• 유통과학연구
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• 제8권1호
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• pp.5-11
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• 2010

This study addresses a shift, generally positive, in the acceptance and adoption of mobile commerce. The study, based on data collected using a survey questionnaire from mobile phone users in South Korea, examined the relationships using factor analysis and multiple regression analysis methods. The results showed equal positive adoption rates across all demographics of age, education, and income, except for gender, in terms of attitudes toward mobile shopping. The rate of mobile commerce adoption was relatively stronger among females than males. This finding provides new developments to mobile service providers on the effect of demographic profile on consumers'behavior and attitudes toward mobile shopping. Based on the results of the study, practical implications for marketing strategies in mobile commerce markets are suggested.

• 한국의류학회지
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• 제26권8호
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• pp.1239-1247
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• 2002

Consumers' purchase intention related with price reduction is important factor for the successful marketing strategy of electronic commerce as a new marketing channel. Therefore, the purpose of this study was to assess the difference of consumers' attitude(purchasability and perceived need) depending upon purchasing variables, and to investigate how consumers' attitude influence on purchase intention with price reduction in the internet shopping mal1. For research method, 400 questionnaires were distributed to subjects who were 20 to 39 years old; and among the returned questionnaires 347 were usable. Data were analyzed by t-test, regression analysis, frequency with SPSS 10.0. Results of this study were as follows: First the results showed that purchasability and Perceived need affect Purchase intention according to off-price percentage, and brand and clothing style in discount. Second, there were significant differences in purchasability, and perceived need according to off-price percentage, and brand in discounts. However, there were no significant differences in purchasability and perceived need according to clothing style in discounts.

• 한국응용과학기술학회지
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• 제41권2호
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• pp.436-446
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• 2024

This study contemplates the effect of social media advertising attributes on consumers' purchasing decisions in cosmetic products. It will serve as basic data for SNS's advertising strategy and marketing that promotes cosmetics sales. This study conducted a survey and went through the analysis process of SPSS v.25.0 statistical program. Frequency analysis, exploratory factor analysis, descriptive statistical analysis, correlation analysis, and regression analysis were conducted to analyze that informativity, reliability, entertainment, interactivity, and disturbance among SNS advertising attributes were used as effective advertising strategies, which had a positive effect on consumers' purchasing decisions. Therefore, in the cosmetics industry, it is necessary to seek strategies to actively utilize marketing in the social media space to promote consumers' purchase needs and to activate purchases.

• 경영과정보연구
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• 제21권
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• pp.189-208
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• 2007

This study was designed to find what impacts store attributes and personal characteristics have had on customer loyalty to beauty shops. Participants were 283 men and women who had experienced services in beauty shops and selected from the Metropolitan area, Busan, Gyeongbuk area, Gyeongnam area, Chungcheong area, and other area. In conclusion, technical factor and lifestyle have had the greatest impact on customer loyalty to beauty shops. In beauty market faced with keen competition, the way to meet customers' needs is to run a distinguished beauty shop with distinct beauty techniques in consideration of individual lifestyle. This will help raise customer loyalty to beauty shops. This study has the important implication that personal characteristics as well as store attributes has been proved to be essential for increasing customer loyalty to beauty shops. I hope that future studies will continue to examine different marketing factors by different beauty shops, with additional analysis on the details, contributing to make a marketing strategy available for beauty shop owners.

• 무역학회지
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• 제42권2호
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• pp.77-96
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• 2017

본 연구는 중국에 진출한 글로벌 소매상을 대상으로 실증분석을 통해 서비스 마케팅믹스 요인이 현지고객의 만족도와 충성도에 미치는 영향력을 규명하고자 하였다. 이를 위해 선행연구를 근거로 3개의 연구가설을 설정한 후 구조방정식모형을 이용해 가설을 검증하였다. 분석결과, 서비스 마케팅믹스 요인이 고객만족에 직접 영향을 미치고, 고객만족은 충성도에 긍정적 영향을 미치는 것으로 나타났다. 하지만 서비스 마케팅믹스 요인이 충성도에 직접 영향을 미치지 않음으로써, 고객만족이 서비스 마케팅믹스와 충성도 간의 중대한 매개 역할을 한다고 판단할 수 있다. 또 서비스 마케팅믹스 7Ps 가운데 촉진을 제외한 다른 요인들은 모두 통계적으로 유의하게 나타났다. 비록 촉진요인의 신뢰도가 낮게 나타났지만, 글로벌 소매상들이 중국시장에 성공적으로 진출하기 위해서는 촉진을 포함한 서비스 마케팅믹스 요인을 현지 소비문화에 맞춰 적응 및 차별화할 필요가 있다는 점을 본 연구결과가 시사한다.

