• 한국프랜차이즈경영연구
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• 제9권4호
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• pp.7-19
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• 2018

Purpose - Recently, global management in Korea franchise industry is becoming an important keyword. As an important branch market, Chinese market plays a major role not only by making experience of the competitiveness among global brands which offers a foothold to become a top global brand, but also by actualizing an economies of scale in production, sales, etc. Therefore, it is necessary to identify key successful factor influencing customer evaluation and responses of Korean franchise restaurant targeting Chinese consumers in China context. The purpose of this study is to examine the effects for Korean franchise restaurant selection attributes on perceived value, customer satisfaction and customer loyalty in Chinese context with SmartPLS 3 and Artifical Neural Network(ANN). Research design, data, and methodology - For these purposes, the authors developed several hypotheses. A questionnaire survey was conducted on the panel of online survey companies for Chinese consumers who have visited Korean franchise restaurants. A total of 404 data were analyzed using structural equation modeling(SEM) and artifical neural network(ANN) with SPSS 22.0 and SmartPLS 3.0. Result - The findings of this study are as follows: First, the alternative model findings show that facilities & atmosphere, employee service, and menu influenced on utilitarian value, customer satisfaction, and customer loyalty directly. Second, employee service influenced on customer satisfaction. Third, menu influenced on hedonic value. Fourth, brand reputation influenced on utilitarian value. Fifth, hedonic value increase customer satisfaction and customer loyalty. Sixth, hedonic value increase customer loyalty. Seventh, customer increase customer loyalty. And, the ANN analysis shows that utilitarian value is the first most important factor influencing customer satisfaction, followed by hedonic value, facilities & atmosphere, menu and employee service. However, the ANN analysis shows that customer satisfaction is the first most important factor influencing customer loyalty, followed by utilitarian value, hedonic value, brand reputation, menu, and employee service. Conclusions - This study provides practical implications for enhancing customer satisfaction and customer loyalty by applying the ANN technique that complements the limitations of the linear structural relationship analysis using the proposed model and the alternative model. In other words, the SEM-ANN model provides guidelines on how Korean franchise restaurants should formulate facilities & atmosphere, employee service, and menu mix strategies in China. In addition, ANN 's analysis shows that restaurant brand reputation plays a pivotal role in increasing customer loyalty. The fact suggests that Korean franchise companies should establish their domestic brand reputation prior to their entry into overseas markets such as China.

• 한국조리학회지
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• 제24권2호
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• pp.1-7
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• 2018

This study aims to find what attributes of consumer satisfaction are more important when consumers choose coffee shops. Factors when customers choose coffee shops that are considered to be more crucial, such as taste, price, brand, and atmosphere, were tested and also relations between satisfaction and revisit were studied. As a result, factors as 'taste', 'price', 'brand', and 'atmosphere' were found to significantly affect satisfaction; in addition, the path that satisfaction leads to revisit was found to be significant. However, consumers' coffee shop selection attributes differed depending on their psychological consumption value. The path-coefficients from taste and price to satisfaction were more significant in the function-oriented group, meanwhile the path-coefficient from brand to satisfaction was significant in the emotion-oriented group (+) and the function-oriented group (-). The results of this study suggest attributes of selecting coffee shops and provide meaningful implications of consumer value when they choose the attributes.

• 대한가정학회지
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• 제50권7호
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• pp.81-96
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• 2012

The purpose of this study is to understand consumer values derived from products by the contemporary consumers, as the meaning of a product is extended from the functional utilities to the mediums of fulfilling consumer values. Consumer values have been researched from the marketers' perspectives and, thus, the scales to measure consumer values tend to be too abstract and not always reflective of the consumers' perspectives. Holbrook's typology of consumer values is utilized and the products are classified into four groups according to the product characteristic of the utilitarian versus hedonic, and the consumption spaces of the indoor and outdoor. The findings are as follows. First, the values of efficiency, excellence, ethics, and spirituality are more likely derived from utilitarian products, while the value of play is more likely derived from the hedonic products. Second, the values of efficiency, excellence, and ethics are more likely derived from the indoor products, and values of playfulness, esthetics, status, and respect are more likely derived from the outdoor products. Third, the most frequently mentioned values are the efficiency, playfulness, and status. Fourth, the list of products answered as being representative for four types of products are short to include obvious products such as TV, mobile phone, computer, car, refrigerator, and MP3 player. Both the utilitarian and hedonic values are derived from TV, computer, and mobile phone, while the utilitarian value from refrigerator and car, and the hedonic value from MP3 player, digital camera, and game consoles. The results imply that consumer values should be carefully understood and reflected in developing new products in order to successfully fulfill consumers' underlying needs and requirements.

