• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

• Journal of Families and Better Life
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• v.34 no.4
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• pp.51-75
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• 2016

This study focuses on the life experience of married women in their 30s to 40s who have experienced parental divorce. For a comprehensive understanding towards the women, this study takes a life history research approach. The participants of this research are 8 women who have experienced parental divorce and are now married with children. The data were gathered through in-depth interviews and were analyzed through the spiral of analysis, following the process of Wolcott's "description, analysis, and interpretation." The results of this study are as follows. First, participants experienced emotions such as fear, anger, and lack of affection. Second, parenting attitude and parental divorce had negative effects on the participants' formation and development of self concept and in turn, participants experienced anxiety and withdrawal from interpersonal relationships. Some had difficulties in concentrating on their schoolwork, which was caused by psychological effects from their instable home environments and some were negligent at school due to their parents' indifference or as an act of rebellion towards them. Third, although participants displayed interest towards the opposite sex, fear towards the opposite sex or unrealistic expectations led to difficulties in forming relationships. Participants also confessed that although they married so that they could escape their original family and form a new happy one, they experienced a rocky start at the beginning of their marriage. Fourth, parental divorce had a lifelong impact on children. Even after the children became adults, parental divorce affected each key stage of transition in life such as dating, choosing one's spouse, marriage, and child rearing. Fifth, participants displayed a strong attachment to life under the assumption that only they themselves can be depended on. This led to their strong commitments to a successful marriage without the possibility of divorce. In conclusion, parental divorce is not a transitory or incidental event. Rather, it becomes a part of the children's lives with lifelong implications.

• The Research Journal of the Costume Culture
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• v.9 no.4
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• pp.616-628
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• 2001

The purpose of this research is to create a polyester sample book that serves as a point of reference that exporters in the Taegu area can allude to when exporting to the U.S. By getting this project off the ground, we can expect to make a worthy contribution to the manufacture of high-quality, value-added fashion & textile goods. The research was conducted as follows. First, a study was carried out in the local market ensued by consumer surveys with regards to consumer attitude on man-made fibers, market researches, and interviews with experts, all in conjunction with the Color Association of the U.S. Also, a diverse array of fabric swatches were collected from Manhattans fabric wholesalers and then classified by color and fabric type fur the sample book. In short, this research found that man-made fibers have full marketability in the U.S. Thus, in order for Taegus synthetic textile firms to be successful in exporting to the US, it is essential that they come up with fabrics that have properties resembling natural fibers such as having a soft hand, natural sheen, smooth draping, and diverse textures as well as being in line with the current trends. In addition, it is also necessary to develop fabrications that are versatile and functional. Thus, by developing innovative fabrications, the synthetic textile business will turn toward the production of high-quality synthetics and will also provide a platfrom for strengthening the competitive edge of Koreas textile & fashion business.

• Archives of design research
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• v.6 no.1
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• pp.47-72
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• 1993

Nowadays conmpetltlOn of developing new products is getting keen. We can notice that the role and importance of design are emphasized more than ever.The main cause of this tendency is that technical power is no more a factor which secures the superiority in products competition, as technology is gneneralized in the world. Therefore, design is recognized intensely as a competitive strategy to promote competitive power of products. It is an already known fact that the design for both rational function and charming form to satisfy consumer's desires is a short cut to success, when a company develops a new product to promote competitive power in market. The design which plays a leading role in the activity of developing more cnovenient, more economical and more aesthetic products is called 'Competitive Edge' or 'New Corporate Weapon'. Judging form each company's case of developing products, we can guess that it has its own plan and process of developing new products with defferdnl interest and effort. The strategy of developing products is considered as the most important factor that affects the very existence of rhe company. This thesis is composed of six chapters in all. In the firstchapter, I describe the purpose, method, and scope of study.The second chapter includes the image of form in oil fan heater market in nearby Japan and that of interior in our domestic home and shops, and the trend of word life cycle by analyzing circumstances. The third chapter focuses on consumer's attitude. In the fourth chapter, I compare and test current products of competitive companies including Samsung, Daewoo, Shinilwith those of Gold STar. The trend of products, technique, and design which resulted form this comparison is described. In the fifth chapter I explain the strategy, and process of design of oil fan heater in 1992. The last conclusive chapter presents the major point drawed form the case study, but not includes an estimation of products and the condition of market. In this thesis, I reconsider the general understanding of design and designing process and the value of design as a main factor in the strategy of management by investigating the development of products and the strategy of design, and the process of design.

• The Journal of the Korea Contents Association
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• v.18 no.10
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• pp.1-10
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• 2018

This study investigates Chinese consumers who have recently purchased products through internet personal broadcasting of Wang Hong and explores how factors related to Wang Hong, broadcasting contents, and products affect purchasing satisfaction of consumers. The present study also examines whether this satisfaction affects the consumer loyalty to the shopping through the Wang Hong in the future. The results indicated that consumers' perception of the informational level rather than entertainment level of broadcasting contents had significant effects on the product satisfaction. The perceived uniqueness and credibility of Wang Hong were found to have positive impacts. In terms of products, the more consumers perceived the product to fit their images or values, and the higher the fit between the images of Wang Hong and the endorsed product, the higher the satisfaction with the product. Product satisfaction increased the customer loyalty, including the intention of repurchasing products endorsed by the Wang Hong.

