• Management & Information Systems Review
• /
• v.32 no.2
• /
• pp.289-314
• /
• 2013

This study analyzed differences in the effects of communication with salesperson's on customer's emotional responses and store loyalty at customer contact focusing on the moderating effects of salesperson's attribute. This study recognized the need for expanding the results of the prior researches to widen the understanding of communication, emotional responses, and store loyalty. This study tried to, first, examine the effects of communication between customers and salespersons on emotional responses and store loyalty at customer contact; second, determine the effects of reliability and attractiveness, which are attributes of salespersons, as moderating variables; third, examine relative influences of verbal and nonverbal communication on emotional responses and store loyalty. The results mainly showed, first, that communication significantly affected emotional responses and also had significant effects on arousal as well as positive and negative emotion, contrary to prior researches; second, that emotional responses significantly affected store loyalty; third, there was no difference in influences on emotional responses between verbal and nonverbal communication; fourth, the effects of communication on emotional responses depended on attributes of salespersons, demonstrating interactive effects between communication and attributes of salespersons. This study intended to provide theoretical expansion over relations between variables including the dimension of communication beyond empirical reconfirmation of prior researches. In addition, a strategic scheme was presented to manage positive relations with customers at customer contact.

• Asia Marketing Journal
• /
• v.1 no.1
• /
• pp.2.1-2.38
• /
• 1998

본 연구에서는 소비자 만족 형성 과정에서 발현되는 소비자의 감정 반응의 역할에 대해 이론적 및 실증적으로 고찰하였다. 소비자 감정 반응에 관한 선행 연구의 고찰을 통해 소비자 만족 형성 과정에서 발현되는 소비자 감정 반응은 구매라는 사건을 중심으로 기분 상태와 소비 정서라는 주요한 범주로 구분할 수 있음을 발견하였다. 다음으로 감정과 인지의 관계를 설명하는 이론, 특히 정서의 인지적 평가 이론을 기초로 기존의 기대-불일치 모형에 의한 인지적 과정과 기분 상태→소비 정서의 감정적 과정을 결합하는 연구 모형을 수립하고 확인적 요인 분석과 구조 방정식 모형으로 실증 분석하였다. 실증 연구 결과 점포 내 기분 상태는 유쾌와 각성, 소비 정서는 긍정적 소비 정서와 부정적 소비 정서의 차원으로 구분되며, 기대가 소비자의 점포 내 기분 상태의 인지적 평가로, 불일치가 소비 정서의 인지적 평가로 간주될 수 있으며, 점포 내 기분 상태가 제품의 성과 판단과 소비 정서에 직접적으로 영향을 미친다는 사실이 밝혀졌다.

• Asia Marketing Journal
• /
• v.5 no.3
• /
• pp.60-79
• /
• 2003

본 연구는 묶음화 판매에 있어서 혼합선도 묶음화, 부가할인 묶음화, 성능 업그레이드 단서 제공 묶음화에 있어서 분할가격의 제시가 제품평가에 어떤 영향을 미치는가를 분석하였다. 이를 위해 첫째, 혼합선도 묶음화에 있어서 분할가격 제시가 효과적인가, 둘째, 부가할인 묶음화에 있어서 분할가격 제시가 효과적인가, 셋째, 혼합선도 부가할인 묶음화에 있어서 분할가격 제시가 효과적인가, 넷째, 분할가격의 대상의 수가 많을수록 제품평가에 긍정적인 영향을 미치는가, 다섯째, 성능 업그레이드 시 추가비용을 분할가격으로 제시하는 것이 제품평가에 긍정적인 영향을 미치는가, 여섯째, 성능 업그레이드의 구성요소의 수를 많게 하여 분할가격으로 제시하는 것이 제품평가에 긍정적인 영향을 미치는가에 관하여 분석하였다. 분석결과 혼합선도 묶음화, 부가할인 묶음화, 혼합선도 부가할인 묶음화에 있어서 모두 묶음화의 구성요소를 통합가격보다는 분할가격 단서로 제공하는 것이 제품평가에 긍정적인 영향을 미치는 것으로 나타났다. 또한 이 경우 모두에서 분할가격 대상의 구성요소의 수를 많게 하면 제품평가가 절하되는 것으로 나타났다. 성능 업그레이드 시 추가비용 단서도 분할가격으로 제시하는 것이 통합가격으로 제시하는 것보다 제품평가에 긍정적으로 영향을 미치는 것으로 나타났다. 그러나 성능 업그레이드의 수를 많이 제시하여 분할가격으로 제시하는 것은 제품평가에 부정적인 영향을 미치는 것으로 나타났다.

