• 디지털융복합연구
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• 제20권2호
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• pp.117-125
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• 2022

본 연구는 소비자의 과시적 소비성향과 인상관리 수준이 모바일 선물하기에서 쾌락재와 실용재 간의 선택에 어떠한 영향을 미치는지 확인함으로써 모바일 메신저 선물하기에서 제품 마케팅에 대한 전략적 제안을 제시하고자 하였다. 온라인 설문조사를 통해 자료를 수집하고 SPSS 23.0을 이용하여 로지스틱 회귀분석을 실시한 결과, 과시적 소비성향이 높은 사람들은 인상관리 수준에 관계없이 모바일 선물에서 실용재보다 쾌락재를 더 많이 선택하였다. 한편 과시적 소비를 하지 않는 사람들은 인상관리 수준이 낮을 때에는 모바일 선물에서 쾌락재보다 실용재를 더 선택한 반면 인상관리 수준이 높을 때에는 실용재와 쾌락재 간 선택에 차이가 없었다. 모바일 선물 제품, 특히 쾌락재 마케팅에서 소비자의 과시적 소비성향과 인상관리를 고려한 전략을 이용하는 것은 도움이 될 것이다. 광고는 소비자의 인정 욕구나 과시 욕구를 이용하여 소구할 수 있다. 나아가, 연령대를 확장하고 선물행동에 영향을 미치는 다른 요소들을 고려하여 추후 연구를 진행할 수 있다.

• Asia pacific journal of information systems
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• 제17권3호
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• pp.25-53
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• 2007

The Expectation Confirmation Model (ECM) of information systems investigates the continued information systems usage behavior. This paper expands the original post-adoption beliefs and searches the applications in the emerging hedonic information systems. Previous IS researches focused on the organizational environments. However as the information technology (especially internet) evolves, information systems have not only emerged for the organizations but also for the individual users, such as internet portals, internet communities, on-line games etc. These information systems so called Hedonic Information Systems aims to provide self-fulfilling value rather than instrumental value to the users. Researches in other disciplines, including marketing and consumer behavior research, illustrate that the hedonic and utilitarian perspective of goods and services have different influence on the consumer behavior. Goods and services used to be classified into either hedonic or utilitarian aspect but now they may belong to both aspects simultaneously. Moreover consumer's goals or tasks have both hedonic utilitarian aspects. When a consumer makes a decision to purchase or repurchase goods or services, he/she compares the hedonic and utilitarian perspectives of goods to find most suitable ones to satisfy their goals/tasks. Finally, consumer's behavior is determined by the trade-off between what the goods can provide to the consumers and in what extent the goods fulfill consumer's purchase behavior. Consumer also shows that the salience of hedonic perspective is relatively greater when consumer decides which of several items to give up (forfeiture choices) than the time when they decide which item to acquire (acquisition choices). Some researches in MIS discipline have found out that the information systems also have both hedonic and utilitarian perspectives. The decision process of whether to use information systems or not is similar to that of a consumer's decision of purchasing or repurchasing goods or services. However most of researches in MIS tend to focus on the extrinsic motivation variables which only cover the utilitarian perspective of information systems. It is only recent that researches start to investigate the intrinsic motivation variable - Perceived Enjoyment - for the hedonic perspective. Considering the consumer's purchasing decision process, users of information systems evaluate the systems through balancing between intrinsic (hedonic) and extrinsic (utilitarian) variables according to their main tasks or tendencies. This paper proposes a model that is based on the ECM of IS Continuance model modified from Expectation Confirmation Model to fit into the continued usage of information system. It first started from the decision process regarding hedonic and utilitarian perspectives in the consumer behavior literatures. The model deals with continued usage of information systems beyond the mere technology adoption as in most of the previous MIS researches. This research is particularly important to the hedonic information systems, because their business model depends on the frequent usages rather simple adoption at the beginning. Because the basic model only considered the extrinsic motivations (perceived usefulness) to explain the users' behavior and as the information systems can have both hedonic and utilitarian dimensions, it should consider both perspectives. Therefore, this newly proposed model considers intrinsic variable (perceived enjoyment) as well. Since the individual user can have a preference on either aspects that is between the hedonic and utilitarian perspective depending on his/her main tasks or goals, some variables (Hedonic Orientation and Utilitarian Orientation) meaning the extents of users' pursuing from the information system were additionally studied.

