• 유통과학연구
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• 제9권1호
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• pp.39-48
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• 2011

본 연구는 가격할인이 관여도의 수준에 따라 가치지각 간에 미치는 영향의 경로가 서로 상이하다는 가정 하에 관여도에 따른 지각가치와 구매의향 및 탐색의도 간의 관계를 실험적으로 검증하였으며, 그 결과는 다음과 같다. 첫째, 고관여의 경우는 지각거래가치가 지각획득가치에 긍정적인 정(+)의 영향을 미치는 것으로 나타났다. 또한, 고관여 구매자의 지각획득가치는 구매의향에 긍정적인 정(+)의 영향을 미치는 것으로 나타난 반면, 지각획득가치가 탐색의도에 미치는 영향은 통계적으로 유의하지 않은 것으로 나타났다. 둘째, 저관여의 경우에도 고관여와 같이 구매자의 지각거래가치는 구매의향에 긍정적인 정(+)의 영향을 미치는 것으로 나타났다. 반면, 지각획득가치가 탐색의도에 대하여 부(-)의 영향을 미치지 못한 것으로 판단된다. 이는 가격할인에 따른 거래가치 향상에도 불구하고 지각품질 수준이 하향되면서 품질에 대한 의심이 생겨 추가정보 탐색의 필요성이 생김에 따른 것으로 풀이된다. 이러한 연구결과는 소비자는 관여도에 따라 획득가치 또는 거래가치에 대하여 중요하게 인지하지만 소비자가 어떤 지각가치에 더욱 의존하여 구매행동을 결정짓는가에 따라 이에 부합하는 가치 향상전략을 수립해야 한다는 시사점을 제시하고 있다.

• 한국산학기술학회논문지
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• 제14권5호
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• pp.2198-2206
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• 2013

브랜드 이미지가 기업 간의 차별화를 만들어 주고 고객과의 관계를 형성한다는 점에서 글로벌 경쟁 시대에 그 중요성이 더욱 부각되고 있다. 본 연구의 목적은 브랜드 이미지와 브랜드 태도 및 충성도의 관계를 알아보기 위해 제품의 특질이 크게 차이 나지 않는 커피라는 제품을 선정하였고, 국내 커피전문점 브랜드 이미지를 분석하여 브랜드 이미지가 소비자 선호도에 어떠한 영향을 미치는지를 파악하는 것을 목적으로 연구를 진행하였다. 연구의 결과 커피점의 브랜드 감성이미지 요인들이 브랜드태도에 영향을 주었고, 커피점의 브랜드태도 요인들이 브랜드 충성도에 영향을 주었으며, 커피점의 브랜드 이미지 요인들은 브랜드 충성도에 영향을 주고 있음을 알 수 있었다. 이 결과를 중심으로 각각의 커피전문점의 성장과 더불어 브랜드 이미지와 브랜드 태도 및 브랜드 충성도와의 관계를 규명하여 전략적 고려를 극대화 할 수 있다.

• 한국IT서비스학회지
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• 제15권2호
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• pp.169-184
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• 2016

Smartphone use is rapidly spreading due to the advantage of being able to connect to the Internet anytime, anywhere--and mobile app development is developing accordingly. The characteristic of the mobile app market is the ability to launch one's app into foreign markets with ease as long as the platform is the same. However, a large amount of prior research asserts that consumers behave differently depending on their culture and, from this perspective, various studies comparing the differences between consumer behaviors in different countries exist. Accordingly, this research, which uses online product reviews (OPRs) in order to analyze the cultural differences in consumer behavior comparatively by nationality, proposes to compare the U.S. and South Korea by selecting ten apps which were released in both countries in order to perform a sentimental analysis on the basis of star ratings and, based on those ratings, to interpret the sentiments in reviews. This research was carried out to determine whether, on the basis of ratings analysis, analysis of review contents for sentiment differences, analysis of LDA topic modeling, and co-occurrence analysis, actual differences in online reviews in South Korea and the U.S. exist due to cultural differences. The results confirm that the sentiments of reviews for both countries appear to be more negative than those of star ratings. Furthermore, while no great differences in high-raking review topics between the U.S. and South Korea were revealed through topic modeling and co-occurrence analyses, numerous differences in sentiment appeared-confirming that Koreans evaluated the mobile apps' specialized functions, while Americans evaluated the mobile apps in their entirety. This research reveals that differences in sentiments regarding mobile app reviews due to cultural differences between Koreans and Americans can be seen through sentiment analysis and topic modeling, and, through co-occurrence analysis, that they were able to examine trends in review-writing for each country.

