• 유통과학연구
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• 제21권1호
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• pp.85-93
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• 2023

Purpose: This research is intended to analyze how distribution of brand communication of a Soft Drink brand on brand image mediated through electronic word of mouth on packaged carbonated drink in Indonesian Gen-Z. This research also aims to find out how electronic word of mouth can have a role in creating a brand image for Indonesia Gen-Z. Research design, data and methodology: This research is using a quantitative approach with purposive sampling technique, a survey was conduct online and the number of samples being 384 responders who are spread all over Indonesia. The questionnaire construct was designed based on several variables, such as brand communication, brand image, and e-WOM. E-WOM was positioned as a mediating variable in this research. Brand Communication indicators consist of event and experience, public relation and publicity, direct marketing and personal selling. Meanwhile brand image consists of Attributes, Benefits, and Attitudes. E-WOM indicators consist of intensity, balance of opinion, and content. Results: The result of this research being (1) There is a significant influence between brand communication and brand image. (2) There is a significant influence between brand communication and electronic word-of-mouth. And (3) There is a significant influence between brand communication and brand image mediated through electronic word-of-mouth. Conclusion: The findings of this research prove that there is significant influence between brand communication, brand image and electronic word-of-mouth, this study also provide several information about how other factor affect the distribution of brand communication.

• 경영과정보연구
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• 제34권5호
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• pp.191-212
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• 2015

본 연구는 판매원의 행동에 영향을 미치는 요소로서 판매원의 관계신념 및 감정조절전략을 제시하고자 한다. 판매원의 경우 고객과의 상호작용은 그들의 직무이며 원만한 고객관계는 그들의 목표달성과 기업의 성과달성에 매우 중요하다. 따라서 이러한 원만한 관계를 형성할 수 있는 요소로서 본 연구는 관계신념을 제시하고자 한다. 대인과의 관계에서 어떠한 관계신념을 가지고 있는가하는 것은 개인의 인지적, 정서적, 동기적 측면에 영향을 미치기 때문에 판매원이 가진 관계신념에 따라 고객관계의 질, 경험이 달라질 수 있다. 또한 이러한 관계신념은 판매원이 고객과의 관계에서 경험하는 부정적 감정 조절전략에도 영향을 미치게 되는데 판매원이 어떠한 조절전략을 더 많이 사용하는가에 따라 판매원의 행동이 달라질 수 있다. 본 연구는 판매원의 관계신념, 감정조절전략, 그리고 친소비자행동의 관계를 통해 고객과 판매원의 관계의 질을 증대시키고 이 과정에서 판매원의 성과극대화 및 상황적응력을 높일 수 있는 전략적 방안에 대해 논의하고자 한다. 연구결과 판매원의 관계신념이 부정적 감정 조절전략과 친소비자행동에 영향을 미치는 것으로 나타났으며 부정적 감정 조절전략은 친소비자행동에 영향을 미치는 것으로 나타났다. 친밀관계신념이 높을수록 능동적 조절전략, 지지추구조절전략을 이용하여 부정적 감정을 조절할 가능성이 높고, 통제관계신념이 높을수록 회피/분산 조절전략을 이용하여 부정적 감정을 조절할 가능성이 높은 것으로 나타났다. 또한 친밀관계신념은 친소비자행동을 증가시키지만 통제관계신념은 친소비자행동을 감소시키는 것으로 나타났다. 부정적 감정 조절전략 중 능동적, 지지추구조절전략은 친소비자행동을 증가시키는 것으로 나타났고 회피/분산조절전략은 친소비자행동을 감소시키는 것으로 나타났다. 본 연구결과는 판매원의 관계신념과 부정적 감정 조절전략에 관심을 가질 수 있는 계기를 마련하고 있으며 판매원 선발 및 교육에 있어서의 중요한 지침을 제공하고 있다.

