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부동산중개서비스 품질 및 서비스 가치가 재이용의도에 미치는 영향에 관한 연구
명춘옥,최민섭 韓國住宅學會 2013 주택연구 Vol.21 No.4
본 연구는 부동산중개사무소 이용자들이 중개서비스 품질을 어떻게 지각하며, 이러한 중개서비스 품질이 매개변수인 화폐적 가치와 시간적 가치에 어떠한 영향을 미치고 또 이러한 서비스 가치가 고객만족에 미치는 영향과 고객만족이 재이용의도에 어떠한 영향을 미치는지 알아보기 위한 연구이다. 이러한 연구목적을 달성하기 위하여 본 연구에서는 선행연구를 토대로 부동산중개서비스 품질 중 물리적 환경 품질, 인적서비스 품질, 상호작용 서비스 품질 및 화폐적 가치와 시간적 가치, 고객만족, 재이용의도를 포함한 연구모델을 수립하였고, 이들 각 변수간의 영향관계에 관한 연구가설을 설정하였다. 중개사무소를 이용한 경험이 있는 수도권에 거주하는 고객 650명을 대상으로 설문조사를 수행하였으며, 수집된 자료의 처리는 SPSS 15.0과 AMOS 7.0 통계프로그램을 이용하여 실증분석을 실시하였다. 가설검정 결과를 요약해 보면 다음과 같다. 가설검증 결과 부동산중개서비스 품질 3개 구성 요인 중 화폐적 가치에는 인적서비스(비표준화 경로계수=0.673, p<0.001)와 상호작용서비스(비표준화 경로계수=0.162, p<0.01)가 유의한 영향을 미치는 것으로 나타났고, 시간적 가치에도 인적서비스(비표준화 경로계수=0.611, p<0.001)와 상호작용 서비스(비표준화 경로계수=0.205, p<0.001)가 유의한 영향을 미치는 것으로 나타났으나, 물리적 환경은 화폐적 가치와 시간적 가치에 모두 의미있는 영향은 미치지 않은 것으로 나타났다. 다음으로 서비스 가치인 화폐적 가치(비표준화 경로계수=0.537, p<0.001)와 시간적 가치(비표준화 경로계수=0.325, p<0.001)는 모두 고객만족에 영향을 미치는 것으로 나타났다. 마지막으로 고객만족은 재이용의도에 유의한 긍정적 영향(비표준화 경로계수=0.987, p<0.001)을 미치는 것으로 나타났다. 즉, 인적서비스와 상호작용 서비스가 좋을수록 고객은 화폐적 가치와 시간적 가치를 높게 지각하고 이러한 화폐적 가치와 시간적 가치를 높게 지각하면 고객만족도가 높아지고 차후 다시 이사를 하거나 투자를 할 때는 기존에 이용했던 중개사무소를 이용한다는 것을 확인하였다. This study is intended to identify how real estate brokerage service quality is perceived by the users and how the service quality affects the service value, which is its parameter. Also, this study is aimed at exploring the impact of real estate brokerage service value on customer satisfaction and its impact on reuse intention. To accomplish the objective, a research model that includes the following was established based on the results of preceding studies: physical environment, human service, and interactive service, which are elements of brokerage service quality; monetary value and time value, which are elements of service quality; customer satisfaction; reuse intention. Next, research hypotheses on the relationship of each variable were established. To carry out the study, a survey was conducted on 650 customers who used a real estate office located in metropolitan areas. Collected data was empirically analyzed through statistical programs SPSS 15.0 and AMOS 7.0. The results of tested hypotheses are as follows. First, among the three elements of real estate brokerage service quality, human service and interactive service had a significant impact on monetary value and time value, while the physical environment had no significant impact. Second, monetary value and time value both had a positive impact on customer satisfaction, and customer satisfaction had a significantly positive impact on reuse intention. Finally, the significance of this study as to academic and practical aspects will be presented. Also, the limitation of this study and ideal direction of follow-up studies will be discussed.
