• 한국식품조리과학회지
• /
• 제26권5호
• /
• pp.511-520
• /
• 2010

The purpose of this article was to study how the 7Ps influence consumers' risk perception of eating at family restaurants in Seoul. In this study, frequency analysis, reliability analysis, factor analysis and path analysis (SEM) of the data were performed. First, reliability analysis confirmed that the 7Ps performance and risk data could be used in this investigation. Path analysis showed that the 7Ps significantly influenced customers' risk perception of eating at restaurants in Seoul. According to the results, product negatively influenced performance risk (p<0.05) and financial risk (p<0.001); price negatively influenced performance risk (p<0.001), financial risk (p<0.001), and time risk (p<0.01); place negatively influenced performance risk (p<0.01) and time risk (p<0.001); promotion negatively influenced financial risk (p<0.05) and time risk (p<0.001); process negatively influenced performance risk (p<0.001) and time risk (p<0.001); physical evidence negatively influenced performance risk (p<0.05) and financial risk (p<0.001); and people negatively influenced performance risk (p<0.05), financial risk (p<0.001), and time risk (p<0.001). As a result, we confirmed that 7Ps were an effective marketing tactic for reducing consumers' risk perception of eating at restaurants. Therefore, family restaurant companies are recommended to administer the 7Ps without additional cost.

• The Journal of Asian Finance, Economics and Business
• /
• 제5권3호
• /
• pp.65-72
• /
• 2018

The purpose of this paper is to understand the influence of country personality dimensions and product involvement on European consumers purchase and visit intentions, considering the Portuguese context. The increasing economic globalisation has resulted in the reducing of trade barriers between nations and the availability of more foreign products and services across borders. Therefore, the place associations of these products and services might be regarded as a potential competitive differentiator in their respective markets. Despite the proliferation of literature devoted to assessing the effects of country-of-origin, the symbolic dimension of a country's image remains understudied. A questionnaire measuring country personality dimensions, product involvement, and consumer's purchase and visit intention was passed on a sample of 335 European consumers. Country personality indeed matters both positively and negatively. Findings show that while assiduousness positively influences consumer's visit intentions, wickedness has a negative influence on consumer's purchase intentions. Findings also reveal that product involvement has a positive significant influence on consumer's purchase and visit intentions. On developing marketing strategies, international marketers and governmental decision-makers should consider product involvement attributes and specific country personality traits to provide the country's products with a competitive edge, as well as to promote the country as a travelling destination.

• Journal of the Korean Data and Information Science Society
• /
• 제20권1호
• /
• pp.109-115
• /
• 2009

점차 복잡화되고, 다양화되고 있는 고객들의 수요를 만족시키기 위해 많은 인터넷 회사에서는 고객관계관리를 통하여 마케팅 활동을 벌이고 있다. 단기간 판매실적을 극대화하기 보다는 고객서비스와 장기간의 고객만족도를 더 많이 강화하기 위해서는 마케팅 계량지표로서 고객생애가치를 활용하는 것이 바람직하다. 이러한 고객생애가치는 인터넷 비즈니스 분야에서 경쟁적인 힘을 증진시킬 수 있는 고객가치를 발견할 수 있는 핵심이며, 많은 인터넷 기업들이 고객생애가치에 관심을 가지고 있다. 본 논문에서는 회원 유형별로 인터넷 사이트의 회원 수명을 분석하기 위해 생명표 기법을 활용함으로써 여러 형태의 인터넷 회사에 다양한 생명표를 이용할 수 있는 기회를 마련하고자 한다.

