• Asia Marketing Journal
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• v.12 no.4
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• pp.137-164
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• 2011

In the past, retailers secured customer loyalty by offering convenient locations, unique assortments of goods, better services than competitors, and good credit policy. All this has changed. Goods assortments among stores have become more alike as national-brand manufacturers place their goods in more and more retail stores. Service differentiation also has eroded. Many department stores have trimmed services, and many discount stores have increased theirs. Customers have become smarter shoppers. They don't pay more for identical brands, especially when service differences have diminished. In the face of increased competition from discount storess and specialty stores, department stores are waging a comeback war. Growth of intertype competition, competition between store-based and non-store-based retailing and growing investment in technology are changing the way consumers shop and retailers sell. Different types of stores-discount stores, catalog showrooms, department stores-all compete for the same consumers by carrying the same type of merchandise. The biggest winners are retailers that have helped shoppers to be economically cautious, simplified their increasingly busy and complicated lives, and provided an emotional connection. The growth of e-retailers has forced traditional brick-and-mortar retailers to respond. Basically brick-and-mortar retailers utilize their natural advantages, such as products that shoppers can actually see, touch, and test, real-life customer service, and no delivery lag time for small-sized purchases. They also provide a shopping experience as a strong differentiator. They are adopting practices as calling each shopper a "guest". The store atmosphere should match the basic motivations of the shopper. If target consumers are more likely to be in a task-oriented and functional mindset, then a simpler, more restrained in-store environment may be better. Consistent with this reasoning, some retailers of experiential products are creating in-store entertainment to attract customers who want fun and excitement. The retail experience must deliver value to turn a one-time visitor into a loyal customer. Retailers need a tool that measures the full range of components that define experience-based value. This study uses an experiential value scale(EVS) developed by Mathwick, Malhotra and Rigdon(2001) which reflects the benefits derived from perceptions of playfulness, aesthetics, customer "return on investment" and service excellence. EVS is useful to predict differences in shopping preferences and patronage behavior of customers. EVS consists of items measuring efficiency, economic value, visual appeal, entertainment value, service excellence, escapism, and intrinsic enjoyment, which are subscales of experiencial value. Efficiency, economic value, service excellence are linked to the utilitarian shopping value. And visual appeal, entertainment value, escapism and intrinsic enjoyment are linked to hedonic shopping value. It has been found that consumers value hedonic experiences activated from escapism and attractiveness of shopping environment as much as the product quality, price, and the convenient location. As a result, many department stores, discount stores, and other retailers are introducing differential marketing strategy based on emotional/hedonic values. Many researches suggest that consumers go shopping not only for buying products but also for various shopping experiences. In other words, they seek the practical, rational value as well as social, recreational values in the shopping process(Babin et al, 1994; Bloch et al, 1994). Retailers may enhance buyer's loyalty to store by providing excellent emotional/hedonic value such as the excitement from shopping, not just the practical value of buying good products efficiently. We investigate the effect of perceived shopping values on the emotional experience and store loyalty based on the EVS(Experiential Value Scales) developed by Holbrook(1994), Mathwick, Malhotra and Rigdon(2001). This study assumes that the relative effect of shopping value dimensions on the responses of shoppers will differ according to types of stores and analyzes the moderating effect of store type(department store VS. discount store) on the causal relationship between shopping value dimensions and store loyalty. Emprical results show that utilitarian values of shopping experience and hedonic value of shipping experience give the positive effect on the emotional response of consumers and store loyalty. We also found the moderating effect of store types. The effect of utilitarian shopping values on the attitude toward discount store is higher than the effect of utilitarian shopping values on the attitude toword department store. And the effect of hedonic shopping value on the emotional response to discount store is higher than on the emotional response to department store. The empirical results reflect on the recent trend that discount stores try to fulfill the hedonic needs of consumers as well as utilitarian needs(i.e, low price) that discount stores traditionally have focused on

• Journal of the Korean Society of Food Culture
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• v.16 no.2
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• pp.147-157
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• 2001

