This research studied the effect of customer experience characteristics in offline home appliance stores on perceived value and revisit intention. Among the offline distribution of home appliances with more than 100 stores nationwide, two home appliance retailers (HiMart, E-Land), three hypermarkets (E-Mart, Homeplus, Lotte Hi-Mart), and two home appliance stores (LG Best Shop, Samsung Digital Plaza) were selected, and a survey was conducted on men and women in their 20s or older in Seoul, Gyeonggi, and Incheon who had visited and purchased the home appliance store within the last 6 months. As a result of the survey, a statistical analysis was conducted on a total of 330 samples using the PLS (Partial Least Squares) structural equation model and SPSS statistical package. Through this study, the following research results can be obtained. First, educational experience, deviant experience, and aesthetic experience had a positive (+) effect on the functional value. However, entertainment experience did not affect functional value. Second, educational experience, deviant experience, and aesthetic experience all had a positive (+) effect on emotional value. Third, both functional and sensory values had a positive (+) effect on the revisit intention. Fourth, it was confirmed that brand loyalty had no moderating effect between functional value and sensory value revisit intention. The results of this study show the structural relationship between customer experience characteristics, perceived value (functional value, sensory value), and revisit intention. This result provides guidelines on what activities home appliance offline stores should do at a time when online channels threaten the survival of offline channels.
Today, consumers are interested in branded apps as new marketing channels. Consumers do not have ready access to information that will enable them to judge the quality of a particular product or service before purchase, but they will gain such information with branded apps. As they need to be actively chosen and downloaded to users' smartphone by the users themselves, branded apps have greater marketing effectiveness and influence than traditional channels. Therefore, corporations that place emphasis on interactions with customers anticipate a new marketing effect with their branded apps. With previous research on smartphone applications as a background, this research finds key factors in branded apps that influence users' satisfaction. Additionally, the study centers on the relationship in which satisfaction in the branded app significantly influences the purchase intention for the branded product/service.
Conceptualization of store image have been suggested in the past by many marketing scholars. The dominant perspective about store image is treated as the results of a multi-attribute model. Store image is expressed as a function of the salient attributes of a particular store that are evaluated. Though, there is a little confusions about what elements compose the store image, most scholars agree that merchandise, service, atmosphere, physical facilities, comfort, and location are generally accepted elements as store image. A considerable researches support that shopping can provide both hedonic and utilitarian value. Hedonic shopping value reflects the value received from fantasy and emotive aspects of shopping experience, while utilitarian shopping value reflects the acquisition of products. These two types of shopping value can affect shopping satisfaction. This study examines the relationships among stores images(store atmosphere, salespeople services, facilities, product assortment, and store location), shopping values(utilitarian shopping value and hedonic shopping value), and shopping satisfaction based on discount stores (E-Mart, Home plus, and Lotte Mart). The author hypothesized that five store image components affect shopping values, and these shopping values affect shopping satisfaction. The author focused on the roles of perceived retail crowding between these relationships. Specifically, the author hypothesized that perceived retailing crowding moderated the relationship between shopping values and shopping satisfaction. The author also hypothesized the direct effect of perceived retail crowding on shopping satisfaction. Finally, the author hypothesized that five store image components affect directly shopping satisfaction. Research model is presented in
Public open space(Gong-Gae-Gong-Ji) is an important part of the open-space system in an urban environment. Though part of the private sector, it has a significant public function as there are as always open to the free use of every citizen for rest and amenities. A field survey of the public open space of 71 major buildings was carried out to investigate the actual state of public open spaces in the city of Daegu. As a result of this investigation, several point of issues were discussed. In distribution by 'Gu', newly-emerging sub-centers of Daegu-City, such as Bug-Gu and Dalseo-Gu as well as downtown area have many public open spaces. By the use type of buildings, retail buildings such as shopping centers and SSM account for36.6%, business buildings21.1%, and residential and commercial complexes 15.5%, respectively. Location wise, the front areas accounted for the greatest amount(42.9%) with 1 in side area(20%), and 2 in the front/side area(20%), respectively. Degree of division was 1 spot type(45.7%), 2 division type(35.7%). The misuse of public open space for private use, such as shopping and parking lots, was26.6%. On the basis and analysis of the actual status, 6 improvement devices for public open spaces were suggested: 1) The improvement of the legal regulative system, 2) the establishment of design guidelines and strengthening of deliberation, 3) administrative and financial support, 4) periodic supervision and guidance, 5) installment of signs that shows the space is open for use to every citizen, and 6) the participation of citizens in management of public open space.
