• 산업융합연구
• /
• 제17권3호
• /
• pp.17-22
• /
• 2019

빅데이터의 가치가 중요하게 인식되면서 기존의 방대한 데이터들과 비정형 데이터들을 분석할 수 있는 JAVA 및 R 프로그램들이 개발되고 활용도가 높아짐에 따라 정부를 비롯한 공공기관, 민간기업 등에 실질적으로 도입 및 개선 할 수 있어 의사결정의 고도화가 가능하게 되었다. 본 연구에서는 소비자의 항공사 선호도에 따른 마케팅 전략을 수립하기 위해 뉴스 데이터를 클롤링하고 이를 텍스트 마이닝 기법을 통해 분석을 수행하였다. 본 연구는 과거 빅데이터에서 얻기 어려웠던 데이터들을 고도의 빅데이터 활용 프로그램 기법으로 소비자의 항공사 선호도를 분석하여 분석 결과에 따른 마케팅 전략을 수립하는데 의의가 있다.

• The Journal of Asian Finance, Economics and Business
• /
• 제8권3호
• /
• pp.1303-1314
• /
• 2021

The purpose of this study is to compare preferences of consumers between food items made from modified cassava flour and plain flour using sensory tests. This study is a qualitative research with an experimental approach and four food items, namely streamed brownies, cookies, fried mushrooms, and seasoning flour have been used for the study. Each of these food items are made from modified cassava flour and plain flour. Panelists wore blindfolds and tasted the food items except the seasoning flour. Based on the data analysis, the panelists have different preferences towards the four food items. The result of the paired Wilcoxon test showed that there is not any different preference in terms of taste of steamed brownies made from mocaf or plain flour, while there is a significant difference in terms of color, aroma, texture, and appearance between the steamed brownies made from mocaf and plain flour. Consumers decide to buy products made from mocaf because these products use local flour and are gluten-free. This article describes the customer's preference based on sensory analysis between products made from mocaf and ones made from plain flour. The result can be used as the basis for developing food items made from local flour and alternative food for customers allergic to gluten.

• 스마트미디어저널
• /
• 제9권4호
• /
• pp.73-80
• /
• 2020

With the advent of the Internet era, consumer lifestyles have been changed tremendously, and mobile payment has carried out an increasingly extensive coverage of the people's life trajectory. Taking the design of the mobile payment interface as an example, we use a conjoint analysis method to survey college students in Guangxi, where questionnaires are collected from 270 people in different groups according to gender. The method separates the attributes that affect consumer choice of mobile payment interface design and the utility value of the attribute level to analyze consumer needs and preferences, and then obtains consumers' potential evaluation criteria for mobile payment interface design. The results of the study show that the attributes that influence consumers' choice of mobile payment interface design are, in order of preference: page layout, identification convenience, verification, module distribution, entertainment, and information encryption. Consumer groups of different genders show differences in their preferences in the mobile payment interface design and Consumer needs reflect consumer psychology. Several findings are obtained on the consumers' preferences on the mobile payment interface design, which may be used to improve future design processes.

• Asia Marketing Journal
• /
• 제20권3호
• /
• pp.39-62
• /
• 2018

Despite the abundance of research on alcoholic-beverage consumption in the food and beverage marketing literature, research directly assessing and comparing consumers' psychological motives for drinking different types of alcoholic beverages is relatively limited. There is also a paucity of research comparing drink-type specific consumption motivations in an Asian market. Paying attention to some recent new changes in the alcoholic-beverages market of South Korea, this study investigated South Korean young adult female consumers' alcoholic-beverage type-specific drinking motives. A self-administered online survey of 340 young adult female drinkers about their alcohol-consumption patterns, alcoholic-drink preferences, involvement with alcohol, and four types of drinking motives (coping, social, conformity, and enhancement motives) revealed differences in: (1) the association between the consumer's alcohol involvement level, alcohol consumption frequency/amount, and preferences for alcoholic beverages across different types of alcoholic drinks; (2) the underlying psychological motives for drinking different types of alcoholic beverages; (3) the association between consumption contexts and alcoholic drink types; and (4) the consumption patterns and drinking motives across different consumer groups that are segmented in terms of their most preferred type of alcoholic beverages. These findings point to the importance of investigating drink-type-specific consumption motivations in alcoholic-beverage consumption research. Limitations and implications for future research are also discussed.

