This study investigates consumer experiences and word-of-mouth (WOM) intentions in luxury brand pop-up stores, including standalone and department store setups. Grounded in experience economy theory, this study examines the experiential elements based on the types of pop-up stores and the relationships among consumer experience, pop-up store image, and WOM intentions for each type. Data were collected from 300 visitors to luxury brand pop-up stores between January and July 2023 and analyzed using Smart PLS 4.0. The findings reveal several key insights. First, standalone pop-up stores offer educational and escapist experiences, while pop-ups within department stores have a single identified factor of consumer experience. Second, regardless of the store type, luxury pop-up store experiences significantly influence pop-up image perceptions. Third, luxury pop-up store image drives WOM intentions for both standalone and department store pop-ups. Notably, the unique image significantly impacts solely department store pop-ups and does not influence standalone pop-ups. Moreover, image perceptions in both pop-up store types do not significantly affect brand WOM intentions. Finally, WOM intentions for pop-up stores significantly influence WOM intentions for brands. This study contributes to the theoretical understanding of consumer experiences in luxury pop-up stores, providing practical insights for stakeholders in the luxury brand industry to enhance pop-up store image perceptions and WOM intentions.

본 연구는 학원의 교육서비스 품질 및 학원강사의 변혁적리더십에 대한 인식을 조사하고, 이러한 요인들이 고등학생의 자기효능감 및 구전의도에 어떠한 영향을 미치는지 구조적 관계를 분석하는 것을 목적으로 하였다. 이를 통해 고등학 생을 대상으로 하는 학원의 교육서비스 품질 개선을 유도하고, 학원강사의 변혁적리더십에 대한 인식을 제고시킴으로써 궁극적으로 학원교육 및 학원경영 성과를 높이는데 기여하고자 하였다. 이를 위해 입시·검정 및 보습학원에서 수강 중인 고등학생 640명을 대상으로 설문조사를 실시하였으며, BM SPSS StatisticsDHK 25와 AMOS 21 프로그램을 활용하여 수집된 자료를 분석하였다. 본 연구의 주요 결과는 다음과 같다. 첫째, 학원의 교육서비스 품질은 신뢰성, 확신성, 공감성, 유형성, 응답성 순이고, 변혁적리더십은 지적자극, 개별적배려, 영감적동기화, 이상적영향력 순으로 전반적으로 높은 것으로 나타났다. 고등학생의 자기효능감은 자기조절효능감, 자신감, 과제난이도 순이고, 구전의도는 주관적구전의도, 적극 적구전의도, 객관적구전의도 순으로 보통 수준 이상인 것으로 나타났다. 둘째, 학원의 교육서비스 품질과 학원강사의 변혁적리더십이 고등학생의 자기효능감 및 구전의도에 미치는 영향을 분석한 결과, 교육서비스 품질은 변혁적리더십, 자기 효능감, 구전의도에, 변혁적리더십은 자기효능감과 구전의도에, 자기효능감은 구전의도에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 교육서비스 품질과 구전의도 관계에서 학원강사의 변혁적리더십과 고등학생의 자기효능감은 매개효과가 있는 것으로 나타났다. 이러한 연구결과는 학원장이 학원의 교육서비스 품질과 학원강사의 리더십을 제고시키고, 이를 바탕으로 학생들의 자기효능감과 구전의도를 높이는 구조적 관계 속에서 경영활동을 수행해야 한다는 것을 시사한다.

