• 유통과학연구
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• 제18권9호
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• pp.77-86
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• 2020

Purpose: This study focused on SNS, which has been in the spotlight as a marketing tool as the number of people using SNS, to find out about the relationship between the characteristics of airline SNS marketing and the impact on brand attitude and purchasing intention. It will also identify the relationship between each factor and, in conclusion, identify the influence of SNS characteristics as marketing tools of airlines and provide direction and theoretical implications so that they can be used as effective marketing tools based on this. Research design, data: Airline SNS characteristics factors were derived from three main components: interactivity, entertainment, and convenience, four hypotheses were set up, and the SPSS Win 18.0 program and AMOS 22.0 were used to analyze the relationship between factors in a total of 333 questionnaires. Results: The airline's successful SNS marketing directly affects the airline's brand image and airline's brand attitude, and a good brand image forms a positive brand attitude for consumers and also suggests that this can lead to purchasing intentions. Conclusions: Airlines that want to successfully market SNS should pay attention to SNS characteristics and consider them in-depth, and pay attention to SNS as an important marketing tool.

• 산경연구논집
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• 제12권10호
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• pp.43-57
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• 2021

Purpose: This study focuses how motivations influence interactivity in the live streaming commerce context. Live streaming commerce involves the provision of e-commerce activities and transactions via a live streaming platform that offers real-time interaction, entertainment, social activities, and commerce. The purpose of study is to examine effects of motivations on perceived interactivity and the effects of perceived interactivity on attitude and intention to use the live streaming commerce. Research design, data and methodology: The study investigates key questions about consumers' motivation to use live streaming commerce and perceived interactivity by surveying 300 users of live commerce. Participants were asked whether they were live streaming commerce users who had experienced live streaming commerce before participating in the survey. The full survey required live streaming commerce users to respond to all the questions. Results: The study uncovered motivations for using live streaming commerce by finding information, entertainment, pass time, fashion/status and real time and perceived interactivity in the live streaming commerce. The results indicated motivation to use live streaming commerce positively influenced perceived interactivity. Perceived interactivity had positive effects on attitude toward brand. Attitude toward brand had positive effects on intention to use. Conclusions: Live streaming commerce is getting increasing attention from marketers because live streaming commerce has seamlessly integrated commerce, social activities, and hedonic factors. This study clarifies motivations and perceived interactivity in the live streaming commerce context. The study uncovers the relationships between motivations, perceived interactivity, attitude, and intention to use that contributes to the theoretical foundation and practical implications for marketing and management in the live streaming commerce context. Specifically, the study develops the theoretical contributions to perceived interactivity in the in the live streaming commerce context. The results also contribute to the practical implications for new marketing strategies that provides dynamic real-time interaction, exact information, and social and hedonic factors to attract consumers to indulge in the consumption processes. Marketing practitioners will obtain insights that can help them develop and manage brand strategies by understanding the influence of motivation and perceived interactivity in the live commerce context, which offers opportunities for contactless marketing and management.

• Asia Marketing Journal
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• 제12권1호
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• pp.81-101
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• 2010

롯데쇼핑은 롯데백화점에서 출발하였다. 롯데쇼핑주식회사를 출범하면서 1979년 국내 최대 백화점을 개점하였고, 지속적인 점포 개설 및 타 기업 인수합병을 통하여 규모를 확대하였다. 현재 백화점, 마트, 영화관, 쇼핑몰, 슈퍼마켓을 비롯하여 롯데홈쇼핑, 롯데닷컴 등 TV 홈쇼핑, 온라인 쇼핑 등 다양한 오프라인 및 온라인 소매업 분야에서 사업을 운영하고 있다. 롯데쇼핑이 소속되어 있는 롯데그룹은 글로벌그룹 도약의 목표를 가지고 있다. 2009년 2018 아시아 TOP 10 글로벌 그룹이라는 비전을 선포하고 이를 실천하기 위하여 노력하고 있다. 롯데쇼핑은 글로벌 그룹 도약이라는 비전 달성을 위한 그룹 전체의 성장전략을 실천하기 위하여 적극적인 기업 인수합병 및 다양한 마케팅전략을 수립하여 실행에 옮기고 있다. 다음에서는 롯데쇼핑 현황을 간략하게 살펴본 후에 롯데쇼핑의 핵심적인 마케팅 전략인 "복합화 및 다채널화"와 "해외시장 진출 전략", 그리고 이를 뒷받침하기 위한 기본적 인프라 구축과 인재양성을 위한 "교육시스템"에 대하여 분석하기로 한다.

