결과 내 재검색





        검색결과 40

        2023.07 구독 인증기관·개인회원 무료
        As interactive marketing devices that serve as proximity-marketing tools, AI-powered voice assistants (VA) provide consumers with highly innovative convenience, which in turn fosters consumer–brand relationships (Wang, 2021). This research aims to explore the role of AI-powered VAs as a positive technology that offers consumers a sense of positive experiences, thus contributing to building a consumer-brand relationship. Based on the positive technology paradigm and transformation of flow strategy, this research conducted a 2 (locus of agency: high, machine-centric vs. low, human-centric) by 2 (brand image and voice congruency effect: incongruent vs. congruent) between-subjects experimental design. Then, ANOVA and structural equation modeling (SEM) analysis were conducted to explain how perceived control, flow, and happiness induced by the interaction with brands’ AI-powered VAs lead to the formation of brand loyalty under the moderating influences of brand image and VA’s voice congruency. A total of 316 participants were recruited via Prolific. The ANOVA analysis highlights the importance of user-centric agency, as people tend to desire to control their environment (White, 1959). Further, the results suggest that the congruency between brand image and VAs also leads people to positive reactions, as it improves their comfort and control (Rodero, Larrea, & Vázquez, 2013). SEM analysis results found that perceived control was a crucial factor that led participants to flow experience (Ghani et al., 1991). Further, this study found that perceived control could lead to a much broader aspect, such as an increase in happiness. Therefore, the overall study findings support the potential of AI-powered VAs as a positive technology. This research contributes to human-machine interaction, positive technology paradigm, and VA literature. In addition, this study provides beneficial insights for marketers and app developers.
        2023.07 구독 인증기관·개인회원 무료
        Metaverse is a virtual world where users can engage in various activities, and its market is expected to grow rapidly in the coming years (Hwang, 2021). Generation Z, also known as digital natives, are heavily involved in social media and often share selfies, making them more sensitive to body image concerns (Ameen, 2022). In the metaverse, users can create customized avatars, allowing them to experience an ideal body image. This study applies the “extraordinary self” theory to avatar creation, a concept that explains how people create an ideal, fantastic, or transcendent self by consuming experiences that set them apart from their mundane real self (Procter, 2021). Based on the theory, this study examines how dissatisfaction with body image of Generation Z can lead to the creation of avatars that manifest an ideal body image, which in turn, can influence self-congruence with the avatar and self-esteem in the metaverse. This study also looks into the possible effects of enhanced self-esteem on user’s intention to purchase virtual products and their loyalty to a specific metaverse platform. Therefore, the following hypotheses are developed.
        2023.07 구독 인증기관·개인회원 무료
        Local consumption is considered to have a positive environmental and social impact. A new supply chain strategy has been devised to provide small and medium-sized local farms with enhanced efficiency and accessibility: a bidirectional distribution. Bidirectional distribution is a practice of backhauling local produce on emptied wholesale trucks for redistribution through wholesale markets while employing the existing network of rural stores and wholesale suppliers. Building on the cue utilization theory, this study investigated the effect of product information about bidirectional distribution on consumers’ perceived environmental value, personal well-being value, quality beliefs, and community social and economic value.
        2021.10 KCI 등재 구독 인증기관 무료, 개인회원 유료
        2020년 경기도내 유통 중인 고춧가루의 미생물 오염도를 구매 장소, 원산지, HACCP 및 살균 여부에 따라 조사 하고, 보관방법에 따른 품질 변화를 연구하였다. 유통 중인 고춧가루 100건을 수거하여 검사한 결과 3건(대형마트 2건, 재래시장 1건)에서 Bacillus cereus가 검출되었으며, 27건(대형마트 9건, 재래시장 18건)에서 Clostridium perfringens가 검출되었다. 대형마트와 재래시장에서 수거 한 고춧가루의 일반세균수 검출량은 통계적으로 유의적인 차이는 없었으나 7 log CFU/g을 초과하는 고춧가루의 수는 대형마트보다 재래시장이 더 많았다. 보관온도(30oC, 4oC, -20oC)와 보관용기(지퍼백, 비닐봉투)에 따라 7개월까지 저장 실험한 결과, 저장 기간에 따라 미생물학적 품질 에는 큰 차이가 나타나지 않았다. 그러나 30oC에 저장한 고춧가루의 수분함량 및 ASTA color value는 저장 3개월 이후 크게 감소하였다. 따라서 고춧가루의 장기 보관 시 품질을 유지하기 위해서는 냉장고 또는 냉동고에 보관하는 것이 바람직하다고 생각된다.
