• 유통과학연구
• /
• 제22권3호
• /
• pp.21-31
• /
• 2024

Purpose: The primary aim of this study is to explore how social media marketing influences customer purchase intention, focusing on the roles of customer engagement and trust as mediators. Research Design, Data, and Methodology: The investigation utilized an online survey conducted in Chinese on the Questionnaire Star platform. It targeted male and female consumers aged 18 and above who purchase products online, yielding 1107 valid responses from across major Chinese cities. Results: Analysis reveals that social media marketing significantly affects customer purchase intention in a positive manner. It also enhances customer engagement and trust, which serve as crucial mediating variables linking social media marketing to purchase intention. The study found that engagement and trust facilitate brand identification and alignment, thereby directly boosting purchase intention. Conclusion: The findings offer essential insights for businesses aiming to improve their social media marketing impact on consumer behavior. It highlights the importance of fostering user engagement and trust, as well as creating a favorable brand image. These elements are key to influencing consumer purchase decisions within social media contexts. The study advises businesses to engage deeply with consumers and build trust, providing practical recommendations for navigating the evolving social media environment towards sustainable growth.

• 무역학회지
• /
• 제45권5호
• /
• pp.201-222
• /
• 2020

This paper examines that determinants of BAOMAI, (i.e., behavior of Chinese tourist bulk purchase in duty free shop) with analytical framework and empirical tests. The results of applying the structural equation modeling to 196 samples suggest that Chinese tourist consumption orientations (conspicuous/compulsive/unplanned consumption) have a positive effect on BAOMAI decision value chain (perceived value and loyalty). The marketing mix of duty free shop as control variables in research framework also have a positive effect on BAOMAI perceived values (functional/social/emotional value). This paper has a contribution to prior literatures: the first empirical analysis on BAOMAI determinants with exploring scholarly definition.

• 품질경영학회지
• /
• 제33권4호
• /
• pp.21-41
• /
• 2005

This study analyzes the Internet utilization pattern of customer by comprehensively investigating the previous studies on the behavior pattern of customer in terms of Internet business. Based on the analysis, this study develops research framework that supports strategic decision-making for resource allocation in Internet business. Such research framework would be helpful for providing the typology of Internet business model that can be specialized by each industry. As a result of the simulation analysis, it was found that the optimal resource allocation portfolio providing maximum profits to the Internet bookstore involves large-scale investment on delivery service and customer support service which are the key factors for post-purchase customer satisfaction, regardless of the growth pattern or size of Internet bookstore market. Consequently, from the above analysis, the investment ratio of resources for the profit maximization of Internet bookstore was drawn. Conclusively, based on the comprehensive examination of the results, this study provided a framework for dynamic resource allocation decision-making, and proposed a management strategy which allows consumers to shop under more favorable environment, and simultaneously enables the Internet bookstore to accomplish management objectives such as continuous growth and profit maximization.

• 한국철도학회:학술대회논문집
• /
• 한국철도학회 2009년도 춘계학술대회 논문집
• /
• pp.746-755
• /
• 2009

This study will analyze the data of Kyongbu & Honam Line whether how much the weather change has an effect on the change of transportation modes and check the pattern of customer's behavior and investigate the influence on the changing transportation modes. Especially, this study will confine to the rainfall and snowfall out of various weather causes, and the questionnaire investigation is used to know the sensitivity of customer's patterns selecting transportation modes in accordance with weather change, and the research result will be used to make a marketing strategy & efficient train operation.

• 경영과정보연구
• /
• 제36권4호
• /
• pp.103-116
• /
• 2017

본 연구의 목적은 서비스 산업에서 고객의 '블랙컨슈머 행동'을 지각한 종사원이 조직에 미치는 부정적 행동인 '조직일탈행동'에 미치는 영향과 조직내 '격려'의 조절효과를 분석을 통해 관리적 시사점의 제공이다. 특히, Adler(1991)는 격려가 개인의 인지적 도식 틀에 긍정적 기대를 주입하는 것으로 인지, 정서, 행동에 긍정적 영향을 미친다고 주장(Dinkmeyer and Losoncy, 1996)하였다. 이러한 Adler(1991) 주장을 근거로 고객의 블랙컨슈머 행동을 지각한 노동자의 반응행동에 대한 격려의 조절효과를 실증적으로 분석하였다. 선행연구를 바탕으로 블랙컨슈머 행동, 조직일탈행동, 격려에 대한 연구모형을 설계하였다. 2015년 11월 15일부터 12월 3일까지 부산지역 호텔, 카지노, 면세점 그리고 외식 서비스 종사원 323명을 대상으로 설문지를 배포하였다. 그 중 279부를 회수(회수율은 86.4%)하였고, 회수된 설문지 중에서 무성의한 응답 또는 무응답이 많은 부실응답 설문지를 제외하여 262부를 최종 분석에 사용하였다. 실증분석 결과 블랙컨슈머 행동은 조직일탈행동에 유의한 영향을 미치고, 격려는 블랙컨슈머 행동 중 과도성과 조직일탈행동에 대한 유의적인 조절효과가 있다는 결과를 확인할 수 있었다. 이러한 실증분석 결과를 바탕으로 블랙컨슈머에 노출된 서비스 노동자에 대한 관리적 시사점을 제공하였다.

