With the digitalization of production and consumption environments, consumers are no longer merely targets of marketing, but key players in creating value jointly with companies by participating in various decision-making processes. Much virtual content in particular, such as fashion shows, exhibitions, games, social activities, and shopping, which fashion brands implement in virtual worlds, cannot be completed without consumers’ active engagement and interaction. Thus, this study considers consumers’ participation in virtual content provided by fashion brands as value co-creation in virtual worlds. This study aims to examine how consumer (i.e., consumer smartness) and fashion firm (i.e., perceived intellectual capital) factors influence value co-creation behavior intention in virtual worlds. Data were collected from 410 consumers in their 20s nationwide through an online survey, and a higher-order structural equation modeling analysis was conducted to test the research model. The results showed that both consumer smartness and perceived intellectual capital positively influenced customer participation behavior and citizenship behavior intentions. Specifically, perceived intellectual capital had a greater impact on value co-creation behavior in the virtual world than consumer smartness. The findings provide empirical evidence that the fashion firms’ intangible assets and consumers’ competence in the digital shopping environment encourage their intentions to co-create value in virtual worlds.

본 연구는 특화된 문화관광지이자 주제관광의 대상이기도 한 한방식물원 탐방객의 인식 분석을 통해 한방식물원의 설계와 관리 방향을 제시하고자 한 것이다. 중국 하북성 안국시의 약박원(藥博園)을 사 례로 지각된 가치가 탐방객의 정서 및 편익에 미치는 영향을 밝히고자 AHP-엔트로피 가중치를 통해 한방식물원 탐방객의 지각된 가치 지표의 가중치를 계산하는 한편 요인분석을 통해 요인과 지표의 관 계를 탐색하였다. 본 연구에서는 경관평가 연구에서 일반적으로 적용하는 지표 가중치 분석방법을 탐 방객의 지각된 가치 척도 도구로 활용하였다. 그 결과, 자극 내부요인반응(S-O-R)이론의 관계를 바탕으 로 ‘탐방객의 지각된 가치’, ‘정서’, ‘지각된 편익’ 간의 관계를 설명하는 구조 방정식 모델에서는 다른 요인과는 달리 ‘관리 서비스 지각가치’는 탐방객의 지각된 편익에 유의한 정(+)의 영향을 미치지 않는 것으로 나타났다. 또한 AHP 계층분석법 및 엔트로피(Entropy) 가중치법을 통해 탐방객의 지각된 가치 지표에 관한 주·객관적 복합 가중치를 계산한 결과, ‘환경 지각 가치’의 가중치가 가장 높은데 반해 ‘관 리서비스 지각 가치’의 가중치는 가장 낮은 것으로 밝혀졌는데 이는 구조방정식의 상관관계 검정 결과 와 일치하는 것이다. 궁극적으로 한방식물원의 주변의 ‘환경’은 탐방객의 체험 향상에 가장 중요한 가 치임이 확인되었다.

비건 화장품 시장이 급성장하는 가운데, 소비자의 환경 및 윤리적 가치 지향이 강화되고 있지 만, 이에 관한 연구는 제한적이다. 본 연구는 비건 화장품의 구매의도에 영향을 주는 소비자의 가치 인식과 환경 동기, 그리고 지각된 장벽 간의 관계를 분석하였다. 300명의 비건화장품 사용 경험이 있는 여성을 대 상으로 PLS-SEM 분석을 진행한 결과, 금전적 가치, 사회적 가치, 브랜드 가치, 감정적 가치, 품질 가치, 그리고 환경 지식이 구매의도에 큰 영향을 주는 것으로 확인되었다. 조절 효과 분석에서는 이미지 장벽과 가치 장벽이 중요한 요인으로 나타났다. 중요도-성능 지도 분석을 통해, 감정적 가치가 비건 화장품의 구 매의도를 강화하는 전략적 결정에 중요한 핵심 요인으로 드러났다. 본 연구는 비건 화장품 시장의 경쟁력 강화와 지속 가능한 소비 태도 활성화에 대한 이론적 및 실무적 기여를 제공한다.

