• Journal of Distribution Science
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• v.17 no.8
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• pp.15-24
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• 2019

Purpose - The relationship between personal consumption value and brand trust and brand attitude, brand trust and brand attitude, and brand loyalty was analyzed at a time when customers visiting domestic and foreign brands with mutual competition recognized the coffee shop as a new cultural space. Research design, data, and methodology - To examine these research models, samples were collected from 348 peoples who visited Coffee Franchise Companies during March to April, 2019. Results - The results of the study showed that Most of the assumptions about consumers' personal consumption values and brand trust, brand attitude and brand loyalty were adopted. This shows that there is a positive and organic relationship between these variables. Conclusions - Consumers' personal consumption values are found to have a positive impact on brand trust and brand attitudes. This means that the more positive an individual's consumption value is, the more confidence and likability a brand has. Brand trust has been shown to have a positive impact on brand attitudes. Brand attitudes and brand trust also have a positive impact on brand loyalty. This means efficient management of brand trust and brand attitudes in chain service companies is necessary.

• Journal of Digital Contents Society
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• v.18 no.8
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• pp.1567-1576
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• 2017

This study presented the direction of cultural welfare based on ICT. For this purpose, it examined the direction of government policies and the status of cultural welfare services and it analyzed art galleries and museums focusing on experiences of cultural welfare services in a home and abroad. As a result, the museum has many changes depending on the media environment, unlike art gallery. In the age of media 1.0, the audience has experienced in real museums. As time goes by, in the age of media 2.0, the customer has opportunity to experience in virtual museums. It seems that there are many differences factor of a media environment, target (exhibits), accessibility, consumption and information. Finally, this study suggested the environmental change factors of Korean ICT cultural welfare service through this. In the future, it will be necessary to continue research on the possibility of expanding cultural welfare services for cultural enjoyment to the underprivileged.

• The International Journal of Costume Culture
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• v.12 no.1
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• pp.52-70
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• 2009

Department store has actively expanded cultural center services by providing a series of educational courses in order to increase customer visits, enhance customer satisfaction, and ultimately increase sales. In this study, cultural center members' shopping behaviors and image building of the department store were explored through focus group interviews. Results generated from a total of 7 focus group interviews with female cultural center members in their 30's through 60's are as follows. First, the consumer group who attends courses for their own purpose is 45 to 55 year-old female customers who are actively involved in consumption at the department store for their own clothing, food and restaurant. They are not often engaged in impulsive either group shopping for clothing. They are satisfied with class quality compared to low tuition whereas dissatisfied with busy schedule of a lecture room and lack of special discount benefits for members. Second, the other consumer group who attends courses for their children is consumers in their 30's. They are charged in shopping for clothing for their husbands, children, and themselves. They are suffering time poverty due to nurturing their children, therefore, they want to shop more in the department store on the day of class. However, expensive kids-care facilities are barriers to do it. Convenience, familiarity and center of culture are important images of the department store, developed through frequent visits of these customers. Eight implications for marketing strategies were generated based on study results.

• 지역과문화
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• v.8 no.1
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• pp.1-23
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• 2021

This study examined at an exploratory level what should be considered for developing underdeveloped areas using local cultural resources. This study analyzed the psychological and behavioral differences between those who have visited underdeveloped areas developed using local cultural resources and those who haven't, to draw out the implications for the urban regeneration. The results showed that there were differences in respondents' motivation to visit, perception of what needs to be done for the tourism development of underdeveloped areas, perception of the expected effects of developing cultural contents, and consumption behaviors. In other words, those who have visited the tourist sites where had been underdeveloped areas have a more positive attitude toward visit motivations, needs for tourist site development, expected effects of local cultural content development, and consumption behaviors than those who haven't. It means that it is of the utmost importance to induce as many people as possible into tourist sites in underdeveloped areas. This exploratory study is expected to offer some implications for developing underdeveloped areas as tourist sites, a form of urban regeneration.

• International Journal of Contents
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• v.9 no.4
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• pp.52-59
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• 2013

The present study explored the reception and consumption processes of a Korean audience's viewing of local and international television dramas. Findings indicated that the influential factors on the level of viewing in regards to Korean, American, and Japanese TV dramas among Korean viewers differed. In particular, a significant difference was found in terms of perceived drama characteristics. Applying niche theory, the present study also examined the audience's motivation for watching these television dramas. Results demonstrated that Korean TV dramas possessed the broadest niche breadth and were the most competitive. In a comparison of the perceived characteristics of TV dramas, American drama earned competitive superiority for most characteristics. The implications from the results were discussed in terms of cultural discount and proximity.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.5
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• pp.848-867
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• 2022

