• Management & Information Systems Review
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• v.32 no.4
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• pp.225-254
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• 2013

This research tries to examine the effect of brand experience in service marketing perspective for generalized application. The analysis was held with customers who recently visited in retail stores by using SPSS18K and Smart PLS 2.0. The study verified the structural equation model hypothesizing the relationship among brand experience, relationship quality, and relationship strength. According to the result of this study, four brand experience factors have positive effect on the relationship quality. In detail, the effect of sensory experience was strongest. Furthermore, the effect of relationship quality on relationship strength also significant as prior researches addressed. The research has several marketing implication on brand experience management and customer relationship management. For service firms, customers' perception of positive brand experience can generate the tangible and intangible performance in the relationship marketing perspectives.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.1
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• pp.55-64
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• 2008

This study attempted to identify not only dimensions of clothing brand experience, but dimensions of perceived consumer-brand relationship. In addition, this study investigated the relationships among clothing brand experience, consumer-brand relationship and brand loyalty. 354 questionnaires were distributed to female and male respondents aged 20 to 30, and then analyed by SPSS and AMOS program. The results were as follows. First, it was identified that the dimension of clothing brand experience was composed of two dimensions; individual experience(personal dimension) and relational experience(social cultural dimension). Second, the type of consumer-brand relationship was found out as three dimensions; interdependence, love and passion, and partner. Third, these results showed that individual and relational experience of clothing brand was the most influential factor for love and passion dimension of consumer-brand relationship. Forth, love and passion dimension through clothing brand experience was the most influential factor for brand loyalty. Above results imply that the key of strong brand relationship lies in the emotion of love such as human relationship.

• Management & Information Systems Review
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• v.30 no.1
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• pp.159-185
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• 2011

We can divide brand experience in the brand community of online blog into the following five types: sensuous experience, emotional experience, cognitive experience, behavioral experience, and relational experience. And this study is aimed at looking into what differences are among the effects those five have on the consumer-brand relationship. Also we wanted to analyse empirically what structural relations this consumer-brand relationship through the whole experience has with brand attachment and brand commitment. The outcome shows that emotional experience, cognitive experience and relational experience affect the consumer-brand relationship but sensuous experience and behavioral experience. And our analysis of what structural relations the consumer-brand relationship through brand experience has with brand attachment and brand commitment revealed that the consumer-brand relationship through brand experience has a direct effect on brand attachment but it doesn't have on brand commitment. Brand commitment was confirmed to be affected only through brand attachment. Finally, this is in agreement with the result of the precedent study that brand commitment is an effect variable of brand attachment.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.9
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• pp.1407-1417
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• 2008

This study intended to compare the effects of fashion emotional and relationship experience of middle and old aged women on their long-term relationship orientation. The survey was conducted in September and October in 2006 on 579 middle old aged women whose age varied from 40 to 70 years old, who lived in Seoul and the metropolitan area and had experienced fashion shopping. The SPSS 12.0 was used to do an analysis of frequency, an exploratory factor analysis, and a multi-regression analysis and Lisrel 8.14 was applied to make a path analysis. The result of this study was as follows: Comparing the two age groups, the most important fact was that fashion related experience had more affective on long-term relationship orientation for old aged than middle aged women. Secondly, the effects of fashion emotional experience of middle and old aged women affected the long-term relationship orientation were the same. This analysis suggested that intensive marketing strategy effort of emotional experience for middle aged women and relational experience for old aged women should be more effective in fashion market.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.3
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• pp.167-175
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• 2020

The study aims to examine the relationships between service quality, experience value, relationship quality and behavior intentions. Validated measurements were identified from a literature review. The total of 309 valid respondents were used in this research. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on the 309 responses using confirmatory factor analysis and a structural equation modeling, accordingly. In addition, this study systematized the concepts, defined and tested the component scales of the relationship model between service quality, experience value, relationship quality and behavior intentions from the collected data, which helps to adequately identify the relationship between the factors in the model as well as the impact. The findings confirm that service quality influences experience values, relationship quality and purchase intention. Service quality, experience value, relationship quality and behavior intentions altogether are not well understood in current literature despite the important implication for managers, academicians and consumers alike. Contributes to a better fit between relationship marketing models and managerial practice in business markets. This study provides managerial implications regarding service quality and experience value so that firms and marketers can consult and apply. Managers should not only focus on the improvement of service quality but overall strategic planning.

