• Human Ecology Research
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• 제55권2호
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• pp.153-166
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• 2017

This study examined the effects of the cognitive and affective country image of Korea on product evaluation and purchase intention for Korean products. The research model was developed from relevant literature based on the halo effect model and data was collected using a self-administered online survey of 772 Southeast Asian consumers from Vietnam, Indonesia, and Malaysia. The major findings are as follows. First, analysis of variance revealed that Vietnam consumers have a significantly positive perception compared to Indonesia and Malaysia, regarding the affective country image and purchase intention towards Korean products. Second, results from structural equation model showed that the affective country image has significantly positive effects on product evaluation and purchase intention, which means the affective country image is directly and indirectly connected to purchase intention towards Korean products. However, cognitive country image only has an indirect effect on purchase intention. Third, the results of comparing path coefficient among three countries showed that the direct effect is more effective for consumers in Indonesia and Malaysia, whereas indirect effect has a stronger effect on consumers in Vietnam. Academically, this study contributes to an expansion of understanding the effects of country image by empirically proving the different roles of cognitive and affective dimensions for country image. This study provides practical implications for developing marketing communication strategies for businesses that hope to penetrate Southeast Asian countries.

• Current Research on Agriculture and Life Sciences
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• 제31권3호
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• pp.182-192
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• 2013

최근 한국의 주요 사과 수출대상국인 대만의 검역이 강화됨에 따라 국내에서는 검역 및 통관이 상대적으로 수월한 동남아시아를 중심으로 신규 수출 시장을 확대하려는 움직임이 활발하다. 따라서 사과수출연구사업단에서도 해외 시장 개척을 위한 프로모션 행사를 주관하였으며, 직접 사과를 시식한 현지 소비자를 대상으로 한국 사과의 속성별 중요도와 만족도에 대한 설문을 실시하였다. 조사 대상국은 인도네시아, 말레이시아, 싱가포르, 태국 4개국이며, 해당 국가의 소비자 설문조사 결과를 바탕으로 대 동남아시아 한국 사과 수출 확대 방안을 제시하고자 한다. 분석 결과, 첫째, 사과의 가격은 말레이시아를 제외하고 집중관리가 필요한 속성으로 분류되었다. 현지 소비자들이 느끼는 중요도는 높은 반면 현실적으로 한국 사과에 대한 만족도가 낮기 때문인 것으로 평가된다. 따라서 동남아시아 국가별 한국산 사과의 수요계층을 정확히 파악하려는 노력이 요구되며, 사과 수출 시 수출시기별 품종별 합리적인 가격이 설정되어야 할 것이다. 둘째, 내적 요인인 당도와 씹는 느낌 및 외적 요인인 표면, 빛깔 등의 해당 요인 관리가 잘 유지 되어야 할 필요가 있으며, 수확 후 관리 기술의 접목을 통한 품질 개선으로 균일한 고품질의 사과를 지속적으로 생산 수출할 수 있도록 해야 한다. 셋째, 유통요인인 포장의 경우 모든 국가에서 우선순위를 낮추어도 좋다는 결과가 도출되었다. 넷째, 해당 속성의 중요도는 낮은데 반해 만족도가 높은 외적 요인인 모양과 크기의 경우 과잉관리에 대한 개선이 필요하며, 향후, 이러한 요인들을 개선해 나가는 것이 효율적이라는 사실을 알 수 있다. 위의 내용을 종합해보면, 동남아시아 지역은 열대과일이 풍부한 국가들이므로 한국 사과의 합리적 가격과 내 외적 품질 우수성이 동남아시아 수출을 증대시킬 수 있는 중요 요인이라는 결론을 얻을 수 있다. 더불어 지속적인 현지 홍보와 목표 수요계층의 파악 및 수출 자조금 제도의 도입을 통해 대내외적 수출 여건 변화에 체계적으로 대응해 나갈 수 있을 것이다.

• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.1025-1032
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• 2021

The study investigates factors affecting the loyalty of Food Delivery Application (FDA) service in Thailand. This study employs quantitative research methodology with a non-probability sampling method to draw 510 FDA samples from the FDA users in Thailand. The online questionnaires with a Cronbach's alpha coefficient of 0.886 were used as a research tool to collect data from samples. By using the Structural Equation Modeling (SEM) to analyze data, the results show that trustworthiness, social influence, system design, and task-technology fit affect the user's technology acceptance, which also show the significant relationship with the loyalty of FDA users in Thailand. The study checks the harmony with the statistics; χ2 = 258.686, df. =160, χ2/df. = 1.616, p-value = 0.050, CMIN/DF = 1.616, GFI = 0.960, AGFI = 0.969, TLI = 0.953, CFI = 0.965, RMSEA = 0.047, significant level at 0.05, along with testing the weight factor. In conclusion, the research model was harmonious with the empirical data at the significant level 0.05. The finding of this study suggested that the FDA service provider might apply this research finding to develop a greater understanding of the FDA's customer loyalty, as well as determine marketing strategies, identify opportunities, and create a competitive advantage in the future.

• 한국생활과학회지
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• 제20권1호
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• pp.101-117
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• 2011

This research is intended to explore the adaptation process for immigrant women and their Korean spouses through a qualitative method. It is aimed at understanding how immigrant women and their Korean spouses have adjusted to their lives in Korea over the last 10 years and how they have dealt with difficulties in the adaptation process. The participants were 15 intermarried couples consisting of a Southeast Asian wife and a Korean husband. They got married through matchmakers and have children between the ages of 8 and 13. The study carried out in-depth interviews. To analyze the interview data, the qualitative software program Nvivo8 was used. The results showed that immigrant women and their Korean spouses experienced confusion at first. They struggled adapting to each other's lifestyles and made efforts to establish harmony. In the end, they made their own family identity as a multicultural family. The study widens the understanding of multicultural families by focusing on both wives and husbands. Also, the use of the Nvivo8 software strengthens the reliability of the data analysis. The results will contribute to providing interracial couples with the adaptive strategies.

• The Journal of Asian Finance, Economics and Business
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• 제8권10호
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• pp.187-196
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• 2021

Vietnam has become one of the largest markets in Southeast Asia, with huge demand for many kinds of consumer goods, including dairy products. Although the domestic industry of producing and distributing milk has flourished dramatically in recent years, Vietnam still heavily hinges on dairy imports. The total value of milk products in 2020 exceeded 1 billion USD, leading to Vietnam being one of the 20 biggest importers of dairy milk globally. To explore this potential industry, we applied a multivariate linear regression model to investigate the milk consumption behaviors of Vietnamese adults. 2000 participants took part in our survey in which the products evaluated were Dielac Alpha - the most famous national powdered milk introduced in 2007 by Vinamilk. This product was designed for all ages, from children aged 0-6 to pregnant women or adults. The results indicate that the decision to purchase milk could be attributed to a host of factors. While price represents the most strongly influential factor, there might be variations according to consumer characteristics, namely age, marriage status, gender, and particular shopping behavior. From these findings, we propose some managerial implications for regulatory bodies and relevant enterprises to prepare appropriate policies and strategies for their business development.

• 동남아시아연구
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• 제23권3호
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• pp.1-48
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• 2013

