• 한국멀티미디어학회논문지
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• 제7권4호
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• pp.484-495
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• 2004

본 논문은 온라인 게이머의 게임태도와 집중하여 즐기는 여러요인을 파악하기 위하여 게이머의 이용형태를 조사하여 고객 충성도(customer loyalty)의 개념을 정립하고, 이의 구성요소로 작용하는 연구가설을 규명하기 위한 분석 모델을 실증연구를 통해 제안하였다. 게이머의 고객충성도는 플로우와 구전에 의해 영향받고 보상, 도전감, 커뮤니터 활동 등으로 구성된다. 온라인 게임 이용자를 대상으로한 설문조사 자료에 근거하여 국내 온라인게임에 대한 소비자 충성도에 영향을 미치는 주요 요인과 소비자 이용형태를 LISREL 모델로 연구, 분석하였다. 통계조사 분석 결과 게임의 재미와 몰입하게 하는 플로우가 매우 중요하며 결국 이 플로우가 고객충성도에 영향을 크게 주고 있음을 알 수 있었다. 이러한 연구조사를 통하여 온라인게임 개 발전략을 제시하였으며, 온라인게임 개발자들이 게임의 개발, 마케팅 계획 수립 시 게이머들의 이러한 연구결과를 잘 활용하여 사용자의 고객충성도를 높여 성공적인 온라인게임 개발 마케팅 전략수립에 보다 유용하게 활용할 수 있도록 하였다.

• 복식문화연구
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• 제30권5호
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• pp.656-674
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• 2022

The purpose of this study is to reveal and compare the differences in the types and characteristics of purchase channel journeys of MZ generation consumers. In this study a survey was conducted on the purchase channel journey of 20 women in the MZ generation using the ethnographic method of in-depth interviews and observations. As a result, three purchase channel journeys were identified: mobile, multi-channel, and offline. These were variously subdivided according to the characteristics of the MZ generations. Gen Z's journey was categorized into types: fashion platform app, Youtube, multi-channel supplement, multi-channel non-planned store visit, offline loyalty store, and impulsive offline store. Gen M's journey was categorized as: an online community bond, portal site, online loyalty store, multi-channel brand involvement, multi-channel efficiency, a multi-channel conversion, offline efficiency and offline task. The difference in mobile journey between generations was found in the time and length of the purchase. Gen M recognized both online and offline search processes to be tiring, while Gen Z enjoyed the search process using the online path. In the offline journey Gen Z began with their own intention to purchase, while Gen M sometimes recognized that purchasing fashion products necessary for work was a cumbersome task.

• 유통과학연구
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• 제18권7호
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• pp.73-81
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• 2020

Purpose: This research examines the factors that influence organic food purchasing decisions of kindergartens in Ho Chi Minh City, Vietnam. Research Design, Data, and Methodology: A mixed-method research was utilized in this study. It included a focus group of 10 participants and a survey of 304 respondents, (quantitative research) who are employed in the selected kindergartens, using both online and paper surveys based on nonprobability and convenient sampling. The SPSS and SmartPLS 3 software were used to analyze data. Results: a) Eight factors affect the purchase decision of kindergartens; b) Environment Attention, Normative Beliefs, Trust belief on brand, Cost of meal set, and Reference group positively affect Intention behavior; c) Feeling safe positively affect Perceived Quality Product. Perceived quality of product and Intention behavior positively affect organic food Purchase Decision of kindergartens. Conclusion: Eight factors affect organic food purchasing decisions of kindergartens in Ho Chi Minh City. This study offers recommendation and solutions for a stable output of organic products in Vietnam, and ways to popularize them within the community.

• 산업융합연구
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• 제9권1호
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• pp.33-66
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• 2011

As an information-oriented society is arrived. an internet market has been developed steadily. This advance of internet market made the augmentation of purchasing clothes, and thus the fashion trade has tried to use effectively the internet marketing as a new channel of profit increasement. However, the fashion trade did not utilize efficiently an internet as a marketing mediation so far. This results from the want of coping with consumer behavior on the internet community. To answer the necessity of analysis of consumer behavior, this thesis inquires the difference of buying clothes on the internet shopping mall according to the lifestyle of consumer. Then this thesis provides the strategy of internet marketing fitted to each lifestyle for making a good profit. The inquiry was conducted to university located on Seoul, and the lifestyle of undergraduate was categorized to five groups, that is, trendy, information-inclined, economical purchase, brand-inclined, and spirit-pursuit types. This thesis analyzed the difference of consumer behavior of each type according to various factor, and presented a marketing strategy fitted to each type from these analysis results.