As an emerging market with rapid economic growth, while being a key region of the K-culture expansion, Vietnam draws increasing scientific attention. This study focuses on the MZ generation, Vietnam's leading consumer group, revealing their consumption value structure. An online survey was used for data collection purposes, investigating 368 Vietnamese consumers between 18-37 years of age. Six value dimensions were derived as results of the present analysis: functional, emotional, social, ethical, self-expression, and autonomy-oriented value. Among them, functional value includes two sub-dimensions of utility and price, while emotional value entails three sub-dimensions, namely hedonism, novelty, and aesthetics. 'Self-expression value' and 'autonomy-oriented value', reflecting the characteristics of the MZ generation, who actively express themselves and respect proactive decision-making, are becoming important standards of the consumption attitude of young Vietnamese. Moreover, the pursuit of 'novelty' was derived as a factor reflecting emotional values, revealing an association between hedonic consumption, and seeking for newness and difference. Furthermore, the relationships between each consumption value dimension, respective demographic characteristics, and global consumption propensity were investigated. The present findings aim to provide insights into young Vietnamese consumers' attitudes and intend to serve as a foundation for future research.

• Journal of the Korean Home Economics Association
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• v.49 no.9
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• pp.99-109
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• 2011

The purpose of this study was to characterize the new women, modern girls and modern boys from the 1920's to the 1930's as a modern new generation, the primary consumer of modern consumption culture, and to examine their values, lifestyles, consumption culture and clothing attitudes. The data were obtained from the magazines and newspapers published from 1920's to 1930's and previous literatures, and analyzed by qualitative content analysis. The results were as follows: A modern new generation meant the new women, modern girls, and modern boys seeking for the western looks and cultural tastes. The values of a new generation people were individualism, materialism, and modernism which was the same as Americanism. They enjoyed western lifestyles and sports and consumed new mass media and popular culture. Their clothing attitudes were fashion orientation, conformity, symbolism, conspicuous consumption, aesthetic value, individuality, and practicality.

• Journal of Agricultural Extension & Community Development
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• v.22 no.4
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• pp.465-479
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• 2015

The purpose of this study is to explains consumers' medical discourse embedded in the consumption of oriental medicine and health functional foods. Despite the fact that both of oriental medicine and western medicine is legally accepted, people tend to recognize that accurate diagnosis is possible only in the latter. As the discourse that oriental medicine, compared with western medicine, has an auxiliary position is widely spreaded, the rivalry between herbal medicine and health functional foods come to be formed. And it led to a close correlation between the decrease of herbal medicine consumption and the growth of health supplement market. Herbal medicine is compared to red ginseng, one of the representative health supplement. Negative notion such as using an Asian herb from China and side effect of hepatotoxicity influences herbal medicine consumption. This study argues two conclusion. First, the correlation between the consumption of herbal medicine and that of health functional foods results from the discourse of scientific reconstruction, standardization, and commercialization all of which come from globalization discourse. Second, medical discourse embedded in these commodity, in the end, has impact on agricultural production.

• Journal of the Korean Society of Costume
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• v.66 no.7
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• pp.1-16
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• 2016

The purpose of this study was to examine the characteristics of conspicuous kids fashion and its intrinsic meaning as the popular trends of luxury product consumption expand into the area of kids' fashion. For methodologies, literature study was conducted along with empirical study. The literature study was based on various literatures and preceding studies, including books. The empirical materials used the internet photos, overseas kids fashion magazines, and free newspapers available on the basis of membership targeting the upper class. Conspicuous kids fashion refers to imported luxury kids brands, which signify higher status of the wearer due to the high prices and high quality. These brands were thrust into limelight amid the Wanna-Be Phenomenon, which resulted from the emergence of kids' fashion icons. Imported luxury brands launched the products in the form of brand line extensions. It promoted exhibition of vicarious consumption to show off the wealth and social prestige of parents. It came into prominence due to emotional consumption among kitty moms. Moreover, this study examined the intrinsic meaning of conspicuous kids fashion. The results showed components of conspicuous kids fashion, which was classified into the emphasis on outward appearance, consumption for vicarious satisfaction, inheritance of cultural capital, and network configuration.

• Journal of Fashion Business
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• v.15 no.3
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• pp.156-165
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• 2011

The purpose of this study was to examine the influence of major variables and their relationship with the males' appearance consciousness that affect the men's cosmetic consumption. Also, the study also intended to verify the differences of men's cosmetic consumption between Chinese and Thai males. The samples consisted of 200 males who ranged in age from 18 to 35 years (M=24.64). One hundred participants were Thai and one hundred were Chinese. Based on literature review, six research questions were proposed. For data analysis, descriptive statistics, factor analysis, t-test, and multiple regression were used for this study. As the results, the sociocultural attitudes of consumers towards their appearance are positively relevant to the self-esteem and public self consciousness. Also, appearance consciousness such as appearance evaluation and appearance orientation led more cosmetic consumption. Chinese males revealed higher scores on public self-consciousness, appearance orientation, and sociocultural attitudes toward appearance than Thai males. Based on these results, some implications for global cosmetic markets would be suggested.