• Journal of the Korean Home Economics Association
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• v.48 no.3
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• pp.125-134
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• 2010

The purpose of this study was to analyze the characteristics and images of colors in the stewardess's uniforms. For this study, 530 color samples were selected by extracting digital color data by using the Eyedropper Tool of Photoshop 7.0. The RGB color data were transformed into H V/C and the attributes of colors and tones were analyzed. The color images were analyzed with the color image scales of IRI and Shigenobu Kobayashi. As a results, purple-blue(21.7%), neutral(20.9%), red(17.9%) and yellow(10.8%) were found to be the most frequently used colors. In the tone analysis, vivid tone(18.7%) occupied high frequency and the next orders were white(17.4%), dark grayish(12.8%), light(8.5%), dark(8.1%). The color images were focused on dynamic, modern, casual, gorgeous, classic, elegance images in the color image scales of IRI and Kobayashi.

• Journal of Distribution Science
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• v.12 no.10
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• pp.99-108
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• 2014

Purpose - The goals of this study are the following. First, this study focused on customer satisfaction of in-flight service. Specifically, in-flight duty free items were considered because of their potential value related with the differentiated strategy of airline companies. Second, this study analyzed feasible strategies that would fence off the aversive attitudes of consumers toward innovation regarding in-flight duty free items. Third, this study strived to discover implicit routes related with the reactions of of consumers to innovation. Fourth, the construal level theory was applied to the context of in-flight service. Psychological distance is expected to promote acceptance of innovation for duty free items. Research design, data, and methodology - This study consisted of three experiments. All data were collected through the participation of university students. First, the experiment employed a 2×2 between-subject design. The first independent variable was temporal distance (long vs. short of navigation time). The second independent variable was innovativeness (innovative duty free items vs. typical items). Further, experiment 2 involved a 2×2 between-subject design. The first independent variable was social distance (typical vs. atypical stewardess image). The second was innovativeness that was based on a pattern similar to that of the prior experiment. The third experiment involved a 2×2×2 design. The first and second independent variables were temporal distance and item innovation, respectively, based on the method of experiment 1. The third independent variable was cognitive depletion (depletion vs. control condition). Results - Experiment 1 demonstrated that the innovation of duty free items would need to consider the journey time of the airline. Specifically, innovative items were preferred in case of a long journey; typical items, however, were liked in a short journey. Further, experiment 2 demonstrated that, in spite of a short journey, innovative items would be preferred if an atypical stewardess was serving. An atypical stewardess was linked with social distance, and the psychological effects would activate a creative and flexible mindset that would fit with innovative duty free items. The final experiment was accomplished for the examination of cognitive processing of psychological distance on innovation-acceptance. Specifically, if the effects were related with systematic processing, then cognitive effort would be needed. In contrast, if they were related with heuristic processing, then such efforts would not be required. The same pattern appeared under both cognitive depletion and control condition; therefore, the effects of psychological distance were implied to be heuristic processing. Conclusions - Managers need to consider the navigation time, stewardess concepts, and depletion of consumers as important factors for innovative strategy regarding in-flight service. Longer journeys are more successful for innovative trials. Further, a more atypical stewardess image is more successful for atypical service. Long navigation and unfamiliar stewardesses may activate creative and flexible thinking. Further, cognitive depletion of consumers is not a dominant factor of psychological distance effects, because the effects are not related with systematic processing, but with heuristic processing.

• The Journal of the Korea Contents Association
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• v.14 no.12
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• pp.683-693
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• 2014

This research examines a storytelling of a crisis presented in news coverages about Asiana Airline accident happened at San Francisco airport on July 6th, 2013. and investigate how the storytelling affects public's image toward an organization. To answer the research questions, qualitative content analysis of news articles (n=101) and survey (n=125) were employed. The subjects for the content analysis were Chosun Daily Newspaper and Hankyoreh Daily Newspaper, and the period of news articles is range from June 6th, 2013 to June 12th, 2014. The results showed that 10% out of total news articles was positive description toward stewardess who handled the crisis well in emergence situtation. The major expressions of depicting the stewardess's heroic activities in the news articles were tears, composure, hero, quick response, sacrifice, sorry, and so on. The online survey was conducted from Nov. 15, 2013 to Feb. 14, 2014 and found that the stewardess heroic activity influenced positively public's evaluation on Asian airline's crisis management and image of the company.