• Culinary science and hospitality research
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• v.22 no.2
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• pp.222-233
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• 2016

Current study analyzed the influence of social consumption values for the western salad on the functional attitude and the consumer satisfaction. To verify the purpose of this study data were collected from consumers who have experience in western style restaurants of five hotels located in Seoul, total 330 questionnaires were distributed and 322 examples were employed for statistical analysis. By using SPSS 18.0 program present study derive following conclusions. The consumption values such as rarity value, social value, emotional value and functional value have significantly influence on the functional attitude. Especially, the social value, among the consumption values, has the most significant factor. In addition, the all consumption values of salad have a significant antecedent of the consumer's satisfaction. Furthermore, the functional attitude has affect the consumer's satisfaction as well. Therefore, this study clarify the influences among the social consumption values for the western salad on the functional attitude and the consumer's satisfaction.

• Journal of Digital Convergence
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• v.11 no.8
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• pp.159-173
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• 2013

The purpose of this study examines the relationship among private brand value, brand trust, brand attitude and brand loyalty. Theoretical studies and the current study indicate that private brand loyalty is influenced by brand value, brand trust, and brand attitude. Through the empirical survey undertaken for this study, it was found that emotional value, social value, functional value, and brand trust including brand attitude influence brand loyalty. The results of empirical analysis can be summarized by the following: First, private brand value had a significant direct effect on brand trust and brand attitude. Second, emotional value and functional value had a positive effect on brand trust and brand attitude. Further, social value had a significant direct effect on brand attitude. And social value had a significant indirect effect on brand attitude through brand trust. Third, brand trust had a significant direct effect on brand attitude. And brand trust had a significant indirect effect on brand loyalty through brand attitude. Fourth, brand attitude had a positive effect on brand loyalty. Therefore, These finding will spawn both academic and practitioner interest in the private brand value and serve as a foundation for further research in this important area.

• The Journal of the Korea Contents Association
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• v.16 no.11
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• pp.464-476
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• 2016

The purpose of this research was conducted to provide an implication on the practical strategy method to enhance the awareness of University competitiveness. This research examined the various relations among emotional, social, functional values along with Brand attitude and intentioned action of University Tae-Kwon-Do Competition. Samples were 314 attendees of student and parents at the 2015 University Tae-Kwon-Do competition in Busan area. Collected data was first analysed by exploratory factor analysis then proposed conceptual framework was tested via confirmatory factor analysis and structural equation modelling. The results were as follows: First, emotional and social values of University Tae-Kwon-Do competition had a significant effect on the Brand attitude, however, functional value showed no effect on intended action. Second, emotional, social, functional values of University Tae-Kwon-Do Competition had a significant effect on the intended action. Third, Brand attitude of University Tae-Kwon-Do Competition showed statistical relativeness with intended action.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2009.05a
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• pp.127-130
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• 2009

본 연구에서는 스마트 의류에 대하여 소비자들이 느끼는 지각된 가치가 소비자 수용도에 미치는 영향을 조사하고자 하였다. 이를 위해 MP3 기능 재킷과 심박 모니터링 스포츠웨어를 대상으로 소비자들의 수용도에 대한 연구모형을 수립하였고, 선행연구들을 근거로 각 구성요인 간의 관계에 대해 연구가설을 설정하였으며, 그 경로가설을 검증하였다. Davis(1989)가 제안한 TAM을 적용하여 스마트 의류의 수용과정을 설명한 결과 모형의 적합성을 검증하였으며, 8 개의 경로가설 중 6 개의 경로가 통계적으로 유의함이 밝혀져 채택되었다. 그 결과는, 첫째, 지각된 사용용이성은 유용성을 거쳐 태도에 간접적으로 영향을 주었고, 태도는 다시 수용의도에 영향을 주는 것으로 나타났다. 둘째, 지각된 유용성은 지각된 가치에 대한 태도에 영향을 주는 것으로 나타났으나, 스마트 의류의 수용의도에는 영향을 미치지 않는 것으로 분석되었다. 셋째, 지각된 가치가 스마트 의류에 대한 태도와 수용의도에 둘 다 영향을 미치는 것으로 나타났다. 넷째, 스마트 의류에 대한 태도는 구매의도에 영향을 미치는 것으로 나타났다.

• Smart Media Journal
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• v.12 no.8
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• pp.60-68
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• 2023

After COVID-19, hotel industry is rapidly experiencing changes in the business environment, and under the influence of the Fourth Industrial Revolution, hotel industry is striving to secure competitive advantages through differentiation, including the use of big data and the IoT in service provision, as well as the introduction of artificial intelligence(AI) robot services. This study analyzed the perceived value of AI robot services and their impact on usage attitudes and behavioral intentions of customers who have used hotels that have introduced AI robot services. The results of the study showed that the value of robot services perceived by customers who have used robot services in hotels is categorized into three dimensions: social, experiential, and functional, and all of them have a positive effect on usage attitudes, with social, functional, and experiential values having a positive effect on usage attitudes in that order. Attitude toward use was also analyzed to have a positive effect on behavioral intention, which is consistent with the value-attitude-behavior model. Therefore, it is necessary for hotels to improve the satisfaction of hotel guests through diversified services of AI robot service.

