• 가족자원경영과 정책
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• 제10권2호
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• pp.43-59
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• 2006

The purpose of this study was to examine university students' consumption-orientation and attitude toward conspicuous consumption as well as to identify the factors that are most influential on consumption-orientation and conspicuous consumption behavior. The major findings of this study are summarized below. First, the average scores of consumption-orientation and conspicuous consumption were 2.71 and 3.15 respectively, on a 5 point scale. Second, the most influential factor on university students' consumption-orientation was friends' influence. Third, the most influential factor on conspicuous consumption was students' perceived social status. Fourth, conspicuous consumption tendency and consumption-orientation were significantly higher for those students with larger amount of allowances, female students, or the students who are working. Fifth, the university students' consumption-orientation and conspicuous consumption tendency were significantly higher for the students whose parents' child-rearing style is inconsistent or excessive investment. Finally, the consumption orientation has a significant positive relationship with conspicuous consumption.

• 한국의류산업학회지
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• 제14권3호
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• pp.381-389
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• 2012

This study presents a marketing communication strategy from the aspect of new consumption orientation. Consumer preference on ads media, on-line ads media, and WOM usage were examined for new consumption orientation groups. This study was executed in a question survey format. A total of 182 questionnaires were obtained and data were analyzed by PASW 18.0 and AMOS 7. The results were as follows. First, 8 types of consumption orientation factors were revealed; 'impulsive purchase', 'promotion oriented', 'social contribution', 'passive conformity', 'innovative', 'conspicuous', 'rational', and 'environmental conservation'. Then 4 groups were formed, 'Rational & Positive', 'Conspicuous Conforming', 'Positive Social Interested' and 'Low Price Oriented'. Second, communication responses were analyzed through consumption orientation groups. The 'Rational & Positive' group responded positively to every type of advertising media (especially new media). The 'Conspicuous Conforming' and 'Positive Social Interested' groups preferred traditional media such as TV, radio, and magazines; in addition, the 'Low Price Oriented' group liked only online banner ads. For WOM preference, the 'Rational & Positive' and 'Positive Social Interested' group preferred verbal consumer information like WOM. In distribution types, the just 'Positive Social Interested' group revealed a significant result for internet shopping malls. The results from this study will help establish marketing communication strategies based on the features of consumption orientation.

• 복식문화연구
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• 제25권1호
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• pp.104-116
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• 2017

People tend to maintain and express their individuality in unique ways. Consumer's need for uniqueness is defined as an individual's pursuit that differentiates themselves from others, thereby developing and enhancing their personal identities. This study examined the effect of consumers' need for uniqueness on fashion orientation and consumption values. Data were collected through a questionnaire survey distributed to people visiting the fashion show center during Seoul Fashion Week. The survey questions were designed using the 5-point Likert scale and Cronbach's ${\alpha}$ value of questions was reliable as .628-.862. The study's results indicate that people with high need for uniqueness are very interested in fashion and think that is important to be well-dressed. In addition, the results suggest that people with high needs for unusual choices who enjoy challenging the prevailing taste of people want to be fashion leaders and are attracted to products that express their personality well. And people with high needs for creative choices and incompliant choices value their own satisfaction and happiness with the products. On the other hand, consumer's needs for incompliant choices have a negative effect on social value. As a result, people with high needs for incompliant choices would break social norms rather than consider social status and reputation when they purchase fashion products. The concluding section of the paper discusses the implications of this research for fashion companies.

• 한국콘텐츠학회논문지
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• 제9권5호
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• pp.137-144
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• 2009

경북 문화콘텐츠산업은 소비지향적 구조, 영세성, 부족한 인프라, 불균형, 전략 부재 등의 문제점을 안고 있다. 하지만, 경북 문화콘텐츠산업은 풍부한 문화자원, 문화콘텐츠산업의 전망, 미래의 효과적인 육성전략으로 인해서 그 가능성이 크다고 할 수 있다. 그리고 육성방안으로는 문화원형의 디지털화, 유교 문화의 에듀테인먼트, 전통문화디지털센터의 구축, 장소마케팅, 다큐영상원 건립, 문화 리터러시, 작은 영상 지향, 글로벌 도시와 문화거점 도시의 육성, 킬러 콘텐츠 개발, 관광자원 개발, 차별화 전략 등이 있다. 문화콘텐츠산업은 고부가가치, 관련 산업에 대한 영향력, 디지털문화콘텐츠의 효용성, 시장 규모의 확대, 빠른 성장속도 등의 측면에서 경북도 문화콘텐츠산업을 적극적으로 육성해야 할 필요성이 있다.

