제품관여도의 반응행위에 관한 연구

송균석(Song Kyun Seok) 건국대학교 경제경영연구소 1998 상경연구 Vol.23 No.2

The degree of product involvement is the most important factor that shapes the type of decision-process behavior that will be followed. When product involvement is high, consumers are motivated to search for relevant information and to process it thoroughly. Thus, product involvement has important implications for marketing strategy. But, since product involvement is a hypothetical construct, it cannot be directly measured. It can only be inferred from the presence or absence and intensity of its determinants or antecedents. Therefore, before product involvement can be fruitfully investigated, researchers should reach some agreement as to the nature of this construct. In light of the need to clarify the product involvement constructs, this paper presents a definitions of product involvement. This study defines the product involvement as “consumers’ perception of importance or personal relevance for an product.” And this study holds that the determinants of product involvement are personal factors, product factors, and situational factors. The typical types of the product involvement are situational involvement, and enduring involvement. The enduring involvement exists when we are interested in an offering for a long period of time and situational involvement is only temporary. Another purposes of this paper are to review response behavior of product involvement construct and to present the direction for the marketing strategy. The results of this research have discovered that the product involvement results in information search, opinion leadership, innovativeness, brand loyalty etc. These findings help marketer to develop a marketing strategy. Future research is needed to test the proposed relationships and further refine the findings of this research.

자아이미지, 제품상징성, 제품관여의 관련성에 관한 연구

송균석(Kyun Seok Song) 건국대학교 경제경영연구소 1993 상경연구 Vol.18 No.1

This paper has reviewed relationships among self-image(self-concept), product symbolism, product involvement. Each Individual has a perceived image of himself or herself as a certain kind of person, with certain traits, habits, possessions, relationships, and ways of behaving. As with other types of perceptions, the individual’s self-image is unique, a product of that person’s background and experience. Individuals develop a perceived self-image through interactions with other people. Products and brands have symbolic value for individuals, who evaluate them on the basis of their consistency(congruence) with their personal pictures of themselves. Some products seem to agree with an individual’s self-image ; others seem totally alien. Consumers attempt to preserve or enhance their self-image by buying products they believe are congruent with that self-image and avoiding products that are not. Consumers also tend to shop in stores that have an image consistent with their own self-image. Consumers prefer the objects(product, brand, store) that project their self-concept. If the consistency between self-concept and product image(symbolism) exist, consumers are loyal to the product. The relationship between self-image and product symbolism affects the levels, responses of involvement. Therefore, for effective marketing strategy using involvement, a study on self-image and product symbolism should be preceeded. Three different self-image constructs have been identified : The ideal self-concept, actual self-concept, and expected self-concept. The concept of self-image has strategic implications for marketers. Marketers can segment their markets on the basis of relevant consumer self-images and position their products or stores as symbols of such self-images, Such a strategy is in complete agreement with the classical marketing concept. Self-image is a powerful concept which has many implications and applications in the field of consumer behavior. The concept has been used in market segmentation, advertising, packaging, personal selling, product development, and retailing. The marketing manager must identify self-images that are broadly held by groups of consumers and build a product image that is consistent with these images. Future research is needed to test the proposed relationships and further establish and refine reliable/valid measures of constructs.

중소기업지원정책 품질에 대한 수혜자 만족도 분석 : 서브퀄(SERVQUAL) 요인을 중심으로 Focusing on SERVQUAL Variables

송균석 ( Kyun Seok Song ),남윤형 ( Yoon Hyung Nam ),권혁찬 ( Hyouk Chan Kweon ) 한국중소기업학회 2007 中小企業硏究 Vol.29 No.2