The importance of eWOM (electronic word-of-mouth) communication through online communities is increasing on a daily basis. This study analyzed how the relationship between eWOM (electronic Word-Of-Mouth) factor and eWOM communication depends on the cultural orientation of users in the online community. The research model was developed based on four cultural orientations of individual affect Social tie and usefulness. The model consists of variables such as social tie and perceived usefulness as predecessors of eWOM, four dimensions of cultural orientation (Horizontal Individualism, Horizontal Collectivism, Vertical Individualism, Vertical Collectivism), and eWOM. The model was tested empirically using the PLS (partial least squares) structure equation model. Survey was conducted for online community users in South Korea. Data was statistically validated whether fits on research model. The study results reveal that Social Tie have a positive effect on Perceived Usefulness. Social Tie and Perceived Usefulness have a positive effect on eWOM. 3 of cultural orientations (HC, VI, VC) have a positive effect on Social Tie. Only one of cultural orientations (HC) have an negative effect on Perceived Usefulness. Especially, horizontal collectivism (HC) shows strong correlation with perceived usefulness, whereas vertical collectivism (VC) shows weak correlation with perceived usefulness andvertical individualism (VI) shows strongly correlation with social tie, whereas horizontal individualism (HI) shows weak correlation with social tie. Based on the study results, customized service strategy could be formulated according to the different vertical styles and various eWOM factors.

For the past decade, the convenience of sharing information online has improved drastically with the development of smart devices and social media. Such changes have contributed to regarding online word-of-mouth (WOM) as one of the most important consumer information sources. Therefore, the purpose of this study is to examine online WOM effects (acceptance/redelivery intention) with the two-way interaction effects of fashion involvement and the market maven. The empirical study consisted of an offline survey that collected data from 341 respondents and analyzed the data by factor analysis, independent t-test, and two-way ANOVA with SPSS 20.0, producing the following results. First, the market maven effect was found to differ significantly based on the level of fashion involvement, and is also higher when fashion involvement is high. Second, fashion involvement primarily affected online WOM acceptance, while the market maven significantly affected redelivery intention. Moreover, fashion involvement and market maven had relevant two-way interaction with both of the online WOM effects. Third, market maven had measurable effects on WOM redelivery types (objective/subjective) and directions (positive/negative/ neutral), whereas fashion involvement did not have any primary effects on them. However, fashion involvement and market maven had two-way interaction effects on the positive and negative direction of WOM redelivery. Based on these findings, the study suggests the importance of investigating and understanding the complicated online WOM behaviors of consumers, specifically from both managerial and theoretical perspectives.

Social commerce is a kind of internet shopping mall in which consumers purchase the products with other consumers through mutual interactions including the development of SNS(social network service). Social commerce has expanded rapidly as a mainstream online shopping mall over the past five years driving consumers to purchase more fashion products providing the cheaper prices than open market internet shopping mall. The purpose of this study is to identify the important parameters of social commerce characteristics and consumer characteristics that affect repurchase intention and wordof-mouth intention. A 221 survey questionnaire was distributed to men in their 20’s and 30’s who live in Seoul metropolitan area. The data were analyzed utilizing Cronbach's α, factor analysis, and regression analysis using the SPSS 18.0 program. The results revealed, first, that in terms of social commerce characteristics, three variables(website reputation, interactivity, and product scarcity) influenced repurchase intention. Among them, website reputation identified as the most important factor influencing repurchase intention and word-of-mouth intention. Second, with regard to consumer characteristics, interest and a tendency toward impulse buying affected the repurchase intention, and interest and internet shopping experience have influenced the word-of-mouth intention. Among three variables interest in social commerce identified as the key factor affecting both repurchase intention and word-of-mouth intention. The results of the study provide the practical implications and suggest the business strategies to enhance social commerce in the future by identifying the key social commerce characteristics and consumer characteristics that influence male consumers’ buying behaviors.