        2020.10 KCI 등재 구독 인증기관 무료, 개인회원 유료
        2019년 경기도내 전통시장, 대형마트, 반찬전문점에서 수거한 반찬류의 미생물 품질을 조사하였다. 반찬류 108 건의 식중독 원인균을 검사하였고, 그 중 75건에 대해서는 구매 장소별, 조리 방법별 위생세균 검사를 진행하였 다. 14건(12.9%)에서 Bacillus cereus가 검출되었으며, 나머지 94건에서는 식중독 원인균이 검출되지 않았다. 위생 세균 검사에서 일반세균의 평균 검출량(범위)은 전통시장이 5.8 log CFU/g (3.0-8.2 log CFU/g), 대형마트는 4.3 log CFU/g(2.3-7.8 log CFU/g), 반찬전문점에서는 3.8 log CFU/g (0.0- 6.9 log CFU/g)로 나타났으며, 구입 장소에 따른 유의적인 차이가 있었다(Ρ <0.05). 전통시장의 일반세균수와 대장균 군은 대형마트, 반찬점과 통계적으로 유의한 차이가 있었고, 생채류, 나물류, 볶음류, 젓갈류, 조림류 순으로 일반 세균수와 대장균군이 높게 검출되었다. 콩나물 무침의 보 관온도별 일반세균수의 변화는 냉장보관(4oC)에서는 72시간 경과에서도 큰 변화가 없었으나, 상온보관(20oC) 및 고 온보관(35oC) 시 구입 후 각각 9시간, 6시간 경과 시 부패의 가능성이 제기되어 구입 즉시 냉장보관 할 것을 권장하며, 제품을 판매하는 시설에서도 냉장보관을 하여야 할 것이다.
        2018.12 KCI 등재 구독 인증기관 무료, 개인회원 유료
        본 연구는 2017년 국내에서 유통되는 유산균을 함유한 건강기능식품과 가공식품 120건에 대하여 프로바이오틱스 함량, pH와 산도를 분석하였다. 또한, 건강기능식품 중 프로바이오틱스 5개 제품에 대한 보존방법에 따른 변화를 조사하였다. 프로바이오틱스 제품 85건 중 2건이 표시량 이하였고, 가공식품 35건은 모두 적합이었다. 프로바이오틱스 제품의 프로바이오틱스수, pH, 산도 평균은 각각 1.2 × 1010 CFU/g (표시량: 3.4 × 109 CFU/g), 5.35, 1.29%이었으며, 가공식품 중 유산균 함유량 표시 식품 17건의 유산균수 평균은 5.8 × 108 CFU/g이었다. 프로바이오틱스 5제품의 보존온도(−20℃, 4℃, 20℃, 40℃)와 보존기간(1, 3, 6개월) 경과에 따른 프로바이오틱스 함량 변화를 관찰한 결과, 보존기간 1개월에서 6개월 후 프로바이오틱스수 감소율은 평균 59%이었고, 4℃에서 가장 낮은 감소율과 40℃에서 가장 높은 감소율을 나타내었다. 또한, 5개 제품 중 3제품에서 보존기간 1개월에서 3개월 경과 후 40℃에서 70%이상 급격한 균수 감소를 관찰할 수 있었다. 따라서 프로바이오틱스 제품의 보존온도와 보관기간에 따른 변화를 고려할 때 프로바이오틱스 제품은 냉장보관을 권장하며 구입 후 되도록 단기간에 섭취하는 것이 바람직한 것으로 판단된다.
