• 융합경영연구
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• 제8권3호
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• pp.9-21
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• 2020

Purpose: Previous literature shows that a price promotion serves as a negative cue of product quality especially when consumers have no additional information about the product's other attributes. In this research, we explore how the effect of price promotions on consumers' perceptions of product quality changes depending on their ability to compare promoted product attributes with competitive products' attributes. Research design, data and methodology: Specifically, we use a series of scenario-based lab experiments using different types of products and explore if attribute alignability among competing products in a consumer's choice set influences consumers' ability to compare the product attributes and perceived quality. Results: Our study findings show that high attribute alignability among products makes consumers easier to compare the product attributes and thereby focus more on non-price information than price information. We also show that attribute alignability serves as a moderator and decreases perceived quality when the promotion level is higher. Therefore, the attribute alignability weakens the negative impact of a price promotion on consumers' perceived product quality. Conclusions: Our study findings provide new insights on how to implement price promotion strategies while keeping products' perceived quality, by considering the product's relationships with competing products in a choice set.

• 한국의류학회지
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• 제35권7호
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• pp.775-786
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• 2011

This study examines whether there are differences in the evaluation of clothing products according to self-efficacy in purchasing clothes. A total of 300 surveys were distributed and 231 were used for analysis. The data were analyzed by regression and factor analysis. The results are as follows. First, there were significant differences in the product attributes considered according to self-efficacy in purchasing clothes. The consumers with high self-efficacy considered diverse product attributes comprehensively when making purchase decisions and had significantly higher score in perceived value and post-purchase satisfaction level than the consumers with low self-efficacy. Second, there were differences in the attributes of clothing products that effects perceived value according to self-efficacy in purchasing clothes. The attributes of 'clothes that I like' and 'necessary clothes' had a significant effect on perceived value for both consumers. The attributes of 'design that suits me' and 'inexpensive price' had significant effect on perceived value on consumers with high self-efficacy while the attributes of 'harmony with other clothes' had a significant effect on perceived value for consumers with low self-efficacy. Third, there were differences in product attributes and the perceived value that influenced post-purchase satisfaction level according to self-efficacy in purchasing clothes. The attributes of 'design that suits me' and perceived value had a direct effect on the post-purchase satisfaction level four consumers with a high self-efficacy. For the consumers with low self- efficacy, the attributes of 'clothes I like', 'necessary clothes', and 'design similar to that of usually purchased products' had a direct effect on post-purchase satisfaction level; however, the effect of perceived value was not found.

• 지능정보연구
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• 제23권4호
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• pp.57-76
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• 2017

최근 정보 기술의 발전 속도가 매우 빠르게 변화하고 있다. 스마트폰과 태블릿 같은 IT 기기에서 이런 변화들이 두드러지고 있다. 이전의 IT 기기들은 기능상의 혁신과 진보를 통해 소비자들을 끌어들였지만, 현재는 IT 제품 상에서 기능상 발전과 혁신은 둔화되었다. 기능상 차별점이 줄어든 시점에서 기업들은 외관과 디자인적 측면에서 차별화를 시도하고 있다. 스마트폰의 외관적 변화를 반영하듯 소비자들도 성능보단 디자인을 스마트폰 구매의 중요 요인으로 삼고 있다. 스마트폰은 패션 아이템의 하나로 자리매김하게 되었고, 스마트폰의 디자인과 외형이 지속적으로 중요해짐에 따라 해당 제품에 대해 소비자들이 느끼는 디자인 가치가 무엇인지도 중요해졌으며, 무엇에 영향을 받는지도 중요해졌다. 소비자들이 느끼는 가치가 중요해짐에 따라 소비자들이 해당제품의 디자인에 대해 평가하는 메커니즘을 밝힐 필요성이 존재하며, 적절한 가치를 전달하기 위해 디자인을 평가할 수 있는 모형이 필요하다. 디자인과 관련한 기존 연구들은 소비자들의 인지와 가치 부분에 초점을 맞추어 연구를 하였지만, 제품 속성 자체에 대한 부분은 고려하지 않은 경향이 있으며, 제품이 갖고 있는 객관적인 속성들에 따라 소비자들의 인지가 변화하는 과정과 최종적으로 느끼는 가치에 대한 메커니즘을 밝힌 연구는 부재한 것으로 나타났다. 따라서 본 연구는 스마트폰 제품이 갖고 있는 객관적 속성인 제품 속성과 객관적 속성을 통해 느끼는 소비자들의 인지, 가치에 대해 평가할 수 있는 메커니즘을 설계하고, 이를 평가할 수 있는 3단계 디자인 평가 모형을 제시하려 한다. 3단계 디자인 평가 모형은 제품 속성, 인지 속성, 소비자 가치까지 모든 단계를 고려한 정량화된 모형으로 스마트폰 분야만이 아닌 사용자경험 분야에 전반적으로 적용 가능할 것으로 기대하며, 기업이 갖고 있는 소비자 데이터와 결합한다면, 특정 소비자층을 겨냥한 제품 생산 및 설계가 가능한 지능형 디자인 가치 평가 모형으로 발전할 수 있을 것으로 예상한다.

