전환비용의 선행요인 및 결과변수에 대한 연구

이유재(You Jae Yi),이청림(Cheong Lim Lee) 한국마케팅학회 2005 마케팅연구 Vol.20 No.3

내부 브랜딩: 내부고객의 브랜드 동일시가 내부고객만족과 CS 활동에 미치는 영향

이유재(You Jae Yi),라선아(Sun A La) 한국마케팅학회 2004 마케팅연구 Vol.19 No.3

지각된 불확실성이 프레이밍 효과에 미치는 영향

이유재(You Jae Yi),전호성(Ho Seong Jeon) 한국경영학회 2010 經營學硏究 Vol.39 No.4

Thaler(1985) introduces the rule of ‘hedonic editing,’ which posits that consumers maximize their utility based on the value function derived from the prospect theory; multiple loss events should be integrated to minimize consumers’ perceived disutility. He indicates that a consumer prefers to integrate a series of small costs into one large bundled cost(i.e., aggregation). In contrast, the widespread use of a PAD(pennies-a-day) strategy suggests that if the price is presented as multiple small units to consumers(i.e., segregation), their perception of loss is decreased. In Gourville’s(1998) study, the subjects with the $1 a day message showed more favorable responses toward a donation request compared to the subjects with the $350 a year message. According to Gourville, when consumers are asked to evaluate the transaction, they prefer to be anchored on small on-going expenses rather than on the total cost. This assertion for segregating costs contradicts Thaler’s rule of ‘hedonic editing’ indicating that many costs should be integrated into a single expense. With this apparent contradiction between existing theory and practice, we suggest a theoretical framework that can integrate the mixed evidence. We propose that the uncertainty in the choice task adopted in both Thaler and Gourville’s experiments might have been responsible for these differences. Based on this reasoning, it is hypothesized that an aggregated option is preferred in uncertainty, whereas a segregated option is preferred in certainty. Our study consists of a pre-test and two main studies. The pre-test replicated previous studies with the measurement of perceived uncertainty. The results of the pre-test replicated the outcomes of both Thaler and Gourville’s studies and confirmed our conception that the level of expected probability could be regarded as a proxy measure of perceived uncertainty. As the pre-test employed different choice frames and measurements under the assumption that there would be the difference in the consumers’ perceived certainty, the main studies (Study 1 and Study 2) were thus administered to get more reliable outcomes. The main studies explicitly manipulated the two variables: perceived uncertainty and choice frame. Besides, the experimental scenarios were selected from the real episodes regarded as pure loss events. According to the research outcomes, the main studies provided support for our hypotheses proposing that an aggregated option is preferred in the uncertain loss event and a segregated option is preferred in the certain loss event. Especially in Study 1, we checked whether each size of the loss event provided to the subjects in the segregation condition could be perceived as trivial or not. The results showed that the preference toward a segregated option might have little relationship with the relative size of the segregated loss event, which could be regarded as an alternative explanation about our hypothesis. The outcomes of the main studies imply that the difference in Thaler and Gourville’s experiments might not be a contradiction. Rather, one could say that the different decision making adopted different value functions depending upon the perceived uncertainty of the transaction. Since ‘hedonic editing’ under uncertainty assumes a convex curve in the loss domain, the perceived disutility in the same amount of loss could be minimized in the aggregated condition. However, what we call ‘utilitarian editing’ under certainty implicitly explains that the list price of a single transaction may correspond more closely to the evaluation of choice.

고객만족경영의 개념과 실천에 관한 연구

이유재(You Jae Yi) 한국경영학회 2000 경영저널 Vol.1 No.1

서비스 애호도와 의사애호도가 재구매의도에 미치는 영향에 관한 연구

이유재(You Jae Yi),안정기(Jeong Ki Ahn) 한국소비자학회 2001 소비자학연구 Vol.12 No.1

This study has investigated the relationships between various types of service loyalty and repurchase intentions. It has theoretically examined four types of service loyalty: true loyalty, pseudo-loyalty, latent loyalty. and non-loyalty. An empirical study is then conducted to examine the differences between true loyalty and pseudo-loyalty in terms of their consequences. The results show that pseudo-loyalty has less significant effects on repurchase intentions than true loyalty. It is also found that service loyalty is affected by perceived service costs as well as by perceived service quality.

