• 마케팅과학연구
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• 제15권3호
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• pp.169-186
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• 2005

이 연구는 고객의 점포 혼잡성 지각이 점포내 감정을 매개하여 행동의도에 미치는 영향을 규명하고자 하는 목적을 두었다. 패밀리 레스토랑 고객 486명의 자료를 바탕으로 공분산구조분석을 실시한 결과, 지각된 점포 혼잡성은 긍정적 감정에 부(-)의 영향을 미치고, 부정적 감정에 정(+)의 영향을 미치며, 이러한 감정을 매개하여 행동의도에 영향을 주는 것으로 나타났다. 이러한 연구결과를 바탕으로 시사점을 논의하고, 연구의 한계와 미래 연구방향을 제시하였다.

• 패션비즈니스
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• 제17권2호
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• pp.136-150
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• 2013

This study investigates the effect of customer emotions on customer evaluation and behavior intention. The subjects used in this study were customers of a fashion shop in Sunchon South Korea. The questionnaires were conveniently sampled from July 2010 to August, 2010. Questionnaire data from 335 customers of a national brand were analyzed through a reliability analysis, factor analysis, and multiple regression analysis. The results of this study are as follows. First, emotions of customer were divided into 2 patterns, positive emotion and negative emotion. Second positive emotion have significant (+) influences on the trust and negative emotion have significant (-) influences on the trust. Third positive emotion have significant (+) influences on the customer orientation and negative emotion have significant (-) influences on the customer orientation. Forth, the emotions of customer have a considerable impact on the interaction intention. And the positive emotion have significant (+) influences on the word-of-mouth intention and negative emotion have not a considerable impact on it. Fifth the positive emotion have significant (+) influences on the attitude toward store and repurchase intention, and negative emotion have significant (-) influences on the attitude toward store and repurchase intention.

• Asia pacific journal of information systems
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• 제33권3호
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• pp.541-572
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• 2023

Amazon Go is a cashierless convenience store concept, which is seen as a disruption in the grocery retail segment. Although Amazon Go has the ability to disrupt the retail segment, there are speculations on how Amazon Go will be perceived by users. Existing studies have not utilized user-generated content to understand the factors that affect customer behaviour in case of Amazon Go. Additionally, in case of phygital retail, studies have not attempted at understanding the effect of emotions and gratifications on user behaviour. To address the gap of exploring user perspectives based on their experience, we have examined the impact of gratifications and emotions on the acceptance of phygital retail using user-generated-content. A mixed-method approach has been utilized using only user-generated content. Utilizing topic-modelling based content analysis and emotion analysis on 30 articles related to Amazon Go, we found themes like, convenience, technology, experience, personalization, enjoyment and emotions like, bad, good, annoyance, success. In the empirical analysis, we have utilized 522 reviews about Amazon Go from the cognition and emotion theory stance, and found that hedonic gratifications have a positive impact on challenge emotions. We also found a significant impact of emotions on customer's favourite behaviour.

• 패션비즈니스
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• 제20권6호
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• pp.19-31
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• 2016

Identifying the factors of emotional experience that arouse emotional responses will contribute to determining the relationship between the visual attributes of a salon and the emotional responses of humans, as well as the relationship between service factors and the emotional response of humans. The aim of this study is to examine the effect of the various e motional responses of customers on store preference and to thereby propose marketing strategies for offering an insightful service. The emotionally expressed vocabulary used by customers during their visit is also explored. 300 customers with previous experience of beauty shop services were surveyed and their responses were analyzed using SPSS 20.0 to define the problems. All the emotional experiences at the beauty salon influence the service satisfaction and re-visitation intention. The results showed that, as the customer's level of satisfaction with a service experience increases, the re-visitation intention increases. Of these results, only the service experience influences the recommendation intention. As the effective delivery of positive emotional services influences customers' revisiting intentions, beauty industry workers should be aware of each phase of the customers' emotions and try to provide customer-oriented services to appease these emotions. In addition, workers should strive to create service systems that induce customers' positive emotional responses rather than to offer merely stereotyped services.

