• 복식문화연구
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• 제23권1호
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• pp.63-73
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• 2015

The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.

• 한국컴퓨터정보학회논문지
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• 제27권12호
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• pp.59-68
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• 2022

본 논문은 주어진 현품 영상과 도면 영상의 유사도를 비교하여 1:1 검증을 위한 방법을 제시한 것으로, CNN(Convolutional Neural Network) 기반의 딥러닝 모델을 두 개로 결합하여 Siamese Net을 구성하고 현품 영상과 도면 영상(정면도, 좌우 측면도, 평면도 등)을 같은 제품이면 1로 다른 제품이면 0으로 학습하며, 추론은 현품 영상과 도면 영상을 쌍으로 질의하여 해당 쌍이 같은 제품인지 아닌지를 판별하는 딥러닝 모델을 제안한다. 현품 영상과 도면 영상과의 유사도가 문턱 값(Threshold: 0.5) 이상이면 동일한 제품이고, 문턱 값 미만이면 다른 제품이라고 판별한다. 본 연구에서는 질의 쌍으로 동일제품의 현품 영상과 도면 영상이 주어졌을 때(긍정 : 긍정) "동일제품"으로 판별할 정확도는 약 71.8%로 나타났고, 질의 쌍으로 다른 현품 영상과 도면 영상이 주어졌을 때(긍정: 부정) "다른제품"으로 판별할 정확도는 약 83.1%를 나타내었다. 향후 제안한 모델에 파라미터 최적화 연구를 접목하고 데이터 정제 등의 과정을 추가하여 현품 영상과 도면 영상의 매칭 정확도를 높이는 연구를 진행할 예정이다.

• Journal of Korea Trade
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• 제23권6호
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• pp.33-51
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• 2019

Purpose - The purpose of this study is to provide practical implications for Korean companies searching for new market opportunities. From the experimental analysis, the impact of country image on product-country image and purchase intention of Korean products are measured. In addition, this study disaggregates the impacts of country image and product-country image and purchase intention among ethnic groups in South Africa for searching further useful implications. Design/methodology - To examine South African consumers' country image and product-country image towards Korean products, data were collected between June and July 2019 through an online questionnaire, and 335 questionnaires were used for analysis. Firstly, the multivariate analysis was conducted to examine the general tendency of South African consumers' perceptions of country image to Korea, product-country image, and purchase intention among three ethnic group consumers. Then in order to verify the country image model and hypotheses of the study, we analyzed the structural models for each of the three ethnic groups and compared the sizes of the path coefficients for each groups. To compare the difference of path coefficients across ethnic groups, configural invariance, metric invariance, and scalar invariance tests were conducted sequentially. Findings - In the black and white ethnic groups, the country image had a statistically significant impact on product-country image, but it did not affect the purchase intention to Korean products. The product-country image showed a statistically significant impact on the purchase intention to Korean products in both ethnic group. However, in the coloured ethnic group consumer, the country image had a significant effect on the product-country image, but it did not affect the purchase intention of Korean products. In addition, the product-country image did not have a significant influence on the purchase intention of coloured ethnic group consumers unlike black and white ethnic group consumers. The results of this study suggest that even though differences in terms of the impact of CoI on PCI and PI were investigated for the sample of white, coloured, and black respondents, the groups seemed to respond in a reasonably comparable manner. Originality/value - South Africa occupies more than 20% of Africa's total GDP in sub-Saharan Africa and is a hub for Southern African logistics as a hub for Korean companies to enter Africa. However, it is rare to find a study focused on the determinants of consumer behavior in South Africa. In particular, this study disaggregates the impacts of country image and product-country image on consumer behavior across ethnic groups in South Africa. Therefore, this study could provide practical implications for Korean firms which desire to diversify their export markets and pioneer future markets.

• 한국의상디자인학회지
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• 제17권2호
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• pp.173-184
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• 2015

This study examined the impacts of the cultural proximity of Chinese consumers on the image of both country and product, and investigated how they are related to purchase intention of Korea fashion. Subjects were Chinese female consumers in their 20s and 30s, living in Yangtze River delta and Seoul. The results of the study were as follows: 1) The cultural proximity had a significant influence on the country image and fashion product image. Chinese consumers with more emotional proximity had more positive attitude towards country image, such as politics, economics, technology, cultures and people image. And consumers who had higher interest in Korea and Korean culture evaluated the quality, design, value and reputation of Korean fashion more positively. 2) Chinese consumers with positive attitude towards people, technology and culture image seemed to prefer fashion product. Specifically, the dimensions of country image had a different influence on the fashion product image such as product quality, design, value, reputation. 3) The Korea country image and fashion product image had also affected on purchase intention of Korean fashion products. Consumers with positive attitude towards people and technology image had higher purchase intention of Korea fashion products. And consumers with positive attitude towards reputation, value and design of fashion products had higher purchase intention of fashion products.

