• 디지털융복합연구
• /
• 제19권5호
• /
• pp.41-46
• /
• 2021

본 연구는 코로나로 인해 언텍트 환경이 조성되면서 모바일 쇼핑환경에서 AR기술의 편의성이 사용자들의 구매의도에 미치는 영향을 분석하고, 구매만족도의 조절효과도 검증하였다. SPSS에 의한 가설점증 결과, 편리성은 구매의도와 구매만족도에 모두 정(+)의 영향을 미치며, 구매만족도는 편리성과 구매의도 간에 부분적인 조절역할을 하는 것으로 검증되었다. 연구 결과는 모바일 쇼핑에서 사용자에게 AR 기술을 이용한 다양한 정보를 신속하고 정확하게 제공하여 소비자들의 신뢰를 높이고, 즐거움을 제공해 사용자들이 구매의도를 유발할 수 있으며, 언택트 마케팅효과를 보다 구체적으로 구현할 수 있을 것으로 기대한다.

• 산경연구논집
• /
• 제9권3호
• /
• pp.81-87
• /
• 2018

Purpose - The perception of the quality of the consumer's distributor's brand(PBs) is generally perceived to be lower than that of the manufacturer's brand(NB), although it is a critical factor in determining the success of PBs. Accordingly, this study examines the characteristics of the convenience store PB products and their correlation with brand trust and purchase intent in the consumers who have had experience purchasing the convenience store PBs to expand the sales variables. Further, this research shows that the marketing strategy is to increase the share of PBs by providing an empirical analysis on the effect of the product attribute factors on the sales volume associated with brand trust, purchase intent, and others. Research design, data, and methodology - The survey period of this study was approximately three weeks from December 1, 2017 to December 21, 2017. The study samples that were taken from 100 random people extracted. The statistical analysis was carried out with multiple regression analysis using the SPSS statistical package. Results - The analysis shows that the brand credibility and purchasing intention were statistically significant differences between the private convenience store private brand products. Specifically, brand trust showed a statistically significant relationship the brand images and quality levels, but the perceived value was not affected statistically. Although the intent of the purchase showed a statistically significant relationship the quality level and the perceived value, the brand image was not statistically significant in its relationship. Conclusions - Overall, it has been established that the perception value does not statistically affect brand trust for convenience store PB products, and that the brand image has no statistically significant effect on the purchase intent. These results are analyzed to be due to the influence of brand in convenience stores themselves rather than brand trust and purchase intentions that affect sales performance, which is the property of private brand food and beverage products, the perceived value of their products. Accordingly, the study found that not only did the marketing performance of the convenience store PB products be improved statistically, but also the cause of the product attributes that were not statistically significant was identified.

• 유통과학연구
• /
• 제17권8호
• /
• pp.45-56
• /
• 2019

Purpose - This study aimed at investigating the mediation roles of attitude dimensions in the effects of involvement type on hedonic product purchase intention and moderation role of lay rationalism in the effects of involvement type on attitude dimensions. Research design, data, and Methodology - "Wenjuanxing" was used online to make questionnaire, which was loaded on Wechat and QQ. 125 data were collected online in China. The Process macro model 58 including moderation of the two paths in the causal sequence was used to verify hypotheses. Results and Conclusions - First, cognitive (affective) involvement had positive effect on the utilitarian (hedonic) dimension of consumer attitude and the purchase intention. Second, hedonic dimension of attitude had positive effects on purchase intention, but utilitarian dimension of attitude had not significant positive effects on purchase intention. Third, Lay rationalism did decrease (did not increase) the positive effects of affective (cognitive) involvement on hedonic (utilitarian) dimension of attitude. Therefore Marketing managers should understand the differences between the cognitive involvement and affective involvement, and develop the ways by which they attract consumers to choose their hedonic product. And they should give affective (cognitive) information to the customers with low (high) rationalism consumers when they do marketing for their hedonic product.

• 한국IT서비스학회지
• /
• 제19권3호
• /
• pp.75-87
• /
• 2020

This study empirically investigates the design factors that could engender positive impacts on consumers' user experiences with respect to trust, attitude, and intent to purchase a product promoted in the virtual reality (VR) e-commerce environment. Guided by previous literature, we specifically test the role of schema congruity due to the design of the space and virtual agent on trust, attitude, and purchase intention in the context of VR e-commerce. To test the effect of the congruency between user's schema and virtual environment design on user intentions, a 2 × 2 mixed ANOVA design experiment was conducted with place creativity (Low vs. High) as a within factor and workplace attire (Casual vs. Formal) as a between factor. The result showed support for the effect of schema congruity on trust, in that interaction of the two factors were found. Significant positive relationship between trust, attitude, and purchase intention was found. Further implications are discussed based on results.