Taking the cases of Korean garment factories in Binh Duong area, this study aims to explain the phases and causes of the wildcat strikes that have rapidly expanded recently in Vietnam. For the purpose, this study raises several questions as follows. Why the strikes sometimes increase and decrease other times? Why the factory workers prefer a wildcat strike even though it is politically risky, unproductive, and complicated? By the same token, why the foreign management cannot or will not preemptively preclude the wildcat strikes that are usually predictable and the workers are mostly able to accomplish their demands? While answering these questions, this study explores the economic, political, and socio-cultural conditions of the wildcat strikes respectively. Based on the fieldwork in around 30 Korean owned garment factories and the interview with around 100 Vietnamese factory workers in Binh Duong, this study confirms several findings on the phases and causes of the strikes in the area in specific and in Vietnam in general. First, the annual trends of the wildcat strikes reflect the macroeconomic conditions in which the consumer prices and the labor market in Vietnamese economy and business conditions in the world economy are pivotal. Second, however, the influence of macroeconomic conditions on both the management and the workers in the garment factories are differential, depending on the financial situations of the multinational corporations and the workers' capability of reproducing their household economies. Thirdly, the possibility of the wildcat strike in each factory is relatively independent on the financial conditions of a factory and rather associated with the stable political structure and active political processes within the factory that enable the management and the workers to efficiently communicate each other. Lastly, the necessity of establishing political stability in a factory arises from the distinctive social and cultural characteristics of the multinational corporation in which foreign managers and native workers inevitably live in separate and different socio-cultural worlds.

• Asian-Australasian Journal of Animal Sciences
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• 제31권7호
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• pp.927-932
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• 2018

The demand for beef as a protein source is increasing worldwide, although in most countries beef accounts for considerably less than half of total meat consumption. Beef also provides a highly desirable eating experience in developed countries and, increasingly, in developing countries. The sustainability of beef production has different meanings in the various geographical and socio-economic regions of the world. Natural resources including land mass and uses, rainfall and access to livestock feed, and the robustness of the economy are major determinants of the perception of beef sustainability. In this overview of the 2016 International Symposium on "Future Beef in Asia" and this subsequent Special Edition of the Asian-Australasian Journal of Animal Sciences on "Current Situation and Future Prospects for Global Beef Production", the contributions have been grouped into the following categories: Countries in Southeast Asia; Europe; and Countries producing highly marbled beef for export and/or domestic consumption. They also include reference to Special Topics including marbled beef production, and use of "omics" technologies to enhance beef quality assurance. Among these broad categories, notable differences exist across countries in the production and marketing of beef. These reflect differences in factors including natural resource availability and climate, population size, traditional culture and degree of economic development including industrial and technological developments. We trust that the International Symposium and this Special Edition on Current Situation and Future Prospects for Global Beef Production, the contents of which that are briefly summarized in this paper, will serve as a valuable resource for the livestock industries, researchers and students with an interest in enhancing the prospects for sustainable, efficient beef production that satisfies the growing size and complexity of consumer demands and markets for beef.

• 유통과학연구
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• 제12권6호
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• pp.5-13
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• 2014

Purpose - The purposes of this editorial review are twofold: firstly, to introduce the four flagship international journals of the Korea Distribution Science Association(KODISA): the Journal of Distribution Science(JDS), the Journal of Industrial Distribution & Business(JIDB), the East Asian Journal of Business Management(EAJBM), and the Journal of Asian Finance, Economics and Business(JAFEB), and secondly, to identify the direction of the KODISA journals and the roles and responsibilities of the editors of the KODISA journals. Research design, data, and methodology - To achieve the goals, firstly, this review paper addresses the current progress of the four KODISA journals: JDS, JIDB, EAJBM, and JAFEB. Secondly, this paper defines the aims and missions of the four KODISA journals. JDS publishes the articles of examining past, current, and emerging trends and concerns in the area of distribution science and economics, logistics and SCM, transportation, distribution channel management, distribution innovation and information technology, merchandising and procurement, distribution and marketing, consumer behavior, and manufacturing, wholesaling, and retailing. JDS publishes both quantitative and qualitative research as well as scholarly commentaries, case studies, book reviews and other types of reports relating to all aspects of distribution. JIDB publishes the articles of examining past, current, and emerging trends and concerns in the areas of industry and corporate behavior, industry policy making, industrial distribution and business, e-commerce, and service industry. EAJBM publishes empirical and theoretical research papers as well as scholarly commentaries, case studies, book reviews, and other types of reports relating to all aspects of East Asian business and economy. JAFEB publishes original research analysis and inquiry into the contemporary issues of finance, economics and business management in Asia, including Central Asia, East Asia, South Asia, Southeast Asia, and Middle East. The mission of JAFEB is to bring together the latest theoretical and empirical finance, economics and business management research in Asian markets. The audiences of the KODISA journals include higher education institutions, scholars, industry researchers and practitioners, scientists, economists, and policy makers throughout the world. The main mission of the KODISA journals is to provide an intellectual platform for international scholars, promote interdisciplinary studies in social sciences and economics, and become leading journals in the social science and economics category in the world. Thirdly, this paper addresses the current status of indexing in major databases of the KODISA journals, namely: Cabell's Directories, EBSCO, SCOPUS (Elsevier), and Social Sciences Citation Index^® (SSCI, Thomson Reuters). Fourthly, this paper identifies the roles and responsibilities of the editors of the KODISA journals as the following: (1) Make sure that the journal be published in a timely manner and in international standards both in print and online versions. (2) Maintain the online homepage of the journal is always accessible to, and (3) Make sure that every article should go through a peer review process that meets international standards. Findings and conclusion - To accomplish the goals and missions of the KODISA journals, the editors of the KODISA journals must work together to publish high scholarly journals that meet international standards of journal publications.

