• 한국컴퓨터정보학회논문지
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• 제26권5호
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• pp.141-148
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• 2021

본 연구의 목적은 VR 기술을 토대로 하는 가상현실 소비 패턴의 상호작용 및 소비자의 구매 의도에 미치는 영향을 연구하고자 하는 것입니다. 본 연구의 3개 독립변수는 콘텐츠 상호 작용, 기능적 상호 작용, 서비스 상호 작용이고 2개의 매개 변수는 지각된 품질과 지각된 가치이며 이들과 소비자의 구매 의도 간의 관계를 분석하고자 한다. 연구 과정에서는 SPSS24.0 및 AMOS24.0 소프트웨어를 사용하였으며, 신뢰성과 타당성 분석, 그리고 구조 방정식 모델을 통해 가설 검증을 수행하였다. 연구 결과에 따르면 14개의 가설이 모두 성립되며 VR 기술의 지각된 가치가 소비자의 구매 의도에 긍정적인 영향을 미친다. 또한 분석을 통해 지각된 가치가 매개 효과가 있는 것으로 확인할 수 있다.

• Asia Marketing Journal
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• 제21권4호
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• pp.45-57
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• 2020

With the development of new technologies, virtual reality (VR) is emerging as a new consumer marketing platform. Yet, only a few studies have investigated VR in the consumption context. The current research explores how experiencing a product through VR influences consumer attitude and purchase intention for the product. Although assessing products in real life is believed to be more diagnostic than that through VR, the present research revealed that experiencing a product through VR could lead to a more positive attitude toward and higher purchase intention for the product. We also demonstrated that "enjoyment" has a mediating effect while evaluating the product through VR. To compare product experience through VR to that in real life, we employed the HTC Vive VR system to implement a VR environment. In the VR condition, participants evaluated plastic building blocks using a VR headset and a motion controller; and in the real life (reality) condition, they evaluted plastic building blocks printed using a 3D printer to make them look exactly the same as the blocks used in the VR condition. Finally, implications and suggestions are discussed.

• International Journal of Contents
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• 제6권4호
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• pp.90-100
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• 2010

As the reuse of content becomes a strategy for the entertainment industry, managerial insight on customers is needed to be cultivated in order to run a successful business. This study analyzes the impact of previous satisfaction on consumption intention for content in another medium. To do this, two data sets are collected: cases of movie-to-TV series and TV series-to-movie and analyze them using a structural equation modeling approach. The results of our analysis show that satisfied viewers of a movie tend to communicate their positive feelings via word-of-mouth communication and demonstrate repurchase intention of another medium afterward. However, satisfaction does not automatically lead to repurchase intention in another medium. While satisfied viewers of a TV series show a statistically positive repurchase intention for a movie, satisfied viewers of a movie do not show a direct repurchase intention for a TV series. This result demonstrates an asymmetric relationship between satisfaction and repurchase intention across media, and its strategic implications are further discussed.

• 식품보건융합연구
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• 제3권1호
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• pp.1-7
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• 2017

The study has made theoretical system by thesis journals at home and abroad, material of the Association of Convenience Store Industry of Korea, materials of Statistics Korea and reference books. First, the study examined convenience store's brand image, cognized value, quality level, reliability upon brand, structural relation of purchasing intention, and designed models and theses. Second, the first questionnaire consisted of test items of precedent study, and inspected in advance to inspect reliability and appropriateness, and made correction and supplemented problems. Third, SPSS and AMOS statistics were used to conduct empirical analysis and to find out conclusion and implications. In this study, the subject was consumers who visited local convenience stores such as GS25, Seven Eleven and CU last 3 months to buy PB food. Consumers' consumption pattern and culture made change to be reasonable and practical owing to aging society, nuclear family, women's entering into the society, one person household consumer, and convenient and prompt buying to make different consumption pattern and to make change of commodity distribution pattern. Convenience store took action against change of the trend to expand business area by new distribution channels to get another growth source. Private brand (PB) food that was distributor's brand was expanded. The PB product has been competitiveness of food service industry.

• 식품보건융합연구
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• 제7권4호
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• pp.1-11
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• 2021

The purpose of this study is to investigate the ramen selection attributes of consumers. This research assigned taste, price, quantity, design, and brand as selection attributes, all of which have already been verified by previous studies as selection attributes when purchasing processed foods. A total of 500 questionnaires were issued, and the survey results were analysed to ensure validity and reliability. A Structural Equation Model was used to test the hypotheses of the study. Based on the analysis, taste, price, quantity, design, and brand had a statistically significant effect on satisfaction. Furthermore, satisfaction had a statistically significant effect on repurchase intention. Among the selection attributes (taste, price, quantity, design, and brand), only price had a statistically significant effect on repurchase intention. However, the influence of the selection attributes on satisfaction varied depending on the consumer's consumption value. In order to analyse the moderating effect of consumption value, the respondent group was divided into a hedonism group and pragmatism group, and analysed. It empirically proved that the hedonistic value-oriented group valued taste, and the practical value-oriented group valued price the most. This study empirically verified the relationship between ramen selection attributes and consumption value, and provided corresponding theoretical and practical implications.

