• Journal of Global Scholars of Marketing Science
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• v.19 no.2
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• pp.68-79
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• 2009

The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.

• Clean Technology
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• v.28 no.3
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• pp.258-266
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• 2022

Resource productivity (GDP/DMC) is defined as GDP divided by DMC. However, it has shortcomings when estimating the value-added generated from material processing. In this paper, an energy coefficient is applied to GDP to develop a sub-indicator (referred to as GDPe/DMC). Consequently, South Korea, which is a secondary industry-oriented country, created 1,094.60 USD/ton from input materials and was ranked 4th on the OECD list, which is 10 levels higher than the level estimated by GDP/DMC. However, Luxembourg, which is a tertiary industry-oriented country, is ranked 16th on the OECD list, which is 12 levels lower than the level estimated by GDP/DMC. The resource productivity estimated by the sub-indicator (GDPe/DMC) developed in this study indicates that secondary industry-oriented countries are undervalued in the existing main GDP/DMC calculation. On the other hand, tertiary industry-oriented countries are downgraded due to the industrial features of the GDPe/DMC calculation. As a result of this paper, GDPe/DMC could be considered a more reasonable indicator to directly reflect the material input effect compared to the existing main indicator, GDP/DMC. This means that GDPe/DMC-induced resource productivities could be estimated to be slightly higher than the GDP/DMC-induced resource productivities for secondary industry-oriented countries. It is expected that the sub-indicator, GDPe/DMC, proposed in this study could be useful especially for comparing and analyzing the resource productivities between countries that have different industry structures. This study intended to consider a structurally energy/resource-intensive industry in estimating and analyzing national-level resource productivity. Thus, the sub-indicator, GDPe/DMC, may help minimize the distortion of interpreting national resource productivities in various situations, and be utilized as a more efficient tool when used together with GDP/DMC.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.18 no.5
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• pp.1390-1411
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• 2024

Underwater Wireless Sensors Networks (UWSNs) are deployed in remotely monitored environment such as water level monitoring, ocean current identification, oil detection, habitat monitoring and numerous military applications. Providing scalable and efficient routing is very challenging in UWSNs due to the harsh underwater environment. The biggest difficulties are the nodes inherent movement due to water current, long delay in data transmission, low bandwidth of the acoustic signal, high error rate and energy scarcity in battery powered nodes. Many routing protocols have been proposed to solve the aforementioned problems. There are three broad categories of routing protocols namely depth based, energy based and vector-based routing. Vector Based Forwarding protocols perform routing through virtual pipeline by defining their radius which give proper direction to packets communication. We proposed a routing protocol termed as Path-Oriented Energy Scaled Expanded Vector Based Forwarding (PESEVBF). PESEVBF takes into account all parameters; holding time, the source nodes packets routing path and void holes creation on the second hop; PESEVBF not only considers the packet upward advancement but also focus on density of the forwarded nodes in terms of number of potential forwarding and suppressed nodes for path selection. Node selection in resultant holding time is based on minimum Path Factor (PF) value. Moreover, the suppressed node will be selected for packet forwarding to avoid the void holes occurrences on the second hop. Performance of PESEVBF is compared with other routing protocols using matrices such as energy consumption, packet delivery ratio, packets dropping ratio and duplicate packets creation indicating considerable performance improvement.

• The Research Journal of the Costume Culture
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• v.18 no.1
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• pp.133-149
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• 2010

The purpose of this study was to investigate the brand awareness, attributes and purchase behaviors for luxury products in the age of mcluxury. In-depth interviews were conducted to 18 consumers(10 singles, 8 married) in the age range of 20~49 and having purchased luxury products twice in last 1 year. The interviews were directed by a trained mediator according to the interview guidelines and recorded. Interviewees were asked to talk freely and protocols were made for data analysis. Similarities were found regarding the salient attributes, brand awareness of luxury products as known in general; however, the perceived importance of each attribute of luxury products seemed to be changed as mcLuxury has continued. Moreover, the consumers' attitudes toward the luxury products consumption tended to become favorable than before, and the motives to buy luxury products were more value-oriented and self fulfillment rather than display one's wealth. The buying behaviors of luxury products vary among different age groups. However, most of them tended to purchase luxury products at duty-free shops and premium outlets while traveling abroad, or bought them on sale at domestic department stores.

• Journal of Digital Contents Society
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• v.10 no.2
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• pp.333-340
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• 2009

In the era of Web 2.0, the digital contents are becoming major cultural subjects and the scope and added value of digital content technology industry keep increasing. In order to prevent thoughtless expansion of consumption oriented contents to the multimedia motion picture generation and promote the contents industry in educational, industrial or cultural aspect, educational contents should be specialized as strategic products with increased educational and entertaining meaning. As a result, this study analyzed characteristics of users regarding how educational game contents are distributed to consumers by both male and female group. Then, it extracted development factors for expansion of educational games and presented direction to educational game contents development by using educational games according to changes in users in order to secure mobile flat form contents for effective learning.