• 스마트미디어저널
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• 제13권6호
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• pp.35-43
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• 2024

During the post-pandemic period, the interest in foreign language learning surged, leading to increased usage of language-learning apps. With the rising demand for these apps, analyzing app reviews becomes essential, as they provide valuable insights into user experiences and suggestions for improvement. This research focuses on extracting insights into users' opinions, sentiments, and overall satisfaction from reviews of HelloTalk, one of the most renowned language-learning apps. We employed topic modeling and emotion analysis approaches to analyze reviews collected from the Google Play Store. Several experiments were conducted to evaluate the performance of sentiment classification models with different settings. In addition, we identified dominant emotions and topics within the app reviews using feature importance analysis. The experimental results show that the Random Forest model with topics and emotions outperforms other approaches in accuracy, recall, and F1 score. The findings reveal that topics emphasizing language learning and community interactions, as well as the use of language learning tools and the learning experience, are prominent. Moreover, the emotions of 'admiration' and 'annoyance' emerge as significant factors across all models. This research highlights that incorporating emotion scores into the model and utilizing a broader range of emotion labels enhances model performance.

• 유통과학연구
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• 제11권11호
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• pp.19-32
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• 2013

Purpose - This study examines the effects of art marketing management of the marketing mix in fashion, focusing on the cases of the leading global fashion brands in art marketing management. Research Design, Data, and Methodology - This study was implemented using the content analysis method. Criteria, including product differentiation, promotion strategies, store strategies, and social contributions, were based on previous research, brand promotional references, and critical reviews in newspapers or professional magazines for various cases of art marketing management by fashion brands. Results - To achieve product differentiation, art marketing management has borrowed images from artworks, and employed parodies and collaboration with artists; this has facilitated the pleasure derived from utilizing the artistic value of products. Promotion strategies were integrated with art performances, advertisements, and runway shows. Store strategies developed emotional feelings and a longing for brands among consumers. Reputational marketing of the social contributions made by corporations elevated the corporate brand image perceived by consumers. Conclusions - This study's findings revealed that consumers can derive emotional satisfaction through art marketing that seeks to profit effectively by stimulating consumers' emotions. From an economic perspective, a convergence of art and marketing plays an important role in profit-making and satisfying consumers' emotions.

• 복식문화연구
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• 제26권6호
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• pp.1015-1027
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• 2018

In the retail environment where online-shopping malls are growing, offline store are find it difficult to survive simply by selling their products. As a result, offline retailers are trying to find unique services that are appealing to their customers. In such a market environment, marketing strategies that stimulate the five senses other than the sight can be an alternative. Therefore, this research is aimed at observing the effect of the senses on emotion and purchase intention in a fashion retail context. A two by two experimental design (existence vs non-existence of scent x existence vs. nonexistence of eating chocolate) between subjects was used. A total of 120 participants were randomly assigned to the four situations, and they were asked to complete the questionnaires about emotion and purchase intention. The survey data were statistically analyzed using SPSS 23.0, and results are as follows. After a two-way ANOVA, we observed a statistically significant effect of the scent service on pleasure and purchase intention the sweet offering service on purchase intention. Moreover, when scents service and sweet offering service were provided at the same time, the highest purchase intention was obtained among other services. In addition, we studied the effects of emotions on purchase intentions, and the pleasant emotions resulting from the services have a positive effect of on purchase intentions.

