• Title/Summary/Keyword: 지각차이

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Petrology and Geochemistry of Jurassic Daejeon and Nonsan Granitoids in the Ogcheon Fold Belt, Korea (옥천(沃川) 변성대(變成帶)에 분포하는 쥬라기(紀) 대전(大田) 및 논산(論山) 화강암류(花崗岩類)의 암석지화학적(岩石地化學的) 연구(硏究))

  • Hong, Young Kook
    • Economic and Environmental Geology
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    • v.17 no.3
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    • pp.179-195
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    • 1984
  • The Jurassic Daejeon and Nonsan granitoids are "S-type" syntectonic calc-alkaline two-mica monzogranite and granodiorite, respectively. With evidences of high CaO, $Al_2O_3$, LIL/HFS elements, total REE, (Ce/Yb)N and initial ($^{87}Sr/^{88}Sr$) ratio, and no significant Eu anomaly, the primary magmas for the Daejeon and Nonsan granitic rocks are derived from partial melting of the Precambrian granulite (e.g. grey gneisses). But those Jurassic granitoids crystallised from different chemical characteristics of parental magmas which is mainly due to varying degree of partial melting of the granulite (crustal anatexis). The absence of significant anomalous Eu($Eu/Eu^*=O.82{\sim}1.00$) in the Daejeon and Nonsan granitoids could indicate that feldspars, mainly plagioclase, did not separate from the magmas. The parental hydrous magmas could not rise appreciably above their source region before crystallisation. The Jurassic granitoids may be resulted by closing-collision situation and belong to the Hercynotype (Pitcher 1979) such as compressive ductile regime of an intracontinental orogen.

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A Study on Preschool Teachers' Dental Health Recognition and Behaviors about Preschoolchildren Dental Health Care (어린이집 교사의 구강보건실태와 유아구강보건관리에 대한 인식)

  • Lee, Hyang-Nim;Shim, Hyung-Sun
    • Journal of dental hygiene science
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    • v.8 no.4
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    • pp.283-289
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    • 2008
  • This study was performed to obtain data about dental health to develop childrens' dental health education program. This research surved from from 22 July 2008 to 11 August 2008 and questionaire given to 140 teacher from Gwangsan-gu and Buk-gu and Dong-gu in Gwangju city. Collected data were analyzed with SPSS 12.0 program. The results of this study were as follows: 1. The dental health condition which teacher is recognizing is most with the facility 52.9% which is healthy, one day toothbrush qualitative number of times 3 times 67.1% and the dental floss qualitative number of times is 49.3%. Uses most the oral hygiene device which plentifully is 51.4% with the dental gargle solution, the dental problem which is knowing dental caries with 45.7% to be highest, perception dental sensitivity was 30.7%. 2. Periodical dental prosecuting says that 93.6% is executing, also the case which a dental inspection result in the parents notifies was 78.6%, after notifying treat, the case which confirms was 60.7%. The case which is the toothbrush qualitative time which is systematic was 95.0%, about dental healthily and food the case which executes an education was 93.6%. 3. About educational background by infantile dental health care of teacher with recognition currently the effectiveness of dental health care is higher from below junior college graduating (p < 0.05). dental hygienic relation experience event participation intention (p < 0.01) comes from the above of university graduation from infantile dental health care from important degree of teacher role was higher the junior college graduation group (p < 0.05). 4. Recognition there was not a difference which is beneficial with an educational background by about career by infantile dental health care of teacher. For the buccal cavity hygiene management of the infants thinks with the fact that also the development of the curricular material and the educational program and teacher buccal cavity hygiene education will be necessary.

