• 한국조리학회지
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• 제17권1호
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• pp.155-170
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• 2011

본 연구의 목적은 레스토랑 고객의 지각된 가격이 고객만족과 재방문의도에 영향을 미치는 과정에서 감정반응의 효과에 대해 검증하고 쿠폰유형에 따른 조절효과를 알아보고자 하였다. 본 연구의 자료는 퀵서비스레스토랑을 방문한 303명의 설문조사를 통해 추출되었고 자료분석은 SPSS 16과 AMOS 16.0 통계패키지프로그램이 사용되었다. 연구결과 감정반응은 지각된 가격과 고객만족의 관계에서 완전매개역할을 하는 것을 알 수 있다. 또한 쿠폰은 지각된 가격과 고객의 감정반응의 영향관계에서 조절효과를 하는 것을 알 수 있다. 또한 지각된 가격과 긍정적 소비감정에 대한 할인쿠폰의 조절효과는 무료쿠폰과 경품 쿠폰보다 강하게 나타났고 지각된 가격과 부정적 소비감정에 대한 조절효과는 경품쿠폰이 할인쿠폰보다 높게 나타났다. 본 연구의 시사점은 레스토랑 운영자가 적절하게 쿠폰을 사용함으로써 고객의 반응과 지각된 가격뿐만 아니라 고객의 만족수준을 높일 수 있을 것이다.

• 융합경영연구
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• 제12권1호
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• pp.65-75
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• 2024

Purpose: Through this study, first, we try to understand the characteristics of SNS beauty advertising using SNS. Second, focusing on S-O-R Theory, we aim to confirm the impact of SNS beauty advertising characteristics on positive emotions, commitment, and voluntary word-of-mouth intentions. Third, we intend to suggest measures related to effective SNS beauty advertising operation. Research design, data and methodology: To analyze the data collected of 308 questionnaires, the SPSS and AMOS statistical program was used, and the SNS beauty advertising characteristics were reclassified after analyzing the credibility and validity of the responses. Results: It was found that all SNS beauty advertising characteristics (interactivity, entertainment, credibility, and irritation) had a significant effect on positive emotions. However, entertainment and irritation did not have a significant effect on commitment. In addition, it was found that positive emotions had a positive effect on commitment, and commitment had a positive effect on voluntary word-of-mouth intentions, and positive emotions had no significant effect on voluntary word-of-mouth intentions. Conclusions: In order to improve consumers' commitment in SNS beauty advertising, it is important to secure trust through interaction, and it is judged that the more commit in SNS beauty advertising through positive emotions, the more spontaneous and positive word-of-mouth effect can be created.

• 한국프랜차이즈경영연구
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• 제12권2호
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• pp.51-60
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• 2021

Purpose: Waiting occured frequently in the service industry. Because waiting time is perceived as a loss by customers, perceived waiting time affects positive and negative responses to restaurants. If the waiting time is perceived as long, the waiting receptivity to accept the wait may also decrease. Therefore, restaurant stores need to increase waiting satisfaction so that customers can feel the waiting time shorter. Therefore, in this study, the effect of perceived waiting time and waiting satisfaction of customers visiting Taiwanese restaurant companies on waiting acceptability, emotions (positive and negative emotions) and satisfaction is investigated. Research design, data, and methodology: This study examines the structural relationship between perceived latency, waiting satisfaction, emotion, and satisfaction. To verify the purpose of this study, a research model and hypothesis were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All configurations were measured with multiple items tested and developed in previous studies. Data collected from 407 Taiwanese restaurant customers were analyzed using SPSS 22.0 and SmartPLS 3.0 programs. Confirmatory factor analysis was performed to measure the reliability and effectiveness of the measurement tool. Structural model analysis was performed to validate the study model. Results: The study results are as follows. Perceived waiting time was found to have a positive effect on negative emotions. In addition, it was found that waiting acceptability had a negative effect on negative emotions, and had a positive effect on positive emotions and customer satisfaction. Positive emotions were found to have a significant positive effect on customer satisfaction. Also, waiting satisfaction was found to have a positive effect as a moderating variable on the relationship between perceived waiting time and waiting acceptability. Conclusion: According to the results of this study, perceived waiting time was found to have a negative effect on eating out consumers. However, if the waiting time is satisfied, waiting time will increase the waiting time acceptability. Therefore, if customers are satisfied with the waiting environment by improving the quality of the waiting environment, it will be possible to establish a marketing ^*strategy^* that stimulates the positive effect of the perceived waiting time.