• Korea Petroleum Association Journal
• /
• no.12 s.178
• /
• pp.4-7
• /
• 1995

최근 정유사들이 콘서트ㆍ음악회 등 문화예술에 투자를 늘리는 것은 단순한 이윤의 사회환원 차원에서 한걸음 더 나아가 사회에의 공헌으로서 적극적인 기업의 사회봉사라는 측면에서 긍정적인 반응을 얻고 있다.

• Journal of Families and Better Life
• /
• v.31 no.1
• /
• pp.1-10
• /
• 2013

The purpose of this study was to examine the effects of teachers' responsiveness on teachers' strategies of problem behavior guidance. Teachers' responsiveness variables consisted of acceptance, sensitivity, consistency, warmth and teachers' strategies of problem behavior guidance variables consisted of positive proactive strategies, positive reactive strategies, negative reactive strategies. Subjects were 151 early childhood teachers in Seoul and Chungcheungnam-do. The collected data were analyzed using simple regression and hierarchical multiple regression. The main results of this study were as follows. Teachers' acceptance, sensitivity, consistency, warmth were positively related to teachers' positive proactive strategies and positive reactive strategies of problem behavior guidance. On the other hand, teachers' warmth was negatively related to teachers' negative reactive strategies. As results of examining relative effects of teachers' responsiveness on positive proactive strategies of problem behavior guidance, the influential variables were warmth and acceptance. The relative effects of teachers'responsiveness on positive reactive strategies of problem behavior guidance, the influential variables were sensitivity and acceptance. The relative effects of teachers' responsiveness on negative reactive strategies of problem behavior guidance, the only influential variable was warmth.

• Journal of Intelligence and Information Systems
• /
• v.20 no.1
• /
• pp.103-119
• /
• 2014

In this paper, we investigate intellectual reaction differences among market participants to various corporate information announcements and the main information prompting investors to trade. Our research is based on IPO companies listed on the KOSDAQ exchange from January 2000 to September 2012 and concentrates on three information disclosures - bonus issue, seasoned equity offer, and new investment in facilities announcements. We find that intellectual market participants react positively to bonus issues and seasoned equity offers, but negatively to new investment announcements. Market trading volume increases before the positive events and all cgroups actively buy shares during these periods. For the negative events, only institution participants show active selling. Overall, institutions act as momentum traders, and individuals and foreigners as contrarian traders. We also discuss the implications of this study.

• International Area Studies Review
• /
• v.13 no.1
• /
• pp.189-217
• /
• 2009

This study is to learn if and how company-consumer identification in regard of Chinese consumers influences the consumers' behavioral responses with their evaluation on Korean products. To be learned also is differential influences on company-consumer identification generated by two different factors of corporate image, which are corporate ability and corporate social responsibility, through Structural Equation Modeling. The results obtained by actual analysis are as follows. First, both corporate ability and corporate social responsibility turn out to be positively influential on company-consumer identification. Second, the company-consumer identification as to the Korean companies displayed by Chinese consumers induces positive influences on Korean products, which in turn induces positive influences on Chinese consumers' behavioral responses. These results suggest that in the future the Korean companies already settled in China not only need to enhance corporate ability but also have to give efforts on corporate social responsibility in order to improve their continuous and long-term relationship with Chinese consumers.

