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한국문화에서 주관안녕에 영향을 미치는 사회심리 요인들 (Correlates of Subjective Well-being in Korean Culture)

  • 한덕웅
    • 한국심리학회지 : 문화 및 사회문제
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    • 제12권5호_spc
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    • pp.45-79
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    • 2006
  • 필자와 공동연구자들(2002)이 선행연구에서 개발한 주관안녕척도를 사용하여 한국문화에서 주관안녕에 영향을 미치는 변인들을 알아낸 연구 결과들을 개관하고, 국내외 연구들과 비교하여 시사점을 논의하고, 장래 연구할 과제들도 제안하였다. 먼저 주관안녕에 영향을 미치는 선행요인들로 ① 개인차와 인구통계 변인들, ② 개인과정 요인들, ③ 대인과정 요인들 및 ④ 한국문화의 요인으로 사회규범에 따른 행동을 다룬 연구 결과들을 개관했다. 또한 노인을 대상으로 주관안녕이 동시점에서 신체건강의 예측에 기여하는 수준과 아울러 1년 이상이 경과한 시점에서 종단적으로 신체건강이나 생사에 어떤 영향을 미치는지도 알아냈다. 본 논문은 한국문화에서 필자와 공동연구자들이 수행한 실증연구의 결과들과 연결시켜서 주관안녕을 연구하는데 따르는 이론, 방법 및 과제들을 구체적으로 논의함으로써 장차 문화비교 연구와 아울러 국내 연구에 시사점들을 제시한데 의의가 있다.

한국산림토양의 형태학적 및 이화학적성질과 낙엽송, 잣나무의 성장(成長)에 관한 연구(硏究) (Studies on the Morphological, Physical and Chemical Properties of the Korean Forest soil in Relation to the Growth of Korean White Pine and Japanese Larch)

