• 제목/요약/키워드: Impact survey

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점포의 물리적 환경이 서비스 브랜드 개성과 재구매의도에 미치는 영향 (The Influence of Store Environment on Service Brand Personality and Repurchase Intention)

  • 김형길;김정희;김윤정
    • 마케팅과학연구
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    • 제17권4호
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    • pp.141-173
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    • 2007
  • 본 연구는 점포를 방문하는 동안 노출되는 매장의 물리적 환경 특성이 서비스 브랜드 개성과 재구매의도에 미치는 영향력을 규명하기 위해 시도되었다. 이를 위해 연구모형을 개발하여, 특정 서비스 브랜드의 이용객을 대상으로 설문조사를 실시하고 구조방정식을 이용하여 분석하였다. 연구 결과는 우선, 서비스의 물리적 환경은 주변요인, 디자인요인, 사회요인으로, 그리고 서비스브랜드 개성은 유능함, 성실함, 흥분됨, 세련됨, 강인함 차원으로 분류되었다. 둘째, 물리적 환경의 모든 차원들이 모든 서비스 브랜드 개성차원에 정(+)의 영향을 주었으며, 물리적 환경의 서비스 브랜드 개성에 대한 영향력은 각 차원별로 상이하였다. 셋째, 서비스 브랜드 개성은 모두 재구매의도에 정(+)의 영향을 주었으며, 특히 세련됨 차원에 미치는 영향이 가장 켰다. 넷째, 서비스의 물리적 환경은 재구매의도에 정(+)의 영향을 주었으며, 특히 물리적 환경 중 사회요인이 재구매의도에 가장 큰 영향을 주는 것으로 나타났다. 이와 같은 결과들은 물리적 환경 연출은 브랜드 개성 형성의 결정요인으로 서비스 브랜드 차별화의 핵심요인으로 작용하므로, 호의적인 브랜드 개성 창출을 위해서는 우선적으로 물리적 환경에 대한 효율적 관리 방안이 강구되어야 함을 보여준다.

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한국가족계획사업(韓國家族計劃事業)의 문제점(問題點) (Problems in the Korean National Family Planning Program)

  • 홍종관
    • Clinical and Experimental Reproductive Medicine
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    • 제2권2호
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    • pp.27-36
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    • 1975
  • The success of the family planning program in Korea is reflected in the decrease in the growth rate from 3.0% in 1962 to 2.0% in 1971, and in the decrease in the fertility rate from 43/1,000 in 1960 to 29/1,000 in 1970. However, it would be erroneous to attribute these reductions entirely to the family planning program. Other socio-economic factors, such as the increasing age at marriage and the increasing use of induced abortions, definitely had an impact on the lowered growth and fertility rate. Despite the relative success of the program to data in meeting its goals, there is no room for complacency. Meeting the goal of a further reduction in the population growth rate to 1.3% by 1981 is a much more difficult task than any one faced in the past. Not only must fertility be lowered further, but the size of the target population itself will expand tremendously in the late seventies; due to the post-war baby boom of the 1950's reaching reproductive ages. Furthermore, it is doubtful that the age at marriage will continue to rise as in the past or that the incidence of induced abortion will continue to increase. Consequently, future reductions in fertility will be more dependent on the performance of the national family planning program, with less assistance from these non-program factors. This paper will describe various approaches to help to the solution of these current problems. 1. PRACTICE RATE IN FAMILY PLANNING In 1973, the attitude (approval) and knowledge rates were quite high; 94% and 98% respectively. But a large gap exists between that and the actual practice rate, which is only 3695. Two factors must be considered in attempting to close the KAP-gap. The first is to change social norms, which still favor a larger family, increasing the practice rate cannot be done very quickly. The second point to consider is that the family planning program has not yet reached all the eligible women. A 1973 study determineded that a large portion, 3096 in fact, of all eligible women do not want more children, but are not practicing family planning. Thus, future efforts to help close the KAP-gap must focus attention and services on this important large group of potential acceptors. 2. CONTINUATION RATES Dissatisfaction with the loop and pill has resulted in high discontinuation rates. For example, a 1973 survey revealed that within the first six months initial loop acceptance. nearly 50% were dropouts, and that within the first four months of inital pill acceptance. nearly 50% were dropouts. These discontinuation rates have risen over the past few years. The high rate of discontinuance obviously decreases the contraceptive effectiveness. and has resulted in many unwanted births which is directly related to the increase of induced abortions. In the future, the family planning program must emphasize the improved quality of initial and follow-up services. rather than more quantity, in order to insure higher continuation rates and thus more effective contraceptive protection. 3. INDUCED ABORTION As noted earlier. the use of induced abortions has been increase yearly. For example, in 1960, the average number of abortions was 0.6 abortions per women in the 15-44 age range. By 1970. that had increased to 2 abortions per women. In 1966. 13% of all women between 15-44 had experienced at least one abortion. By 1971, that figure jumped to 28%. In 1973 alone, the total number of abortions was 400,000. Besides the ever incre.sing number of induced abortions, another change has that those who use abortions have shifted since 1965 to include- not. only the middle class, but also rural and low-income women. In the future. in response to the demand for abortion services among rural and low-income w~men, the government must provide and support abortion services for these women as a part of the national family planning program. 4. TARGET SYSTIi:M Since 1962, the nationwide target system has been used to set a target for each method, and the target number of acceptors is then apportioned out to various sub-areas according to the number of eligible couples in each area. Because these targets are set without consideration for demographic factors, particular tastes, prejudices, and previous patterns of acceptance in the area, a high discontinuation rate for all methods and a high wastage rate for the oral pill and condom results. In the future. to alleviate these problems of the methodbased target system. an alternative. such as the weighted-credit system, should be adopted on a nation wide basis. In this system. each contraceptive method is. assigned a specific number of points based upon the couple-years of protection (CYP) provided by the method. and no specific targets for each method are given. 5. INCREASE OF STERILIZA.TION TARGET Two special projects. the hospital-based family planning program and the armed forces program, has greatly contributed to the increasing acceptance in female and male sterilization respectively. From January-September 1974, 28,773 sterilizations were performed. During the same time in 1975, 46,894 were performed; a 63% increase. If this trend continues, by the end of 1975. approximately 70,000 sterilizations will have been performed. Sterilization is a much better method than both the loop and pill, in terms of more effective contraceptive protection and the almost zero dropout rate. In the future, the. family planning program should continue to stress the special programs which make more sterilizations possible. In particular, it should seek to add the laparoscope techniques to facilitate female sterilization acceptance rates. 6. INCREASE NUMBER OF PRIVATE ACCEPTORS Among the current family planning users, approximately 1/3 are in the private sector and thus do not- require government subsidy. The number of private acceptors increases with increasing urbanization and economic growth. To speed this process, the government initiated the special hospital based family planning program which is utilized mostly by the private sector. However, in the future, to further hasten the increase of private acceptors, the government should encourage doctors in private practice to provide family planning services, and provide the contraceptive supplies. This way, those do utilize the private medical system will also be able to receive family planning services and pay for it. Another means of increasing the number of private acceptors, IS to greatly expand the commercial outlets for pills and condoms beyond the existing service points of drugstores, hospitals, and health centers. 7. IE&C PROGRAM The current preferred family size is nearly twice as high as needed to achieve a stable poplation. Also, a strong boy preference hinders a small family size as nearly all couples fuel they must have at least one or more sons. The IE&C program must, in the future, strive to emphasize the values of the small family and equality of the sexes. A second problem for the IE&C program to work. with in the: future is the large group of people who approves family planning, want no more children, but do not practice. The IE&C program must work to motivate these people to accept family planning And finally, for those who already practice, an IE&C program in the future must stress continuation of use. The IE&C campaign, to insure highest effectiveness, should be based on a detailed factor analysis of contraceptive discontinuance. In conclusion, Korea faces a serious unfavorable sociodemographic situation- in the future unless the population growth rate can be curtailed. And in the future, the decrease in fertility will depend solely on the family planning program, as the effect of other socio-economic factors has already been maximumally felt. A second serious factor to consider is the increasing number of eligible women due to the 1950's baby boom. Thus, to meet these challenges, the program target must be increased and the program must improve the effectiveness of its current activities and develop new programs.