• 한국프랜차이즈경영연구
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• 제8권2호
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• pp.37-47
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• 2017

Purpose - Recently, the food service franchise market is experiencing rapid growth and competition is intensifying. Therefore, consumer choice has expanded, and reputation management has become important as a strategy for survival of corporations. Based on previous studies, this research proposed the theoretical framework about the structural relationships among reputation, trust(cognitive trust, affective trust), and loyalty. Research design, data, and methodology - This study examined the structural relationship between reputation, trust, and loyalty from the customer's perspective. Based on comprehensive validation procedures across nine food service Franchise firm types, This study found support for a five-dimensional scale with the following dimensions: Customer Orientation, Employer Brand, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In order to verify the research purposes, research model and hypotheses were developed. The data were collected from 227 food service franchise consumers through online survey. The data was analyzed with SPSS 24.0 and Amos 23.0 statistical program. Result - The results of the study are as follows. First, customer orientation, reliable·financially strong company and product·service quality have significant impact on corporate cognitive trust. And employer brand, product/service quality and social·environmental responsibility have significant impact on corporate affective trust. Second, cognitive trust and affective trust have significant impacts on consumer loyalty. Conclusions - The implications of this study are following as: From the theoretical perspective, this study considers trust as two dimensions such as cognitive and affective, not a single dimension, and identify what dimensions of franchise firms affect consumers' reputation perception and in turn lead cognitive and affective trust, and loyalty. This study also provides several managerial implications. In the franchise market where competition is intensifying, it is very important to analyze the attitudes of consumers in order to gain an advantage in competition with other competitors. In this study, it is meaningful that the study was conducted on consumers who have experience using a restaurant franchise company. Also, reputation is necessary to pay attention to the company because it is an important variable that strengthens with customer through confidence in food service franchise business, and leads loyalty and consumer consumption. Therefore, marketers should develop marketing strategies considering various reputation factors.

• Asia Marketing Journal
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• 제12권2호
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• pp.83-110
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• 2010

기업의 서비스 실패로 인해 부정적 경험을 겪은 고객은 무의식적으로 그 원인의 추론을 통해 실망이나 후회의 부정적 감정을 얻게 되는데 이때 고객의 자기조절성향에 따른 감정의 발생은 각기 달리 나타나며, 이때 형성된 부정적 감정들은 서로 다른 고객반응을 일으키게 된다. 이러한 부정적 반응은 기업의 이미지 및 브랜드 가치에도 적지 않은 영향을 미칠 뿐만 아니라 장기적으로는 기업 매출에도 부정적 영향을 미치며 서비스 회복 노력에 따른 추가적 비용도 발생하게 된다. 본 연구는 서비스 영역에서 서비스 실패에 따른 고객의 부정적 감정의 선행요인 및 그 결과변수인 고객반응에 초점을 두고 있다. 즉 서비스 실패 시 자기조절성향(평가지향성과 목표지향성)이 부정적 감정에 미치는 영향과 이때 귀인과정(내적귀인 vs 외적귀인)에 따른 고객의 부정적 감정(후회감과 실망감)의 차이를 살펴보았다. 그리고 이러한 부정적 감정들이 체념과 구전활동이라고 하는 고객 행동반응에 미치는 영향을 실증분석하였다. 분석결과, 자기조절성향에 따른 후회감의 차이는 목표 지향적 성향이 강한 고객보다는 평가지향적 성향이 강한 고객일수록 후회감이 더 크고 반대로 목표지향적 성향이 강한 고객은 실망감이 더 큰 것으로 나타났다. 고객의 부정적 감정들은 귀인과정의 조절적 역할(내적귀인-후회감, 외적귀인-실망감)에 따라 서로 다른 감정이 형성되는 것으로 나타났다. 그리고 후회감과 실망감은 소비자의 서비스 실패 후 행동반응에 상이한 영향을 미치는 것으로 나타났는데 본인의 의사결정에 따른 선택에 대해 후회감을 느낀 고객은 체념적 반응이 높게 나타났으며 반면에 실망감을 느낀 고객은 서비스 제공자나 제3자에 대한 구전행동이 높은 것으로 나타났다.

• 마케팅과학연구
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• 제20권1호
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• pp.59-69
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• 2010

