• Korean Association of Arts Management
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• no.52
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• pp.39-73
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• 2019

The purpose of this study is to explore the issues and alternatives in the promotion of space and exhibition support projects in visual arts, and to suggest an applicable direction of the government grant program. For this study, FGI and in-depth interviews were conducted in the direct beneficiaries of the grant program, the staff of the grant program, and the group of visual arts expert. As a result, the deliberation and selection of the support project should be carried out with sufficient time in consideration of the specificity of the support project. And the project requires to divide into two kinds of the projects based on the understanding of the social role and differentiation of non-profit exhibition spaces and private art museums. For the grant application and assessments, a long-term support is necessary to bring the capability and issues in efficient allocation of the budget, flexibility of budget item, and the budget shortfalls. Furthermore, the reliability between the grant program and beneficiaries needs to form a healthy partnership, and the evaluation criteria and eNARADOEUM system should be more practical and rationally established. Through this analysis, the implications of understanding the specificity of visual arts support projects, establishment of sustainable visual arts creation policies, and budget utilization were derived. Consequently, cultural and artistic support projects were directed to place more emphasis on efficiency than control, direction considering the position of consumers than suppliers, and long-term business planning rather than short-term perspective.

• The Korean Journal of Franchise Management
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• v.8 no.3
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• pp.17-27
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• 2017

Purpose - In align with the increasing competition in both online and offline franchise markets caused by the increasing impact of social networking service, entrepreneurial passion(EP) of the franchise owners has crucial impact on the stakeholders. This study proposed the customer among stakeholders has the critical influence firm's success and examined the structural relationship between entrepreneurial passion(EP) and trust, identification, and loyalty from the customer's perspective. Research design, data, and methodology - This study examines the structural relationship between entrepreneurial passion(EP), trust, identification, and loyalty from the customer's perspective. More specifically, the EP were measured using three sub-dimensions such as EP-inventing(Perceived passion for inventing), EP-founding(Perceived passion for foundting), and EP-developing(Perceived passion for developing). In order to verify the research purposes, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Each item was measured on a 7 point Likert-scale anchored by '1 = strongly disagree, 7 = strongly agree'. The data were collected from 449 franchise consumers through online survey and were analyzed using SPSS 21.0 and Smart PLS 3.0. statistical program. Result - The results of this study are as follows. First, EP-inventing and EP-developing have significant impacts on corporate trust. Second, EP-founding does not have significant impact on corporate trust. Third, EP-inventing and EP-founding have significant impacts on consumer identification. Fourth, EP-developing does not have impact on identification directly, but does indirectly through corporate trust as a mediator. Fifth, corporate trust and identification have significant impacts on loyalty. Conclusions - This indicates that the foodservice franchise CEOs should continuously develop new menus and service to fulfill customer needs. EP-inventing of the food franchise CEOs may enhance customer trust for higher quality of product or service, and EP-developing can also be a driving force for customer trust as it embeds belief in customers that the franchise is sustainably developing. Also, food franchise CEOs should first clarify the support process for the existing brands before developing new ones. Customers tend to lead the trend by using brands that satisfy new trends in the foodservice franchise market, and it could have identification with the trend-setting franchise. Customers do not accept if a company is different from their personal image or norms. So the franchise CEOs must create identification with customers by building corporate trust. Corporate trust influences consumer behavior and emotion, thus the franchises need to secure trust by improving product or service continuously.

