• 한국산학기술학회논문지
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• 제14권12호
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• pp.6395-6402
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• 2013

본 연구는 치과 의료서비스 공급자에게 경영전략적인 시사점을 제시하므로 치과 의료서비스 개선을 통해 치과 의료소비자에게 보다 나은 치과 의료서비스를 제공하는데 근거를 제시하고자 한다. 이를 위해, 경상북도 A 소도시의 치과의사회의 동의를 얻어, 치과병 의원을 내원하는 20세 이상의 재진환자를 2013년 8월 1일부터 2013년 9월 13일까지 치과 의료서비스 만족도를 조사하여 최종 1,156명의 설문을 분석하였다. 연구 결과, 치과 의료서비스 가치의 만족도에서 성별과 연령 p<.05, 월수입 p<.001, 치과 의료서비스 품질의 만족도에서는 성별 p<.05, 학력 p<.01, 월수입 p<.001, 치과 재이용 및 구전효과 의사의 만족도에서 직업별 p<.05, 연령과 월수입 p<.001로 나타났다. 대상자의 치과 의료서비스 변인 간의 상관관계는 치과 의료서비스 품질 하위 영역인 확실성, 신뢰성, 유형성과 치과 의료서비스의 가치 변인 간의 상관관계가 있는 것으로 나타났다(p<.000). 그리고 대상자의 치과 의료서비스 만족도에 따른 치과 선택 경로, 치과 선택 이유, 치과 재이용 및 구전효과 의사의 변수 간의 상관관계에서 양(+)의 상관관계를 보여주었다. 이 연구의 결과를 기초로 한 새로운 병원 경영 전략의 수립과 그로 인한 의료서비스의 질 향상으로 환자가 만족하는 양질의 의료서비스를 제공하도록 노력이 필요하리라 사료된다.

• 시큐리티연구
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• 제45호
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• pp.65-86
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• 2015

본 연구는 보안엑스포 참관객의 인지된 서비스 품질과 참관 후 행동의 관계를 규명하여 보안엑스포의 발전과 경호 보안 산업의 발전에 기초적인 자료를 제공함과 동시에 매년 개최되는 보안엑스포 기획자 및 참여하는 기업에게 참관 행동을 파악하여 보안엑스포의 활성화에 실증적 자료를 제공하는데 연구의 목적이 있다. 연구의 대상의 표집은 일산킨텍스에서 2014년 3월 12일~14일 3일간 개최한 '세계보안엑스포2014'의 참관객을 모집단으로 선정하였으며, 표본추출은 편의표집(convenience sampling)을 이용하여 320부의 설문지를 연구대상을 분석에 이용하였다. 조사도구는 서비스 품질과 참관 후 행동을 국내 외 선행연구를 재구성하여 사용하였으며, 자료 처리는 SPSS 18.0을 이용하여 유의 수준은 (.05)에서 신뢰도 분석, 요인분석, 상관관계분석, 다중회귀분석을 실시하여 다음과 같은 결론을 얻었다. 첫째, 보안엑스포 참관객의 서비스 품질과 참관 후 행동 하위 요인 간의 관계가 모두 정(+)의 상관을 보이고 있어 각 요인간 관계의 방향이 일치하였다. 둘째, 보안엑스포 참관객의 서비스 품질과 참관 후 행동 간의 관계를 분석한 결과 지각된 환경, 제품, 인적서비스는 구전활동에 영향을 미친다. 셋째, 보안엑스포 참관객의 서비스 품질과 참관 후 행동 간의 관계를 분석한 결과 지각된 환경, 제품, 비용은 재 참관에 영향을 미친다.

• 아태비즈니스연구
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• 제12권3호
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• pp.51-69
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• 2021