손실회피성향에서 시간적 거리감과 해석수준 효과

송균석(Song, Kyun Seok),범상규(Beom, Sang Kyu) 한국소비문화학회 2012 소비문화연구 Vol.15 No.3

본 연구는 이득보다 손실을 더 싫어하는 경향인 손실회피성향을 해석수준이론 차원에서 확인하는데 그 목적을 두고 있다. 즉 손실회피성향(loss aversion)의 시간적 거리감(temporal distance)이 발생한다는 선행연구(Bilgin and LeBoeuf 2010)를 확대하여 사람들이 이득보다는 손실을 경험할 때 시간적으로 더 짧고 가깝게 느끼는 조건들을 확인하는 것이다. 특히 손실회피의 시간적 거리감의 지각에 영향을 주는 또 다른 요인변수로 주어진 정보량의 크기에 따른 지각된 주의강도를 선정하여 모형의 확장성을 확인하였다. 더 나아가 기존 연구에서의 유형재뿐 아니라 무형재로까지 제품유형을 확대 적용하였다. 실험1은 이득/손실의 변경에 대한 사전예측 여부가 손실회피의 시간적 거리감의 발생에 미치는 영향을 기숙사 룸을 대상으로 실시하였고, 실험2는 주어진 정보량의 크기에 따른 지각된 주의강도의 영향 정도를 여행상품을 대상으로 조사하도록 각각 구성되었다. 실험1에서 기숙사 룸 변경에 따른 최종결과치가 이득일 때 보다는 손실로 주어질 때 시간적 거리감을 더 가깝게 혹은 더 짧게 느끼고 있었다. 또 이득보다 손실일 때 이득/손실의 변화크기도 더 크게 지각할 뿐만 아니라 최종결과물과 시간적 거리감의 지각관계에 영향을 미치는 매개효과를 확인하였다. 그리고 손실회피에서 시간적 거리감의 지각정도는 이득/손실에 대한 사전예측 여부에 영향을 받으며, 사전예측이 불가능한 경우 이득보다 손실일 때 시간적으로 더 가깝게 느꼈다. 실험2에서 무형재도 이득보다 손실일 때 시간적으로 더 가깝게 느끼는 것으로 나타났다 또 주어진 정보량의 크기에 따른 지각된 주의강도 역시 사전예측 여부와 마찬가지로 이득보다는 손실일 때 시간적 거리감을 더 가깝게 느꼈다. 그리고 지각된 주의강도가 클 경우, 이득보다는 손실에서 변화크기를 더 크게 지각하였다." The purpose of this study investigates the effect of loss aversion(Tversky and Kahneman 1991) on construal level theory(Liberman and Trope 1998, 2003). It is proposed that a future time interval’s perceived length will be affected by whether the interval ends with a gain or loss. Two experiments indicate that consumers perceive intervals ending with losses as shorter than equivalent intervals ending with gains. The current findings suggest that losses loom nearer and larger than gains. Because of this, consumers may want to expedite losses to minimize dread but delay gains to maximize anticipation. And suggest that moderating role of exchange expectations in loss aversion by presenting an dormitory-move scenario. Specifically, the second experiment indicate that losses loom larger than gains and thus have a greater subjective impact on attention than gains. Based on the previous studies on losses may attract more attention than gains(Baumeister et al. 2001; Rozin and Royzman 2001), this study suggest that a loss at the end of an interval may capture more attention than a gain at the end of an equivalent interval by presenting a travel product’s options-exchange scenario.

재래시장의 고객지향적인 상인조직화 연구

송균석 ( Kyun Seok Song ),범상규 ( Sang Kyu Beom ) 한국유통경영학회(구 한국유통정보학회) 2011 유통정보학회지 Vol.14 No.2

