• 마케팅과학연구
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• 제18권4호
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• pp.1-32
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• 2008

기업연상(corporate association)이 제품 평가(product responses)에 어떻게 영향을 미치는 가에 대한 연구가 부진하다는 Brown and Dacin(1997)의 문제 제기가 있은 후, 기업연상이 제품 판단에 미치는 영향과 과정에 대한 조절변수와 매개변수들을 파악하려는 연구가 진행되어 왔다. 본 연구에서는 기업연상의 두가지 유형인 CA(corporate ability) 연상과 CSR(corporate social responsibility) 연상이 성능과 재무위험에 미치는 영향력과 그 영향력을 조절하는 변수들을 조사하였다. 분석 결과에 의하면, 주효과(main effects)에 있어서는, 가설에서 기대한 바와 같이 CA 연상이 성능위험과 재무위험에 유의한 영향력을 갖는 것으로 나타난 반면, CSR 연상은 성능위험과 재무위험에 대해 유의한 영향력을 갖지 않는 것으로 나타났다. 조절변수로 인한 상호작용효과와 관련해서는, CA 연상이 성능위험과 재무위험에 미치는 주효과에 대해 제품범주 지식과 관여는 각각 유의한 조절효과를 나타내었다. 하지만, CSR 연상이 성능위험과 재무위험에 미치는 주효과에 대해서는 제품범주 지식과 관여의 조절효과는 나타나지 않았다. 이러한 연구 결과를 통하여 제품의 기능적인 속성에 대한 정보가 부족한 제품에 대해 소비자가 지각하는 위험을 감소시키기 위하여, 기업은 CSR 연상보다는 CA 연상에 대해 강조할 필요가 있다는 결론을 내리게 되었다.

• 한국의류학회지
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• 제21권6호
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• pp.959-969
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• 1997

This research is intended to help the development of new products and marketing strategies studying consumers' knowledge level and attitude towards original brand and the extension attitude related to the brand image. The detailed purposes of this study are as follow: First, it is to measure consumers' knowledge and attitude towards original brand. Second, it is to clarify the dimensions of the image about the original brand and extended brand product which is perceived by the consumer. Third, it is to meassure image consistency and product similarity between the original brand and extended product. The sample group consisted of female college students 393 in Seoul. Stratified sampling, based on major and grade of sturients and the structure of the college they were attending was used as sampling method. Questionnaires, which were selected from literature and proceeding researches published in Korea and abroad, were modified for this study, SAS Package was used for data analysis. The results observed in this study were as follow: 1. Consumers' knowledge level about original brand showed high among students majoring in clothing-related subjects and their general attitude proved to be positive. 2. Image factors of original brand were classified to dignity factor, personality/modernity factor, femininity factor, and ornamentation factor. Lipstick is considered to have high image consistency and product similarity. 3. Comparing the attitude before and after extension, extension to lipstick which showed high image consistency and product similarity received more positive reactions than one to bed cover sheet. 4. It was founded that although knowledge and attitude towards original brand with image consistency had no influence on the extension attitude, knowledge and attitude without image consistency influence the extension attitude.

• 기술혁신연구
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• 제14권1호
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• pp.1-30
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• 2006

The purpose of this paper is to analyze the organizational design and management of product development in creating new product architecture by an established firm. For the purpose, the paper put up the organizational design in the process of PDA(Personal Digital Assistant) development of Sharp and Casio which were Japanese major PDA firms in 1990s. PDA is the product born through architectural change from Electronic Organizer. Prior research on the product architecture change and organizational adaptation emphasized that an established firm is difficult to adapt to new product architecture due to the restriction of prior technology or organizational inertia. For overcoming these problems and successful development of new product architecture, organizational design and management in the process of product development becomes essential. In case of Sharp, corporate development project team had been used to overcome the restrictions from architectural knowledge accumulated through previous product. After launching first new PDA by corporate development project team, Sharp created a new division and pushed an evolution of PDA, when new PDA market start to grow up rapidly toward a major market segmentation. As a result, Sharp was able to build up stable PDA project trajectory. However, Casio was late for three years in launching of new PDA architecture because previous division charging of Electronic Organizer tried to develop first new PDA. Casio's PDA development was prohibited by engineers of previous division because new PDA architecture was inferior on user interface and display definition. That is, Casio's first PDA development was restricted by architectural knowledge of previous product.

