Vol.62  No.0  2019

Background This study investigated consumer's value recognition toward Korean traditional culture and related consumption behavior focused on Hanbok, Hanok, and Korean food. Methods The questionnaire was administered to 745 men and women in their 20s and 60s living in Seoul and the metropolitan area. Using SPSS WIN 20.0 and AMOS 20.0, factor analysis, confirmatory factor analysis, cluster analysis and analysis of variance were performed. Result First, according to the empirically identified result, the sub-dimensions of their value recognition were divided into 5 factors such as emotional/ aesthetic, societal, historical, symbolic, and instrumental one. Secondly, according to value recognition consumers were divided into four groups; a group having higher interest, a group pursing succession, a group pursing practical interest, and a group having lower interest. Lastly, the difference of consumption behaviors in each group was identified. There was a significant difference between groups in preference and purchasing experience of traditional Korean cultural products. In addition, there was a significant difference between the satisfaction and long - term orientation of Korean traditional cultural products. Conclusion This study identified the sub-dimensions of value recognition of Korean traditional culture and confirmed that consumers were divided into groups with sub-dimensions. It can be suggested that market segmentation and development of cultural products should be promoted based on the difference in purchasing behavior of traditional cultural products among groups due to recognition of traditional cultural values.

keyword : 전통문화 가치인식, 전통문화상품, 소비행동, The value recognition of traditional culture, Traditional Culture Products, Consumption behavior

Background This study focuses on the interest of Mongolia in Korean fashion as the Mongolian economy grows, and aims to provide basic data on Mongolian fashion market by comparing jeans wear, preference design and fit of Korean and Mongolian female university students have. Methods The subjects selected for the study were 170 female university students aged 19-25 years living in Seoul Gyeonggi area and 115 female university students aged 19-25 years living in Ulaanbaatar, Mongolia. As a result of the questionnaire survey, 170 questionnaires were analyzed, including 157 questions that can be handled among Korean university students, and 100 questions that can be analyzed among 115 students answered by Mongol university students. A total of 257 questionnaires were analyzed. Results Analysis of the survey on the preferred jeans style of female university students in Korea and Mongolia showed that Korean female university students prefer Jeans to a variety of styles than Mongolian female college students. The most important factors that Korean university students consider when purchasing jeans are Korean female university students' design priority, while Mongol university students consider wearing comfort and comfort most importantly. Also, comparing the perceptions of Korean and Mongolian university students about how to choose jeans size, Mongolian university students showed a much more positive perception in size selection. Conclusion The result of this study is analyzing and presenting objective data about wearing jeans in Mongolia which is concentrated on a new fashion market. By doing so, we will develop a jeans fashion design that will satisfy the emotional needs of Mongolian consumers in order to enter the Mongolian market It is expected to help.

keyword : 청바지 착용현황, 선호디자인, 청바지 맞음새, Jeans Wearing Status, Preferred Design, Fit of Jeans

Background According to a survey on cosmetology businesses across the country by Statistics Korea, the number of hairdressing businesses has gradually increased. At the same time, the number of hair salon employees has been on the rise as well. With expectations of further growth and job creation, there should be in-depth studies on hairdressing manpower. This study focused on stress at work. The degree of job stress can vary depending on an individual’s resilience level. Considering the fact that it is a crucial element which can cause turnover intention, it is a time to concentrate on enhancing manpower. Methods Resilience was establised as an independent variable, turnover intention was set up as an dependent variable, and job stress as parameters in this study. A questionnaire was conducted on 687 employees of the hair salon. SPSS were used for analysis. Result Resilience has a negative effect on job stress and turnover intention while job stress reveals a positive influence on turnover intention. In addition, job stress showed a partial mediating effect between resilience and turnover intention. Conclusion It is crucialritical to manage hairdressers’ job stress and urgent to develop and apply a program which can enhance resilience. It is also very important for hair salons to develop a decent human resources management system and build their competitiveness.

keyword : 회복탄력성, 직무스트레스, 이직의도, resilience, job stress, turnover intention

Background The tradition for the formation of the design identity can be rediscovered in local culture. The purpose of this study is to propose practical strategies and solutions that can be applied to the development of regional brands as the design which based on local culture. Methods Through literature reviews, the study revealed how the development of local cultural value and the process of modernization play a role in creating the design identity. And the case study which investigated and analyzed Japan's D&Department projects was conducted to present specific methodologies for the development of regional brands. Result Local traditional design can be shared in daily life, through regional brand development and management by selecting local products, developing markets and systems for sale, studying of local culture and industry continuously. Conclusion By recognizing design as media that create cultural identity and by creating a system that can be used in daily life with a modern sense, we expect that brands in each region can coexist and have differentiated regionalism.

