• International Journal of Computer Science & Network Security
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• 제21권4호
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• pp.178-185
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• 2021

The emergence of social networks has led to the flourishing of a new golden era of branding, which is a challenge for companies due to the need for creative positioning of companies with an emphasis on building trust and loyalty to the brand. Consumers are becoming more demanding and due to a wide range of products in different markets, make demands that are more stringent on companies. The goal of this article was to study the main trends of branding and advertising on social networks to develop a new approach to brand promotion. Methodology. The quantitative and qualitative research design was used to determine the main trends in branding and advertising on social networks. The methodology included the following methods: 1) analysis of the relationship between brand value and brand content strategy, 2) content analysis of the content of companies in social networks on the example of 10 world-famous brands with the highest value. The results allowed forming the criteria of effective content and communication: simplicity of content and simplicity of communication, lack of direct advertising of products, emphasis on global socio-economic problems and social orientation, unobtrusive communication, content creativity, indirect information about the product or work, the history of the company's development through various tools. The main content strategies of brands are defined: storytelling strategy; strategy of informing about the history of the company's development; entertainment and information strategy; strategy of joint interaction with the audience through the involvement of wellknown influencers or users of products. The theoretical and practical value of the results is confirmed by the conceptualization of the main content strategies of world-famous brands, which are pioneers in new ways to build relationships with users through social networks. The research proposes to use a customer-oriented approach to brand promotion. This means studying consumer behavior and predicting possible changes in behavior, which determines the level of interaction with the brand, the content strategy of the brand, and its effectiveness.

• Asia Marketing Journal
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• 제17권4호
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• pp.21-42
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• 2016

Purpose: Social influence has a decisive role in shaping a person's cognition and behavior. Chinese face consciousness, including moral component, is an important part of Chinese traditional culture, which influences people to implement moral behavior. With both eye-tracking technology and traditional questionnaire, this research aims to explore people's moral psychology and the psychological processing mechanisms of Chinese face consciousness, as well as the impact of Chinese face consciousness on the preference for the ecological product. Method and Data: 75 college and MBA students' eye movement data were collected when they read different kinds of moral materials, as well as data from the subsequent questionnaires. To test the hypothesis, ANOVA analysis and Heat Map analysis were performed. Besides, the PROCESS of bootstrap was used to test mediation effect. Findings: The results reveal that: 1. Compared to the moral-situation reading, when subjects read immoral situations, they need more processing time due to the moral dissonance and cognitive load. 2. Compared to the control condition, when threatened moral self is primed, subjects prefer to choose ecological product. 3. Protective face orientation is the mediator between threatened moral self and preference to ecological product. Key Contributions: First, this study broadens the use of eye-tracking technology in marketing and demonstrates a better understanding of the relationship between morality and consumer behavior in a more scientific way. Second, this study not only distinguishes the meanings between "protective face orientation" and "acquisitive face orientation", but also innovatively validates that when moral self is threatened, consumers tend to choose ecological product as moral compensation in order to protect their face. It can shed light on the promotion of ecological product in practical applications.

• International Journal of Human Ecology
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• 제8권1호
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• pp.67-78
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• 2007