• 문화기술의 융합
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• 제10권3호
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• pp.791-800
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• 2024

AI의 발전으로 빠르게 확산하고 있는 무인 매장 서비스는 고객에게 새로운 쇼핑 경험을 경험하게 하였다. 그러나 기존의 소매업 서비스 연구는 종업원(사람)을 기준으로 한 평가가 주를 이루었다. 본 연구는 이러한 서비스평가를 무인 매장의 특성에 맞춰 재구성하여 서비스를 평가하고자 시작되었다. 또한, AI 무인 매장이 제공하는 서비스 경험특성이 고객의 긍정 또는 부정적인 감정에 미치는 영향을 파악하고, 최종적으로 재방문 의도에 미치는 영향까지 살펴보려 한다. 본 연구 결과로 AI 무인 매장이 가지는 서비스 경험특성이 감정반응에 일부 영향을 미치는 것을 확인할 수 있었다. 또한, AI 무인 매장 서비스 경험특성이 불러일으키는 긍정적 감정반응은 재방문을 유도하지만, 부정적 감정반응은 재방문을 저해하는 것으로 나타났다. 본 연구 결과는 앞으로 더욱 발전하게 될 AI 무인 매장 서비스의 연구 발전에 기여할 것으로 기대한다.

• 감성과학
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• 제15권2호
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• pp.209-222
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• 2012

본 연구는 쇼핑 환경을 구성하는 물리적 환경이 소비자의 감정적 반응 및 행동반응에 미치는 영향을 규명함으로써 고객의 심리 상태에 부합하는 매장 환경 연출을 위한 단서를 제공하기 위해 시도되었다. 이를 위해 연구가설을 도출하고 설문지에 의한 자료를 수집하여 구조방정식모형에 의해 실증분석하였다. 연구결과는 다음과 같이 요약된다. 첫째, 점포의 물리적 환경은 디자인 요인, 주변요인, 사회요인으로, 소비자의 물리적 환경에 대한 감정적 반응은 긍정적 감정과 부정적 감정으로 분류되는 다차원 개념이다. 둘째, 점포의 물리적 환경은 소비자의 긍정적 감정에 정(+)의 영향을 주었다. 셋째, 물리적 환경에 대한 긍정적 감정은 소비자의 전환장벽과 충성도 형성에 정(+)의 영향을 주었다. 넷째, 점포에 대한 전환장벽 형성은 고객 충성도에 정(+)의 영향을 주었다. 이와 같은 결과는 소비자에게 호의적으로 연출된 점포의 물리적 환경은 긍정적 감정을 유발하며, 이는 점포에 대한 전환장벽 및 충성도 형성에 중요한 요인으로 작용함을 시사한다.

• 한국유통학회지:유통연구
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• 제15권2호
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• pp.101-122
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• 2010

본 연구에서는 인터넷 쇼핑 사이트를 이용하여 의류 구매시 느끼는 긍정적, 부정적 감정이 쾌락적, 실용적 가치지각에 미치는 영향과, 이러한 쾌락적, 실용적 가치지각이 점포접근행동에 미치는 영향관계를 연구하였다. 이 연구를 위하여 Babin and Attaway가 오프라인 쇼핑 사이트 연구에 활용한 연구모형을 인터넷 쇼핑상황에 적용하여 연구모형을 제시하고 실험자료를 통하여 검증하였다. 인터넷 쇼핑몰을 통해 의류상품을 쇼핑하는 과업을 수행하고 제시된 설문 문항에 응답하도록 하는 실험을 실시하여 278명의 결과가 통계분석에 이용되었으며 탐색적/확인적 요인분석과 Amos 6.0을 활용한 구조방정식 모형 검증을 실시하였다. 구조방정식 모형검증 결과 인터넷 의류 쇼핑 사이트에 대해 부정적인 감정을 많이 느낄수록 사이트에 대한 쾌락적, 실용적 가치지각이 낮았으며, 긍정적인 감정을 많이 느낄수록 사이트에 대한 쾌락적, 실용적 가치지각이 높았다. 이렇게 지각된 인터넷 의류쇼핑사이트의 쾌락적, 실용적 가치는 태도에 긍정적인 영향을 미치나, 재방문의도에는 실용적 가치만이 긍정적인 영향을 미쳤다. 본 연구결과를 바탕으로 이론적, 실무적 시사점들이 제시되었다.