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제조물책임법 입법과정에서의 소비자단체의 정책결정 참여 분석
여정성(Jung Sung Yeo),이혜연(Hei Youn Lee) 한국소비자학회 2002 소비자학연구 Vol.13 No.1
This is an analytic study of how the participation of consumer organizations has progressed in the policy making process of product liability law in Korea through depth interview with their staffs. Their activities were divided into 4 steps such as agenda setting, goal setting, executing action strategies, and ending-evaluating for analysis. The results of the research are as follows: (1) In agenda setting and goal setting activities, consumer organizations fulfilled their role by collecting opinions of the public and experts, drawing out policy issues through field experience of various consumer matters. (2) In strategic respect, consumer organizations can be negatively evaluated since most of their actions were passive rather than systematic, planned, or aggressive; indirect actions were observed much more than direct actions. (3) In ending-evaluating, all consumer organizations criticized that the policy output was problematic; however, they showed lack of self-criticism for their own actions and strategies.
소비의 후광효과에 대한 연구 - 브랜드와 캐릭터를 중심으로 -
전상민 ( Sang Min Jun ),여정성 ( Jung Sung Yeo ) 한국소비자학회 2002 소비자학연구 Vol.13 No.3
This study examined to what degree brand and character(ex. Hello Kitty, Winnie the Pooh) images influenced the halo effect on consumption through 10~30 year-old consumers. Constructed was the halo effect model to compare what different groups with respect to age, sex, and consumer knowledge, thought of the halo effect on consumption. The purpose of this study was not only to analyze the consumer`s decision making process but also to provide the theoretical framework that formulated consumer behavior from various viewpoints. Self-administered questionnaires and in-depth interviews were used for this study. The results could be summarized as follows: First, the brand and character images affected consumers` belief, attitude and purchasing intention. Second, the halo effect of brand was higher than that of character. It was because consumers regarded brand as more useful, more trustable and more familiar than that of characters. Third, the analysis of the halo effect variance showed that there were significant differences among consumer groups. Between adolescents and adults, the adolescents were influenced more in the halo effect than the adults. That was because the adolescents had more simple and brief decision making process than the adults. Between men were influenced more in the halo effect on brand than the women, because the men had les sufficient brand information and less sensitive to the price and so on. Between high and low consumer knowledge groups, the low consumer knowledge group was higher for the halo effect on character. This all went to show that the brand influenced consume belief, attitude and purchasing intention when consumers were skeptical about the product`s quality. On the contrary, character influenced consumer belief, attitude and purchasing intention when consumers were familiar with the product`s quality and considered product designs.