• Title/Summary/Keyword: 브랜드 웹사이트

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The Research on Impact of the Website User Experiences about Affective Brand Loyalty (감정적 브랜드 충성도가 웹사이트 사용자경험에 미치는 영향에 관한 연구 - 중국에서 판매되고 있는 자동차 브랜드 사이트를 중심으로-)

  • Liu, Yuanchen;Kim, Se-hwa
    • Proceedings of the Korea Contents Association Conference
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    • 2009.05a
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    • pp.938-942
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    • 2009
  • 브랜드 이미지가 마케팅에 미치는 영향이 커지면서 기업은 브랜드 가치 형성을 위해 온/오프라인 PR활동과 함께 브랜드 웹사이트를 적극적으로 활용하고 있다. 또한 학계와 관련 업계에서는 소비자들의 웹사이트의 이용 경험이 브랜드이미지 형성에 미치는 영향에 대하여 많은 연구를 진행해 왔다. 그러나 이와 반대로 웹사이트의 평가에 있어서 선 경험된 브랜드 이미지가 사이트의 평가에 영향을 미칠 수 있음에 대해서는 거의 연구되지 않았다. 본 연구에서는 브랜드 인지도와 브랜드 이미지를 통해 형성되는 브랜드 충성도-특히, 감정적 브랜드 충성도(Affective brand loyalty)-가 웹사이트의 사용자 경험에 있어서 디자인과 인터랙션디자인에 대한 감정적 평가에 미치는 영향에 대해 조사하였다. 이를 위하여 중국의 대학생, 대학원생 70인을 대상으로 중국에서 판매되고 있는 자동차 브랜드 8개를 선정하여 브랜드 충성도와 웹사이트의 사용자경험 평가에 대한 상관관계를 조사하였다.

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병원 웹사이트의 eCRM 구성요인이 병원 브랜드의 경험적 가치와 브랜드 충성도 및 재 방문 의도에 미치는 영향에 관한 연구

  • Yun, Jong-Hun;Kim, Yong-Min;Yang, Yong-Won
    • 한국경영정보학회:학술대회논문집
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    • 2007.06a
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    • pp.154-159
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    • 2007
  • 본 연구는 병원 웹사이트의 eCRM 구성요인을 기존 문헌 연구를 통해 새롭게 재해석하고 설문조사를 통해 새로운 요인을 발굴하고 또 이를 적용하였다. 특히 eCRM 구성요인을 웹사이트 디자인 요인, 정보제공 요인, 커뮤니티 요인, 보안 요인의 4가지 요인으로 세분화하여 병원 웹사이트에 적합한 구체적이고 실질적인 eCRM 구성요인을 제시하였고, 이렇게 정립된 eCRM 구성요인들이 병원 브랜드의 경험적 가치와 브랜드의 충성도에 어떤 영향을 미치는 지를 조사 분석하였다. 또한 경험적 가치와 충성도 사이에 미치는 영향에 대해서도 조사 분석하였으며 마지막으로 경험적 가치와 충성도가 재 방문 의도에 미치는 영향에 대해서도 연구하였다. 따라서 본 연구는 병원 웹사이트 운영자에게 실질적이고 구체적인 eCRM을 구축함으로써 경쟁력 있는 병원 웹사이트로 거듭나는데 있어 도움을 주고자 한다.

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Analyzing the Brand Values of Online Shopping Website in China - Focused on Taobao and Jingdong - (중국 온라인 쇼핑 웹사이트에 대한 브랜드 가치 분석 - 타오바오(淘宝)와 진동(京东) 중심으로 -)

  • Cui, Yu;Kim, Jong Moo
    • Journal of Digital Convergence
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    • v.16 no.1
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    • pp.293-303
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    • 2018
  • This paper aimed to research the brand personality, brand equity, and brand value of Taobao and Jindong (JD) as well as the difference between the two brands. Chinese consumers receive the questionnaire survey in groups. A total of 321 questionnaires were distributed, of which, 162 for Taobao and 159 for JD. The findings, first, determine the brand personalities of Taobao(sincerity, sophistication, competence and excitement) and JD(competence, sophistication, and excitement). Second, find the influential relationship between brand personality and brand equity. For Taobao, the sincerity of personality has a positive impact on brand loyalty, image and perceived quality. The competence impact on brand loyalty, awareness, and image. The sophistication impact on brand image and perceived quality. Competence and sophistication of the JD personality impact on the brand equity. Excitement of JD impact on the perceived quality. Third, the brand loyalty and perceived quality of Taobao have a positive influence on the brand value; and brand loyalty, image, and perceived quality of JD have a positive influence on the brand value. In the future research, the findings of the research provide a theory basis for the brand management, and can take more consideration into the relations among other variables in the context of online shopping environment.