• 지능정보연구
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• 제25권1호
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• pp.179-196
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• 2019

최근의 '똑똑한 소비자(Smart Consumer)'라 불리는 소비자가 많아지고 있는데, 이들은 제조사나 광고를 통해 전달되는 정보에 의존하지 않고, 기존 사용자나 전문가들의 후기, 여러 과학 지식을 획득하여 제품에 대한 이해를 높이고, 본인 스스로가 직접 판단하여 구매하고 있다. 특히나 화장품 분야는 인체 유해성과 같은 부정적인 요소에 대한 민감도가 높고, 자신의 고유한 피부 특성과의 조화도 고려되어야 하기 때문에, 전문적인 지식과 타인의 경험, 본인의 과거 경험 등을 종합적으로 생각하여 구매 의사결정을 내려야 하고, 이에 대해서 적극적인 소비자가 많아지고 있다. 이러한 움직임은 '셀프 뷰티' 와 같은 '셀프' 문화의 열풍과 함께, 문화 현상인 '그루밍족'의 등장, 사회적 트렌드인 'K-뷰티' 와도 동행한다고 할 수 있다. 맞춤형 화장품에 대한 관심의 급부상도 이러한 현상 중 하나라 볼 수 있다. 소비자들의 맞춤형 화장품의 니즈를 충족시키기 위해, 화장품 제조사나 관련 기업들은 ICT기술과의 융합을 통하여 프리미엄 서비스를 중심으로 소비자의 니즈에 대응하고 있다. 그러나 기업 및 시장 현황이 맞춤형 화장품을 향해 진화하고 있지만, 소비자의 피부 상태, 추구하는 감성, 실제 제품이나 서비스까지 소비자 경험을 전체적으로 완전하게 다루는 지능형 데이터 플랫폼은 부재한다. 본 연구에서는 소비자 경험에 대한 지능형 데이터 플랫폼 구축을 위한 첫 단계로 소비자 언어 기반의 화장품 감성 분석을 수행하였다. 소비자들 개인의 선호나 취향이 분명한 앰플/세럼 카테고리를 중심으로 매출 순위 1위에서 99위까지의 99개 제품을 선정하여, 블로그와 트위터 등의 SNS 상에 언급되는 후기 내에 화장품 경험에 대한 소비자 감성을 수집하였다. 총 357개의 감성 형용사를 수집하였고, 고객 여정 워크샵을 통해 유사 감성을 합치고, 중복 감성을 통합하는 작업을 수행하였으며, 최종 76개 형용사를 구축했다. 구축한 형용사에 대한 SOM 분석을 통해 화장품에 대한 소비자 감성에 대한 클러스터링을 실시했다. 분석 결과, 총 8개의 클러스터를 도출했고, 클러스터 별 각 노드의 벡터 값을 기준으로 소비자 감성 Top 10을 도출했다. 소비자 감성을 기준으로 클러스터별 소비자 감성에 서로 다른 특징이 발견됐으며, 소비자에 따라 다른 소비자의 감성을 선호, 기존과는 다른 소비자 감성을 고려한 추천 및 분류 체계가 필요함을 확인했다. 연구 결과를 통해 감성 분석의 활용 도메인이 화장품만이 아닌 다양한 영역으로 확장될 수 있음 확인했으며, 감성 분석을 통한 소비자 인사이트를 도출할 수 있다는 점을 시사했다. 또한, 본 연구에서 활용한 디자인 씽킹(Design Thinking)의 방법론의 적용하여 화장품 특화된 감성 사전을 과학적인 프로세스로 구축했으며, 화장품에 대한 소비자의 인지 및 심리에 대한 이해를 도울 수 있을 것으로 기대한다.