• 유통과학연구
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• 제22권7호
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• pp.107-117
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• 2024

Purpose: Consumers have become more interested in eating organic food in recent decades because of the effect of merchants' advertising. Eating organic food is also shown to strengthen immunity, especially during the recent COVID-19 pandemic. However, consumers may find it more difficult to choose organic food retailers than to purchase conventional goods. This is because of the uncertainty characterizing the process of selecting organic food retailers, despite the growing rivalry across supermarket chains that sell organic goods. This study explores how consumers' perceived image (social responsibility and ability image) of organic food stores affects consumer loyalty. Research design, data and methodology: The data for the analysis were collected using Macromill Embrain, an online research service agency. The data were analyzed using SPSS 26 and Smart PLS 4.0. Results: Based on structural equation modeling, the findings of the study demonstrate that store image positively impactsstore loyalty, and that the mediator (perceived value) affects the relationship between the two variables. Conclusions: Organic food stores must understand consumers to improve store loyalty. Efforts such as providing a user community that enables joint behavior by sharing experiences among customers or launching campaigns to improve consumers' perceived brand identity can increase store loyalty.

• International Journal of Knowledge Content Development & Technology
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• 제14권2호
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• pp.29-46
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• 2024

Academic libraries are at the forefront of supporting their parent institutions in teaching and learning, research activities, and community services for the students and faculty members, but, the researchers observed that some of the research emanating from faculty members in academic institutions particularly universities remains largely unknown, unrecognized and invisible on the global scene. This present paper is therefore a modest attempt towards addressing the issue of enhancing the faculty research visibility in the institutions of higher learning by the academic libraries. It also examines the extent academic libraries in public universities in Nigeria use research visibility channels to increase the global visibility of their faculty members. Difficulties encountered by librarians and ways of tackling the visibility of the faculty were also examined. A descriptive survey research design was adopted and the population consisted of all the 162 librarians in public universities in South-East (S.E), Nigeria. Telephone calls and Online Questionnaire were used for data collection. The number of librarians was obtained through phone calls from the Heads of each of the Libraries. The Online Questionnaire was submitted to the WhatsApp platforms of librarians in Nigeria- Academic and Research Libraries (ARL) and Chartered Librarians in Nigeria Connect (CLN-Connect). The questionnaire was structured in such a way that only the Librarians in Public universities in the S.E. Nigeria will respond to it. At the end of the day only 120 librarians responded, at a response rate of 74%. The study was analysed using tables, percentages and charts. The study recommended that librarians who are unaware of RVCs and its utilization should go for training to acquire the knowledge that will enable them enhance the global visibility of faculty staff, Management of Public universities in S.E, Nigeria should in addition to addressing copyright issues by the use of disclaimer notices and creative common licensing and provision of infrastructural facilities e.g. steady power supply, High power brand Internet connectivity, establishment of an Institutional Repository, etc, also should mandate the faculty staff to release their productive work to the library for onward submission to the RVCs platforms for enhancement of their global visibility.

• 지능정보연구
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• 제22권2호
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• pp.57-79
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• 2016

최근 소셜 네트워크 서비스는 소비자와의 관계 마케팅 확산 및 확장을 위한 중요한 채널로 인식되며 많은 관심을 받고 있다. 기업이 온라인 환경에서 성공하기 위해서는 기업과 고객 사이의 관계 구축뿐만 아니라 고객들 간의 관계에 초점을 맞출 필요가 있다. 본 연구에서는 페이스북 팬 페이지에 참여하는 사용자들 사이의 네트워크를 분석하여 기업의 비즈니스 성과에 고객 간 네트워크의 구조적 특성이 미치는 영향을 실증적으로 분석하였다. 이를 위해 네트워크 데이터는 코스피 상장 기업 가운데 페이스북 팬 페이지에 100개 이상의 게시글을 올린 54개 기업으로부터 수집하였으며, 수집된 네트워크 데이터는 각 사용자를 노드로 하고 동일한 마케팅 활동에 대해 참여한 사용자간의 관계를 링크로 한 원모드 비방향 이진 네트워크(one-mode undirected binary network)이다. 본 연구에서는 이러한 네트워크 데이터를 핸들링하여 사용자들 간의 활동 관계를 분석할 수 있는 네트워크 지표(밀도, 글로벌 클러스터링 계수, 최단거리평균, 직경)를 도출하였으며, 이러한 고객 간 네트워크의 구조적 특징을 파악할 수 있는 지표와 기업의 과거실적(순이익), 그리고 미래 예측성과(토빈의 Q) 간의 관계를 분석하였다. 본 연구는 학문적 관점에서 소셜 미디어 채널을 비즈니스 관점에서 연구하려는 연구자들에게 소셜네트워크분석 방법을 통한 새로운 접근법을 제시한다. 실무적인 관점에서 본 연구는 소셜미디어를 통해 마케팅 활동을 수행하려는 기업의 관리자들에게 네트워크의 지표를 이용한 지능형 마케팅 서비스를 수행할 수 있는 토대를 제공할 것으로 기대한다.