SNS (Social network service) characteristics are perceived to simplify use. We carried out empirical studies on these parameters to observe the impact on the image of catering SNS online by word-of-mouth. The subjects of the study were as follows: 32.3% (392 persons) 19 years old, 67.7% (821 persons) over 19 years, 51.0% (619 persons) in their 20s, 22.1% (268 persons) in their 30s, 17.6% in their 50s, and 9.3% (112 persons) over 50 years. After verifying the hypothesis proposed that SNS characteristics perceived the ease of use, the significant factor identified in usability were connectivity Speed (β=0.213), playfulness (β=0.246), information (β=0.115), and reciprocity (β=0.357). Dual reciprocity had the most impact. It was observed that a longer impact of these significant factors improved the feel and fun of use. If SNS companies cater to, quick and easy, diverse, reliable and latest information, they can increase the ease of use, and availability, depending on the goals. Also, significant factors in the SNS features and online word of mouth was playfulness (β=0.312), information (β=0.207), reciprocity (β=0.066) and perceived ease of use, and usefulness (β=0.293), double playfulness had the maximum impact. These features provided more fun, reliable information, and could quickly deliver the latest information. The more the perceived usefulness, and ease of use, higher was the online word-of-mouth effect. SNS usage characteristics of connectivity Speed did not show any statistical significance in online word-of-mouth. Thus, catering businesses need to find ways to increase the ease of use, make the usefulness multifaceted, constantly checking the catering information on the SNS and ensuring to get the latest information is from diverse and reliable sources. This would increase the fun for the customer making the SNS to actively be utilized as a marketing tool.

The purpose of this study was to investigate the effects of power blog self- presentation and on-line shopping mall reviews on the word of mouth (WOM) effect and apparel purchasing behavior. Consumers living in Seoul and Gyeonggi received questionnaires. There were 303 usable forms that could be analyzed by descriptive statistics, factor analysis, Cronbach’s alpha, and regression analysis. The results were as follows: There was a significant effect of power blog self-presentation such as interactivity, media effect, and business intention on information acceptance through WOM. Power blog self-presentation, such as interactivity and business intention, affect information delivery by WOM significantly. There was a significant effect of review consideration, such as agreement, usefulness, enjoyment, and purity, on information acceptance of WOM. Reviews describing enjoyment, purity, and usefulness affect information delivery of WOM significantly. Business intention, media effect, and purity directly affect apparel-purchasing behavior, and affect the WOM effect as a mediator variable and then purchasing behavior. Whereas, interactivity, overstatement, and enjoyment affect the WOM effect as a mediator variable, and then affect overall purchasing behavior. Therefore, fashion firms consider active interaction with power blog visitors and promote the way of enjoying with fun through review of apparel on-line shopping mall when they try to implement viral marketing with WOM effect.

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.

목적 : 본 연구는 최근 O2O(online to Offline)시대의 소비자행동 변화에 대해 안경원들이 생 존할 수 있는 전략은 사용자 경험(User experience)의 극대화로 판단하고, 안경원의 서비스에 대해 고객들이 인지하는 공감성 정도가 소비자들의 실용적, 쾌락적 가치와 구전의도 및 재방문 의도에 미치는 영향에 대한 구조화된 인과모형을 수립하여 이들의 인과관계에 대한 경로분석 을 통해 다양한 함의를 얻고자 하였다. 방법: 본 연구의 수행을 위해 안경원에 방문한 고객들을 대상으로 설문을 실시하여, 총 106명 의 유효 응답지를 분석에 활용하였으며, 분석은 빈도분석, 기술통계분석 및 구조방정식 경로분 석을 통해 구전의도 및 재방문의도에 영향을 미치는 경로를 확인하고자 하였다. 결과: 구조방정식 분석 결과 최초 연구모형에 대해 소비자들이 인지하는 안경원에 대한 공감성 정도는 실용적 가치, 쾌락적 가치 순으로 긍정적인 영향을 미치는 것을 확인하여 안경원에 대 한 공감성이 중요한 요인임을 확인할 수 있었다. 그러나 쾌락적 가치는 구전의도, 재방문의도 경로에 대해 통계적으로 유의미한 영향을 미치지 못했으며, 실용적 가치는 구전의도에만 긍정 적인 영향을 미치며 재방문의도에는 통계적으로 유의미한 영향이 없는 것으로 확인되었다. 한 편 구전의도는 재방문의도에 강한 긍정적인 영향을 미치는 것을 알 수 있었다. 따라서 본 모형 에서는 “공감성 → 실용적 가치 → 구전의도”를 통해서 재방문의도를 높일 수 있음을 확인하 였다. 그러나 연구모형의 적합도가 전반적으로 낮게 나타나, 이론적 근거와 Jöreskog & Sörbom(1981)이 제안한 수정지수(Modification Index: MI)를 통해 추가경로를 구성해 분석한 결과 쾌락적 가치는 실용적 가치에, 공감성은 구전의도에 유의미하며, 적합도도 χ2 = 8.416, d.f = 1, p = .004, GFI = .970, NFI = .973, RMR = .048로 개선된 것을 알 수 있었다. 결론: 안경원에서 제품을 확인하고 온라인에서 구매하는 경우가 심화된 지금의 상황에서 안경 원이 가장 신경써야 할 요인은 안경원이 눈을 지키는 준의료기관으로서의 전문성을 고객들에 게 제안하여야 하며, 고객들의 실용적가치의 원천에 대한 좀 더 깊이 있는 해석과 접근을 통해 O2O시대에 안경원들의 경쟁력을 강화할 수 있는 방안을 모색하여야 할 것이다. 이에 대해 최 근 부각되고 있는 사용자 경험(user experience)은 안경원들이 고객들에게 긍정적인 경험을 할 수 있는 다양한 시스템을 구축함으로써 고객들이 실용적 가치를 증진시킬 수 있는 동인(motif) 으로 활용하여야 할 것이다. 이런 관점에서 볼 때 최근까지 가격할인 등의 마케팅 기법들이 고 객들의 실용적 가치를 증진시킬 지에 대해서는 좀 더 연구해봐야 할 것이다. 연구 결과에서도 쾌락적 가치가 실용적 가치를 증진시킬 수 있다는 점이 이를 지지하고 있다고 판단한다.