Development of the Emotional Scale Map and Comparison of Emotional Scale between Fashion Brand Image and Brand Website Coloration Image (감성 척도 맵 개발 및 패션 브랜드의 감성이미지 비교 연구 - 브랜드 이미지와 브랜드 웹사이트 배색 이미지를 중심으로 -)

  • Yu, Ji-Hun
    • The Research Journal of the Costume Culture
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    • v.18 no.2
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    • pp.348-370
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    • 2010
  • The purpose of this study was to propose some plan which could satisfy consumer's expectation emotional needs by comparing emotional scale between fashion brand image and brand website coloration image. For this study, 12 brand websites within four fashion zone, men's clothing, women's clothing, casual wear, and sports wear were chosen. The questionnaires were comprised of 27 emotional adjectives which were selected from previous studies. The questionnaires were distributed to university students and office workers for 3 to 17 on September. Among them, 118 questionnaires were analyzed by SPSS tool. The qualitative analysis for emotional adjective sorting, content analysis for website color chip sorting, and quantitative analysis for consumers were used in this study. Some differences exist between brand image and website coloration band image as the result. As the numbers of internet user became larger, the costumer's emotional image which gives maximum satisfaction is getting more important in fashion brand website. Therefore, fashion website managers should satisfy consumers with functional and emotional needs.

Study of Integrated Brand Communication in Clean Beauty Cosmetics (클린뷰티 화장품에 나타난 통합 브랜드 커뮤니케이션 연구)

  • Lee, Young-Hwa
    • Journal of the Korea Convergence Society
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    • v.12 no.4
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    • pp.161-169
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    • 2021
  • 'Clean beauty' attracts attention with an increasing interest in cosmetics without harmful ingredients as people wear masks in the age of COVID-19. Thus, this study selected and analyzed clean beauty cosmetic brands circulated in Korea on/offline in 2020. This study extracted 36 clean beauty brands and selected 20 suitable brands through an experts' analysis. For an analysis of clean beauty cosmetic brand communication, components: naming, logo, color, package, and website were drawn to conduct a survey. Preferred were the words they come up with when they think of nature or health for naming; wordmarks in a simple form for logo; greenish or yellowish for color; the simple form aligned center on the container body for package; and the images of plants, animals, and humans for website. To sum up the components, utilizing natural, clean, and light images harmoniously, acted as a factor for preferring the clean beauty cosmetic brands.

The Effect of e-servicescape on Website Trust and Repurchase Intention (e-서비스스케이프가 웹사이트 신뢰 및 재구매의도에 미치는 영향)

  • Shin, Jin-Hee;Jeong, Yong-Gil
    • The Journal of the Korea Contents Association
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    • v.21 no.3
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    • pp.490-504
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    • 2021
  • The online market is gradually increasing due to the increase in single-person households, the development of information and communication technologies, the emergence of various new products, and price comparison competition. Companies need differentiation strategies to adapt to changes in the online environment and secure a competitive edge. In this environment, the objective is to consider the importance of consumer perception of websites in order to generate continuous growth and revenue in the online market as well as to differentiate them from competitors using an online service environment that can affect consumers' internal responses. In this study, we present aesthetic, functional, privacy, and interaction factors as components of e-servicescape to study the impact of e-servicescape on website trust, brand attitude, and repurchase intention. In the data analysis, 485 ordinary people with online shopping experience were surveyed. The questionnaire was based on a 7-point Likert scale for each question and statistical analysis was conducted using SPSS 24.0 and AMOS 25.0. The analysis shows that in e-servicescapes aesthetic and privacy factors influence website trust and brand attitudes and consequently affect repurchase intention.

