BPL에 대한 한일 소비자 비교 연구

송균석,손원상 한일경상학회 2006 韓日經商論集 Vol.35 No.-

The Comparative Study on BPL in Korean and Japanese Consumers McKechine & Zhou(2003)실험학생 108명영화국가비교(중국 vs 미국)BPL 수용정도변량분석미국인이 중국인에 비해 BPL의 수용에 호의적임Karrh, Frith & Callison(2001)설문조사대학생 194명TV 및 영화국가비교(싱가포르 vs 미국)BPL의 사용변량분석싱가프르인들이 미국인 보다 BPL이 상업적으로 사용되는 것에 대한 우려가 높다Gould, Gupta & Garbner-Krauter(2000)설문조사대학생 1456명영화국가비교(미국,프랑스,오스트리아)구매의도변량분석미국인들이 프랑스 및 오스트리아인들보다 BPL 제품에 대해 호의적인 구매의도를 가지고 있음주1) 박재진(2006)의 연구에서 일부 발췌 정리주2) PPL을 BPL로 변환 표기 : Karth(1994)의 연구결과 인용.

商標愛好度 形成過程에서 關與度의 影響에 관한 硏究

宋均錫 韓日經商學會 1994 韓日經商論集 Vol.10 No.-

本稿の目的は, マ-ケティソグ戰略において重要な商標愛好度の本質を糾明してその形成過程に關する說明力を高めるとともに, 今後の硏究方向とマ-ケティソグ戰略上の示唆點を提示することにある. このため, 消費者行動を硏究する上での最も重要な變數の一つとして考ぇられるようになりつつある關與度という構成槪念を導入した. 本稿では, 次のような手順で議論を展開した. すなわち, まず最初に, Ⅱにおいて商標愛好度の先行硏究を考察し, 次いでⅢにおいて商標愛好度の本質を糾明し, Ⅳで商標愛好度の形成過程を明らかにした後, Ⅴで商標愛好度の形成過程上の關與度の影響を檢討し, 最後にⅥで商標愛好度の創出のためのマ-ケティソグ戰略樹立上의 示唆點を提示した. しかしながら, 本稿にはあくまでも序說的硏究に止るものであり, 深層的硏究を含めたより詳細な檢討や諸變數の類型と次元の檢討についでは今後の硏究課題としたい.

문화마케팅 활동을 통한 브랜드 친숙도가 신제품 평가에 미치는 영향

송균석,이효준 글로벌경영학회 2012 글로벌경영학회 학술대회 발표논문집 Vol.2012 No.2

서비스 제공자의 개인적 특성이 고객만족과 충성도에 미치는 영향 -상호작용 유형의 조절효과-

송균석,박진용,김진이 글로벌경영학회 2011 글로벌경영학회지 Vol.8 No.2

본 연구는 서비스 접점에 있는 서비스 제공자의 개인적 특성이 고객 만족에 미치는 영향과 서비스 제공자와의 상호작용 유형에 따라 특성과 만족의 관계에 차이가 존재하는 지를 알아보고자 진행되었다. 서비스 제공자의 특성으로는 역량, 고객지향성, 그리고 외모가 채택되었으며, 고객만족의 결과변수로 고객충성도를 모형에 포함하였다. 서비스 제공자와의 상호작용 유형은 제한적, 지속적, 그리고 전문적 상호작용으로 구분하여 명목적 조절항으로 처리하였다. 실증을 위하여 455명으로부터 설문조사결과를 확보하였으며, 가설검정은 구조모형을 활용하여 진행하였다. 연구결과 도출된 가설이 기대와 부합하게 나타났으나, 역량이 고객만족에 미치는 영향은 유의적인 결과를 얻지 못하였다. 상호작용 유형의 조절효과의경우 고객지향성은 모든 집단에서 유의한 영향을 미치는 것으로 나타났고, 역량은 지속적 집단에서만,외모는 제한적, 전문적 집단에서 유의한 영향을 미치는 것으로 나타났다. The current trend of rapidly expanding service industries places greater emphasis on the importance of service marketing. Qualified service is the key factor for success of service company. Service providers including salespeople and customer support employees could be the major sources of providing qualified service as their behaviors and attitudes toward customers significantly influence overall customer satisfaction and loyalty. This study examined (a) the effects of service providers'attributes (competence, customer orientation, and appearance) on customer satisfaction and (b)interaction types(restricted, durative, and expert groups) with service provider as a moderator on these relationships. From the survey result of 455 respondents, the expected hypotheses were significantly accepted excluding the path from competence to satisfaction. The attributes of service providers affected differently in each interaction type:customer orientation and appearance in restricted interaction group, customer orientation and competence in durative interaction group, and customer orientation and appearance in expert interaction group greatly affected customer satisfaction.

