• International Journal of Internet, Broadcasting and Communication
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• 제15권4호
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• pp.100-106
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• 2023

Bundling has become a general promotion strategy in mobile shopping context. Previous research on bundling has mostly focused on bundle frame or price frame. Even though consumers are searching and purchasing the product in mobile channels, little research has investigated the effects of bundling in mobile shopping. The objectives of this study is to examine how different product image of bundle affects consumer's perception and purchase intention differently, and how brand familiarity moderate this influence. A sample of 140 subjects participated in a within-subjects experiment. A bundling composed of two different product image (a single product vs. bundled products) was evaluated by individuals. Brand familiarity (familiar brand vs. unfamiliar brand) were manipulated to test a set of hypotheses. We found that the effectiveness of bundling does not depend on the type of product image and brand familiarity. The findings of our study provide some implications for researchers and marketers. Although there have been studies on the effects of bundle framing on consumer behavior, we suggest new insights regarding bundling based on product image and mobile shopping context.

• 패션비즈니스
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• 제16권5호
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• pp.130-145
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• 2012

The purpose of this study is to investigate the influence of cause-related marketing on consumer attitude for fashion brand in terms of brand familiarity, consumer's propensity for data processing and types of advertising. The design of this study is comprised of 2(brand familiarity : high vs low)${\times}$ 2(consumer's propensity for data processing : high vs low), designed with three mixed elements. The subjects of this study are 308 male and females in twenties or thirties from the area of Seoul, Kyunggi, Busan and Daegu. Data analysis is carried out through T-test, and ANOVA. The results of this study are as follows. First, when fashion brand pursues cause-related marketing, brand familiarity, consumer's propensity for data processing and types of advertising have statistically interaction effect on consumer's preference. Second, rational appeals in advertising have no significant interaction effect on consumer's preference in terms of brand familiarity. Rational appeals are preferred to Emotional appeals in both familiar and unfamiliar brand. Third, when fashion brand pursue cause-related marketing, brand familiarity, consumer's propensity for data processing, and the types of advertising have no significant interaction effect on consumer's preference.

• 동아시아경상학회지
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• 제7권3호
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• pp.1-11
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• 2019

Purposes - This study discusses various aspects of familiarity with the sea and how familiarity with the sea is perceived. This study also summarizes the literature on the factors of previous researches that affect the formation or decision of national image. Research design and methodology - Sea familiarity index was derived from the results of recognition of free association with the sea, friendliness with the sea, association of the sea with life, interest to the sea, Korea's representative marine regions, and sea related emotionalism. The familiarity with the sea (ocean) perceived by foreign visitors or foreigners in the future will be helpful in deriving a comparative research. Results - This study has identified the marine tourism resources, marine ecology, and the cognitive and emotional situations consumers feel that should be developed practically. If a continuous time series research is conducted in the future through these, it will be a chance to provide a basis for consumers' dynamic awareness. Conclusions - Through this study, it is pointed out that the research utilizing the sea and ocean to form national image highly suggested an opportunity to add and utilize new variables academically. This study on the perspective of the formation of national image suggests a new approach to add and utilize new variables to future research using the sea and ocean.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.955-966
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• 2020

The purpose of this study is to find out how SNS marketing activities affect brand recognition, brand familiarity, and purchase intention for consumers who have purchased products from franchise chicken stores, including whether there is a moderating effect according to gender. SNS marketing activities were set up by configuring three attributes which are, SNS advertising, SNS information, and SNS events as sub-factors. For empirical analysis, a survey was conducted on SNS users, and SPSS/AMOS statistical programs were employed for the data analysis. First, the result of the empirical analysis showed that SNS advertising, SNS information, and SNS events have a significant positive effect on brand recognition. Second, it was found that the SNS events had a significant positive effect on brand familiarity. Third, it was found that SNS advertising has a significant positive effect on purchase intention. Fourth, it was observed that brand recognition has a significant positive effect on brand familiarity. Fifth, it was found that brand recognition and brand familiarity have a significant positive effect on purchase intention. Sixth, it was found that gender plays a significant role in the relationship between these constructs. Therefore, it can be assumed that the hypothesis presented in this study is sufficiently proven.

