한식 외식업체의 환경특성과 서비스품질 및 재구매 의도에 관한 연구를 실증 조사하여 살펴봄으로써 한식 외식업체의 어떠한 환경특성 요인이 서비스품질과 고객의 재구매 의도에 영향을 미치는 가를 살펴보았다. 첫째, 27개의 한식 외식업체 환경특성에 대한 요인분석 결과, 불평에 대한 처리와 외식업체에서의 전망 변수를 제외하고 서비스 요인, 분위기 요인, 식음료 요인, 이벤트 요인 등의 4개 요인이 도출되었다. 둘째, 실증분석 결과 도출된 4개의 환경특성 요인들 중에서 서비스 요인과 식음료 요인이 서비스품질 중에서 종사원 서비스품질에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 실증분석 결과 도출된 4개의 환경특성 요인들 중에서 서비스 요인과 식음료 요인, 그리고 이벤트 요인이 서비스품질 중에서 식음료 서비스품질에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 실증분석 결과 도출된 4개의 환경특성 요인들 중에서 분위기 요인은 서비스품질(종사원 서비스품질, 식음료 서비스 품질)에 유의한 정(+)의 영향을 미치지 않는 것으로 나타났다. 다섯째, 실증분석 결과 서비스품질 요인들인 종사원 서비스 품질과 식음료 서비스품질은 각각 재구매 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이와 같이 한식 외식업체의 환경특성과 서비스품질 및 재구매 의도에 관한 연구를 실증 조사하여 각각의 관계를 살펴본 결과, 다음과 같은 시사점을 나타낼 수 있다. 첫째, 기존 선행 연구에서와 같이 분위기 요인을 제외하고는 모든 환경특성 요인들이 서비스품질에 영향을 미치는 것으로 나타났다. 이는 한식 외식업체를 이용하는 이용 고객이 일반 서양의 레스토랑을 이용할 때와는 다르게 분위기 요인에 대하여 크게 관심을 두지 않기 때문이란 것을 나타낸다. 둘째, 전반적 종사원 서비스품질과 식음료품질이 재구매 의도에 영향을 미치는 것으로 나타났다. 이러한 결과는 한식 외식업체에 있어서 종사원의 전반적인 서비스품질과 식음료품질에 영향을 미치는 요인이 무엇인가를 확인하고 이를 강화하기 위한 전략을 수립하여야 한다는 것을 의미한다. 셋째, 본 연구의 결과는 한식 외식업체들이 고객들의 재구매 의도를 높이기 위해서는 한식 외식업체의 서비스요인, 식음료요인, 이벤트 요인 등을 강화함으로써 전반적인 종사원 서비스 품질과 식음료품질을 높이는 전략을 취해야 한다는 것을 시사해주고 있다. 본 연구는 대구 경북소재 한식 외식업체만을 대상으로 하여 연구를 실시하여 연구의 일반화와 한식 외식업체를 이용하는 이용 고객들이 한식 외식업체를 재방문하는 재구매 의도가 발생하는데 있어 발생하는 과정을 설명하는 종단적 연구를 실시하지 못한 한계점을 가지고 있다.

The main purpose of this study is to identify the factors that affect purchase intention in B2C cooperative buying. The purchase intention is described in terms of participation frequency and total sum of purchasing on cooperative buying. It is very interesting that the influencing factors are not identical when two dependent variables. participation frequency and total sum of purchasing, are used. Residential area, sex, and product variability were selected as key influencing factors for the former case. On the other hand, residential area, price, and product quality were selected as key influencing factors for the latter case. Finally, it is worth while to stress that online community, one of the factors considered, will be a key factor as market of cooperative buying is getting bigger.

안경원의 경쟁이 섬화되는 상황에서 안경원의 고객들을 만족시켜 재구매률 유도하 는 방어적인 마케탱전략이 요구되어왔다. 안경원에서 2회 이상 안경을 구매한 경험올 지닌 안경원의 고객 187명을 대상으로 방문 안경원의 고객만족， 재구매의도 그리고 전환장벽 둥에 대하여 설문지 조사법을 실시하였다. 고객만족을 인적서버스만족과 시 설서비스만족으로 구분하였고 고객을 전환장벽의 높고 낮음에 따라 고객을 분류하여 집단 간에 인적서버스만족과 시설서버스만족이 재구매의도에 마치는 영향이 차이가 있는지를 검정하였다.

