• 보건행정학회지
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• 제11권3호
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• pp.102-120
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• 2001

This paper examines the current situation and major impacts of e-business on healthcare industry: hospital, pharmaceutical, medical device and health-related internet sectors. Of the 137 samples collected with mail survey, the utilization rate of B2C e-commerce is 31.4% and B2B is 13.1%. And 74.5% of respondents remains the first development stage which represents the simple advertisement such as the one-way information offering. The key obstacle of expansion of health care e-commerce turns out to be the illogical and outdated medical-related law and institution. Finally, policy recommendations are proposed based on the evaluation of the current policy implemented by government.

• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2008년도 춘계학술대회
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• pp.428-433
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• 2008

The online advertising industry's business model undertakes the change from CPM (cost-per-mille)-based to CPC (cost-per-click)-based. However, due to the problem of 'Click Fraud', CPA (cost-per-action) has been regarded as a new step. For CPA, publishers need to get information after a user clicks an advertisement. Therefore, in CPA, the key is to get Conversion Action Data (CAD). This paper introduces two existing mechanisms for getting CAD, compare their characteristics, and analyze their limitations. Then the two new mechanisms are introduced and their requirements and feasibility are analyzed. Lastly, we compare the existing two and the new two mechanisms, and point out each mechanism's business possibility, value and Application Area. This paper will help publishers choose the most appropriate mechanism on the basis of their situation.

• KIEAE Journal
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• 제7권4호
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• pp.31-38
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• 2007

Streetscape plays on important role in urban cities. Characteristics of streets is basically defined by the building facade, signs, plants and paving during the daytime. However at night, street receives a new appearance due to the shop light from the buildings, exterior lightings, signboards and street light, and it creates most of the image of the streets. This study aims to analyze the luminous environment and its subjective image of two different pedestrian's commercial streets. Insa-dong street and Myungdong street were chosen for the study. Horizontal illuminance and luminance on building surface, advertisement billboards and pedestrian road were measured. Thirty students were asked to rate the five scaled questionnaire on their subjective images of the streets. Statistical analysis including profile, correlation and T-test are conducted and some findings are discussed

• 복식
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• 제54권6호
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• pp.1-12
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• 2004

Price is one of the most important components of marketing mix. For consumers, price is an always-existing cue and definite evaluation criteria. However, information on price is meaningful only when it is perceived. Sources of price perception can be the actual retail price at the selling point, the internal reference price expected by consumers for a certain clothing product, and the external reference price advertised by marketer such as the price before mark-down. The purpose of this study was to investigate the influence of internal reference price on consumers' purchasing process of clothing products. A questionnaire including clothing stimuli was developed in order to assess consumers' internal reference price level. Usable data from 680 adult female urban residents were used for data analysis. Results indicated that consumers with relatively lower internal reference price tend to react low-price focused external reference price and use discount stores and unit price promotions. Consumers with relatively higher internal reference price advertisement are likely to have higher level of education, tend to infer price information to higher quality or prestige of products, and purchase clothing with regular retail price or coupons.

• 대한가정학회지
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• 제42권4호
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• pp.85-98
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• 2004

The aims of this study was to provide information of sites to potential buyers and apartment builders through a comparative investigation on the urban criteria in 5 disDicts of Usan city Mugeo, Daun, Guhwa, Guyoung, and Cheonsang. The content analysis method was used to determine the urban factors which reviewed the urban and environment plan legal system and contents of plans which analyzed the housing characteristics in Ulsan city. Also utilized were professional's opinion and various emphasized elements such as the location of apartments through newspaper advertisement from 1990 to 1999. The urban evaluation factors used in this study were degree of air and noise pollulion, traffic facilities, land use, living environment and economics. Major findings are as follows: Mugeo area has the most convenience community facilities, Guyoung and Cheonsang areas have excellent natural environment-air and noise pollution.

