• 유통과학연구
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• 제10권12호
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• pp.25-34
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• 2012

Purpose - This study examines college students' perceived choice attributes in traditional markets and the relationship quality. We study the relationships between attributes that common people look for while choosing a store (e.g., product, service, advertising, and atmosphere), consumption emotion, consumer's value, and relationship quality. Research design, data, methodology - In order to verify the relationship between choice attributes and relationship quality, and moderating (i.e., consumption emotion) and mediating effects (i.e., customer value), we collected data from 202 consumers in Gyeonggi province to test the theoretical model and its hypotheses. For this purpose, this study, utilized an empirical methodology. Results - First, contrary to the previous research findings involving college students, this study observed that four factors of store choice attributes at a traditional market were important to consumers in heightening the relationship quality. Specifically, product (β = .608, p < .01), service (β = .351, p < .01), advertising (β = .237, p < .01), and atmosphere (β = .425, p < .01) are significantly related to relationship quality. Second, consumers selected product (β =. 521, p < .01) as the most important attribute. Atmosphere (β = .254, p < .01) and service division (β = .148, p < .05), in this order, are the other important factors in this regard. However, advertising (β = -.112, p = .100) is not statistically significant. To improve and develop the relationship quality with consumers, traditional markets should ensure supply of suitable products and goods, improve store atmosphere by modernizing facilities, and educate merchants to improve their services. Third, the results of the moderating effects, although marginally statistically significant, suggest that for the consumers with low consumption emotion for traditional markets, an affirmative experience of products and store atmosphere heightens their values. In addition, the consumers having low consumption emotion who could promote consumer values were found to improve and develop a marginally significant relationship quality. Finally, the study revealed that the consumer's value exhibited a complete mediation effect in the relationships between service and relationship quality, and advertising and relationship quality and a partial mediation effect in the relationships between product and relationship quality, and atmosphere and relationship quality. Conclusions - Consumer satisfaction is important to increase the competitiveness of traditional markets, and products and store atmosphere are important attributes to increase the relationship quality. Specifically, merchants should supply different products, modernize their facilities, and improve store atmosphere to compete in traditional markets. In addition, traditional markets should provide value and competitive prices to attract consumers, and should maximize the consumer's value and promote the consumption emotion. Traditional markets should evolve to accommodate changes in the consumer's value and invest in not only functional elements but also symbolic elements.

• 한국산학기술학회논문지
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• 제20권2호
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• pp.492-497
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• 2019

본 연구에서는 빅데이터 시대에 주목을 받고 있는 온라인 맞춤형 광고를 활성화시킬 목적으로 기존 연구들에서 분명하게 규명되지 않았던 '개인 정보'와 '행태정보'의 의미를 명확히 하기 위해 '개인 정보'에 대한 법적 개념을 분석하였다. 분석 대상으로는 '개인정보보호법' 및 동법 시행령에 근거하여 마련된 '개인 정보 침해 요인 평가 지침'과 '개인 정보 비식별 조치 가이드라인'을 선정하였다. 결과에 의하면, '개인 정보'란, (1)살아 있는 개인(단체, 법인, 사물 등은 해당되지 않음)에 관한 모든 종류의 정보로서, (2)개인을 알아볼 수 있는 정보(식별자)이며 개인을 알아보기 어려운 것은 해당되지 않으며, (3)해당 정보 자체로는 개인을 알아볼 수 없어도 다른 정보와 쉽게 결합(결합 대상 정보의 입수 가능성, 결합 가능성이 있어야 함)하여 알아볼 수 있는 정보(속성자)를 포함한다. 보다 구체적으로, 개인 정보에는 기본정보, 고유식별정보, 민감정보, 기타 개인정보 등이 포함된다. 그리고 향후의 연구 방향으로서 기술 발달에 따른 '개인 정보' 개념에 대한 지속적인 연구, '온라인 맞춤형 광고 개인 정보 보호 가이드라인'의 실효성에 대한 연구, 이용자는 물론 사업자의 시각에서 본 개인 정보 보호의 법리에 대한 연구 및 개인 정보와 행태 정보의 명확한 구분을 전제로 한 온라인 맞춤형 광고 연구의 필요성 등을 제안하였다.

