브랜드경험과 브랜드애착의 관계에서 즐거움의 매개효과

공란란,김동국,김형길,Kong,Lan-Lan,Jin,Dong-guo,Kim,Hyoung-Gi 한국소비문화학회 2015 소비문화연구 Vol.18 No.2

단순한 제품이나 서비스의 기능, 품질 등 물리적 측면을 넘어 소비 자체의 경험을 추구하는 소비자들의 욕구 변화에 따라 기업의 마케터들 뿐만 아니라 마케팅 분야의 학자들은 경험의 중요성에 주목하고 있다. 그러나 브랜 드로부터 유발되는 경험은 브랜드에 대한 소비자의 감정 형성, 소비자-브랜드 간의 관계 구축에 있어 아주 중요 함에도 불구하고 관련 연구는 미흡한 실정이다. 따라서 본 연구는 다차원 브랜드경험(감각적, 감정적, 인지적, 행 동적)이 소비자의 감정(정서적 즐거움, 인지적 즐거움)에 어떤 영향을 미치는지, 브랜드경험에 의한 형성된 소비자의 즐거움이 소비자-브랜드 간의 유대관계를 의미하는 브랜드애착을 증가시키는지, 그리고 브랜드경험과 브랜드애착의 관계에서 다차원 즐거움(정서적, 인지적)이 매개효과가 있는지에 대해서 검증할 것이다. 문헌고찰을 통 해 연구모형 및 가설을 도출하였으며, 실증분석은 스마트폰 브랜드를 조사대상으로 선정하여, 20대-30대 스마트 폰 사용자 357명으로부터 수집된 자료를 활용하였다. 분석결과, 첫째, 브랜드경험(감각적, 감정적, 인지적)은 각각 정서적 즐거움과 인지적 즐거움에 정(+)의 영향 을 미치는 것으로 확인되었으나, 행동적 경험은 가설과 일치하지 않아 기각되었다. 둘째, 즐거움(정서적, 인지적) 은 브랜드애착을 증가시키는 유의한 변수로 확인되었다. 셋째, 다차원 브랜드경험(감각적, 감정적, 인지적)과 즐거움(정서적, 인지적)의 상대적 영향력 비교 결과, 브랜드경험(감각적, 감정적, 인지적)의 정서적 즐거움에 대한 상대적 영향력은 인지적, 감정적, 감각적 경험의 순으로 판명되었다. 또한 브랜드경험(감각적, 감정적, 인지적)의 인지적 즐거움에 대한 상대적 영향력은 인지적, 감정적, 감각적 경험 순으로 나타났다. 넷째, 브랜드경험(감각적, 감정적, 행동적, 인지적)과 브랜드애착의 관계에서 즐거움(정서적, 인지적)의 매개효과를 살펴보면, 감각적 및 인 지적 경험과 브랜드애착의 관계는 정서적 및 인지적 즐거움에 의해 완전 매개되고, 감정적 경험과 브랜드애착은 정서적 및 인지적 즐거움에 의해 부분 매개되는 것으로 확인되었다. 이러한 결과는 스마트폰 시장의 브랜드 마케 팅전략 수립과 소비자-브랜드 간의 관계 구축에 중요한 시사점을 제공한다. According to the changes of consumers' needs for the pursuit of consumption experiences beyond the physical aspects(e.g., function, quality) of products or service, marketers as well as marketing scholars are focused on the importance of experience. However, research has ignored brand experience despite the important influence of brand experience on affective outcomes and the formation of relationship between consumers and brand. So, the present study is aimed to demonstrate the causal relationships of muli-dimensional brand experience(sensory, affective, behavioral, intellectual) to pleasure(emotional and cognitive), the effect of pleasure induced by brand experience on enhancing brand attachment and in addition, to investigate mediating effects of pleasure (emotional, cognitive) in the links between multi-dimensional brand experiences and brand attachment respectively. In order to effectively achieve the research objective, we built the research model based on the literature reviews and formulated the hypotheses. We selected three smartphone brands; GalaxyS, iPhone, and Optimus. We conducted the survey from 20-30's smartphone users. 357 responses were applied for analysis. The results indicated as follows. First, Brand experience(sensory, affective, intellectual) were positively associated with emotional pleasure and cognitive pleasure respectively, whereas the effect of behavioral experience to emotional and cognitive pleasure was not supported. Second, it was demonstrated that pleasure(emotional, cognitive) was a significant factor on enhancing brand attachment. Third, comparing the relative effects of construct of brand experiences to pleasure(emotional and cognitive), intellectual experience had the strongest impacts to pleasure (emotional, cognitive) better than sensory and affective, and had the same results in case of cognitive pleasure. Finally, with regard to the results of the mediating effect by pleasure(emotional and cognitive) in the relationships between brand experiences and brand attachment, emotional pleasure and cognitive pleasure had partially mediated in the relationship between sensory experience-brand attachment, and intellectual experience-brand attachment respectively, whereas, both pleasures were partially mediated the relationship of affective experience-brand attachment. The findings will help marketers establish more efficient brand strategies and the formation of relationship between consumers and brand for smartphone market.

