• 유통과학연구
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• 제21권1호
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• pp.119-128
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• 2023

Purpose: Due to COVID-19, the rapidly changing untact culture from offline to online has spread rapidly, increasing the utilization of omni-channel. However, among the studies on consumers in the online market, there are not many studies that analyze Shopping Values and attitudes toward omnichannel Acceptance. Research design, data, and methodology: This study investigated through empirical analysis how Shopping Values and innovation propensity of consumers using omni channels affect omni channel Acceptance attitudes. The analysis results based on a total of 268 questionnaires using SPSS v.23 and AMOS v.23 statistical programs are as follows. Results: First, it was found that the perceived Value of omnichannel use had a positive effect on the innovation tendency, and the pleasure Value had a greater effect than the actual Value. Second, it was found that the practical and hedonic Value of the omnichannel had a positive effect on the attitude of service Acceptance. Third, it was found that Omni Channel's consumer innovation tendency had a positive effect on service Acceptance attitude. Conclusion: This study proved that Shopping Value perception and individual innovation propensity for omnichannel services have a positive effect on Acceptance attitude, and it is of academic significance in that it expanded understanding of what factors are needed to increase Acceptance attitude of Omni Channel services.

• 디지털융복합연구
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• 제12권10호
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• pp.211-222
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• 2014

본 연구는 모바일 SNS 지속사용의도에 영향을 미치는 요인에 대해 살펴보았다. 또한 소비자의 지각된 가치가 지속사용의도에 미치는 매개역할을 검증함으로써 지각된 가치의 역할에 대해 알아보았다. 모바일 SNS 지속사용의도에 주요 영향을 미치는 요인으로 사회적 영향, 지각된 유용성, 지각된 개인사생활 우려, 지각된 사용노력을 제시하고 이러한 요인들이 지각된 가치에 영향을 미치고 궁극적으로 지속적인 SNS 사용의도에 영향을 미침을 검증하였다. PLS분석 결과 지각된 혜택으로 여겨지는 모바일 SNS의 지각된 유용성과 사회적 영향, 그리고 지각된 개인사생활 우려, 이용에 대한 노력 및 수고를 의미하는 지각된 비용의 네 가지 선행 변수들이 지각된 가치를 통해 SNS지속사용 의도에 유의적인 영향을 미치는 것으로 나타났다. 따라서 본 연구는 기존 연구들에서 간과되었던 소비자의 지각된 가치를 중심으로 하여 소비자의 인지적 측면에 중점을 두고 소비자 입장에서의 신기술에 대한 지속적 이용의도에 영향을 미치는 변수들을 탐색적으로 제시함으로써 기업의 관리자들에게 유용한 시사점을 제시한다는 측면에서 시사점을 지닌다.

• 한국포장학회지
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• 제27권2호
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• pp.71-84
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• 2021

The purpose of this study is to establish a new management strategy to meet customer needs of discount stores as customers demand higher and more diverse services in addition to low prices. An empirical analysis on consumers to explore the structural relationships between the quality, environmentally friendliness, consumer perception, service value, and emotional response of retail ready packaging (RRP) in discount stores in order to find out how they affect customer satisfaction and repurchase intention. First, it was confirmed that the RRP quality of discount stores that affects customer satisfaction is mediated by the emotional response. Second, it was found that RRP in discount stores should continue to devise strategies to improve service quality along with efforts to provide more benefits perceived by customers to increase customer satisfaction and repurchase intention. Third, it was confirmed that the RRP image of discount stores has a positive (+) effect on service value, emotional response, customer satisfaction, and repurchase intention.

