• Asia Marketing Journal
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• v.11 no.3
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• pp.31-56
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• 2009

As the competition intensifies and the market matures, marketers are more and more concerned with the relationship marketing. Many of the previous researches have pointed out that not all of the consumers are relationship-oriented. But none of the previous research has systematically investigated this issue. This research investigated the relationship among the three concepts: consumers' intrinsic characteristics, perceived importance of relational benefits, and relationship building intention with the salesperson. In this research the perceived importance of relational benefits is treated as mediating variable in the relationship between consumers' intrinsic characteristics and relationship building intention with the salesperson. The conceptual model in this study can be depicted as follows. From the consumers' perspective relational benefits can be defined as "the additional benefits consumers can receive in addition to core services through the long-term relationship with the service provider." And in this study two kinds of relational benefits are adopted by reviewing the previous research: confidence benefits and social benefits. Relational benefit received from the salesperson is very important to predict consumers' relationship building intention with the salesperson. The more relational benefits consumer wants from the salesperson, the more relationship building intention he/she has. From this point two hypotheses are derived as follows. Hypothesis 1: As the perceived importance of confidence benefit from the salesperson increases, the relationship building intention with the salesperson increases. Hypothesis 2: As the perceived importance of social benefit from the salesperson increases, the relationship building intention with the salesperson increases. In this study four individual characteristics(risk taking tendency, variety-seeking tendency, product knowledge, trust orientation) are hypothesized to influence the perceived importance of confidence benefits from the salesperson. And three individual characteristics(interpersonal orientation, price consciousness, trust orientation) are hypothesized to influence the perceived importance of social benefits from the salesperson. These 7 hypotheses are as follows. Hypothesis 3: As the risk taking tendency increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 4: As the variety-seeking tendency increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 5: As the product knowledge increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 6: As the trust orientation increases, the perceived importance of confidence benefits from the salesperson increases. Hypothesis 7: As the interpersonal orientation increases, the perceived importance of social benefits from the salesperson increases. Hypothesis 8: As the price consciousness increases, the perceived importance of social benefits from the salesperson decreases. Hypothesis 9: As the trust orientation increases, the perceived importance of social benefits from the salesperson increases. The whole model in this study can be depicted as follows: Data were collected from the 396 consumers who actually trade stocks through the salesperson and were analyzed using structural equation model. The analysis results show that consumers' perceived importance of relational benefits(confidence benefit and social benefit) play the roles of mediating variables in the causal relationship between consumers' inherent characteristics and their relationship building intention with the salesperson. As for the individual characteristics, the influences of variety-seeking tendency, trust orientation, and price consciousness are statistically significant. It was found that variety-seeking tendency has a significant negative effect on the perceived importance of confidence benefit, and that trust orientation has a significant positive effect on the perceived importance of both of confidence and social benefit. Finally it was also found that, on the contrary to the influence direction suggested in the hypothesis, price consciousness has a significant positive effect on the perceived importance of social benefit.

• The Journal of the Korea Contents Association
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• v.10 no.2
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• pp.231-240
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• 2010

The major purpose of this study is to examine how the perfectionism of dance majors affect self-efficacy and performance satisfaction. The sampling of this study was done in 2009, by using purposive sampling method with the subjects who are currently the students of an arts high school and dance majors of a college in Daejeon and Chungcheongnam-do. Specifically, by dividing the district in Chungnam and Daejeon, one arts high school and one college were selected from each district, and 75 dance majors from 4 schools respectively, total 300 students were examined for the study. Among these 300 students, the number of students' questionnaires used in the final analysis is 274, excluding the questionnaires containing inadequate answers. The adequacy of the questionnaire was verified by factor analysis, and the reliability of the questionnaire by reliability analysis. In the matter of reliability, Cronbach's ${\alpha}$ turned up to be over .602. In this study, factor analysis, reliability analysis, regression analysis, and course analysis were done by using SPSS16.0. With the above research method and results, I could come to a conclusion as following. Above all, perfectionism affects the subordinate variable of self-efficacy, the self-control efficacy. That is, with the higher self-oriented perfectionism and the other-oriented perfectionism, self-efficacy increases more as well. Secondly, perfectionism affects performance satisfaction. In other words, the higher self-oriented perfectionism, the higher performance satisfaction. Thirdly, self-efficacy affects performance satisfaction. That is, higher self-control efficacy makes the performance satisfaction higher. Lastly, perfectionism affects self-efficacy and performance satisfaction either directly or indirectly. Now it is obvious that self-efficacy is the variable that intermediate performance satisfaction.