이모티콘 사용시 감정이입을 통한 지각된 침입성의 상호작용 효과 - 광고커뮤니케이션 관점을 중심으로

공란란,고명자,김윤정 한국인터넷전자상거래학회 2017 인터넷전자상거래연구 Vol.17 No.6

The use of emoticons is recognized for its usefulness in arousing emotions in non-face-to-face relationships and it increases the possibility of interaction. Consequently, it is important to examine the effects of empathy through emoticons as an advertising communication tools. This study intends to prove that a stronger empathy occurring through emoticons helps reduce perceived intrusiveness and strengthen relational emotions. This study also intends to examine the influence of perceived intrusiveness and relational emotions on the effects of interaction. The results of this research showed that the negative effects of perceived intrusiveness on relational emotions and the motive for interaction are not statistically significant. It was confirmed that the perceived intrusiveness has significant effects on all factors except the two said factors.

문화간 판매접점에서 판매원 문화지능의 조절효과

공란란,김형길,김윤정 한국유통과학회 2017 유통과학연구 Vol.15 No.12

Purpose - Owing to economic development and rapid globalization, the number of people traveling abroad has increased dramatically in recent years. For instance, according to data from World Tourism Organization, approximately 1,724 million tourists traveled abroad in 2016. This phenomenon has resulted in a change for domestic markets, as they no longer serve only domestic customers but also serve foreign customers as well. Therefore, intercultural service encounters between services providers and customers from diverse cultural backgrounds are becoming more frequent. Especially in the field of retailing, salesperson's customer oriented selling behavior is particularly important for the successful interactions. However, it is hard to find some factors that can improve salesperson's customer oriented selling behavior in intercultural sales encounters. Research design, data, and methodology - A quantitative survey methodology was utilized to collect data on 312 salespeople at duty-free shops located on Jeju Island, Korea. As a tourism-based region, Jeju Island has attracted a large number of foreign tourists since being designated as an international free city in 2002. Owing to this phenomenon, intercultural sales encounters between salespersons and customers from different cultures have become commonplace. Compared to other salespeople, salespeople working in duty-free shops have more frequent intercultural interactions, as over 90% of their total customers are from foreign countries. Additionally, regular professional training programs for salespeople help cultivate cultural intelligence. Data analysis was conducted using SPSS 20. Results - This paper explores the role of empathy and cultural intelligence in intercultural sales encounters using a theoretical model incorporating the causal relationships between empathy(cognitive empathy and emotional empathy) and customer oriented selling behavior, as well as the moderating effects of cultural intelligence in these relationships. Conclusions - This study is almost the first to explore the influence of empathy and cultural intelligence in intercultural sales encounters. Thus, this study provides a meaningful contribution to the application of empathy and cultural intelligence in the retailing field and will draw the attention of personal distribution practicers and researchers to the importance of empathy and cultural intelligence. Additionally, this study has useful managerial implications for employee selection, training, and development in retailing firms engaged in intercultural sales encounters.

브랜드경험과 즐거움, 구전의도의 관계

공란란(Lanlan Kong),김형길(Hyounggil Kim),다니엘 김(Daniel J. Kim) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.3

The present study is aimed to demonstrate the causal relationships of muli-dimensional brand experience(sensory, affective, behavioral, intellectual) to pleasure and WOM intention, to investigate mediating effects of pleasure in the links between multi-dimensional brand experiences and WOM intention, and to explain the differences between South Korean and Chinese. The results are indicated as follows. First, brand experiences(sensory, affective, behavioral, intellectual) had positive effects on consumer’s pleasure in both sample. Second, it was demonstrated that brand experiences was significant causes on inducing consumers’ WOM intention for South Korean and Chinese consumers. Finally, it was demonstrated that pleasure had fully mediated in the relationship between brand experiences and WOM intention in all sample. The findings will help global marketers establish more efficient brand strategies according to the differences and similarities between South Korean and Chinese smartphone consumers.

