• Korean Management Science Review
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• v.26 no.3
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• pp.11-21
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• 2009

In this paper, we proposed some valuable analysis results of cultivation campaign marketing in A mobile telephone company. The cultivation campaign marketing is a new outbound TM campaign strategy composed of 4 steps for new subscribers. During the analyses, attrition rate of A mobile company, outbound TM rejection rate, contact rate/call success rate and additional service attrition rate after subscription are measured as an effect of cultivation campaign. The results showed that there were no statistical significance in improving retention rate between customers experienced 4 step cultivation campaign and control group. However, the cultivation campaign had a better effect on improving response rate and success of selling additional service product of mobile company compared to general selling campaign. This is because cultivation campaign group had been taking care of from subscription time. It is suggested that cultivation campaign had better confined customers more likely to buy additional service to outbound TM for the sake of financial efficiency.

• Journal of Digital Convergence
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• v.18 no.5
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• pp.411-416
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• 2020

This study is an empirical study to see if the existing media effects have an effect on the perception of the audience in the media such as newspapers, TV, movies, etc., and whether the viewing of YouTube, an internet-based new media without gatekeeper, can affect the perception of the audience. For this study, 76 university students were divided into two groups, one group was asked to watch YouTube videos about no-buy campaign of Japanese products, and the other group was asked to watch short films for four weeks each, and then the perception and attitude of the issue were measured and analyzed through a survey. The results of the analysis showed that the audience who watched YouTube videos thought that no-buy campaign was more important than the audience who did not watch YouTube videos, and that they would participate more actively in no-buy campaign. The results of this study can be meaningful in that it confirmed the effects of the agenda setting effect and the priming effect of YouTube. It is expected that the theory of the media effect of YouTube will be established as the study on the audience effect in various fields such as politics, economy, society, culture of YouTube continues.

• The Journal of Industrial Distribution & Business
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• v.10 no.3
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• pp.35-44
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• 2019

Purpose - The purpose of this study is to empirically investigate the effect of choice of cause on the purchase intention by dividing it into the situation selected by the consumer and the company. This study also examines the moderating effect of cause options diversity and company-cause fit on the relationship between choice of cause and purchase intention. This will provide the theoretical information necessary to gain an in-depth understanding of the consumer's intention to purchase the cause-related marketing campaign, and in practice, it is expected that companies will be able to obtain useful information for effective planning and execution of the cause-related marketing campaign. Research design, date, and methodology - This study's survey was carried out on the college students of university located in Shandong, China. It was from November 4-11, 2018, and a total of 440 questionnaires were distributed, with 424 collected. Of them, effective questionnaires used in the final study were a total of 400 except 24 that couldn't be used. In this study, empirical analysis was done with frequency analysis, reliability analysis, analysis of variance and simple effect analysis by using Statistics Package SPSS 20.0. Results - The results are reported below: first of all, in the cause-related campaign consumers are more willing to buy the products when they are allowed to choice the focal cause of charity than when the company selects the cause of charity. Furthermore, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater for high cause diversity to select. Finally, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater when perceived fit between the company and the cause charity is low. Conclusions - This study extends the scope of the consumer perspective from consumer purchase intention research to the choice of cause in the cause-related marketing. When consumers select the cause, it would be better to provide the cause charity in diversifying selection and provide options for low fit between company and cause charity.

• Journal of Digital Convergence
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• v.10 no.7
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• pp.115-121
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• 2012

This study was to investigated why consumers buy counterfeit luxury goods, and to address questions about what was used. To this end, benefits consumers experience using counterfeit or what is profit? In addition, experience using counterfeit what is lost or dissatisfied? Based on the results of previous studies on the use counterfeit motivation, loss of use, benefits, and behavioral factors associated with motivation to learn using these counterfeit goods, benefits, and loss factor, each counterfeit product attitude and purchase intention was affects. First, the motivation for using counterfeit display, economics, satisfaction, usefulness, respectively. Counterfeiting in the attitude demonstrated motivation and quality had a significant impact. The economics of buying a counterfeit, satisfaction and quality significantly affected the motivation. Second, counterfeit benefits and economic benefits, personal benefits factor, respectively. Counterfeit goods on the attitude factor has significant effect personal benefit. Purchase of counterfeit goods, the economic and personal benefits also had a significant impact. Third, the loss factor counterfeit personal loss, quality loss, material loss, and social factors were lost. Attitude toward counterfeits were no significant factors that affect. The social cost of buying a factor had a significant impact. These findings on the behavior of consumers with counterfeit deep understanding helps. In addition, to reduce the future use of counterfeit campaign gives data that can be exploited.

• Journal of dental hygiene science
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• v.2 no.2
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• pp.95-103
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• 2002

This study was carried out to investigate recognition level and practical application status of oral hygiene devices through making a survey of Seoul inhabitants. And survey was implemented in order to propose oral hygiene device for household health care activities. The following results were obtained by analyzing personal interviews of 347 commuting patients at two university hospitals and seven dental clinics. 1) The average length of toothbrush head was estimated as 22.3 mm and average changing cycle was 2.3 months. The user ratio of flat-headed brush was estimated as 51.9% and 46.7% were using fluoridated toothpaste. 2) Generally the ratio of toothpick users was higher than other device users. But the user ratio of dental floss was higher than toothpick in case of patients under orthodontic treatment. 3) The patients under orthodontic treatment were not familiar with handling orthodontic toothbrush. Though 45.8% among orthodontic patients recognized this type of toothbrush, only 25.4% of them knew how exactly to use it. 4) It was shown very low user ratio of oral hygiene devices that the patients who had periodontal problem, hypersensitive trouble, halitosis, implant or denture 5) The patients who had halitosis showed the highest user ratio of toothpick. The patients who had separation of teeth showed the highest user ratio of dental floss. The patients who're under orthodontic treatment showed the highest user ratio of interproximal brush and motorized brush. 6) In response to the most interesting dental disease, it's surveyed as follows; 60.3% of dental caries, 24.0% of periodontal disease, 14.8% of false occlusion and 0.9% of oral cancer. 7) Regarding the motivation of using those oral hygiene devices, 45% responded that it was because of recommendation by dental clinics. Among the negative answers, 38.6% responded that it was because of no selection guidance. 31.3% answered that they didn't use hygiene device because it's inconvenient. 12.0% answered that it's difficult to buy and expensive. 7.8% responded that they didn't feel significant improvement. 4.8% answered that dental hospitals and clinics didn't even introduce those hygiene devices. Therefore efficient campaign for those hygiene devices over all Korea nation should be developed and education program must be prepared for each case of patients in every dental hospitals and clinics.