• Journal of the Korea Society of Computer and Information
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• v.27 no.1
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• pp.149-156
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• 2022

This research focuses on women in their 20s and 30s who have experience in consuming beauty products in the live broadcast of beauty products in China to find out the effects of consumers' consumption propensity on beauty product selection attributes. The data analysis is performed from April 29 to May 25, 2021 by using SPSSWIN 21.0 program for frequency analysis, factor analysis, reliability appraisal, technical statistical analysis, correlation analysis and multiple regression analysis. And the results of the study are as follows: According to the survey, the general characteristics are 20~25 years old, university, and the consumer price is between 500,000 and 1 million won. In terms of consumption propensity that the intrinsic pursuit of consumption, the impulsive consumption, the external pursuit of consumption were on a high average score which was 3.76, 3.63, 3.56 respectively, and in terms of the selection attributes of beauty products that the product intrinsic attributes, and the external attributes of products were on a high average score which was 3.91, 3.69 respectively. The external/internal attributes of beauty product selection attributes are all related to consumption propensity. According to the survey, the external pursuit of consumption, internal pursuit of consumption, and impulsive consumption of the propensity to consume all have a meaningful influence on the external/internal attributes of products. This result proves that the consumption tendency of beauty live broadcast consumers has a huge impact on the selection attributes of beauty products. In this regard, according to the consumption tendencies of Chinese women, the necessity of differentiated live-streaming marketing strategies for beauty products based on the characteristics of beauty product brands, categories, and designs has been proposed.

• Korean Journal of Human Ecology
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• v.17 no.4
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• pp.693-705
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• 2008

본 연구는 인터넷 사용동기에 근거한 온라인 시장을 세분화하고자 하였다. 표본은 미국 남서부지역의 대학생으로 총 219명의 Y세대 소비자로 구성되었다. 자료분석을 위해 군집분석(Cluster Analysis)과 분산분석(ANOVA)을 사용하였다. 군집분석결과, 온라인소비자는 3개의 세분시장 즉, "쾌락적 소비자", "실용적 소비자", "비능동적 소비자" 집단으로 분류되었다. 개인적 특성 중, 성별과 연령에 따라 세 집단별 유의한 차이가 없었으나, 능동적 소비자 집단 (쾌락적소비자, 실용적 소비자)이 비능동적 소비자 집단보다 인터넷 사용시간과 온라인쇼핑에 드는 비용을 더 많이 소비하는 것으로 나타났다. 온라인구매성향에 있어서, 전반적으로 충동구매성향이 낮지만, 세 집단별 통계적으로 유의한 차이를 보여, 쾌락적 소비자가 가장 높았고, 다음은 실용적 소비자, 비능동적 소비자 순이었다. 계획구매성향은 전반적으로 높았으며, 쾌락적 소비자와 실용적 소비자 두 집단이 비능동적 소비자보다 계획구매성향이 더 높게 나타났다. 또한, 온라인구매의도는 실용적소비자가 가장 높았으며, 다음은 쾌락적 소비자, 비능동적 소비자 순이었다. 구체적으로 상품군별 구매의도차이를 검증한결과, 실용적소비자는 "책 또는 잡지", "액세서리와 보석"에 대한 온라인 구매의도가 가장 높은 반면, 쾌락적 소비자는 "여행티켓 또는 예약", "오락 및 여가상품"에 대한 온라인 구매의도가 가장 높은 경향을 보였다. 따라서, Y세대 소비자를 위한 온라인 시장세분화에 따른 차별화된 마케팅 전략이 논의되었다.

• Journal of the Korean Geographical Society
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• v.7
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• pp.40-52
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• 1972

이 글에서는 다음의 내용을 다루었다. 1. 연구목적과 가설, 연구방법과 조사지역 2. 소비자의 유동성향, (1) 상품과 가격, (2) 시장거리, (3) 성향분석

• Journal of the Korea Academia-Industrial cooperation Society
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• v.12 no.11
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• pp.4819-4825
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• 2011

This study tried to find out whether character patterns of elderly people are related to stress resistance using brain waves, personal physiological index of cranial nerves. The data were gathered by 1,108 seniors(age 65 and over) who were requested to check brain waves from September, 2007 to December, 2010 in Korean Institute for Research of Psychiatry. 552 of the subject showed the propensity to positive behavior, 556 of them showed the propensity to negative behavior. 735 of the subject showed the propensity to cheerful emotion, 373 of them showed the propensity to depressed emotion. As a result the propensity of emotion was significantly related to the stress resistance, but not the propensity of behavior. In other words, the propensity to cheerful emotion showed higher average stress resistance index than the propensity to depressed emotion. So the person who has the propensity to cheerful emotion can cope with stress better. This study shows the propensity to emotion is related to stress resistance. The influence of the propensity to emotion and how it works should to be studied.

