• Title/Summary/Keyword: Latent growth model

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A Study on Structural Relationship between Adolescents' Multicultural Acceptability Change and Its Influencing Factors

  • Kim, Hyung-Hee;Park, Hwieseo
    • Journal of the Korea Society of Computer and Information
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    • v.26 no.4
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    • pp.189-195
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    • 2021
  • The point of this research is verifing the longitudinal changes in youth multicultural acceptance and to verify predictive variables of multicultural acceptance. Among the Korean Children and Youth Panal data collected by the Korea Institute for Children and Youth Policy, 1,972 data from the 3rd, 5th, and 6th data of the first-year middle school panal were used, and the data were analyzed by applying the latent growth model, and the following analysis results were obtained. First, adolescents' multicultural acceptability showed an increasing pattern, and the extent of the increase was large at the point of transition from the 3rd year(3rd year of middle school) to the 5th year. Second, predicting the change of multicultural acceptability were found to be significant in the initial values of peer communication, community consciousness and in the rate of change, life-satisfaction, peer communication, community consciousness. This study proposed some plans to improve multicultural acceptance in adolescence basing on these results.

A Longitudinal Study on the Effects of Child Maltreatment Experiences on School Bullying Experiences: Focusing on the Mediating Effects of School Violence Victimization Experiences and Aggression

  • Kim, Hyung-Hee;Kim, Yong-Seob
    • Journal of the Korea Society of Computer and Information
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    • v.27 no.8
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    • pp.203-210
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    • 2022
  • In this study, we tried to examine the longitudinal mediating effects of school violence damage experience and aggression in the relationship between child maltreatment experiences and school bullying experiences. For the analysis data for this purpose, the 3rd, 5th, 6th, and 7th data of the Korean Children and Youth panel data of the Korea Youth Policy Research Institute were used. A total of 1,813 data were analyzed using the statistical program SPSS 26.0 and Amos 26.0 version as a multivariate latent growth model. As a result of the analysis, it was possible to confirm the mediating effects of school violence victimization experiences and aggression. These results suggest that multilateral efforts are needed to lower the level of maltreatment, school violence victimization, and aggression that affect the school bullying experiences. Based on the results of this analysis, this study specifically suggested practical measures to prevent adolescents' maltreatment experiences from being reproduced as school bullying experiences.

A Study on the BOP Market In India (인도 빈곤층(BOP)시장의 현황과 시장분석에 관한 연구)

  • Lee, Jong-Won
    • International Commerce and Information Review
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    • v.13 no.2
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    • pp.51-73
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    • 2011
  • Because of the slowdown in economic growth of developed countries, emerging countries are appearing as the new global market. Each country is paying attention to the BOP market of emerging countries to substitute for the markets of import demand of advanced countries due to the global financial crisis. Europe and Japanese corporations are set on taking over the BOP markets, highly appreciating the potential of BOP market. Now it is high time that Korea should recognize the possibility of BOP market and analyze emerging countries and set up strategic planning to react to them. China and India have the highest latent ability as emerging countries in Asia. Korea is well positioned within the market thanks to the conclusion of CEPA with India. Therefore, the government and leading conglomerates need to establish an effective model with which to advance their existing market entry strategy to approach the BOP market of India in the mid to long term. That is, they have to set up a TMB model which fits India such as marketing competence, an on-site adaptability, quick decision making, and constructing a close and customized strategy for all the social stratum of India's population. Establishing a TMB model in India will be the bridgehead to advancing the BOP market to neighboring countries which will allow us to extend our reach to other countries in South Asia and the world BOP market hereafter.

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A longitudinal analysis of high school students' dropping out: Focusing on the change pattern of dropout, changes in school violence and school counseling. (전국 고등학교 학생의 학업중단에 대한 종단적 분석 -학업중단 변화양상에 따른 유형탐색, 학교폭력 및 학교상담의 변화추이를 중심으로-)

