• 예술인문사회 융합 멀티미디어 논문지
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• 제6권8호
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• pp.399-408
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• 2016

빅데이터의 시대가 도래 하면서 지식재산권 영역에서도 빅데이터의 활용이 늘고 있는 추세이다. 한편 상표는 본질적으로 자타 상품을 식별하는 표지로서 그 목적이 소비자에게 인식되도록 하는 데 있다. 최근 이슈가 되고 있는 빅데이터 분석 기술은 상표에 있어서 이러한 소비자의 인식을 판단하는 도구로 활용될 수 있다. 그동안의 전통적인 방법으로는 소비자의 인식에 해당하는 식별력을 증명하는 것은 쉽지 않은 일이었다. 최근 상표의 식별력을 판단하기 위한 방안으로 설문조사에 대한 관심이 높아지면서 우리 상표법 시행규칙에도 설문조사가 도입되었지만 비용과 시간, 객관성, 공정성 측면에서 오류와 많은 문제가 있는 것으로 드러났다. 이에 대한 보완책으로 본 연구는 빅데이터 분석 기법을 활용하여 상표에 대한 소비자 인식을 판단할 수 있는 방안을 제시하고자 한다. 빅데이터 분석을 활용한 경우 상표 식별력 판단의 객관성을 높이는 것은 물론 상표와 관련된 다른 법률적 판단에 도움을 주는 보조 자료로 활용될 수 있을 것이다.

• 가정과삶의질연구
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• 제24권2호
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• pp.27-42
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• 2006

This study examined consumers' awareness of apartment brands and the purchase intention of apartments with brand names. This study compared apartment brand awareness with purchase intention in terms of consumers' socio-economic and housing characteristics. Also, it identified the factors that influence consumers' awareness and purchase intention of apartment brands. The data were obtained via a questionnaire completed by adults 20 years of age and olde. (N=383), and were analyzed by t-tests, ANOVA, chi-square tests, multiple regression, and logistic regression analyses. The findings of this study are as follows: First, both consumers' awareness and purchase intention of apartment brands were higher among married males in their 30s and 40s than among unmarried females in their 20s and 50s. For consumers who had graduated from graduate schools, both awareness and purchase intention of apartment brands were lower than other groups. Second, consumers dwelling in apartments or row houses showed higher awareness of apartment brands. And those who lived in row houses were more likely to consider purchasing apartments with brand names. Third, every factor of consumers' housing values was higher than the middle point of the scale. Especially, economic and social values of housing were important factors for both awareness and purchasing intention of apartment brands. Fourth, the apartment brand awareness had a positive effect on the purchase intention of the apartments with their own brands.

• Asia Marketing Journal
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• 제26권1호
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• pp.11-22
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• 2024

In the uncertainty fueled by the COVID-19 pandemic, mergers and acquisitions (M&As) have emerged as key strategic responses by firms. This study explores the impact of M&As on acquirers' firm value, utilizing a firm-level panel dataset from SDC Platinum. Empirical evidence recognizes the potential negative impact of transaction value in M&As and the pandemic's effect on market uncertainty that may occasionally exacerbate the adverse influence on acquirers' firm value. The findings indicate that effective marketing strategies, such as enhancing consumer awareness through increasing advertising expenditures, can counterbalance these influences, particularly during uncertain times. This study accentuates the importance of adaptability and a responsive marketing approach in managing M&As during a global crisis. It provides valuable perspectives on consumer awareness in strategic decision-making, offering insights for both academic and business communities and focusing on actionable strategies for navigating the global market turmoil transformed by COVID-19.

• 대한영양사협회학술지
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• 제16권3호
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• pp.255-269
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• 2010

The purpose of this study was to investigate consumer awareness and demand related to country-of-origin labeling at restaurants, and to provide basic data to reexamine the need for current policies and to determine problems. The study found that 70% of the respondents thought that the implemented representation policy had improved food quality, and 81.3% of the respondents checked country-of-origin labeling at restaurants. In addition, 74.7% of the respondents answered that "reward for accusation" was appropriate policy. Regarding the degree of recognition of the meat importers, the respondents were well aware of the importing countries, but did not recognize the importing country of chicken. In terms of preference for meat importers, Australian beef was rated highest, but beef from the U.S. was ranked seventh. However, in preferences for pork and chicken, U.S. products were rated highest. According to the survey, in a question regarding the perception toward country-of-origin labeling, the respondents recognized that rice, beef, pork, and chicken were the targeted items. In addition, the respondents suggested that other food ingredients at restaurants should be designated as target items for country-of-origin labeling.

• 수산해양교육연구
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• 제25권4호
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• pp.848-862
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• 2013

This study shows how social presence(SP) dimensions influence online consumer's behavior in the social commerce(SC) context. It is expected that the results could be utilized in the development of SC websites. According to the results, the awareness and cognitive SP dimensions affected consumer trust, but affective SP did not. And then consumer trust toward SC websites as a belief affected attitude and intention of consumer. Thus, it was re-confirmed that a consecutive influential relationship in the theory of reasoned action, i.e., "belief-attitude-intention", was significant in SC context as well. Finally, it is required as a future research how to implement the awareness and cognitive SP dimensions in the SC websites.

