• 디지털융복합연구
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• 제9권4호
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• pp.181-190
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• 2011

본 연구는 PPL 효과에 영향을 미치는 요인이 무엇인가를 소비자의 신념인식을 통해 알아보고, PPL 광고효과요인이 광고태도에 미치는 영향에 대해 알아보고자 하였다. 이를 위해 310명의 대학생 소비자를 대상으로 설문조사를 실시하였다. 연구결과 첫째, PPL광고효과에 영향을 미치는 요인은 7개로 나타났다. 즉, 연예인관여도, 노골적묘사, 협찬사신뢰성, 소비조장, 브랜드차별성, 윤리성 및 정보제공 요인으로 나타났다. 둘째, 광고태도 지각에서 소비자는 긍정적으로 인식하고 있는 것으로 나타났으며, 과거에 비해 좀 더 긍정적인 인식이 높은 것으로 나타났다. 셋째, PPL광고효과요인과 광고태도 관련성에 영향을 미치는 요인은 연예인 관여도 협찬사, 신뢰성 및 정보제공 요인으로 나타났다. 이러한 결과는 간접광고제작 실무자에게 간접광고효과에 영향을 미치는 중요한 신념 요소가 무엇인가에 대한 자료를 제공할 뿐 아니라 PPL 시장진출에 관심 있는 광고대행사의 간접광고 제작 전략마련에 기초적 자료를 제공해 줄 것이다.

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 1999년도 추계 학술발표대회 논문집
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• pp.80-81
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• 1999

오늘날의 제품은 양적 질적인 면에서 기하급수적으로 향상되어있는 상태이고, 따라서 제품시장도 과거에 비해, 다변화 세분화되어있다. 이러한 현실 속에서 소비자의 니즈를 반영한 제품이란 단지 기능적인 측면만이 아닌, 감성적 또는 기호적으로 다양한 소비자의 욕구를 만족시키는 제품을 의미하는 것이다. (중략)

• 한국신뢰성학회:학술대회논문집
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• 한국신뢰성학회 2001년도 정기학술대회
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• pp.385-387
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• 2001

This is a brief report oil the characteristics of elderly persons in Korea for product liability and product safety. Recently. the elderly persons rapidly go on increasing in number. So, the considerations of their characteristics in product design become more and more important not only for product safety but for the commercial target. We describe a result from the survey on some of the characteristics such as Stereotypical or common expectations in type, size, motion characteristics, and direction of control operation(i.e., population stereotypes), depth perception, and tracking performance through a structured interview and experiments. This basic study will go on.

• 한국의류학회지
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• 제37권8호
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• pp.1139-1154
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• 2013

This study examined the effects of consumers' usefulness and the hedonic perception of their willingness to provide information and cooperation intention in the use of location-context based mobile product recommendation services for fashion stores. We examined the influence of consumers' beliefs regarding marketer's information practices on their perceptions of provided services. In addition, the moderating effects of consumers' epistemic curiosity and information control level were investigated. A total of 400 smartphone users were included as participants for the present study. The results showed that consumers who perceived information services as more hedonic and useful are more likely to provide personal information and cooperate with marketers. The findings of the study suggest that fashion retailers who plan to introduce mobile product recommendation services should pay attention to the hedonic aspects of the services. In addition, the effects of usefulness and hedonic perception of the two dependent variables were different according to the level of epistemic curiosity and information control.

• 복식
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• 제42권
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• pp.43-58
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• 1999

The purpose of this study was to investigate the effect of perceived risk and product express-ive self-image on the consumer's adoption of casua hanbok. A questionnaire was developed and data colle-cted from 269 women in Pusan. Data were analyzed to investigate the relation-ship among purchase intention perceived risk and product epressive self-image. Marketing implication about risk reduction was discussed. The results of this study were as follows. 1. Consumer's perceived risk on adoption o casual hanbok classified into four factors They were the risk on the confirmation of advantage of casual hanbok the risk on the negative viewpoint of others the risk on the complexity of dressing and care and the risk on the shortcoming of casual hanbok. It was explained that casual hanbok is innovative product. 2. According to the level of adoption of casual hanbok. consumers were categorized into three groups i.e. adopter potential adopter rejector. They differed in the degree of risk perception age and subjective knowledge redlated to casual hanbok. 3. Consumer's subjective knowledge age and two types of risk has predicting power to the purchase intention. Consumer's subjective knowledge was the best predicted factor and risk perception was negatively related to purchase intention. 4. The significant differences among the categ-orized consumer group was founded in the ideal self image and product expressive self-image 5. The gap of perception between ideal self-image and product expressive self-image was significantly different in each categorized consumer groups.