• 한국유통학회지:유통연구
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• 제10권2호
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• pp.73-97
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• 2005

오늘날 시장에서는 제품 미학, 브랜딩 전략, 서비스 품질과 같은 감성적 요소들의 중요성이 점점 증대되고 있으며, 특히 패션제품의 경우 구매 시점에서의 감성적 요소들은 주로 인적 판매와 관련된다. 이처럼 패션 판매원의 역할이 중요해짐에 따라 판매원이 갖추어야 할 직무적합성에 대한 검토가 필요하다. 본 연구에서는 (1) 패션 판매원의 직무적합성을 구성하는 요인을 규명하고, (2) 인구통계 특성과 직업 통계 특성 및 의복관여, 유형혁신성, 지속적 정보탐색, 직무만족과 직무적합성의 관계를 알아보았다. 연구 결과에서 패션 판매원의 직무적합성은 제품지식, 직업의식, 현 직장 관여, 마케팅 협력자로서의 자질, 고객지향성, 자기관리의 6개 요인으로 규명되었다. 패션 판매원들의 전반적인 의복관여와 유행혁신성은 높게 나타났으며, 직무적합성 요인들 중에서는 마케팅 협력자로서의 자질과 제품지식 요인에 대한 점수가 상대적으로 낮은 편이었으므로 통합적 패션 마케팅을 구현하기 위해서는 섬유와 패션 관련 제품지식과 판매 정보의 전략적 활용을 포함한 판매원 교육이 필요함을 알 수 있다. 패션 판매원의 직무적합성은 의복관여, 유행혁신성, 지속적 정보탐색, 직무만족과 정적 상관관계를 보였다. 본 연구에서 직무적합성과 유의한 관계를 보인 척도들은 패션 유통 업체들의 판매원 관리에 직무적합성 검증을 위한 지표로 사용될 수 있을 것이다.

• 정보보호학회논문지
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• 제25권2호
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• pp.343-361
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• 2015

국내 금융권은 은행창구를 통해 전통적 수신, 여신 상품을 판매하던 구조에서 금융 소비채널의 변화 및 금융상품의 패러다임 변화를 겪으며 무한경쟁시대로 진입하고 있다. 이에 따라, 금융서비스의 개인화는 점점 가속화되고 있으며, 금융 관련 개인정보의 가치는 더욱 높아지고 있다. 2014년 카드사 정보유출사고에서 보았듯이, 대부분의 대형 금융관련 정보유출 사고는 해당 정보에 접근 권한을 가진 인력에 의해 발생한다. 따라서, 이러한 대량의 금융 관련 개인정보에 접근 권한이 있는 인력에 대한 기존의 정보 접근 통제정책 적용기준에 문제는 없는지 확인해 볼 필요가 있으며, 보안사고의 위험도에 영향을 미치는 요인에 따라 정보 접근 통제정책을 보완할 필요가 있다. 본 논문에서는 직무상 대량의 금융 정보에 접근 권한이 필요한 금융IT인력에 대해 직무, 직책 및 접근 정보의 민감도를 기준으로 보안사고의 위험도 측정에 필요한 영향 요인이 무엇인지 양적분석을 수행하고, 분석결과를 반영한 정보 접근 통제정책을 실무적 사례에 적용해 봄으로써 금융IT인력의 보안사고 위험도를 최소화할 수 있는 방안을 제시한다.

• Asia Marketing Journal
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• 제12권4호
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• pp.183-201
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• 2011

