Development of value oriented customized contents

Abstract

Consumption values vary according to contexts. However, these values become ultimately the utopic value at the moment of decision whatever it will be because decisions are made to get maximum profit. In the era of scarcity and post-scarcity, the values most wanted are the utopic values in this sense. In the era of scarcity, consuming is caused by practical reasons such as survival necessities. On the contrary, in the era of post-scarcity, there is a great tendency of consuming values out of contents instead of contents themselves. This article goes to explain the different consuming patterns observed with Chinese tourists visiting Korea in two different eras, scarcity and post-scarcity, based on the consumption value theory and value shifting theory. © 2012 Springer-Verlag.