• 복식문화연구
• /
• 제11권4호
• /
• pp.474-486
• /
• 2003

The purpose of this study is to investigate on the shopping orientation and the importance of store attributes of luxury brand consumer. A questionnaire survey was administered to 350 female consumers over twenties who live in Seoul metropolitan area and Kyung-ki area. 324 data were analyzed by factor analysis, chi-square, ANOV A, correlation, and t-test. The results were as follows. 1) As a result of factor analysis, five dimensions were identified for shopping orientation: pursuit of ostentation and fashion, pursuit of pleasure, pursuit of economy, pursuit of personality, and pursuit of store convenience. 2) According to the factor analysis, the importance of store attributes were categorized in three factors: product and store service-conscious, price-conscious, and buying convenience-conscious. 3) Regarding the relation between shopping orientation and importance of store attributes, significant differences were found. 4) There were significant differences in according to demographic variables in terms of shopping orientation and importance of store attributes and store patronage.

• 한국IT서비스학회지
• /
• 제15권1호
• /
• pp.19-37
• /
• 2016

Advance of the Internet environment is applied not only to information search but also to the area of consumption behavior. Current research analyzes online use behavior and online information search of consumers in terms of users' perception. With the result of the research, it is noticed that promotion focus brings broader variation of information use behavior, and utilitarian value has a beneficial impact on the online exploratory information search. In addition, it is revealed that the more exploratory the information search is, the wider the range of online shopping information search is. Finally, people who have utilitarian shopping value showed more exploratory behavior in online search, especially for the search of informational products, than those who have hedonic shopping value. Present research is believed to improve practical influence of consumers' personality on online use behavior when customers purchase search products online. As a result, it would contribute to consumer research and marketing held online.

• 한국조리학회지
• /
• 제19권2호
• /
• pp.130-148
• /
• 2013

국내 피자 시장은 성숙기에 있는 상태로, 시장 내 경쟁이 치열한 상황이다. 이에 쉽게 모방할 수 있는 제품이나 기술보다는 소비자의 감성을 자극하는 브랜드 개성이 기업의 이미지를 차별화 시킬 수 있는 적합한 수단으로 평가받고 있다. 본 연구는 Aaker JL(1997)의 브랜드 개성척도(BPS)를 바탕으로 피자 브랜드의 개성, 소비자-브랜드 관계의 질, 재구매 의도간의 구조적 관계를 파악하고자 하였다. 291개의 표본을 바탕으로 SPSS 16.0과 AMOS 5.0 을 사용하여 연구의 타당성과 이용성을 검토하고 가설을 검증하였다. 최종 모형의 적합도는 ${\chi}^2$=394.809(p<0.001), ${\chi}^2$/df=1.747, RMR=0.087, GFI=0.900, NFI=0.920, CFI=0.964, RMSEA=0.051 등으로 조사되었다. 연구 결과 브랜드 개성 중 진실함 (${\beta}$=0.220), 유능함 (${\beta}$=0.167), 세련됨 (${\beta}$=0.420)이 소비자-브랜드 관계의 질인 친밀함에 각각 정(+)의 영향을 미치는 것으로 나타났다. 진실함 (${\beta}$=0.269), 유능함 (${\beta}$=0.185), 세련됨 (${\beta}$=0.179), 강인함 (${\beta}$=0.114)이 소비자-브랜드 관계의 질인 브랜드 파트너 품질에 정(+)의 영향을 미치는 것으로 밝혀졌다. 또한 소비자-브랜드 관계의 질인 친밀함(${\beta}$=0.515)과 브랜드 파트너 품질(${\beta}$=0.155)은 재구매 의도에 정(+)의(p<0.001) 영향을 주는 것으로 검증하였다. 향후 실무적인 관점에서, 해당 기업은 마케팅에서의 경쟁 우위를 점하기 위해 본 연구의 피자 브랜드 개성에 대한 연구의 결과들을 이용할 수 있다.

• 디지털융복합연구
• /
• 제9권4호
• /
• pp.143-156
• /
• 2011

본 연구의 목적은 친환경농산물의 구체적인 마케팅연구 일환으로 친환경농산물의 품질인증마크가 주는 메시지 효과에 대해 다루고자 하며 또한 조절초점에 따른 설득지식의 활성화, 즉 조절초점 적합성이론을 친환경농산물의 품질인증마크(유기농산물 vs. 무농약농산물)에 적용시켜 봄으로서 친환경농산물의 품질인증마크에서도 소비자가치의 활성화 효과를 확인 해보았다. 연구결과, 친환경농산물의 품질인증마크(유기농산물 vs. 무농약농산물)는 서로 다른 조절초점을 가지고 있다는 것은 소비자들이 친환경농산물의 품질인증마크(유기농산물 vs. 무농약농산물)에 따라 얻고자하는 목표가 상이하다는 것을 보여준다. 또한 해석수준이론에 다른 적합한 설득커뮤니케이션 방법을 제시함으로서 개인의 성향적 맥락 하의 다양한 소비행동연구에 실무적 시사점을 제공해 줄 수 있을 것이라고 본다.