아주캐피탈의 경우에는 M&A 이후에 사용된 브랜드 전략은 두 회사 브랜드 중에서 하나의 브랜드만을 사용하는 단일 브랜드(one brand) 전략을 사용하는 것으로 결정하였다. 이를 위해서 M&A 이후에도 충분한 브랜드 이전 기간을 가지면서 기존의 대우캐피탈과 관련된 마케팅 하부구조(infrastructure)를 이전시키는 작업을 효과적으로 진행하였다. 흡수합병과정에서 아주캐피탈은 피 합병브랜드인 대우캐피탈을 우선적으로 사용하고 이전 단계를 거쳐서 아주캐피탈로 단일 브랜드로 운용하는 전략을 결정하였다. 즉 대우캐피탈이 아주그룹에 편입된 시기는 2005년이지만 적절한 때 사명을 바꿔 '대우'의 긍정적 브랜드 이미지를 이어가면서 '아주'의 론칭효과를 극대화했다. 이를 위해서 아주캐피탈은 조심스럽고 정교한 브랜드 이전전략을 수립하였다. 1) 대우캐피탈의 개별 상품 브랜드 "내게론" 강화를 통한 브랜드 연결화(Brand bridge) 전략 2) 고객에 대한 고객만족의 강화를 통한 아주캐피탈의 브랜드 이미지 구축 3) 아주 캐피탈 브랜드 단일화 단계 (2009년 9월-현재)를 거쳐 브랜드 이전 작업을 완성하였다. 현재 아주캐피탈 영업부문은 전문화를 통해 질적 성장을 구현하고 있다. 기존에 한 지점에서 여러 상품을 취급하던 것을 각 상품별로 전문화해 체계적인 양질의 영업 포트폴리오를 구축한다는 전략이다. 2009년에는 강남 지역에 수입차 전문 지점을 오픈했고 중고차는 6개의 전문 지점으로 확대했다. 아울러 개인신용대출 '내게론'의 영업지점을 3개에서 11개로 대폭 확대하기도 했다. 최근에는 주력인 오토금융 외에도 개인 및 기업금융에 활력을 불어 넣을 것으로 기대하고 있다.

• Asia pacific journal of information systems
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• 제18권3호
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• pp.123-145
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• 2008

Recently, as the information communication technology develops, the discussion regarding the ubiquitous environment is occurring in diverse perspectives. Ubiquitous environment is an environment that could transfer data through networks regardless of the physical space, virtual space, time or location. In order to realize the ubiquitous environment, the Pervasive Sensing technology that enables the recognition of users' data without the border between physical and virtual space is required. In addition, the latest and diversified technologies such as Context-Awareness technology are necessary to construct the context around the user by sharing the data accessed through the Pervasive Sensing technology and linkage technology that is to prevent information loss through the wired, wireless networking and database. Especially, Pervasive Sensing technology is taken as an essential technology that enables user oriented services by recognizing the needs of the users even before the users inquire. There are lots of characteristics of ubiquitous environment through the technologies mentioned above such as ubiquity, abundance of data, mutuality, high information density, individualization and customization. Among them, information density directs the accessible amount and quality of the information and it is stored in bulk with ensured quality through Pervasive Sensing technology. Using this, in the companies, the personalized contents(or information) providing became possible for a target customer. Most of all, there are an increasing number of researches with respect to recommender systems that provide what customers need even when the customers do not explicitly ask something for their needs. Recommender systems are well renowned for its affirmative effect that enlarges the selling opportunities and reduces the searching cost of customers since it finds and provides information according to the customers' traits and preference in advance, in a commerce environment. Recommender systems have proved its usability through several methodologies and experiments conducted upon many different fields from the mid-1990s. Most of the researches related with the recommender systems until now take the products or information of internet or mobile context as its object, but there is not enough research concerned with recommending adequate store to customers in a ubiquitous environment. It is possible to track customers' behaviors in a ubiquitous environment, the same way it is implemented in an online market space even when customers are purchasing in an offline marketplace. Unlike existing internet space, in ubiquitous environment, the interest toward the stores is increasing that provides information according to the traffic line of the customers. In other words, the same product can be purchased in several different stores and the preferred store can be different from the customers by personal preference such as traffic line between stores, location, atmosphere, quality, and price. Krulwich(1997) has developed Lifestyle Finder which recommends a product and a store by using the demographical information and purchasing information generated in the internet