• 한국콘텐츠학회논문지
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• 제17권12호
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• pp.658-669
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• 2017

온라인 쇼핑 이용의 지속적인 증가 추세에도 불구하고 온라인 쇼핑에서의 실 구매 전환 비율은 3% 미만으로 매우 낮은 수치를 보이고 있다. 따라서 이에 대한 원인 분석과 대응 방안에 대한 연구가 보다 필요하다. 본 연구는 온라인 쇼핑 시 최종 구매결정 지연 발생에 영향을 미치는 주요 변인으로 불확실성 요인과 상황적 요인을 도출하고 이들의 영향력을 검증하였다. 특히 본 연구에서는 소비자의 인지적 종결욕구 수준에 따라 인터넷 쇼핑 시 지각하는 불확실성과 상황적 환경에 대한 대응 행동이 다를 수 있고, 이를 통해 결과적으로 구매 지연 발생 정도를 조절하는 현상을 고찰하였다. 본 연구 결과를 통해 온라인 쇼핑 시 최종 구매 결정 단계에서 소비자의 망설임과 구매 지연을 줄이고 구매 전환율을 향상시킬 수 있는 전략적 시사점을 제시하고자 한다.

• 한국산학기술학회논문지
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• 제16권5호
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• pp.3308-3314
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• 2015

본 연구의 목적은 의료기기의 구매결정요인과 만족 및 재구매 의도의 구조적 관계를 파악하는 것이다. 본 연구의 자료는 보건복지부의 2012년 의료기관 의료기기 사용실태조사이며, 이 중 초음파영상진단장치를 보유하고 있는 종합병원급 이상의 116개 의료기관을 분석하였다. AMOS 21 Ver.를 사용하여 확인적 요인분석과 구조방정식을 실시했으며, 주요 결과는 다음과 같다. 첫째, 의료기기 구매결정요인 중 브랜드는 만족에 유의한 영향을 주었으며, 만족은 다시 재구매 의도에 유의한 영향을 미쳤다. 둘째, 성능과 서비스는 유의하지 않지만 만족에 정의 영향을 주었으며, 가격은 만족에 부의 영향을 주었으나 유의하지 않은 것으로 나타났다. 본 연구는 의료기기 구매결정에 관한 실증적 연구가 부족한 상황에서, 확인적 요인분석을 토대로 하여 실증적으로 의료기기 구매결정요인을 제시했으며, 의료기기 시장의 효율적인 마케팅 전략 수립과 의료기기산업의 경쟁력 제고에 관한 기초자료를 제공했다는데 그 의의가 있다.

• 산경연구논집
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• 제13권2호
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• pp.17-31
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• 2022

Purpose: The purpose of this study is to analyze factors affected by the ICT utilization with perspectives of employees (Study 1) and customers (Study 2) that are rarely approached in previous studies. In particular, this study examined how proposed factors on ICT utilization affect employee satisfaction, organization performance, customer satisfaction, and purchasing decision making. Research design, data and methodology: This study conducted an online survey to measure the effects. Cronbach's alpha was applied to test reliability and factor analysis was applied to check validity. Multiple regression analysis and ANOVA were applied to test hypotheses. Results: The results of this study found that the effects of self-development and organizational innovation on employee satisfaction were significant for study 1, while the effects of product satisfaction, promotional offers, and customer communication on purchase decision making were significant for study 2. Conclusions:This study provides managerial and policy implications. At the management level, it is necessary to make specific strategies to improve employee and customer satisfaction and organization performance associated with the utilization of ICT. The results of this study suggest that better policy should be prepared by government to foster utilization of ICT infrastructure and to enhance better relationships with employees and customers.

