TV홈쇼핑의 소비가치가 만족도 및 재구매의도에 미치는 영향: 확장된 기술수용모델(ETAM)을 기반으로

( Ming Cui(cui Ming ),이승신 ( Seung Sin Lee ),류미현 ( Mi Hyun Ryu ) 한국소비자학회 2014 소비자학연구 Vol.25 No.6

본 연구는 소비자의 TV홈쇼핑의 재이용여부를 예측하기 위하여 Davis가 개발한 기술수용모델을 변형 ·확정하여 소비가치가 지각된 이용용이성, 유용성, 만족도와 재구매의도에 미치는 영향을 파악하며, 소비가치와 수용, 만족도와 재구매의도 간의 관계를 탐색해 보았다. 설문조사를 실시하여 최종 501부를 분석에 사용하였으며 구조방정식모형을 통하여 연구가설을 검증하였다. 연구 결과를 요약하면, TV홈쇼핑에 대한 세 가지 소비가치는 지각된 이용용이성과 유용성에 정적인 영향을 미치며, 편의적 가치가 지각된 이용 용이성에 미치는 영향력이 가장 크고, 경제적 가 치는 지각된 유용성에 미치는 영향력이 가장 높았다. 또한 지각된 이용용이성과 지각된 유용성은 만족도에 정적인 영향을 주고, 유용성과 만족도는 재구매의도에 정적인 영향을 주었으므로 TV홈쇼핑의 시스템 개선을 통하여 소비자의 수용, 만족과 재구매의도를 높일 수 있을 것이다. In order to predict the consumers`` repurchasing behavior on TV home shopping, we expanded Davis``s technology acceptance mode (TAM) by using the consumers`` perceived ease of use, perceived usefulness, satisfaction, and repurchase intentions. The present research demonstrated the consumption value is a multidimensional definition construct, and could be divided into three elements, namely economic value, convenience value and hedonic value. Five-hundred and one Korean adult consumers, who purchased products or service on TV home shopping last twelve months, were invited to take part in the online investigation. Data analyses were conducted by descriptive statistical analysis, reliability test, confirmatory factor analysis (CFA) and structural equation modeling (SEM) with SPSS ver. 21.0 and AMOS ver. 21.0. Empirical verification through verifying seven major hypotheses indicate that the data offer substantial supports. First, all the three components of consumption value represent the positive influence on perceived ease of use, and the convenience value has the strongest influence. Only economic value and hedonic value showed significant effect on perceived usefulness, and economic value was much more influential. Second, the perceived ease of use influenced the perceived usefulness positively, and both of which show positive effect on the satisfaction, the perceived usefulness and satisfaction affected the repurchase intentions directly.