commerce. Also, Fano(1998) has created a Shopper's Eye which is an information proving system. The information regarding the closest store from the customers' present location is shown when the customer has sent a to-buy list, Sadeh(2003) developed MyCampus that recommends appropriate information and a store in accordance with the schedule saved in a customers' mobile. Moreover, Keegan and O'Hare(2004) came up with EasiShop that provides the suitable tore information including price, after service, and accessibility after analyzing the to-buy list and the current location of customers. However, Krulwich(1997) does not indicate the characteristics of physical space based on the online commerce context and Keegan and O'Hare(2004) only provides information about store related to a product, while Fano(1998) does not fully consider the relationship between the preference toward the stores and the store itself. The most recent research by Sedah(2003), experimented on campus by suggesting recommender systems that reflect situation and preference information besides the characteristics of the physical space. Yet, there is a potential problem since the researches are based on location and preference information of customers which is connected to the invasion of privacy. The primary beginning point of controversy is an invasion of privacy and individual information in a ubiquitous environment according to researches conducted by Al-Muhtadi(2002), Beresford and Stajano(2003), and Ren(2006). Additionally, individuals want to be left anonymous to protect their own personal information, mentioned in Srivastava(2000). Therefore, in this paper, we suggest a methodology to recommend stores in U-market on the basis of ubiquitous environment not using personal information in order to protect individual information and privacy. The main idea behind our suggested methodology is based on Feature Matrices model (FM model, Shahabi and Banaei-Kashani, 2003) that uses clusters of customers' similar transaction data, which is similar to the Collaborative Filtering. However unlike Collaborative Filtering, this methodology overcomes the problems of personal information and privacy since it is not aware of the customer, exactly who they are, The methodology is compared with single trait model(vector model) such as visitor logs, while looking at the actual improvements of the recommendation when the context information is used. It is not easy to find real U-market data, so we experimented with factual data from a real department store with context information. The recommendation procedure of U-market proposed in this paper is divided into four major phases. First phase is collecting and preprocessing data for analysis of shopping patterns of customers. The traits of shopping patterns are expressed as feature matrices of N dimension. On second phase, the similar shopping patterns are grouped into clusters and the representative pattern of each cluster is derived. The distance between shopping patterns is calculated by Projected Pure Euclidean Distance (Shahabi and Banaei-Kashani, 2003). Third phase finds a representative pattern that is similar to a target customer, and at the same time, the shopping information of the customer is traced and saved dynamically. Fourth, the next store is recommended based on the physical distance between stores of representative patterns and the present location of target customer. In this research, we have evaluated the accuracy of recommendation method based on a factual data derived from a department store. There are technological difficulties of tracking on a real-time basis so we extracted purchasing related information and we added on context information on each transaction. As a result, recommendation based on FM model that applies purchasing and context information is more stable and accurate compared to that of vector model. Additionally, we could find more precise recommendation result as more shopping information is accumulated. Realistically, because of the limitation of ubiquitous environment realization, we were not able to reflect on all different kinds of context but more explicit analysis is expected to be attainable in the future after practical system is embodied.

