• 유통과학연구
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• 제10권11호
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• pp.39-53
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• 2012

Purpose - This study identifies relationships amongst repurchase intentions, brand equity, and preference by applying VMD of fashion retail stores. The results would help coffee shop owners and coffee makers in devising an appropriate strategy for successfully managing coffee shops. Research design, data, methodology - The VMD model of a coffee shop includes harmony, trend, and attractiveness, while brand equity encompasses brand awareness, perceived quality, and brand image. In this study, the VMD factors of coffee shops, brand equity, and brand preference, are shown as independent variables, while repurchase intention is shown as the dependent variable. The study aims to ascertain the extent of the influence configuration factors of a coffee shop have on brand equity, brand preference, and repurchase intention. Regression analysis was used to verify the mediating effects of brand preference on brand equity and repurchase intention. The measurement items were already deemed as reliable and valid in the previous study, but some modifications were made for the purposes of this study. Questionnaires were distributed to 550 consumers on a national scale, and 517 consumers amongst these were finally used as a sample for analysis using the SPSS 17.0 statistical program. Results - First, amongst the VMD configuration factors of a coffee shop, trend, and attractiveness have a positive impact on brand equity (brand awareness, perceived quality, and brand image). Second, brand equity has a positive effect on brand preference. Third, brand preference has a positive effect on repurchase intention. Fourth, brand preference plays the role of a mediator in measuring the impact of brand awareness and brand image on customers' repurchase intentions. Conclusions - The theoretical implications can be summarized as follows. First, this study proposes a theoretical basis that can be adapted to the VMD configuration factors of a coffee shop by identifying the relationship between brand equity and coffee shops. This study applies the VMD factors to the coffee shops and presents a new research model by examining the relationships amongst VMD components of coffee shops: brand equity, brand preference, and repurchase intention. Second, it clearly establishes the relationship between brand equity and brand preference by identifying the mediating effects of brand preference, given that brand equity has a positive impact on repurchase intention. The practical implications are as follows. First, development of brand equity and management can be important components for coffee shops in determining that the VMD configuration factors of coffee shops have an impact on brand equity. Second, amongst the VMD configuration factors, attractiveness and trend have a positive influence on choosing coffee shops, therefore store atmosphere should be attractively designed, while the menu and interiors should complement each other and be reviewed periodically to conform to the latest trend. Third, VMD configuration factors that are confirmed are not easily changed. Fourth, large franchises and foreign companies have strengths in scale, locations, and brand. Fifth, the different ways of campaigning should be compared to those of large franchises and foreign companies in order to increase brand equity using VMD configuration factors.

• 한국콘텐츠학회논문지
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• 제12권10호
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• pp.499-509
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• 2012

본 연구는 지자체가 보유한 관광자원 브랜드의 개념을 정립하고, 방문객의 관광자원 브랜드에 대한 인식이 재방문과 타인 추천의사 등 충성도에 미치는 영향을 살펴 관광자원 브랜드 구축 필요성과 방안에 대한 시사점을 제시하는데 그 목적이 있다. 이를 위해 선행연구를 통해 지자체 관광자원 브랜드의 개념 및 구성요소를 살펴보고, 관광자원 브랜드 자산 간의 영향관계를 실증 분석하였다. 방문객 수를 기준으로 1천만 명 이상인 4개 지역과 2백만 명 이하인 4개 지역의 대표 관광지 방문객을 대상으로 설문을 실시하여, 수집된 410부를 회귀분석에 이용하였다. 본 연구에서 설정한 가설을 검증한 결과, 지역의 관광자원 브랜드 인지도와 이미지는 브랜드 선호도에 유의한 영향을 주는 것으로 나타났으며, 지역의 관광자원 브랜드 인지도, 이미지, 선호도는 브랜드 충성도에 유의한 영향을 미치는 것으로 나타났다. 또한, 지역의 관광자원 브랜드 인지도는 브랜드 이미지에 유의한 영향을 미치는 것으로 나타났으며, 방문객 만족의 영향하에서 브랜드 자산(인지도, 이미지, 선호도)은 브랜드 충성도에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 세부적인 결과들과 이를 바탕으로 한 관광자원 브랜드 구축 필요성 및 전략방안에 대한 시사점을 제시하였다.

