• The Journal of the Korea Contents Association
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• v.17 no.8
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• pp.535-550
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• 2017

The purpose of this study is to identify the factors that customers perceive as important relationship investment in the relationship efforts provided by retailers for customer relationship purposes and to explain the mediating role of relationship quality such as trust, relationship commitment in the relationship perceived relationship investment and relationship performance. For this study, 270 respondents were surveyed and data were analyzed using SPSS 21.0 and AMOS 20.0 statistical package. Statistical analysis tools, such as SPSS 21.0 and AMOS 20.0 were utilized for ensuring the validity and the reliability, whereas the SEM method was used for testing the research hypothesis. The results of study are as follows. Financial efforts and structural efforts have affected perceived relationship investment. Perceived relationship investment affected trust and relationship commitment but not loyalty. Trust influenced relationship commitment and loyalty whereas relationship commitment did not affect loyalty. Therefore, it is important for retail marketing managers to provide tangible rewards and special benefits at all times in order to recognize that they are doing the best service efforts for customer relations. In order to secure long-term and stable profits by establishing a relationship with them, the service marketing strategies should be promoted to enhance the relationship quality by raising the level of trust.

• The Journal of the Korea Contents Association
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• v.18 no.7
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• pp.338-349
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• 2018

The purpose of this study was to investigate the effect of local food selection attributes on customer satisfaction and behavioral intention. The purpose of this study was to investigate the effect of local food selection attributes, customer satisfaction, Respectively. The purpose of this study is to investigate the relationship between the variables and the structure of each variable through literature review. The questionnaire survey was conducted on 249 consumers who used specialty food through local food restaurants and local festivals in Gangneung. Respectively. Data were analyzed by frequency, exploratory factor analysis, reliability analysis, correlation analysis, and regression analysis using SPSS 20.0 statistical program. The purpose of this study is to identify the factors that select local specialty foods and to provide them as basic data for increasing the number of tourists through local specialty foods and revitalizing the local economy. I would like to present a marketing strategy. In particular, consumers who have used local specialty foods must come up with a marketing strategy that will maximize customer satisfaction, and it is necessary to revitalize the taste, quality, and best service of food.

• The Journal of the Korea Contents Association
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• v.7 no.10
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• pp.262-273
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• 2007

The current study sought to acknowledge the female sport fan as a sport marketing segment. In order to do so, female sport consumption motivation was identified and among motivation factors, factors effecting re-attend intention and word of mouth intention according to level of team identification was identified. In order to accomplish the purpose a focus group interview was conducted concerning female sport fans, and a survey took place in Korean Pro-sport event collecting 300 data. Among 300 data 248 data were used for the analysis. Using Lisrel 8.7 and SPSS 15.0 correlation analysis, descriptive analysis, confirmatory factor analysis, and multiple regression analysis was conducted. The results of study are as follows, First, 9 female sport consumption motivation was identified and among these factors, skill, achievement, drama, and escape had a positive effect on re-attend intension. Second, among 9 female sport consumption motivations skill, achievement, and social factor had a positive effect on word of mouth intention. Third, among the motivation factors, factors effecting re-attend intention had difference on the level of team identification. Forth, among the motivation factors, factors effecting word of mouth intention had difference on the level of team identification.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.276-285
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• 2016

In the highly competitive cosmetic industry, each cosmetic brand is striving to increase its profit by providing excellent product quality and delightful marketing campaigns. In this regard, this study investigates consumers' post-purchasing decision-making processes. It considers the two critical post-purchasing behaviors as repurchasing intention and recommendation intention. We posit customer satisfaction and brand image as the key antecedents of post-purchasing behaviors. The effects of cosmetic quality, price fairness, and event activities on consumer satisfaction and brand image are examined. We conducted a questionnaire survey of women in their twenties, which are critical groups in consumer life cycle of cometic products. Data collected from 163 female respondents were empirically tested against a theoretical framework using partial least squares. Analysis results found that both consumer satisfaction and brand image significantly influence post-purchasing behaviors, respectively. Especially, brand image has a stronger effect on post-purchasing behaviors than customer satisfaction does. Cosmetic quality and price fairness play an important role on customer satisfaction and brand image. However, event activities significantly affect consumer satisfaction, while they do not significantly influence brand image.

• The Journal of the Korea Contents Association
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• v.20 no.9
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• pp.414-423
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• 2020

The purpose of This study is to investigate the effects of the acceptance of food culture through YouTube, one of the platforms that is currently being used, on consumers' perceptions, and to establish marketing effects that can be obtained from the acceptance of food culture through YouTube platform, Q-methodology was selected and exploratory research was conducted to analyze consumers' subjective perspectives. For this purpose, analysis was conducted by classifying statement cards by respondents, and Q-sorts were selected and composed by the Q-group, and after the statement was prepared through this, P-samples were selected and the Q-sorts obtained through classification work were analyzed through the Q factor analysis using the PC QUANL program. The analysis results were classified into four types: Type 1 [(N=6): Preferred Food and Responsibility Satisfaction Type], Type 2 [(N=3): Non-emotional Preferred Food Type, Type 3 [(N=14): Information Acquisition Preferred Food Type], Type 4 [(N=2): Undetermined Type], etc. Each subjective opinion from these analyses will be helpful for various studies in the future, and it will be used as a reference for YouTube-related marketing and consumer restaurant culture acceptance in the future.

