• 한국조리학회지
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• 제19권3호
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• pp.57-72
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• 2013

이 연구는 높은 비용이 지불에도 불구하고 크리스마스 케이크 판매촉진의 수단 (광고, 선물 무료)으로 활용하는 마케팅 커뮤니케이션 전략의 장기적 효과에 대해 실증적 분석 하였다. 이러한 검증 결과는 베이커리 업계의 성공적인 관리를 위한 중요한 핵심 요소를 제공할 것으로 판단하였다. SPSS, AMOS를 활용하여 평가 항목에 대한 신뢰성 분석, 타당성 분석을 하였고, 가설 검증을 위해 구조방정식(SEM)이 수행되었다. 본 연구의 결과는 다음과 같다. 첫째, 광고 태도(${\beta}$=0.269, t=4.512, p<0.001)와 사은품 태도(${\beta}$=0.293, t=5.043, p<0.001)는 신뢰에 긍정적인 영향을 미치는 것으로 나타났고, 둘째, 신뢰도는 구매의도에 긍정적인 영향을 미치는 것으로 나타났다(${\beta}$=0.513, t=8.677, p<0.001). 셋째, 광고 태도(${\beta}$=0.104, t=1.966, p<0.05)와 사은품 태도(${\beta}$=0.204, t=3.817, p<0.001)는 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 광고 태도는 광고타입(배우와 애니메이션)에 따라 다르게 나타났고, 배우 광고가 애니메이션 광고보다 더 높게 평가되었다. 또한 사은품 태도는 사은품 타입(목도리와 스피커 인형/캐릭터 모자)에 따라 다르게 나타났고, 목도리가 스피커 인형/캐릭터 모자보다 높게 평가 되었다.

• 한국콘텐츠학회논문지
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• 제9권6호
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• pp.357-369
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• 2009

인터넷과 정보통신기술의 발달과 보편화로 각 업계에서는 고객의 편의증진과 함께 업무자동화 및 간소화로 비용을 절감할 수 있는 기회 요인이 되고 있다. 이로 인하여 e-비지니스에 대한 관심이 점차 늘어나고 있으며 항공사는 다양한 분야의 e-서비스를 개발적용하고 있다. 전자항공권(e-ticket)은 이미 모든 항공사에서 전면적으로 실시하고 있으며, 고객이 직접 인터넷을 통한 발권 비율이 증가하고 있어 항공사는 여행사에게 지불하는 수수료를 절약하여 이를 다시 항공권 가격을 인하하거나 추가수입에 적용하고 있다. 항공사 서비스 가운데 가장 긴 시간을 할애하는 기내서비스 가운데 무선 인터넷과 통신 그리고 오락에 적용하는 e-서비스는 항공사가 타 항공사와의 경쟁력을 높이기 위하여 서비스를 개발하고 있다. 무선주파수 인식기술인 RFID는 여객운송서비스 가운데 수하물의 분실과 파손방지를 위하여 적용하고 있으며 앞으로 다양한 서비스에 적용할 것이다. 이에 본 연구는 항공사 승객이 경험한 e-서비스요인에 따른 재구매의도와 추천의사 그리고 전체만족도에 대한 영향관계를 밝혀 업계에 도움이 되는 시사점을 찾고자 하였다. 결과로 항공사의 e-서비스는 전체 만족도에 영향을 주지만 재구의도와 추천의사는 예약발권 e-서비스만이 영향을 미치는 것으로 나타났다.

• 한국프랜차이즈경영연구
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• 제10권1호
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• pp.43-52
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• 2019

Purpose - Many companies use the Internet to conduct their business to maintain and acquire their customers. SNS is used as a site where users can create profiles, build personal networks, and then share and exchange information with others. Not only do people use SNS for their self-promotion, but they also promote their services by creating SNS pages. SNS is recognized as a medium for implementing effective advertising strategies and is being used as an important means of promoting the company. Therefore, in this study, we investigate the effect of SNS marketing characteristics of restaurant franchise firms on utilitarian value and hedonic value and examine their effects on purchase intention. Research design, data, and methodology - The data were collected from 20s-60s respondents who have used SNS for restaurant visit using Google survey. A total of 159 responses were collected and used for final analysis. Smart PLS 3.0 was used for the hypothesis test. Results - As a result of an analysis, it was shown that the influence of the playfulness and affordability of information on the utilitarian value had a significant positive effect. Interaction and up-to-date did not have a positive effect on utilitarian value. Interaction, affordability, and up-to-date have no significant positive effects on hedonic value. The playfulness of information has a positive effect on the hedonic value. Both utilitarian value and hedonic value had positive effects on purchase intention. Conclusions - The findings of this study suggest that the SNS marketers of restaurant franchisors should focus on the playfulness, affordability, and up-to-date rather than the interactivity of SNS. In marketing through SNS, the act of presenting the basis of information and enhancing the provision of information through objective criteria makes it possible to experience the practical value of information. It is necessary to develop differentiated contents which cause customers interest and fun and to induce many customers' purchase intent by providing objective and realistic information. In order to increase the customers' repurchase intentions toward the food service business, customers should maximize the hedonic value and practical value felt through information. It should also focus on providing information that customers are receptive to, rather than providing prompt information.

