• 한국의류학회지
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• 제29권5호
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• pp.662-670
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• 2005

The purpose of this study was to find out the effect of color, tone, perceiver's gender on image perception of natural dyeing of cotton and mosi. The experimental materials developed for this study were a set of stimuli and response scale(The 7-point semantic). The stimuli was 20 fabrics manipulated with two kinds of fabrics(cotton, mosi), five colors(red, yellow, blue, green, purple) and two tone variations. The subjects were 412 adults in Daejeon and Kongju. The results were as follows: The perceived image of the stimulus material consisted of 4 dimensions (attractive, conspicuous, hand, weight) colors, tons, materials as well as perceiver's gender affected on some selected image dimensions color affected on the four image dimensions, tone affected on the conspicuous, hand and weight images, materials affected on the attractive and hand image and perceiver's gender affected on the weight image. Interaction effects existed among colors, tons and materials on the conspicuous image. In conclusion the results support gestalt theory in which the sum of the parts is bigger than the whole and design strategies for the Mosi fabrics should be developed on the basis of persuited design image as well as target consumers.

• 한국정보시스템학회지:정보시스템연구
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• 제22권4호
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• pp.85-115
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• 2013

Digital knowledge and information goods as experience goods have some unique characteristics such as close to zero reproduction and distribution cost, high price volatility, and low price acceptability. For the reasons, the pricing policies of digital knowledge goods are very difficult and complicate. Also, most consumers of digital goods have experienced cognitive dissonance after buying decision. The purpose of this paper is to investigate what factors affect the price acceptability level and cognitive dissonance of digital knowledge goods buyers. This paper suggest a structural model that was established by the cognitive dissonance theory and S-O-R(Stimulus-Organization-Response) model. The model is consisted of four exogenous variables and three endogenous variables. The empirical test and statistical analysis suggest following results and practical implications. The variables such as product involvement and perception of price fairness that have positive roles to price acceptability have strong influence on the all the three endogenous variables. But the variables such as sale proneness and price mavenism that have negative roles to price acceptability have little influence on the all the three endogenous variables. In the model, the payment intention was very important mediating variable between exogenous variables and two dependent variables, ie. price acceptability and cognitive dissonance. These results imply that the digital knowledge portals must have some differentiated pricing policies to the customers who have price consciousness and price mavenism. Also, they need some special promotions to whom have positive attitude to the value of digital goods.

• Asia pacific journal of information systems
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• 제30권2호
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• pp.439-456
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• 2020

In online shopping, "out-of-stock" and "sold-out" are used to indicate product unavailability, and this unavailability and its effects on consumers' behaviors have been studied with great interest for practical purposes. However, few studies have specifically discussed out-of-stock and sold-out products in the same paper. We hypothesized that consumers might cognitively interpret items marked out-of-stock and sold-out differently, and in this paper, we studied these potential differences from the perspectives of consumers' emotions, behaviors, and loyalty based on the stimulus-organism-response framework. In order to explore the differences, we used a multi-method approach that consisted of experiments, surveys, and interviews. Specifically, we built an experimental website on which the same products were categorized as either out-of-stock or sold-out, and we measured the participants' emotions, attitudes, and intentions after the experiment. After two weeks, we conducted interviews to confirm our results and to learn more about consumers' everyday behavior. In the results, males and females demonstrated differences in emotion, behaviors, and loyalty with the interaction effects of an item's being marked out-of-stock versus sold-out. We found that the consumers demonstrated different levels of loyalty based on whether the item was marked out-of-stock or sold-out. We discuss the strategic implications of our findings.

• 품질경영학회지
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• 제47권3호
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• pp.615-630
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• 2019

Purpose: Based on the theory of "Stimulus-Organism-Response" (S-O-R), this thesis takes customer forgiveness as a medium variable to explore the impact of merchant service remedy on customer behavior intention in the context of online shopping service failure. This thesis divides the merchant service remedy into two dimensions: spiritual recovery and material recovery, and reveals the influence difference of different merchant service remedy methods on customer behavior intention and the mediating role of customer forgiveness. Methods : 325 questionnaires were distributed and 307 valid questionnaires were collected for data analysis. The relationship between potential variables is proposed by using Structural Equations Modeling. Results : The two dimensions of service recovery have significant positive impact on customer forgiveness, and physical recovery has greater impact on customer forgiveness. In the influence of physical recovery on customer behavior intention, customer forgiveness is a partial mediating effect. However, in the influence of spiritual recovery on customer behavior intention, customer forgiveness is a complete mediating effect. Conclusion : In case of service faults, merchants should take the initiative to provide appropriate physical recovery and provide spiritual recovery sincerely and patiently. Only in this way can they regain good impression in the hearts of consumers and promote them to improve the quality of service recovery, so as to increase their willingness to repurchase Intention and positive word of mouth.