• 한국의류학회지
• /
• 제25권2호
• /
• pp.293-302
• /
• 2001

The purpose of this study was to investigate the effects of a saleswomans clothing and store type on elderly female consumers likability to a saleswoman. Also it was to study the effects of the factors consisting likability to a saleswoman on intent to purchase among elderly female consumers. 3(clothing formality: low, medium, and high)$\times$2(clothing style: clothing looking old vs. young)$\times$2(store type: high priced specialty store vs. low priced open market) complete randomized between subjects design using field experiments were conducted. Subjects were 240 elderly females aged 54-69. The results showed that likability to a saleswoman consisted of impression factor, service ability factor and caring factor. There was the significant three way interaction among three independent variables in the service ability factor(F(sub)2,228=15.62, P<.001). Regression Analysis showed that the impression factor($R^2$=0.29, F<.001) and the service ability factor($R^2$=0.06, F<.001) influenced the elderly consumers intention to purchase significantly. In conclusion, favorable appearances of a saleswoman is considered a crucial service quality influencing potential elderly consumers to purchase.

• 광고학연구
• /
• 제29권7호
• /
• pp.29-53
• /
• 2018

본 논문에서는 최근 광고효과 및 소비자 반응 측정 연구에 활발히 사용되고 있는 안구운동추적기법(Eye-movement tracking)을 이용하여, 광고 모델의 위치 및 시선 방향(정면/측면_그림정보/측면_언어정보)이 광고 태도 및 제품 구매 욕구, 브랜드 재인에 미치는 영향을 확인하고자 하였다. 지면 광고들 중 모델의 비중이 비교적 높으며, 간접적 설득 경로의 중요성이 비교적 크게 평가되는 화장품 지면 광고를 이용하여 20대 성인 남녀 36명에게 실험을 진행한 결과, 기존의 연구들에서 확인한 바와 같이 모델의 시선이 향하고 있는 광고 내 특정 요소(제품사진, 브랜드 등)에 대한 응시 시간(Fixation duration)이 길어지고 해당 영역에의 진입 시간(Entry time)이 빨라진다는 것을 확인할 수 있었다. 그러나 모델의 시선에 의한 주의 유도 효과가 광고태도 및 제품 구매 욕구에 바로 반영되지는 않았다. 모델이 좌측에 있는 경우에는 시선의 방향이정면일 때 제품 구매 욕구가 가장 높았으며, 모델이 우측에 있을 때는 측면_그림정보(제품사진) 에 시선이 향할 때 광고 태도가 높은 것으로 확인되었다. 그리고 안구운동 추적실험 이후 추가적으로 진행한 브랜드 재인 실험 결과에서는 모델의 시선이 제품 사진을 향하고 있을 때 브랜드재인도가 높게 측정되었으며, 모델이 왼쪽에 있을 때 유효하였다. 이상의 결과는 모델의 시선이고객의 주의를 특정한 영역으로 이끄는 주의 유도자(attentional guidance)로서의 역할을 수행하지만, 모델의 위치 및 시선이 머무는 대상에 따라서 그 효과의 방향성과 크기는 달라질 수 있다는 것을 시사한다. 따라서 궁극적으로 고객의 광고 태도 및 제품 구매 욕구를 향상시키기 위해서는 모델의 시선 방향 이외에도 모델의 위치 및 추가 구성 요인들에 대한 복합적인 고려가 필요할 것이다.

• Journal of Korea Trade
• /
• 제25권8호
• /
• pp.45-56
• /
• 2021

Purpose - This study examines the relationship between the global consumer's shopping value and the intent to purchase in many of today's emerging international malls. furthermore, the orientation of shopping will be examined to see if there is a significant mediating effect between the value of shopping and willingness to purchase in international shopping malls. Design/methodology - This study conducted a survey of Chinese travelers who had experience in visiting a shopping mall during their visit to Korea through an online panel research agency and received a total of 230 responses. To confirm the relationship with constructs, the structural equation model (SEM) was used to test hypothesis in this research. Findings - The study was to examine the relationship of the international consumers' shopping value to the purchase intention in shopping mall when they visit to other countries, and to find if there was any effect on the relationship between the shopping value of the shopping orientation and the willingness of the international shopping mall. Originality/value - By confirming the relationship between international consumers' shopping value and shopping orientation, this study proposed the theoretical implications for global consumers' shopping behavior. In addition, this result can affect the development of service programs for foreign consumers.

