• Journal of Intelligence and Information Systems
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• v.17 no.4
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• pp.175-191
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• 2011

With the MICE(Meeting, Incentive travel, Convention, Exhibition) industry coming into the spotlight, there has been a growing interest in the domestic exhibition industry. Accordingly, in Korea, various studies of the industry are being conducted to enhance exhibition performance as in the United States or Europe. Some studies are focusing particularly on analyzing visiting patterns of exhibition visitors using intelligent information technology in consideration of the variations in effects of watching exhibitions according to the exhibitory environment or technique, thereby understanding visitors and, furthermore, drawing the correlations between exhibiting businesses and improving exhibition performance. However, previous studies related to booth recommendation systems only discussed the accuracy of recommendation in the aspect of a system rather than determining changes in visitors' behavior or perception by recommendation. A booth recommendation system enables visitors to visit unplanned exhibition booths by recommending visitors suitable ones based on information about visitors' visits. Meanwhile, some visitors may be satisfied with their unplanned visits, while others may consider the recommending process to be cumbersome or obstructive to their free observation. In the latter case, the exhibition is likely to produce worse results compared to when visitors are allowed to freely observe the exhibition. Thus, in order to apply a booth recommendation system to exhibition halls, the factors affecting the performance of the system should be generally examined, and the effects of the system on visitors' unplanned visiting behavior should be carefully studied. As such, this study aims to determine the factors that affect the performance of a booth recommendation system by reviewing theories and literature and to examine the effects of visitors' perceived performance of the system on their satisfaction of unplanned behavior and intention to reuse the system. Toward this end, the unplanned behavior theory was adopted as the theoretical framework. Unplanned behavior can be defined as "behavior that is done by consumers without any prearranged plan". Thus far, consumers' unplanned behavior has been studied in various fields. The field of marketing, in particular, has focused on unplanned purchasing among various types of unplanned behavior, which has been often confused with impulsive purchasing. Nevertheless, the two are different from each other; while impulsive purchasing means strong, continuous urges to purchase things, unplanned purchasing is behavior with purchasing decisions that are made inside a store, not before going into one. In other words, all impulsive purchases are unplanned, but not all unplanned purchases are impulsive. Then why do consumers engage in unplanned behavior? Regarding this question, many scholars have made many suggestions, but there has been a consensus that it is because consumers have enough flexibility to change their plans in the middle instead of developing plans thoroughly. In other words, if unplanned behavior costs much, it will be difficult for consumers to change their prearranged plans. In the case of the exhibition hall examined in this study, visitors learn the programs of the hall and plan which booth to visit in advance. This is because it is practically impossible for visitors to visit all of the various booths that an exhibition operates due to their limited time. Therefore, if the booth recommendation system proposed in this study recommends visitors booths that they may like, they can change their plans and visit the recommended booths. Such visiting behavior can be regarded similarly to consumers' visit to a store or tourists' unplanned behavior in a tourist spot and can be understand in the same context as the recent increase in tourism consumers' unplanned behavior influenced by information devices. Thus, the following research model was established. This research model uses visitors' perceived performance of a booth recommendation system as the parameter, and the factors affecting the performance include trust in the system, exhibition visitors' knowledge levels, expected personalization of the system, and the system's threat to freedom. In addition, the causal relation between visitors' satisfaction of their perceived performance of the system and unplanned behavior and their intention to reuse the system was determined. While doing so, trust in the booth recommendation system consisted of 2nd order factors such as competence, benevolence, and integrity, while the other factors consisted of 1st order factors. In order to verify this model, a booth recommendation system was developed to be tested in 2011 DMC Culture Open, and 101 visitors were empirically studied and analyzed. The results are as follows. First, visitors' trust was the most important factor in the booth recommendation system, and the visitors who used the system perceived its performance as a success based on their trust. Second, visitors' knowledge levels also had significant effects on the performance of the system, which indicates that the performance of a recommendation system requires an advance understanding. In other words, visitors with higher levels of understanding of the exhibition hall learned better the usefulness of the booth recommendation system. Third, expected personalization did not have significant effects, which is a different result from previous studies' results. This is presumably because the booth recommendation system used in this study did not provide enough personalized services. Fourth, the recommendation information provided by the booth recommendation system was not considered to threaten or restrict one's freedom, which means it is valuable in terms of usefulness. Lastly, high performance of the booth recommendation system led to visitors' high satisfaction levels of unplanned behavior and intention to reuse the system. To sum up, in order to analyze the effects of a booth recommendation system on visitors' unplanned visits to a booth, empirical data were examined based on the unplanned behavior theory and, accordingly, useful suggestions for the establishment and design of future booth recommendation systems were made. In the future, further examination should be conducted through elaborate survey questions and survey objects.

