• 한국응용과학기술학회지
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• 제41권1호
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• pp.107-118
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• 2024

본 연구는 의료미용을 위한 상담 시 병원코디네이터와 만나는 접점에서 지각된 진정성이 공감과 커뮤니케이션, 재방문 의도에 미치는 효과를 검증하는데 목적이 있다. 자료수집은 상담을 경험한 고객을 선정하여 설문조사를 실시하였고, 통계분석은 SPSS 21.0을 사용하였다. 연구 결과는 첫째, 병원코디네이터에 대한 지각된 진정성은 공감과 커뮤니케이션 만족도에 긍정적인 영향을 미쳤으며, 공감은 커뮤니케이션 만족도에 정의 영향을 주었다. 둘째 공감과 커뮤니케이션 만족도는 재방문 의도에 정의 영향을 주는 것으로 나타났다. 병원코디네이터의 진정성 있는 상담은 공감을 형성하여 커뮤니케이션 만족도가 높아지고 병원을 다시 방문하는 결과로 이어진다. 따라서 단순히 매출 향상이나 직무에 의해 만들어진 상담이 아니라 고객을 배려한 진정성과 공감을 통한 커뮤니케이션이 이루어진다면 신뢰를 형성할 수 있으며 장기적으로 의료미용 기관의 성과에도 기여할 수 있을것이다.

• 유통과학연구
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• 제13권12호
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• pp.5-11
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• 2015

Purpose - The purpose of this research is to investigate the influence of social status perception and interest in social issues on the authenticity perceived by consumers of the corporate social responsibility (CSR) activities of premium brands. Research design, data, and methodology - Behavioral experiments were performed to observe the impact of consumers' social status perception and interest in social issues on their perceived authenticity of CSR motivation related to premium brands and consumer behavior. Results - We found that the possibility of social mobility and the degree of individuals' interest in the environment and CSR enable them to reconsider the authenticity of CSR motivation, thereby having positive effects on purchase intention, willingness to recommend the product, and brand value. This research also showed that proactive customers who seek to move up the social ladder have a stronger interest in social issues such as the environment or CSR. Conclusions - Our research suggests that when conducting a consumer segmentation analysis for the launch of CSR products (products released for CSR), a positive mind-set toward social mobility serves as an effective criterion.

• 유통과학연구
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• 제15권3호
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• pp.61-72
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• 2017

Purpose - The ICT development is affecting the consumer behaviors in selecting channel or distribution system. This study aims to advance the theory on the influence and interaction with omni-channel behaviors. Specifically, analyzing moderating variable is category knowledge that effect between propensity of brand loyalty and its precedence factor which is perceived difference, perceived value, authenticity and consumer-brand relationship. Research design, data, and methodology - The subject of this research is consumers who purchase goods in omni-channel situation. The hypothesis of this research is derived from the literature of the preceding research analysis on brand loyalty, omni-channel and consumer behaviors. This study have constructs that were defined operationally with reference to previous studies, and the research model was designed to figure out the structural relationship among perceived difference, perceived value, authenticity, consumer-brand relationship and brand loyalty. From 2016 Sept. 1 to Dec. 31, a questionnaire survey was performed targeting customers using omni-channel. 327 questionnaire survey had conducted. 316 survey data were used for empirical analysis except data that had missing and wrong value. AMOS(structural equation) was used to confirm the hypothesis which developed by researcher. Results - The results of this study are as follows. First, an authenticity has significant effect on brand loyalty. Second, in the omni-channel situation, but perceived differentiation, perceived value, consumer-brand relationship does not affect brand loyalty. According to this result, it is judged that it is easy to search for information in the situation of omni-channel and integrated decision making is done without distinction between channels. Third, category knowledge has moderating effect between brand loyalty and precedence factors. When the category knowledge level is low, preceding factors have a significant effect on brand loyalty. when the category knowledge level is high, the preceding factors did not have a significant effect on brand loyalty except the authenticity. Conclusions - This study finds out omni-channel's phenomenon is different from other distribution channel phenomenon. In the situation of omni-channel, it is suggested that brand loyalty may be relatively low for a certain brand because it raises the knowledge level of the category. Then this study provides a managerial implications based on the role of the moderate effect on category knowledge, brand loyalty and omni-channel.

