• 마케팅과학연구
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• 제18권4호
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• pp.195-215
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• 2008

본 연구는 기업에 대한 소비자의 의도추론이 희소성 효과에 미치는 영향에 있어서 희소성 메시지의 수량한정 유형 및 폭의 조절효과를 파악하고자 진행되었다. 연구결과는 크게 두 가지로 요약할 수 있다. 첫째, 특별한정으로 제시되는 경우에는 소비자의 기업에 대한 의도추론은 희소성 효과에 영향을 미치지 않았다. 그러나 일반한정으로 제시되는 경우에는 소비자가 기업의 의도를 추론하는 경우가 그렇지 않은 경우에 비해 구매의도가 더욱 낮았다. 둘째, 수량한정의 폭이 작은 경우에는 소비자의 기업에 대한 의도추론은 희소성 효과에 영향을 미치지 않았다. 그러나 수량한정의 폭이 큰 경우에는 소비자가 기업의 의도를 추론하는 경우가 그렇지 않은 경우에 비해 구매의도가 더욱 낮았다.

• 지역사회간호학회지
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• 제13권2호
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• pp.205-215
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• 2002

Objectives: This study was designed to develop and evaluate a stage matched exercise intervention program to effectively increase exercise behaviors in urban elders. Methods: The study included three phases: preliminary descriptive data collection, program development, and program evaluation. The data for the preliminary descriptive phase were collected between May and June 2001. The study participants were 89 urban elders who responded a questionnaire that included general characteristics, exercise related experiences, stage, and process of change in exercise behaviors. Data were analyzed using descriptive statistics, $x^2$-test, and content analysis. Development of the program was based on the preliminary data. and a literature review, and was guided by the tran theoretical model. It consisted of strategies to facilitate the process of changes used in each stage. Evaluation of the program was achieved from October to December 2001, using a case study method, in which eight urban female elders participated. Interviews were conducted on a weekly basis in the form of either an individual interview, or group discussion. Each elder subject received education in accordance with the program strategies and education materials. In the case that a subject's stage of change moved into another one, the scores for the process of change were re-measured. The data were analyzed using the content analysis technique. Results: The results were as follows: 1. Elders who participated in the preliminary data collection phase were over 75 years of age, and the majority of them were women. They had a higher educational level, and fewer number of illnesses than the subjects in other studies. Their stage of change was divided into pre-contemplation and maintenance. The social liberation scores were the highest across all stages of change. There was no difference between men and women on scores for processes of change in each stage. 2. The stage matched exercise intervention program that was developed in this study consisted of one counseling type program and three distinguished educational booklet materials. 3. The results of the case studies are as follows: 1) The study participants were 8 women between 75 and 87 years of age. At the first interviews, all of them were in the pre-contemplation stage. All of them reached the action stage before the 7th week. The scores for processes of change that were the focus in each stage increased more than the scores for other processes of change. During the early stages of change, experimental processes increased more than behavioral processes. However. this pattern was reversed during later stages of change. 2) Characteristics of the subjects in each stage were identical as presented at the tran theoretical model. The intervention strategies were effective in the transition occurred in any stage. 3) Barriers for exercise included unwillingness to exercise, fatigue, shortness of breath, and pain. Ways to overcome these barriers were 'learning an alternative exercise method that can be done at home', 'self-promising/ exercise-promising', and 'use of cues to exercise'. 4) The factors that affected the application of the program were consideration of age and personal preference in selecting an exercise pattern, individualized intervention, and use of education materials appropriate to elders. Women over 80 years of age preferred muscle strengthening and stretching exercise, because they can be easily done at home. They also preferred individualized interventions, materials that were easy to read, and education contents appropriate for elders. Conclusion: In conclusion, the stage matched exercise intervention program that considered the characteristics of the elders was effective to facilitate exercise behaviors of the elders.

• 마케팅과학연구
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• 제17권4호
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• pp.141-173
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• 2007

본 연구는 점포를 방문하는 동안 노출되는 매장의 물리적 환경 특성이 서비스 브랜드 개성과 재구매의도에 미치는 영향력을 규명하기 위해 시도되었다. 이를 위해 연구모형을 개발하여, 특정 서비스 브랜드의 이용객을 대상으로 설문조사를 실시하고 구조방정식을 이용하여 분석하였다. 연구 결과는 우선, 서비스의 물리적 환경은 주변요인, 디자인요인, 사회요인으로, 그리고 서비스브랜드 개성은 유능함, 성실함, 흥분됨, 세련됨, 강인함 차원으로 분류되었다. 둘째, 물리적 환경의 모든 차원들이 모든 서비스 브랜드 개성차원에 정(+)의 영향을 주었으며, 물리적 환경의 서비스 브랜드 개성에 대한 영향력은 각 차원별로 상이하였다. 셋째, 서비스 브랜드 개성은 모두 재구매의도에 정(+)의 영향을 주었으며, 특히 세련됨 차원에 미치는 영향이 가장 켰다. 넷째, 서비스의 물리적 환경은 재구매의도에 정(+)의 영향을 주었으며, 특히 물리적 환경 중 사회요인이 재구매의도에 가장 큰 영향을 주는 것으로 나타났다. 이와 같은 결과들은 물리적 환경 연출은 브랜드 개성 형성의 결정요인으로 서비스 브랜드 차별화의 핵심요인으로 작용하므로, 호의적인 브랜드 개성 창출을 위해서는 우선적으로 물리적 환경에 대한 효율적 관리 방안이 강구되어야 함을 보여준다.