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• pp.5-14
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• 2020

Purpose: Early morning delivery markets have grown exponentially in the last few years. This study aims to verify the effects of brand experience factors and brand personality factors of Market Kurly, a representative early morning delivery brand, on brand attachment and brand loyalty. Research design, data, and methodology: For this purpose, 204 ordinary people in their 20s and 40s who have experience in using Market Kurly were surveyed. 7 hypotheses were verified by using hierarchical regression analysis. Results: Affective experience, intellectual experience, and behavioral experience among brand experience factors had a positive effect on brand attachment. Also, brand personality-self-image congruence and brand personality-human brand congruence as brand personality factors had a positive effect on brand attachment. The brand attachment was identified as an important preceding factor to explain the brand loyalty of Market Kurly. Conclusions: When applying brand experience factors to the early morning delivery service context, each brand experience factor affected brand attachment and brand loyalty. The scope of research on brand personality-self-image congruence was expanded in that it considered both brand personality-human brand congruence and brand personality-self-image congruence. This study provides academic and practical implications by revealing that brand experience factors and brand personality factors can positively affect brand attachment and brand loyalty.

• Korean Journal of Cognitive Science
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• v.13 no.3
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• pp.1-10
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• 2002

This study was performed to analyze the physical attributes of the faces and affective words on the fares. For analyzing physical attributes inside of a face, 36 facial features were selected and almost of them were the lengths or distance values. For analyzing facial contour 14 points were selected and the lengths from nose-end to them were measured. The values of these features except ratio values normalized by facial vortical length or facial horizontal length because the face size of each person is different. The principal component analysis (PCA) was performed and four major factors were extracted: 'facial contour' component, 'vortical length of eye' component, 'facial width' component, 'eyebrow region' component. We supposed the five-dimensional imaginary space of faces using factor scores of PCA, and selected representative faces evenly in this space. On the other hand, the affective words on faces were collected from magazines and through surveys. The factor analysis and multidimensional scaling method were performed and two orthogonal dimensions for the affections on faces were suggested: babyish-mature and sharp-soft.