연구논문 : 부정적 소비감정의 선행요인과 결과변수에 대한 연구 -후회감, 실망감을 중심으로-

이유재 ( You Jae Yi ),차문경 ( Moon Kyung Cha ) 한국소비자학회 2005 소비자학연구 Vol.16 No.4

구매 후 만족도 평가, 기대의 조정, 재구매 의도의 흐름에 관한 연구; 고객충성도의 조절효과를 중심으로

이유재 ( You Jae Yi ),라선아 ( Sun A La ) 한국소비자학회 2002 소비자학연구 Vol.13 No.3

We have investigated the relationship of customer satisfaction, adjusted expectation, and repurchase intention after the consumption experience. Adjusted expectation, which is a dynamic variable reflecting the adjustment of expectations after purchase, is introduced as a mediating variable between customer satisfaction and repurchase intention. In addition, we have examined the way that customer loyalty moderates the relationships among these variables. While customers show asymmetric responses to positive and negative consumption experiences, loyal customers show more favorable responses to negative experiences than less-loyal customers do. Specifically, loyal customers show relatively more favorable evaluations regarding negative disconfirmation, dissatisfaction, and upwardly adjusted expectation.

상호작용효과를 포함한 다중회귀분석에서 주효과의 검증에 대한 연구

이유재(You Jae Yi) 한국경영학회 1994 經營學硏究 Vol.23 No.4

본 연구는 회귀분석에서 구간척도로 측정된 변수들의 주효과와 상호작용 효과를 검증할때 제기되는 문제점들을 살펴보고 그 해결책을 제안하고자 한다. 회귀모델에 상호작용 항목을 삽입하면, 주효과 평가에 있어 다음과 같은 문제들이 발생한다. 첫째, 척도의 선형변환에 의해 결론이 상당히 다르게 나타날 수 있다. 둘째, 심각한 다중공선성 (multicollinearity)이 발생한다. 세째, 주효과에 대한 해석이 애매모호해진다. 이 문제들에 대한 해결수단으로 소집단 분석 (subgroup analysis), 독립화 변환 (orthogonal centering), 평균변환 (mean centering)등을 제시하고, 이들에 대한 비교를 하였다. 그 결과, 평균변환이 이 문제들을 해결하는 데 있어서 가장 유용한 도구임을 발견하였다.

쿠폰미지참으로 인한 후회감이 구매행동에 미치는 영향에 관한 연구

이유재(You Jae Yi),김학균(Hak Kyun Kim) 한국경영학회 2003 經營學硏究 Vol.32 No.1

This study investigates how the existence of unused coupons affects consumer decision-making and postpurchase evaluation by employing the concept of regret, In an Attempt to examine the moderating role of regret, this study develops two theoretical Models: one of anticipated regret, and the other of experienced regret. The models can be summarized as follows, While making a purchase decision, consumers anticipate regret when they perceive the value of coupons available and yet they do not carry them. In Study I, coupon proneness, perceived benefit. and perceived acquisition cost are identified as the antecedents of anticipated regret, and a structural equation model is employed to teat the effects of anticipated regret on purchase intention without coupon carried. After a purchase has been made, consumers feel or experience regret when they later realize that they hove not used coupons, Study 2 examines how the experience of ret influences postpurchase evaluation and repurchase intention, Results of the study show that coupon proneness and perceived benefit have a significant inpact on regret. In addition. Consumers who anticipate regret either postpone purchase or decide not to purchase that brand, and the experience of regret lowers customer satisfaction and repurchase intention,

아는것이 힘? 사전 지식이 평가모드에 따른 선호역전에 미치는 영향에 대한 연구

이유재(You Jae Yi),김병규(B. Kyu Kim) 한국경영학회 2004 經營學硏究 Vol.33 No.1

Studies have shown that consumer preference can be changed by the choice context: joint evaluation vs. separate evaluation. Based on such studies, this study examines how consumer knowledge moderates the context effect on preference. In Study 1. participants are asked to evaluate DVD home theater systems with two attributes; one is easy to evaluate, the other difficult to evaluate. Joint-separate preference reversal happens because the hard-to-evaluate attribute in separate evaluation becomes easy to evaluate in joint evaluation. Results show that preference reversal happens in the low knowledge group, but not in the high-knowledge group. In Study 2, only hard-to-evaluate information is given to participants. Participants are asked to evaluate attractive or unattractive computer monitors in different evaluation modes. Because the high-knowledge group has reference information for the product, they are hypothesized to evaluate products based on their own reference information in separate evaluation, but not in joint evaluation. Consequently, even the high-knowledge group shows preference reversal between two evaluation modes. Implications and future research directions are discussed.