• 항공우주정책ㆍ법학회지
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• 제33권1호
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• pp.227-260
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• 2018

최근 드론의 활용이 증가하면서 드론 기체의 파손 망실 손해 및 제3자의 신체 재산 피해 등 위험 역시 커지고 있다. 국내에서는 최근 드론 활용이 증가하면서 드론사고가 언론에 자주 보도되고 있다. 또한 시민 제보나 군 경찰의 처분의뢰 등을 통해 불법 사실을 인지하고 행정처분을 한 건수 역시 증가 추세이다. 드론사고로 인하여 제3자의 인적 물적 피해에 대한 손해배상책임 및 촬영정보유출 배상책임 등이 발생할 수 있다. 이에 따라 드론사고로 인한 책임과 위험을 완화할 수 있는 드론보험에 대한 고찰이 필요하다. 미국은 주택종합보험을 통해 주택에서 레저용 드론에 의해 발생하는 손해에 대해 보상받을 수 있다. 영국은 드론사고 발생 시 드론 소유자나 운영자가 무과실책임을 부담하게 된다. 또한 영국에서는 드론의 무게 및 운영 목적에 따라 드론보험 가입의무가 구분된다. 독일은 인적 물적 손해 발생 시, 드론 소유자는 드론이 항공기로 인정되는 한 무과실책임이 인정된다. 또한 독일에서는 드론 소지자에게 책임보험 가입의무를 부과하고 있다. 국내는 타인의 수요에 따라 유상으로 활용하는 초경량비행장치사용사업, 항공기대여업 및 항공레저스포츠업에 한하여 보험 가입을 의무화하고 있다. 이에 따라 자기 수요에 따라 활용되는 임무용 무인비행장치로 인한 제3자 손해 발생시, 원활한 손해배상에 어려움이 발생할 수 있는 상황이다. 외국 보험회사들은 드론으로 발생할 수 있는 다양한 손해를 담보하는 드론보험을 출시 판매하고 있다. 국내에서도 일부 보험사에서 드론 관련 제3자 손해배상보험 및 드론 기체 파손 망실 시 손해보전을 위한 기체보험을 개발하여 운영 중이다. 그러나 국내 드론보험은 합리적인 수준의 보험요율 산정을 위한 객관적인 자료 부족으로 인해 드론보험 요율이 매우 높은 실정이다. 또한 해킹 도난 분실 위험 및 기상영향 등 드론의 특수성을 반영한 드론보험 개발 역시 미흡한 실정이다. 드론 도입 활용 활성화 및 드론 활용 기관의 경제적 부담을 완화하기 위하여 드론보험 요율을 합리적인 수준으로 인하하는 것이 우선적으로 필요하다. 합리적인 수준의 보험요율을 산정하기 위해서는 보험사가 비행자료 등 기초자료를 확보하는 것이 선행되어야 하므로, 드론 시범사업을 통해 확보된 비행자료 등 기초자료를 보험업계와 공유하는 것이 필요하다. 또한 드론 활용으로 인한 제3자 손해 발생 시 원활한 배상을 위해 기체무게 활용분야 활용빈도 등 위험도를 고려하여 제3자 배상보험 가입을 제도화하는 방향에 대한 검토가 필요하다.

