간접 광고 유형에 따른 브랜드 태도와 구매 의도

Chang Yu,안순태(An, Soontae) 한국광고홍보학회 2016 한국광고홍보학보 Vol.18 No.4

본 연구는 중국 소비자를 대상으로 한국 드라마 속 간접 광고 유형에 따른 브랜드 태도와 구매 의도를 살펴보고, 한류 관여도의 조절 효과를 검증하였다. 중국에 거주하는 여성 412명을 대상으로, 한국 드라마 〈그 겨울, 바람이 분다〉에 제시된 화장품 간접 광고를 실험물로 사용하였다. 간접 광고 유형은 드라마 속 브랜드의 현저성에 따라 직접적 배치와 간접적 배치로 구분하였다. 연구 결과, 간접적 배치 유형이 직접적 배치 유형보다 더 높은 브랜드 태도와 구매 의도를 유도하였다. 또한, 브랜드 태도와 구매 의도를 높이는 데 있어 한류 관여도는 유의미한 조절 효과를 보여 주었으며, 한류 관여도는 간접적 배치 효과를 강화시키는 것으로 확인되었다. 즉, 한류 관여도가 높은 중국 소비자들의 경우 제품이 간접적으로 배치될 때 브랜드 태도와 구매 의도가 크게 상승되었다. 반면, 한류 관여도가 낮은 소비자들의 경우에는 배치 유형에 따른 차이가 나타나지 않았다. 연구 결과는 한류 관여도가 높은 중국 소비자들에게는 간접적 배치가 효과적임을 보여 준다. This study explored the moderating role of Chinese consumers’ Hallyu involvement, along with the effects of product placement on brand attitudes and purchase intention. A total of 412 Chinese females participated in the experiments in which they viewed two types of product placements embedded in the Korean drama, “That Winter, the Wind Blows.” Results were consistent with previous studies based on persuasion knowledge model in that subtle placement was more effective than prominent placement. Furthermore, the effects of subtle placement were strengthened by Hallyu involvement. That is, those with high levels of Hallyu involvement demonstrated significantly enhanced brand attitudes and purchase intention with subtle placement, while those with low levels of Hallyu involvement did not show much difference in relation to types of product placement. Results suggest that subtle placement is more effective than prominent placement when targeting Chinese consumers with high Hallyu involvement.

브랜드 지식이 지각된 브랜드 가치, 브랜드 만족도, 브랜드 충성도에 미치는 영향: 중국 휴대폰을 중심으로

( Chang Yu ),김정희 ( Jung-hee Kim ) 한국유통경영학회(구 한국유통정보학회) 2021 유통경영학회지 Vol.24 No.2

Purpose: This study investigated ways to increase the perceived brand value of consumers by accurately providing brand knowledge to consumers and to improve brand satisfaction and brand loyalty. Research design, data, and methodology: To test hypotheses, 395 customers using Chinese mobile-phone brands were surveyed using a questionnaire translated into Chinese at the largest survey site in China. This online survey was conducted from February 15, 2020 to March 01, 2020. 357 copies of the final valid samples were used for our empirical analysis. Results: First, consumers' mobile phone brand knowledge was classified into subjective brand knowledge and objective brand knowledge. Both subjective brand knowledge and objective brand knowledge had a significant positive (+) effect on perceived brand value. Second, the perceived brand value of consumers is classified into functional values, emotional values, social values, and economic values, of which functional values and social values had a significant positive (+) effect on brand loyalty. Third, among consumers' perceived brand value, functional values and social values had a significant positive (+) effect on brand loyalty. Fourth, consumer's brand satisfaction has a significant positive (+) effect on brand loyalty. Implications: In general, the more expensive specialty products are, the higher the risk of purchase. Therefore, consumers try to minimize the risk of wrong decision-making by searching for various information related to the brand or by acquiring knowledge through experience before purchasing a brand. To retain loyal customers with a favorable attitude toward the brand in the long term, companies should, above all, provide right information about the brand to support them to increase their levels of brand knowledge. In addition, to realize customer satisfaction, companies should provide the functional, emotional, social, and economic value of the brand to customers.

A Parameter Selection Model for Avascular Tumor Growth

Changyu Liu,Bin Lu,Cong Li 보안공학연구지원센터 2014 International Journal of Control and Automation Vol.7 No.12

Based on a set of reaction-diffusion equations of oxygen, glucose and growth inhibitory factor which were built to describe the tumor growth environment, a cell cycle control factor was proposed for the simulation of the avascular tumor growth. In order to fix the model parameters, a two-level heuristic searching was given for the parameter selection. Finally, a total finite element energy equation was present to combine the chemical simulation and the physical simulation for the avascular tumor growth. Experimental results showed that the presented approach outperformed the baseline approach in the simulation of the mouse mammary tumor cells EMT6/Ro.