• 한국산업정보학회논문지
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• 제27권2호
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• pp.83-100
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• 2022

마케팅분야에서는 제품 상징주의를 지닌 쾌락적 소비에 관한 주제와 관련된 개념적 연구는 상징적 소비주의와 쾌락적 경험연구에 공헌하였다. 예상치 못한 소득이나 일시적 이득에 대한 기대를 소비자가 어떻게 다루는가를 연구하는 것은 그들이 경험을 즐기는데 무엇이 영향을 미치는 가를 이해하는데 도움을 줄 것이다. 이 논문은 쾌락적 소비와 실용적 소비의 상반관계를 논의한다. 일시소득이 발생한 상황에서 언제 왜 소비자들이 쾌락적 혹은 실용적 제품을 선택하는 가를 알아보는 것이 목적이다. 우리는 5개의 가설을 제시하고 일련의 실험을 통해 복권금액이 증가할 때 응답자들은 실용제품보다 쾌락제품을 선호하고, 취득확률은 두 제품간 차이가 없고, 선호순위도 차별화되지 않았다. 일시소득이 증가할 때 두 제품간의 선호그래프는 반대로 나타났다. 할인율이 변할 때 소비자의 선호순서는 변활 것으로 예상된다. 응답자들은 쾌락제품을 가장 선호하고, 실용제품, 할인 현금 순으로 선택하였다. 따라서 소비자의 쾌락주의와 쾌락적 경험에 대한 환상을 자극하는 것은 효과적인 마케팅 전략과 전술이 될 것이다.

• 한국의류학회지
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• 제31권7호
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• pp.1075-1084
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• 2007

The purpose of this study is to find out the important factors and efficient strategies concerning internet marketing. This study tries to examine satisfaction of the on-line consumers on internet shopping mall via fashion products. To fulfill this objectives, a survey was conducted from May 15 to May 30 in 2006, and an subject of study is men and women aged from 10s to 40s in purchase experience of the fashion merchandise to internet shopping malls. Data collected over the internet, and analyzed the 205 subjects. The statistical analysis methods was frequency analysis, reliability analysis, factor analysis, multiple regression analysis. The empirical studies were summarized as follows. First, internet shopping mall's fashion goods attributes(goods characteristics, aesthetic expression, variety of goods) significantly affect consumer's utilitarian shopping value. Second, internet shopping mall good's price attributes(economical efficiency of price, price reasonableness, price value, price information, price discount) significantly affect consumer's shopping utilitarian shopping value and hedonic shopping value. Third, consumer's utilitarian shopping value and hedonic shopping value are positively related to the internet consumer's shopping satisfaction.

• 한국감성과학회:학술대회논문집
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• 한국감성과학회 2009년도 추계학술대회
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• pp.226-227
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• 2009

본 연구에서는 구매 상황과 직접적 관련이 없는 특정 정서 상태가 상품 선택에 미치는 영향을 알아보고자 하였다. 상품 범주는 구매하고자 하는 물품을 대하는 태도로 분류된 실용적/쾌락적(utilitarian/hedonic) 물품 기준을 사용하였고, 동일한 시나리오 상황에서 특정 정서(긍정/부정/중립)에 따라 선택된 상품에 차이가 발생하는지를 살펴보았다. 그 결과, 중립적 정서 상황에 비해 부정적 정서 상황에서 실용적 목적을 지닌 상품을 선택하는 비율이 유의미하게 높았다. 이는 부정적 정서가 체계적이고 구체적인 정보 처리 과정을 촉진시킨다는 기존 연구 결과가 구매행동에서도 적용 가능함을 시사한다.

• 토지주택연구
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• 제11권1호
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• pp.39-48
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• 2020

Main research question of this study is about whether gated community (GC) as private urban governance gets along with local public goods by locating near to them. We examine this question through testing the Tiebout hypothesis from case study of Seoul, capital city of South Korea, in which GCs are so common to test the assumption empirically. For this, we examine the meaning of GC in 3 Es viewpoints; conceptualize the framework of Tieboutian co-evolution of GC and local public goods by hedonic price modeling. As a result, possibilities are found that GCs are to be seen from different point of view, viz. co-evolutionary mechanism between private and public governance; GCs effectively capture and represent the demand of residents for local public goods through voting by their collective locational choice. It allows us different kind of approach to investigate APTs as a co-evolutionary form of private and public urban order rather than seeing them only as a tool of speculative investment, particularly in rapidly urbanizing countries like Korea.

• 한국콘텐츠학회논문지
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• 제8권3호
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• pp.173-181
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• 2008

본 연구는 인터넷 쇼핑몰에서 소비자의 구매제품유형에 따라 쇼핑가치와 점포이미지를 파악하여 만족도 및 재방문의도와의 관련성을 검증하고자 하였다. 분석결과 쇼핑가치는 쾌락적 가치와 실용적 가치로 분류되었으며 쇼핑몰의 이미지는 명성, 제품 및 정보서비스, 구매 후 고객서비스, 분위기, 편리성, 안전성 등 여섯 가지 차원으로 추출되었다. 쇼핑몰의 이미지요인은 탐색재, 경험재 모두 쾌락적 쇼핑가치보다는 실용적 쇼핑가치에 미치는 영향력이 더 높았다. 또한 구매제품유형에 따라 쇼핑몰의 이미지와 쇼핑가치가 고객만족 및 재방문의도에 영향을 미치는 데 서로 유의한 차이가 있는 것으로 나타났다. 이러한 연구결과는 경쟁이 심화되고 있는 인터넷 쇼핑몰 시장에서 차별화된 세분시장을 파악하는데 마케팅시사점을 제공할 수 있다.

