• 경영과정보연구
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• 제33권1호
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• pp.263-278
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• 2014

상품 품질의 격차가 줄어들면서 소비자의 쇼핑경험을 결정하는데 점포 VMD가 핵심 차별요소가 되고 있다. 기존 점포 VMD연구가 점포관리자에게 많은 전략적 통찰력을 제공하고 있지만 같은 점포환경에서도 소비자마다 쇼핑경험이 다르게 나타나는 원인에 대한 해답을 제공하지 못하고 있다. 본 연구는 기존 연구의 갭을 해소하여 소비자 조절초점 이론을 적용하여 쇼핑환경과 소비행동간 관계를 규명하는데 초점을 맞추고 있다. 실증연구결과, 향상초점 성향의 소비자는 VMD의 실용적 혜택보다는 쾌락적 혜택이 점포방문의도에 더 많은 영향을 미치는 것으로 나타났다. 이에 반해 예방초점 소비자는 VMD의 쾌락적 혜택보다는 실용적 혜택이 점포방문의도에 더 민감하게 반응하는 것으로 조사되었다. 본 연구결과는 점포관리자의 VMD 전략이나 포지셔닝 전략을 수립하는데 실무적 시사점을 제공한다.

• 대한가정학회지
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• 제45권5호
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• pp.95-119
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• 2007

The purpose of this study was to investigate the shopping values(utilitarian and hedonic values) sought and the risks(economic, functional, socio-psychological, and privacy) perceived by consumers who participate in Internet auctions by determining the factors that affect their shopping values and risk perceptions. Empirical data were collected by an Internet survey of netizens who were interested in and had experience in Internet auctions. Questionnaires were distributed to the subjects through an Internet survey site and at an Internet auction cafe. A total of 300 questionnaires were analyzed. The results showed that consumers showed a slightly greater pursuit of a utilitarian value than a hedonic outcome in their Internet auction practices; however the outcomes pursued by consumers in their teens and twenties tended to be more hedonic than utilitarian. Consumers with a higher level of innovation, self-confidence in purchase, and need for information searching showed a greater pursuit of utilitarian and hedonic outcomes. The group of consumers with a higher expectation for legal protection pursued a more utilitarian outcome, whereas the group of consumers with higher influence from the reference group pursued a more hedonic outcome. The consumers showed that they perceived functional risk as boing most serious, followed by privacy risk, economic risk, and socio-psychological risk. Subjects with higher degrees of innovation, self-confidence in purchase and self-control perceived economic risk as critical. Functional risk was perceived to be highest in the group of consumers with self-control and a need for information searching, whereas socio-psychological risk was perceived to be highest in the group of consumers showing more self-control. Privacy risk was perceived to be highest in the group of consumers with a higher degree of innovation and lowest in both groups of higher and lower affection. Both economic and privacy risks were perceived to be lower in the group of lower pursuit of a hedonic outcome.

• 무역학회지
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• 제44권5호
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• pp.17-28
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• 2019

Although brand love is a major interest in global business, very little is known about how the effects of brand love are affected by relevant constructs. This study examines how the brand love-loyalty link is moderated by shopping value (hedonic vs. utilitarian) and how the moderated moderation effect of gender difference influences the consumer-brand relationship. Based on a unique dataset of 254 Chinese consumers of Korean cosmetic brands in China, we tested our proposed hypotheses using Regression PROCESS macro (model = 3). One of our novel findings is that brand love has a positive influence on brand loyalty. However, this relationship is sensitive to moderators. Regarding the brand love-loyalty linkage, consumers who seek hedonic shopping value is higher than consumers who seek utilitarian shopping value. In particular, female consumers are more passionate and loyal than male consumers. Finally, male consumers seeking hedonic shopping value feature greater brand love-loyal linkage than other consumers; however, this effect is very limited.

