• 한국정보통신학회논문지
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• 제17권6호
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• pp.1449-1461
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• 2013

본 연구는 해양레저스포츠활동의 질적 레저경험이 만족, 몰입, 재참여에 미치는 영향에 관해 알아보고 대회 참가경험 유 무에 따라 만족과 몰입이 재참여 의도에 미치는 효과에 차이가 있는지를 분석했다. 자유감과 사회교류감은 만족에 유의한 영향을 미치는 것으로 나타났으나, 통제감은 만족에 유의한 영향을 미치지 않는 것으로 나타났다. 자유감은 몰입에 유의한 영향을 미치는 것으로 나타났으나, 통제감과 사회교류감은 몰입에 유의한 영향을 미치지 않는 것으로 나타났다. 만족이 재참여 의도, 몰입이 재참여 의도 그리고 만족과 몰입이 재참여 의도에 미치는 관계에서는 모두 유의한 영향을 미치는 것으로 분석되었다. 또한 만족과 몰입의 상호작용효과가 있는 것으로 나타났다. 참가경험 유 무에 따른 조절효과에서는 만족이 재참여 의도에 미치는 영향은 대회 참가경험이 있는 집단이 대회 참가경험이 없는 집단보다 더 높은 것으로 나타났으며, 대회 경험이 없는 집단은 만족이 재참여 의도에 미치는 효과는 통계적으로 유의하지 않았다. 한편, 몰입과 재참여 의도의 관계에서 대회참가 경험 유 무의 조절효과를 분석한 결과, 몰입이 재참여 의도에 미치는 영향은 대회 참가경험이 없는 집단과 대회 참가 경험이 있는 집단 모두에서 유의한 것으로 나타났지만, 대회 참가경험이 없는 집단보다 대회 참가 경험이 있는 집단에서 상대적으로 더 높은 영향을 미치는 것으로 나타났다. 따라서 만족이 재참여 의도에 미치는 영향과 몰입이 재참여의도에 미치는 영향은 모두 대회 참가경험이 있는 집단이 대회 참가경험이 없는 집단보다 높게 나타났다.

• 마케팅과학연구
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• 제18권4호
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• pp.33-59
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• 2008