• The Journal of the Korea Contents Association
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• v.12 no.5
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• pp.154-162
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• 2012

We can expect an effective color marketing to build up a positive industrial image as it is easy for consumer to approach due to the ability of colors to affect human consciousness and sub-consciousness more than any other factor. The purpose of this research is to draw attention to the importance of color communication and to find strategies to elevate the brand image by surveying the degree of influence color communication has when forming a brand image. In order to conduct effective research, we executed theoretical and collaborative analysis through research materials and documents. If you take a look at the outcome of this research, brands that brings credibility and likability to its customers are not brands that uses color communication, but brands that utilize marketing strategies that build up credibility for quite some time. Also, preference over colors are distinctive. It turned out to be that the color of a brand logo that one likes has very little to do with one's favorite color. When people choose a brand, they are choosing the brand not because of the color of the brand logo, but its credibility and likability that the brand offers. It proves that the color of the brand logo has nothing to do with the colors that people prefer. The relationship between the color that consumers prefer and the image and emotional color that forms brand image is negligible. However, since research shows that there was a relationship between the color you prefer and the emotional color that forms brand images, it seems to be important to figure out what color customers prefer rather than the color that shows customers' self image. Unlike existing color communication research, through this research, we would like to know how to utilize the color communication strategically in the forming of brand images and take a look at the relationship between customers' preferences and the image of each brand logo's emotional color.

• The Journal of the Korea Contents Association
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• v.11 no.3
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• pp.339-350
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• 2011

This study empirically investigates applicable possibility of open technology innovation with which the government is concerned, by figuring out the relationship between firms' innovation behaviors and innovation outputs and their utilization of information network. Empirical methodology was employed as logit regression to explain firms' innovation behaviors and the data set includes more than 2500 firms in the manufacturing sectors. First, empirical findings showed that firms' innovation competencies and behaviors can be explained as the trend of patent application, sales and innovation outputs significantly. The patents of small and medium-sized businesses are inclined to be positive to information sources of university and government-supported research institute and the sales increased when they had labs to concentrate on R&D. On the other hand, the existence of labor union turn out to be negative to their sales. Second, the types of information network which firms utilize turned out to be connected with their innovation behaviors and purposes. Third, four types of innovation, i.e., product, process, organization, and marketing innovation was employed and innovation behaviors and outputs are well connected.

• Management & Information Systems Review
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• v.31 no.3
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• pp.47-73
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• 2012

SNS allowed users to serve not only as the content and message producer but as the consumer, with development into various types of SNS platforms. Instead of a traditional media structure of media-to-many and unspecified users, it also made it possible to achieve one-to-one or one-to-many interactions, regardless of time and space, through SNS platforms. Moreover, according to development of digital communication technology, IT, media contents and communication network have been mutually connected, though they were once separate. The changes in communication environments have caused rapid disorganization and reorganization in popular culture led by specific expert groups. Such trend has a greater influence on marketing strategies of enterprises. In other words, it will lead them to mostly introduce new information technologies, based on consumer market, and to strategically participate in SNS for promotion and marketing for their products and brands. Likewise, SNS has currently appeared as the main media affecting consumers' behaviors. In consideration of the importance of SNS features, which can stimulate responses of other users, analysis of main features affecting SNS user acceptance decision is required, as well as its utilization strategies. Accordingly, this study conducted division of SNS features into openness, quickness, interactiveness and economical efficiency to derive strategies for increasing the usage frequency of SNS and ultimately maximizing the expectation effect, in addition to an empirical analysis of effects of SNS features on usefulness, easiness and pleasure perceived in SNS, and SNS user intention.

• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.408-422
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• 2021

In this study, the relationship between trust and purchase intention, which is an outcome variable, was empirically verified by discovering the trust-forming factors of anti-aging products and developing measurement variables. In addition to the existing trust-forming factors such as perceived quality, perceived reputation, brand recognition, and customization, a newly discovered factor is 'accredited certification'. Since the anti-aging industry in Korea is an industry that directly affects consumer health, it was determined that the existing trust-forming factors had limitations in building consumer trust, and a new measure was discovered. This study conducted a survey on anti-aging product consumers and analyzed the solidity and relationship of the questions. As a result of the analysis, it was found that perceived quality, brand recognition, customization, and accredited certification among the anti-aging product trust-forming factors had a positive (+) effect on trust, and perceived reputation had a negative (-) effect on trust. appeared to affect It was found that there was a positive (+) effect between trust and purchase intention, which are the trailing variables. This study proved the meaningful relationship between trust-forming factors and trust by strategically developing and empirically and practically examining meaningful and effective trust-forming factors and measurement items. At the same time, this study is expected to significantly contribute to the establishment of marketing strategies related to anti-aging products in the future by discovering key factors for forming trust that are important for marketing in the anti-aging industry.

• The Journal of the Korea Contents Association
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• v.18 no.11
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• pp.277-284
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• 2018

The purpose of this study was to investigate the Q - method, which is one of the qualitative analysis methods to approach deep and intrinsic meaning about the perception of college students about food in traditional market. Recently, local governments have been developing diverse tourism products aimed at young people in order to revitalize traditional markets. In this study, we classify the perception of food in traditional market by university students, And to suggest strategic implications by using it as basic data for establishing marketing strategy so that young people can visit in the futures. In order to analyze the perception of college students' subjective perception of traditional market food, Factor analysis was used to conduct an exploratory study. To do this, a Q-sort, Program, and Q factor analysis. The results were classified into three types. The first type (N = 21): Memories seeking type, the second type (N = 6): Local culture resource seeking type, the third type(N = 5). Each of these subjective perceptions can be used as a basis for future research. Through the establishment of marketing strategies for each of the three types of classifications, the direction of traditional markets is presented, and a variety of food items that are valuable as local tourism resources are accommodated by accepting university students' to contribute to the revitalization of traditional markets.