세부 전공별 논문발표 [ 경영 학회 ] 소비자의 확장상표평가에 대한 준거기준으로서 모상표스키마와 유사품스키마의 적용에 관한 연구

최낙환,황윤용 한국경영학회 1999 하계 경영학관련 통합학술대회 발표논문집 Vol.- No.-

기업연상의 기업제품에 대한 긍정행동효과에서 프라이드 및 고마움과 전체자아 - 기업브랜드 일치성의 역할

최낙환,하건수,임아영 한국유통과학회 2016 유통과학연구 Vol.14 No.9

Purpose – Previous studies have not paid attention to global self-corporate brand congruity and affective approach from the viewpoint of global self. This study explored an inducement of gratitude that, under the circumstance of corporate association, consumers feel toward corporate's responsible activities, pride related to corporate's ability, and global self congruity. Current researches also have examined positive behavior effects of global self-corporate brand congruity and the feelings on corporate products. Research design, data, and methodology – This research theoretically reviewed that corporate ability and social responsibility association would influence global self-corporate brand congruity, that corporate ability association could induce consumers' sense of pride, and that social responsibility association might induce gratitude. This study, furthermore, examined theoretically whether global self-corporate brand congruity, pride and gratitude could make consumers behave positively toward corporate products, and developed hypotheses. For the empirical analysis with the questionnaires, 231 employees and common people completed the questionnaires, and structural equation model of AMOS 18.0 was used. Results – From the empirical analysis, the outcomes are as followings. First, corporate ability association makes consumers feel proud. Second, corporate social responsible association makes consumers feel grateful. Third, both corporate ability association and social responsibility association let consumers be aware of global self-corporate brand congruity. Fourth, being conscious of each of pride, gratitude and global self-corporate brand congruity prompts consumers to behave positively toward corporate products. Fifth, mediation effects of pride and the congruity in the roles of corporate ability association on the positive behavior, and those of gratitude and the congruity in the roles of corporate social responsible association on the positive behavior are identified. Conclusions – Based on the results, it can be said that a marketing manager should endeavor to make consumers associate the corporate ability and social responsibility. However, the degree of consumers’ feelings such as pride and gratitude can differ according to their cultural backgrounds. It is, therefore, needed to be explored by the types of feelings that can be caused more from the difference in cultural backgrounds by corporate association, and to be investigated differently and positively with behavioral effects on the corporate's products between the types.

인터넷 쇼핑몰 평가에 이용되는 속성정보의 전형성 효과에 관한 연구

최낙환 한국마케팅학회 2006 ASIA MARKETING JOURNAL Vol.7 No.4

소비자의 의사결정에 관한 대부분의 연구는 소비자의 선택이 특정 제품범주의 대안들이 가지는 구체적인 속성평가를 통해 이루어진다고 보고 있다. 이러한 연구들은 자극중심평가에 초점을 맞추고 있으나, 일상생활 속에서 많은 소비자의 제품평가는 기억정보에 기초하는 경향이 있다. 하지만 기억정보에 기초한 정보 전형성이 정보처리에 미치는 영향에 관한 연구는 상대적으로 미흡한 편이다. 따라서 본 연구는 기억정보에 기초한 인터넷 쇼핑몰 평가를 할 때, 인터넷 쇼핑몰 속성정보의 전형성과 비전형성이 정교화 가능성(elaboration likelihood) 수준의 차이에 따라 접근성과 평가에의 이용정도에 어떻게 영향을 미치는 가를 탐색하였다. 연구결과 정교화 가능성 수준이 높은 소비자는 인터넷 쇼핑몰의 비전형적 속성을 더욱 빨리 떠올리며 이를 평가에 더욱 많이 이용함을 알 수 있었고, 정교화 가능성 수준이 낮은 소비자는 인터넷 쇼핑몰의 전형적 속성을 더욱 빨리 떠올리며 이를 평가에 이용하는 것으로 나타났다. 또한 기억중심평가 상황에서 소비자들은 인터넷 쇼핑몰 속성정보를 이용한 인터넷 쇼핑몰 평가에 대해 정교화 가능성 수준이 높은 소비자일수록 더욱 높은 확신수준을 보이는 것으로 나타났다. Most researches on the consumer's decision making have shown that consumer's choice is performed through the attribute judgement about the alternatives in a specific product category. Although these researches focus on stimulus-based judgment, in a real life a number of consumers tend to judge a product based on information stored in their memory. However, the research on the effect of information typicality on information processing would be insufficient. Thus this research has examined the following topic. When the Internet shopping mall is being judged, how the typicality and atypicality affect diagnosticity of accessibility and judgment in accordance with the level of elaboration likelihood. The results show that consumers having high level of elaboration likelihood conceive atypicality attributes in advance of typicality ones and use them in judging, and vice versa. Furthermore in the context of memory-based judgment, the higher the consumers' elaboration likelihood is, the more elevated the level of confidence.