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A Study on Job Stress and Job Satisfaction of Dental Hygienists Working in Dental Clinics (치과의원에 근무하는 치과위생사의 직무 스트레스와 직무만족에 관한 연구)

  • Jung, Jung-Ock;Song, Kwui-Sook
    • Journal of dental hygiene science
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    • v.8 no.4
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    • pp.305-312
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    • 2008
  • This study was attempted to look into relation between job stress and job satisfaction perceived by clinical dental hygienists and the influencing factors for providing fundamental data to increase their job satisfaction. For this, mailed correspondence examination was conducted with questionnaire for dental hygienists who are engaged in dental hygiene duties at dental clinics in Seoul between June 19 and July 24, 2008. Total 180 questionnaires were distributed, and among these, 156 questionnaires were included in analysis except for 24 questionnaires having incomplete answers. The findings of this study are as follows: 1. The total mean of dental hygienists' job stress was found to be 3.46 points out of 5 points, and that of their job satisfaction to be 2.99. 2. For relation between general characteristics and job stress of dental hygienists, significant difference was found just in the motive to select dental hygienist (p < 0.001) and the expected period of engagement in dental hygienist duties (p < 0.05). 3. For relation between general characteristics and job satisfaction of dental hygienists, significant difference was found just in job experience(p < 0.05), current position (p < 0.05), average salary (p < 0.001), and the expected period of engagement in dental hygienist duties (p < 0.01). 4. For correlation between job stress and job satisfaction, negative correlation was shown generally (r=-0.222), such that the more was job stress, the less was job satisfaction. 5. As a result of multiple regression analysis to look into the job stress factors influencing dental hygienists' job satisfaction, it was found that the factors of excessive workload(p < 0.05) and improper treatment(p < 0.01) most influenced job satisfaction, and the descriptive power on the job stress factors influencing their job satisfaction was found to be 24.1%.

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The Effect of Subject Well-being on the Consumer's Pricing of Alternatives (주관적 행복이 대안에 대한 소비자의 가격 책정에 미치는 영향)

  • Kim, Moon-Seop;Choi, Jong-An
    • Journal of Distribution Science
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    • v.10 no.4
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    • pp.29-36
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    • 2012
  • Research on subjective well-being (SWB) has flourished in recent years. As SWB determines cognitive and motivational processes, including social comparison and cognitive dissonance, it determines how consumers make decisions, including the comparison and evaluation of alternatives. Considering that the comparison and evaluation of alternatives is related to social comparison and cognitive dissonance, the influence of SWB on the comparison and evaluation of alternatives needs to be investigated. This research aims to examine the effect of SWB on the comparison and evaluation of alternatives, especially when people acquire additional information about their chosen or non-chosen alternatives, leading to a change of absolute/relative value of alternatives. The reasonable price of an alternative as evaluated by individuals is used as a measure reflecting the perceived value of an alternative. Putting all of this together, the current study intended to investigate the influence of absolute and relative value on the reasonable price of an alternative depending on SWB. Participants were randomly assigned to one of two experiment groups (deterioration of non-chosen alternative vs. improvement of non-chosen alternative). After reading consumer report ratings of alternatives shown on monitor screens, participants chose one of the alternatives, followed by the change of the consumer report ratings (deterioration of non-chosen alternative vs. improvement of non-chosen alternative). Participants evaluated the reasonable price of their chosen alternative based on the provided price of the non-chosen alternative. Two weeks after the experiment, they were asked to answer survey questionnaire on SWB measures. A regression was performed on the reasonable price with experiment groups, mean-centered SWB, and their interaction. There was a significant simple effect of groups and SWB. More importantly, these effects were qualified by the predicted interaction of groups and SWB. To interpret this interaction further, simple slope tests were performed on the price when SWB was centered at one standard deviation above (i.e., happy people) and below (i.e., unhappy people) the mean. As predicted, happy people rated the reasonable price of the chosen alternative higher in the improvement of non-chosen alternative group than in the deterioration of non-chosen alternative group. Conversely, unhappy people showed no price difference between groups. These results show that happy people pay attention to the absolute value of the alternative, whereas unhappy people give more weight to the relative value as well as to the absolute value of a chosen alternative, indicating that unhappy people are more sensitive to the negative information of a non-chosen alternative compared to happy people. The present research expanded the existing research stream on SWB by showing the influence of SWB on the consumers' evaluation of alternatives. Furthermore, this study adds to previous research on SWB and social comparison by suggesting that unhappy people tend to be more sensitive to negative social comparison information of alternatives even when a target of social comparison is not explicitly present. Moreover, these results yield some managerial implications on how to provide product information based on SWB in order to make products more attractive among the alternatives available to consumers.

