• 지식경영연구
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• 제12권1호
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• pp.53-76
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• 2011

This study aims to examine the effects of on premium convergence products buying behavior. This paper analyzed the positive attitude formation using the basic and extended TAM and also revealed how the positive premium convergence product attitude relate to relationship purchasing intention and word of mouth intention. The samples of 562 consumer indicate that the antecedents are consist of four dimension(perceived usefulness, perceived ease of use, social value) and attitude is developed into buying intention and word of mouth intention. We have reached the following conclusion about the antecedents and outcomes factors of customer attitude for the launch of premium convergence product. First, perceived usefulness, perceived delight, and social value had a positive effect on customer attitude but perceived ease of use did not. Second, we found that customer attitude had a positive effect on purchase intention and word-of mouth intention. Finally, interaction effect of perceived usefulness/perceived delight and social value had a positive effect on customer attitude. Our findings suggested that adoptian and diffusion of premium convergence product is influenced by several behavior factors. Managerially, our result emphasize that premium convergence products must satisfy not only the perceived usefulness/delight but also social value that consumers are seeking in order to be successful in the market. The theoretical and practical implications of these findings are discussed as well.

• International Journal of Costume and Fashion
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• 제10권2호
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• pp.51-59
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• 2010

This study regarded fashion selection criteria as clothing consumption value and desired fashion images, and examined selection differences according to regional subculture groups. Clothing consumption value is a direct value that people seek with clothing products and a perceived value which is divided into emotional, social, price, quality values. Fashion image which is a feeling communicated to others by wearing a certain fashion style is the most superficial value. Multivariate Analysis of Variance (MANOVA) was performed to test the differences between regional subculture groups in clothing consumption values and desired fashion images. We found some differences in clothing consumption value specifically in emotional value and social value. The group differences were remarkably significant in fashion image comparison. 'Kang-nam' group pursued 'lively', 'sophisticated', 'charming', feminine', 'gorgeous' image more than 'Kang-buk' group. While 'Kang-buk' group produced lower scores in ideal fashion images, the group had significant higher seeking in 'sportive' image compared to 'Kangnam' group.

• 인터넷정보학회지
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• 제14권1호
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• pp.8-28
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• 2013

In a backlash against corporate branding and capitalism, a growing number of consumers are resisting current marketplace practices and big corporate brands. One particular form of this phenomenon is the emergence of anti-brand communities in social media. The current study, which surveyed a sample of 251 anti-brand community members on Facebook, provides a preliminary understanding of the characteristics and antecedents of anti-brand communities as a new platform for consumer empowerment and anti-brand activism. Findings suggest that consumers' engagement in online anti-brand communities, especially through social media, may be triggered by their negative experiences with employees, product quality, post-purchase service, and value/price. They are motivated, the results show, by seven primary factors: altruism, revenge, advice seeking, convenience, sympathy seeking, socialization, and the need to vent.

• Fashion, Industry and Education
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• 제16권1호
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• pp.36-45
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• 2018

Recently China has become one of the major markets for luxury brands. In addition, practicing social responsibility by manufacturers of luxury brands has become ubiquitous because consumers' perception of such practices may affect their purchase decisions positively. This study explored Chinese shoppers' perception of luxury brands' social responsibility practices and their information seeking behavior. In this study, value congruence was used as a theoretical framework. Twelve participants were selected out of customers in a shopping mall in Beijing, and they were subject to in-depth interview. The interview consisted of open-ended questions about perception of luxury brands' social responsibility practices, sources to access such practices, and the degree of personal value congruence to such practices as well as demographic information. Qualitative approach was used to analyze the data. Half of the participants indicated their awareness of the social responsibility practices of luxury brands, which sets up a foundation for understanding importance of luxury brands' social responsibility practices. Approximately half of the participants preferred to learn about luxury brands' socially responsible practices online especially via social media. These findings imply that Chinese luxury shoppers' trust and preference for the companies would be enhanced by effective development and advertisement of companies' social responsibility practices, and thus provide luxury companies with useful information on marketing strategies.

• 패션비즈니스
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• 제24권6호
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• pp.109-119
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• 2020

As interest in the environment increases, consumers increasingly choose to buy products with eco-friendly production processes. The purpose of this study was to determine the effect of consumption values and materialism/voluntary simplicity on the attitudes and purchase intentions toward eco-friendly fashion products. A survey of university students in Seoul was conducted and 203 questionnaires were analyzed using SPSS 23.0. The consumption values consisted of six factors: subjective value, novelty value, social value, brand value, practical value, and health/safety value. Materialism/voluntary simplicity was grouped into two factors of materialism pursuit and voluntary simplicity pursuit. Brand values were found to negatively affect attitudes toward eco-friendly fashion products. The more one pursued brand names, the more negative was one's attitude toward eco-friendly fashion products. Health/safety values had a positive effect on purchase intentions for eco-friendly fashion products and voluntary simplicity pursuit had a positive effect on both attitudes and purchase intentions. The materialist group had high subjective value, novelty value, social value, and brand value among the consumption values, and the voluntary simplicity-seeking group tended to pursue the value of health and safety. This study was meaningful in that it identified the characteristics of consumers showing favorable attitudes toward eco-friendly fashion products.