• 한국조리학회지
• /
• 제23권4호
• /
• pp.22-32
• /
• 2017

The purpose of this study was to explore awareness of food tourism using big data analysis. For this, this study collected data containing 'food tourism' keywords from google web search, google news, and google scholar during one year from January 1 to December 31, 2016. Data were collected by using SCTM (Smart Crawling & Text Mining), a data collecting and processing program. From those data, degree centrality and eigenvector centrality were analyzed by utilizing packaged NetDraw along with UCINET 6. The result showed that the web visibility of 'core service' and 'social marketing' was high. In addition, the web visibility was also high for destination, such as rural, place, ireland and heritage; 'socioeconomic circumstance' related words, such as economy, region, public, policy, and industry. Convergence of iterated correlations showed 4 clustered named 'core service', 'social marketing', 'destinations' and 'social environment'. It is expected that this diagnosis on food tourism according to changes in international business environment by using these web information will be a foundation of baseline data useful for establishing food tourism marketing strategies.

• 대한안전경영과학회지
• /
• 제13권1호
• /
• pp.151-160
• /
• 2011

Cosmetic industry is a typical industry for domestic demand and is closely connected with domestic demand growth. In 2006, domestic cosmetics market is showing high growth rate due to the recovery of domestic demand and the market reorganization of sales channels is proceeding rapidly due to the recent global economic slowdown, Due to the situation, many companies are launching low-priced brand shop. The purpose of this study was to clarify the impact of marketing strategy of cosmetic brand-shop on consumers' purchasing intention. As the result of analyses, it was found that product, place, promotion factors of cosmetic brand-shop affect brand image. Also only product factor affects corporate image, perceived quality. And using regression analysis between brand image, corporate image, perceived quality and customer behaviors. Brand image and perceived quality factors influence consumers purchasing intention. Brand image has a positive impact on corporate image. And corporate image affects the perceived quality.

• 농업과학연구
• /
• 제47권4호
• /
• pp.769-782
• /
• 2020

Interest in fruit and vegetables has increased due to changes in consumer consumption patterns, socioeconomic status, and family structure. This study determined the factors influencing the demand for fruit and vegetables (strawberries, paprika, tomatoes and cherry tomatoes) using a panel of Rural Development Administration household-level purchases from 2010 to 2018 and compared the ability to the prediction performance. An artificial neural network model was constructed, linking household characteristics with final food expenditure. Comparing the analysis results of the artificial neural network with the results of the panel model showed that the artificial neural network accurately predicted the pattern of the consumer panel data rather than the fixed effect model. In addition, the prediction for strawberries was found to be heavily affected by the number of families, retail places and income, while the prediction for paprika was largely affected by income, age and retail conditions. In the case of the prediction for tomatoes, they were greatly affected by age, income and place of purchase, and the prediction for cherry tomatoes was found to be affected by age, number of families and retail conditions. Therefore, a more accurate analysis of the consumer consumption pattern was possible through the artificial neural network model, which could be used as basic data for decision making.

• 한국프랜차이즈경영연구
• /
• 제14권4호
• /
• pp.67-83
• /
• 2023

Purpose: The beauty market is growing rapidly and becoming more competitive as new shops enter the market and offer similar products and services. The way for industries such as beauty shops to succeed in market competition is to understand customer needs and provide a marketing mix appropriate for those needs. Research design, data, and methodology: The survey was conducted for a total of 4 days from October 4 to October 7, 2023, and a total of 2,431 copies were distributed and 463 copies were returned. Excluding 2 copies with insincere responses, 461 copies were used for analysis. The data were analyzed with SPSS 25.0 and SamrtPLS 4.0. Result: Product, price, promotion, people, and physical evidence influence perceived value, but place and process didn't. Product, process, and physical evidence influence reputation, but price, location, promotion, and people didn't. Perceived value influences revisit intention but did not reputation. Reputation influences revisit intention. Conclusions: First, beauty shops must develop beauty services that can satisfy customers' needs. Second, beauty shops must continue to invest in external facilities and interior design. Third, intangible service processes can help the beauty shop's reputation. Fourth, beauty shops need to maintain a balance between price and perceived value so that customers can be satisfied with the service experience.