• 한국정보시스템학회지:정보시스템연구
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• 제19권3호
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• pp.75-103
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• 2010

This study analyzes a model appling value in the mobile learning. We investigate the interaction, ease of use, hedonic value, and utilitarian value considering importance factors in the mobile learning, and the customer values are found to influence the customer satisfaction. We analysis a relationship between these factors and the customer satisfaction, and the relationship between the customer satisfaction and the loyalty. Finally, we research difference among gender of the satisfaction on the mobile learning. To fulfill this purpose, the research model was designed from literature review, and the structural equation modeling technique was used to evaluate hypotheses. The major results of this study are as follows. First, the ease of use, hedonic value, and utilitarian value positively influenced the satisfaction, and the satisfaction had positive influences on the customer loyalty. But the interaction didn't have positive influence on the satisfaction. Second, gender difference was found for some path coefficient. Male user's interaction and ease of use has effect on the satisfaction, and Female user's hedonic value and utilitarian value have influenced the satisfaction. When it consider the market share or the growth potential of the mobile learning industry, the results of this study will provide the useful information to manage mobile learning.

• 유통과학연구
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• 제4권2호
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• pp.65-80
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• 2006

본 연구는 백화점 상황에서 지각된 품질, 고객가치 차원(실용적 가치와 쾌락적 가치) 및 고객만족간의 관계에 영향을 미치는 관계를 조사하고자 한다. 즉, 지각된 품질은 실용적 가치와 쾌락적 가치 및 고객만족에 어떤 영향을 미치는지 그리고 실용적 가치와 쾌락적 가치가 고객만족에 어떤 영향을 미치는지 조사하였다. 본 연구의 결과는 지각된 품질은 실용적 가치, 쾌락적 가치 및 고객만족에 그리고 실용적 가치와 쾌락적 가치는 고객만족에 통계적으로 유의한 양의 관계가 있는 것으로 나타났다. 이러한 결과를 바탕으로 백화점 소매상을 위한 시사점을 제공하였으며, 또한 연구의 한계점과 미래연구방향을 제시하였다.

• 유통과학연구
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• 제20권12호
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• pp.35-42
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• 2022

Purpose: The purpose of this study was to determine the effect of utilitarian value, hedonic value, channel integration quality on Omni-Channel Shopping Intention and shopper satisfaction in the e-commerce industry in Indonesia. Research design, data and methodology: This research method uses quantitative research methods with purposive sampling technique. The hypothesis was tested using SEM-PLS. Results: Based on the results of the analysis and discussion, it can be concluded that there is an influence between the Utilitarian value on the Omni-channel shopping intention, there is no effect between the hedonic value on the Omni-channel shopping intention, there is no influence between the quality of Channel integration on the Omni-channel shopping intention, there is an influence between the quality of Channel integration and the Omni-channel shopping intention between utilitarian values on shopper satisfaction, there is no effect between hedonic values on shopper satisfaction, there is an influence between channel integration quality on shopper satisfaction, and there is an influence between Omni-channel shopping intentions on shopper satisfaction. Conclusions: The findings of this study prove that Omni-Channel Shopping Intention is one of the most effective management and marketing techniques to enhance an important aspect of their company, namely an efficient and holistic consumer shopping experience.

• International Journal of Advanced Culture Technology
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• 제9권1호
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• pp.28-39
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• 2021

In the new era of IoT, a deeper and richer understanding of consumer characteristics is required to accelerate the acceptance and popularization of different types of smart home services (e.g., hedonic or utilitarian smart home services). In the current research, self-regulation systems are considered one of the consumer characteristics. Therefore, this research examines the role of consumers' regulatory focus (promotion focus vs. prevention focus) in their responses to smart home services, particularly when they are not familiar with the services. Specifically, this research examines whether consumers' attitudes toward utilitarian/hedonic smart home services differ according to their regulatory focus, particularly when they are not familiar with the services. The results indicate that consumers who are not familiar with smart home services have more favorable attitudes toward hedonic smart home services when they are promotion-focused (vs. prevention-focused). In contrast, there is no significant difference in their attitudes toward utilitarian smart home services between promotion- and prevention-focused consumers. Our findings imply that regulatory focus may be an effective marketing and segmentation tool in promoting new smart home services and facilitating low-familiarity consumers' receptiveness to the services.

