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야구용품 구매자의 선호도 분석: 조절초점과 해석수준, 메시지 틀의 역할
문준연,마윤성,조광민 국민체육진흥공단 한국스포츠정책과학원 2018 체육과학연구 Vol.29 No.4
[Purpose] The purpose of this study was to analyze the propensity to consume the consumer of the baseball equipments who have difference of the product preference by regulatory focus, and who have construal level and suitable message framing. [Methods] Populations are consumers who have purchased the baseball equipments before, and the sampling groups, five different society baseball group’ league from Seoul and Kyeongi-do, were distributed, 318 copies, by convenience sampling. The questionnaire proceeded by three-way completely randomized design with stimulated sentences of four different advertisement compartmentalized by the regulatory focus, construal level and message framing. The analysis utilized SPSS 21.0 to perform the frequency analysis, manipulation check, independent t-test, two-way ANOVA, and Scheffe was used to post-hoc. Therefore, the result of this study is as below. [Results] First, after analyzing the distinction of the regulatory focus of the consumers of baseball equipments, the preference of the consumer who has improving focus was higher than that of consumer who has the prevention focus. Second, preference differentiation analyzed by construal level and the message framing of the consumer of the improving focus, the preference was higher when the message framing was positive, and the construal level was in short time. Third, preference differentiation analyzed by construal level and the message framing of the consumer of the prevetnion focus, there was no difference of the preference of the equipments followed by the construal level and message frame for prevention focus consumers. [목적] 본 연구는 야구용품 구매자의 성향인 조절초점과 해석수준, 메시지 틀의 적합성에 따른 소비자의 용품 선호도의 차이를 분석하여 야구용품 구매자의 소비성향을 분석하는데 그 목적이 있다. [방법] 본 연구의 모집단은 야구용품을 구매해 본 경험이 있는 소비자이며, 표본 집단은 편의표본 추출법을 활용하여 서울 및 경기 지역의 5개의 사회인야구 동호회 리그를 방문하여 약 318부의 설문지를 배포하였다. 설문지는 광고 문구의 조절초점, 해석수준, 메시지 틀에 따라 구분된 4개의 각기 다른 광고 문구의 자극물을 제시하여 이에 따른 용품 선호도를 조사하여, 삼원 무선설계 방법으로 실시하였다. 분석은 SPSS 21.0을 활용하여 빈도분석, 조작검정, 독립표본 t-test, 이원배치분산분석(two-way ANOVA)을 수행하였으며, 사후검정방법으로는 Scheffe를 사용하여 분석하였다. 이에 본 연구의 결과는 다음과 같다. [결과] 첫째, 야구용품 구매자 조절초점의 차이를 분석한 결과, 향상초점 성향을 가진 소비자가 예방초점 성향을 가진 소비자보다 용품 선호도가 높은 것으로 나타났다. 둘째, 향상초점 소비자의 해석수준과 메시지 틀에 따른 용품 선호도의 차이를 분석한 결과, 향상초점 소비자에게서는 해석수준이 짧은 시간, 메시지 틀이 긍정적일 때 용품 선호도가 높은 것으로 나타났다. 셋째, 예방초점 소비자의 해석수준과 메시지 틀에 따른 용품 선호도의 차이를 분석한 결과, 예방초점 소비자에게서는 해석수준과 메시지 틀의 따른 용품 선호도의 차이가 없는 것으로 나타났다.
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Factors influencing a manufacturer’s opportunism towards small- and medium-sized suppliers
문준연 한국마케팅과학회 2012 마케팅과학연구 Vol.22 No.2
It is extremely difficult for small- and medium-sized (SMS) suppliers to survive and secure a stable performance without effectively dealing with manufacturer opportunism. Given the strategic importance of safeguarding or reducing manufacturer opportunism for SMS suppliers, our understanding on the issue is very limited. This research develops and tests a conceptual model that describes the linkages of the antecedent variables, such as supplier capabilities (core capabilities, operations capabilities), transaction-specific investments and interpersonal networks to the outcome variable, manufacturer opportunism. The conceptual model proposes that the antecedent variables affect manufacturer opportunism through two important mediating variables, a manufacturer’s dependence on a buyer and a manufacturer’s trust of a buyer. Seven hypotheses are derived on the basis of our research model and theoretical background. Data were collected through a survey. Participating organizations are SMS suppliers which have had exchange relationships with large manufacturers in Korea. The list of suppliers was obtained from purchasing managers at three large manufacturers, which are each internationally well-recognized organizations in semiconductors,electronics, and automobile parts, respectively . Covariance structure analysis was performed to test the hypotheses of this research. The major findings can be summarized as follows. First, the path from a supplier’s core capability to a manufacturer’s dependence as hypothesized in H1a is not significant. The path from the operations capability to dependence as hypothesized in H1b is significant. Second, the path from a supplier’s TSIs (Transaction-specific investments) to a manufacturer’s dependence is not significant, whereas that from a supplier’s TSIs to a manufacturer’s trust is highly significant. Thus H2a is not supported, whereas H2b is supported. Third, the path from a supplier’s interpersonal networks to a manufacturer’s trust is significant, implying that H3 is supported, unlike H4 – a manufacturer’s opportunism is not significantly influenced by the manufacturer’s dependence. This is consistent with H5: the path from a manufacturer’s trust to the manufacturer’s opportunism is negative and highly significant. Implications and future research directions are discussed.
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Corporate Image Effects on Consumers’ Evaluation of Brand Trust and Brand Affect
문준연 한국마케팅과학회 2007 마케팅과학연구 Vol.17 No.3
This research investigates relationships between a company’s corporate image and consumer attitudes toward brands in the company. It also examines the fit between a company and its individual products and consumer-company identification as intervening variables between the relationships.Data for this research were collected from 347 undergraduate students through a survey. They were asked to provide their perceptions on two brands for each of 8 large Korean companies.The results indicate that corporate image directly influences brand trust, whereas it does not affect brand trust indirectly, through company-product fit. Also, the results indicate that corporate image does not directly influence brand affect, whereas it does influence brand affect indirectly, through consumer-company identification.
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文俊淵 홍익대학교 경영연구소 1985 경영연구 Vol.9 No.-
Consumers are always involved in many types of choices. So, Consumer choice processes have been ranked highly in almost all models of the Consumer Behavior. And then, memory affects consumer choice in many way. In this respect, memory factors in consumer choice have been regarded among the most important areas in the consumer research. Despite their importance, memory research has been fairly neglected until recent times. This paper reviewed the structure, functions and characteristics of memory based on cognitive psychology. In such theoretical foundations, some strategic implication for marketing management are derived. This paper concludes with the suggestions about how and where information should be presented to consumers.
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문준연,Surinder Tikoo 한국마케팅과학회 2013 마케팅과학연구 Vol.23 No.3
This study extends the research on the capabilities–dependence–outcomes model in manufacturer–supplier relationships. Specifically, it examines the role of benefit-based and cost-based dependence in connecting relationships between supplier capabilities and manufacturer commitment. It also examines the impact of manufacturer commitment on supplier sales performance and manufacturer opportunism. Data from a survey of 131 suppliers of three leading Korean manufacturers are used to test the model of this research. A key finding is that suppliers should strive to generate benefit-based manufacturer dependence. Our results also indicate that supplier commitment in transaction-specific investments begets manufacturer commitment.
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