• Asia pacific journal of information systems
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• 제16권3호
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• pp.67-93
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• 2006

Some consumers prefer online and others prefer offline. What makes them prefer online or offline? There has been a lack of theoretical development to adequately explain consumers' channel switching behavior between traditional physical stores and new virtual stores. Through consumers' purchase decision processes, this study examined the reasons why consumers changed channels depending on purchase process stages. Consumer's purchase decision process could be divided into three stages: pre-purchase stage, purchase stage, and post-purchase stage. We used the intention of channel selection as a surrogate dependent variable of channel selection. And some constructs, that is, channel function, channel benefits, customer relationship benefits, and perceived behavioral control, were selected as independent variables. In buying look-and-feel products, it was identified that consumers preferred virtual stores to physical stores at pre-purchase stage. To put it concretely, all constructs except channel benefits were more influenced to consumers at virtual stores. This result implied that information searching function, which is a main function at pre-purchase stage, was better supported by virtual stores than physical stores. In purchase stage, consumers preferred physical stores to virtual stores. Specially, all constructs influenced much more to consumers at physical stores. This result implied that although escrow service and trusted third parties were introduced, consumers felt that financial risk, performance risk, social risk, etc. still remained highly online. Finally, consumers did not prefer any channel at post-purchase stage. But three independent variables, i.e. channel function, channel benefits, and customer relationship benefits, were significantly preferred at physical stores rather than virtual stores at post-purchase stage. So we concluded that physical stores were a little more preferred to virtual stores at post-purchase stage. Through this study, it was identified that most consumers might switch channels according to purchase process stages. So, first of all, sales representatives should decide that what benefits should be given them through virtual stores at the pre-purchase stage and through physical stores at the purchase and post-purchase stages, and then devise collaborative channel strategies.

• 한국생활과학회지
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• 제18권1호
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• pp.237-245
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• 2009

The purpose of the study is to investigate how much customers' environmental consciousness and perception of environmental marketing in the fast food company affect their purchasing intention. Out of 420 questionnaires, 394 were analyzed by SPSS/WIN12.0 for the study. The results are as follows: the more environmental consciousness customers have, the more consumers understand environmental efforts of fast food companies. Second, consumers agree that fast food companies have a responsibility for environmental problems. Third, significant factors related to environmentally friendly marketing are found out. In other words, social psychological factors are more useful than demographic factors drawn from previous studies. Therefore, the empirical study would provide evidence for customers being interested in environmental marketing and valuable data for marketers who will approach environmentally friendly fast food market in the future.

• 한국식생활문화학회지
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• 제24권5호
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• pp.518-524
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• 2009

This study was conducted to investigate the effects of fast food customer's perceived risks on risk reduction behavior, attitude and purchase intention. A total of 268 usable surveys were collected using a stratified random sampling method. Descriptive analysis and factor analysis was then conducted using SPSS 12.0, and a Cronbach's $\alpha$ was generated to estimate the internal consistency of the survey items. Multiple regression analysis was used to evaluate the relationships among variables. The results indicated that fast food safety and monetary risks had a negative effect on customer feelings and satisfaction with fast food, which had a positive effect on buying purpose and recommendation purpose. Conversely, obesity and monetary risks only had a negative effect on buying purpose. An improved menu more effectively reduced the risk perceived by the fast-food customers than an improved image.

• 동아시아식생활학회지
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• 제25권5호
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• pp.911-921
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• 2015

This study aimed to examine the choice motives for organic coffee and investigate how these motives influence consumer attitudes and purchase intentions regarding organic coffee. A survey was administered to people visiting organic coffee shops in Seoul. Analyses of frequency, descriptive statistics, factor and reliability, ANOVA, correlation, and regression were conducted using SPSS 20.0. Six factors were demonstrated as motives for choosing organic coffee: health, price, reliability, familiarity, sensory appeal, and environment friendliness. Among six factors, "reliability" and "environment friendliness" were positively associated with consumer attitudes, which had a significant impact on purchase intentions. This study is one of the first to examine the relationship between consumer attitudes and purchase intentions focusing on organic coffee. Although the organic coffee market has high potential, its theoretical background has been under developed. By revealing choice motives for organic coffee, this study could provide basic information on how to satisfy consumer needs and promote purchasing. In addition, by understanding needs of diverse and specific coffee consumer groups, effective marketing strategies can be developed with a focus on organic coffee. Especially, environment-friendly and reliable organic coffee can satisfy consumers, maximize profits, and improve brand value.

