• 제목/요약/키워드: Experience goods

검색결과 238건 처리시간 0.037초

리뷰 메시지 유형에 따른 웹소설 독자의 온라인 리뷰 유용성 평가: 의사결정 유형의 조절효과 (Perceived Usefulness of Online Reviews by Web Novel Readers According to Review Message Types: A Study on the Moderation Effect of Decision-Making Styles)

  • 이현지;김하경;임혜빈
    • 감성과학
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    • 제25권3호
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    • pp.63-76
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    • 2022
  • 본 연구는 소비자가 경험재인 웹소설을 선택하는 상황에서 사실적 메시지와 평가적 메시지를 담은 온라인 리뷰를 보았을 때 더 유용하다고 판단하는 리뷰가 무엇인지 탐색하고, 이러한 유용성 평가의 차이에 대한 개인의 분석적 의사결정 성향 수준의 조절효과를 검증하기 위하여 실시되었다. 경험재를 구매하기 전 객관적 정보를 수집하는 소비자의 성향에 근거하여 웹소설의 소비자는 사실적인 온라인 리뷰의 유용성을 더 높이 평가할 것으로 예상하였다. 또한 인지적 성향에 따라 구분되는 의사결정 유형 중 분석적 의사결정자는 정확한 정보를 수집하여 논리적인 판단을 내린다. 따라서 분석적 의사결정 성향 수준이 높아짐에 따라 사실적인 온라인 리뷰의 유용성 평가가 높아질 것으로 예상하였다. 실험 1의 결과 사실적인 리뷰를 제시받은 집단이 평가적인 리뷰를 제시받은 집단보다 리뷰의 유용성을 높이 평가하였으며, 실제 웹소설 선택 상황과 유사하게 두 유형의 리뷰를 동시에 제시한 실험 2에서도 리뷰의 유용성 평가에 대한 리뷰 메시지 유형의 주효과가 확인되었다. 또한 실험 2에서는 분석적 의사결정 성향 수준이 높아짐에 따라 사실적인 리뷰의 유용성을 높이 평가하는 경향이 드러나 분석적 의사결정 성향 수준의 조절적 역할이 확인되었다. 본 연구는 경험재인 웹소설을 선택하는 상황에서 리뷰 메시지 유형 및 소비자의 분석적 의사결정 성향 수준이 소비자의 리뷰 유용성 평가에 영향을 끼친다는 사실을 확인함으로써 웹소설 소비자의 행동 양식을 밝혔다는 이론적, 실무적 의의를 갖는다.

온라인 양면구전의 구성요인에 관한 내용분석 (Content Analysis on the Component of Two-sided eWOM)

  • 박현희;전중옥
    • 한국콘텐츠학회논문지
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    • 제15권8호
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    • pp.53-68
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    • 2015
  • 본 연구는 온라인 양면구전에 대한 실제적 파악을 통해 보다 현실성 있는 유형구분에 도움을 주는 것을 연구의 목적으로 하였다. 이를 위해 제품유형을 경험재와 탐색재로 분류한 후 총 402건의 온라인 리뷰를 수집하여 기술적 특성(방향성, 리뷰길이)과 내용 구조적 특성(제품편익, 정보제시방법)에 대해서 내용분석(Content Analysis)을 실시하였다. 연구 결과, 첫째, 양면구전의 방향성으로 긍정/부정, 부정/긍정, 긍정/부정/긍정, 부정/긍정/부정의 네 가지 유형이 관찰되었다. 둘째, 양면구전의 리뷰길이가 단면구전의 리뷰길이보다 긴 것으로 나타났으며, 제품편익에서는 단면과 양면 모두 혼합유형이 가장 높은 비율을 차지하는 것으로 나타났다. 셋째, 정보제시방법에서 단면구전은 총체적 표현방식이 압도적으로 많이 나타난 반면, 양면구 전에서는 혼합적, 분석적 표현방식도 상당히 높은 비율을 차지하는 것으로 나타났다. 넷째, 단면구전과 양면 구전 모두 정보제시 방법으로는 탐색재는 총체적 표현에 많이 치우친 반면, 경험재는 분석적, 혼합적 표현도 많이 사용하고 있는 것으로 나타났다. 이와 같이 본 연구는 온라인 구전의 유형화 기준 특히 양면구전의 유형화 기준에 초점을 맞추어 연구를 진행하였다. 본 연구의 내용분석 결과를 근거로 향후 여러 가지 인과적 연구가 가능할 것이라 판단된다.

