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- 저자 : 최성임(Seong Im Choi) (검색결과 5 건)
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최성임(Seong-Im Choi),임은순(Eun-Soon Yim),문혜선(Hye-Sun Moon) 한국콘텐츠학회 2012 한국콘텐츠학회논문지 Vol.12 No.6
본 연구는 커피전문점을 선택하는데 있어서 가장 중요한 요소로 떠오르고 있는 커피요인을 중점으로 시장세분화 한 것이다. 한달동안 커피전문점을 방문한 경험이 있는 사람들을 대상으로 2010년 9월 12일부터 10월 10일까지 807부가 조사되었으며 SPSS17.0과 Limdep(LIMited DEPendent) 8.0 프로그램은 선호하는 커피종류에 따른 시장세분화를 위하여 MNL(Multinominal logit model)을 적용하였다. 4개의 그룹은 에스프레소, 아메리카노, 카페라떼류, 카페모카류를 선호하는 집단으로 구분하였으며 각각을 선호하는 소비자들의 인구통계적 특성과 커피선택속성, 포장여부, 선호하는 커피전문점브랜드, 방문횟수등에 영향관계를 확인하였다. 나이, 직업, 포장여부 그리고 7개의 커피선택속성 중 기분을 좋게함, 멋져보임, 체중조절을 위해서, 습관적으로라는 4가지 변수들이 선호하는 커피를 선택하는데 영향을 미치는 것으로 나타났다. 본 연구는 선호하는 커피에 따라 커피선택속성 등 현실을 그대로 반영하는 것으로 커피전문점 마케팅 전략에 도움이 될 것으로 판단된다. The purpose of this research study was to identify the factors that influence comsumer who make decisions on preferred coffee types. Data was collected for a month from September 12<SUP>th</SUP> to October 10<SUP>th</SUP>, 2010 from 807 participants who visited a cafe’ in Seoul. The Limdep(LIMited DEPendent) 8.0 program was used in analyzing the determinants for preferred types of coffee using the multinomial logit model(MNL) approach. The results revealed that there were four taste preference groups being Espresso, Americano, Cafe’ Late, and Cafe’ Mocha ; as well as confirming that demographic characteristics influenced the coffee selection attributes, type of packaging, preferred coffee brand, and visit frequencies. This study found seven coffee selection attributes were significant factors in influencing patrons choices for purchasing speciality coffee being age range, profession, packing status, elation, superficial appearance, weight control, and habitual, respectively. The research reflects the coffee selection attributes by the customers’ preference and concludes that it would be helpful to make marketing strategy for particular coffee brands.
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최성임(Seong-Im Choi),임은순(Eun-Soon Yim),김창용(Chang-Yong Kim) 한국콘텐츠학회 2014 한국콘텐츠학회논문지 Vol.14 No.1
본 연구의 목적은 건강 라이프스타일와 와인 선택속성의 영향관계와 건강라이프스타일과 와인선택속성이 만족도에 미치는 영향을 파악하기 위한 것이다. 본 연구를 위한 자료는 2013년 8월 29일 ? 9월 29일까지(30일) 수집되어 285부가 분석에 이용되었다. 견강 라이프스타일와 와인 선택속성의 영향관계를 알아보기 위하여 정준상관분석과 회귀분석을 하였다. 요인분석결과, 건강 라이프스타일은 ‘건강자신감’, ‘건강민감형’, ‘건강에 대한 의지라는 3개의 요인으로 이루어졌으며 와인 선택속성 또한 와인라벨 특성, 경험적 특성 그리고 추천요인인 3개의 요인으로 구성되었다. 분석결과 건강에 대한 의지와 경험적 특성은 유의한 영향관계가 있는 것으로 나타났으며 건강 라이프스타일 중 건강에 대한 의지형이 구매 후 만족도에 유의한 영향을 미치는 것으로 나타났으며 와인선택속성은 와인라벨특성과 경험적 특성이 구매 후 만족도에 유의한 영향을 미치는 것으로 나타났다. The purpose of this research is to find out how the characteristics of healthy lifestyle and wine selection influence each other, and how healthy life and wine selection themselves influence the overall satisfaction of wine. The data collected for this study was taken from a sample of 285 persons during the period of August 29, 2013 to September 29, 2013. Extrapolating from the data, three different characteristics of a healthy lifestyle were identified: health confidence, health sensibility and a desire for good health. Three different characteristics of wine selection were also identified: wine label, wine experience and wine recommendation. The relations of influence between healthy lifestyle and wine selecting attributes were analysed through canonical correlation and regression analysis. This report concludes that healthy lifestyle and wine selection strongly influence each other and their combination has a significant influence on the satisfaction of wine. Among the different healthy lifestyle characteristics identified, the desire for good health was the primary factor that significantly influenced wine satisfaction. With regard to wine selection, the label of wine and experience of wine were the primary factors that significantly influenced wine satisfaction.
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최성임(Seong Im Choi),김성윤(Seong Yun Kim),남효석(Hyo Seok Nam) 한국호텔외식관광경영학회 2011 호텔경영학연구 Vol.20 No.2
The purpose of this paper is to segment consumer coffee bar users by marketing mix into different groups according to the selective attributes of coffee bar. Using cluster analysis, we classified coffee bar users into five groups according to the marketing mix of coffee bar. Authors analysed the effects of determinants on segmented markets using a class of maximum-likelihood regression estimators for collected data by applying MNL. Each of five groups was promotion consideration, place consideration, price consideration, coffee lover, price-place consideration. Based on demographic variables, selective attributes factor, and coffee bar related variables, we identified how these variables influence each of five segmented markets mentioned above. We estimated the segmentation of coffee bar using consumer. We think that this study would help to identify different groups of coffee bar users, and what type of users was affiliated. The results from this study would provide useful information to the facility suppliers who seek for delicate information to set up marketing strategy.
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김성윤(Sung Yun Kim),최성임(Seong Im Choi),김태구(Tae Goo Kim) 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.5
This paper attempts to measure the recreational value of the Kyung-In Ara-Waterway by using the Contingent Value Method(CVM). The Contingent value method, based on multi-attribute utility theory, is applied and the CVM survey was rigorously designed to comply with the guidelines for best-practiced CVM studies. We surveyed a randomly selected sample of 540 households in the Seoul and capital area and person-to-person interviews were conducted to respondents asking what they would pay for ARA-Waterway recreational value. Respondents overall accepted the contingent market and were willing to contribute a significant amount 10,143won, on average, annually per household. We estimated confidence intervals for willingness to pay measures by Monte-Carlo Simulation. The WTP was calculated 1,000 times using the bootstrap method and the maximum and minimum value were respectively deducted excluding the upper and lower 2.5% each. The aggregate values of the ARA-Waterway was estimated to be 85.2 billion won, limited to Seoul and metropolitan areas. The quantitative values can be utilized by system administrators in planning and decision-making for future management. Lastly, the CVM was used for the valuation of Kyung-in Ara-Waterway, which is one of the stated choice method. By applying the choice experiment method for the estimation of the recreational value of kyung-in Ara-Waterway, a methodological development of the valuation process in the tourism industry is expected.
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