• Journal of Korean society of Dental Hygiene
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• v.12 no.6
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• pp.1250-1259
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• 2012

Objectives : TThe purpose of this study was to examine the relationship between the oral health education experience of workers and their oral health awareness in an attempt to provide some information on corporate oral health education plans. Methods : The, subjects in this study were 230 workers in Busan and South Gyeongsang Province, on whom a self-administered survey was conducted from August, 2010, to June 18, 2011. A frequency analysis was carried out to grasp the general characteristics of the 205 respondents, and x2-test(p). Results : 1. As for the relationship of the oral health education experience of the workers and their awareness of toothbrush involving optimum toothbrush size, 47.4 percent of those without educational experience thought that a toothbrush should be large enough to cover about two teeth(p<.018). 2. Regarding the relationship between the oral health education experience of the workers and their awareness of fluoride, 59.1 percent of the respondents with educational experience perceived that dentifrice contained fluoride(p<.05). 3. Concerning the relationship between the oral health education experience of the workers and their awareness of periodontal diseases including the cause of the diseases, 43.6 percent of the respondents with educational experience(p<.021). 4. As to the relationship between the oral health education experience of the workers and their awareness of scaling, 50.2 percent of the respondents with educational experience and gingival diseases(p<.037). 5. In terms of the relationship between the oral health education experience of the workers and their awareness of toothbrushing involving toothbrushing frequency, 36.8 percent of those without it considered it necessary to do toothbrushing three times a day(p<.045). Conclusions : The above-mentioned findings illustrated that there were differences among the workers in oral health awareness according to their oral health education experience. Therefore the development of systematic oral health education programs is required to promote the oral health of workers.

• Korean Journal of Social Welfare
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• v.67 no.1
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• pp.263-288
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• 2015

This study is to research the mediating effects of optimism and quality of relationship which interpersonal traumatic experience influences posttraumatic growth. It focuss on verifying the impact of interpersonal traumatic experience to optimism and quality of relationship and the influence of optimism and quality of relationship to posttraumatic growth. And also it is to verify dual mediating effect between optimism and quality of relationship. Data for this study were collected through the use of a survey instrument completed by 405 interpersonal traumatic experience, 30-60 age group. Collected data were analysed by AMOS program, Structure Equation Model(SEM) was implemented to verify the mediating effect between optimism and quality of relationship. Finally, Phantom Variable was utilized for verification of indirect influence of a multi mediating effects. The findings of this study were as follows, First, the result shows that the higher level interpersonal traumatic experience, the higher posttraumatic growth they have. Second, it shows that optimism and quality of relationship have partial mediating effect between interpersonal traumatic experience and posttraumatic growth. Third, it was analyzed that optimism and quality of relationship had double mediating effect. Based on these findings, the research discussion reinforced the importance of intervene with its optimism and quality of relationship in the site of those who experience interpersonal trauma. Theological, political and practical implications of this study are as follows. First, it has a series of significance in terms of that this study confirmed its influence considering the quality of relationship from interpersonal experience among relevant factors of traumatic accident, optimism among individual factors, quality of relationship among environmental factors based on 'the crisis of life and the theory of individual growth'. econd, even though optimism and quality of relationship were proved as major predictors for posttraumatic growth of those who experience interpersonal traumatic, psychological support center for traumatic experience is not operated systematically in Korea. Third, this study implies that it should intervene mainly with its optimism and quality of relationship in the site of those who experience interpersonal trauma such as any abuses including sexual abuse, bullying, and divorce.

