• 산업경영시스템학회지
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• 제40권1호
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• pp.22-34
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• 2017

The purpose of this study is to investigate the influence of determinants of Smartphone purchasing such as A/S, brand, H/W, switching cost, design on customer satisfaction and verify the accordance of the results of existing researches and our research with customers' actual experience. The study also sought to confirm if moderating effects exist between determinants of Smartphone purchasing and customer satisfaction by age, gender. Data for this study was gathered by analyzing the results of a survey we conducted on 252 respondents. By taking into account the results of antecedent researches, we determined A/S, brand, H/W, switching cost, design as the 5 main factors that influence Smartphone purchasing behavior. We focused on analyzing the effect determinants of Smartphone purchasing has on consumer satisfaction and whether there exist any moderating effects between the determinants of Smartphone purchasing and consumer satisfaction by age and gender. As a result, we found out that design, brand, H/W had a significant influence on consumer satisfaction in the descending order. Switching cost and A/S turned out to have very little influence on consumer satisfaction. Also as a result of analyzing the moderating effects between determinants of Smartphone purchasing and consumer satisfaction by age and gender, the study verified that that A/S had the most significant influence as a moderating effect on age. And as for gender, switching cost was turned out to have a significant influence. The result of this study indicates several academic and practical implications for customer satisfaction of Smartphone business. Therefore, this result is expected to contribute to verifying influential factors of customer satisfaction improvement both academically and practically.

• 한국복식학회:학술대회논문집
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• 한국복식학회 2004년도 International Costume Conference in Association with ICOM 2004 SEOUL
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• pp.108-109
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• 2004

• 한국생활과학회지
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• 제18권1호
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• pp.181-188
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• 2009

The purpose of this study is to analyze the brand choice behaviors of male and female college students in their twenties, to examine the differences in their information-searching activity to the type of the behaviors and shopping places for purchasing apparel products. The data were analyzed by Factor analysis, Ouster analysis, one-way ANOVA, Duncan's multiple range test. The results are as follows: 1. With regard to the brand choice behaviors of male and female college students in their twenties, two factors were produced as 'consumers' loyalty to brand' and 'brand switching behavior'. 2. The brand choice behaviors were classified into three groups as 'a brand-switching group', 'a loyalty-to-brand group', and 'an indifferent-to-brand group'. There were significant differences between the groups. 3. The results for demographic differences in terms of the brand choice behaviors showed that there was a significant difference in 'brand switching behaviors' by gender. 4. There were significant differences in the media for information search and the places for shopping apparel products in terms of the brand choice behaviors.

• 디지털융복합연구
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• 제16권3호
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• pp.261-273
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• 2018

본 연구는 온라인 브랜드 커뮤니티 특징이 자기 해석 수준 및 성별 차이에 따라 고객 행동에 어떤 영향을 미치는지에 대해 규명하고자 한다. 온라인 커뮤니티의 특징으로 상호작용성, 목적성, 정보제공, 활동보상으로 나누어 실증연구를 하였다. 분석 결과 첫째, 온라인 커뮤니티의 특성 중 상호작용성과 활동보상은 브랜드 커뮤니티 몰입에 긍정적인 영향을 미치는 것으로 나타난 반면, 목적성과 정보제공의 효과는 미흡한 것으로 나타났다. 둘째, 소비자가 브랜드 커뮤니티에 대한 몰입이 강할수록 구전효과 역시 높은 것으로 나타났다. 마지막으로 상호의존적 자기 해석 수준을 갖고 있는 소비자는 독립적 자기 해석 수준을 갖고 있는 소비자에 비해 보다 더 높은 브랜드 커뮤니티의 몰입을 보였으며, 여성이 남성에 비해 더 높은 브랜드 커뮤니티 몰입을 보이는 것으로 나타났다. 본 연구는 소비자의 자기해석이라는 내재적 동기를 알아봄으로써, 기업들에게 브랜드커뮤니티를 통한 효율적인 마케팅 접근법을 제시한다.

• 동아시아경상학회지
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• 제9권2호
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• pp.55-73
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• 2021

Purpose -This study aims to determine how the characteristics of the airline's SNS marketing affects brand image, brand attitude according to perceived values, and to analyze the impact of SNS marketing factors. It was intended to provide theoretical and practical implications for airlines to refer to SNS marketing activities. Research design, data, and methodology -A questionnaire was formed based on previous studies, and then an online questionnaire was created to conduct a survey. Explained the purpose and asked to respond. From February 1 to 14, 2020, 333 responses with a valid number of samples were confirmed for the final analysis of the data. The questionnaire was composed of five areas: demographic characteristics, SNS factor, brand image, brand attitude, and perceived value. Result -Airline's SNS marketing, brand image, and brand attitude are affected by the gender, age, and SNS usage time of the user, and the perceived value of the user is shown to be controlled by the airline's SNS marketing's influence on brand image and brand attitude. Conclusion -When SNS is to be effectively used for airline marketing, it is necessary to pay attention to the demographic characteristics and the control effect of perceived value, and use it for airline management. The perceived value has been shown to affect SNS marketing's brand image and brand attitude.

