• Title/Summary/Keyword: 서비스관여도

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Moderating Effect of Customer Involvement on the relationship of Live-commerce quality and intention to purchase (라이브커머스 품질특성과 구매의도와의 관계: 고객 관여도의 조절효과)

  • Ahn, Tony Donghui
    • The Journal of the Convergence on Culture Technology
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    • v.8 no.6
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    • pp.959-969
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    • 2022
  • This study aims to explore the effect of quality factors and customer involvement on users' intention to purchase in the live-commerce context. For this purpose, statistical methods such as reliability test, factor analysis, ANOVA, regression analysis were carried out using the survey data from live-commerce users. The quality factors of live-commerce were classified into contents, system, service, and show host characteristics, and customer involvement was analyzed by dividing it into product involvement and service involvement. The results showed that each quality factor of live-commerce had a significant positive effect on the intention to purchase. On the other hand, customer product involvement had a significant moderating effect on content and system quality, service involvement had a significant moderating effect on service and show host characteristics. The degree of each quality factor on intention to purchase was higher as customer involvement was higher. Theoretical and practical implications were drawn from these findings.

The Study on Mediating Effects Validation of Involvement between Service Quality and Satisfaction in Children's Pool in Convergence era (융복합 시대 어린이 전용 수영장의 서비스 품질과 만족의 관계에서 관여도가 갖는 매개효과 연구)

  • Bing, Won-Chul
    • Journal of Digital Convergence
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    • v.13 no.11
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    • pp.529-537
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    • 2015
  • The aim of this study was to validate the mediating effects involvement between service quality and satisfaction in children's pool. For the purpose, survey was conducted. 450 samples were collected, and 430 data were used for final analysis. Data processing was made factor analysis, correlation analysis, structure equation model analysis via SPSS 21.0 and AMOS 7.0 programs. Study findings are as follows: First, among the factors of service quality, only the facilities factor was effective to involvement. Second, among the factors of children's pool service quality, program and facilities factors were effective to satisfaction. Third, involvement of children's pool was effective to satisfaction. Fourth, involvement had a mediating effect on the effect of facilities factor on satisfaction.

A Study on the Effects of Family Restaurants' Service Guarantees on Customer Loyalty -Focusing on the Moderating Role of Involvement- (패밀리레스토랑의 서비스보증이 고객충성도에 미치는 영향 - 관여도의 조절효과를 중심으로 -)

  • Kang, Soo-Young;Kim, Hyo-Jin
    • Journal of Digital Convergence
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    • v.14 no.7
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    • pp.103-115
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    • 2016
  • This study examines the relationship among family restaurants' service guarantee, service quality, service value, customer satisfaction and customer loyalty, involvement to verify the marketing effectiveness of service guarantee in family restaurants. For the empirical analysis, a survey was conducted with 250 adults in Seoul and Gyeonggi. For the collected data, frequency analysis, reliability analysis, factor analysis were carried out, using SPSS 21.0, in order to verify reliability and validity. And multi regression analysis, hierarchical analysis were used for hypothesis test. According to this study result, first, service guarantees were shown to have a positive effect on service quality, service value and customer loyalty. Second, service quality had a positive effect on customer satisfaction. Third, service value had a positive effect on customer satisfaction. Fourth, customer satisfaction had a positive effect on customer loyalty. Fifth, in the relationship between service guarantees and customer loyalty, involvement played a moderating role. Therefore this study has verified the marketing effectiveness of service guarantee in family restaurants, so it can be said that the study has drawn strategic operation methods in family restaurants.

