• 디지털융복합연구
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• 제16권8호
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• pp.161-167
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• 2018

본 연구의 목적은 광고 캠페인이 소셜 네트워크에서 어떻게 확산되고 있으며, 광고의 핵심 요인인 광고모델이 확산에 어떤 역할을 하는지 그 패턴과 양상을 살펴보기 위한 것이다. 본 연구 목적을 달성하기 위해 국내 맥주 브랜드인 '클라우드(Kloud)'를 수집 키워드로 하여 텍스트마이닝과 소셜 네트워크 분석을 실시하였다. 구체적으로 '클라우드' 광고의 영향이 어떻게 SNS에 나타나는지 살펴보기 위해, '설현'이 광고모델로 처음 등장한 'Good Body' 광고 집행 이후 2달 간 네이버 블로그와 카페의 소셜 데이터를 수집하여 분석하였다, 그 결과, 광고 이후 클라우드에 대해 '?고 트렌디한 스타일', '맥주 브랜드', '맥주와 어울리는 음식', '럭셔리한 맥주 음용 장소', '여가 트렌드', 'SNS 활동' 등으로 인식하는 것으로 나타났다. 또한 클라우드 광고 모델 '설현' 역시 모델 이미지를 브랜드에 전이시키는 동시에 광고의 USP 및 브랜드명을 잘 전달하고 있는 것으로 나타나, 광고 모델이 소셜 미디어 상에서 광고와 브랜드의 확산에 영향을 주는 주요 요인임을 확인할 수 있었다. 본 연구는 소셜 네트워크 분석을 이용하여 광고 캠페인의 SNS 상의 확산 구조와 패턴을 밝혀냄으로써 광고 캠페인의 효율적인 운영 관리에 실무적인 기여를 했다는 의의를 갖는다.

• 마케팅과학연구
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• 제15권2호
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• pp.1-25
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• 2005

전통적인 오프라인 시장과 달리, 온라인 환경은 웹 사이트 신뢰에 영향을 주는 몇몇 독특한 요인들을 포함한다. 소비자들이 인터넷에 대해 점점 더 정통해 짐에 따라, 소비자들은 그들이 신뢰하는 기업과 비즈니스를 거래할 것이다. 이에 따라, 본 연구는 1) 어떻게 웹 사이트 신뢰가 다음의 웹 구매 관련 요인-안전성, 프라이버시, 브랜드, 구전, 온라인경험, 전보의 질들에 의해 영향을 받는지를 조사하고 2)어떻게 웹 사이트 신뢰가 결과변수에 영향을 미치는가에 대하여 조사한다.Urban과 그 동료들의 연구결과 (2000)와 달리, 본 연구는 모든 e-신뢰 구축 프로그램들이 성공적인 웹 사이트 신뢰 구축을 보장하는 것은 아니라고 주장한다. 특별한 프로그램에 의존하는 매카니즘 이외에, 웹 사이트 신뢰는 소비자와 웹 사이트와의 체계적인 관계구축을 요구한다. 본 연구의 결과는 웹 사이트 신뢰는 단지 한 두 가지의 요인의 의해 구축되어지는 것이 아니라, 여러 구성요인들의 내부 상호작용에 의해 구축되어 진다. 실질적인 마케팅 전략개발과정에서 이들 변수들의 주의 깊은 조사를 통해, 마케터들은 웹 로얄티 육성과 강력한 경쟁력을 얻을 수 있다.

• 한국의류학회지
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• 제35권4호
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• pp.385-395
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• 2011

This study investigates the buying behavior of apparel by middle aged women according to lifestyles. Questionnaires were distributed to 300 women who lived in the Seoul area and between 40 to 65 years of age. A sample of 248 women responded. To analyze the data, Factor Analysis, Cluster Analysis, Analysis of Variance (ANOVA) and a Duncan test were used. As a result, the respondents were clustered into 4 different groups according to lifestyles. The groups included practical oriented group, economic oriented and practical group, active oriented and appearance group, and economic group. Their buying behavior was as follows. First, the active oriented and appearance group shopped at department stores and specialty stores; however, the economic oriented and practical group shopped at discount stores more often than other groups. The practical group shopped more frequently using TV home shopping networks, discount stores, and outlet stores, the economic group shopped at off-price stores, discount stores, and online more than the other groups. Second, the active oriented and appearance group bought classic suits and semi-classic suits, imported brand and/or designer brand apparel more often than other groups. Third, the active oriented and appearance group perceived another person's appearance, advertisement, and shop display as a more important information source than other groups. Forth, the active oriented and appearance group considered design & style, harmony with self-image, brand name, color, and coordination with other clothing as more important selection factors for clothing than other groups. The economic groups considered coordination with other clothing; however, the economic oriented and practical group cited ease of care as more important factors.