• 국제지역연구
• /
• 제13권2호
• /
• pp.475-504
• /
• 2009

본 연구는 한국의 소비자들과 수입명품과의 실증관계를 분석하는 것으로 소비자가 구매하려고 하는 수입명품에 대한 원산지 이미지, 브랜드 이미지, 객관적인 제품 특성, 주관적인 소비자 특성 등의 속성(Product Attributes)이 소비자 제품구매의도와 제품선호도에 왜, 어떻게, 얼마나 영향을 실증적으로 미치는가를 계량적으로 분석하는 데에 있다고 할 수 있다. 이를 위한 세부적인 연구방향 다음과 같다. 첫째, 원산지 이미지와 브랜드 이미지가 수입명품의 선호도에 미치는 각각의 영향을 파악한다. 둘째, 소비자가 수입명품을 선택할 때, 구매리스크가 다른 제품특성이 소비자의 제품선호도에 영향을 미치는 원산지효과의 차이를 분석한다. 셋째, 제품선호도에 영향을 미치는 원산지 이미지와 브랜드 이미지의 중요도를 상호 비교함으로써 제품특성이 다른 제품 간의 차이를 규명한다. 넷째, 한국소비자의 구매태도를 분석하여 상호 비교함으로써 연구결과의 보편성을 조사하고 입증하는데 초점을 맞춘다. 분석에 사용된 실증분석방법은 구조방정식모델링이며 통계프로그램으로 Lisrel 7.0을 활용하였다.

• 한국콘텐츠학회논문지
• /
• 제15권3호
• /
• pp.352-361
• /
• 2015

차(茶)는 오랜 음용의 역사를 갖은 음료로서 커피, 코코아와 함께 세계 3대 기호음료로 알려져 있으며 생활문화와 전통이 함께하여 다양한 콘텐츠의 애플리케이션이 개발되고 있다. 애플 앱스토어와 구글플레이에 등록된 차연관 앱은 1,000개 이상으로 파악되었다. 본 연구는 스마트폰 앱의 호감도가 높은 20대를 주 연구대상으로 차 소비자들이 선호하는 차연관 앱의 기능은 무엇이고 선호하는 앱의 기능에 따라 소비자들의 특성에 차이가 있는지를 찾아보았다. 차 소비자 169명을 대상으로 설문조사를 한 결과 선호하는 차연관 앱 기능과 소비자들의 연령, 차 섭취량은 유의한 차이를 보였다. 20대는 차 마시는 곳 찾기, 엔터테인먼트와 티타이머 기능을 더 선호하였으며 30대 이상의 소비자 층은 예절, 다례, 다기, 차에 관한 기록의 기능을 더 선호하는 것으로 나타났다. 섭취량이 많은 소비자 층은 다례와 예절에 더 높은 선호도를 보였다. 선호하는 앱 기능과 소비자들의 성별, 차 애호 기간은 유의한 차이가 없는 것으로 나타났다. 본 연구는 차연관 앱에 관한 소비자 특성에 관한 기초자료를 제공하여 차연관 앱 개발을 도모하고 전통음료를 배경으로 한 다양한 앱과 콘텐츠 개발과 발전에 기여하는데 뜻이 있다.

