• 농촌지도와개발
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• 제26권1호
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• pp.31-46
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• 2019

This study aims to examine the structural relationships of the consumers' understanding on the event, product satisfaction, promotional strategies, and behavioral intention in a promotional event for agricultural senary industry. The study conducted a survey among the participants in promotional events. The result showed that the understanding of promotional event had a positive effect on consumer behavioral intention, which means that the greater the understanding of The senary industry and the purpose of the event, the greater the consumer behavioral intention. The consumer satisfaction on products also had a positive effect on consumer behavioral intention, implying that the consumer behavioral intention increased when their satisfaction in terms of the taste and price of the products is higher. Further, the higher the satisfaction of the promotional strategy, the higher the consumer behavioral intention. Lastly, the promotional strategy played a mediating role between the consumer's understanding of the event and the satisfaction of the product, and the consumer behavioral intention. The result suggests that the different promotional strategies including discounts, freebies, or free-samples are able to maximize the effect of promotional events through its mediating effect.

• Asia Marketing Journal
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• 제22권1호
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• pp.61-79
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• 2020

This research examines how processing type and alignability moderate the effect of product type on satisfaction (i.e., happiness). It is well known that there are two types of processing-deliberative and intuitive processing. Based on the previous literature that the intuitive processing is compatible with experiential purchases and the deliberative processing is fit with material purchase, the current research demonstrates that processing type moderates the effect of product type on happiness. Moreover, we hypothesize that alignability moderates the effect of product type on anticipated satisfaction. As expected, participants in the intuitive processing condition reported greater happiness from their experiential purchases than material purchases. However, in the deliberative processing condition, there was no significant difference between happiness levels from material and experiential purchases. Furthermore, when the attributes of choice options were presented in a non-alignable manner, participants reported greater anticipated satisfaction from experiential purchases than from material purchases. However, this difference disappeared when attributes were presented in an alignable manner. Finally, we propose 'choice process' satisfaction as a potential mediator of the moderating effect of processing type on the relationship between product type and (anticipated) satisfaction.

• 한국프랜차이즈경영연구
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• 제14권4호
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• pp.17-33
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• 2023

Purpose: This study divides choice attributes that can help strengthen the competitiveness of traditional markets into product, price, personnel, and physical evidence. This study also examines which choice attributes affect customer value perception, satisfaction, and loyalty. Research design, data, and methodology: The data were collected from 542 traditional customers aged 20 or older who frequently visit traditional markets across the country and analyzed using the Smart PLS 4.0 program. The survey was conducted with the help of an online survey company for a total of 14 days from April 7, 2023 to April 20, 2023. Result: First, product, price, and employee quality have a positive impact on utilitarian and hedonic value, but physical evidence does not. Second, product, price, and employee quality have a positive impact on hedonic and hedonic value. Second, utilitarian value has a positive impact on satisfaction and revisit intention. Third, hedonic value has a positive impact on satisfaction, but does not on revisit intention. Lastly, satisfaction has a positive impact on revisit intention. Conclusions: Based on the S-O-R model and the theory of consumption value, this study proposed and examined an integrated framework in which satisfaction leads to revisit intention through selection attributes acting on perceived value.

• 산경연구논집
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• 제9권4호
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• pp.53-62
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• 2018

Purpose - In the development of new products, suppliers involvement and developing products jointly can be said to be strategic activities that utilize the lack of knowledge from external organizations. In this new product development, supplier involvement has been proven to have a positive impact on new product development performance for a long time by previous research. However, sufficient academic research has not been conducted on the influence of supplier involvement in various product strategies or sales strategies that buyers make in order to secure a competitive advantage in the market. This study argues that product strategy and sales strategy used by buyers in the development of new products will control the effect of supplier involvement on new product development performance in order to compensate the lack of these academic aspects. Research design, data, and methodology - Specifically, we selected the modularization strategy of the product as the product strategy, which is considered as an important strategy in the new product development through the preceding research, and the mass customer satisfaction strategy was chosen as the sales strategy. In order to achieve these research objectives, regression analysis was conducted using data from manufacturing productivity panel collected jointly by the Ministry of Industry, Trade and Industry and the Korea Productivity Center. Results - As a result, supplier involvement and new product development performances (development cost efficiency, customer satisfaction) were positively related. The product modularity strategy proved to have an interactive effect on the relationship between supplier involvement and new product development performances (development cost efficiency, customer satisfaction). However, it has not been confirmed that there is a statistically significant interaction effect between supplier involvement and new product development performances. Conclusions - Supplier involvement has positive relationships with NPD performance. In addition, product modularity strategies have interaction effects with supplier involvement and affect new product development performance (development cost efficiency and customer satisfaction). The results of this study are of academic significance in the case of lack of empirical studies on the effect of supplier participation on the effect of buyer 's strategy when a supplier participates and develops new products jointly.