• Research in Community and Public Health Nursing
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• v.12 no.2
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• pp.397-405
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• 2001

The vision disturbances of school- age children has been recognized as and important school health problem. As the visual disturbances of the school-age children is recognized as the nation's health problem. the importance of the development of educational program for visual health should be emphasized. Recently, eyeball movement and other visual health management method has been introduced for prevention or recovery of decrease in visual acuity. But, the effect of eyeball movement was not confirmed yet. And, the controversy around the treatment effect is continued. The decrease of visual acuity is one of the important school health problem as well as it causes discomfort in daily life of the students. So, it should be considered as an important subject for school health and there is a need to develop an effective intervention program for visual health. The purpose of this study is to develop and evaluate the program with the recognition of the need of the intervention for visual health. The visual health promotion program was developed by the researcher and the program was initiated by the school. Nonequivalent control group pretest-posttest design was applied for study which examined the effect of the visual health promotion program. The subjects were 742 children (experimental group: 398; control group: 344). The experiment was composed of health education and eyeball movement. Health education was provided 5 times to the children in the class room. Children of experimental group exercised eyeball movement in the class, watching video for 10 minutes two times a day. The exercise was continued for 10 weeks. The result of the study were as follows. 1) change of visual acuity Before the intervention, mean of the visual acuity was .86 for the experimental group and .91 for control group. After the intervention, mean of visual acuity was .95 for the experimental group and. 90 for the control group. There was no significant difference in the change of visual acuity between experimental and control group. 2) change of refraction. In the experimental group, 327 eyes (41.08%) were normal vision and 469 eyes (58.98%) were eyes of refraction errors, 38.82 % of the total eyes were myopia. There was no significant change in the refraction in the children with myopia after the intervention. 3) Awareness of visual acuity, change of knowledge, behavior. and attitude (1) After the intervention, there was a significant difference in the awareness of visual acuity (experimental group: 70.10%. control group: 50.97%, p<.01). (2) After the intervention, there was a significant knowledge increase in the experimental group (pp<.01). (3) There was no significant difference in the visual health behavior after the intervention. (4) There was a significant positive change in the attitude related to visual health in the experimental group ( pp<.05). 4) There was a significant positive change in the subjective discomfort of the students. But, there was no significant change in the objective eye symptom after the intervention. Even though there was no effect in the visual acuity and the change of the refraction. subjective visual health as well as the attitude and knowledge' of the children and parents toward visual health was improved significantly. Also, there was an increase in the intention of change and the awareness for the visual health management. It is suggested that various educational strategies for visual health promotion should be developed and examined for the visual health promotion of the students.

• Journal of Nutrition and Health
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• v.9 no.1
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• pp.7-15
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• 1976