keyword : 문화정체성, 디자인정체성, 지역브랜드, Cultural identity, Design identity, Regional brand

Background The purpose of this study is to compare and interpret the relationship between brand awareness and brand positioning of beer brands using the Brand Profiling Tool 2. Methods The questionnaire to bear brand were consists of 10 modules. The data of symbolic value among the 10 modules were analyzed. BP2 developed as a smartphone mobile application was used, and the questionnaire panel consisted only of opinion leaders and bloggers with high brand understanding. Result First, it can be seen that the symbolic value of 'pleasure' is the highest or the second highest in most brands, and consumers tend to pursue 'pleasure' regardless of brand when purchasing beer. Second, in case of highly recognized beer brands, the evaluation of symbolic value tends to be quite similar to each other. Third, beer brands with low awareness can be considered to have high customer loyalty as those have high symbolic value sum score. Fourth, there are brands with very low symbolic value summation scores, regardless of their recognition. It implies that high brand awareness does not unconditionally mean successful branding. Fifth, there were some cases amongst the low-recognition brands which received significantly higher marks in symbolic values while the majority of other brands received lower marks. It can be said that they have performed relatively well for differentiating brand positioning. Conclusion A brand with a high awareness is appropriate to enhance the image of the symbolic value of 'pleasure' as a brand positioning strategy. One way to increase awareness of low-recognition brands is to give them an image of "pleasure." For an aggressive brand positioning of a low-recognition brand, it can be differentiated from other brands by focusing on other symbolic values.

keyword : 브랜드 프로파일링, 브랜드 포지셔닝, 브랜드 인지도, Brand Profiling, Brand Positioning, Brand Awareness

Background A previous study was conducted on the expression of hologram video contents considering a sense of presence though floating hologram video contents and yielded results. However, viewers’ distance from floating hologram can differ, from long to short. This study aims to express 3D hologram video considering a sense of presence according to distance. Methods 3D hologram video considering a sense of presence, viewers with 7 different conversion factors were surveyed based on the 5 items listed on the video quality evaluation list provided by information and communication standards: brightness, chroma, contrast, resolution, and noise. As a result, the degree of video content with the greatest sense of presence was derived. Based on this, the study on the expression of 3D hologram video considering a sense of presence proceeded through a survey focusing on 6 sections that correspond to appropriate viewing distance for the top-down floating hologram developed for exhibition. Result As the viewer’s viewing distance is shorter, high values of brightness, chroma, contrast, resolution, and noise were measured overall. These values are similar to the previous study on the expression of 3D hologram video considering a sense of presence. The longer the viewers’ viewing distance, the lower the measured values. Conclusion the values of video contents’ brightness, chroma, contrast, resolution, and noise derived from this study can be put into viewing sections that differ for each exhibition hall and suggest a value with the greatest sense of presence appropriate for the relevant viewing section.

keyword : 상-하향식, 플로팅 홀로그램, 현존감, top-down, floating hologram, sense of presence

Background The industry of characters is receiving attention again according to increase consuming characters. The kidult, who is consumer of preferred characters in childhood, makes widen generation of customers. Methods In this study, the effects of ages on the character’s experience were investigated by subjects between the end of teenagers and the middle of twenties. Moreover, the color analysis and the affective estimation for the preferred characters were researched for defining the feature of the characters. Result In results, the animation is the most related industry of preferred characters. And, Japanese characters were preferred. The experience of character when they were three years old plays role for selecting the preferred characters. It showed strong connection with kidults, the main consumer of characters. As a result of color analysis, high lightness and warm colors were used for the characters. The trend of the time (close, familiar) was the most important factor for the affective estimation for preferred characters. Moreover, familiarity and preference were the important factor for evaluating preferred characters through the factor analysis. Conclusion Compared with the character survey of 2015, application characters were appeared in this results as a higher ranking order, so the further investigation will be needed.

