• Asia Marketing Journal
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• v.15 no.1
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• pp.83-105
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• 2013

During recent decades, the number of mixed attribute products (henceforth mixed products), which have both utilitarian and hedonic benefits, has increased dramatically. Despite these products' growing popularity, academic research has paid little attention to them, and there remains a gap between theory and the real world. Hence, our study was undertaken to understand consumers' perceptions about and behaviors toward mixed products, as well as factors affecting the evaluation and choice of these products. We divided mixed attribute products into two categories: mixed utilitarian products (utilitarian products adding hedonic attributes) and mixed hedonic products (hedonic products adding utilitarian attributes). We then showed how adding different attributes affects consumers' perception, willingness to pay (WTP), and the choice of mixed attribute products compared to pure utilitarian or pure hedonic products. We conducted an experiment using a within-subject design. A total of 160 office workers and college students participated in the study. The pure utilitarian product used in the study was orange juice, and the mixed utilitarian product was carbonated orange juice. The pure hedonic product was chocolate, and the mixed hedonic product was polyphenol enriched chocolate. Results showed that consumers perceived a mixed utilitarian product to be less utilitarian, less pleasurable and more guilty than a pure utilitarian product. On the other hand, a mixed hedonic product was perceived to be more utilitarian, less pleasurable and less guilty than a pure hedonic product. Also, WTP for a mixed hedonic product was higher than WTP for a pure hedonic product, but WTP was lower for a mixed utilitarian product than for a pure utilitarian product. Furthermore, mixed hedonic products were likely to be evaluated more favorably when they were presented together with pure hedonic products, more so than when they were presented alone. Finally, when compared to low self-control participants, high self-control participants chose mixed hedonic products more frequently. The present study contributes to the existing literature on utilitarian and hedonic consumption by adding to the sparse literature on the consumption of products that have both utilitarian and hedonic purposes. Also, our research findings provide several useful implications for practitioners in related fields. First, the current study provides marketers with a useful guide for understanding consumers' perceptions of these types of products, and helps to predict how adding different attributes influences these products. Second, this study has examined the conditions that may moderate the evaluation and choice of hedonic base products and this finding will serve as a good reference for marketers of mixed hedonic products in marketing communication strategy, in-store marketing and targeting. Specifically, comparative advertising with a pure hedonic product will be beneficial for a mixed hedonic product. Also, displaying mixed hedonic products near pure hedonic products may enhance the effectiveness of in-store marketing of mixed hedonic products.

• East Asian Journal of Business Economics (EAJBE)
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• v.4 no.1
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• pp.5-15
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• 2016

With vigorous development of global network community, smart phones and mobile devices, enterprises can rapidly collect various kinds of data from internal and external environments. How to discover valuable information and transform it into new business opportunities from big data which grow rapidly is an extremely important issue for current enterprises. This study treats Company S as the subject and tries to find the factors of big data application in enterprises by a modified Decision Making Trial and Evaluation Laboratory (DEMATEL) and perceived benefits - perceived barriers relation matrix as reference for big data application and management of managers or marketing personnel in other organizations or related industry.

• International Journal of Advanced Culture Technology
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• v.8 no.1
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• pp.107-112
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• 2020

Green credit card is the card service to revitalize the eco-friendly life of the people, offering a variety of benefits to card users for supporting environment. The present research aims to examine the effect of individuals' regulatory focus (promotion focus vs. prevention focus) on their ethical behavior in the context of green credit/debit card services. This research examines whether green credit/debit card users behave ethically according to their regulatory focus. The results indicate that green credit/debit card users with a prevention focus are more likely to behave ethically compared to those with a promotion focus. The findings imply that regulatory focus may be an effective marketing and segmentation tool in facilitating individuals' ethical behavior.

• Journal of Information Technology Services
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• v.13 no.2
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• pp.35-53
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• 2014

Company Social Networks (CSN) has emerged as a commonly used marketing channel. One of the most important advantages in CSN is the user's voluntary behavior as a relational performance. We classified level of voluntary behavior, as 'consumption', 'active participation', and 'creative contribution' to comprehend different relational performance of CSN. Moreover, we proposed research model to compare positive attitude and negative attitude. This study aims to investigate 'the process of user's voluntary behavior in CSN' which is causal relationship between benefits of CSN, user's attitude and voluntary behavior. Empirical results with 175 valid questionnaire data revealed that CSN benefit factors played a significant role in trust and distrust. Based on these effects, trust and distrust have different influences as level of voluntary behavior, just as proposed. For practitioners, it is crucial finding that users are more active behavior based on strong trust.

