• 한국경영과학회지
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• 제26권2호
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• pp.85-97
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• 2001

Online games have become the focus of entertainment and multimedia industries as the developments in computer technologies are accelerated and the use of the Internet diffuses broadly. In spite of such growth of online games, academic discussions regarding online games are relatively limited. This research examines several factors that affect player loyalty to online games. In this research, the loyalty is classified into two categories, the behavioral loyalty measured by the intensity, volume, and frequency of use, and the cognitive loyalty measured by the degree of immersion in online games. In this research, an integrated model to explain and predict player loyalty to online games in proposed. Two studies are conducted to test to research model. Throughout analyzing 334 respondents, the first study finds that the impulsive personality of individual players significantly affects both behavioral loyalty and cognitive loyalty. Additionally, it finds that, whereas the behavioral loyalty is influenced by the convenience of online game playing, the cognitive loyalty is influenced by the motive of game playing and the playfulness of games. The second study finds that the behavioral loyalty differs across demographic differences of players (age and occupation), preferred online games of players, and online game playing locations, but the cognitive loyalty differs across only age differences of players. This research has opened a forum for social awareness about the online game culture, provided information to guide online game producers to prepare customer-oriented online games, and created a foundation for academic research on online game industry.

• 복식문화연구
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• 제23권4호
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• pp.673-685
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• 2015

The purpose of this study was to investigate the relationships between sports commitment, sportswear brand satisfaction, and brand loyalty of female university students in their 20s. Two hundred surveys were distributed to female university students, and 185 responses were used for the final analysis. The SPSS program was used with a reliability test and factor, frequency, path analysis. Based on the literature review, the following five hypotheses were suggested. H1: Cognitive commitment will have a positive effect on the behavioral commitment of sports commitment factors. H2: The behavioral commitment of female university students will have a positive effect on brand satisfaction. H3: Sportswear brand satisfaction will have a positive effect on continuous brand loyalty. H4: Cognitive commitment will have a positive effect on habitual brand loyalty. H5: Continuous brand loyalty will have a positive effect on habitual brand loyalty. The results of this study showed that first, after the factor analysis, there were two factors of sports commitment (behavioral commitment and cognitive commitment). Second, the path analysis results revealed that there were significant relationships between sports commitment factors (cognitive commitment and behavioral commitment), sportswear brand satisfaction, and brand loyalty factors (continuous brand loyalty and habitual brand loyalty). The results revealed that cognitive commitment had a positive relationship with behavioral commitment, which had a positive relationship with sportswear brand satisfaction. Sportswear brand satisfaction had a positive relationship with continuous brand loyalty, which had a positive relationship with habitual brand loyalty. Cognitive commitment also had a positive relationship with habitual brand loyalty.

• 유통과학연구
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• 제12권5호
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• pp.5-13
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• 2014

Purpose - We seek feasible strategies to draw customers into a state of attitudinal/behavioral loyalty through perceived quality and perceived risk in the experienced food industry. Research design, data, and methodology - We utilize the LISREL model to examine the cause and effect relationships between customer loyalty, perceived quality, perceived risk, and three marketing proposals (brand image, store image, and promotion). We employed the quota sampling method to conduct the survey questionnaires, collecting365 effective customer samples in coffee shops/stores in Taipei City. Results - We find that store image substantially benefits consumer loyalty through perceived quality. Marketing managers can enhance store environment and atmosphere to elicit both attitudinal and behavioral aspects of customer-perceived quality and loyalty. Conclusions - This is the first paper to investigate simultaneously customer loyalty across brand image, store image, and promotion/marketing proposals in the food industry. Managers can promote brand image and store image at the same time to enhance customer-perceived quality.

• 한국조리학회지
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• 제15권4호
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• pp.187-199
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• 2009

본 연구는 가치 차원, 관계 품질 차원, 행동 의도 등의 구성개념들 간 인과관계로 구성된 구조방정식모형을 개발하여 지각된 희생이 만족, 충성도와 행동 의도에 영향을 미치는 3개의 경로들을 제한한 제한모형과 제한하지 않은 무제한모형 간 적합도 비교를 통해 우수한 적합도를 보이는 모형을 파악하고, 또한 구성개념들 간 인과관계를 파악하고자 구조방정식모형 분석을 수행하였다. 본 연구는 이론적인 측면에서 그동안 음식점에 대한 관광객들의 행동 의도에 미치는 4개의 가치 차원들과 2개의 관계 품질 요인들의 직접효과와 간접효과를 분석하지 못했지만 본 연구에선 가치 차원들과 관계 품질 요인들의 영향을 분석해 냈다. 이와 같이 본 연구가 관광객 행동 의도모형의 직접효과와 간접 효과를 분석하는 연구의 틀을 제공함으로써 기능적 가치, 감정적 가치, 사회적 가치, 지각된 희생, 만족, 충성도, 행동 의도 등의 구성개념들 간 인과 관계를 이해하는데 도움을 줄 수 있다고 생각한다.

