• The Journal of Asian Finance, Economics and Business
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• 제8권4호
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• pp.571-580
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• 2021

The study explores the factors affecting the brand selection behavior of retail chains in Vietnam and to what extent they have an impact on the customer's choice intention. This research employs a combination of both qualitative and quantitative mixed methods with the help of SPSS version 22.0 in data analysis. Expert interviews are used to design the questionnaire for the survey conducted on 700 consumers. Research results show that the eight factors of store image (1-to-3 split factor of store image including the display of goods and services), price perception, risk perception, brand attitude, brand awareness, and brand familiarity were determined. They all influence the intention to choose the retail chain brand. With a positive β coefficient, the more store image, price perception, brand attitude, and brand awareness are enhanced, the more likely the intention to choose the retail chain brand. The factor of risk perception has negative ��, resulting in an inverse impact on choosing a retail chain brand name. Price perception and risk perception have the strongest impact on retail chain decision behavior while commodity display factors the least. Based on these important results, the study proposes implications for retailers and manufacturers.

• 디지털융복합연구
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• 제11권3호
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• pp.85-93
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• 2013

본 연구는 논쟁적인 광고 표현들에 대한 한중 소비자들의 인식을 조사하였다. 즉, 문제가 되는 광고유형들에 대하여 소비자들이 어떠한 윤리적 평가를 하고 있는가를 알아보았으며, 또한 한중 소비자들의 광고윤리지각 평가에 차이가 있는가를 확인하였다. 또한 이러한 한중 소비자들이 광고 유형에 대한 평가에서 소비주의촉진 인식과 관련성이 있는가를 분석해 보았다. 연구결과 첫째, 광고의 부정적 역할 측면에서 중국소비자의 긍정인식이 유의미하게 높게 나타났다. 반면 긍정적 역할 인식에서 한국소비자들의 인식이 높게 나타났다. 둘째, 어린이를 대상으로 하는 광고에 대해 한국소비자가 중국소비자에 비해 긍정응답이 높게 나타났다. 셋째, 성적소구 광고에 대해 중국의 소비자들이 한국소비자들에 비해 매우 관대하게 생각하는 것으로 나타났다. 넷째, 담배광고에 대해 한국과 중국소비자 모두 담배광고에 대해 부정적인 윤리지각을 보였다. 다섯째, 불쾌한 광고에 대해 인종차별과 같은 광고게재 행위에 대해 양국 소비자 모두 매우 부정적인 의견을 보였으며, 에이즈 확산을 위해 콘돔광고 허용에 대해 양국 소비자 모두 긍정응답을 나타내 보였다. 본 연구결과는 중국에 진출하고 있는 한국기업의 경영자 및 광고대행사의 광고실무자에게 효과적인 메시지 수용전략을 세우는데 활용가능 할 것이다.

• 한국컴퓨터정보학회논문지
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• 제24권4호
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• pp.83-90
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• 2019

Is this paper, We propose to examined the relationship between advertising attributes and brand preference, consumer psychological repulsion, and consumer happiness. Due to the infinite competition between the companies, they are experiencing significant difficulties in operation. In this situation, effective advertising is obviously a very important means to overcome the difficulties of operation. Therefore, in order to maximize the advertising effect, sufficient awareness of the advertisement property and the production and exposure of the advertisement based on it can be very important. As such, the purpose of this study is to verify the effect of indirect advertising appearing on entertainment programs on consumers' preference for brands and their psychological resistance, and to verify the effect of consumers' preference for brands and psychological backlash on consumer happiness. In addition, the exposure pattern of indirect advertisement is intended to verify whether there is a control effect between the nature of the advertisement and the brand preference and psychological backlash. A total of 209 questionnaires were distributed to consumers who viewed program in order to achieve the purpose of this study. For empirical analysis, exploratory factor analysis, confirmatory factor analysis, frequency analysis, reliability analysis, structural equation model, and multimodal simultaneous comparison analysis were performed using SPSS V. 22.0 and AMOS V. 22.0. The results of the empirical analysis of this study are as follows. First, advertising attributes have a significant effect on brand preference. Second, the hypothesis that advertising attributes have a significant effect on psychological repulsiveness of consumers is partially adopted. Third, brand preference and psychological repulsion have a significant effect on consumer happiness. Fourth, we confirmed the moderating effect of PPL expression form in ad property, brand preference, and psychological repulsion. Based on these findings, we presented the implications, limitations and future research directions of the study.