• 한국생활과학회지
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• 제24권3호
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• pp.423-436
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• 2015

Namdaemun Market is located in the heart of history and has the volume and the budget for nearly half of the total Namdaemun. But it has been undergoing the crisis of stagnation without reviving the merit of only the 'jewelry' wholesale industrial cluster in the nation. The purposes of this study were that analyzed the status and design of jewelry in Namdaemun and identified the characteristics of successful domestic jewelery brands and then the revitalized the way of the Namdaemun jewelry industry. Problems being currently facing the Namdaemun jewelry shopping are most likely caused by products' design did not respond to changes quickly, while China's jewelry products are in leaps of the quality and the affordable jewelry market in Korea has lost the large number of the customers by china's cheap jewelry products. The most feature of successful domestic jewelry companies, Red Eye, Naughty Cat and Jackie Moon. put the most effort to unique design development and then constantly develope new designs to meet the diverse needs of consumers. It is a conclusion that the Namdaemun jewelry market need to produced under the name of brand not by the traditional whole sale market style. Development unique jewelry brand requires a high-end commercial strategy of the logo, packaging and interior. The high-end quality require for the advanced designs as well as the study of new materials needed for the advanced materials.

• 한국콘텐츠학회논문지
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• 제13권9호
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• pp.369-381
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• 2013

본 연구의 목적은 소셜커머스의 정보구성요소를 상품정보, 가격정보, 서비스정보, 판매원정보로 나누고 각 요소를 체계화하여 분석하는데 있다. 연구방법으로 내용분석법을 활용하였고, 소셜커머스 웹사이트에서 100개 페이지를 분석하였다. 연구결과를 살펴보면, 상품정보에서 정면사진 제시, 소재구성정보, 원산지, 관리, 색상, 사이즈 등 기본정보는 대부분 제시되었으나, 후면/옆면사진, 스와치, 스타일이나 소재 설명에 대한 보완이 요구된다. 가격정보에서는 소셜커머스의 제약조건과 관련된 할인율, 할인판매마감시간, 제한된 상품보유량, 판매제품개수 등은 강조되어 제시되었다. 서비스정보는 배송예정일, 배송사, 상품문의서비스, 교환/반품서비스가 대부분 제시되었다. 판매원정보는 브랜드로고나 브랜드네임은 다수 제시되었으나 구체적인 브랜드 컨셉, 역사, 규모에 대한 정보의 보완이 요구된다. 본 연구는 소셜커머스 정보에 대한 다양한 이론적 실무적 시사점을 제안하였다.

• 복식문화연구
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• 제13권5호
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• pp.743-755
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• 2005

The Purpose of the study was to compare clothing shopping motives, fashion information sources, evaluation criteria of apparel products, store selection criteria, apparel buying places, and purchasing experience and country of origin place on imported clothing. The total of 371 consumers, college female students in Korea and Japan were sampled in both countries. ANOVA, factor analysis, Duncan's multiple range test, t-test, frequency, and percentage as analysis methods were used. The results of the study were as follows. According to the comparative analysis of clothing purchasing behavior by factors, the result showed that both of them had more personal motives than social ones, regarding clothing purchasing motives. The clothing purchasing motives of students in Korea was higher than it of students in Japan. In the use of information sources, the students of both countries considered the information by consumer very importantly. Next to it, they highly regarded the information by marketer. The students in Korea used all informations more than the students in Japan. In the clothing selection, both of them considered criteria esthetics very importantly. The students in Korea considered 'brand name', 'versatility', and 'pleasing to others' as important, but the students in Japan considered 'price' and 'prestige' very importantly. For store selection criteria, Korean students considered 'duality guaranteed', 'service', and 'their and other's experience' as important but Japanese students regarded 'price' and 'variety of products' as important. A department store was the most highly preferred among clothing purchasing stores. After it, for Korean students, fashion mall, renowned brand stores, discount store were considered in order of preference, for Japan, speciality stores, fashion mall, renowned brand stores are preferred. Regarding imported clothing, Korean students, in order of preference, preferred the goods of America, Italy, France, England, etc. Japan students preferred the goods of America, Italy, China, France, etc.

