This study had two aims. First, the study intended to identify the influences of product benefits and product identification on consumers' purchase intention, Second, it wanted to assess the moderating effects of consumers' aesthetic seeking tendency on their decision-making process. Based on the stimulus-organism-response (S-O-R) paradigm and the product personality-brand identification-purchase intention model, this study proposed a research model, the benefits-product identification-purchase intention model. To test the model, a survey was conducted of female college students; a total of 298 questionnaires were analyzed. The stimulus used was a popular model of Nike running footwear: the Luna Eclipse+2. Factor analysis and structural equation analysis were conducted to analyze the research model. The results indicate : (1) The aesthetic benefit influenced product identification positively. The aesthetic benefit, functional benefit and product identification were all positively related to purchase intention. (2) The aesthetic seeking tendency mediated the influences of product benefits on consumers' purchase intention in the decision-making process. For consumers in the ‘high’ level group of aesthetic seeking tendency, aesthetic benefit and social benefit affected purchase intention and for consumers in the ‘low’ level group of aesthetic seeking tendency, the functional benefit only affected purchase intention. Based on this study, we find evidence that product benefits and aesthetic seeking tendency play important roles in consumers' decision-making process in product purchase.

The growth of the Chinese outbound market has been phenomenal during recent years and still highly concentrates on neighboring Asian destinations. In particular, the Hong Kong Special Administrative Region heavily depends and focuses on the Chinese tourism market. Recent calls for a possible diversification of the tourism market have nevertheless failed to shed light on how Hong Kong residents perceive the benefits of mainland Chinese tourism. In order to mend this gap, this study collected 850 online questionnaires with Hong Kong residents. Subsequent cluster analysis has shown that there are 3 segments in regard, namely “low”, “moderate” and “high” perceived benefits. A significant age gap among these 3 clusters was identified, with older respondents generally perceiving the highest benefit. Fifteen semi-structured follow-up interviews have shown the reason to be predominance of idealism in younger generations of Hong Kong, while older generations tend to be pragmatic. Possibilities for future studies are finally highlighted.

As social media platforms (e.g., Facebook) and related online communication channels (e.g., review websites and community forums) grow in quantity and commercial orientation, marketing practitioners and scholars alike have recognised the importance of understanding and influencing online consumer communication processes. Specifically, it is suggested that online opinion leaders (‘Epinion leaders’) can be utilised as a target group to manage negative e-word-of-mouth (‘e-WOM’) and e-complaints. This study identifies and targets Epinion leaders and explores three central personality characteristics – altruism, self-confidence and the need for uniqueness – as a means of understanding Epinion leaders’ motivations to communication and tailoring corporate communication campaigns. The study focusses herby on the rapidly growing and increasingly influential 50-years+ e-commerce segment (i.e., ‘silver surfers’). Based on an online survey of 1,700 e-consumers aged 50 years and older, the proposed structural equation model verifies the positive influence of Epinion leadership on the propensity to spread negative e-WOM and e-complaints while demonstrating the applicability of personality characteristics as means of influencing consumers’ online communication strategies. The findings demonstrate that addressing consumers’ self-confidence can be an essential way of reducing negative e-WOM and encouraging e-complaints, which show opposing effects on customer satisfaction. For practitioners, this study emphasises the usefulness of negative Epinion leaders as a target group and recommends fostering consumers’ self-confidence in order to prevent negative online opinion-cascades and increase overall satisfaction.