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명춘옥,박영심,남혜원,이기완,Myung, Choon-Ok,Park, Young-Sim,Nam, Hae-Won,Lee, Ki-Wan 동아시아식생활학회 2007 동아시아식생활학회지 Vol.17 No.1
The purpose of this study is to investigate the importance of well-being related to lifestyle choices such as food habits, food choices, life pattern, etc. The survey was conducted among college students using a questionnaire and a 5-point Likert score in Seoul City and Kyunggido Province during September 2005. The responses of 968 college students were analyzed by the SPSS program. The results were as follows. Most of the subjects were female(76.2%), and lived with their parents (85.6%). The average score of 'food habits', 'choosing food materials', 'purchasing' and 'life pattern' were $2.71{\pm}1.22,\;2.86{\pm}1.28,\;2.41{\pm}1.21,\;and\;2.97{\pm}1.31$ respectively in males and $3.01{\pm}1.20,\;3.00{\pm}1.32,\;2.55{\pm}1.20,and\;2.68{\pm}1.40$ in females, respectively. In regard to 'food habits', the scores were significantly affected by gender(p<0.001), smoking(p<0.05), alcohol consumption(p<0.05), exercise(p<0.001), weight satisfaction(p<0.001), method of weight control(p<0.001), use of nutritional supplement(p<0.05), attempts at weight control(p<0.001), regularity of breakfast(p<0.001), level of interest in well-being(p<0.001), and whether the individual tried a well-being item(p<0.001). In regarding to 'choosing food materials' the scores were significantly affected by gender(p<0.001), smoking(p<0.05), exercise(p<0.001), weight satisfaction(p<0.05), method of weight control(p<0.05), use of nutritional supplement(p<0.05), attempts at weight control(p<0.001), regularity of breakfast(p<0.001), level of interest in well-being(p<0.001) ), and whether the individual tried a well-being item(p<0.001). Out of the factors affecting 'purchasing', the association with BMI was remarkable. Students who were overweight, obese or underweight showed higher average scores than students of normal weight. The primary concerns and trial of well-being of college students were food and exercise. Therefore, the purchase of well-being goods is related to their weight control in college students. In regard to 'life pattern' the scores were significantly affected by exercise(p<0.01), use of computer(p<0.001), BMI(p<0.001), weight control(p<0.001), use of nutritional supplement(p<0.05), regularity of breakfast(p<0.001), level of interest in wellbeing(p<0.001), whether the individual tried a well-being item(p<0.001), and having taken lecture on well-being(p<0.05). Therefore nutrition education is needed for healthy eating habits of college students and it is necessary to develop a series of lectures to teach them about diet and exercise programs.
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베이비부머 여성들의 식생활 라이프 스타일에 따른 HMR 구매행동 및 요구도
명춘옥,남혜원,박영심,Myung, Choonok,Nam, Haewon,Park, Youngsim 한국식품영양학회 2016 韓國食品營養學會誌 Vol.29 No.1
The purpose of this study was to analyze the food-related lifestyle choices of female baby boomers and to investigate variables regarding home meal replacement (HMR) buying behaviors and future needs. This study was conducted on 358 female baby boomers 53 years of age living in Gyeonggi and near Seoul. Out of 420 distributed questionnaires, 358 were returned and used for analysis (response rate: 85.2%). As a result of cluster analysis, three groups were identified based on the food-related lifestyles : a value-seeking group, a convenience-seeking group, and a health-seeking group. Among the three groups, there were significant differences in two socio-demographic characteristics, education level (p<0.05) and regular exercise (p<0.01), and in several health- and food-related habits, type of breakfast (p<0.01), type of dinner (p<0.05), dinner details (p<0.05), frequency of eating out (p<0.05), and eating habits score (p<0.01). The health-seeking group was significantly more likely to purchase ready to cook (RTC) items (59.1%) than were the other groups (p<0.001). However, the ratio of HMR purchasing for the purpose of meal replacement (p<0.05) and an HMR purchasing frequency of more than twice a week (p<0.001) were significantly lower in the health-seeking group. Reasons for selecting HMR showed a similar tendency among groups in taste (26.2%), convenience (18.7%), price (16.9%), safety (15.3%) and type of food (14.3%). However, the satisfaction scores for hygiene and safety reported by the health-seeking group were significantly lower than those reported by the other groups. More than two-thirds of all respondents were willing to purchase HMR in the future, though there were significant differences according to group: convenience-seeking group, 73.1%, health-seeking group, 70.1%, and value-seeking group, 65.7% (p<0.05). Our results suggest that the number of baby boomers purchasing HMR products will continue to grow and baby boomers will want HMR products to be more healthy (52.0%), safe (28.5%) and delicious (13.4%). An emphasis on taste was high in the convenience-seeking group, whereas an emphasis on health was high in the health-seeking and value-seeking groups. In conclusion, this study shows various food-related lifestyles amongst female baby boomers and illustrates the need to develop HMR marketing strategies targeted to these different lifestyles.
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