• 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.

• 한국의류학회지
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• 제40권6호
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• pp.1010-1024
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• 2016

This study identifies the influence of on/off-line acquaintances' recommendation messages on fashion product attitude and purchase intention on the online purchase of fashion products in two-sided word of mouth situations as well as compares the difference in influence according to bond-base with equidistance. This study was conducted for one month on university students in their 20s who were believed to be active in smartphone use. Out of the collected 174 copies of the questionnaire, 162 copies were used for analysis. The questionnaire was classified into online and offline recommendation messages of an acquaintance. We present two-sided fashion product reviews made similar to the type found in an actual shopping mall web-site. As for analysis, confirmatory factory analysis, structural equation modeling, and multi-group analysis were conducted using AMOS 19.0. The analysis results are as follows. First, on/off-line acquaintances' recommendation messages had significant influences on product attitude in the situation where two-sided reviews on fashion products were presented; however, those messages did not influence purchase intention. Recommendation messages positively increased product attitude and enhanced purchase intention if acquaintances' recommendation messages were mediated between on/off-line acquaintances' recommendation messages and purchase intention. Consequently, a mediating effect on product attitude was revealed. Second, there was no difference between online acquaintances and offline acquaintances in terms of the influence of acquaintances' recommendation messages on product attitude and purchase intention, in the situation where two-sided reviews were presented on online fashion products. Therefore, no control effect according to the type of acquaintance was confirmed.

• 복식문화연구
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• 제29권6호
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• pp.922-931
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• 2021

Recent developments in information and communication technologies (ICT) can be applied in stores, and the number of fashion stores that have introduced and utilized ICT are increasing. By applying a literature review and empirical research, the types of ICT service factors of fashion stores were identified and categorized. The effect of their importance on consumer behavioral intentions was analyzed. Next, using factor analysis on the ICT service factors, five factors were identified and named as follows: smart space services, smart payment services, virtual image services, product information services, and smart access services. The importance of these factors was then analyzed. The importance of each factor and detailed questions was rated above average. After examining the effect of ICT service on behavior intention, issues such as purchase intention, revisit intention, and word of mouth intention were found to have significant influence. This study is meaningful in that it derives the importance factors of ICT services that can be used in fashion stores in a situation where retail techniques become important and expand, and provides marketing strategies related to consumer behavior according to detailed factors. With retail tech becoming more important and expanding, it is necessary to provide various services that consumers value by utilizing ICT in fashion stores. Considering the results of this study, ICT technology and services of various fashion stores can be effectively utilized and retail tech utilization performance can be improved.

• 한국컴퓨터정보학회논문지
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• 제12권2호
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• pp.197-207
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• 2007

본 논문은 디지털 미디어 컨버젼스화에 따라 마케팅의 형태도 진화되고 있으며, 현대 소비자의 형태 또한 '개인화'(individualization)로 미디어 환경에 따라 급속히 변화하는 환경에서 소비자에 대한 개별적 수요에 부응하는 '맞춤성' 마케팅 여부가 디지털 미디어 시대의 마케팅의 새로운 전략임을 제시하고자 하였다. '고객의 마음'을 사로잡을 수 있는 최고의 마케팅은 시장에 처음 진입한 브랜드가 아니라, 고객의 마음속에 처음으로 자리잡는 브랜드이다. 차별화된 상호작용적, 마케팅 전략을 갖추면 완전히 새로운 시장 공간을 공략할 수 있으며, 수년간에 걸쳐서 수익을 창출할 수 있다. 따라서 디지털 마케팅 효과의 측면에서는 첫 번째로 소비자 생산자의 상호작용(interaction)과 관련된 개념과, 두 번째는 개인의 감정이입(Empathy) 마케팅으로, 상품 너머의 브랜드 이미지를 통한 감성마케팅이며, 세 번째는 디지털 미디어를 통한 구전 마케팅에 대하여 연구하였다.

