• Title/Summary/Keyword: marketing analysis

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The Effects of Hotel Brand Equity on Enterprise Trust and Customer Citizenship Behavior - in Case of Four or Five Star Hotels in Jeju Island - (호텔 브랜드자산이 기업신뢰 및 고객시민행동에 미치는 영향 - 제주지역 4성, 5성 호텔을 중심으로 -)

  • Kim, Hyun-Mi;Lee, Sang-Kyu
    • Journal of Korea Entertainment Industry Association
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    • v.13 no.8
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    • pp.93-106
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    • 2019
  • This study is purposed to make sure of the Effects of Hotel Brand Equity on Enterprise Trust and Customer Citizenship Behavior. For this study, the effects of Hotel Brand Equity on Enterprise, the effects of Hotel Brand Equity on Customer Citizenship Behavior and the effects of Enterprise Trust on Customer Citizenship Behavior were analyzed statically by the method of multiple regression analysis. Hotel Brand Equity consists of 3 elements(Perceived Service Quality, Brand Image, Brand Awareness), Enterprise Trust is made of 2 elements(Enterprise Ability, Enterprise Sincerity) and Customer Citizenship Behavior has 2 element(Guest Preference, Guest Helping). As a result, three things have been found. First, Perceived Service Quality has a positive influence on both of Enterprise Trust and Customer Citizenship Behavior which means that Perceived Service Quality is the most essential element for hotel marketing performance. Second, Brand Image has a positive influence partly on Enterprise Trust, that is, only on Enterprise Ability, not Enterprise Sincerity and also on both Guest Preference and Guest Helping whereas Brand Awareness has a positive influence on both of Enterprise Ability and Sincerity but it has no influence on Customer Citizenship Behavior. Third, Enterprise Sincerity has a positive influence on both of two elements in Customer Citizenship Behavior whereas Enterprise Ability has a positive influence on only Guest Helping.

A Study on the Influence of Modern People's Hon-Bob Behavior (현대인의 혼밥 행위에 미치는 영향에 관한 연구)

  • Lee, Juong-Suk;Oh, Jong-Ryul
    • Journal of Korea Entertainment Industry Association
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    • v.13 no.5
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    • pp.15-24
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    • 2019
  • The purpose of the study is to present implications for the management performance and improvement of enterprises through the study of the simplicity of meals, individual values, inhuman relationships, attitude formation, awareness and solitary eating behaviors. The research method was investigated by the judgment sampling method. The collected effective samples were validated using a confirmed factorial analysis to ensure the validity of the discriminatory validity and the internal validity of the convergent validity. First of all, the company should provide information to the people who eat alone to A recognize the simplicity of their meals. Second, we should ensure that the individual values of the Honbab people can be formed through various promotional strategies that can lead to the formation of attitudes. Third, companies should pursue diverse event strategies that can lead to the formation of attitudes of the people of the Honbab family. Fourth, event development such as the provision of a very special service for customers only will have to be conducted when visiting the stores of the Honbap people. Finally, companies should focus on promoting the convenience, convenience, and time-consuming advantages of eating alone through a variety of marketing, and strive to increase their customers.

What is an Appropriate Promotion Strategy for Korean Wheat Consumption? - Find Out in the Sensory Evaluation of Rice Meal Versus Rice Containing Wheat Meal by Age Groups-