        2018.07 구독 인증기관·개인회원 무료
        Despite the importance of retail atmospherics documented in the literature, little empirical research has been done on the issue of what specific aspects of retail atmospherics can enhance experiential marketing. Therefore, the primary purpose of this study is to compare the effect of product display (lifestyle vs. product-centric) on consumer satisfaction and retail patronage intentions. In so doing, this study examines the mediating role of hedonic shopping experiences operationalized through 3 separate subdimensions (i.e., brand experience, shopping enjoyment, and cognitive pleasure) while controlling a brand effect (i.e., testing two types of product display in a single brand context). Demminga et al. (2012) state that lifestyle display is a cross-merchandised, integrated, aesthetically attractive theme or scene through which consumers could envisage themselves in the scene or nature. On the other hand, product-centric display does not necessarily present a coherent theme. Instead, this type of product display is frequently used in a traditional retail format focuses on merchandise presentation appealing to target customers (Foster and Mclelland, 2015). This study was conducted using two product display stimuli: lifestyle and product-centric displays in the context of a specialty apparel store, Anthropologie. One image of Anthropologie was selected as a lifestyle display because it contained a thematic prop, which illustrates a natural scenario in that store. The results showed that the lifestyle display creates higher brand experience, shopping enjoyment, cognitive pleasure, satisfaction, time spent, and patronage intentions compared to the product centric display. This study provides empirical evidence supporting the importance of experiential marketing. Theoretically, this study demonstrates that lifestyle display could be applied in an apparel store. Rather than focusing only on products retailers could easily develop thematic props in a store because they are easy to set up, cost-effective, and less time-consuming. By setting up a lifestyle display, retailers could easily differentiate their brands from other competing brands.
        2018.07 구독 인증기관·개인회원 무료
        Racism has changed its form over the decades and has become more subtle and indirect than the blatant forms in the past (Gaertner & Dovidio, 2005; Sue et al., 2007; Sue, 2010; Tropp & Molina, 2012). As a result, it is becoming more difficult for minority groups to identify and call them out (Sue et al., 2007). Subtle racism can be detrimental to minority groups in that they can deteriorate performances and when accumulated, they can have negative consequences such as mental and physical health problems (Sue et al., 2007; Sue, 2010; Ong et al., 2013). Recognizing the issues regarding subtle racism, the research questions were the following: (1) Are there differences in the experience of indirect discrimination in a retail context between racial minorities and majorities?; (2) Do minorities use different strategies to solve these situations and why?; and (3) What are the consequences of subtle discrimination in the retail environment? To test the research questions, a total of 599 participants were recruited through Amazon Mechanical Turk. Participants were randomly assigned to read either a racial microaggression scenario or a control scenario (a scanner unable to read a discount coupon) and they were asked to select why the incident happened to them. Further, they were asked to answer how they felt after reading the scenario and then respond to the outcome variables repatronage intention, word of mouth, and complaint intention. The findings of the study showed that Asians tend to attribute their racial identity as to why retail employees maltreated them. While Caucasians would simply state that an employee was busy or would not put much thought as to why a service failure occurred, Asians were more burdened by the thought that their race was an issue. After an employee showed subtle discriminations, Asians experienced less positive emotions than Caucasians, which resulted in them deciding to avoid the retail store. This may be due to their belief that they have less control over the situation and would rather not confront the employee or a manager on the issue. Implications and future research directions are discussed.
        2018.07 구독 인증기관·개인회원 무료
        This study attempts to investigate consumers’ perceptual process of influencer advertising and its impact on brand attitude formation on social media. Perceived congruence between the influencer and the product and sponsorship disclosure are manipulated as key independent variables. In so doing, this study examines whether consumers can infer two types of motives (affective vs. calculative) from different levels of perceived congruence (high vs. low) and sponsorship disclosure (present vs. absent). The impact of multiple motive inference on brand attitude is also examined in this study. The result indicates that perceived congruence of influencer and posting has a significant effect on the affective motive inference. When the posting is perceived to be relevant to and expected from the influencer, the participants infer the affective motive of the influencer. However, the participants do not infer calculative motives from the incongruent posting of the influencer. As native advertising can obfuscate the boundary between editorial and commercial contents (Conill, 2016), perceived congruence is significant to successfully cover the posting as a natural posting by influencer and induce affective motive inference. In addition, the disclosure of sponsorship did not reveal any effect on the calculative and the affective motive inferences. Even though the disclosure of sponsorship can make viewers recognize an advertising intent (Boerman, Willemsen, & Van Der Aa, 2017), the message did not induce motives inference behind it. It is significant to investigate whether there are intervening variables that moderate the linkage between sponsorship disclosure and motive inference processing. Furthermore, affective motive inference impacted the attitude for the brand whereas calculative motive inference exerted no significant effect. These findings suggest that when the product promoted in influencer advertising is congruent with the influencer, consumers form positive attitude toward the brand through affective inference processing. To successfully implement influencer advertising, marketers should design a content congruent with the influencer’s original postings and encourage audience to engage in affective motive processing.