• 한국프랜차이즈경영연구
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• 제14권4호
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• pp.1-16
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• 2023

Purpose: Previous studies show that perceived CSR motives have a significant impact on company evaluations. However, consumer responses to CSR motives vary depending on CSR motives. From this perspective, this study investigates the impact of CSR motives on consumers' responses in the context of food and beverage franchise companies using a scenario. Research design, data, and methodology: For achieving the purposes of the study, an example of a domestic food and beverage franchise company actively carrying out CSR activities was presented. Data was collected from 304 respondents aged 20 or older who were aware of CSR activities. The respondents answered the questionnaire after reading the scenario. The data was analyzed with SPSS 28.0 and SmartPLS 4.0 program. Result: Values-driven motive and strategic motive influence authenticity, while stakeholder-driven motive and egoistic motive did not influence authenticity. Values-driven motive influences on attitude, while stakeholder-driven motive, strategic motive and egoistic motive didn't. Lastly, authenticity influences attitude. Conclusions: Companies need to be aware that consumers may infer different motives for their CSR activities, and pay close attention to consumers' perceived motives from the planning stage of CSR activities. In particular, companies should focus on the values-driven motive and the strategic motive when planning CSR activities.

• 벤처창업연구
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• 제15권5호
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• pp.235-243
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• 2020

소비자들이 브랜드를 진정성이 있는 것으로 느낄수록 브랜드 이미지는 좋아지고 구매의도도 높아지므로, 기업들은 적극적으로 브랜드 진정성을 구축하고자 한다. 한편, 성능이나 내구성, 소재 등의 다양한 요소들을 고려하여 소비자가 종합적으로 지각하는 제품의 품질은 브랜드 진정성에 영향을 미칠 수 있다. 본 연구의 목적은 마케팅 관점에서 품질과 브랜드 진정성에 대한 연구모형을 구축하고 실증분석함으로써 유용한 시사점을 제시하는 것이다. 이를 위하여 품질과 브랜드 진정성을 이론적으로 정의하고, 이들 간의 관계를 규명한 후, 궁극적으로 이들 개념이 브랜드 이미지에 미치는 영향을 살펴보았다. 구체적으로는 총 286명의 소비자를 대상으로 설문조사를 실시하여 제품의 품질과 브랜드의 진정성 및 브랜드 이미지를 알아보았고, 조사대상 제품은 S전자의 최신 휴대폰인 S20으로 하였다. 실증분석 결과, 품질이 브랜드 진정성에 통계적으로 유의한 정의 영향을 미치기는 하지만, 그 정도는 예상보다 크지 않았다. 또한 품질은 브랜드 이미지에도 통계적으로 유의한 정의 영향을 미치고 있었으며 그 정도도 컸지만, 브랜드 진정성을 함께 고려한 경우에는 품질에 비해서 브랜드 진정성의 회귀계수가 더 컸다. 이는 브랜드 진정성의 부분매개효과를 의미한다. 따라서 기업이 브랜드 이미지 및 구매의도를 제고하기 위해서는 품질에만 초점을 두는 것보다는 본 연구에서 제시하고 있는 구성요소들을 감안하여 브랜드 진정성을 함께 구축하는 전략이 효과적일 것이다. 본 연구는 마케팅 관점에서 소비자가 품질을 통하여 지각하는 브랜드 진정성과 브랜드 이미지 간의 관계를 실증적으로 살펴봄으로써 유용한 이론적, 실무적 시사점들을 제안하고 있다.

• International Journal of Contents
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• 제17권4호
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• pp.101-118
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• 2021

The prevalence of We-Media short videos has attracted emerging independent fashion designers (EIFD), a new force in the fashion industry directing their brand promotion to We-Media for amassing online followers. However, compared to famous content generators, EIFDs' creative, design-based visual appeal has not provided them with the significant edge. The former's success is admittedly supported by the platform backstage algorithm. Yet, the content is the cornerstone for building relationship between the sender and the reception. The authentic perception of the content is one of the basic appeals for which the audience chooses to follow the source. Therefore, with the EIFD short video as the research content, this study is established from the audience's perspective to understand the different dimensions of their authentic perceptions of EIFDs short video. The study was conducted mainly in the form of the Q method. The collection of 52 Q samples were realized through the Focus Group Interview and literature review on multidimensional authenticity. Thirty-six subjects participated in the sorting of the Q-sets. Finally, four dimensions of audience authenticity perceptions of EIFDs were derived: 'ingenuity', 'relevant', 'transparent', and 'experiential'. The corresponding short video content design strategies are suggested for effective communication of EIFDs and their personal brands.