Purpose - Based on literature studies of movie reviews and movie ratings, this study raised two research questions on the contents of online word of mouth and the number of movie screens as mediator variables. Research question 1 wanted to figure out which topics of word groups had a positive or negative impact on movie ratings. Research question 2 tried to identify the role of the number of movie screens between movie ratings and box office outcomes. Design/methodology/approach - Through R program, this study collected about 82,000 movie reviews and movie ratings posted on Naver's movie website to examine the role of online word of mouths and movie screen counts in 10 movies that were considered commercially unsuccessful with fewer than 2 million viewers despite securing about 1,000 movie screens. To confirm research question 1, topic modeling, a text mining technique, was conducted on movie reviews. In addition, this study linked the movie ratings posted on Naver with information of KOBIS by date, to identify the research question 2. Findings - Through topic modeling, 5 topics were identified. Topics found in this study were largely organized into two groups, the content of the movie (topic 1, 2, 3) and the evaluation of the movie (topics 4, 5). When analyzing the relationship between movie reviews and movie ratings with 5 mediators identified in topic modeling to probe research question 1, the topic word groups related to topic 2, 3 and 5 appeared having a negative effect on the netizen's movie ratings. In addition, by connecting two secondary data by date, analysis for research question 2 was implemented. The outcomes showed that the causal relationship between movie ratings and audience numbers was mediated by the number of movie screens. Research implications or Originality - The results suggested that the information presented in text format was harder to quantify than the information provided in scores, but if content information could be digitalized through text mining techniques, it could become variable and be analyzed to identify causality with other variables. The outcomes in research question 2 showed that movie ratings had a direct impact on the number of viewers, but also had indirect effects through changes in the number of movie screens. An interesting point is that the direct effect of movie ratings on the number of viewers is found in most American films released in Korea.

• 마케팅과학연구
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• 제18권2호
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• pp.113-145
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• 2008

점점 치열해지는 유통업의 경쟁환경 속에서 유통업의 마케팅 효율성 제고를 위해 유통업 IMC 기획모델에 대한 연구와 이 모델의 전략적 활용에 대한 연구가 필요하다. 유통업 IMC 기획모델은 선행연구를 통해 IMC 목표수립, 상황분석(고객분석, 경쟁분석, 자사분석), 고객 데이터분석, 접촉관리, 예산수립, IMC 전략개발, IMC 믹스와 IMC 실행, 평가시스템, 피드백 단계로 구분하여 설정하였다. 유통업 IMC 기획모델의 전략적 활용을 위해서 연구모형을 설정하여 IMC 활동(광고, 판촉, DM, PR, 인적판매, 인터넷, 모바일, VMD, 구전)과 IMC 태도의 관계, IMC 태도와 브랜드 충성도의 관계, IMC 태도와 재구매 의도의 관계, 브랜드 충성도와 재구매 의도의 관계에 대한 가설 검증을 하였다. 가설 검증 결과 IMC 활동은 인터넷을 제외하고 IMC 태도에 유의한 영향을 미치고 그 유의 수준의 차이를 볼 때 IMC 믹스 전략 전개에 있어 체계적인 접근이 필요한 것을 알 수 있다. 또한 IMC 활동이 향후 유통기업의 마케팅 방향에 대한 주요한 변수임을 알 수 있다. 이는 브랜드 충성도와 재구매 의도 관계가 매우 유의한 결과로 나타난 점과 함께 고려해야 한다. 결론적으로 유통업의 IMC 수단들의 통합적이고 일관된 활동이 브랜드 충성도와 재구매 의도에 미치는 영향력이 매우 큰 것으로 나타났다.

• 지식경영연구
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• 제19권2호
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• pp.91-108
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• 2018

This study mainly focused on measuring the impact of comments for a particular song on the number of streamings and downloads. We modeled multiple regression equations to perform this analysis. We chose digital music market for the object of analysis because of its inherent characteristics, such as experience goods, high bandwagon effect, and so on. We carefully utilized text mining technique in accordance with the algorithm of Naïve Bayes classifier to distinguish whether a comment for a piece of music be regarded as positive or negative. In addition, we used 'size of agency' and 'existence of hit song' as moderating variables. The reason for usage of those variables is that those are assumed to affect users' decision for selecting particular song especially when downloading or streaming via music sites. We found empirical evidences that positive comments for a particular song increase the number of both downloads and streamings. However, positive comments may decrease the number of downloads when the size of agency of the artist is big. As a result, we were able to say that a positive comment for a particular song functioned as 'word-of-mouth' effect, inducing other users' behavioral response. We also found that other features of an artist such as size of the agency that the artist belongs to functioned as an external factor along with feature of the song itself.

• Fashion, Industry and Education
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• 제16권1호
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• pp.19-35
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• 2018

This study explores the effect of information direction and order of cosmetics power bloggers on consumer responses. A total of 488 undergraduate students participated in experiments with mock-up stimuli of sunscreen product reviews by power bloggers. The study was conducted with four stimuli of product review posts (i.e., positive reviews only, positive-negative reviews in order, negative-positive reviews in order, negative reviews only) of the power bloggers. The results showed a significant difference in consumer responses according to information direction and order of product reviews of the power bloggers. Specifically, negative reviews were considered more objective and more useful than positive reviews were. However, positivity of reviews is crucial in generating more positive attitudes toward products, greater purchase intention, and greater word-of-mouth intention. In regard to information order, the negative-positive reviews generated more positive attitudes toward the product and greater purchase intention than did the positive-negative reviews, emphasizing the importance of ending product reviews with positive information so as to create positive responses. Referring to the findings, power bloggers and marketers using bloggers as a promotional tool would benefit by carefully designing information content in consideration of an appropriate direction and order of information to better fit their purpose.