• 한국의류학회지
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• 제21권3호
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• pp.641-654
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• 1997

The purpose of this study is to investigate the relationship between the consumer's product knowledge and his/her ability to obtain information when buying clothing. For the purpose of this study, questionnaires were given to 550 university students living in Seoul and the Kwgi area. The questionnaires were designed to measure the consumer's knowledge about examine his/her method of gathering information and to obtain some personal information Vsing a base of 407 students, data was analyzed through cross- tabulation, the chi square test, the t-test, the one-way ANOVA accompanied by a post-hoc analysis with the Tukey method, Pearson's correlation coefficient, and the Spearman rho. The results of this study were as follows. 1) There was a significant difference in the amount of iuormation seeking between groups with different knowledge related to clothing. 2) The use of information sources was found to be significantly related to the consumer's subjective and objective knowledge. 3) The consumer's level of knowledge about clothing was related to the store characteristics that he/she took into consideration. The difference between the groups came from the number of store characteristics taken into consideration, rather than from the contents. The group that had more knowledge related to clothing was more aware of store characteristics than the other level stoup. Price, quality, uniqueness, and variety of clothing were equally important to by groups. 4) A moderate relationship was found between the consumer's subjective and objective knowledge, and between his/her purchasing experience and objective knowledge. There was a relatively high relationship between purchasing experience and subjective knowledge.

• International Journal of Costume and Fashion
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• 제17권1호
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• pp.41-57
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• 2017

The purpose of this research was to develop a typology of fair-trade apparel consumers and present a clear overview of the influence of product knowledge on consumer behaviors. A two-step cluster analysis was used to classify respondents into sub-groups based on their level of self-perceived knowledge and purchase experience. In addition, ANOVA was used to test the predictive validity of the cluster solution. Income was the only demographic variable that significantly differed across groups. The more familiar and more experienced group had higher income than the other groups. Psychographic data showed that attitudes and moral norms varied across groups. The more familiar and more experienced group had more positive attitudes and higher level of moral norms than the less familiar and less experienced group. In terms of behavioristic data, groups differed significantly in purchase intentions and willingness to pay more for fair-trade apparel. That is, the more familiar and more experienced group was willing to pay more and had higher purchase intentions than the less familiar and less experienced group. Overall, the level of product knowledge and purchase experience were considerably low. This study thus confirmed the need to increase consumers' familiarity related to fair-trade apparel products.

• 복식문화연구
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• 제18권3호
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• pp.476-487
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• 2010

The purpose of this study was to identify the determinants of decision-making confidence of clothing. As determinants, this study examined consumer susceptibility to interpersonal influence, vanity, and clothing knowledge. Data were collected through surveying university students in Seoul metropolitan area using convenience sampling method. Out of 324 distributed, 300 useful questionnaires were returned. The results showed that identical conformity among consumer susceptibility to interpersonal influence factors significantly influences, both directly and indirectly, decision making confidence through vanity. Although normative conformity does not influence decision-making confidence directly, it does significantly influence decision-making confidence indirectly through influencing vanity and clothing knowledge. The results suggest clothing is a manifestation tool for managing public self, which finally leads to increased clothing knowledge and decision-making confidence of clothing. These findings may be used by marketers in developing strategies for product development and promotion.