• 패션비즈니스
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• 제6권1호
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• pp.137-154
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• 2002

It's not easy to renew old brand of over 50 years history to the tastes of new consumer of our time. Most of national brands that has a history of some 20 years in Korea have strove for continuation and growth of brand to no avails, which can be taken as a good example of current situation. For instance, C company, one of the National brand of US which has a history of 51 years, has made its position secure as a fashion group and based itself on a sound foundation by establishing new marketing strategy and completing successful brand renewal in the process of strategic M&A with Italian company. Those successful marketing strategies are as follows. 1) they regarded both market and consumer oriented marketing activity as company's highest priority strategy and put great emphasis upon concentration on target market and reestablishment of brand image of business casual wear. 2) Setting up and operating planning team composed of merchandizer alone in Milano, they set the direction of plan on the basis of concentrated research on potential item in market according to thorough market research done by buying office in Korea, branch office in Hong Kong and buyer in US prior to blueprint planning for season. 3) Great emphasis was placed on business which focused on intensive presentation of basic key item for apparel career women who are main consumer group in the midium-low prices market in US and on supplementation of size and color. they named this line 'collectibles' and helped their customer develop their own clothes plan without worrying about the change of color and fabric by supporting same fabric and color throughout the year and enabled them to add variation easily by supplementing new trend item. 4) Company set black as a main color that lots of apparel career women find easy to care and to express their own image and presented them with pebble which belongs to navy and beige and added fashion color such as wine and brown etc as season goes by. They constructed basic line in order for their customers to coordinate purchased item with new one or to add them to present collection, and to achieve efficient sale by setting up strategy which allows this cross coordination and changing pattern occasionally. 5) Though basic jacket for 99$, short slim skirt for 49$ are products within midium-low prices range, in the material planning stage aiming at production of item that has both resonable function appealing to consumer and is fashionable, synthetic material had to be used as a main source due to price competitiveness. Despite this situation, considering comfortable sense of fit and refined drape of silhouette that has no sign of cheap material, whole collectible line was divided into two items, which contributed to reduction of cost. In case of material that is composed of triacetate and polyester in 70 to 30 ratio, was used up to 4 million yard, which allowed drastic curtailment of cost accompanied by concentration. In case of 'collectibles' line, using Korean material mainly, C company chose to have their product sewed in Southeast Asian countries where transportation is well developed and both productivity and quality verified by operating global production system which aiming at cutdown of cost through outsourcing production from the country where labor cost is low and getting finished product. Polarization between present consumers telling us that consumers with the mind of middle classes in the past no longer exists between consumers who seek after only fine article of highest quality and wise consumers who are sensible enough to judge bubble on correlation between price and quality. To cope with this change in new consumer mind, apparel makes changing their policy so as to produce item that has reasonable quality and falls within affordable price range anywhere in the world. and they're striving to get out of difficult situation by operating global marketing strategy which stresses separation of planning, production and sale and sensibility of fashion shared worldwide. The marketing strategy of C company can be exemplified as a successful one.