소비자 옴니채널 성향과 소비자-브랜드 관계에 관한 연구: 브랜드 경험 조절효과 (Effect of Omni-Channel Use and Customer-Brand Relationship)

  • 박승환
    • 유통과학연구
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    • 제14권11호
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    • pp.129-138
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    • 2016
  • Purpose - The ICT(information and communications technologies) development is affecting consumer behaviors on selecting channel or distribution system. This study aims to advance our knowledge about the factors influencing omni-channel behaviors. This study considers the positive brand experience as the moderating variable into the relationship between omini-channel use intention and consumer brand relation. Also, the effect of positive brand experience on consumer-brand relation is researched. Research design, data, and methodology - This study conducted an empirical test with the subject as customers who purchase goods or service through on-off cross channel simultaneously. The research model is developed from prior literatures about influencing variables on channel selection. The structure of this study is designed to identify causal relationships between the variables. 268 survey data from the questionnaire survey which is conducted to target customers who use online and offline channels, is used for empirical analysis. This study validates generality with descriptive statistics and data reliability with Cronbach's alpha value. The exploratory factor analysis is used for value purification. Then, the confirmatory factor analysis is conducted for structural equation modeling. Finally, the execute structural equation modeling is analyzed to confirm the hypotheses Results - First, the two causal influences between perceived performance risk and the propensity of omni-channel and between price consciousness and the propensity of omni-channel are verified through the empirical test. Second, the result identifies that the propensity of omni-channel is influenced on consumer-brand relationship. Third, the AMOS analysis proves that the moderating variable, positive brand experience, has significant positive impact on consumer-brand relationship. This significant relationship is highly supported by the regression analysis between brand experience and propensity of omni-channel because it results that positive brand experience has positive impact on the propensity of omni-channel. All hypotheses are verified to be true. Conclusions - Based on the empirical result, this study confirms that perceived performance risk and price consciousness are the important factors influencing propensity of omni-channel. According to the additional analysis, the moderating variable and positive brand experience plays important role between the propensity of omni-channel and consumer-brand relationship. Furthermore, positive brand experience influences more on consumer-brand relationship than non-positive brand experience.

온라인 중고제품 구매에 관한 지각된 위험과 구매의도: 온/오프 중고품 구매경험의 조절효과 (Examining the Moderating Role of Purchase Experience in the Relationship between Perceived Risk and Purchase Intention of Online Used Goods)

  • 한수진;강소라
    • 한국IT서비스학회지
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    • 제21권4호
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    • pp.123-140
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    • 2022
  • In the ever-increasing online secondhand product market, the perceived risk of online used products purchase was identified as a factor influencing consumer purchase intention. The results of this study are as follows. First, the relationship between the perceived risk of online secondhand purchase and purchase intention was presented with somewhat different results for each sub-risk factor. First of all, a significant negative causal relationship between physical risk, time loss risk, psychological risk, social risk and online used product purchase intention was verified. On the other hand, financial risk and functional risk did not show a statistically significant relationship with online used products purchase intention. Second, as a result of research on the moderating effect of purchasing experience, offline purchasing experience of used products and online purchasing experience were verified differently. First of all, the moderating effect of the online purchase experience of used products was significant only in the relationship between psychological and social risks on the intention to purchase used products online. The experience of purchasing used products online is believed to reduce uncertainty about the surrounding response to purchasing used products online and weaken the intention to purchase used products online by reducing tension and concerns about purchasing them. Other risks, such as financial risk, performance risk, physical risk, time loss risk, and online purchase experience of used products, were verified to have no significant effect on online used products purchase intention. In addition, the offline purchase experience of used products did not verify a significant moderating effect on the effect of all perceived risks on online used product purchase intention.

소비자 구매의사결정과정 기반 IMC전략 : LG하우시스 브랜드 Z:IN 사례 (IMC Strategy Based on Consumer's Purchase Decision-Making Process : LG Hausys Brand Z:IN Case Study)

  • 이재진
    • 산업경영시스템학회지
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    • 제43권3호
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    • pp.135-142
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    • 2020
  • In this study, the case of brand IMC communication of LG Hausys' total interior solution brand Z:IN was dealt with. The target consumer of the Z:IN brand is a general end consumer and also shows the character of industrial goods. Accordingly, there should be a unique aspect that brand management and communication methods must be made from more angles. For many companies which are active in the industry, this case study should be significant. This case study was researched in terms of consumer's purchase decision-making process and consumer participation and experience. Brand Zi:in developed a brand communication strategy following the flow of the consumer purchasing decision process. And the brand actively induces consumer experience and participation so that consumers can communicate more closely with the brand. Brand communication from the perspective of consumer purchasing decision-making and consumer experience and participation is a crystal that fully considers LG Hausys' products, markets, and competitors, and will be an effective strategy to continue to preoccupy the market not only in the present but in the future.