  • Kwon, Jae-Ki;Na, Woo-Yeol
    • Journal of the Korean Society of Child Welfare
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    • no.59
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    • pp.209-234
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    • 2017
  • This study viewed schools as a cause of students dropping out and posited that dropping out of high school would vary depending on the characteristics and influencing factors of the school from which students were dropping out. Therefore, focusing on schools, we longitudinally investigated the change patterns of school dropout across high schools in the country, and the types of changes in dropping out of high school. In addition, we predicted the general characteristics of schools according to the type of school students were dropping out from, looked at the changes in the major factors (i.e., school violence and school counseling) affecting school dropout, and reviewed schools' long-term efforts and outcomes in relation to school dropout. For this purpose, KERIS EDSS's "Secondary School Information Disclosure Data" were used. The final model included data collected five years20122016) from high schools across the country. The results were as follows. First, in order to examine the longitudinal change patterns of dropping out of high schools, a latent growth models analysis was conducted, and it revealed that, as time passed, the dropout rate decreased. Second, growth mixture modeling was used to explore types according to the change patterns of the school students were dropping out from. The results showed three types: the "remaining in school" type, the "gradually decreasing school dropout" type, and the "increasing school dropping out". Third, the multinomial logistic regression was conducted to predict the general characteristics of schools by type. The results showed that public schools, vocational schools, and schools with a large number of students who have below the basic levels in Korean, English and mathematics were more likely to belong to the "increasing school dropout" type. Further, the larger the total number of students, the higher the probability of belonging to the "remaining in school" type or the "gradually decreasing school dropout" type. Lastly, growth mixture modeling was used to analyze the trend of school violence and school counseling according to the three types. The focus was on the "gradually decreasing school dropout" type. In the case of the "gradually decreasing school dropout" type, it was found that as time passed, the number of school violence cases and the number of offenders gradually decreased. In addition, in terms of change in school counseling the results revealed that the number of placement of professional counselors in schools increased every year and peer counseling was continuously promoted, which may account for the "gradually decreasing school dropout" type.

Development of Summer Leaf Vegetable Crop Energy Model for Rooftop Greenhouse (옥상온실에서의 여름철 엽채류 작물에너지 교환 모델 개발)

  • Cho, Jeong-Hwa;Lee, In-Bok;Lee, Sang-Yeon;Kim, Jun-Gyu;Decano, Cristina;Choi, Young-Bae;Lee, Min-Hyung;Jeong, Hyo-Hyeog;Jeong, Deuk-Young
    • Journal of Bio-Environment Control
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    • v.31 no.3
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    • pp.246-254
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    • 2022
  • Domestic facility agriculture grows rapidly, such as modernization and large-scale. And the production scale increases significantly compared to the area, accounting for about 60% of the total agricultural production. Greenhouses require energy input to create an appropriate environment for stable mass production throughout the year, but the energy load per unit area is large because of low insulation properties. Through the rooftop greenhouse, one of the types of urban agriculture, energy that is not discarded or utilized in the building can be used in the rooftop greenhouse. And the cooling and heating load of the building can be reduced through optimal greenhouse operation. Dynamic energy analysis for various environmental conditions should be preceded for efficient operation of rooftop greenhouses, and about 40% of the solar energy introduced in the greenhouse is energy exchange for crops, so it should be considered essential. A major analysis is needed for each sensible heat and latent heat load by leaf surface temperature and evapotranspiration, dominant in energy flow. Therefore, an experiment was conducted in a rooftop greenhouse located at the Korea Institute of Machinery and Materials to analyze the energy exchange according to the growth stage of crops. A micro-meteorological and nutrient solution environment and growth survey were conducted around the crops. Finally, a regression model of leaf temperature and evapotranspiration according to the growth stage of leafy vegetables was developed, and using this, the dynamic energy model of the rooftop greenhouse considering heat transfer between crops and the surrounding air can be analyzed.

Do High Ratings Signal a Good Movie? An Empirical Investigation of Signaling Effectiveness (좋은 평점이 항상 영화의 성공을 가져오는 것일까? 잠재 성장 모형을 응용한 Signaling 효과성에 관한 연구)

  • Kim, Juhee;Nam, Dae-il
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.13 no.3
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    • pp.113-124
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    • 2018
  • The objective of this study is to examine the effectiveness of signals and advancing our understanding of the relationship between ratings and audience decisions based on the signaling theory. Though many studies argue that information asymmetry affects decision making, few studies have examined two key signaling factors: its potential to have multiple sources and the effect of time on its effectiveness. This study examined how experts' and the general audience's ratings affect decision making. We also considered change patterns in ratings to explore how time effect on ratings affect selection behavior. We tested our hypotheses using the latent growth model based on signaling theory and behavior approaches. The results show that a general audience's ratings is perceived as more credible than are those of experts and that audience members are significantly affected by upward patterns in ratings. The findings suggest that general audiences play a critical role as signal providers. Thus, market participants such as producers should pay more attention to the general audience's ratings in order to increase revenues. They should also consider the time effect of signaling, such as upward trends in ratings.