• 한국의류학회지
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• 제33권7호
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• pp.1074-1085
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• 2009

This study compares the benefits for online clothing purchases between Korean and U.S. consumers. A total of 464 usable questionnaires were obtained from respondents who resided in Korea (n=253) and the United States (n=21l). Data were analyzed by descriptive statistics, factor analysis, and MANOVA. For online clothing purchases, the benefit consisted of five factors: product attribute, transaction services, security, country of origin, and brand symbolism. Results showed that the main effect of nationality and gender on the benefit factors were significant; there was an effect of nationality on product attributes, transaction services, and country of origin. Compared with Korean consumer, U.S. consumers were more likely to consider the benefits of product attributes, transaction services, and country of origin for clothing in online purchases. In addition, there was a gender difference in benefit factors of product attributes, transaction services, country of origin, and brand symbolism. Females were more likely than males to consider the benefits for clothing in online purchases. An interaction effect of nationality and gender was not significant in online purchases for clothing. The managerial implications are discussed for global fashion marketing across the countries.

• The Journal of Asian Finance, Economics and Business
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• 제1권4호
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• pp.29-37
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• 2014

This study investigated effects of five consumption values of family restaurants, that is to say, functional value, economic value, social value, creative value and emotional value, upon consumers'satisfaction and brand reliability, and effects of satisfactions upon brand reliability, and effects of satisfaction and brand reliability upon consumers' behavioral intention to help develop family restaurant industry. Frequency analysis was done. The interviewees had demographic characteristics of gender: 156 men (54.4%) and 131 women (45.6%). The interviewees live in the places: 136 persons (47.4%) in Gyeonggi and Metropolitan area, 57 persons (27.0%) in Gangbuk, Seoul, 38 persons (13.2%) in other areas in Seoul, 34 persons (11.8%) in Gangnam, Seoul, 18 persons (6.3%) in Incheon and 4 persons (1.4%) in other regions. Values of the use of family restaurants, for instance, functional value, economic value, social value, emotional value and rarity value had influence upon satisfaction and brand reliability, had influence upon satisfaction as well as brand reliability. This study investigated consumption values of which consumers thought much, effects of consumption values upon satisfaction and brand reliability, effects of consumer's satisfaction upon brand reliability, and consumer's satisfaction and brand reliability upon behavioral intention, and to verify effects having influence upon local and foreign family restaurant.

• 복식문화연구
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• 제32권4호
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• pp.564-576
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• 2024

In a situation where the importance of eco-friendly fashion is growing, this study adds to the needed research by analyzing consumption value satisfaction factors, brand image, and repurchase intentions of eco-friendly fashion products. During the investigation, the impact of gender was also accounted for to establish an effective marketing strategy. In June 2024, 250 surveys were evaluated from domestic consumers with experience purchasing eco-friendly fashion products. Descriptive statistical analysis, factor analysis, reliability analysis, and regression analysis were performed. Five factors were measured to determine satisfaction with the consumption value of eco-friendly fashion products: emotional value, functional value, social and situational value, passive value, and rare and eco-friendly value. Empirically subdividing satisfaction with eco-friendly fashion as recognized by consumers reveals meaningful findings about consumption value. Among the factors of consumption value satisfaction with eco-friendly fashion products, functional value, social and situational value, and rare and eco-friendly value all positively affected repurchase intention. The consumer's gender also made a difference in satisfaction. Considering these results, the marketing effect of eco-friendly fashion can be increased. This study will be able to increase the ESG management effect of fashion companies. By performing ESG management, the fashion industry can achieve social and environmental responsibility along with sustainable growth.

• 한국의상디자인학회지
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• 제9권1호
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• pp.173-187
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• 2007

The purposes of this study were to examine the consumer's behavior on the brands applying the characters by gender, age and residential district, and then to propose the future planning of brands applying the characters and distribution strategies. From Junior on middle school to forty-year olds were selected for this study and areas were grouped to five for comparing the residential distinction. The questionnaire was consisted with 25 questions. Nominal scale and 5-interval scale were used for analysis. The SPSS 12.0 was used to analyze the technical statistics such as average, frequency, t-test, ANOVA, and $x^2$. The results of this study were as follows : 1) The characters influenced on remembering the brand's name regardless gender, agen and residential district. 2) When consumer bought the brand with character, the most important factor is the brand name recognition. 3) It would be desirable to use the one or two mixed methods which express the characters on the clothes. 4) When they distribute the character brands, they would supply more feminine characters in 3rd district, more manly one in 4th district and less quantities in the 3rd and 4th district for lowering inventory. The next must be follow to succeed the character using strategy of fashion brands. It is needed to segment the target for new character creation of specific generation, and to grasp the point of the trend which oriented by the target, and to reflect what they like and what they feel sympathy on character image and brand concept.

• 한국관광식음료학회지:관광식음료경영연구
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• 제15권1호
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• pp.19-36
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• 2004

This study was to investigate brand image and its influence on customers perception of fast-food restaurants. A total of 25 brand image attributes were selected on the basis of the literature review and were asked to indicate respondents' perceptions of their image targeting for fast-food restaurants such as Lotteria, McDonald, KFC, and Popeyes. A on-site survey method was applied to collect data. Out of 300 distributed survey questionnaire, a total of 271 useful sample were collected and analyzed in SPSS 10.0. From the factor analysis with 25 brand image attributes, five underline dimensions were identified and named such as interior factor, store factor, atmosphere factor, service factor, and product factor. Then, T-test and ANOVA were conducted to investigate any differences between/among the groups based on those five brand image factors. The results provided that in terms of gender, age, preference for fast food, food cluster, and four different brand, customers differently perceived restaurant brand image. It is hoped that this information may help for restaurant managers and marketers to understand customers' restaurant perception and choice behavior in order to launch appropriate marketing strategies.