• Management & Information Systems Review
• /
• v.38 no.4
• /
• pp.41-60
• /
• 2019

The purpose of this study is to investigate the effect of salesperson's adaptive selling tactics on consumers who purchase Small and Medium Enterprises' product with the help of salespeople in the store. Specifically, we examine whether salesperson's adaptive selling tactics affect consumers hedonic shopping value and utilitarian shopping value. Furthermore, we try to figure out the effect of shopping value on the salesperson relationship commitment and consumer product satisfaction. The subjects of this study have surveyed the consumers with experience in purchasing SME's products through salespeople in the Gyeongnam area. As data process, SPSS 21.0 was used as the analysis tool and AMOS 21.0 was used to analyze the structural equation model. The implications of these findings are as follows. First, the salesperson's role has a positive effect on the consumer's product satisfaction. Second, it can be suggested that the salesperson's adaptive selling tactics are an important variable affecting the consumer's shopping value. Third, the results on the consumers who have hedonic shopping value have a strong positive influence rather than the consumers who have the utilitarian shopping value. The adaptive selling tactics of the salesperson should be encouraged to increase sales performance. In order to generate more performance in a competitive market environment, it is necessary to continuously strive to increase contact between the salesperson and the consumer in order to improve the quality of the relationship.

• Journal of Korean Home Economics Education Association
• /
• v.23 no.2
• /
• pp.1-16
• /
• 2011

This study investigates the relationship between the purchasing behavior for hair-care products and the attitude toward hair-care products by adolescents. A total of 412 middle and high school students located in Seoul and Gyunggi-do province participated in this research. SPSS 12.0 for Windows Program was utilized for statistical analysis. As a result, the hair concerns and the satisfaction of adolescents as well as their attitudes towards hair-care products were significantly affected by gender, school level, and educational experiences. Female high school students with some degree of educational experiences had a more rational and brand-oriented attitude. Students having a higher rational and brand-oriented attitude bought hair-care products in regards to the quality of the product and environmental impact. On the other hand, those having a conspicuous and fashion pursuit attitude showed an image and fashion concern purchasing behavior. Adolescents usually purchased styling and dyeing products at a cosmetic specialty store and hair-care cleaning products from a discount store. They obtained the information about hair-care products from relatives, personal experiences, and TV advertisements.

• Journal of the Korean Society of Costume
• /
• v.37
• /
• pp.5-15
• /
• 1998

본 연구의 목적은 노년층 남성과 여성의 인구통계적 특성이 의복태도, 의복행동, 쇼핑행동에 미치는 영향을 규명하는 것이다. 설문지를 통하여 나이 55세 이상의 미국 남부에 거주하는 67명의 남성과 75명의 여성이 자료분석에 이용되었다. 의복 및 쇼핑과 관련된 변수로 의복태도, 유행의사 선도력, 기성복에 대한 만족, 쇼핑관심, 점포충성도가 사용되었으며, 인구통계적 특성은 수입, 결혼여부, 사회참여도, 학력, 나이, 성으로 구성되었다. 결과로 의복태도는 미혼일수록, 사회참여도가 높을수록, 학력이 높을수록 그 수치가 높은 것으로 낱났다. 기성복에 대한 만족은 수입과 학ㄱ력이 높을수록 또 남성이 여성에 비해 만족도가 큰 것으로 나타났다. 쇼핑에 대한 관심의 정도는 결혼여부, 학력, 성과 관련이 있었다. 즉 미혼일수록 교육수준이 높을수록 남성보다는 여성이 쇼핑에 관심이 큰 것으로 나타났다. 그 외 유해의사선도력은 오직 성에 의해서만 영향을 받았으며, 점포충성도 역시 학력에 의해서만 영향을 받았다. 남성과 여성 각각의 차이에 대한 분석에서는 남녀에 따라 인구통계적 특성이 의복태도, 의복행동, 쇼핑행동에 미치는 영향이 다르게 나타나 남녀간의 차이를 보여주었다. 예로 남성에게 있어 결혼여부는 쇼핑관심에 영향을 미치는 중요 변수이나 여성의 경우 교육수준이 쇼핑관심에 영향을 미치는 것으로 나타났다. 따라서 유통업 종사자들은 노년층 남성 중 미혼자를, 노년층 여성 중 고학력자를 주요 표적으로 삼아 마케팅 전략을 세울 필요가 있다 하겠다.

• Proceedings of the Korea Inteligent Information System Society Conference
• /
• 2005.05a
• /
• pp.258-265
• /
• 2005

전자상거래의 확산에 따라 인터넷 쇼핑몰에서의 구매활동은 일반적인 현상이 되었다. 그 결과, 유사한 업종이나 업태의 인터넷 쇼핑몰이 범람하게 되었고 업체들 간의 경쟁도 심화되어 차별화된 서비스를 제공하지 않는 업체는 도태되기 쉬운 상황이다. 본 연구에서는 치열한 경쟁환경 하에서 인터넷 쇼핑몰의 차별화된 마케팅 서비스의 수단으로써 이용되고 있는 상품추천시스템의 개선된 모형을 제시하고자 한다. 본 연구에서 제안하는 모형은 전역 최적화 기법 중의 하나인 유전자 알고리즘을 데이터 마이닝의 도구로 활용한 인터넷 쇼핑몰에서의 개인화된 상품추천시스템 모형이다. 유전자 알고리즘은 추출하기가 어려운 소비자의 성향을 데이터를 통해 추출하고 이에 맞는 상품군을 선택할 수 있도록 해주는 최적화 기법으로 상품추천시스템의 추천엔진으로써 유용할 것으로 기대된다. 본 연구에서는 제안한 유전자 알고리즘에 기반한 추천 규칙들이 장착된 웹 기반의 개인화된 상품추천시스템의 프로토타입을 개발하고 이에 대한 실제 사용자들의 이용 만족도를 확인함으로써 본 연구에서 제안한 방법론의 유용성을 확인하고자 한다.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.24 no.4
• /
• pp.583-593
• /
• 2000