본 연구는 중국 C2C 중고거래 플랫폼의 사용자 연구대상으 로 정보기술 수용과 사용 태도에 대해 설명력이 높다고 인정받 고 있는 기술수용모델(TAM)을 토대로 핵심 변수 외 다양화된 정보시스템 환경을 반영하는 변수로 주목받고 있는 지각된 유 희성을 추가 변수로 지정하였다. 본 연구는 가설을 검증하기 위해 중국 C2C 중고거래 플랫폼에 대한 경험 있는 사용자들을 대상으로 조사를 실시하였다. 총 400부의 설문지를 배포하였으 며 회수된 설문지를 선별하여 총 362부 유효 설문지가 선출되 었다. 또한, C2C 중고거래 플랫폼 특성 변인인 정보 대칭성을 규명하고, 이를 바탕으로 정보의 이용 가치를 높이고 활성하기 위한 전략 방향에 시사점을 제시하는 데 그 목적을 둔다. 그리 고 마케팅 연구의 학문적 발전에 기여하고 기업에는 중고 플랫 폼을 활용한 마케팅 전략 수립 시 실무적인 도움을 제공할 수 있을 것으로 기대한다.

본 논문은 지각된 가치가 적용된 관광 행동의도 정보를 이용한 지능형 클라우드 환경에서의 관광추천시스템을 제안한다. 이 제안 시스템은 관광정보와 관광객의 지각적 가치가 행동의도에 반영되는 실증적 분석 정보를 와이드 앤 딥러닝 기술을 이용하여 관광추천시스템에 적용하였다. 본 제안 시스템은 다양하게 수집할 수 있는 관광 정보와 관광객이 평소에 지각하고 있던 가치와 사람의 행동에서 나타나는 의도를 수집 분석하여 관광 추천시스템에 적용하였다. 이는 기존에 활용되던 다양한 분야의 관광플랫 폼에 관광 정보, 지각된 가치 및 행동의도에 대한 연관성을 분석하고 매핑하여, 실증적 정보를 제공한다. 그리고 관광정보와 관광객의 지각적 가치가 행동의도에 반영되는 실증적 분석 정보를 선형 모형 구성요소와 신경만 구성요소를 합께 학습하여 한 모형에서 암기 및 일반화 모두를 달성할 수 있는 와이드 앤 딥러닝 기술을 이용한 관광추천 시스템을 제시하였고, 파이프라인 동작 방법을 제시하였다. 본 논문에서 제시한 추천시스템은 와이드 앤 딥러닝 모형을 적용한 결과 관광관련 앱 스토어 방문 페이지 상의 앱 가입률이 대조군 대비 3.9% 향상했고, 다른 1% 그룹에 변수는 동일하고 신경망 구조의 깊은 쪽만 사용한 모형을 적용하여 결과 와이드 앤 딥러닝 모형은 깊은 쪽만 사용한 모형 대비해서 가입률을 1% 증가하였다. 또한, 데이터셋에 대해 수신자 조작 특성 곡선 아래 면적(AUC)을 측정하여, 오프라인 AUC 또한 와이드 앤 딥러닝 모형이 다소 높지만 온라인 트래픽에서 영향력이 더 강하다는 것을 도출하였다.

본 연구는 골프 참여자의 소비가치와 소비성향을 파악하고 소비행동과의 연관성을 규명하는 데 있다. 본 연구의 목적을 규명하기 위하여 2018년 서울특별시와 경기도 지역에 위치한 실내⦁외 골프연습장을 이용하고 있는 골프참여자 241명의 자료를 최종 사용하였다. 통계 프로그램 PASW 18.0을 활용하여 빈도분석, 탐색적 요인분석, 신뢰도분석, 다중회귀분석을 실시하여 다음과 같은 결과가 나타났다. 첫째, 소비가치는 소비성향에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 소비가치는 소비행동에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 소비성향은 소비행동에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 가설 모두 하위요인별로 유의한 영향을 미치는 정도는 다르게 나타났다.