The Purpose of this study was to determine every possible correlation between food habits and body statures of primary school children, aged ten years old. This study was conducted from July to October of 1975. In July, prepared questionaires concerning life style, anthropometry, food preference, and food behavior were distributed through school teachers to 425 children; 219 boys and 206 girls, in the 5th grade of three elementary schools in the city of Seoul. Then, in October, when subjects had been classified into underweight/obese by statistical analysis, mothers of obese or underweight children were interviewed by the authors to determine weaning history, daily food consumption of their children, and opinions of various snacks for children. Analysis of results in terms of correlation coefficient, chisquare test and percentage calculations, are as follows: 1. Physical growth and development Boys Girls Height (cm) $134.8{\pm}5.74\;134.4{\pm}5.97$ Weight (kg) $30.0{\pm}4.27\;29.5{\pm}5.16$ Chestgirth (cm) $64.1{\pm}3.59\;63.3{\pm}3.81$ Arm circumference (cm) $18.3{\pm}1.61\;18.2{\pm}1.70$ Triceps skinfold thickness (mm) $10.9{\pm}5.13\;12.7{\pm}4.86$ Various indices of nutrition such as relative weight, relative chestgirth, $R{\ddot{o}}hrer's$ index, Kaup index, Vervaeck index were determined. 2. Food habits 1) Food $preference{\cdots}{\cdots}A$ varying number of foods were selected from 60 items were accepted. It was found that the food which children liked best was fruit and snacks were popular one. Lowest ranking among LIKED foods were from strongly flavored vegetables and organ meat. In general, girls had more food dislikes than did boys. Selected as liked foods were fruits, rice noodle soup, biscuits, and peanuts. Disliked foods were liver, green onions, onions, green pepper, mushrooms, oysters, shellfish, and pork. Items which children never ate before were liver, mushrooms, fish cake, boiled rice mixed with sorghum, mayonnaise, and fresh water firsh. Reasons which children gave for dislike were undesirable flavor and odor. 2) Food $behavior{\cdots}{\cdots}It$ was found that boys liked sweet and salty flavors more than did the girls who more often liked sour flavor. The majority of children enjoyed evening meals more than lunch and breakfast. A number of children skipped breakfast because of lack of appetite or lack of time before going to school. Snacks were the most popular food, especially among girls. Their snacking habits were formed by the encouragement of the mother, and the relieve boredom. Educational backgrounds of mothers and family economical levels of children were remarkable correlated with mothers' attitudes toward feeding of children. There were several interesting findings relating body stature to some other responses; such as that the obese child has a small number of brothers, higher birth order, higher educated mothers and higher family cultural background. It was also discovered that food perference, except for fat and oil group foods was not related to body stature. Sweet taste was liked best and pepperly taste was mostly disliked. Sour taste was popular in the group of underweight. Underweight children were more finicky, disliked snacking, and didn't get much attention from their mothers. 3) Correlation between body stature and nutrition during their infancy. The majority of children, both from obese and underweight, were breast fed as infant. Twenty five per cent of obese children and 17.4 per cent of underwight children started weaning at $1{\sim}6$ months old. The most popular supplemental food of weaning was cereal gruel for the obese group, while boiled white rice and cereal gruel were most common for the underweight group. Highly significant relationships were found between stature of parents and their children. In the obese group 47.8 per cent of fathers and 45.9 per cent of mothers were overweight; however, none of the fathers and only one mother was found to be underweight. In daily food consumption patterns, meals consisting of bread or noodle were popular in the obese group but disliked by the underweight group. The study found clear contrast in that the obese group liked meat and fish while the underweight group liked fruits and vegetables, especially kimchee. The obese children desired to eat cereal foods, milk and milk products, and fat foods while the underweight group desired to eat fruits and vegetables. Frequency of snacks per day was much greater in the obese group. Foods which mothers believed to be good for the health were carrots, cucumbers, fruits, milk, potatoes, sweet potatoes, and breads, while sweet foods such as candies, drinks. chocolate were considered not good for the teeth. Watching television was not significantly related to statures of children. Most significant relationships were found beween frequencies of family guest meals/and eating-out, and children's statures. Nutritional problems which have been considered for the malnourished children in addition to those of children who have a tendency toward obesity, must be taken into consideration in the development of proper nutrition education through the channels of regular school teaching and teaching by parents in the homes. Korean standards of anthropometric measurements for children should be revised, current measurements show much higher figures than present Korean standards.

