• 감성과학
• /
• 제23권2호
• /
• pp.89-102
• /
• 2020

본 연구는 자신을 위한 선물 구매 상황과 타인을 위한 선물 구매 상황에서 선호하는 재화 유형(물질재 또는 경험재)의 차이를 탐색하고, 이 차이에 대한 개인의 감정적 단절 수준의 조절 효과를 검증하기 위하여 실시되었다. 이를 위해 Amazon Mechanical Turk를 통해 온라인 설문 방식으로 연구 1과 연구 2를 수행하였으며 각각의 연구에 성인 100명이 참가하였다. 해석수준 이론을 바탕으로 할 때, 심리적 거리가 가까운 대상에 대한 의사결정 상황에서는 제품의 구체적 속성에 초점을 맞추고, 심리적 거리가 먼 대상에 대해서는 제품의 추상적 속성에 주목한다. 연구 1에서 자신을 위한 선물로는 추상적인 경험재에 비해 구체적인 물질재를 선호하고, 타인을 위한 선물로는 물질재에 비해 경험재를 선호할 것이라는 가설 1을 확인하였다. 이어 연구 2에서는 감정적 단절 수준의 조절적 역할을 확인하였다. 가설 2와 일치하게, 감정적 단절 수준이 높을수록 자신을 위한 선물로는 물질재를, 타인을 위한 선물로는 경험재를 선호하는 경향성이 강해졌다. 본 연구는 선물을 받는 대상에게 느끼는 심리적 거리가 선호하는 선물 재화의 유형에 영향을 끼친다는 사실을 제안함으로써 선물 구매 행동에 대한 이론적, 실무적 의의를 갖는다. 본 연구에 대한 추가적인 논의와 한계, 가능한 추후 연구도 함께 논의하였다.

• 복식문화학회:학술대회논문집
• /
• 복식문화학회 2003년도 동계 세미나 및 논문 디자인 콘테스트 시상 수상작품 전시회
• /
• pp.1-20
• /
• 2003

■ Both countries’ samples rated the self-directed values more important. ■ Among female consumers in China, clothing is regarded as asymbolic medium to demonstrate one’s social status/image, while in Korea, clothing is more an important medium to fulfill one’s desire for change, newness or emotional expression. ■ Korean female consumers seem more demanding (product quality ＆ emotional satisfaction). ■ Experiential needs were a strong, more universally common motivator for apparel purchase. (omitted)

• 복식문화연구
• /
• 제13권6호통권59호
• /
• pp.934-945
• /
• 2005

The purpose of this study was to investigate the content and presentation style of consumer information of Korean young casual apparel brand. To collect the data for this study, the representative 25 casual brand web sites were selected, based on major search engines. In addition, to investigate exact product information, four product categories, knit shirts and casual pants for men and women, were selected and the number of products was limited as maximum 15 products per each category. A coding instrument was developed to capture the consumer information, based on the instrument by Park and Stoel(2002). The Pretest was conducted to gauge inter-coder reliability and the results showed that inter-coder reliability was highly acceptable. The results of this study were as follows. Most casual brand web sites for this study were presented well in brand and customer service information. Especially, many web sites provided various engaging information such as various events(best dresser contest, date with a star, special gift) and useful multimedia file(MP3 music file, screen saver, movie, calender). However, product information was very lack in most web sites. Especially, sizing and fitting information and textile and fabric hand information were rarely provided. Therefore, this result showed that the web sites should provide more specific product information and develop devices to get tactile sensory and experiential information for enhancement of future e-commerce of apparel products.

• 디지털융복합연구
• /
• 제11권12호
• /
• pp.387-392
• /
• 2013

본 연구는 웹 커뮤니티를 기반으로 한 디지털 콘텐츠 공유와 소비자들의 참여행동에 대한 소비심리, 소비문화의 감성적 요인을 소비자의 정보 콘텐츠 선택행동에 관한 경험론적 관점에서 재해석하고자 하였다. 네트워크상의 많은 소비자들은 도전감, 자기표현감, 인간적 유대감등 사회심리적 요인들에 의해 네트워크에 플로우 되는 것으로 분석된다. 플로우의 발생기저로서 소비자들의 소비문화 및 라이프스타일의 변화, 소비자역할의 변화를 중요 설명배경으로 제시하였고 소비자들의 경험적 가치관과 몰입하고자 하는 니즈를 소비행동의 중요 이론적 기저로 분석하여 명제를 제시하였다. 본 연구는 디지털환경 그리고 향후 변화의 중심에 있는 컨버전스 환경과 소비자들의 소비문화, 소비자선택행동이 어떠한 기저적 맥락에서 상호 연계되어 있는가에 대한 문헌고찰을 통한 이론 연구를 수행하여 기업의 콘텐츠 상품 및 서비스 기획의 기초자료로서 정책응용의 방향을 제시하고자 한다.