고등학생의 협력적 소비에 대한 교육경험과 기대 혜택이 참여 의도에 미치는 영향 (Effects of High School Student' Educational Experience and Expected Benefits on the Participation Intention of Collaborative Consumption)

  • 정주원;최경숙
    • Human Ecology Research
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    • 제55권4호
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    • pp.351-362
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    • 2017
  • Collaborative consumption (CC) occurs in organized systems or networks in which participants conduct sharing activities in the form of renting, lending, trading, bartering, and swapping of goods, services, transportation solutions, space, or money. Information and communications technologies (ICTs) that have emerged with CC. CC is expected to alleviate social problems such as hyper-consumption, pollution, and poverty by lowering the cost of economic coordination. In this study, we investigate the influence of educational experience and expected benefits of CC participation (intended to using and providing CC) of Adolescent Consumers. The subjects for the study were 418 high school students. Data was analyzed through frequency analysis, mean, standard deviation, t-test, ANOVA, Pearson's correlation, and hierarchical multiple regression analysis using SPSS Win 21.0. The results of this study are as follows. First, the significant positive relationship found between CC participants (intent to use and provide CC), educational experience (home education, school education, and mass media) and expected benefits (social benefit, economic benefit, enjoyment, community effect, and reputation). Second, enjoyment, mass media, reputation, social benefit, home education and school education values were variables that influenced the using participation intention for CC. Third, the major variables influencing the providing participation intention CC were home education, enjoyment, gender, community effect, and mass media values.

모바일 패션 쇼핑에 대한 소비자 특성의 효과 -시장 전문성, 혁신성, 구매경험을 중심으로- (The Effect of Consumer Characteristics on Mobile Fashion Shopping -Focusing on Market Mavenship, Innovativeness, Purchase Experience-)

  • 류은정;안수경
    • 패션비즈니스
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    • 제23권1호
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    • pp.89-102
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    • 2019
  • The objective of this study was to investigate the influence of consumer characteristics including market mavenship, innovativeness, and purchase experience by mobile on the mobile fashion shopping. The data for this study was collected from the nationwide consumer panels through online survey. A total of 306 subjects aged from 20 to 39 years old and had purchased fashion goods using mobile devices completed a self-administered questionnaire. A series of exploratory and confirmative factor analysis identified four dimensions of mobile fashion shopping features such as tangibility, ubiquity, security and personalization. A structural equation modeling test was employed to examine the relationship of consumer characteristics, mobile fashion shopping features, and consumer behavior. Market mavenship had a positive influence on the perceived features of mobile fashion shopping. Innovativeness negatively influenced tangibility, ubiquity, and personalization. Each construct of mobile shopping features positively affected satisfaction while security had only a direct negative impact on purchasing intention. Satisfaction had a significantly positive impact on purchase intention. Purchase experience of mobile fashion shopping partially affected the relationship between consumer characteristics and perceived features of mobile fashion shopping. These results provide a practical implication theoretical support for increasing consumer satisfaction with mobile fashion shopping in terms of consumer characteristics.

온 오프라인 환경에 따른 경험의 활용과 경험디자인에 관한 연구 (A Study on the Experience Design and Practical Use of Experience by On- and Off-Line Environment)

