• Asia Marketing Journal
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• 제20권4호
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• pp.65-94
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• 2019

The purpose of this study was to analyze the brand loyalty formation by positive labeling. Affecting such factors as involvement, self-image, community engagement, preference, and choice cutback, positive labeling can be seen as one of psychological factors that shapes consumer's behavior and their decision. This study was carried out because little research was done to examine the influence of positive labeling toward brand loyalty, and also to find out the benefits that consumers can get from being labeled in positive terms. Data were collected through survey questionnaire and 151 usable responses were used. Following a series of pretests and confirmatory factor analysis helped to purify measures and verify the psychometric properties of the scale. Structural equation modeling with AMOS was used for testing of research hypotheses. The result of data analysis demonstrated the positive relationship between labeling and brand loyalty, i.e. positive labeling indirectly leads to consumers' loyalty toward a brand. Findings revealed significant relationship between involvement and emotional attachment, as well as the relationship between community engagement and choice cutback. The results gave support for the hypothesis of moderating effect of buzz on the relationship between involvement and emotional attachment, even though the hypothesis of moderating effect of distinction was rejected. Taking Apple's rivalry strategy as initial point, this study highlights the role of labeling in creating social identity. The study attempts to show the positive consequences of labeling strategy for firms that seeks ways of good competition without engaging into conflicts.

• 한국콘텐츠학회논문지
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• 제19권2호
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• pp.539-547
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• 2019

본 연구에서는 로드샵 화장품 소비자를 대상으로 화장품 선택속성의 중요도-만족도 분석을 통해 소비자들의 만족도를 높이기 위한 보완, 개선점 등을 제시하였다. 본 연구 결과를 요약하면 다음과 같다. 첫째, 로드샵 화장품 선택속성에 대한 세부항목별 중요도 중 피부와의 적합성이 가장 높게 나타났으며, 만족도 또한 피부와의 적합성이 가장 높게 나타났다. 둘째, 로드샵 화장품 선택속성의 중요도와 만족도차이 분석을 실시한 결과, 총 15개의 선택요인 중 6개의 요인에서 차이가 있는 것으로 나타났다. 이 중 판매원의 서비스를 제외한 제품기능, 피부와의 적합성 등 5개의 속성은 모두 만족도보다 중요도가 더 큰 것으로 분석되었다. 셋째, IPA 결과를 바탕으로, 어떠한 요인을 유지 보완하고 개선해야 하는지를 분석하고, 이를 토대로 기업의 효과적인 자원배분 전략과 실제 적용할 수 있는 마케팅 전략을 제시하였다.

• 가정과삶의질연구
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• 제27권5호
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• pp.25-42
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• 2009

This study examines the actual state of using digital convergence products by consumers, and analyzes the expectation that consumers have regarding digital convergence products and the actual satisfaction of the digital convergence products. In addition, it analyzes factors affecting the satisfaction with digital convergence products. First, mobile phones, which 99.4% of those surveyed had, cameras, which 90.6% had, and mp3s, which 71.8% had, were found to be necessities. Second, the ratio of owning digital convergence products was 79.5%, 48.1%, and 52.4%, respectively. In the case of a mobile phones, a digital convergence type is already common. Third, regarding the reason for purchasing digital convergence products, they chose convergence products because there was no product with a simple function that they wanted to have: 38.2% in terms of a mobile phone, 47.2% for a camera, and 28.2% for an mp3. This shows that a consumer's choice was infringed in a great deal at the back of remarkable quantitative growth in digital convergence products. Fourth, the analysis of the factor regarding the consumer's expectation on digital convergence products showed 3 kinds of factors, i.e., expectation of benefit, expectation of risk, and expectation of situation. Fifth, as a result of analyzing the structural model regarding the effect on satisfaction by a consumer's expectation and the outcome on digital convergence products, all the expectations and outcomes of benefit, risk, and situation did not have a direct effect on satisfaction. Only an indirect effect through inconsistency showed a statistical significance.

