전체 제목 저자 출처 학회/발행처
1인 가구의 쇼루밍 이용 속성, 쇼루밍 태도와 지속적 쇼루밍 의도의 관계 | 2020.09.02
기타 | 한국마케팅연구 (한국마케팅학회)
멀티채널 소비자란 제품 구매의사결정과정에서 단일 채널이 아닌 다양한 채널을 이용하여 해결하는 소비자를 의미한다. 멀티채널 소비자의 경우 오프라인 매장에서 제품을 살펴본 후 실질적인 구매는 온라인 유통 채널을 활용하는 쇼루밍족이 대표적이다. 이러한 쇼루밍 현상은 인터넷, 스마트폰의 발달과 1인 가구 등과 같은 인구구조의 변화를 통해 더욱 활발히 일어나고 있다. 본 연구는 쇼루밍 이용속성에 대해 Bhattacherjee(2001)의 기대충족이론을 활용하여, 쇼루밍 이용속성(기대충족, 지각된 유용성)이 쇼루밍 태도(인지적, 정서적)와 지속적 쇼루밍 의도에 미치는 영향을 분석하였다. 이와 함께 쇼루밍 이용속성(기대충족, 지각된 유용성)이 쇼루밍 태도(인지적, 정서적)에 미치는 영향은 1인 가구여부에 따라 어떻게 달라지는지 분석하였다. 자료분석은 구조방정식모형을 활용하였으며, 주요결과는 다음과 같다. 첫째, 쇼루밍 이용 속성(기대충족, 지각된 유용성)은 쇼루밍 태도(인지적, 정서적)에 긍정적인 영향을 유의하게 미치는 것으로 나타났다. 둘째, 쇼루밍 태도(인지적, 정서적)는 지속적 쇼루밍 의도에 긍정적인 영향을 유의하게 미치는 것으로 나타났다. 셋째, 쇼루밍 이용 속성(기대충족, 지각된 유용성)이 쇼루밍 태도(인지적, 정서적)에 미치는 영향은 1인 가구의 경우 더 긍정적인으로 나타났다. 따라서 쇼루밍 이용 태도 형성의 경우 1인 가구의 영향을 고려한 오프라인, 온라인 매장의 마케팅 전략 개발을 강화할 필요가 있을 것이다.   Multi-channel consumer is defined as a consumer who solves by using various channels rather than a single channel in the purchasing decision process for products. An example of multi-channel choice behavior is show-rooming. The Show-rooming tribe use online distribution channels to purchase products after looking at products in offline stores. This show-rooming phenomenon is taking place more actively through the development of the Internet environment and smart phones and the changes in the life cycle stage such as single-person households. This study used Expectation-Confirmation Model(Bhattacherjee 2001) for show-rooming usage attributes. The effect of show-rooming usage attributes (expectation confirmation, perceived usefulness) on show-rooming attitude (cognitive, emotional) and continuance show-rooming intention was analyzed. In addition, it was analyzed whether the influence of show-rooming use attributes on show-rooming attitude depends on single-person household. Structural equation model was used for data analysis, and the main results are as follows. First, we found that show-rooming usage attributes (expectation confirmation, perceived usefulness) had the significant and positive effect on show-rooming attitude (cognitive, emotional). Second, we found that show-rooming attitude (cognitive, emotional) had the significant and positive effect on continuance show-rooming intention. Third, the impact of show-rooming usage attributes (expectation satisfaction, perceived usefulness) on show-rooming attitude (cognitive, emotional) was more positive in singleperson households. Therefore, for making the positive attitude of using show-rooming, it is necessary to strengthen the development of marketing strategies for offline and online stores considering singleperson household.