• 한국정밀공학회:학술대회논문집
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• 한국정밀공학회 2000년도 춘계학술대회 논문집
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• pp.829-832
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• 2000

This paper describes a research work of developing a computer-aided design of product with bending and piercing for progressive working. An approach to the CAD system is based on the knowledge-based rules. Knowledge fur the CAD system is formulated from plasticity theories, experimental results and the empirical knowledge of field experts. The system has been written in AutoLISP on the AutoCAD with a personal computer and is composed of three main modules, which are input and shape treatment, flat pattern layout and strip layout module. Based on knowledge-based rules, the system is designed by considering several factors, such as radius and angle of bend, material and thickness of product, complexities of blank geometry and punch profile, bending sequence, and availability of press. Strip layout drawing automatically generated by piercing with punch profiles divided into for external area is simulated in 3-D graphic forms, including bending sequences for the product with piercing and bending. Results obtained using the modules enable the manufacturer of electronic products to be more efficient in this field.

• 대한산업공학회지
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• 제29권3호
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• pp.230-238
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• 2003

The configuration design of a mechanical product can be efficiently performed when it is based on the functional modeling. There are methodologies, which decompose function from the abstract level to the concrete level and match the functions to physical parts. But it is difficult to carry out an innovative design when the function is matched only to a pre-detined part. This paper describes the configuration design process of a mechanical product with a design expert system, which uses function taxonomy and TRIZ theory. The expert system can propose a functional modeling of a new part. which is not in the existing parts list. The abstraction levels of design knowledge are introduced, which describe the operation of mechanical product in the levels of abstraction. This is the theoretical background of using knowledge of function and TRIZ for configuration design. The expert system is adequate to control this design knowledge. which expresses knowledge of functional modeling, mapping rules between functions and parts, selection of parts, and TRIZ theory. The hierarchy of functions and machine parts are properly expressed by classes and objects in the expert system. A design expert system has been implemented for the configuration design of a train bogie, and a new brake system of the bogie is introduced with the aid of TRIZ's 30 function groups.

• 한국콘텐츠학회논문지
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• 제19권8호
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• pp.58-68
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• 2019

최근 제품리뷰 형태의 SNS 광고가 늘어나고 있다. 이들 광고는 효과와 영향력에 비해 관리와 규제를 덜 받고 있어 소비자 불만 역시 증가하고 있다. 본 연구는 정보성, 오락성, 신뢰성, 친근성 등 제품리뷰 SNS 광고 속성이 소비자의 구매의도 및 브랜드 태도에 끼치는 영향을 알아보고자 하였다. 이 때 높아진 소비자 불만들로 인해 개개인이 구축한 설득지식은 광고효과에 영향을 끼칠 수 있을 것으로 예상되어 이를 조절효과로 살펴보았다. 240명의 제품리뷰 SNS 광고 이용자를 대상으로 설문한 결과, 광고 속성이 구매의도에 끼치는 영향 관계에서 설득지식의 조절효과는 오락성, 정보성이 채택되었고 광고 속성이 브랜드 태도에 끼치는 영향 관계에서는 오락성, 정보성, 친근성이 채택되었다.

• 기술경영경제학회:학술대회논문집
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• 기술경영경제학회 2005년도 27회 하계학술발표회 논문집
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• pp.44-68
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• 2005

The purpose of this paper is to analyze the organizational design and management of product development in creating new product architecture by an established firm. For the purpose, the paper put up the organizational design in the process of PDA(Personal Digital Assistant) development of Sharp and Casio which were Japanese major PDA firms in 1990s. PDA is the product born through architectural change from Electronic Organizer. Prior research on the product architecture change and organizational adaptation emphasized that an established firm is difficult to adapt to new product architecture due to the restriction of prior technology or organizational inertia. For overcoming these problems and successful development of new product architecture, organizational design and management in the process of product development becomes essential. In case of Sharp, corporate development project team had been used to overcome the restrictions from architectural knowledge accumulated through previous product. After launching first new PDA by corporate development project team, Sharp created a new division and pushed an evolution of PDA, when new PDA market start to grow up rapidly toward a major market segmentation. As a result, Sharp was able to build up stable PDA project trajectory. However, Casio was late for three years in launching of new PDA architecture because previous division charging of Electronic Organizer tried to develop first new PDA. Casio's PDA development was prohibited by engineers of previous division because new PDA architecture was inferior on user interface and display definition. That is, Casio's first PDA development was restricted by architectural knowledge of previous product.