목 적: 안경구매자의 구매결정요인과 브랜드 자산인식이 구매만족과 구전의도에 미치는 영향에 대한 상호 관계를 알아보고자 하였다. 방 법 : 2011년 10월부터 12월까지 광주지역, 대구지역, 대전지역의 안경원 구매고객을 대상으로 437부의 설문지가 자료분석에 사용되었다. SPSS 18.0 통계 프로그램을 이용하여 구매결정요인에 대한 상관관계분석 과 구매만족과 구전의도에 대해여 다중회귀분석을 실시하였다. 결 과 : 구매결정요인은 고객서비스 및 디자인요인, 상품특성요인, 구매경험요인, 컨텐츠 및 커뮤니티요인 순으로 나타났고, 안경구매 소비자의 브랜드자산 인식에 대한 구매만족 및 구전의도는 브랜드에 대한 지각된 품질, 브랜드 인지도, 브랜드 이미지 순으로 나타났다. 결 론 : 안경구매자의 구매만족과 구전의도를 향상시키기 위해서 고객서비스 및 디자인에 대해 경쟁력을 갖추어야 하며 브랜드에 대한 지각된 품질을 향상시키는 노력이 필요하겠다.

The current research identified the impacts of WOM(Word-of-Mouth) regarding dining experience and the factors which were likely to influence them. Specifically, this study is examined from the perspective of WOM recipient`s in on-line settings. For the purpose of this research, online survey was used and a total 203 online questionnaires of respondents who had experienced restaurant reviews and recommendations via internet last 6 month were analyzed. Overall, the results indicated that in aspects of WOM recipients, the impacts of WOM were ``visit intention``, ``re-WOM intention`` and ``source credibility`` affected ``WOM acceptance`` in this process. Additionally, ``online homophily`` and ``message vividness`` had a positive effects(p<0.001) on builiding source credibility. By clarifying the process between on-line WOM of restaurant consumers and their actual visit, this study intend to provide basis which can be used for restaurant industry`s effective marketing activity.

Oral folk tale, which are organized stories that have been handed down to each district, includes a lot of mention about local specialties related to food. In folk tales consisting of linguistic signs, food plays a role in expressing not only instinct and desire but also order, exclusion and communication of human beings. Understanding the matters of concern or consciousness that community members of the time have put an emphasis on through food included in folk tales can be useful for better understanding the culture of the time and the food in folk tales can be a symbolic code. In this study, food mentioned in folk tales were classified into six groups, medicine, love, god, livelihood, provision and power focused on both inland and coastal regions that are referred to in most of the sixteen volumes of Korean Oral Folk Tales. In addition, the symbolic meanings of these groups were examined. This study can contribute to establishing the foundation of the globalization of the Korean food by determining the way Korea food can become a world class food. This study aims to reinterpret and combine culture and art with the food of Korea based on six symbolic meanings of food expressed in Korean Oral Folk Tales.