환경친화적 소비자의 구매행동에 관한 연구 : 환경제품의 관여도를 중심으로 Focus on the Involvement of the Green Product

송균석 建國大學校 經濟經營硏究所 1996 商經硏究 Vol.21 No.1

Environmentally-friendly consumers can exhibit environmental responsibility by acquiring and using green products, neglecting to acquire and use non-green products. This paper argues that environmentally-friendly consumer research can be enhanced by the application of the green product involvement and the symbolic interactionist perspective. The purpose of this paper is to examine the literature regarding green marketing and environmentally-friendly consumers, introduce the green product involvement construct and the symbolic interactionism perspective, and enhance the behavior research of environmentally- friendly consumers. This paper has attempted to show the potential for combining environmentally-friendly consumers with the green product involvement construct and the symbolic interactionism perspective. 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. Self-image is a powerful concept which has many implications and applications in the field of consumer behavior. The results of this research have discovered that the concern for the environment results in the green product involvement, which in turn relates to information search, buy intention, brand loyalty, opinion leadership, innovativeness. Future research is needed to test the proposed relationships and further establish and refine reliable/valid measures of constructs.

제품관여도의 반응행위에 관한 연구

송균석 建國大學校 經濟經營硏究所 1998 商經硏究 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.

환경소비자의 라이프스타일에 관한 연구

송균석 建國大學校 經濟經營硏究所 1998 商經硏究 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).

환경제품 관여도의 통합적 모형에 관한 연구

송균석 한국상품학회 2004 商品學硏究 Vol.0 No.31

The purpose of this paper is to review the literatures regarding product involvement, self-concept, product symbolism, green productr etc, and design the integrated model of green product involvement. This paper have discovered that , the perceived importance, green self-image, perceived risk, he concern for the environment results in the green product involvement. The green product involvement relates to information search, product loyalty, preference, opinion leadership, innovativeness etc. The proposed model gives many implications for environmental marketing strategy. However, this study has many limitations such as sampling, model design, scale of green product involvement. Future research is needed to test the proposed model and further refine the findings of this research.

소비자의 환경제품 관여도에 관한 연구

송균석 建國大學校 經濟經營硏究所 1999 商經硏究 Vol.24 No.1

統合適 模型設計를 위한 製品關與의 本質糾明에 관한 硏究

宋均錫 建國大學校 經濟經營硏究所 1994 商經硏究 Vol.19 No.1

The conceptualization and scaling of involvement has been of interest to consumer researchers since the concept's introduction to consumer behavior almost three decades age. Though involvement has recently become a central issue to consumer researchers, substantial confusions exist as to its nature. Thus before 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 concept, this paper will present a framework for integrating the diverse definitions of product involvement. Therefore the purposes of this paper are to integrate diverse definitions of the involvement construct and to present future direction for the product involvement research. ① Over the past 20 years, many different definitions of involvement have been proposed. However, most agree that involvement refers to consumers' subjective perception of the personal relevance of an object, activity, or situation. Although many conceptualization of involvement has been offered, an examination of the definitions indicates the crux of involvement is personal relevance. ② Since involvement is a hypothetical construct, it cannot be directly measured. It can only be inferred from the presence or absence and intensity of its alleged determinants or antecedents. The operational question is to identify these antecedents of involvement. ③ Future study will address the dimensionality of involvement. The involvement concept appears to be both multidimensional and multifaceted where the definition and method of operationalizing often varies from one application to another. The reason for the diverse definition and measures of involvement are perhaps due to th different applications of the term "involvement". We should be review Laurent and Kaferer's Involvement Profile/Zaichkowsky's PII Scale in terms of the integration of involvement measures. ④ The terms "high-involvement product and low-involvement product" are improper. Marketing researchers often have treated involvement as a dichotomy, either high or low, but this is not really appropriate. Consumers' involvement actually varies along a continuum from very low, through moderate levels, to high levels. ⑤ I point that Laurent and Kapferer do not adress the question of whether their facets(profiles) reflect product-class involvement or brand-choice involvement or both. Future research for elaborate the involvement profiles is to develop and empirically test the measures of each of the involvement profiles separately for product-class and brand-choice involvement.