딥러닝 네트워크 기반의 투명 객체 특징 추출 및 깊이 추정

김진욱(Jin-Uk Kim),조동현(Dong-Hyeon Cho) 대한전자공학회 2022 대한전자공학회 학술대회 Vol.2022 No.11

Multi-Mediation Effects of Personal Self-Congruity and Social SelfCongruity to Perceived Value and Brand Attitude on Chinese Airlines Customers

Xuan-Wen WU,Moon-Hong Kim 한국유통과학회 2020 유통과학연구 Vol.18 No.1

Purpose- This study examines the multi-mediation effect of personal self-congruity and social self-congruity to perceived value and brand attitude on aircraft customers in China. Research design, data and methodology- Survey was conducted on Chinese citizens who had flown via Chinese airlines and lived mainly in the Yangtze River delta . 727 cases were analyzed. SPSS 22.0 and AMOS 24.0 were used to analyze the data. Results - First, perceived economic value has a positive impact on personal self-congruity and social self-congruity but has no effect on brand attitude. Second, perceived functional value has a positive impact on personal self-congruity, social self-congruity, and brand attitude. Third, based on this, perceived economic value is not directly related to brand attitude. However, there is a relationship between perceived functional value and brand attitude, with personal self-congruity and social self-congruity having mediation effects. Conclusions – The Results show that perceived economic and functional value such as competitive airfare, mileage membership, check-in processes, diversified vouchers and coupons, and also basic services such as flight security and flight attendant service having an effect on personal self-congruity. To improve consumer brand attitude, airlines should take into consideration personal self-congruity factors such as their values and lifestyles, and their social self-congruity factors such as their social status and social security.

THE IMPACT OF TOURISM DESTINATION IMAGE AND TOURISTS’ SELF-CONCEPT CONGRUITY ON INTENTION TO VISIT

Qi Yao,Dan Zhang,Guoqun Fu 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

This paper selects Xi'an and Suzhou as the research objects, uses the methods of questionnaire and situational simulated method to discuss the impact of tourists' perceived destination image and self-concept congruity on intention to visit, and the moderating effect of self-construal (independent / interdependent). The Study I found the following results: the tourists' perceived destination image and self-concept congruity as well as the self-concept congruity dimensions (actual self-concept congruity, ideal self-concept congruity, social self-concept congruity, ideal social self-concept congruity) have a significant positive effect on intention to visit; the impact of ideal self-concept congruity is greater than that of actual self-concept congruity; the impact of ideal social self-concept congruity is greater than that of social self-concept congruity; and the ideal self-concept congruity has strongest impact on intention to visit. The Study II found out that: self-construal has moderating effect on this impact; the higher the actual self-concept congruity perceived by the tourists of independent self-construal, the greater the intention to visit; the higher the social self-concept congruity perceived by the tourists of interdependent self-construal, the greater the intention to visit. The research conclusion has certain reference value for building of tourism destination image, understanding of the tourism decision-making of the tourists and formulation and implementation of marketing strategies of relevant departments and enterprises.

