• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.27-34
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• 2010

During the past 10 years, sales of luxury goods increased significantly to more than US$ 130 billion in 2007. In this industry, more than half of the revenue comes from Asia where the average income has risen significantly, and the demand for luxury products is forecast to grow rapidly. Purchasing luxury brands appears to be an intriguing social phenomenon that is profitable for companies in this region. As a newly developed country, Korea is one of the most attractive luxury markets in Asia. Currently, a total of 120 luxury fashion brands have entered the Korean market, primarily in luxury districts in Seoul where the competition is fierce. The purposes of this study are to: (1) identify antecedents of attitude toward luxury brands, (2) examine the effect of attitudes toward luxury brands on customer equity, (3) determine the impact of attitudes toward luxury brands on customer lifetime value, and (4) investigate the influence of customer equity on customer life time value. Previous studies have examined materialism, social need, experiential need, need for uniqueness, conformity, and fashion involvement as antecedents of attitude toward luxury brands. Richins and Dowson (1992) suggested that that materialism influences consumption behavior relative to quantity of goods purchased. Nueno and Quelch (1998) reported that the ownership of luxury brands conveys information related to the owner's social status, communicates an image of success and prestige, and is a determinant of purchase behavior. Experiential need is recognized as an important aspect of consumption, especially for new products developed to meet consumer demand. Since luxury goods, by definition are relatively scarce, ownership of these types of products may fulfill consumers' need for uniqueness. In this study, value equity, relationship equity, and brand equity are examined as drivers of customer equity. The sample (n = 114) was undergraduate and graduate students at two private women's universities in Seoul, Korea. Data collection was conducted using a self-administered questionnaire survey in March, 2009. Data analysis included descriptive statistics, factor analysis, reliability analysis, and regression analysis using SPSS 15.0 software. Data analysis resulted in a number of conclusions. First, experiential need and fashion involvement positively influence participants' attitude toward luxury brands. Second, attitude toward luxury brands positively influences brand equity, followed by value equity and relationship equity. However, there is no significant relationship between attitude toward luxury brand and customer lifetime value. Finally, relationship equity positively influences customer lifetime value. In conclusion, young consumers are an important potential consumer group that tries different brands to discover the ones most suitable for them. Luxury marketers that use effective marketing strategies to attract and engender loyalty among this potentially lucrative consumer group may increase customer equity and lifetime value.

• The Research Journal of the Costume Culture
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• v.19 no.2
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• pp.360-375
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• 2011

The fashion market focuses on consumers and maximizes consumers' satisfaction. The fashion market has been segmented to better satisfy the variety of consumer group. Although market segmentation has been studied, efficiency and effectiveness of market segmentation continuously bring problems. Also, problems of prediction about real consumer behavior, and efficiency and effectiveness of standards are pointed out. The purpose of this study is to determine the most important variables for dividing fashion product buyers. This study was designed as qualitative study and in-depth interview was conducted. The in-depth interview was conducted with five experts in fashion intelligence agency. In-depth interview was completed by an analytic induction and an investigator triangulation. Questions were about characteristics, demographic characteristics, important factors and fashion buying relationship, and interests of current clothing shoppers. The results of qualitative research demonstrated that clothing shoppers, with their valuable consumption and selective buying behaviors, seek differentiated products. They also long for high quality apparel for its price, because of their valuable consumption and price centered tendency. They illustrated active sides, such as enthusiastic information searching and emotional or experiential consumption, rather than attitudinal sides. The variables for dividing fashion product buyers included: "innovative seeking", "symbolic seeking", "personalized seeking", "quality-seeking", "selective seeking", "price-seeking", "utility-seeking", "hedonic seeking", "sensitive seeking", "brand-seeking", "digital seeking", "information-seeking", and "eco-seeking".