• The Korean Journal of Franchise Management
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• v.12 no.1
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• pp.35-44
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• 2021

Purpose: This study examines the opportunism moderating effect by the startup experience in the relationship between franchisor and franchisees. In the case of a franchise system that has a continuous relational exchange transaction, relationship management is a very important activity because the relationship management between franchisor and franchisees improves the quality of the relationship. Nevertheless, there is insufficient of research on opportunism, which is a negative factor in managing the relationship between franchisor and franchisees in continuous relationship. Research design, data and methodology: This study, we explore the cause of opportunism based on transaction cost theory through prior research and establish a research model based by goal incongruity, uncertainty, information asymmetry, transaction specific assets, the relevance to determinant of opportunism and the startup experienced which is a moderating variable. To verify several hypotheses, the data were collected from 300 out of 1,760 domestic franchisees and analyzed using multiple regression analysis with SPSS program. Results: The findings are as follows. Goal incongruity did not affect opportunism. Opportunism increased as uncertainty increased, and as information asymmetry increased, opportunism increased. An opportunism decreased as transaction specific assets increased. Moreover, the findings show that startup experience only plays a moderating role in the relationship between information asymmetry and opportunism. Therefore, 4 out of 8 hypotheses were supported. Conclusions: The findings show that uncertainty, information asymmetry, and transaction specific assets are the determinants of opportunism. In addition, the results of the analysis of the moderating role of startup experience show that the less entrepreneurial experience, the greater the influence of information asymmetry on opportunism. Our findings mean that maintaining a successful relationship between franchisors and franchisees is possible when franchisors provide knowledge sharing, goal sharing, environmental sharing, and management information sharing to franchisees. In addition, the findings of this study shows that the contract content and management should be changed according to the entrepreneurial experience. In other words, the franchisors must share and integrate the accumulated franchisees' and franchisors' experience with the franchisees to create a synergy that can lead to successful bilateral relationship maintenance, which in turn reduces opportunism.

• Journal of the Korean Home Economics Association
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• v.46 no.3
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• pp.73-85
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• 2008

The purpose of this study was to examine: (1) relationships among mothers' attachment experience in childhood, mothers' personality characteristics, and parenting stress and parenting behavior; (2) whether mothers' personality characteristics mediate the relationship between mothers' attachment experience in childhood and parenting stress; and (3) whether mothers' personality characteristics mediate the relationship between mothers' attachment experience in childhood and parenting behavior. The subjects were 177 mothers with preschool children, and the data were collected with questionnaires. It was found that there are correlations among mothers' attachment experience in childhood, mothers' personality characteristics, parenting stress, and parenting behaviors(autonomy encouragement, and rejection). It was found that mothers' attachment experience in childhood predicts mothers' parenting stress, but the relationship is mediated by mothers' personality characteristics. It was also found that mothers' attachment experience in childhood predicts mothers' parenting behavior, but the relationship is mediated by mothers' personality characteristics.

• Journal of Distribution Science
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• v.14 no.11
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• pp.129-138
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• 2016

Purpose - The ICT(information and communications technologies) development is affecting consumer behaviors on selecting channel or distribution system. This study aims to advance our knowledge about the factors influencing omni-channel behaviors. This study considers the positive brand experience as the moderating variable into the relationship between omini-channel use intention and consumer brand relation. Also, the effect of positive brand experience on consumer-brand relation is researched. Research design, data, and methodology - This study conducted an empirical test with the subject as customers who purchase goods or service through on-off cross channel simultaneously. The research model is developed from prior literatures about influencing variables on channel selection. The structure of this study is designed to identify causal relationships between the variables. 268 survey data from the questionnaire survey which is conducted to target customers who use online and offline channels, is used for empirical analysis. This study validates generality with descriptive statistics and data reliability with Cronbach's alpha value. The exploratory factor analysis is used for value purification. Then, the confirmatory factor analysis is conducted for structural equation modeling. Finally, the execute structural equation modeling is analyzed to confirm the hypotheses Results - First, the two causal influences between perceived performance risk and the propensity of omni-channel and between price consciousness and the propensity of omni-channel are verified through the empirical test. Second, the result identifies that the propensity of omni-channel is influenced on consumer-brand relationship. Third, the AMOS analysis proves that the moderating variable, positive brand experience, has significant positive impact on consumer-brand relationship. This significant relationship is highly supported by the regression analysis between brand experience and propensity of omni-channel because it results that positive brand experience has positive impact on the propensity of omni-channel. All hypotheses are verified to be true. Conclusions - Based on the empirical result, this study confirms that perceived performance risk and price consciousness are the important factors influencing propensity of omni-channel. According to the additional analysis, the moderating variable and positive brand experience plays important role between the propensity of omni-channel and consumer-brand relationship. Furthermore, positive brand experience influences more on consumer-brand relationship than non-positive brand experience.