• 융합정보논문지
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• 제10권1호
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• pp.93-98
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• 2020

연구는 '콘텐츠 소비'의 관점과 '한국의 것에 대한 인식'관점에서 중국시장에서 간접적 한류 체험이 한국의 국가이미지와 제품 구매의도에 어떠한 영향을 미치는지 분석하고자 한다. 이를 위해 중국 베이징과 상하이 지역 중국 대학생을 대상으로 총 178부를 최종 분석하였다. 연구 분석 결과, 간접적 한류체험에 대한 인식은 한국 국가 이미지와 제품 구매의도에 긍정적인 영향을 미쳤다. 또한, 국가이미지는 후광효과로 제품 구매 의도에 긍정적인 영향이 나타났다. 한국에 대한 관심도는 한류의 전파에 의해 향상될 수 있으며, 이는 단기간 내에 한국에 대한 네임 밸류(name value)를 높이는 결정적 계기될 수 있다. 한류의 주소비자로 부상하고 있는 링링허우(00後)에 대한 관심과 연구가 필요하다. 그들의 사회, 문화적 심리 요소와 특성을 잘 파악해서 세대별 차별화된 콘텐츠를 개발하고, 현지 마케팅 전략을 고려해야 한다.

• 한국환경생태학회지
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• 제33권2호
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• pp.237-251
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• 2019

본 연구는 1) 수변공원에 서식하는 생물상 및 생태현황 조사를 통해 수변공원의 생태적 가치를 평가하고, 2) 조사결과를 기반으로 한 생태교육 및 홍보를 통해 수변공원에 대한 이용 및 비이용객의 생태적 인식 변화를 분석하였다. 수변공원 92개소를 대상으로 생물상 조사를 수행한 결과, 수변공원에서는 멸종위기종 9종(벌매, 붉은배새매, 새호리기, 흰목물 떼새, 삵, 수달, 맹꽁이, 수염풍뎅이, 은줄팔랑나비)을 포함하여 다양한 생물의 서식이 확인되었다. 수변공원은 비록 인간의 이용을 위한 친수적인 성향으로 조성되었지만, 일부 자연성이 높은 지역은 생물서식처로 가치가 높은 것으로 평가되었다. 수변공원에 대한 인식 정도를 평가하기 위해, 금강유역 내 5개 지역(대전, 세종, 청주, 공주, 부여)에서 이용객 현황을 조사하고, 생태교육 및 홍보를 실시하였다. 총 200명을 대상으로 이용객 현황을 조사한 결과, 생태공원에 대한 이용객이 비이용객보다 더 많은 비율을 차지하였으며, 연령별로는 40대가 가장 높은 이용률을 나타냈다. 대전이나 청주 등의 지역에서 수변공원의 이용 빈도는 다른 지역보다 낮은 것으로 조사되었다. 대전이나 청주는 도심구간으로 수변공원 외에도 체육시설이나 카페 등의 여가시설이 상대적으로 많아 수변공원에 대한 의존도가 타 지역보다 낮은 것으로 사료된다. 이용객은 이용대상 수변공원과 실제 거주지간 거리가 가까울수록 이용 빈도가 증가하는 것으로 나타났다. 이는 이용객 대부분이 수변공원을 '생활체육공간'으로 인식하고 있기 때문에 도보가 가능한 거리가 아니면 활용 빈도가 낮은 것으로 보인다. 이러한 수변공원에 대한 인식은 생태교육 및 홍보 후 '보전'적인 측면으로 인식하는 비율이 증가하는 것으로 나타났다. 이러한 인식 변화는 이용객(80%)이 비이용객(38%)보다 더 높은 것으로 분석되었다. 이를 볼 때, 생태교육 및 홍보는 수변공원을 직접적으로 이용하여 특성이나 제원 등에 대한 이해도가 높은 이용객에게 더 효과적인 것으로 판단된다. 결과적으로, 1) 수변공원은 비록 친수적인 성향을 가지고 조성되었으나, 일부 지역은 멸종위기종의 서식하는 등 생물서식처로서 가치가 높은 것으로 평가되며, 2) 이를 볼 때, 수변공원에 대한 인식은 친수적인 성향만이 강조된 부분에서 보전적인 측면으로 강화가 필요할 것으로 사료된다. 이러한 인식 변화는 추후 수변공원에 대한 관리나 정비계획 수립 시 친수와 보전적인 측면이 공존하는 수변공원 조성에 기여할 수 있을 것으로 기대된다.