• Korean Institute of Interior Design Journal
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• v.13 no.4
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• pp.147-155
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• 2004

The purpose of this research is to improve exhibition effectiveness by implementing hands-on exhibition technique that best provides adults with cultural resting place and children with outdoor education which simply supports school curriculum. By completing this research, the museum of natural history will become defined innovative as a place that enables people actively develop creativity For this sake, some of domestic natural science museums were selected as the samples in this study, such as Seodaemun of Natural History, Incheon Standing Science Pavilion and Daejeon National Science Museum, Which all produce experience-based exhibition in relatively brisk manner. First of all, this study attempted to identify the traffic line and behavioral characteristics of spectators who used experience-oriented exhibition through follow-up and observational study Then it divided samples into adults and children group to compare and analyze the ratio of using exhibitions, the ratio of spectators and the sojourn time according to the type of experience-oriented exhibitions. In addition, this study attempted to collect available data about spectators who were in conversation with one another on the other hand, it also attempted to determine any effects on using experience-based exhibition by performing a questionnaire survey, so that it might set up an index for behavioral characteristics the spectators who visit such exhibition.

• Korean Journal of Community Nutrition
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• v.3 no.1
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• pp.120-132
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• 1998

A major goal of the Community Plant Food Project is to develop partnerships between the Cornell Community Nutrition Program and Community-based organizations, including Cooperative Extension. A core principle behind this work is integrating research and intervention. Based on our work in Rochester, New York, we have developed a process and principles for effective partnerships. This new paradigm what we call the University-Community Partnership Model is a team effort that builds on the experiential literature in the fields of communication, leadership, community and team development, sociology, and participatory research and action. We have applied this model both to increase our understanding of Family Food Decision-making and to develop programs for families. In this project, we have used a variety of qualitative methods to understand food decisions from the perspectives of families and community stakeholders, including a group method for analyzing our qualitative interview data. For our survey of families, we developed the Enhanced Response Method, an approach for improving the validity and reliability of community surveys with families and, at the same time, building relationships with families and other stakeholders in the community for integrated and sustainable interventions. Because the knowledge we develop through the partnership and the interventions we seek to implement are products of the process, we are constantly seeking to refine this knowledge and to adapt emerging interventions through an ongoing evaluation process we call the Continuous Improvement Method.

• Journal of Korean Academy of Nursing
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• v.40 no.4
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• pp.463-472
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• 2010

Purpose: This study was done to develop a web-based education program for nurses working in nursing homes. The focus was on the rights of older adults. Methods: The program was designed based on the Network-Based Instructional System Design (NBISD) model and was operated and evaluated between July 2007 and June 2008. Results: Out of nursing records of 40 residents from a nursing home, the final 7 cases were deducted through classification using the Resource Utilization Group (RUG)-III. The data on needs for education was collected from 28 nurses working in 15 nursing homes located in Seoul and Gyeonggi Province, who agreed to complete a self-report questionnaire. A comprehensive review of the literature and two focus groups interviews were used to search for risk factors and guidelines for protection of human rights. The education program was developed based on Kolb's experiential learning model and composed of 5 units, which included content on types of human rights and rights to death with dignity, elder abuse, physical liberty, and self-determination. The program was positively evaluated showing a score of 3.35 (SD=0.37) out of 4. Conclusion: The educational program developed in this study should promote nurses' sensitivity to the rights of elders and improve nurses' behaviors in protecting the rights of elders residing in nursing homes.

• Fashion, Industry and Education
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• v.15 no.1
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• pp.1-11
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• 2017

The proliferation of social media has given rise to the new consumer group, namely, social consumers. This study identified the distinct characteristics of social consumers (i.e., online social search, online social navigation, online social connection) and examined the impacts of social consumer attributes on the engagement with fashion brands via brands' SNSs (BSNSs). A sample of 141 U.S. consumers who had browsed and/or participated in a fashion brand's BSNS (i.e., the Facebook page for fashion brands) was used to examine hypothesized relationships. The analyses involved running a confirmatory factor analysis and a structural equation modeling. The result indicates that the impacts of the social consumer attributes on the benefits of BSNSs (i.e., experiential and functional benefits) as perceived by consumers were significant, except the link between online social connection and functional benefits. In addition, consumers' existing relationship with a brand served as a moderating variable, strengthening the impacts of social consumer attributes on BSNS benefits. The perceived benefits of BSNSs positively affected perceived relationship investment which in turn influenced brand loyalty. Practical marketing suggestions are provided for fashion brands.

