• Title/Summary/Keyword: 쾌락적 보상

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Effect of Perceived Value on Customer Satisfaction in Reward Programs of Tele-Communication Firms -Focusing on the Moderating Effect of Sex Role- (이동통신사의 보상프로그램에 대한 지각된 가치가 고객만족에 미치는 영향 -성별의 조절효과를 중심으로-)

  • Kang, Yong-Soo
    • The Journal of the Korea Contents Association
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    • v.11 no.8
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    • pp.321-330
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    • 2011
  • This study focuses on the moderating effect of sex role on the relationship between perceived values on the reward program of tele-communication firms and customer satisfaction. To test moderating effect, Difference test for distinct parameters in Amos 18.0 program was used. Results show that both kind of perceived values(utilitarian value and hedonic value) have a significant effect on customer satisfaction. And the moderating effect of sex variable was verified. For male, hedonic value has influenced on the customer satisfaction more than utilitarian value. And for female, reversely, utilitarian value has influenced on the customer satisfaction more than female value.

A Study on the Moderating Effect of Customer Type in Reward Programs and Customer Satisfaction Relations (보상프로그램과 고객만족간의 관계에 있어 고객유형의 조절효과에 관한 연구(제2보))

  • Kang, Yong-Soo
    • Management & Information Systems Review
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    • v.30 no.3
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    • pp.133-151
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    • 2011
  • This study investigates the moderating effect of customer type(deal prone/promotion insensitives) on the relationship between perceived values on the reward program of tele-communication firms and customer satisfaction. To test moderating effect, Difference test for distinct parameters in Amos 18.0 program was used. Results show that there is no the moderating effect of customer variable. But both kind of perceived values(utilitarian value and hedonic value) have a significant effect on customer satisfaction. For all customer, utilitarian reward has influenced on the customer satisfaction more than hedonic reward. And for utilitarian reward, promotion insensitives customer has influenced on the customer satisfaction more than deal prone customer.

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Effects of Reward Programs on Brand Loyalty in Online Shopping Contexts (인터넷쇼핑 상황에서 보상프로그램이 브랜드충성도에 미치는 영향에 관한 연구)

  • Kim, Ji-Hern;Kang, Hyunmo;Munkhbazar, M.
    • Asia Marketing Journal
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    • v.14 no.2
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    • pp.39-63
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    • 2012
  • Previous studies of reward programs have generally focused on designing the best programs for consumers and suggested that consumers' perception of the value of reward programs can vary according to the type of reward program (e.g., hedonic vs. utilitarian and direct vs. indirect) and its timing (e.g., immediate vs. delayed). These studies have typically assumed that consumers' preference for reward programs has a positive effect on brand loyalty. However, Dowling and Uncles (1997) pointed out that this preference does not necessarily foster brand loyalty. In this regard, the present study verifies this assumption by examining the effects of consumers' perception of the value of reward programs on their brand loyalty. Although reward programs are widely used by online shopping malls, most studies have examined the conditions under which consumers are most likely to value loyalty programs in the context of offline shopping. In the context of online shopping, however, consumers' preferences may have little effect on their brand loyalty because they have more opportunities for comparing diverse reward programs offered by many online shopping malls. That is, in online shopping, finding attractive reward programs may require little effort on the part of consumers, who are likely to switch to other online shopping malls. Accordingly, this study empirically examines whether consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. Meanwhile, consumers seek utilitarian and/or hedonic value from their online shopping activity(Jones et al., 2006; Barbin et al., 1994). They visit online shopping malls to buy something necessary (utilitarian value) and/or enjoy the process of shopping itself (hedonic value). In this sense, reward programs may reinforce utilitarian as well as hedonic value, and their effect may vary according to the type of reward (utilitarian vs. hedonic). According to Chaudhuri and Holbrook (2001), consumers' perception of the value of a brand can influence their brand loyalty through brand trust and affect. Utilitarian value influences brand loyalty through brand trust, whereas hedonic value influences it through brand affect. This indicates that the effect of this perception on brand trust or affect may be moderated by the type of reward program. Specifically, this perception may have a greater effect on brand trust for utilitarian reward programs than for hedonic ones, whereas the opposite may be true for brand affect. Given the above discussion, the present study is conducted with three objectives in order to provide practical implications for online shopping malls to strategically use reward program for establishing profitable relationship with customers. First, the present study examines whether reward programs can be an effective marketing tool for increasing brand loyalty in the context of online shopping. Second, it investigates the paths through which consumers' perception of the value of reward programs influences their brand loyalty. Third, it analyzes the effects of this perception on brand trust and affect by considering the type of reward program as a moderator. This study suggests and empirically analyzes a new research model for examining how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. The model postulates the following 10 hypotheses about the structural relationships between five constructs: (H1) Consumers' perception of the value of reward programs has a positive effect on their program loyalty; (H2) Program loyalty has a positive effect on brand loyalty; (H3) Consumers' perception of the value of reward programs has a positive effect on their brand trust; (H4) Consumers' perception of the value of reward programs has a positive effect on their brand affect; (H5) Brand trust has a positive effect on program loyalty; (H6) Brand affect has a positive effect on program loyalty; (H7) Brand trust has a positive effect on brand loyalty; (H8) Brand affect has a positive effect on brand loyalty; (H9) Consumers' perception of the value of reward programs is more likely to influence their brand trust for utilitarian reward programs than for hedonic ones; and (H10) Consumers' perception of the value of reward programs is more likely to influence their brand affect for hedonic reward programs than for utilitarian ones. To test the hypotheses, we considered a sample of 220 undergraduate students in Korea (male:113). We randomly assigned these participants to one of two groups based on the type of reward program (utilitarian: transportation card, hedonic: movie ticket). We instructed the participants to imagine that they were offered these reward programs while visiting an online shopping mall. We then asked them to answer some questions about their perception of the value of the reward programs, program loyalty, brand loyalty, brand trust, and brand affect, in that order. We also asked some questions about their demographic backgrounds and then debriefed them. We employed the structural equation modeling (SEM) method with AMOS 18.0. The results provide support for some hypotheses (H1, H3, H4, H7, H8, and H9) while providing no support for others (H2, H5, H6, H10) (see Figure 1). Noteworthy is that the path proposed by previous studies, "value perception → program loyalty → brand loyalty," was not significant in the context of online shopping, whereas this study's proposed path, "value perception → brand trust/brand affect → brand loyalty," was significant. In addition, the results indicate that the type of reward program moderated the relationship between consumers' value perception and brand trust but not the relationship between their value perception and brand affect. These results have some important implications. First, this study is one of the first to examine how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. In particular, the results indicate that the proposed path, "value perception → brand trust/brand affect → brand loyalty," can better explain the effects of reward programs on brand loyalty than existing paths. Furthermore, these results suggest that online shopping malls should place greater emphasis on the type of reward program when devising reward programs. To foster brand loyalty, they should reinforce the type of shopping value that consumers emphasize by providing them with appropriate reward programs. If consumers prefer utilitarian value to hedonic value, then online shopping malls should offer utilitarian reward programs and vice versa.

