광고메시지의 특성과 소비자의 자기해석이 기부의도에 미치는 영향

예종석(Jong Suk Ye),강명애(Myong Ae Kang) 한국경영학회 2014 經營學硏究 Vol.43 No.4

Even though the roles and numbers of non-profit organizations(NPOs) are increasing, they face deficit of human and financial support. Then NPOs try to search for successful fundraising and marketing strategies including finding individual donors and also figuring out more effective promotion methods to secure their financial resources. But, so far there are very few studies on this, and most of them related to NPOs`` marketing focus on the stimulus factors of donation are still in early stage. Therefore, it needs to empirically analyze the effects of different appealing types on donation intention. With adopting an integrative approach to the effect of individual donor`s motivation and message framing on donation intention and also including self-construal into research model, this paper extends research on persuasion effects of donation advertising. According toempirical analysis, the findings of this paper can give some practical implication for NPOs’donation advertising. To test hypotheses, the thesis used two donation motivation variables(self-benefit appeal vs. other-benefit appeal) x two message framing variables(positive vs. negative) x two self-construal variables(independent vs. interdependent) between-subjects design. The findings are following; First, the moderating effect of the self-construal on message framing is statistically significant partially. Positive framing is more effective in independent self-construal and framing types have not significant difference in interdependent self-construal. And the moderating effect of the self-construal on donation motivation is also statistically significant partially, the other-benefit appeal is more effective without reference to the self-construal types. Second, in the donation intention, as the interaction effect among self-construal, donation motivation, and message framing is statistically significant, self-construal is moderating the interaction effect of donation motivation and message framing on donation intention. In sum, positive framing appeal on other-benefit is the most effective in independent self-construal and negative framing appeal on other-benefit is the most effective in interdependence self-construal.

기부공헌 수준에 의한 기부시장 세분화 가능성 탐색 연구

예종석(Ye, Jong-Suk),강명애(Kang, Myong-Ae) 한국사회복지행정학회 2012 한국사회복지행정학 Vol.14 No.1

인터넷 이용충족, 플로우 및 개인적 성향이 인터넷 중독에 미치는 영향

예종석 ( Jong Suk Ye ),김동욱 ( Dong Wook Kim ) 한국소비자학회 2003 소비자학연구 Vol.14 No.2

This study provides systemic view from analyzing results and antecedents influenced Internet addiction. For this purpose, this study proposed 7 hypotheses based on use and gratification, flow, and psychological literature related to addiction. To test hypotheses, data was collected from high school and university students in Seoul. A total of 860 usable questionnaires were obtained that analyzed by structural equation modeling. The main results of this study are given. First, we can ascertain that the higher gratification obtained from using Internet is, the higher the level of Internet addiction comes out. Second, Internet user`s self-esteem and impulsivity exhibit significant relation with the level of Internet addiction. Third, the result show that the higher the level of Internet addiction is, the higher social isolation and willings to pay related to use internet are. These empirical result will significantly support the base of understanding Internet addiction. Based on there results, academical and managerial implication are discussed. At last, the limitations of this study and the future research directions are suggested.

기업의 충성도 프로그램이 고객의 가치지각 및 충성도 형성에 미치는 영향

예종석(Jong Suk Ye),양성희(Seong Hoe Yang) 한국소비자학회 2001 소비자학연구 Vol.12 No.4

Currently loyalty program has been getting much more important because of the necessity of differentiated marketing strategy for existing customers and positive correlation between customers loyalty buildup and company`s loyalty program. However, most of domestic companies in Korea see company`s loyalty program as a temporary promotion strategy and is not likely to provide their customers with qualified loyalty program due to limitation of customer database utilization. Thus, it is required to categorized the loyalty program on the item base and is necessary to study the relationship between the value that customers realize and loyalty buildup in terms of the categorized items. Based on the study of O`brien & Jones in 1995, cash value, chance to utilize, aspirational value, relevance and convenience are used as main factors for the value of recognition. And then significant difference in the value recognition was researched in terms of both time and type to compensate.