본 연구는 최근에 각광받고 있는 브랜디드 콘텐츠 광고 중에 스토리텔링을 기반으로 하는 웹드라마형과 일반 감성광고가 몰입에 차이점이 있는지 알아보고 독특성 욕구의 조절효과와 즐거움의 매개효과를 검증하고자 하였다. 이를 위해 2(브랜디드 콘텐츠vs. 감성광고) x2(독특성 욕구 낮음 vs. 독특성 욕구 높음)의 집단 간 디자인으로 연구를 설계하여 진행하였다. 연구결과 첫째, 브랜디드 콘텐츠와 감성광고는 몰입에 유의미한 차이가 없는 것으로 나타났다. 둘째, 브랜디드 콘텐츠와 감성광고가 독특성 욕구에 따라 몰입에 미치는 영향을 검증한 결과 독특성 욕구가 높은 집단의 경우 브랜디드 콘텐츠가 높게 나타났고, 독특성 욕구가 낮은 집단에서는 브랜디드 콘텐츠와 감성광고는 차이가 없는 것으로 나타났다. 셋째 몰입의 경우 구매의도에 영향을 미치지 못했고, 즐거움에 유의한 영향을 미치는 것으로 나타났다. 이러한 즐거움은 구매의도에 유의한 영향을 미치는 것으로 나타났다. 이와 같이 브랜디드 콘텐츠와 감성광고는 독특성 욕구에 따라 몰입이 다르게 나타날 수 있다는 점과 몰입이 즐거움을 통해 구매의도를 높일 수 있다는 결과들은 이론과 실무에 유용한 지침을 제공할 것이다.

본 연구는 디지털미디어 시대 뉴 플랫폼 시장의 형성으로 폭발적인 성장을 하고 있는 브랜디드 콘텐츠 유형을 분류하여 콘텐츠노블티, 몰입, 적합성에 차이가 있는지 살펴보고, 브랜드 태도, 구매 의도 간의 구조적 관계를 살펴보고자 하였다. 연구 결과, 콘텐츠노블티와 몰입, 적합성은 모두 웹드라마, 뮤직비디오, 1인미디어 순으로 유의한 차이가 나타났다. 또한 콘텐츠 노블티, 적합성은 브랜드 태도에 유의한 수준으로 정(+)의 영향을 미쳤다, 반면 몰입은 브랜드 태도에 영향을 미치지 못하는 것으로 나타났다. 이러한 브랜드 태도는 구매의도에 정(+)의 영향을 미쳤다. 이러한 결과를 통해 브랜디드 콘텐츠를 제작하는 기업은 콘텐츠 자체로서 소비자들이 즐길 수 있도록 참신함과 즐거움, 공감을 불러일으킬 수 있는 웹드라마 형식의 콘텐츠를 제작하는 것이 마케팅 관점에서 유리할 것이라는 전략적 시사점을 제공하였다.