광고메시지에서 추상성과 구체성 유형별 여성설득효과와 준거유형의 조절작용

최낙환,김민지,배청청 한국브랜드디자인학회 2014 브랜드디자인학연구 Vol.12 No.1

이 연구는 여성이 추상적이고 탈 맥락적인 광고 메시지보다 구체적이고 맥락적인 광고 메시지에 더 욱 잘 설득될 것이라는 데 초점을 맞추고, 여성소비자에게 광고 메시지가 자기준거 보다 타인 소비 자 준거를 유도하면 구체적인 광고 메시지의 설득효과가 커지는지 탐색하였다. 실증연구에서 실험제품으로 썬크림을 선정하였으며, 자료의 수집을 위해 2(준거유형: 자기준거, 소비자준거) × 2(메시지 유형: 구체, 추상)의 집단 간 실험설계를 하고 여자 대학생을 대상으로 자료 를 수집하였다. 그리고 가설의 검증을 위해 SPSS18.0의 분산분석(ANOVA) 방법을 사용하였다. 분석 결과 여성소비자 집단에서 추상적인 메시지보다 구체적인 메시지가 설득효과(제품평가치)가 높게 나타났다. 또한 소비자준거가 구체적인 메시지의 설득효과를 높게 하여, 준거유형의 조절작용 이 통계적으로 검증되었다. 즉 여성에게 추상적인 메시지보다 구체적인 메시지의 설득효과가 크고, 개인 여성소비자가 추상적인 메시지보다 구체적인 메시지에 대하여 타인소비자를 준거하면 더욱 설득되는 것으로 탐색되었다. The present study is aimed at investigating if women could be persuaded more by a concrete and contextualized advertisement message than by an abstract decontextualized advertisement message. And attempts were made in this study to find out whether female consumers would be more persuaded when the concrete advertisement message induces consumer-referencing to be connected with other consumers than when it induces self-referencing to be connected with themselves. For this study, sun cream was selected as an object to be substantiated, and questionnaires for experiment were developed on the basis of 2 (types of reference: self- and consumer-reference) × 2 (types of message: concrete and abstract one) between group design. SPSS 18.0 ANOVA was employed to verify the hypotheses. The analysis found that concrete message turned out to be more persuasive (product evaluation) than abstract one, and consumer-reference was found to increase effect of persuasion (product evaluation values) higher in case of concrete message than in case of abstract one. The moderating role of consumer-referencing was statistically significant, resulting in adoption of all hypotheses related to the women.