• 디지털융복합연구
• /
• 제11권2호
• /
• pp.79-89
• /
• 2013

본 연구에서는 사회공헌활동이 브랜드충성도에 미치는 영향을 살펴보고자 하였다. 기업의 사회공헌활동은 최근 기업들의 이미지 및 브랜드 가치를 향상시키고자 하는 전략적 수단으로 많은 기업들이 사회공헌활동을 실행하고 있다. 본 연구에서는 이러한 사회공헌활동의 효과를 살펴보고자 전통적 마케팅 활동요소인 마케팅믹스 4P전략을 중심으로 마케팅믹스가 브랜드충성도에 미치는 영향에 있어 기업의 사회공헌활동의 조절효과를 살펴보고자 하였다. 분석결과 제품/가격/촉진 전략과 사회 공헌 활동은 브랜드 충성도에 유의미한 영향을 미치고 있으며, 사회공헌활동 수준에 따라 조절되고 있음을 확인하였다. 최근 많은 기업이 전략적 도구로 CSR을 사용하고 또한 사회적으로도 CSR의 효과에 대한 관심이 증가하고 있다. 따라서, 본 연구는 CSR이 고객 브랜드 충성도 향상에 영향을 미치는 것을 재확인함으로서, 기업의 사회공헌활동의 향상과 인식확산에 기여할 것으로 기대된다.

• 무역상무연구
• /
• 제52권
• /
• pp.119-135
• /
• 2011

Korea's trading volume is expected to surpass USD 1 trillion in 2011. Korean economy achieves this largely due to its dependence on export and enhanced technological capacity and product quality. Improved recognition of Korean enterprises in the global arena also helped. However, the largest reason behind theses could be found in exporters' ceaseless marketing endeavors and continued government supports. Today, more and more people become to rely on trade exhibitions to boost export effectively. Trade exhibitions are employed as a useful tool to attract buyers and enter a market. This is because such exhibitions' marketing effect and professional aspects. South Korean export relies on large conglomerates for most part. However, 95% of the country's entire industry are small and medium-sized companies. This means that SMEs' export has a huge impact on the national economy. Therefore, as a way to improve SME export and minimize their losses, we need to use trade exhibitions more actively. The overseas policy insures only promotional activities regarding foreign exhibition and fair (including international events held in Korea), foreign distributor, shopping mall, home shopping, etc. and does not include air fare, traffic cost in the local place, accommodation cost and dining expenditures as costs to be excluded mentioned above. It is not easy for them to take part in events abroad if they have to pay for such expenses. If full financial support is difficult, the Korea trade insurance corporation still may give a certain level of aid for successful exporters to engage in marketing activities abroad more actively and further stimulate SMEs' export.

• 디지털융복합연구
• /
• 제20권5호
• /
• pp.93-98
• /
• 2022

본 연구에서는 그린마케팅 활동에 초점을 맞춰 그 중요성을 강조함과 동시에 그린마케팅 활동이 구매의도에 미치는 영향에서 환경관여도의 매개효과를 검증하였다. 이를 검증하기 위해 신에너지 자동차 구매를 경험이 있거나 구매를 고려해본 적이 있는 중국 소비자를 대상으로 설문조사를 실시하여 검증한 결과는 다음과 같다. 첫째, 그린마케팅 활동의 하위요인인 그린제품, 그린가격, 그린유통, 그린촉진은 모두 환경관여도에 유의한 정(+)의 영향을 미친다는 것이 검증되었다. 둘째, 환경관여도는 구매의도에 유의한 정(+)의 영향을 미친다는 것이 밝혀졌다. 셋째, 그린제품, 그린가격, 그린유통, 그린촉진과 구매의도 간의 관계에서 환경관여도의 매개효과를 검증한 결과 모두 부분적 매개효과를 가진다는 것이 실증되었다. 마지막으로 본 연구의 한계점과 향후의 연구방향에 관하여 논의하였다.