• Journal of the East Asian Society of Dietary Life
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• v.14 no.1
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• pp.1-10
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• 2004

This study was conducted to investigate the dietary behavior and image and preference of Japanese foods. The Subjects were consisted of 570 university students(243 males and 327 females) in Daegu and Kyungbuk area, Korea. The students responses to the 10 questions about image of Japanese foods were also measured on 5 point Likert scale. Data were presented by using frequency, percentage, chi-square test and T-test. The results of this study were as follows: (1) On the eating habits, 'the whole family has breakfast together with same foods everyday'scored high as 42.3％ and 'foods put in a big platter by gathering everyday'as 35.8％. (2) About the eating customs, 53.5％ of the subjects responded that the seat was fixed at meal time, 56.4％ didn't start to eat before the patriarch started a meal and 30.9％ responded that the head of a family had more foods in number and quantity. (3) On the table manners, 13.4％ of the subjects were scolded about 'watching TV on eating', 11.5％ about 'making left-over foods', 8.0％ about 'misuse of spoon and chopsticks'. (4) The preferred ethnic foods by University students was in other of Korean, Chinese, Italian, Japanese and French foods. (5) Among subjects, 93.8％ had no experience of visiting Japan and 92.6％ wanted to visit Japan. Images on the Japanese foods were 'the price is too expensive' (mean 4.15) and 'the decoration is wonderful'(mean 4.05). But the subjects did not think Japanese foods as 'hot'(mean 2.21) and 'greasy'(mean 2.51). (6) The favorite Japanese food of subjects was Udon(mean 3.98), Sushi(mean 3.85) and Tempura(mean 3.69). So Udon turned out to be the most popular Japanese foods by university students in Daegu and Kyungbuk area, Korea. But they did not prefer Natto(mean 2.68), Ochazuke(mean 2.76), Okonomiyaki(mean 2.87) and Misosiru and did not eat. From the above results, Korean university students preferred Udon to Natto among Japanese traditional foods, and they estimated Japanese foods as 'too expensive'. Therefore, lowering the price and developing the cooking method for Korean taste were needed to increase the intake of Japanese traditional foods by Korean university students and.

• Journal of agricultural medicine and community health
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• v.29 no.1
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• pp.147-161
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• 2004

Objectives: There are many habitual drinking in rural area. So it is the key point of drinking control policy in rural community to understand the drinking behavior in leisure time and to have an appropriate screening method for problem drinking. CAGE and AUDIT are famous screening tools for problem drinking and alcoholics. Even though there are some studies to validate CAGE and AUDIT which translated in Korean, they were not studied with community based population but with hospital based patients. In this study we assessed the usefulness of CAGE and AUDIT for selecting problem drinking in a rural population, and compared problem drinkers with normal group about spending leisure, Methods: The study subjects were 120 residents over 20 years old who lived in 3 districts in Dong-San Myun near Chun-chon city. We made up questionnaire by interview from Feb. 13 to 19, 2004. Results: The mean age of study population was 66.01 .26 years old. Defining the problem drinking as more than 12 score in AUDIT and more than 2 score in CAGE, the proportion of problem drinker was 30.600 and 28.9% respectively. This proportions were higher than those of other national wide studies. There were significant difference in drinking frequency per week and amount per one episode between problem drinker and normal group. Experience about driving, accident, injury, disturbance in working and quarrel after drinking were also significantly different. Problem drinker were more tolerable to the bad social culture about drinking (eg. force to drink, bad drunken habit. overdrinking, drinking relay etc.) than normal group. Watching TV and playing with neighborhood were most frequent method of spending leisure in this study population, normal male group exercised more frequently in leisure time than problem drinker. Conclusions: It may be useful to use CAGE and AUDIT score for screening problem drinking in rural community. Appropriate utilization of leisure time may he important for control of problem drinking in rural area.

