• 한국의류학회지
• /
• 제43권1호
• /
• pp.17-32
• /
• 2019

This study examines the effects of SNS fashion influencer's authenticity on the followers' relationship maintenance intention and product purchase intention through the mediating role of fanship. In addition, influencer's attractiveness is proposed as a moderator affecting the authenticity on fanship; in addition, authenticity is operationalized as honesty and expertise. A written survey is developed for 181 female Instagram users. The analyses of the data yields the following findings. First, honesty has a positive effect on fanship, relationship maintenance intention and purchase intention, while expertise affects fanship and relationship maintenance intention, but does not have a significant effect on purchase intention. Second, honesty and expertise have a positive effect on follower behavior intention through the partial mediation of fanship. Third, social attractiveness and physical attractiveness have a significant effect on fanship. However, all interaction effects between authenticity and attractiveness are not significant. Unlike authenticity, attractiveness has no direct effect on follower behavior intention. This study verifies the critical role of authenticity for an influencer in the context of SNS marketing and commerce, as this factor leads to followers behavioral intention as well as fanship in both direct and mediated paths.

• 유통과학연구
• /
• 제20권8호
• /
• pp.47-57
• /
• 2022

Purpose: The purpose of this study is to find out whether it has a significant effect or not, the 5 hypotheses proposed include the Attitude toward behavior variable on behavioral intention, Subjective norm on behavioral intention, Perceived behavioral control on behavioral intention, Behavioral intention on behavior and Perceived behavioral control on Behavior. Research design, data and methodology: The data processing method in this study uses the SEM method based on Partial Least Squares (PLS), The study was conducted on 100 respondents as a sample. Results: Based on the results of data analysis, it is concluded that from the 5 hypotheses proposed, only 2 have a significant effect, namely the subjective norm variable has a significant effect, on behavioral intention and the perceived behavioral control variable has a significant effect on behavior while the other 3 hypotheses have no significant effect. The results of this study are expected to help the public to make decisions in utilizing the distribution of facebook marketplace. Conclusion: This study concludes that the distribution of the use of the Facebook marketplace is a subjective norm variable has a positive effect on the behavioral intention variable and the perceived behavioral control variable has a positive effect on the behavior variable.

• 한국콘텐츠학회논문지
• /
• 제11권9호
• /
• pp.267-274
• /
• 2011

본 연구는 점포이미지, 감정반응, 행동의도간의 관계를 중심으로 연구모형을 수립하고, 이들 변수들 간의 인과관계를 규명하는데 주된 목적을 두었다. 연구목적을 달성하기 위해서 선행연구들을 고찰하여, 연구모형 및 가설을 도출하였고, 백화점을 이용하는 고객들을 대상으로 총 296부의 설문자료를 수집하여 실증분석을 실시하였다. 실증분석 결과, 점포이미지는 감정반응 및 행동의도와 부분적으로 유의한 관계가 있는 것으로 나타났다. 점포의 객관적 이미지는 긍정적 감정에 유의한 영향을 미치며, 긍정적 감정을 통해 간접적으로 행동의도에 유의한 영향을 미치고, 부정적 감정에는 유의한 영향을 미치지 않은 것으로 나타났다. 주관적이미지는 긍정적 감정과 부정적 감정에 모두 유의한 영향을 미치며, 긍정적 감정과 부정적 감정을 통해 모두 간접적으로 행동의도에 유의한 영향을 미치는 것으로 분석되었다. 본 연구의 결과는 이론적인 측면은 물론 실무적인 측면에서도 유통기업의 마케팅전략 수립에 활용할 수 있는 유익한 시사점을 제공해 줄 수 있을 것이다.