우리나라 재래시장은 1996년 유통시장의 완전 개방으로 막대한 자금력과 풍부한 경영 노하우를 갖춘 외국 유통업체의 국내 진출 및 국내 대형할인점과 기업형 수퍼마켓(SSM)의 급속한 증가로 업태 간 경쟁이 격화되는 어려운 환경에 처해 있다. 게다가 재래시장은 시설 노후화, 상인들의 고령화, 현대적인 경영마인드 부재 등 내부요인으로 인해 경쟁력을 상실하고 있는 실정이다. 본 연구는 침체되어 가는 재래시장의 경쟁력 확보를 위해 재래시장 상인들의 상인조직화에 초점을 맞추고 있다. 이를 위해 전국 1,517개 재래시장을 대상으로 한 ``2010년 전통시장 및 점포경영 실태조사``를 활용하여 탐색적인 연구방법을 적용하여 도출한 결과는 다음과 같다. 첫째, 재래시장 상인회 운영 실태 조사지표인 10가지 항목을 토대로 요인 분석한 결과, 상인조직 기반역량, 상인조직화역량 및 상인조직 활동역량으로 구분된다. 둘째, 3가지 차원의 역량들 중 상인조직 기반역량을 제외하고 상인조직화역량과 활동역량은 경영성과에 긍정적인 영향을 미치고 있는 것으로 나타났다. 이는 상인회 가입률, 상인회비 납부비율 및 시설/경영현대화사업은 상인회 설립 기반에 관한 문제로 고객지향적인 요인은 아니라는 것을 의미하고 있다. 셋째, 법적단체인 등록상인회가 임의단체인 친목회/번영회보다 재래시장 경영성과를 더 높이는 것으로 나타났다. 넷째, 상인회 사무실 수, 상인회 상근직원 수, 상인교육 이수자 수, 공동사업 수, 그리고 대외연계 캠페인 수는 경영성과에 유의한 영향을 미친 반면, 상인회 가입률은 부정적인 영향을 미치는 것으로 나타났다. 결국 고객지향적인 상인조직 운영을 위해서는 적극적이고 리더십을 발휘하기 수월한 등록상인회가 유리하며, 상인조직이 탄탄하게 운영될 수 있는 조직화 역량의 구축이 선결되어야 하며, 시설환경 개선 등 물리적인 측면보다 공동사업 추진이나 대외 연계 캠페인 등 재래시장의 이미지 제고가 필요하며 이를 토대로 재래시장의 공동브랜드 개발 등으로 확대하는 방향으로 상인조직이 운영되어야 한다는 점을 시사하고 있다. The conventional market in Korea is in market environment with intensified competition by entering domestic market of foreign distributor with management know-how and huge sum of money caused by complete opening of retail market in 1996 and by accelerating the entrance of the Large-scale Discount Store and SSM(Super Supermarket). This research is to seek the merchants-organization to generate synergy effect by condensing merchant`s power as a plan for securing competitiveness. We investigated 1,517 categories of desirable merchant-organization based on the data for nation-wide conventional market in 2010. The type of merchant- organization as an object of study presents registered merchant-association and social gathering/co-op of shopkeepers as voluntary association. As the results of empirical analysis, 1)Merchant-organizational Ability and Merchant-organization activity ability have positive effect on business performance, but not Merchant-organizational based ability, 2)Registered merchant-association as merchant-organization representatives appeared as the higher result type of organization than informal social gathering/co-op of shopkeepers, and 3)The merchant-organization with high result presents The number of office, employee, completing merchant education, joint-business and external campaign as key factors.

환경소비자의 라이프스타일에 관한 연구

송균석(Song Kyun Seok) 건국대학교 경제경영연구소 1998 상경연구 Vol.23 No.1

Todays “green marketing” has been used to describe marketers’ attempts to develop strategies targeting the “green consumer”. In order to succeed in green marketing strategy, it is important to identify, analyze the green consumers and apply its findings to marketing strategy. Therefore, this study aims to specify characteristics of the green consumers to succeed in green marketing strategy. I divided consumers into green consumers and nongreen consumers with SRCB scores and identified/analyzed the profiles of the green consumers through lifestyles, green product involvement, attitude toward green product, environmental consciousness etc. Especially, lifestyle has been used in market segmentation, advertising, packaging, personal selling, product development, and retailing. Therefore the green marketing manager must identify lifestyles that are broadly held by green consumers and build a product image that is consistent with these concepts. This survey found that green consumer were more social activity-involved and had more television preference, high green product involvement. Green consumers attempt to preserve or enhance their environmental friendly self-image by buying green products they believe are congruent with that self-image and avoiding products that are not. However, this study has many limitations such as sampling, lifestyle scale of green consumer, classification of green consumer and non-green consumer. Future research is needed to test the characteristics of green consumers and further establish and refine reliable/valid measures of constructs(green product involvement, green consumer lifestyle, self-image etc).