• 경영과정보연구
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• 제33권5호
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• pp.131-153
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• 2014

본 연구는 사회적기업의 사회공헌 활동에 대한 소비자의 공감에 영향을 미치는 요인을 사회적기업에 대한 기업 측면과 제품 측면으로 접근해보았다. 기업측면의 경우 소비자의 친숙성과 진정성 지각에 어떤 영향을 미치는지 확인해 보았다. 연구결과 사회공헌활동 공성성은 친숙성과 진정성에 모두 정의 영향을 미치는 것으로 나타났다(가설 1, 가설 2). 사회공헌활동 호혜성의 경우 친숙성에 정의 영향을 미치는 것(가설 3)으로 나타났으나 진정성에는 통계적으로 유의하지 않은 것으로 나타났다(가설 4). 제품측면에 대한 친숙성과 진정성과의 관계를 살펴보면, 매력성과 친숙성(가설 5), 독특성과 진정성(가설 8)이 정의 영향을 미치는 것으로 나타났다. 반면에 매력성과 진정성(가설 6), 독특성과 친숙성(가설7)은 통계적으로 유의하지 않은 것으로 나타났다. 마지막으로 친숙성과 진정성 그리고 공감과의 관계를 살펴보면 다음과 같다. 먼저 친숙성의 경우 진정성(가설 9)에 정의 영향을 미치는 것을 알 수 있었으며, 소비자 공감(가설 10)의 경우 통계적으로 유의하지 않은 것으로 나타났다. 그리고 진정성의 경우 소비자 공감(가설 11)에 정의 영향을 미치고 있는 것으로 나타났다. 사회적기업에 대한 제품 및 서비스에 대해 소비자구매를 촉진하고 공감을 높여 지속적이고 안정적으로 관계를 이어갈 수 있는 통합적 방안을 제시하는 것이 무엇보다 중요하다고 본다. 본 연구는 사회적기업의 사회공헌활동의 역할을 통한 소비자의 공감을 끌어낼 수 있는 사회적기업의 마케팅 전략에 대한 실무적 시사점을 제공한다.

• 한국초등과학교육학회지:초등과학교육
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• 제35권4호
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• pp.389-405
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• 2016

The purpose of this study was to analyze elementary school teachers' understanding, certainty, and familiarity with 13 key concepts of wave physics that are presented in textbook and teacher's guidebook. 123 elementary school teachers answered concept tests and questionnaires. In the results to these tests and questionnaires, teachers demonstrated a high level of understanding and high certainty in understanding with regard to the concepts of sound generation, effect of medium on wave, timbre, wavelength, and trough and crest of wave. For the topics of sound velocity, wave reflection and wave transmission, teachers demonstrated a high level of understanding but low certainty in understanding. With regard to sound propagation, teachers demonstrated a low level of understanding and an improperly high certainty in that low understanding. Teachers lacked knowledge, i.e., displayed a low level of understanding and low certainty in sound strength, sound frequency, constructive interference and destructive interference. In constructive and destructive interference, the teachers also displayed a low level of familiarity. We analyzed the differences in teacher's understanding, certainty, and familiarity according to teacher demographics defined by the teacher's gender, teaching experience with concepts of sound, career, curriculum track while in high school, and major in university. There were no significant differences in understanding, certainty, or familiarity as defined by gender, teaching experience, and career. However, these displays of knowledge were affected by the teacher's curriculum track in high school and their major. These results suggest that the teacher's understanding of, familiarity with, and certainty in wave physics concepts are more influenced by their learning experience than by their teaching experience. Therefore, we suggest additional learning opportunities for teachers (such as teacher training programs) in order to improve teacher knowledge and correct teacher misconceptions in wave physics.

• 한국초등과학교육학회지:초등과학교육
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• 제39권3호
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• pp.433-448
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• 2020

In this study, the tasks of thermal equilibrium and heat insulation concept were divided into scientific and everyday contexts to analyzed the level of familiarity, feeling of knowing, state curiosity, and state anxiety that students feel in task contexts and their relationship. The subjects of this study were One hundred nine students in sixth grade of elementary schools located in metropolitan cities. The results of this study were as follows. First, there was no difference in the level of feeling of knowing, state curiosity, and state anxiety in the task of scientific and everyday contexts. In the case of familiarity, there was no consistent tendency in the concept of thermal equilibrium and heat insulation. And the group who recognized the task context familiarly had higher feeling of knowing and lower state anxiety than the group who recognized the task context unfamiliarly. Second, familiarity and feeling of knowing showed high positive correlation, state anxiety and familiarity showed negative correlation, and state anxiety and feeling of knowing had also negative correlation. In addition, familiarity had a negative effect on state anxiety, and FOK had a positive effect on state curiosity and a negative effect on state anxiety. There was no significant moderating effect of the task context. Third, in case of state curiosity, the group perceived the knowledge gap was very small had the highest state curiosity, and the group perceived the knowledge gap was very large had the lowest state curiosity. In case of state anxiety, the less the knowledge gap was perceived, the lower the anxiety was triggered. This study broadens our understanding of the learning process and provides implications for effective instruction strategies for students' cognitive and emotional states.