• 한국지역사회생활과학회지
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• 제17권2호
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• pp.3-14
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• 2006

This study intends to offer suggestions for improving the security and competitive power of traditional liquors by investing in the status of intellectual property rights. Merchandising and the marketing strategies of traditional liquor are also addressed. The data was collected through a questionnaire survey given to 101 CEOs of traditional liquor manufacturers. The major results of this study were as follows: The management types of traditional liquor manufacturers were classified as the company 57 (56.4%), the corporation or the union 29 (28.7%), domestic industry 10 (9.9%), and marketing community or technology center 5 (5.0%). The competitive power degree of traditional liquor products was classified as strength 30 (31.6%), usual 30 (31.6%), weakness 35 (36.8%). The elements of strong competitive power were taste, functional (wellbeing) character, and attractiveness of the brand name. On the other side, reasons for weakness in competitive power were the marketing system, price competitiveness, and advertisement. The trademark registration of the traditional liquor appeared with 53%. The reasons not to pursue a trademark registration included the complicated and unnecessary process of registration acquisition, high registration expenses, etc. The perceptions of CEOs about the consumer's brand awareness for their product were low with an average 2.97. Explanations included insufficient advertisement and public relations, unrefined trademark design, and the meaninglessness of brand names. The marketing strategy of traditional liquor manufacturers according to annual sales were as follows: Manufacturers with high sales emphasized marketing strategies that focused on functional character, traditional image, high quality in image and package materials and design, high price strategies based on quality, and various sale promotions.

• 한국의류학회지
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• 제32권7호
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• pp.1046-1055
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• 2008

The purpose of this study is to investigate the effects of product variables(i.e., fashionability, brand fame) and situational variables(i.e., time constraint, usage occasion) on the internet browsing behavior (i.e., prepurchase search; ongoing search for products, stores, fashion trends, promotions, and post-purchasing information) for fashion products. This study developed hypothetical scenarios based on the factorial design of the two independent variables for the survey with a questionnaire. All items in the questionnaire were measured on a six-point scale. By convenience sampling and on-line survey, a total of 209 usable responses were used for further analyses. The results show as follows; firstly, respondents more intensively browse for information search on products, stores and fashion trends when the style of browsing products is trendy. Secondly, whether the fashion products have a famous brand name or not has a significant influence on browsing behavior for stores and fashion trends information search. Thirdly, time constraint is found to influence significantly on respondents' browsing for promotions information search. Lastly, occasion for product worn shows a significant influence on browsing behavior for stores and fashion trends information search. The managerial implications are provided based on findings.

• Asia Marketing Journal
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• 제15권4호
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• pp.223-241
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• 2014

In May 2012, the collaboration of Hana Bank, top financial service company, and SK Planet, top telecommunication service provider, introduced a new credit card that was filled with all-in-one benefits into the market. Leveraging strong infrastructure of two companies, each top in its own industries, the awareness and preference of 'Club SK Card' brand rapidly increased to about 25% in less than one year. Moreover, this new card was enthroned in the most sold credit card of year 2012, accounting for a market share of 7.2% in the credit card market and more than 80% in the mobile credit card market. To make these results possible, 'Club SK Card' marketing team developed an effective marketing communication strategy which followed the 6M model. The mission of the marketing communication strategy was simple and clear. It was to deliver the card's inherent strengths on consumer benefits that come from the support of subsidiary and affiliated companies of SK Planet. According to OK Cashbag data, the marketing communication team selected the appropriate target consumers and approached them directly, inducing actual purchase behavior. The target consumers received straightforward messages about 'Club SK Card' and were led to join in the new membership at their most frequently visited supermarket or franchise restaurant. The straightforward communication message embedded in an eye-catching commercial ad with a hook song accompanied with a dance was delivered via public media. The ad became so popular that many other television programs quoted or made parodies of the ad. Courtesy of the commercial ad, the brand name disseminated rapidly and widely among the public. In October 2012, an ingenious planning and persistent implementation of the communication strategy results 'Club SK Card' to be ranked top in brand awareness as well as advertising preference tests.

• 복식문화연구
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• 제6권4호
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• pp.104-119
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• 1998

The purpose of this research were to classify college women's clothing shopping orientation and analyze the predictable variables of impulse buying. The results of this research were as follows ; 1. Clothing shopping orientation was classified leisure pursuit, economic, careful and name brand preferring shopping. With reference to leisure pursuit and economic shopping, they were classified into four types, low shopping involved shopping type, economic shopping type, leisure pursuit shopping type, and high shopping involved shopping type. The low shopping-involved and the economic shopping types made much of planned buying. The planned impulse buying, reminder impulse buying, fashion oriented impulse buying and pure impulse buying were highly evaluated in the high-involved and the leisure pursuit shopping types. 3. The high shopping-involved and leisure pursuit shopping types were more likely to do impulse buying than low shopping-involved and the economic shopping types. 4. The most important factor for the four groups was design. Quality, color, utility were followed by design. 5. Impulse buying behaviors of four groups could be predicted by the information source and the marketing stimulus buying.