• 경영과정보연구
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• 제34권2호
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• pp.79-95
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• 2015

본 연구는 브랜드 라이센싱이 소비자의 브랜드인지구조에 미치는 영향을 살펴보기 위해 진행되었다. 소비자 입장에서 브랜드는 상품에 관한 제한된 정보를 보충해주는 강력한 정보 원천이다. 브랜드확장전략은 강력한 브랜드를 가진 유명기업이 활용할 수 있는 전략적 대안이지만 브랜드파워가 약한 기업은 활용하기 힘든 전략이다. 이에 본 연구는 다수의 기업이 활용할 수 있는 브랜드 라이센싱에 관심을 갖고 라이센싱 및 상품유형과 브랜드 경험가치의 적합성이 소비자 위험지각에 미치는 영향을 탐구하였다. 이를 위해 상징재인 가방과 경험재인 크루즈상품을 런칭하려는 가상의 기업을 설정하고, 경험적 가치와 상징적 가치를 지닌 유명브랜드를 라이센싱하는 상황을 가정하는 유사실험을 진행하였다. 조사결과 소비자의 위험지각은 브랜드 태도에 음(-)의 영향을 주는 것으로 나타났다. 상품유형과 라이센싱된 브랜드의 적합성은 상징재보다 경험재에서 소비자의 위험지각을 더 많이 줄여주는 것으로 분석되었다. 특히 상징재의 브랜드라이센싱은 경제적위험과 기능적 위험지각을 축소해주지 못하는 것으로 나타났다.

• 지능정보연구
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• 제28권2호
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• pp.75-100
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• 2022

코로나19가 장기화하면서 비대면 모바일 커머스 시장은 더욱더 치열한 경쟁 속에 있으며 기업들은 소비자에게 더 나은 쇼핑 경험을 제공하기 위하여 다각도의 노력을 하고 있다. 하지만 구매 결정에 중요한 역할을 하는 상세페이지는 대부분 비슷한 형태와 구성으로 소비자에게 제공되고 있다. 따라서 본 연구는 모바일 상세페이지의 상품 설명 영역의 정보 구성방식 (이미지 중심 vs 텍스트 중심)과 제품 유형 (탐색재 vs 경험재)에 따라 소비자들의 정보 인식이 달라져 제품 태도에 영향을 주는 것을 확인하였다. 즉 정보 탐색이 쉽고 품질 예측이 가능한 탐색재(Search Goods)의 경우는 이미지(Image) 중심 정보 구성 방식에서, 직접 경험하지 않으면 상품의 품질을 예측 불가능한 경험재(Experience Goods)의 경우에는 텍스트(Text) 중심의 정보 구성 방식에서 제품 태도에 더 긍정적인 영향을 미친다는 것을 알 수 있었다. 또한 Higgins의 자기조절초점(Self-Regulatory Focus) 이론을 적용하여 소비자의 조절초점 성향에 따라 제품 유형과 정보 구성 방식 간의 일치 효과는 다르게 나타난다는 결과를 확인하였다. 향상초점(Promotion Focus) 성향의 소비자는 제품 유형과 정보 구성 방식 간의 일치 효과가 나타났으며, 예방초점(Prevention Focus) 성향의 소비자는 제품 유형과 정보 구성 방식 간의 일치 효과가 나타나지 않았다. 구체적으로 향상초점 성향의 소비자는 경험재에 대하여 이미지 중심의 정보 구성 방식에서, 탐색재에 대해서는 텍스트 중심의 정보 구성 방식에서 더 긍정적인 제품 태도를 가진다는 결과를 확인하였고, 예방초점 성향의 소비자는 탐색재 및 경험재에 대하여 이미지 중심 또는 텍스트 중심의 정보 구성 방식을 제시하더라도 제품 태도에 영향을 미치지 못하는 것을 확인하였다. 본 연구는 모바일 쇼핑몰 상세페이지 상품 상세 영역에서 정보 구성 방식을 제품 유형과 소비자 성향을 고려하여 소비자에게 제공되어야 할 것이라는 시사점을 갖는다.