• 마케팅과학연구
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• 제20권1호
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• pp.59-69
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• 2010

绿色环保或者环境意识已经成为商业、政府机关, 以及消费者和世界关注的重要问题. 针对这一情况, 韩国政府宣布, 在本世纪初, "环保建设" 将被作为一种用以鼓励与环保相关的商业活动的方式. 不同层次的韩国服装业, 提出了不同的产品环保的绿色计划. 这些服装产品包括有机产品和回收的衣服. 要想使这些公司成功, 他们需要那些, 在做产品购买,使用, 处置时, 将绿色问题(如环境的可持续性发展)作为一个人判断的一个组成部分的顾客的信息. 这些消费者可以被看成是生态学的关注者. 过去的研究已经对消费者对于环保产品的购买意愿进行了检测. 此外, 还研究了影响生态保护者或绿色消费者的因素. 但是, 只是关注生态保护者在处置或者回收利用衣服上与采购绿色产品相比较是不够的. 服装处置行为有多种途径, 消费者可以用淘汰, 传承(例如: 把它送给一个年幼的弟弟), 赠与, 交换, 出售或者简单的把他扔掉等多种方式来暂时或者永久的摆脱闲置的衣服或贷款项目. 因此, 购买环保产品的行为应该结合服装处置的行为, 从而进一步了解消费者的消费行为与对环境的态度. 本项研究的目的在于提供韩国生态保护者从有利于生态学的角度出发来购买和处理衣服的生活方式的相关信息. 本研究的目标有: 1, 基于韩国对服装处置行为进行分类; 2, 调查人 们人口统计数据, 生活方式和服装消费价值观赏的差异; 3, 在环保的时尚物品的购买意愿和影响因素之间进行比较. 自填式的调查问卷是基于以往的研究设置出来的. 问卷包括10项处置衣服的条款, 22项可持续并且健康的生活方式的条款, 以及19项消费观念的条款. 根据利克特模板的五分量表设置. 此外, 购买两个时尚物品的意愿和每个物品属性的11项特征都是根据利克特模板的七分量表而来, 两种制成羊毛套衫的可以从PET识别代码的回收瓶子中创造出来的涤纶织物这两种套衫选自一个韩国和一个美国的户外运动服装的品牌. 我们对每一种产品的简介和颜色都进行了调查, 人口统计学(即性别, 年龄, 婚姻状况, 教育程度, 收入, 职业)也被包括在内. 在2009年5月份, 研究数据通过一个专业网站的调查机构进行采集, 最后有600份调查问卷可供分析, 这个调查的受访者年龄从20到49岁不等, 平均年龄为34岁. 百分之50的调查者为男性, 大约58%的受访者是已婚者, 其中62%的受访者有大学学位. 主要成分分析和因素最大方法差的方法用以识别衣服处理规模的潜在尺度. 共有三个因素生成(比如: 倒卖行为, 捐赠行为, 不回收利用行为). 基于他们处置衣服的方式对受访者进行了分类, 群类分析被使用, 最终得到了三个部分. 不同的消费者, 被分别贴上 "转售集团", "捐资团体" 以及 "不回收组织" 的标签加以分类, 其中98%是正确的分类. 从人口统计学角度来看, 这三个类别的人在性别, 婚姻状况, 职业和年龄上有显著的差异. 健康可持续的生活方式被缩减为以下5个因素: 自我满意度, 家庭定位, 健康问题, 环境问题和自愿的服务. 这是三个群体中健康可持续的生活方式的最显著的差异. 转售集团和捐赠组表现出在健康可持续的生活方式上的相同倾向, 同时, 不回收集团在生活方式方面呈现最低的平均值. 转售和捐赠团体自称享受和满意这种生活和消费方式, 并且能够利用空余的时间陪伴家人. 另外, 这两组的人关心健康和有机食品, 并试图保护能源和资源. 对服装消费的价值观产生主要影响的三个因素是: 个人价值, 社会价值和实用价值. 因素的方差测试表明转售集团和其他两组之间的因素差异最大. 转售集团相比其他价值更关注个人价值和社会价值. 相比之下, 非回收集团比捐赠集团更关注高层次的社会价值. 比较购买环保产品的意愿上, 转售集团表现出最高的购买A类产品的意愿. 另一方面, 捐赠集团则在小市场中表现出购买B类产品的最高意愿. 此外, 平均分数表明, 购买韩国的产品(B类产品)相比购买美国的产品(A类产品)更合韩国人的心意. 多元线性回归分析法确定了对环保产品的购买的意愿对制造业产品属性的影响. 产品的设计, 价格, 贡献, 对环境的保护, 价格, 兼容性是影响转售集团的显著因素, 另外, 以及对自身形象的影响是捐赠团体的重要因素. 对于非回收集团来说, 设计, 价格等因素是相同的, 自我的形象,对环保运动的贡献, 和环境保护也是很重要的. 而价格因素具有显著性的共通性. 对于B类产品来说, 设计, 合理的价格, 形象等因素是同等的重要, 但是不同的组对购买的特征和意愿有不同的倾向. 健康可持续的生活方式以及服装消费的意向对购买A类产品和B类产品的影响同样被我们所关注. 实际操作者的健康状况和个人价值都是影响购买意愿的重要因素; 然而, 在这三个群体中说服的力度都很低. 结果表明, 分类出来的每组处理服装的行为, 显示着不同服装产品的属性, 个人价值, 和实践者的特点, 这些都影响了他们的购买环保产品的意愿, 结果会使生态保护者提出并组织更合理的生态设计的战略决策.

• 마케팅과학연구
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• 제19권4호
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• pp.1-10
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• 2009