• Asia Marketing Journal
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• 제15권4호
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• 한국소음진동공학회:학술대회논문집
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• 한국소음진동공학회 2007년도 춘계학술대회논문집
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• pp.519-522
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• 2007

This study aims to clarify differences among the responses of users depending on variations in audio-visual landscape elements used to create amenities in residential areas. For the purpose, a laboratory experiment was performed to evaluate the emotions of subjects. As a result of subjective evaluation, it was found that the emotions of subjects were more significantly promoted in providing both sounds and images at the same time, than in providing images alone. In addition, as a result of comparing the variables of relativistic energy alpha waves have by measuring their brain waves, it was seen that alpha waves increased when providing harmonious sound sources with images, except for specific sound sources. Thus, it is considered that provision of sound sources capable of promoting human emotions can contribute greatly to improving the value of space for the sake of comfortable housing environment.

• 대한간호학회지
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• 제49권4호
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• pp.495-504
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• 2019

Purpose: Nursing students experience a high degree of perceived stress during skills training. The resulting academic sentiment is worthy of research. This study examined the learning motivation as a mediator in the association between perceived stress and positive deactivating academic emotions in nursing students undergoing skills training. Methods: A survey was conducted on 386 third-year undergraduate nursing students at a university in Changchun, China, in 2017. The survey included the items on perceived stress, learning motivation during nursing skill training, and general academic emotion. There were 381 valid responses (response rate=98.7%). Based on the results of partial correlation and stepwise multiple regression equations, the study examined the mediation model between perceived stress, learning motivation and positive-deactivating academic emotions using process 2.16 (a plug-in specifically used to test mediation or moderation effect in SPSS). Results: There was a significant negative correlation between students' perceived stress and learning motivation during nursing skills training and positive-deactivating academic emotions. Nervousness, loss of control, and interest in developing reputation had significant predictive effects on positive-deactivating academic emotions. The mediating model was well supported. Conclusion: Learning motivation during nursing skills training lessened the damage of perceived stress on positive-deactivating academic emotions. Improving students' motivation to learn could reduce their perceived stress and build more positive emotions. Positive emotions during learning played an important role in helping nursing students improve skills and enhance their nursing competence.

• 한국의류산업학회지
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• 제17권5호
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• pp.770-780
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• 2015

This study intended to explore fundamental causes affecting consumers' response actions from psychological factors in the situation of sellout occurring during shopping in online fashion stores. In addition, this study devised a virtual online shop in order to measure consumers' cognitive and emotional psychological responses they experienced when goods were sold out. The subjects involved women in 20s~30s, major customers of online shopping, and the subjects were randomly allocated to one of eight questionnaire forms (2(stockout size: high vs low)${\times}2$(product assortment similarity: similar vs. dissimilar)${\times}2$(restocking cue: included vs excluded)). The number of final data used for the analysis was 336 and through SPSS 21.0 program, two-way ANOVA and bootstrap were utilized. The analysis result was that consumers' psychological responses (emotions, psychological reactance) of online shops differed by means of varying stockout situations. The stockout size had positive effect on psychological reactance and negative emotions. On the other hand, there was no difference in positive emotions (arousal) according to stockout size. In stockout situation of online fashion store, the moderating effect of product assortment similarity and restocking cues were verified. According to the analysis result, interaction effects between stockout size and restocking cues, product stockout size and product assortment for psychological reactance were significant. Lastly, the mediation effect of psychological reactance and emotion between stockout size and behavioral response was tested. As a result, the moderated mediation effects of psychological reactance for substitute were significant when product assortment was dissimilar and restocking cue was exclude.