• 서비스연구
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• 제11권2호
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• pp.21-36
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• 2021

본 연구는 헤어살롱 선택속성과 이를 통해 헤어살롱 이용객이 얻을 수 있는 결과와 궁극적인 가치를 파악하고자 수단-목적 사슬 이론을 기반으로 연계방식 기법(APT)을 활용하여, 헤어살롱 이용객이 추구하는 내재적 가치체계에 대해 규명하였다. 이는 헤어살롱 유형별로 이용객을 대상으로 설문조사를 시행하며, 질적 래더링 기법으로 도출한 항목을 적용하며, 도출된 각 단계의 문항을 분석하여 각각의 속성과 결과, 가치 항목을 비교분석하는 것이다. 분석 결과, 첫째, 선택속성은 <미용사의 실력>과 <개인별 맞춤의견 수용>, 그리고 <저렴한 가격> 순으로 고려하는 것으로 나타났으며, 결과 항목은 <이미지 변신>, <깔끔함>, <새로움>, <심리적 안정> 등 순으로 도출되었다. 가치 항목 중 중요하게 표시한 항목은 <만족감>이며, 그 다음이 <행복감>, <자신감>, <아름다움>, <유대감>으로 도출됨을 확인하였다. 둘째, 헤어살롱 유형과 상관없이 두드러진 선택속성은 '미용사의 실력'으로 나타났고, 헤어살롱을 이용하면서 추구하는 중요 가치는 '만족감'과 '자신감', 그리고 '아름다움'으로 도출되었다. 이 결과에서 헤어살롱을 이용하는 소비자의 욕구를 충족시켜 궁극적으로 추구하는 가치로 연결되는 것을 알 수 있었다. 또한 헤어살롱 유형별로 부분적 차이가 나타남을 알 수 있었고, 이는 소비자의 욕구와 기대하는 효익이 유형별로 다른 부분을 확인할 수 있었다. 결국 수단-목적 사슬 이론에 기반하여 헤어살롱 유형별로 비교하여 가치인식을 도출하였지만 가장 중요한 선택속성은 '미용사의 실력'이며, 중요 가치는 '만족감'과 '자신감'을 얻고자 헤어살롱을 선택하고 이용하는 것임을 확인할 수 있었다.

• Asia Marketing Journal
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• 제15권1호
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• pp.83-105
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• 2013

During recent decades, the number of mixed attribute products (henceforth mixed products), which have both utilitarian and hedonic benefits, has increased dramatically. Despite these products' growing popularity, academic research has paid little attention to them, and there remains a gap between theory and the real world. Hence, our study was undertaken to understand consumers' perceptions about and behaviors toward mixed products, as well as factors affecting the evaluation and choice of these products. We divided mixed attribute products into two categories: mixed utilitarian products (utilitarian products adding hedonic attributes) and mixed hedonic products (hedonic products adding utilitarian attributes). We then showed how adding different attributes affects consumers' perception, willingness to pay (WTP), and the choice of mixed attribute products compared to pure utilitarian or pure hedonic products. We conducted an experiment using a within-subject design. A total of 160 office workers and college students participated in the study. The pure utilitarian product used in the study was orange juice, and the mixed utilitarian product was carbonated orange juice. The pure hedonic product was chocolate, and the mixed hedonic product was polyphenol enriched chocolate. Results showed that consumers perceived a mixed utilitarian product to be less utilitarian, less pleasurable and more guilty than a pure utilitarian product. On the other hand, a mixed hedonic product was perceived to be more utilitarian, less pleasurable and less guilty than a pure hedonic product. Also, WTP for a mixed hedonic product was higher than WTP for a pure hedonic product, but WTP was lower for a mixed utilitarian product than for a pure utilitarian product. Furthermore, mixed hedonic products were likely to be evaluated more favorably when they were presented together with pure hedonic products, more so than when they were presented alone. Finally, when compared to low self-control participants, high self-control participants chose mixed hedonic products more frequently. The present study contributes to the existing literature on utilitarian and hedonic consumption by adding to the sparse literature on the consumption of products that have both utilitarian and hedonic purposes. Also, our research findings provide several useful implications for practitioners in related fields. First, the current study provides marketers with a useful guide for understanding consumers' perceptions of these types of products, and helps to predict how adding different attributes influences these products. Second, this study has examined the conditions that may moderate the evaluation and choice of hedonic base products and this finding will serve as a good reference for marketers of mixed hedonic products in marketing communication strategy, in-store marketing and targeting. Specifically, comparative advertising with a pure hedonic product will be beneficial for a mixed hedonic product. Also, displaying mixed hedonic products near pure hedonic products may enhance the effectiveness of in-store marketing of mixed hedonic products.