• Journal of The Korean Association For Science Education
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• v.44 no.3
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• pp.273-299
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• 2024

This is a qualitative research study in which three families focused on scientific culture and conducted the process of forming a family fandom using ethnography. The ultimate goal of science education is the "cultivation of scientifically literate persons.", The researcher examines families who regularly participate in informal science educational programs, such as those offered by the National Marine Biodiversity Institute of Korea, to understand the cultural ans sociological significance of these activities as part of their daily routines. This study analyzes and summarizes the experiences of three families in different home environments as to the completion of the family fandom through the process of self-sustaining cultural practice formation through family education activities, and science activities. This study found that the process tword completion is more meaningful than the completion itself, in the context of science, culture, family and fandom. The findings of this study are as follows: 1) The process of forming a family fandom began with the individual purpose of each family member. 2) The process of fandom formation was created in an organic relationship through the interaction between parents and children, and the self-sustaining cultural practice strengthened the bond and expanded the consensus on scientific culture. 3) Parents and children together share scientific culture, and unique culture in the form of sharing in their own cultural life as becoming scientifically literate people. The self-sustaining cultural practice of selecting and enjoying these scientific activities is not simple consumption of popular culture, but the role of parents as cultural designers. This has conducted experiential consumption as "refined (or sophisticated) cultural consumers," and family leisure activities as meaning production of family members so it has social and cultural implications that can be developed into a scientific culture.

• Information Systems Review
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• v.18 no.4
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• pp.89-106
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• 2016

The latest movement in live video streaming service is mobile personal broadcasting (MPB), which refers to consumers accessing the service through social media with mobile devices, such as smartphones and tablet PCs. This service is possible through the advancements in mobile video technology and platforms. Features such as enhanced user interaction, personalization, and real-time broadcasting, combined with a greater variety of content, have led to the development of MPB. The increase in MPB users calls for research, including that on the hedonic motivational angle. This study aims to assess MPB users' intrinsic motives through the hedonic-motivation system adoption model (HMSAM) using seven factors: joy, temporal dissociation, escapism, focused immersion, perceived ease of use, perceived usefulness and intention to watch. Survey data collected from 154 samples were analyzed with statistical techniques, such as structural equation modeling. Results showed that time dissociation, escapism, and perceived ease of use have a positive relationship with heightened enjoyment. Joy significantly affects focused immersion and intention to watch. Escapism also had a statistically significant influence on focused immersion. This study contributes to the advancement of the MPB study under the HMSAM theoretical framework and offers practical suggestions to managers to enhance MPB content viewership.

• Journal of Korean Library and Information Science Society
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• v.54 no.4
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• pp.229-254
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• 2023

The university library's service strategy needs to be established based on users, who are actual service consumers, including an outlook on changes in the social environment. Accordingly, in this study, college and graduate students, instructors, and researchers who are university library users were identified to understand users' perceptions of the university library functions and services currently provided, and the demand for services that need to be improved or developed. Data was collected through an online survey, with 1,216 responses from the student group and 433 responses from the researcher group. The survey results were organized by each group, and implications were drawn from common results. First, it was found that both groups had a continuous demand for strengthening the collection and access to information resources. Second, there was a need to expand information provision services, such as strengthening the sharing of information resources through cooperation with other organizations and wishing to use overseas academic materials in various ways. Third, although the library was recognized as an important institution, it was found that satisfactory use was not achieved due to lack of publicity. Fourth, it was found that university libraries recognize that they must provide open services to everyone without discrimination. The results of this study can be used as basic data when establishing strategies to develop and improve university library services optimized for users.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.19 no.3
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• pp.1-11
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• 2024

Content is now recognized as a key resource to sustain competitive advantage in the OTT market and for e-commerce companies. Coupang is pursuing a content growth strategy to maximize the lock-in effect that binds consumers to the subscription economy and its ecosystem. Given this background, this study aims to explain Coupang's content growth momentum through a case study method and examine Coupang's content strategy in detail. Based on this, this study describes Coupang's content growth strategy in detail and confirms that Coupang differentiates its content from the competition by focusing on sports and low prices to build a lock-in effect in the subscription economy. As a result, we can summarize that the purpose of Coupang's content strategy is to build a lock-in effect for the subscription economy based on content differentiation focused on sports, a bundle strategy linked to e-commerce, and a low-cost strategy. This study contributes to the field of venture creation research by carefully analyzing how Coupang grew from a venture firm to a Decacorn corporation and developed the influence of its content in a completely different industry, and systematically explains the importance of content strategy in strengthening the lock-in effect for the subscription economy. Future research should compare the impact of content strategy of venture and startups in the contents industry to broaden the scope of research in the field and suggest deeper lessons learned.

