• 한국의류학회지
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• 제26권3_4호
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• pp.527-538
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• 2002

Although importance of the price and objective quality relationships, very few studies have investigated the relationship related to apparel products. The purpose of this study were to examine 1990's the relationship between price and objective apparel products quality in the Korea Market and the United States market. Data sources in this study consisted of consumer magazines which were published by nonprofit organizations(1990 ∼1999) : Consumer Times(Korea), and Consumer Reports(U.S.A). The results showed that the correlations between price and objective apparel products quality were very weak positive and highly dependent upon the specific apparel product categories. Therefore, price was not a reliable measure of apparel products quality in the two countries market places. This study will help the consumer understand the relationship between price cues and apparel product objective quality and provide additional information to enhance purchase decision making.

• Asia Marketing Journal
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• 제26권1호
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• pp.11-22
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• 2024

In the uncertainty fueled by the COVID-19 pandemic, mergers and acquisitions (M&As) have emerged as key strategic responses by firms. This study explores the impact of M&As on acquirers' firm value, utilizing a firm-level panel dataset from SDC Platinum. Empirical evidence recognizes the potential negative impact of transaction value in M&As and the pandemic's effect on market uncertainty that may occasionally exacerbate the adverse influence on acquirers' firm value. The findings indicate that effective marketing strategies, such as enhancing consumer awareness through increasing advertising expenditures, can counterbalance these influences, particularly during uncertain times. This study accentuates the importance of adaptability and a responsive marketing approach in managing M&As during a global crisis. It provides valuable perspectives on consumer awareness in strategic decision-making, offering insights for both academic and business communities and focusing on actionable strategies for navigating the global market turmoil transformed by COVID-19.

• Asia Marketing Journal
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• 제16권1호
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• pp.35-69
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• 2014

The impact of competition on pricing has been studied in the context of counterfactual merger analyses where expected optimal prices in a hypothetical monopoly are compared with observed prices in an oligopolistic market. Such analyses would typically assume static decision making by consumers and firms and thus have been applied mostly to data obtained from consumer packed goods such as cereal and soft drinks. However such static modeling approach is not suitable when decision makers are forward looking. When it comes to the markets for durable products with indirect network effects, consumer purchase decisions and firm pricing decisions are inherently dynamic as they take into account future states when making purchase and pricing decisions. Researchers need to take into account the dynamic aspects of decision making both in the consumer side and in the supplier side for such markets. Firms in a two-sided market typically subsidize one side of the market to exploit the indirect network effect. Such pricing behaviors would be more prevalent in competitive markets where firms would try to win over the battle for standard. While such qualitative expectation on the relationship between pricing behaviors and competitive structures could be easily formed, little empirical studies have measured the extent to which the distinct pricing structure in two-sided markets depends on the competitive structure of the market. This paper develops an empirical model to measure the impact of competition on optimal pricing of durable products under indirect network effects. In order to measure the impact of exogenously determined competition among firms on pricing, we compare the equilibrium prices in the observed oligopoly market to those in a hypothetical monopoly market. In computing the equilibrium prices, we account for the forward looking behaviors of consumers and supplier. We first estimate a demand function that accounts for consumers' forward-looking behaviors and indirect network effects. And then, for the supply side, the pricing equation is obtained as an outcome of the Markov Perfect Nash Equilibrium in pricing. In doing so, we utilize numerical dynamic programming techniques. We apply our model to a data set obtained from the U.S. video game console market. The video game console market is considered a prototypical case of two-sided markets in which the platform typically subsidizes one side of market to expand the installed base anticipating larger revenues in the other side of market resulting from the expanded installed base. The data consist of monthly observations of price, hardware unit sales and the number of compatible software titles for Sony PlayStation and Nintendo 64 from September 1996 to August 2002. Sony PlayStation was released to the market a year before Nintendo 64 was launched. We compute the expected equilibrium price path for Nintendo 64 and Playstation for both oligopoly and for monopoly. Our analysis reveals that the price level differs significantly between two competition structures. The merged monopoly is expected to set prices higher by 14.8% for Sony PlayStation and 21.8% for Nintendo 64 on average than the independent firms in an oligopoly would do. And such removal of competition would result in a reduction in consumer value by 43.1%. Higher prices are expected for the hypothetical monopoly because the merged firm does not need to engage in the battle for industry standard. This result is attributed to the distinct property of a two-sided market that competing firms tend to set low prices particularly at the initial period to attract consumers at the introductory stage and to reinforce their own networks and eventually finally to dominate the market.