• 융합경영연구
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• 제11권2호
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• pp.47-55
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• 2023

Purpose: The purpose of this study is to investigate the relationship between product characteristics, product preference and purchase intention for Mongolian tourists visiting Korea, and in particular, to analyze the moderating effect of product involvement and tourist image in the relationship between product characteristics and purchase intention. Research design, data, and methodology: A research model was derived through existing literature research and a survey was conducted on Mongolian tourists visiting Korea. SPSS and AMOS24.0 were used for data analysis and hypothesis testing. Results: The tourism product characteristics affect the product preference and purchase intention. Tourist image and involvement have moderating effects between product preference and purchased intention. Conclusions: This study demonstrated that product characteristics at travel destinations is a key factor in order to enhance the product preference and purchase intention for foreigners visiting Korea. On the other hand, since the purchase intention of the tourism destination vary depending on tourist image and involvement, it suggests that travel industry practitioners or researchers should try to various efforts to enhance the factors which affect the involvement or the tourists or image of the tourist site.

• 무역학회지
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• 제45권1호
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• pp.301-319
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• 2020

This study aims to explore the positive impact of Korean drama watching satisfaction on purchase intention for Korean products by considering the mediating roles of social distance to Korea, national image of Korea, and Korean product image. This study identified that Korean drama reduced the social distance to Korea while increasing the positive image of Koreas and Korean products. However, the reduced social distance was not positively associated with Korean product image and Korean product purchase intention. This implies that Korean dramas directly affect Korean product purchase intension and indirectly affect Korean national image and product image. This study supplies guidance to international marketers who aims to enter the Myanmar market. To use the Korean wave as a Korean product marketing tool, marketing strategies need to cover Korean culture-relevant materials such as cultural background, cultural characteristics, exposed products, and so on.

• 대한안전경영과학회지
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• 제13권3호
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• pp.169-174
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• 2011

The purpose of this study was to clarify the impact of national and corporate brand image of Korea on chinese consumers' purchasing Intention, also the impact of China on korean consumers' purchasing Intention. And the second aim of the research is to provide Korean businessmen who are interested in chinese market with information about chinese consumers' purchasing behaviour. Data from 205 chinese and korean consumers were analysed. As the result of analyses, it was found that Korean country image positive affects corporate brand image(samsung) and Chinese country image negative affects corporate brand image(haier) and product image. Korean corporate brand image only affects product image on chinese consumers. The product image affects Korean and Chinese consumer's purchasing intention.

• 대한인간공학회지
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• 제15권1호
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• pp.15-26
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• 1996

When a product is designed, it is important to consider its image on consumers. In this study, we developed a technique to measure product image. Because human image of a product is very subjective and fuzzy, it is difficult to measure easily. To deal with this difficulty effectively, we used fuzzy- weighted checklist. The fuzzy-weighted checklist presents a fuzzy version of the weighted checklist technique for evaluating or comparing complex systems or subjects. In this technique, we used a pairwise comparison method to obtain the relative importance weights of image factors. Also, we used linguistic ratings to obtain the scores of image factors for a product. Then, we synthesized the scores of image factors to obtain a fuzzy composite score and its linguistic approximation. The entire procedure of this technique was written in quick Basic. As an example, this techinque is applied to car evaluation. The results show that this technique can be effectively used to the quqntitative evaluation of huamn image.

• 한국조리학회지
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• 제23권3호
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• pp.77-88
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• 2017

The purposes of this study were to verify the effects of corporate image on HMR (Home Meal Replacement) brand image, HMR product attitude and HMR behavioral intention. Using a convenience sampling method, the data were collected from those who have bought HMR in Seoul area, Korea. After a total of 350 responses were collected, 342 were used for the analyses. Both standard and hierarchical multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, corporate image and HMR brand image had an effect on product attitude of HMR. Second, corporate image of HMR significantly impacted brand image of HMR. Third, brand image of HMR mediated the relationship between corporate image and behavioral intention. Fourth, product attitude of HMR had an effect on behavioral intention of HMR. These findings provide practical implication and marketing strategies for researchers and marketers regarding corporate image and brand image in the HMR context.

• 한국의류학회지
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• 제30권4호
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• pp.531-541
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• 2006

The purpose of this study is to examine the semantic structure about the image shown on the product, brand and advertisement and figuring out its features through the correlation among brand images. For the study, nine brands(Guess, Bangbang, ONG, NIX, TBJ, Levi's, OPT, FRJ, Jambangee) as subjects for investigation has been selected and divided into the image of brand(9 brands), product(108 products, 12 pieces for each product) and advertisement(9 points) by the measure of 26 adjective pairs. The survey has been collected on the subject of 540 men and women who live in around Busan city areas and has been taken the statistics. The results on investigating the semantic structures of the product images about jean brands, there are five main factors, such as, individuality, attractiveness, activeness, modernity, hardness & softness. The results on examining the semantic structures of the brand images about jean brands, the factors are attractiveness, activeness, vitality, hardness & softness, fadness. The results on investigating the semantic structure of the advertisement images about jean brands, the factors are attractiveness, individuality, modernity, activeness. The results on the classification of brand images are presented as four groups, the first group is that brand and advertisement image are pretty similar but product image is differential according to brand and the second group, product and advertisement image are similar but brand image is differential. The third group is that product and brand image are similar but advertisement is differential and the fourth group, product, brand and advertisement are similar.