• 환경생물
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• 제25권2호
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• pp.168-177
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• 2007

남한 전 지역을 대상으로 구축된 위도, 고도, 경사, 사면방위, 온량지수, 한랭지수, 연평균기온과 수치 현존식생도에서 추출한 주요 17군락을 MGE프로그램을 이용하여 중첩분석을 통해 17군락의 지형적, 기후적 공간분포 특성과 분포역 및 특성을 결정하는 요인을 밝히고자 하였다. 온량지수(WI)는 수평적으로 위도 $1^{\circ}증가에 $5.27^{\circ}C{\cdot}month$, 수직적으로 표고 100 m 상승함에 따라서 $3.41^{\circ}C{\cdot}month$ 체감하고, WI와 CI사이의 관계는 선형 회귀식 $WI=116.01+0.96{\times}CI,\;R^2=0.996$으로 표현되었다. WI값이 낮은 곳에서 높은 곳으로 분포하는 식물 군락은 Abies nephrolepis, Taxus cuspidata, Abies koreana, Quercus mongolica, Carpinus laxifora, Q. dentata, C. tschonoskii, Q. serrata, Pinus densiflora, Q. aliena, Q. variabiiis, Q. acutissima, P. thunbergii, Q. acuta, Castanopsis cuspidata var. sieboldii, Camellia japonica, Machilus thunbergii community 순으로 나타났다. 신갈나무림은 건조한 남사면이나 남서사면보다 비교적 적습한 서북, 남동사면 등에 분포하며, WI가 $70{\sim}80^{\circ}C{\cdot}month$인 곳에 많이 분포하는 것으로 나타났다. 졸참나무림은 WI $90{\sim}100^{\circ}C{\cdot}month$의 범위를 갖는 대부분의 북서 사면과 서사면에 분포하였다. 굴참나무림과 상수리나무림은 WI $95{\sim}100^{\circ}C{\cdot}month$의 남동 사면에 높은 분포빈도를 보였다. 경사도에 따른 식물군락의 분포를 급경사에서 완경사순으로 1. Abies nephrolepis, Machilus thunbergii, 2. Taxus cuspidata, Abies koreana, Quercus mongolica, Q. dentate, Q. serrata, Q. variabilis, Castanopsis cuspidata var. sieboldii 3. Pinus densiflora, Q. aliena, Q. acutissima, P. thunbergii, Q. acuta 4. Carpinus laxiflora, Camellia japonicas. C. tschonoskii community의 5개 그룹으로 나타났다.

• 마케팅과학연구
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• 제18권3호
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• 한국유통학회지:유통연구
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• 제15권3호
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• pp.71-110
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• 2010

본 연구에서는 항공권 예약 발권 웹사이트의 서비스 품질을 측정 뿐만 아니라 서비스 회복도 측정하고자 하였다. 또한 서비스 품질과 서비스 회복이 고객만족 및 충성의도에 미치는 영향관계를 실증하고자 하였다. 온라인 서비스 품질과 온라인 서비스 회복의 측정을 위해 Parasuraman, Zeithaml, & Malhotra(2005)가 개발한 E-S-QUAL과 E-RecS-QUAL을 사용했으며, 했다. E-S-QUAL은 온라인 서비스 품질을 측정하는 도구로써, 효율성, 시스템 이용가능성, 이행성, 프라이버시의 4개 차원 22개 항목으로 구성된다. E-RecS-QUAL은 온라인 서비스 회복을 측정하는 도구로써, 반응, 보상, 접촉의 3개 차원 11개 항목으로 구성된다. 실증분석을 위한 설문조사는 항공사나 여행사의 웹사이트를 통해 국내 외 항공권을 구입해 본 경험이 있는 소비자를 대상으로 실시하였는데, 총 400부가 회수되었고, 이 중 342부를 최종분석에 사용하였다. 실증분석을 위해 AMOS 7.0과 SPSS 15.0을 사용하였다. 먼저, SPSS 15.0을 사용하여, 요인점수를 이용한 회귀분석으로 가설검증을 한 결과, <가설 I-1, 2, 3, 4, II-1, 2, 3, III-1, IV-1>이 전부 채택되었다. 온라인 서비스 품질과 온라인 서비스 회복의 각 차원은 모두 전반적인 서비스 품질에 유의한 영향을 보였고, 전반적인 서비스 품질은 고객만족에 유의한 영향을 미쳤다. 마지막으로 고객만족 역시 충성의도에 유의한 영향을 미치는 것으로 확인되었다. 한편 AMOS 7.0을 사용하여 모형 분석을 하였는데, 모형의 적합도는 가설검증을 하기에 합당한 수치가 나왔다. 이를 토대로 가설검증을 한 결과, <가설 I-1, 3, II-1, 3, III-1, IV-1>은 채택되었고, <가설 I-2, 4, II-2>는 기각되었다. 이 결과는 Parasuraman et al.(2005)이 주장한 것처럼 E-S-QUAL을 나타내는 데는 요인점수를 이용한 회귀분석이 더 적합하다는 것을 보여주는 것이라고 판단된다. 이를 토대로 본 연구의 시사점을 정리하였다.