한국의 대기업들이 적극적인 글로벌전략을 추구하면서 다양한 국가에서 현지채용인들을 관리하는 이슈가 중요해지고 있다. 본 연구는 한국의 A글로벌 기업에서 49개국에 위치하고 있는 해외법인의 현지채용인 9,072명을 대상으로 진행되었다. 구체적으로 현지채용인을 대상으로 절차공정성이 조직동일시에 어떤 영향을 미치는지를 살펴보았다. 또한, 해외지사의 현지채용인들이 속한 국가문화가치의 다양성이 조직동일시와 절차공정성에 미치는 효과에 대해서 검증하고자 하였다. 구체적으로 본 연구에서는 Hofstede가 제안하는 각 나라의 문화가치수준이 조직동일시에 직접적으로 영향을 미치는지 그리고 절차공정성과 조직동일시와의 관계를 조절하는지를 살펴보고자 하였다. 본 연구에서는 문화가치에 대한 국가수준 분석을 위해서 다수준분석(Hierarchical Linear Modeling) 을 시도하였다. 분석 결과, 첫째, 현지채용인의 절차공정성 지각이 조직동일시에 미치는 정(+)의 영향이 유의한 것으로 확인 되었고, 조직동일시의 총 변량 중 67%는 개인수준, 33%는 국가수준에서 설명할 수 있어, 국가수준의 영향요인 이 개인수준에서 조직동일시의 변화에 영향을 미친다는 것을 알 수 있었다. 둘째, Hofstede의 4가지 문화가치 차원중 불확실성회피수준은 현지채용인의 조직동일시에 유의미한 정적인 영향을 미치는 것으로 나타났다. 마지막으로, 집단주의 문화가치 수준은 절차공정성과 조직동일시의 관계를 조절하는 것으로 나타났다. 구체적으로 집단 주의 수준이 낮은 나라에서는 집단주의 수준이 높은 나라에 비해 절차공정성과 조직동일시의 정의 관계가 더 강 한 영향을 미치는 것으로 나타났다. 나머지 문화가치차원의 조절효과는 유의하지 않았다. 본 연구의 의의는 한국의 글로벌기업의 현지채용인들에게 있어서 절차공정성의 중요성과 문화가치의 중요성을 확인한 점을 들 수 있다. 특히, 한국의 글로벌기업이 해외지사의 인력을 관리하는데 있어서 각 해외지사의 집단주의 수준에 따라서 특별히 더 절차공정성 확보에 주시해야한다는 실무적인 시사점을 제공한다.

The purpose of this study is to investigate the differences in fashion shopping orientation and perceived value according to the level of use of mobile fashion shopping. Furthermore, the effect of fashion shopping orientation on perceived value was analyzed. To estimate the level of use of mobile fashion shopping, respondents were classified into four different groups in terms of their frequency of buying fashion products and the period for which they had bought fashion products. The survey was limited to adults aged 20-40 years who had purchased fashion products in a mobile shopping mall. The questionnaire was carried out from April 15, 2015 to April 22, 2015 and 430 sets of useful response data were analyzed using SPSS 17.0. The results of this study were as follows: First, fashion shopping orientation for mobile shopping consumers was divided into four factors as follows: convenience/ economic shopping, ostentation/trend shopping, enjoyment shopping, and impulse shopping. Second, there was a significant difference in all the fashion shopping orientation factors except for convenience/economic shopping according to each classified group: short/few, long/few, short/many, and long/many. In addition, there was a significant difference in perceived value according to each group. Third, all the fashion shopping orientation factors except for impulse shopping had a significant influence on perceived value. Fourth, fashion shopping orientation factors had a slightly significant influence on the perceived value according to each group.