绿色环保或者环境意识已经成为商业、政府机关, 以及消费者和世界关注的重要问题. 针对这一情况, 韩国政府宣布, 在本世纪初, "环保建设" 将被作为一种用以鼓励与环保相关的商业活动的方式. 不同层次的韩国服装业, 提出了不同的产品环保的绿色计划. 这些服装产品包括有机产品和回收的衣服. 要想使这些公司成功, 他们需要那些, 在做产品购买,使用, 处置时, 将绿色问题(如环境的可持续性发展)作为一个人判断的一个组成部分的顾客的信息. 这些消费者可以被看成是生态学的关注者. 过去的研究已经对消费者对于环保产品的购买意愿进行了检测. 此外, 还研究了影响生态保护者或绿色消费者的因素. 但是, 只是关注生态保护者在处置或者回收利用衣服上与采购绿色产品相比较是不够的. 服装处置行为有多种途径, 消费者可以用淘汰, 传承(例如: 把它送给一个年幼的弟弟), 赠与, 交换, 出售或者简单的把他扔掉等多种方式来暂时或者永久的摆脱闲置的衣服或贷款项目. 因此, 购买环保产品的行为应该结合服装处置的行为, 从而进一步了解消费者的消费行为与对环境的态度. 本项研究的目的在于提供韩国生态保护者从有利于生态学的角度出发来购买和处理衣服的生活方式的相关信息. 本研究的目标有: 1, 基于韩国对服装处置行为进行分类; 2, 调查人 们人口统计数据, 生活方式和服装消费价值观赏的差异; 3, 在环保的时尚物品的购买意愿和影响因素之间进行比较. 自填式的调查问卷是基于以往的研究设置出来的. 问卷包括10项处置衣服的条款, 22项可持续并且健康的生活方式的条款, 以及19项消费观念的条款. 根据利克特模板的五分量表设置. 此外, 购买两个时尚物品的意愿和每个物品属性的11项特征都是根据利克特模板的七分量表而来, 两种制成羊毛套衫的可以从PET识别代码的回收瓶子中创造出来的涤纶织物这两种套衫选自一个韩国和一个美国的户外运动服装的品牌. 我们对每一种产品的简介和颜色都进行了调查, 人口统计学(即性别, 年龄, 婚姻状况, 教育程度, 收入, 职业)也被包括在内. 在2009年5月份, 研究数据通过一个专业网站的调查机构进行采集, 最后有600份调查问卷可供分析, 这个调查的受访者年龄从20到49岁不等, 平均年龄为34岁. 百分之50的调查者为男性, 大约58%的受访者是已婚者, 其中62%的受访者有大学学位. 主要成分分析和因素最大方法差的方法用以识别衣服处理规模的潜在尺度. 共有三个因素生成(比如: 倒卖行为, 捐赠行为, 不回收利用行为). 基于他们处置衣服的方式对受访者进行了分类, 群类分析被使用, 最终得到了三个部分. 不同的消费者, 被分别贴上 "转售集团", "捐资团体" 以及 "不回收组织" 的标签加以分类, 其中98%是正确的分类. 从人口统计学角度来看, 这三个类别的人在性别, 婚姻状况, 职业和年龄上有显著的差异. 健康可持续的生活方式被缩减为以下5个因素: 自我满意度, 家庭定位, 健康问题, 环境问题和自愿的服务. 这是三个群体中健康可持续的生活方式的最显著的差异. 转售集团和捐赠组表现出在健康可持续的生活方式上的相同倾向, 同时, 不回收集团在生活方式方面呈现最低的平均值. 转售和捐赠团体自称享受和满意这种生活和消费方式, 并且能够利用空余的时间陪伴家人. 另外, 这两组的人关心健康和有机食品, 并试图保护能源和资源. 对服装消费的价值观产生主要影响的三个因素是: 个人价值, 社会价值和实用价值. 因素的方差测试表明转售集团和其他两组之间的因素差异最大. 转售集团相比其他价值更关注个人价值和社会价值. 相比之下, 非回收集团比捐赠集团更关注高层次的社会价值. 比较购买环保产品的意愿上, 转售集团表现出最高的购买A类产品的意愿. 另一方面, 捐赠集团则在小市场中表现出购买B类产品的最高意愿. 此外, 平均分数表明, 购买韩国的产品(B类产品)相比购买美国的产品(A类产品)更合韩国人的心意. 多元线性回归分析法确定了对环保产品的购买的意愿对制造业产品属性的影响. 产品的设计, 价格, 贡献, 对环境的保护, 价格, 兼容性是影响转售集团的显著因素, 另外, 以及对自身形象的影响是捐赠团体的重要因素. 对于非回收集团来说, 设计, 价格等因素是相同的, 自我的形象,对环保运动的贡献, 和环境保护也是很重要的. 而价格因素具有显著性的共通性. 对于B类产品来说, 设计, 合理的价格, 形象等因素是同等的重要, 但是不同的组对购买的特征和意愿有不同的倾向. 健康可持续的生活方式以及服装消费的意向对购买A类产品和B类产品的影响同样被我们所关注. 实际操作者的健康状况和个人价值都是影响购买意愿的重要因素; 然而, 在这三个群体中说服的力度都很低. 结果表明, 分类出来的每组处理服装的行为, 显示着不同服装产品的属性, 个人价值, 和实践者的特点, 这些都影响了他们的购买环保产品的意愿, 结果会使生态保护者提出并组织更合理的生态设计的战略决策.