In order to investigate the eating out behavior of university students, this survey was conducted using the questionaires for 710 students(369 male, 341 female) from 11 universities in Seoul. It was revealed that 39.4% of the subjects spent $60,000{\sim}100,000$ won for monthly eating out cost and 57.8% of them ate out more than once a day. Most of them expended less than 3,500 won for lunch, while 36.5% of them spent $4,000 {\sim}5,000$ won for dinner. Dinner was regarded more important than lunch. Korean foods were the most preferred menu for eating out with friends and fast foods were the second. But Boonsik(snack bar foods), Chinese foods and Japanease foods were rarely selected. Frequency of selecting fast foods was 8 times greater than that of Boonsik. This indicates that the preference of western flavor and the pursuit of convenience is getting more obvious. While dating, western foods were preferred, followed by Korean foods, fast foods. The 80 kinds of foods were reported as favored eating out foods. Although 50 among 80 were Korean foods, the rest of them were Koreanized foreign foods most of those were western style. This may suggest that when the students become adults, they will be much fond of western dish for their dinning out. This tendency of preferring western flavor were much apparent in foods for dinner compared with lunch. In both sexes, the standard of food choice was in the order of taste, price, mood, hygiene, service and brand name. But male students were more conscious of price and service while female students were more concerned about taste and hygiene. Most unsatisfying feature in restaurant was unstable atmosphere for both sexes. Taste was the most important sensory factor in selecting the foods, followed by appearance, smell and texture. Major source of restaurant information was recommendation by friends or relatives. But the use of internet or magazine was negligible. Female students had more positive attitude, compared with male students, in using restaurant information and pursuing eating out for gourmet. The dining out menu of which price ranges about $3,000{\sim}5,000$ won could be preferable foods for most people. Therefore, instead of blaming them for eating too much fast foods, new menus which fit the food preference and affordability of the students should be developed.

• Journal of Distribution Science
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• v.12 no.2
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• pp.49-57
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• 2014

Purpose - Theorists and researchers in the area of customer satisfaction generally agree that product satisfaction intervenes between expectancy disconfirmation and various post-purchase cognitive states including attitude and behavioral intention. Studies in a variety of settings have supported the effect of expectation and its disconfirmation on satisfaction, but only a small number of studies address the cognitive consequences of satisfaction decisions and none report data on choice processes such as brand selection. This study examines the influence of satisfaction and its determinants on behavioral intention and product preference in eight coffee shops across the country. Generally it was found in both overall and summed attribute analyses that satisfaction was a function of expectation and disconfirmation, that intention was a function of satisfaction, and that preference was influenced by satisfaction and disconfirmation, the latter having the greater effect. Research design, data, and methodology - The main objective of this study was to assess the dimensions of consumer selection and satisfaction in choosing a coffee shop. In order to achieve this objective, a study of coffee shops across the country was conducted. This study comprised in-depth questionnaires distributed to coffee shop customers. A survey was conducted from September 1, 2011 to September 30, 2011, involving franchise coffee shop, independently owned coffee shop, and roastery coffee shop customers. Results - Hypothesis 1-1, which states that coffee shop choice attributes differ based on the type of coffee shop, is accepted. It has a significance level of 0.05, according to choosing properties of coffee shop by convenience of transportation, varieties of beans, residence of the owner (manager), information, and relationships. Hypothesis 1-2, which states that satisfaction with the choice factor differs depending on the type of coffee shops, is accepted. The P-values for cleanliness and varieties of beans were 0.04 and 0.00, respectively, and have a significance level of 0.05, according to the satisfaction with the chosen coffee shop. Hypothesis 2-1, which states that the importance of the choice attributes in coffee shop selections differs based on the demographic characteristics of the customers, is accepted. According to the t-test result, convenience of parking and residence of the owner (manager) are significant. Hypothesis 2-2, which states that satisfaction with the choice factor will differ depending of the type of coffee shop, is accepted. According to the t-test result, convenience of parking and residence of the owner (manager) are significant. Conclusions - This study has shown that intention to revisit a certain shop is most likely correlated to satisfaction in all cases. In order to offer subsequent developments for coffee shops, this study also identifies relations between customer satisfaction and selection by finding significant factors. In order to maximize customers' satisfaction, coffee shops should analyze and satisfy customers' needs and wants in terms of coffee service. While the findings do not generalize beyond the mall sampling procedure used here, we have hopefully identified a close approximation of the process of satisfaction decisions used by consumers generally.

• The Journal of the Korea Contents Association
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• v.5 no.2
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• pp.69-77
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• 2005

This study made a comparison of two different websites in characteristics of their users and advertising effects. Both websites have the same contents but in different forms. Especially this study examined the technographic, demographic and psychographic characteristics of users of an website which offers services only online and another website which offers services both online and offline. Also the advertising effects of both websites were studied. The analysis of the data was done by SPSSWIN, mainly $x^2$ and t-test. In addition, the data was collected online. The website, feelpost.com collected total 432 copies, and cardkorea.com collected 210 copies. Also among those collected copies, the ones from people in the 20's were selected again in order to rule out the special characters that both websites have in their users age group. Finally 308 copies were selected for the analysis. In result, it was proved that the users of both websites have a very similar lifestyle. Also there was only a little difference in the users' values and social consciousness. Regarding the advertising effect, Feelpost got the highest score in usefulness while Cardkorea got the highest score in positive acceptance of new products. Regarding the attitude toward advertisements and products, the advertising preference and brand preference was higher in Feelpost than in Cardkorea.