  • 정인구
    • 한국토양비료학회지
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    • 제12권4호
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    • pp.189-213
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    • 1980
  • 1. 본(本) 연구(硏究)는 우리나라의 산림토양(山林土壤)의 형태학적(形態學的) 이학적(理學的) 화학적성질(化學的性質)이 임목생장(林木生長)에 미치는 영향(影響)을 조사(調査)하여 수종별(樹種別)로 토양조건(土壤條件)의 요구(要求) 경향(傾向)을 파악(把握)하므로서 적지적수(適地適樹) 및 비배관리(肥培管理)의 기초자료(基礎資料)를 얻고자 10여년간(余年間)에 걸쳐서 자료(資料)를 수집(蒐集)하여 수량화방법(數量化方法)의 이론(理論)을 적용(適用)하여 다변량해석(多變量解析)으로 분석(分析)한 것이다. 2. 공시수종(供試樹種)인 낙엽송(落葉松)과 잣나무는 온대중부(溫帶中部)에서 온대북부(溫帶北部) 지방(地方)에 이르기까지 조림적지(造林適地)가 광대(廣大)하게 분포(分布)되고 있고 한국(韓國)의 이대(二大) 조림수종(造林樹種)으로 되고 있으나, 적지특성(適地特性)이 밝혀지고 있지않아 조림시(造林時)에 혼동(混同)하여 조림(造林)하거나 동일지위급(同一地位級)으로 취급(取級)되어 왔으며 낙엽송(落葉松) 적지(適地)에는 잣나무를 조림(造林)하여도 비교적(比較的) 생장(生長)이 양호(良好)하나 반면(反面) 잣나무 적지(適地)에 냑엽송(落葉松)을 조림(造林)할 경우(境遇) 생장(生長)은 양호(良好)하다고는 할 수 없다. 이러한 차이(差異)에 대(對)하여 토양형태학적요인(土壤形態學的因子), 토양(土壤)의 이화학적인자(理化字的因子)가 임목생장(林木生長)에 어떻게 영향(影響)하는 것인가를 Computer를 이용(利用)하여 토양인자(土壤因子)를 추적(追敵)하여 보았다. 3. 조사(調査)된 임분(林分)은 인공조림지(人工造林地)의 성림지(成林地)로서 낙엽송(落葉松) 294plot 잣나무 259plot에서 우세목(優勢木)의 표준목(標準木)을 벌채(伐採)하여 수간석해(樹幹析解)에 의(依)하여 지위지수(地位指數)를 결정(決定)하고 당해임지(當該林地)에서 토양단면조사(土壤斷面調査)를 실시(實施)하고 층위별(層位別)로 토양시료(土壤試料)를 채취(採取)하여 토양(土壞)의 이화학적성질(理化學的性質)을 분석(分析)하여 수종별(樹種別)로 임지생산력(林地生産力) 구분표(區分表)를 만들어 토양(土壤)의 물리성(物理性) 화학성(化學性) 및 이화학성(理化學性)과 임목생장(林木生長) 관계(開係)를 구명(究明)하였다. 4. 토양(土壤)의 물리적(物理的) 요인(要因)과 임목생장(林木生長) 관계(開係)의 순위(順位)는 낙엽송(落葉松)에서는 퇴적양식(堆積樣式), 토심(土深), 토양수분(土壤水分), 표고(標高), 지형(地形) 토양형(土壤型) A층(層)의 두께, 견밀도(堅密度), 유기물함량(有機物含量), 토성(土性), 기암(基岩) 석력함량(石礫含量), 방위(方位), 경사(傾斜) 등(等)의 순위(順位)이며 잣나무는 토양형(土壤型), 견밀도(堅密度), 기암(基岩), 방위(方位) A층(層)의 두께 토양수분(土壞水分) 표고(標高) 지형(地形) 퇴직양식(堆積樣式) 토심(土深) 토성(土性) 석력함량(石礫含量) 경사등(傾斜等)의 순(順)이였다. 5. 토양(土壞)의 화학적요인(化學的要因)과 임목생장(林木生長) 관계(開係)의 순위(順位)는 낙엽송(落葉松)에서는 염기포화도(鹽基飽和度) 토양유기물(土壤有機物) 석회(石灰), C/N율(率) 유효인산(有效燐酸) pH 치환성가리(置換性加里) 전질소(全窒素) 고토(苦土) 양(陽)ion치환능력(置換能力) 염기총량(나토륨 등(等)의 순위(順位)이며 잣나무는 유효인산(有效燐酸) 염기총량(전질소(全窒素) 나토륨 C/N율(率) pH, 석회(石灰) 염기포화도(鹽基飽和度) 토양유기물(土壤有機物) 치환성가리(置換性加里) 양(陽)ion 치환능력(置換能力) 고토(苦土) 등(等)의 순(順)이였다. 6. 