• ETRI Journal
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• 제31권3호
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• pp.304-314
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• 2009

Component-based software reuse has been generally regarded as a promising approach to improving software productivity and quality within software development. However, progress in component-based software reuse has been slower than expected. Much of the software reuse literature points to the lack of software components that can maximize users' benefits as the most important source of the slow progress. Considering that the underlying processes behind component-based software reuse are strikingly similar to commercial software marketing, this paper attempts to identify the aspects of software components that consumers value and to establish relationships between the identified aspects and consumer behavior in the software component market. More specifically, this paper focuses on the perceived subjective features of software components. This study was conducted in a web-based artificial market environment called "SofTrade."

• 수산경영론집
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• 제41권3호
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• pp.153-174
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• 2010

In this paper we aim to find out consumer behavior based on fish shares in their buying ingredients, path segmentation, product and service quality, customer satisfaction and then we try to analyze the impact of them on each consumer buying behavior. In this study, first, consumers, divided by general merchandise retail store and traditional fish retail store, these also divided by two groups that are with high spending group and low spending group, so totally we have four parts of consumer behavior segmentation market profiles. Second, we analysis the affect of each factor on consumer behavior. That is, we try to analysis the effect of product and service quality on customer satisfaction in four seafood market group. The results of this study are summarized as follows;

• 디자인학연구
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• 제15권1호
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• pp.213-224
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• 2002

우리는 이미 21세기 안에서 생활하고 있다. 21세기는 그 단어 자체만으로도 커다란 변화와 개혁을 의미하고 있다. 즉, 디지털시대, 글로벌화시대, 정보화시대, 소비자 주권시대, 브랜드파워시대 등 여러 각도의 시대변화를 우리는 겪고 있는 것이다. 그 가운데서도 소비자와 소비시장환경은 엄청난 변화를 보이고 있는바, 소비시장의 주도권과 변화력이 생산자에서 소비자에게로 변화되어져 가는 과정은 상당히 주목해야할 사실인 것이다. 이러한 변화는 시장환경과 관련된 모든 부분에 변화를 줄 뿐 아니라 앞으로 생산될 제품들과 이들의 판매 등에 있어 지대한 영향력을 미칠 것이다. 이에 21세기 소비시장의 트렌드를 예측하고 분석하여소비시장의 변화와 소비자의 환경변화 등을 알아보고자 한다. 또한 세계화 이후 무한 자율경쟁의 시대가 도래하면서 세계는 하나의 경제 공간을 갖추게 되었는바 다국적 기업의 등장과 함께 그들의 브랜드는 세계 어느 곳에서도 볼 수 있게 되었는데 이들은 자신들만의 브랜드 파워를 가지고 21세기의 파워 브랜드로 유지시키려 하고 있는 것이다. 예전의 브랜드란 일반적인 상품명이라는 사전적 의미에서 지금은 브랜드 자체로서의 심리적 만족감과 신뢰성을 제공해주는 브랜드자신의 의미를 부여받게 된 것이다. 이에 본 논문에서는 21세기 소비시장의 변화와 트렌드변화를 예측하고 아울러 파워브랜드의 전략에 대한 연구를 병행하여 21세기 소비시장의 트렌드를 전망하며 또한 파워브랜드의 창조전략도 함께 추구해 보고 자한다.

• 한국유통학회지:유통연구
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• 제17권2호
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• pp.1-28
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• 2012

