• Journal of Korea Society of Industrial Information Systems
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• v.27 no.2
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• pp.83-100
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• 2022

In marketing, the thematic conceptual study related to hedonic consumption with product symbolism contributed to symbolic consumerism and its hedonic experience. Researching how consumers deal with expectations for unexpected income or windfall gains helps understand what makes them enjoy experiences. This paper discusses the trade-off relationship between hedonic and utilitarian consumption. it aims to determine when and why people choose hedonic (pleasant) or utilitarian (material) products under windfall gains. We suggested five hypotheses, and through a series of experiments, respondents preferred hedonic to utilitarian goods when lottery amounts increased and the probabilities did not discriminate between two products. the preference order was not discriminated in the hedonic, utilitarian goods. the shape of preference revealed an opposite direction (U vs. invert-U)when the winfall amounts increased. and when the discounting rates varied, the consumers' preference order was expected to change. Subjects selected hedonic goods the most, utilitarian goods second, and cash rewards were the last choice. Therefore, stimulating consumers' hedonism and promoting hedonic experiences might be effective marketing tactics and strategies.

• 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 Family Resource Management and Policy Review
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• v.10 no.1
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• pp.83-105
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• 2006

The purposes of this study were to classify types of consumption values and to examine 5 types of art appreciation of university students in Seoul. Five types of art appreciation included fine art exhibition(including photographs, architects, calligraphy works), classical and opera performance, traditional Korean music performance, drama and musical performance, dance performance. The sample for this study consisted of 422 university students of five universities in Seoul. The data were collected using the structured questionnaires. The statistical methods used for the analysis were descriptive statistics, chi-square, factor analysis, and cluster analysis. The major findings are as follows. 1. The result of factors for consumption values of students emerged four factors. These were called as 'materialism', 'honor centered', 'family centered', 'hedonism' value. 2. The cluster analysis was conducted based on these four factors. The result showed 3 groups of consumption value which were called as 'material' honor value group', 'family value group', 'hedonic value group'. 3. The consumption value of university students did not significantly differ according to their demographic variables. 4. The behavior of art appreciation of university students significantly differed by their demographic characteristics and consumption value. The material' honor valued group showed the least chances to make decisions on art appreciation for one's own, which reflected that this group appreciate art to satisfy their honors rather than to enjoy art itself. They also showed the most chances to consider the renownedness of the art work or artists among three groups. And they showed the least chances to pay for the tickets for art appreciation, all of those meant that they appreciate arts unvoluntarily in situational condition. The family valued group showed the most chances to pay for the tickets when they appreciate arts. And therefore they were most susceptible for the prices. The hedonic valued group showed the most interests in art. They decided to appreciate art for their own, and they considered the contents and the highness in the level of the art the most when they appreciate art. And they show the most intention of participation in drama/musical performances, which reflect their interests in hedonic values. Based on these results of this study concluded that the consumption values of university students affected their behavior of art appreciation. Thus, university students' behavior on art appreciation can be effectively developed by education according to their consumption values.

• Culinary science and hospitality research
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• v.16 no.3
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• pp.32-50
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• 2010

The empirical objectives of this study include, firstly, to identify the underlying dimensions in food tourism, secondly, to identify and test the tourists' characteristic variables that explain participation in food tourism, and finally to examine the relationship between food tourism and the characteristic variables. Derived from existing food tourism literature, three underlying dimensions of activities in food tourism are given; (1) dining at restaurants serving local cuisine, (2) purchasing local food products, and (3) dining at high quality restaurants. Four valid conceptual variables were used to test whether there are significant relationships between them and food tourism variables. They are food neophobia, variety-seeking, hedonic consumption, and identity affirmation. Based on the survey responses from 164 tourists visiting Kanghwa-do, Namisum, and Yongjong-do, multi-regression analysis was employed. The findings suggested that there were negative relationships between food neophobia and all other dimensions in food tourism. In addition, variety seeking, identity affirmation, and hedonism have positive influence on the dimensions of food tourism. Therefore, utilizing various culinary cultures, food tourism activities with increasing the availability and branding of indigenous local dishes are strongly advised to the destinations concentrating in the food tourism market.

