• 한국산학기술학회논문지
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• 제13권2호
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• pp.536-542
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• 2012

본 연구는 체험마케팅 요소가 관계지향성에 어떠한 영향을 미치는지 알아보고자 하였으며, 연구결과는 다음과 같다. 체험마케팅의 감성 체험, 인지 체험, 행동 체험, 관계 체험의 항목이 관계지향성에 유의적인 영향을 미치는 것으로 나타났다. 이를 통해 첫째, 향후 축제브랜드 강화를 위해 축제 체험마케팅 개발에 �옳� 하나의 새로운 자료를 제시할 수 있었다. 둘째, 축제와 체험마케팅을 적용한 새로운 연구로써, 축제와 같은 무형적 상품을 통한 체험마케팅도 관계지향성 강화에 영향을 미칠 수 있다는 것을 알 수 있었다. 이런 결과는 학문적으로는 체험마케팅의 적용범위를 확대시킬 수 있는 근거를 제시할 수 있는 것이다. 또한 산업적으로는 축제의 마케팅 전략 및 관계지향성 전략을 수립하는데 있어 많은 시사점을 제공해 줄 수 있었다.

• 한국정보시스템학회지:정보시스템연구
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• 제20권3호
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• pp.257-277
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• 2011

The current study categorizes factors of smartphone into three, using KANO model: attractive factors which cause only product satisfaction, must-be factors for dissatisfaction, and one-dimensional factors for both. Based on it, it presents a new model for the effects that smartphone factors have on satisfaction or dissatisfaction. The purpose is to theoretically explain that smartphone factors on which companies and users place a high value can actually affect satisfaction or dissatisfaction. After choosing 15 factors out of 25 which had been selected through literature study, these were divided into attractive, must-be, and one-dimensional ones. 93 out of 109 questionnaires returned were used for analysis. After frequency analysis using SPSS were conducted on the surveys, the factors were grouped, based on KANO table. The grouping results are as follows. Attractive factors include 'expansion slots for external memory, battery desorption, brand awareness, mobile banking and internet telephony'. Must-be ones include 'multi-touch, information security, entertainment, information retrieval, location based service and SNS. Finally, 'screen visibility, size of internal memory, the amount of internal memory, battery life, and response to after-sales service' are classified as one-dimensional factors. A critical finding of this paper is that since the results are different depending on the operating system of smartphones, it must be taken into consideration in studies on smartphones. The wide and rapid spread of smartphones has changed people's lifestyle as well as business environment, which forces companies to compete with each other to adapt to the changed circumstances. In this competitive system, studies on smartphone factors of satisfaction and dissatisfaction are essential for firms to establish a new strategy. From this point of view, the present paper is expected to be a basic material for enterprises not only to develop goods and services that maximize customer satisfaction and minimize dissatisfaction, but also to establish the future business strategy.

• 유통과학연구
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• 제17권5호
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• pp.95-102
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• 2019

Purpose - The purpose of the research is to identify the demographic characteristics of the customers with high private label purchase intention. According to the previous research demographics such as gender, age, income, and residence type affect private label purchase intention indirectly through psychographics rather than directly. For instance, higher income group is time pressured, price-insensitive, quality-sensitive, less likely to enjoy shopping utilitarian products, and less likely to be variety-seeking. The main contribution of this research is to verify the results found in the previous empirical foreign research using scanner data and to investigate the differences of the characteristics of private label users between Korea and the foreign countries. Research design, data, and methodology - In order to empirically test the proposed hypotheses, scanner data of a Korean major super center was analyzed. Results - Empirical results show that private labels are more favored by old people over 50s, dwellers in individual house, lower income group, and frequent store visitors. Age of 30s, dwellers in the apartment of 30 pyung, higher income group, and consumers who purchased a large amount are less likely to purchase private labels. Gender turned out not to affect private label purchase. It should be noted that there is a significant multicollinearity among independent variables. Conclusions - The research findings provide managerial implication for retailers' private label strategy. In general, retailers heavily send private label coupons to the customers with high purchase volume. According to the research, however, store visit frequency is much more positively associated with private label purchase than purchase amount. The study has some limitations. The samples are only consumers with private label purchase experience. The data were drawn from one store and only 8 commodity products were used for the analysis. Also, if more demographics were available, a more complete description on the private brand users' profile could have been derived. We propose the following future research. Research using the data including consumers without private label experience, research investigating direction of causality between private label loyalty and store loyalty, and research using hedonic private label products such as TV and PC could be promising.