토양(土壤)의 이화학성(理化學性)과 임목생장(林木生長) 관계순위(關係順位)는 낙엽송(落葉松)에서는 토심(土深) 퇴적양식(堆積樣式) 토양수분(土壞水分) pH 지형(地形) 토양형(土壤型) 표고(標高) 전질소(全窒素) 견밀도(堅密度) 유효인산(有效燐酸) 토성(土性) A층(層)의 두께 염기총량(치환성가리(置換性加里) 염기포화도(鹽基飽和度) 등(等)의 순위(順位)이며 잣나무는 토양형(土壤型) 토양견밀도(土壤堅密度) 방위(方位) 유효인산(有效燐酸) A층(層)의 두께 치환성가리(置換性加里) 토양수분(土壞水分) 염기총량 표고(標高), 토심(土深) 염기포화도(鹽基飽和度) 지형(地形) 전질소(全窒素) C/N율(率) 최적양식(堆積樣式) 등(等)의 순위(順位)이였다. 7. 산림토양(山林土壤)의 물리적성질(物理的性質)과의 중상관관계(重相關關係)에서는 낙엽송(落葉松) 0.9272 잣나무 0.8996이며 토양(土壤)의 화학적성질(化學的性質)은 낙엽송(落葉松) 0.7474 잣나무 0.7365이였다. 이상(以上)과 같이 토양(土壤)의 물리적성질(物理的性質)과 임목생장관계(林木生長關係)는 토양(土壤)의 화학적성질(化學的性質) 보다는 상관성(相關性)이 높은 것으로 나타났으나 토양(土壤)의 화학적(化學的) 제인자(諸因子)에 처한 표시방법(表示方法)이 미흡(未洽)한 것이라고 사료(思料)되며 토양(土壤)의 화학적성질(化學的性質)이 물리적성질(物理的性質) 못지않게 중요(重要)한 것이라는 것을 입정하기에 이르렀다. 산림토양(山林土壞)의 형태학적(形態學的) 및 물리적(物理的) 중요인자(重要因子)와 토양(土壤) 화학적(化學的) 중요인자(重要因子)를 발췌(拔萃)한 산림토양(山林土壤)의 이화학적성질(理化學的性質)과 임목생장(林木生長)과의 중상관관계(重相關關係)는 낙엽송(落葉松) 0.9434이고 잣나무 0.9103으로서 가장높은 상관성(相關性)을 나타냈다. 8. 편상관계수(偏相關係數)에서 나타난 것과 같이 낙엽송(落葉松)은 잣나무보다 토심(土深)이 깊어야하며 퇴적양식(堆積樣式)에 있어서도 붕적토(崩積土) 포행토(匍行土)이어야하며 토양건습도(土壤乾混度)에서도 적윤지(適潤地) 내지(乃至) 습윤지(混潤地)를 요구(要求)하고 있으며 pH5.5~6.1을 요구(要求)하며 전질소(全窒素)(T-N) 토성(土性) 및 토양양료(土壞養料)도 낙엽송(落葉松)이 잣나무보다 훨씬 많은 토양조건(土壤條件)을 요구(要求)하고 있다. 즉(卽) 토심(土深) 퇴적양식(堆積樣式) 지형(地形)의 기복(起伏) 토양건습도(土壤乾混度) pH N 표고(標高) 토성등(土性等)이 낙엽송(落葉松)과 잣나무 적지(適地) 구분(區分)의 유효(有效)한 지표(指標)가 되며 토양형(土壤型) 토양견밀도(土壤堅密度)는 식재환경(植載環境)의 변이폭(變異幅)이 넓으므로 지표성(指標性)은 있으나 낮다고 할 수 있다. 적지판별(適地判]別)은 낙엽송(落葉松)은 토심(土深) 퇴적양식(堆積樣式) 지형(地形) 토양(土壤) 수분(水分) pH 토양형(土壤型) N 토성등(土性等)이 생장(生長)을 도모(圖謀)하는 지표인자(指標因子)인데 반(反)하여 잣나무는 토양형(土壤型) 토양견밀도(土壤堅密度) 유효인산(有效燐酸) 치환성가리(置換性加里) 등(等)이 생장(生長)을 도모(圖謀)하는 유효(有效)한 요인(要因)이였다. 토양양료(土壤養料)에 대(對)하여도 일반적(一般的)으로 잣나무 보다 낙엽송(落葉松)이 요구도(要求度)가 크게 나타나고 있으나 $K_2O$에 대(對)하여서만 잣나무가 낙엽송(落葉松)보다 많이 요구(要求)하고 있다. 9. 지금(只今)까지 임목생장(林木生長)에 크게 영향(影響)을 미치는 것은 산림(山林) 토양(土壤)의 물리적성질(物理的性質)이라고 하였으나 본(本) 연구결과(硏究結果) 토양(土壤)의 화학적성질(化學的性質)도 물리적성질(物理的性質) 못지 않게 매우 중요(重要)한 임목생장(林木生長) 요인(要因)이 된다는 것을 Computer를 이용(利用) 추적(追跳)하여 입정하였으며 아울러 도래(徒來) 낙엽송(落葉松)과 잣나무 적지(適地) 특성(特性)을 구명(究明)하였다.