• ETRI Journal
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• v.31 no.3
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• pp.304-314
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• 2009

Component-based software reuse has been generally regarded as a promising approach to improving software productivity and quality within software development. However, progress in component-based software reuse has been slower than expected. Much of the software reuse literature points to the lack of software components that can maximize users' benefits as the most important source of the slow progress. Considering that the underlying processes behind component-based software reuse are strikingly similar to commercial software marketing, this paper attempts to identify the aspects of software components that consumers value and to establish relationships between the identified aspects and consumer behavior in the software component market. More specifically, this paper focuses on the perceived subjective features of software components. This study was conducted in a web-based artificial market environment called "SofTrade."

• Culinary science and hospitality research
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• v.12 no.3 s.30
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• pp.134-150
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• 2006

This research is based on the survey of strategic alliance of the foodservice industry conducted by interviewing their customers. We found out that cooperating and information of benefits influenced revisiting followed by service quality and customer satisfaction. As a result of research, we noticed that for breaking through the depression and having synergic effects among the enterprises, providing high service and quality to customer is a key to success. It must be used as an essential part of marketing strategic plans for maintaining and increasing customers, guiding partner selection among the enterprises.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.8
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• pp.197-216
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• 1997

In tandem with Korea's globalization efforts, local restaurant business in growing leaps and bounds. By the year 2000, the industry is expected to soar to one of the major industries with hosting many large-scale international events. Rising to the occasion, the Korea Restaurant Industry needs change itscurrent modus operandi focusing on management skill improvement and globalizatin of its network. In Particular, they need to have their competity edge against multinational Restaurant brands both in local and overseas markets. To further develop the local industry, we need to work on the following areas. 1. Top management is required to show firm commitment to development of local brand that can be a real player in the global market. 2. To make any impact in the global market, a specific marketing strategy needs to be developed fit for each market. 3. To save initial investment expenditure, a close cooperation among local industries is prerequisite. 4. To make the industry easier to go global, local government needs to provide them with financial and taxational benefits.

• Food Science and Preservation
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• v.4 no.2
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• pp.115-122
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• 1997

This experiment was hocused on the improvement of postharvest management of fresh shiitake to increase the marketing duration. the respiration rate of fresh shiitake at 2$0^{\circ}C$ was ranged from 395mg to 551mg CO2/kg/hr depending on the cultural condition. The rapid precooling is considered as one of the most important postharsvest management to remain shiitake quality. The optimum temperature for precooling and storage was -3$^{\circ}C$ because the occurrence of physical damage on frozen tissue at below -5$^{\circ}C$. Frozen storage at -3$^{\circ}C$ had benefits to minimize weight loss, browning induction at gill tissue and consumption of stored materials where as storage at $0^{\circ}C$ appeared not to be adequite for the extension of marking duration. Frozen shiitake was succesefully thawed when exposed to RH 40-50% at below 1$0^{\circ}C$.

• Proceedings of the Technology Innovation Conference
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• 1999.12a
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• pp.348-371
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• 1999

The tremendous growth of the Internet, particularly World Wide Web, has bought significant changes in the economics of marketing channels and has led to a redefinition of industry value chain. While electronic commerce has become as an important issue with the growth of the Internet, there are insufficient empirical research efforts concerning its status in Korea. The study findings suggest that contextual problems need to be solved before electronic commerce provides real benefits for consumers and businesses. The suggestions and strategies are provided at both a firm level and a consumer level. The objective of this research investigates TQM's the key quality factors and Customer's Using Satisfaction of Internet shopping mall in Korea. In addition, we tried U find out what factors discourage consumers from using electronic purchasing methods, as well as how perceived quality factors and customer satisfaction when consumers are exposed to the purchase process on the Internet shopping mall business.

• Journal of Forest and Environmental Science
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• v.24 no.3
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• pp.171-174
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• 2008

The increasing price of liquefied petroleum gas (LPG) has forced many households to shift to firewood/charcoal in the Philippines, causing tremendous pressure on the dwindling forest. This transition is more obvious in the rural area where firewood price is almost half of that in the cities. Both problems on big demand for firewood and the pressure on our forest can be partly solved by going into firewood plantation. After all, the country has vast track of idle lands, both private and government lands, waiting to be developed. What the government can do are: a) aggressive promotion of firewood plantation, b) simplify further the old technology on establishing firewood plantation to encourage more farmers, c) improve charcoal processing and d) promote the use of efficient stoves. This write up discusses the need for firewood plantation, areas available for planting, where to plant in farms, what species to plant in a particular soil type/location for optimum growth, planting methods, harvesting, marketing, and the side lights on the ecological benefits derived from plantation aside from wood.