• Korean journal of communication and information
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• v.34
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• pp.196-243
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• 2006

The popularity of Korea pop culture, which called as the name of "Korea wave", has started to spread out in China and other Asian states from late-1990's. The study about "Korea wave" until now, however, have prevailed within an economic point of view. So, I would like to clarify that this dissertation raises a question in exiting argument and explains the identity of "Korea wave" by investigating the details of pop culture contents of Korea, and understanding of chinese receiver. It shows that chinese receiver, watching the movie , has estimated in the affirmative viewpoint after I have analyzed a reply of movie web-site in China. The main features of this analysis prove that there are a lot of good estimation when chinese receiver have seen that movie because it has been well-matched with emotion and fun of story and attraction in the movie. In that order, Some Chinese netizen evaluated that there are some negative point of view as the main actress has a strange and crazy behavior. I have also found that Korea pop culture contents has not given to them good image and chinese receiver had a tendency to view objectively to classify with strength and weakness. Analysis to contrast understanding of Chinese netizen with Korea netizen showed that Korea netizen emphasized fun of story, however, Chinese netizen showed that they had a lot of opinion to be fresh and realistic relatively. In conclusion, I would like herewith to identify that there are some differences between Chinese netizen and Korean netizen after contacting the movie. The reason has showed that understanding about the same object can be a great deal of various consideration in two more diverse cultures which have many different social-cultural and historical situation.

• Journal of the Korean Society for Library and Information Science
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• v.10
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• pp.39-70
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• 1983

The concept of the public library defined by the Korean Library Association does not describe the current state of the Korean public library but describes the public libraries in the western society. Korean public library was formed after the western public library but it was modified and reconciled with the tradition of Korea. The difference between the concepts occured in the acculturation process of the Korean public library. According to the International Encyclopeadia of the Social Sciences, acculturation comprehends those phenomena which result when groups of individuals having different cultures come into continuous firsthand contact, with subsequent changes in the original cultural patterns of either of both groups. Korea opened its door to western world in 1876, and it began to contact with the western world. As the consequence, the concept of the public library of the West diffused to Lee Dynasty which were characterized by the confucianism and the extended family system. These two characteristics were against the public library concept and it could not function as it was and it had to be modified to fit to Korean society. The American public library was formed by the diffusion of English public library. The concept fitted in the colonial American society which was characterized by the Christianity and nuclear family system. Religion and family life were closely knitted together and they contributed much to the formation of the American public library. Also the society needed various information to form their new nation. The need of the public library grew and the public library repidly developed as the American society was urbanized and industrialized. The changes of Korean public library has passed the following process of acculturation. 1. The Korean culture contacted with Western world. 2. The public library concept diffused to Korea, but the people were illiterate and the need of the public library was for the preservation of the old books. The collection was not for people. 3. The function of the public library in Korea was altered slightly as several intellectuals who formed the first modern public library tried to literate Koreans as a means of liberation :from Japan through the library service. 4. The traditional libraries such as sodandg and hyangyo disorganized and finally disappeared as the traditional elements of the culture disappeared and the new cultural elements prevailed in Korea. 5. When the traditional elements of culture were disorganized, a reinterpretation of the diffused culture appeared. With the appearance of the vouth group which was not existed in the traditional society, cultural facilities for them were needed. They began to use public library as their reading rooms. This pattern has been institutionalized ever since in Korean public library. 6. When the new element of the culture spread, the traditional cultural elements react against this element. As the new public libraries sprung out, there were movements to restore the old Korean tradition of the family libraries and Hyangyo to counteract to the new libraries. This movements were not successful and they all disappeared as they could not keep up the rapid social change occurred in the Korean society. 7. In the process of the cultral change, cultural lag occurred between the public library and the users who could not adopt to the new library. This has been continued to the present time. 8. This diffused concept of the public library was modified and became native to Korean society. However, the acculturation of the public library concept has not changed the traditional ideas of Korean people and their behavior. The Korean society recently has been changing rapidly and the function of the Korean public library is improving accordingly; 1. The extended Korean family system is disorganizing. As the consequence, the public library could substitute the family system offering information and recreation service, etc. 2. The growth of educated population is requiring a variety of library materials. An individual library can not meet the needs of them and cooperative library service will be needed to share resources. The public library will become the center of the cooperative service. 3. The Koreans are watching TV more hours than they read printed materials. For them, the public library needs to collect audiovisual materials. Especially the teaching materials should be all audiovisualized for the effective teaching. 4. Technology is developing rapidly in Korea, especially computer technology is applied in many parts of the society. This will also influence library service. The public library will be developing as the centralized library computer system. When the Korean public library functions as the extended family system and the center of the cooperative library system, the Korean public library will be functioning as the public library defined by the Korean Library Association.