本研究的目的是对咖啡店的 "重要性"（顾客在光顾咖啡店以前的感知）和积极或消极的 "满意度"（顾客在光顾咖啡店以后的感受）之间的差距进行分类, 并分析这些差距对对购买行为的影响. 为此, 我使用重要性和满意度之间的差距作为选择咖啡店的解释变量, 并通过使用有序Probit模型（OPM）来实证分析差距对购买行为（整体满意度和愿意到再次光顾）的影响方向和大小. 先前使用IPA的研究评估了差距影响的方向和大小的象限, 但是在分析差距对顾客的影响方面却失败了. 在本研究中, 我评估了积极和消极的差距对顾客满意度和愿意去再光顾的影响. 通过使用OPM,我量化了积极和消极的差距对顾客整体满意度和愿意去再光顾的影响. 每个人的支出, 光顾的频率和购买咖啡的地方对顾客整体满意度有最积极的影响. 光顾的频率, 在每人的支出之后, 然后是购买咖啡的地方对顾客整体满意度有最积极的影响. 因此每个人的支出和光顾的频率对顾客整体满意度有最积极的影响. 这一发现意味着一个在咖啡店每次或每周花费5000韩元的顾客的实际的满意度越高（差距), 其整体满意度和愿意去再光顾就越高. 虽然经济效益对总体满意度和愿意去再光顾有显著影响, 但是大专和大学的学生仍然愿意去咖啡馆并愿意消费5000韩元, 因为他们不只是购买咖啡本身而且将咖啡店作为其他活动的场所, 例如工作, 和朋友见面或是放松的地方. 学院和大学的学生还可以在咖啡店通过个人电脑上网, 看电影, 学习, 因此, 咖啡馆应对顾客提供适当的设施和服务. 咖啡店品牌的积极差距对愿意去再光顾有积极的影响表明顾客满意度越高, 顾客越愿意去再光顾. 另一方面, 这一因素的消极差距意味着顾客满意度越低, 顾客再光顾的意愿也越低. 因此, 在本研究中, 与其他评估的因素相比, 品牌因素对满意度有较大的影响. 鉴于国内咖啡文化变得越来越高级, 大专院校的学生对这一趋势也很敏感, 所以学生有很多可选择的品牌. 在韩国最高级的咖啡店, 外墙是玻璃建造的并可以打开, 内部是充满异国情调的开放式厨房. 这些高级咖啡店作为标志的功能复合大专院校学生的品味. 韩国咖啡店已成为一个文化品牌. 从品牌因素来看, 为了让顾客觉得这些咖啡店是高级的, 高质量的设备和提供更好服务的措施应当建立起来. 韩国咖啡馆作为蓬勃发展的行业品牌竞争加剧的结果表明, 提供与竞争对手不同的额外服务是有必要的. 顾客可以免费使用扫描仪. 另一个可以用来提高品牌的战略是提供和经营为集体学习而准备的讨论会议室. 如果咖啡馆采取这些类型的策略, 学院/大学的学生将更有可能认为他们承担的费用是值得的, 随后, 他们将可能更满足这些咖啡馆的品牌, 并更愿意再次光顾. 性别和学习年数对总体满意度和再光顾的意愿有最消极的营销. 女学生比男学生更容易满足和再光顾. 三, 四年级的学生比一, 二年级的学生更容易满足和再光顾. 喝咖啡的学生, 单独在咖啡店看书, 用笔记本电脑是很容易被注意到的. 高年级学生为了有效地利用时间用于自我发展和寻找工作往往独自光顾咖啡店. 从积极的差距来看, 经济效率这一因素对总体满意度和愿意再光顾有最大的影响. 与咖啡价格一起, 学生实际满意度（差距）越高, 总体满意度和再光顾的意愿也越高. 有消极差距的经济效率队再光顾有消极营销的结果表明较小的消极差距可以让再光顾的意愿更高. 在持续恶化的市场环境中, 坐落在大专院校附近的咖啡店采取诸如积分或会员卡, 和信用卡 公司的战略联盟, 发展套餐菜单或季节菜单和免费咖啡服务这些战略来提高竞争力. 就消极差距而言产品功率也有消极的影响, 这表明较高的负差距会导致较低的再光顾的意愿. 因为还有更多的客户比前几十年, 在这十年里更喜欢咖啡, 新一代的客户, 即学院/大学的学生, 希望除了咖啡还有更重菜单项目. 因此, 咖啡店应当增加配菜项目, 如华夫饼, 糕, 蛋糕, 三明治和沙拉. 例如, 星巴克韩国正在努力加强卖草莓糕, 艾草香味, 南瓜产品, 并提供免费的咖啡或奶油. 总而言之, 咖啡馆应注重提高其经济效率, 品牌和产品功率, 以加强大专院校学生的满意度. 由于店铺毗邻学大专院校可享受地缘优势, 就经济效率, 品牌和产品功率而言提供不同的服务, 很可能会提高客户满意度和回访. 咖啡厅的品牌, 因此, 应不断创新和变化, 以满足顾客的愿望. 由于这项研究只是针对在首尔的大专院校的学生, 需要针对不同地区和年龄组的比较研究来概括本研究的结果和建议.

• 마케팅과학연구
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• 제19권2호
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• pp.68-79
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• 2009

The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.