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RISS 인기검색어
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- 저자 : 신현범(Hyeon-Beom Shin) (검색결과 4 건)
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신현범(Hyeon-Beom Shin),강명주(Myong-Ju Kang),김상조(Sang-Jo Kim) 한국FP학회 2010 Financial Planning Review Vol.3 No.2
최근 은행권에서는 수신증가를 위해 은행수신의 큰 비중을 차지하고 있는 정기예금을 특판형태로 판매하고 있다. 은행은 특판정기예금 판매에 우대금리를 추가로 제공하거나, 온라인수수료 면제와 같은 부가혜택을 제공하는 판촉전략을 사용하고 있다. 그리고 판매성과를 높이기 위해 희소성메시지와 메시지프레이밍을 이용하여 광고에 주력하고 있다. 본 연구는 특판정기예금 판매와 관련한 판매촉진과 메시지프레이밍 등의 효과를 프로스펙트이론의 관점에서 실증하고자 한다. 실험연구를 위해 세 가지 판매상황을 설정하고 메시지프레이밍의 유형에 따라 소비자의 광고태도, 상품태도 및 구매의도에 미치는 영향을 측정하였다. 직장인 208명을 6개 집단으로 나누어 실험한 결과 다음과 같은 결과를 도출하였다. 첫째, 메시지프레이밍의 유형에 따른 태도와 구매의도의 효과차이를 분석한 결과, 부정적 프레이밍이 긍정적 프레이밍보다 태도와 구매의도에 미치는 효과가 더 클 것이라는 선행연구와 같은 결과를 확인하였다. 따라서 은행은 금융상품 판매시 부정적 프레이밍의 활용을 적극 고려해 볼 수 있을 것이다. 둘째, 판매촉진(부가혜택+우대금리) 판매상황과 정상금리 판매상황을 비교한 결과 광고태도, 상품태도, 구매의도 모두에서 판매촉진 판매상황이 더 효과가 있는 것으로 나타났다. 셋째, 부가혜택 판매상황과 우대금리 판매상황의 효과차이에 대해서는 의미있는 결과를 얻지 못하였다. Recently, many banks which are heavily dependent on time deposits try to sell special sale time deposits by offering extra interest or exemptions from online fees as well as using message framing in their advertisements. This research tries to prove the effects of sales promotion and message framing related with special sale time deposits in the view of prospect theory. For this research, I set up three sales situations, and measured the effect of message framing, on advertising attitude, product attitude, and purchase intention. Results from testing 206 office workers classified by six groups draw a following conclusions. First, my research showed that the effect of negative framing influences customer"s purchase intention more than positive framing which confirmed previous research. Therefore, banks can actively consider this strategy which emphasizes disadvantage customers might experience when they don"t join. Second, it was confirmed that sales promotion (value-added +prime interest) is more effective than regular sales condition in terms of advertising and product attitude and purchase intention. Third, there is not a significant difference in sales between positive and negative framing with value-added benefit and extra interest.
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신현범 ( Hyeon Beom Shin ),김효정 ( Hyeo Chung Kim ) 한국경제교육학회 2011 경제교육연구 Vol.18 No.2
The purpose of this study is to test the effect of investment psychology and economic education on mock stock trading. For this study, 149 university students in Busan were surveyed twice. Following results were confirmed by SPSS 12.0 to check their reliability, validity, two-dependent samples t test and regression analysis. First, as result of analysis of effectiveness of the investment sentiment in mock stock trading, better than average and unrealistic optimism appeared to be greater after than before of mock stock trading. Second, as result of analysis of effectiveness of economic education in mock stock trading, mock trading avaliability appeared to be greater after than before of mock stock trading. Finally, investment confidence showed significant affect to degree of economic interest, hope of stock investing, recognition of stock market role.
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메시지유형과 판매상황이 광고태고와 구매의도 미치는 영향
신현범 동의대학교 경제경영전략연구소 2011 經濟經營硏究 Vol.6 No.2
This research tries to prove the effects of sales promotion and message related with special sale time deposits in the view of prospect theory. For this research, I set up two sales situations, and measured the effect of scarcity message and message framing on advertising attitude and purchase intention. Following results were confirmed by SPSS 12.0 to check their reliability, validity, and ANOVA. First, there wan no significant difference between scarcity message and message framing in advertising attitude and purchase intention. Second, it was confirmed that sales promotion with prime interest is more effective than regular sales condition in terms of advertising attitude and purchase intention. Third, there was significant two-way interaction between sex and sales condition in purchase intention. But there was no significant two-way interaction between sex and sales condition in advertising attitude.
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