• 한국의류학회지
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• 제26권2호
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• pp.193-204
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• 2002

Many fashion forecasting companies propose the fashion colors in every season. Modern fashion consumer respond to fashionable trends with utmost sensitivity. Therefore to satisfy the consumer with an trendy image, the fashion design must be found first, as image matters, followed by an analysis of each design element's effect on the total image composition. In previous studies of fashion image, has been discussed the positive correlation between fashion design elements of color, fabric, and form as the central issue. In this thesis, two of the fashion design elements, color and fabric are simultaneously considered to classify the image of fabric in fashion. For the color variables, 10 hues are selected from Munsell's system of color notation, and 12 tones from PCCS color notation., which are currently used in the domestic fashion industry. Texture variables used in this survey are classified by luster, prominence-depression of surface, thickness, and density of fabric. Graduate students from 20 to 50 years old and the specialists in fashion companies participated in the survey. The results of this survey are as follows: 1. The fashion fabric image is classified as 5 main images: 'elegant', 'comfortable', 'characteristic', 'light'and 'simple'. 2. The influence of hue, tone and texture is significant to the fashion fabric image. Following colors, yellow-red, red hues and light grayish, dark grayish tones convey the elegant image. The texture property for the elegant image is luster, thin and low density. Properties of fabric conveying the comfortable image are yellow-red and green-yellow hue, soft, light tones, matte and high density. Furthermore, hue turned out to be a insignificant variables for the unique image, whereas dark grayish, grayish tone, luster and prominent texture convey a unique image. For light image, properties of fabric are blue-green, purple hues, light, bright tones with thin, low density texture. Properties of fabric conveying the simple image are blue-green, purple-blue, green-yellow hues, and strong, vivid tones, with luster and flat texture.

• 한국의류산업학회지
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• 제10권6호
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• pp.1006-1013
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• 2008

This study is basic material for development of a smart girdle. Through the intentionally sampling of 313 consumers from teenagers to the forties who have experienced wearing girdles, lifestyles on consumer's age, attitude to health, favor of warm functional girdle, and possibility to acceptance were surveyed and analyzed by questionnaire. The result of the study are summarized as followed. 1. Analysis about lifestyle with warmth and attitude to health showed that subjects in their thirties and forties have higher than teenagers and the twenties in frequency of distribution. This means people are tend to have more attention to warmth and health as they grow older. 2. In result about analysis of characteristic of wearing girdle, subjects were prefer girdle made of cotton which have superior permeability and hygroscopic property. The reason that wearing girdle is to complement of weak points of body somatotype in the thirties and forties and feel the stability during menstrual period in the twenties and teenagers. The time zone of putting on girdle is mainly winter while one is out wearing one-piece or skirt. 3. When surveyed about the preference to functional warmth girdle and possibility to acceptance, the results were that the subjects in their thirties were first, forty something was second, followed by subjects in their twenties, teenagers. It was shown that over 60% subjects were highly distributed. With regard to necessity of functional warmth girdle, every age groups were shown over 3.6 at average. This result was inferred that subjects had positive possibility to acceptance about functional warmth smart girdle.

• 한국식품조리과학회지
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• 제24권1호
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• pp.23-30
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• 2008

Sulgidduk samples made with additions of 2, 4, 6, 8, and 10% Houttuynia cordata Thunb. powder, and a control were examined for quality characteristics such as moisture content, water activity, color, gelatinization properties, textural characteristics, and sensory qualities in order to determine the optimal ratio of Houttuynia cordata Thunb. powder in the formulation. The moisture contents among the samples ranged from 41.98% to 44.97%, and increased as the content of Houttuynia cordata Thunb. powder increased. The water activities of the samples were not significantly different. As the Houttuynia cordata Thunb. powder content increased, the redness and yellowness of the samples also increased, but lightness decreased. For the gelatinization properties, the additions of Houttuynia cordata Thunb. powder caused decreases in peak viscosity (P) and holding strength viscosity (H). Furthermore, final viscosity (F), setback, and time to peak viscosity decreased with increasing Houttuynia cordata Thunb. powder content; however, breakdown and temperature to peak viscosity were not significantly different among the samples. Hardness and gumminess decreased with increasing Houttuynia cordata Thunb. powder content, and adhesiveness, cohesiveness, chewiness, and resilience also tended to decrease; however, springiness was not significantly different among the samples. In the consumer acceptance test, as the content of Houttuynia cordata Thunb. powder increased, the scores of all evaluated characteristics decreased; while the characteristic intensity ratings showed the reverse effect, and the 2 and 4% Houttuynia cordata Thunb. powder samples obtained fairly good scores. In conclusion, the results indicate that adding $2{\sim}4%$ Houttuynia cordata Thunb. powder to Sulgidduk is optimal, providing good physiological properties and reasonably high overall consumer acceptability.