• Human Ecology Research
• /
• 제56권1호
• /
• pp.15-32
• /
• 2018

This study analyzes difference in consumers' and front-line workers' perceptions on 'consumer complaint behavior with hateful intentions' though the Co-orientation Model in three dimensions. In addition, we seek to contribute to reducing the conflict between consumers and front-line workers in the service contact point by finding factors that affect the difference in perception between two parties. This study findings and implications are as follows. First, Taking a look at the mutual orientation between consumers and front-line workers, mutual perceptions have been found to match in agreement but with a significant difference in perceived agreement (congruence), which indicates that the internal perceptions of both consumers and front-line workers do not match. The findings confirm that consumers and front-line workers have different perspectives on consumer complaint behavior with hateful intentions and therefore raise a need for efforts and institutional devices for improvement. Second, the study has found that consumers' economic responsibility as part of their social responsibilities and front-line workers' perceptions on consumers' civic responsibility affect the perception difference between these two groups and suggest a need for educating consumers about economic responsibility. Meanwhile, unlike consumers, front-line workers view consumers' complaint behavior with hateful intentions from an ethical point of view, raising a need for a transition of perspectives on complaint behavior with hateful intentions.

• 패션비즈니스
• /
• 제6권4호
• /
• pp.1-16
• /
• 2002

The purpose of this study is to investigate any differences in perception of fashion brand positioning between a manufacturer and a consumer. So this can provide theoretical suggestions for the development of brand positioning strategy for fashion brand. For this study, three brands, (MINE, TELEGRAPH, and MICHAA,) were selected by the criteria. The data were collected via a selfadministered questionnaire and analysed by the statistical method. The results of investigation were as follows: 1. The consumers had good attitudes in the order following: MINE, MICHAA, and TELEGRAPH in the factors1). In the case of purchasing the goods, the result of the research showed presented that the consumer had better attitudes than in the case of unpurchasing the goods. Contrary to our expectation, TELEGRAPH has the best attitude in personality, one of the factors. 2. In the image positioning map between the manufacturer and the consumer, the consumer had the same perception about the manufacturer. However, there is a gap on the degree of agreement for positioning map. In the case of purchasing the goods, the result of the research represents that the consumers are similar to the manufacturer in perception of the image positioning. 3. In the results of forming attitudes and recognizing brand by the consumer, there is a difference in brand positioning. The display and the shop appearance are very important means of attractions very to the consumers but salesmen‘s service or direct mail (DM) do not appeal to the consumer.

• 패션비즈니스
• /
• 제10권2호
• /
• pp.117-146
• /
• 2006

The brand equity is defined differently as each view of careers such as consumers, producers, distributors, however, the brand loyalty can be thought to be made from consumers, which means that it can be more reasonable to be looked into as part of consumer rather than financial affairs or account. The brand equity based on the customers' perception can be called the preference that it be made after the presence of brand. The value of the brand that consumers feel emotionally is as important as the value of the brand in the real market. It is possible to increase the brand loyalty in the future by the consumers' inclinable feeling to the brand. This inclinable feeling to the brand can be connected to the purchase, however, it shows that the importance of consumer's emotional attitude to the brand is less considered in the existing studies. This study showed that the brand awareness and the brand experience after using it, the identity as perceived quality, brand personality, consumption emotion, the brand image and how the consumer emotionally feel the brand, the brand loyalty for fashion brand. The purpose of this study was how to build the value of the fashion brand equity after investigating into those factors.