소비자 민족중심주의가 중국상품 구매 태도에 미치는 영향: 브랜드 인지도의 조절효과를 중심으로

Ming Cui,이승신(Seung Sin Lee) 건국대학교 경제경영연구소 2013 商經硏究 Vol.38 No.2

시장의 글로벌화가 진행됨에 따라, 국내에서 유통판매되는 외국상품의 증가로 소비자들은 자신들에게 익숙한 브랜드와 상품이 아닌 외국상품을 더 많이 구매, 사용함으로써 외국상품에 대한 관심도 중가 하게 됨에 따라 소비자들이 소비하는 과정에 국산상품과 외국상품을 선택하는 경우가 종종 많아지고 있다. 본 연구에서 소비자 민족중심주의가 외국상품의 구매에 미치는 부 정적인 영향을 재검증한 후, 브랜드 인지도가 이런 영향을 감소시킬 수 있는지에 대해 연구목적을 두었다. 또한 브랜드 인지도의 조절효과를 검증한 후, 이런 효과가 상품 군에 따른 차이에 대해서도 검토하였다. 이상 연구 목표를 달성하기 위하여 가설 2가지를 선정하였다. 연구를 진행하는데 있어 설문지를 작성하여 전문기관을 통하여 온라인조사를 실시하였다. 조사대상은 중국 상품을 구매한 경험이 있었던 한국성인소비자이며 최종 분석에 쓰이는 표본수가 총 489명이었다. 통계분석을 하기 위하여 SPSS ver 19.0을 이용하였으며 주요 분석방법은 기술통계분석(빈도와 평균), 탐색적 요인분석, 신뢰성 검증, 그리고 가설 검증하기 위하여 회귀분석과 이원분산분석(two-way ANOVA)을 실시하였다. 연구결과에 의하면 소비자 민족중심주의가 소비자들이 외국상품을 구매하는데에 어떠한 영향을 미치는지를 파악한다. 외국 시장 진출시, 또는 현재 진출해 있는 기업들에게 타국 소비자의 민족중심주의를 고려한다는 점에서 마케팅 전략의 기초자료로 제공되며, 소비자 민족중심주의가 상품구매에 미치는 영향을 약화시켜 성공적으로 타국 시장으로 진출하는데 시사점을 제시하고자 한다. This paper’s aim is to explore how consumerethnocentrism affects the purchase attitudes (trust, perceived risk, and purchase intention) to products made in China, and how the brand awareness attenuates these effects. Finally, to confirm our findings we tested the brand awarenss’s influence on the effect of consumer ethnocentrism on purchase intention among 8 different prodict categories. To achive these goals, we probed our anticipations by 2 major hypothesize. An online research was conducted from 30th November to 6th December 2012. 489 Korean adult consumers (20~59), who have the purchase experiences of goods made in China before, were invited to take part in this investigation. Data analyses were conducted by regression and two-way ANOVA with SPSS ver. 19.0. Study 1 demonstrated that consumer ethnocentrism can increase perceived risk and reduce purchase intention, but has no reference to trust significantly with regression models. Then, the sample was divided into high/low ethnocentrism consumers and high/low brand awareness consumers by Mean. Study 2 was designed to more rigorously test the finding in study 1 that high- and low-ethnocentrism consumers differ in their purchase attitudes according to difference level of brand awareness. As we predicted, brand awareness can decrease the influences ofconsumer ethnocentrism on purchase attitudes, in particular, the reduction was much more among the low ethnocentrism consumers (compared to high ethnocentrism). These results indicate a positive relationship between brand awareness and trust, purchase intention, but indicate a negative between brand awareness and perceived risk when consumer has low ethnocentrism. Practical implications of findings will be discussed and suggested as follows. First, current research results would help us to understand how consumer ethnocentrism affects the conusmers’ purchase attitudes to foreign goods. Secondly, this research can help the companies to make market strategies effectively when they entering foreign market by improving the brand awareness which have strong influences on consumers’purchase attitudes. Our results provide support for brand awarenenss as the moderator, which can reduce the negative effect of consumer ethnocentrism on purchase attidutes toward foreign products as well. Exploring that brand awanrenss can attenuates the negative influence of ethnocentrism on purchase attitudes, but ethnocentrism has greater impact on purchase attitudes when the ethnocentrism is high.