이 연구의 목적은 첫째, 계속 확대되어가고 있는 미국 TV 홈쇼퍼에 대한 인구통계학적인 특성과 그들의 구매행동을 조사하여 TV 홈쇼핑에 대한 이해의 폭을 넓히고 쇼핑이용자의 만족도를 증진시킬 수 있는 방안을 모색하는 데 있다. 둘째, TV shopping channel 에의 많은 노출은 TV 홈쇼핑의 유통 특성상 강박구매를 야기 시킬 경향이 높은 데 과연 TV shopping channel 노출과 강박구매와 관련이 있는 지, 그리고 TV 홈쇼퍼중 어느 정도의 강박구매자가 존재하는 지 조사하는 데 있다. 미국 전지역 51주에 걸쳐 회수된 설문지 결과, 일반적 마케팅 타겟에서 소외시되온 소비자집단, 예를 들면, 중년이나 노인 여성들, 몸이 비대한 여성들, 장애인등과 같은 다양한 집단들이 TV 홈쇼핑을 그들의 주요 쇼핑형태로 이용하였고, 특히, 대다수의 TV 홈쇼퍼들은 의류를 구매한 경험이 있었다. 또한, TV shopping media에 노출이 강박구매행동과 유의한 관련이 있는 것으로 나타났는데, 특히 이 연구의 TV 홈쇼퍼중 일반인에 비해 약 2배가량의 강박구매자가 있는 것으로 밝혀졌다. 이 연구 결과를 토대로 사회지향적 마케팅전략이 논의되어진다.

• Journal of Service Research and Studies
• /
• v.13 no.3
• /
• pp.57-69
• /
• 2023

Early morning delivery possesses distinct characteristics that differentiate it from standard delivery services. This service typically involves delivering products to customers during the early morning hours, primarily before 7 AM. While online early morning delivery offers various advantages from a customer perspective, it also presents challenges that sellers and online shopping companies need to overcome. The early morning delivery market is experiencing significant growth in the online food retail sector, incorporating both PC-based online shopping and mobile shopping. The objective of this research is to identify the factors influencing customer satisfaction and the intention to reuse in the context of early morning delivery for online shopping. To model the online shopping environment with early morning delivery, independent factors were categorized into three types: System Properties, Product Characteristics, and Delivery Characteristics. This study examined the relationships among these three independent factors, the mediating factor of customer satisfaction, and the dependent variable of the intention to reuse. To conduct this research, empirical validation of the research hypotheses was carried out using the final dataset for analysis. Within this study, the previously explored System Properties, Product Characteristics, and Delivery Characteristics were established. Summarizing the findings of the analysis, it was discovered that System Properties and Product Characteristics played a significant role in determining the quality of early morning delivery services for online shopping. While product diversity and convenience had a positive impact, it is noteworthy that Delivery Characteristics did not influence customer satisfaction. Consequently, it can be concluded that there is no effect on the intention to reuse.

• Proceedings of KHEA Conference
• /
• 2001.04a
• /
• pp.124-124
• /
• 2001

• Proceedings of KHEA Conference
• /
• 2002.04a
• /
• pp.114-114
• /
• 2002

• Asia Marketing Journal
• /
• v.10 no.2
• /
• pp.99-123
• /
• 2008

Consumer satisfaction/dissatisfaction is key determinant of brand loyalty and store patronage behavior. But the results of many customer satisfaction surveys implemented by department stores show that consumer satisfactions do not predict the actual patronage behaviors well. The main reason of these surprising results would be that the consumer satisfaction indexes do not include some important determinants of consumer satisfaction. Many customer satisfaction surveys mainly focus on the evaluation of functional benefits including product assortments, merchandise prices and locational convenience. Recent studies indicate that emotional/hedonic benefits strongly influence the consumer satisfaction, intention to repurchase and intention to revisit. Our study suggests that both functional values and hedonic values should be included in developing the index of consumer satisfactions. The purpose of our study is to investigate the relationship between shopping value and consumer satisfaction, and actual patronage behavior. Shopping values is defined as the difference between total benefits and total shopping costs. Total benefits include the dimensions of product quality, service quality, and hedonic benefits. Total costs are classified as the monetary costs and non-monetary cost. The conceptual framework developed for this empirical study is as follows.

• Journal of Digital Convergence
• /
• v.12 no.1
• /
• pp.115-125
• /
• 2014

The purpose of this study is to examine the impact relation among the visitor satisfaction, it's antecedents and the modification of images of Korea perceived by Chinese and Russian Tourists after their visits to Korea. According to the data analysis, the satisfaction of Russian tourists is higher than that of Chinese tourists within statistical significance. The result produced by structural equation model shows that the satisfaction of Chinese tourists is affected by destination attractiveness, public order, shopping, food and accommodations positively. Especially the public order and shopping of Korea are relative major attributes. In comparison, the satisfaction of Russian tourists is affected by only destination attractiveness, public order and food positively. Then again, the impact relation between overall satisfaction and the modification of images of Korea perceived by tourist visited Korea is affected positively within statistical significance.