In the framework of luxury marketing, counterfeits have been constructed as a constant threat – an irritating presence and a hostile intruder (Bian & Mouthinho, 2008; Keller, 2009). However, there now exists a minor but growing body of literature that has found counterfeits as potentially non-threatening or even beneficial for luxury brands (e.g., Barnett, 2005; Romani, Gistri & Pace, 2012). Building on this emerging stream of evidence, the goal of this conceptual paper is to explore how counterfeits act as advertising for luxury brands and how luxury brands could benefit from this. To understand the communicative potential of counterfeits, we construct our argument around Veblen’s (1899/1994) foundational notion of how the conspicuous consumption of luxury revolves around the creation of new styles by/for the elite consumers and the efforts of the masses to emulate them. In doing so, we differentiate the effects based on whether they contribute to the emergence of new luxury goods targeted to elite consumers or the diffusion of luxury to the masses. The emergence of luxury stems from the desire of elite consumers to distinguish themselves from the masses through conspicuous consumption (Veblen, 1899/1994). Counterfeits contribute to this phenomenon by accelerating the snob effect (Leibenstein, 1950) as counterfeits destroy snob premium of goods and drives elite consumers to seek new ways to distinguish themselves (Barnett, 2005). Counterfeits also accelerate the fashion cycle that luxury companies depend on (see also Sproles, 1981). They do so by induced obsolescence that destroys the status value of product designs when they are copied and by anchoring trends to design features that accelerate their diffusion and subsequent replacement (Raustiala & Sprigman, 2006; 2009). Another key component of conspicuous consumption relates to the diffusion of luxury to the greater public (Veblen, 1899/1994). Therein counterfeits can generate aspiration effect when non-elite consumers imitate elite consumers by consuming counterfeits and in so doing generate brand awareness and exposure among other non-elite consumers (Barnett, 2005; Shultz & Saporito, 1996) at early stages of diffusion. During latter stages of diffusion counterfeits can generate bandwagon effect (Leibenstein, 1950) as they confer the desirability of certain luxury goods and brands over others (Barnett, 2005;Bekir, El Harbi & Grolleau, 2008). Finally, counterfeits can generate herding effect as they signal which to consumers which goods are desirable and appreciated or ‘trendy’ at a certain point in time (De Castro, Balkin & Shepherd 2008).

목 적: 본 연구의 목적은 최근 시력검사와 조제가공, 그리고 제품의 차별화를 기반으로 다양한 형태의 안경원이 탄생하고 있는 경영환경에서 안경원의 관계효익과 경북지역 20대 대학생의 고객가치가 어떠한 관 계를 나타내는지를 확인하고자 하였다. 방 법: 본 연구는 안경원에서 안경테, 안경렌즈, C/L를 구입하였던 217명의 20대 대학생들을 대상으로 설문조사하고 그 데이터를 분석하였다. 데이터 분석은 SPSS 18.0 통계프로그램을 이용하여 빈도분석, 요인 분석, 회귀분석을 실시하여 안경원의 관계효익과 고객가치에 관한 연구 가설을 검증하였다. 결 과: 첫째, 관계효익 중 경제적효익이 가격가치에 긍정적인 영향을 미쳤다. 둘째, 관계효익의 네 요인, 즉 경제적효익, 고객화효익, 사회적효익, 심리적효익이 모두 품질가치에 미약하지만 긍정적인 영향을 미치 는 것으로 나타났다. 셋째, 관계효익 중 경제적효익이 사회적가치에 긍정적인 영향을 미치며, 넷째, 관계효 익 중 사회적효익이 감정적가치에 긍정적인 영향을 미치는 것으로 나타났다. 결 론: 본 연구에서는 안경원의 관계효익 중에서 경제적효익이 가격가치와 사회적가치에 중요한 역할을 하는 것과 관계효익의 네 요인이 고객의 품질가치에 약하지만 고르게 영향을 주는 것을 발견하였다. 또한 사 회적효익은 감정적가치에 영향을 미치므로 안경원 경영자는 고객에게 제공되는 경제적효익을 개발하는 노력 뿐만 아니라 안경원을 지속적으로 이용함으로써 획득하게 되는 사회적효익을 높이고 고객이 인식하는 다양 한 가치를 개발하기위한 노력을 기울여야 할 것이다.

This paper examines how the Chinese government reduces economic disparities across regions and industries through the mean of tax benefits among enterprises. This paper applies multiple regression, which proves that the Chinese government imposed favorable effective tax rates (ETR) on the technology industries in Eastern areas and plantation industries in Western areas at the expense of other industries located in the Central and Northeast areas. This result has several implications. First, the government tried to achieve political stability through its fiscal policy, facing a fundamental dilemma such as farmers' movements against high fee burdens and the political dissatisfaction of minorities in Western areas in China. Second, as the tax is favorable for high-tech companies in Eastern areas, the investments of high-tech companies in these areas is more effective than in other areas.