Purpose - Current study aimed at investigating the effects of the choice easiness as a thought triggered at the time of making decision and the goal achievement emotion as a prediction of how consumers feel in the state of achieving consumption goal on brand purchase intention. And It also explored moderation role of incidental pride type such as ambient hubris pride and ambient authentic pride felt before the event in the effects of message type such as self-verifying message and self-enhancing message on the choice easiness and the goal achievement emotion. Research design, data, and methodology - Message type was divided into self-verifying message and self-enhancing message. Incidental pride type was divided into hubris and authentic pride. Smart mobile phone was selected for empirical study. And the experiment was performed with 2(pride type: hubristic versus authentic) × 2(message type: self-verifying message versus self-enhancing message) between-subjects design. Questionnaires from 215 undergraduate students were used to test hypotheses by Macro process model 7. The hypotheses were tested at each of self-verifying message group and self-enhancing message group. Results - First, both choice easiness and goal achievement emotion positively influenced on the purchase intention at both self-verifying message group and self-enhancing message group. Second, at self-verifying message group, the positive effects of self verification on both choice easiness and goal achievement emotion were higher to the customers under incidental hubris pride than to those under incidental authentic pride customers. Third, at self-enhancing message group, the positive effects of self enhancement on goal achievement emotion were higher to the customers under incidental authentic pride than to those under incidental hubris pride. However, at self-enhancing message group, the positive effects of self enhancement on choice easiness (goal achievement emotion) were not higher (higher) to the customers under incidental authentic pride than to those under incidental hubris pride. Conclusions - Focusing on the results of this study, to promote their brand purchase intention, brand managers should use self-enhancing message to induce goal achievement emotion from incidental authentic pride customers. And the brand managers should develop and use self-verifying message to induce choice easiness as well as goal achievement emotion from hubris pride customers, which in turn, promote their brand purchase intention.

Purpose – This study intends to analyze Chinese consumers' purchase intention of Korean automobile. The aims of this study investigated to find out how product attributes and brand image affect the consumer’s purchase intention of Korean automobiles in China. We consider the product attributes, brand image as evaluation criteria, also recognized as objectives for purchase intention. This study aims to analyze the positive effects on Chinese consumers’ purchase intention with the variables by using the research model. Research design, data, and methodology – Based on theory of Purchase Intention, the concept of purchase intention was assessed by two factors: a) product attributes, and b) brand image to test the proposed hypotheses. The survey was conducted for 30 days, from October 17 to November 16 in 2018. With IBM SPSS Statistics 23.0 and IBM SPSS AMOS 23.0, factor analysis and regression, Cronbach’s alpha and correlation were tested. 300 samples were used for this analysis. Results – As a main result, product attributes and brand image exerted significant effects on consumer’s purchase intention. Thus, <H1> and <H2> were supported. The results showed that the product attributes, brand image had positive effects on purchase intention. The findings of this thesis are as follows: Firstly, automobiles’ quality factors were divided into two categories like product properties (price, performance, design, economy, and safety), and brand image (awareness, favorability, reliability, and familiarity). Second, it showed that product properties and brand image had positive impacts on purchase intention of consumer. Conclusions - The impact of product attributes and brand image on consumer perceived value of Korean automobiles in China can be seen as a universal psychology of consumers who trust automobile products such as high quality, technology, ets. The results offer some insights into the extended model and have important managerial implications for Korean automobile enterprise. As the findings of this thesis show, all strategic orientations have significant and positive effects on the ability of innovation. At the same time, automobile company must pay attention to quality. As the relationship between the automobiles’ performance and brand image were positive and significant, automobile companies should have comprehensive strategic orientations focused on strengthening these factors.

최근 중국 화장품 시장의 규모가 증가되고 있으며, 한류의 영향으로 중국에서 K-뷰티가 각광을 받고 있다. 중국내에서 모바일을 통한 쇼핑의 간편 결제 시스템을 갖춘 위챗의 왕홍을 중심으로 소개되고 있는 화장품에 관한 정보는 구전과 구매에 결정적인 영향력을 준다. 이에 본 연구에서는 중국 모바일 마케팅의 정보품질 특성을 중심으로 한국 화장품 구전효과와 구매의도에 미치는 영향에 대해서 살펴보고자 한다. 본 연구는 이론적 연구를 통해 모바일 마케팅 관점에서 정보품질, 구전효과, 구매의도를 이해하고 설문조사를 통해 가설을 검증하였다. 분석은 SPSS 22.0 프로그램을 사용하여 모바일 마케팅 정보 품질에 대한 유용성, 정확성, 형식성, 적시성, 접근성 요인이 구전효과 및 구매의도에 미치는 영향에 대해 중국 20-40대 여성 소비자를 대상으로 온라인 설문을 진행하였다. 본 연구의 결과에서 모바일 마케팅 정보품질의 유용성, 형식성, 적시성은 구전효과에 영향을 미쳤으며, 유용성, 형식성은 구매의도에 영향을 나타냈다.