• 유통과학연구
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• 제19권4호
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• pp.37-51
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• 2021

Purpose: The purpose of this study is to provide a basis for establishing a policy to promote the export of Korean goods through the economic ripple effect of the Korean Wave. From 2001 to 2017, cultural goods exports and consumer goods exports data to 102 countries were used to estimate the effect of cultural goods exports on domestic consumer goods exports. Research design, data and methodology: Based on the Gravity Model, we analyzed the effects of domestic film, publishing, music, broadcasting, clothing, cosmetics, processed food, IT products, and automobiles on the export of consumer goods. Results: The empirical analysis estimated the trade creation effect of exports of cultural products driving exports of consumer goods and found that a 1% increase in exports of cultural products increased 0.136% in exports of consumer goods. Conclusions: The average rate of change in consumer goods exports due to changes in cultural product exports was 22.44, which could be interpreted as an increase of $2,244 in exports of consumer goods such as IT products, cosmetics, clothing, and processed foods. According to the analysis of export-driven effects of each consumer item by dividing cultural products by sector, the effects of export of processed foods, clothing, cosmetics, IT products, and film, music, publishing exports were statistically significant.

• 통상정보연구
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• 제1권2호
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• pp.145-165
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• 1999

본 연구는 B to EC에서의 쇼핑시 나타나는 소비자의 구매행태를 Physical Goods(물리적 상)와 Digital Goods(디지털 상품)로 구분하여 구매결정 및 지연 요인을 실증분석하여 B to C EC가 활성화될 수 있도록 도모함을 목적으로 한다. 연구의 결과를 종합하면 다음과 같다. 첫째로, B to C EC에서의 구매를 결정하는 요인과 구매를 지연(기피)하는 요인 다섯가지 중 제1순위 요인과 구매한 제품유형과의 교차분석 결과, 어떠한 제품유형을 구매하느냐에 따라 구매결정 요인이 달라짐을 알 수 있었다. 둘째로는, 성별, 연령별, 학력별, 직업별 등 인구통계적 특성에 따라 B to C EC에서의 행동에 차이가 나타났으며, 이는 Cyber-marketing을 구축하는데 시장세분화 전략에 중요한 시사점을 주고 있다. 이와 같은 연구결과는 Cyber-marketing을 촉진시키기 위해서 상품서비스의 개선전략과 고객 시장세분화전략 수립에 적지 않은 도움을 줄 수 있을 것이다. 상품서비스 개선 전략의 측면에서는 상품서비스의 신뢰성을 높이는 기능적 측면 즉 성능, 기술, 품질 등에 대해서 보다 많은 관심을 기울여야 할 것이다. 또한, 인구통계적 특성에 따라 쇼핑행동상에 있어서 많은 차이를 보이고 있으므로 이에 대한 적절한 대응책을 마련해야 할 것이다.

• 대한가정학회지
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• 제30권1호
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• pp.149-161
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• 1992

The purpose of this study is to analyze information search activity in purchasing behavior of household electric goods. Qusetionare survey method was used in this research. The sample was taken from 302 housewives living in Seoul, from 9th of Nov. to 20th of Nov, in 1991. Used statical methods were Frequency, Percentage, Crosstab, Anova, and Regression Analysis. The major findings are summarized as follows : 1) Component elements of information search : The means of acquiring information is that friends, neighbors, sales are most. A cause of choosing information is the sequence of satisfaction after using, easiness of interaction. The time in choosing goods is more month. 2) Component element of information search as social economic status housewife : children numbers and means of acquiring information(P<.01), education and a cause of choosing information(P<.05), life cost per month and a cause of choosing information(P<.05), social economic status and a time information search are significant. 3) A perception of risk as searching information : Among searching content of information a price influence a perception of risk. 4) Content of searching information and satisfaction of purchasing experience : Best choice is significant as quality of goods, difference of quality is significant as safety and degree of offering information is significant as a brand. 5) Satisfaction of purchasing experience following practical use of information : Best choice is significant as viewing of an exhibit and opinion of user. Difference of quality is not significant as any vairable. Degree of offer information influence searching pamphlet, searching an advertisement and opinion of user. 6) A perception of risk following source of an information : A perception of risk is most influenced by pamphlet.