• 농촌계획
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• 제19권2호
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• pp.1-10
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• 2013

This study is intended to examine the perception of importance-satisfaction in selective properties of rural theme park with the users and to suggest operation method and implications for rural theme parks which are being built on a nation-wide basis. The study results are as follows: First, the results from the analysis on importance-satisfaction in the selective properties showed that both attractiveness of natural landscape and excellence of surrounding environment are high. Second, the t-test with matched samples for importance-satisfaction showed that there were significant statistical differences in all items, and the users rated satisfaction lower than the importance. Third, IPA results showed that the items such as diversity of festival event, accessibility and convenience of public transportation, appropriateness of expense and kindness in service appeared in the 2nd quadrant 'direction of concentrated efforts'Therefore, this study was able to identify the perception of importance-satisfaction among the users of rural theme parks. The study findings suggest that it is necessary to preserve surrounding natural environment, ensure appropriate pricing, introduce events and increase service level in constructing and operating rural theme parks.

• 로봇학회논문지
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• 제15권4호
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• pp.365-374
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• 2020

In this paper, we analyzed how 5-year-old children perceive a robot's ability to attribute mental states to oneself and to others, which shall hereafter be referred to as a robot's theory of mind (RToM). A total of 34 5-year-old children were given two typical false-belief tasks, an 'unexpected-contents task' and a 'change-of-location task', in order to evaluate whether a child's perceived RToM was connected to their own ToM. In addition, we investigated whether a child's perception of RToM was influenced by either a priori experience with robots or that child's gender. The results are as follows. Firstly, the 5- year-old preschool children universally recognized robots as beings that have a human-like mind both in 1st order and 2nd order perspectives, which indicates that children perceive robots as beings distinct from mechanical toys. Secondly, a priori child-robot interaction experience was found to have a positive influence on a child's perceived RToM. Thirdly, the gender of children did not significantly affect their perceived RToM. This study serves to add to the macroscopic results of prior research, which indicate that children perceive robots as intermediate beings between living and inanimate objects: significantly, it analyzes the children's perception of robots through the lens of theory of mind, which is one of the key elements of cognitive development. This research lays the foundations for designing effective child-robot interactions, in situations in which robots serve as peers or assistants for educational purposes.

• 한국병원경영학회지
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• 제19권2호
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• pp.73-88
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• 2014

Objective: This research investigates how to increase the quality of medical service and supply high quality of medical service to patients. By using Kano Model theory we examines what medical service attributes the hospital would be conducted preferentially for patient's satisfaction and provides informations of management strategies for hospitals. Method: To study patients' perception of medical service quality, first we performed pilot test to derive 30 medical service attributes. With 30 medical service attributes, we conducted survey of 300 subjects who have experienced medical services in 6 months. To examine patients' conception of medical services, a modified Kano's questionnaire using 5 scale is applied. Finally we calculated SI(Satisfaction index) and DI(Dissatisfaction index) and PCSI(Potential Customer Satisfaction Improvement) index with Kano's Model analysis results. Key Findings: We found that the quality of medical service categorized in 15 one-dimensional elements, 9 must-be elements and 6 indifferent elements. Moreover the attribute of gives prompt services and have patient's best interest at heart scored the highest SI, whereas the attributes of accurate and precise medical service, exact records, enough explanation and polite attitudes are the highest score of DI. And also good explanation of the bill scored the highest PCSI. In this study findings indicate that while medical service providers try to increase patients' satisfaction by improving hospital's environments, patients' perception of trust and good interpersonal relationships with medical service providers have strong and positive impact on patients' satisfaction.

