• 경영과학
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• 제32권3호
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• pp.55-70
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• 2015

The main objective of this study is to investigate the moderating roles of the competitor's pricing strategy and the degree of consumer's risk-aversion on perceived risk and perceived benefit in responding to price increases and package downsizing. Based on Prospect Theory, several prior researches find that consumers perceive increased price as more loss than package downsizing and perceive package downsizing as more benefit than increased price. We extend these behavioral economics approach using the reference effect of competitor's pricing strategy. We focus on consumer heterogeneity on risk-aversion, measure the degree of consumer's risk-aversion, and divide the consumers into two groups of high levels of risk-aversion vs. low levels of risk-aversion. We find that the firm's pricing strategies of both price increases and package downsizing do not significantly influence the perceived benefit for relatively low risk-aversion consumers. We find that when the firm reduce the package size, relatively high risk-aversion consumers perceived more benefit and had higher purchase intention compared to price increases. We also find that the competitor's pricing strategies do not significantly influence the consumer's response for relatively low risk-aversion consumers. For relatively high risk-aversion consumers, they perceived more loss when the firm has different pricing strategy from the competitor's.

• 한국조리학회지
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• 제17권2호
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• pp.168-181
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• 2011

본 연구는 외식산업 고객을 대상으로 외식산업의 서비스회복 공정성이 관계혜택, 관계만족과 장기관계지향성에 미치는 영향을 알아봄으로써 마케팅 경영전략 차원에서 효과적인 마케팅 전략을 수립하는데 목적을 갖고 연구하였다. 연구결과 서비스 회복 공정성의 절차, 상호작용, 분배공정성에 따른 관계혜택에 긍정적인 영향을 미치고, 관계혜택을 통해 고객만족을 극대화시켜 종국적으로는 장기적 우호고객으로 상호관계가 지속될 수 있음을 시사해 주었다. 이는 서비스기업들이 서비스와 관련된 목표를 정하고 여러 가지 노력에도 불구하고 서비스 실패는 다양한 내 외부적 요인에 의하여 빈번하게 발생하고 있으므로 이러한 서비스 실패에 적극적으로 대처하고 고객만족과 장기관계지향성을 유지하기 위하여 서비스 회복전략차원에서 공정한 관계혜택을 통한 적극적인 노력이 요구됨을 입증해 준 것이라 할 수 있다.

• 예술인문사회 융합 멀티미디어 논문지
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• 제5권2호
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• pp.183-190
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• 2015

본 연구에서는 기억 책략을 사용하여도 이에 따른 이득을 볼 수 없는 현상, 즉 책략 사용이 증가하는 만큼 회상량이 증가하지 않는 이용결여 현상을 훈련 상황이 아닌 자연스런 상황에서 알아보고자 하였다. 초등학교 5학년 학생을 대상으로 5회기 동안 단어쌍 기억 과제에서의 정교화 책략을 연구하였다. 연구 결과, 회기가 진행되면서 정교화 책략 사용량에는 증가를 보였지만 회상량은 회기에 따른 유의미한 증가가 나타나지 않아 이용결여 현상이 나타났다. 이용결여 현상은 아동이 효율적인 책략 사용의 단계로 발달해 가는데 필요한 적응적 과정임을 시사한다.

• 정보처리학회논문지D
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• 제13D권5호
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• pp.683-690
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• 2006

CBAM(Cost Benefit Analysis Method)은 아키텍처 전략을 평가할 때 전략으로 인하여 얻게 될 이익(Benefit)뿐만 아니라 비용(Cost) 스케줄, 위험을 함께 고려하여 최적의 아키텍처 전략을 결정하도록 하기 위한 방법이다. 그러나 CBAM은 아키텍처 전략을 평가하는 과정이 이해당사자들의 합의나 투표, 경험적 직관에 의존하고 있어 결정에 대한 명시적인 정량적 증거를 제시하고 있지 못하다. 본 연구에서는 CBAM에서 제시한 이해당사자들의 합의나 투표를 수행하는 과정에 계층분석적 의사 결정 방법인 AHP(Analytic Hierarchy Process)를 도입하여 아키텍처 전략 결정의 증거를 명시적으로 제시할 뿐만 아니라 주관적 판단 오류의 가능성을 줄이고자 한다.

• Asia Marketing Journal
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• 제22권4호
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• pp.1-25
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• 2021

This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers' views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers' brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer's value is similar to a brand benefit, particularly between functional value and enabling benefit, and ethical value and socially responsible benefit. However, congruence between consumption value and perceived brand benefit only had an indirect effect on brand loyalty by mediating brand identification and trust. This study provides a basis for implementing a marketing strategy to build brand assets and increase brand loyalty by providing consumers with the value they want in a diversified market.