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Effectiveness of Socially Recommended Advertising on Social Network Sites (소셜 네트워크 사이트의 소셜 추천 광고 효과에 대한 연구)

  • Kim, Jeeyoung;Suh, Kiseul;Kim, Wonjoon;Kim, Songmi
    • The Journal of the Korea Contents Association
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    • v.17 no.4
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    • pp.108-118
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    • 2017
  • This study focuses on an effectiveness of socially recommended advertising on social network sites (SNSs) and investigates the impact of three critical factors on SNS advertising effectiveness - reward type for advertising recommenders' intention, product type on advertisements, and tie strength. A $2{\times}2$ factorial design was used to test the interaction effects between the two variables, reward type and product type on advertisements, moderated by tie strength. The results indicate that when participants observe socially recommended advertising, hedonic product ads with non-monetary reward shows the most effectiveness, and reward type and product type are also effective. In the combination of reward type and product type, we have confirmed the regulating factor influencing the effectiveness of social advertising according to the tie strength between the recommenders and the consumers. Strong-tie recommenders have more influence on the effectiveness of the social advertising than weak-tie recommenders. Based on these results, theoretical and practical implications were provided to refine marketing environments on SNSs.

How Age Diverse Images on Social Media Influence Self-continuity and Impatience in Intertemporal Preference: Focusing on Women in 20s (소셜 미디어에서 경험하는 다양한 연령의 이미지가 미래 자기 연결성 및 지연 보상 선택에 미치는 영향: 20대 여성을 중심으로)

  • Lim, Jieun
    • Korean Journal of Culture and Social Issue
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    • v.27 no.2
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    • pp.191-216
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    • 2021
  • How an individual construes one's future influences everyday decisions. For example, savings and impulsive purchasing, which is highly familiar with our life, are related to future time perception. Drawing on the idea of future self-continuity, the perceived connectedness between the current and future self, this study demonstrated whether media images with various age ranges influence a sense of connectedness with one's future self as well as impatience. Furthermore, the study measured whether these relationships were moderated by the positivity of older adults and an individual's dispositional optimism in general. Results showed that watching various images of people with a wide range of age (from the 20s to 90s) in social media increased young adults' (the 20s) self-continuity and decreased their intention of impatient consumption. This effect was also moderated by the degree to which the participants perceive aging positively.

An Empirical Study for the Effects of Game Characteristics on Emotion and Customer Satisfaction in Game Portal Site (게임 특성이 게임포털 사이트에 대한 감정과 고객만족에 미치는 영향에 관한 연구)

  • Kim, Eun-Jung;Jang, Hyeong-Wook;Kim, Jong-Weon
    • Journal of Korea Society of Industrial Information Systems
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    • v.12 no.5
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    • pp.23-38
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    • 2007
  • Since the players in online games seek fun, emotional aspects may be important factors in the pleasure-oriented information systems. This study attempted to verify the effects of characteristic factors of games (fun, challenge, compensation, and diversity) on emotion and customer satisfaction in game portal sites. The study established the research model on the foundation of precedent researches related to online games, emotion, and customer satisfaction. The study conducted online and offline survey on individuals with experiences in using online game portal sites. 206 samples were used to test the research hypotheses. By using Structural Equation Modeling, The study found the following results. First, it was revealed that characteristics of games had positive effects on emotion in game portal sites and indirect effects on user satisfaction. Second, the study analyzed the difference between low user group and high user group. It was revealed that the characteristics of games had positive effects on emotion in the low user group, but only challenge factor influenced on emotion in the high user group.