• 한국의류학회지
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• 제29권1호
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• pp.136-148
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• 2005

The purpose of this study identifies how attributes of the website influences on consumer attitude toward the website. For this purpose, the study tested covariance structural model which set relationships among independent variables(interactivity, search and visual information of website), mediated variables(utilitarian shopping value and hedonic shopping value) and dependent variables(attitude toward website). The data were collected from a sample of 271 internet shopper of university students(male: 82, female: 189). They visited the website for apparel shopping and, after searching a casual clothing which they wanted to buy, requested to answer the questionnaire. The covariance structural model and research hypothesis analyzed by using AMOS 4.0 program. The results are as follows: First, the structural model is accepted significantly. Second, interactivity of the website has a positive impact on perceived utilitarian and hedonic shopping values of the website and visual information of the website also influence hedonic shopping value of the website positively. Third, utilitarian and hedonic shopping values have a positive influence on attitude toward the website for apparel shopping.

• 동아시아식생활학회지
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• 제20권5호
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• pp.812-822
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• 2010

This study explored choice attributes in specially coffee shops and examined the relations between choice attributes and positive emotions customers felt in specially coffee shops. The study also attempted to find differences in choice attributes and positive emotions according to general characteristics of customers and coffee-drinking behavior. Measured items were derived from preliminary interviews and a literature review. Questionnaires were distributed to customers in Seoul who had visited a specially coffee shop in the last 3 months. The derived factors of choice attributes were 'taste of coffee and atmosphere', 'brand', 'price benefit', 'pleasant space', and 'coffee itself. Among those, the two factors 'taste of coffee and atmosphere', and 'brand' had a statistically significant influence on positive emotions of customers. This implies that specially coffee shop customers have primarily emotional rather than utilitarian motivations. Therefore, to better satisfy customers' desires, more effort is needed to improve the physical environment in coffee shops. Female and younger customers showed higher perception of price benefits than others did. The perception of price benefits and pleasant space mainly varied by the location of coffee-drinking and frequency of visiting specially coffee shops. Further differences in positive emotion according to general characteristics and behaviors of having coffee also discussed.

• 한국융합학회논문지
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• 제10권11호
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• pp.283-288
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• 2019

본 연구는 제품정보가 넘치는 온라인 쇼핑에서 소비자의 불확실성 회피성향이 구매연기행동에 미치는 영향을 분석하고, 이 과정에서 실용적/쾌락적 소비가치가 조절효과를 갖는지 알아보았다. 20-30대 남녀 205명을 대상으로 고관여 탐색재인 노트북에 대해 6개의 가상브랜드 구매상황 시나리오를 제시하고 구매연기의도를 분석한 결과, 불확실성 회피성향이 높을수록 구매연기의도가 높고, 실용적 소비가치는 이들 간의 관계에서 조절효과를 갖는 것으로 나타났다. 하지만 쾌락적 소비가치는 불확실성 회피성향과 구매연기의도 사이에 조절효과가 없었다. 본 연구의 결과는 온라인 쇼핑과 같이 제품정보가 과부하되는 상황에서 소비자는 불확실성을 느낄수록 구매를 연기하려하므로, 제품에 관한 정보를 무조건 많이 제공할 것이 아니라 불확실성을 감소시킬 수 있는 정보제시 전략이 필요하며, 특히 실용적/쾌락적 소비가치의 차별적 효과를 고려하여 제품관련 정보를 구성해야 함을 시사해 준다.