• 한국생활과학회지
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• 제18권2호
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• pp.419-429
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• 2009

The purpose of this study was to research the preference for the entertainers image and imitation behavior. The research was a survey and the subjects were 1,034 middle and high school students. The collected data was analyzed using frequency, statistics analysis, t-test, crosstab, ANOVA, factor analysis and multiple regression analysis. Result were as follows; The preference for the entertainment, most of the adolescents loved the singer and the TV talent. The feminine and urban image was their favorite image for the entertainer. The favorite image was significantly different according to the gender and age. Star entertainer imitation behaviors showed the differences according as adolescent's gender and age. The unique marketing strategy is required as the job in the entertainment business, so the tend to follow up and imitate all attractive factors and favorite image of the entertainer. This study was for helping the adolescent who are very sensitive and going to set up their identification to get the role model as the fair way to be the social member, helping the one to set up the image-making way for each entertainment's job, and helping the enterprise who want to use the image of the star in their promotion.

• 복식문화연구
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• 제21권5호
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• pp.726-741
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• 2013

Malling culture, which refers to the enjoyment of shopping in multi-complex malls with shopping, cultural, and leisure facilities, has emerged as a major trend in society. However, few studies have researched malling culture in depth. This study classified people who go to multi-complex shopping malls as belonging to the baby-boom generation, X-generation, or Y-generation to investigate consumer culture in malls, with an emphasis on user satisfaction and entertainment experiences. Consumers who had shopped in a multi-complex shopping mall during the last 6 months were surveyed. Data were collected through a research company, and responses from 417 subjects were used in the analysis. Among the 417 subjects, 130 were baby-boomers, 136 were from the X-generation, and 151 were from the Y-generation. Investigating the components of multi-complex shopping malls that stimulate entertainment experiences, this study found that exploratory, emotional, and leisure experiences were enhanced when users were more satisfied with the image, atmosphere, and events of shopping malls. In addition, mall image and atmosphere contributed to the improvement of social experiences. With regard to generation, baby-boomers and subjects from the X-generation were generally more satisfied with mall atmosphere, image, and events and had more exploratory and leisure experiences. This study holds significance in that it examined malling culture from a wider perspective than simply the younger generation and presented scholarly and marketing implications based on insights into generational malling culture.

• 한국컴퓨터정보학회논문지
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• 제14권10호
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• pp.141-148
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• 2009

본 논문은 휴대전화를 통한 마케팅 활동에 적용되는 중요변수인 오락성, 정보성, 신뢰성, 불만, 경험에 대한 영향력을 실증자료를 통계적으로 분석 하였다. 본 연구에서 분석한 변수에서 정보성, 신뢰성, 경험이 다른 변수보다 더 큰 영향력을 미치는 유효한 변수로 분석 되었다. 정보성은 메시지의 적절함이 마케팅활동과 유의미한 것으로 분석 되었고, 신뢰성은 광고의 신뢰, 광고의 이익이 마케팅활동에 유의미한 것으로 분석 되었으며, 경험은 마케팅활동에 긍정적 영향력을 미치는 것으로 분석 되었다. 그러므로 본 논문에서는 모바일 마케팅활동에서 각별히 고려되어야 할 주요 변수로는 정보성, 신뢰성, 경험이라 제안한다.

• 한국생활과학회지
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• 제14권3호
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• pp.423-432
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• 2005

This study reviewed the consumption patterns of high-income households and analyzed the ratio of major 6 expenditure categories including food at home, food away from horne, education, clothing, entertainment, and housing expenditure to total expenditure. We employed data from two different years (1997 and 1998) so that we could investigate the influence of the economy depression on the patterns and items ratio of consumption, For this purpose, the Daewoo Panel data were used. Also, data analysis was done with descriptive statistics, t-test, and regression analysis. The regression analyses were used to investigate the determinants of the high-income households' consumption patterns. The results of this study showed that food away from home, among 6 consumption items, seemed to be significantly affected by the depression, but still high-income households seemed not to lessen education expense. We included independent variables such as age, income, job, gender, debts and the likes. It was found that the age of reference person affected the amount of expenses for food, clothing, and entertainment. Other independent variables influenced different consumption categories. The results of this study would be useful for marketing strategies of fashion industries.