• 유통과학연구
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• 제21권12호
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• pp.59-69
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• 2023

Purpose: Consumers can experience better service for distribution of products with payment technology such as QRIS (Quick Response Code Indonesian Standard) compared to conventional purchase methods. This research aims to determine the experience of QRIS service users in Indonesia. Perceived Usefulness, Ease of Use, and Perceived Security were independent factors. Behavioral Intention to Use is the dependent variable. Furthermore, Word of Mouth Attitude is an intervening variable. Research Design, Data, and Methodology: Involving active QRIS users in a survey-based quantitative study in Indonesia. A survey sample of 400 people was taken from data records of 30.87 million QRIS users in Indonesia. Data were analyzed using SEM-PLS. Results: Show that Perceived Usefulness and Perceived Ease of Use significantly impact Attitudes Word of Mouth, and Behavioral Intention to Use. This research also found that Behavioral Intention to Use does not significantly impact Perceived Security. Conclusion: QRIS, as a revolutionary innovation, offers faster payments than previous methods, with a payment time of no more than one minute. QRIS is seen as valuable, simple, and safe, disseminating information to the public and continuing to use QRIS. The implications of this research are very significant in accelerating the flow of distribution of goods and services and facilitating transactions.

• The Journal of Asian Finance, Economics and Business
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• 제7권9호
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• pp.427-438
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• 2020

This study aims to analyze and confirm brand awareness' role in influencing the repurchase intention both directly and indirectly on customer satisfaction variables and repurchase intention variables. The contribution brought by this study is to reflect manifest variables such as recall, purchase, and consumption. The number of respondents in this study was 200 samples using the online survey data collection method (Google form), while the research approach is quantitative explanatory. The data analysis test tools include the Structural Equation Modeling (SEM) approach with AMOS as a statistical data analysis software and Sobel test to indirectly test the relationship. This study consists of four hypotheses, of which three hypotheses are positively and significantly related (brand awareness on repurchase intention, brand awareness on customer satisfaction, and customer satisfaction on repurchase intention). Through indirect relationship, namely, brand awareness on repurchase intention through customer satisfaction, the study showed no significant effect. In a comprehensive way, this study emphasizes the factor of customer satisfaction as a determinant of consumer loyalty and repurchase intention. Therefore, creating optimal customer satisfaction, service excellence, promotion and massive advertising, guaranteeing the safety and ease-of-use apps, and ease of shopping, especially for e-commerce industry, is a serious concern.

• 디지털융복합연구
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• 제10권11호
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• pp.287-293
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• 2012

본 연구는 위조품 구매행동을 설명하기 위한 목적으로 이루어졌다. 선행연구를 토대로 위조품 동기와 위조품 사용혜택요인 및 위조품 구매의도 간의 인과 구조적 모형을 설정하였다. 분석결과 첫째, 위조품 사용 동기중 과시성 동기는 위조품 개인적 혜택에 유의미한 영향을 미치는 것으로 나타났다. 둘째, 만족감 동기는 위조품 혜택요인에 대한 직접적인 영향은 미치지 않은 것으로 나타났다. 그러나 만족감 동기는 위조품 구매의도에 직접적인 영향은 미쳤다. 셋째, 실용성 동기는 개인적 혜택과 경제적 혜택 모두에 유의미한 영향을 미치는 것으로 나타났다. 다만, 실용성 동기는 경제적 혜택과의 관련성이 더 강하게 나타났다. 넷째, 품질동기는 개인적 혜택과 경제적 혜택 모두에 유의미한 영향을 미치는 것으로 나타났다. 품질 동기 또한 경제적 혜택과 더 강한 관련성이 있는 것으로 나타났다. 본 연구는 위조품 구매행동에 영향을 미치는 요인들 간의 관련성을 밝힘으로써, 위조품 구매행동을 줄이려는 목적을 둔 공공 캠페인 담당자와 공익광고를 제작하고 기획하고자하는 광고담당자들에게 실무적 시사점을 줄 것으로 기대한다.