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한정된 O-D조사자료를 이용한 주 전체의 트럭교통예측방법 개발 (DEVELOPMENT OF STATEWIDE TRUCK TRAFFIC FORECASTING METHOD BY USING LIMITED O-D SURVEY DATA)

  • 박만배
    • 대한교통학회:학술대회논문집
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    • 대한교통학회 1995년도 제27회 학술발표회
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    • pp.101-113
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    • 1995
  • The objective of this research is to test the feasibility of developing a statewide truck traffic forecasting methodology for Wisconsin by using Origin-Destination surveys, traffic counts, classification counts, and other data that are routinely collected by the Wisconsin Department of Transportation (WisDOT). Development of a feasible model will permit estimation of future truck traffic for every major link in the network. This will provide the basis for improved estimation of future pavement deterioration. Pavement damage rises exponentially as axle weight increases, and trucks are responsible for most of the traffic-induced damage to pavement. Consequently, forecasts of truck traffic are critical to pavement management systems. The pavement Management Decision Supporting System (PMDSS) prepared by WisDOT in May 1990 combines pavement inventory and performance data with a knowledge base consisting of rules for evaluation, problem identification and rehabilitation recommendation. Without a r.easonable truck traffic forecasting methodology, PMDSS is not able to project pavement performance trends in order to make assessment and recommendations in the future years. However, none of WisDOT's existing forecasting methodologies has been designed specifically for predicting truck movements on a statewide highway network. For this research, the Origin-Destination survey data avaiiable from WisDOT, including two stateline areas, one county, and five cities, are analyzed and the zone-to'||'&'||'not;zone truck trip tables are developed. The resulting Origin-Destination Trip Length Frequency (00 TLF) distributions by trip type are applied to the Gravity Model (GM) for comparison with comparable TLFs from the GM. The gravity model is calibrated to obtain friction factor curves for the three trip types, Internal-Internal (I-I), Internal-External (I-E), and External-External (E-E). ~oth "macro-scale" calibration and "micro-scale" calibration are performed. The comparison of the statewide GM TLF with the 00 TLF for the macro-scale calibration does not provide suitable results because the available 00 survey data do not represent an unbiased sample of statewide truck trips. For the "micro-scale" calibration, "partial" GM trip tables that correspond to the 00 survey trip tables are extracted from the full statewide GM trip table. These "partial" GM trip tables are then merged and a partial GM TLF is created. The GM friction factor curves are adjusted until the partial GM TLF matches the 00 TLF. Three friction factor curves, one for each trip type, resulting from the micro-scale calibration produce a reasonable GM truck trip model. A key methodological issue for GM. calibration involves the use of multiple friction factor curves versus a single friction factor curve for each trip type in order to estimate truck trips with reasonable accuracy. A single friction factor curve for each of the three trip types was found to reproduce the 00 TLFs from the calibration data base. Given the very limited trip generation data available for this research, additional refinement of the gravity model using multiple mction factor curves for each trip type was not warranted. In the traditional urban transportation planning studies, the zonal trip productions and attractions and region-wide OD TLFs are available. However, for this research, the information available for the development .of the GM model is limited to Ground Counts (GC) and a limited set ofOD TLFs. The GM is calibrated using the limited OD data, but the OD data are not adequate to obtain good estimates of truck trip productions and attractions .. Consequently, zonal productions and attractions are estimated using zonal population as a first approximation. Then, Selected Link based (SELINK) analyses are used to adjust the productions and attractions and possibly recalibrate the GM. The SELINK adjustment process involves identifying the origins and destinations of all truck trips that are assigned to a specified "selected link" as the result of a standard traffic assignment. A link adjustment factor is computed as the ratio of the actual volume for the link (ground count) to the total assigned volume. This link adjustment factor is then applied to all of the origin and destination zones of the trips using that "selected link". Selected link based analyses are conducted by using both 16 selected links and 32 selected links. The result of SELINK analysis by u~ing 32 selected links provides the least %RMSE in the screenline volume analysis. In addition, the stability of the GM truck estimating model is preserved by using 32 selected links with three SELINK adjustments, that is, the GM remains calibrated despite substantial changes in the input productions and attractions. The coverage of zones provided by 32 selected links is satisfactory. Increasing the number of repetitions beyond four is not reasonable because the stability of GM model in reproducing the OD TLF reaches its limits. The total volume of truck traffic captured by 32 selected links is 107% of total trip productions. But more importantly, ~ELINK adjustment factors for all of the zones can be computed. Evaluation of the travel demand model resulting from the SELINK adjustments is conducted by using screenline volume analysis, functional class and route specific volume analysis, area specific volume analysis, production and attraction analysis, and Vehicle Miles of Travel (VMT) analysis. Screenline volume analysis by using four screenlines with 28 check points are used for evaluation of the adequacy of the overall model. The total trucks crossing the screenlines are compared to the ground count totals. L V/GC ratios of 0.958 by using 32 selected links and 1.001 by