• Asia Marketing Journal
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• 제22권2호
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• pp.19-57
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• 2020

A rapidly shifting, hyper-sensitive modern fashion industry, coupled with an increasingly developing global environmental concern, has seen to an ever-imperative role for corporate social responsibility (CSR) to play in the successful operation of fashion companies. This study primarily investigates effective measures for successful CSR implementation in both corporate and consumer domains, looking at Patagonia, an exemplar company with an environmental mission, to understand the central contributions of active consumer engagement to the success of CSR initiatives. We explore consumer admiration as a concept necessary to elevate CSR practices from image maintenance to genuine engagement and advocacy, and how such admiration could be cultivated on the consumer-side, investigating perceived CSR authenticity and corporate self-sacrifice as primary determinants. Specifically, we speculate the asymmetric role of consumers' moral identity, revealing that moral identity symbolization positively interacts with both determinants while negatively moderating the relationship of these intentions and consumer admiration. We derive our analysis from diverse international and Korean data, concluding with theoretical and managerial implications for domestic and international companies in pursuit of environmental CSR campaigns that bridge consumer and company, as well as limitations and future research directions.

• 한국병원경영학회지
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• 제20권3호
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• pp.1-12
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• 2015

The objective of this study is to analyze the effects of brand authenticity on brand trust and the effect of brand trust on brand loyalty in case of network franchise dental clinics. To achieve this objective, 300 dental customers were surveyed in Seoul and Gyeonggi province. Of these, 267 respondents were used for the analysis. The research results show that communication authenticity, advertising truthfulness, employee authenticity had positive effect on brand trust. and brand trust have positive effect on brand loyalty.

• 한국조리학회지
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• 제22권6호
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• pp.120-131
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• 2016

The purpose of this study was to examine the structural relationship between customers' perception of authenticity, justice, customer commitment, and customer behavior in franchise coffee shops. To test the hypotheses of the study, a total of 428 customers in Korea were considered in an empirical analysis using a two-step structural equation model (SEM) approach. In particular, employees' authenticity had relatively great influence on customers' continuous and affective commitment and their justice had greater influence on customers' normative commitment. Also, customers' continuous commitment, normative commitment, and affective commitment significantly influence customer participation behavior, while normative commitment and affective commitment have a significant effect customer citizenship behavior. Research thus far divided justice and authenticity into separate concepts and examined relation with customer commitment or behaviors but the present study put cognitive process of justice and emotional process of authenticity on the same line and evaluated their different influence on customer commitment and behaviors, thereby verifying that not justice perceived by customers induced desirable customer behaviors but authenticity they felt with their heart played a more superior role in customer commitment or behaviors. This means that authentic services rather than justice induce customers' positive behaviors.

• 산경연구논집
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• 제9권11호
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• pp.67-76
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• 2018

Purpose - Electrical energy saving is one of the practical virtues relating to sustainable living. Therefore, policy-makers has tried to find a way to change the behaviors of individuals to encourage them to actively practice electrical energy saving, even if they have never had this concern or have only passively practiced electrical energy saving to this point. Prior research related to electrical energy saving can be categorized into several types. The first is focused on consumer characteristics linked to electrical energy saving. These studies are based on individual or household socio-demographic variables (e.g., age, gender, household income, education level, occupants, marital status, number of households), and psycho-graphics (e.g., environmental consciousness, value, attitude, motivation, lifestyle). The second is focused on policies (e.g., monetary incentives, information sharing, social comparison, feedback), and technologies (e.g., energy-efficiency home appliances, energy-reduced products, renewable resources). People generally have a favorable attitude towards electrical energy saving, while electrical energy saving practices tend to be less favorable. Therefore, it is necessary for policy-makers to seek out gaps between attitudes and behaviors and find alternatives to reduce these gaps. This study investigates the influence of authenticity on the behavioral intention of electrical energy saving. It is supposed that electrical energy saving practices are likely to be stronger as authenticity of individual or household becomes stronger. This study reviews prior literature and examines various studies to provide an understanding of the relationships between authenticity and electrical energy saving behavioral intention. Research design, data, and methodology - Hypothesis was drawn from analysis based on previous research. The items related to authenticity and electrical energy saving were selected from items found in previous research. To verify this hypothesis, data were collected via experimental survey method and the resulting data were analyzed using reliability analysis, correlation analysis, and hierarchical regression analysis. Results - This study found that authenticity had a positive impact on the behavioral intention of electrical energy saving. The higher the perceived degree of authenticity, the higher the behavioral intention of electrical energy saving. Conclusions - This study assesses the impact of authenticity on the behavioral intention of electrical energy saving. In order to enhance the practice of electrical energy saving, it is efficient strategy for policy-maker to improve the perceived authenticity of individuals.