제품의 디자인이 성능 추론에 미치는 영향: 디자인 전형성과 제품 유형의 차이를 중심으로 | 2020.09.02
기타 | 한국마케팅연구 (한국마케팅학회)
제품 간의 경쟁이 치열한 상황에서 디자인은 중요한 차별화 수단으로서 작용하는 한편, 제품의 성능을 추론하게하는 중요한 판단 기준으로 작용할 수 있다. 그러나 지금까지 제품 디자인의 효과에 대한 선행 연구는 소비자의 감정적 반응에 해당하는 제품 선호도 측면에 집중되어왔다. 이에 본 연구에서는 제품의 디자인이 성능 추론에 미치는 영향에 대해 살펴보고자 했으며, 디자인의 전형성 차이에 주목하는 한편 제품의 세부 유형(실용재/쾌락재)에 따라 효과가 달라짐을 확인하고자 하였다. 본 연구의 결과는 다음과 같이 요약된다. 첫째, 디자인의 좋고 나쁨에 대한 평가와 관련된 심미성과 상징성은 성능 추론에 유의한 영향을 미치는 것으로 밝혀졌다. 즉 제품의 디자인에 대한 우호적인 평가가 성능에 대한 중요한 단서로 작용할 수 있다는 것이다. 둘째, 우호적인 제품 디자인 조건에서 전형성과 제품 유형의 상호작용 효과를 확인하였다. 구체적으로 실용재의 경우 디자인 전형성이 높을수록 성능에 대한 추론이 우호적이었으며, 쾌락재의 경우는 디자인이 전형성에서 벗어날수록 긍정적이었다. 이에 대해 실용재일 경우 제품의 객관적인 사양 등이 중요하기 때문에 전형적인 디자인이 유발하는 신뢰성과 안정성이 성능 추론에 긍정적인 영향을 주게 되는것이라 추론해 볼 수 있다. 반면 제품으로부터 느껴지는 즐거움, 쾌락 등의 감정적 효용이 중요한 쾌락재의 경우는 기존의 제품 디자인에서 벗어날수록 성능에 대한 추론이 긍정적으로 이루어짐을 확인하게 되었다. 본 연구는 제품 디자인이 소비자의 제품 태도에 미치는 영향에 대해 주로 살펴봤던 기존의 선행 연구에서 나아가 성능 추론에 영향을 미친다는 것을 확인했다는 것에서 의의를 찾을 수 있다. 또한 소비자의 기술 불확실성이 큰 제품군에 대한 마케팅 전략에 있어 유용하고 효과적인 디자인 전략을 제안할 수 있다는 것에서도 본 연구의 중요성을 찾을 수 있을 것이다.   In the face of fierce competition between products, product design can act as an important means of differentiation, while also serving as an important criterion of judgment that allows one to infer the functionality of a product. At present, scholars are undertaking research to investigate how product design affects consumer attitudes. However, few studies have investigated inference on functionality as a dependent variable. In addition, prior studies of the effects of product design have often been conducted without distinction of the product type. Therefore, the present study analyzes the relationship between designs and the consumers’ inferences of functionality, which can vary across specific product categories (i.e., a utilitarian product vs. a hedonic product). Some of the key findings include the following. First, the aesthetic and symbolism associated with evaluations of good and bad designs have been found to have a positive effect on inference on functionality. In this regard, positive evaluations of product design play an important role with regard to inference on functionality. Second, interaction effects of typicality and product type were identified under good design conditions. For utilitarian products, inferences of functionality for products with high typicality are more favorable, whereas for hedonic products, when the design is far from typical, consumers tend to evaluate the functionality of a product positively. It is certain that the reliability and stability that typical designs of utilitarian products cause have a positive impact on inferences of functionality. However, for hedonic products, an atypical appearance brings about a positive impression because emotional usefulness is very important with regard to hedonic products.
