• 복식문화연구
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• 제29권4호
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• pp.554-571
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• 2021

The purpose of this study is to investigate the mediating effect of trust when a media broadcaster (such as a disc jockey [DJ]) acting as an information source and the content they provide during live commerce streaming affect acceptance intention. Live commerce is increasing rapidly, offering a new fashion distribution channel by supplementing possible shortcomings of existing online shopping. Data was collected for the empirical study from female consumers in their 20s who actively accepted fashion technology. Statistical analysis of the data was conducted using IBM SPSS Macro Process 3.5. First, the reliability and validity of the variables for information source characteristics, content informativeness, trust, and acceptance intention were verified, and each variable was confirmed as a single factor. Bootstrap analysis was performed using Macro Process Model 4 to reveal the effects of information source characteristics and content informativeness on acceptance intention. As a result of analyzing the mediating effect for each path model with trust as a parameter, it was found that both the direct and indirect effects of the mediating path were significant. This result means that the characteristics of information sources and content informativeness are partially mediated by trust. Therefore, to promote consumer behavior in a live commerce shopping environment, it is necessary to enhance trust. This can be achieved by a media broadcaster with fashion expertise to increase the perception of the attractiveness of the information source and to improve the usefulness of the fashion information being delivered.

• 한국인터넷방송통신학회논문지
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• 제21권4호
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• pp.97-102
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• 2021

공유형 전동킥보드의 수요가 날이 갈수록 높아짐에 따라 국내에도 다양한 업체들이 공유형 전동킥보드 대여 서비스를 제공하고 있다. 관련 분야가 급성장함에 따라 사용자들은 주변에서 공유형 전동킥보드를 손쉽게 대여할 수 있게 되었지만 정해진 대여 스테이션이 부재한 이유로 사용 후 관리가 제대로 이루어지지 않고 있고, 대여용 전동킥보드에 대한 무책임한 사용으로 많은 전동킥보드가 훼손되고 있는 상황이다. 이러한 이유로 공유형 전동킥보드에 대한 시민들의 인식이 부정적으로 변하였고, 일부 도시에서는 공유형 전기자전거의 서비스가 제한된다고 한다. 이에 본 논문에서는 무분별한 사용으로 대여 시스템에 부정적 영향을 줄 수 있는 Black Consumer를 추출할 수 있는 사용자 필터링 시스템을 제안한다. 본 시스템이 도입될 경우 안전한 전동킥보드 사용과 관리가 가능할 것으로 기대된다.

• 한국정보시스템학회지:정보시스템연구
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• 제30권4호
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• pp.1-20
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• 2021

Purpose Nowadays, Autonomous Sensory Meridian Response (ASMR) is rapidly growing in popularity and increasingly appearing in marketing. Not even in TV commercial advertisement, ASMR also fast growing in one-person media communication, many brands and social media influencers used ASMR for their marketing contents. The purpose of this study is to measure consumers' perceptions about the products in ASMR marketing content and compare the differences in communication effect of ASMR content creator between product review and how-to in the same Macro tier influencer - the YouTuber that has 10,000-100,000 subscribers. Design/methodology/approach The research methods selected ASMRtist that do product review content and how-to content, Text comments data was collected from 200 videos of tech-device review videos and beauty-fashion videos. A total of 52,833 text comments were analyzed by applying the LDA topic modeling algorithm and social network analysis. Findings Through the result, we can know that ASMR is good at taking attention of viewers with ASMR triggers. In the Tech device reviews field, ASMR viewers also focus on the product like product's performance and purchase. However, there are many topics related to reaction of ASMR sound, trigger, relaxation. In the Beauty-fashion field, viewers' topics mainly focus on the reaction of the ASMR trigger, response to ASMRtist and other topics are talking about makeup - fashion, product, purchase. From LDA result, many ASMR viewers comment that they feel more comfortable when watching the marketing content that uses ASMR. This result has shown that ASMR marketing contents have a good performance in terms of user watching experience, so applying ASMR can take more consumer intention. And the result of social network analysis showed that product review ASMRtist have a higher communication effectiveness than how-to ASMRtist in the same tier. As an influencer marketing strategy, this study provides information to establish an efficient advertising strategy by using influencers that create ASMR content.