• 대한영양사협회학술지
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• 제17권3호
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• pp.276-286
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• 2011

This study aimed to examine consumers' interest, preference, and consumption frequency of Kimchi in elementary school students in the fifth grade and their mothers living in Changwon city. In a comparison of eating habits, students exhibited better eating habits than their mothers (P<0.01). Though the mothers' levels, were higher than those of the students in the category of 'eat foods with a bit of salt usually', the students' levels were higher in the rest of the eating habit categories. The categories of 'like Kimchi', 'spicy taste', and 'appropriately spicy taste' got high levels. Among several kinds of Kimchi, both students and mothers preferred 'cabbage Kimchi' the most. Among various Kimchi foods, preferences for 'Kimchi pancake', 'fried rice with Kimchi', and 'tuna Kimchi soup', were highest in that order. The preferences differed between students and mothers in each category; mothers' preferences were significantly higher than those of students. However, in the rest of categories, except 'boiled kimchi and fish' and 'Kimchi and stir-fried spicy pork', students' preferences were higher than mothers' ones. Compared to their preferences, students' consumption frequencies were significantly higher than mothers' ones (P<0.01). There were positive correlations among students' eating habits, awareness of Kimchi, consumption frequency, and preference. For mothers, there were positive correlations not only between eating habits and awareness, but also between awareness and preference.

• 한국식생활문화학회지
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• 제29권3호
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• pp.240-249
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• 2014

In terms of awareness of Korean traditional food, elementary students are most affected by their parents. The objective of this study was to analyze upper grade elementary students' parental awareness and preference of Korean traditional foods in the Chungnam Area. In a survey of 126 parents, 58% of subjects were interested in Korean traditional foods, but there was no significant difference according to age. About 87% of parents thought that inheritance of knowledge on Korean traditional foods was needed. The reasons for inheritance of knowledge on Korean traditional foods were 'To stick to style of Korean traditional foods' (68.2%), 'Palatable' (21.8%), 'Education for children' (6.4%), and 'Beautiful and fine custom' (3.6%). The awareness point of 'Korean traditional foods are easy for cooking' increased with increasing age (p<0.01). In all age groups, subjects highly recognized that Korean traditional foods are good for health. There were significant correlations between overall preferences for Tteok and Hankwa (r=0.351, p=0.001), Hankwa and Korean traditional drink (r=0.374, p=0.001), and Korean traditional drink and Tteok (r=0.406, p=0.001). As a result, preferences for other items also increased when preference for one of the three traditional foods increased. Therefore, education on Korean traditional foods is necessary in order to satisfy parental preferences.

• 한국실내디자인학회논문집
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• 제25권1호
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• pp.142-150
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• 2016

This study examined the general housing awareness and awareness on house sharing of college students who are present residents as well as potential residents of shared houses. To achieve this purpose, structured questionnaires were used as a survey tool to understand students' awareness on housing and opinions on house sharing including a range of space sharing, preferences on house mates, and demands on services and facilities. The survey was conducted of college students in Busan, and the data were analyzed by the PASW Statistics 18.0 program. The findings of this study are as follows: 1) The housing awareness was categorized into seven factors by factor analysis. The subjects valued 'personality factor' in the housing awareness. 2) Regarding preference of house mate type, participants preferred a person who has similar lifestyle and in the same gender. 3) As for the space sharing, the subjects didn't want to share a bathroom and shower. Also, they preferred medium or large scale dormitory layout type to small sized apartment type. 4) The most positive aspect of house sharing was 'Reduction of rental and maintenance cost'. On the other hand, 'Difference of daily life pattern' was the most negative aspect of house sharing. 5) In case of services and community spaces, they preferred 'delivery storage service' and 'coin-operated laundry facility'.