The Effect of Service Quality of a Local Festival on Visitor Participation Behavior : The Moderating Effect of Involvement - Focusing on 'Festival to the World by Geoje Sea' - (지역축제 서비스품질이 방문객 참여행동에 미치는 영향 : 관여도 조절효과 '2019 거제 바다로 세계로' 축제를 중심으로)

  • Choi, Soo-Yong;Han, Jeong-Hoon
    • Journal of Korea Entertainment Industry Association
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    • v.13 no.8
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    • pp.55-67
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    • 2019
  • This study was surveyed the visitors who visited the festival for 4 days from August 01, 2019 to August 04, 2019 .For the questionnaire, 367 copies of valid questionnaires were used as the final analysis data in four beaches: Hakdong Black Pearl Beach, Gujora Beach, Wahyeon Beach, and Jicell Port. The results of this study are as follows. First, all three sub-factors of regional festival service quality, such as confidence, empathy, and credibility, had a positive effect on participation behavior. Second, the result of the moderating effect of the influence of involvement on the quality of service and visitor participation behavior of local festivals is based on the individual moderating effects of service quality and visitor participation behavior. There was a moderating effect. Visitors should be aware of the program, which is faithful to the festival's original purpose, and provide visitors with information about the festival quickly and accurately to feel the efficacy of participating in the festival. And The more satisfied the tourists who visited the local festivals, the more likely it will be to be a successful and successful festival. By speeding up, unexpected positive customer behavior will come from places that are not important.

Impact of Information Quality and User Interface Quality of Web-Site on Online Purchasing Intention of Cultural Products: Moderating Effect of Customer Involvement (웹사이트 정보품질 및 사용자인터페이스품질이 문화상품 온라인구매의도에 미치는 영향: 고객관여도의 조절효과)

  • Cho, Se-Hyung
    • The Journal of the Korea Contents Association
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    • v.13 no.12
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    • pp.931-944
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    • 2013
  • With the expansion of EC and the development of culture industry, Web-site shopping of cultural products have become recognized as one of the major purchasing channels for customers, as well as one of the competitive distribution channels for film distributors or theater group. The research is to investigate the impact of information quality and user interface quality on information service satisfaction and online purchasing intention of cultural products. The results of this study are as follows: 1) Both information quality and interface quality have meaningful influence on information service satisfaction and purchase intention. 2) Information service satisfaction gives significant impact on online purchasing intention irrespective of the level of customer involvement. 3) Information quality has a meaningful influence on online purchasing intention in case of high level of customer involvement, while interface quality gives strong impact on online purchasing intention in case of low level of consumer involvement. In conclusion, there is a need to consider the level of customer involvement for building a successful marketing strategy of online purchase sites of cultural products.

A Study on Consumer Purchase Intention Using a Flow (Flow를 이용한 소비자 구매의도에 관한 연구)

  • Park, Jong-Won;Yoon, Sung-Jun;Choi, Dong-Choon
    • Journal of Global Scholars of Marketing Science
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    • v.12
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    • pp.59-75
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    • 2003
  • In order for electronic commerce to be successful, it must have a theoretical framework that considers the characteristics of the internet user who are consumers in the cyber space and impacts their purchase intentions. We were able to obtain participation of 350 people from across the country using 316 responses(34 responses removed), we derived statistics by means of SPSS/PC version 10.0 and AMOS 4.0 statistics package. We found that, the higher the degree of skill and the sense of challenge, the level of involvement and perceived service quality increased. And the degree of skill has a negative influence on awareness of perceived risk than the sense of challenge. Perceived service quality, perceived risk and involvement has a influence on purchase intentions.

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The Affective/Cognitive Involvement and Satisfaction According to the Usage Motivations of Social Network Services (소셜네트워크 이용동기에 따른 감정적 관여, 인지적 관여의 형성과 만족)