The purposes of this study was to identify fashion shoppers’perceived risk and satisfaction while shopping at overseas online shopping malls based on their internet shopping values. A self-administered questionnaire was used for data collection and an internet survey was conducted from April 12~15, 2015. Most consumers purchased one or two fashion items at overseas online malls directly, motivated by low prices, and spent 200,000~400,000 won during the last one year. The factors of consumers’ internet shopping values were information, hedonics, and practicality. Factors of perceived risk were delivery and refund, price and approval, and product and shopping mall. Consumers were divided into three categories: heavy pursuit shoppers, intermediate shoppers, and uninformed shoppers based on their internet shopping values. Heavy pursuit shoppers were primarily female; they spent more, felt a deeper patronage with overseas online shopping malls and their perceived risk regarding delivery and refund was higher than the other shoppers. The group of uninformed shoppers were primarily male. They spent less, had low patronage with overseas online shopping malls, and their perceived risk regarding delivery and refund was lower than other shoppers. Overall satisfaction was positively affected by information provided while shoppers were surfing the overseas online shopping malls and practicality. Satisfaction was negatively affected by perceived risk regarding price and approval and difficulty in finding specific products while shopping at overseas online shopping malls.

The study is focused on analyzing the SNS using characteristics of the people surveyed, as for the SNS acceptance channel of the food service corporations, accounted voluntarily for 71%. The SNS food service information regarding information of menu, location of store, price, coupon, taste evaluation, event, promotion, reservation and store atmosphere was researched. The most preferred information sharing for SNS food service were researched and found Facebook, blog and others in increasing order. The most preferred media to obtain SNS food service information were smart phone, desktop computer and others. The result of verifying differences in the perceived ease of use were also evaluated according to the food service corporation of SNS using characteristics of the people and was found: the longer period of SNS use, longer was access time: more number of visiting times, higher perceived ease of use. As for the difference in the perceived service value: longer the period of SNS use, more preferred was the blog: the more number of visiting times, the higher perceived service value. As for the difference in the online mouth-to-mouth intention: longer the period of SNS use, longer was access time: the more number of visiting times, the higher online mouth-to-mouth intention. Therefore, these research results provide useful implications in the working-level aspects such as providing basic data and the academic approach of the study, when the food service corporations establish marketing strategies through SNS.

This research is to understand luxury consumption values for luxury consumers. The aims of this study is to identify their luxury consumption values and the effects of the values on the perceived acquisition value. This study also divided data into two groups according to the difference between reservation price and actual price; positive reservation price group, negative reservation price group, and analyzed the effects of the values on the perceived acquisition value between two groups. In this study, we used structural models equation and results presented that the conceptual model was a good fit to the data. The empirical results suggested four dimensions of luxury consumption values; symbolic value, innovative design value, quality value and origin value. There were positively significant effects of symbolic value and quality value on the perceived acquisition value. The effects of innovative design value on the acquisition value was significantly negative. Two groups categorized by reservation price depicted the differences on effect levels of symbolic value, innovative design value, and quality value on the acquisition value perception.

The purpose of this study was to measure the factors influencing customers’ value perception of foodservice in tourist area’s restaurant. A total of 273 questionnaires were completed. Structural equation model was used to measure the causal effects. Results of the study demonstrated that the confirmatory factor analysis model also indicated excellent model fit. The proposed model yielded a significantly better fit to the data than the parsimonious model and extended model. In proposed model, the effects of perceived sacrifice, overall service quality and customer satisfaction on perceived value were statistically significant. The effects of perceived value on loyalty intention were statistically significant. As expected, the overall service quality had a significant effect on customer satisfaction. Moreover, the customer satisfaction played a mediating role in the relationship between overall service quality and loyalty intention.

