• 복식문화연구
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• 제22권1호
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• pp.42-54
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• 2014

This research used an experimental design in an effort to assess the influence of brand gender and salespeople on the attitudes toward brands according to the males' gender identity traits. The study used a three-way split-plot experimental design, and data were analyzed by t-tests, and ANOVA. The subject of this research was men in their 20s and 30s, and a total of 178 people were selected through convenience- sampling. The findings are as follows: first, masculine male consumers preferred masculinity fashion brands; however, androgynous consumers preferred brands that reflect androgyny. Second, there were no differences in brand attitude according to the gender of the salesperson for the masculinity group, but the androgynous group estimated the brands as better when the salesperson was female. Third, there were no differences in the brand attitudes among consumers according to gender of the salesperson for the Galaxy; however, for Solid Homme, brand preference was stronger when the salesperson was a woman. Fourth, the influence of brand gender and salesperson gender on brand attitudes differed according to the gender of the consumer. Therefore, apparel companies must clearly understand the characteristics of consumer gender identity and execute proper marketing strategies in order to induce stronger positive attitudes toward their brands. Moreover, apparel companies should perceive that brand gender and the gender of the salesperson can consequently encourage brand preferences.

• 마케팅과학연구
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• 제15권2호
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• pp.183-201
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• 2005

최저가격보상제도는 자사에서 구입한 상품과 동일한 혹은 유사한 상품이 다른 곳에서 더 싸게 필리고 있다는 사실을 고객이 입증하면 그 상품을 구입한 고객에게 차액이상을 환불해 주는 가격정책이다. 대부분의 국내 주요 대형할인점은 최저가를 내세우면서 최저가격보상제도를 도입하고 있어 그 영향은 국내 유통산업에 전체에 확산되고 있으나 제도에 대한 국내 연구는 전무한 상황이다. 본 연구는 한국적 유통환경에서 독특하게 발전된 최저가격보상제도의 도입 효과에 대한 실증적 연구이다. 최저가격보상제도 도입 여부는 가설과 같이 직접적으로 점포 선호도에 영향을 줄 뿐만 아니라 선호도에 영향을 주는 '점포의 전반적인 가격수준' 그리고 '거주지부터 점포까지의 거리' 등의 변수들과 함께 상호작용의 효과를 미치는 것으로 확인되었다. 즉 소비자가 해당 점포의 가격수준이 통상적으로 기대할 수 있는 가격 수준보다 높은 경우와 매장의 위치가 통상적인 경우보다 먼 경우에는 점포 선호도에 미치는 최저가격보장제도의 도입 효과는 하락하는 것으로 나타났다, 과거 연구가 브랜드 단위의 가격정책에 주로 관심을 가지고 진행된 반면에 본 연구는 매장 단위의 가격정책인 최저가격보상제도의 효과를 파악하였다는 점, 그리고 컨조인트(conjoint) 실험설계를 활용하여 결과의 신뢰성을 확보했다는 점이 연구의 주요특징이다.

• 간호행정학회지
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• 제2권1호
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• pp.141-150
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• 1996

As the medical markets have gradually changed from suppliers' markets to consumers' ones, the demands for consumer-centered strategies of hospital management and marketing, improved medical services, etc., have been increasing. Under such circumstances, this study was aimed at evaluating the marketing policies of our hospitals centering around the internal, cxternal and mutual marketing for consumers, and thereby presenting more influential strategies for hospitals. For this purpose, the employees and patients of a third stage general hospital in Seoul were surveyed by means of a questionnaire. All in all, 285 patients and 284 employees answered the questionnaire. The results of the survey can be summarized as follows : First, patients come to a hospital directly, according to rumors or being introduced by its employee. Second, the important factors determining patients' choice of a hospital are facility, medical staff, traffic and employee. Other factors are patient's age, living area, distance between patient's house and hospital, etc. Third, patients' perception of a hospital affects their choice of the hospital. Fourth, employees and patients perceive differently the marketing strategies of the hospital. Fifth, well-planned marketing strategies may change some sources of inconveniences into those of conveniences. Based on the above findings, effective marketing strategies for gonoral hoopitale can be presented as followes. 1. The poblic relations of hospital should be established first with visiting patients and employees. 2. The marketing strategies should be-based on the factors determing patient's preferences for hospital. 3. The marketing strategies should be flcxiblc enough to complement the weak points of the hospital. 4. The marketing strategies should be directed towards the improved medical services as well as mutual actions between consumers and employccs. 5. The marketing strategies should take into consideration employees perception and thus induce their voluntary participation. All in all, the study may be limited in that its results cannot be easily generalizod due to its small size, patients' variublcs rather than qualitative medical services are primarily reviewed, and that it depended on a straight forward questlonnaire survey.

