• 유통과학연구
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• 제14권10호
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• pp.117-126
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• 2016

Purpose - Color is perceived to have an effect on humans' cognition and behavior because of its association with specific concepts. Since there are few studies linking color and price presentation, we investigated a constrained condition of consumers' regulatory focus and involvement. Research design, data, and methodology - We performed a 2 (color: red vs. black) × 2 (regulatory focus: prevention vs. promotion) × 2 (involvement: high vs. low) test of our hypothesis. The target product was a portable data storage device (USB) and data from 165 respondents were analyzed. Each condition had two stages. In the first, product information and price were presented. After reviewing the product information, respondents evaluated price attractiveness. In the second stage, respondents filled out regulatory focus and involvement questionnaires. The main variables were color, regulatory focus, and involvement. Therefore, we ran a three-way ANOVA (Analysis of Variance) to test our hypothesis. Results - When the price was red (vs. black), consumers perceived the red price as more attractive than the black price. However, this effect varied by situation. Specifically, in the low involvement condition among prevention-focused consumers, when the price was in red, price attractiveness was higher than when the price was in black. However, for promotion-focused consumers, there was no difference in the price color effect. In the high involvement condition, promotion-focused consumers showed stronger price attractiveness for the red price than the black price. However, the effect of price color diminished for prevention-focused consumers. That is, prevention-focused consumers did not reveal a different price perception between red versus black in the high involvement condition. Conclusions - This research contributes by academically linking the effects of color to price attractiveness, and focusing on the interaction of regulatory focus and involvement. When involvement is low, the effect of red disappeared for promotion-focused consumers, whereas the same happened for prevention-focused consumers under the condition of high involvement.

• International Journal of Advanced Culture Technology
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• 제8권4호
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• pp.153-160
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• 2020

The purpose of this study is to investigate the effect of female college students' participation in dance sports, perception of body attractiveness, and importance of body attractiveness. For this study, female university students residing in Gwangju Metropolitan City and Jeonnam region in 2019 were selected as the population. A total of 350 people were selected as the study subjects, but 170 dance sports participants and 130 non-participants were selected for the study, excluding 50 copies of double written and unfaithful data. After individually entering coded data into the computer, the statistical program (SPSS Windows.20.0 Version) was used. The results obtained through this research process are as follows. First of all, it was found that there was a difference in perception of body attractiveness depending on whether female university students participated in dance sports. Second, it was found that there was a difference in the importance of physical attractiveness depending on whether female college students participated in dance sports. Third, it was found that female college students' perception of body attractiveness has an effect on the importance of body attractiveness.

• Journal of Information Technology Applications and Management
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• 제24권3호
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• pp.63-72
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• 2017

The purpose of this study is to investigate the relationship between application attractiveness and loyalty to mobile music applications. The application attractiveness is operationalized into four dimensions: richness of music contents, music app design quality, music app functionality, and promotion. The hypotheses are postulated and tested using a sample of 370 student respondents from Henan Polytechnic University and Henan Institute of Technology, China. The result shows that there is a positive correlation between loyalty and three application attractiveness aspects: richness of music contents, music app design quality and music app functionality. Based on the results of this study, the research put forward constructive suggestions about improving mobile music application loyalty. Finally, several conclusions, managerial suggestions, limitations and future research are proposed.

• 통상정보연구
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• 제10권4호
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• pp.277-298
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• 2008

This study develops the market attractiveness assessment model and draws the strategic target markets and their corresponding exporting strategies through identifying the market positions in the dimensions of market attractiveness scores and market positional strength to achieve the innovative export promotion of Korean heavy electric industry and the resulting improvement and reversal of comparative-disadvantage position. In chapter 2, we analyze the stages of selecting target markets, the constructs and their measure variables of market attractiveness models, and the components and strategic policy implications of directional policy matrix. And in chapter 3, we identify the comparative advantage positions of Korean heavy electric industry in the global market through analyzing its trade structure, trends, balance, ratio-balance, and specialization index by the item and the region respectively. We find that the Asia/Pacific region is the most attractive export market of the Korean heavy electric equipment industry, the following important strategic target markets are the America, MENA, CIS/East Europe Regions in the order of their attractiveness and competitive position dimensions. In the mean time, the sub-Sahara Africa and West Europe region is shown to be the long-run-viewpoint target market requiring the innovation or divest strategies owing to their low attractiveness and the low market share of Korean exports.

