• 경영과정보연구
• /
• 제38권4호
• /
• pp.95-111
• /
• 2019

본 연구는 기업의 공익연계마케팅 활동의 효과를 측정하기 위해 소비자의 공익연계마케팅 제품에 대한 선호도를 종속변수로 선정하여 실험을 진행하였다. 공익연계마케팅 제품에 대한 선호도에 영향을 미치는 주된 요인 중 하나인 제품 유형의 영향에 초점을 두었다. 기존 연구는 제품 유형이 공익연계마케팅의 효과에 미치는 영향에 관해 쾌락적인 제품이 실용적인 제품에 비해 공익연계마케팅의 효과가 높다고 밝혔고, 이는 죄책감의 논리로 주로 설명되었다. 그러나 상반된 연구 결과가 존재하고 죄책감의 수준은 소비자나 시장 환경의 특성에 따라 다를 수 있다는 점에서, 본 연구는 제품 유형의 영향을 심층적으로 살펴보고자 하였다. 그래서 한국과 중국 시장을 비교 대상으로 하여 국가와 제품 유형 간의 상호작용 효과를 검증하였다. 검증 결과, 유의한 효과가 존재하였고 한국과 중국 소비자 간에 제품 유형에 따른 공익연계마케팅 제품 선호도에 대한 차이가 있었다. 이와 같은 연구 결과를 바탕으로 본 연구의 시사점과 한계점 및 향후 연구방향에 대해 제시하였다.

• 한국식품과학회지
• /
• 제26권5호
• /
• pp.507-511
• /
• 1994

재래식 간장과 상업적으로 시판되는 양조간장을 미역국, 무우국, 북어국, 숙주나물에 조미료로 사용하여 소비자의 기호도를 조사하였다. 소비자들이 국을 조미하는데 소금을 사용하는 경향이 있음을 감안하여, 기호도 조사에 소금도 포함하였다. 관능검사는 일차적으로 차이식별검사를 실시하여 두 조미료간에 유의성 있는 차이가 인정되면, 소비자의 기호도를 조사하였다. 차이식별검사는 약 30명의 훈련된 패널을 이용하여 삼점법에 의하여 실시하였으며, 소비자 기호도 조사에는 약 100명의 소비자 패널을 이용하여 기호척도법에 의하여 실시하였다. 미역국, 무우국, 북어국에 재래간장, 시판 국간장 및 소금을 조미료로 사용한 경우 조미료간에 현저한 맛의 차이가 있었으며, 소비자 패널은 시판 국간장을 가장 선호하였고, 다음으로 소금을 선호하였다. 재래간장과 시판 진간장을 이용하여 각각의 sauces를 만들어 숙주나물 무침에 사용하여 차이식별검사를 실시한 결과 사용한 sauces간에 현저한 차이가 있었으나, 소비자 검사결과 sauces간에 기호도의 차이는 없었다.

• 디지털융복합연구
• /
• 제14권9호
• /
• pp.149-158
• /
• 2016

최근 전자상거래의 이슈가 되고 있는 소셜커머스를 이용하는 쇼핑에 대한 소비자의 만족도를 높이려는 방안을 모색하고자 하는 목적에서 이루어졌다. 이를 위해 소셜커머스 이용동기와 혜택 및 손실요인이 구매만족도에 미치는 영향을 중다회귀분석을 통해 알아보았다. 연구결과 첫째, 소셜커머스 사이트를 이용하는 동기요인중 경제적동기와 쾌락적동기 및 편의적 동기요인이 구매만족도에 영향을 미치는 것으로 나타났다. 둘째, 소셜커머스 쇼핑이용을 통해 얻은 혜택요인 중 심리적혜택과 가격혜택요인이 구매만족도에 영향을 미치는 것으로 나타났다. 셋째, 소셜커머스 이용 시 경제적 손실감을 적게 느낄수록, 이용불편감이 적게 느낄수록 구매만족도가 높은 것으로 나타났다. 끝으로, 혜택요인이 손실요인에 비해 상대적 영향력이 크다는 것을 확인하였다. 본 연구는 소셜커머스 사이트를 이용하는 소비자 관점에서 의미있는 자료를 제공했다는 점에 의의가 있다.