• 복식문화연구
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• 제20권1호
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• pp.99-110
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• 2012

The purpose of this study was to explore differences in determinants of loyalty, including years of loyalty and use of word-of-Mouth (WOM), across rural and urban apparel shoppers. The secondary data used for this study was collected by BIG research in their Consumer Intentions and Actions Study. Hierarchical multiple regression analysis was conducted, and the results showed that four store attributes (fashionability, promotion, shopping environment, and retail basics) were positively related to store loyalty. Findings of the study also revealed that the effect of fashionability and retail basics on store loyalty differed significantly across rural and urban consumers while promotion and shopping environment were not different predictors of store loyalty between rural and urban apparel shoppers. Specifically, store attributes of fashionability were stronger antecedents of loyalty for women's clothing shoppers in urban areas than rural shoppers. The retail basics had a greater influence on store loyalty among women's apparel customers in rural areas than customers in urban areas.

• 유통과학연구
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• 제22권5호
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• pp.93-104
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• 2024

Purpose: This study used the SORmodel (or cue utilization theory) to examine the impact of expanded quality factorsincluding product quality on customer satisfaction, attitude, and behavioral loyalty. This study examined the moderating effect of gender on the customer satisfaction-attitudinal and behavioral loyalty relationship. Research design, data, and methodology: 364 respondents were collected through an online survey and analyzed using the SmartPLS 4.0 program. Results: The findings show that product quality, along with system quality and service quality, are key determinants of customer satisfaction. In addition, this study shows that the relationship between customer satisfaction and attitudinal loyalty (repurchase and word-of-mouth intention) does not differ depending on gender, but the relationship between customer satisfaction and behavioral loyalty (share-of-visit and share-of-wallet) is stronger for women than for men. Conclusions: This research integrates concepts from environmental psychology and marketing focusing on website quality (information, system, service, and product), as well as satisfaction, attitudinal and behavioral loyalty. Online shopping mall practitioners must systematically analyze and assess the quality of online shopping, a pivotal factor driving customer satisfaction, attitude, and behavioral loyalty. Acknowledging the influence of gender on consumers' online purchasing behavior can aid online retailers in devising tailored e-commerce marketing strategies aimed at attracting and retaining customers.

• 산경연구논집
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• 제5권4호
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• pp.13-22
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• 2014

Purpose - This study aims to examine new product adoption (NPA) in the context of clothing in Iran. Research design, data, and methodology - Data were gathered from cloth owners in Iran, focusing on famous cloth brands cloth. Further, using the proportionate stratified sampling method, a total 438 usable questionnaires were returned and analyzed through the use of structural equation modeling (SEM). In addition, LISREL software was used to analyze the data collected through the structured questionnaires. Results - Overall, the study findings indicate that education has a positive effect on new product adoption, whereas the impacts of religion and Attitude towards Consumption (ATC) on new product adoption are negative and significant, but the effect of age, peers, and income on new product adoption is not significant. Conclusions - Using date obtained from a large random sample of Iranian consumers, this study offers a deeper understanding of the attitudinal and personal antecedents of consumers' new product adoption in an emerging market. Using the findings of the articles and conclusions will be useful for market researchers and, of course, business persons.

• 패션비즈니스
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• 제17권2호
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• pp.136-150
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• 2013

This study investigates the effect of customer emotions on customer evaluation and behavior intention. The subjects used in this study were customers of a fashion shop in Sunchon South Korea. The questionnaires were conveniently sampled from July 2010 to August, 2010. Questionnaire data from 335 customers of a national brand were analyzed through a reliability analysis, factor analysis, and multiple regression analysis. The results of this study are as follows. First, emotions of customer were divided into 2 patterns, positive emotion and negative emotion. Second positive emotion have significant (+) influences on the trust and negative emotion have significant (-) influences on the trust. Third positive emotion have significant (+) influences on the customer orientation and negative emotion have significant (-) influences on the customer orientation. Forth, the emotions of customer have a considerable impact on the interaction intention. And the positive emotion have significant (+) influences on the word-of-mouth intention and negative emotion have not a considerable impact on it. Fifth the positive emotion have significant (+) influences on the attitude toward store and repurchase intention, and negative emotion have significant (-) influences on the attitude toward store and repurchase intention.