• 산업경영시스템학회지
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• 제42권3호
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• pp.184-192
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• 2019

Focusing on the emerging influencer market of SNS (Social Network Service), This study attempts to clarify the priority of Influencer characteristics when the customer decided to purchase products through the promotion of influencers. Since the influencer marketing differs from the Online information source marketing, this study has an academic implication in that integrated the influence of the characteristics of the Online information sources and the characteristics of SNS contents. For this purpose, through the literature research on Information sources and Influencers, the characteristics of influencers were reconstructed and priorities were derived using the AHP (Analytic Hierarchy Process) technique. The upper layer of the AHP structure was set to expertise, trustworthiness, social attractiveness, and content attractiveness, and the lower layer structured the model with 13 subfactors. The results are summarized as follows. First, in the result of combining the importance of the $1^{st}$ and $2^{nd}$ classes, the detailed factors of expertise and trustworthiness, ranked from the top to six, are largely influenced in purchasing decisions in influencer marketing. Second, content attractiveness is the third rank in the $1^{st}$ layer. Influencer marketing shows that content is more important than social attractiveness. Besides, the $7^{th}$ to $9^{th}$ positions of the overall rankings accounted for visual information, storytelling, and external attractiveness, which are the details of content attractiveness, and it is confirmed that it is more effective for influencer marketing to emphasize content attractiveness than social attractiveness. Although the influencer marketing differs from the existing information marketing, this study has an academic implication in that integrated the influence of the characteristics of the source and the characteristics of the contents.

• 산업진흥연구
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• 제5권1호
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• pp.99-106
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• 2020

본 연구는 성인 남녀의 이름매력도가 자기효능감과 정서인식에 미치는 영향을 분석하기 위하여 실시하였다. 연구의 대상자는 수도권에 거주하는 10대부터 30대까지 남녀 300명을 모집단으로 하였다. 수집과정에서 누락된 설문지와 회수된 설문지 중 불성실한 설문지를 제외한 250부를 분석에 활용하였다. 변인에 따른 이름매력도의 차이를 분석한 결과 연령대와 학력이 낮을수록 자기 이름에 대해서 불만족이 높은 것으로 나타났다. 또한, 이름매력도가 자기효능감에 미치는 영향을 검증하기 위하여 실시한 회귀분석의 결과, 모형의 적합도는 R²=.382로 모형의 설명력은 다소 떨어지지만, β=.322, t값이 9.276, p<.001로 나타나 통계적 유의성이 있는 것으로 나타났다. 즉, 이름의 매력도는 자기효능감에 직접적인 영향을 미친다는 것을 알 수 있다. 그리고 이름매력도가 정서인식에 미치는 영향을 검증하기 위하여 실시한 회귀분석의 결과 R²=.412로 나타나 모형의 설명력은 41.2%를 보였다. 성별, 연령, 학력 등 인구 통계적 변인을 통제하고 실시한 회귀분석의 결과 β=.326, t값이 6.408, p<.001로 나타나 통계적 유의성이 있는 것으로 나타났다. 즉, 이름의 매력도는 정서인식에 영향을 미친다고 볼 수 있다. 이름의 매력도가 행복이나 삶의 질을 높일 수 있다는 실증연구는 아직 없다. 그러나 개명을 통해서 과거보다 좋아졌다는 이야기는 운동선수들 사이에서는 자주 볼 수 있다.

• International Journal of Advanced Culture Technology
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• 제11권1호
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• pp.82-93
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• 2023

The purpose of this study is to investigate the effect of female college students' participation in dance sports on their perception of body attractiveness and their desire for exercise. In order to achieve the purpose of this study, female college students residing in Gwangju Metropolitan City and Jeonnam in 2022 were selected as the population, and a total of 390 students were selected as study subjects using cluster random sampling. A total of 300 participants, 170 participants in dance sports and 130 non-participants, were selected as study subjects, excluding 90 copies of double entry and insincere data. As a survey tool, the questionnaire whose reliability and validity had already been verified in previous domestic and foreign studies was modified and supplemented to suit the purpose of this study. The collected data were computerized according to the purpose of analysis using SPSS Windows 20.0 Version, a statistical program. The results obtained through this procedure are as follows. First, there were partial differences in physical evaluation according to demographic characteristics. Second, there was a partial difference in exercise desire according to demographic characteristics. Third, physical evaluation was found to partially affect exercise desire.

