• Journal of Digital Convergence
• /
• v.11 no.1
• /
• pp.199-209
• /
• 2013

This study empirically investigates how the switching barriers influence the consumer's perceived intention to change his or her current favorite internet shopping mall. Drawing from switching cost theory, variables pertaining to trust, shopping mall service quality, product price, web page quality, switching barriers were examined to examine the consumer's behavioral intention to switch to another shopping mall. The interaction effect of consumer involvement was also included in the research model. The results of the study report that customer satisfaction and switching cost influence shopping switching intention, while the effect of attractiveness of the shopping mall was not significant in the statistical analysis. Furthermore, a moderating effect of consumer involvement was not found significant in the PLS analysis. The study demonstrates the shopping mall owners try to increase the customer's overall satisfaction and raise the switching barrier by providing mileage advantages, for instance.

• Korean Business Review
• /
• v.15
• /
• pp.153-179
• /
• 2002

The purpose of this study is to explore the context dependencies of perceived product typicality and favorableness led by typicality. Major findings and their marketing implications are as follow. First of all, while the typicality effect were evident in simle choice sets which consist of typical product and atypical one, entrance of extreme atypical product eroded the favorableness toward typical product. This implies that competitive advantage of pioneering typical brand can not be sustained when choice set is enlarged with entrance of distinctive atypical brands. Secondly, adding attractive and unattractive common attributes to all the products in choice set reduced the difference among perceived typicality of alternative brands. But added attractive common feature was analyzed to enhance favorableness of both typical brand and extreme atypical product. This finding implies that brands should have distinctive identity to be benefited from competitive adding features among brands with the evolution of market. Finally, when consumers expect to provide the explanation and justification for their evaluations and choices to others, they are shown to prefer and choose typical product which is effective to explain their reasons and to persuade others for their choice. This can be interpreted as consumers favor and choose conventional typical alternatives when they should justify their decision to others as with symbolic and expressive products and public and organizational buying.

• The Journal of the Korea Contents Association
• /
• v.11 no.7
• /
• pp.458-466
• /
• 2011

JeJu Island is famous for beautiful scenery but relatively little attention was paid to social cultural attractions. My aim is to provide an alternative attraction for JeJu destination. Two main goals of this paper are to apply to the Pine and Gilmore Experience Economy Theory framework on performance arts experiences and identify causal relations among experience factor, experience satisfaction and performance loyalty. To accomplish the study object, theoretical review and empirical analysis were jointly carried out. Using samples of 280 participations in nonverbal comic performance 'Nanta' who were required to rate performance experiences, experiences satisfaction, and performance loyalty. Results of SEM(Structured Equation Model) was showed that only Entertainment factor of 4 experiences factors(aesthetics, entertainment, education, escapist) affected experiences satisfaction. While experiences satisfaction affected performance loyalty. These results support the concept of experiential Economy framework suggested by Pine and Gilmore on culture-arts products consumption.

