• 한국콘텐츠학회논문지
• /
• 제16권11호
• /
• pp.166-178
• /
• 2016

본 연구에서는 구조방정식 모형을 토대로, 사회복지기관을 후원하는 개인기부자들이 기부행위를 통해서 경험하는 정서적 효용감 및 가시적 효용감이 이들의 정신적 웰빙에 미치는 직접효과, 자기수용의 매개효과, 그리고 후원 후 삶에 대한 감사함이 미치는 조절효과를 밝혔다. 주요 발견점을 요약하면, 첫째, 후원활동을 하면서 삶에 대한 감사함이 증가한 개인기부자 집단의 경우, 기부활동을 통한 정서적 효용감이 정신적 웰빙에 정적 직접효과를 미쳤지만, 가시적 효용감은 정신적 웰빙에 유의미한 직접효과가 발견되지 않았다. 자기수용은 정서적 효용이 정신적 웰빙에 미치는 영향에 부분매개효과가 있었고, 가시적 효용감이 정신적 웰빙에 미치는 영향에는 자기수용이 완전매개효과가 있음이 밝혀졌다. 둘째, 후원 후 자신의 삶에 대한 감사함이 증가하지 않은 집단에서도, 정신적 웰빙에 정서적 효용감은 정적 직접효과가 있었지만, 가시적 효용감은 유의미한 영향이 없었다. 그리고 자기수용은 가시적 효용감이 정신적 웰빙에 미치는 영향에 완전매개역할을 하였다. 그러나 정서적 효용감이 자기수용에 유의한 영향을 주지 않았고, 자기수용의 매개효과가 존재하지 않았다. 후원 후 삶에 대한 감사 증가여부에 의한 조절효과가 실증적으로 규명되었고, 기부 후 삶에 대한 감사가 증가한 경우, 그렇지 않은 경우보다, 정신적 웰빙은 물론, 자기수용, 정서적, 가시적 효용감 수준이 유의하게 높은 것으로 밝혀져, 기부활동을 통한 정신적 웰빙의 향상을 도모하기 위해서, 감사성향을 강화시키는 것이 중요한 실천과제임을 제시하면서, 실천적 함의를 논의하였다.

• 한국사회복지학
• /
• 제66권1호
• /
• pp.333-361
• /
• 2014

본 연구는 대구시와 경북지역 사회복지기관 후원자들을 대상으로 이들의 기부효용감이 기부지속의도에 미치는 직접효과와, 기관신뢰도와 자기수용감의 매개효과, 그리고 경제수준이 미치는 조절효과를 검증하였다. 분석방법으로 구조방정식 모형을 토대로 변수간의 인과관계를 분석하였고, 인과관계에 대한 '경제수준'에 따른 비교를 위한 다집단 분석, 계수차이검증에 근거한 구조동일성 모형검증, 다중매개검증, 잠재평균분석을 실시하였다. 통계 패키지는 SPSS 18, Amos 19, Mplus 6을 사용하였다. 분석결과 밝혀진 주요내용은 다음과 같다. (1) '정서적 효용감'과 '가시적 효용감'은 각각 '기관신뢰도', '자기수용' 그리고 '기부지속의도'에 모두 정적 직접효과를 미쳤다. (2) '기관신뢰도'는 기부지속의도에 정적 직접효과와, '정서적 효용감' 및 '가시적 효용감'이 '기부지속의도'에 미치는 영향, 그리고 '자기수용감'에 미치는 영향을 각각 유의하게 매개하였다. (3) '자기수용감'은 '기부지속의도'에 직접적인 영향을 미치지 않았다. (4) '기관신뢰도'가 '기부지속의도'에 미치는 정적 효과는 경제형편이 저조한 경우에는 유의하지 않아, '경제수준'의 조절효과가 실증적으로 확인되었다. 기부행위를 통해 경험한 정서적, 가시적 효용감은 기부 지속의도를 높일 뿐만 아니라, 기부자들이 자기 수용감 증진에도 매우 긍정적인 기여한다는 사실이 실증적으로 규명되었다. 따라서 기부자들을 자원제공자로만 보던 시각에서 기부행위를 통한 수혜자(beneficiary)로까지 시각을 확대하였고, 연구결과를 토대로 사회복지적 함의를 논의하였다.

• 한국의류학회지
• /
• 제40권1호
• /
• pp.12-25
• /
• 2016

Based on the self-congruity theory, this study investigated how congruity between multi-brand store image and consumers' self-image affect store attributes and consumer responses. A total of 331 questionnaires were used to analyze data. The results of research were: 1) 'Sophistication' as the congruity factor between store image and consumers' self-image affected 'utility', 'atmosphere', and 'design' among store attribute factors. Also, 'sincerity' influenced 'utility' as the store attribute factor. 2) 'Atmosphere' as the store attribute factor positively influenced consumers' emotional responses, and 'utility' and 'design' factors positively influenced consumers' cognitive responses. 3) Consumers' emotional responses had a positive impact on consumers' cognitive responses; in addition, consumers' emotional and cognitive responses had positive impacts on consumers' behavioral responses. 4) A-Land indicated higher scores on 'sophistication', 'atmosphere', and 'design' factors than ABC Mart. ABC Mart had shown higher scores on 'ruggedness' and 'utility' factors than A-Land. This study provides practical implications to develop effective marketing strategies to manage multi-brand stores.