using 16 selected links are obtained. The %RM:SE for the four screenlines is inversely proportional to the average ground count totals by screenline .. The magnitude of %RM:SE for the four screenlines resulting from the fourth and last GM run by using 32 and 16 selected links is 22% and 31 % respectively. These results are similar to the overall %RMSE achieved for the 32 and 16 selected links themselves of 19% and 33% respectively. This implies that the SELINICanalysis results are reasonable for all sections of the state.Functional class and route specific volume analysis is possible by using the available 154 classification count check points. The truck traffic crossing the Interstate highways (ISH) with 37 check points, the US highways (USH) with 50 check points, and the State highways (STH) with 67 check points is compared to the actual ground count totals. The magnitude of the overall link volume to ground count ratio by route does not provide any specific pattern of over or underestimate. However, the %R11SE for the ISH shows the least value while that for the STH shows the largest value. This pattern is consistent with the screenline analysis and the overall relationship between %RMSE and ground count volume groups. Area specific volume analysis provides another broad statewide measure of the performance of the overall model. The truck traffic in the North area with 26 check points, the West area with 36 check points, the East area with 29 check points, and the South area with 64 check points are compared to the actual ground count totals. The four areas show similar results. No specific patterns in the L V/GC ratio by area are found. In addition, the %RMSE is computed for each of the four areas. The %RMSEs for the North, West, East, and South areas are 92%, 49%, 27%, and 35% respectively, whereas, the average ground counts are 481, 1383, 1532, and 3154 respectively. As for the screenline and volume range analyses, the %RMSE is inversely related to average link volume. 'The SELINK adjustments of productions and attractions resulted in a very substantial reduction in the total in-state zonal productions and attractions. The initial in-state zonal trip generation model can now be revised with a new trip production's trip rate (total adjusted productions/total population) and a new trip attraction's trip rate. Revised zonal production and attraction adjustment factors can then be developed that only reflect the impact of the SELINK adjustments that cause mcreases or , decreases from the revised zonal estimate of productions and attractions. Analysis of the revised production adjustment factors is conducted by plotting the factors on the state map. The east area of the state including the counties of Brown, Outagamie, Shawano, Wmnebago, Fond du Lac, Marathon shows comparatively large values of the revised adjustment factors. Overall, both small and large values of the revised adjustment factors are scattered around Wisconsin. This suggests that more independent variables beyond just 226; population are needed for the development of the heavy truck trip generation model. More independent variables including zonal employment data (office employees and manufacturing employees) by industry type, zonal private trucks 226; owned and zonal income data which are not available currently should be considered. A plot of frequency distribution of the in-state zones as a function of the revised production and attraction adjustment factors shows the overall " adjustment resulting from the SELINK analysis process. Overall, the revised SELINK adjustments show that the productions for many zones are reduced by, a factor of 0.5 to 0.8 while the productions for ~ relatively few zones are increased by factors from 1.1 to 4 with most of the factors in the 3.0 range. No obvious explanation for the frequency distribution could be found. The revised SELINK adjustments overall appear to be reasonable. The heavy truck VMT analysis is conducted by comparing the 1990 heavy truck VMT that is forecasted by the GM truck forecasting model, 2.975 billions, with the WisDOT computed data. This gives an estimate that is 18.3% less than the WisDOT computation of 3.642 billions of VMT. The WisDOT estimates are based on the sampling the link volumes for USH, 8TH, and CTH. This implies potential error in sampling the average link volume. The WisDOT estimate of heavy truck VMT cannot be tabulated by the three trip types, I-I, I-E ('||'&'||'pound;-I), and E-E. In contrast, the GM forecasting model shows that the proportion ofE-E VMT out of total VMT is 21.24%. In addition, tabulation of heavy truck VMT by route functional class shows that the proportion of truck traffic traversing the freeways and expressways is 76.5%. Only 14.1% of total freeway truck traffic is I-I trips, while 80% of total collector truck traffic is I-I trips. This implies that freeways are traversed mainly by I-E and E-E truck traffic while collectors are used mainly by I-I truck traffic. Other tabulations such as average heavy truck speed by trip type, average travel distance by trip type and the VMT distribution by trip type, route functional class and travel speed are useful information for highway planners to understand the characteristics of statewide heavy truck trip patternS. Heavy truck volumes for the target year 2010 are forecasted by using the GM truck forecasting model. Four scenarios are used. Fo~ better forecasting, ground count- based segment adjustment factors are developed and applied. ISH 90 '||'&'||' 94 and USH 41 are used as example routes. The forecasting results by using the ground count-based segment adjustment factors are satisfactory for long range planning purposes, but additional ground counts would be useful for USH 41. Sensitivity analysis provides estimates of the impacts of the alternative growth rates including information about changes in the trip types using key routes. The network'||'&'||'not;based GMcan easily model scenarios with different rates of growth in rural versus . . urban areas, small versus large cities, and in-state zones versus external stations. cities, and in-state zones versus external stations.