The aim of this paper was to compare differences and similarities of farmhouses between Denmark and Korea as a cross-cultural study. Farmhouses built during the 18th and 19th centuries in Denmark, and ones from Chosun Dynasty (AD. 1392-1910) in Korea were targets of this study. Literature study and field trips to districts and open-air museums in both countries were used. Field trips were carried out during summer of 2005 in Denmark, and fall of 2005 in Korea. Detailed comparisons focused on farmhouse plans, the use of rooms and furnishing, and building materials. As a conclusion, some differences were found between the two countries. In terms of farmhouse plans, square types with four wings, and parallel types were the most frequent forms in Denmark, while a few types, such as the "I", "L", "U" shapes and square types, were more frequently found in Korea. In Denmark, the most important room was the dwelling-room, in which daily family life took place. Every member of the family slept, ate, and worked here, and kept geese and young animals during the winter season. Therefore, this room was laid out in the center of the house. However, Anbang, the most important room in Korea, was not situated in the best part of the house. Instead, the Daechung-maru occupied the center and the best place because the daechung-maru, in which the ancestral ceremony was held, was thought of as more important than a place for live people. Also the use of rooms and furnishing was quite different between the two countries, reflecting each life style. Danish furnishings represented practical daily life, while Korean furnishings reflected more conceptual aspects. It might have resulted from Confucianism in the Chosun Dynasty, which ruled daily life and even influenced use of rooms and furnishings. In other word, philosophy influenced common peoples' daily life and living environment. With reference to building materials, there was rarely a difference between the two countries. Major materials for farmhouse were quite common, such as half-timbering wood and clay, but the difference was in bricks and roof coverings. Bricks were rarely used in Korean farmhouses, while rice-straw was rare for the roof of a Danish farmhouse. Of course, the choice of materials was strongly affected by the local surroundings and overall environment. This result can give some clues for design ideas when architects and interior designers plan housing that is adapted for local peoples. This kind of cross-cultural study can also contribute to one's understanding of foreign culture, especially in housing and culture. And, it can broaden one's insight of design ideas for designers who have to compete frequently with designers in foreign countries.

• 유통과학연구
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• 제13권4호
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• pp.77-87
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• 2015

Purpose - This study aims to investigate the current state of distribution terminology usage by retailers and consumers nationwide, and to suggest a practical improvement plan for its standardization. The Korean distribution industry is closely related to consumers' daily lives. However, in reality, there exists a gap among producers, distributors, and consumers in terms of the definition, understanding, and perception of the terminology. Therefore, standardizing this terminology is essential for more smooth communication. This paper suggests the necessity of committing overall research and survey activities to the actual conditions of using Korean distribution terminology by organizations and their respective management situations, and further, the necessity of probing the problem and its measures in line with the objective and mission of the "Fundamental Law of the Korean Language." Research design, data, and methodology - This study's scope is limited to wholesale and retail including some information systems. First, the study covers most written material including lexicons and glossary of distribution terminology, university textbooks and teaching material for national certificate of qualification, and related laws and ordinances. Second, the survey covers retailers' management situations by store format. The retailers used as the sample for the survey include department stores, discount stores, SSM, and convenience stores. Altogether, 20 specialists were interviewed in their respective sectors or retail formats. Finally, the project team surveyed a sample of 1,300 consumers nationwide on 50 distribution terms mainly used by consumers, including those about awareness, understanding, usage, and attitude. Results - In total, 1,249 terms are drawn through literature research including distribution terminology used in the related literature, glossary and lexicons, distribution terminology in textbooks, and legal terminology. A classified table comprises four large categories including general distribution, distribution marketing, distribution information, and merchandise. The results of the three-step research including literature survey, field survey of retailers, and consumer survey were advised to be screened by academia (retail associations, faculty etc.), retailers (major retail management by store format), retail specialists and consultants, consumers, and Korean linguists. In total, 1,300 questionnaires for 50 terms of the distribution terminology closely associated with consumers were distributed to subjects nationwide. Conclusions - The desired and expected results from this study are summarized from three perspectives as follows: First, from retailers' perspective, a new concept, or coinage of new terms of the distribution industry stems from advanced countries such as America and Europe. However, the original meaning and definition are diluted and distorted with changes in the language users' situations and context. This study provides basic guidelines for standardization of distribution terms used among various retail formats in most daily life situations that consumers encounter. Second, from the nation's perspective, this study suggests optimal choices of distribution terminology in the context of laws and ordinances regarding concerned Ministries. Last, from the consumers' perspective, this paper enables consumers to understand and use distribution terms properly in their daily life.