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A study on consumer satisfaction based on company mistakes compensation program for companies advancing into overseas market: a comparison of laptop and restaurant service between Korean and Japanese consumers (해외진출 기업을 위한 기업과실 보상프로그램의 소비자 만족도 연구 : 한.일 소비자의 노트북 구매와 레스토랑 서비스 비교)

  • Sohn, Won-Sang
    • International Commerce and Information Review
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    • v.15 no.1
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    • pp.3-34
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    • 2013
  • This research, which was experimented by dividing tangible and intangible products, established the influence that affects recovery for consumers' complaint behavior and behavioral intention as per each different compensation program. In Experiment 1, the consumers, who experienced complaint behavior owing to company's mistake, have preferably recovered through the compensation program offered by the company. However, there was a significant difference in preference recovery between products that caused complaint behavior. According to the study result, the more clear preference recovery was shown in the case of purchasing laptop than the case of dining in family restaurant. Additionally, the consumers' emotion recovery was possible through compensation.; There was a emotion recovery disparity depending on product type between purchasing laptop case and dining in family restaurant case. The consumers, who experienced complaints, were only able to recover their preference, emotion, and behavioral intention through compensation of which recovery was greater in tangible product case than ordinary service. Meanwhile, there was no distinct difference between recovery compensation types even though the products were identical-type ones whereas it appeared that such tangible product which showed greater purchasing effort as laptop computer was more effective in stimulating emotion response. In Experiment 2, the purpose was to find out the difference between complaint behavior and its recovery process shown after purchase by Korean and Japanese college students, who have different consumer purchasing habits. The both consumers of the two countries, who experienced complaint behavior, demonstrated precise difference in preference recovery while the emotion and behavioral intention exhibited no disparity between the two consumer groups. In this experiment, it was learned that Korean college students were show-off purchase type consumers while on the other hand, the Japanese college students were famous product purchase type consumers. Thus, there was a clear difference in laptop computer purchase process and post-purchase evaluation between these two groups. In particular, the Korean college students had quicker preference recovery through compensation than the Japanese college students on account of their tendency to be consciousness of others. Nevertheless, there was no difference between the emotion recovery and re-purchase recovery and therefore, the compensation program for complaints was proven to affect the emotion and behavioral intention.

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Translation and Interpretation in Korean English Poetry Reading Classes (영시 수업에서의 해석과 번역의 문제)

  • Lee, Sam-Chool
    • Cross-Cultural Studies
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    • v.45
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    • pp.55-83
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    • 2016
  • To provide a set of data with which instructors may boost the sagging demand for Anglo-American poetry classes, this thesis classifies the kinds of difficulties the students face in reading English poems. Asses to the classification is an analysis on the causes of the difficulties at different levels of the reading process, from the linguistic to the cultural. Arnoldian insight argues that poetry is the best of all forms of writing. Without an ample exposure to poetry, average English majors would barely sharpen the skills that they use to deal with other kinds of writing. To help ease the continuing need for a workable teaching model in English poetry reading classes, this thesis suggests focusing on the kinds of wrong translations produced by the students. According to the theory of cultural translation, any translation, even the wrong kind, is already a product of a very complicated process of interpretation that involves many cultural factors. With the analysis of these factors discovered in Korean college English reading classes, this thesis tries to explain the mechanisms through which wrong translations are produced, since these inevitably lead to wrong interpretations of given poetic texts.

Movie A Werewolf Boy and Women's Original Sens (영화 <늑대소년>과 여성의 원형적 감정들)

  • Kim, Guyl-Hun
    • The Journal of the Korea Contents Association
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    • v.16 no.3
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    • pp.198-209
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    • 2016
  • The Movie, A Werewolf Boy, describes metaphorically the hidden desire of female audience. The majority of stories about wolves contains fear of wolves inherited by and learned through human history struggling with the nature. They also shows punishment and reward toward wolves as a cultural symbol of evil. This study focuses on analyzing wolves as a metaphor of hidden original desire rather than as a subject of fear and punishment. Soon-Hee's experience with a wolf-boy in her period of puberty and her remembering the experience in her old age expresses her original sexual desire. The movie, A Werewolf boy does not directly deal with sexual content. However, SU-NI's growth through the interaction with the wolf-boy informs us Freudian theory of sex and the mechanism of sexual desire and its repression or realization. Brun Bettelheim's "Little Red Riding Hood" was used to analyze Soon-hee's desire during her puberty and Clarissa Estes's "Women Who Run with the Wolves" were used to explore SU-NI's wildness forgotten in her elderlyhood. This study shows in the process of wolf boy's transformation from biological being into social being awakened the hidden and original desire of woman.