• Journal of Distribution Research
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• v.15 no.2
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• pp.71-99
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• 2010

Most of studies on patriotism in the marketing area have focused on ethnocentric tendencies observed in consumption behaviors. On the contrary, there have been few empirical studies on how patriotism in the general sense, indicating affection for, attachment to, and pride in the country, influences consumers' evaluation of domestic and foreign products. Given the current situation that marketing activities appealing to people's patriotism is increasing, this is somewhat surprising. Thus, this study examined empirically how patriotism influences people's evaluation of domestic and foreign products. In addition, we tested whether consumer ethnocentrism works as an intervening variable in the relation between patriotism and product evaluation. The empirical analysis was conducted through a questionnaire survey of undergraduate and graduate students at universities in Seoul. The survey asked about the respondents' patriotism, consumer ethnocentrism, domestic product evaluation, foreign product evaluation, and demographical characteristics. In foreign product evaluation, the respondents were requested to evaluate Chinese and Japanese products. Email was used to send and recover the questionnaires, and 135 replies were used in the analysis. Major findings from the empirical analysis are as follows. First, a significant relationship was observed between patriotism and domestic product evaluation. That is, patriotic participants evaluated domestic products more favorably. On the other hand, no significant relationship was observed between patriotism and foreign product evaluation(See Table 1-1 and 1-2). Next, the effect of patriotism on domestic product evaluation was mediated by consumer ethnocentrism. However, whether the effect of patriotism on domestic product evaluation is mediated by consumer ethnocentrism partially or fully was different according to product(See Table 2-1 and 2-2). Lastly, we tried to analyze the relation between consumer ethnocentrism and product evaluation and comparing the results with findings of previous researches. According to the results, a significant relationship was observed between consumer ethnocentrism and domestic product evaluation but not between consumer ethnocentrism and foreign product evaluation. The meanings of this study are as follows. First, there have been few marketing studies that investigated the relation between patriotism and product evaluation. Thus, this study is meaningful in that it supplemented the limitation of previous research. Second, consumer ethnocentrism was found to mediate the relation between patriotism and domestic product evaluation. Considering the absence of previous research that examined the role of consumer ethnocentrism as an intervening variable, this study is significant in that it expanded the scope of research on consumer ethnocentrism. Third, from the practical aspect, the results of this study suggest that marketing appealing to patriotism is effective in stimulating consumers' purchase and consumption of domestic products. Accordingly, such a marketing strategy is expected to be effective in protecting domestic markets from imported goods and overseas brands and to increase demands for domestic products and brands. However, there is the question of whether the effect of patriotism based marketing strategies in promoting demand for domestic products would persist. That is, this study could not find a significant relation between patriotism and foreign product evaluation, and this means that the increase in patriotism for the home country does not damage people's view to the quality of foreign products negatively. Accordingly, without change in people's perception of foreign products, it is highly likely that the increase in demand for domestic products or brands induced by patriotism elevated at a specific time or situation may not last long. Fourth, the results of this study suggest that the patriotism level may influence consumers' choice behavior toward retailers strongly connected to a specific country or region. That is, consumers with high level patriotism may hesitate or avoid using a retailer associated with some foreign country. Fifth, according to the results of this study, when people's patriotism is stimulated by a specific social situation or event, it can be an opportunity for domestic franchise brands to increase their market performance such as sales and market share and, at the same time, for foreign franchise brands to experience adversities. Therefore, during a period like the Olympic Games or the World Cup when people's sense of belonging or attachment to their country is heightened, domestic franchise brands need to make marketing activities that may lead market opportunities to substantial results and foreign franchise brands to cope with such adversities. Sixth, consumers' brand choice is often made in retail stores. It has been demonstrated by numerous studies that in store stimuli such as point of purchase display can affect consumers' behavior. Considering this, domestic brands facing competition with foreign brands should make continuous efforts to enhance the market performance of their products through developing in store stimuli that can stimulate consumers' patriotism. Finally, based on the major findings of this study, both academic and practical issues were discussed. Suggestions for future studies were provided.

• Journal of Korea Entertainment Industry Association
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• v.15 no.4
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• pp.15-29
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• 2021

Many countries and companies are pursuing and developing Artificial intelligence as it is the core technology of the 4th industrial revolution. Global IT companies such as Apple, Microsoft, Amazon, Google and Samsung have all released their own AI assistant hardware products, hoping to increase customer loyalty and capture market share. Competition within the industry for AI agent is intense. AI assistant products that command the biggest market shares and customer loyalty have a higher chance of becoming the industry standard. This study analyzed the current status of major overseas and domestic IT companies in the field of artificial intelligence, and suggested future strategic directions for voice UI technology development and user satisfaction. In terms of B2B technology, it is recommended that IT companies use cloud computing to store big data, innovative artificial intelligence technologies and natural language technologies. Offering voice recognition technologies on the cloud enables smaller companies to take advantage of such technologies at considerably less expense. Companies also consider using GPT-3(Generative Pre-trained Transformer 3) an open source artificial intelligence language processing software that can generate very natural human-like interactions and high levels of user satisfaction. There is a need to increase usefulness and usability to enhance user satisfaction. This study has practical and theoretical implications for industry and academia.