• 한국측량학회지
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• 제38권3호
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• pp.197-209
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• 2020

간판은 점포의 특성에 따라 서로 다른 유형과 크기로 건물에 설치되어있다. 하지만, 지방자치단체에서는 잦은 점포의 개업·폐업과 부족한 관리 인원으로 간판을 관리하는데 어려움을 겪고 있다. 이에 본 연구에서는 간판의 정보를 효율적으로 관리할 수 있도록 표준화하여 관리하는 방안을 제안하였다. 이를 위해, 옥외광고물 관련 시행령의 간판 표시방법을 분석하여 간판 표준 데이터의 속성 요소를 정의하였다. 또한, 선행 연구인 간판 인식 기술을 통해 간판의 물리적 정보를 얻고, 맨눈으로 판독 가능한 정보, 행정안전부의 건물통합정보, 도로명 주소를 통해 간판 표준 데이터의 속성 요소를 정의하였다. 간판 표준 데이터는 호환성을 위해 XML 형식으로 설계하였고, XML의 무결성을 위해 XSD를 정의하여 데이터의 유효성이 검증될 수 있도록 하였다. 마지막으로, 간판의 정보를 공간적 특성에 의해 표준화하기 위하여 국가 공간정보 표준에 따라 데이터 제품 사양과 메타데이터를 정의하였다. 이를 통해 간판의 정보화를 위한 표준 데이터 모델을 설계하였다.

• 한국식생활문화학회지
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• 제11권5호
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• pp.663-671
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• 1996

The purpose of this study was to compare high-school students importance and performance toward restaurant service attributes for the marketing strategy development. Specific objectives were to: a) investigate restaurant patronage characteristics of high school students; b) identify the difference of patronage behavior among three types of restaurants; and c) analyze the importance and performance among three types of restaurants. A questionnaire was developed and hand-delivered to 400 students enrolled 9th grade in 4 different high schools in Seoul. A total of 320 students (80%) was responded to this study. The questionnaire was composed of two parts with 47 restaurant service attribute statements. Results of this study were as follows: 1. A total of 57% was female and 61% of respondents spent less than ￦5,000 per week on eating out. 2. The frequency of visiting the low-priced restaurant was 8.9 times per week. 3. Reasons for being a patronage to low- (${\geq}$￦2,000) and mid-priced ( <￦2,000 and ${\geq}$￦5,000) restaurants were hunger, appointment, and seeking favorites with freinds but the reason for high-priced (<￦5,000) restaurants was celebrating special days with parents. 4. The main source of information for selecting restaurants was family and friends, T.V. advertising, and bulletin board. 5. For the low-priced restaurants, food, hygiene, price, and location were rated as important; location, price, menu, and food were rated as satisfied. 6. For the mid-priced restaurants, hygiene, food, price, and menu were rated as important; food, hygiene, service, and menu were rated as satisfied. 7. For the high-priced restaurants, hygiene, food, and atmosphere were rated as important; food, hygiene, atmosphere, and menu were as satisfied. 8. According to paired t-test, the score gap between importance and performance was the highest in the hygiene attribute; differences were high with the low-priced and low with high-priced restaurants.