• Journal of Intelligence and Information Systems
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• v.20 no.3
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• pp.59-76
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• 2014

The revolution of smart media such as smart phone, smart TV and tablets has brought easiness for people to get contents and related information anywhere and anytime. The characteristics of the smart media have changed user behavior for watching the contents from passive attitude into active one. Video is a kind of multimedia resources and widely used to provide information effectively. People not only watch video contents, but also search for related information to specific objects appeared in the contents. However, people have to use extra views or devices to find the information because the existing video contents provide no information through the contents. Therefore, the interaction between user and media is becoming a major concern. The demand for direct interaction and instant information is much increasing. Digital media environment is no longer expected to serve as a one-way information service, which requires user to search manually on the internet finding information they need. To solve the current inconvenience, an interactive service is needed to provide the information exchange function between people and video contents, or between people themselves. Recently, many researchers have recognized the importance of the requirements for interactive services, but only few services provide interactive video within restricted functionality. Only cooking domain is chosen for an interactive cooking video query service in this research. Cooking is receiving lots of people attention continuously. By using smart media devices, user can easily watch a cooking video. One-way information nature of cooking video does not allow to interactively getting more information about the certain contents, although due to the characteristics of videos, cooking videos provide various information such as cooking scenes and explanation for each recipe step. Cooking video indeed attracts academic researches to study and solve several problems related to cooking. However, just few studies focused on interactive services in cooking video and they still not sufficient to provide the interaction with users. In this paper, an interactive cooking video query service system with linked data to provide the interaction functionalities to users. A linked recipe schema is used to handle the linked data. The linked data approach is applied to construct queries in systematic manner when user interacts with cooking videos. We add some classes, data properties, and relations to the linked recipe schema because the current version of the schema is not enough to serve user interaction. A web crawler extracts recipe information from allrecipes.com. All extracted recipe information is transformed into ontology instances by using developed instance generator. To provide a query function, hundreds of questions in cooking video web sites such as BBC food, Foodista, Fine cooking are investigated and analyzed. After the analysis of the investigated questions, we summary the questions into four categories by question generalization. For the question generalization, the questions are clustered in eleven questions. The proposed system provides an environment associating UI (User Interface) and UX (User Experience) that allow user to watch cooking videos while obtaining the necessary additional information using extra information layer. User can use the proposed interactive cooking video system at both PC and mobile environments because responsive web design is applied for the proposed system. In addition, the proposed system enables the interaction between user and video in various smart media devices by employing linked data to provide information matching with the current context. Two methods are used to evaluate the proposed system. First, through a questionnaire-based method, computer system usability is measured by comparing the proposed system with the existing web site. Second, the answer accuracy for user interaction is measured to inspect to-be-offered information. The experimental results show that the proposed system receives a favorable evaluation and provides accurate answers for user interaction.

• Journal of Intelligence and Information Systems
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• v.24 no.4
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• pp.33-49
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• 2018