• 한국의류산업학회지
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• 제23권6호
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• pp.770-780
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• 2021

The purpose of this study is to classify customer experience components using Bernd H. Schmitt's Strategic Experiential Modules and explore the relevance between fashion lifestyle and customer experience components. A survey was conducted on 400 adults between the ages of 20s to 50s who had experience in sportswear stores. The results obtained are as follows. First, according to fashion lifestyle, the respondents were divided into an individuality-valued pragmatic group, a trend-oriented brand-seeking group, a fashion-interested group, and a conservative pragmatic group. Second, customer experience components were divided into sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience. Third, on analyzing the relationship between customer experience and fashion lifestyle, it was found that a fashion-interested group has the highest value in all experiences; therefore, it can be considered that the higher the interest in fashion, the more important is the customer experience. On the other hand, the conservative pragmatic group represented generally smaller values than the other three groups in all customer experiences. Fourth, there were significant differences in the customer experience components that were considered to be important depending on the fashion lifestyle type. An individuality-valued pragmatic group valued cognitive experiences, a fashion-interested group valued all experiences, and a conservative pragmatic group showed low scores in all customer experiences. The results of this study will allow companies to build more customer-friendly experiences and enable consumers to engage in satisfactory purchasing activities through better customer experiences.

• The Journal of Asian Finance, Economics and Business
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• 제9권4호
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• pp.121-129
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• 2022

This study intends to analyze the impact of the country of origin on the intention to ingest COVID-19 vaccinations by measuring Vietnamese people's perceptions of India in the manufacture of COVID-19 vaccines. The research is done using a quantitative method, and primary data was obtained using a conventional manner based on the willingness of the research respondents, who are Vietnamese persons aged 18 and up, to contribute information. The findings revealed that perceived brand association and perceived brand quality directly positively impact the COVID-19 vaccine's consumption intention and willingness. Meanwhile, while the perceived country image component has no direct effect on consumption intention, it does have a positive indirect effect on consumption intention through perceived brand linkage and perceived brand quality. The findings also emphasize the importance and significance of a country's image in brand association and quality perception. The study's findings imply that to increase consumers' willingness to buy India's COVID-19 vaccination, the country should develop communication initiatives to improve consumer perceptions of the country's image, the perceived value of the brand association, and brand quality.

• 한국식생활문화학회지
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• 제38권4호
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• pp.191-202
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• 2023

Food upcycling has emerged as an effective approach to sustainably utilize the food waste generated within the food supply chain. This review article examines upcycled food with respect to its definition, consumers' knowledge and perception on it, and the process by which by-products from the food supply chain are utilized for the creation of upcycled food products. The definition of upcycled food varied among manufacturers, research institutions, and the Upcycled Food Association, depending on the specific values and objectives of each sector. This has resulted in the use of different keywords to highlight the distinctive characteristics of their respective interpretations of upcycled food. This review also summarizes the various consumer traits that can influence the awareness and acceptance of upcycled food, encompassing functional, empirical and emotional, symbolic and self-expressive, and economic benefits. Additionally, the review presents strategies to utilize by-products produced in large quantities in Korea, while also addressing the control of hazardous components to ensure biological or chemical safety and the changes in nutritional value that may occur during the utilization of these byproducts.

• Asia Marketing Journal
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• 제17권1호
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• pp.97-121
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• 2015

In this research, we examine whether and why temporal distance influences evaluations of two different types of brand extensions: concept-based extensions, defined as extensions primarily based on the importance or relevance of brand concepts to extension products; and similarity-based extensions, defined as extensions primarily based on the amount of feature similarity at the product-category level. In Study 1, we test the hypothesis that concept-based extensions are evaluated more favorably when they are framed to launch in the distant rather than in the near future, whereas similaritybased extensions are evaluated more favorably when they are framed to launch in the near rather than in the distant future. In Study 2, we confirm that this time-dependent differential evaluation is driven by the difference in construal level between the bases of the two types of extensions - i.e., brand-concept consistency and product-category feature similarity. As such, we find that conceptbased extensions are evaluated more favorably under the abstract than concrete mindset, whereas similarity-based extensions are evaluated more favorably under the concrete than abstract mindset. In Study 3, we extend to the case for a broad brand (i.e., brands that market products across multiple categories), finding that making accessible a specific product category of a broad parent brand influences evaluations of near-future, but not distant-future, brand extensions. Combined together, our findings suggest that temporal distance influences brand extension evaluation through its effect on the importance placed on brand concepts and feature similarity. That is, consumers rely on different bases to evaluate brand extensions, depending on their perception of when the extensions take place and on under what mindset they are placed. This research makes theoretical contributions to the brand extension research by identifying one important determinant to brand extension evaluation and also uncovering its underlying dynamics. It also contributes to expanding the scope of the construal level theory by putting forth a novel interpretation of two bases of perceived fit in terms of construal level. Marketers who are about to launch and advertise brand extensions may benefit by considering temporal-distance information in determining what content to deliver about extensions in their communication efforts. Conceptual relation of a parent brand to extensions needs to be emphasized in the distant future, whereas feature similarity should be highlighted in the near future.