모두 다 윤리적이라고 말할 때, 무엇이 중요한가: CSR 캠페인 유형과 브랜드 명성이 친환경 제품 구매의도에 미치는 영향 | 2020.09.02
기타 | 한국마케팅연구 (한국마케팅학회)
본 연구는 ‘친환경’ 슬로건을 전면에 내세운 기업들이 많아지면서, 그러한 방식의 윤리성 단일차원 마케팅으로는 소비자의 선택을 받기 어려운 시장상황을 논의의 출발점으로 삼았다. 이에 따라, 친환경 제품 시장에서 브랜드 명성(high vs. low)과 캠페인의 유형(품질형 vs. 기부형)이 소비자의 구매의도에 미치는 영향을 실증하고자 하였으며, 브랜드 지각에 있어서 상보적 신념을 이론적 기반으로 삼았다. 이를 위해 친환경 세탁세제를 대상으로 두 개의 연구가 수행되었으며, 주요 결과는 다음과 같다. 첫째, 친환경 제품의 ‘브랜드명성-구매의도’의 관계는 지각된 윤리적 유능함과 윤리적 따뜻함을 통해 매개되었다. 즉, 모든 브랜드가 윤리적임을 표방하는 시장에서는 소비자들이 브랜드 명성에 의해 지각하는 윤리적 유능함과 윤리적 따뜻함에 대한 상보적 신념을 통해 각기 다른 심리적 기제로 브랜드 선택이 발생할 수 있다는 해석이 가능하다. 둘째, 브랜드명성-구매의도의 관계는 캠페인의 유형에 따라 상이하게 나타났다. 품질형 캠페인 조건에서는 브랜드명성-구매의도의 관계가 유의하게 나타났으며, 기부형 조건에서는 예상과는 달리 브랜드 명성이 구매의도를 예측하지 않았다. 셋째, 품질형 캠페인으로 친환경 제품을 접한 소비자들은 제품의 기능적 측면이 환경에 어느 정도 기여할 것인지를 중심으로 브랜드를 선택하였다. 반면, 기부형 캠페인에서는 윤리적 유능함과 윤리적 따뜻함 모두 구매의도에 대해 기능하지만, 브랜드 명성이 구매의도에 영향을 미치지 않았다. 이는 소비자들이 브랜드가 지닌 유능성에 관여하지 않음으로써 지각된 윤리적 따뜻함의 영향으로 구매에 영향을 받은 것이라 해석할 수 있다. 넷째, 소비자 개인의 특성이라 할 수 있는 친환경 소비에 대한 효과성 지각이 구매의도에 미치는 영향은 캠페인의 유형에 따라 다르게 나타났다. 품질형 캠페인 조건에서는 명성이 높은 브랜드는 소비자 개인의 효과성 지각 수준과 무관하게 높은 구매의도가 나타나지만, 브랜드 명성이 낮은 제품의 경우에는 소비자의 효과성 지각이 높을 때 구매의도가 높게 나타남을 알 수 있었다. 그러나 기부형 캠페인 조건에서는 소비자의 효과성 지각이 구매의도를 예측하지 않았다. 다섯째, 본 연구가 변수들 간의 상호작용을 통해 구매의도에 미치는 영향들을 살펴보았지만, 모든 결과들을 종합해 보면 결국 지각된 윤리적 유능함이 소비자의 평가를 가르는 주요한 변수임을 추론할 수 있다. 이는 소비자들은 대체로 제품 및 서비스제공자의 윤리적 유능함을 선택의 최우선 기준으로 삼는다는 최신 연구의 결과들에 부합하는 결과이기도 하다.   As the number of companies with the “green” slogan on the front increased, it is becoming difficult for firms to receive consumer choices with a single attribute of ethics. Nevertheless, most existing studies on eco-friendly product have focused on consumer reactions depending on the presence or absence of green attributes. In the present research, the authors aim to understand when and how eco-friendly brands effectively gain a competitive edge in the market. Building on conceptual perspectives from stereotype, ethical competence and ethical warmth, this study examines brand reputation(low vs. high) and campaign type(product quality-based vs. donation-based) jointly affect purchase intention. For this purpose, two experiments were conducted. Main results are as follows. First, the relationship between brand reputation and purchase intention of eco-friendly products is mediated by ethical competence and warmth. Second, brand reputation-purchase intention relation depends on campaign type. In the product quality-based campaign, the relationship between brand reputation and purchase intention was significant, whereas brand reputation did not predict purchase intention in the donation-based campaign. Third, perceived ethical competence mediates the brand reputation-purchase intention in product quality-based campaign. In the donationbased campaign condition, both ethical competence and warmth predict purchase intention, but brand reputation does not affect purchase intention. We can conclude that consumers’ choice is influenced by perceived warmth by less regarding the competence of ethical brands. Fourth, results in study 2 indicate that the effect of perceived consumer effectiveness(PCE) on eco-consumption varies by campaign type. In the product quality-based campaign, a brand with higher reputation is preferred regardless of consumers’ PCE level, while low reputation brand was chosen by people who have higher PCE. However, in the donation-based condition, consumers’ PCE did not predict purchase intention. Finally, although the current paper examines several influencing factors on purchase intention, an ethical brand with high competence do not lose their edge in all areas when putting all the results together. This also confirms that consumers generally take the competence of products or service providers as the top priority of choice in the ethical product market. Limitations and further research are also discussed.