• 한국산학기술학회논문지
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• 제10권12호
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• pp.3910-3918
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• 2009

본 연구는 주부 253명을 대상으로 학력별, 생활지역별 및 연간소득별로 구분하여 국내 외산 돼지고기의 선호도와 구매행태를 조사한 결과로 국내산과 외국산 선호점수는 5점 중 각각 평균 $4.07{\pm}0.81$점과 $2.21{\pm}0.96$점이었다. 소비자가 돼지고기 중 가장 선호하는 부위는 삼겹살이었고 (56.4%), 구매장소는 대형유통점에서 주로 구입하고 있었으며 (45.4%), 구매처를 선택할 때는 품질신뢰도를 중요시하였다(40.2%). 소비자는 1회 포장 적정단위로 600 g을 선호하였고 (54.6%), 돼지도체등급제의 인지도는 $2.97{\pm}0.88$점, 그리고 브랜드 돼지고기의 신뢰도는 $3.47{\pm}0.60$점으로 나타나 다양한 선호도와 구매행태를 보였다.

• 한국경영과학회지
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• 제34권1호
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• pp.1-10
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• 2009

Consumers earn a number of points for every purchase and then they can exchange a specified number of points for a desired reward in a typical loyalty program. The immediate payoff of their effort given as points is not the real reward they actually care about. It is merely an instrument (or medium) which has no value in itself. In a real world, consumers frequently choose the option with a bigger medium even though the economic value of the option is not changed by the medium. We call it 'medium effect.' In this study we explored if the size of medium affects consumers' preferences. For this we controlled the reward options with three types of medium (small, medium, big) and measured the magnitude of preference difference among the three types of reward options. In addition, we manipulated comparability of reward options with wine and gas discount coupon. We confirmed that choosing one of two wines was easier than that of the two gas coupons. 123 respondents were allocated into three experimental groups. In three experimental grounds, the ratios of the focused reward option's medium to the compared reward option's medium were different. For example, the focused reward option has 10 million points whereas the compared reward option has 10 million points for 1 million won purchase amount in the first group. Then each respondent was asked to choose one of two loyalty programs (focused program vs. compared program) in two different conditions (comparability between reward options. easiness vs. difficulty). To compare the medium effects among the experiment conditions we used chi-squares tests. The empirical results show consumer preference increases and then decreases as reward mile-ages/points given according to purchase amount increase. Additionally, they let us know that comparability of alter natives affects change of consumer preference by reward mileages/points.

• 유통과학연구
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• 제15권4호
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• pp.69-78
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• 2017

Purpose - The study was AI as exploratory study on artificial intelligence (AI) shopping information services, to explore the possibility of a new business of the distribution industry. For research, we compare to IBM of consumer awareness surveys an AI shopping information service for retailing channel and target goods group. Finally, we present to service scenario for distribution service using AI. Research design, data, and methodology - First, to identify possible the success of the information service shopping using AI, AI technology for the consumer is very important for the acceptance of judgement. Therefore, we explored the possibility of AI information service for business as a shopping. The experimental data were used to interpret the meaning of the relevant literature and the IBM Institute of Business Value (IBV) Report 2015. This research is based on the use of a technical acceptance model (TAM) to determine whether the consumer would adopt the 'AI shopping information service' technology. Step 1 of the process assumes that the consumer adopts AI technology. In step 2, consumers find their preference channels and goods targeted at them as per their preferences. Finally Step 3, we present scenario for 'AI shopping information service' based on the results of Step 1 and 2. Results - Consumers have expressed their high interests in the new shopping information services, especially the on/off line distribution channels can use shopping information to increase the efficiency in provision of goods. Digital channel (such as SNS, online shopping etc.) is especially high value goods such as cars, furniture, and home appliances by displaying it to an appropriate product group. Conclusions - The study reveals the potential for the use of new business models such as 'AI shopping information service' by the distribution industry. We present seven scenario related AI application refer from IBM suggestion, and the findings would enable the distribution industry to approach target consumers with their products, especially high value goods. 'Shopping advisor' is considered to the most effective. In order to apply to the other field of the distribution industry business, which utilizes AI technology, it should be accompanied by additional empirical data analysis should be undertaken.

• 한국의상디자인학회지
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• 제9권1호
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• pp.189-201
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• 2007

Contemporary young people reveal their own personal values through the fashion that creates visual looks. Since 2000s began, young generations who are self-centered, value their own personality and constantly seek for changes form the main axis of fashion. In particular, the lower half of the body that has begun to be exposed outward has become the region that they want to expose as more ideal region than the upper half of the body. Further, young generations always have interest in fashion, and female college students in their early 20s are regarded as the group that values the aspects of pleasure that involve clothes and tends to seek sensibility when purchasing clothes. With this background, this study aims to examine how the styles that apply to modern fashion and recent vogues are evaluated with a focus on skinny jean from jean pants styles preferred by female college students. Materials regarding theoretical background and photos were collected from fashion related magazines at home and abroad and from the Internet websites. Questionnaires were surveyed for 160 female college students aged 20 or 25 who live in Seoul, and the results show as follows: Many female college students enjoy skinny jean and follow the fashion. However there are consumers who cling to their own styles even in the fashion of skinny jen. Ironically, some consumers wear it although they consider it as an item that does not fit Koreans: they tend to consider perspectives from others rather than their own preferences. For example, they wear it in order to show it to their boy friends or because they want themselves to look slim. In addition consumers seem to use Dongdaemun Shopping Mall or Internet shopping malls that provide various and low-priced items rather than to use high-priced famous products. It is considered that this result is shown as above because the scope of the study was restricted to female college students in their 20s. Accordingly, it is suggested that further studies should extend their subjects to wider range of ages.