• Journal of Digital Convergence
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• v.17 no.7
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• pp.99-108
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• 2019

This study examined the relationships among perceived values(environmental value, functional value), perceived risk, subjective norm, pro-social behavior, product attitude, and usage intention related to car-sharing service. The study also explored the moderating role of possessive desire between the antecedent variables and consumer attitude. 238 survey responses of Chinese consumers were analyzed by structural equation modeling. It is indicated that environmental value, functional value, subjective norm, pro-social behavior had positive effects on attitude, thereby affecting the usage intention of this service. Possessive desire moderated the relationship between environmental value, subjective norm and attitude. These results are expected to provide various marketing strategies for sharing economy services.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.230-243
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• 2020

The purpose of this study is to identify the effect of package tour motivation(harmony, amusement, and convenience) on satisfaction through its attitude and perceived value(emotional value and functional value). This study was conducted an empirical analysis of 297 people aged 19 years or older who experienced package tours. The results of the study are as follows. Firstly, all of the sub-factor like tourism motivation -amusement, convenience- had a positive influence on the attitude. but the harmony which is one of the sub-factor of tourism motivation did not have any influence on the attitude. Secondly, harmony, a sub-factor of tourism motivation, did not positively affect the perceived value sub-factor of emotional value. Thirdly, the character of attitude had a positive effect on satisfaction. Finally, both emotional and functional value factors, a sub-factor of perceived value, were found to have a positive effect on satisfaction. Through these research results, the competitiveness of package tours should be secured and expanded to research on efficient marketing strategies so that package tours can be activated.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2002.05a
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• pp.520-523
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• 2002

지식 경영 시스템(KMS)이 기업 내 지적 자산의 관리 및 가치 재창출을 위한 새로운 조직 운영방식으로 인정됨에 따라, 어떠한 구조와 기준으로 조직에 적합한 기능을 선택하여 구성하는가에 대한 문제가 중요해지고 있다. 본 연구에서는 먼저 기존상용 KMS에 대한 유형을 분류하고, 기능을 추출하여 일반적인 KMS의 기능 리스트를 작성하였다. 이를 바탕으로 기존의 시스템에 대한 기능적인 특성을 비교 분석하였다.

• The Journal of the Korea Contents Association
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• v.21 no.8
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• pp.123-136
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• 2021

The Palace Museum Cultural Creative Products on Attitude and Purchasing Intention. Online surveys were conducted on consumers who had consumed Cultural and Creative Products of the Palace Museum in the past. There were 305 valid questionnaires empirical survey was analyzed. The results of the study are as follows. First, it was found that all three variables of Consumer Perceived Value had a significant positive effect on product Attitude. Second, among the three variables of Consumer Perceived Value, the Cultural Educational Value did not significantly affect the onsumer urchasing ntention, but other variables had a significant positive effect on the Consumer Purchasing Intention. Third, it was verified that Attitude has a positive effect on Purchasing Intention. Fourth, it was found that there was a partial mediating effect of the Attitude between the Perceived Value and the Consumer Purchasing Intention. According to the research results, while maintaining the cultural identity of cultural and creative products, it is necessary to adopt reasonable methods to maximize the sense of enjoyment and comfort, enriching the daily use functions and rationalizing the price standards.

• 한국벤처창업학회:학술대회논문집
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• 2021.11a
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• pp.125-128
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• 2021

한국은 2025년 전체 인구 중 65세 이상 인구가 20%을 상회하는 초고령 사회 진입이 전망되면서 노화수준에 맞는 고령친화적인 제품서비스 공급이 요구된다. 특히 시니어 소비자가 사용하기 편리한 인터페이스를 갖춘 서비스가 필요하다. 이에 시니어들은 노화(aging)에 대한 문제의식에 비용을 지불하며 젊은 소비자들과 유사한 소비행태를 보이고, 노화 수준별 건강 유지 및 건강 불안, 돌봄 공백, 사회적 고립 증가 등 사회문제가 복합적으로 심화되면서 고령친화적인 스마트한 Aging Service 공급이 요구된다. 이러한 시기와 맞물려 with코로나시대 시니어 소비자가 사용하기 편리한 인터페이스를 갖는 제품·서비스로 4차 산업혁명의 중심인 AI(Artificial Intelligence)와 정보통신 기술의 노력이 가시화되고 있다. 따라서 IT 기술에 덧입혀 시니어들의 욕구에 부합하는 AI 음성인식 기능을 탑재한 제품 및 서비스가 향후 고령친화산업 성장을 주도할 것으로 전망된다. 이에 본 연구는 '고령친화 AI 음성 O2O 서비스'의 서비스 가치가 태도와 이용의도에 영향을 미치는가를 분석하기 위해 선행이론을 토대로 전문가 델파이 방법을 통해 고령친화 AI 음성 O2O 서비스의 정의를 도출하고 실증분석으로 '고령친화 AI 음성 O2O 서비스'의 서비스가치(상황기반 제공성, 즉시연결성, 위치정확성)와 태도 및 이용의도간의 인과관계를 조사하기 위해 본 연구를 진행하였다.