중국 상품에 대한 지각된 위험이 상품평가, 신뢰 및 구매지연에 미치는 영향

Cui, Ming,이승신(Lee, Seung Sin) 한국소비문화학회 2016 소비문화연구 Vol.19 No.2

중국은 세계최대의 상품수출국으로써 한국과의 교류가 빈번해지며 한국에서 유통․판매되는 중국 상품이 증가하므로 한국 소비자들의 중국 상품에 대한 관심과 소비도 증가되었다. 그러므로 한국 소비자의 중국 상품 구매에 대한 연구가 현실적으로 많은 가치가 있고, 연구할 필요성이 있어 보인다. 본 연구는 구매지연의 관점에서 새롭게 입각하여 소비자의 구매행위를 이해하는 폭을 넓힌다는 시사점을 제시해 보고자 한다. 중국 상품을 구입한 경험이 있는 한국 성인 소비자 478명을 연구대상으로 선정하여 설문조사를 실시한 후 구조방정식을 통하여 연구가설을 검증하였다. 주요 연구결과를 살펴보면, 우선 한국 소비자들의 중국상품에 대한 위험지각 수준은 유형별로 다르며, 네 가지 유형의 지각된 위험 중 기능적 위험을 가장 높게 지각하였다. 또한 경제적 위험이 상품평가에 영향을 미치지 않으나, 기능적 위험, 심리적 위험과 사회적 위험은 부정적인 영향을 주었다. 한국 소비자는 지각된 기능적 위험과 심리적 위험이 구매지연에 직․간접적으로 부정적인 영향을 미치었으며, 사회적 위험은 간접적인 영향만 유의하였다. 마지막으로 상품평가가 신뢰를 통하여 간접적으로 구매지연에 영향을 주며, 상품평가와 구매지연의 관계에서 신뢰는 매개효과가 있음을 검증되었다. 연구결과를 통하여 지각된 위험, 상품평가, 신뢰와 구매지연 간의 관계를 규명함으로써 한국 소비자들은 중국 상품을 구입할시 구매지연에 영향을 미치는 변인들의 효과를 함께 다루었다는 점에서 의의를 찾을 수 있으며, 이를 통하여 학 술적․실용적인 시사점을 제공하였다. The current research examined how consumers’ perceived risk affects product evaluations, trust and purchase deferral when they bought the imported products (ex. Chinese product) through six major hypothesize. Four hundred seventy-eight Korean adult consumers, who purchased Chinese products before, were invited to participate in the investigation. Data analyses were conducted with SPSS ver. 21.0 and AMOS ver. 21.0. We demonstrated that the perceived risk was multidimensional and could be divided into four elements (financial risk, performance risk, psychological risk and social risk) by confirmatory factor analysis. Empirical verification through structural equation modeling indicated that the data offer substantial supports, such that firstly, the performance risk, psychological risk and social risk represent the direct influence on product evaluations and trust negatively. Secondly, the performance risk and psychological risk affected the purchase deferral directly and indirectly, but the trust only had direct effect, the product evaluations only had indirect effect. Finaly, the performance risk represented the strongest influence on the purchase deferral, while financial risk had no influence on all the virables. We summarized the intellectual and practical implications through the results of present study; also the limitations and the direction of future study were discussed at last.

Visual Target Tracking Algorithm via Multi-scale Block and Sparse Representation

Ming Li,Cui-Cui Kong,Fu-Zhong Nian,Lei Wang 보안공학연구지원센터 2015 International Journal of Signal Processing, Image Vol.8 No.8

In this paper, we propose a novel algorithm to deal with the problem of visual tracking in some challenging situations, which is based on sparse representation and multi-scale block. To build target templates, we select distinguishable features between the target and background in each frame of video sequences, dictionary is built by the multi-scale block of target templates. Then, particle filter generates filter distribution in the next frame, the moving target is framed by affine transformation. To describe the current state of the target, we calculate posterior probability for each particle. Finally, the templates are updated online. The experimental results show that the proposed algorithm is superior in accuracy than the classical tracking algorithm, and it has better robustness against to the target posture changes, partial occlusion and illumination variations.

중국 국가이미지가 한국소비자의 상품평가 및 구매의도에 미치는 영향

( Ming Cui ),이승신 ( Seung Sin Lee ) 대한가정학회 2013 Human Ecology Research(HER) Vol.51 No.4

