• 한국조리학회지
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• 제18권4호
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• pp.70-83
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• 2012

본 연구는 커피전문점 이용자의 기능적 일치성과 자아일치성이 긍정적 감정과 부정적 감정에 어떠한 영향을 미치는지를 실증적으로 규명하고, 이러한 이차원적인 감정 구조가 커피전문점에 대한 태도형성에 미치는 영향을 확인하고자 수행되었다. 서울지역 대학생을 대상으로 총 280부의 자료를 실증분석에 사용하였으며 가설검증을 위해 구조방정식 모형을 이용하였다. 결과를 살펴보면 기능적 일치성은 커피전문점 이용객의 긍정적 감정에 정(+)의 영향을 미치며 부정적 감정에 부(-)의 영향을 미치는 것으로 나타났다. 반면 자아일치성은 커피전문점 이용객의 긍정적 감정에(+)의 영향을 미치는 것으로 밝혀졌다. 마지막으로 커피전문점 이용객의 긍정적 감정은 태도에 정(+)의 영향을 미치고 부정적 감정은 태도에 부(-)의 영향을 미친다는 것이 나타났다. 이 같은 결과는 커피전문점 이용자의 기능적 일치성과 자아일치성이 긍정적 감정과 부정적 감정을 매개로 하여 점포태도형성에 영향을 주는 것을 의미한다.

• 대한가정학회지
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• 제48권2호
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• pp.23-38
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• 2010

The objectives of this study were 1) to classify survey respondents according to vanity scales, and 2) to identify price attitude among the classified groups. The participants were 276 university students who were residents in Seoul. Data were analyzed by factor analysis, cluster analysis, and one-way ANOVA. The vanity scales consisted of four factors; physical concern, physical view, achievement concern and achievement view. Based on these four factors, the respondents were classified into three clusters(interested, vain, and self-confident) as an attached group name. There were significant differences in the dimensions of materialism, price attitude and store choice behavior among the clusters. Marketing implications are discussed.

• 마케팅과학연구
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• 제18권2호
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• pp.19-45
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• 2008

본 연구는 인터넷쇼핑몰 비주얼 머천다이징의 주요차원을 고객이 쇼핑몰에 진입한 후 정보탐색과 대안평가를 거치는 등의 쇼핑과정을 토대로 AIDA모형 관점에서 점포, 제품, 촉진에 초점을 맞추었다. VMD의 주요차원(primary dimensions)으로는 점포디자인, 머천다이징, 그리고 머천다이징단서로 구분하였다. 선행연구 결과를 토대로 점포다자인의 하위차원으로는 차별성, 간결성, 위치확인성을, 머천다이즈의 하위차원으로는 제품구색, 명성, 정보성을, 그리고 머천다이징단서의 하위차원으로는 제품추천 및 링크를 설정하여 VMD태도와의 관계를 탐색적으로 조사하였다. 연구결과 이들 세 차원은 종속변수에 유의한 정의 영향을 미치는 것으로 나타났다.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2010년도 춘계 종합학술대회 논문집
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• pp.243-246
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• 2010

본 연구에서 백화점의 마케팅믹스 요인인 제품, 가격, 유통, 그리고 촉진이 고객의 체험요인에 미치는 영향과 체험요인이 고객 태도에 미치는 영향을 분석하였다. 분석결과 마케팅 믹스 요인을 구성하는 차원 중에 촉진이 고객의 감각체험의 형성에 긍정적인 영향을 미치는 것으로 나타났고, 유통이 고객의 감각체험, 감성체험 및 인지체험의 형성에 긍정적인 영향을 미치는 것으로 나타났다. 또한 백화점에서 고객의 긍정적인 감각체험, 감성체험 및 인지체험은 호의적인 점포태도의 형성에 긍정적인 영향을 미치는 것을 확인하였다.

• 유통과학연구
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• 제15권10호
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• pp.5-14
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• 2017

Purpose - This research aims to find the moderation roles of power states in the effects of four message types (competence self-referencing, competence self-defining, warmth self-referencing, warmth self-defining) on brand attitude. Research design, data, and methodology - A restaurant brand was used as an experimental object, and 4(message types: warmth self-defining message, warmth self-referencing message, competence self-defining message, competence self-referencing message) × 2(power: high power and low power) between-subjects design was employed. Through on-line survey in Nepal, we collected a total of 240 individuals composed of eight experimental groups with 30 members in Nepal. Results - Consumers under low power state formed more positive brand attitude at the warmth self-defining message than any other types of message, while under high power condition, there are neither the attitude differences between competence self-referencing message and competence self-defining message, nor those between competence self-referencing message and warm self-defining message. The significant attitude differences showed between competence self-referencing message and warmth self-referencing message. Conclusions - This study contributes to the advertising theory development. Restaurant store marketers should deliver warmth self-defining message rather than the other three types of message to consumers under low power state, and they should not deliver warmth self-referencing message to consumers under high power state.

