• (The) Research of the performance art and culture
• /
• no.19
• /
• pp.88-123
• /
• 2009

Gyeongsanjain Dano Festival is a local festival of Yeongnam that was initially designated as Intangible Cultural Heritage No. 44 "Hanjanggun Nori" in 1971 and finally became Gyeongsanjain Dano Festival in 2007. At first, few parts of it were designated for preservation and it was succeeded as a whole without connections between each part. Problems also rise from the fact that it has not been closely studied. Gyeongsanjain Dano Festival is mostly classified into five parts: Keungut, Yeowonmu, Hojanggut, Hanmyoje, and Jainpalgwangdae. This study has closely discussed each part as follows: 1. Keungut 1) Process and Contents of Keungut - Characteristics of Gut in Daegu and Gyeongsan 2) Presence of Performers that can Execute Traditional Gut of Local Area 3) Problems with the Name of Keungut - Ex: 'Hanjanggungut' or 'Keungut' 4) Problems of Dano Festival without Parts to Summon and Send off Spirits before and After Keungut and Restoration Measures 2. Yeowonmu 1) Essence of Yeowonmu and Yeowonhwa 2) Problems with the Mass Game of Hundreds of High School Girls 3) Origin and Succession of Yeowonmu 3. Hojanggut 1) Changes in Characters of Hojanggut 2) Composition and Characteristics of Hojanggut 3) Problems with the Name and Characteristics of Hojanggut 4. Jainpalgwangdae Nori 1) Similarity with Newly Created Shows 2) Problems with the Name of Palgwangdae 3) Difference with the Composition of Other Mask Dances 4) Dances and Movements Distinguished from Other Mask Dances in Yeongnam The following are the solutions suggested for Gyeongsan Jain Dano Festival. First, for the restoration of Gyeongsanjain Dano Festival, Dano festivals and Byeolsinje of nearby areas with clear traditions could be benchmarked. Second, the major content of Gyeongsanjain Dano Festival is 'Hanjanggungut,' and it has to be the leading content of the festival. Third, the structural principle of Korean festival must be adopted and the process and principle must correspond to those of other traditional shows. Fourth, as Gyeongsanjain Dano Festival is the comprehensive form of art, folk, and festival, each part must be closely related in a well-planned scenario. Fifth, Intangible talents and successful training must be widely acknowledged for successful transmission and responsible performances. Sixth, traditional festivals must be restored along with the discovery and development of various festival repertories and spectacles such as tour programs and experiential tours that contribute to local economy.

• Asia Marketing Journal
• /
• v.15 no.4
• /
• pp.103-129
• /
• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• Asia Marketing Journal
• /
• v.13 no.4
• /
• pp.29-54
• /
• 2012

Recently, as film has been admitted as the artistic merit and higher value-added business, the past studies on film have been lively carried on various fields. Especially, the film business is thought to be value-added business and has explored the causes of influencing spectators. However, there are no researches enough to explain what induces the choice and diffusion of the film. The film is not only hedonic products but also typical example of experiential products. So how to process film formation plays important roles in explaining the procedures of forming preference on the film and the movies spread more widely. But the great part of study of films has been concentrated on exploring hedonic factors of influencing spectator's choice. Until now there is not enough study for the relationship between experiential information processing and film preference. To explain film's preference, our study focuses on preference fluency and processing fluency that can provide an insight for our question about the relationship. In this article, to explain the procedures of processing experiential information and forming preference on the film, our study focuses on finding the relationship between film's processing fluency and film's preference fluency and explores the factors that affect film's processing fluency. To achieve the goal of this study, we distinguish factors of film's conceptual fluency from factors of film's perceptual fluency and explore the paths from the factors to film's preference fluency. The factors which have effects on perceptual fluency are hypothesized to be distinction of image expression, distinction of sound expression, correspondence between actors' image and their role. The factors which have effect on conceptual fluency are supposed to be well-organized story, suitability of lines expression. The experiments in which students were sampled at 'C' university were conducted in 2010 (december). Data collection was proceeded through questionnaires. We test the hypothesized model by using structural equation modeling(Amos 17.0). The fit indices for the model are as follows : x²=416.266(df=213, p=0.00), GFI=0.855, AGFI=0.812, RMSEA =0.069, IFI=O.925, CFI=0.920, TLI=0.905. According to the guidelines, there is evidence that our measurement model fits data. The results of empirical study are as follows. The path from film's perceptual fluency to film's preference fluency is supported(estimate: 0.223, C.R: 2.641). The path from film's conceptual fluency to film's preference fluency is supported(estimate: 0.397, C.R: 4.863). The path from distinction of image expression to film's perceptual fluency is not supported(estimate: 0.113, C.R: 1.665). The path from distinction of sound expression to film's perceptual fluency is supported (estimate: 0.190, C.R: 2.042). The path from correspondence between actors' image and their role to film's perceptual fluency is supported(estimate: 0.686, C.R: 5.566). The path from well-organized story to film's conceptual fluency is supported(estimate: 0.396, C.R: 4.023). The path from suitability of lines expression to film's conceptual fluency is supported(estimate: 0.536, C.R: 5.441). Concludingly, our study explored the influencing factors of film's processing fluency inducing film's Preference fluency. First, film's perceptual fluency and film's conceptual fluency have positive effects on film's preference fluency. Second, distinction of image expression is not significant on film's perceptual fluency, but distinction of sound expression and image's correspondence of actors' image and their role have positive effects on film's perceptual fluency. Lastly, well-organized story and suitability of lines expression have positive effects on film's conceptual fluency.