• 가정과삶의질연구
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• 제29권4호
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• pp.61-74
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• 2011

The purpose of this study was to target digital generation consumers and determine potential effects of their demographic characteristics and variables concerning digital consumer information upon their characteristics in purchasing clothing. This study has its implications in the sense that it determines digital generation's awareness and reception of digital consumer information and their utilization of digital consumer information source, so that it can help understand digital generation consumers' behaviors of information search and the phenomena of digital market in this age of knowledge and information, and can ultimately provide reference data useful for guidance in favorable consumer life as well as consumer education based on digital devices. The results of this study can be summed up as follows: It is found that digital generation consumers reached higher level in the awareness of digital consumer information. The reception of digital consumer information and the utilization of digital consumer information source are found as middle level. Based on these results, this study can give the following suggestions for consumer education: Lately, digital devices have been widely popularized into larger number of users, so that we have more chances to buy desired products on the web or mobile device. In particular, the rate of clothing purchase on the web tends to increase year by year. However, our digital consumers still lack in their ability to utilize digital consumer information in terms of quantitatively increasing purchase of products on the basis of digital consumer information. Thus, it is necessary to provide consumers with a formulated education in their information search and shopping using digital devices, so that they will have better ability to use digital consumer information in the future.

• 디지털콘텐츠학회 논문지
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• 제12권4호
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• pp.585-592
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• 2011

경매 매물 정보시스템은 수요자의 상황과 특성에 맞춰 원하는 경매매물의 고급 정보만을 제공하는 것을 목표로 한다. 특히, 시시각각으로 변하는 조회수와 같은 실시간 정보와 경매가 예측을 위한 고도의 분석결과를 제공받기 위해서 상황인식에 기반한 모바일 정보시스템이 요구된다. 이에 따라 본 연구는 스마트폰 환경에서 수요자의 위치, 특정 매물 조회수, 현재 입찰자 수 등과 같은 경매정보를 제공해주는 상황인식 기반의 경매매물 정보시스템을 연구한다.

• 정보보호학회논문지
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• 제34권3호
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• pp.505-513
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• 2024

이 연구는 OTT 플랫폼에서 '쿠키'를 통한 행태정보 수집과 이에 기반한 맞춤형 서비스에 대한 소비자 인식을 조사한다. 120명의 다양한 연령대 소비자를 대상으로 SPSS를 활용하여 4가지 가설에 대한 상관관계를 분석했다. 결과는 OTT 기업의 행태정보 수집 인지와 온라인 트래킹 인식 간의 상관관계, 행태정보 수집 인지와 쿠키 제공 의사 간의 상관관계, 그리고 가입 시 행태정보 수집 약관 확인 정도와 온라인 트래킹 인식 간의 상관관계를 나타냈다. 이로써 소비자들의 행태정보에 대한 지식 수준이 중요성과 맞춤형 서비스 이용 의도에 영향을 미친다는 결론이 도출되었으며, 이를 토대로 기업과 정부 차원에서의 규제 필요성을 제안한다.

• The Journal of Asian Finance, Economics and Business
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• 제8권1호
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• pp.915-925
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• 2021

The study investigates some psychological and environmental factors affecting the intention to purchase organic foods of consumers in the inner-city of Hanoi. Impact factors applied for the study include three psychological factors (health concern, environmental concern, consumer awareness of organic foods) and seven environment factors (family's opinion, friends and colleagues' opinion, influence of celebrities, expert's opinion, social status, mass media, state's encouragement). We analyzed research data from 396 consumers to measure the impacting level of these factors. The convenient sampling method was used to collect the research sample. The measurement applied a 5-point Likert scale classifying from 1-completely disagree to 5-completely agree. Based on previous studies, the research model was recommended. We had estimated the reliability of the scales through Cronbach's Alpha and composite reliability. The research data is analyzed by using Structural Equation Model method (SEM). The findings of the study suggest that psychological factors (health concern, environmental concern, consumer awareness of organic foods) had a significantly positive influence on consumer's purchase attention toward organic food. The results also revealed that environmental factors (family's opinion, friends and colleagues' opinion, influence of celebrities, expert's opinion, mass media) were positively linked to consumer's purchase attention toward organic food.

• 한국의류학회지
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• 제22권4호
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• pp.503-514
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• 1998

The purpose of this study was to develop a large representative data base for jeans marketing strategy This study was to survey brand features(launching year, launching company, design concept, sales volume, and price zone) in the current market, and was to examine brand awareness and it's relationship to segmented distribution regions, demo- graphic variables(sex, age, monthly household income, and seasonal clothing expenditure). This study was also to analyze brand image and consumer's seeking image. The 660 questionnaires were distributed and 618 reliable ones were used for statistical analysis. A SAS statistical package including frequency table, Chi-square test, factor analysis, analysis of variance(ANOVA), Duncan's multiple range test and paired-t test was used. The results are as follows: 1. Brand awareness involves "brand recall" based on asking a person to name the brand recalled first, and "brand recognition" based on asking to identify brand name from 30 given brands. The result of recall brand test indicated that Levi's was dominant brand. People recognized about 70.8% of brands on the average. Brand recognition was influenced by segmented distribution region and demographic variables. 2. There was significantly positive relationship between brand recognition and purchasing behavior. 3. National brands were more recognized than Licensed brands. 4. The result showed that "Nix" was best represented for sophisticated brand image, "Strom" for characteristic, "Jambangee" for resonable price, and "Levi's" for classic '||'&'||' comfortable brand image. 5. As a result of factor analysis on consumer's seeking image, six factors(characteristic, young, intelligent/sexy, comfortable, exotic and popular) were found. Several factors had a relationship with preferred design, demographic variables, fashion interest, and brand recognition. variables, fashion interest, and brand recognition.