• 융합정보논문지
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• 제9권4호
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• pp.48-58
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• 2019

최근 IT 기술을 기반으로 이미 브랜드 친숙도를 갖춘 기업들이 모바일 간편결제 서비스를 제공하면서 금융거래의 방식을 변화시키고 있다. 도입기인 모바일 간편결제 서비스의 광고 관련 연구는 거의 없는 실정이다. 또한 선행연구들에서 브랜드 친숙도가 광고태도와 사용의도에 긍정적인 영향을 주고 있지만, 전통적인 금융상품을 대상으로 진행된 연구결과를 적용하기 어렵다. 이를 확인하기 위해 본 연구에서는 브랜드 친숙도가 높은 기업의 모바일 간편결제 서비스가 광고 수용성을 통해 서비스를 쉽게 모방하고 사용의도를 가질 수 있는지 검증하였다. 실증분석 결과, 친숙도가 높은 브랜드의 광고는 새로운 서비스를 더욱 쉽게 모방하고자 하는 동기부여 요인이 될 수 있음을 확인했다. 이 결과는, 모바일 간편결제 서비스에서도 브랜드 친숙도가 높을수록 광고를 효율적 활용할 수 있으므로, 전략적 광고수행의 중요성을 확인했다는데 의의가 있다.

• 융합정보논문지
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• 제12권1호
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• pp.153-162
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• 2022

본 연구에서는 화장품 무인매장의 서비스품질과 방문의도와의 관계를 알아보고 친숙성의 조절효과가 나타나는지를 알아보고자 하였다. 이를 위해 설문지 총 190부를 수집하여 통계패키지 SPSS 26.0으로 빈도분석, 탐색적 요인분석, 신뢰도 분석, 상관분석한 주요 결과를 요약하면 다음과 같다. 첫째, 화장품 무인매장의 서비스품질의 구성요소인 유용성, 용이성, 유희성 모두 방문의도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 친숙성 또한 방문의도에 유의한 영향을 미치는 것으로 나타났으며 방문의도에 가장 큰 영향을 미치는 것으로 나타났다. 셋째, 화장품 무인매장의 서비스품질과 방문의도와의 관계에서 친숙성의 조절효과를 살펴본 결과 유용성, 용이성, 유희성 모두 통계적으로 유의하지 않은 것으로 나타나 친숙성의 조절효과는 없는 것으로 나타났다. 이상의 결과로 방문의도에 가장 큰 영향을 미치는 친숙성을 높이기 위해 화장품 무인매장의 홍보나 광고를 강조한 마케팅을 제시하여야 한다.

• 문화기술의 융합
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• 제8권6호
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• pp.199-205
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• 2022

본 연구는 몽골유학생을 대상으로 그릿과 학업지속의향의 관계에서 친숙도와 사회적지지의 매개효과를 규명하기 위한 서술적 상관관계 연구이다. 전국 대학의 몽골유학생 124명을 대상으로 구글설문지를 활용하여 2021년 5월 1일부터 6월 30일까지 설문조사를 시행하였다. 연구결과 그릿은 한국문화에 대한 친숙도와 사회적지지에 유의한 영향을 미쳤다. 학업지속의향은 그릿, 한국문화에 대한 친숙도, 사회적지지에 유의한 영향을 받았다. 그릿은 학업지속의향에 직접적으로 유의한 영향을 미치며, 한국문화에 대한 친숙도와 사회적지지는 그릿과 학업지속의향의 관계에서 부분매개 효과가 있었다. 본 연구결과를 바탕으로 학업지속의향을 높이기 위해 그릿을 높이고, 한국문화 친숙도와 사회적 지지체계를 활용한 돕는 상담 및 교육프로그램을 모색할 필요가 있다.