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Diffusion equation model for geomorphic dating (지형연대 측정을 위한 디퓨젼 공식 모델)

  • Lee, Min Boo
    • Journal of the Korean Geographical Society
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    • v.28 no.4
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    • pp.285-297
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    • 1993
  • For the application of the diffusion equation, slope height and maximum slope angle are calculated from the plotted slope profile. Using denudation rate as a solution for the diffusion equation, an apparent age index can be calculated, which is the total amount of denudation through total time. Plots of slope angle versus slope height and apparent age index versus slope height are useful for determining relative or absolute ages and denudation rates. Mathematical simulation plots of slope angle versus slope height can generate equal denudation-rate lines for a given age. Mathematical simulations of slope angle versus age for a given slope height, for equal denudation-rate at a particular profile site, and for comparing to other sites having controlled ages.

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A Comparative Study of Diverging Citation Patterns in the Disciplines of Physics and Sociology in Korea Differential Preferences according to Employment Status and Ph. D. Diploma Area (한국의 물리학과 사회학의 인용패턴 비교연구 - 전임 여부와 박사학위 취득지역을 중심으로)

  • Kang Min-Gu
    • Journal of Science and Technology Studies
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    • v.4 no.2 s.8
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    • pp.67-101
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    • 2004
  • Although the study of citation patterns is an important theme within the sociology of science, due to the fact that it is intimately related to the production, reproduction, and evaluation of knowledge, only sustained theoretical research outlining the differences of citation patterns between the hard and soft sciences has been conducted, and empirical studies nevertheless remain few and far between. The perspectives of institutionalism and constructivism have to attempted to explain different citation patterns between the hard and soft sciences as a contrast between 'what one says' and 'who one is'. Therefore, against this background this study examines the 'theoretical' controversy empirically by comparing the contrasting citation patterns of physics, as a representative of hard science, and sociology, as a representative of soft science. The results, in brief, are as follows: the citaton patterns in physics, as in sociology, vary according to the author's status within the hierarchical employment structure, i. e. whether s/he is a full-time lecturer or not, but diversity of citation patterns according to Ph. D. diploma area is unique to sociology. These results would suggest that the explanation of constructivism is more relevant in explaining variance according to the author's status in the employment hierarchy, but the approach of institutionalism is more appropriate to understanding variance due to Ph. D. diploma area. Furthermore, this implies the complex diversity of the citation patterns between the hard and soft sciences, pointing us to the more qualified conclusion that rather than having to choose between institutionalism and constructivism according to a mutually exclusive either/or logic, these two approaches can in fact be mutually complementary, and these approaches should also be applied piecemeal to different levels of phenomena. In conclusion, this comparative research enables us to assert the following two claims: firstly that physics, as a 'science in society', produces knowledge dependent on social context, and secondly that it also possesses a characteristic that transcends locality from the view of a sociology of knowledge.

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Geometry and Kinematics of the Northern Part of Yeongdeok Fault (영덕단층 북부의 기하와 운동학적 특성)

  • Gwangyeon Kim;Sangmin Ha;Seongjun Lee;Boseong Lim;Min-Cheol Kim;Moon Son
    • Korean Journal of Mineralogy and Petrology
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    • v.36 no.1
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    • pp.55-72
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    • 2023
  • This study aims to identify the fault zone architecture and geometric and kinematic characteristics of the Yeongdeok Fault, based on the geometry and kinematic data of various structural elements obtained by detailed field survey and anisotropy of magnetic susceptibility (AMS) of the fault rocks. The Yeongdeok Fault extends from Opo-ri, Ganggu-myeon, Yeongdeok-gun to Gilgok-ri, Maehwa-myeon and Bangyul-ri, Giseong-myeon, Uljin-gun, and cuts various rock types from the Paleo-proterozoic to the Mesozoic with a range of 4.6-5.0 km (4.77 km in average) of right-lateral offset or forms the rock boundaries. The fault is divided into four segments based on its geometric features and shows N-S to NNW strikes and dips of an angle of ≥ 54° to the east at most outcrops, even though the outcrops showing the westward dipping (a range of 54°-82°) of fault surface increase as it goes north. The Yeongdeok Fault shows the difference in the fault zone architecture and in the fault core width ranging from 0.3 to 15 m depending on the bedrock type, which is interpreted as due to differences in the physical properties of bedrock such as ductility, mineral composition, particle size, and anisotropy. Combining the results of paleostress reconstruction and AMS in this and previous studies, the Yeongdeok Fault experienced (1) sinistral strike-slip under NW-SE maximum horizontal principle stress (σHmax) and NE-SW minimum horizontal principle stress (σHmin) in the late Cretaceous to early Cenozoic, and then (2) dextral strike-slip under NE-SW maximum horizontal principle stress (σHmax) and NW-SE minimum horizontal principle stress (σHmin) in the Paleogene. It is interpreted that the deformation caused by the Paleogene dextral strike-slip movement was the most dominant, and the crustal deformation was insignificant thereafter.