• Journal of Community Nutrition
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• v.7 no.2
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• pp.85-92
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• 2005

The purpose of the study was to get some information about the educational program for consumers in the community. For this, the author investigated the ability to identify the imported foods and the educational contents to be taught. The subjects for this study were 183 housewives living in Cheongju city, and the research was conducted from March 1 to March 15, 2003. A survey questionnaire was distributed, asking general matters regarding the subject, attitude when purchasing foods, the ability to identify the imported foods, educational contents to be taught, and the identification ability between the domestic and the imported foods. The data was analyzed for percentage, mean, standard deviations using SAS program, and was also examined with Chi-square or ANOVA. $92.3\%$ of housewives checked the label to distinguish between the domestic food and the imported one, among which $99.5\%$ preferred to buy the domestic brand. For major reasons of this preference, $46.3\%$ of them reported that the imported foods had many harmful substances. $66.1\%$ of the subjects, however, replied that they did not have the ability to discern the differences between the two. The identification information was received from 'TV or radio program', which $61.7\%$ of the subjects reported as such. $61.5\%$ of the subjects were inclined to receive education about the imported foods. For the educational contents, $75.4\%$ wanted to learn 'the method to identify the imported foods'. According to the identification test on the imported foods, they got 13.6 points on the average out of 40 points, which was quite low. The highest correct answer was for pteridium aquilinum ($63.7\%$), sesame ($49.2\%$), and yellow croaker ($45.6\%$), while the highest incorrect answer was for red pepper powder ($40.4\%$), chestnut ($40.6\%$), and dried pepper ($32.2\%$). The results suggested that most of the respondents had negative attitudes towards the imported agricultural products, but their identification ability was quite poor. Therefore, it is necessary to provide education and publicity work in relation to the identification methods for the imported foods so that consumers may have less risk from the imported agricultural products.

• Korean Journal of Heritage: History & Science
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• v.46 no.3
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• pp.78-93
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• 2013

The purpose of this study is to analyze college students' perception of national natural heritages, including natural monumentsand scenic sites, in comparison with the similar concepts of national parks and eco-landscape preservation areas, to suggest managerial implications to enhance competitiveness. The first objective of this study is to measure their attitude toward traveling each type of natural heritage and to rate the relative importance of the four types of heritages in terms of preservation. Natural monuments were perceived as the most strongly preserved type, while scenic sites were perceived as the least strongly preserved type. The second objective is to conduct a correspondence analysis to match the concepts of four types of natural heritages with 10 tourist attractions representing the types. It was found that college students have difficulty appropriately identifying the types of 10 tourist attractions. In addition, multi-dimensional scaling (MDS) was implemented to identify the similarities and differences of the four types of natural heritages and to produce a positioning map matching the four types of natural heritages with the six attributes representing each type as a tourist attraction. Natural monuments were perceived very differently from scenic sites and not very differently from eco-landscape preservation areas. There were a few associations between the four types of natural heritages and the six tourism attributes, implying that little effort is made to promote and position each type of natural heritage in terms of tourism. In conclusion, a public awareness program is required to enhance the brand image of natural monuments and scenic sites in comparison to national parks and eco-landscape preservation areas. In addition, local residents who live near the natural heritages should be bolstered to play a managerial role as supporters and contents providers for sustainability.

• The Korean Journal of Franchise Management
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• v.10 no.4
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• pp.19-29
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• 2019

