• 통상정보연구
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• 제10권3호
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• pp.41-57
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• 2008

This research studies the effects of pre-show promotion, at-show promotion, and booth staff training on the image-building and relationship improvement performance of exhibitors. To this purpose, we relate each performance dimension to tactical variables such as pre show promotion, at-show promotion, and booth staff training through related literature review and conduct empirical study on their relationship. The results of this study are as follows: (1) Pre-show promotion and booth staff training have positive influence on image-building and relationship improvement performance. (2) But, at-show promotion has no effect on image-building performance, and has a negative effect on relationship improvement performance. (3) Especially, pre-show promotion has the greatest effect on relationship improvement performance, and booth staff training has the greatest effect on image-building improvement.

• 경영과학
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• 제34권2호
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• pp.15-33
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• 2017

This paper considers a Bayesian Network analysis for understanding the heterogeneous cross-category effects of different promotion activities and developing an efficient overall promotion strategy for a large retail store. More specifically we differentiate price reduction promotion and floor promotion and study their heterogeneous effect on consumer purchase behavior under a market basket setting. We then utilize Bayesian networks in identifying complex association structure in market basket dataset by analyzing the effects of different promotional activities and also include the effects of time, family income and size. We find from our Bayesian network analysis that the dominant cross-category promotion effect of price promotion is the indirect effect whereas the dominant cross-category promotion effect of floor promotion is the direct effect. Also, among the demographic variables we find that family size of the household is linked with more product categories compared to income and see that there are differences in the extent of the effects by product category. Finally, we also show the existence of products acting as a network hub and how they can be utilized by retailers faced with a limited marketing budget and suggest a more efficient promotion strategy.

• 경영정보학연구
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• 제22권3호
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• pp.143-156
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• 2020

전통적인 마케팅 전략 중 하나인 가격 촉진은 소비자가 느끼는 상품의 가격을 낮추어 소비자의 구매를 유도한다. 기존 연구들에 따르면 제품의 특징, 가격 촉진 형태, 소비자의 특성과 같은 맥락에 따라 가격 촉진은 기업에 긍정적 영향을 줄 수도, 부정적 영향을 줄 수도 있다. 본 연구에서는 최근 많은 디지털 서비스들이 도입하고 있는 구독 기반의 비즈니스 모델 환경에서 가격 촉진의 효과를 살펴보고자 한다. 본 연구의 목적은 가격 촉진이 소비자의 재구매에 미치는 긍정적 효과를 확인하고, 소비자의 인구 역학적 특성과 행동 특성에 따라 그 효과가 어떻게 달라지는지 확인하는 데 있다. 국내 한 음악 스트리밍 서비스의 사용자 기록 데이터를 이용해 가설을 검증하였으며, 분석 모델로는 로지스틱 회귀분석을 사용하였다. 연구결과 소비자의 재구매에 대한 가격 촉진의 긍정적 효과를 확인하였고, 가격 촉진의 긍정적 효과는 연령이 낮은 소비자와 여성 소비자에게서 상대적으로 더 크게 나타났다. 본 연구는 구독 경제에서 가격 촉진의 효과를 확인하고, 성공적인 가격 촉진을 위해 어떤 요인을 고려하여 마케팅 전략을 수립해야 하는지에 대한 방향성을 제공한다는 점에서 연구의 시사점이 있다.

• 농촌계획
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• 제18권3호
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• pp.1-11
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• 2012

This study postulates a study model to examine the effect on the local economy revitalization of a selection of local resources, the local innovation capability strengthening, the establishment of promotion system and the creation of revenues for the participant groups of the local industry promotion project. To accomplish study purposes, 169 response samples from 85 project groups which drive the local industry promotion project were verified using SPSS 12.0 and AMOS 5.0. The results showed that firstly, the selection of local resources had a significant effect on the local innovation capability strengthening. Secondly, the local innovation capability strengthening had a significant effect on the establishment of promotion system. Thirdly, the establishment of promotion system had a significant effect on the creation of revenues. Fourthly, the selection of local resources didn't have an effect on the revitalization of local economy. Fifthly, both the local innovation capability strengthening and the establishment of promotion system didn't have an effect on the revitalization of local economy. Sixthly, the creation of revenues had a significant effect on the revitalization of local economy. According to the verifications of study model, the revitalization of local economy is achieved by inducing creation of revenues through the local innovation capability strengthening and the establishment of promotion system after the selection of local resources. From these results, this study presents suggestions, limits of study and directions in the future study.

• 농촌계획
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• 제18권4호
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• pp.1-12
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• 2012

This study postulates a partial mediation model(study model I) and a whole mediation model(study model II) to examine the effect on endogenous rural development of local innovation capability strengthening in the local industry promotion project, the establishment of promotion system, and the revitalization of local economy. To accomplish study purposes, 169 response samples from 85 project groups which drive the local industry promotion project were verified using SPSS 12.0 and AMOS 5.0. The results showed that in the partial mediation model, the local innovation capability strengthening had a significantly positive effect on the establishment of promotion system, the establishment of promotion system had a significant effect on the revitalization of local economy, and the revitalization of local economy had a significant effect on the endogenous rural development, while the establishment of promotion system and local innovation capability strengthening didn't have effect on the endogenous rural development. In the whole mediation model, the local innovation capability strengthening had a significant effect on the revitalization of local economy, the establishment of promotion system on the revitalization of local economy, and the revitalization of local economy on the endogenous rural development. According to the verifications of study model I and II, the endogenous rural development is achieved after the revitalization of local economy through the establishment of promotion system and the local innovation capability strengthening. From these results, this study presents suggestions, limits of study and directions in the future study.

