• Journal of Digital Contents Society
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• v.16 no.1
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• pp.145-155
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• 2015

Into the 1990s, there have been changes in perception of pop culture consumers by making a distinction between groups that are active, critical and creative. This study aims to establish a theoretical reasoning for conventions organized and participated voluntarily by fans, which has been especially noticeable in the American subculture for a long time, while investigating how fans and all the parties concerned interact at conventions then to expand the imaginary world. To this end, an analysis has been carried out on the conventions for the particular American TV series of Supernatural. The results show that the reason for this drama series maintaining such enduring vitality as if a living thing is attributable to the special bond of sympathy developed between fans and actors and the following interactions between them. Furthermore, in the aspect of cultural sociology, a piece of work can only be completed through unconstrained interpretation of the work and the resultant recreation by the creator and the receiver, which has been ascertained by this study.

• The Research Journal of the Costume Culture
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• v.26 no.3
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• pp.377-389
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• 2018

Consumer interest in eco-friendly fashion products has been consistent. While most relevant research emphasizes individual morals and environmental concern as the most crucial determinants to eco-friendly consumption behavior, more recent studies point out that in so doing there has been somewhat a neglectance on the importance of fundamental marketing strategies. More specifically, the crucial role of interior colors in fashion retail stores has been managerially considered something certain yet no empirical results have been found to support such a strong managerial assumption. For instance, colors such as green, blue, and brown are believed to represent natural images and are more appropriate to the eco-friendly marketing and the relevant research has been lacking. Therefore, this study attempts to explore the effect of in-store interior design colors (green versus non-green) on consumer perception of green store images. A total of 382 respondents were gathered for an online survey using differing store images as the stimulus and used for testing hypotheses. In the results, respondents exposed to store images using green interior colors reported a higher evaluation of green store image of the store. The effect is found to be significantly moderated by respondent's environmental concern: to explain, respondents of high environmental concern are less influenced by green color interiors when they evaluate the brand's eco-friendly image. In sum, the positive influence of green interior colors on green store image is found statistically significant, with its stronger effect for consumers of low concern. Managerial and academic discussions are provided.

• Journal of the Korean Data and Information Science Society
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• v.26 no.6
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• pp.1335-1351
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• 2015

In order to effectively understand the perception of businesses and consumers, the Bank of Korea has released Economic Sentiment Index (ESI), a composite indicator of business survey index (BSI) and consumer survey index (CSI), since 2102. The usefulness of ESI has been widely recognized. However, there exists a margin for improvement in terms of its predictive power. In this study, we evaluated the usefulness of ESI and improved the ESI by complementing its defaults. Our results of empirical analysis proved that dynamic optimal weight navigation process using the sliding window method is very useful in determining the optimal weights of configurations item of ESI based on economic situation.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.21 no.9
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• pp.1718-1724
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• 2017

Recently, Smart plugs for real time monitoring of household appliances based on IoT(Internet of Things) have been activated. Through this, consumers are able to save energy by monitoring real-time energy consumption at all times, and reduce power consumption through alarm function based on consumer setting. In this paper, we measure the alternating current from a wall power outlet for real-time monitoring. At this time, the current pattern for each household appliance was classified and it was experimented with deep learning to determine which product works. As a result, we used a cross validation method and a bootstrap verification method in order to the classification performance according to the type of appliances. Also, it is confirmed that the cost function and the learning success rate are the same as the train data and test data.

• Journal of Digital Convergence
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• v.12 no.10
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• pp.541-556
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• 2014

study on Storytelling advertisement, this study examined its own characteristics and distinctive qualities, compared to other advertisements. For this purpose, not only previous discussions about Storytelling genre and theoretical system about its narrative are examined; but also, from actual advertisements, its classification and the distinction of their characteristics are established. According to the Storytelling advertisements, it is also examined that each impact on the field of consumer's response of sympathy, perception, and emotion; and on the process of advertising effect. Below is the results of each research. Through the comparison of Storytelling advertisement's clarification, the following was suggested: there are distinctive advertising strategies, the relationship between advertising strategies and advertisement forms, and the consideration for causing the consumer's response, depending on the advertisement form. Also, the concept of explaining how consumers perceive, in the process of advertising effect, the main concept of the drama advertisement, that is the constituents of drama genre, such as characters, plot, conflict, transition, helps achieve the deeper understanding toward advertising.

• Journal of Digital Convergence
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• v.12 no.10
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• pp.211-222
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• 2014

This study investigates the antecedents of continuance intention of mobile SNS. In addition, it also explores the mediating role of perceived value in the relationship between the antecedent and continuance intention. This study posits that a social influence, perceived usefulness, privacy concern, and a perceived effort of use are major factors to influence continuance intention of SNS. By using a PLS analysis, this finding suggests that consumers' perception of the value of SNS which is previously overlooked, is a primary determinant of continuance intention, and the other exploratory factors are mediated through perceived value in cognitive aspect. This research aims to examine consumer's SNS continuance intention in terms of consumer's perspective, not just from the technology user perspective. Therefore, this research provides a useful guideline for marketing managers on how to manage Mobile SNS properly.