• 한국의류학회지
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• 제22권3호
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• pp.353-364
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• 1998

Consumer knowledge has been discussed as an important concept to understand information processing such as information search and evaluation process. It has been defined as the amounts and contents of information in consumer's memory accumulated by experiences. According to literature review, experts who have much knowledge are likely to retrieve their information related to products for a purchase efficiency. Therefore, they are likely to simplify the information processing for a choice. The purpose of this study was to examine the relationship between clothing product knowledge and evaluative criteria for a purchase. The results were as follows; First, it was found out that evaluative criteria were composed of four dimensions such as the management, the esthetic, the fitness and the brand. Therefore, it is implied that evaluative criteria for purchasing clothing products were multidimensional. Second, the level of objective knowledge was low, and consumers perceived that they didn't have much knowledge related with clothing products. Also, the relationships between objective and subjective knowledge were positive but low. Third, the evaluative criteria were effected by the level of consumer's knowledge significantly. In subjective knowledge, the subjects in a high group considered all criteria more deeply than in a low group. But there was a significant difference only in the esthetic between two groups in objective knowledge. The results of this study imply that consumer knowledge may influence evaluation process. Knowledgeable consumer would consider product attributes deeply for evaluating clothing products, and especially, the esthetic would be an important factor as an attribute including the instrumental and expressive functions in a purchase phase. Therefore, consumer knowl- edge would be a basis of predicting expert's information processing and managing heavy buyer or loyal consumers in apparel industry.

• 대한지역사회영양학회지
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• 제28권4호
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• pp.329-339
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• 2023

Objectives: This study aims to explore consumer awareness and usage patterns of local food in Jecheon city during the COVID-19 pandemic, contributing to the establishment of the Jecheon City Food Plan. Methods: Surveys were conducted from July 24 to August 24, 2021, using a combination of web-link and self-administered methods for adults living in Jecheon city (n = 250). Descriptive analysis, t-test, importance and satisfaction analysis (ISA) of local food choice attributes were performed using SPSS Statistics. Results: Participants prioritized freshness when purchasing agricultural products. The freshness of Jecheon local food was the selection attribute with the highest consumer satisfaction and could provide purchase motivation. Approximately 73.6% of respondents understood the concept of local food, and 70% were familiar with Jecheon's local food. Notably, 94.8% expressed an intention to purchase but held negative views on selling local food in other areas. The need to increase the supply of local food to vulnerable populations and public school catering was highly recognized. The ISA identified 'affordable price', 'delivery service', and 'product information' as areas requiring improvement. On the other hand, 'freshness of products', 'quality for the price', and 'support for local farmers and economy' were identified as attributes to be maintained and strengthened. Conclusions: Consumers in Jecheon city recognized local foods as more than just 'consumer goods'. Our findings suggest the need for further research on local food revitalization and more comprehensive local food planning to enhance consumer satisfaction.

• 한국사회복지학
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• 제62권2호
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• pp.399-420
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• 2010

최근 한국의 사회서비스 전달방식의 큰 변화 중의 하나는 바우처 방식의 도입과 확대이지만, 바람직한 바우처형 서비스 전달방식을 확립하는데 필요한 바우처 공급구조상의 서비스 작동기제에 대한 연구는 미흡하다. 바우처 작동기제에 대한 국외의 연구들은 서비스 공급구조가 소비자의 선택기회 증가에 가장 핵심적인 요인임을 밝히고 있다. 하지만 바우처 역사가 일천한 상황에서 국내의 연구들은 아직 바우처의 도입가능성, 성공가능성에 대한 이론적 논의수준에 머물러 있다. 이에 본 연구는 양적 질적 데이터를 바탕으로 한국의 바우처형 서비스 공급이 서비스 공급현장에서 실제 어떻게 작동하고 있는지를 살펴보는 것을 목적으로 한다. 분석 자료는 지역사회서비스투자사업의 지역개발형 사업에서 가장 많은 사업영역을 차지하고 있는 ADHD아동 조기개입서비스 사업의 서비스에 참석하고 있는 전국의 56개 사업의 196개 공급기관으로부터 설문조사와 인터뷰를 통해 수집하였다. 분석은 Cave(2001)의 바우처 작동기제 분석틀을 이용하여 (1) 바우처 작동기제가 공급구조를 어떻게 변화시켰으며 (2) 그 결과 소비자 선택의 기회가 증가하였는지를 중심으로 진행하였다. 분석결과 (1) 서비스 시장에 민간영리기관이 사업에 다수 참여함으로써 서비스 시장에 공급주체의 다양화라는 긍정적인 변화를 가져왔으나, (2) 아직 서비스의 질은 수요자의 욕구를 충분히 해결하는데 한계가 있고 소비자의 선택권도 제한되어 있는 부분이 많다는 것을 보여주었다. 결과를 바탕으로 향후 정책의 방향성에 대한 논의 및 제언을 하였다.