브랜드 평가에 대한 브랜드 처리유창성과 규제적합성의 효과를 매개하는 브랜드개입

최낙환 한국경영교육학회 2011 경영교육연구 Vol.26 No.4

Consumer's tendencies to consider brand as part of their self-concept are related to consumer's self-regulation. Brand engagement is concerned with the notion that consumer can be involved, occupied, and interested in the brand. Strength of brand engagement is more likely to contribute to the intensity of attraction to the brand that results in positive brand evaluation. Brand engagement as self-regulation behavior can be conceptualized as an individual difference representing consumer's tendencies to include brand as part of his or her self. Brand engagement like this can be strengthened under conditions of regulatory fit and can be disrupted under conditions of nonfit. And brand claim can be evaluated by drawing on relevant accessible knowledge about the incoming information of the brand. It is necessary to consider thinking as well as thought contents. The thought processes are accompanied by the ease or difficulty with which brand information can be brought to mind, or the fluency with which brand information can be processed. The easy or difficulty experiences are informative in consumers' own right and consumers draw on the experiences in forming brand judgments. Consumers are to process brand information easily to involve the brand as a part of their selves. The more positive attributes they brought to mind, consumers are less likely to like a brand and the more reasons they generated for making a choice, consumers are more likely to defer choice, To be involved, occupied, and interested in the brand, it is necessary for the brand information to be processed easily. Any variable that promotes fluent processing is likely to increase connections between the brand and the self that result in brand engagement. Taken together, this article posits that brand engagement play mediating roles between regulatory fit and brand evaluation and between processing fluency and brand evaluation. This research reviews the theoretical background about the roles of brand engagement and tests the mediating roles of brand engagement by using cellular phone as experimental object. The results of empirical study shows that there are the mediating roles of brand engagement that regulatory fit and processing fluency have positive affects to brand engagement and brand engagement gives positive impact to brand evaluation. 이 연구는 브랜드의 규제적합성과 처리유창성이 브랜드개입수준을 매개로 브랜드의 평가에 미치는 효과를 탐색하였다. 실험대상을 휴대폰브랜드로 선정하여 규제초점 점화집단별 광고소구유형에 의해 규제적합성과 처리유창성을 조작하고 공분산 구조분석을 이용하여 연구가설을 검증하였다. 규제적합성은 브랜드평가에 직접적으로 긍정적 영향을 미치고, 처리유창성의 브랜드평가에 대한 직접적인 긍정적 영향은 없었다. 그리고 브랜드평가에 브랜드개입이 긍정적 영향을 미치는 것으로 분석되었으며, 브랜드개입에 규제적합성과 처리유창성이 모두 긍정적 영향을 미치는 것으로 탐색되었다. 또한 간접효과의 분석에서 브랜드 평가에 처리유창성과 규제적합성의 간접효과가 모두 유의적이었다. 따라서 처리유창성과 규제적합성이 브랜드 개입을 매개로 브랜드 평가에 긍정적 효과가 있다고 볼 수 있다.

Roles of Power State and Message Types on Restaurant Store Brand Attitude

최낙환,Anisha Dhakal 한국유통과학회 2017 유통과학연구 Vol.15 No.10

Purpose – This research aims to find the moderation roles of power states in the effects of four message types (competence self-referencing, competence self-defining, warmth self-referencing, warmth self-defining) on brand attitude. Research design, data, and methodology – A restaurant brand was used as an experimental object, and 4(message types: warmth self-defining message, warmth self-referencing message, competence self-defining message, competence self-referencing message) x 2(power: high power and low power) between-subjects design was employed. Through on-line survey in Nepal, we collected a total of 240 individuals composed of eight experimental groups with 30 members in Nepal. Results – Consumers under low power state formed more positive brand attitude at the warmth self-defining message than any other types of message, while under high power condition, there are neither the attitude differences between competence self-referencing message and competence self-defining message, nor those between competence self-referencing message and warm self-defining message. The significant attitude differences showed between competence self-referencing message and warmth self-referencing message. Conclusions – This study contributes to the advertising theory development. Restaurant store marketers should deliver warmth self-defining message rather than the other three types of message to consumers under low power state, and they should not deliver warmth self-referencing message to consumers under high power state.

문화 지향성별 파워개념에 대응하는 로컬푸드점포에 대한 태도요인

최낙환,정병희,임아영 한국유통과학회 2016 유통과학연구 Vol.14 No.8

Purpose – The present study theoretically reviews the use of power norm according to the cultural orientation of consumers to categorize the shopping value that corresponds to the use of the power norm when consumers use local food stores. Research Design, Data, and Methodology – Based on the data collected from the survey to 130 undergraduates, salaried men and people at large, the group with cultural value orientation was divided further into the group of horizontal individualism and that of vertical collectivism by using cluster analysis of SPSS 18.0 program. And regression analysis of SPSS 18.0 was employed to verify the hypotheses. Results – The following conclusions were shown in the empirical study. First, in the group of vertical collectivism, contribution to regional profits and competitiveness, economic value and service superiority can positively affect the attitude to the local food stores while the social responsibility activity in the community can't. In the group of horizontal individualism, however, contribution to regional profits and competitiveness, social responsibility activity, economic value and service superiority were all found to positively affect the attitude to the stores. Second, the distinctive shopping value of the stores such as escapism, entertainment value and prestige does not affect the attitude to the stores. Third, the positive effects that the stores' level of responsibility for the outgroup community can exercise on the attitude to the stores turned out to be bigger in the group of horizontal individualism than in the group of vertical collectivism. Fourth, the impact that the degree of the stores' contribution to regional profits and competitiveness has on the attitude to the stores was found to be positive in both groups. However, no difference existed in the degree of positive effects between them. Conclusions – Marketing managers of local food stores should pay more attention to managing their contribution to practical shopping value and to interests as well as competitiveness of regional society, and to persuading consumers of the horizontal individualistic group by performing responsible activities for the outgroup of local society regardless of the types of consumers' cultural orientation.