• 대한가정학회지
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• 제46권6호
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• pp.49-59
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• 2008

The purpose of this study was to examine the role of consumers' self-image and pursued-image of clothes on the clothing purchase decision making according to the location. Data were obtained from a questionnaire filled out by 575 women living in Seoul and Jechon. For data comparative analysis, paired t-test, t-test, factor analysis and multiple regression analysis were used. The results of this study are as follows: 1. There were significant differences in self-image and pursued-image in terms of clothing purchases between women who live in Seoul and Jechon residents. 2. Demographic variables influenced to the self-image and pursued-image of clothes factor. Among them, size of the city was the most important factor which influence to the clothing purchase behavior. 3. Self-image, pursued-image of clothes, problem recognition and evaluative criteria factors significantly differed between Seoul and Jechon residents. In two cities, problem recognition factor which was arisen by external stimulus and all of the evaluative criteria factors showed significant differences. 4. When the cities were partitioned by size(large and small city), the influence of self-image and pursued-image of clothes on the clothing purchase behavior showed different phases. Generally, self image and pursued-image of clothes were more important to various problem recognition and evaluative criteria factors in large city(i.e. Seoul) than in small city(i.e. Jechon). However economic rational factor was the exception.

• International Journal of Contents
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• 제10권4호
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• pp.38-47
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• 2014

Recently, with the development of technology, social network service (SNS) has become a hot topic. Lots of companies are now making online marketing strategy to promote their products and brand identities using SNS. Through these strategies, companies can produce more profit as well as make better brand images by performing online public relations. Among the SNSs, Facebook has a lot of users, it has been regarded by companies as a suitable platform with respect to online marketing for latent customers. The companies of today typically have at least one account and a Facebook page, and constantly make relationships with customers. However, companies have been thoughtless in this process, and usually provide information to customers through one-way communication. Based on this phenomenon, a study was conducted herein on how to use Facebook pages for promoting products and brand identities, keeping good relationships between companies and customers. This study assumed that the types of interaction on Facebook pages and user involvement are the key factors affecting decision making of purchase. Four types of Facebook pages which were made virtually were used in analysis with 56 participants who were selected for the experiment. The results indicated partial verification of the hypothesis. Particularly, product involvement had an effect on decision making of purchase in all conditions. According to these results, it can be explained that there are close relationships between the psychological status of online behaviors and Facebook corporate pages. In addition, through linear tendency of this phenomenon, this can infer how to setup a positive relationship with latent customers and make improve brand images of products.

• 웰빙융합연구
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• 제7권2호
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• pp.31-37
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• 2024

Purpose: Pop-up stores have emerged in the retail industry in recent years, offering consumers a new shopping experience for a limited time and location, and are used for a variety of purposes, including driving purchase behavior. In particular, they have become an important marketing tool among Gen MZ consumers who are quick to acquire information and sensitive to trends. Therefore, this study aims to analyze the impact of pop-up store characteristics on the purchasing behavior of MZ consumers. Research design, data and methodology: Based on a qualitative research approach, the study analyzed successful pop-up stores in Korea to closely examine how the limited operating period and experience-oriented marketing strategy of pop-up stores affect the perceptual attitudes and purchase decision process of Generation MZ. Results: The results of the case study revealed that selling limited edition items, maximizing customer experience factors, and differentiated concepts are the main factors that positively influence the purchase behavior of Gen MZ consumers. These factors contribute to the enhanced purchasing behavior of Gen MZ, making pop-up stores an effective marketing strategy. Conclusions: Pop-up stores are more than just a sales space, but an important communication channel that can strengthen the emotional connection with Gen MZ and effectively communicate brand values. This study provides useful insights for brands and companies to develop marketing strategies for MZ.

• Asian Journal of Innovation and Policy
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• 제1권1호
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• pp.71-91
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• 2012

The purpose of this study is to identify the major determinants of performance of the R&D alliances, with an aim toward raising the success rate in cooperative relationships. In particular, this study assesses whether the success factors of purchasing relationship identified in the literature apply equally to SMEs in Korea. The results of this study indicate that inter-firm cooperation, experienced cooperation, and efficiency of government support have positive impacts on the purchase rate of new products. On the other hand, R&D intensity and resources of competencies of the firm do not influence it. Additionally, market attractiveness does not moderate the effects of the five independent variables on the purchase. The extracted determinants according to the results of surveys give valuable and practical hints to the SMEs when they make a decision on their R&D alliances with large enterprises.

