• 유통과학연구
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• 제15권2호
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• pp.91-100
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• 2017

Purpose - Domestic franchise market has been grown steadily, reaching 50 trillion won in sales and 3,360 franchise headquarters in 2014. A franchise system is an effective business system for the franchisees to lower the failure rate due to the fact that the inexperienced entrepreneurs are supported by their headquarters through the franchisee contract. However, there are also conflicts between franchiser and franchisee behind the quantitative growth of domestic franchise industry. Therefore, it is very important to structure the causes of conflicts and to examine the effect of factors on the relationship commitment and performances. Research design, data, and methodology - In this study, the author divides the composite incompatibility between the franchise and the franchisee into goal incongruity, domain dissensus, and perceptual differences, and examines each dimension to the relationship with commitment and performances. To verify the proposed research model and test hypotheses, the author selected 200 franchise responses in food and beverage industry. The data were analyzed using SPSS 18.0 and AMOS structural equation modeling program. Results - The empirical findings provide goal incongruity and perceptual differences have a negative effect on the affective commitment, but not the calculative commitment. In addition, affective commitment and calculative commitment are found to have a positive effect on re-contractual intention and extended brand shop running intention, respectively. Affective commitment have a stronger effect on re-contractual intention than calculative commitment. Conclusions - First of all, the fact that goal incongruity and perceptual differences negatively affect the affective commitment, but it does not affect the calculative commitment. It means the relationship commitment in distribution channel are multi-dimensional concept that may be attributed to emotional or affective dimensions but may exist in terms of necessity or power-dependence. Second, the level of relationship commitment such as affective and calculative commitment to franchise headquarters positively affects the re-contractual intention and franchiser's extend brand shop running intention suggest that franchiser should encourage and support existing franchisee's commitment. Third, the fact that affective commitment has a greater effect on relationship performance than calculative commitment means to induce franchisee's affective commitment and to prevent the inconsistency between goals and perceptual differences.

• 패션비즈니스
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• 제4권1호
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• pp.1-12
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• 2000

The purposes of this thesis are to investigate characteristics, environment of characters through comprehensive approach to analyze its use and strategies in apparel brands. As a method to accomplish this research, fashion related articles, documents and magazines are used along with marketing references forecasting 21st century market changes. The character industry has diverse application to different medias and also intimacy and absorbtion beyond sex, age, generation, nationality. The cultural background of character fashion is based on casual clothing caused by wide spread pursuit of sports and leisure culture, indivisualization and diversification of clothing, customer-made marketing atmosphere and tendency of pursuit of fun and humor. In case of domestic young casual market, own characters are developed for creating differentiated it's own brand images. Characters are applied as an design details or cyber fashion models standing for the image of it's own brand and take a part in other events and visual parts as well. Characters not only limited to clothing items but also further usages of characters extended to stickers and other related stationary goods are necessary. A 'Character multi shop' can be one of good methods to maximize synergy effect.

• 경영과정보연구
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• 제33권1호
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• pp.279-298
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• 2014

본 연구는 커피전문점에 종사하는 바리스타의 직무속성이 고객들이 바리스타에 대해 느끼게 되는 러브마크에 어떠한 영향을 미치는지, 그리고 이러한 러브마크가 궁극적으로 브랜드 충성도에 영향을 미칠 수 있는지를 검증하고자 한다. 또한 본 연구는 바리스타의 직무속성이 고객들이 지각하는 바리스타에 대한 러브마크를 향상시켜 결국은 점포나 브랜드에 대한 충성도로 까지 이어질 수 있음을 시사하고, 로컬 및 내셔널 커피전문점에서 이를 비교하여 커피시장에 기여할 수 있는 실무적 시사점을 제시하는 데 그 목적을 두고 있다. 연구결과, 우선, 바리스타 직무속성인 전문성, 상호작용성, 서비스 지향성은 러브마크의 사랑차원 속성인 감각, 신비감, 친밀감에 대부분 유의한 정(+)의 영향을 미치는 것을 확인하였다. 단, 전문성과 서비스 지향성이 친밀감에 미치는 영향과 그에 관한 가설은 기각되었다. 이는 실제 현상적으로 볼 때, 고객의 입장에서 바리스타의 전문성이 높다는 것은 고객과의 동질성이 떨어진다는 것을 의미한다고 해석할 수 있었으며, 단순히 바리스타가 고객에 대해 서비스 지향적으로 대하는 것만으로는 친밀감의 형성이 어려울 수 있다는 것을 확인할 수 있었다. 러브마크의 사랑차원인 감각, 신비감, 친밀감이 러브마크의 존경차원의 일부인 성과에 미치는 영향은 모두 유의한 정(+)의 관계가 있는 것으로 나타났다. 러브마크의 존경차원 변수들 간의 구조적인 관계 역시 모두 유의한 정(+)의 관계가 확인되었다. 마지막으로 러브마크의 존경차원 변수들인 성과, 평판, 신뢰는 브랜드 충성도에 유의한 정(+)의 영향을 미친다는 것을 확인하였다.