• 한국의류학회지
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• 제31권9_10
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• pp.1321-1332
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• 2007

The purposes of this research were to investigate the influences of shopping value, brand awareness, and the types of sales promotion on the purchase of bundled cosmetics. In experiment, 1) shopping value 2) brand awareness 3) types of sales promotion were manipulated as independent variables, and consumer preference and purchasing intention of bundle of cosmetics were measured as dependent variables. This research was an experimental design which was $2{\times}2{\times}2$ mixed factorial design. For the data analysis, factor analysis, cluster analysis, three-way ANOVA were used by utilizing SAS program. The main results of the study were summarized as follows: First, the results indicated that the consumer of hedonic shopping value have a positive effect on preferring price-cut sales, especially if brand awareness is high. Second, the consumer of utilitarian shopping value preferred price-cut sales to special offer, irrespective of brand awareness. This result indicates that consumers who gets more involved in and enjoys shopping are likely to have more brand awareness than others. This. seems to be the important characteristics of shopping. Consumer who have utilitarian shopping value concerned in price. The result showed the 3-way interaction effects on the consumer preference of bundle of cosmetics.

• 한국생활과학회지
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• 제9권1호
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• pp.13-19
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• 2000

The purpose of this study is to investigate the differences between generation in awareness and preference of the commercial Korean traditional desserts. The survey was conducted using questionnaire. The subjects were 316 middle school students and 299 parents of the other students in the same schools in Chongju area. Five middle schools in Chongju were included and followings are the results : In the Korean traditional beverages, there was no significant difference between generations in the awareness of Soojungkwa and Yulmoo-tea and adults showed higher awareness than students for the other beverages. Difference between generations existed in the acceptance for most of beverages. Students showed higher acceptance than adults for Sikhyae, Yooja-tea and Yulmoo-tea, whereas adults showed higher acceptance than students for the others. There was no difference between generations in the awareness of Yakkwa and Gangjung, whereas difference between generations appeared in the awareness of Sanja and Dasik. Students showed higher acceptance than the adults for the Korean traditional cookies.

• Asia Marketing Journal
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• 제16권1호
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• pp.169-193
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• 2014

The earlier studies have verified that brand values have significant impact on financial values such as stock return and stock price to justify marketing costs for brand building. Except for Mizik and Jacobson (2008), however, little research has addressed what kinds of brand components composing brand values have a significant relationship with financial values. As a follow-up research of Mizik and Jacobson (2008), this research focuses on what kinds of relationships exist between the unanticipated change of each brand asset component and stock return, one of the financial values. The authors selected six brand asset components from the Korea-Brand Power Index(K-BPI) data in which 'Top of Mind,' 'Unaided Awareness,' and 'Aided Awareness' are brand awareness measures and 'Image,' 'Purchase Intention,' and 'Preference' are brand loyalty measures. Out of those six brand components, they found that unanticipated changes of 'Top of Mind,' 'Unaided Awareness,' 'Image,' and 'Preference' have significantly positive effect on unexpected stock return change. Therefore, they conclude that these four brand asset components provide incremental information in explaining unanticipated stock return.

• 생물환경조절학회지
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• 제31권4호
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• pp.343-355
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• 2022