A Study on Perceived Quality affecting the Service Personal Value in the On-off line Channel - Focusing on the moderate effect of the need for cognition - (온.오프라인 채널에서 지각된 품질이 서비스의 개인가치에 미치는 영향에 관한 연구 -인지욕구의 조정효과를 중심으로-)

  • Sung, Hyung-Suk
    • Journal of Distribution Research
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    • v.15 no.3
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    • pp.111-137
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    • 2010
  • The basic purpose of this study is to investigate perceived quality and service personal value affecting the result of long-term relationship between service buyers and suppliers. This research presented a constructive model(perceived quality affecting the service personal value and the moderate effect of NFC) in the on off line and then propose the research model base on prior researches and studies about relationships among components of service. Data were gathered from respondents who visit at the education service market. For this study, Data were analyzed by AMOS 7.0. We integrate the literature on services marketing with researches on personal values and perceived quality. The SERPVAL scale presented here allows for the creation of a common ground for assessing service personal values, giving a clear understanding of the key value dimensions behind service choice and usage. It will lead to a focus of future research in services marketing, extending knowledge in the field and stimulating further empirical research on service personal values. At the managerial level, as a tool the SERPVAL scale should allow practitioners to evaluate and improve the value of a service, and consequently, to define strategies and actions to address services for customers based on their fundamental personal values. Through qualitative and empirical research, we find that the service quality construct conforms to the structure of a second-order factor model that ties service quality perceptions to distinct and actionable dimensions: outcome, interaction, and environmental quality. In turn, each has two subdimensions that define the basis of service quality perceptions. The authors further suggest that for each of these subdimensions to contribute to improved service quality perceptions, the quality received by consumers must be perceived to be reliable, responsive, and empathetic. Although the service personal value may be found in researches that explore individual values and their consequences for consumer behavior, there is no established operationalization of a SERPVAL scale. The inexistence of an established scale, duly adapted in order to understand and analyze personal values behind services usage, exposes the need of a measurement scale with such a purpose. This need has to be rooted, however, in a conceptualization of the construct being scaled. Service personal values can be defined as a customer's overall assessment of the use of a service based on the perception of what is achieved in terms of his own personal values. As consumer behaviors serve to show an individual's values, the use of a service can also be a way to fulfill and demonstrate consumers'personal values. In this sense, a service can provide more to the customer than its concrete and abstract attributes at both the attribute and the quality levels, and more than its functional consequences at the value level. Both values and services literatures agree, that personal value is the highest-level concept, followed by instrumental values, attitudes and finally by product attributes. Purchasing behaviors are agreed to be the end result of these concepts' interaction, with personal values taking a major role in the final decision process. From both consumers' and practitioners' perspectives, values are extremely relevant, as they are desirable goals that serve as guiding principles in people's lives. While building on previous research, we propose to assess service personal values through three broad groups of individual dimensions; at the self-oriented level, we use (1) service value to peaceful life (SVPL) and, at the social-oriented level, we use (2) service value to social recognition (SVSR), and (3) service value to social integration (SVSI). Service value to peaceful life is our first dimension. This dimension emerged as a combination of values coming from the RVS scale, a scale built specifically to assess general individual values. If a service promotes a pleasurable life, brings or improves tranquility, safety and harmony, then its user recognizes the value of this service. Generally, this service can improve the user's pleasure of life, since it protects or defends the consumer from threats to life or pressures on it. While building upon both the LOV scale, a scale built specifically to assess consumer values, and the RVS scale for individual values, we develop the other two dimensions: SVSR and SVSI. The roles of social recognition and social integration to improve service personal value have been seriously neglected. Social recognition derives its outcome utility from its predictive utility. When applying this underlying belief to our second dimension, SVSR, we assume that people use a service while taking into consideration the content of what is delivered. Individuals consider whether the service aids in gaining respect from others, social recognition and status, as well as whether it allows achieving a more fulfilled and stimulating life, which might then be revealed to others. People also tend to engage in behavior that receives social recognition and to avoid behavior that leads to social disapproval, and this contributes to an individual's social integration. This leads us to the third dimension, SVSI, which is based on the fact that if the consumer perceives that a service strengthens friendships, provides the possibility