• Journal of Distribution Science
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• v.4 no.2
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• pp.65-80
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• 2006

This study is an empirically validation of existing theories into the department store context. This study investigated the effects of perceived quality and customer value(utilitarian value and hedonic value) to customer satisfaction on the basis of previous studies. The data was analyzed by reliability, factor analysis and regression analysis using SPSS program. The results suggest that perceived quality had positive effects on utilitarian value, hedonic value and customer satisfaction, utilitarian value and hedonic value had positive effects on customer satisfaction. These findings also provide implications for the marketing strategy in department store context. However, this empirical study has limitations that can be addressed in the future research.

• Journal of Distribution Research
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• v.15 no.2
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• pp.101-122
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• 2010

In this study, it is explored whether positive and negative emotions affected hedonic and utilitarian values experienced while shopping apparel in the Internet. In addition, the effect of hedonic and utilitarian shopping values on store approach behaviors was explored. For this study, Babin and Attaway's research model that was used for off-line shopping malls was adopted to investigate the relationships among research variables. Data obtained through experiments with 278 female college students were submitted for an analysis. Exploratory and confirmatory factor analysis and structural equation modeling with AMOS 6.0 were used to analyze data. Based on the model test, negative emotions negatively affected hedonic and utilitarian shopping value perception while positive emotions positively affected hedonic and utilitarian shopping value perception for the Internet apparel shopping site. Hedonic and utilitarian shopping values positively influenced attitude toward the Internet shopping site while only utilitarian shopping value affected revisiting Internet apparel shopping site. Managerial and academic implications were generated based on results.

• Journal of Digital Convergence
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• v.15 no.10
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• pp.183-191
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• 2017

This study tries to explain the relationships among omni-channel service characteristics, utilitarian/hedonic shopping value, and reuse intention. We derive instant connectivity, localization, consistency, integration, privacy risk as omni-channel service characteristics from previous studies and collect data from 190 omni-channel service users. The major findings are as follows. First, localization, consistency, and privacy risk have a significant effect on utilitarian shopping value but no significant effect on hedonic shopping value. Second, instant connectivity and integration have a positive effect on both utilitarian and hedonic value. Third, utilitarian and hedonic shopping value have a positive effect on reuse intention. This study extends the scope of omni-channel consumer behaviors by focusing on multi-dimensionality of shopping value. The results of this research can provide useful implications for practitioners to build successful strategies on omni-channel service.

• 한국벤처창업학회:학술대회논문집
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• 2022.04a
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• pp.135-139
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• 2022

현재 COVID-19 전염병으로 인해 전 세계적으로 오프라인 상점 대신 소비자는 전자 상거래를 선호하는 추세이다. 이에 실시간 상호작용과 상거래의 통합인 '라이브 커머스'가 각광받고 있다. 국내 라이브 커머스 시장규모가 2023년에는 10조원이 넘어설 것이라는 전망에 비하여 연구가 현저히 적은 실정이다. 이에 본 연구에선 라이브커머스의 가치와 소비자의 동기가 적극적인 소비자 행동인 E-WOM 의도를 어떻게 예측하는지 살펴보았다. 라이브 커머스의 가치로는 쾌락적가치, 실용적가치, 상징적가치와 감정적가치로 분류하였다. 또한 수단-목적사슬 이론 및 이용과 충족 이론을 적용하여 설명하였다. 종속변수인 E-WOM 의도와에 사이에서 라이브커머스의 주역할을 하는 판매자를 매개변수로 설정하였다. 이때 판매자의 상호작용성과 신뢰도로 구분짓고 연구를 설정하였다. 그리고 지각된 위험성을 조절변수로 활용하여 지각된 가치들과 판매자의 사이에서 영향이 있는지 살펴보였다. 본 연구의 설문 응답 대상은 네이버 라이브 커머스 이용 대상자 410명을 대상으로 진행하였다.

• Management & Information Systems Review
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• v.38 no.2
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• pp.241-254
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• 2019

This study is a study on the consumer reaction to the augmented reality advertisement which is a recent issue. this study was conducted based on the necessity of marketing advertisement technique suitable for the 4th industrial revolution era. First, we present the types of augmented reality ads based on previous studies, and examined the effects of enjoyment and formation of brand attitudes on brand attachment on products or services based on the perceived value of consumers for these types of ads. This study is briefly summarized as follows. Hypothesis (H1) empirical value had a positive effect on pleasure, and hypothesis H2) empirical value also had a positive effect on brand attitude. Hypothesis (H3) symbolic value had a positive effect on pleasure and hypothesis (H4) symbolic value had positive influence on brand attitude. Hypothesis (H5) Practical value has a positive effect on pleasure. Hypothesis (H7) Pleasure affects positively (+) influence on brand attitude. Hypothesis (H8, H9) enjoyment affects affection and brand attitude affects affection positively. Hypothesis (H6) Practical value did not affect brand attitude positively. It can be seen that the augmented reality advertisement communicates with consumers through experience or symbolic side rather than perceive practical value by consumer. The implication of this study is that the augmented reality advertisement is highly interactive with consumers and can induce consumer participation. This means that consumers are more aware of empirical and symbolic values rather than experiencing practical value through augmented reality advertising.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.5
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• pp.362-371
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• 2020

