• 유통과학연구
• /
• 제18권6호
• /
• pp.15-24
• /
• 2020

Purpose: The ultimate purpose of this research is to analyze the influence of direct service experience on brand equity components and continuance intention by focusing on cultural marketing at airport, as a huge market place. Design/methodology: This study examines how the cultural contact experience of an airport's cultural marketing activities affect the brand equity components, as well as how these factors affect the continuance intention. A questionnaire survey is conducted for airport users and a total of 313 copies of the questionnaire are analyzed using a structural equation. Results: The results demonstrate that cultural contact service has a positive effect on brand awareness, brand meaning, and perceived value, and all factors of brand equity components have a positive effect on continuance intention. In addition, MTE also has a significant effect on continuance intention. Conclusions/implications: The purpose of this study was to investigate the relationship between the cultural contact and brand attachment of tourists experiencing airport cultural marketing services on the composition factors of airport brand equity. The results of this study can be used not only as basic data to help establish a cultural marketing strategy at an airport, but also as to aid establishing and implementing a long-term marketing strategy for the sustainable growth of an airport.

• 패션비즈니스
• /
• 제23권6호
• /
• pp.16-26
• /
• 2019

The purpose of this study was to understand the effect of WeChat relational benefits on customer satisfaction and purchase intention. Due to the rapid development in the technological field, the use of WeChat has expanded drastically in recent years. In visual arts industry, WeChat business occupies a significant proportion of emerging industries. The recruited participants that were recruited via an online survey website were 335 (www.sojump.com). SPSS 22.0 statistical system was used to analyze the descriptive statistics, reliability, and validity. This study conceptualizes the positive relationship among relational benefits, customer satisfaction, and purchase intention of visual arts products. The findings indicated that WeChat users' relational benefits can be categorized into two distinct benefit types: confidence, and social benefits. The more relational benefits WeChat users perceived, the higher the level of satisfaction. In contrast, the positive influence of customer satisfaction on purchase intention is weaker in consumers with a higher level of perceived risk. The results of this study will help WeChat business to retain its customers, thus, gaining a long-term value for visual arts industry. Theoretical and managerial implication for WeChat business are provided.

• 한국프랜차이즈경영연구
• /
• 제9권1호
• /
• pp.41-51
• /
• 2018

Purpose - In franchise system, how to build the relationship between the franchisor and franchisee through influence strategy is very important, because it affects on the long-term orientation like recontract intentions. Thus, this study examines the effect of mandatory influence strategy on relationship satisfaction, relationship trust, and recontract intentions in the context of food-service franchise industry. This study suggests the guidelines on how franchisor uses their influence strategy on franchisee to maintain and increase the recontract intentions. Research design, data, and methodology - This study examines the structural relationship between mandatory influence strategy, relationship satisfaction, relationship trust, and recontract intentions from the franchisee's perspective. Mandatory influence strategy divide into three sub-dimensions such as request, legalistic plea, threat. In order to test the purposes of this study, research model and hypotheses were developed. Every constructs were measured by multiple items tested and developed in the previous research. Also, the constructs utilized in this research are measured using 7-point scales anchored by "1=strongly disagree" and 7=strongly agree". The data were collected from 496 owner and owner manager franchisees and were analyzed using SPSS 21.0 and Smart PLS 3.0. program. Analysis of frequency was conducted to identify the demographics and general characteristics of the survey subjects. In order to measure the reliability and validity of the measurement tools, confirmatory factor analysis and correlation analysis were conducted and structural model analysis was conducted to verify the proposed research model. Result - The results of this study are as follows. First, this research found that mandatory influence strategy is positively related to relationship satisfaction and relationship trust, but not to recontract intention directly. Second, this research also found that the full mediating role of relationship satisfaction and relationship trust between the mandatory influence strategy and recontract intention. Conclusions - The findings of this research indicate that franchisor should use properly mandatory influence strategy to improve recontract intentions through relationship satisfaction and relationship trust. Due to the nature of food-service franchise industry, which needs high relationship quality, franchisor must manage their franchisee using influence strategy in order to improve satisfaction and trust. If franchisee perceives higher relationship quality, they will show higher intention to recontract. At the end of this paper, limitations and future research directions were suggested.

