• 한국응용과학기술학회지
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• 제38권4호
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• pp.974-985
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• 2021

본 연구는 헤어서비스전문가의 블랙컨슈머 행동지각이 정서적 소진과 자아탄력성에 미치는 영향에 대하여 연구하는 것을 목적으로 한다. 서울, 경기, 전남지역 헤어미용전문가를 대상으로 318부의 설문지가 최종 분석 자료로 사용되었으며 SPSS 26.0 통계 프로그램을 사용하여 분석 되었다. 연구결과는 첫째, 블랙컨슈머 행동지각이 정서적 소진에 정적(+)상관관계를 보였고, 블랙컨슈머 행동지각이 자아탄력성에 부적(-)상관관계를 보였다. 정서적 소진과 자아탄력성은 서로 부적(-)상관관계를 보였다. 둘째, 블랙컨슈머 요인 중 과도성이 정서적 소진에 영향을 미치고 있음이 확인되었다. 셋째, 블랙컨슈머 요인 중 과도성, 상습성이 자아탄력성에 영향을 미치고 있음이 확인되었다. 넷째, 정서적 소진은 자아탄력성에 영향을 미치고 있음이 확인되었다.

• 유통과학연구
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• 제17권11호
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• pp.63-72
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• 2019

Purpose: Black Friday is a globally used as a promotion event. A lot of South Korean retailers also have used it as their promotion concepts. But South Korean Consumers' response to Black Friday has never been investigated academically. This study examined Black Friday shopping of South Korean consumers, including experiences, perceptions, motives and shopping mechanism. Research design, data and methodology: To verify the purposes of this research, a survey was conducted with 462 participants. This study analyzed descriptive features of experiences, perceptions and motives and developed and tested the model of shopping mechanism. Results: South Korean consumers perceive Black Friday as one of the credible marketing tactics offering a big price discount. They have generally positive perceptions and shopping experiences toward Black Friday. The key motive of Black Friday shopping is for saving cost. In addition, for South Korean consumers, perceived deal value, perceived innovativeness, saving cost motive and fun motive are important antecedents of shopping on Black Friday, and attitude toward Black Friday plays a mediating role between antecedents and shopping behavior. Conclusions: The findings of this study provide practical and theoretical insight to understand the impact of Black Friday in South Korea.

• 융합정보논문지
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• 제12권5호
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• pp.183-193
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• 2022

본 연구의 목적은 블랙컨슈머 행동지각이 미용종사자의 분노표현 및 이직의도에 미치는 영향을 분석하는 것이다. 자료 수집을 위하여 서울, 경기, 인천지역 뷰티 서비스 종사자를 중심으로 2021년 11월 1일부터 2022년 1월 31까지 3개월 동안 400명에게 설문지를 배포하여 최종 392부가 사용되었다. 자료 분석은 SPSS 25.0 프로그램을 사용하였다. 인구통계학적 특성을 파악하기위해 빈도분석을 수행하였다. 측정도구의 타당성을 이해하기 위해 요인분석, 신뢰도분석을 수행하였고, 상관관계분석, 회귀분석을 실시하였다. 분석한 결과 블랙컨슈머의 과도성과 억지성은 분노표출과 분노억제, 이직의도에 정(+)의 영향이 나타났으며, 분노표출과 분노조절은 이직의도에 정(+)의 영향이 나타났다. 따라서 블랙컨슈머의 과도한 문제제기나 억지성 서비스에 대한 근절방법이 필요하며, 조직원들의 올바른 고객응대 방법과 스트레스 해소를 위한 프로그램이 제공되어야 할 것으로 사료된다.

• 유통과학연구
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• 제14권10호
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• pp.117-126
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• 2016

Purpose - Color is perceived to have an effect on humans' cognition and behavior because of its association with specific concepts. Since there are few studies linking color and price presentation, we investigated a constrained condition of consumers' regulatory focus and involvement. Research design, data, and methodology - We performed a 2 (color: red vs. black) × 2 (regulatory focus: prevention vs. promotion) × 2 (involvement: high vs. low) test of our hypothesis. The target product was a portable data storage device (USB) and data from 165 respondents were analyzed. Each condition had two stages. In the first, product information and price were presented. After reviewing the product information, respondents evaluated price attractiveness. In the second stage, respondents filled out regulatory focus and involvement questionnaires. The main variables were color, regulatory focus, and involvement. Therefore, we ran a three-way ANOVA (Analysis of Variance) to test our hypothesis. Results - When the price was red (vs. black), consumers perceived the red price as more attractive than the black price. However, this effect varied by situation. Specifically, in the low involvement condition among prevention-focused consumers, when the price was in red, price attractiveness was higher than when the price was in black. However, for promotion-focused consumers, there was no difference in the price color effect. In the high involvement condition, promotion-focused consumers showed stronger price attractiveness for the red price than the black price. However, the effect of price color diminished for prevention-focused consumers. That is, prevention-focused consumers did not reveal a different price perception between red versus black in the high involvement condition. Conclusions - This research contributes by academically linking the effects of color to price attractiveness, and focusing on the interaction of regulatory focus and involvement. When involvement is low, the effect of red disappeared for promotion-focused consumers, whereas the same happened for prevention-focused consumers under the condition of high involvement.

• 가정과삶의질연구
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• 제32권2호
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• pp.13-26
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• 2014

The theory of planned behavior proposed by Ajzen predicts that certain behaviors are determined by behavioral intentions which are affected by an attitudinal belief toward the behavior, the subject norms, and the individual's perception of their control over the behavior. This study's aim is to examine consumers' inappropriate complaint behaviors, using the theory of planned behavior. Consumers' inappropriate complaint behaviors are defined by two types, which are low -and high-intensity inappropriate complaint behavior based on the primary data collected from a group of consumer affairs professionals in the business field. The survey questionnaire was administered to 1,000 consumers via an on-line survey. The two models were assessed with path analysis in order to predict consumers' inappropriate complaint behaviors, using the theory of planned behavior. The results are as follows: First, two types of inappropriate compliant behaviors were identified according to the results of an exploratory study conducted by professionals who had been employed at the department of consumer affairs. Second, the theory of planned behavior is adequately fitted to examine the factors related to consumers' inappropriate complaint behaviors. Also, all three variables based on the theory of planned behavior, -perceived behavior control, subjective norm, and attitude-had a significant effect on inappropriate complaint behavior intention. Third, consumers' inappropriate complaint behavior intention played the most significant role in low-intensity inappropriate complaint behavior, whereas attitude was found to play a significant role in high-intensity inappropriate complaint behavior. The significance and implication were discussed in terms of effective customer management strategies.