• 유통과학연구
• /
• 제21권12호
• /
• pp.47-58
• /
• 2023

Purpose: Post-purchase service in online platforms has created an exciting focus for consumer behavior studies. This study intends to ascertain the impact of post-purchase shipping dimensions (shipping service, tracking service, return service, and customer care) on customer satisfaction and behavior intention. The authors developed a new model considering behavioral intention as the endogenous variable integrated framework of previous studies. Research Design and Methodology: The total sample is 223 respondents, selected using purposive sampling. The data collection uses Google Forms and is analyzed using AMOS Structural Equation Modeling (SEM). Results: Our findings showed shipping, tracking, returns, and customer service positively impact customer satisfaction, and customer satisfaction mediates shipping, returns, and customer service on customer behavior intent. Furthermore, customer satisfaction does not affect the effect of tracking service on customer behavior intention. Conclusion: Our hypothesis of the relationship between the post-purchase dimension and customer satisfaction was supported. However, only two of our three mediating hypotheses are supported. The mediating effect of customer satisfaction on the post-purchase dimension on behavioral intention is insignificant, while their direct relationship was significant. It showed that, concerning tracking service, customer satisfaction is not a requirement for the customer to perform behavioral intention in an e-retail context.

• 한국벤처창업학회:학술대회논문집
• /
• 한국벤처창업학회 2007년도 춘계학술대회
• /
• pp.405-433
• /
• 2007

본 연구는 온라인 쇼핑몰의 쿠폰판촉이 소비자의 구매행동에 미치는 영향을 검증하였다. 분석 결과는 다음과 같다. 첫째, 쿠폰 인지정도에 따라서는 F-검증을 실시한 결과 쿠폰의 인지여부에 따라 쿠폰 제공시 사용의사와 쿠폰 제공시 재사용의사에서는 유의미한 차이가 있는 것으로 나타났다. 둘째, 쿠폰의 사용경험에 따른 구매행동의 차이를 전체적으로 살펴보면 쿠폰사용 경험이 있다가 없다보다 높은 평균을 보여 유의미한 차이가 있는 것으로 나타났다. 이러한 결과는 쿠폰 사용경험에 따라 구매행동에 차이가 있음을 시사하고 있다. 셋째, 구매행동과 쿠폰의 비용/편익 자각의 관계를 살펴보면 뚜렷한 정적 상관관계가 있는 것으로 나타났다. 이는 쿠폰의 비용/편익 자각이 높을수록 구매행동이 높아짐을 의미한다. 넷째, 구매행동은 쿠폰사용을 즐김과 쿠폰 사용습관과 가장 관계가 높음을 발견하였다.

• 경영과정보연구
• /
• 제36권1호
• /
• pp.21-40
• /
• 2017

미용에 대한 관심이 날로 증가하고 있는 현대 사회에서 미용 서비스 업체의 마케팅 커뮤니케이션 전략이 브랜드 이미지와 구매의도에 대한 연구로 구체적으로는 가격할인이 소비자의 태도에 미치는 영향을 연구한 내용이다. 미용 서비스 제공자는 가격할인이 브랜드 이미지와 구매 의도에 미치는 영향을 고민해야할 것이다. 본 연구에서는 가격할인과 가격할인 제시방법이 브랜드이미지에 미치는 영향을 실증 분석한 내용이다. 본 연구에서 가격 할인은 브랜드 이미지에 부정적인 영향으로 나타났으며, 구매의도에는 긍정적인 영향을 미치는 것으로 나타났다. 가격할인 제시 방법에 따라서 할인율만 제시한 가격할인은 차별성과 전문성이 낮게 나타났다. 반면에 가격할인 시 구매 의도는 긍정적으로 나타났다. 이처럼 가격 할인 시 할인 가격 만 제시되면 이용에 대한 태도가 낮아지지만 할인율이 제시되면 구매 의도가 절대적으로 높은 것을 알 수 있었다.