• 한국패션뷰티학회지
• /
• 제2권2호
• /
• pp.23-33
• /
• 2004

As we continue to enjoy economic growth, there is an abundance of disposable income for consumer to spend. Consumers are spending more and more of these income in beauty service. However, relatively little is known about which factors influence consumer' behavior intentions in this area. The purpose of this study is to investigate the relationships between the servicescape and relational benefits on customer value in beauty salon area. The Results are summarized as follows First, as the results of data analysis, among the composition factor of servicescape, spatiality, comfortableness, cleanness and convenience are shown to give positive effect on customer value. Second, among the composition factor of relational benefits, economic honest, functional benefit, private benefit, social benefit and psychological benefit are found to have a positive relationship with customer value.

• 대한안전경영과학회지
• /
• 제4권4호
• /
• pp.119-128
• /
• 2002

In this report, we provide the focus on suggesting a method of estimating and measurement of CBM(Customer Behavior Model). Through the use of internet, a new trend of business for e-CRM on B2C Web Site known as EC has emerged. The purpose of this study is to identify the relationship between the customers of a shopping mall and CBM characteristics. It can be used to gain a better understanding of customers. from this we can determine trends, and so refine business toward customer's needs and target new products to particular customer groups. Result shows that there is a significant relationship between the customers pattern of shopping mall and CBM, CVM(Customer Visit Model).

• 산학경영연구
• /
• 제15권
• /
• pp.79-97
• /
• 2002

본 연구에서는 고객 세분화를 위하여 고객프로필과 사이트 접속자료를 통합, 분석하는 분석적 CRM을 시도하였다. 실제 고객 데이터를 분석하여 고객의 특성과 기호, 방문행태 등을 이해할 수 있다면 이를 기반으로 고객 세분화(segmentation)가 가능할 것이다. 예를 들어 고객의 거주지, 재산정도, 교육수준, 연령 등 인적정보를 토대로 동일 사이트에 접속하는 고객의 공통점을 찾게 된다면 이들 고객에 접근할 수 있는 적절한 마케팅 미디어가 무엇인지, 어느 페이지에 홍보물을 게재하는 것이 효과적일 것인가 등을 결정하는 데 도움을 줄 수 있을 것이다. 한편 웹 기반 마이닝의 핵심은 웹으로 부터의 자료를 어떻게 하면 효율적으로 수집할 것인가, 또한 이렇게 수집된 자료를 다양한 (multiple) DB와 어떻게 통합하고 분석하여 필요한 정보를 추출할 것인가 일 것이다. 본 연구에서는 실제 인터넷 사업자의 사용자 그룹의 비율에 따라 구성된 패널을 활용하여 효율적인 자료수집 방안을 모색하였다. 패널 구성원에 대한 웹 데이터를 수집함으로써 신뢰성과 대표성을 확보하면서 분석대상 자료의 양을 적절한 수준으로 유지할 수 있었다. 또한 고객자료 분석에서는 OLAP과 데이터 마이닝 기법(의사결정나무)을 동시에 사용하여 그 분석 결과를 비교함으로써 각 기법의 결과를 상호 확인하고 보완할 수 있었다. 이 결과는 데이터 마이닝 기법에 의해서 발견된 패턴을 분석하고 확인하는 작업에서 OLAP이 유용하게 사용될 수 있다는 과거 연구의 주장을 확인하였다.

• 한국조리학회지
• /
• 제6권3호
• /
• pp.25-55
• /
• 2000

AS the number of tourist has been increased. hotel industry will be able to not be existed and developed if not adapted to the need of customer's which is changed according to the change of Hotel's function. Traditionally. F&B department is enlarged compared to the past. But. it cause negative result in terms of clear profit. A menu is a marketing tool which delivers restaurant's image aid message to customers and communicate need and wants to restaurant. So far, studies on menu have been done in an analytical way from a management's viewpoint and inadequate to reflect customer's need and wants. A research on customer's menu selection procedure is critical to satisfying their needs and wants yield profit. This study examined the theories on menu-design and customer behavior through literature review and verified hypotheses through an empirical analysis. A questionnaire-survey had been used in luxury hotel's main grills and all most restaurants in Seoul. Collected data were analyzed. using SPSS/PC+ package. The important findings are as follows. In this study is to examine the factors that have an influence on customer's menu selection. The factors affected the customers' menu selection of hotel restaurant in the four factors. Four factors are hotel's restaurant of environmental factor. menu-choice factor. value of menu items, information. Correction between the evaluation criteria and selection of menu was examined. All four evaluation criteria, menu-choice factor was found to be most strongly collected with selection of menu. In conclusion, As a study on the Customer' menu Selection Behavior factor of Restaurant Menus in Hotels, It raises to exert us in the menu management of hotel restaurant.

• 한국식생활문화학회지
• /
• 제28권6호
• /
• pp.631-639
• /
• 2013

The purpose of this study was to analyze the post-purchase behavior of customers who experienced cognitive dissonance after exposure to a franchise foodservice advertisement. The study adopted cognitive dissonance theory to explain the dissonance resulting from the combination of advertisements and actual product that consumers received. In detail, the research hypothesized that cognitive dissonance will affect consumers' post-purchase behavior as well as their efforts to reduce dissonance. Exactly 274 questionnaires were used in the analysis. The results showed that more than 80% of respondents were influenced by advertisements when purchasing menus, and 50% were unsatisfied when the provided menu "was not the same as the advertisement shown". It was found that advertisement type did not significantly affect either group that experienced dissonance. In terms of satisfaction, however, the former group showed greater dissatisfaction when dissonance occurred (p<.001). Finally, there was a significant difference between the two groups regarding post-purchase behavior (p<.05). Customers with dissonance were likely to 'express dissatisfaction directly to the store', 'leave negative reviews', and 'participate in negative word-of-mouth'. Thus, the results revealed that cognitive dissonance could significantly influence customer satisfaction and consequently lead to negative post-purchasing behaviors.