• 복식
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• 제25권
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• pp.41-62
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• 1995

This research was intended to investigate how risk perception and risk reduction behavior by consumers differ according to different product characteristics of clothing. The responses of 318 female college students living in Seoul and surrounding vicinities were collected and analyzed. Inner wear, blue-jean pants, coat were selected as representing each clothing product characteristics. Frequencies distribution, regression and correlation coefficient were utilized for statistical analysis. Results are as follows. 1. The type of perceived risk and risk reduction behavior differed according to product characteristics of clothing. Physical and performance risk were more highly perceived for the purchase of innerwear. However, for the purchase of jean pants and coat, socio-psycho-logical and economic risk were also perceived highly because the rate of fashion change, social symbolism, and coordination with other clothing items become more important characteristics. To reduce perceived risk, dependency on past purchase experiences and shop-ping were mostly preferred method regardless of product characteristics of clothing. 2. Risk type as determinant variables for predicting overall risk differed according to product characteristics of clothing. But fashionability and usefulness were common determinant risk variables, which identifies typical characteristics of clothing product.

• International journal of advanced smart convergence
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• 제8권4호
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• pp.130-137
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• 2019

We conducted this study to identify the composition factors for consumers' selection attributes of accommodation applications and to identify the differences in the selection attributes perception of accommodation applications based on demographic characteristics and use status. According to the study, 6 factors were derived as the components of the selectivity of accommodation application and were named convenience, interactivity, economic efficiency, transaction reliability, product reliability and informativeness. And the respondents differed in their selection attributes perception of the accommodation application they used. In particular, it was found that the highest perception of informativeness and interactivity, and the lowest perception of product reliability. Finally, there were differences in the selection attributes perception of the accommodation application they used by demographic characteristics and use status. Based on the results of this study, we should strive to derive the effective marketing strategy needed for travel industry-related companies.

• 한국의류학회지
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• 제32권1호
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• pp.45-54
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• 2008

The purposes of this study are to examine consumer's perception about salesperson services of fashion stores, and how salesperson services influence on consumer's satisfaction, repeat purchase intention by price perception. The data was obtained from a survey of 420 fashion product consumers in their 20's living in Gwangju city in 2006. It was analyzed by factor analyses, reliability, frequency, T-test, regression. The results of the survey were: 1) Salesperson service dimensions perceived by fashion product consumers were 4 dimensions: Customer service orientation,. Relationship orientation, Reliability & sales ability, Salesperson's appearance. 2) Salesperson services influenced on satisfaction of high price perception group and low price perception group. 3) Satisfaction and salesperson service importance influenced on repeat purchase intention of high price perception group and low price perception group. 4) The difference of salesperson services perceptions by store types were examined. The findings of this study are expected to help fashion stores make successful relationship strategy according to price strategy and keep the relationship with their customers for a long time in fashion retail setting.

• 한국의류학회지
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• 제29권2호
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• pp.356-366
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• 2005

The purpose of this study was to examine a path analysis of perceived service quality, store image, alternative store attraction, consumer satisfaction and switching barrier perception on store loyalty in apparel product purchasing. The questionnaire was administered to 450 women shopped in a department store in Gwang-ju during September, 12-26, 2002. Data collected from 384 women were analyzed by using frequency, multiple regression analysis, path analysis by SPSS for WIN program. The results were as follows ; First, the switching barrier perception, consumer satisfaction, perceived service quality, store image significantly influenced store loyalty. Second, the consumer satisfaction, perceived service quality, store image, alternative store's attraction significantly influenced switching barrier perception. Third, the perceived service quality, store image, alternative store's attraction significantly influenced consumer satisfaction. Fourth, the perceived service quality, store image, alternative store's attraction had indirect effects on store loyalty mediated by consumer satisfaction and switching barrier perception. The consumer satisfaction had indirect effects on store loyalty mediated by switching barrier perception. In short, perceived service quality, store image, alternative store's attraction influenced on store loyalty mediated by consumer satisfaction and switching perception.

• 한국컴퓨터정보학회논문지
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• 제18권10호
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• pp.199-205
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• 2013

본 연구에서는 기존에 존재하는 제품을 대체하고 보완하는 기능을 가진 새로운 유형의 컴퓨터가 시장에서 받아들여지지 않아 실패하는 요인을 연구하였다. 제품실패의 원인을 소비자가 제품의 가치를 부정적으로 지각하는 것에 두고, 가치 지각에 영향을 주는 요인들을 소비자가 제품을 사용하여 얻게 되는 혜택과 제품을 사용하는데 소요되는 비용으로 구분하여 영향관계를 파악하였다. 넷북을 대상으로 실증 연구한 결과 소비자가 신제품의 가치에 대해 부정적으로 지각하는 것은 사용의도에 부정적으로 영향을 미치는 것으로 나타났다. 그리고 소비자가 새로운 유형의 컴퓨터에 대해 지각하는 비용은 신제품의 가치를 부정적으로 지각하는데 유의하게 영향을 미치는 것으로 나타났다. 다만 소비자가 새로운 유형의 컴퓨터에 대해 혜택을 부정적으로 지각하더라도 이는 가치를 부정적으로 지각하는데 영향을 미치지 않았다.