• Journal of the Korean Home Economics Association
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• v.49 no.8
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• pp.97-111
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• 2011

This study aimed to present marketing communication strategy for lifestyle groups. Consumers' preference on advertisement media/information source, advertisement appeal types, and on-line media use were examined by lifestyle groups. This study was executed by web survey and off-line survey. A total of 141 data was obtained and data were analyzed by PASW 18.0. Results were as follows: First, 4 types of lifestyle groups were made up by holistic approach; 'price oriented', 'traditional symbolic', 'positive life', and 'open mind enjoyment'. 'Positive life type' preferred every type of ads media. 'Traditional symbolic type' liked magazine and 'price oriented type' and 'open mind enjoyment type' thought off-line store display more important. For ads appeal types, 'positive life type' preferred social oriented appeal type. Every group except 'price oriented type' preferred emotional appeal type and especially 'open mind enjoyment type' liked the most emotional ads appeal type.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.21 no.4
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• pp.149-160
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• 2010

In 1997, Lavagnino defined four stages of technology trends in libraries; but, he left a question about the fifth stage. Based on literature review, the following; Web technology, open source application, library consortia, digitization, wireless, and social media are the main trends in the fifth stage. Analyzing the job advertisements (ads) dating from 2006 to 2010 in systems librarianship, the analysis showed that there are three patterns. The first pattern is that the title of 'system librarian' is no longer specific to managing only the ILS at many libraries. The second pattern - network management skills - is not highly required in the job ads. And the last pattern - especially academic institutions which have archive or special collection departments - was looking for a systems librarian. In addition, Web technology has evolved as the most required skill according to the advertisements, as well as inter-personal skills in a team environment.

• The Journal of the Korea Contents Association
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• v.11 no.10
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• pp.217-233
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• 2011

In this study, we have examined how the potential users of IT convergence product use the external information sources for purchasing decision focusing on a case of smartphone. Although the specifications and price of IT convergence products, such as smartphone, tablet pc, and smart TV, are considered as major criteria for purchasing decision, the competitiveness of these factors have disappeared as many companies launch similar products in the market. External information sources play a significant role to differentiate the alternatives by offering value-added experience information. The effect of external information sources becomes stronger for experience and high-involvement product whose performance can be evaluated through only users' direct experience. In this study, we categorized the external information sources for smartphone into five; company ads, personal network, expert group, consumers, and media. Through an empirical study with potential smartphone users, we verified how these external information sources affect users' purchasing decision in the perspective of the perceived attributes of information source, quality of information, and individual's characteristics based on self-regulatory theory.