• 한국유통학회지:유통연구
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• 제15권2호
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• pp.71-99
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• 2010

본 연구에서는 애국심이 자국 및 외국 제품 평가에 미치는 영향을 실증적으로 분석하였다. 또한 애국심과 제품평가 간의 관계에 있어 소비자 자민족중심주의의 매개변수적 영향력을 분석하였다. 실증분석을 위해 서울 소재 대학에 재학 중인 학부생과 대학원생을 대상으로 설문조사를 실시하였다. 조사결과 애국심은 외국제품 평가에는 영향을 미치지 않는 것으로 나타났으나, 자국제품 평가에는 긍정적 영향을 미치는 것으로 나타났다. 또한 소비자 자민족중심주의는 애국심과 자국제품 평가 간의 관계를 매개하는 것으로 나타났다. 실증분석 결과를 토대로 연구의 의의를 논하였으며, 유통관리 측면에서의 시사점을 제시하였다. 끝으로 연구의 한계점과 향후 연구방향을 제안하였다.

• 산업경영시스템학회지
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• 제4권5호
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• pp.51-63
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• 1981

The credit card system has been introduced as a new sales method in the marketing field in Daegu city since 1978. In order to increase its efficiency of distribution channel. we should like to find the better ways in the credit card system. For this study, we choice randomly 420 persons credit card holders of a department store in Daegu city. Since the credit card holders purchase products and obtain the utility and satisfactions. salesmen should establish the improvement strategis to meet needs and desires of credit card holders. we conclude that the establishment of the management systems should be based on the management concepts of modern marketing for consumer profit. Than the advantages of credit card sale should not only be recognized but also to translated into material gains by its successful utilization. When credit card sale would come to this, I believe that credit card sale will be helpful for business men activity and consumer's life.

• 한국유기농업학회:학술대회논문집
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• 한국유기농업학회 2001년도 심포지엄
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• pp.163-178
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• 2001

The last few nears have seen significantly increased interest in organic food. Organic food is still a small but growing part of the food industry with an identity defined and protected by law. Its existence provides an element of consumer choice. To obtain consumer confidence and, product credibility and transparency in the organic market, organic legislation and certification is needed, To facilitate export of organic products, harmonization of the organic legislation is favoured. The IFOAM accreditation programme has already achieved very much in this respect. Several national regulation, such as the NOP(USA) and EC2092/91(European Union) have already complied with the IFOAM basic standards. But in many countries there is still a lack of national legislation on organic agriculture. Because of the fast globalisation, organic agriculture is facing major challenges for international trade, so it is very important to consider the future development and certification of organic produce in all countries.

• Journal of Dairy Science and Biotechnology
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• 제25권1호
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• pp.37-45
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• 2007

Food labelling is the primary means of communication between the producer and purchaser and plays an important role in consumer's choice of food. Food labelling applying to livestock products, such as meat products (ham, sausage etc.), milk products(milk, fermented milk, butter and cheese etc.) and egg Products is regulated by 'Livestock Products Labelling Standard', National Veterinary Research & Quarantine Service (NVRQS) Notification. This study presents the principles of Korean milk products labelling provision and its recent revision to prevent consumer from misunderstanding and facilitate fair trade practices in market and also keep consistencies with international and relative national regulations. This study also suggests milk products labelling policy direction in the future.