• 한국의류학회지
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• 제42권1호
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• pp.183-194
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• 2018

This study investigated the characteristics of Omni Channel and examined the influence of them on consumers' perceived functional value and emotional value as well as the effect of perceived functional value and emotional value on user's intention of use through Omni Channel. To verify the research model, the questionnaire survey was conducted on 20's to 40's men and women residing in Seoul and the metropolitan area by convenience sampling. The number of copies used for data analysis was 696. To verify the research model, factor analysis, reliability analysis, and structural equation model analysis were performed using AMOS 20.0. First, Omni Channel characteristics consisted of four factors: instant connectivity, location-based provability, interactivity, and entertainment. Second, the instant connectivity, location-based provability and entertainment positively influenced functional value and emotional value; however, the interactivity was significant only to the emotional value. Third, consumers' perceived value of Omni Channel characteristics had a significant effect on attitude. Fourth, the more favorable the attitude toward Omni Channel is higher for the intention to use Omni Channel.

• 유통과학연구
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• 제17권8호
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• pp.99-106
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• 2019

Purpose - Marketing has shifted towards communicating tailored messages and brand contents to consumers with the rise of the Internet and smartphones. These technologies and the brand contents provide the e-tailers with opportunities for brand loyalty and online shopping via SNS, especially Facebook. Thus, this study attempts to scrutinize the effects of the characteristics of brand contents on consumers' engagements. As well, Facebook allows global communication, and yet, Eastern and Western people still live under different cultures. Therefore, this study attempts to compare Germans and Koreans on Facebook. Research design, data, and methodology - 225 survey data were collected from Germany and Korea. The effects of Vividness, Entertainment, Credibility, and Relevance on Engagement in brand contents and the moderating effect of nationality were examined with the hierarchical multiple regression analysis. Results - Vividness and Entertainment are the most important characteristics to engage consumers in the brand contents regardless of nationality. However, Relevance is more important to Germans while Entertaining and Vividness are to Koreans. Conclusions - To engage young Facebook users and let them shop online, entertaining and vivid brand contents will be effective. Tailored brand contents are essential for users from different cultures on Facebook.

• 디지털융복합연구
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• 제17권2호
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• pp.373-379
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• 2019

본 연구는 SM 엔터테인먼트의 사례를 통해 비주얼디렉팅의 프로세스와 영역 확장에 대해 살펴보고 비주얼디렉터의 역할과 역량에 대해 알아보기 위한 것이다. 사례분석 결과 SM은 크리에이티브 본부내에 아트디렉터와 시각디자이너들로 구성된 비주얼 디렉팅팀을 만들어 비주얼디렉팅을 아이돌 개발 및 인기 지속을 위해 적극적으로 도입하고 있었다. 스타마케팅의 일환으로 전개되고 있는 비주얼디렉팅의 프로세스로는, 마케팅 전략상의 환경분석, 아이돌과 관련된 마케팅 전략 수립, 아티스트별 타겟 이미지 설정, 비주얼 디렉팅 프로젝트 기획 플랜 및 제작 관리를 하는 것으로 나타났다. 비주얼디렉터는 논리력을 바탕으로 창의적 감각, 논리적 설득, 정보 분석력, 시각적 표현력, 현장 적용력 등의 역량을 요구하고 있었다. SM은 아이돌 가수들의 비주얼디렉팅에 그치지 않고 MD 상품 디자인과 제작, 상품구성과 디자이너 콜라보레이션(협업), SM타운 코엑스아티움 등 SM의 사업영역을 확장하는 곳마다 아이돌 가수에서부터 축적된 비주얼 디렉팅을 적용하고 있었다. 본 논문은 현재 음악산업의 K-Pop 아이돌 제작 시스템 안에서 활발하게 나름의 영역을 만들고 독창적인 세계를 구축해나가고 있는 비주얼 디렉팅을 학문적 영역으로 끌어올렸다는 데 그 의의를 찾을 수 있다.