The impact of TV Drama success on TV Rating and the channel promotion effectiveness is very high. The cultural and business impact has been also demonstrated through the Korean Wave. Therefore, the early prediction of the blockbuster success of TV Drama is very important from the strategic perspective of the media industry. Previous studies have tried to predict the audience ratings and success of drama based on various methods. However, most of the studies have made simple predictions using intuitive methods such as the main actor and time zone. These studies have limitations in predicting. In this study, we propose a model for predicting the popularity of drama by analyzing the customer's viewing pattern based on various theories. This is not only a theoretical contribution but also has a contribution from the practical point of view that can be used in actual broadcasting companies. In this study, we collected data of 280 TV mini-series dramas, broadcasted over the terrestrial channels for 10 years from 2003 to 2012. From the data, we selected the most highly ranked and the least highly ranked 45 TV drama and analyzed the viewing patterns of them by 11-step. The various assumptions and conditions for modeling are based on existing studies, or by the opinions of actual broadcasters and by data mining techniques. Then, we developed a prediction model by measuring the viewing-time distance (difference) using Euclidean and Correlation method, which is termed in our study similarity (the sum of distance). Through the similarity measure, we predicted the success of dramas from the viewer's initial viewing-time pattern distribution using 1~5 episodes. In order to confirm that the model is shaken according to the measurement method, various distance measurement methods were applied and the model was checked for its dryness. And when the model was established, we could make a more predictive model using a grid search. Furthermore, we classified the viewers who had watched TV drama more than 70% of the total airtime as the "passionate viewer" when a new drama is broadcasted. Then we compared the drama's passionate viewer percentage the most highly ranked and the least highly ranked dramas. So that we can determine the possibility of blockbuster TV mini-series. We find that the initial viewing-time pattern is the key factor for the prediction of blockbuster dramas. From our model, block-buster dramas were correctly classified with the 75.47% accuracy with the initial viewing-time pattern analysis. This paper shows high prediction rate while suggesting audience rating method different from existing ones. Currently, broadcasters rely heavily on some famous actors called so-called star systems, so they are in more severe competition than ever due to rising production costs of broadcasting programs, long-term recession, aggressive investment in comprehensive programming channels and large corporations. Everyone is in a financially difficult situation. The basic revenue model of these broadcasters is advertising, and the execution of advertising is based on audience rating as a basic index. In the drama, there is uncertainty in the drama market that it is difficult to forecast the demand due to the nature of the commodity, while the drama market has a high financial contribution in the success of various contents of the broadcasting company. Therefore, to minimize the risk of failure. Thus, by analyzing the distribution of the first-time viewing time, it can be a practical help to establish a response strategy (organization/ marketing/story change, etc.) of the related company. Also, in this paper, we found that the behavior of the audience is crucial to the success of the program. In this paper, we define TV viewing as a measure of how enthusiastically watching TV is watched. We can predict the success of the program successfully by calculating the loyalty of the customer with the hot blood. This way of calculating loyalty can also be used to calculate loyalty to various platforms. It can also be used for marketing programs such as highlights, script previews, making movies, characters, games, and other marketing projects.

• Asia Marketing Journal
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• v.14 no.2
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• pp.177-207
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• 2012