Purpose: In beauty industry, service quality is very critical, because it impacts on the customer's positive attitude and behavior to the beauty salon or beauty brand. Thus, this research examines the effects of service attributes on customer satisfaction and loyalty in beauty salon. This research suggests the guidelines for how beauty salons should manage their physical environment, price policy, professional skills, and employees that improve management and business performance. Research design, data, and methodology: This study examines the structural relationship between service attributes, customer satisfaction, and loyalty. Service attributes divide into four sub-dimensions such as servicescape, price service, technical service, and employee service. In order to test the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and examined in previous studies. A total of 160 questionnaires were distributed and collected, and 150 were used for analysis except 10 that were unresponsive or unfaithful. The data were analyzed using SPSS 22.0 and SmartPLS 3.0 statistical package program. Result: The results of this research are as follows. First, all sub-dimensions of service attributes such as servicescape, price service, technical service, and employee service have significant positive impacts on satisfaction. Second, customer satisfaction have significant impact on loyalty. Conclusions: This study suggests an integrated model of the relationship that the characteristics of beauty salon service attributes affect customer loyalty through satisfaction, and suggests how to manage and allocate limited resources in the beauty industry. The findings of this research indicate that the level of customer satisfaction is shown to be increased by servicescape, technical characteristics, value of money, and human attributes. Thus, beauty salon management should focus on the relationship with their customers how to improve customer loyalty through satisfaction. The quality of beauty service influences customer's attitudes and behaviors toward beauty salon. Considering the beauty business, where the quality and customer satisfaction of beauty services are determined by the hairdresser's beauty skills,, the beauty salons must find ways to improve their skills and new trend of hair style. If beauty salon customers perceive the high quality of beauty service, they revisit beauty salon and recommend it to others.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.61-76
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• 2020

As the media environment changes rapidly, the size of the online advertising market is growing rapidly. However, consumer's trustfulness in online advertising is much lower than that of old media, and there is also a phenomenon of advertising avoidance. Thus, in this study, advertising skepticism, advertising appeals, involvement, and FCB Grid theory were used to provide Youtube and advertisers with implications for advertising strategies. It was intended to provide a way to lower consumer advertising avoidance. As a result of Research 1, consumers with high advertising avoidance showed low advertising attitudes, brand attitudes, and attitudes toward products. In addition, there was no difference in gender, and when the frequency of online video viewing decreased and the age increased, advertising avoidance increased. Research 2 shows that consumers with high levels of advertising skepticism showed a high level of advertising attitude when the level of involvement was low and transformational appeal was high. In the FCB Grid model, consumers with high levels of advertising skepticism are found to be suitable for transformational appeal advertising. These results mean that Youtube and advertisers should think important about advertising skepticism, which is the cause of advertising avoidance, and that consumers with high levels of advertising skepticism should be presented with advertisements suitable for each type of product in the online advertising market.

• Asia Marketing Journal
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• v.11 no.1
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• pp.73-92
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• 2009

Consumers influence other consumers' brand choice behavior by delivering a variety of objective or subjective information on a particular product, which is called WOM (Word-Of-Mouth) activities. For WOM activities, WOM senders should choose messages to deliver to other consumers. We classify the contents of the messages a consumer chooses for WOM delivery into two categories: Subjective (positive or negative) evaluation and objective information on products. In our study, we regard WOM senders' activities as a choice behavior and introduce a choice model to study the relationship between the choice of different WOM information (WOM with positive or negative subjective evaluation and WOM with objective information) and its influencing factors (information sources and consumer characteristics) by developing two bivariate Probit models. In order to consider the mediating effects of WOM senders' product involvement, product attitude, and their characteristics (gender and age), we develop three second-level models for the propagation of positive evaluations, of negative evaluations, and of objective information on products in an hierarchical Bayesian modeling framework. Our empirical results show that WOM senders' information choice behavior differs according to the types of information sources. The effects of information sources on WOM activities differ according to the types of WOM messages (subjective evaluation (positive or negative) and objective information). Therefore, our study concludes that WOM activities can be partially managed with effective communication plans influencing on consumers' WOM message choice behavior. The empirical results provide some guidelines for consumers' propagation of information on products companies want.

• Journal of the Korean Applied Science and Technology
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• v.40 no.6
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• pp.1350-1362
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• 2023

This study aims to identify the influence of the image of Chinese Taekwondo leaders at university on the athlete's grit, psychological state, and performance. The analysis is expected to contribute to the quality development of Chinese universities' Taekwondo program in the future. For this study, a population was selected from athletes at a university in Henan Province, China. The samples were taken by convenience sampling method. Of the 380 questionnaires retrieved, a total of 365 were used to process the results, excluding 15 insincere responses or missing values. The collected data were conducted by frequency analysis, correlation analysis, reliability analysis, exploratory factor analysis and multiple regression analysis using SPSS 23.0 program. The results of this study are as follows. First, the sub-factors of the leader image, the leader's social activities and vocational awareness, qualities, tasks and roles, were found to have a significant impact on the grit of taekwondo athletes. Second, the sub-factors of the leader image, the leader's social activities and vocational awareness, qualities, attitudes, tasks and roles had significant impact on the phychological state of taekwondo athletes. Third, social activities, vocational awareness, quality, and attitude of the leader, which are the sub-factors of the leader image, have a significant impact on the performance of taekwondo athletes.