• Asia pacific journal of information systems
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• 제28권2호
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• pp.114-132
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• 2018

Quantified-self technologies (QSTs) provide functions for users to collect, track, and monitor personal data for self-reflection and acquisition of self-knowledge. Although QSTs require prolonged use to reap the attendant benefits, many users stop using their devices or tracking within weeks or months. To address this issue, this study seeks to determine ways to sustain the use of QSTs. Combining motivational affordance theory with technology continuance theory, this study develops a theoretical model that accounts for an individual's continued intention to use a QST. Within the proposed model, unique QST affordances were identified as antecedents of individual motivation in relation to technology continuance, and their different roles in stimulating hedonic, utilitarian, and eudaimonic motivations were examined. The model was tested using data collected from 180 QST users. Results demonstrate that although utilitarian and eudaimonic motivations are complementary forces in determining continuance intention, hedonic motivation loses its predictive power in favor of eudaimonic motivation. Tracking, visualizing, and sharing affordances play different roles in elevating user motivations. The sharing affordance does not influence utilitarian and eudaimonic motivations, but it positively influences hedonic motivation. This research contributes to the literature on technology continuance by shifting scholarly attention from hedonic-utilitarian duality to eudaimonic motivation, characterized by meaning, self-growth, and pursuit of excellence.

• 대한가정학회지
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• 제50권7호
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• pp.81-96
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• 2012

The purpose of this study is to understand consumer values derived from products by the contemporary consumers, as the meaning of a product is extended from the functional utilities to the mediums of fulfilling consumer values. Consumer values have been researched from the marketers' perspectives and, thus, the scales to measure consumer values tend to be too abstract and not always reflective of the consumers' perspectives. Holbrook's typology of consumer values is utilized and the products are classified into four groups according to the product characteristic of the utilitarian versus hedonic, and the consumption spaces of the indoor and outdoor. The findings are as follows. First, the values of efficiency, excellence, ethics, and spirituality are more likely derived from utilitarian products, while the value of play is more likely derived from the hedonic products. Second, the values of efficiency, excellence, and ethics are more likely derived from the indoor products, and values of playfulness, esthetics, status, and respect are more likely derived from the outdoor products. Third, the most frequently mentioned values are the efficiency, playfulness, and status. Fourth, the list of products answered as being representative for four types of products are short to include obvious products such as TV, mobile phone, computer, car, refrigerator, and MP3 player. Both the utilitarian and hedonic values are derived from TV, computer, and mobile phone, while the utilitarian value from refrigerator and car, and the hedonic value from MP3 player, digital camera, and game consoles. The results imply that consumer values should be carefully understood and reflected in developing new products in order to successfully fulfill consumers' underlying needs and requirements.

• 경영과정보연구
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• 제31권4호
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• pp.217-236
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• 2012

현재 방송프로그램은 다양한 채널(인터넷, 라디오, TV-공중파와 케이블 채널포함)을 통해 방영되며, 소비자들에게 많은 영향을 줄 뿐만 아니라 광고수익을 비롯한 직 간접적인 수익과 연결되어 있다. 특히 시청률(혹은 청취율)은 해당 프로그램에 대한 선호를 보여주며 프로그램과 관련된 수익과도 직결되기 때문에, 그에 관한 연구들이 주로 진행되었다(배진아 2005). 그러나 시청률에 관한 연구들은 장르나 배우 등 프로그램의 어떤 객관적 특성을 중심으로 진행함으로써, 소비자가 프로그램에 대해 지각하는 어떤 경험적 특성이 프로그램을 계속 시청하게 만드는지에 대해서는 구체적인 설명이 부족하다. 따라서 본 연구에서는 방송에 관한 연구, TV나 라디오 등의 문화상품의 소비와 관련되는 경험적 소비에 관한 연구를 참조하여 프로그램을 시청 혹은 청취하게 하는 영향요인을 보고자 하였다. 따라서 본 연구는 영화와 같은 문화상품의 선택에 있어 설명력 있는 변수로 나타난 경험의도를 결과 변수로 하였고, 네 가지 프로그램의 특성들-오락성, 심미성, 공감성, 정보성-이 쾌락적 가치와 실용적 가치를 매개하여 경험의도에 영향을 주는 것으로 가정하고 검증하였다. 연구결과, 예상한 바처럼 프로그램 특성은 쾌락적 가치와 실용적 가치를 매개로 하여 해당 방송프로그램을 경험하겠다는 의도에 긍정적 영향을 주는 것으로 나타났다. 마지막으로 이러한 연구 결과에 따른 시사점과 한계점이 논의되었다.