• 마케팅과학연구
• /
• 제20권2호
• /
• pp.219-230
• /
• 2010

数字内容在给公司带来机遇和挑战的同时也极大的改变了我们的生活. 创意企业整合视频, 图片, 文本和数据进行数字化过的音频, 开发新产品或服务, 创作数字经验推广自己的品牌. 大多数有关数字内容的文献是关于基本概念或者营销的发展. 其实, 比起普通产品或服务的传统价值链, 数字内容产业似乎有更多的潜在价值. 因为相当多的数字内容是免费的, 价格, 作为信息的质量或价值的指标, 不是必须被感知的(Rowley 2008). 很显然, 当前数字内容的主题是 "价值" 和关于消费者对数字内容的感知价值的研究. 本文讨论了体验价值在消费者评估数字内容时的优势. 本文在对数字内容 "价值" 的理解方面有两个不同但是相关的贡献. 第一, 基于数字内容与普通产品和服务的比较, 本文提出了两个关键特点使得体验战略适合数字内容: 无形和接近于零的再造成本. 最重要的是, 基于对公司的理想化的价值和客户的感知价值之间的差异的讨论, 本文强调了数字内容的价格和定价与普通产品和服务的不同. 无形的结果是, 价格可能并不反映顾客感知价值. 另外, 数字内容的成本处在发展阶段可能非常高但再造会大幅缩水. 而且, 由于前面提到的价值鸿沟, 这个价格政策改变因不同的数字内容而不同. 例如, 平价战略通常用于电影和音乐(Magiera 2001;Netherby 2002), 而有持续的需求的数字内容如在线游戏和杀毒软件的问题牵涉到一个更复杂的效用和极具竞争力的价格水平. 数字内容企业必须探索各种各样的策略来克服这个缺口. 对于广告, 形象, 口碑等常用的市场战略和他们对顾客感知价值的影响的研究变得至关重要. 中国数字内容产业正变得越来越国际化, 并引起了具有各自竞争优势的国家和地区的关注. 2008-2009中国数字内容产业年度发展报告(CCIDConsulting 2009)表明, 在国内需求和政府政策的大力支持下, 中国数字内容产业在2008年保持了大约30%的快速增长, 表明了这个产业在明显的初期扩张阶段. 在中国, 需要更新的杀毒软件和其他软件程序使用季度定价政策. 用户可以免费下载试用版, 用6个月或一年. 如果他们更久的使用, 连续的付款方式是必要的. 他们在试用阶段检测数字内容的优良度, 决定是否要付继续使用. 对于中国的音乐和电影工业的发展战略, 体验最初没有被广泛的应用, 虽然其他国家的公司注意到体验的重要性并探索了相关的战略(如客户在下载前有好几秒可以免费听听音乐). 由于上述原因, 杀毒软件在中国可以代表数字内容产业而且在中国杀毒市场探索了体验价值在顾客的数字内容感知价值中的优势. 为了提高调查数据的可靠性, 该研究集中在那些有使用杀毒软件经验的人群. 实证结果显示, 体验价值对顾客对数字内容的感知价值有积极的影响. 换句话说, 因为数字内容是无形的, 再造成本几乎为零, 客户的评估是根据他们的体验. 另外, 形象和口碑不产生积极的影响, 只对体验价值有影响. 这就是说, 数字内容价值链不同于普通产品或服务. 体验价值有显著的优势并调节形象和口碑对感知价值的作用. 这个研究结果有助于了解为什麽在发展中国家存在免费的数字内容下载. 客户只有通过体验它才可以感知数字内容的价值. 这也是为什么政府如此扶持发展数字内容. 其他发展中国家在起步阶段的数字内容企业可以借鉴这里的建议. 另外, 基于体验战略的优势, 公司应该更努力投资于客户的体验. 由于数字内容的特点和价值鸿沟的存在, 顾客只有经历了他们真正想要的才能感知更多的无形的数字内容的价值. 而且, 因为再造成本近乎为零, 公司可以使用体验战略, 以提高客户对数字内容的理解.

• 디지털산업정보학회논문지
• /
• 제15권4호
• /
• pp.187-195
• /
• 2019

The purpose of this study is to analyze the adoption of Kakao Bank in terms of benefits (functional, social, experiential, economic benefits) and differentiated services (customization and service diversity) considering service types. Benefits are personal value consumers attach to the product or service attributes and, therefore, more important than attributes of service itself when using Kakao Bank in the internet based environment. Data was collected using an online and offline survey of 131 Kakao Bank users and analyzed the data using structural equation model (SEM). The results of empirical analysis using SmartPLS show that functional benefit, experiential benefit, and customization are significantly related to the user's satisfaction, but economic benefits, social benefit, and service variety are not. Customer's satisfaction are also showed significantly to be related to the all types of Kakao Bank usage(balance check, transfer, and other services). This study has the significance in that it examines the user's satisfaction and usage of Kakao Bank in terms of benefits and differentiated services while other studies analyzed banking services focusing on the attributes of banking channel itself.