• 경영과정보연구
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• 제34권1호
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• pp.143-162
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• 2015

본 연구는 공정무역제품에 대한 소비자의 인식에 영향을 주는 요소들 간 구조적관계를 실증분석을 통하여 규명하고자 하였다. 공정무역제품에 대한 소비자의 반응과 관련된 대부분의 이전 연구들은 특정 상황에 국한되어 탐색적으로 살펴보고 있다는 특징이 있다. 구체적으로 본 연구는 문헌고찰을 통하여 공정무역제품에 대한 소비자의 인식과 관련된 핵심 요소로서 적합성, 신뢰성, 소비가치, 태도, 구매의도를 제시하고, 영향관계를 살펴보고자 하였다. 실증분석을 통하여 대부분의 가설들이 채택이 되었지만, 신뢰성과 구매의도간의 관계(가설 5)는 통계적으로 유의한 영향관계가 없는 것으로 나타났다. 본 연구의 결과는 공정무역제품의 소비자 인식에 대한 종합적인 이해와 함께 공정무역제품을 판매하는 기업의 마케팅 전략의 수립에도 중요한 시사점을 제공할 것으로 기대된다.

• Asia Marketing Journal
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• 제16권1호
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• pp.149-168
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• 2014

This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate the negative impact of perceived risk. The Findings show that customers who perceive SNSs to be risky are more likely to have a negative attitude toward SNSs. However, the negative impact of perceived risk on their attitude toward SNSs is alleviated in customers with high hedonic value. Similarly, the negative impact of perceived risk on their attitude toward SNS is weaker with customers in interdependent self-construal. This paper presents effective segmentation variables, such as consumer's motivation (hedonic value) and psychological variable (self-construal), which mitigate the risk perception of customers. Therefore, it provides practical guidelines for the marketing managers in terms of who to target and what kind of strategies to implement in terms of these segmentation variables to approach consumers more efficiently.

• 디지털콘텐츠학회 논문지
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• 제18권6호
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• pp.1109-1118
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• 2017

전 세계에서 핀테크 열풍이 불고 있는 가운데 그 중심에는 항상 모바일 결제가 있는 만큼 중국, 인도, 영국, 브라질을 대표로하는 나라들이 현재 온 오프라인 모바일 결제 서비스의 활성화와 보급화에 힘을 싣고 글로벌 모바일 결제 시장에서 경쟁우위를 선점하고 있는 상황이다. 하지만 IT 강국을 자부하던 한국은 글로벌 모바일 결제 시장에서 그 경쟁력이 10위권 밖으로 밀려나 호주, 멕시코, 독일보다도 못한 수준이다. 따라서 본 연구에서는 국내 오프라인 모바일 결제 서비스를 이용하고 있는 일반 소비자들이 해당 서비스에 대한 구전의도를 측정하고자 실증적 연구를 진행하였다. 또한 모바일 결제 서비스 분야에서 세계 최대 강국인 중국과의 비교분석을 통해 두 나라 소비자 간 인식의 차이를 분석하였다.

• 복식
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• 제66권7호
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• pp.192-208
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• 2016

Due to the paradigm shift in fashion industry, its contribution to social activities and social enterprises' practice of ethical fashion has been on the rise lately. The surveillance and regulations of international community have increased in light of the betterment of working conditions and protection of the rights, and corporate social responsibility has been emphasized through consumers' interest in ethical consumption. In this regard, the fashion social enterprises' responsible and ethical management can both boost the trust in business and value-added. The study aims to propose feasible methods by exploring ways to induce support from central and local governments, which will lead to the activation of future fashion social enterprises and paradigms shift of consumers's perception and value. The sustainability of social enterprises requires management line or policies that consider social, environmental, economic, and political aspects of virtuous cycle, differentiated internally or externally. Fashion social enterprises also need ethic management and social responsibility management that are distinctive from general fashion enterprises. Thus, they will not be sustainable or differentiated unless entrepreneurial faith and role is not clear. Education and continuous promotion including upcycling are critical to build consumer base as they can make consumers spend ethically and recognize social enterprises. In addition, social education and public relations need to take place in order to internalize consumer pattern. The goal of sustainable corporate social activity is to change the awareness and become social investment that returns some profits to the society as members in line with reviewing corporate image. This can lead to establishing the foundation of securing a big comsumer market and winning the trust of the consumer's through corporate social responsibility and investment.