• 대한인간공학회지
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• 제33권6호
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• pp.543-551
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• 2014

Objective: The purpose of this study is to identify visual perception of and satisfaction with the orange peel effect of surface. The orange peel effect is a type of finish on painted or coated surface. Background: Gloss paint sprayed on a smooth surface (such as car body, smart phone, and electric home appliances, etc.) should also dry into a smooth surface. Then, a surface resembling the texture of an orange peel can be caused by some factors. The orange peel effect can degrade user's satisfaction with a product. Method: Visual perception and emotional satisfaction were subjectively evaluated using Likert scale. The significance of orange peel effect on visual perception and satisfaction were then analyzed by the analysis of variance. The correlation between visual perception and satisfaction was also analyzed. Results: Surface roughness significantly influenced visual perception and emotional satisfaction. The level of visual perception increased and emotional satisfaction decreased with the increase of orange peel effect. Emotional satisfaction decreased with the increase of visual perception level. Conclusion: It was identified that orange peel phenomenon on surface was a very important factor for emotional satisfaction. The orange peel effect on the surface of a product should be minimized to improve the emotional satisfaction of the product. Application: The result of this study can be applied to the texture design of the body of a car, smart phones, and electric home appliances, etc.

• 유통과학연구
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• 제14권4호
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• pp.93-101
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• 2016

Purpose - As more consumers pursue high quality products at reasonable prices, Korean retail companies are increasing investment in expanding their outlet stores. Despite the growing importance of the outlet business, there has been very little empirical research on consumers' outlet shopping behaviors. This study aimed to investigate the relationships between consumers' perceived product value (performance quality, value for money, and social value) of outlet stores and overall shopping satisfaction and the effect of shopping satisfaction on outlet store loyalty. Research design, data and methodology - The authors developed a structural model in which performance quality, value for money, and social value of products are proposed to affect overall outlet shopping satisfaction, thus increasing customer loyalty. To analyze the research model, data were collected from 88 shoppers at suburban outlets. SPSS 21.0 and AMOS 21.0 were utilized to test the hypotheses. The unidimensionality of each construct was supported from the results of the reliability test with Cronbach's α and confirmatory factor analyses. Correlation analysis was performed and the results warranted the nomological validity of the measures. The fit statistics of the overall model analysis demonstrated an acceptable fit(X²(₁₆₁)=171.651, p=.000; X²/df=1.546; GFI=.821, NFI=.879, TLI=.942, CFI=.953, RMR=.035, RMSEA=.079). Results - The findings are as follows. First, consumers' perceived value of product performance quality had a significant positive effect on overall outlet shopping satisfaction. Consumers, who evaluate performance quality of the product more positively, tend to express stronger satisfaction and happiness about outlet shopping experience. Second, consumers' perceived social value of outlet products influenced their overall satisfaction significantly. Consumers who believe that products of outlet stores enhance self-concepts are more likely to satisfy with outlet shopping experience. However, consumers' perception of outlet products on value for money was not found to significantly influence overall shopping satisfaction. Finally, overall shopping satisfaction had a significant and positive influence on loyalty. Conclusions - While outlet retailers have traditionally focused on promoting competitively priced merchandise, the results of this study suggest that customers' overall satisfaction with outlet shopping is influenced more by the non-price-related product values. In the context of an outlet shopping environment, performance quality and social value of the products were found to be more critical predictors of customer overall satisfaction. Therefore, it would not be efficient for outlet retailers to highlight economic value of their merchandise. Instead, they need to investigate the performance quality of the products regularly and try to deliver quality guaranteed goods to enhance customer satisfaction. Also, outlet retailers should differentiate their businesses by carrying more unique and prestigious brands and emphasize higher social value and symbolic meanings of their products. As competition among outlet retailers are getting fierce, retail companies need to focus on strengthening customer loyalty with a long-term perspective. With a deeper understanding of the relationship between consumers' perceived product values and shopping satisfaction, outlet retailers will be able to develop customer loyalty strategies effectively and to achieve competitive advantage.