온라인 구전의 양(Volume)과 방향성(Valence), 그리고 박물관 관람객수의 상관성에 대한 연구 | 2020.09.02
기타 | 한국마케팅연구 (한국마케팅학회)
소비자들은 구전에 영향을 받아 상품을 구매할까? 아니면, 상품을 구매한 후에 구전활동을 할까? 대부분의 기존연구들은 이 질문에 대해 어느 한 방향성의 결과만을 제시하고 있을 뿐, 양방향적 인과성에 대해 면밀한 실증적 검토를 제시하는 경우는 그리 많지 않다. 본 연구는 온라인 구전과 상품 성과 사이의 상호 인과관계를 실증적으로 검증하였다. 특히 대표적인 경험재 중 하나인 관광상품과 온라인 구전의 관계에 초점을 맞추어 분석을 수행하였다. 연구를 위해 국내 주요 관광지에 입점한 한 테마 박물관의 지점별 일별 관람객수와 온라인 구전의 양과 방향성에 대한 자료를 구축하였다. 나아가, 이 자료에 벡터자기회귀 모형과 그랜저 인과관계 분석을 적용하여 온라인 구전과 관람객수의 상관성을 검증하고 이러한 현상의 원인에 대해 논의하였다. 분석을 통해 다음의 두 가지 시사점을 도출하였다. 첫째, 구전의 양과 관람객수 간에는 긍정적인 상호 인과성이 보고되었다. 즉, 구전의 양이 증가하면 상품을 구매하는 소비자가 증가할 것이라는 기존의 믿음을 확인함과 더불어 유의미한 역의 방향성도 존재함을 밝혔다. 충격반응함수 분석 결과, 이 변수들은 상대 변수에 대해 단기적인 영향력과 장기적인 영향력을 모두 가지는 것으로 나타났다. 둘째, 관람객수와 구전의 방향성이 비선형적 관계를 가질 수 있음을 제시하였다. 다시 말해, 일정 수준까지의 관람객수 증가는 관람경험을 긍정적으로 느끼게 하여 구전의 방향성을 긍정적으로 선행하지만, 일정 수준을 넘어서는 관람객수의 증가는 부정적인 관람경험을 제공하여 부정적인 구전을 야기하는 결과를 보였다.   A lot of studies have been conducted to verify the relationship between online word-of-mouth (WOM) and consumer buying behavior, but still, there is no clear relationship between them. When purchasing a product or service, consumers search for information in online WOM to minimize their purchase risk and uncertainty. At the same time, they use the online WOM to share or extend their consumption experience. This study empirically verifies the causal relationship between online WOM and product sales. In particular, this study focused on tourism products which is one of the representative experience goods. The purpose of this study is to suggest a more effective way to utilize online WOM for practitioners in the tourism industry. To conduct an empirical study, we obtained the data on the actual number of visitors, the volume and valence of WOM from a company operating several museums in major tourist destinations in Korea. By applying the Vector Auto-Regressive model and Granger causality analysis, this study could verify the mutually reciprocal relationship between the online WOM and the number of visitors. Based on the empirical results, the following implications were derived: First, a short- and long-term bilateral causal relationship were shown between the volume of WOM and the number of visitors. In other words, contrary to the common belief that the volume of WOM is an antecedent of sales, WOM could be an outcome of sales. Second, it was suggested that the number of visitors and the valence of WOM may have a non-linear relationship. In other words, the increase in the number of visitors to a certain level leads the valence of WOM positively by making the visitors have positive experience, but the number of visitors beyond the level gives them negative experience, showing the opposite result.
Vying with IKEA: HANSSEM’s Competitive Advantage at Marketing Frontier | 2020.08.14
기타 | 한국마케팅연구 (한국마케팅학회)
HANSSEM is a furniture company that leads the market of residential space in Korea. The goal of this case study is to focus on how HANSSEM copes with IKEA, the world"s largest furniture retailer after entering the Korean market in December 2014. IKEA’s entry into Korea is possible to destroy the existing orders in the retail industry and reduce the profit of incumbent local players by realigning industry relationships. However, HANSSEM achieved rapid growth with the largest market share in the furniture market through its internal capabilities. The authors propose the main success factors in three ways: (1) residents-database including apartment floorplans in Korea, (2) high-quality human services provided by construction and A/S (After-sales Service), (3) channel diversification that provides comprehensive consultations (e.g., flagship stores, home shopping channels, stores in marts, and interior dealers). Especially, there have been various consumer needs in Korean market, such as creating their own stylish space economically. HANSSEM meets customer’s needs by reinforcing the space-package (complete-interior is provided to customer in a package rather than combining individual piece of furniture) and opening showrooms, which makes customers freely experience the products and receive detailed consultations on interior designs by alleviating customers’ difficulties in decorating their homes. Based on HANSSEM"s outstanding activities and new investments, we look forward to seeing that HANSSEM will achieve its ultimate goal of maintaining the position of number one furniture company by attaining customer satisfaction through higher quality in Korea.