It has been well acknowledged that Vessel Traffic Services (VTS) has played a growing important role to ensure the safety of navigation in the busy ports and waterways. However, the benefits produced by VTS are usually ignored by the public and private sectors. Besides, the previous evaluations generally exist following problems: (1) It is difficult to collect the data for the parameters in the evaluation models and/or the parameters are designed illogically; (2) Those models did not take the following factors into consideration such as reducing the frequency of coastal vessel patrolling and saving human and material resources; (3) It is difficult to clearly discriminate the benefits derived from VTS and non-VTS. In this paper, a framework is presented to calculate the benefits of VTS in China. Four key indicators (safety, traffic efficiency, environmental protection and reducing supervising cost) and quantitative methods have been introduced into the framework. When calculating the benefits quantitatively, the traffic condition before the construction (expansion) of the VTS has acted as a benchmark. For a case study, the project of the expansion of VTS in Zhoushan Port, East China was evaluated with 10-year data. According to the results, the largest contribution is from the benefit of environmental protection. Via Cost-benefit analysis the benefit cost ratio (B/C) of the VTS is up to 5.248, which shows the benefits produced by VTS are considerable. The research could provide references for VTS benefits evaluation and investment optimizing.

공원일몰제 시한이 다가옴에 따라 미집행 시설용지에 대한 해제·매입 여부 결정이 시급해지고 있다. 따라서 미집행 도시공원시설용지의 해제·매입과 관련하여 입지 의사결정을 수행할만한 객관적 기준마련이 시급한 상황이다. 이 연구의 목적은 효율성과형평성이라는 계획적 규범 가치를 새롭게 조명하고 여기에 비용이라는 현실적 제약조건을 반영하여 입지 의사결정 지원을 위한 입지모형을 제안하는 것이다. 이를 위해 형평성과 효율성 기준을 결합하여 입지 우선순위 지수를 정의하고, 이를 바탕으로 지자체의 한정된 예산이라는 제약조건을 반영하기 위한 시뮬레이션 틀을 마련하였다. 작성된 모형의 구체적 활용성 제고를 위하여 원형 프로그램을 구축한 뒤 이를 대구시 미집행 도시공원 용지에 적용하여 시뮬레이션을 수행하였다. 그 결과 미집행 시설용지의 해제‧매입 관련입지 우선순위 의사결정에 있어서 작성된 모형이 폭넓은 정책적 함의를 가지는 것으로 판단된다.

In the last decade loyalty programs have gained popularity across various industries. They are one of the most popular marketing tools that companies use to increase retention, enhance loyalty and gather ‘big data’. The number of companies adopting loyalty programs is rapidly increasing with fashion department stores grown their loyalty program subscriptions by 70% between 2010 and 2012 (Colloquy, 2013). One of the main reasons for this growth can be attributed to the benefits fashion retailers offer to their customers. A new body of current research had directed its attention to a comprehensive set of benefits offered by loyalty programs as well as their potential to increase customer retention and profitability (Evanschitzky et al., 2012). Until recently, it was debatable if loyalty programs can be effective and appropriate in luxury retailing (Lowenstein, 2009), despite research evidence showing a positive effect of loyalty programs’ benefits on customer retention (e.g. Mimouni-Chaabane & Volle, 2010). Traditionally, luxury companies and retailers build loyalty through top-end and differentiated customer experiences. If loyalty schemes were to succeed in the luxury sector they had to deliver the kind of recognition and rewards that make luxury shoppers feel remarkable. Given the growing interest in loyalty programs and scarcity of research related to their effectiveness in the luxury fashion department stores, this study comes to examine the effectiveness of such programs. In particular, this research examines how the utilitarian, hedonic and symbolic perceived benefits from loyalty programs can influence the satisfaction and trust with the program and consequently store loyalty. These relationships are compared between high- and low-end fashion department stores and the differences in their effectiveness are reported. To test these relationships data were collected form a sample of 984 consumers from an online panel in US, using a structured questionnaire. A range of different department stores that offer loyalty programs were pre-selected through a rater procedure to represent the high- and low- fashion department stores. Using structural equation modelling and multi-group analysis, findings support that the effectiveness of loyalty programs is important to both high-and low-end fashion retailing settings but the strength of this effectiveness varies across the two settings. Specifically, hedonic and symbolic benefits derived from loyalty programs found to be more important in the high-end rather than the low-end fashion retailers. In contrast, utilitarian benefits found to be much more effective in influencing customers’ satisfaction with the program in the low-end fashion retailing. The results of this research address an important research gap and help to better understand customers' perceptions of loyalty program benefits obtained from high- and low-end fashion department stores. Finally, the findings provide clear guidelines for managers in both high- and low-end fashion retailing on how to design effectively their loyalty program rewards, by strategically allocating their resources to the benefits that are more important in their setting.