구매연기로 인한 손실지각과 구매이익가능성이 유발하는 자기책임감 및 희망과 극복행동

최낙환,안려나 한국마케팅관리학회 2009 마케팅관리연구 Vol.14 No.3

소비자들은 제품을 구매함에 있어 여러 가지 이유로 구매를 연기하게 되고 연기과정에서 구매 후 소비에서 느 끼는 감정과 서로 다른 감정을 경험하게 된다. 마케터는 구매를 연기한 잠재고객에게 마케팅노력을 효율적으로 하기 위해 구매연기자의 극복행동을 연구할 필요가 있다. 본 연구는 기존 연구에서 다루지 않았던 구매연기상황 에서 소비자가 구매제약요인을 어떻게 극복하는지를 밝히고, 감정유형의 매개역할관점에서 구매연기상황을 극복 하기 위해 사용하는 전략이 소비자가 느끼는 구체적인 감정유형과 연관됨을 밝혔다. 검증결과, 희망은 수단적 지 지전략과 행동전략에 영향을 미치고, 자기책임감은 수단적인 지지전략을 탐색하게 하고 행동극복전략에는 영향이 없었다. 그리고 구매연기상황에서 자기책임감을 유발하는 원인으로 자기 및 타인손실, 희망을 유발하는 원인으로 이익가능성이 밝혀졌다. 또한 수단적 지지를 많이 탐색할수록, 자원능력이 커질수록 행동으로 극복하려는 의도가 강함을 보여주었다. 따라서 기업의 마케팅 관리자가 마케팅자극을 구성할 때 구매를 연기한 소비자에게 구매연기로 인한 손실가능 성에 의한 자기책임감과 이익가능성에 의한 희망을 촉진시켜 사회적 수단의 지지를 확보하고, 적극적인 행동전략 을 수행할 수 있도록 해야 함을 의미한다. Consumers don't always purchase product at the moment they need them. Sometimes they choose another time to do. It happens in any situation for various reasons through which consumers experience various feeling that differ from those in post-purchase context. There are many marketing measures marketers can take to manage this group of consumers. This article aim to find out how consumers cope with purchasing restraints. We focus on people's behavioral response which mediated by emotions they experience from delaying purchase. Our study shows that the experience of feeling hope can lead to seeking instrumental support and taking action while experience of feeling self-accountability can lead to seeking instrumental support but taking no action to cope. And the results show that the reason why people feel self-accountability in the context of purchase delay is the perceived loss of self and other people close to me, and the reason causing hope is the perceived profitability. We also find that people who seek more instrumental support and have more resource ability are more likely to cope with action. Above result implies that for consumers who have the experience of purchase delay, marketers should help them realize the possibility of benefit which can induce the feeling of hope, or help them realize the possibility of loss which can induce the feeling of self-accountability. Both of the emotions can lead to seeking social support and taking action.

상점애호도모형에 관한 연구

최낙환,김종호 전북대학교 산업경제연구소 1995 전북대학교 산업경제연구소 논문집 Vol.26 No.-

How can we explain store loyalty? The store loyalty has been explained by repetitive behavior, but this concept does not deal with psychological phenomena which was not appeared. True loyalty must be backed up by attitude and loyal behavior from this attitude will become true loyalty. In literature, there has been no relationship between attitude and behavior. So, relative attitude concept was used, because this includes the differentiation which makes stores have differential attitudes among them. Repetitive purchases at a store can be influenced by various factors except attitude such as time, purpose of purchasing, family. These non-attitude factors were also explored theoretically and empirically. The results were that repetitive store usages were influenced by relative attitude and time, family, purpose of purchasing.

국제 유통경로 통합수준의 결정요인에 관한 개념적 연구 : A Conceptual Framework

崔洛煥,裵秉烈 전북대학교 산업경제연구소 1995 전북대학교 산업경제연구소 논문집 Vol.26 No.-

Manufacturers introducing a product to a foreign market face a difficult decision. Should the product be marketed primarily by captive agents or by independent intermidiaries? This is an issue of forward vertical integration. This article try to capture all the factors that contribute to a particular integration decision. He begin by framing the problem according to transaction cost analysis, which posits that an integrated channel is better off choosing an independent channel. Followed by transaction cost approach, we consider production cost, product characteristics, market characteristics, manufacturer characteristics, industry characteristics, channel intensity and channel function, distributor characteristics, and country characteristics. And then we try to develop a conceptual framework for channel integration decision.