브랜드 자산의 구성요소가 브랜드 친숙성에 미치는 영향

송균석(Song Kyun-seok),남윤형(Nam Yoon-hyung) 한국상품학회 2006 商品學硏究 Vol.24 No.2

The purposes of this research are to understand the relationship among components of brand equity and to identify the effect of brand equity components on the brand familiarity. This research proposed 6 hypotheses on 6 latent variables about brand equity and brand familiarity, and tested through structural equation modeling. The main results are that brand awareness was positively related with brand association and perceived quality and perceived quality has a positive influence on brand association. Also, both brand association and perceived quality related with brand loyalty, and brand loyalty has a positive influence on brand familiarity.

기업과실에 따른 제품유형별 보상프로그램이 소비자 행동반응에 미치는 영향

송균석 ( Kyun Seok Song ),범상규 ( Sang Kyu Beom ) 한국생산성학회 2011 生産性論集 Vol.25 No.3

The purpose of this study was to examine the effects of the consumers` cognitive and emotional responses to the firm`s compensation program on the recovery of the consumers` behavioral responses. This research suggested that the types of the product were divided into low involvement(such as family restaurant case) and high involvement(such as laptop computer case). Also, the types of the firm`s compensation program were divided into practical compensation such as gift voucher and hedonic compensation such as free musical ticket. This research conducted an experiment employed a 2(product: low involvement vs. high involvement) × 2(compensation program: practical vs. hedonic) between-subjects design. The results show that the hedonic compensation has influence more than the practical compensation on the recovery of the consumers` cognitive, emotional and behavioral responses for low involvement product. But the practical compensation has influence more than the hedonic compensation on the recovery of the consumers` cognitive, emotional and behavioral responses for high involvement product. This imply that the sunk cost effects on high involvement goods has influence more than low involvement goods in the losing situation. And then these are appeared to risk aversion when the consumer estimates the firm`s compensation. Therefore, this suggests that the consumer prefers the safe and certain benefit such as the practical compensation.

문화마케팅 활동을 통한 브랜드 친숙도가 신제품 평가에 미치는 영향

송균석(Song, Kyunseok),이효준(Lee, Hyojun),범상규(Beom, Sangkyu) 한국상품학회 2014 商品學硏究 Vol.32 No.1

연구목적: 소비자와 기업 모두 문화마케팅에 대한 관심이 증가되는 추세에도 불구하고 문화마케팅의 효과에 관한 연구는 미미한 실정인 상황에서, 본 연구는 4가지의 문화마케팅 유형요인을 선정하고 이들 유형요인들이 브랜드 친숙도에 미치는 영향을 검증하고, 문화마케팅 활동을 통한 브랜드 친숙도가 신뢰와 몰입이라는 관계품질 및 신제품 평가에 미치는 영향력을 검증하는데 그 목적을 두고 있다. 연구 설계 및 방법론: 연구목적의 달성을 위해 실제 문화마케팅 활동을 활발하게 진행하고 있는 국내기업 9개를 선정하고, 이들 기업의 문화마케팅 활동에 대해 체험경험이 있는 서울 및 수도권 거주자 182명을 편의표본추출하여 설문조사한 결과를 최종분석에 사용하였다. 분석 및 연구 결과: 본 연구 분석 결과, 문화판촉, 문화지원, 문화연출 및 문화기업이 4가지 문화마케팅 유형요인으로 최종 선정되었고, 이들 유형요인 중 문화기업을 제외한 3가지 유형요인들과 브랜드 친숙도 간에 유의한 영향력을 보였다. 또 브랜드 친숙도는 관계품질 차원인 신뢰와 몰입에 모두 유의하며, 신뢰와 몰입 그리고 신제품 평가간의 인과관계 역시 모두 유의한 영향력 나타났다. 시사점 및 연구의 한계점: 본 연구를 통해 기업은 소비자와의 지속적인 관계형성에 있어서 소비자와 브랜드 사이의 친밀감의 형성이 기업과 브랜드의 지속과 장기적인 경쟁우위를 달성할 수 있는 중요한 조건 가운데 하나라는 점을 확인하였다. 연구대상을 체험집단으로 한정함으로써 비체험집단을 포함한 집단 간 비교가 진행되지 못했다는 점이 한계점으로 남는다. 향후 연구방향: 향후 연구들은 기업평판, 명성 또는 기업이미지 등 보다 다양한 이론적 배경에서 제시되었던 새로운 변수들을 사용하여 문화마케팅의 효과를 설명하는 시도를 할 수 있을 것이다. 공헌점: 본 연구는 문화마케팅 경험자를 통해 문화마케팅의 유형요인을 선정하고, 이러한 기업의 문화마케팅 활동들이 신제품 평가라는 소비자행동에 미치는 영향력을 확인했다는 점에서 차별점을 갖는다. Purpose: As the interest in culture and cultural marketing increases, the necessity of the study with regard to the effect of cultural marketing increases. Thus, the purpose of this study is to research the effect of the type of cultural marketing on brand intimacy on the basis of the concept, feature and types of cultural marketing presented in the previous studies. Moreover, it delves on the effect of brand intimacy through the cultural marketing activity on relationship quality and evaluation about a new product. Design/methodology/approach: First, we selected nine companies in Korea that have been attempting cultural marketing using culture. Out of the 200 participants, 182 usable questionnaires were collected and analyzed. Results/findings: The types of cultural marketing, except cultural halo, included cultural promotion, cultural support, cultural display and cultural company; these had a valid impact on brand intimacy, except for cultural company. Also, by examining the effect of brand intimacy on trust and commitment, which are the dimensions of relationship quality, the cause-and-effect relationship between the brand intimacy and trust and commitment turned out to be valid. Research implications/limitations: It has been proven that brand intimacy not only forms a sense of closeness between the brand and consumer but also leads to consumer's positive attitude and behavior. And forming intimacy between consumer and brand is one of the important requirements for both company and brand persistence as well as achieving a long-term competitive advantage, thereby forming constant relationship with the consumer. Future work/research: Future study that tries to figure out the underling mechanisms from a diverse theoretical background will be promising. Originality/value: This study first classified that the cultural marketing of firms has a positive impact on forming brand intimacy.