Advertisement is composed with symbol and sign with messages trying to express. Especially, ad with dancer introduces goods or meaning of contents with the motion of dance. In this, contents of dance or motion of dancer contains symbol and sign, understanding how ad and dance are expressed meanings with which symbol and the symbolic meaning of dance or dancer on ad. To that end, this study is for analyzing expressed symbol with dance corresponds with the aim of ad and finding the way or attitude of how normal people accept dance by reevaluating symbolic meaning of dance itself. In this study, advertisement producer and director's related data is secured for understanding direction and intention of producer, and previous study related with the study purpose, image, and effect are analyzed for understanding image of dance as a physical sign on TV advertisement. With data from www.TVCF.co.kr. TV advertisement analysis is conducted only with four ads in 2008(Nam Kwang Eng. & Const Co., Lotte Dept. Store(premium sale/gift card), Hyundai Motor Company Santa Fe -Pilobolus) and one ad in 2011(PNS The zone Sash Italy Arena di Verona when dance was used for advertisement with the highest frequency per year. Also, based on considered important factors from repeatedly watching each advertisement, scenes where movement or motion of dancer and screen word is greatly changed are analyzed as a priority. Image analysis of dance is conducted with structure studies based on physical image(line, costume, expression) and dan image(type motion, qualitative feature, mood of dance). As a result, the symbolic dance image appeared in TV advertisement can be discussed as follows. First, symbol and sign of dance on advertisement corresponds with material objects of advertisement. For instance, on the TV advertisement where Lee Youngwoo appeared, his motion as a signifer means challenge for the future of Nam Kwang Eng. & Const Co., with fast turn, jump, assemble turning jump, and sliding. Second, physical image of dancer depending on intention of sender corresponds in general, but there are somewhat differences in image of dance. This makes people to unconsciously recognize symbolic image of dance on TV ad while they watch it at the same time. Especially, when it comes to advertisement, it exposes frequently with broadcasting of organized programs from a broadcaster, living long-time memory. It can be differ based on idea and character of each of receiver. Advertisement is a medium making people naturally adopt cultural art for ordinary people in their lives. Broadcasting public art from TV advertisement widely exposes pure art to people, which was only avaliable for minority, sublimating it as an art of public culture.
The purpose of this study is to suggest the direction of the development of the feature length animation for movie theater by analyzing of the reasons of the success of . To test model and hypotheses, data were collected from 114 consumers located mid-size city in local area. The author employs PLS methodology (SmartPLS 2.0) to test hypotheses. Data analysis results indicate that among five store images salespeople services, and store location affect utilitarian shopping value. Store atmosphere, salespeople services, and store location affect hedonic shopping value. Two shopping values affect shopping satisfaction. Hedonic shopping value affect more shopping satisfaction than utilitarian shopping value. Data analysis results is presented in . The author examines the moderating effects of perceived retail crowding between shopping values and shopping satisfaction. Results indicate that there are no moderating effects between shopping values and shopping satisfaction. Moderating effects of perceived retail crowding between utilitarian shopping value and shopping satisfaction are presented in
. Moderating effects of perceived retail crowding between hedonic shopping value and shopping satisfaction is presented in
. The author analyzed the relationship between perceived retail crowding and shopping satisfaction using WarpPLS 3.0 which can analyze the non-linear relationship. Result indicates that perceived retail crowding affects directly shopping satisfaction and there is a non-linear relationship between them. Among five store image components, store atmosphere and salespeople services affect directly shopping satisfaction. The author describes about the managerial implications, limitations, and future research issues.
The Actual State of the Creation and Management of Public Open Spaces of Major Buildings - Focused on Daegu-City -
(대형건축물 공개공지의 조성 및 관리실태 분석 - 대구시를 대상으로 -)
Semiological Implication of Dance Images in TV Advertisement
(TV광고에 나타난 무용이미지의 기호학적 의미에 관한 연구)
The Study of the Direction of Development of the Korean Feature Length Animation for Movie Theater : in the Case of 〈 Leafle, A Hen into The Wild 〉
(한국 극장용 장편 애니메이션 산업의 발전 방향에 대한 연구: 〈마당을 나온 암탉〉을 중심으로)
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