• 한국도로학회논문집
• /
• 제14권6호
• /
• pp.111-120
• /
• 2012

PURPOSES : This study is to suggest suitable lighting facility installation plans by finding out driver's preference for combination of lighting facility installation among landscape factors that affect driver visibility in tunnels. METHODS : SD method is used to extract emotional factors that affect drivers' preference, Components of tunnel lighting facility installation are evaluated through conjoint analysis and it suggested relative importance of attributes and utility values. RESULTS : In the aspects of satisfaction levels of components of tunnel lighting facility installation, Tunnel side, two lows, and solid line arrangement type has the highest level of satisfaction. Extract emotional factors that affect drivers' preference are "safety", "openness" and "amenity." In addition, the result of analyzing relative importance of attributes of tunnel lighting facility shows that numbers of lighting array has the highest importance and lighting facility arrangement has the lowest importance. Result of analyzing partial utility shows that the 2 low type among number of lows, the solid line arrangement type between arrangement types, placing in the middle part among lighting facility arrangement were highly preferred. CONCLUSIONS : In the case of lighting numbers, utility values of the first line and the second line showed us a big difference. Increasing the number arrays in the future reformation of lighting facility installation combination will be effective in enhancing the utility of the driver.

• 산경연구논집
• /
• 제10권1호
• /
• pp.39-49
• /
• 2019

Purpose - Previous studies examined effects of sharing economy in the fields such as accommodation and automobile sector, while there are lack of researches in the field of skill-sharing economy. By classifying skill-sharing into general and special skill-sharing, this study explored effects of variables such as transaction utility, social utility, sustainability utility, emotional utility, economic utility, and trust utility, on attitudes, intention, satisfaction, and loyalty of demand (i.e., customers) and supply (i.e., providers) sides, potential, and actual customers. Research design, data, and methodology - Data were collected via both online and offline surveys. This study applied factor analysis and multiple regression analysis for findings. Results - Results show that utilities for general suppliers' skill-sharing are significant than other cases. Among utilities, this study found that trust utility shows significant for the cases of special customers', general suppliers' and special suppliers' potential skill-sharing. The results implies that trust is crucial in the transaction of the sharing economy. Conclusions - Enhanced managerial systems help resolve issues on the sharing economy. This study provides implications what are positive effects of skill-sharing economy and recommends proper establishment of the sharing economy.

• 한국IT서비스학회지
• /
• 제21권2호
• /
• pp.1-26
• /
• 2022

This study classified five types of online food subscription economy: replenishment, curation, surprise, membership, and visitation. An online survey was conducted with 314 customers who experienced 5 types of online subscription economy. This study selected the characteristics of the food subscription economy as convenience, perceived personalization, economic utility, and timeliness through previous studies. The effect of the four characteristics on perceived value (utilitarian and emotional) and the relationship between customer engagement and perceived value, which are dependent variables that have never been used in the food subscription economy, were verified through the S-O-R model. In this relationship, we demonstrated how consumers' personal tendencies, such as need for cognitive closure and self-efficacy, mediate between timeliness and perceived value related to online food delivery. The study results are as follows. Perceived personalization, convenience, and timeliness had a positive effect on the utilitarian value in the order. It also had a positive effect on emotional values in the order of perceived personalization and timeliness. On the other hand, economic utility had no significant effect on practical branches. Customer engagement had a positive effect in the order of emotional value and utilitarian value. The lower the need for cognitive closure the more positive the utilitarian value. The lower the self-efficacy, the more positive the emotional value was perceived. Through the above study, companies that want to operate or start an online food subscription economy need a strategic approach rather than unreasonable price discounts in pricing policy. In addition, it is necessary to focus on marketing activities that provide emotional value by focusing on perceived personalization, which is the satisfaction factor of online food subscription.