• 한국안광학회지
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• 제17권2호
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• pp.107-117
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• 2012

목적: 안경 소비자의 안경에 대한 구매 결정 요인, 브랜드 자산, 구매만족 및 구전의도의 요소들을 비교 분석하고자 하였다. 방법: 2011년 10월부터 12월까지 2개월 동안 안경원을 통해 배포된 총 437부의 설문지를 분석하였다. 조사는 편의표본추출법을 이용하였고, 자기기입법(self-adminstration method)으로 응답하도록 하였다. 결과: 안경구매 소비자의 성별, 연령, 학력, 소득은 구매결정에 차이를 나타내는 변수로 작용하며, 인구사회학적 특성에 따라 브랜드자산 인식에 차이, 구매만족 및 구전의도에도 차이가 있음을 알 수 있었다. 결론: 안경구매 소비자의 성별, 연령, 학력, 소득 등의 인구사회학적 특성은 구매결정에 차이를 나타내는 변수로 작용한다. 구매 만족은 연령에 의한 분류가 통계적 의미가 있으며 구전 의도는 소득수준에 따른 분류가 통계적으로 의의가 있다.

• 한국컴퓨터정보학회논문지
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• 제29권4호
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• pp.177-182
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• 2024

소비자의 많은 의사결정은 제품에 대한 감정적 반응에 일어나며, 마케팅에서는 이러한 다듬어지지 않은 반응을 정서(Affect)라고 칭한다. 정서에는 평가(evaluation), 무드(mood), 감정(emotion)과 같은 반응 유형도 있으나, 무의식적인 변화를 의미하는 감성(Sensibility) 또한 이에 포함된다. 선행 연구들에 따르면 기상요소들은 사람들의 이러한 감성에 영향을 미치며, 이는 기상요소들이 소비자들의 의사결정에 영향을 미칠 수 있음을 나타낸다. 본 연구에서는 기상정보와 SNS상의 텍스트마이닝을 통한 위치기반 텍스트 정보를 활용, 기상정보를 통한 감성 예측 모형을 만들어내고, 이러한 감성 모형이 실제 온라인 쇼핑몰 구매자들의 주소 정보와 매칭한 구매자들의 구매 시기 날씨 정보와 결합하여, 기상요소들이 구매자들의 구매 빈도에 미치는 영향을 살펴본다. 본 연구 결과 일 강수량, 합계 일조시간, 평균 지면 온도, 평균 상대습도를 사용한 모형이 온라인 구매 행위 빈도에 유의미한 결과를 나타내었다.

• Journal of Information Technology Applications and Management
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• 제15권3호
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• pp.91-110
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• 2008

Trust is emphasized as one of the most important factors in various e-commerce related studies. It is no exaggeration to say that in the area of e-commerce, trust-building with customers determines a company's success or failure. That is why most e-commerce based companies spare no time and effort in building trust with customers. Without exception, trust is one of the most critical factors influencing a customer's decision making process of whether to purchase Internet automobile insurance. This study attempts to provide useful guidelines for the sales-enhancing strategies of Internet automobile insurers, by delving into research questions concerning 1) gender differences in Internet automobile insurance customers' recognition of trust, and 2) gender differences in the effective trust factors influencing one's intention to purchase of Internet automobile insurance. The study finds that while the shape of trust-recognition toward three types of trust factors is very similar for both gender groups, the intensity of trust for each gender group in overall is pretty different. The results indicate that there exist gender differences in the trust factors influencing one’s intent to purchase Internet automobile insurance. The results of this study will provide useful guidelines for Internet automobile insurers in establishing effective and differentiated marketing strategies.