• Asia Marketing Journal
• /
• v.13 no.4
• /
• pp.159-189
• /
• 2012

What attracts consumers to bloggers' reviews? Consumers would be attracted both by the Bloggers' expertise (i.e., knowledge and experience) and by his/her unbiased manner of delivering information. Expertise and trustworthiness are both virtues of information sources, particularly when there is uncertainty in decision-making. Noting this point, we postulate that consumers' motives determine the relative weights they place on expertise and trustworthiness. In addition, our hypotheses assume that tie strength moderates consumers' expectation on bloggers' expertise and trustworthiness: with expectation on expertise enhanced for power-blog user-group (weak-ties), and an expectation on trustworthiness elevated for personal-blog user-group (strong-ties). Finally, we theorize that the effect of credibility on willingness to accept a review is moderated by tie strength; the predictive power of credibility is more prominent for the personal-blog user-groups than for the power-blog user groups. To support these assumptions, we conducted a field survey with blog users, collecting retrospective self-report data. The "gourmet shop" was chosen as a target product category, and obtained data analyzed by structural equations modeling. Findings from these data provide empirical support for our theoretical predictions. First, we found that the purposive motive aimed at satisfying instrumental information needs increases reliance on bloggers' expertise, but interpersonal connectivity value for alleviating loneliness elevates reliance on bloggers' trustworthiness. Second, expertise-based credibility is more prominent for power-blog user-groups than for personal-blog user-groups. While strong ties attract consumers with trustworthiness based on close emotional bonds, weak ties gain consumers' attention with new, non-redundant information (Levin & Cross, 2004). Thus, when the existing knowledge system, used in strong ties, does not work as smoothly for addressing an impending problem, the weak-tie source can be utilized as a handy reference. Thus, we can anticipate that power bloggers secure credibility by virtue of their expertise while personal bloggers trade off on their trustworthiness. Our analysis demonstrates that power bloggers appeal more strongly to consumers than do personal bloggers in the area of expertise-based credibility. Finally, the effect of review credibility on willingness to accept a review is higher for the personal-blog user-group than for the power-blog user-group. Actually, the inference that review credibility is a potent predictor of assessing willingness to accept a review is grounded on the analogy that attitude is an effective indicator of purchase intention. However, if memory about established attitudes is blocked, the predictive power of attitude on purchase intention is considerably diminished. Likewise, the effect of credibility on willingness to accept a review can be affected by certain moderators. Inspired by this analogy, we introduced tie strength as a possible moderator and demonstrated that tie strength moderated the effect of credibility on willingness to accept a review. Previously, Levin and Cross (2004) showed that credibility mediates strong-ties through receipt of knowledge, but this credibility mediation is not observed for weak-ties, where a direct path to it is activated. Thus, the predictive power of credibility on behavioral intention - that is, willingness to accept a review - is expected to be higher for strong-ties.

• Korean Journal of Culture and Social Issue
• /
• v.18 no.4
• /
• pp.435-462
• /
• 2012

The predominant concern of the study centers on: (1) the direct effects of the job satisfaction, social support and hope on the individual's quality of life; (2) the direct effect of hope alone on the individual's quality life; (3) the mediating effect of the hope between the job satisfaction/social support and life quality; (4) the moderating effect of the worker's legal status(legal labors Vs. illegal labors) on each causal relationship. Research is based on a survey conducted with 453 Mongolian immigrant workers(333 legal workers, 120 illegal workers) from 10 cities including Seoul. In order for respondents to address research questions, structural equation models are explored. A variety of tests are conducted(metric invariance test, critical ratio for difference test, multi-group analysis, bias-corrected boot-strapping, latent mean analysis including Cohen's effect test). The noticeable findings are as follow: First, both job satisfaction and social support have a positive influence respectively on the individual's hope and the individual's quality of life. Second, we found a partial mediating effect of hope between both job satisfaction/social support and the individual's life quality. Third, we failed to find a moderating effect of the workers' legal status on each causal relationship. Finally, there is no significant difference of the latent means of each latent variable -job satisfaction, social support, hope, and life quality - between the legal group and the illegal group, except the latent mean of workers' quality of life. A range of practical and political implications are discussed based on the study's findings.