This paper aims to analyse the preference for German farm tourism among the German population. For this reason, we conducted an empirical study in Germany during summer 2007 and we applieda structural equation model based on partial leasts quares(PLS) to analyse the data. In the following chapters we will introduce the literature review and our conceptual frame work. We will then outline the procedures we adopted and the results of the empirical analysis. In the final part so me conclusions will be presented and a discussion will follow in order to draw the future directions of our research. According to our hypotheses, the possibility that agri-tourism enters in the evoked set of an individual is higher: H1: The higher the information degree about it. H2: The lower the influence of the social stimuli. H3: The higher the physical exposure to it (experience). H4: The higher the wellness image of agri-tourism. H5: The higher the traditional image of agri-tourism. H6: The higher the exciting image of agri-tourism. H7: The higher the perceived value for money. Our further hypotheses affirm that the possibility that agri-tourism enters in the evoked set of an individual is higher: H8: The lower the perceived risk. H9: The higher the motive to enjoy a holiday in the nature. H10: The higher the motive to enjoy a sport holiday. H11: The lower the motive to have an organized holiday. H12: The lower the motive to have a holiday abroad. H13: The lower the motive of action and night life. H14: The higher the motive to spend a holiday with the family. H15: The lower the motive to spend a city holiday. Finally, our model has some socio-demographics data. As we mentioned before, German agri-tourism has traditionally been the travel destination of large-size families, with low-to-middle income. For that reason, our final hypothesises are the following: the possibility that agri-tourism enters in the evoked-set of an individual is higher: H16: The higher the number of family members. H17: The lower the family income. Since in this study we use a path model with a PLS approach, we are able to state some interrelations among the exogenous latent variables: H18: The motive of sport holiday has a positive influence towards nature motives. H19: The physical exposition to agri-tourism has a positive influence toward information. H20: The motive of family holiday has a negative influence toward the motive of action and night life. H21: Social stimuli have a positive influence towards individuals risk perceptions. H22: Social stimuli have negative influence towards experience. Data for this study were gathered via administrated questionnaires during the summer 2007 within the frame of an academic "marketing research" course. The corresponding t-values are assessed using the bootstrapping method with 500 re-samples. In our model 61% of the degree of appreciation of German agri-tourism (evoked set) is explained by five independent variables: value for money ($0.335^{{\ast}{\ast}{\ast}}$) (H7) experience ($0.267^{{\ast}{\ast}}$) (H3), exciting image ($0.204^{\ast}$) (H6) organisation ($-0.162^{\ast}$) (H11) and holiday abroad ($-0.156^{\ast}$) (H12). The variance explained ($R^2$) for the other endogenous variables are the following: nature 24.3%, information 14.1%, action holiday 13.8%, risk perception 5.8% and experience 2.4%. An overview can be inferred from table 5. The results also allow us to test each of the proposed hypotheses. With exception of organization and abroad, none of the others travel style factors (H9 to H15) seem to have any significant impact towards evoked set which leads to the rejection of the respective hypotheses. As expected, social stimuli have a significant influence on individuals' risk perception (H21 accepted), however neither the former nor the latter have a valuable impact on evoked set (rejection of H2 and H8). Besides, since the influence of social stimuli towards experience is not significant, also H22 has to be rejected. Experience influences information (H19 accepted) but the latter does not affect significantly the evoked set (H1 rejected). Both H4 as well as H5, referring respectively to the perceived images of German agri-tourism as a wellness destination and the traditional image of the German farm tourism have to be rejected. Finally, none of the demographic data included in the model explains significantly the variance of the factor evoked set. Therefore neither H16 nor H17 has been accepted. As far as the interrelation between sport and nature (H18) and family and action (H20) are concerned, the stated relationship among these variables has been statistically confirmed. Our path model based on partial least squares shows the factors influencing the preference for farm tourism in Germany. Among others value for money and experience are the most significant ones. Practical implications are discussed.

• 한국생활과학회지
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• 제16권2호
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• pp.299-313
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• 2007

The purposes of this study were to find the actual condition about decoration of avatar systematically, classify each motive, considering the variety of the motive for avatar, and to analyse the important variables that they have an effect on Avatar using motive. The results were as follows; First, in result executing the factor analysis about the features of Avatar using motive, it revealed the factors like 'Pleasure-oriented', 'Other-oriented', 'Superiority-oriented' and "Individual expressive-oriented" motive. Second, the users on the basis of the Avatar using motive were divided into four groups respectively, that is 'Multipurpose purchasing group', 'Superiority group', 'Individual expressive group' and 'Passive-purpose group'. The most numbers of the respondent were belong to 'Multipurpose chasing group (N=179). On the other hands, the least numbers of the respondent were belong to 'Individual expressive group (N=93). Third, it was conducted by the crossing analysis and ANOVA about the consumer's group. And the result showed the significant difference in Avatar adornment experience, consuming expense, possession item's number, gender, age, friend, mass media and self esteem.

• 한국의류학회지
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• 제28권8호
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• pp.1065-1075
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• 2004

The purpose of this study is to examine consumers＇ internet clothing shopping motives and its relation with information search and impulse buying behavior. Also, this study examines how these variables affect internet shopping satisfaction. An on-line survey was made to collect data, and the replies from 940 people, who had an experience of apparel shopping on line, were used in the analysis. The research results are as follows: 1. As the results of factor, internet shopping motives comprised 4 factors: pleasure shopping motive, economy shopping motive, and information search shopping motive. 2. Consumers usually visited 3 different sites to shop clothing and they spent about 15-30 minutes at the malls. 3. Pleasure shopping motive and ongoing information search influenced on impulse buying behaviors. 4. Ongoing information search, economy shopping motive and impulse shopping behavior gave a strong influence on the internet shopping satisfaction. 5. Consumers were classified into 4 groups in terms of internet shopping motives: convenience group, economy pursuing group, and pleasure pursuing group.