• 정보관리학회지
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• 제30권2호
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• pp.35-59
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• 2013

본 연구의 목적은 대학 도서관 이용자에 대한 정보서비스 실패의 심각성이 서비스 회복 공정성에 어떤 역할을 하는지, 그리고 이러한 서비스 회복 노력들이 이용자의 만족과 재이용에는 어떤 영향을 미치는 지를 분석하고자 하였다. 실증분석을 위해 대학 도서관의 정보서비스 실패를 경험한 대학생을 대상으로 452부의 설문지를 회수하여 분석하였으며, 다음과 같은 결과를 파악하였다. 첫째, 서비스 실패의 심각성이 강할수록 서비스 회복을 위한 공정성에 부(-)의 영향을 미친다. 둘째, 서비스 회복을 위한 서비스 회복 공정성 인식이 높을수록 이용자의 회복 만족도는 높아진다. 셋째, 서비스 회복의 절차적 공정성, 상호작용 공정성 인식이 높을수록 이용자의 재이용과 추천 의도는 높아질 수 있다. 마지막으로, 정보서비스 실패에 대한 서비스 회복 노력으로 이용자의 회복 만족도가 높아질수록 대학도서관의 이용자가 다시 찾거나 다른 이용자에게 이용을 권유한다고 할 수 있다.

• 한국콘텐츠학회논문지
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• 제17권1호
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• pp.532-549
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• 2017

본 연구는 유명인을 이용한 제품의 애칭이 소비자 반응에 미치는 영향을 알아보는 동시에, 제품 애칭화 현상을 브랜드 아이덴티티의 창출 주체로 구분하여 그에 따른 영향력의 차이를 알아보았다. 이를 위해 3(비애칭화/기업 의도에 의한 애칭화/구전에 의한 애칭화)x2(쾌락적 제품/실용적 제품)의 요인 설계를 하였다. 연구결과 애칭화 유형이 지각된 가치에 유의미한 영향을 미쳤으며, 지각된 가치는 애칭화 유형이 브랜드 태도와 구매의도에 미치는 영향 사이에서 완전매개의 역할을 하는 것을 확인 하였다. 나아가 소비자의 심리적 기제인 정보적 대인 민감성 수준에 따른 조절효과를 발견하였다. 본 연구는 소비자 스스로 브랜드 아이덴티티를 창출하는 현상을 포함하였고, 가치 지각의 차원에서 유명인 보증인 효과를 살펴보았다는 데 의의가 있다. 또한 소비자들의 심리적 기제에 따른 마케팅 효과까지도 검증해 냄으로 인해 향후 애칭마케팅이 나아가야할 방향을 제시한 의미 있는 연구라고 할 수 있다.

• Journal of the Korean Academy of Child and Adolescent Psychiatry
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• 제24권4호
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• pp.183-190
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• 2013

Objectives : 'Taegyo,' prenatal education, is steeped into Korean culture. Although there has been a traditional focus on providing education and care for the fetus in Korea, there is a lack of medical evidence for its effectiveness. Methods : The authors assessed the scientific basis for 'Taegyo' by reviewing the evidences. Results : 'Taegyo' in Korea began with the spread of Buddhist culture from China, and transmitted by word-of-mouth. The first 'Taegyo' book, the Tae-gyo-shin-gi, was published on 1803. Modern prenatal education is very diverse. However, only a few studies on its effect have been conducted. Development of medicine, especially obstetrics, fetology, pediatrics, psychiatry, and etc., has learned that many factors, including bad environmental conditions and maternal stress, influenced against the fetus and mother. As for the paternal side, occupation, smoking, and stress were also revealed to have consequences for the development of the fetus. On the contrary, adequate maternal nutrition, exercise, and music stimulation positively impact the fetal development and healthy birth. Conclusion : Traditional contents of 'Taegyo' were proved to have effectiveness from evidence-based medicine and animal experiments. We need further studies to explore the impact of prenatal education for the fetal development and maternal health.

• 보건행정학회지
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• 제20권3호
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• pp.138-156
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• 2010

Objective : The purpose of this study is 1) to understand the information-searching behavior of health care consumers ; 2) to examine the relationship between the information-searching behavior of health-care consumers and regulatory variables such as socioeconomic factors, characteristics of medical utilization, and perceived risks ; and 3) to determine the factors that affect consumer satisfaction, especially with respect to information-searching behavior. Method : The data for this study were collected from 838 respondents in five university hospital located in three areas?Seoul, Gyeonggi province, and Chungchong province. As the first step of the study, we conducted a preliminary survey from September 23?26, 2008. At the second step, we conducted a survey on the effect of information-searching behavior on those individuals who had visited. Furthermore, personal interviews were conducted through a face-to-face survey between September 30 and October 17, 2008. Results : The major research findings that were obtained from the study were as follows : First, the age, educational level, and residential district were associated with information source utilization. Second, the level of information searching effort and quality of service had a significant effect on consumer satisfaction. Conclusion : These results show that it is essential for marketers to have in-depth knowledge about the young and educated people who actively search for information and about those who are in the prime of their life and rely on word-of-mouth communication from personal and experi in-al informers. Therefore, marketers should develop different marketing strategies to meet the needs of such consumers.