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플로우 4경로모형의 마음상태와 플레이(play) (State of Mind in the Flow 4-Channel Model and Play)

  • 손준상
    • 마케팅과학연구
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    • 제17권2호
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    • pp.1-29
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    • 2007
  • 본 연구에서는 플로우 4경로모형에서 마음상태와 플레이(play)가 하는 역할과 그 결과를 분석하고자 하였다. 이를 위해서 선행요인인 도전감 및 숙련도의 조합에 따른 마음상태를 측정하고, 플레이를 플로우 4경로모형에 투입하여 플로우이론에서 가설적으로 제시하고 있는 마음상태와 플레이의 영향관계를 분석하였다. 또한 플로우와 플레이의 웹충성도에 대한 영향도 분석하였다. 가설검정 결과에서는 첫째, 도전감과 숙련도의 조합에 따라 플로우, 두려움, 지루함, 무관심의 마음상태가 형성되는 것이 확인되었다. 그러나 두려움의 수준은 도전감과 숙련도가 모두 가장 낮은 무관심집단에서 가장 높게 나타났다. 이런 결과는 플로우이론의 설명과 일치하지 않는데, 무관심집단은 두려움으로 인해 온라인 쇼핑을 회피하는 것으로 해석할 수 있다. 둘째, 도전감과 숙련도에 따라 구분된 집단 간에 플레이 수준에서 유의적인 차이가 있는 것으로 나타났다. 셋째, 플레이는 플로우에 대해서는 정(+)의 영향을 미쳤고, 지루함에 대해서는 부(-)의 영향을 미쳤다. 그러나 두려움과 무관심에 대해서는 부(-)의 영향효과가 유의적이지 않았다. 넷째, 플레이와 플로우는 웹충성도에 유의적인 정(+)의 영향을 미치는 것으로 나타났고, 부정적 마음상태인 두려움, 지루함, 무관심은 웹충성도에 부(-)의 영향을 미쳤다. 플레이의 웹충성도에 대한 영향은 부정적 마음상태에서 강화되는 것으로 나타났다. 본 연구에서는 플로우 4경로모형에서의 마음상태를 확인하기 위해 이를 측정할 수 있는 척도를 개발하여 사용하였다. 마음상태별로 수립한 4개의 구조방정식 모형을 통해 플로우 뿐만 아니라 두려움, 지루함, 무관심의 부정적 마음상태에서 발생하는 영향관계를 종합적으로 입증하였다. 이런 결과는 부정적 마음상태의 영향을 확인하였다는 점에서 이론발전에 기여하였다고 본다. 또한, 플로우모형에서 플레이의 역할을 규명하였다는 점에서도 의미가 있다. 본 연구는 실무적으로도 인터넷 소비자들의 마음상태에 따른 시장세분화와 플레이를 활용한 마케팅전략수립에 시사점을 제공한다.

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