브랜드 원산지와 제조 원산지의 상대적 효과 및 재구매의도와의 관계에서 브랜드태도의 매개효과

공란란(Lan Lan Kong),김형길(Hyoung Gil Kim),김윤정(Yun Jeong Kim) 제주대학교 관광과경영경제연구소 2014 産經論集 Vol.33 No.-

로하스가치가 로하스상품의 신뢰, 만족, 재구매의도에 미치는 영향

공란란(Kong, Lan Lan),김정희(Kim, Jung Hee),김형길(Kim, Hyoung Gil) 한국문화산업학회 2014 문화산업연구 Vol.14 No.3

본 연구는 새로운 소비 트렌드로 등장한 로하스를 중심으로, 로하스 소비 경험이 있는 소비자들이 로하스가치, 로하스 상품에 대한 신뢰, 만족, 재구매의도 간의 인과관계를 규명하고, 이들 관계가 로하스 소비자의 이타적 성향에 의해 체계적으로 변화되는지를 살펴보고자 시도되었다. 연구목적을 효과적으로 달성하기 위해 문헌 연구를 통해 관련 이론들을 고찰하여 연구모형을 설정하고 가설을 도출하였다. 이를 검증하기 위해 로하스 소비자를 대상으로 설문지에 의한 실증조사가 이루어졌다. 실증분석 결과는 다음과 같이 요약된다. 첫째, 로하스 소비자의 로하스가치는 지속가능성, 환경친화성, 건강성으로 분류되는 다차원의 개념이다. 둘째, 소비자의 로하스가치 중 환경친화성과 건강성은 로하스 상품에 대한 신뢰와 만족에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 소비자의 로하스 상품에 대한 신뢰와 만족은 그들의 재구매의도에 긍정적인 영향을 미치는 것으로 분석되었다. 소비자의 로하스 상품에 대한 신뢰는 만족에 긍정적인 영향을 미치는 것으로 확인되었다. 넷째, 로하스 소비자의 이타적 성향은 로하스가치와 로하스 상품에 대한 신뢰 및 만족과의 관계를 부분적으로 체계적으로 변화시키는 역할을 하는 것으로 나타났다. 이와 같은 결과는 로하스 제품 및 시장의 합리적 관리를 위해서는 우선적으로 로하스 가치를 추구하는 집단 혹은 이타적 성향이 높은 집단을 지속적으로 발굴하여, 이들을 표적으로 환경친환성과 건강성을 부각시킬 수 있는 커뮤니케이션전략이 요구됨을 시사한다. The present study is aimed to demonstrate the causal relationships among the perceived value of LOHAS by the consumers, who have experience of LOHAS, consumption, trust, satisfaction and repurchase intention, and in addition, to identify moderating effects of altruistic tendency in these relationships because of LOHAS products which emerg like a new consumption trend. In order to effectively achieve the objective, we built to the research model based on the literature reviews and derived the hypotheses. A total of 215 usable survey responses has been applied for the empirical analysis. The results indicated as follows. First, the perceived value of LOHAS was proved as a multi-dimensional concept with three subordinate concepts; perceived sustainability, perceived environmental friendliness and perceived health. Second, perceived environmental friendliness and perceived health of the perceived LOHAS value positively affected to trust and satisfaction. Third, consumers" trust and satisfaction for LOHAS products had positive impacts toward repurchase intention. And consumers" trust was positively associated with consumers" satisfaction for LOHAS products. Finally LOHAS consumers" altruistic tendency as moderators had a important role which is partly moderate the relationships between the perceived value-trust, and the perceived value-satisfaction. These results suggest that it is necessary to continuously search for targeted groups that pursue LOHAS value or have high altruistic tendency in order to reasonablly manage LOHAS product and market, and to develop communication strategies to highlight environmental friendliness and health to them. 본 연구는 새로운 소비 트렌드로 등장한 로하스를 중심으로, 로하스 소비 경험이 있는 소비자들이 로하스가치, 로하스 상품에 대한 신뢰, 만족, 재구매의도 간의 인과관계를 규명하고, 이들 관계가 로하스 소비자의 이타적 성향에 의해 체계적으로 변화되는지를 살펴보고자 시도되었다. 연구목적을 효과적으로 달성하기 위해 문헌 연구를 통해 관련 이론들을 고찰하여 연구모형을 설정하고 가설을 도출하였다. 이를 검증하기 위해 로하스 소비자를 대상으로 설문지에 의한 실증조사가 이루어졌다. 실증분석 결과는 다음과 같이 요약된다. 첫째, 로하스 소비자의 로하스가치는 지속가능성, 환경친화성, 건강성으로 분류되는 다차원의 개념이다. 둘째, 소비자의 로하스가치 중 환경친화성과 건강성은 로하스 상품에 대한 신뢰와 만족에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 소비자의 로하스 상품에 대한 신뢰와 만족은 그들의 재구매의도에 긍정적인 영향을 미치는 것으로 분석되었다. 소비자의 로하스 상품에 대한 신뢰는 만족에 긍정적인 영향을 미치는 것으로 확인되었다. 넷째, 로하스 소비자의 이타적 성향은 로하스가치와 로하스 상품에 대한 신뢰 및 만족과의 관계를 부분적으로 체계적으로 변화시키는 역할을 하는 것으로 나타났다. 이와 같은 결과는 로하스 제품 및 시장의 합리적 관리를 위해서는 우선적으로 로하스 가치를 추구하는 집단 혹은 이타적 성향이 높은 집단을 지속적으로 발굴하여, 이들을 표적으로 환경친환성과 건강성을 부각시킬 수 있는 커뮤니케이션전략이 요구됨을 시사한다. The present study is aimed to demonstrate the causal relationships among the perceived value of LOHAS by the consumers, who have experience of LOHAS, consumption, trust, satisfaction and repurchase intention, and in addition, to identify moderating effects of altruistic tendency in these relationships because of LOHAS products which emerg like a new consumption trend. In order to effectively achieve the objective, we built to the research model based on the literature reviews and derived the hypotheses. A total of 215 usable survey responses has been applied for the empirical analysis. The results indicated as follows. First, the perceived value of LOHAS was proved as a multi-dimensional concept with three subordinate concepts; perceived sustainability, perceived environmental friendliness and perceived health. Second, perceived environmental friendliness and perceived health of the perceived LOHAS value positively affected to trust and satisfaction. Third, consumers" trust and satisfaction for LOHAS products had positive impacts toward repurchase intention. And consumers" trust was positively associated with consumers" satisfaction for LOHAS products. Finally LOHAS consumers" altruistic tendency as moderators had a important role which is partly moderate the relationships between the perceived value-trust, and the perceived value-satisfaction. These results suggest that it is necessary to continuously search for targeted groups that pursue LOHAS value or have high altruistic tendency in order to reasonablly manage LOHAS product and market, and to develop communication strategies to highlight environmental friendliness and health to them.