• Asia Marketing Journal
• /
• v.12 no.2
• /
• pp.53-81
• /
• 2010

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.

• Asia Marketing Journal
• /
• v.12 no.3
• /
• pp.1-24
• /
• 2010

Typically, marketing literature on innovation diffusion has focused on the pre-adoption process and only a few studies explicitly examined consumers' post-adoption behavior of innovative mobile services. Besides, prior use diffusion research has considered the variables that determine the consumers' initial adoption in explaining the post adoption usage behavior. However, behavioral sciences and individual psychology suggest that social influences are a potentially important determinant of usage behavior as well. The purpose of this study is to investigate into the effects of network factor and brand identification as social influences on the consumers' use diffusion or continued usage intention of a mobile service. Network factor designates consumer perception of the usefulness of a network, which embraces the concept of network externality and that of critical mass. Brand identification captures distinct aspects of social influence on technology acceptance that is not captured by subjective norm in situations where the technology use is voluntary. Additionally, this study explores the effect of the use diffusion on the brand switching intention, a generally unexplored form of post-adoption behavior. There are only a few empirical studies in the literature addressing the issue of IT user switching. In this study, the use diffusion comprises of rate of use and variety of use. The research hypotheses are as follows; H1. Network factor will have a positive influence on the rate of use of mobile services. H2. Network factor will have a positive influence on variety of use of mobile services. H3. Network factor will have a positive influence on continued usage intention. H4. Brand identification will have a positive influence on the rate of use. H5. Brand identification will have a positive influence on variety of use. H6. Brand identification will have a positive influence on continued usage intention. H7. Rate of use of mobile services are positively related to continued usage intention. H8. Variety of Use of mobile services are positively related to continued usage intention. H9. Rate of use of mobile services are negatively related to brand switching intention. H10. Variety of Use of mobile services are negatively related to brand switching intention. With the assistance of a marketing service company, a total of 1023 questionnaires from an online survey were collected. The survey was conducted only on those who have received or given a mobile service called "Gifticon". Those who answered insincerely were excluded from the analysis, so we had 936 observations available for a further stage of data analysis. We used structural equation modeling and overall fit was good enough (CFI=0.933, TLI=0.903, RMSEA=0.081). The results show that network factor and brand identification significantly increase the rate of use. But only brand identification increases variety of use. Also, network factor, brand identification and the use diffusion are positively related to continued usage intention. But the hypotheses that the use diffusion are positively related to brand switching intention were rejected. This result implies that continued usage intention cannot guarantee reducing brand switching intention.