A Longitudinal Study of Factors Associated with Happiness in Primary School Children (학령기 아동의 행복감에 영향을 미치는 요인에 대한 종단 연구)

  • Lee, Jae-Kyeong;Cho, Hye-Chung
    • Journal of the Korean Society of Child Welfare
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    • no.40
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    • pp.41-71
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    • 2012
  • The purpose of this study is to examine longitudinal impacts of various factors on happiness in primary school children. Specifically, attachment theory and ecosystems perspective were utilized for the purpose of this study. We used Korea Youth Panel Survey, which is a 5-year longitudinal data collected from fourth grade in elementary school to second grade in middle school Latent growth model was employed as the analytic method. The findings of this study are as follow: first, academic achievement, self-esteem, parent attachment, peer attachment, teacher attachment, and community attachment all decreased over the 5-year study period. Also, the intercept and the slope variance of variables were found to be statistically significant. This means that there are significant differences in the intercept and the slope of individuals. Second, self-esteem, parent attachment, and peer attachment were found to have cross-sectional influences on happiness. This means that self-esteem, parent attachment, and peer attachment are positively associated with happiness at the intercept. Also, self-esteem, parent attachment, teacher attachment, and community attachment were found to have longitudinal influences on happiness. This means that the higher levels of community attachment at the intercept is associated with slower the rate of decrease in happiness at the slope. In addition, faster rates of decrease in self-esteem, parent attachment, teacher attachment, and community attachment are associated with faster the rate of decrease in happiness. Third, this study conducted multiple group analysis with gender. The findings of this analysis revealed no significant differences in analytic models between males and females. Based on these findings, theoretical and practice implications with regard to happiness in primary school children are discussed.

A Longitudinal Study on the Effects of Socioeconomic Deprivations on Depression of middle-aged Single-Person Household - A Focus on the Comparison between Single-person and Multi-person Households - (중장년 1인 가구의 사회경제적 박탈이 우울에 미치는 영향에 관한 종단 연구: 다인 가구와의 비교를 중심으로)

  • Ko, A Ra;Jeong, Kyu Hyoung;Shin, Bo Kyoung
    • Korean Journal of Family Social Work
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    • no.59
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    • pp.55-79
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    • 2018
  • The aim of study to compare the change trajectory of socioeconomic deprivation and depression the middle-aged in the single-person household and that in the Multi-person Household and to confirm the difference between the two groups. It is to examine the Longitudinal relationship between socioeconomic deprivation and depression. To do so, we studied 4,212 single-person household and Multi-person Household cases in the 7th to 11th Korea Welfare Panel Study (2012~2016). To verify the difference between both groups, we go on analysis with the latent growth curve model. According to our analysis, it is confirmed that the socioeconomic deprivation and depression of single-person households is higher than those of Multi-person Household and thus there is meaningful difference between both groups. Also, we reveal that the socioeconomic deprivation of Multi-person Household tends to decease while that of single-person household doesn't decline significantly. Furthermore, it appears that the socioeconomic deprivation is directly proportional to the depression in both groups. This research has meaningful significance in that we discussed in depth the relationship between the socioeconomic deprivation and depression of both groups, suggesting that welfare approach should be needed in the middle-aged in the single-person household.

The Determination of Trust in Franchisor-Franchisee Relationships in China (중국 프랜차이즈 시스템에서의 본부와 가맹점간 신뢰의 영향요인)

