• The Journal of the Korea Contents Association
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• v.8 no.1
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• pp.48-58
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• 2008

This study intends to figure out the image evaluation properties of internet shopping malls and suggest a strategic direction for positioning through establishing a perceptual map on how the actual customers remember them and which image expression would make the most effective marketing. According to the result of analysis, the images of internet shopping malls were drawn as elements such as product information service, customer service after purchase, atmosphere, convenience, safety, and fame. And according to the result of making a perceptual map, it showed that there was a meaningful difference in the customers' perception on competitive shopping malls. The most discriminative property among the images of shopping malls was product information service, and the least discriminative property was convenience. In addition, there showed a meaningful difference in the customers' preference and ideal point on internet shopping malls between the subdivided groups of customers. It was verified that in this internet shopping mall market where competition is getting severe, the result of this study can be a useful foundational data in establishing a marketing strategy of market segmentation.

• The Journal of the Korea Contents Association
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• v.14 no.10
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• pp.677-684
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• 2014

The purpose of this study, due to recent increase of digital outdoor media, is to analyze the consumer experience of interaction with digital media. Through this study it was found that experience factor consisting of cognitive, emotional, and interactional factors has a mediating effect on brand preference and brand reliability which in turn influence consumers' purchasing intention. On the other hand, it was verified that the consumer satisfaction of the experience does not directly influence purchasing intention, but only through the mediation of brand reliability. This research has implications on the academic field as well as in work-level practices, as a study based on an actual operating digital media, not a laboratory simulation that verifies the importance of digital media experience in forming brand equity through immediate influence on brand preference and brand reliability.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2003.11a
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• pp.393-407
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• 2003

공동구매는 ‘가격절감’, ‘위험감소’, ‘거래비용 절감’, ‘참여의식’등의 장점을 가지고 있다. 이러한 장점은 소비자들로 하여금 구매형태에 직ㆍ간접적인 영향을 미치는 것으로 나타났다. 반면 ‘시간지연’, ‘제품다양성 부족’, ‘결제수단’, ‘상품디스플레이’등의 단점을 가지고 있다. 이러한 단점들 역시 소비자들로 하여금 구매형태에 직ㆍ간접적인 영향을 미치는 것으로 나타났으나 반면 한번 거래를 하게 되면 계속해서 거래를 한다는 의견과 앞으로도 거래를 할 생각을 가지고 있으며 주변의 다른 이들에게도 추천하겠다는 생각을 가지고 있었다. 장ㆍ단점과 관련하여 공동구매를 ‘재수용 하는가’와 ‘주변사람들에게 권유할 것인가’를 연구하였다. 본 연구의 목적은 공동구매 특성이 공동구매를 수용함에 있어서 지속적인 수용을 할 것인가와 더불어 주변의 사람들에게 권장을 하는가를 파악하는데 있다. 본 연구에 대한 자료 수집방법은 D대학교의 재학생들을 대상으로 총 100부를 설문 조사하였으며, 수집된 설문지 중에서 불성실하게 응답한 설문지 8부를 제외한 총 92부를 유효한 설문으로 확보하였다. SPSS_WIN 10.0 패키지를 이용하였으며, 대상을 통하여 제품별(종류별) 선호도와 구매시(저가격, 안전성, 배송, 시간절감, 결제편리, 기타) 우선순위를 빈도분석 하였다. 또한 요인분석통한 타당도와 신뢰도 분석하고, 연구변수로 선정한 각 요소들을 이용하여 공동구매의 특성(가격대비 성능, 편리성, 결제안전, 다양한 제품 제공)에 따라 공동구매 재수용도와 주변사람 들에게 권유할 것인가에 영향력 정도를 파악하기 위해 회귀분석을 실시하였다. 조사결과 제품 선호도의 측면에서는 서적&음반, 의류&신발, 컴퓨터&주변기기 가장 선호하는 품목으로서 전자상거래와 거의 흡사하게 나타났으며, 구매시 가장 중요하게 느끼는 요소는 저렴한 가격과 안전&안정성으로 나타났다. 또한, 공동구매 특성에 대한 요인분석 결과로는 하나의 독립요인으로 존재하지만 결재안전, 다양한 제품제공의 요인들이 편리성 요인의 하부요인으로 존재하는 것으로 나타났다. 공동구매 특성이 재수용과 주변사람 권유에 대한 결과로는 재수용적인 측면에서는 ‘가격대비 성능’과 ‘다양한 제품 제공’이 유의한 영향을 미칠 것으로 나타났으며, 주변사람 권유적인 측면에서는 ‘가격대비 성능’이 유의한 영향을 미칠 것으로 나타났고 재수용성과 다르게 ‘다양한 제품 제공’측면에서는 영향을 미치지 않는 것으로 나타났다.