• Journal of Korean Home Economics Education Association
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• v.20 no.1
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• pp.101-116
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• 2008

Most who were polled stated that they use the internet everyday. Also, it is undeniable that Internet has become one of the popular shopping markets with the spatial-convenience and time-saving it provides. With the growth of Internet and Internet shopping malls, effects on clothing purchasing of adolescents. The purpose of this study was to investigate the clothing shopping orientation and Internet clothing purchasing type of high school students. Subjects were 685(male 354, female 331) high school students located in Jeollabukdo province. In this statistical analysis, SPSS 11.5 for Windows Program. These data were analyzed by factor analysis, $x^2$ test, t-test, One-way Anova, Duncan' multiple range, Pearson's correlation coefficient. The results of this study were as follows. Six dimensions of clothing shopping orientation were derived by factor analysis: fashion hedonic shopping brand ostentation time convenience economic esthetics orientation. The clothing purchasing type in Internet had 3 factors(convenience active impulse buying economic pursuit). The groups were significantly different in regard to clothing shopping orientation, clothing purchasing type in Internet shopping mall according to demographic variables(gender, educational background of parents, a school record). Clothing shopping orientation variables had positive correlations except of hedonic shopping economic orientation with clothing purchasing type in Internet. As a conclusion, high school students' shopping orientation and purchasing type of apparel in Internet shopping mall constituted important characteristics which could affect directly Internet purchase behavior of adolescents. These results should be fundamental information for clothing and textile education in secondary school.

• Proceedings of the KAIS Fall Conference
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• 2009.12a
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• pp.719-722
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• 2009

방송 산업은 IT 기반의 통신, 디지털 기술 등과의 융합을 통해 급격한 발전을 이루고 있다. 그러나, 하드웨어적인 기술적 분야의 발전과는 달리 방송 프로그램의 특징에 따라 원활한 진행을 유도하고 있는 방송 진행자의 역할은 거의 변화가 없는 부분이다. 즉, 방송 프로그램의 성향에 따라 시청자의 관심을 유도할 수 있는 능력을 보유하고 있는 것이 방송 진행자의 자질이다. 따라서, 본 논문에서는 방송 진행자들이 방송 프로그램의 성향에 따라 표현하는 음성적 정보의 특징을 추출하고 이를 기반으로 상호간에 비교, 분석을 통해 방송 프로그램에 따른 진행자의 음성적 특징을 분석하였다. 이를 통해 방송 프로그램과 진행자의 음성간에 상호 유의적 연관성을 분석하고 방송 프로그램의 성공 여부를 판단할 수 있는 진행자의 음성 정보 특징을 도출하였다.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2016.10a
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• pp.514-516
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• 2016

사람은 개인마다 선호색이 다르다. 때문에 색채를 통해서 개인의 성향을 분석하기도 한다. 일반적으로 난색은 밝고 따뜻한 색으로 활기와 적극성을 띄며 한색은 차갑고 냉정함, 차분함 등과 같은 의미를 지닌다. 이러한 색채가 가지는 의미는 개인의 환경, 성향, 성별, 연령 등에 따라 다르게 나타난다. 색채 선호는 일반적으로 개인이 색채에 대해 좋아하는 정도를 의미하는 것으로 개인의 성향이나 상황, 경험 등에 의해 형성된 지극히 개인적인 색을 말한다. 본 논문에서는 색채 선호를 분석하는 심리 검사 CRR와 Flood Fill 알고리즘을 적용하여 그림에 색채를 채워서 주조색과, 보조색을 각각 Decision Tree에 적용한다. Decision Tree의 결과를 기반으로 데이터베이스와 연동하여 개인의 심리 상태를 분석할 수 있는 방법을 제안한다.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.162-177
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• 2017

This study explores how the media covered the new media agenda in the process of the diffusion of new media and what the press's attitude about new media policy is according to the relationship between the press and the government based on the political tendency. For this, this study conducted network analysis. The agreement of political tendency between the press and the government is important variable to decide the attitude of the press about the new media policy. Under the conservative government, the conservative press supported the new media policy, however the opposite opposed it Even if opinion page can take an important role in the process of public opinion, the tone pf editorial page on the new media policy differs from its political tendency. It costs tremendous investment in introducing new media, journalists have judge.