• Journal of the Korean Home Economics Association
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• v.48 no.1
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• pp.111-125
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• 2010

The purpose of this study was to develop and evaluate the efficacy of a Family Relationship Enhancement Program for runaway youth. The theoretical framework of this program was based on Solution-Focused, Satir's Experiential, and Cognitive-Behavioral models. Need assessment analysis of youth shelter workers, focus group interviews with runaway youths, and advisory council meetings were used as a complementary resource for this study. Thirty-one runaway youths from 6 youth shelters in Seoul and Kyunggi participated in 4 two-hour sessions of this Family Relationship Enhancement Program. All participants were subjected to pre-test and post-test analysis in order to assess the efficacy of the program. The results of this study showed that the Family Relationship Enhancement Program had significantly increased the participants' self-esteem, communication capability, and understanding of family values.

• International Journal of Contents
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• v.17 no.4
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• pp.101-118
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• 2021

The prevalence of We-Media short videos has attracted emerging independent fashion designers (EIFD), a new force in the fashion industry directing their brand promotion to We-Media for amassing online followers. However, compared to famous content generators, EIFDs' creative, design-based visual appeal has not provided them with the significant edge. The former's success is admittedly supported by the platform backstage algorithm. Yet, the content is the cornerstone for building relationship between the sender and the reception. The authentic perception of the content is one of the basic appeals for which the audience chooses to follow the source. Therefore, with the EIFD short video as the research content, this study is established from the audience's perspective to understand the different dimensions of their authentic perceptions of EIFDs short video. The study was conducted mainly in the form of the Q method. The collection of 52 Q samples were realized through the Focus Group Interview and literature review on multidimensional authenticity. Thirty-six subjects participated in the sorting of the Q-sets. Finally, four dimensions of audience authenticity perceptions of EIFDs were derived: 'ingenuity', 'relevant', 'transparent', and 'experiential'. The corresponding short video content design strategies are suggested for effective communication of EIFDs and their personal brands.

• Publications of The Korean Astronomical Society
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• v.38 no.3
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• pp.111-123
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• 2023

In this study, quantitative analysis is attempted on data collected from Chilgapsan Observatory Star Park in Cheongyang-gun, Chungcheongnam-do. The aim of this experimental study in which quantitative analysis of the Astronomical Science Museum in Korea is conducted is to investigate its current situation and secure basic data. As of July 31, 2023, it has had 283,931 cumulative visitors in total. It had the largest number of visitors when it opened (2009 year), after which their number reduced steadily until the pandemic (COVID-19, 2020-2022). Recently, however, the number of visitors has increased. Generally, the number of visitors is highest in August (20.8%) and least in April (4.1%). The visit rate is higher on weekends (Saturday and Sunday) than on weekdays (Monday-Friday), and groups comprise only about 5.3% of the total number of visitors. Moreover, it can be confirmed that the number of visitors increases sharply during events. Finally, it was confirmed that the visit rate was unaffected by weather conditions. Considering these results, we propose the following strategies: 1) Establish a special program that reflects "the weekend effect." 2) Prepare a plan to attract group visitors during the weekdays using "the event effect." 3) Arrange alternative programs (e.g., experiential activities) that can be conducted indoors regardless of weather conditions. We think that our findings will help establish a roadmap for the direction the Astronomical Science Museum should take and aid in preparing a strategic foundation to preemptively respond to unexpected situations (e.g., pandemics).

• Management & Information Systems Review
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• v.36 no.1
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• pp.95-114
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• 2017

The purpose of this study is to search information attributes suitable for SNS and to identify the influence of individuals or groups who contribute to the creation and diffusion of information in the SNS. The researchers extracted the accuracy, two-sided information, novelty, diversity, and experiential factors that influence the acceptance and diffusion of information in the SNS, and identified the relationships among the variables, the usefulness of information and the degree of information diffusion intention. And researchers studied market maven who play the key role in creating and diffusing SNS information. A total of 600 questionnaires were collected and 549 questionnaires were used to test the research hypothesis. The results of the study are as follows. Consumers considered information, which had accuracy, two-sided, and experiential attributes, as useful. But novelty or diversity information were regarded as unuseful because of motive to avoid ambiguity. In the Market Maven Group who have the ability to acquire and edit SNS information, however, there were weak or negative causality between experience and accuracy and information usability factors. but positive causality between novelty and diversity factors of information and usability.