Purpose - The purpose of this study is to empirically investigate the effect of choice of cause on the purchase intention by dividing it into the situation selected by the consumer and the company. This study also examines the moderating effect of cause options diversity and company-cause fit on the relationship between choice of cause and purchase intention. This will provide the theoretical information necessary to gain an in-depth understanding of the consumer's intention to purchase the cause-related marketing campaign, and in practice, it is expected that companies will be able to obtain useful information for effective planning and execution of the cause-related marketing campaign. Research design, date, and methodology - This study's survey was carried out on the college students of university located in Shandong, China. It was from November 4-11, 2018, and a total of 440 questionnaires were distributed, with 424 collected. Of them, effective questionnaires used in the final study were a total of 400 except 24 that couldn't be used. In this study, empirical analysis was done with frequency analysis, reliability analysis, analysis of variance and simple effect analysis by using Statistics Package SPSS 20.0. Results - The results are reported below: first of all, in the cause-related campaign consumers are more willing to buy the products when they are allowed to choice the focal cause of charity than when the company selects the cause of charity. Furthermore, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater for high cause diversity to select. Finally, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater when perceived fit between the company and the cause charity is low. Conclusions - This study extends the scope of the consumer perspective from consumer purchase intention research to the choice of cause in the cause-related marketing. When consumers select the cause, it would be better to provide the cause charity in diversifying selection and provide options for low fit between company and cause charity.

Many consumers intend to make environmentally purchase. However, this is not always what occurs. A gap exists between consumer intentions to purchase environmentally friendly products and their actual purchase behavior. In this study, we examined the effect of situational factors such as price sensitivity, product quality perception, and label trust on the relationship between purchase intention and purchase behavior for environmentally friendly products. First, we conducted a theoretical consideration through a review of literature on price sensitivity, product quality perception, label trust, purchase intention and purchase behavior. Based on the literature review, we designed a structural model and developed the hypotheses. Next, we collected data using a survey and processed them statistically in order to verify the hypotheses. A total of 213 samples were collected and the data were analyzed using a structural equation model (LISREL 8.70). The results suggest that the situational factor of label trust has a moderating effect on the relationship between purchase intention and purchase behavior for environmentally friendly products. However, price sensitivity and product quality perception have no moderating effect. This means that trust in labels is important when consumers want to buy environmentally friendly products. Although this study has some limitations, it is expected that it will positively trigger follow-up research.

Purpose - This study aimed to identify the sub-dimensions of fashion social media quality (information quality, social quality, service quality, system quality) and investigate how they affect purchase intention through fashion information use behavior (information acceptance, information diffusion). Research design, data, and methodology – Data collection was carried out twice for systematic verification of the research model. In the first data collection, the reliability and validity of research variables were verified through 238 respondents and questionnaires were revised and supplemented based on their responses. In March 2018, the final survey was conducted from 755 respondents the age of 20 to 49. Using SPSS 23.0, descriptive statistics, exploratory factor analysis, correlation analysis were performed. In order to test hypotheses, structural equational modeling technique was employed using AMOS 23.0. Results - First of all, fashion Social media quality consists of four factors including information quality, social quality , service quality and system quality. Second, fashion Social media information quality, social quality , and system quality were shown to have a positive(+) effect on information acceptance behavior, and social quality , service quality and system quality were shown to have a positive(+) effect on information diffusion behavior. It was also determined that the acceptance and diffusion behaviors of fashion information through fashion Social media had positive(+) influence on purchase intention. Conclusions - This study holds academic significance in its identification of the components of fashion Social media quality and for conducting an empirical analysis on the causal relationship between fashion information acceptance and diffusion behaviors, and purchase intention. The results of this study indicate that fashion involvement is the key factors in determining the quality of Social media, the acceptance of information through Social media, and, by extension, the purchase of fashion products. Practitioners in the fashion industry may use the findings of this study in order to build more effective Social media strategy.