• 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.

• 한국산림과학회지
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• 제16권1호
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• pp.33-62
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• 1972

리기다소나무는 미국(美國)으로부터 우리나라에 도입(導入)하여 온지 60여년(餘年)의 세월이 흐르는 동안 오늘날에는 중요(重要)한 조림수종(造林樹種)으로 발전(發展)하였고 이미 국내(國內)에서는 상당량(相當量)의 목재생산(木材生産)이 이루지고 있기 때문에 합리적(合理的)인 목재이용(木材利用)을 위(爲)해서는 그 기본적(基本的)인 성질연구(性質硏究)가 필연적(必然的)으로 요청(要請)되고 있다. 따라서 본연구(本硏究)에서는 리기다소나무의 목재해부학적(木材解剖學的), 물리학적(物理學的), 기계학적성질(機械學的性質)을 구명(究明)키로 한 것이다. 본연구(本硏究)에서 사용(使用)한 공시목(供試木)은 서울대학교(大學校) 농과대학(農科大學) 부속수원연습림내(附屬水原演習林內)에 위치(位置)하고 있는 46~52년생(年生)의 리기다소나무임분(林分)에서 정상적(正常的)으로 생장(生長)한 15개림목(個林木)을 선정(選定)하였는데 5개림목(個林木)은 해부학적(解剖學的) 연구(硏究)를 위(爲)해서 1967년(年) 2월(月)에 대채(代採)하였다. 이들 시험목(試驗木)은 간(幹), 지(枝), 근(根), 초두목(梢頭木)의 성질연구(性質硏究)를 위(爲)해서 수목(樹木)의 모든 재부분(材部分)을 채취(採取)하였다. 이 연구(硏究)의 해부학적성질(解剖學的性質)에 있어서는 연륜(年輪), 수지구(樹脂溝), 방사조직(放射組織), 가도관(假導管), 방사가도관(放射假導管), 방사유세포(放射柔細胞) 및 막공등(膜孔等)의 육안적(肉眼的) 현미경적특징(顯微鏡的特徵)이 재부분(材部分)(간(幹), 지(枝), 근(根), 초두목(梢頭木))별(別)로 관찰(觀察)하고 측정(測定)하였다. 물리적(物理的) 그리고 기계적성질(機械的性質)에 있어서는 생재함수율(生材含水率), 목재비중(木材比重), 수축율(收縮率), 섬유평행방향(纖維平行方向)의 압축강도(壓縮强度), 섬유평행(纖維平行) 및 직각방향(直角方向)의 인장강도(引張强度), 경단(徑斷) 및 촉단방향(觸斷方向)의 전단강도(剪斷强度), 곡강도(曲强度), 할렬강도(割裂强度) 및 경도(硬度)에 관해서 연구(硏究)하였는데 본연구(本硏究)에서 얻은 결론(結論)은 다음과 같다. 1. 목재(木材)의 육안적성질(肉眼的性質)에 있어서 재부분간(材部分間)에 비교(比較)할수 있는 특성(特性)은 연륜(年輪)의 판명도(判明度), 연륜폭(年輪幅), 춘추재간(春秋材間)의 이행(移行), 재색등(材色等)이 가장 중요(重要)한 것이었다. 또 현미경적성질(顯微鏡的性質)에 있어서는 목재구성요소(木材構成要素)의 크기가 재부분간(材部分間)을 비교(比較)할수 있는 특징(特徵)이 되는데 가도관(假導管)의 장(長), 폭(幅), 막후(膜厚), 수지구(樹脂溝), 방사조직등(放射組織等)이 중요(重要)한 것이었다. 2. 