• 경영정보학연구
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• 제21권1호
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• pp.61-90
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• 2019

디지털 관점에서의 고객 여정과 고객 경험 관리는 기업의 중요한 현안으로 대두되고 있다. 대형 가전제품 시장도 최근 온라인 판매량이 크게 증가하면서 디지털 고객 경험의 중요성이 높아지고 있으나, 오프라인 중심의 기존 방식이 유지되면서 온라인에서 정보를 찾고 제품을 구매하는 고객의 경험은 차별화되지 못하고 있다. 이 연구는 고관여 제품인 대형 가전제품의 온라인 구매 고객을 중심으로 구매 여정 각 단계별 고객 경험의 특징과 상호 영향을 분석하고, 제품 재구매 의도에 미치는 영향을 알아보고자 하였다. 분석 결과, 정보검색 단계의 인지적, 정서적 경험 모두가 만족도에 직접 영향을 주고 있으나, 구매 단계에서 정서적 경험은 인지적 경험을 통해 간접적 영향을 주는 특징을 나타내었다. 정보검색 단계의 경험은 다음 단계인 구매 경험에 긍정적 영향을 미쳤으며, 구매 단계의 경험은 다시 제품의 재구매 의도로 연결되었다. 그러나 온라인 구매 채널별 소집단 분석을 통해 구매 채널의 선택에 따라서 구매 경험보다 정보검색 경험이 제품 재구매 의도에 영향을 주는 요인이 될 수 있음도 확인하였다.

• 한국콘텐츠학회논문지
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• 제19권2호
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• pp.296-304
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• 2019

아마존고의 출시와 함께 온라인 기업들이 온라인 디지털 사업에서 축적한 자산과 역량에 기반하여 오프라인으로 진출하는 O4O의 시대가 열렸다. 디지털 콘텐츠 업계에서도 O4O 전략을 시행하는 회사들이 늘고 있다. 본 논문은 디지털 콘텐츠 업계 O4O의 대표적인 사례인 카카오프렌즈를 대상으로 온-오프라인 연계 마케팅을 연구한 결과물이다. 온라인에서 캐릭터 체험이 어떤 경로를 통해 오프라인 연관 상품의 구매 의향으로 연결되는지를 브랜드 경험과 브랜드 태도에 대한 선행연구 모형을 준용하여 탐구하였다. 연구 결과, 온라인 디지털 콘텐츠를 경험한 것은 경험만족도와 브랜드 선호도 및 브랜드 신뢰도를 매개로 하여 구매의도에 영향을 미친다는 것을 확인하였다. 그러나 체험만족도가 구매의도에 영향을 미친다는 가설은 기각되었다. 디지털 콘텐츠 기업을 포함하여 온-오프라인 트랜스미디어 마케팅을 수행하는 기업은 소비자의 구매의도를 높이고자 할 때, 체험만족도를 끌어올리는 것보다는 브랜드 선호도와 브랜드 만족도를 제고하는 데 집중할 필요가 있다.

• 한국식생활문화학회지
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• 제36권3호
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• pp.256-264
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• 2021

The purpose of this study is to observe the influence education experience (home, school, and mass media) on reducing practice behavior(purchasing, using, disposing and leading) of food-related wastes. The study also sought to promote strategy and suggest effective activation plans for the vitalization of behavior of reducing food-related wastes. The study subjects were 412 adult consumers who answered a structured questionnaire. The main findings are as follows: First, the scores of home education experience were 3.61±0.71, which was the highest, and 3.45±0.74 for school education experience, which was the lowest. Second, according to factor analysis, the reducing practice behavior of food-related wastes was converged purchasing, using, disposing and leading behavior. The scores of disposing behavior were 3.79±0.67, which was the highest, and 2.87±0.82 for leading behavior, which was the lowest. Third, the common variables influencing the reducing practice behavior(purchasing, using, disposing and leading) of food-related wastes were home education and mass media and the powerful variable influencing was home education. The results of this study can be used as basic data for the development of educational programs for effective food-related waste reduction.

