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쇼핑가치 추구집단에 따른 의류제품 구매후 만족에 관한 연구
박재옥,김지영 한국의류학회 2002 한국의류학회지 Vol.26 No.3,4
Value is one of the most useful variable for achieving marketing concept that satisfy consumer needs. The issue related to which value consumers have when they re shopping and which effect this shopping value has on the process of consumer satisfaction formation, would be helpful to understand the post-purchase behavior as well as the process of pre-purchase decision making. Therefore, the objective of this study was to clarify differences in the process of satisfaction formation in relation to the type of shopping value. The study was conducted in three steps. Through the two steps, measurement instruments were developed. At the last step, judgement sampling method were utilized to collect the data and subjects were 614 university students. Factor analysis, cluster analysis, frequencies, t-test, and structural equation model analysis were used to analyze the data. Two groups regarding shopping value were found, which included consumers with hedonic shopping value and consumers with utilitarian shopping value. Overall, the results revealed a similar tendency in the process of satisfaction formation between two groups. But the tendency, which expressive product performance was related to the positive consumption emotion more than instrumental product performance was and instrumental product performance was related to the negative consumption emotion more than expressive product performance was, was clearer in consumers with utilitarian shopping value than in those with hedonic shopping value. In consumers with hedonic shopping value, expressive product performance has a greater effect on satisfaction than instrumental product performance did, but in consumers with utilitarian shopping value, expressive product performance showed a similar effect on satisfaction with instrumental product performance. Understanding of the post-purchase behavior of the consumers with hedonic shopping value and the consumers with utilitarian shopping value and practical administration of the differences of the two groups would contribute to build useful marketing strategies.
결혼이주여성교사에 의한 다문화 이해 프로그램과 유아의 다문화에 대한 인식 및 또래와의 놀이성
박재옥,이완정 한국보육지원학회 2012 한국보육지원학회지 Vol.8 No.1
본 연구는 어린이집 보육계획의 생활주제와 연계한 다문화 이해 프로그램의 효과를 알아보고자하였다. 아울러 이 프로그램을 어린이집 교사가 단독으로 진행하였을 경우와 훈련받은 결혼이주여성 교사가 함께 진행하였을 경우의 효과가 어떠한지도 분석하고자 하였다. 연구를 수행하기위해 경기도에 소재한 3개 어린이집의 만 5세반을 한 학급씩 편의표집하여 실험집단1, 실험집단2, 통제집단으로 구분하였다. 실험집단 1은 다문화 이해 프로그램을 어린이집 교사와 결혼이주여성 교사가 함께 진행하도록 하고, 실험집단 2는 동일한 프로그램을 어린이집 교사가 혼자진행하도록 하였으며, 통제집단은 정규 보육계획안을 그대로 운영하도록 하였다. 사전・사후검사에 사용된 유아의 다문화 인식 측정 도구는 김판희와 이춘옥(2009)의 유아용 척도를, 또래와의놀이성 측정도구는 김미숙(2001)의 척도를 사용하였다. 자료의 분석결과 유아의 다문화에 대한인식은 실험집단 1, 실험집단 2, 통제집단의 순으로 유의한 차이를 보였으며, 유아 다문화 이해프로그램을 경험한 두 실험집단의 유아는 통제집단에 비해 또래와의 놀이성이 유의하게 높은것으로 나타났다.
박재옥,박혜정 한국의류학회 2002 한국의류학회지 Vol.26 No.2
The purpose of this study is to identify the differences between married women s dissatisfaction towards imported and domestic clothing and to test the role of socioeconomic variables on dissatisfaction. Two-piece formal suit was selected as the item, and country of origin of imported suit was not controlled. Sample selection criteria included married women living in Seoul, Korea, between ages 30-59. The data were analyzed using factor analysis, paired t-test, and one-way ANOVA. The results indicate, in the Korean clothing market, both international and Korean marketers should be prudent with their price policies and should implement differentiated marketing strategy based on their target market's demographic profile. Higher dissatisfaction towards domestic clothing in terms of most factors, under the rapidly globalizing market environment, suggests the Korean marketers will be forced to face full-scale harsh competition from international marketers.
박재옥,김지영 한국의류학회 2002 한국의류학회지 Vol.26 No.5
The objectives of this study were 1) to ascertain whether there was a difference in product performance (expressive or instrumental), which consumer recognized after using, related to consumer involvement toward clothing, 2) to clarify the effect of product performance on consumption emotion(positive or negative), 3) to investigate the effect of consumption emotion on satisfaction, and 4) to find out whether product performance had a direct effect on satisfaction toward product. The study was conducted in three steps. Through the two steps, measurement instruments were developed. At the last step, judgement sampling method were utilized to collect the data and subjects were 614 university students. Confirmatory factor analysis and structural equation model analysis were used to analyze the data. The results were as follows: l) Consumer involvement had an effect on product performances but it was related to the expressive product performance more than to the instrumental product performance. 2) Product performance had positive influence on positive consumption emotion, while it had negative influence on negative consumption emotion. The results revealed that there were significant relationships between product performance and consumption emotion. 3) Positive consumption emotion had a positive effect on consumer satisfaction, on the other hand negative consumption emotion had a negative effect on consumer satisfaction. 4) Although the direct effects of product performances on satisfaction were larger than the indirect effects, product performance was greatly influential in consumption emotion and consumption emotion was strongly related to consumer satisfaction. Therefore, consumption emotion is an important determinant variable in the process of consumer satisfaction.