• 농촌지도와개발
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• 제22권4호
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• pp.395-404
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• 2015

The purpose of this study was to examine the structural relationships between attributes, satisfaction, and behavioral intention of rural tourism activity. For this study, an onsite survey was conducted to tourists of 35 rural tourism farms. A total of 408 samples were collected for the analysis. The SPSS 20.0 and AMOS 18.0 statistical package were used for frequency, reliability, exploratory factor, confirmatory factor, and path analysis. Through exploratory factor analysis, four dimensions of rural tourism activity attribute were identified from 20 variables: 'human resource', 'activity', 'rural culture', and 'facility and environment'. The results of structural equation modelling indicate that 'human resource', 'activity', 'rural culture' had positive effect on behavioral intention. Through the results, agritourism farm operators will be able to develop effective marketing strategy and management skill.

• Journal of the Korean Data and Information Science Society
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• 제18권1호
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• pp.123-139
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• 2007

Recently, Super-Super-Market(SSM) is facing more and more difficult situation due to the expansion of hypermarket and target marketing of specialized shop. In this situation, Customer Satisfaction Management(CSM) is emerging as a core business factor to make continuous growth without competitive exclusion. Especially, the first factor in CSM in distribution industry is a Service Quality Satisfaction. In this paper, with a selection of 3-markets as a sample for the research, I have tried to look for necessary Service Quality(SQ) factors in SSM and deduced Service Quality Index(SQI), loyalty and Index of detail factor in SQ through survey. Based on these results, strategic factors required to improve SQ was found and strategic directions for SQ were proposed through matrix portfolio analysis.

• Asia Marketing Journal
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• 제4권3호
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• pp.86-99
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• 2002

2002년 5월 29일 두산 주류 BG의 마케팅 부에서 열심히 일하고 있던 이과장은 최이사의 호출로 자료를 준비 하고 있다. 최이사는 성공적인 시장 진입을 한 산소주의 새로운 마케팅 전략에 골몰하고 있었다. 참이슬이 거의 독점하고 있었던 소주시장은 두산의 산소주 출시 이후 그 어느 때 보다 역동적이고 변화의 가능성을 보이고 있었다. 최근 들어 최이사는 증가세를 보이던 산소주의 M/S가 정체시점에 들어갔다는 것에 대한 보고를 받고 산소주의 성공을 극대화 할 수 있는 새로운 전략이 필요하다고 판단하였던 것이다. 그래서 그는 산소주 마케팅 담당인 이과장에게 전화를 걸어 산소주의 Key Sucess Factor를 정리요약해서 보고하고 지금의 현시장에서의 산소주의 자료 또한 정리보고 하도록 지시하였다. 이에 이과장은 과거 산소주의 출시전 시장상황서부터 출시까지의 산소주의 STP Strategy을 중심으로 마케팅 전략 자료를 정리하여 최이사의 방문을 노크하였다.

• 한국의류학회지
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• 제32권7호
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• pp.1023-1033
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• 2008

The purpose of this study was to segment home-shopper market by using the demographic characteristics. This study enables a better unders landing of home-shoppers and improving the strategy of marketing. The specific objects of this study are as follow: First, it was to exam market segmentations by demographic factors using mixture model. Second, it was to exam shopping orientations of fashion merchandise according to segmentation groups. The data was collected from 637 subjects who had used the home shopping more than one time in a year. The data was analysised through frequencies, factor analysis, ANOVA, Duncan's mutiple range tests with SPSS 12.0 and Mixture model. The results of data are as follows: 1. The result of market segmentation as demographic factor using Mixture model was extracted to 4 market segments called 20's/ unmarried stage, 30's/ children bearing & rearing stage, 40's/ families with children's education stage, 50's/ aging stage. 2. Shopping orientations were extracted to 5 factors called a pleasure oriented, convenience oriented, off-line oriented, human oriented, thrift oriented.

• 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.