  • 윤세균;김태균;김민수
    • 디자인학연구
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    • 제18권3호
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    • pp.5-14
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    • 2005
  • 과거의 소비자는 있어야 하는 진에 대한 결핍상태로부터 원래의 균형상태로 나아가고자 하는 공리적(utilitarian)이고 방어적인(defensive) 소비를 추구하였다. 그러나 오늘날의 소비자는 이를 넘어서서, 감각(sensation) 그 자체는 아닐지라도 쾌락적(hedonic)이고 창의적인(creative) 이유로 더 많은 소비를 하고 있다. 제품, 서비스의 특징이나 사용편익, 품질 등을 통해 기본적 욕구를 충족시키는 소비에서 제품, 서비스 등이 제공하는 독특한 가치체계와 생활양식 그리고 이를 사용하면서 얻게 되는 총체적인 '경험(experience)'을 더 중요하게 추구하는 '경험소비의 시대'를 맞게 된 것이다. 오늘날 경험은 온 오프라인을 아우르는 다양한 영역에서 활용기고 있다. 이러한 시대적 요구는 디자인의 영역에서도 경험을 전략적으로 활용하고자 하는 경험디자인(experience design)을 탄생시켰고, 그에 대한 기초연구가 점차 증가하고 있다. 그러나 경험디자인이 어떠한 개념을 가지고 있으며, 어떠한 목적을 가지고 있는지 조차 이해하지 못한 채 수행되는 연구나 적용은 그 과정이나 방법이 본질을 벗어날 가능성이 있다. 따라서 본 연구에서는 오늘날 경험을 경제적 가치로 인식하고 이를 실질적으로 활용하고 있는 분야를 중심으로 경험의 활용 개념과 한계를 밝혀 디자인 영역에서 적용될 수 있는 경험의 의미적 체계를 확립하고 수용되고 소통될 수 있는 경험디자인의 개념과 목전을 제시하고자 하였다. 연구결과 온라인 환경에서 활용되는 경험의 주된 개념은 오프라인 환경에 익숙해져 있는 사용자 경험을 온라인 환경에 반영하여 그 환경을 친밀감 있고 익숙하게 구현해줌으로써 그 매체를 사용자가 편하게 사용할 수 있도록 해주는 사용성 증진을 위한 개념임을 알 수 있었다. 이것은 사용자를 놀랍게 만든다 거나 흥미와 재미를 유발시키는 경험이 아니라 사용자를 편하게 만들 수 있는 경험이어야 한다는 것이다. 오프라인 환경에서 활용되는 경험의 개념은 사용자의 감성을 충족시킬 수 있는 도구로써, 미래지향적 새로운 소비자 가치를 창조하고자 하는 노력으로 요약될 수 있었다. 이는 소비자 행동에 대한 이해를 기반으로 더욱 뛰어난 감각적 경험과 감성적 경험 등을 복합적으로 제공함으로써 소비자의 소비 경험을 극대화하고 고정된 제품 특성에서 확장된 새로운 경험을 창조하도록 하여 기존 경험을 강화하고자 한다. 또 즐거움과 재미, 기타 독특한 체험을 통해 소비자에게 유희라는 쾌락적 경험을 제공하고자 한다.

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전자상거래에서 충성고객 가치에 대한 이해: 기대 불일치 이론을 중심으로 (Towards Understanding the Value of a Loyal Customer in Electronic Commerce: An Expectation-Disconfirmation Theory)

  • 구철모;고창은;이대용;이청호
    • 지식경영연구
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    • 제9권2호
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    • pp.129-146
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    • 2008
  • Customers' evaluation of Website with satisfaction is critical in electroniccommerce. Previous research has studied in a distinct approach; especially IT oriented constructs-perceived usefulness, easy of use and marketing oriented constructs-product, shopping experience, service quality. Despite those important previous studies regarding the usage and the purchase of goods and services, how consumers are satisfied and why consumers leave Web sites without purchasing have not been extensively researched. This study explored those determinants of consumer satisfaction with Web site using expectation-disconfirmation theory (EDT). The present paper extends the range of EDT from antecedents of expectation to consequence of satisfaction. The result suggests that experience and familiarity has an impact on expectation as well as perceived performance and satisfaction. Second, higher expectation makes a negative impact on disconfirmation of expectation. Third, positive disconfirmation of expectation makes a positive impact on satisfaction. Forth. satisfaction produces loyalty and repurchasing intention. Finally, loyal customer has stronger intention to repurchase than satisfied customer.

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체험 중심 경제교육 프로그램이 유아의 경제개념과 구매행동에 미치는 영향 (Effects of an Experience-Based Economic Education Program on Young Children's Economic Concepts and Purchasing Behavior)

  • 김정숙;조은진
    • 아동학회지
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    • 제29권4호
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    • pp.43-63
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    • 2008
  • This study developed an experience-based economic education program and examined its effects on young children's economic concepts and purchasing behavior. Subjects were 60 5-year-old kindergarteners assigned to an experimental or a control group. Instruments for pre- and post-tests were the Economic Concept Task (Laney, 1995) and the Purchasing Behavior Task (Jang, 2004). Experimental group children participated in the economic education program for 5 weeks; control group children listened to economic stories. Differences between pre- and post-test in the experimental group showed that the economic education program was effective in development of concepts of scarcity, opportunity cost, resource/production, goods/services, and complements/substitutes. Children's purchasing behavior changed partially after application of the program.

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