본 연구는 Sheth and Parvatiyar(1995)가 제시한 관계형 시장 행동의 가정과 정의에 대한 Bagozzi(1995), Peterson(1995)의 논평에 기초해 관계 마케팅 방식으로서 로열티 프로그램이 고객 참여와 소비자-브랜드 관계에 기초한 관계형 시장 행동에 미치는 영향을 실증해 보았다. 다음과 같이 연구 결과와 시사점을 정리한다. 첫째, 로열티 프로그램의 관계적 성과를 검증한 결과, 로열티 프로그램이 고객의 참여, 소비자-브랜드 관계, 관계형 시장 행동에 미치는 긍정적 효과를 실증하였다. 선행 연구에서의 주장과 일치하는 이러한 결과는 소비자와 기업이 마케팅 관계에 참여하려는 의지와 능력은 더 높은 마케팅 생산성을 낳는다는 Sheth and Parvatiyar(1995)의 제안 명제를 확인시켜 주고 있다. 둘째, 소비자-브랜드 관계의 매개효과 그리고 소비자-브랜드 관계의 구성 변수와 관계형 시장 행동의 구성 변수간 영향을 미치는 개별적인 인과 관계에 대해 일관된 결과를 보이지 않고 있다는 주장(Palmatier, Dant, Grewal and Evans, 2006)에 따라 다중 회귀분석으로 추가 분석을 실시한 결과, 소비자-브랜드 관계의 질적 특성을 이루는 여섯 개 항목들이 개별적으로 관계형 시장 행동에 영향을 미치는 회귀 모델의 설명력이 더 높다는 Breivik and Thorbjornsen(2008)의 연구결과를 지지하는 결과를 얻었다. 셋째, 고객의 참여를 활성화시킬 때 소비자-브랜드 관계 및 관계형 시장 행동이라는 관계 성과가 나타난다는 시사점을 제시하였다. 이는 관계 마케팅 활동과 고객 참여를 증가시키려는 노력이 소비자와의 관계 유지와 성과에 중요하다는 선행 연구의 주장 (Bitner, 1995, Fournier, 1994 ; Sheth and Parvatiyar, 1995)에서 뒷받침된다.

• 한국생활과학회지
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• 제24권4호
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• pp.587-601
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• 2015

The purposes of this study were to segment outdoor wear market based on consumer knowledge and consumer demand for function/design development, and to examine the differences of demographic characteristics and purchase behavior among the segmented markets. Data were collected using a questionnaire survey. Respondents were adults aged over 20 and who have experiences of purchasing outdoor wear. The survey was made up of the questions on consumer knowledge to outdoor wear, consumer demand for product development, purchase behavior, and demographic characteristics. Frequency analysis, descriptive analysis and chi-squared test were used to conduct the data analysis on 454 questionnaires. The results of this study were as follows. It showed that the consumer knowledge was a little high and the consumer demands for function/design development were high. Six segmented markets based on consumer knowledge and consumer demand for function development were significantly different in terms of gender, income, purchase frequency and total item holdings. Also, six segmented markets based on consumer knowledge and consumer demand for design development were significantly different in terms of age, income, purchase frequency, purchase objective, purchase place and total item holdings. Compared to the segmented markets based on the consumer demands for product development, the gender was the key of the marketing strategies for the segmented markets by the consumer demand for function development while the age was the one in the markets by the consumer demand for design development. After considering all the results, the characteristics of the segmented markets were made out and the marketing strategies were established.

• International Journal of Costume and Fashion
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• 제10권1호
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• pp.81-91
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• 2010

The purpose of this study was to investigate differences in purchase behaviors for school uniforms among adolescent consumer groups which were segmented by the type of retailer they patronized. An online survey was carried out and 907 data sets were analyzed using SPSS. The results support that classifying adolescent consumers according to what type of retailers they patronize lead to a proper understanding of the segmentation of the school uniform market. The adolescent consumers consisted of five groups categorized by the retailer types. These types included special stores, department stores, discount stores, small custom-made stores and stores designated by schools. The results also indicated that consumer groups segmented by retailer patronage differ significantly in their use of multimedia information sources. Five consumer groups showed significant differences in two purchase evaluative criteria: utilities and promotions.