• 유통과학연구
• /
• 제14권12호
• /
• pp.107-118
• /
• 2016

Purpose - In today's markets, new technologies such as social network systems and user generated contents have provided consumers with access to unlimited amounts of information and an ability to communicate with other consumers in the world. Specially, the massive of the internet and the development of online communities and interactive platforms offer the potential to cocreate with a large number of consumers. Significant changes in marketplace suggest that simply being consumer oriented is not enough, so firms must learn from and collaborate with consumers to create values that meet their individual and dynamic needs. In these sense, emergent perspectives in marketing highlight new opportunities for co-opting consumers as a means to define and cocreate value through their engagement. Although the importance of consumer co-creation with firms, the current literature lacks the respond to two questions: (1) who are the most competent consumers for creating the values with firm? and (2) what are the stimulaters to help the consumers engage for co-creation? To this answer the question, this research investigate how to structure consumer motivations to encourage consumers to be more engaged for co-creation and what drives a consumer to get involved to respond to a call for co-creation. Research design, data, and methodology - To empirically test the hypotheses, a survey was conducted among consumers who had experienced the co-creation including upstream, downstream, autonomous, and sponsored co-creation with the firms. We collected a total of 343 responses. After we excluded 37 questionnaire because of incomplete responses, a total of 306 questionnaire remained. Working with a sample of 306 responses in Seoul and Kwangju, hierarchical moderated regression is employed to test research hypotheses. Results - The results indicated that consumer creativity and emergent nature are positively related to engagement in co-creation including upstream, downstream, autonomous, and sponsored co-creation. Also, the relationships between consumer creativity/emergent nature and engagement in co-creation were moderated by intrinsic motivation in case of upstream and downstream co-creation. Finally, interaction effects between consumer creativity/emergent nature and extrinsic motivation were not significant. Conclusions - These results suggest that marketing managers have to consider the consumer personality such as creativity and emergent nature and stimulate the intrinsic motivation of consumer to achieve the co-creation project successfully.

• 디지털융복합연구
• /
• 제11권10호
• /
• pp.313-320
• /
• 2013

본 연구에서 관광목적지의 브랜드자산과 자아일치성간에 유의한 관계와 브랜드자산이 애착과 행동의도에 영향관계를 파악하고자 했다. 첫째, 관광목적지의 브랜드자산은 관광객 자아일치성에 유의한 영향을 미칠 것이다. 의가설을 검증하기 위하여 다중회귀분석을 실시하였으며 브랜드자산은 자아일치성에 이미지와 충성도만이 유의한 관계를 나타내고 있었다. 둘째, 관광목적지의 자아일치성은 관광객 애착에 유의한 영향을 미칠 것이다. 가설을 검증하기 위하여 다중회귀분석을 실시하였으며 자아일치성은 애착에 대하여 유의한 관계를 나타내고 있었다. 셋째, 관광목적지의 애착은 관광객 행동의도에 유의한 영향을 미칠 것이다. 가설을 검증하기 위하여 다중회귀분석을 실시하였으며 애착은 행동의도에 대하여 유의한 관계를 나타내고 있었다.

• 한국의류학회지
• /
• 제33권6호
• /
• pp.841-852
• /
• 2009

본 논문의 목적은 자신의 의복 및 착용 경험 즉, 의복 선호, 개성 요인, 감성, 무드, 새로움, 자신 의복의 친숙성 및 사회적 상호작용의 분석을 통해 외모관리의 일반적인 상관관계를 조사하고 정량화하는 것이다. 무작위로 추출된 의복10 사이즈의 12명 여성표본을 사용하여 실험적, 정량적, 정성적 연구가 수행되었다. 개성 설문지는 연구에 앞서 간단히 완성되었다. 언제 어디서 의복을 착용한 지에 대한 기록을 위해 10일간의 “착용 일지”를 작성하도록 하였다. 의복을 갈아 입기 전에(일일 기준) 그리고 의복을 입고 있을 때나 갈아 입을 때(다이내믹 무드)의 감성과 무드를 측정하기 위해 두 가지 설문이 완성되었다. 정성적 정보가 기록되었으며, 이는 참여자들이 촬영한 사진에 대한 질문보다는 그들의 생각과 느낌을 포함하였다. 10일 동안 착용한 후 각 의복들에 대해 선호, 사회성 및 새로움에 대한 순위가 기록되었다. SPSS를 이용하여 상관관계를 확인하였으며, 선형 회귀 해석으로 선호 요인을 확인하였다. 주제 해석으로 자신의 의복을 착용했을 때 무드, 개성 및 사회성 요인의 관리에 관련된 9테마를 확인하였다. 그 결과로 감성, 무드, 개성 및 선호간에는 강한 관련성이 있고, 그리고 새로움과 다른 계층의 사회적 작용이 이러한 요인들에 얼마나 큰 영향을 미치는 지 확인되었다. 참가자들은 의복을 선택할 때 무드와 개성을 조화시키려는 경향이 있었으며, 반면 어떤 경우는 상호보완하려 하였다. 이 연구로 외모관리에 포함된 소비자 심리적 과정의 중요성을 인식하였으며, 나아가 제품의 관여, 구입 후 행동 및 판매원의 소매 전략에 대한 후속연구를 제안한다.