• 한국주거학회:학술대회논문집
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• 한국주거학회 2005년도 추계학술대회 논문집
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• pp.273-276
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• 2005

The purpose of this study was to identify the design characteristics of apartments built in Daegu between 1970 and late 1990s as well as the changes of such characteristics through newspaper advertisements. Newspaper advertisements were limited to apartment advertisements put in Maeil Shinmun, a new paper published in Daegu, from 1970 to 1999. 299 cases of apartment advertisements were used for analysis. The analysis criteria used included indices that suggest the situations of the times and the changes of architectural contents on the basis of the previous studies and reports on housing environment evaluation indices.

• 마케팅과학연구
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• 제20권2호
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• pp.149-163
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• 2010

以前的研究已经表明零售价格促销改变消费者的购买行为以及零售商频繁的使用价格促销. 为了持续的从消费者身上获得利益, 零售商会采用几种价格促销方式. 例如, 零售商采用绝 对的降低价格($,€), 百分比价格, 或两种方法的结合(Della Bitta et al. 1981). 采用不同的价格促销类似于购买决定的形成(Monroe 1990). 框架效应是指一个问题两种在逻辑意义上相似的说法却导致了不同的决策判断(Frisch 1993). 因此, 如何陈述促销会影响消费者的交易评价并提高销售量. 事实上, 大量的营销研究已经证实了价格陈述对交易感知的影响(Lichtenstein and Bearden 1989; Urbany et al. 1988; Yadav and Monroe 1993). 从这个意义上说, 很多的营销研究已经论证了交易感知同样由消费者准确的计算折扣和最终价格的水平决定的(Estelami 2003a; Morwitz et al. 1998). 所以营销者能够通过提高计算的准确性来提高消费者对折扣的反应. 最后, 由于整体的计算误差导致低估了折扣(Kim and Kramer 2006), 消费者更容易在深度分析价格信息之后领会打折的报价,使他们能更准确地评估价格折扣. 本研究的目的是测试不同的折扣价格对消费者价格感知的影响. 更准确的来说, 本研究的目的是探索如何不同的执行相同的价格促销(语义和视觉凸显), 从而影响消费者对促销的感知和他们的购买决定. 我们的分析聚焦于价格陈述对评估, 购买意图和储蓄感知的影响. 为了验证提出的假设, 本文用实验性分析来分析几个折扣陈述. 从这个意义上来说, 我们采用一个2(数值显著陈述: 绝对和相对)x 2(语言显著陈述: 新颖的和传统的)x 2(视觉显著: 红色和蓝色)的设计来探索折扣陈述对三个因变量的影响: 评估, 购买意图和储蓄感知. 我们向受访者提供一个假设的广告, 受访者被告知报价的情况并需要对此评估. 一旦样本完成对广告的评估, 他们需要回答一份与价格显著和依赖纬度的问卷. 然后, 进行操作来确保受访者记得他们被对待的情况. 接着, 我们用一个2x2x2的多变量方差分析和随访单变量的测试来证实研究假设并检测单因子(价格显著)对评估, 购买意图和储蓄感知的影响. 结果表明, 语义和视觉显著的陈述对评估, 购买意图和储蓄感知有显著的主要影响和相互作用. 数值显著的作用显著影响评估和购买意图. 另外, 语言显著主要影响储蓄并作用与评估和购买意图. 最后, 视觉显著的相互作用对评估有显著影响. 本研究的结果的实践启示包括公司在计划基于用折扣来吸引消费者主义的促销时需要考虑. 因为价格陈述对消费者感知有重要的影响, 所以零售商应该考虑那种影响是想要的从而设计有效的折扣陈述. 特别是, 零售商应该用一种使得最终价格计算容易的传统方式来陈述折扣. 这是如此重要的调查方式使得营销者可以提高消费者心算的准确性来提高消费者对价格折扣的反应. 这个有关价格陈述对消费者反之和购买意图的影响的初步研究为未来的研究开启了方向.