of becoming more integrated in the group, or promotes better relationships at the social, professional or family levels, then the service will contribute to social integration, and naturally the individual will recognize personal value in the service. Most of the research in business values deals with individual values. However, to our knowledge, no study has dealt with assessing overall personal values as well as their dimensions in a service context. Our final results show that the scales adapted from the Schwartz list were excluded. A possible explanation is that although Schwartz builds on Rokeach work in order to explore individual values, its dimensions might be especially focused on analyzing societal values. As we are looking for individual dimensions, this might explain why the values inspired by the Schwartz list were excluded from the model. The hierarchical structure of the final scale presented in this paper also presents theoretical implications. Although we cannot claim to definitively capture the dimensions of service personal values, we believe that we come close to capturing these overall evaluations because the second-order factor extracts the underlying commonality among dimensions. In addition to obtaining respondents' evaluations of the dimensions, the second-order factor model captures the common variance among these dimensions, reflecting the respondents' overall assessment of service personal values. Towards this fact, we expect that the service personal values conceptualization and measurement scale presented here contributes to both business values literature and the service marketing field, allowing for the delineation of strategies for adding value to services. This new scale also presents managerial implications. The SERPVAL dimensions give some guidance on how to better pursue a highly service-oriented business strategy. Indeed, the SERPVAL scale can be used for benchmarking purposes, as this scale can be used to identify whether or not a firms' marketing strategies are consistent with consumers' expectations. Managerial assessment of the personal values of a service might be extremely important because it allows managers to better understand what customers want or value. Thus, this scale allows us to identify what services are really valuable to the final consumer; providing knowledge for making choices regarding which services to include. Traditional approaches have focused their attention on service attributes (as quality) and service consequences(as service value), but personal values may be an important set of variables to be considered in understanding what attracts consumers to a certain service. By using the SERPVAL scale to assess the personal values associated with a services usage, managers may better understand the reasons behind services' usage, so that they may handle them more efficiently. While testing nomological validity, our empirical findings demonstrate that the three SERPVAL dimensions are positively and significantly associated with satisfaction. Additionally, while service value to social integration is related only with loyalty, service value to peaceful life is associated with both loyalty and repurchase intent. It is also interesting and surprising that service value to social recognition appears not to be significantly linked with loyalty and repurchase intent. A possible explanation is that no mobile service provider has yet emerged in the market as a luxury provider. All of the Portuguese providers are still trying to capture market share by means of low-end pricing. This research has implications for consumers as well. As more companies seek to build relationships with their customers, consumers are easily able to examine whether these relationships provide real value or not to their own lives. The selection of a strategy for a particular service depends on its customers' personal values. Being highly customer-oriented means having a strong commitment to customers, trying to create customer value and understanding customer needs. Enhancing service distinctiveness in order to provide a peaceful life, increase social recognition and gain a better social integration are all possible strategies that companies may pursue, but the one to pursue depends on the outstanding personal values held by the service customers. Data were gathered from 284 respondents in the korean discount store and online shopping mall market. This research proposed 3 hypotheses on 6 latent variables and tested through structural equation modeling. 6 alternative measurements were compared through statistical significance test of the 6 paths of research model and the overall fitting level of structural equation model. and the result was successful. and Perceived quality more positively influences service personal value when NFC is high than when no NFC is low in the off-line market. The results of the study indicate that service quality is properly modeled as an antecedent of service personal value. We consider the research and managerial implications of the study and its limitations. In sum, by knowing the dimensions a consumer takes into account when choosing a service, a better understanding of purchasing behaviors may be realized, guiding managers toward customers expectations. By defining strategies and actions that address potential problems with the service personal values, managers might ultimately influence their firm's performance. we expect to contribute to both business values and service marketing literatures through the development of the service personal value. At a time when marketing researchers are challenged to provide research with practical implications, it is also believed that this framework may be used by managers to pursue service-oriented business strategies while taking into consideration what customers value.