• 한국컴퓨터정보학회논문지
• /
• 제13권3호
• /
• pp.225-236
• /
• 2008

본 연구는 국제물류시장에서 활동하고 있는 복합운송주선업체가 기존 고객과 지속적인 거래관계를 유지하기 위해 어떤 요인이 중요한지 규명하기 위하여 관계마케팅의 개념과 도구를 적용하여 실증적으로 분석하였다. 연구결과, 고객과 지속적인 관계 지향적인 활동요인으로서 고객과 접촉강도(contact identity with customer), 상호개방성(two-way communication), 협력적 의도(cooperative intention)는 거래관계의 지속성(relationship continuity)에 정(+)의 영향을 미치는 것으로 나타났다. 추가로 구매방식(온라인/오프라인 의존도)과 서비스의 형태(표준과 맞춤형)의 상황별 분석에 있어서는 서비스의 형태별로는 거래의 지속성에 차이가 없었으나, 구매방식별로는 차이가 있는 것으로 나타나 오프라인 거래방식보다 온라인 거래방식 의존도가 높은 경우 거래관계의 지속성을 확보하는데 필요한 별도의 마케팅 전략을 수립하여 실행에 옮길 필요성을 제기하였다. 아울러 복합운송주선업체가 관계마케팅을 활용하는데 따른 시사점과 향후 연구 과제를 제시하였다.

• 한국IT서비스학회지
• /
• 제22권6호
• /
• pp.17-35
• /
• 2023

This study investigated how helpful the use of generative AI such as ChatGPT is in conducting engaged learning at each university. In this study, based on the experiences of users using generative AI technology, we analyzed the relationship between usability and ease in consideration of the characteristics of learners, and examined whether there is an intention to continue using generative AI technology in the future. In this study, in order to verify the factors affecting the intention to use ChatGPT technology in order to solve the problems given in the participating classes, we examined previous papers based on the Technology Acceptance Model (TAM) and the Information System Success Model (IS), extracted the factors affecting the intention of ChatGPT technology, and presented the research model and hypothesis. Empirical research on the continuous use of generative AI in participatory learning using ChatGPT was conducted to determine whether it is suitable for long-term and continuous use in the educational environment, and whether it is sustainable by examining the intention of learners to continue using it. First, user satisfaction was positively related to the intention to continue using generative AI technology. Second, if the user experience has a great influence on the intention to continue using ChatGPT technology, and users gain experiences such as usefulness, interest, and effective response in the process of using the technology, the evaluation of the technology is positively formed and the intention to continue using it is high. Third, the ease of use of the technology also showed that it was intended to be used continuously when an environment was provided in which users could easily and conveniently utilize generative AI technology.

• 한국정보시스템학회지:정보시스템연구
• /
• 제23권3호
• /
• pp.73-97
• /
• 2014

Internet has begun various transformation and innovation in terms of society, culture and industry. Today, Social Network Service(SNS) is an exceedingly popular and useful tool for making human relationships. Previous studies related to SNS, which based on Technology Acceptance Model(TAM), were focused on user acceptance of new technology. However, they had the limitations to focus on technology acceptance, without the consideration of the cognitive factors in using SNS. This study examined how the main factors of intention to use of SNS continuously affect perceived usefulness and ease of use through familiarity, self-expression, hedonic shopping value, utilitarian shopping value and personal relationship. The results of hypothesis testing showed that familiarity, self-expression, hedonic shopping value and personal relationship have some positive impacts on the perceived usefulness and ease of use. The practical contribution of this study is to suggest useful decision alternatives concerned to marketing strategies for acquiring and retaining long-term customers related to SNS business.

• 한국항만경제학회지
• /
• 제38권1호
• /
• pp.143-158
• /
• 2022

2010년대 부터 지속적인 해운산업의 불황과 최근 코로나19 팬데믹 등의 영향 등으로 해운산업은 많은 부침을 겪어오면서 종사자들의 직무에 대한 인식, 만족도, 이직의도 등도 커다란 변화가 일어나고 있다. 본 연구는 정기선 해운선사 종사자들이 갖는 직무환경 요인이 직무만족도와 이직의도에 미치는 영향과 육상과 해상직 종사자들간 차이를 분석함으로써 해운전문 인력 확보와 인사정책에 시사점을 제시하는 데 목적이 있다. 분석을 위해 선사 종사자의 직무환경 요인을 업무요인, 관계요인, 인사요인, 보수요인으로 구분하고 직무만족도와 이직의도 간의 관계를 검정하기 위해 구조방정식 모형과 t-검정을 실시하였다. 연구결과 직무환경 요인인 업무, 관계, 인사, 보수요인은 직무만족도에 정(+)의 영향을 미치는 것으로 나타났으며 직무만족도는 이직의도에 부(-)의 영향을 미치는 것으로 나타났다. 집단간 비교분석에서 해상직 종사자 집단은 육상직에 비해 업무 만족도가 높고 이직의도는 낮은 것으로 나타났다.