• 복식문화연구
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• 제6권2호
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• pp.203-216
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• 1998

In the study, conceiving that signifying processes like model, setting, advertisement and description are important to promote the purchase of clothes that would satisfy consumer's desire by their expressing mode, I considered the processes of components of which fashion ads consist. As for the methods to study, I regarded the results presented from prior researches of clothing & textiles and other disciplines for the components of fashion ads and objectified their image that may be interpreted subjectively: and then, I adopted to analyse them using advertisement-semiological method to make clear the signifying processes. The results are as follow: 1. Fashion ad, one of visual symbols to transfer brand image, conveys the image with which various components are combined like model, clothes, setting and description as signs. ① the image of clothes amy be differently expressed according to social, cultural norm and individual characteristics, in the case of clothes, therefore, the signified can be regarded as the transferred image by design of the clothes① sign, and the abstract conception which may be rise to mind by the image in a ceratin culture. ② Each signifier such as countenance, line of vision, attitude and hairstyle of a model conveys different image, or the signified, respectively, and it amy operate as a sign that can express the brand image symbolically. ③ The signifiers like background, color and property symbolize the advertised merchandise of clothes and define it attribute.. 2. In the case of fashion ads, key referent systems are fashion phenomena, contemporary role image, social psychology, common morality, and social, economical and milieu.

• 유통과학연구
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• 제17권10호
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• pp.41-48
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• 2019

Purpose - This study investigates whether financial analysts consider the intangible investment implicit in selling, general, and administrative (SG&A) expenditures to forecast firms' future earnings. Research design, data, and methodology - Using 52,609 U.S. firm-year observations spanning 1984-2016, this study examines the association between the Intangible investment implicit in SG&A expenditures and properties of analysts' earnings forecasts. To estimate the Intangible investment of SG&A, I decompose SG&A excluding R&D and advertising expenditures into maintenance and investment components following Enache and Srivastava (2017). Results - The main results show that analysts' earnings forecast errors and dispersion in analysts' forecasts increase with the intangible investment derived from SG&A because the investment component of SG&A affects future earnings and the uncertainty of those earnings. However, these results are weakened in the wholesale and retail industries where firms have a higher level of investment component of SG&A. I attribute the weaker results to low R&D expenditures in those industries. Conclusion - This study indicates that financial analysts incorporate the intangible investment of SG&A into their earnings forecasts differently across firms and industries. Furthermore, this study supports the argument for the separate reporting of the investment nature of SG&A from other operating expenses such as maintenance nature of SG&A.

• Asia pacific journal of information systems
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• 제14권4호
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• pp.99-122
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• 2004

In the past days, most of studies about website behavior and website advertisement have been mainly focused on the effectiveness of website advertisement and advertisement attitude. But the generic model of website click behavior via website advertisement has not been made and the leading theory of that has not been existed. This purpose of this research is to explore the effects of internet advertisement in website click behavior. Specially, I deal with the influence of advertisement attributes(informativeness, entertainment, attentiveness, uneasiness, website attitude and advertising attitude) which is gradually being increased or decreased to attract the website click behavior of internet users. Added to this, it is to examine the influence of two attitudes(advertisement attitude and website attitude) as mediating variables on website click behavior. Major findings of this research are summarized as follows: First, mediating effects of website attitude and advertisement attitude were tested significantly in affecting the website click behavior by website advertisement attributes(informativeness, entertainment, attentiveness, uneasiness). Second, the website attitude was affected by website advertisement attributes(informativeness, entertainment, attentiveness, uneasiness). And the advertisement attribute(except of entertainment and attentiveness) such as informativeness and uneasiness did significantly affected in the website click behavior. Also, the website click behavior was not affected but the website advertisement attitude, however the mediating effect was tested significantly.

• 한국콘텐츠학회논문지
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• 제19권8호
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• pp.58-68
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• 2019

최근 제품리뷰 형태의 SNS 광고가 늘어나고 있다. 이들 광고는 효과와 영향력에 비해 관리와 규제를 덜 받고 있어 소비자 불만 역시 증가하고 있다. 본 연구는 정보성, 오락성, 신뢰성, 친근성 등 제품리뷰 SNS 광고 속성이 소비자의 구매의도 및 브랜드 태도에 끼치는 영향을 알아보고자 하였다. 이 때 높아진 소비자 불만들로 인해 개개인이 구축한 설득지식은 광고효과에 영향을 끼칠 수 있을 것으로 예상되어 이를 조절효과로 살펴보았다. 240명의 제품리뷰 SNS 광고 이용자를 대상으로 설문한 결과, 광고 속성이 구매의도에 끼치는 영향 관계에서 설득지식의 조절효과는 오락성, 정보성이 채택되었고 광고 속성이 브랜드 태도에 끼치는 영향 관계에서는 오락성, 정보성, 친근성이 채택되었다.