  • Kyunsik Lee;Sehwa Lim;Kyeonghoon Kim;Jinhee Park
    • Proceedings of the Korean Society of Crop Science Conference
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    • 2022.10a
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    • pp.321-321
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    • 2022
  • Wheat was brought to solve food scarcity with aid from the United States caused by the Korean War. The Korean government launched a campaign to encourage mixed rice and wheat meals due to shortage of rice production in the 1960s, Wheat consumption began in earnest. However, it is difficult to rebuild the domestic wheat production base devastated by the Korean War with the technology at the time. Thus, wheat was mainly consumed from imported in the past. Since then, as wheat consumption has increased due to westernization and diversification of dietary life, wheat became the second staple grain in Korea. In this situation, the government enacted the Wheat Industry Promotion Act to create a basis for sustainable production and consumption of wheat in Korea. This study sought to improve the self-sufficiency of domestic wheat by examining the possibility of using "Ariheuk", a variety of new Korean wheat, as a rice supplement in the same context as the govemment's policy. Wheat has been used as a raw material for the processed food, such as noodles and bread. However, we approached it by using whole wheat as a nutritional grain. Participants were recruited from the agri-food consumer panel conducted by Rural Development Administration. We set a final sample of 525 consumer panels based on the age of census household heads. The experiment was conducted in such a way that participants cooked and ate 100% rice meal and rice containing 20% whole wheat meal. Participants completed the sensory evaluation questionnaire with online. For this experiment, all participants were given same whole wheat product. The sensory evaluation questionnaire consisted of color, glossiness, stickiness, aroma, chewing, sweetness, nuttiness, chewiness, softness, bursting, flavor, texture and swallowability. The sensory evaluation results were analyzed by giving -3 points to +3 points. The former points were given to the response that 100% rice meal is very superior to the response that rice containing 20% whole wheat meal. The latter points were given vice versa. Zero point was given to the response that they are similar each other. As a result, rice with 20% whole wheat meal was better than 100% rice meal in terms of color, aroma, chewiness, bursting and flavor. In case of sweetness and glossiness, there didn't exist significantly different. On the other hands, 100% rice meal was better in terms of softness and swallowability. As a result of ANOVA by age groups, from 30s or younger to 60s or more, there was significant difference among the groups in terms of color, chewiness and bursting. As a result of post-hoc analysis with Duncan's multiple range test (p < 0.05), 50s were evaluated to be significantly superior in color, chewiness and bursting compared to other age groups. In conclusion, it is appropriate to use whole wheat as a supplement to rice in order to improve the self-sufficiency of domestic wheat. As a strategy to promote domestic wheat consumption, in case of Ariheuk, it is necessary to provide an experience through whole wheat tasting and to establish a marketing strategy segmented by age groups.

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Effects of Service Quality on Customer Satisfaction and Reuse Intention of Chinese Fashion Product Live Commerce Using SERVQUAL Model in Internet of Things Environment -Focusing on Female College Students in Changchun, China- (사물인터넷 환경에서의 SERVQUAL 모델을 이용한 중국 패션제품 라이브커머스의 서비스품질이 고객만족도 및 재사용 의도에 미치는 영향 -중국 창춘시 여대생을 중심으로-)

  • Mo Liu;Young-Sook Lee
    • Journal of Internet of Things and Convergence
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    • v.10 no.1
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    • pp.59-68
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    • 2024
  • China's huge population and industrial diversification have driven increased demand for IoT, and in a social environment where IoT technology is changing all aspects of personal and family life, including smart shopping, this study was conducted in Changchun, China. The study aimed to find ways to meet the Fashion needs of female college students living in the country and promote the development of the fashion product industry by improving the service quality of Chinese fashion product live commerce. The analysis results are as follows. First, the service quality characteristics of Chinese fashion product live commerce had a positive effect on customer satisfaction. Second, the service quality characteristics of Chinese fashion product live commerce had a positive effect on reuse intention. Third, customer satisfaction had a positive effect on reuse intention. Based on these results, it can be concluded that improving the service quality of live commerce can directly promote product sales and create direct economic benefits. In addition, based on the results of the study, which show that the service quality of fashion product live commerce affects customer satisfaction and reuse intention, it is judged that it will provide useful information in establishing marketing strategies for live commerce platforms by region and target.

Effect of Busan Yacht Experience Tourism on the Stress Recovery and Behavioral Intention of Tourists (해양 요트 체험 매력 속성이 스트레스 회복과 행동 의도에 미치는 영향 연구)