• 문화기술의 융합
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• 제10권3호
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• pp.851-860
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• 2024

디지털 시대의 도래와 함께 전 세계적으로 확산한 온라인 스트리밍 서비스, 특히 OTT(Over The Top) 서비스는 소비자들에게 주요 콘텐츠 소비 매체로 자리매김하여 그 경쟁이 치열해지고 있다. 이에 본 연구는 OTT 서비스를 소비자 관점에서 미디어 소비 패턴에 미치는 영향을 분석하였다. 소비자 중심의 서비스 가치가 OTT 플랫폼 선택, 소비자 만족도, 브랜드 충성도에 어떤 영향을 미치는지에 대해 연구하였으며, 콘텐츠의 다양성, 사용 용이성, 가격성, 브랜드 인지도, 개인화 서비스 등 다양한 요소들을 분석하였다. 연구 결과, 콘텐츠의 다양성, 사용 용이성, 가격성은 소비자 만족도와 브랜드 충성도에 긍정적인 영향을 미치는 주요 요인으로 나타났으며, 이는 OTT 플랫폼 선택에도 중요한 동기가 됨을 보여준다. 반면, 개인화 서비스는 예상과 달리 유의미한 영향을 미치지 않았다. 이 연구는 OTT 서비스 제공자들이 소비자 중심의 가치를 강화하고 경쟁력 있는 서비스를 제공하기 위한 전략 수립에 중요한 통찰을 제공한다.

• 한국의류산업학회지
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• 제1권4호
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• pp.335-341
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• 1999

The purpose of this study was to develop a large representative data base for socks marketing strategy. The study was to determine socks brand awareness in ralation to segmented distribution regions and such demographic variables as sex and age. The authors also analyzed preferred design. A total of 650 questionnaires were distributed and 611 reliable ones were used for statistical analysis. A SAS statistical package including frequency tables and chi square test was used. The results are as follows: Brand awareness involves "brand recall" based on asking a person to name the brand he or she recalls first, and also "brand recognition" based on asking subjects to identify brand names from 30 given brands. 'SOCKSTOP' was found to be a dominant brand as a result of the brand recall test, and 'BYC' was found to be a dominant brand as a result of the brand recognition test. Brand recognition was significantly different in the segmented distribution regions, three age groups and different sex groups. People considered design first in purchasing sports/casual socks, while they considered color first in purchasing dress socks. The most favored type of sock style was the common crew sock type. The results of a chi square test showed that preferred type of sock design was related with the sex and age variables.

• 한국환경교육학회지:환경교육
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• 제25권1호
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• pp.77-88
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• 2012

The purpose of this study was to analyze characteristics of environmental awareness and environmental worldviews on environmental UCCs which made by 27 pre-service biology teachers, and relationship between environmental awareness and environmental worldviews of them. Environmental worldviews were divided into planetary management worldview, stewardship worldview and environmental wisdom worldview. As for theme fo environmental UCCs, most of pre-service teachers chose themes such as environmental destruction, environmental protection, environmental conservation and coexistence with human and environment. Themes of environmental UCCs were somewhat different between females and males. Female pre-service teachers preferred UCC themes related to human's daily life as a consumer but males preferred to environmental protection. Many pre-service teachers referred that major cause of environmental problem was development of environment. Most of them had envionmental wisdom worldview, and tried to use fear appeal to express ways of solving of environmental problems and envieonmnetal worldviews. After making environmental UCCs, more pre-service teachers had envionmental wisdom worldview. This result implies that it is necessary to develop pre-service educational programs realted to environmental worldview formation.

• 급식외식위생학회지
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• 제2권1호
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• pp.10-21
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• 2021

According to the analysis which investigated visitors of HACCP system certified stores and non-visitors of such stores on the awareness of HACCP for livestock products, 77.1% (246 pollees) heard of HACCP certification for livestock products, 67.1% (214 pollees) had seen the HACCP certification mark for livestock products, 62.1% (198 pollees) heard of HACCP certification for livestock products in meet retail shops, and 51.4% (164 pollees) were not aware of the recent TV · subway advertisements regarding HACCP certification for livestock products. For every questionnaire on the awareness of HACCP for livestock products, visitors of HACCP system certified stores showed significantly higher response rate than nonvisitors (p<0.01, p<0.001). The majority of pollees (74.9%, 239 pollees) replied that the word HACCP for livestock products brings up the image of safe livestock products, and 37.0% answered that the term HACCP defines 'Hazard analysis critical control point'. Regarding the questions on HACCP system for livestock products, 38.6% showed that they were most curious in terms of the benefits of such system. The demand analysis on HACCP for livestock products for consumer was also conducted. In the analysis, the demand for support of the policy (4.06 points) was higher than demand for education · public promotion of HACCP (4.03 points) and demand for related application (3.90 points).