• International Journal of Advanced Culture Technology
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• 제8권3호
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• pp.28-37
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• 2020

This is an era in which companies should realize sustainable management through business models that propose social values beyond financial benefits and solve social problems. Accordingly, the role of corporate designers should be extended to social value propositions and materializations, including corporate profit-seeking. Among the members and organizations of the company, design organization and designers have strengths in terms of humanities and creativity compared to other organizations and members. We should actively seek opportunities for corporate designers to find the context of connecting businesses and society on their own, actively seek opportunities to integrate them with corporate design, expand the role of corporate designers through creative ideas, and actively pursue sustainable and wide social career development that encompasses both inside and outside of the company. To this end, we suggested three transitions of thougths to change the perception of fixed and straight-line forms of enterprise organization, enterprise design approach and product development process so far to present useful insights through case studies, how enterprise designers can accommodate social impact through new communication and access.

• 한국주거학회논문집
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• 제26권3호
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• pp.55-64
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• 2015

This study is conducted to understand the social value of Nakwon building, which has been instilled in the architecture of the building, through an analysis of formative elements unique to the center. The architectural characteristics of Nakwon building have been formed over a long period of time in relation with its surroundings and social change. Before looking into the formation of the center, this study investigates the street network planning of downtown. The street network was planned to expand in a north-south direction in order to accommodate a future increase of traffic volume as a result of industrialization and a population increase in downtown. This was manifested in expanding Samilro Street which passes through the lower part of Nakwon building, as well as in forming the architecture of the center. That is, the center has formed a symbiotic relationship with its surrounding areas, sharing space with them. The interior of the center seems to have an independent form while keeping a relationship with its external format, but it is seeking change internally in response to external change. Interior space has been departmentalized over time since its initial establishment, and the internal traffic has also been subdivided accordingly. This is attributable to the fact that social change in the neighboring areas affected the formation of Nakwon building, and that in turn contributed to forming the unique characteristics of the building. Nakwon building is one of the deteriorated buildings in downtown Seoul. However, it was built out of social need to share space within the city, and it has been changed according to social need for the 'distribution of space within the building.

• 한국엔터테인먼트산업학회논문지
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• 제15권5호
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• pp.1-17
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• 2021

사회적 거리두기로 인해 산업적 침체기를 맞이한 공연산업계는 대부분의 공연이 취소 및 무기한 연기되면서 관련 종사자들이 생계에 큰 위협을 받았다. 계속되는 침체기를 극복하기 위해 온라인공연 플랫폼이 대안으로 제시되면서 사회적 거리두기를 준수하면 공연을 지속적으로 운영할 수 있는 유일한 방법으로 주목받았다. 온라인으로 진행되었던 공연사례들을 3가지 항목으로 분류하여, 문화수요 공급을 위한 무료 공연사례, 영상매체를 통한 유료 공연사례, 지상파 방송을 통한 공연사례로 분류하여 사례를 분석하였다. 분석결과, 누구나 사용할 수 있고 일정 수준의 완성도를 보장하는 온라인공연 플랫폼이 상용화가 되어야 할 것으로 분석되었다, 현재의 첨단 기술이 도입된 대형 엔터테인먼트의 공연 제작비는 영세한 예술인들이 감당할 수 없는 상황이다. 그러므로 온라인공연의 프로그램 상용화를 통해 예술인들의 공연 생활에 조금이나마 도움이 되길 바란다.

• 패션비즈니스
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• 제14권5호
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• pp.78-92
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• 2010

The culture phenomenon, which the desire of self expression is noticeable and the diversity of gender identity is widely accepted, simply makes a difference in the lifestyle of one human being rather than the dichotomous classification of male and female. Now, the delicate and aesthetic sensitivity classified as the feminine characteristics is no longer the exclusive property of female and this refers to substituting it as a social gender from the concept of biological sex. This phenomenon has influenced on the male culture and is creating various codes according to the cultural gender extended from the gender as a social role. Also, the transition into the western lifestyle has extended the aesthetic emotion to accommodate new codes from the diversification and globalization of lifestyle. The mansumer power, which does not care too much about the money for the emotionally attached items, has enabled various fashion styles. After analyzing the diversified clothing behavior conducted by these people in connection with the social phenomenon, First, this shows the phenomenon of emotional value pursuit that finds pleasure over the clothing as the item of augmented reality is added to the concept of play, in which the real space referred to as garment and virtual space of playing the rock, paper and scissors game meet together within the augmented reality. Second, the convergence concept has enabled the coordination of new style by obscuring the area of design concept and this refers to the changes in design from the development of new items and transformation into double-style details. Third, the divergence that intensively provides specific use/convenience and specialized value shows a change in the fashion market from the phenomenon that admits various gene rations of culture and specifically, takes differently about the recognition of middle-aged males. Fourth, the variety seeking tendency receives attention as the value of future design together with the phenomenon of discriminative value pursuit. In the male fashion, it is linked to the collaboration with the design area and this tells that the fashion with the narcissistic cross-dressing and motto of neutral gender without being sided to male/female is rising.

• 한국농공학회지
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• 제34권3호
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• pp.64-74
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• 1992

The way of thinking of rural residents(Izuk-myun, Anseong-gun, Kyeonggi-do) was surveyed in order to develop the basic model of new rural setlement planning. From the data collected in this survey, rural life-style, farmers' view on traditional rural life, agriculture, farming, agri-policy, social attitude, and degree of satisfaction of rural life, etc. were analyzed. Firstly, most of rural residents interviewed in this survey have the opinion of not leaving their home village if living conditions improved to a reasonable level in the near furture. In decision- making process of village affairs, they want to participate actively and equally. Secondly, in spite of their acceptance of agriculture as a vital sector destined to national security, most of them think that farming should be little of promise. Thirdly, they have the negative attitude to urban-oriented social value and also to the agricultural policy, while seeking consolation through human and traditional viewing of rural life style. Therefore, in the development of new rural settlement model, idea-making should be directed to the betterment of communal value of village life, stability of rural economy, rationalization of rural life style and enhancement of rural-type happiness.