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Hydrochemical and Isotopic Characteristics, and Origin of Noble Gas for Low-temperature Hot Spring Waters in the Honam Area (호남지역 저온형 온천수의 수리지화학적 및 안정동위원소 특성과 영족기체의 기원에 관한 연구)

  • Jeong, Chan-Ho;Hur, Hyun-Sung;Nagao, Keisuke;Kim, Kyu-Han
    • Economic and Environmental Geology
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    • v.40 no.5
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    • pp.635-649
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    • 2007
  • Geochemical composition, stable isotopes $({\delta}^{18}O,\;{\delta}D,\;{\delta}^{34}S)$ and noble gases(He, Ne and Ar) of nine hot spring water and three groundwater for five hot springs(Jukam, Hwasun, Dokog, Jirisan, Beunsan) from the Honam area were analyzed to investigate the hydrogeochemical characteristics and the hydrogeochemical evolution of the hot spring waters, and to interpret the source of sulfur, helium and argon dissolved in the hot spring waters. The hot spring waters show low water temperature ranging from 23.0 to $30.5^{\circ}C$ and alkaline characteristics of pH 7.67 to 9.98. Electrical conductivity of hot spring waters is $153{\sim}746{\mu}S/cm$. Groundwaters in this area were characterized by the acidic to neutral pH range$(5.85{\sim}7.21)$, the wide electrical conductivity range $(44{\sim}165{\mu}S/cm)$. The geochemical compositions of hot spring and groundwaters can be divided into three water types: (1) $Na-HCO_3$ water type, (2) Na-Cl water type and (3) $Ca-HCO_3$ water type. The hot spring water of $Ca-HCO_3$ water type in early stage have been evolved through $Ca(Na)-HCO_3$ water type into $Na-HCO_3$ type in final stage. In particular, Jurim alkaline(pH 9.98) hot spring water plotted at the end point of $Na-HCO_3$ type in the Piper diagram is likely to arrive into the final stage in geochemical evolution process. Hydrogen and oxygen isotopic data of the hot spring water samples indicate that the hot spring waters originated from the local meteoric water showing latitude and altitude effects. The ${\delta}^{34}S$ value for sulfate of the hot spring waters varies widely from 0.5 to $25.9%o$. The sulfur source of most hot spring waters in this area is igneous origin. However, The ${\delta}^{34}S$ also indicates the sulfur of JR1 hot water is originated from marine sulfur which might be derived ken ancient seawater sulfates. The $^3He/^4He\;and\;^4He/^{20}Ne$ ratios of the hot spring waters range from $0.0143{\times}10^{-6}\;to\;0.407{\times}10^{-6}\;and\;6.49{\sim}584{\times}10^{-6}$, respectively. The hot spring waters are plotted on the mixing line between air and crustal components. It means that the He gas in the hot spring waters was mainly originated from crustal sources. However, the JR1 hot spring water show a little mixing ratio of the helium gas of mantle source. The $^{40}Ar/^{36}Ar$ ratios of hot spring water are in the range from $292.3{\times}10^{-6}\;to\;304.1{\times}10^{-6}$, implying the atmospheric argon source.