  • Shin, Geon-Cheol;Ma, Yaokun
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.2
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    • pp.65-88
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    • 2008
  • Since the implementation of economic reforms in 1978, the Chinese economy grows rapidly at an average annul growth rate of 9% over the post two decades. Franchising has been widely recognized as an important source of entrepreneurial activity. Trust is important in that it facilitates relational exchanges by permits partners to transcend short-run inequities or risks to concentrate on long-term profits or gains. In the relationship between the franchisors and franchisees, trust has been described as an important source of competitive advantage. However, little research has been done on the factors affecting trust in Chinese franchisor-franchisee relationships. The purpose of this study is to investigate what factors affect the trust in the franchise system in China, and to provide guidelines and insights to franchisors which enter Chinese market. In this study, according to Morgan and Hunt (1994), trust is defined as the extending when one party has confidence in an exchange partner's reliability and integrity. We offered a conceptual model of the empirical study. The model shows that the factors affecting the trust include franchisor's supports, communication, satisfaction with previous outcome and conflict. We also suggested the franchisor's supports and communication like to enhance the franchisee's satisfaction with previous outcome, and the franchisor's supports, communication and he franchisee's satisfaction with previous outcome tend to decrease conflict. Before the formal study, a pretest involving exploratory interviews with owners from three franchisees was conducted to make sure the questionnaire was relevant and clear to the respondents. The data were collected using trained interviewers to carry out personal interviews with the aid of an unidentified, muti-page, structured questionnaire. The respondents comprised of owners, managers, and owner managers of franchisee-owned food service franchises located in Beijing, China. Even though a total of 256 potential franchises were initially contacted, the finally usable sample consisted of 125 respondents. As expected, the sampling method was successful in soliciting respondents with waried personal and firm characteristics. Self-administrated questionnaires were used for all measures. And established scales were used to measure the latent constructs in this study. The measures tapped the franchisees' perceptions of the relationship with the referent franchisor. Five-point Likert-type scales ranging from "strongly disagree" (=1) to "strongly agree" (=7) were used throughout the constructs (trust, eight items; support, five items; communication, four items; satisfaction, six items; conflict, three items). The reliability measurements traditionally employed, such as the Cronbach's alpha, were used. All the reliabilities were greater than.80. The proposed measurement model was estimated using SPSS 12.0 and AMOS 5.0 analysis package. We conducted A series of exploratory factor analyses and confirmatory factor analyses to assess the convergent validity, discriminant validity, and reliability. The results indicate reasonable overall fits between the model and the observed data. The overall fit of measurement model were $X^2$= 159.699, p=0.004, d.f. = 116, GFI =.879, NFI =.898, CFI =.969, IFI =.970, TLI =.959, RMR =.058. The results demonstrated that the data reasonably fitted the model. We also examined construct reliability and reliability and average variance extracted (AVE). The construct reliability of each construct was greater than.80 and the AVE of each construct was greater than.50. According to the analysis of Structure Equation Modeling (SEM), the results of path model indicated an adequate fit of the model: $X^2$= 142.126, p = 0.044, d.f. = 115, GFI =.892, NFI =.909, CFI =.981, IFI =.981, TLI =.974, RMR =.057. As hypothesized, the results showed that it is strategically important to establish trust in a franchise system, and the franchisor's supports, communication and satisfaction with previous outcome tend to reinforce franchisee's trust. The results also showed trust seems to decrease as the experience of conflict episodes increases. And we also noticed that franchisor's supports and communication tend to enhance the franchisee's satisfaction with previous outcome, and communication tend to decrease conflict. If the trust between the franchisor and franchisee can be established in a franchise system, franchising offers many benefits and reduces many costs. To manage a mutual trust of relationship with their franchisees, franchisor's should provide support effectively to their franchisees. Effective assistant services have direct effect on franchisees' satisfaction with previous outcome and trust in franchisor. Especially, franchise sales process, orientation, and training in the start-up period are key elements for success of the franchise system. Franchisor's support is an accumulated separate satisfaction evaluation with different kind of service provided by the franchisor. And providing support definitely can improve the trustworthy image of the franchisor. In the franchise system, conflicts of interests and exertions of different power sources are very common. The experience of conflict episodes seems to negatively relate to trust. Therefore, it is important to reduce the negative side of the relationship conflicts. Communication actually plays a broader role in reducing conflict and establish mutual trust in franchisor-franchisee relationship. And effective communication between franchisors and franchisees can improve franchisees' satisfaction toward the franchise system. As the diversification of Chinese markets, both franchisors and franchisees must keep the relevant, timely, and reliable communication. And it is very important to improve the quality of communication. Satisfaction with precious outcomes seems to positively relate to trust. Franchisors and franchisees that are highly satisfied with the previous outcomes that flow from their relationship will perceive their partner as advancing their goal achievement. Therefore, it is necessary for both franchisor and their franchisees to make the welfare of partner with effort. Little literature has focused on what factors affect the trust between franchisors and their franchisees in China. This study developed the hypotheses regarding the factors affecting trust in the transaction relationship. The results of data analysis supported the hypotheses strongly. There are certain limitations in this study. First, we may point out that some other factors missed in this study could be significantly important. Second, the context of this study, food service industry, limits its potential generalizability for all franchise systems. More studies in different categories of franchise system are needed to broaden its generalizability. Third, the model was tested empirically in a sample in Beijing, more empirical tests of the proposed model in other Chinese areas are needed. Finally, the analysis in this study was solely based on the perception of franchisees and the opinions of franchisors were not included.