• 유통과학연구
• /
• 제16권2호
• /
• pp.67-81
• /
• 2018

Purpose - Recently the importance of green consumption and corporate social responsibility has been increasing, thereby enhancing the importance of green consumption space as well. The retail space, as a representative consumption space, is now consuming more energy by introducing bigger retail space, 24-hour operation, cutting-edge equipment, and manless checkout system. Especially for retailers, who are constantly interacting with consumers, not only the economic consideration but also the consumer experience via retail service and physical retail space is crucial for their success. Therefore, this study intends to understand the main factors of motivating consumer perception about green retail space. In addition, we further investigate the mediating and moderating variables to encourage revisit intention and green retail space image. Research design, data, and methodology - In order to test our hypotheses with two models, we conducted a survey using questionnaires. In model 1, 356 respondents were surveyed to determine whether consumers' green attitudes and behaviors enhance environmentally friendly perception on retail space properties. In model 2, a questionnaire survey was conducted on 69 consumers who have experience in green retail space. Questionnaire surveys were conducted with on-line panels in Korea and analyzed using regression model and Hayes' PROCESS macro. Results - We found that consumers with green attitude put more importance on the attributes of green retail space. Also, the utility of the green retail space was found to be significant in emotional and social benefits. And, the consumers, who perceived the importance of green retail space, show higher revisit intentions. The emotional and social utilities have significant positive effects on revisit intention through green retail space image. Conclusions - This study demonstrates that a green retail space can induce positive consumer utility, thereby increasing green retail space image and revisit intention. Thus, in order to increase the image and revisit, retailers should communicate green messages with consumers, enhance green attributes of retail space, and target green consumers. To do so, we suggest that various marketing efforts such as publicity and education are needed to appeal experiential green products and retail space to consumers.

• 유통과학연구
• /
• 제20권3호
• /
• pp.33-43
• /
• 2022

Purpose: More and more marketers use social media platforms to create and spread information called Marketer Generated Content (MGC) to inform consumers of products. MGC often embeds product purchase links, thus directing consumers to online distribution channels for online purchases. This study examined the effect of social media MGC on consumers' willingness to buy online in the anchor of consumers' perspective to answer the question of "how social media generated content support corporate online distribution". Research design, data, and methodology: According to the means-end-chain theory, we introduce perceived value and continuous following intention as chain mediators to explain the mechanism of MGC influence on consumers' online purchase intention and consider product type to discuss boundary conditions. Two experiments were designed to test hypothesizes. Results and Conclusion: First, emotional MGC (vs. informational MGC) has lower (higher) perceived utility (hedonic) value. Second, perceived value has a significant mediate role in the effect of MGC on continuous following intention. Third, perceived value and continuous following intention significantly and sequentially mediated the effect of MGC on online purchase intention. Through the sequential mediations of perceived utility value and continuous following intention, Informational MGC of search products significantly increase online purchase intentions. Another parallel sequential mediation, including perceived hedonic, emotional MGC of experience products, partially enhanced online purchase intentions. Finally, this study gives implications for how corporates can use social media MGC to promote product sales online.

• International Journal of Internet, Broadcasting and Communication
• /
• 제13권3호
• /
• pp.84-91
• /
• 2021

The purpose of this study is to investigate the structural relationship between resort selection attributes, emotional responses, and empirical values of scuba diving participants. The general population who enjoys scuba diving in Korea was selected as the population. Using the convenience sampling method, 553 of the 600 questionnaire samples were extracted as the final valid sample. For data processing, frequency analysis, exploratory factor analysis, and Cronbach's α test were performed using SPSS 23, and confirmatory factor analysis and structural equation model analysis were performed with AMOS 18. The results are as follows: First, among the sub-factors of selection attributes, equipment, facility environment, and diving point showed a positive effect on emotional response, but staff service did not have any significant effect. Second, the emotional response positively affected by the selection attribute showed a positive effect on all factors of service excellence, consumer utility, fun value, and aesthetic value of empirical value. Therefore, scuba diving resort managers must recognize the importance of equipment, facility environment, and diving point among these selection attributes of customers. And to satisfy the customer needs the resort must accurately identify the needs for diving equipment, facility environment and diving point. Various methods for this should be explored through the needs of the identified customers, and efforts should be made to provide safe equipment, comfortable facilities, and various diving points.

• 한국융합학회논문지
• /
• 제11권7호
• /
• pp.113-123
• /
• 2020

본 연구의 목적은 도시관광시설 이용자의 이성.감성 요인이 만족과 구전 및 재방문에 미치는 영향을 정량적으로 실증하고자 하였다. 따라서 연구자는 이용자가 인식하는 도시관광시설의 이성.감성적 인식, 만족도, 구전, 그리고 외생 변인들(심미성, 경제적 효용, 접근성, 정서적 애착 등)간의 경로와 관계를 검정하기 위하여, 구조방식 모델링 방법론을 통해 확인했다. 연구 결과, 도시관광시설 이용자들은 도시관광시설의 감성적 요인인 친절도, 심미성, 상징성, 애착 그리고 이성적 요인인 경제적 효용과 접근성에 기반한 용이성, 유용성, 즐거움 등이 고객만족에 영향을 주고 또 고객만족은 구전효과 및 지속사용의도에 긍정적인 영향을 주는 것으로 나타났다. 따라서 도시관광시설의 이성, 감성적 가치들이 마케팅 도구의 일환으로 사용될 경우, 만족도와 구전, 재방문 관점에서 효율성을 극대화 할 수 있다고 보았다. 연구자는 본 연구가 도시가 가진 다양한 관광시설의 개선과 활용을 통해 관광산업 및 도시 전체 경제 활성화에 기여 할 수 있을 것으로 보았다.