• Journal of the Korea Safety Management & Science
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• v.21 no.4
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• pp.75-80
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• 2019

Sales of the Korean clothing industry grew to 16.9 percent on-year in 2010, but the growth rate dropped to 3 percent from 2011 to 2016 and the overall market began to slump to 1.1.6 percent in 2017. The competitiveness of clothing companies is also a major sector in logistics capability, and the average logistics cost of domestic clothing companies is 8.3 percent of sales in 2011, higher than the average 8 percent of domestic industries, and 36.4 percent of the total storage cost in 2011, higher than the 28.8 percent share of the total storage cost of domestic companies. As domestic production conditions such as wage hikes and labor disputes worsened in the 1990s, production facilities were rapidly moved overseas, which led many clothing companies to have no production facilities or a minimal production base in Korea and focus on marketing and design capabilities. The total storage capacity and storage efficiency of the logistics center became very important as the products were changed to the form of mass warehousing and small-volume forwarding. Research shows that building column spacing, a model of this research, can affect the amount of hanger rack storage empirically, so for sustainable growth of clothing companies, it is necessary to improve competitiveness in the logistics market by reducing costs and improving efficiency to overcome difficulties in corporate management. Because logistics costs are 8.3 percent and operating profit to sales ratio is 2 percent, it is expected that operating profit will increase by 41.5 percent if logistics costs are reduced by 10 percent. If 10% of storage cost is saved based on storage cost, operating profit is expected to increase by 15% To strengthen the competitiveness of the clothing industry, a reduction in logistics costs is essential. Therefore, the purpose of this study is to provide hints that logistics experts can have empirically small amounts in reducing storage costs through column spacing adjustment of logistics centers that have not been dealt with statistically until now, and to contribute to the continued growth of clothing companies and the development of the domestic logistics industry.

• The Research Journal of the Costume Culture
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• v.22 no.1
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• pp.86-98
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• 2014

This study analyzed fashion businesses based on the 6P's, products, prices, place, promotion, people, and patron for business owners in the Myeongdong commercial fashion district. Furthermore, this study proposed plans that would activate the Myeongdong fashion district and continuously develop it as a global fashion city. A survey was conducted from August to September, 2012 for 249 fashion business owners in Myeongdong. Eventually, only 208 questionnaires were used for the analysis. The research results were as follows. First, domestic brands have the largest share in the market and sales of fashion accessories were higher than the sales of clothes. Second, the prices for those fashion items ranged from low to mid-price. Third, the opening of new shops keeps increasing, and the size of the shops falls between ten and twenty pyeong generally. 'Self-production' was the highest form of production compared to any other form, and regarding importation sites, importation from overseas was the highest. Fourth, regarding promotion types, the sales in shops was the most commonly used promotion method compared to television and magazine advertising, and personal selling. Fifth, the proportion of male proprietors was larger than that of female proprietors. Most employees had less than five years of sales experience. Sixth, the main customers were females in their 20s and the proportions of Korean and foreign customers was similar.

• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.34-46
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• 2021

In the domestic data exchanging market, unreasonable pricing of purchase data is consistently mentioned as a major obstacle in data trading. This is a problem caused by the inability to properly evaluate the value of data products due to lack of product information and experience in using them. In order to activate trading, the data exchanges need to provide information that allows consumers to comprehensively judge the value of data products in addition to prices. The cost-based, income-based, and market-based methods, which are mainly applied to data valuation, are insufficient as data valuation methods to stimulate trading and distribution because only price information, a result of valuation from a supplier's point of view, can be shared with consumers. This study aims to develop a measurable valuation method that allows data trading stakeholders (exchanges, suppliers, and consumers) to judge and share the value of data products from a common perspective. To this end, we identified the value drivers of data products, which are considered important in overseas data exchanges and related research, and derived an evaluation method that can quantitatively measure each value driver. In addition, evaluation criteria in the form of a rating table were developed using data products for transactions, and a value evaluation index was developed through stratification analysis (AHP) to enable relative value comparison. As a result of applying the evaluation criteria to actual data products, it was found that the evaluation values were differentiated according to the characteristics of individual data products, so it could be used as a relative value comparison tool.