• 무역상무연구
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• 제19권
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• pp.169-190
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• 2003

Uniform Computer Information Transactions Act (UCITA) for e-commerce in non-UCC and non-UETA transactions, promulgated in 1999. The Act Drafted by the National Conference of Commissioners on Uniform State Laws. UCITA applies to contracts to license or buy software, contracts to create computer programs, contracts for on-line access to databases and contracts to distribute information over the Internet. UCITA does not apply to goods such as television sets, stereo equipment, airplanes or traditional books and publications. Goods generally remain subject to UCC Article 2 or Article 2A. Many transactions may include more than computer information. If that transaction covers non-goods subject matter, UCITA applies only to the part of the transaction which is computer information and other law applies to the other subject matter. In the event the other subject matter is goods, UCC Article 2 or 2A applies to the goods subject matter and UCITA applies to the computer information part. UCITA is coordinated with existing Articles 2 and 2A, so coverage of each to part of the transaction will be facilitated. With respect to other subject matter (primarily services) UCC Articles 2 and 2A have worked in mixed transactions with the common law applicable to the services.

• 무역상무연구
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• 제29권
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• pp.143-172
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• 2006

This study focuses on the risk management of "Digital Goods" appeared with the progress of information technology(IT) in international transaction. As a result of that digital goods have a lot of uncertainty between the general goods or service which have been deal with object of international transaction broadly because digital goods hold uniqueness. In this study, the author give a definition of "Digital Goods" and make an examination of uniqueness of that in international transaction. Next, six risks are defined base on risk theory and risk analysis matrix applying risk mapping model is made. Conclusionally, risk transfer as insurance is adequate to manage business risk, security risk, credit risk and legal risk. Meanwhile, risk avoidance is adequate to manage reputation risk and market risk. But, this study have following three limits. Firstly, concerning definition of the risk, real case is not applied owing to lack of transaction data. Secondly, measuring of the risk is not based on absolute data but relative data. Lastly, suggesting way of risk management is not concrete and practical to international trader of digital goods.

• Asia pacific journal of information systems
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• 제17권3호
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• pp.25-53
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• 2007

The Expectation Confirmation Model (ECM) of information systems investigates the continued information systems usage behavior. This paper expands the original post-adoption beliefs and searches the applications in the emerging hedonic information systems. Previous IS researches focused on the organizational environments. However as the information technology (especially internet) evolves, information systems have not only emerged for the organizations but also for the individual users, such as internet portals, internet communities, on-line games etc. These information systems so called Hedonic Information Systems aims to provide self-fulfilling value rather than instrumental value to the users. Researches in other disciplines, including marketing and consumer behavior research, illustrate that the hedonic and utilitarian perspective of goods and services have different influence on the consumer behavior. Goods and services used to be classified into either hedonic or utilitarian aspect but now they may belong to both aspects simultaneously. Moreover consumer's goals or tasks have both hedonic utilitarian aspects. When a consumer makes a decision to purchase or repurchase goods or services, he/she compares the hedonic and utilitarian perspectives of goods to find most suitable ones to satisfy their goals/tasks. Finally, consumer's behavior is determined by the trade-off between what the goods can provide to the consumers and in what extent the goods fulfill consumer's purchase behavior. Consumer also shows that the salience of hedonic perspective is relatively greater when consumer decides which of several items to give up (forfeiture choices) than the time when they decide which item to acquire (acquisition choices). Some researches in MIS discipline have found out that the information systems also have both hedonic and utilitarian perspectives. The decision process of whether to use information systems or not is similar to that of a consumer's decision of purchasing or repurchasing goods or services. However most of researches in MIS tend to focus on the extrinsic motivation variables which only cover the utilitarian perspective of information systems. It is only recent that researches start to investigate the intrinsic motivation variable - Perceived Enjoyment - for the hedonic perspective. Considering the consumer's purchasing decision process, users of information systems evaluate the systems through balancing between intrinsic (hedonic) and extrinsic (utilitarian) variables according to their main tasks or tendencies. This paper proposes a model that is based on the ECM of IS Continuance model modified from Expectation Confirmation Model to fit into the continued usage of information system. It first started from the decision process regarding hedonic and utilitarian perspectives in the consumer behavior literatures. The model deals with continued usage of information systems beyond the mere technology adoption as in most of the previous MIS researches. This research is particularly important to the hedonic information systems, because their business model depends on the frequent usages rather simple adoption at the beginning. Because the basic model only considered the extrinsic motivations (perceived usefulness) to explain the users' behavior and as the information systems can have both hedonic and utilitarian dimensions, it should consider both perspectives. Therefore, this newly proposed model considers intrinsic variable (perceived enjoyment) as well. Since the individual user can have a preference on either aspects that is between the hedonic and utilitarian perspective depending on his/her main tasks or goals, some variables (Hedonic Orientation and Utilitarian Orientation) meaning the extents of users' pursuing from the information system were additionally studied.