• Asia Marketing Journal
• /
• v.11 no.3
• /
• pp.31-56
• /
• 2009

As the competition intensifies and the market matures, marketers are more and more concerned with the relationship marketing. Many of the previous researches have pointed out that not all of the consumers are relationship-oriented. But none of the previous research has systematically investigated this issue. This research investigated the relationship among the three concepts: consumers' intrinsic characteristics, perceived importance of relational benefits, and relationship building intention with the salesperson. In this research the perceived importance of relational benefits is treated as mediating variable in the relationship between consumers' intrinsic characteristics and relationship building intention with the salesperson. The conceptual model in this study can be depicted as follows. From the consumers' perspective relational benefits can be defined as "the additional benefits consumers can receive in addition to core services through the long-term relationship with the service provider." And in this study two kinds of relational benefits are adopted by reviewing the previous research: confidence benefits and social benefits. Relational benefit received from the salesperson is very important to predict consumers' relationship building intention with the salesperson. The more relational benefits consumer wants from the salesperson, the more relationship building intention he/she has. From this point two hypotheses are derived as follows. Hypothesis 1: As the perceived importance of confidence benefit from the salesperson increases, the relationship building intention with the salesperson increases. Hypothesis 2: As the perceived importance of social benefit from the salesperson increases, the relationship building intention with the salesperson increases. In this study four individual characteristics(risk taking tendency, variety-seeking tendency, product knowledge, trust orientation) are hypothesized to influence the perceived importance of confidence benefits from the salesperson. And three individual characteristics(interpersonal orientation, price consciousness, trust orientation) are hypothesized to influence the perceived importance of social benefits from the salesperson. These 7 hypotheses are as follows. Hypothesis 3: As the risk taking tendency increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 4: As the variety-seeking tendency increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 5: As the product knowledge increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 6: As the trust orientation increases, the perceived importance of confidence benefits from the salesperson increases. Hypothesis 7: As the interpersonal orientation increases, the perceived importance of social benefits from the salesperson increases. Hypothesis 8: As the price consciousness increases, the perceived importance of social benefits from the salesperson decreases. Hypothesis 9: As the trust orientation increases, the perceived importance of social benefits from the salesperson increases. The whole model in this study can be depicted as follows: Data were collected from the 396 consumers who actually trade stocks through the salesperson and were analyzed using structural equation model. The analysis results show that consumers' perceived importance of relational benefits(confidence benefit and social benefit) play the roles of mediating variables in the causal relationship between consumers' inherent characteristics and their relationship building intention with the salesperson. As for the individual characteristics, the influences of variety-seeking tendency, trust orientation, and price consciousness are statistically significant. It was found that variety-seeking tendency has a significant negative effect on the perceived importance of confidence benefit, and that trust orientation has a significant positive effect on the perceived importance of both of confidence and social benefit. Finally it was also found that, on the contrary to the influence direction suggested in the hypothesis, price consciousness has a significant positive effect on the perceived importance of social benefit.

• Asia Marketing Journal
• /
• v.13 no.2
• /
• pp.27-48
• /
• 2011

The Chinese counterfeits has begun to gain great attention recently because of the drastic increase in its volume. The consumption of counterfeit harms to manufacturer who spend millions of dollars to create and develop new product. The counterfeits in Chinese can cause international dispute and lower national reputation. The purpose of this study were to examine if the buyers of counterfeits tend to care more about interpersonal relationship than non-buyers among Chinese. Data were gathered by surveying Chinese consumer living in Beijing, Shanghai, and Guangzhou metropolitan area using convenient sampling, and 480 questionnaires were used in the statistical analysis. In analyzing data, descriptive statistics, factor analysis, structural equation modeling with AMOS were conducted. The results of this study were follows, first, attitude toward counterfeits was classified into three factors such as interpersonal relationship, perception, and involvement. It is general belief that attitudes toward counterfeits were correlated with on brand attachment, however this study show that the buyers of counterfeits tended to purchase counterfeit goods as more alternatives of genuine(original) product than non-buyers. Perhaps, the buyers of counterfeits tended to have lower consumer ethics than non-buyers because they value counterfeit high. It is generally accepted that both a producer and a buyer violate the laws, but they are rather generous for buyer. The results of this study suggest consumers' attitude towards counterfeit need to be changed, following consumer education and strict law enforcement. Based on these results, global brand marketing strategies for luxury goods were suggested.

• Journal of Practical Engineering Education
• /
• v.15 no.1
• /
• pp.119-126
• /
• 2023

Today, in order to improve fuel efficiency and dynamic behavior of automobiles, an era of light weight and simplification of automobile parts is being formed. In order to simplify and design and manufacture the shape of the product, various components are integrated. For example, in order to commercialize three products into one product, product processing is occurring to a very narrow area. In the case of existing parts, precision die casting or casting production is used for processing convenience, and the multi-piece method requires a lot of processes and reduces the precision and strength of the parts. It is very advantageous to manufacture integrally to simplify the processing air and secure the strength of the parts, but if a deep and narrow pocket part needs to be processed, it cannot be processed with the equipment's own spindle. To solve a problem, research on cutting processing is being actively conducted, and multi-axis composite processing technology not only solves this problem. It has many advantages, such as being able to cut into composite shapes that have been difficult to flexibly cut through various processes with one machine tool so far. However, the reality is that expensive equipment increases manufacturing costs and lacks engineers who can operate the machine. In the five-axis cutting processing machine, when producing products with deep and narrow sections, the cycle time increases in product production due to the indirectness of tools, and many problems occur in processing. Therefore, dedicated machine tools and multi-axis composite machines should be used. Alternatively, an angle spindle may be used as a special tool capable of multi-axis composite machining of five or more axes in a three-axis machining center. Various and continuous studies are needed in areas such as processing vibration absorption, low heat generation and operational stability, excellent dimensional stability, and strength securing by using the angle spindle.