• 경영정보학연구
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• 제23권3호
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• pp.25-50
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• 2021

지금까지 많은 리뷰 연구가 이루어져 왔음에도 불구하고 소비자들이 남긴 리뷰들 중 대표적인 리뷰의 위치나 크기를 소비자들이 인식할 수준만큼 강조하는 리뷰, 이른바 강조된 리뷰에 대한 연구는 부족한 실정이다. 본 연구는 강조된 리뷰의 노출 방식에 따른 소비자들의 인식 차이를 확인하는 것이 주된 목표이다. 이를 위해 가상의 온라인 리뷰 페이지를 제작하여 최종적으로 강조된 리뷰가 없는 이미지를 보여주는 집단 23명, 긍정적으로 강조된 리뷰만 노출하여 보여주는 집단 61명, 그리고 긍정적으로 강조된 리뷰와 부정적으로 강조된 리뷰를 모두 노출하여 보여주는 집단 87명을 대상으로 분석하였다. 분석 결과, 강조된 리뷰의 노출 방식에 따른 차이는 리뷰의 유용성 측면에서는 유의한 수준으로 유용성에 양의 상관관계가 나타났으나, 회의감에는 유의한 영향을 주지 않았다. 또한 리뷰의 유용성과 플랫폼 신뢰도와는 유의한 양의 상관관계, 리뷰의 회의감과 플랫폼 신뢰도와는 유의한 음의 상관관계가 나타났으며, 최종적으로 플랫폼 신뢰도와 사용 의도와의 관계는 유의한 수준으로 긍정적인 영향을 미쳤다. 모든 분석 결과에서 상품군에 따른 차이는 거의 없었다. 이를 통해, 온라인 쇼핑몰의 리뷰를 설계할 때 잠재적인 소비자들의 사용 의도 및 신뢰도를 높이기 위해서 긍정적으로 강조된 리뷰와 부정적으로 강조된 리뷰를 모두 보여주는 것이 중요하다는 점을 시사할 수 있다.

• 한국의류학회지
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• 제36권1호
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• pp.12-26
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• 2012

Young people have got to like 'party' and 'attending parties' is considered 'reflection of trendy lifestyle' nowadays. The more party experiences they have, the more party wear styles get various and detail. They want different styles for the next party and it stimulates designers to create something new. We now realize that the party has become popular with an increased market demand for party wear. In addition, we analyze dress styles according to party types to suggest a new dress style to satisfy consumer needs. We suggest two ways to research party wear industry conditions in Korea. Off-line shop managers need to offer practical and various designs for a good price according to party types that make distinctions between on-line and off-line shops. On-line shop managers need to use better materials and develop better service. Considering an analysis of dress style according to party types, an elegant style is good for a formal dinner party and an evening party. A romantic style is good for a season party (such as a New Year's party, a Valentines party and a Christmas party) and a chic style is good for a music party (such as a classic party, jazz party and pop-era party). In addition, the result of a dress style analysis according to party types can be used for the tip for the development of designs to come in the party wear market as well as for a dress style guide to the partiers.

• 복식
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• 제56권4호
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• pp.15-32
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• 2006

The purpose of this study is to research on the actual condition of production and selling in silver apparel market. For the questionnaire, 19 women's wear brands which were in higher ranking of sales in boutiques and madame-zone of department stores were selected. Pattern makers of each brand were questioned about 40 items for this research. The results of the questionnaire were as follows: 1) According to the result of the survey on the made-to-wear production of 19 ready-to-wear manufacturers, there was the gap was in ages between the target and the real consumer. Consumers of these brands were older and aged more broadly than their target ages. 2) Most of the consumers of silver-zone has thick waists, common heights, fat shapes. Custom-made clothes are ordered in many cases because of the big abdomen(50.0%) and H-shape(58.3%) of a somatotype. The body size variation of user population is needed for a good fit. 3) All brands(100%) of this research are using KS standards in the label of clothing, but they don't use these data in their production by reason of unawareness and distrust about these data. These inconsistency between the label and the real size of products may cause a confusion when consumers buy ready-to-wear. 4) Silver apparel manufacturers have need of anthropometry information and dummy(78.6%) suitable for their target consumers to increase their satisfaction about their apparel fit.