서비스특성이 서비스 혁신 유형과 선서비스개발 성과에 미치는 영향에 관한 연구

황용철,공란란 한국경영교육학회 2013 한국경영교육학회 학술발표대회논문집 Vol.2013 No.12

물리치료사가 지각하는 심리적 임파워먼트가지속학습활동에 이르는 과정

허향진,강영순,공란란 한국상업교육학회 2018 상업교육연구 Vol.32 No.6

The concept of continuous learning activities has studied in the area of organizational behavior targeted on employees who have worked for companies. However, the objective of the present study is to empirically demonstrate the psychological process from psychological empowerment to continuous learning activities focused on the physical therapists. In order to achieve the research goal, work engagement and proactive behavior were designed as mediators in the links between psychological empowerment and continuous learning activities. Data collected from 198 physical therapists who worked at Ulsan was applied in analysis. The analysis was carried out by SPSS Macro which evaluated proper in multiple mediation path. The results are as follows. First, psychological empowerment has positive effects to work engagement, proactive behavior, and continuous learning activities respectively. In mediation, the process via proactive behavior was only supported with partial mediation effect. These results contribute to expand the research area of continuous learning activities with regard to the role of psychological empowerment to learners’ experience related to job. The role of proactive behavior which pursuit for changes related oneself is highlighted in the links psychological empowerment and continuous learning activities.