재부분간(材部分間)에 비교(比較)된 현미경적특성(顯微鏡的特性)은 간재(幹材)와 초두목간(梢頭木間)에 비슷한 결과(結果)를 나타내었으나 근재(根材)는 촉단면상(觸斷面上)에서 다른 재부(材部)와 비교(比較)하여 일층(一層) 큰 방사조직(放射組織)이 관찰측정되었는데 단열방사조직최대(單列放射組織最大)의 것은 높이 27세포고(細胞高)($550{\mu}$)에 폭(幅)은 $35{\mu}$이었다. 그리고 방추상방사조직(紡錘狀放射組織)은 1~수개(數個)의 수평수지구(水平樹脂溝)를 내포(內包)하는 연합방사조직(連合放射組織)을 형성(形成)한다. 한편 지재(枝材)에 있어서 조직(組織)의 특징(特徵)은 간재(幹材)와 같았으나 구성요소(構成要素)의 측정치(測定値)가 다른 재부(材部)에 비(比)하여 일층(一層) 작었다. 3. 재부분간(材部分間)에 측정(測定)된 가도관(假導管)의 크기는 간재(幹材)에서 길이가 가장 길었고 지재(枝材)에서 가장 짧았다. 재부분가도관장간유의차(材部分假導管長間有意差)를 검정(檢定)한바 간재(幹材)와 근재간(根材間)에만 차이(差異)가 없었고 기타재부분간(基他材部分間)에는 모두 차이(差異)가 있었다. 가도관폭(假導管幅)은 근재부분(根材部分)이 가장 넓었고 지재부분(枝材部分)이 가장 좁았으나 재부분간(材部分間)에는 차이(差異)가 없었다. 막후(膜厚)는 근재(根材)가 가장 두꺼웠고 지재(枝材)가 가장 좁았는데 재부분간(材部分間)에는 근재(根材)와 초두목간(梢頭木間), 근재(根材)와 지재간(枝材間) 또 간재(幹材)와 지재간(枝材間)에는 차이(差異)가 있었으나 기타재부분간(基他材部分間)에는 차이(差異)가 없었다. 4. 입목(立木)의 생재함수율(生材含水率)은 초두목(梢頭木)이 가장 높았고 간재(幹材)의 심재부분(心材部分)이 가장 낮았다. 재부분별(材部分別) 함수량간유의차(含水量間有意差)를 검정(檢定)한바 초두목(梢頭木)과 기타재부분간(基他材部分間), 심재(心材)와 기타재부분간(基他材部分間)에 차이(差異)가 있었으나 근재(根材)와 지재간(枝材間) 그리고 근재(根材)와 변재간(邊材間)에는 차이(差異)가 없었다. 5. 목재(木材)의 비중(比重)은 간재(幹材)가 가장 높았고 다음은 근재(根材), 지재(枝材)의 순(順)이고 초두목(梢頭木)은 가장 낮았다. 재부분비중간유의차(材部分比重間有意差)를 검정(檢定)한바 간재(幹材)와 다른 재부분(材部分) 사이에는 뚜렷하게 차이(差異)가 있으며 근재(根材)와 지재(枝材)사이에는 차이(差異)가 없었고 초두목(梢頭木)은 제일작은 치(値)로서 유의차(有意差)가 인정(認定)된다. 6. 함수율(含水率) 14%때 재부분간(材部分間)의 섬유평행방향압축강도(纖維平行方向壓縮强度)를 비교(比較)하면 가장 높은 강도(强度)는 간재(幹材)에서 나타났고 다음은 지재(枝材), 근재(根材)의 순(順)이고 초두목(梢頭木)은 가장 낮은 강도(强度)를 나타내었다. 7. 함수율(含水率) 14%때 재부분간(材部分間)의 곡강도(曲强度)를 비교(比較)하면 지재(枝材)에서 뚜렷하게 높은 강도(强度)를 나타내었으며 다음은 간재(幹材), 지재(枝材), 근재(根材)의 순(順)이고 초두목(梢頭木)은 가장 낮은 강도(强度)를 나타내었다. 특(特)히 지재(枝材)는 간재(幹材)보다 낮은 비중(比重)을 갖이고 있었는데도 불구(不拘)하고 높은 곡강도(曲强度)를 나타내었다.