  • Park, Seung-Hwa;Jeong, Chul
    • Journal of Korea Port Economic Association
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    • v.39 no.2
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    • pp.111-128
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    • 2023
  • Due to the coronavirus pandemic, interest in outdoor leisure activities is growing. Among outdoor leisure activities, marine sports can be seen as having good conditions to enjoy in Korea. In the case of yachting among marine sports, a number of yacht experience programs have recently been operated centered on Gwanganli and Suyeong Bay in Busan. This yacht experience is an attractive tourism product that can be enjoyed casually, and can bring stress relief to many users. This study tried to verify the effect of the attractiveness of the yacht experience on the stress recovery based on the tourists' experiences using the yacht experience tour. In addition, we tried to verify the intention of revisiting the yacht experience or sharing it with others through SNS through this stress recovery. In addition, as a moderator variable, the difference between the MZ generation and other generations, which use SNS more actively than other generations, was presented and its significance was verified. The survey of this study was conducted online for tourists who experienced yacht experience in Busan. As a result of the analysis, among the attractive factors of the yacht experience, the program, landscape, facilities and service was found to have a significant influence on the users' stress recovery, and satisfaction through stress recovery had a significant effect on the intention to revisit and to share the SNS. In the verification of the moderating effect according to age, a generational difference in revisit intention between the MZ generation and other generations was confirmed. Through this study, it was suggested that various programs of yacht experience should be developed to induce users to revisit, and various marketing using SNS should be carried out.

Influence of Digital Experience Factors on Purchase - Focusing on Moderating Effects of Digital Experience Frequency - (디지털 경험 요소가 구매에 미치는 영향 -경험빈도의 조절효과를 중심으로-)

  • Jung, Sang Hee;Chung, Byoung Gyu
    • Journal of Venture Innovation
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    • v.3 no.2
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    • pp.23-39
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    • 2020
  • The 4th Industrial Revolution and Covid 19 are moving the fashion industry from offline to online. Fashion shows that took place offline are being replaced by online. Online is greatly increasing consumers' digital customer experience based on digital technologies. In this study, we studied the effect of digital experience factors on digital customer satisfaction based on the Schmitt(1999)'s experience marketing. The effect of digital customer satisfaction on purchase, continuous use intention, and recommendation intention were also studied. In addition, the moderating effect of experience frequency was studied. We randomly sampled 180 individuals among fashion mall users.. SPSS 24, AMOS 23 and Process Macro 3.5 were used for statistical analysis. In the study in which digital experience factors influence digital customer satisfaction, all except the digital act showed positive influence. The impact of influence was digital sense (β = .366) > digital think (β = .225)> digital feel (β = .191) > digital relate(β = .163). Digital customer satisfaction have been positive impact on purchasing, continuance use and recommendation intention. In the moderating effect of digital experience frequency, between digital feel, digital act and digital customer experience showed a statistically effective relationship. Based on the this study, We suggested theoretical and practical implications.

The Effect of Layout Framing on SNS Shopping Information: A-D Perspective (SNS 쇼핑정보의 레이아웃 프레이밍 연구: A-D 관점에서)

  • Yanjinlkham Khurelchuluun;Zainab Shabir;Dong-Seok Lee;Gwi-Gon Kim
    • Journal of Industrial Convergence
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    • v.21 no.11
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    • pp.1-12
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    • 2023
  • With the recent explosive popularity of SNS, it is increasingly important to utilize SNS marketing, and in this process, the importance of image and caption order in SNS layout is also growing. This research aims to analyze the impact of SNS layouts (Image First vs. Caption First) on the user's attitude toward SNS shopping. A survey was conducted targeting 350 general public and college(graduate) students living in Daegu City and Gyeongbuk Province. The data was analyzed using PROCESS, regression analysis, and t-test by SPSS 21.0 program. The result of this study, it was confirmed that the Image First was more accessible than the Caption First. The Caption First was confirmed to be more diagnostic than the Image First. Moreover, from three specific mediation paths, only two were confirmed, named is through diagnosticity and usefulness, and through accessibility, diagnosticity, and usefullness. The path through diagnosticity and usefulness were stronger than another. Additionally, the impact of accessibility on diagnosticity was found to be higher when involvement was high rather than when involvement was low.