• 한국의류학회지
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• 제29권11호
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• pp.1389-1398
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• 2005

The purposes of this study are to verify the sales promotion effect of bargain sale of department store, and to investigate the relationship between the effect of bargain sale and the consumer attitude toward economics. For those purposes, secondary data was collected. The data was composed of monthly sales data of women's casual wear, men's suit, inner wear, infant's wear, and golf wear in a department store from 1996 to 2003. The data on consumer attitude toward economics was collected from 'Consumer Attitude Index' issued by SERI. The results are as follows. First, there were differences in the sales promotion effects of bargain sale by merchandise class and by year. Men's suit was the class that the effect was highest, and inner wear was the class the effect was lowest. In addition, the effects were simultaneously lowered by year. Second, sales promotion effect of bargain sale had relationship with consumer attitude index. The yearly transitions of the two data were almost similar. This means that as the consumer attitude becomes pessimistic, the motivation to consume also becomes lower, so that sales promotion effect of bargain sale also decreases. In addition, women's wear and men's suit showed the most similar transition patterns with the consumer attitude index.

• 패션비즈니스
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• 제14권4호
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• pp.1-9
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• 2010

The study verified the regulatory fit effect of the message focus and propensity regulatory focus delivered in the sales promotion situation of beauty services and products on the basis of the self-regulatory focus theory being actively discussed in the consumer behavior area of marketing. As the result of ANOVA analysis on the experimental design 2 (chronic regulatory focus: promotion focus/prevention focus, between factor) ${\times}$ 2 (message regulatory focus: promotion focus/prevention focus, within factor), the promotion focus group showed more positive response to the promotion focus message(4.88) of beauty services than the prevention focus group(4.40) so that the effect of regulatory fit appeared(t=1.79, p<.1), but the regulatory fit effect didn't appear in the prevention focus message(t=.58, p>.1) so that the hypothesis was partially supported. However, as for the promotion focus message of beauty products, the promotion focus group(4.62) showed more positive response than the prevention focus group(4.16), and as for the prevention focus message, the prevention focus group(4.89) showed more positive results than the promotion focus group(4.33) so that the effect of regulatory fit appeared(t=2.07, p<.05). Therefore, the result of the study shows that as for the service consumers perceive high risk, the sales promotion activity of the prevention focus message can be effective for prevention focus consumers and for promotion focus consumers as well. Otherwise, it suggests the marketing approach that the consumer evaluation is more positive when the advertising message focus fit the consumer regulatory focus.

• 패션비즈니스
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• 제10권3호
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• pp.69-77
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• 2006

This paper studied the effects of consumers' fashion item sales promotion attitude, depending on different sales promotions (monetary vs. non monetary) and sales promotion benefit timing (immediate vs. delayed) in fashion stores (high involvement product brand vs. low involvement). Three hypotheses were developed. H1; Monetary promotion is more effective than non-monetary promotion in fashion stores. H2; Immediate benefit is more effective than delayed benefit for both monetary and non-monetary promotions in fashion stores. H3; High-involvement fashion brand is more promotion elastic than low-involvement. Data were solicited from 300 female college student and $2{\times}2{\times}2$ between subjects experiment were designed. The results found out that monetary sales promotion effect was more positive than non-monetary and H1 was supported. Furthermore immediate benefit method was more effective than delayed benefit and H2 was supported as well. Significant interaction between sales promotion type and benefit timing was obtained. However, brand involvement effect was not found to the sales promotion attitudes.

• International Journal of Advanced Culture Technology
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• 제7권2호
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• pp.158-167
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• 2019

The purpose of this study was to investigate the effect of Health Promotion Behavior on Spiritual well-being through decision making ability. The data for the study were collected from April 1 to 15, 2019 and the final data used in this study were 332. The research method was cross-sectional questionnaire survey. The collected data was analyzed by descriptive statistics, t-test, ANOVA, $X^2$ analysis, multiple regressions and median effect analysis using SPSS 18.0. Among the participants of this study, 18.1% of men and 81.9% of women were female. The results of this study appeared that the differences in sub-factors of health promotion behaviors by gender were higher in female in health responsibility, substance abuse, social relationship, and self-actualization (p<0.01), while men were higher in exercise than women (p<0.05). Differences in sub-factors of health promotion behaviors by gender were higher in female in health responsibility, substance abuse, social relationship, and self-actualization (p<0.01), while men were higher in exercise than women (p<0.05). Decision making (t=4.899, p<0.01), Health responsibility (t=-1.990, p<0.05), Substance abuse (t=7.344, p<0.01), Exercise (t=7.344, p<0.01), and Self-actualization (t=7.619, p<0.01) were appeared to affect Spiritual Well-Being under statistical significance. Also Decision Making Ability had a partial mediating role in health responsibility and social relationship, which were sub-factors of health promotion behavior, affecting spiritual Well-Being.

• Asia pacific journal of information systems
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• 제29권1호
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• pp.50-64
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• 2019

The success of Wikipedia is due to the large number of volunteers collaborating to provide content to Wikipedia articles. In this paper, we study the effect of network position on the promotion of an article to a featured article. We focus on the edits of featured Wikipedia articles to study the effects of the centrality of editors and centrality of articles on the promotion of featured articles. Considering the editing precedence among editors within an article, editor collaboration networks for a single article are generated using the total English-written featured articles on Wikipedia. In addition, based on the affiliation network of editors and articles, an article-to-article network and an editor-to-editor collaboration network are constructed. Based on the investigation of the networks, we find that article centrality in an article-to-article network has a negative effect on the promotion of an article, and editor centrality in an article-to-article networks has a positive effect on promotion. In addition, editor centrality in an editor-to-editor network has a negative effect on promotion. Some theoretical and managerial implications are provided in view of these results.