• 복식문화연구
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• 제26권4호
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• pp.547-562
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• 2018

As social media penetrates more deeply into people's everyday lives, social commerce (a type of commerce that combines SNS features and possibility for commercial transactions) has enjoyed unprecedented growth. Shopping on Facebook is a representative example of social commerce platform that allows consumers to interact with other users, exchange information and purchase products without leaving a Facebook page. Social commerce presents great opportunities for marketers in terms of leveraging social aspects of shopping experience. It also offers a large potential for Korean companies to reach various target markets, as well as establish their presence abroad. Yet, acceptance of social commerce as a legitimate shopping channel has been slow, and consumers are still hesitant to shop via Facebook. This study draws on uses and gratification theory and the concept of perceived risk to examine how different motives for SNS use and the associated types of perceived risks can affect the purchase intention on the platform. Empirical data from 288 young users of Facebook were analyzed. Findings identified two main motives for SNS use: information-related motive and communication-related motive. Information-related motive significantly affected the intention to shop on Facebook, whereas communication-related motive did not have any significant influence. Risks associated with shopping via Facebook included delivery risk, security risk, social risk and economic risk. Overall, consumers perceived a higher level of security and social risk associated with shopping on Facebook. However, only social risk had a significant negative influence on the purchase intention. Awareness and previous experience of buying via social commerce platform positively affected consumers' purchase intention.

• 한국콘텐츠학회논문지
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• 제15권11호
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• pp.137-153
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• 2015

본 연구에서는 자원봉사활동 경험(동기, 지속성, 만족도, 내용)을 독립변수로 진로의식 성숙도(결정성, 관여성, 독립성, 성향성)을 종속변수로 설정하여 각 하위요인에 대한 평균차이와 영향력을 살펴보았다. 본 연구는 부산시내 중 고등학교에 재학 중인 2학년 학생을 대상으로 자기기입식 설문지법 조사가 이루어졌다. 519사례가 최종분석에 사용되었으며 이중 청소년 자원봉사활동의 경험이 있는 376명을 대상으로 자원봉사 활동과 진로의식 성숙간의 영향 관계를 알아보았다. 본 연구를 통해 나타는 결과는, 첫째, 자원봉사활동 경험은 청소년의 진로의식 성숙도에 영향을 미쳤다. 즉, 자원봉사활동 경험이 있는 집단이 없는 집단에 비해 진로에 대한 관심과 관여 수준이 더 높으며, 진로 및 직업에 대한 가치수준이 더 높게 나타났다. 둘째, 자원봉사활동 경험은 진로의식 성숙에 영향을 미치는 것으로 나타났다. 구체적으로 자원봉사활동 동기가 이기적인 경우, 자원봉사활동 만족도가 높을수록, 자원봉사활동을 많이 할수록 진로의식성숙도가 높았다.

• 한국의류학회지
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• 제36권3호
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• pp.282-296
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• 2012

This study identified the types of motives for reading consumer reviews of apparel products for online stores and classified shoppers into the groups based on motives. Data were collected from eleven Korean women by a focus group interview and from 313 females by an online survey. Respondents were in their 20s' and 30s' with significant experience reading consumer reviews of apparel products for online stores. The seven motives found by interviews were reduced to four types of motives by factor analysis: Right product choice and judgment of product value, risk reduction, saving time and money, and fun/killing time. The motive for the right product choice and judgment of product value was the highest and the motive for fun/killing time was the lowest. Consumers were classified into four groups based on motives: Utilitarian shoppers (25.8%), shopping-task oriented shoppers (36.8%), multiple-motive shoppers (19.7%), and moderate-motive shoppers (17.7%). There were significant differences among age groups and the amount of reading reviews posted on a product and the duration of reading reviews for online stores. In addition, managerial implications were developed.