        2018.07 구독 인증기관·개인회원 무료
        This study aims to demonstrate the effectiveness of social media marketing as a tool in communicating a “populist” (Scott, 2015) luxury fashion brand’s good intentions toward ordinary people; it also seeks to identify whether luxury fashion brands frequently perceived as exclusive and “envied” could become approachable and “admired” brands, simply by expressing “warm” intentions on their social media sites. Ultimately, we aim to investigate whether positive relational outcomes can be derived from the brand repositioning process, from envy to admiration. This study builds on the brands as intentional agents framework (Kervyn, Fiske, & Malone, 2012), which categorizes brands in terms of their “intentions” and “ability”: “able/ill-intentioned” luxury brands are categorized as “envied brands,” while “able/well-intentioned” brands elicit the general public’s admiration. Our pre-test results confirmed that consumers can sense a brand’s good intentions and ability via its social media site. We then conducted an online selfreported survey among 488 US women aged 18–49 years who were following or “liking” at least one luxury fashion brand’s official social media site. Using structural equation modeling, we found that intentions have a negative impact on consumer envy, and that they have a positive impact on consumer admiration. Ability was found to have a positive impact on consumer admiration of the brands, while it has a negative impact on consumer envy. Although we confirmed negative directions, consumer envy of the brands had nonsignificant impacts on both emotional brand attachment and brand forgiveness. However, consumer admiration of the brands had a positive impact on both kinds of brand responses. In conclusion, while most luxury fashion brands have stuck to exclusivity, the findings of this study imply that by continually showing good intentions towards ordinary people, luxury fashion brands could reposition themselves as admired brands, which would in turn enhance emotional brand attachment. In this way, these brands could cultivate affectionate and passionate consumer–brand relationships making consumers feel more connected to them. In doing so, luxury fashion brands can acquire through social media powerful consumer allies (Phan, Thomas, & Heine, 2011), who are willing to forgive their failures.
        2018.07 구독 인증기관·개인회원 무료
        This study was designed to deepen our understanding of contemporary luxury experience based on a systematic literature review. Based on the theoretical review, this study attempted to propose and elaborate two contrasting propositions (i.e., ephemeral vs. perpetuating values) reflecting the evolving luxury market. One key trend is that consumers pursue the value of hedonism providing immediate escapism and satisfaction in luxury consumption. The on-demand mindset of consumers looking for instant desire and gratification can be exemplified by the ‘See-Now, Buy-Now’ trend in the luxury market (Weinswig, 2017). While traditional luxury consumers pursued conspicuous value, consumers of new luxury pursue more self-centric and immersive experience. In line with this perspective, Yeoman (2011) noticed the trend of renting luxury products through online services. Another notable trend is that consumers seek inspirational resources in luxury consumption. For example, numerous luxury brands are showing various art exhibitions, and have their own art foundations, which Kapferer (2014) interpreted as the emergence of luxury brands exploiting artistic aura like art institutions. In addition, luxury brands have extended their products and services to encompass a whole set of lifestyle offerings when seeing the example of flagship store of Fendi, Palazzo Fendi (Waga, 2016). This review used a systematic approach for searching and assessing the existing scholarly evidence base to interpret two emerging trends in the luxury market. The further use of proposed framework and propositions in empirical research would help revealing how consumers subjectively perceive the contemporary luxury experience discussed in this study.