• Human Ecology Research
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• v.59 no.4
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• pp.433-448
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• 2021

The purpose of this study was to analyze two subject competencies (practical problem-solving capability and independent life capability) reflected in the activity tasks included in the 'home life and safety' area of 12 middle school technology-home economics textbooks in accordance with the 2015 revised curriculum. The analysis criteria were sub-elements of two subject competencies. Seven sub-elements were derived from each competency. Frequency analysis was performed to determine how often the sub-elements were reflected in the activity tasks. The results were as follows. First, with regard to the sub-elements of 'practical problem-solving capability', 'value judgment' was reflected most frequently in the activity tasks followed by 'exemplification of solution', 'logical thinking', 'critical thinking', 'decision-making', 'practical reasoning', and 'evaluation of solutions'. Secondly, the sub-elements of 'independent life capability' were unevenly distributed in the activity tasks. The 'capability to perform conscious living' was reflected most frequently followed by 'development and self-identity', 'time, money, and leisure management', and 'reasonable consumption and resource utilization'. For teachers wanting to teach activity-oriented classes and student participatory classes, the results pinpoint the materials necessary to develop learners' subject competencies by using textbooks from different publishing companies.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.6
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• pp.1045-1061
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• 2016

This study clarifies differences in attitudes toward the Omni-Channel service (Pintech service, Beacon service, and Click and Collect service) and fashion consumption behavior among four clusters grouped by level of technology readiness. An online survey was conducted; 572 individuals between 20 and 30 years of age were collected, but only 539 were used. Factor analysis, cluster analysis, descriptive statistics, ANOVA, and frequency analysis were adopted to analyze data using SPSS 20.0. The results are as follows. Technology readiness was divided into four factors: optimism, innovativeness, discomfort, and insecurity. Participants were divided into four groups according to four sub-factors of technology readiness: brave adopters, optimistic laggards, indifferent adopters, and critical adopters. These groups showed significant differences in attitudes toward the Omni-Channel service and fashion consumption behavior. Critical adopters and brave adopters recognized the value of the Omni-Channel service and had more positive attitudes toward it than other groups. Critical adopters also better perceived the risk of service with new technology that showed higher fashion innovativeness and monthly consumption of fashion products than other groups. We inferred that the indifferent adopters did not use the Omni-Channel service or services offered by fashion retailers as much as other groups because indifferent adopters were less interested in both the Omni-Channel service and fashion consumption behavior than other groups. Optimistic laggards viewed the Omni-Channel service optimistically, despite perceptions of high risks to accompanying it and a low intent to use it. The results of this study assisted in the formation of a theoretical framework of consumer behavior associated with the Omni-Channel, which is an emerging issue in research related to distribution. The results can help fashion industries that operate consumer-oriented marketing based on Omni-Channel strategies.

• Korean Journal of Agricultural Science
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• v.29 no.1
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• pp.55-65
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• 2002

The most representative fruit in Yanbian area is Applepear(Ping Guo Li). It has been a important resource of farm income. According to the economic growth and income Increase of individual consumers, food consumption pattern will be changed from grain to high value cash crops such as Applepear and vegetables. The globalization and adapt ion of free market oriented economic policy of China government have led to change the collective farming system to individual farm management system. The institutional transformation have brought about high productivity of farm products and incomes of farmers. Therefore the plantation area of Applepear and requirement of investment cost for establishment of Applepear farms have increased rapidly since the 1980's, the time of perestroika and glasnost in Chinese economy. In prosperity of Chinese agriculture, individual farmer's decision making as free selection of farmland use, selection of high pay-off crops, free sale of the products in free market and credit support for the project might be the most important factors. In case of Applepear farm development, net present value of the project net benefit was estimated at 55.518won per hectare and financial rate of return was 21%. The benefit/cost ratio of the project was 2.11. Considering 10% of discounting rate or the opportunity cost of capital in China the Applepear farm development project showed us economically feasible in the light of the above efficiency indices. The Chinese government has to support Applepear farm development project financially and institutionally considering the high-payoff benefit of the fruit and farmer's in come increase in the future.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.851-860
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• 2024

This study analyzes the impact of online streaming services, particularly Over The Top (OTT) services, on consumer media consumption patterns in the digital age. It examines how consumer-centric service values affect OTT platform choice, consumer satisfaction, and brand loyalty, focusing on various factors such as content diversity, ease of use, affordability, brand awareness, and personalized services. The findings reveal that content diversity, ease of use, and affordability are significant factors positively influencing consumer satisfaction and brand loyalty, thereby motivating OTT platform selection. Contrary to expectations, personalized services did not have a significant impact. This research provides critical insights for OTT service providers to enhance consumer-centric values and develop competitive service strategies.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.11
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• pp.176-186
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• 2017

The subject of this study is to search for the improvements or solutions of problems in the field of the performing arts that relies on public support and faces economic difficulties. Considering the value chain for the performing arts industry is comprised of Creation-Distribution-Consumption is isolated relatively, this study aims to identify improvements for the distribution system. By examining the government's theater-oriented support policy, this study details methods of improvements in the distribution sector of the performing arts industry. Following the study of the performing arts industry and its value chain, the study analyzes the structure, factors and the present state in the performing arts industry, as well as the volume and type of public sector support for distribution. The study concludes by suggestingmagnifying government's Distribution sector supporting that was limited by only 2.7% in 2014, and fostering and specialty improvement of circulation agents such as production agencies.In addition, supporting distribution diversification, namely the extension of platforms like the Visualization of Performing Arts, is needed. These alternatives will contribute to balanced development and coevolution of each sector which comprises the performing arts industry's value chain.