• 한국의류학회지
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• 제39권6호
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• pp.885-898
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• 2015

This study develops scales to measure clothing consumption values for Korean male consumers. This study conducted qualitative and quantitative research to explore a new clothing consumption value among males as well as investigate empirically the measurement of clothing consumption values. In-depth interviews and focus group interviews were collected for qualitative research on 20 Korean men in their 20s-40s who had experience with 2 types of stores in Korean men's fashion. An analysis of qualitative data based on grounded theory approaches identified 6 factors and 15 items. For the empirical research, the questionnaire which consist of 9 factors and 46 items were developed by the results of grounded theory approaches and prior studies. Final measurement scales were based on 651 data used in exploratory factor analysis (EFA) and a confirmatory factor analysis (CFA). All subjects were in their 20s-40s. The result from CFA suggested 4 factors and 18 items with showing acceptable construct validity and discriminant validity. Therefore, this study confirmed that clothing consumption value for Korean male consumer consist of ostentatious and brand value, epistemic and possession value, conditional value, and reasonable value. These constructs will provide critical insight in understanding and segmenting Korean male consumers.

• 복식
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• 제67권1호
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• pp.40-55
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• 2017

The current new distribution environment provides the consumers to shop at anytime and any places by using mobile appliances. So, the companies which run the offline-store increase the contact point with the consumer by launching not only online-store but also the mobile application (app). Moreover, they are trying to operate the Omni-channel shopping environment. In order for this research to draw the direction of 'the Omni-Channel Strategy', which is about the changed distribution environment of the domestic fashion enterprise, the following steps were performed. First of all, the term related to 'Omni-Channel' is defined. And then, Example of the 'Omni-Channel' strategy and 'O2O' business in the domestic distributior were researched. Lastly, present condition of the 'Omni-Channel' strategy case of the domestic fashion industry was researched. At the result, the online-stores usually have several brands which can not represent their identities. It is suggested that each online-store according to each brand has their own characteristic identity. And The Omni-Channel strategy of the domestic fashion enterprise that is needed the connection point connecting the on-line and off-line. It is able to allure the customer to the off-line-store.

• 농업과학연구
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• 제38권2호
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• pp.369-381
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• 2011

Ginseng in Korea has not only the big production value but also till a good reputation from overseas in the name of 'Korea Ginseng'. Having spread rapidly nationwide from 2000 year, its production keeps on increasing but its consumption becomes lazy and its price is also falling down because of comsumer's concern about mainly overusing pesticide for ginseng. In order to cope with this problem, the government introduced the GAP certification system to ginseng in 2006 to reflect consumer's needs for food safety. This system will be a good opportunity to promote ginseng consumption dramatically. In this aspect it is very important to know how well this system is established and how ginseng farmers build marketing strategies to draw new wind in the market. This study was carried out to look over the GAP certified ginseng system and show its marketing strategies using 4P's(product, place, promotion and price). The main results are as follows. GAP ginseng system currently has some weaknesses such as lack of systematic certification management and after-service, nonrealistic certification fee and poor linkage from production to consumption. In the marketing mix strategies, product strategy suggests that the most desirable appearance be transplanted ginseng filled with branch roots and 4 to 5 year-ginseng, and it is necessary to choose multi-brand strategy divided for present into for self-sufficiency and family brand strategy by use if its brand enlarges to processed products in the future. In the place strategy, 3 stages like 'producer group' - 'GAP certified facility' - 'sales shop' are based as the physical marketing channel according to traceability, and connected with giant retail market and environment friendly stand, and if its sales volume enlarges, it should be considered the GAP ginseng specialized marketplace which is a type of chain store. In the promotion strategy, the promotion of government level is necessary at first and producer alliances require the promotion targeting at the group of women under 40 with differentiation from price, quality, and safety. In the price strategy, the early stage-high price strategy which sets 20~25% higher for self-sufficiency and 30~35% for present is desirable.

• 마케팅과학연구
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• 제18권3호
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• pp.1-25
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• 2008

본 연구는 가전제품 소매채널에 관한 소비자의 선호 및 이용행태를 조사하고 가전제품 구매 채널 현황과 소비자들의 점포선택과 만족도를 분석하여 소비자가 특정 채널에 대하여 가지고 있는 소위 channel equity에 대하여 탐색적으로 접근 하고자 한다. 분석결과 가전제품 멀티채널 쇼핑환경은 소비자로 하여금 채널별로 차별화된 구매 패턴과 쇼핑동기를 만들어 주고 있었다. 백화점이나 대리점은 품질의 우수성과 A/S 측면에서 우세하며 대형할인점, 양판점, TV홈쇼핑, 인터넷쇼핑몰, 전자제품 판매 상가는 가격적인 측면이 경쟁 우위로 조사되었다. 채널별 소비자 만족도에 있어서는 애프터서비스가 잘되고 있는 백화점이나 대리점 등이 만족도가 상대적으로 높은 소매 채널임을 알 수 있다. 채널 에퀴티의 구성요인은 가격 경쟁력과 비교구매, 이용편리성, A/S, 판매원의 전문성, 배송의 신속성, 제품 검색용이, 판매원의 친절성, 매장의 쾌적성, 교통 편리성 등을 들 수 있다. 백화점의 경우 거의 모든 요소에서 가장 높은 만족도를 가지고 있어 채널 에퀴티가 높게 평가되었다. 인터넷 쇼핑몰은 제품을 쉽게 검색할 수 있다는 점에서 우위에 있으며 TV홈쇼핑의 경우는 비교구매와 가격경쟁력에서 우위가 있음을 알 수 있었고 채널별로 채널 에퀴티를 구성하는 요인들의 상대적 비중은 매우 달랐다. 본 연구에서는 채널 만족도를 평가한 후 에퀴티 포트폴리오와 채널별 에퀴티 구성 결과를 제시하고 있으나 향후 채널 에퀴티의 개념과 관리 툴에 대한 본격적인 연구가 요망된다.