일본인 쇼핑 관광객의 여행지에 대한 자아 이미지 일치성이 쇼핑 관련 기능적 일치성과 여행지 만족에 미치는 영향에 관한 연구

유병희,Matsuda Emi,박설우,김정운 한국관광학회 2017 관광학연구 Vol.41 No.1

The purpose of this research is to increase shopping tourists’ destination satisfaction by investigating the impacts of tourists’ destination-self congruity and shopping- related functional congruity on destination satisfaction, moderated by the self construal level. The Tourists’ destination-self congruity construct has been divided into two sub-constructs, namely private (actual and social) self congruity and public (social and ideal social) self congruity. It was hypothesized that the two types of self-congruity affect destination satisfaction directly, and indirectly through shopping-related functional congruity. It was also hypothesized that the tourists’ self construal level (independent and interdependent) moderate the relationship between the two types of self congruity and destination satisfaction. We conducted a survey of 300 Japanese tourists visiting Korea throughout October of 2015 who had a shopping purpose for their travel. Results from a structural equation modeling analysis using Lisrel and moderated regression analysis show that most of the hypotheses were supported. Specifically, the results show that private destination-self congruity and shopping-related functional congruity affect tourists’ destination satisfaction. Also, the two types of self-congruity affect functional congruity. According to a moderation analysis of the self-construal level, the results show the following: 1) Independent self-construal magnifies the impact of private self-congruity on destination satisfaction. 2) Interdependent self-construal magnifies the impact of public self-congruity on destination satisfaction. Theoretical and managerial implications are also discussed. 본 연구는 우리나라를 방문한 해외 쇼핑 관광객의 여행지 만족도 향상을 위한 전략 마련을 목적으로, 관광객들이 여행지에 대해 갖는 자아 이미지 일치성과 쇼핑 관련 기능적 일치성이 여행지 만족도에 미치는 영향 및 이러한 관계에 대한 자기해석의 조절 효과를 검증하고자 하였다. 이를 위해서 본 연구에서는 자아이미지 일치성을 내적(실제적, 이상적) 및 외적(사회적, 이상적 사회적) 자아 이미지 일치성으로 구분하여 두 가지 자아 이미지 일치성이 직접적으로 여행지 만족에 미치는 영향과 함께 기능적 일치성의 매개를 통해 간접적으로 미치는 영향을 함께 보고자 하였다. 또한 본 연구에서는 관광객의 개인 차원 속성인 자기 해석(독립적, 상호의존적)이 자아일치성과 여행지만족 간의 관계에 미치는 조절효과를 밝히고자 하였다. 이를 위하여 2015년 10월 한 달 간 한국으로 쇼핑 여행 경험이 있는 일본인 관광객 300명을 대상으로 설문조사를 시행한 후, Lisrel을 통한 구조방정식 분석 및 조절 회귀분석(moderated regression) 결과 본 연구 가설이 대부분 지지되었다. 구체적으로 여행지에 대한 내적 자아 이미지 일치성과 기능적 일치성은 여행지만족에 긍정적인 영향을 미치는 것으로 나타났다. 그리고 내적, 외적 자아 이미지 일치성은 기능적 일치성에 긍정적인 영향을 미치는 것으로 나타나 기능적 일치성의 매개 효과를 확인하였다. 또한 자기 해석 수준에 따른 조절효과 분석 결과, 독립적인 자기해석이 높을수록 여행지에 대한 내적 자아이미지 일치성이 여행지 만족에 미치는 영향이 큰 반면, 상호의존적 자기해석이 높을수록 여행지에 대한 외적 자아이미지 일치성이 여행지 만족에 더 큰 영향을 미치는 것으로 나타났다 이와 같은 결과를 토대로 쇼핑관광 활성화를 위한 이론적, 실무적 시사점을 도출하였다.

이동통신사의 고객유지에 있어서 기능적 일치성 및 자아 일치성의 역할에 관한 연구

김문섭(Kim, Moon-Seop) 대한경영학회 2013 大韓經營學會誌 Vol.26 No.4

Congruity between the effect of sports apparel brand slogan and self-image on slogan and brand attitude - Moderating effect of self-monitoring -

( Ji-hye Kwak ) 복식문화학회 2021 服飾文化硏究 Vol.29 No.1

The purpose of this study was to investigate brand slognas that are effective in explaining how brand identity affects consumers. The effect of congruity between brand slogan and self-image (low and high) on attitude to slogans and brands were anaylzed. The moderating effect of self-monitoring (low and high) was also investigated. Survey data from 177 people in their 20s-30s were analyzed through descriptive statistics, exploratory factor analysis, and two-way ANOVA. First, congruity between slogan and self-image had a positive effect on both slogan and brand attitude. In other words, the higher the congruity between slogan and self-image, the more positive the attitude toward the slogan and brand. Second, no interactive effect was found in congruity between slogan and self-image and self-monitoring on slogan attitude; however it was identified for brand attitude. Again, in a group with high congruity between slogan and self-image, attitude toward the brand was more positive when self-monitoring was higher than when it was low. In conclusion, brand slogans that can represent the self-image of highly self-monitoring consumers are effective. In particular, this is meaningful as it has revealed its relationship with the impact of identity self-image congruity and self-monitoring on brand attitudes in fashion brands. These results offer meaningful guidance in determining brand slogans according to consumers’ personal characteristics.

Differences Between Gender for Effectiveness of Career Competency Training and Integrative Life Planning on Career Aspirations, Self-Identity and Congruity between Real and Ideal Self of Adolescents

Abe, Olufunmilayo Esther,Nwadinigwe, Peter APEC국제교육협력원 2015 Asia-Pacific Cybereducation Journal Vol.11 No.2

This study investigated the differences between gender for effectiveness of career competencies training and integrative life planning on career aspirations, self-identity and congruity between the real and ideal self of adolescents in Lokoja, Nigeria. The sample consisted of 227 adolescents who scored low on Ego-identity scales and were found exhibiting low self-identity, which affected their career aspirations. They were made up of 114 males and 113 females. Quasi-experimental pre-test, post-test and control group design was used with the sample, which was randomly assigned to three groups. Career Competencies Training (CCT), Integrative Life Planning (ILP) and the control. A Self-Identity Questionnaire (SIQ), Congruity Questionnaire (CQ) and Career Aspiration Questionnaire (CAQ) were administered to the three groups before and after the experimental programmes. CCT and ILP groups were the training groups while the control was the waiting group. The statistical tools used were Means, Standard Deviation and ANCOVA. A null hypothesis was formulated to guide the study and was tested at 0.05 level of significance. There is no significant difference in the post-test scores on the self-identity, career aspiration, and congruity of real and ideal self of adolescents exposed to career competencies training, integrative life planning and the control group due to gender. The use of both training is therefore recommended. Parents should be encouraged to take cognizance of the congruity between the real self and the ideal self of their adolescents so that they can be properly guided on their career aspirations.