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The Effects of Perceived Quality Factors on the Customer Loyalty: Focused on the Analysis of Difference between PB and NB (지각된 품질요인이 고객충성도에 미치는 영향: PB와 NB간의 차이분석)

  • Ye, Jong-Suk;Jun, So-Yon
    • Journal of Distribution Research
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    • v.15 no.2
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    • pp.1-34
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    • 2010
  • Introduction As consumers' purchase behavior change into a rational and practical direction, the discount store industry came to have keen competition along with rapid external growth. Therefore as a solution, distribution businesses are concentrating on developing PB(Private Brand) which can realize differentiation and profitability at the same time. And as improvement in customer loyalty beyond customer satisfaction is effective in surviving in an environment with keen competition, PB is being used as a strategic tool to improve customer loyalty. To improve loyalty among PB users, it is necessary to develop PB by examining properties of a customer group, first of all, quality level perceived by consumers should be met to obtain customer satisfaction and customer trust and consequently induce customer loyalty. To provide results of systematic analysis on relations between antecedents influenced perceived quality and variables affecting customer loyalty, this study proposed a research model based on causal relations verified in prior researches and set 16 hypotheses about relations among 9 theoretical variables. Data was collected from 400 adult customers residing in Seoul and the Metropolitan area and using large scale discount stores, among them, 375 copies were analyzed using SPSS 15.0 and Amos 7.0. The findings of the present study followed as; We ascertained that the higher company reputation, brand reputation, product experience and brand familiarity, the higher perceived quality. The study also examined the higher perceived quality, the higher customer satisfaction, customer trust and customer loyalty. The findings showed that the higher customer satisfaction and customer trust, the higher customer loyalty. As for moderating effects between PB and NB in terms of influences of perceived quality factors on perceived quality, we can ascertain that PB was higher than NB in the influences of company reputation on perceived quality while NB was higher than PB in the influences of brand reputation and brand familiarity on perceived quality. These results of empirical analysis will be useful for those concerned to do marketing activities based on a clearer understanding of antecedents and consecutive factors influenced perceived quality. At last, discussions about academical and managerial implications in these results, we suggested the limitations of this study and the future research directions. Research Model and Hypotheses Test After analyzing if antecedent variables having influence on perceived quality shows any difference between PB and NB in terms of their influences on them, the relation between variables that have influence on customer loyalty was determined as Figure 1. We established 16 hypotheses to test and hypotheses are as follows; H1-1: Perceived price has a positive effect on perceived quality. H1-2: It is expected that PB and NB would have different influence in terms of perceived price on perceived quality. H2-1: Company reputation has a positive effect on perceived quality. H2-2: It is expected that PB and NB would have different influence in terms of company reputation on perceived quality. H3-1: Brand reputation has a positive effect on perceived quality. H3-2: It is expected that PB and NB would have different influence in terms of brand reputation on perceived quality. H4-1: Product experience has a positive effect on perceived quality. H4-2: It is expected that PB and NB would have different influence in terms of product experience on perceived quality. H5-1: Brand familiarity has a positive effect on perceived quality. H5-2: It is expected that PB and NB would have different influence in terms of brand familiarity on perceived quality. H6: Perceived quality has a positive effect on customer satisfaction. H7: Perceived quality has a positive effect on customer trust. H8: Perceived quality has a positive effect on customer loyalty. H9: Customer satisfaction has a positive effect on customer trust. H10: Customer satisfaction has a positive effect on customer loyalty. H11: Customer trust has a positive effect on customer loyalty. Results from analyzing main effects of research model is shown as