지각된 품질요인이 고객충성도에 미치는 영향 : PB와 NB간의 차이분석

예종석(Ye Jong-Suk),전소연(Jun So-Yon) 한국유통학회 2010 流通硏究 Vol.15 No.2

소비자의 구매 행위가 합리적이고 실용적인 방향으로 변화하는데 힘입어 할인점업계는 급속한 외형적인 성장과 함께 경쟁도 치열하다. 따라서 업계는 그 해결책으로 차별화와 수익성을 동시에 실현 시킬 수 있는 유통업체 브랜드(PB: Private Brand) 개발에 사활을 걸고 있다. 또한 치열한 경쟁 환경 하에서 생존하기 위해서는 고객만족을 넘어서 고객충성도를 높이는 것이 효과적인 방법임이 밝혀짐에 따라 PB가 고객충성도를 제고시키기 위한 전략적인 도구로 사용되고 있다. PB 이용 고객의 충성도를 높이려면 우선 고객집단의 특성을 파악해서 소비자가 지각하는 품질수준을 우선적으로 맞춰줘야 고객만족과 고객신뢰를 얻을 수 있고 결과적으로 고객충성도로 유도할 수 있다. 이에 본 연구는 지각된 품질에 영향을 미치는 선행요인과 고객충성도에 영향을 미치는 변수들 간의 관계에 대한 체계적인 분석결과를 제시하기 위해 선행연구에서 검증된 인과관계를 기반으로 연구모형과 연구가설을 설정했고, 주요 연구결과는 다음과 같다. 기업명성, 브랜드명성, 제품경험, 브랜드친숙도가 높을수록 지각된 품질이 높아지고, 지각된 품질이 높을수록 고객만족, 고객신뢰, 고객충성도가 높아지며, 고객만족과 고객신뢰가 높을수록 고객충성도가 높아지는 것으로 조사되었다. 또한 기업명성이 지각된 품질에 미치는 영향력은 PB가 NB보다 높게 나타난 반면 브랜드명성과 브랜드친숙도가 지각된 품질에 미치는 영향력은 NB가 PB보다 높게 나타났다. 이러한 실증분석 결과는 지각된 품질에 영향을 미치는 선행요인과 결과요인에 대한 보다 명확한 이해를 바탕으로 실무자가 마케팅 활동을 하는데 유용하게 활용할 수 있을 것이다. Introduction As consumers' purchase behavior change into a rational and practical direction, the discount store industry came to have keen competition along with rapid external growth. Therefore as a solution, distribution businesses are concentrating on developing PB(Private Brand) which can realize differentiation and profitability at the same time. And as improvement in customer loyalty beyond customer satisfaction is effective in surviving in an environment with keen competition, PB is being used as a strategic tool to improve customer loyalty. To improve loyalty among PB users, it is necessary to develop PB by examining properties of a customer group, first of all, quality level perceived by consumers should be met to obtain customer satisfaction and customer trust and consequently induce customer loyalty. To provide results of systematic analysis on relations between antecedents influenced perceived quality and variables affecting customer loyalty, this study proposed a research model based on causal relations verified in prior researches and set 16 hypotheses about relations among 9 theoretical variables. Data was collected from 400 adult customers residing in Seoul and the Metropolitan area and using large scale discount stores, among them, 375 copies were analyzed using SPSS 15.0 and Amos 7.0. The findings of the present study followed as; We ascertained that the higher company reputation, brand reputation, product experience and brand familiarity, the higher perceived quality. The study also examined the higher perceived quality, the higher customer satisfaction, customer trust and customer loyalty. The findings showed that the higher customer satisfaction and customer trust, the higher customer loyalty. As for moderating effects between PB and NB in terms of influences of perceived quality factors on perceived quality, we can ascertain that PB was higher than NB in the influences of company reputation on perceived quality while NB was higher than PB in the influences of brand reputation and brand familiarity on perceived quality. These results of empirical analysis will be useful for those concerned to do marketing activities based on a clearer understanding of antecedents and consecutive factors influenced perceived quality. At last, discussions about academical and managerial implications in these results, we suggested the limitations of this study and the future research directions. Research Model and Hypotheses Test After analyzing if antecedent variables having influence on perceived quality shows any difference between PB and NB in terms of their influences on them, the relation between variables that have influence on customer loyalty was determined as Figure 1. 〈그림 삽입〉 We established 16 hypotheses to test and hypotheses are as follows; H1-1: Perceived price has a positive effect on perceived quality. H1-2: It is expected that PB and NB would have different influence in terms of perceived price on perceived quality. H2-1: Company reputation has a positive effect on perceived quality. H2-2: It is expected that PB and NB would have different influence in terms of company reputation on perceived quality. H3-1: Brand reputation has a positive effect on perceived quality. H3-2: It is expected that PB and NB would have different influence in terms of brand reputation on perceived quality. H4-1: Product experience has a positive effect on perceived quality. H4-2: It is expected that PB and NB would have different influence in terms of product experience on perceived quality. H5-1: Brand familiarity has a positive effect on perceived quality. H5-2: It is expected that PB and NB would have different influence in terms of brand familiarity on perceived quality. H6: Perceived quality has a positive effect on customer satisfaction. H7: Perceived quality has a positive effect on customer trust. H8: Perceived quality has a p