• 한국의류산업학회지
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• 제15권5호
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• pp.704-712
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• 2013

Contemporary young men are consumption-oriented, pursue ideal male images displayed in commercials, and are highly interested in fashion, beauty, and appearance. This metrosexual tendency(which values appearance) is largely influenced by mass media. This study examines how men's media information utilization influences appearance awareness and metrosexual tendency as well as how these two variables influence cosmetics consumption and fashion product consumption behavior. The results are as follows. First, metrosexual tendency consists of four dimensions: fashion involvement, pursuit of individuality beyond sexuality, cognition of fashion taste, and preference of a high quality product. The sum of variance is 65.594%. Second, media information utilization influenced metrosexual tendency and metrosexual tendency influence cosmetic consumption, brand-sensitive consumption and commercial-sensitive consumption; however, it did not affect price-sensitive consumption. Third, media information utilization affected appearance awareness; however, appearance awareness did not affect metrosexual tendency. In conclusion, appearance management behavior for men in their 20s is clearly affected by media. This phenomenon is caused by the metrosexual desire to express identity through fashion. Men in their 20's do not take care of their looks because of the social perception of appearance (as related to showing off their competence or pursuit of social success); rather, they have a desire to express their individuality and personally enjoy grooming and maintaining their appearance. Therefore, we can expect increased beauty and fashion expenditures.

• 유통과학연구
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• 제8권2호
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• pp.45-51
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• 2010

본 연구는 블로그의 특성 즉, 블로그의 명성, 이용자의 블로그와의 일체감, 블로그의 정보가치, 블로그의 상호작용성이 관계품질인 신뢰성과 만족도 및 블로그의 성과인 블로그에 소개된 상품과 서비스에 대한 이용자의 구매의도에 미치는 영향을 알아보기 위한 것이다. 가설검증 결과 블로그의 특성중 불로그가 제공하는 정보가치와 블로그의 상호작용성은 블로그에 대한 신뢰성에 정(+)의 영향을 미치는 것으로 나타났다. 블로그에 대한 만족에 영향을 미치는 블로그의 특성은 블로그와의 일체감과 블로그가 제공하는 정보가치는 만족에 정의 영향을 미치고 있으나 블로그의 명성은 이용자의 블로그에 대한 만족에 부(-)의 영향을 미치는 것으로 나타났다. 블로그의 명성이 높고 타인에게 잘 알려져있다고 해서 그것이 곧 특정이용자에게 블로그에 대한 만족을 주지는 않는 것으로 볼 수 있다. 블로그에 대한 이용자의 만족은 블로그에 대한 신뢰에 영향을 미치는 것으로 나타났으며, 블로그에서 소개된 상품과 서비스에 대한 이용자의 구매의도에 만족은 영향을 주지 않았으나 블로그의 대한 이용자의 신뢰는 영향을 미치는 것으로 나타났다.

• 한국멀티미디어학회논문지
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• 제24권10호
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• pp.1449-1460
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• 2021

The visual design elements of packaging play an vital role in attracting consumers' attention, forming their sense of pleasure and sensory expectations, as well as having an important impact on the actual product experience. This study aims to explore whether the colors and textures in the packaging design elements of canned beer will affect consumers' senses, judgments and taste perception of canned beer. Participants in Survey I (N=193) evaluated their expectations for beer freshness, softness, bitterness and alcohol content by observing the packaging of canned beer, then recorded whether they could get the expected experience when tasting beer, and evaluated their preference and purchase intention. In the Survey II, 4 kind of colors and 2 types of texture shapes were applied, and all participants were provided with the same beer for multivariate cross contract analysis to evaluate the specific impact of color and texture of packaging design elements on consumers' taste and the interaction between sensory judgment and taste perception.The results showed that both colors and textures had a significant affect on the sensory expectation (pre-tasting score) of canned beer, but their effects on the sensory score after tasting (actual perception)were inobvious. The analysis of the influence of the interaction between color, texture and shape on taste perception shows that when the expected packaging appearance perception is similar to the actual drinking perception (i.e., straight line and B/G or arc line and Y/R), it is more likely to obtain consumers' favor and higher purchase intention evaluation than the inconsistent canned beer packaging (i.e., straight line and Y/R and arc line and B/G). This paper discusses the influence of these results on the packaging design of canned beer and the possibility of improving the brand efficiency by meeting the visual elements of packaging design expected by consumers.

• 광고학연구
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• 제28권3호
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• pp.53-81
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• 2017