• 한국의류학회지
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• 제26권8호
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• pp.1128-1140
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• 2002

As consumers' alternatives in fashion store selection increase, they select different store types to purchase different product types. Therefore, the probability of patronage mix behavior according to product type increases. Understanding consumers patronage mix behavior, finding out the determinant attributes of fashion stores for each product type are important to retailers and marketers for building a successful merchandising and marketing strategies. Most of the previous researches in store selection and patronage assume consumer behavior as single store patronage, and thus relatively little is known about patronage mix behavior. Also, little attention has been given to product characteristics as an important variable in store patronage behavior. The purposes of this study were to determine the effects of product characteristics in consumers patronage mix behavior. In this study, a theoretical model including product characteristics as an intervening variable between store attributes and patronage behavior was developed. A Questionnaire was developed and data were collected form 464 adult women living in Seoul area in Korea. Factor analysis, paired t-test, ANOVA, Duncan test and discriminant analysis were employed to analyze the data. As a result, the suggested model was partially verified. First, the product characteristic was found to have an effect on perceived importance of store attributes and on determinant attributes of stores. Consumers were found to use different evaluative criteria for store attributes when they purchase different product types. Second, the perceived importance of store attributes was determined by consumer characteristics as well as product characteristics. Third, the determinant attributes in store selection were affected not only by the perceived importance of store attributes but also by the type of product to be purchased.

• 한국식생활문화학회지
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• 제34권5호
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• pp.595-603
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• 2019

This paper provides data for product development and improvement of grape varieties by analyzing the satisfaction-importance of the grape selection attributes from a consumer's perspective. A survey was conducted on consumers aged 19-59 living in Seoul, Gyeonggi and Incheon on their fruit consumption level, preferences according to the grape quality characteristics, importance, and satisfaction with the grape selection attributes. Three hundred and eighty two valid samples were collected and analyzed statistically using SPSS 23. In the preference according to the grape quality characteristics, consumers tended to prefer a sweet taste, black color, and seedless grapes. Regarding the importance of the grape selection attributes according to the level of grape consumption, the high consumption group considers texture, size, shape, color, ease of removing seeds, country of origin, area of production, certification, and brand to be more important. In satisfaction, the high consumption group rated satisfaction highly in texture, odor, size, shape, color, ease of removing peelings, ease of removing seeds, price, country of origin, area of production, certification, and brand. An analysis of the IPA of the grape selection attributes showed that improvement of price and shape attributes will be prioritized, and the development and management of properties, such as seeds, peelings, certification, and brand will be required. These results can be used to help improve the grape varieties and develop products that meet the consumer needs, secure the competitiveness of grape farmers, and revitalize the local economy.

• 한국콘텐츠학회논문지
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• 제21권9호
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• pp.1-11
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• 2021

국내 콘텐츠 시장은 꾸준히 성장해왔다. 이에 더해 코로나 19를 기점으로 콘텐츠 소비량이 급속도로 증가하였다. 따라서 콘텐츠 관련 소비자 행동에 대한 심층적 고찰이 필요하다. 이에 본 연구는 콘텐츠에 대한 소비자의 흥미를 유발하는 핵심요인으로서 콘텐츠명에 주목하였다. 콘텐츠명의 개념적 유창성(conceptual fluency)이 콘텐츠에 대한 호감도(liking)에 미치는 영향력을 실험을 통해 확인하였으며, 또한 소비자의 정보처리성향(언어적 vs. 시각적)을 조절변수로 제시하고 그 효과를 검증하였다. 분석 결과, 개념적 유창성이 높을 때 소비자는 콘텐츠에 대해 더 호의적인 반응을 보였으며, 소비자의 언어적 정보처리성향과 콘텐츠명의 개념적 유창성 간에는 유의한 상호작용 효과가 나타났다. 본 연구는 콘텐츠에 대한 소비자 호감도를 높이는 전략에 대해 고찰하고 있다. 특히, 정보처리성향이라는 소비자 특성 변수에 대한 효과를 검증하였다는 점에서 학문적, 실무적 의의가 있다.

• 한국정보전자통신기술학회논문지
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• 제12권1호
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• pp.43-48
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• 2019

일상생활에 필요한 상점의 존재는 주민의 주거환경 만족도를 높여주는 요인이 되며, 창업자의 입장에서 지역주민의 니즈가 높은 업종의 창업은 사업 성공을 좌우하는 요인이 될 수 있다. 본 논문에서는 시민들이 체감할 수 있는 일상생활과 밀접한 업종의 창업현황을 알아보고, 이러한 상점의 형성이 신도시 초기 소비자 니즈에 부합하는지 분석하여 창업자와 소비자가 모두 윈윈할 수 있는 의미있는 결과를 도출하고자 한다. S시를 대상으로 신도시 출범 직후부터 현재까지의 생활밀접업종 현황과 시민의 니즈를 분석한 결과, 생활밀접업종에 대한 주민의 니즈는 새로운 거주지로 이주시 가장 중요하게 생각하는 니즈가 도시 조성 초반에 강하게 나타나는 특성을 가지고 있다. 그리고 정착 과정에서 니즈의 해소 및 증대에 따라, 니즈의 크기가 변화하는 특성을 가지고 있다. S시의 경우, 교육에 대한 니즈가 도시 조성 초반 강하게 나타나며, 시간의 흐름에 따라 일정부분 약해지는 특성을 보인다. 반면 생활의 기본요건이라고 할 수 있는 음식에 대한 니즈는 낮게 시작해서 지속적으로 증대되는 특성을 가지고 있다.