• Journal of Digital Convergence
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• v.11 no.11
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• pp.53-58
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• 2013

Due to the wide spread of the perception of cloud computing, the usage of cloud computing is increasing globally. Cloud computing is able to converge the various industrial domains based on ICT and it is more and more popular because it has a lot of benefits such as cost savings etc. in global economic recession. However, if cloud computing service is to achieve its potential, it is necessary to clearly understand the critical issues such as service security, performance and availability and so on from the perspectives of the providers and the consumers of the cloud service. In addition, customers focus on how to get and use the safe and reliable cloud service. In order to meet these problems, Korea cloud service certification system and Japanese ASP-SaaS-Cloud certification system were performed in each country. This paper aims at comparing and analyzing between them and describing the difference. Eventually, we propose the improvement strategy of Korea cloud service certification system based on the comparison results between them.

• Journal of the Korean Society of Costume
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• v.61 no.7
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• pp.110-124
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• 2011

As modern society leads to distinguished, sensuous, and diversity styles, a woman who enjoys putting on Garu makeup appeared on a popular TV talk show in winter 2010, which aroused public interest in the method of Garu makeup. However, as interest in Garu makeup and individuals who put on Garu makeup spread, some began to consider Garu makeup as the imitation of indiscreet Japanese culture or a vulgar culture. Thus the purposes of this study is to understand the characteristics of Garu makeup and its forms of expression by considering its type, origin and style. In turn, this study will provide basic data for the makeup trend and act as an aid to improve the image of Garu makeup through investigating its image and preference. To accomplish this purpose, this study reviewed relevant literatures and web resources, conducted a survey of students who study beauty art at two-year junior colleges in Seoul, and analyzed 195 answers by using SPSS 18.0. The results are as follows: It was proved that in the preliminary inspection of comprehension, 98.3% of college students majoring in beauty art had known Garu makeup, 53% understood somewhat the characteristic and concept of Garu makeup, 36.8% gave preference to Garu makeup. It was proved that in the investigation by the image of Garu makeup, as over 70% of students thought that Ogaru and Yamamba makeup were detestable, but other Garus were lovely and sexy, students perceived as a diversity of images by their own preferences and tastes, and 73% of respondents selected Onegaru as Garu makeup that they gave preference to and wanted to put on. The result of this study represents that mass consumers in the existing culture, who are college students majoring in beauty art and selected as a sample group in this study, reflect the stream of culture and trend, but also demassification, mass customization by their areas of interests and preferences and connective massification of individuals with similar interests.

• Fashion & Textile Research Journal
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• v.22 no.4
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• pp.456-468
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• 2020

Vietnam is becoming a leading country in the consumption of Korean wave. Many Vietnamese students have visited Korea due to a significant interest in the Korean wave. This study used focus group interviews with 12 Vietnamese female students in order to examine the experience of the Korean wave acceptance (RQ1), the experience of internalization toward ideal beauty (RQ2) and differences of internalization towards ideal beauty depending on the living period in Korea (RQ3). First, the results of RQ1 showed that Vietnamese students were accepting the Korean wave through media, Korean and social interaction in their daily lives. They also have a positive attitude toward Korean cosmetics and K-pop among various content of the Korean wave. Second, four focal meanings were composed through RQ2. They were the standards of ideal beauty, the causes of ideal beauty internalization and the results of ideal beauty internalization. The results of ideal beauty internalization were separated into the perception dimension and behavior dimension. Last, the results of RQ3 found that the strength of internalization of ideal beauty can very depending on the living period in Korea. This study has academic implications in that it understands Vietnamese female students who become a member of Korean society from a sociocultural perspective. The results of this study are useful to establish practical implications for young Vietnamese consumers to build desirable aesthetic values.

• Journal of Digital Convergence
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• v.9 no.2
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• pp.89-100
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• 2011

The purpose of this paper is to see whether a corporate's social activity has any influence on purchase intention and corporate image, and how it affects consumers' feelings with that correlation. This study empirically proves that the influence of purchase intention and corporate image can be different according to the corporate's social activities. The study suggested for a crucial marketing direction on a practical affairs level, along with a need of corporate social activities. Corporate social activities affects to build a positive corporate image, product image and purchase intention. When companies need to improve the corporate's image enhance, corporate social activities will be bring social and economic benefits and to be a very useful activity other than the corporate's communications activities. Therefore, corporate needs to pursue a more systematic and strategic social activities under a perception that a corporate social activities.