• 한국식생활문화학회지
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• 제19권6호
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• pp.678-690
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• 2004

This study was implemented to offer materials for the activation of On-line food shopping mall though census about purchasing food. A percentage of people who had accessed to On-line food shopping mall was 53.8%, and who had an experience of purchasing food at the On-line sopping mali was 18.9%. The number of food purchasing in On-line food market is $1{\sim}3$ times(67.7%). It is general that an amount of food purchase is less than 100,000 wons. And the health assistant food is the most interesting item followed by Meet, Special products like a laver and mushroom, and an anchovy. in purchasing food at On-line market, customer thought that the confidence and the freshness of food are important because customer can't choose a product directly. In the future of food purchase using On-line shopping mall, 38.1% of people show their intend of purchasing at the mall. People who had experience of food purchase though the Internet have more positive view about repurchase than ones had not.

• 한국식생활문화학회지
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• 제10권5호
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• pp.419-425
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• 1995

General views of 1,436 housewives respondents through the country on commercial kochujang (fermented hot pepper-soybean paste) were surveyed by questionnaires. The 65.0% of total respondents had experience of purchasing commercial kochujang on the market, mostly super market (43.0%) of respondents, and the respondents who has job and live in apartment purchased the commercial products more often than the others (80.5%). The reason for purchasing commercial products were convenience (36.1%) and short of time (13.0%). The critera for purchasing commercial product were previous experience (40.1%) and well known trademark (20.6%) and not for purchasing were concerning of noxiousness (29.2%) and inferior taste (25.0%). Respondents prefered glass packing (44.3%) and plastic bottle (20.2%) of 500 g pack for single usage (42.3%). The most important standards for kochujang taste were pungency (59.1%) and savory taste (28.6%). The problems indicated to commercial products were inferior taste (32.2%), especially too sweet (52.6%), and safety (20.6%).

• 대한가정학회지
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• 제42권3호
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• pp.105-118
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• 2004

Cable TV Home Shopping is one of the popular distribution channels in modem society because of purchasing convenience and saving in shopping time. However, in spite of these advantages, there are some problems because of marketing strategies of many Cable TV shopping companies which stimulate impulse purchases. This study is aimed to find the relationship between buying experience and reaction to impulsive buying stimulus. This study can give a valuable insight in consumer education regarding impulsive purchase behavior in Cable TV home shopping. Study results can also give useful information on the direction of consumer campaign and consumer protection policies. The data was collected by using a questionnaire and the final 496 cases were analyzed by SPSS Win 10.0 program. The major finding were that: 1. Younger, more educated and unmarried consumers tend to response more to impulsive purchasing stimulus. 2. consumers with higher response to impulsive purchasing stimulus had more buying experience, higher shopping frequencies and spent more money in Cable TV home shopping than consumers with lower response. These study results showed that there are some relationship between impulse purchasing stimulus and buying experience in Cable TV home shopping. Therefore, Cable TV Home Shopping companies should provide correct information to the consumers, so they can make resonable decisions. And the consumers should also try to restrain themselves from purchasing impulsively. A law that will regulate all false or exaggerated ads should be provided. To reach righteous and beneficial home shopping culture for both consumer and companies, all these means should be cooperated.

• Journal of Information Technology Applications and Management
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• 제13권2호
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• pp.127-143
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• 2006

As the number of Internet users increases, online shopping malls are gradually flourishing and sales are continuously growing. However, since consumers are not able to check what they purchase when buying products on the Internet, they are bound to have higher risk perception than buying directly from off-line stores. Especially, sporting goods require a special attention because a preliminary test is important. Therefore, the risk perception is much higher when people purchase sporting goods online. This study first identifies the multi-dimensionality of risk perception. Then, it investigates whether online purchasing experience of sporting goods makes differences in the level of risk perception. In addition, it examines whether the risk perception by those who had an experience in purchasing sporting goods online affects the customer satisfaction. This study has identified five dimensions in the concept of risk perception, such as financial risk, performance risk, security risk, delivery risk, and psychological/physical risk. A statistical analysis shows that people without an experience in purchasing sporting goods online have perceived significantly higher performance risk, security risk, and psychological/physical risk than those with online purchasing experiences. Finally, this study has found that delivery risk, financial risk, and psychological/physical risk have significant negative influences on the customer satisfaction.