Today's consumers perceive consumption as a representation of themselves. It is not simply an act that fulfills a consumer's physical and practical needs. Even in terms of life quality, consumers increasingly want to achieve an emotional and sensible experience through consumption. Consumers now make decisions based on their need to express their position in relation to other people, pursue emotional satisfaction, and try to improve the quality of life. Culture-art products that meet such internal and external demands of consumers have made significant improvements in both quantity and quality, because of the social interest and policy support. The recognition of personal and social values of culture and arts has brought about interest in and need for culture-art products. Businesses have agilely embraced such change and actively implemented various marketing strategies utilizing culture and arts. For example, businesses began to sponsor artists who produce culture-art products while building facilities for cultural and art performances or exhibitions. Businesses have also provided performances and exhibitions free-of-charge or at affordable prices. As a result, the supply in the market has started to exceed its demand as is often the case in many of other markets. However, such imbalance has occurred not because of over-supply but because of a lack of demand. Given these circumstances, the government and culture and art related organizations, which had mainly concentrated on the supply side, started to recognize the importance of creating personal and social values in culture and arts. As a result, the government and various organizations are now creating various strategies that include policy measures to achieve their new found goal. Unfortunately however, such efforts are not meeting the expectations. Focusing on above-mentioned circumstances and problems, this study aims to find measures to create demand for culture-art products in the internal conditions of those who consume culture-art products. In other words, given that the demand for culture-art products has not increased despite all external conditions to encourage consumption, this study aims to find the reasons in consumers' value judgment on culture-art products. Though there were recent studies on culture-art products that applied consumer behavior on marketing theories, most of them focused on peripheral aspects such as people's motivation for or satisfaction from watching culture-art events. Hence, there is a need to understand what kind of value consumers perceive from culture-art products and how such value cognition leads to consumption in a comprehensive manner. This study acts as follow-up to a separate study entitled "Qualitative Study about Value Cognition and Benefits of Consumer on Culture-Art Products". The current study aims to extend practical implications that enhance the effectiveness of marketing strategies among the producing and policy agencies in the industry. The purpose of this study is to investigate dimensions of value cognition, benefits and attributes of culture-art products, and identify the effects of consumer value cognition on benefits and attributes. The questionnaire was developed based on the conceptual structure of qualitative research and previous researches. It was composed of value cognition, benefits, attributes of culture-art products and demographic variables. This survey was conducted on-line and off-line among a total of 662 persons ranging from their teens to their 50's who were living in Seoul, Gyeonggi-do, various metropolitan cities, and small and medium-sized cities. The data collected was analyzed by factor analysis and path analysis using SPSS WIN 18.0 and AMOS 16.0. This empirical study found that the dimensions of value cognition of culture-art products were categorized into personal goods, aesthetic goods and public property. This shows that the consumers perceive culture-art products as products that are worthy enough to pay the costs not just for personal benefits but also for their social values. Also the formation of value cognition for culture-art products requires special conditions unlike that for physical consumer goods and services, which simply require marketing stimuli. The dimensions of benefits pursued by consuming culture-art products were found to be composed of four types - pursuit of aesthetic benefits, pursuit of actual benefits, pursuit of emotional benefits, and pursuit of conspicuous character. This result implies that people consume culture-art products not just to pursue pleasure from emotional and intelligent satisfaction as well as social relations, but also to seek the needs and benefits embodied at a social level. The dimensions of attributes of culture-art products had seven different factors, - environmental, price, evaluation, people, artwork, composition, and personal relations - which is plentiful. This is because the attributes of culture-art products are very complicated compared to other consumer goods or services. Since culture-art products include not just cultural or artistic works but also all physical, human, environmental, and systemic elements of the products in a comprehensive manner, consumers perceive everything they experience in the process of consuming culture-art products as part of the products. The dimensions of value cognition was found to affect attributes of the products, mostly using pursued benefits as a mediating factors. This result is consistent with the result of qualitative research, and proves that applying the means-end chain theory in the reverse direction is reasonable. The result can be interpreted that consumers' value cognitions for culture-art products turns into actual benefits leading to consumers' decisions. Furthermore, this result reveals that when consumers choose culture-art products, they take into account the attributes of culture-art products depending on the benefits they pursue. These results confirm that despite their conceptual and abstract attributes, culture-art products have values that contribute to actual benefits for individual consumers and society. Hence, value cognition generates benefits to be pursued and this in turn affects the consumers' choices of attributes on products. Based on the conceptual structure of consumers' value cognitions on culture-art products and its dimensions, it is possible to find detailed methods to provide opportunities for education and training to form and reinforce positive value cognition on culture-art products. And through those methods, it will be possible to develop attributes of culture-art products according to the dimensions of pursued benefits, and allow conceptual products become the subject to valuable consumption in real life. These results provide theoretical understanding of consumer behavior in culture marketing and useful information to culture-art producers, companies that use culture and art, and government agencies that use culture-art as a mean to improve the public perception of quality of life. As a follow up on this study, there should be experimental studies that can develop criteria visualizing the demands of consumers who purchase culture-art products and identify their detailed attributes. Studies that compare characteristics of different areas within the culture-art product category and in-depth studies on a specific area or genre will also be needed. In order to develop marketing strategies for culture-art products, studies on the formation and reinforcement of positive value cognition on culture-art products and education for the development of consumer demand as well as on the development and differentiation of attributes of culture-art products depending on types of consumer groups should also follow.