• 한국컴퓨터정보학회논문지
• /
• 제18권10호
• /
• pp.225-234
• /
• 2013

본 연구는 최근 급변하고 있는 국내 항공운송시장에서 항공사 유지자산이 항공여행객들의 긍정적 배타적 행동의도에 미치는 영향력을 평가하고, 고객이탈을 최소화할 수 있는 유지기반의 주요 변인들을 도출하는데 목적이 있다. 먼저 실증분석을 위해 인천국제공항과 김포공항에서 국적항공사를 이용하는 내국인 항공여행객들을 대상으로 서베이를 실시하였고, 수집된 자료 480부에 대해 SPSS 통계패키지의 다중회귀분석을 실시하였다. 그 결과 항공사 충성도 프로그램, 특별우대와 인정프로그램, 커뮤니티 프로그램은 모두 긍정적 행동의도에 유의한 영향을 미쳤다. 그러나 배타적 행동의도에 대해서는 특별우대와 인정프로그램, 커뮤니티 프로그램만이 유의한 영향을 미치고 있었다. 연구결과는 특별우대와 인정프로그램, 커뮤니티 프로그램이 충성도 프로그램보다 항공사 전환 장벽으로서 더 높은 영향력을 가지고 있음을 시사한다. 본 연구는 심화된 경쟁시장에서 고객유지를 극대화할 수 있는 유지자산의 변인들을 도출하고 전략적 우선순위를 실증 규명하였다는 데에 연구의 학문적 실무적 의의를 가진다.

• 복식문화연구
• /
• 제20권5호
• /
• pp.664-678
• /
• 2012

The purpose of this study is to define the relationships among the emotional labor, job satisfaction, and turnover intention of beauty industry workers. The data for this study were collected through a survey, and a total of 197 questionnaires were used in the statistical analysis. The survey items were classified into 4 domains: demographic characteristics, emotional labor, job satisfaction, and turnover intention. This study extracted factors that compose each measurement domain to define the impact of emotional labor on job satisfaction or turnover intention. According to the research results, 3 factors - positive norm, sincere behavior, and emotional incongruity - were extracted for emotional labor. Individual aptitude satisfaction and work environment satisfaction were extracted as the factors for job satisfaction, whereas a single factor was extracted for turnover intention. By analyzing the effect of factors related to the emotional labor of beauty in dustry workers on factors related to job satisfaction, results showed that positive norm positively influenced individual aptitude satisfaction, sincere behavior positively influenced individual aptitude satisfaction and work environment satisfaction, and emotional incongruity negatively influenced individual aptitude satisfaction. Among factors related to emotional labor, positive norm and sincere behavior negatively affected turnover intention, whereas emotional incongruity positively influenced turnover intention. With regard to the effect of job satisfaction on the turnover intention of beauty industry workers, results showed that individual aptitude satisfaction and job environment satisfaction negatively (-) affected turnover intention. The results of this study show that people presenting a high level of individual aptitude satisfaction displayed positive job satisfaction, whereas people showing serious emotional incongruity for work presented high turnover intention. This implies that in order to increase the work efficiency of beauty businesses, it is essential to examine and manage the emotional labor of workers as a measure for increasing job satisfaction and lowering turnover.

• 유통과학연구
• /
• 제11권9호
• /
• pp.17-24
• /
• 2013

Purpose - The objective of the paper is to describe the relationship between consumer perceptions and attitudes of complaints against the behavior of their complaint. Research design, data, methodology - The study explore the process of complain intention which mediated by perceptual process and attitudinal behavior. Structural equation modeling used in this study is aim to describe the relationship simultaneously. The two samples failure (high vs. low level services) will be compared using analysis of variance. Results - The study found that the higher the alienation, the lower the perceived value of consumer complaint and the higher likelihood of successful perceived consumer complaint. The study also found the more positive the prior complaint experience, the more positive attitude toward complaining, the higher the perceived value of complaint and the higher the likelihood of successful perceived complaint. Furthermore, the perceived value of customer's complaint affect positive intention and perceived consumer likelihood of successful complaint increases intention complaint. Conclusions - The findings of this study show that the effect of a number of personal antecedents such as alienation; prior complaint experience and controllability will vary toward the complaint intention. Furthermore, the attitudinal and perceptual factors play a partial mediation role for that relationship.

• Journal of Information Technology Applications and Management
• /
• 제17권2호
• /
• pp.175-185
• /
• 2010

The primary objective of this paper is to examine post acceptance behavior model in UCC services. Based on the relevant literature reviews, this study posits six characteristics, that is, expectation confirmation, perceived usefulness, perceived enjoyment, satisfaction, and continuance intention as key variables to describe the post acceptance behavior model in UCC services. Then we constructed a research model and hypotheses about relationship between these variables. A total 286 usable survey responses of UCC service users have been employed in the analysis. The empirical results of this study are summarized as follows. Firstly, expectation confirmation has a positive effect on the perceived usefulness, perceived enjoyment, and satisfaction. Secondly, perceived enjoyment has a positive effect on the satisfaction. Lastly, perceived usefulness, perceived enjoyment, and satisfaction have a positive effect on the continuance intention. These results will be helpful for the UCC services sector to further develop service delivery strategies for strengthening the ongoing relationship with customers. Finally, some possible limits of the present research and future directions for such research were discussed.