• 한국의류학회지
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• 제43권2호
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• pp.255-273
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• 2019

Perceptions of beauty change and are shared with others in the media of emotional words. In the modern age, a mix of traditional and modern make-up cultures has changed the standards of beauty. Therefore, an analysis using emotional words (an image that consumers have for certain subjects) and an image scale that intuitively shows them can be an important means for understanding changes in the "beauty of the time". This paper considered changes in typical aesthetic characteristics that women pursued through make-up by analyzing emotional words in white make-up powder advertisement texts from the 1920s through the 1930s. Imported modern technologies changed cosmetic manufacturing techniques and advertising methods to create a momentum that changed women's make-up culture from light to heavy make-up or from white to color make-up. Such changes have led to changes in the perception of beauty and were expressed through sensitive vocabularies such as pure, new, fresh, lofty, lively, healthy, and cheery. Such changes reflect social aspects such as women's aspirations for high status, pursuit of security, or women's roles under the wartime regime to show a change from beauty with an attribute of [+cool] to that of [+soft].

• Asia Marketing Journal
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• 제15권1호
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• pp.83-105
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• 2013

During recent decades, the number of mixed attribute products (henceforth mixed products), which have both utilitarian and hedonic benefits, has increased dramatically. Despite these products' growing popularity, academic research has paid little attention to them, and there remains a gap between theory and the real world. Hence, our study was undertaken to understand consumers' perceptions about and behaviors toward mixed products, as well as factors affecting the evaluation and choice of these products. We divided mixed attribute products into two categories: mixed utilitarian products (utilitarian products adding hedonic attributes) and mixed hedonic products (hedonic products adding utilitarian attributes). We then showed how adding different attributes affects consumers' perception, willingness to pay (WTP), and the choice of mixed attribute products compared to pure utilitarian or pure hedonic products. We conducted an experiment using a within-subject design. A total of 160 office workers and college students participated in the study. The pure utilitarian product used in the study was orange juice, and the mixed utilitarian product was carbonated orange juice. The pure hedonic product was chocolate, and the mixed hedonic product was polyphenol enriched chocolate. Results showed that consumers perceived a mixed utilitarian product to be less utilitarian, less pleasurable and more guilty than a pure utilitarian product. On the other hand, a mixed hedonic product was perceived to be more utilitarian, less pleasurable and less guilty than a pure hedonic product. Also, WTP for a mixed hedonic product was higher than WTP for a pure hedonic product, but WTP was lower for a mixed utilitarian product than for a pure utilitarian product. Furthermore, mixed hedonic products were likely to be evaluated more favorably when they were presented together with pure hedonic products, more so than when they were presented alone. Finally, when compared to low self-control participants, high self-control participants chose mixed hedonic products more frequently. The present study contributes to the existing literature on utilitarian and hedonic consumption by adding to the sparse literature on the consumption of products that have both utilitarian and hedonic purposes. Also, our research findings provide several useful implications for practitioners in related fields. First, the current study provides marketers with a useful guide for understanding consumers' perceptions of these types of products, and helps to predict how adding different attributes influences these products. Second, this study has examined the conditions that may moderate the evaluation and choice of hedonic base products and this finding will serve as a good reference for marketers of mixed hedonic products in marketing communication strategy, in-store marketing and targeting. Specifically, comparative advertising with a pure hedonic product will be beneficial for a mixed hedonic product. Also, displaying mixed hedonic products near pure hedonic products may enhance the effectiveness of in-store marketing of mixed hedonic products.