• Journal of Dairy Science and Biotechnology
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• v.14 no.1
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• pp.57-69
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• 1996

This study was desiged to carry out an observation study on the cognitive level of health benefitis of fermented milk and subsequntly, on prevention of gastrointestinal diseases for the consumers in Korea. Data used in this study were collected from two different source ; 1) 987 university students living in Seoul, were selected randomly and interviwed induvidual from May 25 to September 30 1994, to investigate the awareness status as a consomer of fermented milk, and 2) health benefits of fermented milk with respect to prevention gastric intestinal diseases such as typhoid fever, paratyphoid fever and bacillary dysentery in Korea with the raw data from the Yearbook of Health and Social Statistics by Ministry of Health and Social Affairs (1976${\sim}$1995) and Ministry of Agriculture, Forestry & Fisheries (1976${\sim}$1995), Republic of Korea. The results of this study were as follows : The effects of femented milk on health appeared to be attributed to taking care of an environment of the gastrointestinal tract regarding diarrhea, constipation and digestion, with showing 75.1% of male and 71.1% of female of university students in Seoul answered positively, The correlation coefficients of statistics between amounts of consumption per capita of fermented milk and incidence rates of gastrointestinal diseases during the period from 1975 to 1994 in the whole country was r = -0.308 (p<0.05). those of Seoul a major comsuming area of fermented milk in the country and Kangwon province, a minor consuming area were r = -0.704 (p<0.01) and r = +0.262 (n.s.), respectively. In conclusion, the results obtained in this study suggest that fermented milk exert its effect on gastrointestinal tract. Furthermore, the results warrant a futher study in the field of preventive medicine and health science with respect to efficacy of fermented milk consumption.

• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.164-172
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• 2010

This study reviews the influence of culture in interpersonal servicescapes by examining the restaurant retail setting. Two cultures (Canada and France) are surveyed in order to better understand their retail expectations towards interpersonal servicescapes. Using Hofstede's (1991) cultural dimensions to explain some of the differences between Canadian and French restaurant patrons, this study demonstrates a potentially interesting research avenue in the field of cross-cultural interpersonal services marketing. It demonstrates that cultural dimensions do not operate independently but interdependently. Understanding this can help retailers better explain complex service interactions between countries that may appear similar in terms of various socio-demographic features. In this exploratory research, a measure via exploratory factor analysis was developed, one that encompasses both the physical and service aspects common to interpersonal servicescape by using personality traits. This measure was tested in order to better understand the service expectations between two cultures, Canada and France. Five dimensional structures were uncovered in both cultures but with different traits and groupings. The differences between the traits uncovered and the overall Canadian and French personality structures find some explanation using Hofstede's (1991) cultural dimensions. The results of this survey point to a possible explanation as to why when services are transferred between cultures, the perceptions of them can be different and sometimes even lead to service failure. There are clearly some cultural differences between the Canadian and French consumers and their overall expectations regarding their consumption experience. Reviewing the first factor of the French and Canadian personality structures shows that the individualist/collectivist differences are apparent between the Canadian and the French cultures. The second dimension also has quite a few traits in common, five, all of which have the personal treatment aspect of the restaurant experience that a service provider would be responsible for: polite, respectful, and dedicated. Notable is that the French dimension does not include the authenticity or the hospitable aspect of the experience but includes even more features that are inherent to the personal interaction, such as charming and courteous. The third dimension of the Canadian and French structures reflects completely different expectations. Whereas the French dimension centers around energy and enthusiasm, the Canadian version is more laid-back and relaxed. There is extroversion in the French dimension to introversion in the Canadian dimension. This could be explained by differences on the Uncertainty Avoidance dimension as outlined by Hofstede (1991). The fourth dimension seems to confirm previously outlined cultural differences. Whereas Canadians, being a bit lower on uncertainty avoidance and power distance, prefer an intimate and private experience, the French continue to expect extraversion and inclusive features to their experience. The fifth dimension is in the French personality structure a clear expression of the high power distance society, where the roles of the players in the restaurant experience are clearly defined and the rules of engagement preserved. This study demonstrates that different cultures clearly do relate to different expectations regarding interpersonal services. This is apparent in the dimensions that come up in both the French and the Canadian personality structures, not only in terms of how different they are but also in with which cultural dimensions these can be explained. For interpersonal servicescapes, the use of personality traits is interesting as it allows for both physical and service features to be accounted for. Furthermore, the social component inherent to interpersonal servicescapes surfaces in most of the dimensions of the service personality structures. The quality of social exchanges is extremely important, and this even more so in cross-cultural situations, where the expec tations regarding the service experience may vary. As demonstrated by this research and using Hofstede's (1991) paradigm, not all societies will have the same expectations pertaining to the interpersonal services. Furthermore, the traditions surrounding the type of service can also have an impact on the service evaluations and differ between countries and cultures. However, using personality traits may also allow for retailers to see which service traits are common to two or more cultures where they seek to be present, and focus on these in the offering. The findings demonstrate the importance of the individualist and collectivist dimension for interpersonal servicescapes. This difference between the French and the Canadian personality structure is apparent in the most dominant dimension as well as within others. The findings are a step in explaining how retailers can transfer and then measure interpersonal services across cultures.