• 한국프랜차이즈경영연구
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• 제11권1호
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• pp.7-17
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• 2020

Purpose - As the competition in the foodservice franchise industry and the market becomes fierce and the entry barrier is lowered, the foodservice franchisor and franchisees strive to increase their competitive advantage in the market. Therefore, the franchisor and franchisees use experience management strategies to enhance the positive experiences of customers visiting the stores. In this regard, this study examines the effects of customer-oriented activities (physical-, social-, health-, and service-oriented activities) on utilitarian and hedonic values, and loyalty using stimulus-organism-response (S-O-R) model and value-expectancy theory. Research design, data, methodology - The data were collected from panels of online survey company, who visited a foodservice franchisee within last month. The survey was conducted for about 15 days from March 7, 2019 to March 21, 2019, and about 3,500 e-mails and messages were distributed to ask for the survey. A total 412 responded and completed the questionnaires. Of the 412 completed questionaires, 12 were discarded due to missing and misinformation data and 400 were retained for further data analysis. Results --The results showed that social oriented activities, health oriented activities, and service oriented activities had positive effects on hedonic value, while physical oriented activities did not have a significant effect on hedonic value. Health oriented activities and service oriented activities had positive effects on utilitarian value, while physical oriented activities and social oriented activities had no significant effects on utilitarian value. Hedonic and utilitarian values also have a positive effect on loyalty. Conclusions - First, food service franchises should provide services and menus in consideration of the health of customers. When a customer visits the store, franchisee should provide more health-oriented food or materials and clean and comfortable conditions so as not to threaten the health of the customer. Second, the food service franchise must build a service-oriented system. Foodservice franchisor need to provide continuous service training not only to the franchisees, but also to the employees of the franchisees. Third, franchise should design a store where customers can form social exchanges through providing various information exchange to customers and making the store as a local community center.

• 한국프랜차이즈경영연구
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• 제11권4호
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• pp.17-29
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• 2020

Purpose: As the untact culture has spread due to the recent COVID-19, the service industry as well as the beauty salon is shrinking. In order to overcome such a crisis in beauty salons, the lower dimension of beauty salon service quality is divided into servicescape, technical service, and employee service, and actions are taken with the 'perceived value of the customer' as a parameter. In this study, S-O-R(Stimulus-Organism-Response) theory was applied for customer-centered analysis, and gender and regularity were selected as moderator variables to add practical implications. Research design, data, and methodology: All constructs were measured using items developed and used in the previous study. A total of 261 questionnaires were collected online using NaverForm. The data were analyzed using factor analysis, correlation analysis, and measurement model analysis with SPSS 22.0 and AMOS 22.0. After testing the research model and hypothesis for the entire group, a multi-group analysis was conducted by dividing into male and female groups, regular customers, and non-regular customers. Results: First, this study showed that the service environment of beauty salon customers had a negative (-) effect on perceived utilitarian value, and the technical service and perceived hedonic value had a positive (+) effect on the customer's behavioral intention. Technical service and employee service had a positive (+) effect on perceived hedonic value, but perceived hedonic value did not affect customer's behavioral intention. Second, there is no statistically significant difference in each path between male and female groups. Third, there was a statistically significant difference between regular customers and non-regular customers, only the path that the servicescape influences the perceived hedonic value. Conclusion: According to the results of this study, technical service and utilitarian value should be considered in order to induce behavioral intention of customers, and technical service quality should be considered first. Also, operating a beauty salon requires a differentiated approach to the salon servicescape according to the ratio of non-regular and regular customers. The beauty salon servicescape generally showed negative practical value for non-regular customers, but positive for the Hedinic value for servicescape such as comfortable service and clean interior for regular customers.