    , and moderating effects is shown as
    . Results This study is designed with 16 research hypotheses, Results from analyzing their main effects show that 9 of 11 hypotheses were supported and other 2 hypotheses were rejected. On the other hand, results from analyzing their moderating effects show that 3 of 5 hypotheses were supported and other 2 hypotheses were rejected. H1-1: (SPC: Standardized Path Coefficient)=-0.04, t-value=-1.04, p>. 05). H1-2: (${\Delta}\chi^2$=1.10, df=1, p> 0.05). H1-1 and H1-2 are rejected, so it is prove that perceived price is not a significant decision variable having influence on perceived quality and there is no significant variable between PB and NB in terms of influence of perceived price on perceived quality. H2-1: (SPC=0.31, t-value=3.74, p<. 001). H2-2: (${\Delta}\chi^2$=3.93, df=1, p< 0.05). H2-1 and H2-2 are supported, so it is proved that company reputation is a significant decision variable having influence on perceived quality and, in terms of influence of company reputation on perceived quality, PB has relatively stronger influence than NB. H3-1: (SPC=0.26, t-value=5.30, p< .001). H3-2: (${\Delta}\chi^2$=16.81, df=1, p< 0.01). H3-1 and H3-2 are supported, so it is proved that brand reputation is a significant decision variable having influence on perceived quality and, in terms of influence of brand reputation on perceived quality, NB has relatively stronger influence than PB. H4-1: (SPC=0.31, t-value=2.65, p< .05). H4-2: (${\Delta}\chi^2$=1.26, df=1, p> 0.05). H4-1 is supported, but H4-2 is rejected, Therefore, it is proved that product experience is a significant decision variable having influence on perceived quality and, on the other hand, there is no significant different between PB and NB in terms of influence of product experience on product quality. H5-1: (SPC=0.24, t-value=3.00, p<. 05). H5-2: (${\Delta}\chi^2$=5.10, df=1, p< 0.05). H5-1 and H5-2 are supported, so it is proved that brand familiarity is a significant decision variable having influence on perceived quality and, in terms of influence of brand familiarity on perceived quality, NB has relatively stronger influence than PB. H6: (SPC=0.91, t-value=19.06, p< .001). H6 is supported, so a fact that customer satisfaction increases as perceived quality increases is proved. H7: (SPC=0.81, t-value=7.44, p<. 001). H7 is supported, so a fact that customer trust increases as perceived quality increases is proved. H8: (SPC=0.57, t-value=7.87, p< .001). H8 is supported, so a fact that customer loyalty increases as perceived quality increases is proved. H9: (SPC=0.08, t-value=0.76, p> .05). H9 is rejected, so it is proved influence of customer satisfaction on customer trust is not significant. H10: (SPC=0.21, t-value=4.34, p< .001). H10 is supported, so a fact that customer loyalty increases as customer satisfaction increases is proved. H11: (SPC=0.40, t-value=5.68, p< .001). H11 is supported, so a fact that customer loyalty increases as customer trust increases is proved. Implications Although most of existing studies have used function, price, brand, design, service, brand name, store name as antecedent variables for perceived quality, this study used different antecedent variables in order to analyze and distinguish purchase group PB and NB through preliminary research. Therefore, this study may be used as preliminary data for a empirical study that is designed to be helpful for practical jobs. Also, this study is made to be easily applied to any practical job because SEM(Structural Equation Modeling), most strongly explaining the relation between observed variable and latent variable, is used for this study. This study suggests a new strategic point that, in order to increase customer loyalty, customer's perceived quality level should satisfied for inducing customer satisfaction, customer trust, and customer loyalty. Therefore, after finding an effective differentiating factors in perceived quality in order to increase customer loyalty through increasing perceived quality, this factor was made to be applied to PB and NB. Because perceived quality factors which is recognized as being important by consumers is different between PB and NB, this study suggests how to efficiently establish marketing strategy by enhancing a factor. Companies have mostly focused on profitability in terms of analyzing customer loyalty, but this study included positive WOM(word of mouth). Hence, this study suggests that it would be helpful for establishing customer loyalty when consumers have cognitive satisfaction and emotional satisfaction together. Limitations This study used variables perceived price, company reputation, brand reputation, product experience, brand familiarity in order to determine whether each constituent factor has different influence on perceived quality between purchase group PB and NB. These characteristic variables are made up on the basis of the preliminary research, but it is expected that more precise research result would be obtained if additional various variables are included in study. This study selected a practical product that is non-durable, low-priced and bestselling product in a discount store through the preliminary research because it can be easily estimated by consumers. Therefore. generalization of study would be more easily obtained if more various product characteristics is included. Regarding a sample used in this study, it was only based on consumers who purchase products in a large-scale discount store located in Seoul and in the capital area. Accordingly, this sample has some geographical limitation, If a study is expanded by including more areas, more representative research results may be produced. Because this study is only designed to analyze consumers who purchase a product in a large-scale discount store, some difference may be found according to characteristics of each business type. In other words, there is certainly some application limitation, so research result from this study may not be applied to other business types. Future research may have fruitful results if it adjusts a variable to each business type.

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