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사회공헌활동 효과에 기업 이미지 및 구매 의도에 미치는 영향에 관한 연구
이장혁(Janghyuk Lee),이승민(Seung-Min Lee),김상용(Sang Yong Kim),우원석(Wonseok Woo) 한국경영과학회 2008 한국경영과학회지 Vol.33 No.2
The rising importance of sustainable development led major corporations to pay attention to customer communication with regard to corporate social responsibility (CSR). This research shed light on the impact of CSR related actions. Our findings show that their effect on corporate image and purchase intention strengthens as they are closely related to the corporation's business area. As well, the purchase intention effect is found to be higher in case of high involvement products than that in case of low involvement ones.
잠재계층분석기법(Latent Class Analysis)을 활용한 영화 소비자 세분화에 관한 연구
구교령(Kay Ryung Koo),이장혁(Janghyuk Lee) 한국경영과학회 2011 한국경영과학회지 Vol.36 No.4
As movie demands become more and more diversified, it is necessary for movie related firms to segment a whole heterogeneous market into a number of small homogeneous markets in order to identify the specific needs of consumer groups. Relevant market segmentation helps them to develop valuable offer to target segments through effective marketing planning. In this article, we introduce various segmentation methods and compare their advantages and disadvantages. In particular, we analyze “2009~2010 consumer survey data of Korean Film Industry” by using Latent Class Analysis(LCA), a statistical segmentation method which identifies exclusive set of latent classes based on consumers’ responses to an observed categorical and numerical variables. It is applied PROC LCA, a new SAS procedure for conducting LCA and finally get the result of 11 distinctive clusters showing unique characteristics on their buying behaviors.