• 대한가정학회지
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• 제44권2호
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• pp.61-69
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• 2006

The purposes of this study were,1) to examine the clothing purchase behaviors of the elderly, and 2) to investigate the relationships of clothing purchase behaviors, information source, service quality and clothing buying motive, which may provide insights related to the silver market. Data were obtained for women in their 50's and 60's women living in Busan (N=285), and analyzed using to factor analysis, Cronbach's alpha, ANOVA and Duncan test. The research findings of the research wereare asan follows. The elderlys women bought clothes with their her friends, used credit cards, and usually shopped at the department stores. There were partly significant (Ed- it cannot be 'partly' either it was significant or it was not) differences in clothing purchase behaviors, information source, and service quality by clothing buying motive types. The ostentation group considered more massmideamass mediainformation sources and experience/salespersons/observation information sources, more was higher than the economic group and utility groups. The ostentation group and economical groups attached more importance to Facilities Service and Policy Service in service quality, was higher than the utility group. The Iimplications and drawn from the study results for the information will be useful to consumer behavior researchers and retailers of the silver market.

• 디지털융복합연구
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• 제9권2호
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• pp.101-110
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• 2011

본 연구는 블로그 이용경험이 있는 중국 네티즌들을 대상으로 블로그 요인과 블로거의 심리적 특성요인이 블로그 활동 윤리의식에 어떤 영향을 미치는 가를 알아보기 위해 이루어졌다. 연구결과 첫째 중국 네티즌의 블로그 이용형태는 자아추구적 이용, 사회참여업무적 이용, 타인교류적 이용 및 사적즐거움 이용형태로 나타났으며, 그 중 자아추구적 이용과 사회참여업무적 이용 형태가 블로그활동 윤리의식에 영향을 미치는 것으로 나타났다. 둘째, 중국 네티즌의 블로그 이용동기는 자아표현동기, 자아실현동기, 정보추구동기, 친구관계향상동기, 타인교류동기, 블로거 친구형성동기 및 은폐자아노출동기로 나타났으며, 정보추구동기,친구관계향상동기, 타인교류동기 및 은폐자아노출동기가 블로그 활동 윤리의식에 영향을 미치는 것으로 나타났다. 셋째, 네티즌 개인의 블로그 관여도와 사회참여 성향이 블로그 활동 윤리의식에 영향을 미치는 것으로 나타났다. 본 연구는 중국 네티즌들의 사회적 관계와 타인 교류동기 및 개인 심리적 특성이 블로그 활동 윤리의식에 영향을 미친다는 것을 실증적으로 확인했다는데 의의가 있다.

• 한국엔터테인먼트산업학회논문지
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• 제15권7호
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• pp.235-247
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• 2021

본 연구의 목적은 체험 관광 방문 동기가 관광지 이미지 및 방문 만족에 따른 국내 관광 활성화에 의해 극대화 될 수 있는지를 고찰하기 위해 수행되었다. 이러한 목적을 달성하기 위하여 국내 체험 관광지에 방문한 체험 관광객들의 교육적 동기, 체험적 동기, 문화적 동기, 친교적 동기의 4가지 요인과 관광지 이미지, 방문만족을 통한 국내 관광 활성화할 수 있는 제안점을 제시하고자 하였다. 첫째, 코로나 시대에 국내 체험관광객의 방문 동기와 관광지 이미지, 방문 만족과 관련한 결과를 본 연구에 맞게 개념을 정립함으로써 이론적 의의를 찾을 수 있다. 체험관 광객의 방문 동기에 대한 4가지 요인을 통한 체험 관광지 이미지와 방문 만족에 관한 연구로 관광객 눈높이에 맞는 체험 관광프로그램을 제공함으로써의 팬데믹 코로나 시대에 관광객들의 체험 관광 방문 동기에 참여하는 새로운 변화를 추진해 나가는데 필수적인 조건임을 시사해 주고 있다. 둘째, 국내 체험 관광 사업기업체에서 운영하는 체험 관광프로그램 측면에서는 가능한 비대면 서비스를 제공할 수 있는 언택트 서비스의 특성을 살린 안전한 관광지 이미지를 알릴 수 있도록 해야 한다. 또한 팬데믹 코로나 시대에 체험 관광활동의 방문이 다소 제한적인 거시적 환경에서 비대면 서비스 확대를 통해서 지역의 직접적인 체험 프로그램 발굴 및 개발에 대한 인식 전환으로 국내 관광과 지역경제 활성화하는 데 도움을 줄 수 있을 것이다.