• 감성과학
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• 제10권1호
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• pp.23-36
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• 2007

본 연구는 소비자가 모바일 기기를 구매함에 있어서 어떤 멘탈 모델을 가지고 있는지를 파악하는데 중점을 두고 멘탈 모델의 추출과 분석을 시도하였다. 본 연구는 모바일 기기 구매 의사결정 과정에서 IT 친숙도에 따라 서로 다른 멘탈 모델을 가지고 있을 것이라는 가설을 가지고 크게 두 부분으로 나누어 연구를 진행하여 인지 과제 분석 방법의 하나인 Critical Decision Method를 이용하여 멘탈 모델을 이루는 27가지 구성요소들을 추출하였고, 이렇게 추출된 구성요소들을 바탕으로 IT 친숙도에 따라 소비자의 멘탈 모델을 두 그룹으로 구분하여 Pathfinder 알고리즘과Social Network Analysis를 이용하여 각각의 멘탈 모델을 분석하고 있다. 분석결과 IT 친숙도가 높은 그룹은 멘탈 모델을 구성하는 요소들이 각각의 독자적 특성에 따라 구매 의사결정 과정에서 비교적 조직적이고 분명하게 구분된 역할을 수행하는 것으로 나타난 반면, IT 친숙도가 낮은 그룹은 멘탈 모델 구성 요소들 간의 관계나 역할이 불분명하고 혼재된 경향을 보였으며 구매 의사결정 과정에서 외부 의견이나 사회적 통념을 중시하는 것으로 나타났다.

• 지식경영연구
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• 제25권1호
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• pp.89-109
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• 2024

디지털 기술 발전은 전통적 서비스 형태와 다른 셀프서비스기술 형태를 점차 보급시키고 있다. 이러한 새로운 서비스 형식은 "디지털 그림자노동"이라는 소비자의 노동 참여 방식을 출현시켰다. 즉, 소비자가 셀프서비스기술을 사용하여 직접 자신에게 서비스를 제공하기 때문에 기업의 노동력 자원을 절약하지만, 셀프서비스 환경에서 소비자로 하여금 디지털 그림자 노동을 하도록 함에 따라서 자신이 수행하는 무급 노동에 대한 인식의 문제 또한 발생하고 있다. 이는 소비자 권익 관련 이슈는 물론이고 기업의 장기적인 지속 가능성과 건강한 발전에 대한 심각한 우려를 불러일으키고 있다. 본 연구는 셀프서비스 환경에서 소비자가 디지털 그림자노동에 참여하는 결정에 영향을 미치는 심리적 인식 요인을 밝히고자 한다. 이는 소비자가 셀프서비스기술에서 지속적으로 증가하는 참여도와 자신의 무급 노동에 대한 인식 부족 문제에 대응하기 위함이다. 이론 기반의 방법과 반 구조화된 인터뷰를 통해 소비자가 디지털 그림자노동에 참여하는 결정에 영향을 미치는 심리적 인식 요인을 탐구했다. 이러한 결정 요인의 심리적 인식에 대한 이해를 통하여 본 연구는 소비자가 디지털 그림자노동에 대한 이해와 인식을 제고하고, 셀프서비스기술 환경에서 자신의 권익을 보호하는 의식의 수준을 높일 수 있도록 도울 수 있다. 또한, 본 연구의 결과는 비대면 셀프서비스기술 관련 회사에게 소비자의 결정 심리 이해의 중요성을 알림과 동시에 지속가능한 비즈니스 모델의 고안과 발전을 위한 이론적 기초를 제공할 것이다.