  • Chun, Myung-Hwan
    • Management & Information Systems Review
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    • v.31 no.2
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    • pp.21-39
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    • 2012
  • To examine how usage of social network services(SNS) can affect users' satisfaction through their involvement to SNS. This study first explored the usage motives on the SNS by reviewing previous studies which are from the perspectives of usage and gratification theory. The structural equation modeling(SEM) approach was used to validate the model and Lisrel was used to analyze 306 data which were collected from college students who have SNS using experiences. The results showed that the motives of information seeking and self-expression have no significant influence on affective involvement to SNS and other hypotheses were all accepted. In order to investigate the relationship of usage motives-involvement-satisfaction between different genders, path analysis in male group and female group were done respectively. The results showed that in the case of male group, the motivation of information seeking, entertainment, and self-expression have positive effect on affective involvement, while only the entertainment motive can increase the cognitive involvement. In the case of female group, socializing motive and entertainment motive have positive effect on both affective involvement and cognitive involvement, but the information seeking motive and self-expression motive can not influence the formulation of emotion in SNS.

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The Use of Calligraphy for Attention and Liking : Focusing on Interaction Effects of Emotion and Involvement (캘리그래피가 광고의 주목성과 호감도에 미치는 영향 : 감성과 관여도의 조절효과를 중심으로)

  • Ahn, Hee Ran;Shin, Hyung-Deok;Chung, Taeyoung
    • The Journal of the Korea Contents Association
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    • v.16 no.4
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    • pp.1-11
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    • 2016
  • Calligraphy has become popular in recent years. Designers use calligraphy to draw consumer visual attention and liking by delivering friendly and gentle images. This paper analyzes the effects of calligraphy on consumer response to advertisement design. Regression analyses show calligraphy has a positive effect on consumer visual attention and liking, particularly in sensible product/service. In low involvement product/service, however, calligraphy has a negative effect. These results imply that designers should be careful when they use calligraphy.

Impact of Information Contents on Information Service Satisfaction and Purchasing Intention at Online Purchase Sites of Movie Merchandise (온라인 구매사이트의 정보콘텐츠가 정보서비스만족도 및 구매의도에 미치는 영향: 영화상품을 중심으로)

  • Cho, Se-Hyung;Lee, Choong-Moo
    • The Journal of the Korea Contents Association
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    • v.12 no.7
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    • pp.323-335
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    • 2012
  • The purpose of this study is to clarify the impact of information contents at online purchase sites of movie merchandise. The results of this study are as follows: 1) Movie-understanding information(synopsis, actors, reviews) has a meaningful influence on information service satisfaction irrespective of consumer involvement; 2) Movie-understanding and movie-going information(time, place, price, purchasing method) are alike in having a meaningful influence on online purchasing intention. However, movie-going information has a meaningful influence in case of lower consumer involvement, while movie-understanding information has a meaningful influence in case of higher consumer involvement.; 3) Information service satisfaction gives a strong influence on online purchasing intention irrespective of the level of consumer involvement. In conclusion, there is a need to improve diversity and quality of movie-understanding information to enhance consumer satisfaction. Also, it will be necessary to improve movie-understanding and movie-going information in order to enhance online purchasing intention. These results are expected to give an insight to build a creative marketing strategy of online purchase sites of movie merchandise.

The Factors Affecting Acceptance of Mobile App Service : Using Extending UTAUT for Real Estate Service (모바일 앱 서비스에 대한 서비스 수용 : 부동산 중개서비스에 대한 확장된 UTAUT모형 시각에서의 접근)

  • Park, Yoonjoo;Choe, Yoowha
    • The Journal of the Convergence on Culture Technology
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    • v.6 no.3
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    • pp.327-334
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    • 2020
  • Recently, mobile and smart devices are rapidly spreading. As a result, real estate services, which were formerly face-to-face, have now been replaced by mobile environments. This study focuses on the real estate app service and 261 samples were used for the empirical analysis. The results of the hypotheses test using structural equation model are summarized as follows. First, performance expectancy, facilitating conditions, security and aesthetic perceived by users of real estate services have positively influence on positive attitude, but effort expectancy and social influence do not. Second, positive attitude of real estate services have positive effects on service Acceptance. Third, involvement moderated the relationship between positive attitude and service Acceptance. Based on the results of the analysis, it provided meaningful implications for practitioners and researchers in related fields.