• Journal of Digital Convergence
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• v.12 no.12
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• pp.233-241
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• 2014

This study explore how framing affects the consumer's attitude toward the bundle products. On the basis of the framing theory, response compatibility hypothesis and regulatory focus theory, this study examine the impact of framing on the consumer's choice in multi-alternative set and analyzes the manner in which he/she selects or rejects an alternative. The data obtained from experiment shows that : 1. Consumers focus on the positive attributes of in selection task, however, in rejection task he/she will focus on negative attributes. 2. Consumers are not influenced by prevention framing when he/she selects an alternative however, he/she is not influenced by promotion framing when reject an alternative. Understanding the underlying cognitive process of choosing abd rejecting in multiple alernatives can help marketers to create effective framing strategies for the bundle product.

• The Research Journal of the Costume Culture
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• v.15 no.1 s.66
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• pp.25-36
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• 2007

As the materials being used in children's clothing become diverse, the number of reported problems related to various aspects of washing and wearing is increasing. Many customers experience great dissatisfaction when using these children's garments due to their lack of professional knowledge in washing, fabric, and detergents. Thus, this paper focuses on various cases in which housewives have experienced product damage after washing their children's garments according the prescribed directions. Of particular interest is how the consumers respond to such damage in garments and how their experiences with garment damage affect the sellers of these garments. A total of 292 housewives with children less than 8 years old living in Seoul responded to our survey, out of which 83 reported to have suffered negative consequences. By analyzing the 83 responses, the following results were found: First, the problems reported by the housewives in regards to washing children's garments were mostly related to the durability or color change problems. Secondly, the most favored means of response to garment damage were 'complaining directly to the seller' (16.7%) and 'complaining at the customer service department of the manufacturer or seller' (13.5%). Thirdly, among the actions they requested to the seller/manufacturer, 'ask for an exchange' marked the highest. Lastly, respondents admitted that their experiences with garment damage as well as the attitude or response of the manufacturer/retailer to their complaints would influence their repurchase intention.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.35 no.4B
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• pp.620-629
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• 2010

The analogue radio broadcasting was proven to be a successful and efficient media of delivering information because of free content and wide availability of cheap receivers. But the competition was more dropped than any other media due to the limited amount of radio spectrum that is available. The risk of doing nothing is to miss the opportunity and to loss existing audiences in the long term, or to be locked into inefficient proprietary systems. That is the reason why it is important to act now. It is time for regulators and market participants to hone their strategies, by clearly establishing factors to adopt the digital radio and to facilitate its diffusion. The purpose of this study is to find adoption factors that affected to potential users of digital radio broadcasting. Former research based on diffusion of innovation theory showed that adoption of innovation is affected by demographic variables, media usage and consumer's attitude of innovation. In this study based on a consumer survey, we examined those factors and characteristics of each steps that suggested in diffusion of innovation theory. The findings of this study have implications to explore the suitable technologies and services of digital radio broadcasting.

• The Research Journal of the Costume Culture
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• v.23 no.3
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• pp.353-367
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• 2015

This study analyzed consumers' awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsorship; collaboration for the design of a space/store/display; ad/promotional film collaboration). The study also investigated the influence of consumers' attitudes toward fashion art marketing with respect to purchase intention. The study was implemented through a descriptive survey method. The sample consisted of 342 men and women between the ages of 20 and 45. The data were analyzed by factor analysis, one-way ANOVA, and multiple regression analysis. The results revealed that there are significant differences in consumers' awareness and effect expectations in relation to fashion art marketing according to the types of fashion art marketing activities. While no differences were found in preference levels according to the type of fashion art marketing, all the types of art marketing showed overall high levels of preference. The collaboration between fashion and art in fashion products, which had the highest awareness, also showed the highest expected effect. In all the types of fashion art marketing, consumers' attitudes had a significant influence on purchase intention. In cases of sponsorship for an art foundation, artist sponsorship, collaboration for the design of a space/store/display, and ad/promotional films, consumers' effect expectations had the most significant influence on purchase intention, followed by preference and awareness level. These results could be used to provide appropriate proposals to fashion brands when they plan to set up an art marketing strategy.

• Journal of Digital Convergence
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• v.14 no.12
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• pp.85-93
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• 2016

This study attempts to understand the Facebook advertising diffusion behavior in the situation of increasing consumer activeness. Especially, this study focuses on the influence of motives for using Facebook on Facebook advertising diffusion behavior. -Survey for 243 university students was executed after preliminary interview for extracting question items of motives for using Facebook.- This study finds that the experiencer of Facebook advertising diffusion behavior shows stronger motives for using Facebook than non-experiencer of Facebook advertising diffusion behavior. Logistic regression analysis was conducted to find out the impact of verified variables on Facebook advertising diffusion behavior. It was found that 'self-expression motive' influences on the all Facebook advertising diffusion behavior significantly. Based on the results, academic and practical implications are discussed.