• Journal of Intelligence and Information Systems
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• v.22 no.3
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• pp.165-183
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• 2016

Over the past decade, there has been a rapid diffusion of technological devices and a rising number of various devices, resulting in an escalation of virtual reality technology. Technological market has rapidly been changed from smartphone to wearable devices based on virtual reality. Virtual reality can make users feel real situation through sensing interaction, voice, motion capture and so on. Facebook.com, Google, Samsung, LG, Sony and so on have investigated developing platform of virtual reality. the pricing of virtual reality devices also had decreased into 30% from their launched period. Thus market infrastructure in virtual reality have rapidly been developed to crease marketplace. However, most consumers recognize that virtual reality is not ease to purchase or use. That could not lead consumers to positive attitude for devices and purchase the related devices in the early market. Through previous studies related to virtual reality, there are few studies focusing on why the devices for virtual reality stayed in early stage in adoption & diffusion context in the market. Almost previous studies considered the reasons of hard adoption for innovative products in the viewpoints of Typology of Innovation Resistance, MIR(Management of Innovation Resistant), UTAUT & UTAUT2. However, product-based antecedents also important to increase user intention to purchase and use products in the technological market. In this study, we focus on user acceptance and resistance for increasing purchase and usage promotions of wearable devices related to virtual reality based on headgear products like Galaxy Gear. Especially, we added a variables like attitude confidence as a dimension for user resistance. The research questions of this study are follows. First, how attitude confidence and innovativeness resistance affect user intention to use? Second, What factors related to content and brand contexts can affect user intention to use? This research collected data from the participants who have experiences using virtual rality headgears aged between 20s to 50s located in South Korea. In order to collect data, this study used a pilot test and through making face-to-face interviews on three specialists, face validity and content validity were evaluated for the questionnaire validity. Cleansing the data, we dropped some outliers and data of irrelevant papers. Totally, 156 responses were used for testing the suggested hypotheses. Through collecting data, demographics and the relationships among variables were analyzed through conducting structural equation modeling by PLS. The data showed that the sex of respondents who have experience using social commerce sites (male=86(55.1%), female=70(44.9%). The ages of respondents are mostly from 20s (74.4%) to 30s (16.7%). 126 respondents (80.8%) have used virtual reality devices. The results of our model estimation are as follows. With the exception of Hypothesis 1 and 7, which deals with the two relationships between brand awareness to attitude confidence, and quality of content to perceived enjoyment, all of our hypotheses were supported. In compliance with our hypotheses, perceived ease of use (H2) and use innovativeness (H3) were supported with its positively influence for the attitude confidence. This finding indicates that the more ease of use and innovativeness for devices increased, the more users' attitude confidence increased. Perceived price (H4), enjoyment (H5), Quantity of contents (H6) significantly increase user resistance. However, perceived price positively affect user innovativeness resistance meanwhile perceived enjoyment and quantity of contents negatively affect user innovativeness resistance. In addition, aesthetic exterior (H6) was also positively associated with perceived price (p<0.01). Also projection quality (H8) can increase perceived enjoyment (p<0.05). Finally, attitude confidence (H10) increased user intention to use virtual reality devices. however user resistance (H11) negatively affect user intention to use virtual reality devices. The findings of this study show that attitude confidence and user innovativeness resistance differently influence customer intention for using virtual reality devices. There are two distinct characteristic of attitude confidence: perceived ease of use and user innovativeness. This study identified the antecedents of different roles of perceived price (aesthetic exterior) and perceived enjoyment (quality of contents & projection quality). The findings indicated that brand awareness and quality of contents for virtual reality is not formed within virtual reality market yet. Therefore, firms should developed brand awareness for their product in the virtual market to increase market share.

