An Exploratory Study on Tourist Choice Attributes and Characteristics of Medical Tourism in the Philippines

Gwijeong Park(박귀정),Kihan Chung(정기한),Wonjong Kim(김원종),Jaesin Oh(오재신) 한국인터넷전자상거래학회 2017 인터넷전자상거래연구 Vol.17 No.6

The purpose of this study is to present a tourism strategy suitable to market characteristics. Therefore, this study is to identify medical tourism situation in the Philippines, which is a potential competitor of the Korean medical tourism market, and to derive the characteristics of medical tourism selection that can reveal the specificity of the medical tourism market. In order to achieve the purpose of research, we conducted a survey on the actual condition of medical tourism for tourists who had experienced tourism in the Philippines. As a result of this study, we could divide eight dimensions of medical tourism selection attributes in the Philippines, including ‘Political and social image’, ‘Medical service quality’, ‘National image on local people’, ‘facilities and convenience’, ‘social environment’, ‘Medical service reputation’, ‘economic image,’ and ‘tourism attractions’. In addition, cluster analysis was conducted on the basis of the revealed eight dimensions, and it was classified into four subdivided markets: ‘tourist destination priority group’, ‘medical service oriented group’, ‘long term stay oriented group’, and ‘medical tourism group’. Also, as a result of the Chi-square test, it was confirmed that income, occupation, and purpose of visit are significant variables that reveal characteristics of subdivision market. These findings can provide useful implications for future medical tourism strategies.

GLMM을 이용한 6차산업화 안테나숍 이미지와 소비자행태 연구

박귀정(Gwijeong Park),손은일(Eunil Son),박소영(Soyoung Park) 한국인터넷전자상거래학회 2016 인터넷전자상거래연구 Vol.16 No.1

This study is related to 6th industrialization in agriculture. this study was performed cross-analysis, multiple regression analysis, GLMM analysis to identify the behavior of consumers who visit Gyeongnam 6th industrialization antenna shop. as a result, the profession was presented the highest proportion of professional officers receive, product line and the average purchase price purchase price average, was the highest proportion of fresh food were the highest in more than three million. In addition, the multiple regression analysis and GLMM analysis, awareness of store between store attitude was no statistically significant effect relationship. store image factor is only three factors service, store atmosphere, price of five factors had significant influence on the attitude. in particular, the analysis of GLMM analyzed the difference in the relative importance of the factor and the regression coefficients not seen previous regression equation. as a result, factors that affect the store atmosphere>services>prices>monthly income>average net purchase price on the attitude was in accordance with the importance. especially, the average monthly income and purchase price relative importance is low , it showed a negative impact on the attitude of the store

한국형 드럭 스토어의 소비자 특성 연구

박귀정(Gwijeong Park),정기한(Kihan Chung) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.4

The purpose of this study is to conduct classified types of lifestyle for the korean consumer purchase behavior of drug store. Korean drug store market is facing a new change of environment. The time required differentiation strategies through market segmentation of the public. Therefore, the research also intends to compare and analyze such things as ICT ability factor, repurchase intend factor and consumer behavior among the subdivided groups. The result of this study is as follows ; First, lifestyles of the consumers context of korean drug store were divided into 8 types: the ‘health & wellbeing-oriented type’, ‘fashion-oriented type’, ‘family-oriented type’, ‘human relation oriented type’, ‘individual and selfish type’, ‘freedom-pursing type’, ‘stability-oriented type’, ‘early adaptor type’. according to the result of doing k-mean cluster analysis on it, they were again divided into three groups: the ‘distinguished early adaptor group’, ‘relationship and freedom oriented group’, ‘family oriented group’. Second, there was significant intergroup difference in demographic characteristics and purchasing behavior of drug store product. Third, there was significant three group difference in ICT ability factor and repurchase intend factor. Fourth, ICT ability factor have a positive effect on repurchase intend factor.

Mixture Model을 이용한 6차산업화 안테나숍 소비자의 시장세분화 연구

박소영(Soyoung Park),박귀정(Gwijeong Park) 한국인터넷전자상거래학회 2017 인터넷전자상거래연구 Vol.17 No.3

Nowadays, the importance of 6th industrialization is becoming more emphasis, the Antenna Shop is operated for the development of the 6th industrial market and it is desirable to define the identification marketing for the customers. The purpose of this study is to find the characteristics of segments for 6th industrialization antenna shop and to provide marketing informations to activate the 6th industrialization in agriculture. Especially, this paper tried to apply the mixture model as an effective tool for subdividing the market and determining the significant variables of segments. Mixture model was conducted to segment individuals into three groups based on significant segmentation variables. Three subgroups of consumers could be segmented by the similarity of the characteristics. The share of segment 1 was 45.5%, segment 2 was 42.4% and segment 3 was 12.1% of total respondents. Integrated subgroup profile is useful to understand the perception of store consumers. Theoretical and managerial implications of findings were discussed and it would be helpful to manage the 6th industrialization antenna shop.