• 감성과학
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• 제26권3호
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• pp.15-28
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• 2023

본 연구는 정서 자극 유형 중 일상생활과 가장 유사한 정서 경험을 유발하는 자연주의적 자극인 영상 자극을 활용하여 정서표상의 유사성과 개인 간 반응 일관성을 살펴보기 위해 수행되었다. 이를 위해 다차원척도법을 실시하여 영상 자극이 핵심정서 차원에 위치하는지 확인하고, 참가자 간 분류분석을 사용하여 영상들이 정서유형 별로 구분이 잘 이루어지는지, 영상 자극에 대한 참가자들의 정서표상이 일관적인지 검증하였다. 또한 참가자간 상관분석을 통해 각 영상 자극에 대한 정서표상이 참가자들간 유사한지 추가적으로 확인하였다. 다차원척도법 결과, 정서유발 영상들이 정서가 차원에서 유의하게 구분되어 Russell(1980)의 핵심정서차원을 부분적으로 지지하였다. 분류분석 결과, 각 영상이 정서유형에 따라 잘 분류되고 예측되었다. 마지막으로, 참가자간 상관분석을 통해 정서 반응 일관성이 각 영상의 정서유형에 따라 다르게 나타남을 확인하였다. 본 연구는 영상 자극에 대한 정서표상과 정서 반응 일관성이 정서 유형에 따라 차이가 있음을 시사한다.

• 한국컴퓨터정보학회논문지
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• 제29권3호
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• pp.199-216
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• 2024

이 연구는 인터넷 유명인 경제라는 배경에서 전자 상거래 라이브 스트리밍이 소비자 구매 의도에 영향을 미치는 요인들을 심층적으로 분석하였다. 이는 인터넷 유명인 경제의 역동성을 탐구하는 중요한 연구 문제로서, 특히 경제적 영향 측면에서 인터넷 유명인들의 영향력 범위를 밝히고자 하였다. 감정-행동-인지(ABC) 태도 이론과 자극-유기체-반응(S-O-R) 이론을 기초 틀로 사용하여, 이 논문은 인터넷 유명인 라이브 스트리밍 판매를 대상으로 연구를 진행하였다. 직접 관찰과 기존 문헌과 이론을 기반으로 맞춤형 측정 도구와 설문지를 개발하고 연구 모델과 가설이 도출하였다. 이 실증 모델은 인터넷 유명인 경제 맥락 내에서 전자 상거래 라이브 스트리밍이 소비자 구매 의도에 어떻게 영향을 미치는지를 실증적으로 분석하도록 하였다. 이론적 통찰과 실증적 발견을 통합함으로써, 연구는 디지털 상거래에서의 전략적 차원과 소비자 행동 측면을 명확히 하였다. 이는 인터넷 유명인의 영향력이 소비자 구매 의도 및 행동에 어떻게 영향을 미치는 지를 보여준다. 전반적으로, 이 연구는 디지털 마케팅 및 소비자 행동에 대한 학술 문헌에 기여하며, 인터넷 유명인이 전자 상거래에 미치는 영향 메커니즘에 대한 통합적 관점을 제공합니다. 이는 인터넷 유명인 경제의 복잡한 큰 그림을 탐색하고자 하는 마케터, 전략가, 정책 입안자들에게 소중한 시사점을 제공한다.

• Child Health Nursing Research
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• 제4권2호
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• pp.177-192
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• 1998