The Trends in dating styles in their 20s through the website (웹사이트로 알아보는 20대의 연애유형 트렌드)

  • Kim, Sung Jin;Choi, Jun Won;Lee, Seung Woo;Oh, Seung Hwan;Kim, Young Hun;Kim, Min Hyuk;Kim, Jin Hwi
    • Proceedings of the Korean Society of Computer Information Conference
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    • 2022.07a
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    • pp.271-274
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    • 2022
  • 몇 년 전부터 유행하고 있는 성격 유형 검사는 여전히 MZ세대들 사이에서 인기를 끌고 있다. 본래는 학교나 군대에서 성격 유형과 적성 파악을 위해 활용하던 검사였지만, 과학적 근거가 있으면서도 자신의 성격 유형을 쉽게 확인할 수 있어 하나의 문화로 자리 잡았다. 이에 마케팅 시장에서는 유형 검사를 활용하여 브랜드·제품 홍보에도 쓰이고 있다. 본 논문에서는 연애와 관련된 유형 검사 사이트를 구현하고 참여한 사용자들이 입력한 정보와 선택한 설문, 결과를 바탕으로 전체 사용자, 남녀로 구분 지어 유형별 선호하는 데이트 스타일을 분석하고자 한다. 유형별에 맞는 데이트 장소를 추천하는 시스템을 개발하고, 이러한 시스템을 통해 데이트 장소를 정할 때 사용자들의 편의성을 도모하고 분석한 내용이 마케팅 시장의 브랜드·제품 홍보와 이벤트에 유용하게 사용될 것으로 기대된다.

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Information Components of Social Commerce Websites -Focusing on Product, Price, Service, and Seller Information- (소셜커머스 웹사이트의 정보구성요소 -상품, 가격, 서비스, 판매원 정보를 중심으로-)

  • Park, Minjung
    • The Journal of the Korea Contents Association
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    • v.13 no.9
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    • pp.369-381
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    • 2013
  • The purpose of the study was to divide social commerce websites' information into components of product, price, service, and seller information, and to systematically analyze each component of information. A content analysis was used as a research methodology, and 100 webpages from social commerce websites were analyzed. As results, the social commerce websites provided basic information (front view, fabric contents, country of origin, care, color, size) for product information and emphasized price information, including discount rates, sales dues, product quantity, and the amount of products sold. They basically provided expected delivery date, delivery company, Q&A, and return/refund service for service information. In addition, they basically presented brand logo and brand name but need to add information about brand concepts, history and volume as seller information. This study suggested diverse theoretical and practical implications of social commerce information.

Proposal of an Internet Service Providing Information for Consumers to Find the Best Way to Purchase Bottled Water (생수 구매자를 위한 최적의 정보제공 인터넷 서비스 제안)

  • Minyoung Kim;Junho Ryu;Bomin Kim;Hyeonjin Jeong;Jongwook Jang
    • The Journal of the Convergence on Culture Technology
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    • v.9 no.3
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    • pp.851-859
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    • 2023
  • This paper proposes a web service that provides consumers with necessary information to make rational purchases of bottled water. The web service or dedicated mobile application introduced in this paper offers brand-specific manufacturer information and bottled water brand information produced by manufacturers. In addition, detailed information about the manufacturer such as location, environmental quality grade of the Ministry of Environment, and brand/capacity-specific prices are provided to consumers who use the proposed service in this paper. By utilizing the proposed service in this paper, users can receive guidance on how to make rational purchases of the bottled water they need, enabling them to consume economically and healthily.

The Influence of Interactivity, Contents and Community on the Stickiness and Loyalty of the Web Brand (웹의 상호작용성, 컨텐츠, 커뮤니티가 웹 브랜드 흡입력과 충성도에 미치는 영향)

  • Park, Yeung-Bong;Choi, Dong-Gung
    • Journal of Global Scholars of Marketing Science
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    • v.8
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    • pp.139-164
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    • 2001
  • This study suggests several concepts on the brand role, brand loyalty, and stickiness on the web, and investigates the relationship between the stickiness/loyalty of the web brands and general characteristics of the web(interactivity, contents and community). This study also examines whether the web stickiness acts as mediating variable. As the result, the interactivity, contents, and community has positive effects on the web stickiness. This results shows that these are very important factors for valuable navigation activities and continuous and more frequent visits giving closer communication and rich contents to users. And the stickiness plays a role as mediating variable between this relationship, this is that interactivity, contents and community can be shift to the loyalty of the web-brand through this stickiness. This study suggests several effects on theoretical and practical area, and offers important theoretical backgrounds for the study of web stickiness.

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