온라인 동영상 광고 시장의 성장으로, 바이럴 광고가 주목받고 있다. 소비자, 기업, 콘텐츠, 네트워크는 바이럴 광고를 구성하는 네 가지 차원이다. 본 연구는 각 차원에 속한 세부요인들이 바이럴 광고 구전의도에 미치는 영향을 검증하였다. 수집한 설문자료에 대한 다중회귀분석을 실시한 결과, 바이럴 광고 구전의도에 유의미한 영향을 미치는 요인은 콘텐츠 차원의 설득의도, 기업 차원의 기업-광고이미지 관련성, 소비자 차원의 인지된 자기표현, 그리고 네트워크차원의 교량적 사회 자본으로 나타났다. 콘텐츠 차원의 사회적가치와 네트워크 차원의 결속적사회자본은 유의미한 영향력을 보이지 않았다. 결과적으로 바이럴 광고가 설득의도를 적게 나타낼수록, 광고 이미지와 기업의 이미지 관련성이 높을수록, 소비자가 광고를 공유함으로써 자신의이미지를 원하는대로 표현할 수 있다고 인지할수록, 그리고 소비자가 교량적 사회자본을 많이가지고 있을수록 바이럴 광고에 대한 공유의도를 높게 보이는 것으로 나타났다. 본 연구는 바이럴 광고 구전의도를 주제로 진행한 첫 번째 실증적인 연구이며, 바이럴 광고의 정의와 특징을 체계적으로 정리하여 다양한 차원의 요인들이 바이럴 광고 구전의도에 미치는 영향력을 통합적으로 검증하였다는 점에서 의의가 있다. 또한 기존의 온라인 구전 관련 연구에서는 드물게 할당표집을 사용하였고, 설문 영상으로 현재 바이럴 광고 소재로 가장 많이 사용되고 있는 감동 소재와유머 소재를 사용한 각각의 영상 두 개를 선정하여 결과의 일반화 가능성을 높였다.

• 한국프랜차이즈경영연구
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• 제14권1호
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• pp.39-55
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• 2023

Purpose: This study is designed to grasp how consumers' beliefs about the lunch box attributes such as healthiness, diversity, price, hygiene, and package eco-friendliness affect consumers' perceived value and purchasing behavior. Research design, data, and methodology: The data were collected from 615 respondents composed of men and women aged 20 to 59 who purchased lunch box products and were sampled using the quota sampling method. An online survey was conducted. The data were analyzed using the measurement model and structural equation model assessment with SPSS 24 and SmartPLS 4.0. Results: First, healthiness, diversity, hygiene, and the price had a significant positive effect on the perceived functional value of consumers, but package eco-friendliness did not significantly affect functional value. On the other hand, healthiness, diversity, price, and package eco-friendliness were found to have a positive impact on consumers' perceived emotional value, but hygiene was found to have no significant effect on emotional value. It was found that functional and emotional values significantly positively affected repurchase intention. Conclusions: This study confirmed that consumers' belief in the product attributes of franchise lunch boxes influenced consumers' perceived value, which thus formed the attitude of consumers and showed a relationship that affects repurchase intention. At the end of this paper, the managerial implications for the franchise lunch box brand, the limitations of this study, and future research directions were presented.

• 복식
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• 제60권8호
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• pp.15-28
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• 2010

The purpose of this study was to investigate how gender role attitudes affect clothing involvement and clothing consumption behaviors in young female generation by changing the traditional sex role stereotype. For the research, the survey was conducted for a month from June 15 to July 15, 2009. Data was collected a total of 368 questionnaires from 20's female university students and analyzed 301 questionnaires with SPSS 12.0. The results were as follows. First, the results of factor analysis on gender role attitudes confirmed the multifactorial theory of gender schema: modern masculinity, conservative gender roles, modern feminity based on emotion, gender role openness, and traditional feminity. Second, gender role attitude of female university students was a little conservative but flexible to accommodate masculinity and active in the emotion expression. Third, gender role attitudes had important effects on clothing involvement which was identified into 4 different factors; fashion involvement, clothing interest, performance risk, and social psychological risk. Fourth, gender role attitudes were related with clothing consumption behaviors as like shopping orientation, on-going information search behavior and brand loyalty because of needs for innovation, exhibition and differentiation. Therefore, it was concluded that not only 'androgynous' from modern feminity based on emotion but also 'masculinity' was applied to important fashion marketing strategic tools by statically affecting female consumer's clothing involvement and clothing behaviors.

• 산경연구논집
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• 제11권10호
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• pp.17-25
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• 2020

Purpose: The purpose of this study is to narrow the target down to college students representing single-person households to identify the main attributes of their choice of Home Meal Replacement(HMR) and to look at the impact on satisfaction and repurchase intentions. Research design, data and methodology: An online survey was conducted for consumers who purchased HMR products at least once and a total of 264 questionnaires were used for demonstration analysis. The collected data have verified for validity and reliability between measurement variables through exploratory factor analysis and reliability analysis. Results: As a result, curiosity, economy, safety, and brand, which are HMR selection attributes that university students' value, have a significant impact on satisfaction, and satisfaction has a significant impact on the intention of repurchase, a variable of behavior. In addition, the adjustment effect of health value pursuit was significant only in safety attributes. Conclusions: This study divided the target group to examine what the HMR selection attributes of single-person college students are, the main consumer of HMR, and how selective attributes affect satisfaction and willingness to repurchase. In the process, we wanted to find out if there was a moderating effect on the health-oriented values in the dietary lifestyle.