• 동아시아식생활학회지
• /
• 제22권6호
• /
• pp.836-850
• /
• 2012

This study was conducted to identify the sensory characteristics of the Korean traditional confectionery, dasik, prepared under different conditions and to compare their consumer acceptance in Korea. To accomplish this, descriptive analysis of eight samples prepared using two types of rice cake powder, dasik (Rflour, Rflour_Omija), brown rice powder red ginseng dasik (Brice_Ginseng_P), pinepollen dasik (PineP), black sesame dasik (BSesame), bean dasik (Rbean), and two types of mungbean starch dasik (Starch_Omija, Starch_Greentea), was conducted by ten trained panelists. In addition, 81 consumers evaluated the overall acceptance (OL), acceptance of appearance (APPL), odor (ODL), flavor (FLL), and texture (TXTL) of the samples using a 9-point hedonic scale, as well as the perceived intensities of sesame flavor, sweetness, and hardness using a 9-point just-about-right (JAR) scale. Partial least square- regression (PLSR) indicated that the BSesame and Rbean samples, which had significantly (p<0.05) high roasted sesame, burnt, greasy, glossy, and cooked chestnut flavor scores, had the highest acceptability and consumer desire scores. Additionally, the PineP and Rflour_Omija samples, which had relatively high particle size, transparency, roughness, spoiled tofu, fermentation and raw rice flavor scores, were the least preferred samples. Therefore, roasted sesame, burnt, greasy, glossy, and cooked chestnut flavor attributes were considered drivers of "liking" whereas particle size, transparent, roughness, spoiled tofu, fermentation, and raw rice flavor attributes acted as drivers of "disliking" among consumers.

• 복식문화연구
• /
• 제10권4호
• /
• pp.336-349
• /
• 2002

The purpose of this paper is to examine the characteristics of consumption vision related to the apparel buying decision-making. They propose that consumers form mental images of future consumption situations and that these consumption visions influence their decision-making. Consumers can imagine themselves consuming apparel products and experiencing the consequences of this consumption. By imagining the likely outcomes, they are able to identify the salient characteristics of each alternative and develop beliefs about their outcomes. Also, they can experience affective reactions to the outcomes they imagines. In this way, they form the cognitive and affective basis for their preferences and construct several consumption visions in the apparel buying decision-making. A consumption vision is "a visual image of certain product-related behaviors and their consequences....(they consisted of concrete and vivid mental images that enable consumers to vicariously experience the self-relevant consequences of product use"(Walker & Olson, 1994). We conducted unstructured, depth interviews with 9 groups participating 48 students at universities located in Busan, based on the results of previous studies. The results show that consumption visions related to the apparel buying decision-making are characterized as self-image, reactions of others, affection and mood, visual imagine, and self-satisfaction. By constructing consumption visions based on the various perspectives, consumers are influenced in the apparel buying decision-making. Many subjects reported experiencing positive affect when imagining positive outcomes of product use. Other subjects mentioned using consumption visions for purely hedonic reasons. With no intention of purchasing apparel products, consumers may evoke consumption visions to escape from the daily life, to fantasize and daydream about pleasurable consumption situations, and to enhance the mood. That is, the consumption vision related to the apparel buying decision-making helps consumers anticipate an uncertain future and make the purchase of apparel products.

• 복식문화연구
• /
• 제20권2호
• /
• pp.169-183
• /
• 2012

This study was aimed at finding out the preferences and satisfaction levels regarding the type of fashion retailer's sales promotion based on consumers' empirical characteristics. A total of 223 questionnaires were used for the survey of this study. The methods of this study were descriptive analysis, factor analysis, reliability tests, one-way ANOVA, $t$-tests and ${\chi}^2$-test. The consumer groups were divided by habitual experience and self-evaluated knowledge relate to apparel product. The results of this study showed that consumers have different preferences and post-utilization satisfaction regarding the type of sales promotion offered by fashion retailers. Consumers with more experiences in apparel product and with higher self-evaluated knowledge were more active in utilizing the benefits offered through the value-added type of sales promotions, such as the gift certificate or coupon. Consumers with more experience in apparel product also showed higher satisfaction with both the utilitarian and hedonic types of sales promotions, such as gift certificate offer, special price, price discount event, and coupon or courtesy card offer. Furthermore, consumers with higher self-evaluated knowledge showed higher satisfaction with the utilitarian types of sales promotion, such as gift certificate offer and regular sale. Therefore, by identifying the accurate understanding of consumers'empirical characteristics, an enterprise might be able to satisfy consumer by offering more appropriate and subdivided types of sales promotion.