• 한국노년학
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• 제37권1호
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• pp.201-219
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• 2017

나이가 들면서 남은 인생이 제한적임을 느끼게 됨에 따라 부정정서 경험을 최소화하고 긍정정서 경험을 극대화하는 방향으로 정서조절하게 된다는 사회정서적 선택이론을 한국 성인을 대상으로 검증하였다. 긍정적인 정서의 부정적 측면과 부정적인 정서의 긍정적 측면이 존재함을 인정하는 동양의 변증법적 정서개념에서는 부정정서를 최소화하고 긍정정서를 극대화할 필요성이 크지 않을 수 있다. 따라서 변증법적 정서개념에 기초한 동양문화권의 한국 노인은 긍정정서를 극대화하고 부정정서를 최소화하기보다는 각성을 줄여서 편안한 상태를 유지하는 방향으로 정서 조절할 가능성이 있다. 166명의 청년, 중년, 노인을 대상으로 PANAS 척도를 사용하여 각성수준이 다양한 긍정, 부정 정서경험의 빈도를 평가하였으며, 정서경험 상황에서 정서를 약화/순응/극대화 하는 지에 대해 질문하였다. 노인이 청년보다 부정정서 뿐만 아니라 긍정정서도 덜 빈번하게 경험하였다. 또 정서문항을 각성수준에 따라 분류하여 분석한 결과, 청년들은 고각성 정서를 저각성 정서보다 더 자주 경험하였으나, 노인들은 고각성 정서를 덜 경험하였다. 또 노인은 청년보다 부정정서를 약화시킨다는 반응과 긍정정서를 약화시킨다는 반응을 더 많이 하였다. 이에 반해 긍정정서를 극대화한다는 반응은 청년이 가장 많았다. 이러한 결과는 한국 노인은 각성수준이 높은 긍정정서와 부정정서를 모두 약화시켜서 정서적 안정을 유지함을 시사한다.

• 복식문화연구
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• 제17권3호
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• pp.459-471
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• 2009

The purpose of the study is to examine the effect of VMD image appropriateness in apparel shopping contexts. Two competing models are utilized. The first model is developed from the emotion-cognition theory which explains that environmental cues(i.e., VMD image appropriateness) generate consumers' emotion, and in turn, consumers' behaviors. The second model is developed based on the cognitive theory of emotions and posits that environmental cues stimulates consumers' cognitive perceptions of retail environments, subsequently influencing consumers' emotional and behavioral response. A 2(VMD image appropriateness: high vs. low) between-subjects factorial design experiment was conducted. Female college students(n=592) participated in the experiment. Using structural equation modeling the study found that the emotion-cognition model better explains the effect of VMD image appropriateness on consumers' emotional, cognitive, and behavioral responses.

• 한국조리학회지
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• 제18권4호
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• pp.70-83
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• 2012

본 연구는 커피전문점 이용자의 기능적 일치성과 자아일치성이 긍정적 감정과 부정적 감정에 어떠한 영향을 미치는지를 실증적으로 규명하고, 이러한 이차원적인 감정 구조가 커피전문점에 대한 태도형성에 미치는 영향을 확인하고자 수행되었다. 서울지역 대학생을 대상으로 총 280부의 자료를 실증분석에 사용하였으며 가설검증을 위해 구조방정식 모형을 이용하였다. 결과를 살펴보면 기능적 일치성은 커피전문점 이용객의 긍정적 감정에 정(+)의 영향을 미치며 부정적 감정에 부(-)의 영향을 미치는 것으로 나타났다. 반면 자아일치성은 커피전문점 이용객의 긍정적 감정에(+)의 영향을 미치는 것으로 밝혀졌다. 마지막으로 커피전문점 이용객의 긍정적 감정은 태도에 정(+)의 영향을 미치고 부정적 감정은 태도에 부(-)의 영향을 미친다는 것이 나타났다. 이 같은 결과는 커피전문점 이용자의 기능적 일치성과 자아일치성이 긍정적 감정과 부정적 감정을 매개로 하여 점포태도형성에 영향을 주는 것을 의미한다.