• 한국의류학회지
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• 제33권3호
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• pp.477-488
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• 2009

As the Korean cultural contents, such as drama, films, music, gained popularity in China, Korean fashion brands used Korean celebrities as their models to as a sales promotion strategy for Chinese consumers. With the point of view that the advertising model as a human capital as well, the purpose of this study is to investigate the factors of attributes of Korean celebrity advertising model, and to analyze effects on fashion brand recognition, preference, trust and purchase intention. With convenience sampling, the research surveyed Shanghai consumers in their 20's to early 30's who had purchased Korean fashion items. The 291 responses were analyzed by frequency analysis, reliability test, factor analysis, multiple regression analysis, The results are as follows. Frist, Korean celebrity advertising model attribute factors were divided into similarity, familiarity, popularity, attractiveness and trust. Second, the brand recognition was affected by similarity, familiarity and popularity factors, and the brand preference was affected by similarity, familiarity, popularity and attractiveness factors. Third, the trust of Korean fashion brands was affected by similarity, familiarity, attractiveness, trust, brand recognition and brand preference. Lastly, the intention to purchase Korean Fashion brand was affected by similarity, familiarity, attractiveness, brand recognition, brand preference and brand trust.

• 문화기술의 융합
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• 제8권3호
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• pp.245-251
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• 2022

본 연구는 최근 기업의 마케팅 활동에 활용 빈도가 증가하고 있으며, 소비자들에게 관심이 높은 가상 인플루언서의 효과에 대해 살펴보고자 하였다. 특히 제품이나 브랜드의 정보원으로서 가상 인플루언서의 속성이 소비자에게 미치는 영향을 살펴보는 것을 목적으로 한다. 이를 위해 가상 인플루언서의 지각된 매력성, 신뢰성과 전문성이 가상 인플루언서의 SNS 이용의도와 소비자의 모방의도에 미치는 영향을 살펴보았다. 연구결과 가상 인플루언서의 속성 중 매력성이 이용의도에 정적인 영향을 미치며, 모방의도에는 매력성과 신뢰성이 정적인 영향을 미치는 것으로 나타났다. 또한 모방의도는 이용의도에 긍정적인 영향을 미치는 것으로 나타났다. 즉, SNS를 통해 소비자가 지각하는 가상 인플루언서의 매력성이 가장 중요한 속성이라 하겠다. 이러한 연구 결과는 가상 인플루언서를 마케팅에 활용할 때 기업은 정보원으로서의 속성과 더불어 SNS에 게시되는 콘텐츠를 통해 가상 인플루언서의 매력성을 지각하게 해야 한다는 것을 의미한다. 우리는 본 연구의 결과가 가상 인플루언서 활용을 고려하는 기업과 공공기관 등의 마케팅 활동에 주요한 시사점을 제공할 것을 기대한다.

• 문화기술의 융합
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• 제8권2호
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• pp.309-314
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• 2022

본 연구는 최근 급부상하고 있는 가상 인플루언서의 특성이 소비자에게 어떠한 영향을 미치는지를 살펴보는 것을 목적으로 하고 있다. 이를 위해 가상 인플루언서에 대한 소비자의 지각된 매력과 사회적 거리를 독립변인으로하여 정보수용의도의 변화를 살펴보았다. 실제 소비자들이 가상 인플루언서에 대해 매력적이라고 느낄수록, 사회적 거리를 가깝게 지각할수록 정보수용의도가 높아지는 것을 발견하였다. 그러나 가상 인플루언서를 매력적이라고 지각하는 경우에는 사회적 거리에 따른 정보수용의도의 차이가 나타나지 않았다. 반면 가상 인플루언서가 덜 매력적이라고 인식하더라도, 사회적 거리를 가깝게 인식하는 경우에는 그렇지 않을 때보다 정보수용의도가 높았다. 이러한 결과를 바탕으로 가상 인플루언서의 마케팅 전략에 시사점을 제공하였다.