• 복식문화연구
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• 제21권4호
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• pp.478-493
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• 2013

The purpose of this study is to examine the online WOM effect of blog review depending on brand awareness and message direction. The theory of planned behavior was applied to understand online WOM acceptance. A survey was conducted targeting female in 20s and 30s and 312 questionnaires were used for analysis. Frequency analysis, reliability analysis, t-test, and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, purchase intention and online re-WOM intention are higher when brand awareness is higher. Second, subjective norm, perceived behavioral control, WOM acceptance intention, purchase intention and off-line re-WOM intention show higher values when negative information is afforded. Third, in type 1 (high brand awareness/positive message) and type 3 (low brand awareness/positive message), attitude, subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. In type 2 (high brand awareness/negative message), subjective norm and attitude have a positive effect on WOM acceptance intention. In type 4 (low brand awareness/negative message), subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. Forth, in type 1 and type 3, WOM acceptance intention has a positive effect on purchase intention, offline re-WOM intention and online re-WOM intention. In type 2 and type 4, WOM acceptance intention has a negative effect on purchase intention, and a positive effect on offline re-WOM intention. The results show that blog review has ripple effect on consumer behavior by affecting purchase intention and offline re-WOM intention.

• 한국콘텐츠학회논문지
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• 제20권11호
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• pp.119-130
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• 2020

농가소득 중 농외소득 비중은 40% 이상이며 6차 산업은 농외소득의 주요 원천이다. 6차 산업 활성화를 위하여 소비자의 선호를 파악하는 것이 중요하나 대다수의 연구가 생산자에 집중되어있다. 따라서 본 연구는 순위형로짓모형을 사용하여 6차 산업에 대한 소비자의 인지도와 만족도 등을 분석하였다. 분석결과 첫째, 6차 산업에 대한 인지도가 대체로 낮게 나타났으며, 성별, 지역별 인지도가 상이하게 나타났다. 둘째, 6차 산업을 알게 된 경로는 언론보도, 포털검색, SNS로 다양하게 나타났다. 셋째, 6차 산업의 인지도에 미치는 요인에는 연령, 결혼형태, 직업, 거주 지역, 소득 등 인구사회학적 변수가 통계적으로 유의하게 영향을 미치는 것으로 나타났다. 본 연구는 6차 산업 활성화를 위하여 소비자의 관점에서 6차 산업의 인지도와 만족도를 연구한 최초의 논문으로 기존 논문과 차별성이 있다.

• 복식문화연구
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• 제24권5호
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• pp.697-708
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• 2016

The term used to describe consumer's valuation of a brand is brand equity. One concept that can be managed and may impact valuation of a prestige brand is "luxuriousness." As the concept of "luxuriousness" appears to be a key factor contributing to the equity of a prestige brand, the purpose of this study was to examine how luxuriousness is related to the brand equity utilizing a model developed by Yoo, Donthu, and Lee (2000). Yoo et al. (2000) identified three dimensions [brand association with awareness (BA), perceived quality (PQ), brand loyalty (BL)] accounted for the equity (OBE) of a brand. We speculated that the five dimensions of luxuriousness (i.e., quality, extended self, hedonism, accessibility, and tradition) would selectively influence the two dimensions of brand equity (BA, PQ) and that loyalty would mediate the relationship between the two dimensions of brand equity (BA, PQ) and overall brand equity. A total of 502 participants aged from 18 to 74 were surveyed in USA. Using AMOS 18, the path analysis was conducted with the maximum-likelihood estimation procedure. The model exhibited a good fit with the data and all hypotheses were supported except one. Quality, accessibility, and hedonism dimensions of luxuriousness affected perceived quality of the equity of a brand. Hedonism and extended self dimensions affected brand association with awareness. However, tradition dimension did not significantly influence brand association with awareness. Overall, this research expands understanding of brand equity as it documents the contributions of luxuriousness, a component that can be controlled by brand managers.