• Food preservation and processing industry
• /
• v.4 no.2
• /
• pp.2-7
• /
• 2005

신선편이 농산식품에 대한 소비자 조사에 대한 요약은 다음과 같다. 1. 과실 및 채소류의 구입 장소는 대형할인마트가 $60.5\%$로 가장 많으며 연령이 감소할수록 대형할인마트에서의 구입 빈도가 높았다. 2. 과실과 채소류의 구입 빈도는 전업주부 보다는 직장인의 구입 빈도가 높았다. 3. 신선편이 농산식품을 구입하게 된 동기는 조리시간 단축, 적정량 구입이 가장 많은 것으로 나타났으며, 구입하지 않은 이유로는 비싼 가격과 신선해 보이지 않기 때문으로 대답하였으나 향후 구입 의향에 대해서는 $68.1\%$가 긍정적인 반응을 나타내었다. 5. 신선편이 농산식품의 구입경험은 $62\%$로 식품소비층인 30-40대, 고학력일수록 더 많이 구입한 것을 알 수 있었다. 또한 구입경험이 있는 사람은 편리성, 신선함, 맛, 다양성 등의 긍정적인 반응을 보였으나 구입경험이 없는 사람은 익숙하지 않거나 비싸다고 생각하는 것으로 나타났다. 6. 신선편이 농산식품의 구매 형태는 필요한양만큼 절단된 형태를 선호 하였다. 7. 신선편이 농산식품의 적정가격 수준은 신선 과실 및 채소 가격의 $110-140\%$를 가장 많이 선택했다 8. 신선편이 농산식품의 구매 고려 품질요인으로는 신선함, 위생, 외관 등의 순 이였고 이들을 개선한다면 지속적으로 구매하겠다고 대답한 사람이 $87.7\%$로 조사되었다.

• Korean Journal of Childcare and Education
• /
• v.9 no.1
• /
• pp.175-200
• /
• 2013

This study focused on the relationships among teachers'playfulness, teachers'positive play beliefs, teaching efficacy on play and teacher's strategies of problem behavior guidance, and especially the mediating effects of teaching efficacy on children's play. Subjects were 151 early childhood teachers in Seoul and Chungcheungnam-do. The collected data were analyzed using simple regression, hierarchical multiple regression and the Sobel test. The main results of this study were as follows. First, teachers' playfulness and teachers'positive play beliefs had a positive influence on their proactive, positive reactive strategies of problem behaviors. On the other hand, teachers' positive play beliefs had a negative influence on their negative reactive strategies of problem behaviors. Second, teachers' playfulness and teachers'positive play beliefs had a positive influence on their teaching efficacy on play. Finally, the effects of teachers' playfulness on their proactive, positive reactive strategies of problem behaviors of preschoolers were totally mediated by their teaching efficacy on play.

• Journal of Korea Entertainment Industry Association
• /
• v.13 no.1
• /
• pp.35-46
• /
• 2019

In this study, we conducted an empirical analysis to examine the effects of corporate cultural marketing activities on customer satisfaction and customer citizenship behavior through positive emotion variables. For this study, we conducted a survey on customers who have experienced cultural marketing activities of companies. The results are as follows. First, among the four factors of culture marketing activities, 'sponsorship','synthesis','style', and other factors excluding 'sales' factors influenced positive emotion. Second, positive emotion have a positive effect on customer satisfaction with products and services. Third, positive emotion affect voluntary customer citizenship behavior. As a result, it can be seen that the marketing activities of companies practicing cultural activities, differentiation of products and services based on culture, and formation of corporate culture emphasizing culture lead to positive emotion of customer. In addition, positive emotion are likely to lead to customer satisfaction with products and services, and furthermore, in order to create common value, it is sometimes possible to lead to customer citizenship behavior that voluntarily perform the same role as the company's spokesperson have. Based on the results of this study, it is necessary for domestic stakeholder to engage in innovative perspectives and ongoing activities based on the essential concepts of cultural marketing to secure customer and build competitive advantage.