• 패션비즈니스
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• 제15권2호
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• pp.1-11
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• 2011

The purpose of this study is to investigate the influence of the suitability of the chronic regulatory focus and the advertising message type on the evaluation of the beauty product. In addition, feeling right while and individual is reading an advertisement is measured to check the mechanism making the regulatory fit effect. The experimental design was designed with the mixed design of 2(chronic regulatory focus: promotion / prevention, between group) ${\times}$ 2(advertising message type: promotion /prevention, within a group). 100 female university student subjects in their twenties in Seoul and in the metropolitan area were asked to respond to questionnaires in the study. The reliability analysis, T-test, analysis of variance(ANOVA), and analysis of covariance (ANCOVA) on the collected data were done with SPSS WIN 12.0. The results of the study are as follows. First, the regulatory fit effect that when the individual chronic regulatory fit corresponds to the advertising message focus each other in the advertising of a new beauty product, the evaluation on the product is more positive could be checked. The promotion focus message of shampoo, the promotion focus group showed more positive response than the prevention focus group and as for the prevention focus message, the prevention focus group showed more positive results than the promotion focus group so that the effect of regulatory fit appeared. Second, when the regulatory fit effect appeared in the evaluation on the new beauty product, the fit effect on the individual chronic regulatory focus and on the advertising message focus also appeared in the measurement of feeling right. Hence, feeling right could be checked by using the mechanism of the regulatory fit effect.

• 한국실내디자인학회논문집
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• 제22권6호
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• pp.119-129
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• 2013

For commercial inner space, studies about brand communication and VMD to inform brand identity to customers are very important. Accordingly, the study conducted questionnaire survey about 'emotional reaction, brand recognition, brand communication and satisfaction on VMD expressional elements' of customers and brand-related personnel on the ZARA flagship store. Through analysis of difference of evaluation on surveyed items between customers and brand personnels, importance of direction of VMD design applying brand communication which can satisfy customers and application of brand communication was verified. Specific results of the research are as follows: First, comparing brand personnel's expectation of recognition of their brand from customers, substantial level of recognition of brand by customers was lower. It is necessary for improvement through consumer analysis in order to raise brand recognition. Second, as the result of analysis of emotional reaction on VMD, it needs to lead customers to positive emotional reaction close to the brand plan intention by inducing 'exciting and sensational' brand concept to emotional reactions through comprehensive VMD image management and leading to 'free and convenient' emotional reaction and then communications with customers and minimizing emotional differences. Third, for brand communication and creation of 'interest', intention of ZARA, it needs to get maximum communicative effects with 'young' VMD design. Fourth, for satisfaction survey on VMD expressional elements, customers was less satisfied than brand personnel. Accordingly, in order to raise customers' satisfaction, show windows, entry, mannequins and objets should be planned with priority and it should also satisfy customers through communications with customers including advertisement and marketing.

• Journal of Korea Trade
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• 제23권8호
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• pp.89-109
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• 2019

Purpose - We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer's brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer characteristics (ethnocentrism and level of product knowledge) in those effects. Design/methodology - This research is based on a survey of 210 randomly-selected university students in Seoul, Korea. The participants in the survey were shown a total of 8 TV advertisements of consumer goods of nondurable goods (fast food and carbonated drinks), and durable goods (sports shoes and digital camera), which included two advertisements for each product where one uses GCCP strategy while another uses LCCP strategy. We estimate the structural model using the AMOS 18.0 computer program. Findings - We find that GCCP has more positive effects on consumers' brand evaluations and attitude toward brand than LCCP in TV advertising. We also find that GCCP has stronger effects on brand evaluation and attitude toward brand in consumers with weak ethnocentrism and in those with a low level of product knowledge. Practical implications - Using GCCP in an advertisement is an effective way of improving consumer's evaluation of the brand and attitude toward the brand mainly when cosmopolitan consumers and consumers with low knowledge levels are segmented as targets. Originality/value - The study contributes to identify how and for what consumer groups' global brand positioning strategies in TV advertisements affect consumers' brand evaluations and their attitudes toward brands.