• 복식
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• 제4권
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• pp.87-114
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• 1981

A costume reveals the social characteristics of the era in which it is worn, thus we can say that the history of change of the costume is the history of change of the living culture of the era. Since the Three States era, the costume structure of this country had been affected by the costume system of the China's historical dynasties in the form of the grant therefrom because of geographical conditions, which affection was conspicuous for the bureaucrat class, particularly including but not limited to the Kings' familities. Such a grant of the costume for the bureaucrat class (i.e., official uniform) was first given by the Dang-dynasty at the age of Queen Jinduck, the 28th of the Shilla-dynasty. Since then, the costume for the bureaucrats had consecutively been affected as the ages had gone from the unified Shilla, to the Koryo and to the Yi-dynasty. As the full costumes officially used by government officials (generally called "Baek Gwan") in the Yidynasty, there existed Jo-bok, Gong-bok and Sang-bok. Of such official costumes, Gong-bok was worn at the time of conducting official affairs of the dynasty, making a respectful visit for the expression of thanks or meeting diplomatic missions of foreign countries. It appears no study was made yet with regard to the Gong-bok while the studies on the Jo-bok and the Sangbok were made. Therefore, this article is, by rendering a study and research on the styles of costumes of civil servants' stone images erected at the Kings' tombs of the Yi-dynasty, to help the persons concerned understand the Gong-bok, one of the official costume for Baek Kwan of that age and further purports to specifically identify the styles and changes of the Gong-bok, worn by Baek Gwan during the Yi-dynasty, consisting of the Bok-doo (a hat, four angled and two storied with flat top), Po (gown), Dae (belt), and Hol (small and thin plate which was officially held by the government officials in hand, showing the courtesy to and writing brief memorandums before the King) and Hwa (shoes). For that purpose, I investigated by actually visiting the tombs of the Kings of the Yi-dynasty including the Geonwon-neung, the tomb of the first King Tae-jo and the You-neung, the tomb of the 27th King Soon-jong as well as the tombs of the lawful wives and concubines of various Kings, totalling 29 tombs and made reference to relevant books and records. Pursuant. to this study, of the 29 Kings' tombs the costume styles of civil servants' stone images erected at the 26 Kings' tombs are those of Gong-bok for Baek-gwan of the Yi-dynasty wearing Bok-doo as a hat and Ban-ryeong or Dan-ryenog Po as a gown with Dae, holding Hol in hand and wearing shoes. Other than those of the 26 tombs, the costume styles of the Ryu-neung, the tomb of the Moon-jo who was the first son of 23rd King Soon-jo and given the King's title after he died and of the You-neung, the tomb of the 27th King Soon-jong are those of Jobok with Yang-gwan (a sort of hat having stripes erected, which is different from the Bok-doo), and that of the Hong-neung, the tomb of the 26th King Go-jong shows an exceptional one wearing Yang-gwan and Ban-ryeong Po ; these costume styles other than Gongbok remain as the subject for further study. Gong-bok which is the costume style of civil servants' stone images of most of the Kings' tombs had not been changed in its basic structure for about 500 years of the Yi-dynasty and Koryo categorized by the class of officials pursuant to the color of Po and materials of Dae and Hol. Summary of this costume style follows: (1) Gwan-mo (hat). The Gwan-mo style of civil servants' stone images of the 26 Kings' tombs, other than Ryu-neung, Hong-neung and You-neung which have Yang-gwan, out of the 29 Kings' tombs of the Yi-dynasty reveals the Bok-doo with four angled top, having fore-part and back-part divided. Back part of the Bok-doo is double the fore-part in height. The expression of the Gak (wings of the Bokdoo) varies: the Gyo-gak Bok-doo in that the Gaks, roundly arisen to the direction of the top, are clossed each other (tombs of the Kings Tae-jong), the downward style Jeon-gak Bok-doo in that soft Gaks are hanged on the shoulders (tombs of the Kings Joong-jong and Seong-jong) and another types of Jeon-gak Bok-doo having Gaks which arearisen steeply or roundly to the direction of top and the end of which are treated in a rounded or straight line form. At the lower edge one protrusive line distinctly reveals. Exceptionally, there reveals 11 Yang-gwan (gwan having 11 stripes erected) at the Ryu-neung of the King Moon-jo, 9 Yang-gwan at the Hong-neung of the King Go-jong and 11 Yang-gwan at the You-neung of the King Soon-jong; noting that the Yang-gwan of Baek Kwan, granted by the Myeong-dynasty of the China during the Yi-dynasty, was in the shape of 5 Yang-gwan for the first Poom (class) based on the principle of "Yideung Chaegang" (gradual degrading for secondary level), the above-mentioned Yang-gwans are very contrary to the principle and I do not touch such issue in this study, leaving