• Journal of Microbiology and Biotechnology
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• 제33권6호
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• pp.771-779
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• 2023

Biofilms are a significant concern in the food industry. The utilization of plant-derived compounds to inactivate biofilms on food contact surfaces has not been widely reported. Also, the increasing negative perception of consumers against synthetic sanitizers has encouraged the hunt for natural compounds as alternatives. Therefore, in this study we evaluated the antimicrobial activities of ethanol extracts, acetone extracts, and essential oils (EOs) of seven culinary herbs against Salmonella enterica serotype Typhimurium and Listeria innocua using the broth microdilution assay. Among all tested extracts and EOs, the ethanol extract of Piper betle L. exhibited the most efficient antimicrobial activities. To evaluate the biofilm inactivation effect, S. Typhimurium and L. innocua biofilms on pitted and smooth stainless steel (SS) coupons were exposed to P. betle ethanol extract (12.5 mg/ml), sodium hypochlorite (NaClO; 200 ppm), hydrogen peroxide (HP; 1100 ppm), and benzalkonium chloride (BKC; 400 ppm) for 15 min. Results showed that, for the untreated controls, higher sessile cell counts were observed on pitted SS versus smooth SS coupons. Overall, biofilm inactivation efficacies of the tested sanitizers followed the trend of P. betle extract ≥ BKC > NaClO > HP. The surface condition of SS did not affect the biofilm inactivation effect of each tested sanitizer. The contact angle results revealed P. betle ethanol extract could increase the surface wettability of SS coupons. This research suggests P. betle extract might be utilized as an alternative sanitizer in food processing facilities.

• 한국의상디자인학회지
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• 제25권2호
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• pp.97-110
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• 2023

The purpose of this study is to develop 3D pattern textile design of traditional Jogakbo motifs and fashion products using it. As a research method, first, through literature review, the three-dimensional representation of geometry on a plane with Jogakbo, design cases were examined. Second, through a survey, the purchase perception and design preference of Jogakbo cultural products was analyzed. Third, based on the results of the survey on color and print, the 3D pattern design for each type of Jogakbo is printed, and then textile fashion cultural products were developed. The results of this study are as follows. First, the reason why the public was not attracted to the purchase of cultural products was disatisfaction with practicality, unsuitable preference, price adequacy, aesthetics, and originality. Therefore, it was analyzed that quality, practicality, price, carry-on storage harmony and manageability, as well as aesthetic design were important factors for consumers. Second, the stereoscopic space on the plane expanded the two-dimensional plane space by forming a cube through the division and dissolution of geometry could be visualized using color expression of cubes of different brightness depending on the direction of light. Third, Jogakbo had eight types consisting of four detailed forms and three arrangement methods. The 3D pattern design could be developed through regular disolution and stereoscopic construction using Jogakbo's representative images for each type. In addition, it was found that it was easy to produce Jogakbo fashion products suitable for modern people through 3D pattern digital textile printing applying traditional colors.

• 한국식생활문화학회지
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• 제22권6호
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• pp.748-756
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• 2007

The purposes of this study were to analyze importance and performance for coffee quality attributes based on customers according to their consumption types; and provided ideas and marketing strategies to increase sales through IPAs (Importance-Performance Analysis). University students in Incheon were conducted a survey from March 13, 2007 to March 31, 2007. As for a quality attribute with the highest importance, the survey showed 'price' was important for ${\ulcorner}$vending machine coffee${\lrcorner}$, and 'taste' was important for ${\ulcorner}$commercial coffee${\lrcorner}$, and ${\ulcorner}$coffee house coffee${\lrcorner}$. And 'thirst relief' was found to have the lowest importance for three types of coffee. As for a quality attributes with the highest performance, the survey showed 'taste' was important for ${\ulcorner}$coffee house coffee${\lrcorner}$ 'price' was important for ${\ulcorner}$vending machine coffee${\lrcorner}$; and 'period of circulation' was important for ${\ulcorner}$commercial coffee${\lrcorner}$. IPA results for coffee quality attributes also showed quality attributes that should be improved quickly for each type of coffee: 'hygiene', 'safety', 'period of circulation', and 'package' were for ${\ulcorner}$vending machine coffee${\lrcorner}$; 'price' and 'freshness' were for ${\ulcorner}$commercial coffee${\lrcorner}$; and 'price' and 'period of circulation' were for ${\ulcorner}$coffee house coffee${\lrcorner}$.