The purpose of this study is to analyze the influence of the crowdedness of dining franchise liquor shops on the perceived values and revisit intention. For this purpose, 361 customers who had visited dining franchise liquor shops located in Seoul and Gyeonggi-do areas were surveyed, and data was analyzed using AMOS 23.0 and SPSS 23.0 statistics programs. The analyses yielded the following findings. First, a higher level of crowdedness in the shop turned out to lower the perceived value of users. Second, a higher level of perceived value resulted in a higher level of revisit intent. Third, the analysis on the mediating effect of the perceived value showed that, in the relationship between the human crowdedness and revisit intention, both practical and hedonic values had mediating effects. However, in the relationship between the spatial crowdedness and the intent of revisit, the practical value had a mediating effect, while hedonic value did not exhibit such an effect. This study is meaningful in that it is presented as a theoretical establishment and an empirical study on dining franchise liquor shops.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.2
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• pp.199-209
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• 2019

With the rapid development of mobile communication tools, customers are using SNS as a major information tool. SNS can provide information to a small number of customers as well as people around them, with information about a product or service that a small number of customers know through experience. With these characteristics, dessert cafes are being used as a major marketing tool for online websites and mobile phones using SNS. Therefore, in this study, theoretical considerations about e-WOM quality, perceived value, and visit intention were performed. The effect of e-WOM quality of dessert cafe on perceived value was analyzed and the effect of perceived value on visit intention was analyzed. Based on these results, I would like to suggest theoretical implications and practical implications for online marketing of dessert cafes. This study was conducted to survey the customers who have visited dessert cafe through oral communication within the last 6 months. The survey was conducted from September 4, 2018 to September 18, 2018, and was used for the analysis of 317 additional items. The research hypotheses between the e-WOM quality of the dessert cafe and the utilitarian value, hedonic value, and visiting intention were used the structural equation model(SEM). First, neutrality and interactivity have a significant effect on utilitarian value, but consensus and vividness have not significant effect. Second, It was found that the consensus, vividness, and neutrality had a significant effect on the hedonic value but interactivity was not found to have a significant effect. Third, hedonic value has a significant effect on visit intention, but utilitarian value has not significant effect. As a result, online e-WOM quality management is important.

• Culinary science and hospitality research
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• v.21 no.5
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• pp.180-191
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• 2015

This study attempted to identify the relationships among perceived value (hedonic and utilitarian values), consumption emotions, and satisfaction. In addition, this study also tested the relationships of measurement items of these variables. The data were collected from American restaurant diners who have experienced any Asian restaurants within the last 30 days. A total of 435 responses was used for data analysis. Descriptive statistics, principal component analysis, reliability test, and regression analysis were utilized to analyze the data. The results found that hedonic value influenced positive emotions and satisfaction. Utilitarian value increased positive emotions and satisfaction while decreases negative emotions. In addition, positive emotions increased customer satisfaction; negative emotions decreased customer satisfaction. In the measurement level, traditional music, traditional aspects of food, and restaurant layout of hedonic value influenced positive emotions and interior design had an impact on customer satisfaction. On the other hand, food taste and healthy food option of utilitarian value influenced positive emotions and satisfaction; only food taste was negatively related to negative emotions. Managerial implications were provided.

• Journal of Families and Better Life
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• v.20 no.4
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• pp.127-133
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• 2002

본 연구는 두 가지 선물상황(생일, 크리스마스)과 선물수용자(가족, 친구)에서 성별에 따라 선물 속성지각에 차이가 있는지를 밝히고자 하였다. 질문지를 이용하여 미국 남녀 비자 97명을 대상으로 자료수집 하였으며, 자료분석을 위해 MANOVA(Multivariate Analysis of Variable)를 실행하였다. 분석결과, 가족과 친구를 위한 생일선물상황에서 성에 따라 쾌락적 속성(독특한, 유행하는, 재미있는)의 중요성 지각에 차이를 보여 여성이 남성보다 선물의 쾌락적 속성을 더 중요하게 지각하였다. 또한 가족과 친구를 위한 크리스마스 선물상황에서도 성별에 따라 쾌락적 속성에 차이를 보여 여성이 남성보다 가족을 위한 선물로써 독특한, 유행하는 속성을 더 중요하게 지각하고, 친구를 위한 선물은 독특한, 재미있는 속성이 더 중요하게 지각되었다. 그러나 실용적 속성(내구성있는, 실용적인, 비싸지 않은)에서는 두 가지 상황의 가족과 친구를 위한 선물지각에 대해 성별에 따라 유의한 차이를 보이지 않았다. 따라서 본 연구결과. 소비자들은 선물구매상황에서 일반제품과 달리 쾌락적 가치를 더욱 중요하게 인식하고 있으며, 성별에 따라 선물 상황과 수용자에 대한 선물의 쾌락적 속성지각에 차이를 나타냄으로써 성별에 따른 차별화된 선물상품개발 및 이미지 포지셔닝 전략을 통해 효과적 마케팅 관리가 이루어져야 할 것이다.

• Journal of Digital Convergence
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• v.19 no.11
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• pp.525-536
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• 2021

This study investigated that customer satisfaction based on the effects of perceived value (innovative value, practical value, symbolic value) and innovation characteristics (innovative resistance, visibility) of wearable healthcare device users on purchase attitude. A survey was conducted on actual users who are currently using wearable healthcare devices, and the final 201 copies were analyzed using SPSS 25 and SmartPLS 3.0. The summary of research results is following here. First, it was found that the perceived values, innovative and practical values had a positive (+) effect on the user's purchasing attitude, while symbolic values did not affect the user's purchasing attitude. Second, among the innovation characteristics, innovation resistance was came out negative (-) effect on the user's purchasing attitude, and among the innovation characteristics, visibility did not affect the user's purchasing attitude. Third, it was found that perceived price had a positive (+) effect on the user's purchase attitude. Fourth, it was clarified that the perceived price and purchase attitude had a positive (+) effect on the user's customer satisfaction. Based on these research results, theoretical, practical, and future research directions were proposed.