• 한국융합학회논문지
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• 제13권1호
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• pp.201-213
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• 2022

본 연구는 타오바오 온라인 라이브 커머스 인플루언서의 속성이 타오바오 라이브 플랫폼 사용자의 구매 후 만족, 재구매 의도 및 플로우, 중독에 미치는 영향요인을 확인하고자 하였다. 연구자들은 선행연구를 통해 라이브 커머스 인플루언서 속성을 전문성, 매력, 상호작용성, 심미성의 4가지로 설정하고, 이러한 속성이 소비자의 재구매 의도와 플로우과 중독에 미치는 영향을 살펴보았다. 연구결과 라이브 커머스 인플루언서의 속성 중에서 전문성, 상호작용성, 심미성이 소비자 만족도에서의 실용적인 쇼핑 가치에 유의한 영향을 미치는 것으로 확인되었으며, 매력을 포함한 4가지 속성이 유희적 쇼핑 가치에 긍정적 영향을 끼친 것으로 보인다. 소비자 만족도에는 유희적 쇼핑 가치가 실용적인 쇼핑 가치 만족에 긍정적인 영향을 미쳤다. 또한 소비자의 구매 후 만족도가 재구매 의도 및 플로우에 영향을 미치는 것으로 나타났다. 플로우가 재구매 의도와 중독에 미치는 영향도 확인되었다. 본 연구를 통해 성장 추세에 있는 라이브 커머스 시장에서 인플루언서 마케팅을 활성화하고, 마케팅 전략을 세우는 데 기여할 기초자료를 제공하는 데 도움이 되기를 기대한다.

• 한국의류학회지
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• 제28권11호
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• pp.1482-1494
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• 2004

This study identified convergent validity and discriminant validity of measurement variables by factor analysis using Spss program and tested covariance measurement model including latent variables such as the website attributes (interactivity, search and visual information of website), shopping values(utilitarian and hedonic value) and attitude toward website by AMOS program. The data were collected from a sample of 271 internet shopper of university students(male: 82, female: 189). They visited the website for apparel shopping and, after searching a casual clothing which they wanted to buy, requested to answer the questionnaire. The results were as follows: Variables that reduce validity were deleted in the several steps of factor analysis and initial measurement model testing. Final measurement model was constructed by valid variables was accepted. This measurement model will be input for testing causal research model that can explain how attributes of the website influences on consumer attitude toward the website.

• 한국의류산업학회지
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• 제11권2호
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• pp.252-261
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• 2009

The purpose of this study was to investigate the influence of female university students' cosmetic purchase motivation on cosmetic attribute evaluation and brand repurchase intention. Questionnaires data of 202 female university students who had purchase experience of cosmetic product in recent 6 months through off-line were analyzed. The results are as follows. First, situational purchase motivation had a positive impact on extrinsic and economic attributes. Second, intrinsic purchase motivation had a positive impact on extrinsic, utilitarian, aesthetic, and economic attributes. Third, hedonic purchase motivation had a positive impact on extrinsic attribute. Fourth, aesthetic attribute had a positive influence on brand repurchase intention and extrinsic attribute had a negative effect on brand repurchase intention. Therefore, when cosmetic companies dealing with female university students' cosmetic product establish marketing strategies, they need to pay attention to aesthetic attribute evaluation and intrinsic purchase motivation to highten their brand loyalty.

• 한국의류산업학회지
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• 제18권1호
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• pp.15-26
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• 2016

Many brands are attempting to use consumers as a part of their marketing strategies, due to the fashion industry's sensitive response to consumers' reaction. In addition, due to the popularity of e-WOM(electronic Word-Of-Mouth), fashion brands are highly sensitive to their supporters' online reviews. Amid this background, the main objectives of this study are as follows: 1) to analyze the effect of online reviews' attributes and valences on forming an impression about a fashion brand; 2) to examine the online re-WOM(word-of-mouth) effect of online reviews by fashion brand supporters on brand attitude; and 3) to measure the moderating effect of fashion involvement in online re-WOM intention. In order to verify the research model and to test the proposed hypotheses, a 2 (utilitarian vs. hedonic review attributes) by 2 (positive vs. negative review valences) model is constructed and gathers 215 respondents. The results demonstrate that consumers form the highest reliable impression based on utilitarian and negative online reviews. However, there is no relationship between the types of online reviews and the formation of a favorable impression. Findings also reveal that the impression formed by online reviews has a positive effect on re-WOM intention, contributing to brand attitude. In addition, the hypothesis about the moderating effect produced by fashion involvement on re-WOM is supported. In conclusion, these results suggest that online reviews by fashion brand supporters have a powerful effect on forming a consumer's impression towards a fashion brand, affecting re-WOM intention and brand attitude.