• Journal of Korea Trade
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• 제23권7호
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• pp.1-12
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• 2019

Purpose - This paper empirically investigates the relationship between Information and Communication Technology (ICT) goods imports and economic growth with a focus on the 13 Asia-Pacific economies during 2005-2016. In particular, this paper extends the study by breaking down the data of Asia-Pacific countries into High Income Countries (HICs) and Low Income Countries (LICs) according to the difference of income levels. Design/methodology - Our empirical model employs the standard growth model based on the Barro (1998)-type growth framework. Using static panel-data technique, we estimate the effect of ICT goods imports on economic growth in the 13 Asia-Pacific economies. In addition, we also estimate a difference of the ICT goods imports-economic growth link between HICs and LICs. Findings -The estimation results indicate that ICT goods import has a significant positive effect on economic growth, while ICT goods export has a positive but statistically insignificant effect on it. When we break down the panel data into HICs and LICs in order to gain further insight, ICT goods imports has been effective in spurring growth in only LICs but not in HICs. The other supplementary results show that both domestic investment (GCF) and life expectancy (LE) have a significantly positive impact on economic growth in both HICs and LICs. Originality/value - The main findings of the paper suggest that ICT goods imports has a positive effect on economic growth in only LICs but not in HICs. This result supports the so-called 'leapfrogging' hypothesis through ICT goods imports in the Asia-Pacific countries, in which LICs are gaining more from ICT goods imports than HICs.

• 가정과삶의질연구
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• 제9권1호통권17호
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• pp.187-202
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• 1991

The purpose of this study is to analyze what attitude housewives hove to the TV advertisement and how their purchasing behavior is proceeding by information acquisition. Questionaire survey method was used in this research. The sample was taken from 437 housewives living is Seoul, form 4th of Feb. to 13th of Feb, in 1991. Used statistical methods were Frequency, Percentage, Crosstabs, One-way Anova, Duncan-test, and Regression Analysis. The major findings are summarized as follows : 1) The attitude to the TV advertisement according to the socio-demographic variables : TV advertisement seeing and hearing, the necessity of TV advertisement, and the attitude to the new advertisement are all found significant difference by age and education. The feeling to the false of TV advertisement is found significant difference by age, education, and income. 2) The purchasing behavior with TV advertisement information is most influenced by utilization of TV advertisement for all four goods(home medicine, milk product, detergent, durable goods). 3) The interest to the TV advertisement according to the TV advertisement information acquired: The degree to the utilization of TV advertisement and the necessity of TV advertisement when they buy goods were most influenced by conversation about the TV advertisement. 4) The purchasing behavior to the TV advertisement information acquired : The degree of influence was more affected by conversation about the TV advertisement for four goods, The degree of confidence was influenced by conversation about the TV advertisement for four goods. The degree of confidence was influenced by conversation about the TV advertisement for house medicine and detergent. The degree of satisfaction was not significant for all four goods, and the comparative appraisement was influenced by conversation about the TV advertisement for detergent and durable goods.