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Vol.3 No.1

Consuming Practices in Live Concert
Jeeyoung Chae ; Yoon Yang ; Yoo-Kyung Yoon pp.1-15
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Abstract

A Comparison Between Generations in Post-materialistic Values and Usage of Mobile Phones
Eun-Yeong Na pp.17-32
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Abstract

Inter-generational comparisons were made between mobile phone users and non-users in their differential behaviors and attitudes concerning mobile phone usage. A special attention was focused on the relation between the usage of mobile phones and post-materialistic values among the younger and the older age groups in Korea. As a result of a survey on 371 participants (20s and 40s in their age), it was found that the younger generation tended to use their mobile phones more expressively with their same-sex friends by way of text messages as well as voice messages. In contrast, the older generation mostly used their mobile phones in an instrumental way with their family and same-sex friends primarily based on voice messages. Openness to change and unwillingness to follow conventional rules among the youngers were also in parallel with their higher post-materialism and expressive usage of mobile phones.

The Effects of Evaluations of Web Service on the Brand Trust and Brand Loyalty
Jae-Hwi Kim ; Mi-Young Han ; Hyun-ju Kim pp.33-51
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Analysis of categorical marketing data by generalized constrained multiple correspondence analysis
Heungsun Hwang(Claes Fornell International Group & Rice University) pp.53-62
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The Comparison of Male and Female College Students' Value System and Recognition of Importance in Product Attributes
Yoon Yang ; Eun-Ji Lee pp.63-87
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A Study on the Underground Imagein Korea and Japan
KyungDuk Cho ; Minmo Koo ; Sigeru Ichihara pp.89-106
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Abstract

In this article, we performed two surveys to examine the image of underground space in Korea and Japan. In Survey 1, we questioned students and underground workers about underground space using a questionnaire which is composed of 9 paired-adjectives. The findings were that Japanese students and underground workers showed similar response patterns to 9 paired-adjectives in two survey areas. But, Korean students and underground workers showed different response patterns with areas. In Survey 2, we asked Korean and Japanese students about underground space using a questionnaire which consisted of 23 paired-adjectives including 9 paired-adjectives used in Survey 1. And we did factor analysis to reveal factor structure that underlies the image of underground space. The results were that the underground image of Japanese students was made of the factors such as activity, uneasiness, closure, order, cleanliness and sense of stable. Also, that of Korean students was composed of the cleanliness, safety, vividness and spatial arrangement factor. Artificial aspects were preferred to natural ones as the advantage of underground space. Artificial materials such as illuminations, land marks and boards can help psychological stability, activity and cleanliness. The results of this research could be used for the development of underground space.

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