• Journal of the Korean Society for Library and Information Science
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• v.52 no.2
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• pp.143-164
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• 2018

The purpose of this study was to investigate the relationship between public library use and the individual's personal value system. The personal value system was measured by Schwartz's (1992) Theory of Basic Human Values. The theory includes ten universal values, which can be categorized into four higher-order values: namely, self-transcendence vs. self-enhancement; and openness to change vs. conservation. The data were collected on the web from 1,000 Korean adults who were 18 years old or above using a quota sampling method with respect to the distributions of gender, age, and geographic locations of the general Korean adult population. The collected data were analyzed using multi-dimensional scaling method, t-tests, and multiple correlations. The results showed that the public library is more likely to be used by the individuals who value "openness to change" (representing self-direction and stimulation), and "self-enhancement"(representing achievement, power, hedonism/sensuous pleasure) than those who value "conservation" (representing safety, stability of society, conformity to rules, tradition) and "self-transcendence" (representing interest in other's well-being, and tolerance, welfare of humanity and community). The findings suggest that public library uses reflect the characteristics of major library services, such as reading and self-learning, which are very autonomous and individualistic in their nature. The findings are valuable in understanding the nature of the functions performed by the current Korean public libraries that are reflected in the personal values of Korean adult library users.

• The Journal of the Korea Contents Association
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• v.22 no.9
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• pp.298-307
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• 2022

This study, through the potential research variables constituting smartphine shopping utilization, affects to some extent the social relevance and rapid adaptability of technology according to the cognitive age level perceived by customers. Research hypotheses and research models were established and tested to verify the research results on how they affect brand loyalty within the segmented market to which they belong. The purpose of this study is as follows. First, it was verified through the degree of casual relationship between smartphone shopping usage and potential research variables of innovation, convenience, usefulness, and hedonism that compose it, on the cognitive age level. Second, according to the cognitive age level perceived by customers themselves, it was verified through the degree of casual relationship between the mediators of social relevance and technology quick adaptability. Third, the casual relationship between social relevance, technology quick adaptability, and brand loyalty was verified according to the cognitive age level. Fourth, a theoretical study was conducted on the conceptual and operational definitions of the research variables of the research model of this study.

• Journal of Korean Philosophical Society
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• no.93
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• pp.175-199
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• 2011

The development of contemporary utilitarianism can be taken to be an aggregation of many attempts to surmount the limitations of classical utilitarianism. In these attempts, contemporary utilitarianism suggests alternatives to 'hedonism' and 'act-utilitarianism' which have been regarded as the common essential elements of classical utilitarianism. First, contemporary utilitarianism replaces the concept of 'happiness' or 'pleasure' in the classical utilitarianism with that of 'desire-fulfillment' or 'preference-satisfaction'. Through this replacement, contemporary utilitarianism tries to avoid the skeptical challenge to the mental state theory inherent in the classical concept of utility, and also to provide a more extensive conception of utility for a more satisfactory explanation of human welfare. Second, the development of rule-utilitarian theories which can evade the criticisms about 'counter-productivity' and 'counter-intuitiveness' of act-utilitarianism constitutes another important trend of contemporary utilitarianism. Characteristically, rule-utilitarian theories developed in the contemporary utilitarianism grope for some utilitarian system that can embrace socially accepted general norms. Lastly, contemporary utilitarianism responds to the criticisms related the problem of justice by reinterpreting the first principle of utilitarianism. This reinterpretation is an attempt to explain the egalitarian basis of utilitarianism through Bentham's dictum 'everyone counts for one, none for more than one'. It seems true that many influential criticisms in the latter half of 20th century cast a deep shadow on utilitarianism. But through the above attempt, contemporary utilitarianism proceeds to a better explanation of human welfare.

• Information Systems Review
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• v.25 no.2
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• pp.205-227
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• 2023

Recently, Virtual Human(VH) has begun to appear in various media, not only on social media, but also in advertisements, music sources, and dramas. Virtual human has become a primary marketing tool for companies, but there also exist concerns when the companies do not disclose the identities of virtual humans. Accordingly, it is necessary to examine users' responses toward content that features virtual humans. This study aimed to examine how the exposure of virtual humans in the content affects users' perceptions. Therefore, the study defined the concept of 'VH Disclosure(VHD)', referring to the exposure of the virtual human's identity, and explored the impact of VH disclosure on attitude toward the ad (Hedonism, Utilitarianism, and Interestingness) and source credibility (Trustworthiness and Expertise). The study conducted an experimental survey with 302 respondents. Regardless of when the ad featured a VH or a human, the results showed that there was no significant difference between users' attitudes and source credibility. The results revealed that it was more effective to disclose the VH in social media feeds than directly reveal the VH's identity in the content. Therefore, this study utilizes a new concept of 'VH Disclosure(VHD)' to enhance the understanding of VH and contributes to establishing marketing strategies optimized for consumers in the creation of virtual human-related content.