• 한국콘텐츠학회논문지
• /
• 제12권11호
• /
• pp.432-445
• /
• 2012

기업은 실시간으로 쏟아져 나오는 제조품과 서비스에 대한 체험마케팅을 위해 테마파크와 제휴를 맺는다. 테마파크는 기업과의 스폰서십으로 인해 재정적 부담을 덜고, 기업은 마케팅 실패의 위험을 감소시킬 수 있는 상호 이익적관계이다. 이러한 이해 관계의 만남은 새로운 패러다임의 테마파크인 '키자니아'를 탄생시켰다. 본 연구에서는 새로운 패러다임의 테마파크인 '키자니아'의 스폰서십 운영을 살펴보고, 콘텐츠의 체험요소를 Pine II, B. Joseph 와 Gillmore, James H의 체험경제 이론을 대입하여 분석한 후, 그것의 한계점과 새로운 패러다임으로써 발전할 수 있는 효율성 극대화 방안을 제언하고자 한다.

• 한국의류학회지
• /
• 제45권5호
• /
• pp.741-757
• /
• 2021

In addition to direct sales to consumers, the direct-to-consumers (D2C) strategy, which provides specialized experiences and services, communicates closely with a consumer's perspective. This tendency is related to the recent trend wherein the luxury fashion system is being transformed into a new luxury. Therefore, this study analyzes the development of online D2C platforms and investigates the characteristics of new luxury from the functional, symbolic, and experiential dimension perspectives based on mobile apps, which is becoming increasingly important among online D2C platforms. Based on the study results, the premium of new luxury fashion displayed in Louis Vuitton's mobile D2C platform in terms of product utility and functionality is newly defined as a usable luxury experience. Moreover, from the heritage perspective, based on the cultural sympathy of the brand contents, we determine that an attachment can be formed between new luxury fashion consumers and brands. Additionally, the personalization service and experiential content on the D2C platform can directly afford emotional and bonding induced brand immersion in a playful way.

• 복식문화연구
• /
• 제19권2호
• /
• pp.360-375
• /
• 2011

The fashion market focuses on consumers and maximizes consumers' satisfaction. The fashion market has been segmented to better satisfy the variety of consumer group. Although market segmentation has been studied, efficiency and effectiveness of market segmentation continuously bring problems. Also, problems of prediction about real consumer behavior, and efficiency and effectiveness of standards are pointed out. The purpose of this study is to determine the most important variables for dividing fashion product buyers. This study was designed as qualitative study and in-depth interview was conducted. The in-depth interview was conducted with five experts in fashion intelligence agency. In-depth interview was completed by an analytic induction and an investigator triangulation. Questions were about characteristics, demographic characteristics, important factors and fashion buying relationship, and interests of current clothing shoppers. The results of qualitative research demonstrated that clothing shoppers, with their valuable consumption and selective buying behaviors, seek differentiated products. They also long for high quality apparel for its price, because of their valuable consumption and price centered tendency. They illustrated active sides, such as enthusiastic information searching and emotional or experiential consumption, rather than attitudinal sides. The variables for dividing fashion product buyers included: "innovative seeking", "symbolic seeking", "personalized seeking", "quality-seeking", "selective seeking", "price-seeking", "utility-seeking", "hedonic seeking", "sensitive seeking", "brand-seeking", "digital seeking", "information-seeking", and "eco-seeking".

• 한국의류학회지
• /
• 제30권8호
• /
• pp.1210-1221
• /
• 2006

The strength of the PB(Private Brand) is that it can eliminate intermediary in the distribution channel and thoroughly control the quality under its own name. This study has developed traditional studies on private brand proneness in approaching data processing and empirical point of view of a consumer's attitude buildup process on PB through 'recognition-attitude-action(behavioral attitude)'. The subjects of this study are consumers in their $20s{\sim}40s$ who are main customer groups of PBs. A screening process has taken place to select consumers with purchasing experiences of retailor PBs. The data is analyzed by 'Structural Equation Modeling' of Amos 5.0 to verify consumer attitude formation model on private apparel brand. The results generated from this study are as follows: First, the proposed consumer attitude model on private apparel brand consists of store evaluation, experiential product evaluation, cognitive product evaluation, hedonic attitude, utilitarian attitude and purchase intention. Second, not only positively influence on utilitarian attitude but hedonic attitude can arouse positive emotional reaction of a consumer. Third, the store evaluation is ahead of the product evaluation because PB is more related to the image of a store. The influence of the store on PB is relatively stronger when compared with NB.