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점포선택속성이 브랜드 태도에 미치는 영향에 관한 연구: 6개 메이저 브랜드 커피전문점을 중심으로 (Study on the Effects of Shop Choice Properties on Brand Attitudes: Focus on Six Major Coffee Shop Brands)

  • 이원호;김수옥;이상윤;윤명길
    • 유통과학연구
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    • 제10권3호
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    • pp.51-61
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    • 2012
  • 본 연구는 커피 시장에 대한 시장 규모가 커지고 점차 확대되고 있는 대형 브랜드 커피전문점을 중심으로 점포선택 속성(가격, 종업원서비스, 점포의 입지, 점포 분위기)을 4가지로 규정하여, 그 선택속성들과 커피전문점 이용자의 특성이 어떠한 관계가 있는 가를 알아보자 하였으며, 또한 커피전문점의 브랜드 태도에는 어떠한 영향을 미치는 바를 조사하였다. 그 결과 이용자의 특성에 따라 차이가 났지만 점포선택속성 중 점포의 분위기와 점포입지가 점포선택 속성에 가장 큰 영향을 미치는 것으로 나타났다. 따라서 이러한 결과를 토대로 본 연구는 커피전문점이 충성고객을 확보하기 위해 어떠한 속성에 중점을 두어야 하며 아울러 소비자의 욕구에 부합되는 선택 속성을 연구하고자 한다. 특히, 유통학문의 연구방법론은 크게 2가지로 규범적 연구방법론, 실증적 연구방법론(경험적 분석기법, 통계적 분석기법)이 있는데, 이중에 본 연구는 실증적 연구방법론중에서 통계적 분석기법을 활용한다. 본 연구의 한계점으로는 첫째, 응답자의 분포가 수도권에 편중되어 있다는 것이다. 본 연구에 이용된 2차 자료를 보면 서울지역의 응답자 수는 경기도 지역에 비해 압도적으로 많았고 경기도 지역의 응답자 수 또한 6대 광역시에 비해 압도적으로 많았다. 따라서 지역 표본이 해당 지역의 모집단을 대표하는데 어느 정도의 한계가 있다고 판단된다. 둘째, 응답자의 비율을 측정척도로 사용한 점이다. 본 연구에서 점포선택속성에 대한 지각정도와 브랜드 선호도를 측정함에 있어서 응답자의 비율을 척도로 사용하였는데 이를 통해 점포선택속성과 브랜드 선호도 간의 관계, 집단 간 차이를 비교적 정확하게 규명하기에는 한계가 따른다. 따라서 향후 연구에서는 위의 한계점을 보완하고 다음과 같은 추가적인 연구가 필요할 것이라 판단된다. 커피전문점들이 점차 지방으로 확대되어 가고 있는 추세에 비추어 볼 때, 6대 광역시 뿐만 아니라 지방 소도시의 소비자들까지 포함하여 설문조사를 실행하여 1차 자료를 수집하는 것이다. 특히 설문조사에서 관련된 변수들을 리커트 척도로 측정하되 점포선택속성에 대한 지각정도, 브랜드 선호도 외에도 재 구매의도까지 포함시킬 수 있다. 따라서 상관관계분석, 다중회귀분석, 분산분석 등을 통해 더욱 정교한 실증분석을 실행하여 소비자의 태도와 행동에 대한 보다 세밀한 분석결과를 도출해야 할 것으로 사료된다.

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로열티 프로그램이 고객 참여와 소비자-브랜드 관계에 기초한 관계형 시장 행동에 미치는 영향 : 프랜차이즈 회원제 휘트니스클럽을 대상으로 (The Marketing Effect of Loyalty Program on Relational Market Behavior : Focusing in Franchise Membership Fitness Club)