TV 요리방송의 재시청의도와 추천의도에 미치는 영향에 관한 연구

박세현(SeHyeon Park),정기한(KiHan Chung),박귀정(Gwijeong Park) 한국인터넷전자상거래학회 2018 인터넷전자상거래연구 Vol.18 No.1

The purpose of this study is to determine the reasons why viewers become enthusiastic about cooking programs to examine the review intentions, and to the recommend intentions of TV cooking programs. The study researches TV cooking programs, uses and gratification theory, review intention and recommend intention. In order to investigate the hypothesis, a survey was conducted. 265 questionnaires were answered by viewers of cooking programs. The binary logistical analysis showed that the number of household members, demographics, entertainment, social exchanges, and informative motivation use and gratification types had a significant influence on the review intention and recommend intention. One person influence on the probability of review intention. Entertainment has the greatest impact on review intentions and social exchanges has the greatest impact on recommend intention.

모바일 리치미디어 광고가 소비자 태도와 구매의도에 미치는 영향

오재신(Jaesin Oh),박귀정(Gwijeong Park) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.6

The rapid development of mobile phones has resulted in the increasing use of mobile devices to deliver advertisements for products and services. Many firms in Korea have invested numerous resources in this field. The purpose of this study is to develop a successful mobile rich-media advertising strategy. First, the mobile rich-media ad’s attributes are categorized as five factors; personalization, informativeness, interactivity, credibility, and entertainment. Thus, based on the existing literature regarding attitudes toward mobile advertising, a questionnaire was constructed to illustrate the factors affecting consumer attitudes toward mobile rich-media ads. The major findings indicate that first, mobile rich-media ad’s some attributes affected positively advertising and brand attitudes. Also, the high level consumers’ impulse buying tendency have moderating effect between brand attitude and purchase intention. Some implications and suggestions for further studies are also provided in this study.

한국 프랜차이즈 커피전문점의 서비스품질이 고객만족 및 재방문의도에 미치는 영향2) -몽골 진출 한국 커피숍 브랜드를 중심으로-

김원종 ( Wonjong Kim ),오트건바타르노민 ( Nomin Otgonbaatar ),박귀정 ( Gwijeong Park ) 한국유통물류정책학회 2020 유통물류연구 Vol.7 No.4

본 연구는 몽골에 진출해 있는 한국 프랜차이즈 커피전문점의 성공요인을 분석하기 위하여 서비스품질이 고객만족 및 재방문의도에 어떠한 영향을 미치는지를 규명하는 것을 목적으로 한다. 본 연구의 구체적인 목적은 다음과 같다. 첫째, 프랜차이즈 커피전문점 서비스품질 변수인 인적서비스품질, 음료품질, 접근성, 메뉴다양성, 물리적환경, 편의시설이 고객만족 및 재방문의도에 미치는 영향을 규명하고, 둘째, 서비스품질과 고객만족의 관계에서 브랜드글로벌성의 상호작용 효과를 분석하고자 한다. 본 연구의 실증분석을 위하여 한국 커피전문점을 이용하는 몽골 울란바토르에 거주하는 일반 시민들을 대상으로 2020년 4월 1일부터 2020년 5월 1일까지 온라인설문조사를 실시하였다. 설문조사를 바탕으로 서비스품질이 고객만족에 미치는 영향을 실증분석하기 위하여 회귀분석을 실시하였으며, 분석결과 서비스품질의 하위차원으로 구성한 음료품질을 제외한 인적서비스품질, 접근성, 메뉴다양성, 물리적환경, 편의시설은 고객만족에 유의미한 정(+)의 영향을 미치는 것으로 나타났으며, 또한 고객만족은 재방문의도에 유의미한 영향을 미치는 것으로 나타났다. 서비스품질의 고객만족과의 관계에서 브랜드글로벌성의 상호작용을 분석한 결과, 브랜드글로벌성은 서비스품질의 하위차원 중 인적서비스품질을 제외한 음료품질, 접근성, 메뉴다양성, 물리적환경, 편의시설 차원과 고객만족의 관계에서 유의미한 상호작용효과가 있는 것으로 확인되었다. The purpose of this study is to investigate how service quality affects customer satisfaction and intention to revisit in order to analyze the success factors of Korean franchise coffee shops in Mongolia. The specific purpose of this study can be summarized as follow. First, This study investigates the effects of service quality variables such as human service quality, beverage quality, accessibility, menu diversity, physical environment, and facilities on customer satisfaction and revisit intention. Second, the study aims to analyze the interaction effect of brand globality in the relationship between service quality and customer satisfaction. For the purpose of empirical study, an online survey has been conducted from April 1, 2020 to May 1, 2020 for Mongolian citizens who use Korean coffee shops in Ulaanbaatar, Mongolia.. Based on the survey, a regression analysis has been conducted to empirically analyze the effect of service quality on customer satisfaction. As a result of the analysis, it was found that human service quality, accessibility, menu diversity, physical environment, and facilities, excluding beverage quality composed of the sub-dimensions of service quality, had a significant positive effect on customer satisfaction. And customer satisfaction was found to have a significant influence on the intention to revisit. As results of interaction analysis for investigating interaction effect of brand globality inbetween service quality and customer satisfaction, brand globality was found to have a significant interaction effect in the relationship between sub-dimensions of service quality(beverage quality, accessibility, menu diversity, physical environment, and facilities) and customer satisfaction. However, it did not show significant interaction effect in the relationship of human service quality and customer satisfaction.