• 유통과학연구
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• 제15권3호
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• pp.81-89
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• 2017

Purpose - Universities are fostering the development of closer relationships with students due to the increase in competition among universities. Universities are placing greater emphasis on relationship quality as a source of competitive advantage. Thus relationship marketing has become an important strategic theme in higher education. The purpose of this study is to investigate the effects of faculty trustworthiness on relationship building process in the context of relationship marketing. For this study, faculty trustworthiness is divided into competence, benevolence, and integrity. And relationship development variables are composed of satisfaction, commitment, positive WOM, and negative WOM. Research design, data, and methodology - To empirically evaluate the proposed research model, this study was carried out using the survey with undergraduate students who were taking business courses. The 270 questionnaires were asked, and a total of 245 respondents provided complete and usable data. The sample consisted of 143 males(58.4%) and 102 females(41.6%). The variables of proposed model were measured on a 5-point Likert scale. The structural equation modeling analysis was used for the hypothesis test. Results - The overall fit of the model was acceptable(χ²=579.7(df=264, P=0.00), GFI=0.935, NFI=0.949, CFI=0.956, RMR=0.040). The results supported 6 hypotheses except for

and

. First, competence and benevolence were positively related to satisfaction, while integrity was not significant. A key result of the analysis was that benevolence has the strongest effect on satisfaction. Second, satisfaction had a positive impact on commitment and positive WOM but didn't significantly affect negative WOM. Third, commitment significantly enhanced positive WOM and reduced negative WOM. Conclusions - This study emphasizes the role of faculty trustworthiness based on a long-term relationship. And the findings suggest that the dimensions of faculty trustworthiness have differing effects on satisfaction. In particular, benevolence is found to be the most important factor. This study provides university managers with the following managerial implications. In order to increase the satisfaction of the students, university managers should focus on the faculty's competence and benevolence. Also, it is important that university managers take a relationship approach to maximize WOM effect.

• 산경연구논집
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• 제13권4호
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• pp.35-49
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• 2022

Purpose - According to the recently changing consumer smart environment and consumer decision-making process, this study investigates the structural relationship between electronic(online) WOM information characteristics and brand community experience value types on specific brand reliability and brand transformation. In particular, the characteristics of word of mouth information and the experience value of brand community users were divided into detailed fac tors and approached. Methodology - In order to proceed with this study, we review previous studies and setting hypotheses. The hypothesis was verified through a survey that was conducted for the consumers with online consumption activities in less than six months. With reference to previous studies, operational definition was made for the questionnaire design. In order to verify the hypothesis, 282 people were statistically analyzed through the survey This data were used for AMOS for confirm hypothesis established. Results - eWOM information characteristics were classified into usefulness, timeliness and un-bias, and online community experience values were classified into interaction, playfulness, and virtuality. In addition, it is to investigate the relationship between the brand reliability and user's experience value in brad community. The main results are as follows. The first result was that usefulness and un-bias, which are the eWOM information characteristics had a positive effect on forming brand reliability. However, the factor of timeliness did not affect brand reliability. Second, in terms of user experience value and brand reliability in the brand community. It was fo und that experience values such as interaction, playfulness, and vituality all had a positive influence on brand reliability. Third, it was found that brand reliability has a positive influence on the on-line conversion activity of users. Conclusions - Through this study, the field of online consumer behavior research is expanding, and this study suggested that careful management is necessary according to the type or characteristics of eWOM information. Additionally, it presents the importance of the user's empirical value in the brand community influencing brand attitude and reliability. In practice, the implementation of the marketing communication mix in digital marketing has recently been underway to enhance the conversion behavior of users. At this level, it also reveals the preceding factors that increase user conversion behavior.