• 농업과학연구
• /
• 제44권4호
• /
• pp.620-635
• /
• 2017

This study was intended to identify the main factors responsible for the decline in purchase of imported agricultural and fish products after Japan's nuclear power plant accident in 2011 and to compare the effects on imported agricultural produce and imported fish products. Logit model and multiple regression model analyses were performed using consumers' survey data. Psychological and qualitative factors reflecting consumers' food safety awareness and purchasing preferences, which were extracted by Factor analysis, were included as the models' explanatory variables, along with socio-demographic and economic factors. The Logit estimation showed aged, married, and low-income households had significantly higher probability of reducing their purchases of imported agricultural and fish products. However, the multiple regression results pointed out that the actual rate of decrease of imported agricultural and fish products purchases were more significantly affected by non-socio demographic factors such as past experience of purchasing imported agricultural and fish products, future intention to purchasing Japanese agricultural and fish products, and the ratio of imported to domestic agricultural and fish products before the nuclear accident, as well as consumers' feeling of food insecurity and their purchasing preferences. Moreover, the results showed that Korean consumers have reacted more sensitively to the decline in imported fish products than imported agricultural produce after the nuclear accident based on the marginal effects of various socio-demographic and economic factors.

• 패션비즈니스
• /
• 제22권5호
• /
• pp.15-31
• /
• 2018

The purpose of this study was to classify male consumers and examine their clothing consumption values and the perceived importance of store attributes. Using Internet-based research service, survey data were collected from 651 male consumers aged between 20 and 40. The questionnaire included questions regarding respondents' preference of different store types, clothing consumption values, perceived importance of store attributes. According to the results, the respondents were categorized into 5 distinct groups based on their store type preferences: discount store preference group, multi-channel preference group, store indifferent group, brand store preference group, online store preference group. Multi-channel preference group was the largest among these groups. The five store type preference groups statistically varied in clothing consumption values, i.e., epistemic value, brand/conspicuous value, and economic value. The groups also differed in the importance they placed in the store attributes of: service and product quality, promotion, fashionability, salesperson and store environment, store atmosphere, convenience, and website image. The results of this study have direct implication for retail marketers of fashion companies who are targeting male consumers. Marketers can apply findings of this study in implementing retail strategies for different types of stores.

• 한국의류학회지
• /
• 제22권7호
• /
• pp.942-951
• /
• 1998

The purpose of this study was to categorize consumers into subdivided groups by fashion leadership, and to compare and analyze demographic variables, benefits sought of clothing and clothing style preferences between the subdivided groups by fashion leadership. The subjects were 303 female in their age of 30's and 40's living in Seoul and the Kyunggi province. For the analysis of the, mean, Pearson's correlation, $\chi$2-test, Factor Analysis, ANOVA, Duncan-test were conducted and the cronbach's $\alpha$ has been calculated to measure the reliability. The results are as follows; 1. Consumers are categorized into four groups, which are fashion dual leaders, fashion leaders, fashion followers, and the fashion laggards. Among the 4 sub-groups by fashion leadership, there were significant differences in demographic variables such as age, education level and occupation. 2. Among the 4 sub-groups by fashion leadership, there were significant differences in benefits sought according to factors such as brand, individuality, fashionability and activity. 3. Among the 4 sub-groups by fashion leadership, there were significant differences in clothing style preferences according to individual and sexy, simple and sophisticated style, elegant and formal style, slim style, modest and plain style.

• 복식
• /
• 제51권3호
• /
• pp.51-58
• /
• 2001

The purpose of this study was to investigate the effects of store image preferences on clothing impulse purchasing of male college students. The sample included 290 male college students, and an instrument was developed based on the previous studies. The statistical analyses used for this study were factor analysis and multiple regression. The result of factor analysis showed that store image preferences consisted of five factors : promotion, display, service, product, brand preferences. Clothing impulse purchasing consisted of product-driven impulse purchasing, situation-driven impulse purchasing, emotion-driven impulse purchasing. Multiple regression revealed that there were significant effects of store image preferences on dimensions of clothing impulse purchasing. For example, promotion preference factor had a positive impact on product-driven impulse purchasing and situation-driven impulse purchasing, but had a negative impact on emotion-driven impulse purchasing. The relative importance of store image preference factors were different according to different dimensions of clothing impulse purchasing.