The purpose of this study was to measure the effects of menu price and image on perceived sacrifice and value of tourist restaurant, the mediating effects of perceived sacrifice on the relationships between menu price and value, and between image and value. A total of 273 questionnaires were completed. ANCOVA was used to measure the mediating effects of perceived sacrifice on the relationships among menu price, image, and value. When the menu price and perceived sacrifice were regressed on the value, the menu price and perceived sacrifice were statistically significant. Moreover, when the image and perceived sacrifice were regressed on the value, the image and perceived sacrifice had a statistically significant effects on value. The results demonstrated that perceived sacrifice played a mediating role in the relationship between menu price and value.

Purpose - This study examined the relationship between the priorities of information, usability, mobility, reliability and empathy, which are the lower dimensions of mobile tourism app service characteristics, on the perceived value and satisfaction of tourists. Research design, data, methodology - Data collection was conducted from June 10, 2019 to June 20, 2019, and a total of 500 questionnaires were distributed to collect 352 copies. Factor analysis, reliability verification, and covariance structure analysis were carried out using SPSS 23.0 and AMOS 23.0 for 321 parts for statistical analysis. Results - First, information, mobility, reliability, and empathy have a significant effect on perceived value. However, usefulness did not appear to have a significant effect on perceived value. This analysis results can increase the reliability of the tourism app, it can be seen that the accurate tourist information services are used in the tourist app or in the place required. Second, information, usability, mobility, and empathy had a significant effect on satisfaction. However, reliability did not have a significant effect on satisfaction. Third, perceived value had a significant effect on satisfaction. Fourth, it had a significant effect on information, empathy, and intention to use. However, the usefulness, mobility, and reliability did not have a significant effect on the behavioral intention. Lastly, perceived value and satisfaction had a significant effect on behavioral intention. Conclusions - The analysis result is that the tourism app that is being used is provided with a reliable and accurate tourism information service, it can be seen that you are using the tourism app in the place or on the go. Therefore, it is relatively difficult to use the tourism app, and it is easy to understand the contents of the service and timely information. Therefore, it is possible to communicate with other users and provide customized services according to needs and desires. The study has the following limitations. This may influence the progress of the research because the respondents' responses to the mobile tourism app service are from different experiences. In addition the accuracy of providing accurate information, the usefulness of using the mobile tourism app, and the ease of communicating with other users can be understood as being relatively satisfactory.

Purpose – The purpose of this research is reflected on the rapid development of online tourism industries. The study was to establish the strategy for Korean tourism enterprises to develop tourist commodities suitable for Chinese tourists and attract them to visit Korea by the empirical analysis of the relation between repurchase intention of tourists and its premise variables (e-service quality, perceived value and satisfaction). Research design, data, and methodology – This research carried out a questionnaire survey on Chinese tourists who visited Korea with experience of using the online travel agency web sites. A total 398 answers were recovered, 41 of them were excluded due to the dishonest answers and 357 of them were finally analyzed. The data was analyzed with IBM SPSS AMOS 22.0. Results – The research results show that in the online travel agency web site e-service quality, convenience, interactivity, information validity, credibility had a positive impacts on perceived value and satisfaction. The perceived value of online travel agency website users has positive impart on satisfaction and repurchase intention. Satisfaction of online travel agency web site users have positive impacts on repurchase intention. But safety has no impact on perceived value while positive impacts on satisfaction was affected. Conclusions – First, in the online travel agency web site e-service quality, safety has no impact on perceived value while it was shown to have positive impacts on satisfaction because the users of online travel agency web sites believe that the protection of personal information, the defense of cracker and the safeguard of payment security are the basic premises of website operation. Although safety does not have impacts on perceived value, users benefits will suffer damage when hacker intrusion and other accidents occur so that online travel agency web sites should not ignore the security concerns. Second, credibility is a major concern for online travel agency web site users. At this time, it is necessary for the web site to establish a system to display both the commodity information and the using experience published on the user's SNS, thus improving the credibility of the website information.