keyword : 선호캐릭터, 감성평가, 키덜트, Preferred Character, Affective Estimation, Kidult

Background The fourth industrial revolution is approaching with the fusion of digital and manufacturing technology. However, the necessity of smart mobility emerged due to resource depletion and environmental problems. We will study the design, administrative system and infrastructure of smart mobility and find ways to activate smart mobility. Methods First, we investigate and study the process of the birth and development of smart mobility through theses, journals, and the Internet. Second, we compare and analyze smart mobility that is produced both domestically and overseas through the collected data, centering on form and color as design elements. Third, we will study how to promote smart mobility in Korea based on domestic and overseas administrative systems and infrastructure data. Result Currently, the form of smart mobility is not different from conventional cars. However, smart mobility that is currently being developed overseas has a new form of change. On the other hand, color is similar to that of existing passenger cars both at home and abroad, but smart mobility under development is characterized by partial color of achromatic base. The administrative system and infrastructure of smart mobility are less in Korea than in the outside world. It is necessary to actively expand infrastructure in various fields such as charging stations, repair shops, and road signs. Conclusion In order to activate smart mobility, the identity of the new smart mobility should be established by the morphological and color research which is the design element. Based on the administrative system and infrastructure outside the country, the government should establish the national administrative system and build the infrastructure.

keyword : 스마트 모빌리티, 자율주행, 모빌리티 인프라, Smart Mobility, Autonomous Driving, Mobility InfraStructure

Background As the digital technology advances, the field of graphic design is expanding. Consequently, the role of graphic designers is continuously changing which results in universities’ education to adjust to the current trend. Nonetheless, students encounter hardship due to a lack of understanding the profession of graphic designer which increase demands for curriculum that prepare students in developing competencies for the industry. This study identifies students’ demands from university curriculum as well as functional competencies that graphic designers need in order to enhance the relationship between the university education and the industry. Methods This study is concentrated specifically on graphic design field and semi-structured in-depth interview was conducted with students from three different universities in Seoul who are majoring in graphic design and professional graphic designers with more than five years of experience. Based on previous studies, interviews were analyzed by competence areas, background knowledge and skills, and personal characteristics. Result In the competence area, high demands of courses in relation to UX/UI, film, and advertisement were discovered. In the background knowledge and skills section, acquiring communication skills, software skills, and the awareness of the practical design process were discussed as important competencies for graphic designers. In personal characteristics section, having aesthetic sensibility, perseverance, and open-mindedness were emphasized. Conclusion The curriculum for graphic design major in universities should be supplemented to allow students to experience various field of graphic design and enhance communication and teamwork skills. This research can be utilized in the future design education of universities to develop not only the basic knowledge but also educating various important competencies for the industry.

keyword : 시각디자인, 디자이너의 역량, 대학 디자인 커리큘럼, Visual design, practical skills, University design curriculum

Background The millennial generation, which has grown up on the basis of digital culture, is changing the structure of the market with a new mode of behavior and a new consumption pattern. There are many cases of research on these generations both in domestic and abroad, but they are concentrated mainly on cultural phenomena and fashion brands. This study examines recent trends and design trends of jewelery market which is changing to accommodate the new needs of Millennial generation specifically. Methods Research was preceded to understand their cultural background about the determinants of purchasing motive and consumption behavior. In order to study how the characteristics of these millennial generations are reflected in the market, I surveyed examples of specific overseas jewelery brands including Tiffany, which has achieved successful sales growth through various innovative marketing. Result First. as the fashion of the Millennium generation becomes casual, the demi jewelery market is growing. The synthetic diamond market is expected to change as the perception of diamond is changing rapidly. Second, Millennium generation wants to express their identity, so products such as customizing jewelery are gaining popularity. Third, millennium generation is interested in business philosophy and social return of the enterprise, so it is effective to promote transparent source of raw or precious metal, mining process, and corporate ethics. Fourth, digital media marketing has become more important than ever, due to immediate information sharing by the Millennium generation using social media, and marketing using famous celebrity is showing even greater power. Lastly, in addition to online services, the O2O service, which expands the jewelery shopping experience in real stores, is effective. Conclusion It seems more important to understand jewelery products that fit the Millennium generation and to approach them through social media communication. There is a favorable aspect to individuals and small-scale brands that can appeal to creativity and personal service because they tend to be anti-corporate and monolithic.

keyword : 밀레니얼 세대, 새로운 소비 문화, 주얼리 트렌드, Millennial generation, New consumer culture, Jewelry trend