This paper`s aim is to explore how China`s country image affects the product evaluations and purchase intentions through three major hypothesize. Four hundred eighty-nine Korean adult consumers, who have the purchase experiences of goods made in China before, were invited to take part in this investigation. Data analyses were conducted by reliability test, confirmatory factor analysis and structural equation modeling with SPSS ver. 19.0 and AMOS ver. 18.0. This study focused on multi-dimensional country image and found that China`s country image contains 5 elements (people, evolution, politic, economic and culture). Empirical verification through structural equation modeling indicates that the data offer substantial supports, such that China`s country image represents the predominant influence on product evaluations and people, evolution, and politic image showed positive effects. Also, China`s country image has a positive influence on the product purchase intentions directly (culture image) and indirectly (people, politics, and evolution image) through the product evaluations. Practical implications of findings will be discussed and suggested as follows. First, this study complements the lack of researches on China among the studies regarding country image. Secondly, research results would help us to understand the perception on China`s country image of Korean consumers` and to seek the criteria by which consumers evaluate goods made in China. Finally, this research can help Chinese companies to make market strategies effectively when they entering Korean market by exploring the factors which have strong influences on Korean consumers` purchase behaviors.

중국 소비자의 한류인식이 드라마 간접광고(PPL) 상품의 구매의도에 미치는 영향

Cui Ming 건국대학교 경제경영연구소 2014 商經硏究 Vol.39 No.2

본 연구는 많은 한국 드라마가 중국 시장으로 진출하면서 한류가 중국에서 뜨거운 인기를 얻고 있는 현재, 한국 드라마를 시청하는 중국 소비자들의 드라마 간접광고 상품에 대한 구매의도에 영향을 미치는 변수를 탐색해 보았다. 연구대상은 최근 1년 안에 한국 드라마를 시청한 경험이 있었던 중국 성인 소비자(248명)이며, 기존연구를 참고하여 연구목적에 알맞도록 설문지를 작성하여 설문조사를 실시하였다. 연구가설을 검증하기 위하여 IBM SPSS 21.0과 AMOS 21.0을 이용하였으며, 기술통계분서석, 확인적 요인분석, Cronbach’s α계수, 그리고 구조방정식모형 등의 방법을 통하여 연구를 수행하였다. 주요 연구결과는 중국 소비자의 한류에 대한 인식이 중간 수준이며, 중국 소비자의 한류에 대한 인식이 높을수록 드라마 간접광고를 더 신뢰하고, 광고 상품의 품질을 더욱 높게 지각하고, 구매의도가 높아졌다. 또한 한류가 중국 소비자의 상품 구매의도에 미치는 영향력이 가장 높은 것으로 나타났다. 연구결과를 통하여 한국 기업들의 마케팅 수립과 한류에 대한 중국 소비자의 인식을 높일필요가 있음을 밝혔으며 실무적인 시사점을 제시하였다. 마지막으로 본 연구의 연구대상과 연구변수에 대한 한계점과 향후 연구방향을 논의하였다. As more and more Korean TV dramas are broadcast in China, Korean wave is getting popular. Chinese consumers pay attentions not only to the drama itself, but also to the products, used by actor or actress inside Korean TV drama product placement (PPL). The present research explored how Chinese consumers’ perceptions of Korean wave affect purchase intentions of the products inside Korean TV drama product placement (PPL). Two hundred and forty‐eight Chinese adult consumers, who had watched Korean TV drama last twelve months, were invited to take part in the investigation. Data analyses were conducted using a Cronbach’s α reliability test, confirmatory factor analysis (CFA), and structural equation modeling (SEM) with IBM SPSS ver. 21.0 and AMOS ver. 21.0. The empirical verification through SEM indicated perceptions of Korean wave has a positive effect on Chinese consumers’ purchase intentions directly; moreover it also has indirect influences through PPL trust and product quality perceptions. The research results can help Korean companies to formulate market strategies effectively with the TV drama imported in abroad, and the limitations and future research directions are discussed at last.