Wear Your Heart on Your Sleeve: Exploring Moral Identity as a Moderator Across CSR Authenticity, Consumer Admiration, and Engagement in the Fashion Industry | 2020.08.14
기타 | 한국마케팅연구 (한국마케팅학회)
A rapidly shifting, hyper-sensitive modern fashion industry, coupled with an increasingly developing global environmental concern, has seen to an ever-imperative role for corporate social responsibility (CSR) to play in the successful operation of fashion companies. This study primarily investigates effective measures for successful CSR implementation in both corporate and consumer domains, looking at Patagonia, an exemplar company with an environmental mission, to understand the central contributions of active consumer engagement to the success of CSR initiatives. We explore consumer admiration as a concept necessary to elevate CSR practices from image maintenance to genuine engagement and advocacy, and how such admiration could be cultivated on the consumerside, investigating perceived CSR authenticity and corporate self-sacrifice as primary determinants. Specifically, we speculate the asymmetric role of consumers’ moral identity, revealing that moral identity symbolization positively interacts with both determinants while negatively moderating the relationship of these intentions and consumer admiration. We derive our analysis from diverse international and Korean data, concluding with theoretical and managerial implications for domestic and international companies in pursuit of environmental CSR campaigns that bridge consumer and company, as well as limitations and future research directions.
The Effect of Consideration Set on Market Structure | 2020.08.14
기타 | 한국마케팅연구 (한국마케팅학회)
We estimate a choice-based aggregate demand model accounting for consumers" consideration sets, and study its implications on market structure. In contrast to past research, we model and estimate consumer demand using aggregate-level consumer browsing data in addition to aggregatelevel choice data. The use of consumer browsing data allows us to study consumer demand in a realistic setting in which consumers choose from a subset of products. We calibrate the proposed model on both data sets, avoid biases in parameter estimates, and compute the price elasticity measures. As an empirical application, we estimate consumer demand in the camcorder category and study its implications on market structure. The proposed model predicts a limited consumer price response and offers a more discriminating competitive landscape from the one assuming universal consideration set.
Happiness from What We Have and What We Experience: Attribute Non-alignability Increases Anticipated Satisfaction from Experiential Purchases | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
This research examines how processing type and alignability moderate the effect of product type on satisfaction (i.e., happiness). It is well known that there are two types of processing―deliberative and intuitive processing. Based on the previous literature that the intuitive processing is compatible with experiential purchases and the deliberative processing is fit with material purchase, the current research demonstrates that processing type moderates the effect of product type on happiness. Moreover, we hypothesize that alignability moderates the effect of product type on anticipated satisfaction. As expected, participants in the intuitive processing condition reported greater happiness from their experiential purchases than material purchases. However, in the deliberative processing condition, there was no significant difference between happiness levels from material and experiential purchases. Furthermore, when the attributes of choice options were presented in a non-alignable manner, participants reported greater anticipated satisfaction from experiential purchases than from material purchases. However, this difference disappeared when attributes were presented in an alignable manner. Finally, we propose ‘choice process’ satisfaction as a potential mediator of the moderating effect of processing type on the relationship between product type and (anticipated) satisfaction.
Effect of Social Norm on Consumer Demand: Multiple Constraint Approach | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers’ utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as ‘not preferred’ and ‘not able to buy’.
Muscling My Way to My Positive Future: Physical Exertion of Strength and Preference for Risk | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
Building on the growing literature on how physical bodily expressions influence psychological processes, the authors propose that exerting physical strength decreases risk perceptions and increases preference for risky options by increasing perceptions of control or agency. The present research is based on the belief of “no pain, no gain”, that when an individual exerts physical strength and effort, he believes he can be the agent in bringing about the desired outcome. Because of this automatic association between exerting physical strength and the sense of being in control of the outcome, the authors hypothesize that even in situations where the outcome is determined by chance and luck, individuals exerting effort feel they have more control and thus choose riskier, but more desirable, options. Furthermore, this research clarifies the distinction between physical exertion of strength, high- and low-power poses, and psychological power.
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