The purpose of this study was to examine the effect that relation-building factors between beauty service stores and customers have on relationship quality and long-term orientation. Specifically, the influence of relation formation factors (relationship benefits and communication) on relationship quality (satisfaction and trust) and long-term orientation was empirically examined. This research was conducted through a questionnaire survey, and 402 adults were targeted from Jan. 6 to Jan. 16 in 2014. The results were as follows. First, the relationship benefits of beauty service stores were classified into four dimensions of psychological, social, economic, and informational benefits. It was found that only the dimension of psychological benefits had a significant influence on long-term orientation among the relationship benefits dimensions. Second, it was found that the psychological benefits of beauty service stores had positive effect on relationship quality (satisfaction and trust). It was shown that informational benefits had a significant influence on satisfaction only. Third, it appeared that communication had a positive effect on long-term orientation. Fourth, it was found that communication had a significant influence on relationship quality(satisfaction and trust). Finally, it was shown that relationship quality (satisfaction and trust) had positive effect on long-term orientation. The implications of the research and direction for future study were discussed.

우리나라는 물 자원이 풍부하지는 않으나 수처리 시설 및 기술의 발달, 정부의 먹는 물 공급정책에 따라 상수도 보급률이 매우 높다. 그러나 2013년 상수도 통계에 따라면 아직도 농․어촌을 중심으로 상수도 보급률은 66 %수준에 그치고 있고 이런 지역은 지하수 등 자연으로부터 공급되는 물을 사용하고 있다. 지하수의 경우 매우 유용하고 우수한 수자원이지만 지질의 영향이나 농축산업의 영향으로 인해 우라늄과 같은 자연방사성 물질, 질산성 질소 등의 물질에 오염되어 있다. 이에 오염된 물질에 대한 적정한 제거기술을 도입하여 상수도 미보급 지역의 안전한 먹는 물 공급을 위한 정부 차원의 시범연구와 지원사업이 진행되고 있다. 본 발표에서는 정부와 기업이 함께 진행하고 있는 안전한 먹는 물 공급을 위한 시범 사업을 소개하고자 한다.

The purpose of this study was to investigate the differences in female college students' sociocultural attitude toward appearance and pursuit of clothing benefits according to their narcissism. Data collection was conducted through survey for female college students, and a total 221 questionnaires were used for data analyses. For analysis of data, frequency analysis, factor analysis, reliability analysis, and one-way ANOVA were applied. The results were summarized as follows. First, the factor analysis on narcissism resulted in two dimensional structures: self-initiated and other-dependent narcissism. The respondents were categorized into four narcissism groups, such as compositive, self-initiated, other-dependent, and withdrawn narcissism groups. Second, the factor analysis on sociocultural attitude toward appearance resulted in two dimensional structures: internalization and awareness. Five dimensions of pursuit of clothing benefits were identified: individuality, self-expression, fashion, comfort, and social recognition pursuit. Third, there were significant differences among the categorized narcissism groups in sociocultural attitude toward appearance and pursuit of clothing benefits. The results confirm that narcissism has an impact on sociocultural attitude toward appearance and pursuit of clothing benefits. It is expected that this study provides insight for apparel makers or retailers to develop their marketing strategies.