• Asia Marketing Journal
• /
• 제11권3호
• /
• pp.31-56
• /
• 2009

경쟁이 심화되고 시장이 포화되면서 관계마케팅에 대한 관심은 증대하고 있다. 그런데 많은 연구들이 모든 소비자가 관계지향적인 성향을 가지고 있는 것은 아니라는 점을 지적하고 있다. 그렇지만 어떠한 성향을 가진 소비자가 관계지향적인 성향을 가지고 있는가에 대한 본격적인 연구는 이루어지지 않았다. 본 연구는 영업사원이 제공하는 관계적 혜택(확신 혜택 및 사회적 혜택)에 대한 중요성 지각을 매개 변수로 소비자의 어떠한 내재적 특성이 영업사원과의 관계구축 의도에 영향을 미치는가를 분석하고 있다. 본 연구의 가설에서 확신 혜택에 대한 중요성 지각에 영향을 미칠 수 있는 소비자의 내재적 특성으로 위험감수 성향, 다양성추구 성향, 제품지식, 타인 신뢰 성향 등의 변수를 제시하였으며, 사회적 혜택에 대한 중요성 지각에 영향을 미칠 수 있는 소비자의 내재적 특성으로 대인성향, 가격민감도, 타인 신뢰 성향 등의 변수를 제시하였다. 실제로 영업사원과의 거래를 통해 증권거래를 하고 있는 소비자 396명으로부터 자료를 수집하였다. 구조방정식 모델을 이용하여 분석한 결과, 소비자의 내재적 특성과 영업사원과의 관계 구축 의도의 인과관계에 있어서 관계적 혜택에 대한 중요성 지각이 매개 변수로서의 역할을 하고 있는 것으로 나타났다. 또한 소비자의 내재적 특성 가운데 다양성 추구 성향은 확신 혜택에 대한 중요성 지각에 음의 영향을 미치는 것으로 분석되었으며, 타인 신뢰 성향은 확신 혜택 및 사회적 혜택 모두의 중요성 지각에 양의 영향을 미치는 것으로 분석되었다. 또한 가격 민감도는 가설에서 설정된 방향과는 다르게 사회적 혜택의 중요성 지각에 양의 영향을 미치는 것으로 분석되었다.

• 한국의류학회지
• /
• 제33권4호
• /
• pp.622-633
• /
• 2009

I need to study variations which affect Chinese internet shopping-mall vendor and Chinese buyer's long term relationship and utilize that insight on marketing strategy. For that, I studied effect of shopping propensity, internet shipping-mall quality on satisfaction, trust, commitment and purchase intention of fashion products, mainly fashion goods consumers in their 20s-30s at Shanghai and Beijing. 453 respondents' survey was used for this study by random sample selection and analyzed through frequency analysis, factor analysis, regression analysis, cross-tab, ANOVA test with SPSS12.0. Through this study, I found out that Chinese fashion goods consumer can be categorized as information seeker, variety seeker and innovation seeker. Among them, innovation seeker was most sensitive on shopping mall's quality, satisfaction, trust, commitment and purchase intention and Chinese consumer's evaluation on internet shopping-mall' perceived quality affect satisfaction, absorption, trust and fashion goods purchase intention. Based on that, I need to understand more about target consumer before enter the market, because there is difference of shopping-mall quality, satisfaction, trust, absorption and purchase intention according to shopper's propensity and demographic factors.

• 한국콘텐츠학회논문지
• /
• 제10권12호
• /
• pp.434-444
• /
• 2010

호텔은 고객과의 장기적인 관계를 지속하기 위해서는 무엇보다 고객에게 신뢰와 만족을 제공하여 충성 고객이 될 수 있도록 하는 것이다. 본 연구에서는 리조트 호텔을 이용하는 고객이 호텔 종사원에 대한 대인신뢰가 고객충성도 및 재구매 의도에 어떠한 영향을 미치는 지를 고찰하고자 제주도에 소재한 리조트 호텔 이용고객을 대상으로 연구를 실시한 결과 리조트 호텔 이용 고객이 호텔에 근무하고 있는 종사원에 대해 느끼는 능력, 유사성이 고객충성도와 재구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 이는 리조트 호텔을 이용하는 고객들은 리조트 호텔을 방문할 때 종사원들의 능력과 유사성이 고객으로 하여금 반복적인 구매행동의 원인인 고객충성도와 미래에도 반복적으로 이용할 가능성이 높은 재구매의도에 있어서 직접적인 영향을 미치는 중요변수임을 확인할 수 있었다. 이와는 반대로 호텔종사원의 일관성은 리조트 호텔을 이용하는 고객에게는 부(-)의 영향을 미치는 것으로 나타났으며 이는 휴양지에서 새로운 흥미와 관심을 갖고자 하는 리조트 호텔의 고객성향을 비추어 볼때 고객충성도와 고객의 재구매의도에 부정적인 영향을 일으키는 원인이 됨을 알 수 있었다.