럭셔리 패션브랜드와 자기이미지와의 차이가 브랜드 평가에 주는 영향력

김지은 ( Jieun Kim ) 아시아.유럽미래학회 2019 유라시아연구 Vol.16 No.2

The self-congruity effect refers to the match between consumers’ self-concept and the image of objects compared, such as brand image, product image, store image, and advertising materials (i.e., Choi and Rifon, 2012; Sirgy et al., 2000). Past research has shown that the self-congruity effect (Sirgy, 1982) is an important key predictor for consumers’ responses (i.e., attitude, purchase intention, choice, satisfaction, and loyalty) toward various marketing stimuli such as brand, store, and product (Krishen and Sirgy, 2016; Liu, Li, Mizerski, and Soh, 2012; Sirgy et al., 2000; Sirgy, Lee, Johar, and Tidwell, 2008). The more similar the brand image is to the consumer’s own concept or self-image, the better the consumer evaluates the brand, and the better the purchase intention and the satisfaction with the purchase. The purpose of this study is to address this knowledge gap by investigating the relevancy of self-con-gruity theory to the purchase of luxury brands. Furthermore, the impact of income is studied in terms of to what extent income affects consumers’ brand attitudes regarding luxury brands. In contrast to the long-standing self-congruity effect, we propose that actual self-incongruity and ideal self-congruity effects will work when consumers evaluate luxury fashion brands. Therefore, this study would contribute not only to the body of self-congruity theory related literature, but also to the knowledge related to luxury brand management. A stratified sampling method was employed to obtain an evenly distributed number of participants from different income classes. The strata were identified by income. Three strata were developed: (1) more than $100,000; (2) $55,000 to less than $100,000; and (3) less than $55,000. The average age was 41 and most of them were Euro American (76.3%). Participants (n = 502) were of various backgrounds and ages (women between 18 and 74 years old) (m= 43). The results show the positive influence of ideal self-congruity and actual self-incongruity on the evaluation of luxury brand products. Specifically, research findings show that actual self-incongruity positively affects brand attitude, and perceived quality. That means that the more different the image of a luxury brand differs from the actual self-image, the better attitude toward the brand, and the better the quality the brand. However, it has not been confirmed that the greater the difference between my actual self-image and brand image, the greater the purchase intention. Perhaps this seems to be due to the possibility of purchasing. To reiterate, this result showed that actual self-congruity negatively influences consumers’ perception toward a luxury brand. This is the first study identifying that actual self-congruity has a negative influence on the evaluation of brands, as opposed to previous findings. It is a very important finding showing that this phenomenon appears in the luxury brand context. On the other hand, the ideal self-incongruity negatively affects all dependent variables including brand attitude, purchase intention, and perceived quality. In summary, consumers have a favorable attitude toward luxury brands with images that are similar to what they would like to have, they are willing to purchase the brand, and they tend to be well aware of quality. In addition, by examining the effect of self-incongruity depending on the level of income, the effect of self-incongruity can be seen more deeply. As a result, it was found that the effect of actual self-incongruity is stronger as the income level is lower. If the income is high, the result of the brand evaluation by the degree of self-incongruity is unlikely to be greatly affected. This is because a high level of income does not prohibit them from purchasing their luxury brands. Also their incongruity between their actual self and ideal self is relatively small due to the consumption of luxury brands. This study is important because it shows the negative effect of actual self-congruity on consumers’ brand evaluation in the particular market situation of the luxury market. It can be considered worthy in that it was the first study to show the negative effects of actual self-congruity. Furthermore, it is meaningful that consumers’ responses to the three brands (Louis Vuitton, Coach, favorite brand) are examined and the results are all the same, thereby raising the reliability of the research results.