• The Journal of the Korea Contents Association
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• v.19 no.3
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• pp.171-182
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• 2019

As online shopping malls continue to grow in popularity, various chances of consumption are provided to customers. Customers decide the purchase by exploiting information provided by shopping malls such as the reviews of actual purchasing users, the detailed information of items, and so on. It is required to provide objective and reliable information because customers have to decide on their own whether the massive information is credible. In this paper, we propose a personalized recommendation method considering an item confidence to recommend reliable items. The proposed method determines user preferences based on various behaviors for personalized recommendation. We also propose an user preference measurement that considers time weights to apply the latest propensity to consume. Finally, we predict the preference score of items that have not been used or purchased before, and we recommend items that have highest scores in terms of both the predicted preference score and the item confidence score.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2014.05a
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• pp.413-416
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• 2014

Recently, demand for various leisure sports gradually increases, as people's sense of values changes into leisure-centered one according to the change of given social circumstance and the change of customer needs all over the world. The actual condition is that an interest and participation rate especially in water leports during the summer increases. And needs for various hull design of standardized boat for water leisure increase. Therefore, this paper is intended to develop a recommendation system to design a boat for water leisure by using the collaborative filtering technique in order to make it possible to actively cope with the change of various customer needs for hull design. To this end, emotion relating to kayak design was selected through consumer survey, and emotion was derived by factor analysis and assessment, and then a kayak design layout in the aspect of customer's emotional preference was presented. Besides, an analysis was made according to the elements such as hull, body, and propulsion system of kayak in order to select emotional words according to the kayak design reflecting user's preference, and then a boat model for water leisure in conformance with user's preference was presented.

• The Journal of the Korea Contents Association
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• v.17 no.10
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• pp.548-558
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• 2017

The purpose of this study is to investigate how the types of perceived brand image related to the main concept building brand equity affect 'brand preference' and 'behavioral intentions'. The perceived brand image is set as the brand image type perceived by the consumer from the image pursued by the corporate brand, while in addition to brand preference, behavioral intentions are set as purchase intention and recommendation intention for the result variables. The result shows that the types of perceived brand image were extracted as 'factor 1(challenge spirit)' and factor 2(reliability) and through the cluster analysis 3 groups under each type were identified. Also, a significant difference between the influence of each type of perceived brand image on 'brand preference', 'purchase intention' and 'recommend intention' was indicated. In addition, the differences of perceived brand image types were found to be higher in order of 'challenge spirit type', 'reliability type', 'integrated type'. The empirical implementation of this study lies in the fact that it classifies the concept of brand image not as a broad theoretical model, but as a model directly related to real consumer perception, and that it gives practical suggestion for brand image management related to advertising.

• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.61-86
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• 2006

The main purpose of this study is to conceptualize and investigate the relationships between the antecedents and outcomes of customer satisfaction and the linking variables of brand preference and repurchase intention in service industries. To achieve this objective, the study tries to validate the structural equation model and causal relationships among the model's elements involving antecedents to customer satisfaction(perceived quality, value, equity), consequences(brand preference, repurchase intention), and moderating variable/switching cost, customer loyalty). Empirical findings are as follows: First, the effect of two antecedents/perceived quality and value) on customer. satisfaction was accepted but perceived equity was rejected. Second, I found out that there were direct or indirect relationships between the mediating variables/switching cost, customer loyalty, brand preference) and repurchase intention. This means that the proper management concerned with indirect path is probably more important for the success of services industries. Third, the direct effects of customer satisfaction and switching cost on repurchase intention were not significant against the existing studies excepting brand preference. This implies that repurchase intention was mainly intensified by the indirect path, 'customer loyalty${\rightarrow}$brand preference${\rightarrow}$repurchase intention' and 'switching cost${\rightarrow}$brand preference${\rightarrow}$repurchase intention.' The service marketers make efforts not only to strengthen the direct casual linkage but also to consolidate the indirect connections leading to create repurchase intention. Finally, the proper management of these structural relationships will help clarify the role of service marketer resulting in increasing sustainable competitive advantage in service industries.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.213-220
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• 2018

The automobile industry in Korea is a very large industrial sector. Nowadays, as the interest in low carbon green growth grows all over the world, it is time to actively secure future competitiveness of the automobile industry. Therefore, it is essential to study consumer attitudes and intentions for electric vehicles at the time when technological and social changes are expected. This study was conducted to investigate the acceptability and preference of electric vehicle for 250 people. The results are as follows. As the monthly income and the number of residents increased, the decision was made to accommodate the electric vehicle. The larger the effect of the electric vehicle on the consumers, the more the electric car decided to accommodate the electric car. In addition, three demographic characteristics (monthly income, number of residents, residence type) showed that there was a difference in satisfaction of electric vehicles. As a result of analyzing the satisfaction level of the electric vehicle, it was found that the electric vehicle has a satisfactory effect on the consumer, the electric vehicle is about 3.5 times more satisfying, and the larger the interest of the electric car is, the more the electric car is about 2.1 times.

• Culinary science and hospitality research
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• v.22 no.4
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• pp.254-264
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• 2016

This research was conducted over about four weeks from May 1, 2015 until May 30. First, of the hotel restaurant visit motivations, awareness image B=0.524 (p<.001), food B=0.121 (p<.05), and distinctiveness B=0.251 (p<.001) had a significantly positive impact on consumer attitude. Second, the hotel restaurant, visit motivation and preference image B=0.577 (p<.001), Social B=0.192 (p<.001), distinctiveness B=0.173 (p<.01) was significantly positive on consumer attitudes there were influential (+). Third, there was the influence of motivation and purchases, visit the hotel restaurant between images of B=0.705 (p<.001), Around B=0.113 (p<.01) significantly positive (+) on purchase of consumer attitudes to food B=-0.135 (p<.01) and social B=-0.123 (p<.001) are part had the effect of (-). Addition, consumers also look at the attitude and awareness Revisit B=0.464 (p<.001), Rating B=0.321 (p<.001), even the purchase of B=0.205 (p<.001) all significantly positive (+) with there was influence. If the five-star hotel from carrying out marketing activities around awareness, preference, and purchase intention judges will give a great help in hotel management.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.392-403
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• 2020

The aim of this study was to identify the awareness of the animal registration system, as well as to determine if there is a difference according to the types of pet attachment of consumers raising companion dogs. For this purpose, 250 data were collected by conducting an online survey and analyzed the data using SPSS 24.0. As a result of the study, pet attachment was identified as a companion attachment and emotional attachment. According to the form of attachment to dogs, the consumer types were categorized into three groups: type of simple cohabitation(25.6%), type of close companion(30.4%), and type of strong bond(44.0%). It was found that there are statistically significant differences in the relationship between the recognition and registration of the animal registration system for each consumer type. In addition, there were statistically significant differences in the perception and preference of the animal registration system depending on the type of consumer. This study has significance in that it suggests the effective direction of developing the consumer-oriented animal registration system.