for further study. (2) Po (gown). (a) Git (collar). Collar style of Po was the Ban-ryeong (round collar) having small neck-line in the early stage and was changed to the Dan-ryeong (round collar having deep neck-line) in the middle of the: dynasty. In the Dan-ryeong style of the middle era (shown at the tomb of the King Young-jo); a, thin line such as bias is shown around the internal side edge and the width of collar became wide a little. It is particularly noted that the Ryu-neung established in the middle stage and the You-neung in the later stage show civil servants in Jo-bok with the the Jikryeong (straight collar) Po and in case of the Hong-neung, the Hong-neung, the tomb of the King Go-jong, civil servants, although they wear Yang-gwan, are in the Ban-ryeong Po with Hoo-soo (back embroidery) and Dae and wear shoes as used in the Jo-bok style. As I could not make clear the theoretical basis of why the civil servants' costume styles revealed, at these tombs of the Kings are different from those of other tombs, I left this issue for further study. It is also noted that all the civil servants' stone images show the shape of triangled collar which is revealed over the Godae-git of Po. This triangled collar, I believe, would be the collar of the Cheomri which was worn in the middle of the Po and the underwear, (b) Sleeve. The sleeve was in the Gwan-soo (wide sleeve) style. having the width of over 100 centimeter from the early stage to the later stage arid in the Doo-ri sleeve style having the edge slightly rounded and we can recognize that it was the long sleeve in view of block fold shaped protrusive line, expressed on the arms. At the age of the King Young-jo, the sleeve-end became slightly narrow and as a result, the lower line of the sleeve were shaped curved. We can see another shape of narrow sleeve inside the wide sleeve-end, which should be the sleeve of the Cheom-ri worn under the Gong-bok. (c) Moo. The Moo revealed on the Po of civil servants' stone images at the age of the King Sook-jong' coming to the middle era. Initially the top of the Moo was expressed flat but the Moo was gradually changed to the triangled shape with the acute top. In certain cases, top or lower part of the Moo are not reveald because of wear and tear. (d) Yeomim. Yeomim (folding) of the Po was first expressed on civil servants' stone images of the Won-neung, the tomb of the King Young-jo and we can seemore delicate expression of the Yeomim and Goreum (stripe folding and fixing the lapel of the Po) at the tomb of the Jeongseong-wanghoo, the wife of the King Young-jo, At the age of the King Soon-jo, we can see the shape of Goreum similar to a string rather than the Goreum and the upper part of the Goreum which fixes Yeomim was expressed on the right sleeve. (3) Dae. Dae fixed on the Po was placed half of the length of Po from the shoulders in the early stage. Thereafter, at the age of the King Hyeon-jong it was shown on the slightly upper part. placed around one third of the length of Po. With regard to the design of Dae, all the civil servants' stone images of the Kings' tombs other than those of the Geonwon-neung of the King Tae-jo show single or double protrusive line expressed at the edge of Dae and in the middle of such lines, cloud pattern, dangcho (a grass) pattern, chrysanthemum pattern or other various types of flowery patterns were designed. Remaining portion of the waist Dae was hanged up on the back, which was initially expressed as directed from the left to the right but thereafter expressed. without orderly fashion,. to the direction of the left from the right and vice versa, Dae was in the shape of Yaja Dae. In this regard, an issue of when or where such a disorderly fashion of the direction of the remaining portion of waist Dae was originated is also presented to be clarified. In case of the Ryuneung, Hong-neung and You-neung which have civil servants' stone images wearing exceptional costume (Jo-bok), waist Dae of the Ryu-neung and Hong-neung are designed in the mixture of dual cranes pattern, cosecutive beaded pattern and chrvsenthemum pattern and that of You-neung is designed in cloud pattern. (4) Hol. Although materials of the Hol held in hand of civil servants' stone images are not identifiable, those should be the ivory Hol as all the Baek Gwan's erected as stone images should be high class officials. In the styles, no significant changes were found, however the Hol's expressed on civil servants' stone images of the Yi-dynasty were shaped in round top and angled bottom or round top and bottom. Parcicularly, at the age of the King Young-jo the Hol was expressed in the peculiar type with four angles all cut off. (5) Hwa (shoes). As the shoes expressed on civil servants' stone images are covered with the lower edges of the Po, the styles thereof are not exactly identifiable. However, reading the statement "black leather shoes for the first class (1 Poom) to ninth class (9 Poom)," recorded in the Gyeongkook Daejon, we can believe that the shoes were worn. As the age went on, the front tips of the shoes were soared and particularly, at the Hong-neung of the King Go-jong the shoes were obviously expressed with modern sense as the country were civilized.