A Study on the Self Image Congruity of Sports Product Parent Brand Image on the Attitude of Extension Brand and Purchase Intention

( In Wook Song ),( Dok Yun Kim ),( Hak Yoon Choi ),( A Lam Jung ) 한국체육학회 2015 국제스포츠과학 학술대회 Vol.2015 No.1

Purpose: This study aimed to evaluate the relation between recognized risk, consumer knowledge and purchase intention when extention brand of sports products was made according to self image congruity of sports product parent brand image. Method: For this purpose, the population was selected among people in their 20s and 30s in Seoul and Gyeonggi area who purchased and used sports specialized brand products, 511 questionnaire survey sheets were distributed using purposeful sampling. As for questionnaire survey, self-adminstration method was employed, in which the researcher explained details of questionnaire survey to the participants sufficiently in advance and obtained cooperation and permission, The researcher distributed survey sheets directly and collected them right after the completion. Among the collected questionnaire survey sheets, low reliable data auch as double filling-up, non-filling-up or data with consecutive same answers were excluded for an analysis. The answers were codified according to the coding instruction in the questionnaire survey to input in the computer individually. After data cleaning process, the data was analyzed using SPSS/WIN Program. For a specific data processing method, frequency analysis, exploratory analysis (EFA), confirmatory factor analysis (CFA), internal consistency reliability, structural equation model, t-test, one-way ANOVA and correlation analysis were carried out. Duncan post-test was excuted as a post-test Result: The results are as following; Firstly, as results of difference analysis on parent brand image according to demographical characteristics, self image congruity, attitude toward extension brand and purchase intention, there was no significant difference in purchase by sex. There was no significant difference in purchase intention, ideal self image congruity and perceived risk by age. There were significant differences in actual self image congruity, idal self image congruity, consumer perception and purchase intention by educational level, but there was no significant difference in perceived risk. There were significant differences in actual self image congruity, comsumer knowledge and purchase intention by occupation. There were significant differences in actual self image congruity, consumer konwledge and purchase intention by monthily income. There were significant differences in other factors except for purchase intention by the marital status. Secondly, after correlation analysis between self image congruity of sports product parent brand image, attitude toward extension brand and purchase intention and goodness of fit of research model, the correlation coefficient values as a result of structural equation model analysis and test of hypothesis were ranged between minimum .171 and maximum .500. Accordingly, as there was no variable that had higher correlation with over .8, it seems not inappropriate to verify the theoretically predetrmined model. Conclusion: The purpose of this project is to elucidate the effects of sports product parent brand image and the self image congruity on both the attitude of extension brand and consumer`s intention to purchase the product. By clarifying such effects, this work focuses on how self image congruity of the parent brand image(whether realistic or ideal) affects the consumer`s decision to purchase the extension brand. Finally, implications of the obtained result is discussed.

HOW AN INDIVIDUAL’S SELF-CONSTRUALS, COSMOPOLITAN AND LOCAL ORIENTATION AFFECT THE IMPACT OF THE FOUR SELF-CONGRUITY TYPES ON BRAND ATTITUDE

Hector Gonzalez Jimenez,Fernando Fastoso,Kyoko Fukukawa 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.4

This study empirically investigates how four individual-level characteristics impact the effect of the four self-congruity types on brand attitude. A widely used practice among marketers focuses on communicating that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the models in the ads), instead of how they actually see themselves, their actual self-concept. However, recent research shows that there is no “universality” of a superior self-congruity effect. Specifically, individual-level characteristics (e.g. self-esteem levels, product involvement levels) determine if actual or ideal self-congruity impact brand perceptions more strongly (Malär, Krohmer, Hoyer & Nyffenegger, 2011). This study extends that research by (a) considering all four self-congruity types (actual, ideal, social, and ideal social) and (b) four additional individual-level characteristics, which are valuable for segmenting consumer markets within and across countries. The four individual-level characteristics are a dominant independent self-construal, interdependent self-construal, cosmopolitan orientation and local orientation. Considering these individual-level characteristics offers marketers insights on which of the four self-concept types they should try to match with their brand communications when targeting these specific consumer groups. Survey data from a non-student sample was collected in the US. After performing data cleaning procedures, 800+ usable responses were analysed with the use of PLS-SEM (Lohmöller, 1989). The measurement models demonstrate satisfactory reliability, convergent and discriminant validity. Furthermore, the results suggest that the data is not compromised by non-response bias and common method variance. The structural models display satisfactory predictive capabilities of the four self-congruity types on brand attitude. The findings show that as expected an individual’s dominant independent self-construal, interdependent self-construal, cosmopolitan and local orientation impact which of the four self-congruity types has the strongest effect on brand attitude. For individuals with a dominant local orientation or interdependent self-construal, actual self-congruity has the strongest effect on brand attitude. For individuals with a dominant cosmopolitan orientation or independent self-construal, ideal self-congruity has the strongest effect on brand attitude. The findings of this study extend self-congruity theory by considering the effect of these four individual-level characteristics. Managerial implications are also presented.