  • 윤경구;신건철
    • 한국유통학회지:유통연구
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    • 제17권2호
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    • pp.1-28
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    • 2012
  • 본 연구는 Sheth and Parvatiyar(1995)가 제시한 관계형 시장 행동의 가정과 정의에 대한 Bagozzi(1995), Peterson(1995)의 논평에 기초해 관계 마케팅 방식으로서 로열티 프로그램이 고객 참여와 소비자-브랜드 관계에 기초한 관계형 시장 행동에 미치는 영향을 실증해 보았다. 다음과 같이 연구 결과와 시사점을 정리한다. 첫째, 로열티 프로그램의 관계적 성과를 검증한 결과, 로열티 프로그램이 고객의 참여, 소비자-브랜드 관계, 관계형 시장 행동에 미치는 긍정적 효과를 실증하였다. 선행 연구에서의 주장과 일치하는 이러한 결과는 소비자와 기업이 마케팅 관계에 참여하려는 의지와 능력은 더 높은 마케팅 생산성을 낳는다는 Sheth and Parvatiyar(1995)의 제안 명제를 확인시켜 주고 있다. 둘째, 소비자-브랜드 관계의 매개효과 그리고 소비자-브랜드 관계의 구성 변수와 관계형 시장 행동의 구성 변수간 영향을 미치는 개별적인 인과 관계에 대해 일관된 결과를 보이지 않고 있다는 주장(Palmatier, Dant, Grewal and Evans, 2006)에 따라 다중 회귀분석으로 추가 분석을 실시한 결과, 소비자-브랜드 관계의 질적 특성을 이루는 여섯 개 항목들이 개별적으로 관계형 시장 행동에 영향을 미치는 회귀 모델의 설명력이 더 높다는 Breivik and Thorbjornsen(2008)의 연구결과를 지지하는 결과를 얻었다. 셋째, 고객의 참여를 활성화시킬 때 소비자-브랜드 관계 및 관계형 시장 행동이라는 관계 성과가 나타난다는 시사점을 제시하였다. 이는 관계 마케팅 활동과 고객 참여를 증가시키려는 노력이 소비자와의 관계 유지와 성과에 중요하다는 선행 연구의 주장 (Bitner, 1995, Fournier, 1994 ; Sheth and Parvatiyar, 1995)에서 뒷받침된다.

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쇼핑 가치 추구 성향에 따른 쇼핑 목표와 공유 의도 차이에 관한 연구 - 전자제품 구매고객을 중심으로 (Shopping Value, Shopping Goal and WOM - Focused on Electronic-goods Buyers)

  • 박경원;박주영
    • 마케팅과학연구
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    • 제19권2호
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    • pp.68-79
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    • 2009
  • The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.

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온.오프라인 채널에서 지각된 품질이 서비스의 개인가치에 미치는 영향에 관한 연구 -인지욕구의 조정효과를 중심으로- (A Study on Perceived Quality affecting the Service Personal Value in the On-off line Channel - Focusing on the moderate effect of the need for cognition -)

  • 성형석
    • 한국유통학회지:유통연구
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    • 제15권3호
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    • pp.111-137
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    • 2010
  • 본 연구는 서비스 시장에서의 지각된 품질과 개인가치간의 인과적 관계 및 고객의 인지욕구에 따른 온 오프라인상의 조절효과에 대해 실증분석하였으며 이를 통해 개인가치에 대한 서비스 전략과 마케팅 관리의 중요성을 제시하고 있다. 서비스 시장에서 서비스 제공자와 구매자간의 장기적 거래관계의 중요성이 크게 부각됨에 따라 관계구축 및 강화에 매우 중요한 역할을 하는 개인가치에 관한 연구는 학계뿐만 아니라 실무적으로도 고객관계관리의 관점에서 시사하는 바가 크다고 할 수 있다. 실증분석을 위해 대형마트(할인점)와 인터넷 쇼핑몰을 이용하는 고객을 대상으로 설문을 통해 데이터를 수집하였으며 온 오프라인의 비교분석을 통한 차이검증을 위한 인과적 구성모델에 대해 구조방정식 모델분석을 통해 가설검증하였다. 구성모델에 대한 분석결과 물리적 환경, 상호작용 품질, 그리고 결과품질로 구성된 지각된 품질은 안정적 삶, 사회적 인식, 사회적 통합으로 구성된 서비스 개인가치에 통계적으로 매우 유의한 정(+)의 영향을 미치는 것으로 나타났으며 집단간 차이효과분석을 통해서도 온 오프라인에 따른 조정효과는 온라인에서보다는 오프라인에서 더 유의한 것으로 나타났다. 그리고 온라인상에서의 서비스에 대한 인지욕구가 높을 때보다는 오프라인상에서의 서비스에 대한 인지욕구가 높을 때 개인가치에 더 유의한 영향을 미치는 것으로 나타났다. 마지막으로 본 연구의 구성모델에 대한 적합도 역시 수용할만한 수준인 것으로 나타났다.

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