이동통신의 서비스품질이 고객애호도 형성에 미치는 영향 - 세대별 차이를 중심으로 -

송균석(Song Kyun-Seok),손원상(Sohn Won-Sang) 한국상품학회 2004 商品學硏究 Vol.- No.33

This study aimed to identify the service quality component of the telecommunications service industry that has rapidly grown for a short time and investigate what effect this service quality had on the formation of customer satisfaction and loyalty. Especially, it attempted to investigate what service dimensions had an effect on the formation of service satisfaction and loyalty of the major consumers of the telecommunications service industry, the generation that the telecommunications service providers consider as the major source of profit. By doing so, it attempted to identify what marketing strategy was most effective and efficient to implement for each generation and make the strategic proposal for establishing the marketing strategy of the service provider targeting each generation. In general, service quality is stronger in its subjective characteristic than it is in objective characteristic because the quality of service, unlike general products, is difficult to evaluate objectively from the perspective of consumers, and consumers have the tendency to evaluate service quality through several attributes due to difficulty with its evaluation. As earlier mentioned, this study aimed to define through empirical analysis the service quality components each generation, the major target of marketing in the telecommunications service industry, perceived and investigate the relationship of the effect between customer satisfaction with service and the formation of the accompanying loyalty. To attain this goal, this study established the research hypothesis for consumers using the telecommunications service in Korea for empirical analysis and used SPSS for Windows 10.0 for statistical analysis. As a result, the following findings were obtained: First, it was found that the technical quality and functional quality telecommunications service consumers perceived was associated with service satisfaction. But it was found that only reliability and tangibility of the dimensions making up the functional quality had a significant relationship to service satisfaction. Especially, the so-called 2535 generation had the greater relationship to satisfaction compared to the otherenerations. This implies that the group of older people thought more importantly of the technicalquality of the service provider. And in terms of functional quality, the so-called 1318 generation thought more importantly of the tangibility of service and the 1924 generation and the 2535 generation thought relatively more importantly of reliability than the so-called 1318 generation. Second, the loyalty formed by service satisfaction in all the generations had a significant relationship to other-oriented solicitation and self-oriented retention. It was found that there was a relatively great difference in solicitation, the other-oriented loyalty, between the so-called 1924 generation and the other generations. And it was found that there was a relatively great difference in retention, the other-oriented loyalty, between the so-called 1924 generation and the other generations. That is, it was found that service satisfaction had a relatively less influence on the formation of loyalty in the 1924 generation than it did in the other generations.