Generic Information System for Chain Stores based on Borland C++ Builder

Changyu Liu,Juntao Xiong,Bin Lu 보안공학연구지원센터 2015 International Journal of Smart Home Vol.9 No.11

With the rapid growth of global economy, chain stores are springing up all over the world and have dominated more and more service markets, e.g., retail and dining. Accordingly, chain businesses have been one of the fastest growing industries since the beginning of this century. However, there are many bottlenecks for further producing competitive advantages of chain businesses, such as relatively small scales of chain stores, rather weak information awareness of managers, incompetent staffs and diversified business processes of chain stores, by using the traditional manual management. The introduction of chain store information systems, which integrate usually comprehensive information technologies, could provide managers of chain stores with a decision making yet overall management platform. In this paper, we develop a generic yet efficient information system for chain stores using MIDAS based three-tier client-server architecture. Besides, we also illustrate the system from three most principal stages in software engineering, which are system analysis, system design and system implementation.

Cleavage Furrow Formation for Avascular Tumor Growth based on Finite Element Modeling

Changyu Liu,Dapeng Li,Bin Lu,Tiezhu Zhao 보안공학연구지원센터 2015 International Journal of Multimedia and Ubiquitous Vol.10 No.3

A number of studies have shown that the prevention and cure of malignant tumors may become much easier if growth mechanisms, such as the role of cleavage furrow formation in tumor cell division, could be discovered and understood in the earlier avascular phase. Although it is well known that metazoan mitotic spindle which is one of the most important substances during the cytokinesis of a cell division determines the position of the cleavage furrow formation, we are still on the verge of solving the puzzle of what molecules and how they control the formation of the cleavage furrow. In this paper, we propose a cleavage furrow formation approach based on finite element method, which combines nodes selection, mesh partition and matrix assembly in a total energy equation, for modeling the mechanisms of avascular tumor growth. We also perform several experiments. Results show that, by using our proposed approach for the avascular tumor growth, the positions of cleavage furrows are decided not only chemically but also physically and tumor cells are not symmetric, which demonstrates the effectiveness of our proposed approach.

A Hybrid Simulation System for Juicing and Filling Production Line

Changyu Liu,Bin Lu,Cong Li 보안공학연구지원센터 2014 International Journal of Smart Home Vol.8 No.6

As one kind of high quantity standardized commodities, the fruit juice product is an essential part to our daily life and overall economy. Therefore, it is necessary and important to design an efficient juicing and filling production line. According to deficiencies of traditional design methods, we propose a new design method by introducing virtual design technologies to develop a hybrid simulation system for juicing and filling production line, based on modeling software SolidWorks, virtual reality software EON Studio and application development software C++ Builder. We also describe our design method from aspects of process design and layout design, scene modeling, model import and route configuration, and interactive simulation control. Besides, we compare our design method with one traditional design method. Results show that our method can not only shorten effectively the design period but also improve greatly the design quality of the juicing and filling production line.

Combing Customizable Configuration and Interactive Control to Simulate Juicing and Filling Production Line

Changyu Liu,Dapeng Li,Bin Lu,Tiezhu Zhao 보안공학연구지원센터 2015 International Journal of Multimedia and Ubiquitous Vol.10 No.5

Both the rapid growth of global economy and the rapid improvement in living conditions have witnessed an explosive requirement of foods that are rich of vitamin. Juice beverage, as one kind of these foods, is very popular among people of all ages due to its higher portability and easier preservability. However, there are many issues, such as a very low device utilization rate, a very long design period and an inflexible manufacturing process, by using the traditional juicing and filling production line. The introduction of virtual reality simulation technologies can not only detect bottlenecks of the production line during design period, but also process fruits according to seasons for improving the total efficiency of one single production line. In this paper, we combine customizable configuration and interactive control to design and implement a simulation system of juicing and filling production line based on the traditional client-server architecture. Practical applications show that the developed simulation system can not only shorten effectively the design period but also improve greatly the design quality.

Modeling Physical and Chemical Growths of Avascular Tumor

Changyu Liu,Huiling Li,Alex Hauptmann,Cong Li 보안공학연구지원센터 2014 International Journal of Multimedia and Ubiquitous Vol.9 No.4

A study on development of Lab Scale High-rate DOF System for Treatment of Wet Scrubber Wastewater in Ship

Changyu Park,Inseol Yeo 대한환경공학회 2019 대한환경공학회 학술발표논문집 Vol.2019 No.-

A study on development of washwater treatment system from Wet Scrubber in Ship using DAF system with electrochemical process

Changyu Park,Inseol Yeo 대한환경공학회 2019 대한환경공학회 학술발표논문집 Vol.2019 No.-