용인 지역의 구비문학 자료는 개별 연구자들과 한국정신문화연구원이나 용인문화원 같은 정부 혹은 민간 기관·단체의 집중적 채록과 보고를 통하여 그 실상이 어느 정도는 드러났다고 할 수 있다. 그러나 자료의 채록과 정리를 위해 기울여온 노력에 비할 때, 용인 지역의 구비문학, 특히 구전설화에 대한 연구는 영성하기 짝이 없다. 기존 연구는 대부분 채록 자료의 개관 내지 소개에 머물고 있어, 용인 지역의 설화가 갖는 전반적 특징이나 독자적 면모를 보여주지는 못하였다. 본고는 韓國精神文化硏究院에서 펴낸『韓國口碑文學大系』 1-9 龍仁篇과 『韓國口碑文學大 系別冊附錄Ⅰ 韓國說話類型分類集』을 기본 자료로 활용하여 용인 지역 구전설화의 특징을 개괄적으로 파악하고, 그 의미에 대한 관견을 제시하고자 하였다. 『한국구비문학대계』 1-9 용인편에 수록된 82편을 대상으로 한 유형 분류 결과, 용인 지역에서는 <4 바르고 그르기> 유형의 설화가 가장 많이 채록되었으며, <2 알고 모르기>, <3 속이고 속기>, <7 잘되고 못되기>, <6 오고 가기> 유형이 그 다음으로 많이 채록되었다. <5 움직이고 멈추기>나 <1 이기고 지기> 유형은 상대적으로 많이 채록되지 않았고, 형식담에 해당하는 <8 잇고 자르기>는 채록되지 않았다. 이를 통해 다음과 같은 몇 가지 사실을 근거로 할 때, 용인은 첫째 긍정적인 현실 인식과 수준 높은 윤리 의식을 지닌 고장이라는 사실, 둘째 용인은 변혁과 혁신을 꾀하기보다는 안정과 점진적 발전을 추구하는 보수적 성향의 고장이라는 사실, 셋째 그럼에도 불구하고 용인의 설화 전승집단은 민중의 잠재적 역량에 대하여 강한 믿음을 가지고 있다는 사실을 알 수 있었다. 또한 용인에서는 신화적 이야기보다 현실적 이야기들이 널리 전승되고 있고, 둔갑해서 가족 노릇하는 짐승 물리치기(유형 ‘631’) 설화인 <여우 누이동생> 및 <옹고집전> 유형의 전국적인 분포를 고려할 때, 용인은 경기도의 여타 지역과는 다른 독자적인 특성을 보인다는 점도 주목할 필요가 있다고 하였다. 이밖에도 용인에는 지명 전설이 널리 전승되고 있다는 점, 그러나 풍수설화나 명당설화는 기대만큼 많이 전승되고 있지는 않다는 사실도 밝혀낼 수 있었다.

The purposes of this study were 1) to analyze the correlation between Word-of-Mouth(WOM) message sender credibility and WOM effect and 2) to analyze the differences of WOM message sender creadibility and WOM effect in off-line and on-line WOM communication. The messages were created as a form of scenario for this study. Respondents were asked to evaluate the message sender credibility and predict WOM behaviors after reading given scenario. The questionnaires were distributed to 200 customers and a total of 175 questionnaires were used for analysis(87.5%). The statistical analysis was conducted using SPSS Win(12.0) for descriptive analysis, paired t-test, factor analysis, correlation analysis. The positive off-line WOM message sender was considered as more credible(p<.001) than on-line WOM message sender. 'Message sender credibility' is correlated with 'attitude formation' in both channels, but 'reliable' factor of 'credibility' variable is not significantly correlated with 'attitude change'.