The early postpartum period is crucial toward in recovery from childbirth and attainment of the maternal role. Maternal role attainment is a complex social and cognitive process of stimulus-response accomplished by learning. Helping for maternal role attainment is one of nursing goals in the early postpartum period. Based on King's conceptual framework for nursing, this study was planned as descriptive correlation study to determine the significant differences of the degree of nursery room nurses' role performance according to several variables of personal, interpersonal, and working system of nurses in nursery room. The purpose of this study was to contribute to the planning of nursing care to help maternal role attainment of the early postpartum period of mothers and to the development of relevant nursing theory. The data were collected from Feb. 3 to 28 by questionnaires with 273 nurses in nursery room. The instruments for this study were consisted of four parts : 21 questions for rot performance of nurse. 37 questions for personal system of nurse including 31 questions for role perception of nurse : 65 questions for interpersonal system including 63 questions for job stress of nurses , 18 questions for working system of nurse. The toos to measure role performance and role perception, and job stress of nurse were tested for internal reliability. Cronbach's Alphas were 0.9612, 0.9058, and 0.9649. The data were analysed by using in S.A.S. computerized program and included percentage, t-test, ANOVA Pearson Correlation Coefficient, and Duncan multiple range test. The conclusions obtained from this study are summerized as follows : 1. The mean score of the items of role performance was 2.12(SD=0.55) in Likert's 4 points scale. 2. The degree of role performance was significantly different according to role perception(p=0.0001), age (p=0.006), educational background(p=0.002) , and certificate of midwife (p=0.03) among variables of personal system of subjects. 3. The degree of role performance was significantly different according to job stress (p=0.0001) and numbers of children(p=0.006) among variables of interpersonal system of subjects. 4. The degree of role performance was significantly different according to having opportunities for baby(p=0.03), the degree of flexibility to bring baby to mother's room(p=0.046), the scope of visitor for baby(p=0.016) , the degree of flexibility of visiting for baby (p=0.049) , the degree of participation of nurse in establishing visiting rules(p=0.017), existence and/or nonexistance of rules for breast feeding(p=0.010) , existence and/or nonexistance of education for breast feeding (p=0.009), existence and/or nonexistance of breast feeding room(p=0.013) , concert methods for breast feeding (p=0.003), working place (p=0.0001), and career(p=0.019) among variables of personal system of subjects.

• 대한방사선기술학회지:방사선기술과학
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• 제32권2호
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• pp.183-194
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• 2009

목 적 : 정상인 여성을 대상으로 기능적 자기공명영상법(functional magnetic resonance imaging : fMRI)을 이용하여 성적 흥분반응과 관련되는 시각자극과 삼음교(SP6, 三陰交) 경혈자극 의한 대뇌 활성화 영역의 차이점을 밝히고, 나아가서는 성적흥분의 기전을 신경해부학적인 측면에서 규명하고자 하였다. 대상 및 방법 : 성기능이 정상적인 오른손잡이 여자 21명(19$\sim$32세 : 평균 22세)을 대상으로 3.0 Tesla MR scanner를 이용하여 fMRI 영상을 얻었다. 성적 흥분을 유도하기 위한 패러다임은 3분간의 에로틱 비디오 시청과 삼음교(SP6)자침에 의한 자극을 주었으며, 자극 전 후에는 각각 1분간의 휴지기를 두었다. 또한 광명혈(GB37) 후방으로 3 cm 위치에 있는 비경혈점에 자극을 주어 경혈(acupoint)과 비경혈(shampoint) 자침에 의한 대뇌의 활성화 양상을 비교하였다. 기능적 자기공명영상의 획득은 AC-PC line을 기준으로 20개의 횡단면으로부터 총 2,000개의 기초영상을 얻었으며, SPM99 프로그램을 이용하여 평균 활성화 영상을 얻었다. 결 과 : 삼음교 경혈과 비경혈의 침자극에 의한 비교실험에서 경혈은 비경혈에 비하여 대뇌 신피질에서 평균 5배, 변연계에서 2배 높은 활성화도를 보였다. 비경혈 자극시에 간뇌의 HTHL, 기저핵의 GLO, AMYG, 그리고 두정엽의 SMG 등에서는 활성화 신호가 관찰되지 않았다. 성적흥분과 관련된 대뇌의 해부학적인 영역을 시각자극과 삼음교 경혈자극 별로 비교 분석한 결과, 두 자극간의 평균 활성화율(activation ratio)은 신피질과 변연계 모두에서 유의한 차이가 없었다(p < 0.05). 반면 평균 활성화도(activity)는 신피질의 경우에는 두 자극간에 유의한 차이를 보이지 않았으나, 변연계의 경우에는 경혈 자극시에 유의하게 더 높은 활성화도를 보였다(p < 0.05). 결 론 : 기능적 자기공명영상법을 이용하여 성적흥분과 관련된 시각자극과 경혈 침술자극에 의하여 유발된 대뇌 활성화 양상의 차이점과 신경해부학적 기전의 차이점을 규명할 수 있었으며, 이러한 결과를 바탕으로 향후 한방의 경혈, 경락 이론을 과학적인 측면에서 입증할 수 있을 것으로 기대한다.