• 복식문화연구
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• 제23권5호
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• pp.906-921
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• 2015

This study analyzed the effects of consumers'sense of community regarding outdoor brands on behavioral commitment, purchasing satisfaction, and repurchasing intention and analyzed the effects of behavioral commitment and purchasing satisfaction on repurchasing intention. Additionally, this study analyzed the differences in sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of outdoor consumers'consumption values. A survey was conducted from July 20th to 30th, 2015, and 527 responses were used for the analysis. The results of this study are as follows. First, consumers'sense of community regarding outdoor brands was classified into mutual influences, sufficiency necessity, emotional connectedness, and sense of belonging. Second, outdoor consumers'sense of community had positive impacts on behavioral commitment, purchasing satisfaction and repurchasing intention. Third, outdoor consumers'behavioral commitment and purchasing satisfaction had positive impacts on repurchasing intention. Fourth, there were differences in the outdoor consumers'sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of consumption values. Therefore, outdoor brands can strengthen the relationship with customers considering values and behavior, suggesting the need for a strategy that promotes consumers'sense of community with sustainable management activities that save the environment and local community.

• The Journal of Asian Finance, Economics and Business
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• 제1권4호
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• pp.29-37
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• 2014

This study investigated effects of five consumption values of family restaurants, that is to say, functional value, economic value, social value, creative value and emotional value, upon consumers'satisfaction and brand reliability, and effects of satisfactions upon brand reliability, and effects of satisfaction and brand reliability upon consumers' behavioral intention to help develop family restaurant industry. Frequency analysis was done. The interviewees had demographic characteristics of gender: 156 men (54.4%) and 131 women (45.6%). The interviewees live in the places: 136 persons (47.4%) in Gyeonggi and Metropolitan area, 57 persons (27.0%) in Gangbuk, Seoul, 38 persons (13.2%) in other areas in Seoul, 34 persons (11.8%) in Gangnam, Seoul, 18 persons (6.3%) in Incheon and 4 persons (1.4%) in other regions. Values of the use of family restaurants, for instance, functional value, economic value, social value, emotional value and rarity value had influence upon satisfaction and brand reliability, had influence upon satisfaction as well as brand reliability. This study investigated consumption values of which consumers thought much, effects of consumption values upon satisfaction and brand reliability, effects of consumer's satisfaction upon brand reliability, and consumer's satisfaction and brand reliability upon behavioral intention, and to verify effects having influence upon local and foreign family restaurant.

• 무역학회지
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• 제45권2호
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• pp.157-176
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• 2020

Mobile payment services are evolving into a variety of integrated platforms that greatly affect the lives of consumers. In addition, the importance of mobile payment services is being used as a means of payment in cross-border e-commerce. Accordingly, although a number of related studies have been conducted, most of the studies are based on the technology acceptance model. This study analyzes consumer acceptance intention of mobile payment services by applying consumption value theory. Four dimensions were derived from the theory of consumption value: functional value, emotional value, social value and situational value. With this, we identified the impact on consumer acceptance of mobile payment services. The analysis was performed using a structural equation model. Researchers collected 300 copies of the questionnaire from Chinese consumers and used it for analysis. Empirical analysis shows that functional value, emotional value, social value and situational value are all increasing consumers' willingness to accept mobile payment services. In addition, only social values were showing differences in their influence on the acceptance of mobile payment services with age. This study contributes to the development of the relevant field in that few studies describe mobile payment services by applying consumption value theory.

• 한국콘텐츠학회논문지
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• 제16권9호
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• pp.40-50
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• 2016

본 연구에서는 해외 프로그램 수용 모델을 도입, 한류를 소비하는 이질 문화권 수용자 특성과 노출, 평가가 지속적인 시청 의향에 어떠한 효과를 미치는가를 살펴보았다. 미국의 젊은 여성 수용자 176명의 응답을 분석한 결과, 한국 인지도, 일반적인 드라마 노출이 한국 드라마 노출에 직접적인 효과를 미치는 것으로 나타났으며, 한국 드라마 평가, 지속 시청 의향에도 간접적 효과를 미치는 것으로 나타났다. 한국 드라마 노출은 드라마에 대한 평가와 지속 소비 의향에 영향을 미치는 것으로 나타났으며, 드라마 평가가 지속 시청 의향에 미치는 효과는 매우 높은 것으로 나타났다. 하지만 한국인 네트워크는 종속 변인에 유의한 효과를 미치지 않는 것으로 나타났다. 이러한 연구 결과는 이질 문화권 수용자의 문화적 자산이 한국 드라마 소비에 영향을 미치고 있음을 의미한다. 일반적인 드라마 소비 성향이 이질 드라마의 소비로 연장된다는 본 연구의 결과 역시 의미 있는 발견으로, 한류 시장 확대를 위한 정책에 시사점을 제공한다.

• 한국산업정보학회논문지
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• 제27권2호
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• pp.143-161
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• 2022

본 연구는 코로나19의 유행과 함께 증가하고 있는 중고거래 앱의 지속적 사용의도에 영향을 미치는 요인을 찾고자 한다. 이를 위해 지각된 유용성 및 지속적 사용의도에 영향을 줄 수 있는 소비가치 이론과 보호동기 이론을 설명하고 이들 간의 관계를 이론 및 실증적으로 검증하였다. 본 연구를 위하여 중고거래 앱을 이용해 본 경험이 있는 고객 293명을 대상으로 AMOS 23을 이용해 구조방정식 분석을 실시하였다. 본 연구의 분석결과를 살펴보면 중고거래 앱에 대한 소비가치와 보호동기요인은 하위요소 모두 지각된 유용성에 영향을 미치는 것으로 나타났다. 다음으로, 지각된 유용성과 지속적 사용의도는 긍정적인 상관관계가 존재하는 것으로 나타났다. 이러한 결과는 포스트 코로나 시대에도 중고거래 앱의 지속가능성에 관한 이론적 시사점을 제시하지만, 지역이 한정되었다는 한계도 존재한다.