Analysis of Video Advertisement Production Direction based on Generation Z Lifestyle and SNS Status (Z세대 라이프스타일과 SNS 현황을 바탕으로 한 영상광고 제작 방향 분석)

  • Cho, Hyun Kyung
    • The Journal of the Convergence on Culture Technology
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    • v.9 no.6
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    • pp.539-544
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    • 2023
  • In this study, several important aspects were studied in producing video advertisements based on the lifestyle and SNS status of Generation Z. Generation Z highly values participation and interaction due to the nature of SNS, so SNS advertisements should be produced in a way that induces active interaction with viewers and accepts feedback. Here's a summary of the main parts. It prefers various content formats of Generation Z that consume information. Advertisements should be produced in various formats such as text, images, and videos, and should have flexibility suitable for various platforms. Because each SNS platform has its own characteristics due to platform specialization, this study suggests that advertisements analyze the characteristics of the platform and use the appropriate content strategy for the optimized platform. As an emphasis on value proposition, we propose an advertising format setting to focus on what value the product or brand provides. It is important to clearly emphasize the advantages and intrinsic value of a product or service in video advertising, and in conclusion, we propose to focus on the case of increasing interest by adopting modern and trendy design of storytelling as an attractive and unique design method of aesthetic design and visual effects. Considering these factors comprehensively, the research value of this paper will be able to establish an effective SNS marketing strategy by producing video advertisements that match the lifestyle and SNS usage characteristics of Generation Z.

A Study on the Present Condition of Senior Sports and Activation Plan of Silver Taekwondo (노인체육의 현황과 실버태권도 활성화 방안 연구)

  • Jeong-Soo Oh
    • Journal of Industrial Convergence
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    • v.22 no.4
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    • pp.31-38
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    • 2024
  • The purpose of this study was to examine the current status of elderly sports both domestically and internationally, and to explore strategies for the activation of Silver Taekwondo as one of the sports disciplines for the elderly. To investigate the status of elderly sports globally, press releases and statistical data from various national public institutions and sports facilities (including the Ministry of Culture, Sports and Tourism, the Ministry of Health and Welfare, the Korean Statistical Information Service, e-National Indicators, and the Korea Sports Promotion Foundation) were collected. Comparative analysis with related papers, journals, and books led to the following findings for activating Silver Taekwondo. Firstly, elderly sports in South Korea are primarily conducted through welfare centers, with a preference for dance, yoga, and music, while martial arts, including Taekwondo, had a lower preference rate. To increase participation in Silver Taekwondo, a variety of marketing approaches, similar to those used internationally, such as experiential case studies in media, film production, distribution, and telephone promotions, are necessary. Secondly, the development of Silver Taekwondo programs tailored to the training targets and the cultivation of instructors capable of executing these programs are needed. The development of programs should involve collaboration with Taekwondo institutions, dojangs, universities, and lifelong education centers, requiring the participation of majoring students and elderly sports instructors.

A Study on the Perceived Value and Intention of Use of Mobile Shopping Apps Using Value-Based Adoption Model (VAM) (가치기반수용모델(VAM)을 활용한 모바일 쇼핑 앱의 지각된 가치와 사용의도에 관한 연구)

  • Jhee, Seon Young;Kim, Mun-Ki;Han, Sang-Lin
    • Journal of Service Research and Studies
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    • v.14 no.2
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    • pp.101-116
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    • 2024
  • As the spread of smartphones has become more common and the utilization rate has increased, the mobile shopping market is also growing and expectations for related industries are also increasing. Mobile shopping apps are converging with various industries such as fashion, beauty, and lifestyle, and competition among companies to increase the number of users is intensifying with the activation of non-face-to-face. Accordingly, in this study, a study on the perceived value and intention to use mobile shopping apps was conducted based on a VAM. In order to test the hypothesis of this study, a questionnaire was conducted on 266 people who had used a mobile shopping app and it was used for analysis. Looking at the results, it was confirmed that both usefulness and enjoyment among the perceived benefit of mobile shopping apps have a positive (+) effect on the perceived value. However, it was found that the technicality and perceived risk among the perceived sacrifices of mobile shopping apps did not significantly affect the perceived value. Finally, it was confirmed that the perceived value of the mobile shopping app had a positive (+) effect on the intention to use. Through this study, we would like to examine the factors that can affect perceived value and usage intention in the mobile shopping app industry, which is increasingly competitive among companies along with the rapid growth of mobile technology and market, and suggest practical implications for related companies and officials to establish efficient strategies to further increase mobile shopping app users.