• Agribusiness and Information Management
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• 제12권2호
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• pp.6-23
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• 2021

This study analyzes overall honey consumption and purchasing behavior, and in particular, seeks to identify factors that influence the willingness to pay (WTP) for native honey. A survey of 500 South Korean consumers was conducted to understand their purchasing experiences and perceptions related to honey. A multiple linear regression analysis was carried out to comprehend the effect of the following factors on the willingness to pay for native honey: 1) knowledge of honey, 2) health consciousness, 3) the unhealthy = tasty intuition (UTI), and 4) positive perception of sweetness. As a result, consumers with more knowledge about honey, higher health consciousness and more positive perception of sweetness were more willing to pay for native honey. On the other hand, past honey purchasing or consuming experience had no significant impact on the willingness to pay for native honey. Marketing strategies and implications were derived from the characteristics of native honey consumers identified in this study.

• 가정과삶의질연구
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• 제10권1호통권19호
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• pp.139-156
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• 1992

The purpose of this study is to provide basic data for the solution of occupant problems related to the house purchasing. For the purpose, the content of problems and actual conditions of house purchasing are examined. Also the structural analysis of occupant's evaluation of housing purchasing is executed. For these purposes, a survey was conducted using questionnaires. Data analysis was conducted from 263 house owners in Seoul. Major findings of this study can be summarized as follows ; 1) The frequency and the contend of occupation's problems with house purchasing are studied. The rate of housing problem occurrence is 71.2%, so the majority of respondents experience problems. The most common problems are the difference from supplier's description(53.2%). The rate of housing problems occurrence is qenerally high with the houses of mult-housedhold houses and mult-family houses type. 2) There is a significant difference in housing satisfaction extend according to the existence of an housing problem experience. Therefore, it can be inferred that experience of housing problem has an important effects upon the housing satasfaction extent. 3) Occupants' countermoves to the housing problems are examined. Occupants make active regotiation with house suppliers only on the direct damages such as an economical loss or a living difficulty. However, they usually make no countermove at all on the other indirect troubles. House suppliers make correction only when occupants' countermove actively, but refuse to do when occupant's reactions are not active. 4) As a means of countermove, most occupants depend on direct personal regotiation with house suppliers. The rate of using a specialist or public and private consultant is extremely low. 5) Problems with house purchasing and the countermove process of both occupant and house supplier are displayed in the figure(Fig. 4-4).

• 한국의류학회지
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• 제40권6호
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• pp.967-978
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• 2016

This study examines consumers' multi-channel choices in the search phase and purchasing phase stage according to price sensitivity and product characteristics in order to propose a multichannel strategy. For the research, one-way ANOVA, t-test, clustering analysis, and crosstabs are used for the descriptive analysis of 317 surveys on men and women conducted in 2014. The findings are as follows. First, consumers that both experience goods and search goods rely on surrounding advice as well as a search channel regardless of price sensitivity. Second, channel selection differs by price sensitivity when it comes to purchasing phase. Consumers with high price sensitivity tend to purchase from online channels; however, consumers with low price sensitivity tend to purchase from off line channels in cases of search goods. Meanwhile, cases of experience goods have no meaningful result. Third, consumers are divided into 3 groups by the tendency of channel selection. In case of experience goods, search channel choice is aligned with purchasing channel; however, search channel choice is not aligned with purchasing channel in search goods. This study provides clear information on fashion consumers' behavior on multi-channel choices compared to ones for search goods consumers on strategic strategies for fashion companies.