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조염(Yan Zhao),김세범(Saebum Kim) 한국인터넷전자상거래학회 2013 인터넷전자상거래연구 Vol.13 No.4
The purpose of this research is to identify the factors which lead Korean and Chinese consumers to use smart phones, and to analyze the difference in intentions of accepting smart phones between Korean and Chinese consumers. The model suggested in the study is based on Technology Acceptance Model, and added two variables such as the social influence and the perceived behavioral control. The results of the research are as follows: First, in the analysis results of Korean samples, the social influence has no influence on the attitude to use and the intention to use. But the perceived usefulness of use, the perceived ease of use, the perceived enjoyment and the perceived behavioral control have positive effect on the attitude to use and the intention to use. And the perceived enjoyment has more influence than other variables. Second, in the analysis results of Chinese samples, the perceived usefulness has no influence on the attitude to use and the intention to use. But the perceived ease of use, the perceived enjoyment, the social influence and the perceived behavioral control have positive effect on the attitude to use and the intention to use. And the social influence has more influence than other variables.
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조염 ( Zhao Ran ),김윤경 ( Yoon Kyoung Kim ),이경희 ( Kyoung Hee Lee ) 한국의류산업학회 2020 한국의류산업학회지 Vol.22 No.6
This study compares and analyzes bridal wedding styles in Korean and Chinese SNS. For this, 715 photos (362 in Korea and 353 in China) collected on social media (Instagram and Xiaohongshu) were used for analysis. The bridal wed ding style was divided by item into wedding dress, makeup, and hairstyle, and detailed characteristics of images and designs were examined through content analysis and statistical analysis. First, in the case of Korea, many wedding dresses showed ball gowns and mermaid silhouettes, white colors, and no details and trimmings. As for the makeup, transparent and natural skin expression, straight eyebrows, and pink and peach lip colors were highlighted; and as for hair styles, many long hair with half-covered ears appeared. Second, in China, a ball gown, mermaid silhouette, and white color are often seen in wedding dresses, and point colors and use of various details and trimmings are noted. The makeup showed a lot of bright skin expression, brown and black eyebrows, and red and brown lip colors. As for hairstyle, a lot of long hair with completely exposed ears appeared. Third, the comparison of bridal wedding styles between Korea and China indicated that China used relatively more details and trimmings in wedding dresses. As for makeup, Korea has a natural image, and China has a classic image. As for the hairstyle, there were many styles in which Koreans had half the ears covered, and Chinese had no bangs and completely exposed ears.
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유문용(Wen Long Liu),장형유(Hyeong Yu Jang),조염(Yan Zhao),이한경(Han Kyoung Lee) 한국창업학회 2012 한국창업학회 Conferences Vol.2012 No.-
In order to perform mobile marketing activities more effectively, marketers and researchers pay more and more attention to mobile advertising which is considered to be an important marketing tool and continuous area for research. As one of the issues, attitudes toward advertising have been a focus of attention for a long time. Previous studies verified and emphasized that consumer attitude toward mobile advertising is significantly affected by the perceived entertainment, informativeness and credibility of an advertisement causing the way consumers evaluate the value of it. However, the general attitude toward advertising manifests itself not only through perceived advertisement value but also through some factors from implementation process and consumers themselves such as the form of advertisement, the agreement between company and consumer, the involvement consumers pay to mobile advertising and their experience of using mobile advertisement for shopping.. To cast light on the role of company-factors and consumer-factors, the following sub questions will be explored empirical research : 1. How different are consumers perceived mobile advertising value according to company-factors or consumer-factors? 2. Does any company-factor or consumer-factor have a moderating effect between consumers perceived mobile advertising value and advertising attitude? According to a t-test comparative analysis, we found that all company-factors and consumer-factors affect the consumer s perceived mobile advertising value positively. The result of hierarchical regression analysis reveals that, all of the moderator have moderating effect between perceived credibility and advertising attitude. Specially, among company-factors, incentive is the most attractive to consumers as expected. Prior permission is playing a role as always. As well, different forms of advertisement give different information of product and different visual experience which makes moderating effect on attitude to a certain degree. On the other hand, the result shows that both of two consumer-factors have a significant moderating effect between consumers perceived credibility and advertising attitude. Consistent with common sense, the level of involvement and the using experience always lead people to evaluate some product or service differently.
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