Study on the Effects of Shop Choice Properties on Brand Attitudes: Focus on Six Major Coffee Shop Brands (점포선택속성이 브랜드 태도에 미치는 영향에 관한 연구: 6개 메이저 브랜드 커피전문점을 중심으로)

  • Yi, Weon-Ho;Kim, Su-Ok;Lee, Sang-Youn;Youn, Myoung-Kil
    • Journal of Distribution Science
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    • v.10 no.3
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    • pp.51-61
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    • 2012
  • This study seeks to understand how the choice of a coffee shop is related to a customer's loyalty and which characteristics of a shop influence this choice. It considers large-sized coffee shops brands whose market scale has gradually grown. The users' choice of shop is determined by price, employee service, shop location, and shop atmosphere. The study investigated the effects of these four properties on the brand attitudes of coffee shops. The effects were found to vary depending on users' characteristics. The properties with the largest influence were shop atmosphere and shop location Therefore, the purpose of the study was to examine the properties that could help coffee shops get loyal customers, and the choice properties that could satisfy consumers' desires The study examined consumers' perceptions of shop properties at selection of coffee shop and the difference between perceptual difference and coffee brand in order to investigate customers' desires and needs and to suggest ways that could supply products and service. The research methodology consisted of two parts: normative and empirical research, which includes empirical analysis and statistical analysis. In this study, a statistical analysis of the empirical research was carried out. The study theoretically confirmed the shop choice properties by reviewing previous studies and performed an empirical analysis including cross tabulation based on secondary material. The findings were as follows: First, coffee shop choice properties varied by gender. Price advantage influenced the choice of both men and women; men preferred nearer coffee shops where they could buy coffee easily and more conveniently than women did. The atmosphere of the coffee shop had the greatest influence on both men and women, and shop atmosphere was thought to be the most important for age analysis. In the past, customers selected coffee shops solely to drink coffee. Now, they select the coffee shop according to its interior, menu variety, and atmosphere owing to improved quality and service of coffee shop brands. Second, the prices of the brands did not vary much because the coffee shops were similarly priced. The service was thought to be more important and to elevate service quality so that price and employee service and other properties did not have a great influence on shop choice. However, those working in the farming, forestry, fishery, and livestock industries were more concerned with the price than the shop atmosphere. College and graduate school students were also affected by inexpensive price. Third, shop choice properties varied depending on income. The shop location and shop atmosphere had a greater influence on shop choice. The customers in an income bracket of less than 2 million won selected low-price coffee shops more than those earning 6 million won or more. Therefore, price advantage had no relation with difference in income. The higher income group was not affected by employee service. Fourth, shop choice properties varied depending on place. For instance, customers at Ulsan were the most affected by the price, and the ones at Busan were the least affected. The shop location had the greatest influence among all of the properties. Among the places surveyed, Gwangju had the least influence. The alternate use of space in a coffee shop was thought to be important in all the cities under consideration. The customers at Ulsan were not affected by employee service, and they selected coffee shops according to quality and preference of shop atmosphere. Lastly, the price factor was found to be a little higher than other factors when customers frequently selected brands according to shop properties. Customers at Gwangju reacted to discounts more than those in other cities did, and the former gave less priority to the quality and taste of coffee. Brand preference varied depending on coffee shop location. Customers at Busan selected brands according to the coffee shop location, and those at Ulsan were not influenced by employee kindness and specialty. The implications of this study are that franchise coffee shop businesses should focus on customers rather than aggressive marketing strategies that increase the number of coffee shops. Thus, they should create an environment with a good atmosphere and set up coffee shops in places that customers have good access to. This study has some limitations. First, the respondents were concentrated in metropolitan areas. Secondary data showed that the number of respondents at Seoul was much more than that at Gyeonggi-do. Furthermore, the number of respondents at Gyeonggi-do was much more than those at the six major cities in the nation. Thus, the regional sample was not representative enough of the population. Second, respondents' ratio was used as a measurement scale to test the perception of shop choice properties and brand preference. The difficulties arose when examining the relation between these properties and brand preference, as well as when understanding the difference between groups. Therefore, future research should seek to address some of the shortcomings of this study: If the coffee shops are being expanded to local areas, then a questionnaire survey of consumers at small cities in local areas shall be conducted to collect primary material. In particular, variables of the questionnaire survey shall be measured using Likert scales in order to include perception on shop choice properties, brand preference, and repurchase. Therefore, correlation analysis, multi-regression, and ANOVA shall be used for empirical analysis and to investigate consumers' attitudes and behavior in detail.

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