• 한국의상디자인학회지
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• 제25권3호
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• pp.69-80
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• 2023

The purpose of this study was to analyze the effects of consumers' fashion design evaluation factors on design value and brand loyalty. After confirming a research hypothesis, 247 people were selected as subjects for empirical analysis, and the results of the study are as follows. As a result of the analysis of 'the influence of consumer's fashion design evaluation factors on design value', the fashion design evaluation factors of 'convenience', 'social activity usefulness' and 'fashion ability' had an effect on the emotional design value. 'Convenience', 'functional usefulness', 'social activity usefulness', 'fashionableness' and 'aesthetic' factors affected the rational design value. 'Convenience', 'fashionableness', 'aesthetic' and 'psychological self-conformity' had a positive (+) effect on kinesthetic design values. As a result of the analysis of 'Influence of consumer's fashion design value on brand loyalty', 'emotional design value', 'rational design value' and 'kinesthetic design value' affect attitude brand loyalty, and 'emotional design value' and 'kinesthetic design value' affect brand loyalty. It was found that 'kinesthetic design value' has an effect on behavioral brand loyalty. As a result of the analysis of 'the effect of consumer attitude brand loyalty on behavioral brand loyalty', it was analyzed that attitude brand loyalty had a statistically significant positive (+) effect on behavioral brand loyalty.

• 한국조리학회지
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• 제20권1호
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• pp.205-219
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• 2014

본 연구에서는 수도권과 수도권이외 지역 커피전문점의 브랜드이미지와 행동적충성도 간 고객만족과 태도적충성도의 매개효과를 확인하였다. 이를 위하여 커피전문점을 이용해 본 경험이 있는 고객 290명을 대상으로 설문지 조사를 하였다. 연구결과, 첫째, 커피전문점(수도권지역)의 고객만족은 브랜드이미지와 태도적충성도 사이에서 부분매개역할을 하는 것으로 나타났다. 그러나 수도권이외지역 커피전문점의 고객만족은 완전매개역할을 하는 것으로 나타났다. 둘째, 커피전문점(수도권지역)의 태도적충성도는 브랜드이미지와 행동적충성도 사이에서 매개역할을 하는 것으로 나타났다. 그러나 수도권이외 커피전문점의 태도적충성도는 완전매개역할을 하는 것으로 나타났다.

• Asia Marketing Journal
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• 제17권1호
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• pp.55-67
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• 2015

Despite the well-known predictive power of Dirichlet model on customer loyalty, deviations of share of category requirement (SCR) predicted by Dirichlet model from actual SCR have been repeatedly reported. It has been shown that these deviations can be systematically explained by some factors such as brand's market share, product positioning strategy, purchase volume and retail marketing mix strategies. Presuming that brand equity would be additional sources of these deviations, current study assesses the incremental predictive power of brand equity by using over 4,000 brand-level observations for the consumer packaged goods industry in the U.S. Our model estimations indicate that brands that exhibit higher brand equity enjoy excess loyalty, with the primary driver being volume premium, rather than price premium. Overall, our findings support the notion that idiosyncratic brand properties can explain excess behavioral loyalty, a notion that is in stark contrast with the Dirichlet view of the world: brand equity does not exist.

• International Journal of Contents
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• 제7권2호
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• pp.36-41
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• 2011

This paper has investigated the effects of employees' organizational cynicism on their organizational commitment and pro-union behavioral intentions in the context of repetitively implementing business innovation program. The cynical responses about the business innovation program & projects have been classified into four categories; Exit, Voice, Loyalty and Neglect. The research samples have been drawn from managers and office employees at four business sites of conglomerates in Korea. According to the analysis, business innovation program which is continuous and repetitive has made managers and office employees have highly cynical attitudes. In turn, the organizational cynicism has accelerated their Exit and Neglect responses, but shrunk Voice and Loyalty responses. As a result, it has been confirmed that the organizational cynicism has a direct effect on organizational commitment and pro-union behavioral intentions. In addition, it has been concluded that Exit and Neglect had a negative effect on organizational commitment but a positive effect on pro-union behavioral intentions. Even though Voice and Loyalty had a positive effect on organizational commitment, they had no significant effect on pro-union behavioral intentions. Furthermore, no mediating effect has been detected. Implications and suggestions for future research were then discussed.