• 마케팅과학연구
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• 제18권4호
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• pp.245-276
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• 2008

본 연구는 상표자산의 구성요소에 대한 선행요인을 분석하고 이를 토대로 하여 상표자산 구성요소와 상표자산 영향요인간의 관계 그리고 상표자산 구성요소와 구매의도간의 관계를 규명하고 한국과 영국을 중심으로 비교하여 상표자산관리 방안을 도출해보고자 하였다. 연구결과, 정보탐색은 제품지식에 정(+)의 영향을 미치며, 상표태도와 상표지식은 상표 충성도와 상표 가치에 정(+)의 영향을 미치는 것으로 나타났다. 그리고 상표충성도와 상표가치는 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 정보원천의 경우, 한국에서는 제품지식에 정(+)의 영향을 미치고 있는 반면, 영국에서는 영향을 미치지 않는 것으로 나타났다.

• 패션비즈니스
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• 제22권6호
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• pp.25-38
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• 2018

Recently, issues on the environment, which have become key bottlenecks relative to sustainable economic development, have generated common concern. However, relatively scant research has been devoted to consideration of relations between consumers' environmental concern, green fashion advertisement value, and green consumption. In this study, using structural equation modeling (SEM), effects of environmental concern, perceived green fashion advertisement value, and attitude towards green fashion advertisements, on ecological purchases and their interrelationships are investigated. A model is constructed to link aforementioned constructs. Data, was collected through a questionnaire-based online survey (www.sojump.com) of 260 Korean consumers and 260 Chinese consumers. Findings suggest that environmental concern can improve their perception of green advertisement value. One of the findings showed strong positive relationship among green advertisement value, positive attitude, and purchase intention towards green fashion advertisement, while environmental concern negatively influenced their attitude towards green fashion advertisements. It suggests that if companies adopt green advertising strategies, environmentally-conscious consumers are willing to pay more, to purchase green fashion goods in to satisfy their needs. We should put more effort in educating consumers about environmental issues, to raise the level of environmental awareness and satisfy their concerns relative to green fashion goods. Conversely, there is significant positive relationship with the moderating effect of consumers' nationality in all paths, so results above would make significant contributions to green literature, and would also contribute to advertisement strategy implications as well. Especially fashion marketers, an use accurate and fair environmental claims in their advertisements to increase sale and profits.

• 대한지역사회영양학회지
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• 제15권1호
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• pp.83-93
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• 2010

The purpose of this study is to investigate consumer perception and importance of food tourism properties and performance of the properties in Sangju province of Gyeongsangbuk-do. The study has found that persons who have food tourism experiences (75 persons, 50.7%) had slightly more than not experience persons (72 persons, 48.6%). Additionally, most of the respondents were usually satisfied with the local foods. Also, it was found that food tourism had been taken 1-2 times per 6 months (48 persons, 64.0%) on average, and 135 persons (91.2%) had intention of experiencing food tourism. According to the result of Importance-Performance Analysis (IPA) on consumers' food tourism properties, high importance was on 'There are attractive landscapes.' ($4.52\;{\pm}\;0.56$), 'Accommodations with reasonable price.' ($4.18\;{\pm}\;0.80$), and 'The food of the area is famous.' ($4.15\;{\pm}\;0.73$); and the properties such as 'There are local specialty shops or markets selling local produce.' ($3.03\;{\pm}\;0.83$), 'The climate is temperate.' ($3.03\;{\pm}\;0.87$), and 'There are attractive landscapes.' ($3.02\;{\pm}\;0.98$) showed average performance. A factor analysis about consumers' importances to the food tourism properties shows that the factors were divided into four kinds and each of the factors were named as 'convenience-stable propensity', 'valued-oriented propensity', 'adventurous-aggressive propensity' and 'traditional-active propensity'. Variance ratios of each factor were 22.319%, 10.286%, 8.723% and 6.239%, respectively. According to the result of a reliability analysis, Cronbach's alpha value was 0.8621, implying that reliability of each item was very high. Therefore, it is considered that development of food tourism products and promotion strategies therefore should be designed based on the importance of food tourism properties hereafter.