• 한국의류학회지
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• 제32권8호
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• pp.1274-1285
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• 2008

The purpose of this study is to investigate influences of perceived price dimensions and store attributes on store choice behavior. Three major retail formats, department store, discount store, and internet shopping mall in retail industry were compared with respect to store attributes and intention to purchase fashion products. Data were obtained from 427 consumers aged 25-49 years old. The results were as follows. (1) Multidimensional aspects of the price construct were identified: price-quality schema, prestige sensitivity, price mavenism, value consciousness, price consciousness, and sales proneness. (2) Store attributes included product assortment, quality per price (Q/P), service, and symbolic image in general. However, store attribute factors of three retail formats consisted of slightly different items. Department stores presented the highest level of mean scores on product quality, customer service, and symbolic images, while internet mall exhibited highest on product variety, information comparison, and quality per price. (3) Respondents presented high level of intention to purchase fashion products at internet mall, department store, and discount store in that order. (4) Purchase intention at department store was predicted by Q/P, service, symbolic image, prestige sensitivity, product assortment, clothing consumption, and age in order. Purchase intention at discount store was influenced by assortment & Q/P, symbolic image, clothing consumption, and sales proneness, whereas internet mall was predicted by product assortment, Q/P, service, price mavenism, and price-quality schema.

• 대한영양사협회학술지
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• 제23권1호
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• pp.106-119
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• 2017

The purpose of this study was to examine restaurant customers' use of menu labeling and their perception of menu labeling attributes. Further, the study investigated relations of menu labeling use behavior, and perception of menu labeling attributes with behavioral intentions toward menu labeling. Using a self-administered survey conducted for 2 weeks from the 2nd week of October, 2015, data were collected from restaurant customers who were exposed to menu labeling over 3 months at the time of the survey. A total of 426 respondents completed the survey. Respondents were asked about use of menu labeling, usefulness, ease of understanding, accuracy, and demographic information. There was a difference in menu labeling use behavior according to age, whereas respondents aged 50 years or over showed significantly higher use of menu labeling than those in 20s (P<0.001). Perceptions of menu labeling attributes positively affected behavioral intentions towards menu labeling. While all three menu labeling attributes, 'usefulness', 'ease of understanding', and 'accuracy', were positive factors for behavioral intentions towards menu labeling, usefulness was the biggest attribute explaining behavioral intentions (P<0.001). The study findings offer implications that can be applied to academics, the foodservice industry, and government in an attempt to nurture a healthy eating environment through provision of nutritional information at restaurants.

• 한국식품영양학회지
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• 제30권4호
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• pp.719-727
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• 2017

The objective of this study was to investigate the effect of alcohol content in Makgeolli made with Chinese matrimony vine (M-CMV) on the sensory profile and consumer acceptability. The M-CMVs were prepared with 6, 7, 8, and 9% alcohol content. Descriptive analysis of M-CMV was performed with six trained panelists. Thirteen attributes were generated and their intensities were alcohol content dependent. The consumer acceptance test was conducted with 57 consumers. M-CMV samples with 7% alcohol had the highest acceptance rate (5.8) followed by 6% M-CMV (5.6). Commercial rice Makgeolli (CRM) had the lowest consumer acceptance. Consumers were divided into two groups by clustering analysis. The majority of consumers (n=38) preferred M-CMV and did not like the commercial sample. Only 19 consumers indicated high acceptance ratings for CRM. However, these consumers also preferred 6 and 7% M-CMV. Partial least-squares regression analysis revealed moderate attribute intensities were related to greater consumer acceptability. The optimal alcohol content for the greatest consumer acceptance predicted by linear regression was 6.7%.