• 디지털융복합연구
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• 제13권11호
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• pp.63-70
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• 2015

모바일 메신저 서비스의 경쟁이 치열해짐에 따라, 서비스 제공업체들은 사용자 충성도를 향상시키고자 다양한 마케팅 및 경영활동을 수행하고 있다. 본 연구에서는 Oliver가 제안한 4단계 충성도 모형을 적용하여 모바일 메신저 서비스 사용자들의 충성도 형성 매커니즘을 살펴보았다. 인지적 충성도의 주요 요인으로 사회 네트워크 형성과 서비스 품질을 고려하였으며, 감정적 충성도의 주요 요인으로 긍정적 감정과 부정적 감정을 고려하였다. 능동적 충성도는 서비스 몰입으로 측정하였다. 연구 모형 분석을 위해 지난 3개월 동안 5번 이상 카카오톡을 사용한 249명의 사용자들을 대상으로 제안한 연구 모형을 검증하였으며, PLS를 활용하여 데이터를 분석하였다. 연구 분석 결과, 긍정적 감정은 몰입과 행동적 충성도에 양으로 유의한 영향을 미쳤지만, 부정적 감정은 행동적 충성도에만 음으로 유의한 영향을 주었다. 사회적 네트워크 형성과 서비스 품질은 긍정적 감정에만 유의한 영향을 미쳤다. 본 연구 분석 결과를 통해 서비스 제공업체들은 사용자 충성도의 4단계 형성 과정에 대한 이해를 할 수 있을 것으로 기대한다.

• 유통과학연구
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• 제12권8호
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• pp.123-132
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• 2014

Purpose - Recently, Korean companies have been struggling to perform well in the larger smartphone market in China, which is regarded as a blue ocean area. First, it is very important to accurately understand the Chinese consumers, who have a different consumption culture and value system from the Korean culture and system. This would help to identify priorities for the Chinese market. Further, considering the smartphone industry, where technological change is rapid, Korean companies will need to take prompt measures about market trends in order to establish strong competitiveness. Consequently, this study focused on analyzing the relationship between the variables of consumption value, satisfaction, and loyalty in the Chinese smartphone market. The principal dimensions of consumption value, which smartphones have, was analyzed, and the influence on satisfaction was identified. Moreover, the relationship among the variables of satisfaction, attitudinal loyalty, and behavioral loyalty was empirically analyzed. Research design, data, and methodology - This study examined the relationships between various consumption values (functional value, emotional value, social value, epistemic value, and economic value), along with satisfaction and loyalty. The data were collected through a questionnaire survey that was circulated to 310 customers who were users of smartphones in Chingdao and Yeontae regions in China. The survey was conducted from June 23 to August 4, 2013. A total of 301 responses to the questionnaires were collected and used for the data analysis. Moreover, a path analysis based on Lisrel 8.54 was used for the hypothesis test. Results - The variables of functional value, emotional value, social value, and epistemic value were revealed to have positive effects on satisfaction related to smartphone usage. However, the variables of monetary cost and psychological cost were not found to have negative effects on satisfaction related to smartphone usage. Moreover, satisfaction positively influenced attitudinal loyalty related to smartphone usage, but did not have a significant influence on behavioral loyalty related to smartphone usage. Specifically, satisfaction is essential, but not a sufficient condition for building behavioral loyalty in relation to smartphone usage. In addition, attitudinal loyalty positively influenced behavioral loyalty in relation to smartphone usage. Conclusions - First, this study shows that functional value, emotional value, social value, and epistemic value in relation to smartphone usage are important for marketing in the Chinese smartphone market. Particularly, functional value and emotional value play pre-eminent roles as regards customer loyalty in the use of smartphones. Second, the results of this study reveal that the variables of monetary cost and psychological cost are not important to the Chinese consumers. Specifically, the smartphone price and cognitive effort are not perceived as value barriers. Third, satisfaction did not guarantee behavioral loyalty in relation to smartphone usage, and the strategic approach for improving the repurchase and referral action in relation to smartphones based on solid attitudinal loyalty would be desirable and should be the focus of the marketing activities of Korean smartphone companies.