• 한국컴퓨터정보학회논문지
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• 제22권3호
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• pp.155-162
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• 2017

The purpose of this paper is to study renovation plan of value chain from a user's viewpoint by making practical application of digital technology in Korea and China. And it is surely meaningful to investigate the important motivation factors of continuous using smart-phone in two countries, and to analyze the improving effect toward to the quality of life in continuous using smart-phone. By this study we can expect the value improving effect of user experience. The results of hypothesis testing can be summarized as follows: First, the hypothesis that positive affect has a plus effect on pragmatic value is accepted in Korea and China. Secondly, the hypothesis that positive affect has a plus effect on hedonic value is accepted in two countries. Thirdly, the hypothesis that negative affect has a minus effect on pragmatic value is accepted in Korea, but rejected in China. Fourthly, the hypothesis that negative affect has a minus effect on hedonic value is accepted in two countries. Fifthly, the hypothesis that pragmatic value has a plus effect on life satisfaction is rejected in two countries. Sixthly, the hypothesis that hedonic value has a plus effect on life satisfaction is accepted in Korea, but rejected in China. Seventhly, the hypothesis that there is a difference in positive affect, negative affect, pragmatic value, hedonic value and life satisfaction between Korea and China is rejected in positive affect and negative affect, but accepted in pragmatic value, hedonic value and life satisfaction. In the competition among enterprises, user experience instead of goods themselves became influential as a differential factor. And many advanced enterprises began taking a serious view of customer's happiness and user experience improvement.

• 산업진흥연구
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• 제9권4호
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• pp.77-92
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• 2024

본 연구는 쾌락재를 생산, 판매하는 기업의 ESG 활동이 고객 자산(가치 자산, 브랜드 자산, 관계 자산)에 미치는 영향과 이를 통해 소비자의 추가 비용 지불 의사에 미치는 영향을 분석하였다. 이를 위해 250부 응답자에 대하여 SPSS 28.0과 Smart PLS 4.0을 통해 분석하였다. 연구 결과, ESG 활동이 고객 자산을 강화하고, 이러한 자산을 통해 소비자가 추가적인 비용을 지불할 의사가 높아지는 것으로 나타났다. 특히, ESG 활동이 가치 자산, 브랜드 자산, 관계 자산을 강화함으로써 소비자와의 신뢰 및 감정적 유대감을 증대시키는 역할을 수행함을 확인하였다. 또한, 이러한 ESG 활동이 소비자 행동에 장기적으로 긍정적인 영향을 미친다는 점에서 기업의 지속 가능한 성장을 위한 중요한 전략적 요소로 작용할 수 있음을 보여주었다. 본 연구는 ESG 활동이 고객 자산에 미치는 영향을 밝힘으로써 기업이 ESG를 전략적으로 활용하여 고객 충성도와 긍정적 소비자 반응을 유도하는 데 있어 중요한 시사점을 제공한 데 그 의의가 있다.

• 대한건축학회논문집:계획계
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• 제34권4호
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• pp.11-18
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• 2018

The beauty is like the bubble of beer, and behavior scholars have been regarded as worthless to study. As a result, the aesthetic in construction projects has resulted in underestimation or neglect. The fundamental cause of this result is that it is not easy to estimate the value of the aesthetic. The hedonic calculus by Bentham has a possibility to valuating the intangible or invisible goods. In this context, this study proposes a method to valuate architectural aesthetic based on the hedonic calculus by Bentham. As a precondition for suggesting the valuation method, this study defined the architectural aesthetic as the value of attraction that affects the value of the built environment. As the concept of beauty that conforms to the architectural aesthetic, it has established the concept of beauty as 'the phenomenon of combining the foreground and background of Hartmann'. In addition, the scope of the value measurement is defined as 'built environment' so as to include not only the building but also the surrounding environment. We have reinterpreted the seven dimension of the hedonic calculus proposed by Bentham and systematized the method of valuation of the architectural esthetic based on the seven dimension. The result of this study is meaningful in that it presents a new perspective and approach to architectural aesthetic. And it will be used as grounds for valuation and analytical approach to architectural aesthetic and will be used as a basis for expanding the field of study from aesthetic to value.