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스마트폰의 브랜드 개성-자아 이미지간 일치성이 브랜드 충성도에 미치는 영향
심명희(Myung Hee Shim),임한나(Han Na Lim),한은경(Eun Kyung Han) 한국광고홍보학회 2011 광고연구 Vol.0 No.88
본 연구는 급속하게 성장하고 있는 스마트폰 시장에서, 스마트폰의 브랜드 전략의 일환으로 소비자들이 인식하고 있는 스마트폰 브랜드 개성에 주목하였다. 특히 스마트폰의 브랜드 개성과 자아이미지의 일치성을 통해 브랜드 충성도에 영향을 미치는 관계를 파악하고자 하였다. 또한 무선 인터넷을 기반으로 다양한 모바일 앱을 사용하는 스마트폰의 제품 속성을 고려해, 인터넷 사용 제품군에서 소비자 행동 차이를 설명하는 플로우(Flow) 경험 정도가 브랜드 개성-자아이미지 일치성과 브랜드 충성도 관계에 유의미한 영향을 미칠지를 살펴보았다. 연구 대상은 애플의 아이폰, 삼성의 갤럭시 2개 브랜드를 선택했다. 연구결과 스마트폰의 브랜드 개성은 ``감성``, ``세련``, ``유능``, ``활달`` 4가지 차원으로 나타났고, 그 중 ``감성`` 차원이 가장 중요한 구성 요소로 파악되었다. 한편 소비자들은 자신의 이미지를 ``유능`` 차원에 가장 일치시키고 있는 것으로 나타났다. 또한 브랜드 개성-자아이미지 일치성이 높을수록 브랜드 충성도에 긍정적인 영향을 미쳤고, 플로우 경험 정도 또한 브랜드 충성도에 영향을 미치는 중요한 요인임이 확인되었다. 따라서 본 연구는 이러한 결과들을 통해 스마트폰 시장에 마케팅적인 시사점을 제공할 뿐 아니라, 브랜드 차별화 및 소비자와 브랜드간의 돈독한 관계 구축의 필요성을 제안하고 있다. To investigate the rapidly developing smart phone market in Korea. This study focused on customer-perceived "brand personality" as the smart phone brand strategy. This study attempted to examine if congruity between brand personality and self image at the user level exist and to find out the factors that influence smart phone brand loyalty. a further purpose of this study was to investigate the "moderating" role that exists between the flow experience of the smart phones usability and the influence that congruity between brand personality and self image has on consumer brand loyalty. In oder to conduct the study, the following brands and models were selected as subjects: Apples`s iPhone and Samsung`s Galaxy. The results showed the four components of smart phone brand personality: "emotion", "sophistication", "competence", "vivacity" and how the congruity between brand personality and self image affected the brands loyalty. Thus, it was established that the moderating role existing between the flow experience of smart phone usability and the influence of congruity between brand personality and self image on brand loyalty was significant.
온실가스 감축계획 수립을 위한 탄소지표 활용방안에 관한 연구-수송부문을 중심으로-
윤용상,심명희,권가란 한국건축친환경설비학회 2014 한국건축친환경설비학회 논문집 Vol.8 No.4
In recent years, the Government of South Korea has provided execution plans to achieve the successful implementation for the goalof greenhouse gas reduction goal by 2020 for a variety of sectors such as industry, building and transportation. However, the goal andreduction measures proposed by the government have limitations to provide detailed reduction measures that reflect emission characteristicsof urban cities. Thus, this study aimed to provide a measure that can establish greenhouse gas reduction plans in detail by developinga carbon emission index. The number of population is the most basic data to calculate the greenhouse gas emission amount in the transportation sector. Accordingly,a greenhouse gas emission baseline can be set up using the greenhouse gas emission amount per capita in local governments and greenhousegas reduction goal. In this paper, therefore, a greenhouse gas emission amount per capita was set as the carbon emission index in thetransportation sector. To review the effectiveness of the carbon emission index, three methodologies were used to calculate the greenhouse gas emissionestimated in the transportation sector in No. 1 District of Geomdan New Town. The three methodologies are: first, emission calculatedbased on the number of registered vehicles as per vehicle type, second, emission calculated by the number of registered vehicles as pervehicle type and average driving distance, and third, emission calculated by the traffic volume by transport means and average trafficdistance. Emission calculated by the above methodologies showed that if Geomdan New Town is developed as the same as other existingNew Towns, the carbon emission index was estimated to produce 2.1 tCO2/capita·year. On the other hand, if Geomdan New Town introducesurban planning elements (walking incentive, bicycle incentive and public transport incentive polices etc.) with regard to transportationsector to create a green city, the carbon emission index was estimated to produce 2.0 tCO2/capita·year, resulting in reduction of 0.1 tCO2per capita. As such, the carbon emission index can provide information with regard to the greenhouse gas emission characteristics oflocal governments as per emission sector so that it can be utilized as criteria that determine effectiveness of policies for greenhouse gasreduction.