• 한국콘텐츠학회논문지
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• 제15권4호
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• pp.454-468
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• 2015

본 연구는 UTAUT이론을 바탕으로 정보통신 기술수용연구에서 상대적으로 간과되어왔던 다양한 제품특성(제품기능성, 디자인, 사용편의성)이 기능적 동기(노력기대, 성과기대)와 쾌락적 동기(인지된 즐거움)에 미치는 영향과 사용동기가 스마트 디바이스 사용의도에 어떠한 영향을 미치는지 규명하고자 진행되었다. 서울을 포함하여 5대광역시의 스마트 디바이스 사용자 800명을 비례할당방식으로 조사한 결과, 기능적 동기(노력기대, 성과기대)와 쾌락적 동기(인지된 즐거움)는 스마트 디바이스 사용의도에 정(+)의 영향을 미치는 것으로 나타났으며, 스마트 디바이스의 디자인은 인지된 즐거움에, 사용용이성은 노력기대와 성과기대에 각각 정(+)의 영향을 미치는 것으로 나타났다. 그러나 제품기능성은 노력기대와 성과기대에 유의한 영향을 미치지 못하는 것으로 나타났다.

• 유통과학연구
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• 제12권11호
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• pp.67-76
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• 2014

Purpose - PB (Private Brand) refers to the product for which the distribution company plans the production independently, consigns the production to the manufacturer, or attaches the self-developed trademark and sells it. To reinforce competitiveness in such a market environment, diverse products development, systematic management activities, and marketing efforts to analyze and understand the consumers' behavior regarding PB products are emphasized. Therefore, this study aims to investigate the relationships among PB product attributes, consumption emotion, brand attitude, and brand loyalty in general supermarkets. First, PB product attributes were defined using the five categories of perceived price, store image, familiarity, perceived service, and perceived quality, based on preceding studies. This study examined the influence of PB product attributes on consumption. Further, this study examined the relation among consumption emotion, brand attitude, and brand loyalty. This study provides more detailed and concentrated strategic implications. Research design, data, and methodology - In this study, the research model was designed to examine the relation among PB product attributes, consumption emotion, brand attitude, and brand loyalty. For the data collection method, the questionnaire survey comprised multiple items for each component and the direct interview method was employed. To collect data, the questionnaire survey was conducted for customers who personally visited the general supermarket after verifying the PB product purchase experience. The questionnaire survey was performed for one month, May 2014. A total of 300 questionnaires were distributed and 240 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0. Results - First, PB product attributes had a significantly positive effect on consumption emotion. The PB product attributes perceived by the customer at the point of service contact are important to form the positive consumption emotion. Second, consumption emotion had a significantly positive effect on brand attitude. Third, the consumption emotion had a significantly positive effect on brand loyalty. Such consumption emotion is an important factor in causing the positive evaluation on the brand attitude perceived by the customer. Fourth, brand attitude had a significantly positive effect on brand loyalty. The consumption emotion was positively represented to invoke the relational continuance behavior. The relational continuance behavior accompanies the repetition of purchase, word of mouth, and recommendation activities, and influences trust regarding the brand, for which the customer maintains the transaction continuously. Conclusions - The PB product attributes perceived by the customer at the point of service contact are important factors to form the positive consumption emotion. Based on this result, the discount store service provider would prepare the measures that can make the customer recognize the positive value, and make more detailed efforts. Consumption emotion is an important factor to cause the positive evaluation on the brand attitude perceived by the customer. Based on this result, the general supermarket must make efforts to provide fun or convenience in the purchase process for consumers.

• 한국의류학회지
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• 제26권8호
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• pp.1128-1140
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• 2002

As consumers' alternatives in fashion store selection increase, they select different store types to purchase different product types. Therefore, the probability of patronage mix behavior according to product type increases. Understanding consumers patronage mix behavior, finding out the determinant attributes of fashion stores for each product type are important to retailers and marketers for building a successful merchandising and marketing strategies. Most of the previous researches in store selection and patronage assume consumer behavior as single store patronage, and thus relatively little is known about patronage mix behavior. Also, little attention has been given to product characteristics as an important variable in store patronage behavior. The purposes of this study were to determine the effects of product characteristics in consumers patronage mix behavior. In this study, a theoretical model including product characteristics as an intervening variable between store attributes and patronage behavior was developed. A Questionnaire was developed and data were collected form 464 adult women living in Seoul area in Korea. Factor analysis, paired t-test, ANOVA, Duncan test and discriminant analysis were employed to analyze the data. As a result, the suggested model was partially verified. First, the product characteristic was found to have an effect on perceived importance of store attributes and on determinant attributes of stores. Consumers were found to use different evaluative criteria for store attributes when they purchase different product types. Second, the perceived importance of store attributes was determined by consumer characteristics as well as product characteristics. Third, the determinant attributes in store selection were affected not only by the perceived importance of store attributes but also by the type of product to be purchased.