• The Journal of Korean Academy of Prosthodontics
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• v.46 no.1
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• pp.65-82
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• 2008

Statement of problem : Today's market economy has been changed more and more to consumer concerned. It is owing to not only consumers ' rising standard of living and education, but also purchasers' easy accessibilities to products through various mass media. The consumer centered market system, where customer can choose items with diverse alternatives to satisfy their self esteem, is also applied to the field of medical business, and accelerated by an increasing income level of shoppers and introducing the whole nations' medical insurance system. Today, the medical industry has become competitive due to increasing number of medical institutions and medical personnel, and this offers wide choices to consumers in the medical market place. At this point of time, it is essential to survey on the primary factor of gratification for the patient in the Dental clinic, as well as on the problems and suggestions in medical service. Purpose : The analysis in this study shows essential factors and expected influential elements in satisfaction of the patient in the Dental Hopsital, and strategic suggestions for the provider of dental service, which can be of benefit to the prospective customer as well as can make improvement in the quality of dental treatment service. Material and method : This study had been researched by collecting and analyzing the organized questionnaires, which were filled in directly from 784 patients, who visit Dental Hospital, Yonsei University in Seoul, from January 23rd to April 15th. Result : It can be summarized like the followings. 1. The social and demographical peculiarities of respondents are as follows. Samples of gender and marital status are adequately extracted, but data on occupation and treatment are are under a bias toward students, undergraduates and graduate students, and orthodontics. 2. 74% of patients who answer the questionnaire were highly satisfied with the service of dental clinic in the section of overall satisfaction. 3. The survey result about specific service of dental treatment, within sections of independent variables, is like the followings; Patients are highly gratified with service system, kindness, explanation, explanation on expected waiting hours, reservation system, emergency measures, expert treatment, existence of knowledge of dentistry, size of hospital, disinfection, equipment and parking, but lowly satisfied with expense of treatment, preparatory hours for treatment, waiting hours, treatment hours and the period of subscription. 4. The correlation analysis showed that there is no significant linear relationship between the independent variables. 5. The probit regression analysis showed that 8 out of 34 independent variables explained the dependent variables at the level of 0.01. 6. It shows that 8 independent variables, which can affect customers 'satisfaction, are clearing up of inconvenience, service system, kindness, explanation, treatment hours per attendance, reservation system, existence of knowledge of dentistry, and contentment of equipment in the hospital. Conclusion : The consumer's satisfaction totally relies on subjective evaluations of customers. Providing appropriate service, which can meet the criteria for the customer who demands various wares, pursues luxury goods, and expects high quality of medical service, is essential to fulfill patients' satisfaction. Many medical institutions do their best to satisfy their customer, touch their consumer, and offer patience centered services, and it is also applied to the field of dentistry. Establishing brand new strategic managements and elevating the quality of dental service based on this survey are required to improve the satisfaction of patience in the Dental Hospital.