• 한국정밀공학회:학술대회논문집
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• 한국정밀공학회 1997년도 추계학술대회 논문집
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• pp.175-179
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• 1997

As consumer's desire becomes various, agility of mold manufacturing is most important factor for competence of manufacturer. In common works to use commercial CAM system to generate tool path, some decision making process is required to produce optimal result of CAM systems. We propose tool selection procedures to aid the decision making process. The system provides available tool size for machining of design model part of injection mold die by analyzing sliced CAD model of die cavity and core. Also, the tool size information is used to calculate machining time. The system is developed with commercial CAM using API. This module will be used for optimization of tool selection and planning process.

• 경영과정보연구
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• 제3권
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• pp.439-460
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• 1999

The purpose of this paper is to compare the characteristics between group that has only one credit card and group that has multiple credit cards in each stage of purchase decision making based on the literature in consumer behavior. Results indicated that (1) The number of credit cards that consumers has was affected by internal factor and reference factor, (2) depending on the number of credit cards, usage frequency, amount, and duration were differently showed and (3) inertia, point accumulation, and convenience were founded as determinants of using credit cards. Finally, theoretical and managerial implications of these findings are discussed.

• 대한가정학회지
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• 제40권12호
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• pp.13-29
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• 2002

The scholastic consumer education program in Japan was adopted after world war Ⅱ. And so far, based on home economics class at school, the program has undergone seven times modification with “A course of study(learning coaching guide). Now the main objective with the consumer education program, initiated from ‘purchasing skill’ and ‘information offer’, has been shifted to the direction of stressing the ‘reasonable decision making’ and ‘invocation of consumer recognition’. The concrete operation of the scholastic consumer education program in Japan was managed and operated to the direction of urging the student to think independently and self-motivated and provoking the power of thinking, while utilizing daily works closely to routine life as educational materials and subjects. The investigations on Japanese scholastic consumer education program which have been developing and accumulating concrete instances and know-how's of scholastic consumer education program are considered to be still suggestive, and we may conclude it's necessary for both of Korea and Japan to interchange necessary experiences and ideas on this field with each other.

• 복식문화연구
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• 제14권6호
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• pp.971-986
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• 2006

As baby boomer generations become older, these "New-age elderly" have emerged as an important consumer segment for apparel products. These young-minded elderly have positive attitudes to technology and enjoy many of high technology tool in their everyday life, which signals a huge market potential for internet apparel retailing targeting these elderly consumers. Internet apparel businesses are required to provide various consumer information to its consumers to facilitate the decision making process. For elderly consumers, who might have different shopping behaviors from the younger consumer segments, different kinds of information with higher quality would be required. As a preliminary step to develop internet consumer information model for elderly consumers, this study seeks to investigate the current practice of information offerings of internet apparel businesses for elderly consumers. Ten internet sites carrying apparel products for elderly consumers were selected and analyzed their offerings of consumer information by five researchers. This study found that internet apparel businesses targeting elderly consumers were still small-sized and lack of sophisticated technology to support these elderly consumers. Most web sites provided basic product information and service information but not fashion and trend related information. Managerial implications were discussed.

• 한국컴퓨터정보학회논문지
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• 제29권7호
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• pp.139-148
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• 2024

팬데믹 이후 온라인 교육 플랫폼에 대한 수요가 급증하면서 소비자들이 의사 결정을 위해 온라인 리뷰에 더욱 의존하게 되었습니다. 본 연구는 중국 온라인 고객 리뷰가 온라인 교육에서 소비자 구매 행동에 미치는 영향을 조사합니다. 신뢰, 리뷰 감정, 리뷰의 양과 시의성을 분석하여 이러한 요인들이 소비자 결정에 어떻게 영향을 미치는지 이해하고자 합니다. 회귀 모델을 사용한 결과, 부정적인 리뷰, 시기적절한 피드백, 많은 양의 리뷰가 소비자 구매 결정에 긍정적인 영향을 미치며, 코스 가격은 반비례 관계를 나타냅니다. 또한, 인지적 신뢰와 감정적 신뢰는 리뷰와 구매행동 간의 관계를 매개하며, 소비자 결정 성향에 역 U자형 효과를 나타냅니다. 이러한 통찰은 온라인 교육 제공자에게 온라인 리뷰를 관리하고 활용하여 소비자 신뢰를 증진시키고 판매 성과를 향상시킬 필요성을 강조하는 유용한 시사점을 제공합니다.