• 유통과학연구
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• 제11권9호
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• pp.5-15
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• 2013

Purpose - The research aim is to shed empirical light on whether quality-focused retailer brands such as Premium brand of Tesco Korea, Prime of Lotte Mart, and Best of E-Mart in the grocery market, make a contribution to developing store loyalty in the Korean market particularly. Research design, data, methodology - After developing sixconstructs, such as higher quality, stock availability, price levels, national brands, retailer brand attitudes, and store loyalty, the authors adopted exploratory factor analysis, confirmatory factor analysis, chi-square test and structural equation modelling as a research technique. Results - It was found that higher quality strongly influences the retailer brand attitude formation, and that retailer brand customers were sensitive to price levels. Buyers are, nevertheless, relatively less aware of price levels, when purchasing quality-oriented retailer brand types. Conclusions - The research implied that quality-oriented retailer brand types make a significant contribution to retailer brands attitude formation, and further, building store loyalty.

• 복식문화연구
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• 제28권6호
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• pp.755-770
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• 2020

As the postsecondary school-age population continues to decline, universities are building identities to differentiate themselves and create a favorable impression among this cohort. We investigated the role of logo-bearing products as a way of promoting university identity, specifically, the effects of ingroup ties, ingroup affect, and centrality on attitude toward university logo products and purchase intention. This study further examined the moderating effects of perceived university prestige on the relationship between logo product attitude and in-store purchase intention, and the moderating effect of online shopping frequency on the relationship between logo product attitude and online purchase intention. We conducted a survey of undergraduate and graduate students at a university in Seoul. Survey responses (N=561) were collected and processed using SPSS 23.0. Multiple regression analysis showed that ingroup ties and affect had significant effects on product attitude. However, centrality had no significant effect on attitude toward the product. Product attitude had a direct significant effect on both in-store and online purchase intention. Perceived university prestige moderated the relationship between product attitude and in-store purchase intention. Moreover, online shopping frequency moderated the relationship between product attitude and online purchase intention. The results of this study are expected to provide fundamental knowledge for developing product strategy of logo products.

• 한국의류학회지
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• 제28권5호
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• pp.690-700
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• 2004

The purposes of this research were to segment consumer groups according to sportswear benefits sought and to find the differences among the groups in regard to domestic vs imported brand attitudes, internet vs department store attitudes, and sportswear purchasing behavior. The subjects used for the research were 773 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, cluster analysis, ANOVA, and Duncan test. The results showed that there were four sportswear benefit segments: figure compensation/ ostentation, individuality, comfort/function, and youth-oriented groups. Statistical analyses showed that the four sportswear benefit segments were different in regard to imported brand attitudes, department store attitudes, and sportswear purchasing behavior. For example, figure compensation/ ostentation segment had more positive attitude toward imported brands and department stores, considered design and advertisement important as sportswear selection criteria, and had a highest expenditure on sportswear purchase. The implications of the research were discussed.

• 한국의류학회지
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• 제29권3_4호
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• pp.478-490
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• 2005

The purpose of this study identifies effect of apparel merchandise characteristics on experienced emotion for apparel shopping and effect of consumer's emotion on attitude toward the internet shop. The data were collected from a sample of 271 internet shopper of university students(male: 82, femaie: 189). They visited the on-line shop for apparel shopping and after searching a casual clothing which they wanted to buy, requested to answer the questionnaire. The covariance structural model and research hypothesis analyzed by using AMOS 4.0 program. The results are as follows: First, the structural model is accepted($X^2$=128.30/d.f.=119/p=0.26, GFI=0.95 ; AGFI=0.93; RMR:0.05: NFI=0.94; PNFI=0.73). Second, apparel merchandise characteristics(price, information, assortment) of the internet shop lead a consumer's positive emotions for apparel shopping. Limited assortment variety of product induce negative emotions. Third, positive and negative emotions that consumer experienced for apparel shopping influence attitude toward the internet shop.

• 한국의류학회지
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• 제31권4호
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• pp.540-550
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• 2007

The study investigated the effect of shopping orientations of male and female consumers on the attitude toward sales clerk's service and shopping environments. The subjects of the study were male and female consumers who were residents in Seoul. Among the 400 distributed questionnaires, 364 questionnaires were used for data analysis. Statistical analyses used for the study were cluster analysis, t-test, ANOVA, Duncan's multiple range test, and $X^2-test$. The results showed that shopping orientations of male and female consumers had 6 factors: pleasure, economic, store loyal, planned, convenience, and impulsive. These 6 factors were classified into 5 groups by cluster analysis: pleasure/impulsive group, planned group, economic/ convenient group, planned/store loyal group, and low interest group. In regard to the differences among the five shopping orientation groups, the result showed that the groups were significantly different concerning the attitude toward sales clerk's service and shopping environments. In addition, male and female consumers were significantly different in shopping orientations, and the attitude toward sales clerk's service and shopping environment. For example, female consumers sought more pleasurable shopping while male consumers sought more store loyal shopping. Based on the findings of this study, the marketing strategies can be developed fur the specific segmented groups.