중국 상품에 대한 지각된 위험이 상품평가 및 구매지연의도에 미치는 영향

( Ming Cui ),류미현,이승신 한국소비자학회 2013 한국소비자학회 학술대회 Vol.2013 No.5

중국상품에 대한 소비자의 지각된 위험이 신뢰에 미치는 영향: 친숙도의 조절효과를 중심으로

Ming Cui,이승신 ( Seung Sin Lee ) 대한가정학회 2014 Family and Environment Research Vol.52 No.6

This study`s aim was to explore the relationships among consumers` perceived risk, trust, and familiarity with products made in China. We invited 489 Korean adult consumers, who had purchased products made in China earlier, to take part in this investigation. Data analyses were conducted using a reliability test, confirmatory factor analysis, and structural equation modeling (SEM) with SPSS ver. 21.0 and AMOS ver. 21.0. We assumed that the perceived risk could be classified into four types: financial, performance, psychological, and social risk. The empirical verification through SEM indicated that all four types of the perceived risk represented a negative influence on the trust. Further, only the financial and psychological risks were significant when consumers were not familiar with products made in China (novice); in contrast, the experts (consumers familiar with products made in China) showed that the performance and social risks were effective. Finally, we found that there was a moderating effect of familiarity on the relationship between three types of perceived risk, namely financial, performance, and psychological risks, and trust, but the social risk was not affected. The results of this research should help us to understand the consumers` risk perception of imported goods and to formulate criteria on the basis of which the consumers evaluate these products. This research can help companies, particularly those in China, to formulate market strategies effectively when they enter a foreign market such as Korea by exploring the influence of the perceived risk on local consumers` purchasing behaviors as well.

중국 소비자의 한국 TV드라마 속 간접광고 상품에 대한 구매의도

( Ming Cui ),이승신 ( Seung Sin Lee ) 대한가정학회 2015 Human Ecology Research(HER) Vol.53 No.4

This study explored the determinant variables influence of Chinese consumers’ purchase intention towards products featured in Korean TV dramas vis-a-vis product placement (PPL). We invited 248 Chinese adult consumers who had watched Korean TV dramas in last twelve months to participate in this survey. Data analyses were conducted by Cronbach’s a reliability test, confirmatory factor analysis, t -test, analysis of variance and hierarchical multiple regression with SPSS ver. 21.0 and AMOS ver. 21.0. We chose PPL effects, product quality perceptions, and product trust as main independent variables. The empirical analysis results demonstrate that female (versus male) and frequency of (or longer time) watching dramas resulted in higher perceived consumer PPL effects, product quality, trust and purchase intention. The positive effects of the product quality and product trust on purchase intentions were confirmed. There are additional mediation effects of product quality perceptions and trust on the relationship between consumer demographic characteristics (gender), TV drama watching conditions (frequency and time) and purchase intention. This research can help Korean corporations produce effective advertising by indicating how PPL affects Chinese consumer consumption behavior. The results are useful for the Chinese government and consumer organizations to improve the domestic consumption environment by developing effective TV drama PPL policies.

중국 원산지이미지에 따른 한국 소비자의 지각된 가치와 구매의도: 제조 및 브랜드 원산지 효과를 비교

최명 ( Ming Cui ),이승신 ( Seung Sin Lee ) 대한가정학회 2017 Human Ecology Research(HER) Vol. No.

To infer the true state of a regional product’s attributes, consumers use the image they have of the product’s region of origin; however, products may have multiple countries of origin in their design, branding, sourcing and manufacturing becuase more products are increasingly a result of multi-firm and multi-country efforts. We examined how the country-of-origin image (country image and product image) affect international consumers’ perceived value (function value and symbolic value) and purchase intentions of made-in China goods by extending and deepening the flexible model. Second, to investigate the differences of COO effects according to different types of country-of-origin we divided the traditional country-of-origin into two components: country-of-manufacture (COM) and country-of-brand (COB). We then explore how the impact of China’s country image on consumers’ perceived value and purchase intentions varies when China is the COM or COB of the same product. Six hypotheses were proposed to test our anticipations. We recruited 800 Korean adult consumers who previously purchased made-in China products to participate in the online investigation. Data analyses were conducted with confirmatory factor analysis and structural equation modeling using SPSS and AMOS. The main results are discussed as follows. First, the effects of China’s COO image on Korean consumers’ perceived value and purchase intentions vary when China is the COM or COB of a product. Second, a positive effect of the function value and symbolic value on the purchase intentions was found. Literature and practical implications of findings are discussed and suggested in the conclusion.