구매상황에 따른 산업재 구매행동에 관한 실증연구

예종석(Jong Suk Ye),이재만(Jae Man Lee),조성호(Sung Ho Cho) 한국마케팅학회 1999 마케팅연구 Vol.14 No.1

구매등급이론은 산업재 구매행동연구에 있어 학문적으로나 실무적으로 가장 유용한 분석도구 중 하나로 인정되고 있으나, 아직까지 그에 관한 실증 연구가 충분히 이루어지지 못하고 있다. 본 연구에서는 구매상황을 신구매상황과 재구매상황으로 분류하여 두 상황에서 나타나는 산업재 구매행동의 차이를 분석하였다. 연구결과는 다음과 같다. 첫째, 신구매 상황일 경우 산업재 구매자들은 일반적으로 제시되고 있는 구매의사결정과정의 모든 단계를 거쳐 최종 의사결정을 내림으로써 전체적인 의사결정과정이 길어지는 것으로 분석되었다. 둘째, 신구매 상황하에서 산업재구매자들은 구매평가기준으로 공급자의 제품 및 문제해결에 대한 신뢰성과 연구개발 및 명성을 더욱 중요하게 고려하는 것으로 나타났다. 셋째, 신구매 상황하의 산업재 구매자들은 인적 구매정보보다는 비인적/세부적 정보원에 더욱 의존하는 것으로 나타났다. 넷째, 신구매 상황일 때 구매센터에 더 많은 조직구성원이 참여하는 것으로 나타났다.

온라인 소비자 정보탐색행동 특성 연구

예종석(Jong Suk Ye),김균(Gyun Kim) 한국경영학회 2008 한국경영학회 통합학술발표논문집 Vol.2008 No.8

최적자극수준, 사회적 적합성향, 그리고 사회 연계망이 혁신의 수용에 미치는 영향

예종석(Jong Suk Ye),김균(Gyun Kim),이재만(Jae Man Lee) 한국마케팅학회 2005 마케팅연구 Vol.20 No.4

비영리조직에 대한 기부 행동에 있어서 정체성 일치효과에 관한 연구

예종석(Ye, Jong-Suk),강명애(Kang, Myong-Ae) 한국비영리학회 2010 한국비영리연구 Vol.8 No.3

본 연구에서는 비영리조직을 위해 기부하는 개인 기부자의 기부행동에 있 어서 기존 기부자와 잠재 기부자의 정체성, 특히 성별과 연령의 정체성 일치효 과를 알아보고자 하였다. 먼저 잠재 기부자와 기존 기부자의 성별 일치는 잠재 기부자의 기부행동에 있어서 현금기부의향, 현금기부권유, 자원봉사의향, 자원 봉사권유에 유의한 영향을 미치는 것으로 나타났다. 연령 일치는 현금기부의 향, 현금기부권유, 자원봉사의향에는 유의한 영향을 미치는 것으로 나타났으 나, 자원봉사권유에는 유의한 영향을 미치지 않는 것으로 나타났으며, 상대적 으로 성별 일치에 비해 약한 영향을 미치는 것으로 나타났다. 본 연구는 지금까지 거의 다루어지지 않았던 기존 기부자와 잠재 기부자 의 정체성 일치 변수를 이용해서 기부행동을 설명하려고 시도하였다는 점에서, 그리고 안정적인 기금 모금을 목표로 하는 비영리조직에 있어서 기금 모금 전 략 수립 시 실질적으로 활용 가능한 가이드라인을 제시하였다는 점에서 그 의 의를 찾을 수 있다. This research attempts to investigate an identity congruency effects between the previous and the potential donor on charitable giving for nonprofit organizations. This research revealed that gender-identity and age-identity congruency effects on monetary giving and volunteering are significant between matched-gender condition and mismatched-gender condition, and matched-age condition and mismatched-age condition. These results have important implications for both practitioners and academics. For practitioners, our results suggest techniques to raise fund for organizations by providing information on existing donor’s contributions with identity congruency. For academics, this is a new approach to demonstrate the influence of identity-based congruency on decisions on donations for nonprofit organizations.

기업의 사회공헌활동이 소비자의 기업 간의 관계품질에 미치는 영향

예종석(Jong Suk Ye),조윤성(Yoon Sung Cho) 한국경영학회 2008 한국경영학회 통합학술발표논문집 Vol.2008 No.8