• 한국콘텐츠학회논문지
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• 제18권10호
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• pp.1-10
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• 2018

본 연구는 인터넷 개인방송을 통하여 최근 제품을 구매한 경험이 있는 중국 소비자를 대상으로 하여 제품을 소개한 중국의 인터넷 개인 방송자인 왕홍, 방송 콘텐츠, 그리고 제품과 관련된 요인들이 소비자가 구매한 제품 만족에 어떤 영향을 미치는지 탐색하고, 이러한 만족도가 해당 왕홍을 통한 쇼핑에 대한 소비자 충성도에 영향을 줄 수 있는지 검증하고자 하였다. 분석 결과 왕홍이 방송하는 콘텐츠의 오락성보다 정보성에 대한 소비자의 인식이 구매 제품 만족도에 유의한 영향을 주는 것으로 나타났고, 왕홍이 지닌 특성들 중 친밀성을 제외한 신뢰성과 독특성이 방송 구매 제품에 대한 만족도에 긍정적인 영향을 미치는 것을 알 수 있었다. 또한 제품과 관련된 측면에서는 제품이 소비자의 이미지나 가치관에 잘 부합한다고 생각할수록, 그리고 왕홍의 이미지와 방송 제품 간 적합성이 높다고 여길수록 제품에 대한 만족도가 높았다. 제품 구매에 만족한 소비자일수록 향후 해당 왕홍이 방송을 통해 소개하는 제품을 지속적으로 구매하려는 소비자 충성도가 크다는 사실도 확인할 수 있었다.

• 한국의류학회지
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• 제33권5호
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• pp.752-763
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• 2009

The purpose of this study was to develop an effective marketing strategy for socks made of paper mulberry fiber, a new natural fiber, by understanding consumers' concerns and perception about the product and its quality in several dimensions. The first survey determined their perception of the products' image before using it. The second survey gauged consumer satisfaction with product quality after a two-week home-use test. Factor analysis using Cronbach's a and ANOVA analysis were performed for statistical analysis. In conclusion, consumer image perceptions of socks of mulberry fiber were classified into four categories -'practicality', 'wellbeing', 'high-quality' and 'traditionality'. The survey revealed differences between men's and women's perception of the 'practicality' and 'high-quality' factors. The women recognized a mulberry fiber sock as being more practical but of lower quality than did the men. And the quality satisfaction of the product was classified into four factor 'durability', 'suitability, 'wearability' and 'care-easiness'. In the case of 'suitability', men were more satisfied with the product than the women and in 'suitability' and 'wearability', a group of over 40' year-old consumers was more satisfied. The analysis of a relationship between image perception and satisfaction showed that a consumer group that perceived this product to have more 'practicality', 'high-quality' and 'well-being' was also more satisfied with the product. However, the 'traditionality' factor was unrelated to consumer satisfaction.

• 대한가정학회지
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• 제47권7호
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• pp.83-95
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• 2009

This study investigated the differences in the effects of the perception of the internet fashion shopping mall characteristics on satisfaction and loyalty of internet fashion shopping mall between Korean and American college students. Questionnaires were administered to 251 Korean and 221 American college students. The results were as follows. First, service and product diversity had significant effects on satisfaction of internet fashion shopping mall in both group, while convenience had a significant impact on satisfaction of internet fashion shopping mall in American group. Second, service, product diversity, and promotion had significant influences on repurchase intention of internet fashion shopping mall in Korean consumer group, while service and reliability, product diversity, and convenience had significant effects on repurchase intention of internet fashion shopping mall in American consumer group. Third, service had a significant effect on recommendation intention in Korean group, while service and reliability and product diversity had significant influences on recommendation intention in American group.

• 한국의류학회지
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• 제39권1호
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• pp.15-29
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• 2015

This study analyzes the mechanism that explains how various service quality factors are related to consumer satisfaction when plus-size and regular-size women are engaged in fashion shopping. We constructed and tested service quality- perceived value-satisfaction model with size as a control variable. We defined plus-size women as those with a BMI over 25 and regular-size women below 25. Data were collected during April and May, 2012 and responses from 189 plus-size women and 246 regular-size women were used in the final analysis. The results are as follows. First, among service quality factors, attention was significantly related to perceived service value for both plus-size women and regular-size women. However, store facilities were significantly related to perceived service value for only plus-size women and kindness was significantly related to perceived service value only in the case of regular-size women. Second, perceived service value was significantly related to product satisfaction and service satisfaction for plus-size women and regular- size women. However a moderating effect was found between the groups where the influences of perceived service value on product satisfaction and service satisfaction in the case of plus-size women were greater than regular-size women. Third, in the case of regular-size women, service satisfaction was positively affected by product satisfaction. However, the relationship between them was not found in the case of plus-size women.