• 한국콘텐츠학회논문지
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• 제11권8호
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• pp.68-76
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• 2011

최근 소비자의 화질에 대한 높은 관심으로 관련 시장 경쟁력이 가열되었으며, 이에 따라 제조사는 고객만족을 위한 제품을 개발하는 방향으로 진보하고 있다. 그러나 제품의 객관적 성능 향상이 실제 소비자가 인지하는 화질의 선호도에 항상 긍정적인 영향을 미친다고 단정하기 어렵다. 또한 선행연구를 통해 객관적 성능 평가 방법과 주관적 화질 평가 결과 간의 상관관계를 찾기 어려웠다. 그러므로 객관적 화질 재현 성능이 이미지 선호도에 미치는 영향을 파악하여 감상자가 선호하는 화질에 대해 분석할 필요가 있다. 따라서 본 논문에서는 객관적 화질 평가 요소들을 측정하고 이러한 수치들이 이미지 선호도와 어떠한 관계를 갖고 있는지 분석하고자 하였다. 이와 같은 연구를 위해 ISO에서 규정하고 있는 화질 평가 방법을 사용하여 이미지의 선호도를 측정하였으며 이러한 결과가 객관적 화질 평가 요소들과 어떠한 상관관계를 갖고 있는지 통계적으로 분석하였다. 이와 같은 결과는 화질을 향상시키는 요소를 분석할 수 있으며 단순한 고화질 추구를 위한 성능 개발뿐만 아니라 감상자가 선호하는 화질을 파악하여 개발에 도움이 될 수 있는 실질적인 연구로 기대된다.

• 조형예술학연구
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• 제8권
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• pp.185-210
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• 2005

Closely connecting Well-Being culture with our traditional eating culture. we can predict next generation Kimchi refrigerator trend with this research. In the highly developing industrial society, design has been playing the central role in the managerial strategy of a company and has been one of the central agendas in determining the economical competence of a country, and has also been regarded as a means to acquire sustainable superior competence. Thus, these trends suggest that the aesthetic value of product has become more important than its technological function. In this study we reviewed theoretically esthetic factors influencing the preference and the evaluation of a product and made a list of eight esthetic factors based on various referential studies which include simplicity, balance, unity, rhythm, style, novelty, typicality, and proportion. Also on the point of view of design, it is necessary to find out definitely the consumer preference frame the relationship among design preference design image design attribute. Will give you guidelines on which designers can select and design some more objective and reliable design factors, finding out the relation of cause and effect by which they can know what kind of product designs their consumers like and how the popular image which that product offer is composed of. We investigated the esthetic factors affecting consumers preferences and the basis for evaluating a product. Aimed at providing materials for developing product design by presenting an ,esthetic guideline product design by presenting an esthetic guideline and to put these materials to practical use. Investigated other considered elements classified by manufactures and importance of esthetic factors and its influence on consumer tastes . All of these result, It could not conclude all of the adjective design image and design factors of every consumer, but through consumer reaction framework consumer are response and prefer the products which design image have. and then understand prefered design image are influenced to design factor's and could be apply to new design development.

• 디지털융복합연구
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• 제11권3호
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• pp.353-361
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• 2013

본 연구에서는 계층분석을 활용하여 콘텐츠 특성요인측면에서 스마트기기 게임 앱 구매결정요인들을 추출하고, 소비자들이 선호하는 게임 장르의 우선순위를 도출하였다. 연구조사는 스마트 게임산업에 종사하는 전문가들에 의해서 수행되었으며, 연구결과는 다음과 같다. 스마트기기 게임 앱 구매결정요인은 스토리(0.217), 명성(0.171), 그래픽(0.134), 조작성(0.111), 정보(0.093), 난이도(0.085), 실행속도(0.068), 캐릭터(0.053), 가격(0.042), 장르(0.028) 순으로 우선순위를 도출하였다. 그리고 선호하는 게임장르의 우선순위는, RPG, 타이쿤, 액션, 시뮬레이션, 스포츠/레저, 퀴즈/퍼즐/보드, 기타, 겜블 순으로 나타났다. 본 연구조사결과, 스마트기기 성능의 발달로 스마트 기기에서도 그저 단순한 퍼즐, 보드 같은 게임뿐만 아니라 복잡하고 정교하고 난이도 있는 RPG나 타이쿤 게임도 충분히 즐길 수 있음을 보여주고 있다.