The objective of this study was to take a closer look at the clothing benefits sought by breast cancer survivors in Korea. A qualitative descriptive study was conducted, using the focus group interview. Data was collected from members of online breast cancer forum. 18 participants were breast cancer survivors who had mastectomy or lumpectomy in their 30s~50s. The data was analyzed using content analysis in order to identify significant themes. The analysis indicated that benefits were sought after functional/comfort, health, feminity, and compensation were found. First, breast cancer survivors considered functional/comfort to be most important benefit so as to keep the body comfortable from the weather. Second, participants put the healthy body as the first priority and chose a well-being lifestyle and were likely to wear clothes made in healthy fabric, such as organic, bamboo or charcoal. Also, they preferred to look active by wearing sport brands or outdoorwear brands. Third, after the surgery, they experienced the sense of femininity loss and the sense of crisis as a woman. Single women and married women in early 30s recognized more seriously, and they tried to recover feminity by wearing clothes with feminine details. Forth, breast cancer survivor consumers tended to shop for the psychological compensation. In summary, consumers with breast cancer surgery, unlike general healthy women, did not sought to be economic, fashion, self-expression benefits, rather they sought health, femininity, and compensation benefits. Therefore, it seems necessary to develop proper products and marketing strategy to meet the said consumer's special needs.

새만금수목원은 새만금간척지의 농업용지 내 조성될 국가수목원으로 2025년 개원하는 면적 200ha의 해양기후대 해안·도서식물을 수집, 보전하는 세계 최대의 해안형 수목원으로 조성될 예정이다. 수목원조성대상지는 지리적으로 해양성 기후와 내륙기후의 기착지점으로 생물다양성을 확보할 수 있는 복합적공간으로 여타수목원과의 차별성을 갖는 곳이다. 이러한 배경 하에서 본 논문은 조건부 가치측정법을 이용하여 국가수목원 조성의 경제적 편익을 추정하고자 한다. 양분선택형모형을 적용한 결과 새만금수목원 조성을 위한 개인별 평균 지불의사액은 6,607원으로 추정되었으며, 이를 전국 시도별로 확장하면 연간 207억 원에 달한다. 이 정보를 이용하여 비용편익 분석을 수행하였더니 순현재가치, 편익/비용, 내부수익률은 각각 141.86억 원, 1.16, 7.48%로 계산되었다. 이 값은 각각 0, 1.0, 5.5%를 상회하므로 새만금수목원 조성사업은 경제적 타당성을 확보한다. 따라서 새만금수목원 조성 및 유지가 경제적으로 이익이 되며 사회적으로도 바람직하다고 볼 수 있다.

This paper aims to introduce an overall game application as an effective tool for various corporation-related purposes. This work lies in the communication and sharing frameworks: Serious games, Advergames, Gamifications. We first discussed on the serious games, advergames, and gamification for both employee and customer based on previous literature review. Second, we synthesized the key features of game applications benefits that make them promising to be used for corporation purposes. All three of them, it will be efficient not only corporation (employee training & education, advertising & marketing) but also customer (information delivery capability, communication & feedback control etc). Moreover, various game-related factors are more effective means rather than antecedents of other media such as Internet and TV. Overall, game applications play a significant role in influencing the intention to corporation’s goals. Finally, implications of applications benefits for corporation purposes and future direction for research in this area are discussed.