• International Journal of Costume and Fashion
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• 제15권2호
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• pp.19-36
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• 2015

The purpose of this study is to research the purchasing behavior according to the pursuit benefit for outdoor wear and to present a direction to outdoor wear. Questionnaire survey was administered to 533 male and female adults in their 30s to 40s living in Seoul and Gyeonggido from May 1 to 15, 2014. Concerning the statistic treatment for data analysis, SPSS for Window 18.0 was used to carry out frequency analysis, factor analysis, reliability test, cluster analysis, ANOVA and Duncan test as post-test. Benefit was drawn out as 4 elements including 'showing off & brand benefit sought', 'fashion benefits sought', 'functionality benefits sought' and 'economic benefits sought'. Group analysis according to benefit showed that it was materialized to 'multiple benefit sought group', 'unconcern group', 'showing off & brand benefit sought group' and 'utility benefit sought group'. There is an academic significance in that this research found out the level of benefit in purchasing outdoor wear and the difference of purchasing behavior by consumer groups according to benefit. This result might be used efficiently by marketers in outdoor clothing industry in classifying consumers and establishing the marketing strategy to deal with it.

• 산업기술연구
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• 제30권B호
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• pp.11-16
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• 2010

To provide a development strategy on the method which assesses a potential risk of nationwide emerging IT infrastructure in planning and design phase, and to classify the assessment result into 5 levels is the goal of this research. The development strategy provided in this paper could improve a benefit-cost-ratio of investments on emerging IT infrastructure. With a premature assessment of the potential risks of a nationwide emerging IT infrastructure which needs astronomical amount of public funds, it could show a way of systematic investments on security systems and improve a benefit-cost-ratio of investments on emerging IT infrastructure. Also, this approach might improve the safety of nationwide IT infrastructure. It could identify and provide an optimized solution for the potential risks of nationwide IT infrastructure.

• 한국정보통신학회:학술대회논문집
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• 한국해양정보통신학회 2003년도 추계종합학술대회
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• pp.31-34
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• 2003

In recent, the rapid convergence of telecommunication and broadcasting has been considered as one of the hot issues in the IT industry. This convergence will provide telecom operators with both opportunities and threatens. This is because that telecom operators can enter the broadcasting industry, whereas broadcasters will also have a chance to provide telecom services. This work aims to discuss the business strategy for telecom operators to provide a TV VOD service, one of the convergence services between telecommunication and broadcasting, through the high-speed internet which is so much served in Korea. It seems that this service will achieve two business goals, namely "to minimise an additional investment" and "to find out a new benefit source", by fully utilising a current high-speed internet infrastructure. Finally, this paper mainly contains the market overview of in telecom and broadcasting service, the definition of TV VOD service and the necessity for this service, a market forecasting and the provision strategy of major telecom operators, and key success factors and a benefit model.

• 한국의류학회지
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• 제34권9호
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• pp.1504-1514
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• 2010

Relationship marketing can be one of the most efficient strategies to enable a company to achieve business success in the recent marketing environment of tough competition and the diverse desires of consumers for new products. Using relationship marketing instead of mass marketing can help a company increase profits. For proper research in relationship marketing, it is indispensable to study relationship benefits. This study provides specific information in terms of relationship benefits to help develop the marketoriented strategy of a company. The results are as follow. The relationship benefit had a significantly positive effect on relationship quality (trust, satisfaction, and commitment). A relationship benefit was divided into three dimensions: customization benefit, informational benefit, and emotional benefit. Especially, emotional benefit appears as the most positive effect on satisfaction and the customization benefit appeared as the most positive effect on trust and commitment. The customization benefit and emotional benefit had a significantly positive effect on long-term relationship orientation, repurchase intention, and word of mouth. Informational benefit was not a significant influence on repurchase intention and word of mouth. Customization benefit appeared the most positive effect on long-term relationship orientation and word' of mouth. Emotional benefit appeared the most positive effect on repurchase intention. The relationship quality had a significantly positive effect on relationship performance. The findings of this study provide both industry and academic researchers with a guide to increase customer satisfaction in the relationship marketing process.

• 한국인공지능학회지
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• 제12권1호
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• pp.7-16
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• 2024

This study aims to explore driving factors of Artificial Intelligence application for city marketing strategy with perspectives of millennials and generation Z. This study proposed the following research questions: i) how perceived place branding factor, public service factor, affective factor, immersive experience factor, cognitive factor, cost benefit factor, social networking factor, and promotional value factor affect attitude toward AI application for city marketing; and ii) how attitude affect satisfaction and prospect toward AI application for city marketing? This study conducted an online survey with the assistance of a well-known research agency and applied factor and regression analysis to test hypotheses. The results found that effects of place branding, cognitive, social networking, and promotional value affect attitude significantly in the case of millennials, while effects of public service, affective, cost benefit, social networking, and promotional value affect attitude significantly in the case of generation Z. The results found that effects of attitude on satisfaction and prospect of AI showed significance. The results provide implications and different aspects for AI application of city marketing strategy with perspectives by generations, while millennials and generation Z perceived effects of promotional value as the most significant factor for AI application of city marketing strategy.