• 한국의류학회지
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• 제16권4호
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• pp.471-484
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• 1992

The purpose of this study was 1) to find out Market segmentation possibilities according to consumer's store selection factors by analysis of Consumer's attitude and oriteria of apparel store selection, 2) to provide marketing strategies of segment marker for apparel stores Research problems were as follows. 1) To find out the important factors of consumer's store selection and to segment markets according to their factors. 2) To find out consumer characteristics (demographic variables, clothing life factors, cloth-ing purchase behaviors) according to segment markets. 3) To find out preference store types and preference factors according to segment markets. 4) To provide marketing mix strategy for retail apparel store sales. The subjects selected for the final analysis were 586 female college students, housewives, and workers living in Seoul. A questionnaire was developed in order to measure consumer's selection criteria of apparel store, consumer characteristics and preferred store types and preferential factors. The results of this study were as follows: 1. There were 8 factors of consumer's store selection such that: the high quality, convenience, store atmosphere, economy, dependency commercials, store patronage, the conformity, product assortment. the result of cluster analysis based on these 8 factors of store selection verified that market was able to be segmented as four different market, which were the store loyalty group, the aligned economical group, the assortment pursuing group, the store fame dependent group. 2. There were significant differences among four groups, for 4 variables related to consumer's characteristics such as demographic characteristics (sex, age, job, level of education, the living quarters, marrige or unmarrige), clothing life factors, clothing evaluating criteria, and favorite fashion information sources. 3. There were significant differences among four groups for 2 variable related to store preference such as preference types of store and preference factors of store.

• Asia Marketing Journal
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• 제21권3호
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• pp.47-64
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• 2019

We analyze and study competition in differentiated product market using public data source. Understanding competitive market structure is critical for firms to assess how their products compete against other firms in a given market. In this paper, we estimate consumer demand, extend clout and vulnerability framework, and study competition among multi-product manufacturers in differentiated product market. For our empirical analysis, we adopt choice-based aggregate demand model and estimate consumer demand while accounting for unobserved product characteristics. Once we estimate consumer demand, we compute full price elasticity matrix and investigate intra- and inter- manufacturer substitutions among consumers. This research offers a framework for marketers to analyze and understand market structures, leading them to informed decisions.

• 대한전기학회논문지:전력기술부문A
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• 제55권5호
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• pp.214-219
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• 2006

Oligopoly differs from perfect competition and monopoly in that a firm must consider rival firms' behavior to determine its own best policy. This interrelationship among firms is the issue examined in this paper. In the oligopoly market, the complete information market means that each producer has full information about itself, the market, and its rivals. That is, each producer knows the market demand function, its own cost function and the cost functions of rivals. On the other hand, the incomplete information market means that in general each producer lacks full information about the market or its rivals. Here, we assume that each firm doesn't know the cost functions and the strategic biddings of its rivals. The main purpose of this paper is to analyze firm' strategic behaviors and equilibrium in an electricity market with incomplete information. In the case study, the complete information market and the incomplete market are compared at the Nash Equilibrium from the viewpoints of market price, transaction quantities, consumer benefits, and Social Welfare.

• 패션비즈니스
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• 제14권5호
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• pp.49-65
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• 2010

The purpose of this paper is to derive the categories of negative e-WOM (electronic word of mouth) via consumer review. Disclosing the details of negative e-WOM based consumer reviews has never been done before. For this reason, a content analysis was adopted to provide knowledge and understanding of the phenomenon. This paper analyzes the content of 630 consumer reviews posted on the open market internet site, www.auction.co.kr. The analysis was conducted from October 20th, 2008 to March 10th, 2009. The results indicated that the negative e-WOM based consumer reviews can be divided into two categories: the cognitive evaluation and the expression of consumer's emotion. The category of cognitive evaluation is consisted of negative e-WOM of product, negative e-WOM of service, and warning about the risk of purchasing products. The category of expressing consumers' emotion are composed of venting customers' dissatisfaction and passive response of dissatisfaction. Investigating the details of negative e-WOM has a number of implications. Most importantly, the results revealed multidimensional structure of negative e-WOM. This understanding of negative e-WOM communication allows marketers to improve products and services that better meet customers' current and future needs.