• 한국한의학연구원논문집
• /
• 제7권1호
• /
• pp.105-114
• /
• 2001

This study was carried out to investigate correlation with food preference of subjects in three constitution groups on the view point of constitutional medicine. The constitutions of 124 college students(male 80, female 44) was classified by QSCC II method. Food preference of the subjects was surveyed in accordance with suggested foods for each constitution and was analyzed using Hedonic scale. The distribution of the constitutional revealed that Soeum individuals accounts 53%, followed by ; Soyang 19%, Taeum 28%. For men, sorghum, potatoes, beef, scombroid, oyster, saury, octopus, codfish, walleye pollack, shrimp, croaker, pineapple, eggplant, leek, pumpkin, toenjang, draft beer, diluted liquor, coffee, cocoa were statistically different in food preference score by sasang constitution(p<0.05). For woman, chicken, pollack roe, a walleye pollack, persimmon, jujube, melon, citron, celery, burdock, vinegar, bean-paste soup, draft beer, ginseng, honey were statistically different in food preference score by sasang constitution(p<0.05). Association of sasang constitutions and food thought to be harmful or healthy to each constitution was analyzed. But Food preference score of food thought to be harmful or healthy were not statistically different in score among sasang constitutions. This results suggested that food intake patterns of subjects were associated with sasang constitutional food in parts.

• 디지털융복합연구
• /
• 제18권10호
• /
• pp.195-206
• /
• 2020

본 연구는 소셜미디어 이용자의 소비자 혁신성 등의 특성이 국내에서 많이 사용되는 소셜미디어 이용에 미치는 영향을 분석한다. 이를 위하여 2019년 한국미디어패널데이터의 소셜미디어 이용과 이용자 특성에 관한 자료를 활용하여 소셜미디어 이용 여부를 프로빗 모형과 다항 프로빗 모형으로 추정하였다. 분석결과 기능적, 쾌락적 혁신성을 가진 이용자는 소셜미디어를 이용하기 쉽고 이에 비하여 인지적 혁신성을 가진 이용자는 소셜미디어를 이용하지 않을 것으로 분석되었다. 개별 소셜미디어의 이용과 관련하여 기능적 혁신성은 카카오스토리의 이용 확률을 높이고 쾌락적 혁신성은 인스타그램의 이용 확률을 증가시키나 인지적 혁신성은 카카오스토리, 네이버 밴드의 이용 확률을 감소시키는 것으로 나타났다. 본 연구는 기업이 혁신성과 관련된 제품을 홍보함에 있어 어떤 소셜미디어를 채택할 것인가에 관한 정보를 제공할 수 있을 것으로 기대된다. 향후 연구에서는 소셜미디어 이용자가 몇가지 소셜미디어를 동시에 사용한다는 가정하에서 분석을 시도하는 것도 필요해 보인다.

• 한국의류학회지
• /
• 제25권6호
• /
• pp.1155-1166
• /
• 2001

The purposes of this research were 1) to identify shopping orientation according to customer's personality type, 2) to examine perceived importance of service and satisfaction of service related to customer's personality type, 3) to find the relationships of evaluation of salesperson's service and re-purchase intention in each of customer's personality types. The data were collected via self-administered questionnaires from 434 female formal wear shoppers. and were analyzed by frequency, factor analysis, ANOVA, Chi-square test, and multiple regression analysis. The results of this study were as follows: Shopping orientations varied according to customer's personality type. E type had stronger Hedonic/self-confidence than I type, F type had higher Depending decision making than T type and P type had higher Quick decision making than J type. And service items satisfied the customers with a certain personality type. E type was satisfied with timely and proper A/S, not forcing to purchase and trustful behavior of salesperson more than I Type was. And also with expertise, individualized care, polite attitude, and merchandising promotion. N type was satisfied with individualized care more than S type was. A service evaluation criterion affected the re-purchase intention for a customer with a certain personality type. Customer's convenience in E. I. S, N, T, F, J types had a significant effect on re-purchase intention. And Expertise/ care in E, N, T, J types had a positive effect on re-purchase intention. also Politeness in E, I, S, N, T, J, P types did. But in only E type, Merchandising promotion affected re-purchase intention.

• 한국의류학회지
• /
• 제33권9호
• /
• pp.1409-1418
• /
• 2009

This study investigates the relationship among interactivity, telepresence, flow, and future behavior intention in internet shopping. Respondents were female consumers age 20 to 30. These consumers are regarded to have experience in internet shopping. 500 samples were used in this research. For data analysis, descriptive statistics, factor analysis, ANOVA, and multiple regression analysis were used for this study. As the result, interactivity, telepresence, and flow affect future behavior intention. Flow is the most influential variable affecting the future behavior intention. It implies that hedonic shopping experience (aroused by flow) can increase the future behavior intention of consumers. Consumers can operate and change the product image with convenience by encouraging interactivity between the internet fashion shopping mall and consumers. Through the technology, the experience 'flow' of consumers can provide a sense of telepresence as if they were shopping in a real store. Consumers may feel unconscious of the passage of time and feel fun, free, and original. Therefore, the internet shopping mall should pay attention to what customers demand and reflect it through e-mail, real time chatting, and text messages. In addition, rich product information such as detailed images should be supplied to help customers visualize looks.