• 한국정밀공학회지
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• 제33권5호
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• pp.349-356
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• 2016

This study investigates the effects of convergence firefighter helmet attributes on consumer attitude toward the product and willingness-to-pay. The results of empirical analysis are as follows. First, consumer attitude toward the convergence product is more favorable when conciseness, economical efficiency, and the utility value of the convergence product's attributes are high, while consumer attitude toward the convergence product is less favorable when the perceived risk of the convergence product's attributes is high. Second, consumer willingness-to-pay for the convergence product is higher when conciseness, economical efficiency, and the utility value of the convergence product's attributes are high, while consumer willingness-to-pay for the convergence product is lower when the perceived risk of the convergence product's attributes is high. Based on our results, the implications are discussed for the further development of convergence products.

• 한국프랜차이즈경영연구
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• 제14권4호
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• pp.17-33
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• 2023

Purpose: This study divides choice attributes that can help strengthen the competitiveness of traditional markets into product, price, personnel, and physical evidence. This study also examines which choice attributes affect customer value perception, satisfaction, and loyalty. Research design, data, and methodology: The data were collected from 542 traditional customers aged 20 or older who frequently visit traditional markets across the country and analyzed using the Smart PLS 4.0 program. The survey was conducted with the help of an online survey company for a total of 14 days from April 7, 2023 to April 20, 2023. Result: First, product, price, and employee quality have a positive impact on utilitarian and hedonic value, but physical evidence does not. Second, product, price, and employee quality have a positive impact on hedonic and hedonic value. Second, utilitarian value has a positive impact on satisfaction and revisit intention. Third, hedonic value has a positive impact on satisfaction, but does not on revisit intention. Lastly, satisfaction has a positive impact on revisit intention. Conclusions: Based on the S-O-R model and the theory of consumption value, this study proposed and examined an integrated framework in which satisfaction leads to revisit intention through selection attributes acting on perceived value.

• 대한가정학회지
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• 제42권9호
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• pp.195-212
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• 2004

The purpose of this study was to analyze consumers' perceived risk and information search behaviors in internet shopping. For this purpose, survey was conducted on 302 consumers in their 20s and 30s who had internet shopping experience. This study found that consumers' perceived risk was significantly related to their gender, educational level, income, credit card use, period of internet un, number of internet shopping experiences, and purchased product. Consumers' search behaviors were also significantly affected by gender, age, educational level, income, period of internet use, and purchased product. In addition, a higher level of consumers' perceived risk was significantly related to the amount of information search on product attributes themselves rather than on general information search such as the number of sites or the number of brands.

• 한국콘텐츠학회논문지
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• 제14권11호
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• pp.398-410
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• 2014

본 연구에서는 진정성 지각 관련 변수들을 종합적으로 제시하고, 이러한 브랜드 속성들이 실제로 진정성 지각에 영향을 미치는지 검증하였다. 제품 유형에 따라서 어떠한 속성들이 소비자의 진정성 지각 형성에 더욱 중요한 역할을 하는지도 살펴보고, 진정성 지각이 브랜드 성과와 연결되는지, 즉 소비자의 브랜드 태도에 직접적인 영향을 미치는지 분석하였고, 브랜드 속성들이 진정성 지각을 형성한 후에 태도에 영향을 미치는 것인지도 추가적으로 확인하였다. 연구 결과, 진정성 지각에 긍정적인 영향을 미치는 브랜드 속성은 우수성, 자연성, 유행 반영성, 일관성, 지역 관련성, 윤리성의 여섯 가지 차원으로 구성되었으며, 자연성은 사적제품에서, 유행 반영성이나 지역관련성은 공적제품에서 더욱 진정성 지각을 높이는 것으로 분석되었다. 진정성 지각은 브랜드 태도에 긍정적인 영향을 미치는 것으로 나타났는데, 매개회귀분석 결과 진정성 지각은 우수성과 유행 반영성 차원에서 부분매개 역할을, 자연성, 일관성, 윤리성 차원에서 완전매개 역할을 함을 파악하였다.