• 한국식생활문화학회지
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• 제36권3호
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• pp.300-307
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• 2021

In this study, consumers' perception and consumption behavior of blended tea were investigated. Also, consumer perception of Siberian chrysanthemum, consumption behavior, and awareness of efficacy were investigated. As a result of the survey, it was confirmed that it was necessary to develop a blended tea with taste and flavor characteristics that consumers prefer, having the capability of relieving stress, and preventing cold or respiratory disease. In addition, the degree of recognition of Siberian chrysanthemum was very low, and the recognition of the efficacy appeared in the order of 'cold relief' and 'respiratory disease relief'. Factor analysis results, safety attributes, health attributes, product attributes, marketing attributes, and sensory attributes were factorized into five factors, and after analysis, it was concluded that the sensory attributes of taste and aftertaste were considered the most important. Consumers surveyed appeared to consume blended tea for 'relieving mood or stress relief', to enjoy the taste, and to prevent cold or respiratory diseases. Siberian chrysanthemum displays efficacy in cold relief and relief of respiratory diseases. Therefore, developing Siberian chrysanthemum as a blended tea could be a practical application that can expand the range of its use, making it more popular and increase its commercial applications.

• 디지털융복합연구
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• 제17권6호
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• pp.19-25
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• 2019

최근 들어 소비자 관점에서 차량을 공유하는 카셰어링(car sharing) 관련 연구가 다양하게 진행되었다. 한편 일본의 국토교통성(國土交通省)은 공유경제 관점에서 새로운 거래유형으로 카셰어링 서비스와 고속버스와 연계한 사업형태 및 급격히 증가하는 카셰어링을 더 효과적으로 활용하기 위해 공유 자동차 설치의 사회실험과 정책들을 실증적으로 실시하였다. 따라서 본 연구는 일본의 고속버스와 연계한 사례를 살펴본 후 실제적 차원에서 그 내용을 분석하고 논의하였다. 이는 일본의 고속버스와 연계된 이용 등으로 카셰어링 활성화 방안 사례를 통해 국내의 카셰어링의 연계된 서비스를 확산시키는 데 있어서 실무적 시사점을 제안했다는 점에서 의의가 있다고 할 수 있다. 또한 229명의 카셰어링 이용자에게 수집한 자료를 실증적으로 검증하였다. 다중회귀분석 결과, 경제적 가치와 시간적 가치 및 심리적 가치의 순서로 이용의도에 영향을 미치는 것으로 나타났다. 이러한 연구결과는 고속버스와 연계된 카셰어링 이용의도를 높이기 위해서 이용자의 지각된 가치에 대한 이해가 요구되며, 카셰어링 이용자의 만족도를 향상시키기 위한 관리적 활용 방안이 필요함을 시사한다.

• 실천공학교육논문지
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• 제14권1호
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• pp.99-108
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• 2022

최근에 늘어가는 키오스크(KIOSK)의 수요에 따라 불편함을 호소하는 이용자가 많아졌다. 이에 음성 기반 대화형 서비스를 구현하여 손쉽게 메뉴 선택 및 주문을 가능하게 해주는 키오스크를 제작해 웹의 형태로 제공한다. Annyang API와 SpeechSynthesis API를 바탕으로 음성 기능을 구현하고 Dialogflow를 통해 사용자의 의도를 파악하는 과정을 Rest API를 기반으로 구현하는 방법에 대해 논한다. 또한 협업 필터링을 기반으로 추천 시스템을 적용하여 기존 키오스크의 낮은 소비자 접근성을 개선하였고, 음성인식 서비스 이용 도중 발생하는 비말로 인한 감염을 예방하기 위해 서비스 이용 전 마스크 착용을 확인하는 기능을 제공한다.