• Asia Marketing Journal
• /
• v.9 no.3
• /
• pp.209-232
• /
• 2007

두산은 2001년에 <산> 소주 제품으로 소주시장에 진입하였지만, 2002년도에 6.7%였던 <산> 소주의 시장 점유율이 2004년도 들어서서 5.4% 로 하락하였고, 선호도 역시 매우 낮은 수준으로 조사되어, 원인분석과 함께 새로운 소주에 대한 개발 필요성이 대두되었다. 당시 두산은 시장 선도 브랜드인 <참이슬>의 충성 고객층은 감소하면서 비호감 고객층이 증가하는 등 소주에 대한 고객의 욕구가 변화하고 있다는 시장조사 결과에서 성공의 기회를 엿볼 수 있었다. 그리고 1인당 알코올 소비량은 감소하였으나 소주의 소비량은 연간 70병으로 일정한 소비를 나타나고 있었기 때문에, 소주시장의 매력도는 아직 충분히 존재한다고 판단하였다. 그리하여 두산이 목표로 삼을 표적시장 선정을 위한 시장조사를 대대적으로 시작하였는데, 소주 음용 조사에서 30~40대의 남성들은 소비량이 감소하는 반면 여성들의 소주 소비량은 전 연령대에 걸쳐 증가하는 것으로 나타났다. 여기에서 두산은 새로운 소주시장에 대한 신제품 개발의 기회를 발견하고, 신제품 개발 프로젝트에 착수하게 되었다. 이를 위해 먼저 소주 트렌드의 변화와 소비자들의 라이프 스타일을 살펴보고, 이를 통해 '웰빙'을 신제품의 주요가치로 결정하게 된다. 이후 시장 세분화 조사를 통해 다량음용자(heavy user)가 많은 품질 중시 시장과 도수 및 숙취 중시 시장에 진입하기로 한다. 그 다음 소주에 대한 소비자들의 불만족 요인이 무엇인지 살펴보고 이를 해결하기 위한 대안들을 탐색한다. 그 결과 '목 넘김이 부드럽고, 몸의 산성화를 중화시키며, 숙취 해소'에 뛰어난 '알칼리수'를 신제품의 주원료로 사용한 <처음처럼>을 개발하게 된다. 소주의 주요 속성별 선호도 조사를 실시한 결과, 모든 속성에서 <처음처럼>이 경쟁사 제품보다 뛰어난 것으로 나타나 두산은 <처음처럼>을 시장에 출시하게 되었다. <처음처럼>은 24~35세를 목표 고객으로 설정하고, 유흥업소가 밀집한 중심상권을 집중적으로 공략하였다. 이를 위해 저가 정책을 실시하여 유통업체의 마진을 높였으며, 다양한 광고, 촉진 전략을 통해서 소비자 인지도를 향상시켰다. 그 결과 수도권 및 전국 지역에서 지속적으로 시장점유율이 증가하였으며, 소비자들에게 <참이슬>과 차별화된 이미지를 구축하게 되었다. <처음처럼>이 성공적으로 시장에 진입할 수 있었던 이유로는 알칼리수 사용, 감성적 브랜드명 채택, 차별화된 마케팅 전략 구사, 그리고 조직원의 강력한 성공 의지 등을 들 수 있다. 소주 시장의 독보적 존재였던 <참이슬>과의 경쟁에서 이루어진 결과라는 점에서 <처음처럼>의 사례는 많은 기업들에게 시사점을 제공할 수 있다. 하지만 현재 '대중성'이나 '친근감'같은 이미지가 <참이슬>에 비해 상대적으로 낮고, <참이슬 fresh>의 출시로 인해 목표 고객인 20대가 이탈되는 문제는 앞으로 <처음처럼>이 극복해야 할 과제이다. 이를 위해 <처음처럼>은 무엇보다 '웰빙 소주'로서의 이미지를 확고히 하기 위한 마케팅 전략을 실행하여야 할 것이다.

• Journal of Digital Convergence
• /
• v.12 no.4
• /
• pp.11-20
• /
• 2014

Recently K-POP's popularity and the success story of 'Psy' suggests that Korean Culture can get the possibility of entry into the global major market. Increasing the purchasing power of global contents distribution also shows that the delivery of cultural content can be a big business model to create economic benefits. However, for sustainable diffusion of Korean culture, we need efforts to expand the business scope to the global market like the establishment of global distribution platform. In this study, we investigated key factors for activating the global content distribution and then analyzed priority of importance of the factors to be utilized the strategic alternatives using AHP method. To ensure the reliability of the study, experts (30patients) who worked more than 10 years of relevant work were included as population of the questionnaire. The results of analysis, the relative importance of content aspects were higher than technical aspects and policy aspects. In the analysis of the importance of the second layer factors, the business models of policy aspects were analyzed as a factor of top priority, then high-quality content production was selected as an important factor of the next higher ranks.