• Human Ecology Research
• /
• 제54권2호
• /
• pp.165-180
• /
• 2016

This study analyzes the correlations of participation motivation, education satisfaction, and positive behavioral intention for participants in marriage enrichment programs. The survey response results for 193 participants in marriage enrichment programs were analyzed with the statistics analysis application IBM SPSS 20.0. The findings of this study are as follows. An examination of relative influence of participation motivation and education satisfaction with the positive behavioral intention of participants in marriage enrichment programs indicated that internal motivation had a positive influence on education satisfaction, external motivation had a negative influence on satisfaction for facility environment and satisfaction with employee service, and motivation had positive influence only on facility environment. An examination of the influence of participation motivation and education satisfaction with the positive behavioral intention of the participants in marriage enrichment programs indicated that internal motivation and external motivation had a high positive influence on positive behavioral intention. However, motivation did not have a significant influence on behavior after participation. In education satisfaction, satisfaction with content, satisfaction with instructor, and satisfaction with employee service had a positive influence on positive behavioral intention, however, satisfaction with facility environment had negative influence on positive behavioral intention.

• 지식경영연구
• /
• 제12권1호
• /
• pp.53-76
• /
• 2011

This study aims to examine the effects of on premium convergence products buying behavior. This paper analyzed the positive attitude formation using the basic and extended TAM and also revealed how the positive premium convergence product attitude relate to relationship purchasing intention and word of mouth intention. The samples of 562 consumer indicate that the antecedents are consist of four dimension(perceived usefulness, perceived ease of use, social value) and attitude is developed into buying intention and word of mouth intention. We have reached the following conclusion about the antecedents and outcomes factors of customer attitude for the launch of premium convergence product. First, perceived usefulness, perceived delight, and social value had a positive effect on customer attitude but perceived ease of use did not. Second, we found that customer attitude had a positive effect on purchase intention and word-of mouth intention. Finally, interaction effect of perceived usefulness/perceived delight and social value had a positive effect on customer attitude. Our findings suggested that adoptian and diffusion of premium convergence product is influenced by several behavior factors. Managerially, our result emphasize that premium convergence products must satisfy not only the perceived usefulness/delight but also social value that consumers are seeking in order to be successful in the market. The theoretical and practical implications of these findings are discussed as well.

• Journal of Information Technology Applications and Management
• /
• 제31권1호
• /
• pp.123-138
• /
• 2024

With the increase in online shopping and delivery food consumption since the pandemic, solving environmental problems caused by single-use packaging has become an important issue. 'Upcycling' is a combination of 'Upgrade' and 'Recycle', and it is the rebirth of obsolete or discarded objects by adding new value to them, and there are currently various upcycled products on the market. In order to activate upcycling, consumers' awareness of the environment and their values for consumption are very important. This study aims to investigate the influence of students' environmental concern, environmental experience, and consumption value on their purchase intention of upcycled products. Based on the results of previous studies on environmental concern, environmental experience, and consumption value, hypotheses were set, and a survey was conducted among university students nationwide to test the hypotheses. The results of this study are as follows First, environmental concern has a significant positive effect on purchase intention of upcycled products. It can be seen that the more environmental concerns such as global warming and waste disposal problems increase, the more positive attitudes toward upcycled products increase. Second, the research hypothesis that environmental knowledge will have a positive effect on the purchase intention of upcycled products is rejected. It was found that environmental knowledge is acquired through environmental education and many SNS, but it does not have a direct effect on the purchase intention of upcycled products. Third, it was found that the consumption value of college students has a positive effect on the purchase intention of upcycled products by increasing their positive perception of upcycled products. Fourth, college students' purchase intention of upcycled products has a positive effect on their behavioral intention to purchase upcycled products. The results of the study provide implications for relevant organizations such as universities and companies to effectively design upcycling-related education. It is also expected to have a positive impact on the use of upcycled products by providing basic information on the characteristics of consumers who purchase upcycled products.