본 연구에서는 파프리카(Capsicum annuum L)의 소비증가 및 홍보를 위해 응답자 소비성향과 파프리카의 인지도를 분석하였다. 의미분별법에 따른 파프리카에 대한 감성반응을 바탕으로 선호도 및 충성도와의 상관관계를 분석하였다. 설문조사는 2022년 1월부터2월까지 일반인 155명을 대상으로 임의추출법을 통하여 조사하였으며, 잘못된답변을 한 13건을 제외하고 총 142명의 설문지를 분석하였다. 파프리카의 인지도 9개의 문항을 요인분석을 통하여 재구성한 결과 '식미성', '이용성', '경제성'의 3요인으로 구성되었다. 9가지 문항 중에서 파프리카에 대한 인지도를 문항별로 알아본 결과로 '파프리카가 건강에 좋을 것 같다'는 문항의 긍정적 답변이 92.3%의 가장 높은 비율을 나타냈다. 파프리카의 형태 선호도는 뭉툭한 유형이 가장 높았고, 그 다음은 소형(Mini) > 원뿔형(Conical) 순으로 선호하는 것으로 나타났다(p < 0.001). 색채 선호도는 노란색 파프리카를 가장 선호하는 것으로 나타났고, 그 다음은 오렌지색 > 적색 > 녹색 순으로 선호하는 것으로 나타났으며 통계적으로 유의하였다. 파프리카의 이미지를 보고 느끼는 감성 반응은 3가지 형태간, 그리고 4가지 색채간 통계적으로 유의한 차이를 보였으며, '밝은', '맑은', '활기찬'이 대표 이미지 감성어휘로 나타났다. 파프리카 이미지에 대한 감성 2요인(평가적인 요인, 정서적인 요인)과 통제변수인 인구통계학적 변수가 선호도에 미치는 영향을 알아보기 위해, 더미변수를 포함한 다중회귀분석을 실시한 결과, 파프리카 이미지에 대한 평가적인 요인이 높을수록, 그리고 주부의 경우 선호도는 높은 것으로 나타났다. 또한 파프리카의 인지도 3요인(식미성, 이용성, 경제성), 선호도, 한국판 삶의 질과 통제 변수인 인구통계학적 변수가 충성도에 미치는 영향을 알아보기 위해, 더미변수를 포함한 다중회귀분석을 실시하였다. 그 결과, 파프리카 선호도와 삶의 질이 높을수록, 파프리카 인지도 중에서 식미성 요인, 이용성 요인이 높을수록 충성도는 높은 것으로 나타났다. 또한 경제성 요인 즉 가격이 높을수록, 그리고 응답자의 월평균 소득이 낮고, 농림수산업 종사자의 경우 충성도는 낮은 것으로 나타났다. 설문 응답자들의 충청도에 영향을 미치는 변수들 중에서 파프리카 선호도는 43%로 가장 높은 설명력을 지니며 가장 영향력 있는 변수로 나타났다. 이러한 결과에서 파프리카의 형태와 색채 선호도에 대해 구명하는 것은 매우 중요한 것으로 판단되었으며, 최근 파프리카가 건강에 좋을 것이라는 인식이 높아지고 있다는 것은 앞으로 내수 증가에 긍정적 요인이 될 것으로 생각되었다. 또한 3가지 형태의 파프리카 중에서 선호도가 가장 높게 나타났던 뭉툭한 유형의 노란색 파프리카를 생산, 홍보를 지향하여 소비자의 구매 성향에 적합한 파프리카의 재배를 늘리는 것도 중요할 것으로 판단되었다. 추후 파프리카의 소비 촉진을 위하여 소비자를 대상으로 한 지속적인 연구와 홍보 지원 활동 등을 통하여 파프리카에 대한 소비자 인지도를 높일 필요가 있다고 생각된다.

• 한국의류산업학회지
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• 제18권1호
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• pp.1-14
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• 2016

This study analyzes consumers' preference trend, positive and negative factors in regards to luxury brands by researching changes in the consumer awareness of luxury brands, preference trends and psychological awareness based on big data to suggest a creative business strategy for corporations that can help Korean brands enter global luxury brand markets. The study results are as follows. Preferred items (consumer) psychology, positive awareness and negative awareness were derived based on the last five years of social big data on Korean consumers' preferred brands. First, the Korean consumers' preferred brands for the recent five years indicated that Dolce & Gabbana (2013), ESCADA (2012), Gucci (2011, 2009) and Chanel (2010) were most preferred and Prada, Louis Vuitton, Hermes, Burberry, Fendi, Givenchy and Dior were also shown to be preferred brands. Second, bags (such as shoulder bags) were shown to be the most preferred items for luxury brand items that consumers wished to own. Third, it was analyzed that keywords for consumer psychology in regards to luxury brands included: diverse, new, outstanding, overwhelming, luxurious, glamorous, worldwide, famous, success and good. Fourth, consumers' positive awareness regarding luxury brands included: diverse, luxury, famous, outstanding, perfect, bright and luxurious. Fifth, negative awareness included: price factors of expensive, high price and excessive as well as factors to be improved upon such as old, bland, flashy, crude, unfriendly and fake.