        2017.07 구독 인증기관 무료, 개인회원 유료
        Introduction For the past decade, luxury brands have become increasingly interested in portraying themselves as purveyors and curators of a “luxury lifestyle” (Dauriz & Tochtermann, 2013). Some of the world‟s largest fashion brands, for instance, have expanded their offerings to include lifestyle products and services such as housewares, furniture, fine dining, hotels, and private residences (e.g., Ralph Lauren, Giorgio Armani, Bottega Veneta, Hermès) (Mellery-Pratt, 2014). Given that “lifestyle” is now one of the major buzzwords in luxury marketing (Dauriz & Tochtermann, 2013), it is useful to attempt to provide a solid theoretical perspective on this topic. The objective of this paper is to deepen our understanding of “luxury lifestyle” in a contemporary context. To do so, we first examine the existing definitions of lifestyle as a marketing concept. Next, we link the concept of lifestyle to customer segmentation and provide an integrative conceptual framework on lifestyle segments within luxury marketing. Finally, we highlight key insights and important lessons concerning luxury lifestyle segmentation for both theoretical and practical applications. Literature Review Multiple definitions of lifestyle exist in the literature. In this paper, we focus on the major accepted definitions. The concept of lifestyle was first introduced by Lazer (1964) in marketing research. According to his pioneering work, lifestyle is a distinctive mode of living, embodying the aggregative patterns that develop and emerge from the dynamics of living in a society. Building on this notion, Plummer (1974) specifically conceptualized lifestyle as a unique behavioral style of living that includes a wide range of activities (A), interests (I), and opinions (O). His AIO framework served as an important building block in the development of lifestyle scales as shown in Table 1. Table 1. A Summary of Lifestyle Scales Since the introduction of Rokeach Value Survey (Rokeach, 1973), the concept of lifestyle has been combined with personal values as exemplified in VALS (Mitchell, 1983). According to Schwartz (1994), values are one‟s desirable, relatively stable goals that serve as guiding principles in life. In other words, values contribute to the formation of a certain lifestyle (Gunter & Furnham, 1992) in that: (a) values are transsituational in nature influencing a wide range of behaviors across many different situations; and (b) individuals prioritize their world views based on their values varying in importance (Seligman et al., 1996). In the context of consumer behaviour, values are commonly regarded as the most deeply rooted, abstract consumer traits explaining how and why consumers behave as they do (Vincent & Selvarani, 2013). In line with this perspective, we thus conclude that luxury lifestyle is a multi-faceted construct focusing on a luxury consumer’s personal values manifested in the consumer’s activities, interests, and opinions. Conceptual Framework We propose a new framework of luxury lifestyle segmentation, including Conspicuous Emulators, “I-Am-Me” Uniqueness Seekers, Self-Driven Achievers, Hedonistic Experientials, and Societally Conscious Moralists, based on the review of related literature (e.g., Mitchell, 1983; Vigneron & Johnson, 2004; He, Zou, & Fin, 2010). The description of each segment and related firm strategies are shown in Table 2. Table 2. Lifestyle Segmentation Framework for Luxury Marketing Discussion and Implications Lifestyle is now the focal point for the marketing activities of most luxury firms (Dauriz & Tochtermann, 2013). In this study, we focused on the concept of lifestyle, one of the most compelling and widely used approaches to luxury market segmentation. Our conceptual framework built on the notion that luxury markets are heterogeneous, consistent with prior research describing the heterogeneity of luxury consumers (e.g., Vigneron & Johnson, 2004; He, Zou, & Fin, 2010). Since the 1960s, lifestyle has been viewed as a key marketing concept and has been the focus of a significant part of the market segmentation literature. The basic concept of lifestyle has not been greatly altered. Many of the fundamental approaches to lifestyle research are still valid today. The essence of the AIO approach outlined by Plummer (1974) is still evident in the work by Ko, Kim, and Kwon (2006) that defines a fashion lifestyle. Other advances in lifestyle research use personal value theories to specify different consumer segments. Despite the underlying stability of the basic concept of lifestyle, recent advances in digital communications and social media platforms and the trend toward globalization are introducing a discontinuous change to the adoption and implementation of segmentation strategies in luxury markets. Information technology has dramatically affected the nature of the communication and distribution options for luxury firms. As exemplified in specific industry examples in Table 2, consumers now interact with luxury firms through myriad touchpoints in multiple channels and media. These changes are altering the concept of luxury lifestyle segmentation. Thus, there is much room for additional research to strengthen the overall conceptualization of luxury lifestyle segmentation. One important topic involves the question of whether specific lifestyle segments prefer specific forms of touchpoints. For example, Hedonistic Experientials may prefer social media platforms whereas, for other segments, traditional vehicles such as print advertising and flagship stores may still remain crucial. Given a sizable and growing number of global luxury brands, another important issue for future research is to investigate whether the five lifestye segments conceptualized in this study can be empirically replicated on a global scale. We conclude that the concept of lifestyle segmentation, once adjusted to reflect the impact of the digital revolution and the globalization of luxury brands, has a great potential to advance both theory and practice in luxury marketing.
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