극치료(drama therapy)는 크게 과정지향(process-oriented)의 연극치료와, 연극제작 과 그 생산물에 무게 중심을 둔 공연중심의 연극치료로 나누어 볼 수 있다. 과정지향의 여러 연극치료이론과 그 실제에 대한 소개와 실천에 비해 공연 지향의 ‘치료적 연극(therapeutic theatre)’, 혹은 ‘치료적 공연’에 대한 이론적인 정립은 거의 없다고 해도 과언이 아니다. 이 에 본 연구는 ‘치료적 연극’의 양상과 개념적 정의 그리고 그에 따른 영역적 특성에서부터 출발 하여, 공연중심의 연극치료를 대표하는 연극치료사 스테판 스노우와 르네 에무나를 중심으로 공연지향 연극치료가 지닌 치료적 가치의 특이성과, 이를 발현하는 방법론을 고찰하고자 하였 다. 무엇보다 스노우와 에무나의 치료적 공연에 대한 공통된 사상과, 그들 각각의 치료적 연극 을 대변하는 ‘수행적 연극치료 모델’과 ‘자기-현시적 연극’을 통해 그들 간 방법론의 공통점과 차이점을 살펴봄으로써, 종국에는 치료적 연극이 왜/어떻게 치료적이라 할 수 있는지 이해할 수 있었다. ‘연극’ 본유의 치유적 속성을 발판삼아 출현한 다수의 특수/장애인 극단들의 연극생 산이 본격화되고 있고, ‘치유’ ‘치료’라는 용어가 공연제목에 유행처럼 덧붙여지는 있는 현 시 점에 있어서 ‘치료적 연극’의 궁극적 목표와 그 특성 및 효과에 관한 본 연구는 치‘ 료적’ 공연 모 색의 지표가 되어줄 것으로 사료된다.

This study investigated the perception of the coupon benefit and behavioral response to the coupon. Consumer activism was tested as a moderator. All of the hypothesized relationships were supported. The multi-group differential test revealed that the perceptions of coupon benefit were significantly different between highly and less active consumers.

본 논문은 노인장기요양보험의 수급대상 범위를 확대할 경우 직면하게 되는 재정안정화 문제를 완화시킬 수 있는 대안모델을 제시하는 데 목적이 있다. 또한, 본 논문은 대안모델을 제시하는 데 그치지 않고 그것의 효용성까지도 검증하고 있다. 본 논문에서는 가족요양 보조력의 원천을 고려한 대안모델(M0)을 제시하고 그것의 중장기적 성과 및 재정추계를 보건복지부의 1안(M1)·2안(M2)과 비교함으로써, 각 모델들이 노인장기요양보험의 성과와 재정에 어떤 영향을 미치는지를 분석하였다. 본 논문은 분석을 행함에 있어 노인장기요양보험의 대상 범위를 M0·M1의 경우 65세 이상 노인인구의 10%로 가정했고, M2의 경우 3.6%로 가정했다. 추계결과에 의하면, 보험료 발전추이를 고려했을 경우 M0는 노인장기요양보험의 중장기적 재정안정성을 유지하는 데 유리한 것으로 판별되었다. 이는 M0가 납부의무자의 보험료 부담을 덜어주는 재정방식을 취했기 때문으로 풀이된다. 본 논문에서 제시한 대안모델(M0)은 기본적으로 가족요양 보조력의 원천—인구노령화에 의해 감소추세를 보이는—을 고려함으로써 성과 및 재정의 차별화를 꾀하는 모델이다. 분석결과에 따르면, 대안모델(M0)은 보건복지부 1안(M1)에 비해 요양비용 및 재정부담 완화 효과가 큰 것으로 판별되었다. 즉 대안모델(M0)은 장기적으로 볼 때 노인장기요양보험의 안정적 운영에 큰 도움이 될 것으로 전망된다. 또한 대안모델(M0)은 잠재적 수급자들에게 본인부담금과 보험료납부를 의무화하지 않기 때문에, 요양대상자는 물론 가족의 재정 부담을 크게 경감시켜줄 것으로 예상된다.

This paper studied why middle-aged group is using active wear as casual wear. First, we can think of 'comfort', 'ideal body shape', 'trend', 'functionality', 'economy' for the reasons. We categorized the incentives as 'comfort/functionality pursuits', 'trend/economy pursuits', and 'ideal body shape pursuits'. Studies showed that statistically significant number of men pursue comfort and functionality, and statically significant number of women pursue trend and economy. Second, this study shows that the number of consumers who use the active wear in daily lives is greater than that of those who use it only for outdoor activities. The difference was statistically significant in T-shirts and pants. The most frequent usage was in social activities, and the next frequent usage was in cultural activities. The reason is that currently, middle-aged consumers are actively participating in social gatherings than any other activities. Especially, considering that the men wear active wear more than the women do, development of the product as men's casual wear that is compatible with other apparels will be necessary. We expect this study will be used as the preliminary data for a marketing strategy targeting the middle-ages.